April 20, 2013
Reflections on Community & HAPIfork's Kickstarter Campaign
I've done so many launches in my life that I'm not even sure I could count them all and yet a launch in and around crowdfunding is a relatively new experience for most of us.
Some launches alert the world that a product is shipping, that there's an IPO or a new partnership, that there are four new features than the previous version, that there's a new management hire, that the CEO is speaking on a panel, that product Z just won an award, or that an office is opening in Singapore...the list goes on. I've done them all.
Kickstarter, while not a new concept for the early adopters and technologists within my circles, my sisters who live in an East Coast small town have never heard of it nor have my friends in Florida, Minnesota and Canada. In other words, it's still a relatively new way for consumers to order a product, especially one which in many cases hasn't been built yet and there's only a basic prototype to show when the campaign goes live.
We're in day four of the HAPIfork Kickstarter campaign and plenty of press gave HAPIfork some love this week as part of the kick-off, the kind that is, that would cover this kind of announcement. The good news is that as a result of heightened media activity this week which comes on the heals of over 900+ media hits worldwide from its initial unveiling at CES in January, more and more mainstream press are intrigued and want to play with the fork.
From Dr. Oz, Good Morning America, Good Housekeeping, Penthouse and Men's Health, we've had discussions and coverage; it's a no brainer for their audience since its the kind of device mainstream consumers would want to try out just as they did when electric toothbrushes first hit the market and dentists confirmed that they can clean your teeth more comprehensively than a regular brush. In both cases, there's a "mindful component" to it.
Why wouldn't consumers reading consumer magazines want to learn about a new digital device that can help them eat better, improve their digestion and eat less, thereby consuming less calories. In an eager-to-consume everything and anything country with astonishing obesity rates, the timing of HAPIfork couldn't be better. Even ABC News was intrigued and Jay Leno and The Colbert Report gave the smart fork a call out in mid-January while NBC News Scott Budman covered it the day after Kickstarter went live.
It is precisely the kind of device that will make people think more carefully about their eating habits and suddenly, a "new pattern" of thinking and eating more mindfully kicks in. The goal is to modify "speed" behavior at the onslought and then extend into more mindful habits beyond a plate of food over a meal.
The Benefits of an Early Community:
While there are clearly other ways to get funded, Kickstarter helps to identify the early adopters and fans who really understand the inherent value of a "smart fork". Beyond a fad, people who jump on board early assume faith in a product that embraces a way of thinking that goes something like this:
"A connected fork isn't the only way to get healthy and lose weight, because at the end of the day, it's always my own decision about what I eat, when I eat and how fast I eat. While human input is a big part of leading a healthier lifestyle, I for one, could use a little help. HAPIfork can remind me, prodding me with each bite I take, to eat healthier, slower and be more mindful in the process. Most importantly, I understand this is a starting point and realize that this fork can act as a digital coach to help modify my behavior over time...and alone, is an important first step to the path of mindful eating and living."
The above mantra or statement if you like, isn't an official statement from the company...it's how I personally think about HAPIfork as an enabler of healthy habits, starting with food.
Education will be a big part of this campaign, starting with Kickstarter and well into the coming months ahead. With Kickstarter, we will see the formation of an early community who is willing to take a healthy step into that universe, one that leads to a HAPier and more fulfilling life.
Building a community isn't new, nor was it new at the birth of social media. Smart marketers have always understood that the customer is king and he/she leads the way, not the CEO. Customers aka your community is critical at the beginning of a product launch and throughout its entire lifestyle.
30 years later and I still flash a smile and feel an emotional bond when I see the Pillsbury Doughboy on TV. Great branding? You could say so, especially since I'm not their target audience. For decades, they achieved sustainable success inside their community (moms and women who bake with their products) and outside their community, people like me who have a warm and fuzzy feeling about their brand even though I'm not a user.
Regardless of what kind of product launch you're doing -- inside a crowdfunding paradigm like Kickstarter or IndieGoGo or out -- it always goes back to the customer and making them happy again and again and again. In recent years, I've seen far too many companies forget how important customer feedback is, for without them, there is no sustainable growth. There is no product. There is no company.
For HAPILABs and HAPIfork, it's the start of learning about a community that embraces the concept of happiness, mindful eating and health early on. It's been a thrilling ride to be driving the marketing and PR efforts since the prototype kick off, but as I watch the Kickstarter numbers rise hour after hour, and excitement runs up and down my spine, I remind myself that this is just the beginning. The exciting days are ahead as we learn from customers using the fork, how it has positively affected their lives.
Here's the link to the Kickstarter campaign if you are interested in supporting the campaign at whatever level - as a supporter, or simply because you can't wait to get your paws on one of these magical HAPIforks.
Posted by Renee Blodgett on April 20, 2013 | Filed in America The Free, Client Announcements, Client Media Kudos, On Health, On Innovation, On Mobile & Wireless, On Technology, PR & Marketing | Permalink | Comments (0) | TrackBack (0)
April 19, 2013
Reflections While Boston, My Old Hood, Is Under Attack
Being on the road and in back-to-back meetings for the last three days, I haven’t had time to digest and process the Boston Marathon incident until tonight. In fat I heard about it during a meeting with a media buddy who was late to the lunch since he was covering the story and had to file before leaving the office. His brow was strained as he said, “sorry I’m late, but I was buried deep in the Boston tragedy.”
My heart raced…..he didn’t at first mention the Marathon, so after my mind darted from massive fire to another shooting along the lines of what happened in a Colorado theatre, he went on, seeing that I hadn’t had heard the news. I heard fragments: Bombs. Finish Line. Terrorism I asked? Chris didn’t know.
Since Boston had been my home for many years and I have experienced Boylston Street’s chaotic crowds for many a’ Spring watching friends and even on one occasion, a boyfriend cross the finish line. I worked with the Massachusetts Association for the Blind when I was in my twenties, while living there, and even watched blind runners I was helping to raise money for equipment they needed, cross that very same finish line.
Personally, I’ve never been a runner so have never quite understood the intense satisfaction and glorious reward a runner must feel after so much training, to then “high five” loved ones as he or she made it to the end, some not quite knowing they would. I’ve known many people participate over the years – some of them trying to improve their time from the previous year, some trying to prove that they had the endurance to make it at all, and others who flew in from other cities because they considered the Boston Marathon a race they must do at least once in their lifetime.
In my later Boston years, we stopped going every year since as I grew older, fewer and fewer people I knew participated and more often than not, friends wanted to avoid the crowds and the chaos of what those crowds brought, none of which is the chaos that poor Boston experienced this year. It wasn’t unlike New Yorker’s fleeing the city during New Year’s Eve or local Brazilians heading to the country at Carnival time.
HAPIfork on Kickstarter: Nearly 3 Days Into the Campaign
I remember being in the offices of a well known mobile and software company ten or so years ago after having lunch with the CEO. They had just completed an IPO and as we walked into the main office space, increasingly becoming overcrowded with cubicles, he noticed how many employees were watching the stock price on their screens.
With me trailing behind him, he abruptly stopped and addressed his teams with a sense of urgency that surprised me. He said in a bold voice: "I don't want to see you starring at numbers on your screen all day - spend your time doing whatever you can to make our existing customers happy."
Hear hear. At the start of the HAPIfork Kickstarter campaign two days ago, I found myself obsessed with checking the screen constantly, even during meetings. The addictive nature of a campaign that has $$'s attached to it is impossible to ignore. After day two, I stopped and returned to a quick check every other hour, as a way to quickly check the progress but not be consumed by it.
That said, a campaign of this nature takes on a life of its own. After four hours, the Kickstarter HAPIfork campaign was 10% towards reaching its $100K goal and on day three, we are at 42,544 at the time of writing this blog post.
Here's a glimpse of my addictive screen grabs on Wednesday and Thursday.
April 17, 2013
HAPIfork Launches Kickstarter Campaign: World's First Connected Fork Now Available for Pre-Order
For the last few months, as anyone in my circle can affirm, nothing has consumed more of my time than a magical little device called HAPIfork, referred to as the vibrating fork and also its claim to fame: the world's first connected fork.
Since our initial unveiling at CES, the world has embraced HAPIfork, eager to try this unique device aimed at helping you slow down how fast you eat.
Today, we're kicking a Kickstarter campaign to raise funds for the manufacturing and distribution of HAPIfork, so alas, people can finally pre-order the device which aims to transform people's relationship with food.
In January, HAPIfork was the recipient of the CES Innovations Award, Health & Wellness category and soon thereafter, the word quickly spread to over 50 countries globally culminating in hundreds of articles, blog posts, tweets, television and radio appearances as well as a fun shout out from The Colbert Report and Jay Leno.
Keeping in line with Kickstarter rewards at various funding levels, the HAPIfork will be offered as a perk for up to 2,500 people funding $89, and at the $99 level for anyone else who would like to be in the first commercial batch. In addition, the opportunity to be part of the beta testing program, receiving the HAPIfork at the earliest possible availability date, is offered at the $300 level perk. The campaign, which starts today and runs until May 31, 2013, has a fundraising target of $100,000.
HAPIfork was designed by French entrepreneur and inventor Jacques Lépine whose idea was based on research which shows that by eating slower, people can improve the way they feel, improve their digestion and lose weight.
Unlike other health related tools, the HAPIfork is inconspicuous and appropriate for out-of-home use. The smart fork also collects information for future analysis or monitoring in clinical settings. All data is transmitted to a ‘personalized online dashboard’ when the user connects their HAPIfork to their computer or mobile device making it easy to monitor eating habits and health improvement at home or on the road.
The fork will be released in three colors (blue, green and pink) and will ship to Kickstarter funders first before the general public. The product will initially go on sale in the US and EU in the fourth quarter of this year.
Bravo and a well deserved High Five to the entire HAPILABS team. We're excited to move HAPIfork closer to distribution and grateful to Kickstarter for their support to get this campaign to GO!
SO, c'mon over and support us, order a HAPIfork and start eating more slowly, transforming the way you think about food, eat food and digest food.
Onward & upward to a Healthier and HAPier place!
April 15, 2013
Fourth Annual TEDxBerkeley Event To Kick Off April 20
The fourth annual TEDx Berkeley Event (a 501c3) will kick off on Saturday, April 20, 2013 at Berkeley’s Zellerbach Hall with 13 thought provoking and renowned speakers and three performers, set to tackle this year’s theme: Catalyzing Change.
This decade presents significant and global change that will impact how we use technology, how and where we work, communicate and use utilities and applications across industries, from education, mobile technology, biotech and biofuels to healthcare, government, sustainability and beyond.
Learning and sharing ideas in a way that provokes change and making the world a better place is what TED events are about. Given that Berkeley is an epicenter of innovation, inspiration and talent, it’s the perfect location for speakers and attendees alike to participate in this important global conversation.
Below is a list of the 2013 TEDxBerkeley speakers and performers:
- Chris Anderson: Chris is the co-founder and chairman of 3D Robotics, former editor of WIRED Magazine and author of The Long Tail, Free: The Future of a Radical Price and Makers: The New Industrial Revolution.
- Louann Brizendine, MD: Louann is a practicing neuropsychiatrist, a New York Times best-selling author, a professor at UCSF, founder of Women’s Mood & Hormone Clinic, and a media commentator specializing in sex differences and The Male and Female Brain.
Posted by Renee Blodgett on April 15, 2013 | Filed in America The Free, Client Announcements, Conference Highlights, Events, On Innovation, On Technology, WBTW | Permalink | Comments (0) | TrackBack (0)
April 03, 2013
Kundera's Immortality: A Person is Nothing But His Image, But a Woman is Nothing But Her Truth
I just finished yet another Milan Kundera novel: Immortality. He is, as always intense. I happen to be one of his fans, one who patiently understands the flow of his meandering style, knowing the poetic philosopher in him who needs us to read each and every line.
It's as if I'm in his head when I really listen to his meanders, and can even sense where and how he is sitting as he writes a passage, can feel the women he has known and not known and all the intricate details which make up his life, or least the bit which give it meaning.
The first meander centered around image and the premise was that a person is nothing but his image. "Philosophers can tell us that it doesn't matter what they world thinks of us, that nothing matters but what we really are. But philosophers don't understand anything. As long as we live with other people, we are only what other people consider us to be. Thinking about how others see us and trying to make our image as attractive as possible is considered a kind of dissembling or cheating." (I'd add, dying).
March 25, 2013
HAPIfork Parades Around Austin Taking in the Energy of SXSW
HAPIfork, which has taken on a mind of his own, decided to embark upon Austin during South by Southwest (SXSW) with Andrew Carton and I. He made a few interesting stops along the way and had quite a few encounters, starting with a little saloon action in the lobby of the Driskill Hotel. After all, we were in Texas after all.
Then he headed to the Rackspace party where he met Travis.
A little more Western cowboy and rope action along Fourth Street.
March 21, 2013
Al Gore on the Environment, Healthcare, Guns & Democracy at #SXSW
I've met Al Gore a few times now over the years and have heard him speak about a dozen times, maybe more, particularly since he became so entrenched with technology while he was in office and after the fact. It should be no surprise that he was in full form at South by Southwest (SXSW) this year on the main stage in Austin in a fireside chat with WSJ's Walt Mossberg.
Those of us who know his agenda and his passion for climate change were waiting for him to dive full force into his 'green' agenda, which he did towards the end of his talk. They started with the digital revolution, appropriate given the "Southby audience." Print media are devastated he said, which is a very old discussion in the world of social media, where SXSW is the Queen Bee conference that takes such discussions to the next level...and this one started eight or so years ago.
That said, mainstream consumers in small towns are still reading newspapers and while they all may have a cell phone, they don't necessarily all use it to get their news. He refers to the 'now' economy as a 'stalker one,' where kids are even wearing 'chips' and being tracked by governments.
"I hope this stalker economy will create a gag reaction," he said. Gore suggests that we're seeing a shift in power that is bigger than what we've seen in 500 years. He also brought up Asia and how China will quickly surpass the U.S. as the largest economic power in the world.....because of that concentration and shift of power, 93% of extra income has gone to the 1% who are in power.
He added, "that's an economic fact," and then went onto say, "while our country is in serious trouble, it doesn't mean I'm not optimistic," but in order to take that power back, he suggested that "we as a country need to TAKE democracy back." Democracy as we know it he asserted, has been hacked. Said Gore, "Our OS (operating system) for the U.S. is our constitution."
Posted by Renee Blodgett on March 21, 2013 | Filed in America The Free, Conference Highlights, Events, On Being Green, On Innovation, On Politics, On the Future, Web 2.0 | Permalink | Comments (0) | TrackBack (0)
Happiness in the Workplace Panel at #SXSW Interactive
One of the great things about South by Southwest (SXSW) Interactive is that you tend to get panels about topics you wouldn't find in other conferences of its ilk. Given that I've been spending a lot of time focusing on the topic of happiness -- in my personal life as well as my professional life -- I couldn't resist going to the HAPPINESS panel with Jenn Lim from Delivering Happiness, Brian Welle from Google and Voodoo founder Chris Shultz. Delivering Happiness started as a book by Tony Hsieh, the CEO of Zappos, one which I've read personally three times, an integral focus of it is on their commitment to superior customer service and how that transformed their business. Since its launch, it has been translated into 20 languages and has moved into a movement. Jenn cites three areas: company, community and cities, such as what Tony and others are doing to transform downtown Las Vegas.
March 07, 2013
Dan Pallotta: Think About a Charity's Dreams, Not Their Overhead
Dan Pallotta's work brought the practice of four-figure philanthropy within the reach of the average citizen who had never raised money for charity before in their lives. 182,000 people of all shapes, sizes, and backgrounds participated in these inspiring, often grueling, long-distance events that raised $582 million in nine years - more money raised more quickly for these causes than any private event operation in history. Three million people donated to the events.
Then, he faced issues because of how things are currently structured for non-profits. Dan spoke on the TED 2013 stage this year and below are a mish mash of my notes from his talk.
He notes that there are many discriminatory issues that the philanthropy industry faces today:
1. Salaries: the median compensation for a Stanford MBA is $400K, but for a medical charity, it is roughly $232K. For a hunger charity, it is about half of that. You can’t get people to do that year after year and take that kind of financial hit when in the for profit world, you can yield so much more.
2. Marketing and Advertising: He says, "we don’t like to see our donations spent on advertising and marketing." It has remained at 2% of GDP in the United States and hasn’t grown. How can it grow if you’re not allowed to market?