Greenbelly is a healthy meal on the go that provides 1/3 of your daily nutrition. It serves as a great supplementary or replacement meal for travelers, athletes, cyclists, adventurers, and executives. The team behind this product raised over $17,000 on Kickstarter from 250+ backers. We conducted an interview with Chris Gage, the creator of the project, below to learn more about Greenbelly and it’s success on Kickstarter.
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Show Notes
This podcast episode is sponsored by Fulfillrite: Kickstarter and crowdfunding reward fulfillment services.
– Chris sought out a food scientist from NYC who is also a trained chef to help improve the quality of the product’s nutritional profile and to enhance the flavoring.
– There was a lot of planning that went into the Greenbelly food campaign and the strategy was to get as much energy going in the first few days to build up some buzz.
– Kickstarter made sense because it didn’t require the company to acquire debt, sacrifice ownership, or bring on investors. It was similar to launching a product online in a marketplace where there is a great opportunity to get PR and get eyeballs on the new initiative.
– The PR outreach came down to contacting bloggers and publications through cold emailing and developing relevant media lists.
– There is a growing trend in consumer awareness about the products they are purchasing and it’s important to have a fundamentally good product and not one that just looks good.
– The video and the story stood out so well because it had an element of personality and was something that other people could resonate with (also check out the Esington Glass podcast for a great personal video).
– It’s important to heavily research shipping/reward fulfillment to make sure that your backers will get the items they pledged for.
– Chris has been using Shopify thus far to manage orders and set up the online shop for GreenBelly. He also recommends the Shippo app.
– Looking back, it’s a good idea to think about the middle of the campaign ahead of time with regards to stretch goals and post-launch marketing.
