We caught up with founder Emilie Homes to find out what happened next.
What inspired you to launch the companyIt was a very long time coming, many years of scribbling down notes and drawing things. I was a frustrated tea drinker. Any time you go anywhere it’s about coffee. I always feel a bit ripped off when I order tea and it’s always been such a poor experience. Its badly made and uses a bag you have at home. The UKs a tea drinking nation, how have we got it so wrong Eventually I thought damn it if no one else is going to do it Im going to do it .
Why did you decide to use KickstarterI raised two-thirds of the budget I needed through savings. I had someone saying you should try Kickstarter. No one had heard of it at that point, but I knew for a fact you couldnt do it unless you were in the US. I went to banks and pretty quickly discovered the interest was 19% and you had to sign your life away. I spammed them [Kickstarter] in various ways, with tweets and emails. I wasnt the only person doing that. Eventually they said it would launch [in the UK] on 31 October , but right from this moment you can start putting your project together. I got a friend to film a video and put it together very quickly. I feel very lucky. Whenever I mentioned it people were like: I dont get it, what do I get in return It wasnt until it went live I realised people were really excited about it.
What makes a Kickstarter project workGet a good video thats fun and people are much more likely to share it. I got lucky with Fleetwood Mac and a fun looking video. A retweet or a share was gold dust. Being in it does play a big role. Its playing on an emotional reaction because not only do people have to look at the video and want to share it, they are having a visceral reaction to what I want to do and the passion and excitement. Make the rewards something that has a lower threshold. The 10-15 mark is very important, people want to give something thats relatively appealing around that mark, and stagger it, so that it doesnt go up too quickly.
How long did it take to launch the businessIt was pretty quick. Before the [Kickstarter] project started I had to get a quote. Once Id hit my target, which took a week, I said lets get the van booked in . The project finished on the 26 November 2012, they did the work in two weeks and I launched on the 3 December.
How important were the people that pledged once the business had startedYou have a very highly engaged community. Thats very important. The names of my backers are on the van. They tell people about it because theyre part of it. They have updates. Its important that they know what you’re doing and we run a blog to tell the backers whats going on. If we go on to have a shop, they are going to want to come along.
How easy it to transition from a successful Kickstarter project to a sustainable businessFor any business it’s incredibly slow. You have all these plans you think are going to be quick to execute. From that first customer you start learning, it’s definitely an upward journey and it’s really interesting, but it’s slower than you expect.
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