# How to Validate the Market for Your New Product with Ivo Kalburdzhiev of CreatorClub

- Show: [Predictable Designs Podcast](https://hardwarepodcasts.com/podcast/predictable-designs-podcast)
- Published: 2022-04-14
- Length: 54m
- Episode: 33
- Page: https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator

## Summary

Ivo Kalburdzhiev, co-founder and CEO of CreatorClub, explains a product market validation process for hardware startups to avoid building unwanted products. He details a funnel using Facebook and Instagram ads to drive traffic to a landing page, where users can sign up or pay a small deposit to reserve a product, such as the DuoBox night-vision camera. Kalburdzhiev emphasizes testing price points, using real product photography over renders, and analyzing metrics like cost per lead and pre-launch metrics to ensure viability before full development. He shares his own past failures, including a failed Kickstarter for an iPad racing wheel and a phone stand, to illustrate the importance of validating demand early.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator#t=0) Introduction: Ivo Kalburdzhiev and CreatorClub
- [2:56](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator#t=176) The Cost of Skipping Validation: Kalburdzhiev's Failures
- [11:28](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator#t=688) The Validation Funnel: Advertising and Landing Pages
- [21:15](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator#t=1275) Visuals: Real Products vs. Renders
- [25:23](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator#t=1523) Reservation Pages and Deposits
- [29:38](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator#t=1778) Surveys and Customer Feedback
- [43:28](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator#t=2608) Key Metrics: Cost Per Lead and Pre-Launch Metric
- [50:09](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator#t=3009) Conclusion: The Importance of Iteration

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- CreatorClub (company)
- Kickstarter (other)
- Indiegogo (other)
- Juicero (product)
- Facebook (other)
- Instagram (other)
- Stripe (other)
- Landingi (tool)
- Google Analytics (tool)
- GetResponse (tool)
- Typeform (tool)
- Prelaunch.com (other)

## Related episodes from other shows

- [073: Tips from the World’s Biggest Crowdfunding Agency](https://hardwarepodcasts.com/podcast/product-startup/2021-04-28-073-tips-from-the-worlds-biggest-crowdfunding-agency) (Product Startup)
- [012: Testing product ideas. 7 inventors & small business owners share advice](https://hardwarepodcasts.com/podcast/product-startup/2016-07-12-012-testing-product-ideas-7-inventors-small-business-owners-share-advice) (Product Startup)
- [Ep. 39 - Starting a Hardware Company](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-05-15-ep-39-starting-a-hardware-company) (Open Hardware Manufacturing Podcast)
- [091: Market Testing Prior to a Crowdfunding Launch](https://hardwarepodcasts.com/podcast/product-startup/2021-09-01-091-market-testing-prior-to-a-crowdfunding-launch) (Product Startup)
- [066: E-Commerce Platforms for Launching a Consumer Product](https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product) (Product Startup)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Predictable Designs Podcast.