# 033: Top Crowdfunding Mistakes with Khierstyn Ross of Crowdfunding Uncut

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2016-12-27
- Length: 38m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut
- Listen: http://theproductstartup.com/tps033-top-crowdfunding-mistakes-khierstyn-ross-crowdfunding-uncut/

## Summary

Khierstyn Ross of Crowdfunding Uncut explains that successful crowdfunding requires building an audience and validating positioning before launch, citing her early failure with Thin Ice where she raised only a third of her goal due to poor customer connection. She contrasts this with her $600,000 success with TapLock, a fingerprint padlock, which succeeded by targeting gym users and using real-world surveys to refine its message. Ross advises founders to treat crowdfunding as a sales channel for an existing audience rather than a way to find one, warning that platforms like Kickstarter and Indiegogo bury campaigns that lack early momentum. She emphasizes the importance of transparency, detailed budget breakdowns, and addressing FAQs to reduce perceived risk for backers.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut#t=0) Introduction and Listener Question on Prototype Costs
- [4:27](https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut#t=267) Crowdfunding Timing: Prototype vs. Production Funding
- [7:54](https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut#t=474) The Thin Ice Failure: Wrong Positioning and No Customer Validation
- [10:12](https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut#t=612) TapLock Success: Targeting Gym Users and Real-World Surveys
- [12:54](https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut#t=774) Building an Audience: The Necessity of Pre-Launch Momentum
- [16:31](https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut#t=991) Campaign Mechanics: Kickstarter's Algorithm and Early Funding Goals
- [21:09](https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut#t=1269) Page Design: Red Flags, FAQs, and Transparency
- [27:26](https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut#t=1646) Video Strategy: Teasers, Relatability, and Content Marketing
- [32:11](https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut#t=1931) Top Tips: Budgeting, Validation, and Reducing Perceived Risk

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Crowdfunding Uncut (product)
- Indiegogo (other)
- Kickstarter (other)
- TapLock (product)
- Thin Ice (product)
- Mako Design + Invent (company)
- Shopify (other)
- Facebook (other)
- Reddit (other)
- Amazon (other)

## Related episodes from other shows

- [#014 - Brick-and-mortar stores for crowdfunded projects to help reach consumers, with Damien Ng of Backers, Hong Kong](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-02-22-014-brick-and-mortar-stores-for-crowdfunded-projects-to-help-reach-consumers-wit) (The Hardware Entrepreneur)
- [#008 - What to learn from Pebble’s story: two times most funded Kickstarter campaign ever to its eventual end, with your host, Balint Horvath, Switzerland](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-01-11-008-what-to-learn-from-pebbles-story-two-times-most-funded-kickstarter-campaign) (The Hardware Entrepreneur)
- [2: Launching](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-10-05-2-launching) (Thoroughly Considered)
- [16: 3,841](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-08-10-16-3-841) (Thoroughly Considered)
- [Turning Customers Into Investors: A Popcorn Brand's Crowdfunding Playbook](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-09-05-turning-customers-into-investors-a-popcorn-brands-crowdfunding-playbook) (The Startup CPG Podcast)

## Citing this page

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