# 117: Successful Equity Crowdfunding for Hardware Startups

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2022-03-09
- Length: 26m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2022-03-09-117-successful-equity-crowdfunding-for-hardware-startups
- Listen: https://productstartup.com/

## Summary

Peter-Paul Van Hoeken, founder of FrontFundr, explains how hardware startups can use equity crowdfunding to raise capital and build a community of brand ambassadors. He distinguishes equity crowdfunding from product-based platforms like Kickstarter, emphasizing that investors become co-owners and share in the company's upside. Van Hoeken outlines three key pillars for success: demonstrating tangible traction through sales or prototypes, putting in the hard work to prepare and execute the campaign, and maintaining transparent communication with investors to build trust and leverage their networks.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2022-03-09-117-successful-equity-crowdfunding-for-hardware-startups#t=0) Introduction: Peter-Paul Van Hoeken and FrontFundr
- [3:14](https://hardwarepodcasts.com/podcast/product-startup/2022-03-09-117-successful-equity-crowdfunding-for-hardware-startups#t=194) Equity vs. Product Crowdfunding: The Core Difference
- [6:02](https://hardwarepodcasts.com/podcast/product-startup/2022-03-09-117-successful-equity-crowdfunding-for-hardware-startups#t=362) Building Community and Brand Ambassadors
- [9:24](https://hardwarepodcasts.com/podcast/product-startup/2022-03-09-117-successful-equity-crowdfunding-for-hardware-startups#t=564) Three Pillars of Success: Traction, Work, and Reach
- [12:32](https://hardwarepodcasts.com/podcast/product-startup/2022-03-09-117-successful-equity-crowdfunding-for-hardware-startups#t=752) Campaign Preparation and Execution
- [16:43](https://hardwarepodcasts.com/podcast/product-startup/2022-03-09-117-successful-equity-crowdfunding-for-hardware-startups#t=1003) The Importance of Post-Campaign Communication
- [21:56](https://hardwarepodcasts.com/podcast/product-startup/2022-03-09-117-successful-equity-crowdfunding-for-hardware-startups#t=1316) Democratizing Access to Private Markets

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- FrontFundr (company)
- Kickstarter (company)
- Indiegogo (company)
- Chai Easy (product)
- Mako Design + Invent (company)

## Related episodes from other shows

- [#015 - How to benefit for your hardware project from the first major crowdfunding platform, with Sandy Diao of Indiegogo, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-03-01-015-how-to-benefit-for-your-hardware-project-from-the-first-major-crowdfunding-p) (The Hardware Entrepreneur)
- [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)
- [S2E37 Defied the odds:  A Physical Product Development Firm That Focuses on Startups & Small Businesses, Mako Design + Invent –Kevin Mako](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-08-23-s2e37-defied-the-odds-a-physical-product-development-firm-that-focuses-on-startu) (Being an Engineer)
- [#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)
- [S3 E7: Building Bootstrapped Hardware That Sells with Christian Reed](https://hardwarepodcasts.com/podcast/the-builder-circle/2026-01-13-s3-e7-building-bootstrapped-hardware-that-sells-with-christian-reed) (The Builder Circle)

## Citing this page

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