# 2: Launching

- Show: [Thoroughly Considered](https://hardwarepodcasts.com/podcast/thoroughly-considered)
- Published: 2015-10-05
- Length: 38m
- Episode: 2
- Page: https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-10-05-2-launching
- Listen: http://relay.fm/tc/2

## Summary

Dan Provost and Tom Gerhardt of Studio Neat document the launch of their Obi smart laser toy for pets on Kickstarter, hosted by Myke Hurley. The founders describe the high-stakes pressure of relying on the campaign to sustain their business, noting that previous successes with products like the Neat Ice Kit had created a false sense of security about their ability to pivot to new markets. As the campaign failed to meet its $100,000 goal, they faced the difficult decision of whether to cancel the project, ultimately choosing to let it run its course to respect their backers while learning from the marketing failure.

## Chapters

- [0:04](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-10-05-2-launching#t=4) Introduction: Studio Neat and the Obi Kickstarter Launch
- [1:42](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-10-05-2-launching#t=102) The Pre-Launch Anxiety and Launch Day Pressures
- [5:25](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-10-05-2-launching#t=325) Initial Slow Response and Plan B Strategies
- [9:42](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-10-05-2-launching#t=582) The Roller Coaster: Early Hopes and Disappointing Trends
- [15:26](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-10-05-2-launching#t=926) Marketing Pivot: Press, Ads, and Learning from Past Failures
- [24:05](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-10-05-2-launching#t=1445) 10 Days In: Predicting the Campaign Curve and Cancellation Dilemma
- [34:02](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-10-05-2-launching#t=2042) Conclusion: Resignation, Learning, and Final Appeal

## 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)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- Studio Neat (company)
- Obi (product)
- Kickstarter (other)
- Neat Ice Kit (product)
- Glyph (product)
- Cosmonaut (product)
- Simple Bracket (product)
- Tech Crunch (other)

## Related episodes from other shows

- [#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)
- [162: Product Pre Launch Strategies For Crowdfunding Success](https://hardwarepodcasts.com/podcast/product-startup/2023-02-10-162-product-pre-launch-strategies-for-crowdfunding-success) (Product Startup)
- [Kickstarter, Copycats, and Comebacks: RiutBag’s Rise](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-07-01-kickstarter-copycats-and-comebacks-riutbags-rise) (It's Only a Prototype)
- [Afterschool Podcast, Episode 5 - StudioNeat (9/16)](https://hardwarepodcasts.com/podcast/core77-podcast/2013-11-04-afterschool-podcast-episode-5-studioneat-9-16) (Core77 Podcast)
- [033: Top Crowdfunding Mistakes with Khierstyn Ross of Crowdfunding Uncut](https://hardwarepodcasts.com/podcast/product-startup/2016-12-27-033-top-crowdfunding-mistakes-with-khierstyn-ross-of-crowdfunding-uncut) (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/thoroughly-considered/2015-10-05-2-launching. 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 Thoroughly Considered.