# 103: BxCttr

- Show: [Thoroughly Considered](https://hardwarepodcasts.com/podcast/thoroughly-considered)
- Published: 2023-09-07
- Length: 40m
- Episode: 103
- Page: https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-09-07-103-bxcttr
- Listen: http://relay.fm/tc/103

## Summary

Tom Gerhardt and Dan Provost of Studio Neat discuss the progress of their Kickstarter campaign for the Keen utility knife, noting that while the campaign is performing well organically, paid advertising efforts have not yielded sufficient returns to justify increased spend. They explain that the high price point of the $90 knife makes cold acquisition difficult, so they are focusing on long-term brand building rather than short-term campaign juicing. The hosts also detail the naming process for the Keen, explaining how Dan settled on the word for its double meaning of 'sharp' and 'eager,' and discuss the challenges of product naming and trademark checks. Finally, they announce the St. Jude Children's Research Hospital fundraiser and a raffle for limited-edition gold Mark One pens.

## Chapters

- [0:07](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-09-07-103-bxcttr#t=7) Introduction: Studio Neat and Kickstarter Campaign Status
- [1:04](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-09-07-103-bxcttr#t=64) Tom Gerhardt on Kickstarter Advertising Results and Strategy
- [4:54](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-09-07-103-bxcttr#t=294) Dan Provost on Pricing, Margins, and Product Feedback
- [16:07](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-09-07-103-bxcttr#t=967) The Naming Process for the Keen Utility Knife
- [23:33](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-09-07-103-bxcttr#t=1413) Product Naming Challenges: Frames, Slice, and AI Brainstorming
- [27:27](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-09-07-103-bxcttr#t=1647) St. Jude Children's Research Hospital Fundraising Campaign
- [33:26](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-09-07-103-bxcttr#t=2006) Thoroughly Considered Raffle for Gold Mark One Pens

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Studio Neat (company)
- Keen (product)
- Mark One (product)
- St. Jude Children's Research Hospital (other)
- ChatGPT (tool)
- Stanley (company)
- Slice (company)
- Relay FM (company)

## 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)
- [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)
- [Kickstarter, IndieGoGo & Ignite - Jasperated Jimswinger Jobbery](https://hardwarepodcasts.com/podcast/the-amp-hour/2013-04-24-kickstarter-indiegogo-ignite-jasperated-jimswinger-jobbery) (The Amp Hour)
- [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: Perry Chen (2018)](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-12-31-kickstarter-perry-chen-2018) (How I Built This)

## 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/2023-09-07-103-bxcttr. 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.