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Launch and Scale
Khierstyn covers proven strategies to launch and scale a product successfully online through a mix of actionable content, business challenges, and interviews.
May 7, 2020
Indiegogo Crowdfunding & How Your Marketing Has To Change During The Current Crisis
* How Dan started his company through Indiegogo crowdfunding * Crowdfunding, apparel brands, and ecommerce marketing during the pandemic. For many brands, adaptation is an absolute necessity during the current crisis. This is especially true for some industries more than others. Take Dan, for example. He runs a travel apparel company (that he started through a successful Indiegogo campaign!), during the pandemic, travel isn't in most people's minds right now. So he has to take the marketing for his ecommerce and adapt it to the current times. In this video, I talk with Dan about his Indiegogo crowdfunding campaign, what it takes to be successful, and how he's had to change his ecommerce marketing messages during the current crisis. Want to personally work with Khierstyn? Go to www.workwithKR.com
May 1, 2020
LS27 - Part 3: How to Launch Your Product Online
An online product launch can be a great promotion strategy because it can provide you with visibility and excitement for your product. In this video, I delve more into why momentum advertising is so important to making your launch successful and how you can get the most out of your campaign. From day one of getting your business up and running, you should be focused on creating an event out of your product. Once you get started, you need to raise money right away to have the resources necessary to fulfill your first orders. You need to treat your promotion strategy like a lightning strike: Get press, get friends and family to talk about your product, and give people an excuse to be excited. It’s all about momentum advertising. If you simply open your store quietly, the money might trickle in, but you won’t be able to create momentum. Think of it like a train. A stationary train has a lot of inertia. But once it gains speed it becomes unstoppable. The same principle applies to a product launch. The reason why you want to make sure you treat your launch like a big event is so that you become unstoppable. You can ensure sales and traffic from day one, from which you can then expand your business. This strategy of momentum advertising works for any kind of online launch. So, how do you actually get orders from day one? People are most likely to take action if there’s an incentive. By offering special deals for a limited number of customers, you can create interest in your product. Momentum lies at the heart of an effective promotion strategy. Build a following and you’ll be able to get sustained sales from day one. Want to personally work with Khierstyn? Go to www.workwithKR.com
Apr 27, 2020
LS26 - PART 2: How to Launch Your Product Online (Mini Series)
➜ Grab Khierstyn Ross's product launch system: https://bit.ly/Launch_Guide ➜ Subscribe https://www.youtube.com/channel/UC4KE... ➜ Why most people get the product launch process all wrong ➜ How to see success with your new product launch The way most people launch new products online is extremely outdated. Here's what the standard product launch plan looks like: - Create a product idea - Develop the product - Buy inventory - Launch the product - Market & advertise the product I'm oversimplifying it here, but notice how marketing is at the bottom? Here's the thing: Marketing your product shouldn't wait till after you've already finished developing and are ready to launch, you should be getting the word out there long before day one. By the time you start your Kickstarter campaign, there should be a waiting list of people ready to buy. In this video, I talk about how you can set yourself up for success from Day One by marketing your product BEFORE you launch it. *** Want to work personally with Khierstyn? Go to Khierstyn.com to learn more.
Feb 27, 2020
LS25 - PART 1: How to Launch Your Product Online (Mini Series)
Welcome to Part 1 of my 3-part Mini-Series "How to Launch Your Product Online". This Mini-Series is designed to get you excited to take massive action toward your product launch, as well as informed on the critical steps that will make (or break) your launch. When doing a launch campaign, do you think about your target consumer? Or are you looking for whatever opportunity will allow you to sell your product? I find that there are two main types of goals that people have when they start to do a campaign and they lead to very different outcomes. There are people who, on the one hand, are testing out their product to see if they can make it into a viable business. These people haven’t completely committed to the idea that their product will be successful, so they want to do a campaign to test the waters. Then there are people who know they want to build a sustained business that reaches six or seven figures. These people have a product that they believe in and they have a target consumer who they want to reach with their launch campaign. There’s a big difference between these two types of people and how they approach their business. When you know that you want to build a business to six or seven figures and you focus your effort on your product rather than going after opportunities, you end up making decisions based on long-term growth rather than short-term gain. One important part of building a sustained business is finding the right customer that will get behind your product. What kinds of people will this product serve? When you can figure out your target consumer, you’ll be able to design a launch campaign based on that niche. So, what’s your goal? When you answer that question, you’ll have a better idea of how to move forward. *** Want to personally work with Khierstyn to launch and scale your product? Go to www.workwithKR.com to learn more
Feb 25, 2020
LS24 - How To Get Your Food And Beverage Product Into Grocery Stores, with Ainsley Moir
Are you looking to launch a Food and Beverage (FAB) Startup and want to get your product onto grocery store shelves, but can’t seem to figure out how to navigate the large corporate bureaucracy? Here’s the bad news… the large CPG brands can’t either. But here’s the GOOD news… the large CPG brands are so slow that you can still beat them at their own game if you know what to do. Today’s guest, Ainsley Moir, is a veteran of the FAB world, working for big brands such as Coke, Campbells, Vitamin Water, and more. She has been in the boardroom meetings for these large companies with infinite bank accounts and decades-long relationships with retailers. The disturbing news is they still take 4 YEARS to launch new products. Ainsley believed that this was way too slow and so on evenings and weekends she successfully launched her own FAB. coffee startup using proven corporate marketing strategies with startup speed. In this episode, Ainsley walks you through exactly what retailers want for you to get your product in stores. You will learn: * The single piece of paper (double-sided) you need to get your product into a retail store * How to find CPG buyers and get a meeting * What it is that Food and Beverage buyers actually want (and it’s not flavor) * How to test your message and assumptions about your market cheaply before you blow a bunch of money developing a product no one wants * Why some products lose money for each unit sold… and how to avoid it * How to get proof of demand before you’ve even sold a single item Want to learn more about how to get your FAB product off the ground? Check out AinsleyMoir.com **** Want to work with Khierstyn directly to launch and scale your product? Go to www.workwithKR.com to learn more.
Feb 23, 2020
LS23 - How To Determine If You Have Effective Ads | Funnel Creation Metrics
How do you know if you’re creating effective ads on Facebook? How can you learn from your data to improve your funnel creation ability? In this video, I talk about three of the most important metrics for measuring sales funnel success and what it means for your business. When you do a product launch, you need to have a waitlist of people built up from day one. You achieve this through what’s called a sales funnel. The idea is to show potential customers your product. When someone’s scrolling through their feed on Facebook, they’ll see a little bit about your product and a call to action. That’s the first step. You want to get customers from Facebook to your product landing page. Then, you’ll ask the visitor for their email so that you can contact them easily and move them closer to a sale. So, how do you know if you have effective ads? There are certain metrics that can allow you to determine whether or not your funnel creation went well. Click through rate is a percentage of people who are clicking the link in Facebook to go to your website. Cost per lead is the amount of money you spend to get one person onto your email list. The overall cost per lead should be from one dollar to two dollars and fifty cents. Landing page conversion rate is, of the number of people that come to your landing page, what percentage become email subscribers? Each of these three metrics have benchmarks that you should be above or below. By making sure you’re staying within these benchmarks, you’ll be able to tell if your funnel creation strategy is working and whether or not you need more effective ads. *** Want to personally work with Khierstyn to launch and scale your product? Go to www.workwithKR.com to learn more
Feb 21, 2020
LS22 - How to get celebrities to endorse your Kickstarter Launch (without needing to pay them)
Would you like to get a celebrity endorsement or two to help fuel your Kickstarter launch and not have to pay them or give up any equity in your business? How about 13 endorsements? Well, that’s exactly what Jon “Of The Chords” Ng did to raise over $300K on Kickstarter for “Lord of the Chords: The Punniest Music Theory Card Game in the World”. While doing his research on how to launch a Kickstarter Campaign, Jon noticed a pattern: A large percentage of campaigns that raised over six-figures had a celebrity endorsement. The problem was that he had no connections to anyone famous in the music industry and so had to “find another way” (as he likes to put it). In this episode, Jon reveals the L.O.R.D. framework he developed that enabled him to get 13 celebrity endorsements. L - Locate O - Offer an amazing gift… Something unique and relevant to your project R - Record their reaction D - Don’t quit when things go wrong… and find another way! We also cover: * Jon’s Top Strategies for Locating celebrities and how to get past their “people” to meet them backstage at concerts * What to Offer them that will make them go “WOW” and remember you forever * How he recorded the endorsements for use in future product sales * How he edited a video with those recordings to make “marketing that doesn’t feel like marketing” to grow his email list * How he set up his Facebook Ads Campaign to build the email list...and what he would do differently if he was going to do it all over again * The Classic AIDA advertising formula, and why the first “A” is the hardest. * How he tactfully promoted his campaign on Reddit and got over 800 upvotes, without getting banned Want more details on the LORD Framework? Check out Jon’s article on LinkedIn here: https://www.linkedin.com/pulse/4-secrets-lord-chords-used-build-social-proof-from-13-ng/ ****** Can I work with you to launch your product? Go to www.workwithKR.com to learn more
Feb 9, 2020
LS20 - From Plastic Bottles In the Ocean To Winning in Kickstarter, with Gabby Samkova
Gabby Samkova, originally from Australia, was living and working in Bali while surfing in her spare time. While she thought she was getting as far away from city life as possible and experiencing nature, she was constantly brought back to reality. Even while 100 meters offshore surfing, she would encounter plastic. Plastic bottles... plastic bags... plastic particles. She even kicked a dirty diaper trying to catch a wave! Gabby was determined to figure out how she could do her part to fix the problem. After doing her research, she discovered that we can now take old plastic and upcycle it into a polyester microfibre. Gabby realized that meant that it was now possible to take used plastic bottles and turn them into fast-drying, sand resistant, and compact beach towels! That’s when she founded SomerSide Towels and successfully launched on Kickstarter, even delivering early. In this episode, we talk about the steps Gabby took to deliver a premium fabric upcycled from plastic bottles in the ocean from diaper to launch and go over many of the lessons Gabby learned along the way. We also cover: * Having high standards GOOD! Spending the time upfront to manage product quality is crucial for a successful business after the launch * While volume is manageable, you need to be involved in every step of the process * Why you need to be backing other projects while planning your own launch * Be willing to write 300 or more thank you letters to your backers… and watch what happens as a result. Did you resonate with Gabby’s story? Check out SomerSide Towels here at https://www.somerside.com.au/ and pick a towel at the same time. *** Want to work with Khierstyn directly to launch and scale your product? Go to www.workwithKR.com to learn more.
Feb 5, 2020
LS19 - Product Development Phases | Does Kickstarter Have A Place In Your Product Development Strategy?
➜ Where Kickstarter fits in your product development phases ➜ Should Kickstarter be a part of your product development strategy? Kickstarter, and crowdfunding in general, is a fantastic tool available to entrepreneurs who want to launch new products. It allows people to launch their products without nearly as massive of a burden as they would've had before. BUT that doesn't mean it's an instant or easy success story; using Kickstarter the wrong way can still lead to a product launch failure. Many of these product launch failures have become the poster children for Kickstarter's sometimes less-than-stellar reputation. If you want to avoid becoming another one of those poster children, you need to know where Kickstarter fits in the product development process. As times have changed, so has the way you need to use Kickstarter (or Indiegogo). In this video, I talk about whether or not Kickstarter fits in the product development phase, and how to use it best for a product launch. If you'd like to personally work with Khierstyn with your product launch, go to www.workwithKR.com.
Sep 6, 2019
LS18 - Questions to ask before selling your business with Coran Woodmass
Coran Woodmass, the founder of thefbabroker.com, is a specialist ‘Fulfilment By Amazon’ or FBA Business Sales Broker who helps online founders sell their businesses. E-commerce is shifting away from selling exclusively on Amazon and investors are starting to prefer buying a brand. In this episode we’ll dive into that, as well as: * The process of selling an e-commerce brand * What investors expect from your business * When it’s the right time to sell your e-commerce business and its correlation with scaling * Why some people shouldn’t sell More information on Coran can be found on https://thefbabroker.com/about Resources Mentioned: Investing in DTC (Direct to Consumer) Brands, Podcast Raising Capital from VC’s and Angels, Podcast Profit First, by Mike Michaelowicz Our interview with Profit First author, Mike Michaelowicz
Aug 28, 2019
LS17 - Treating your audience building like a political campaign, with Lisa Myers
All the free advice on the interwebs can't compare to the actual experience you'll go through while bringing a product to market. Lisa Myers recently launched Ceres Chill on Indiegogo. She hit her launch goal of $15K in the first 12 hours of her campaign, and how she did it was extremely impressive. Ceres Chill is the world's first breastmilk cooler. As a full-time lawyer with two young kids at home, she had to completely bootstrap the tooling, development, and manufacturing. And as you can imagine, this wasn't a cheap project. Because her budget and time was tight, she had to think outside of the box for ways to get support for her campaign without breaking the bank. Instead of throwing thousands of dollars at Facebook ads to build up her audience, she decided to focus on a resource she already had -- her network. The weeks leading up to her campaign she focused on building up awareness and support through people that knew her and would help if she needed it. In this interview,…
Aug 28, 2019
LS16 - Campaign failing? Here's what to do
What do you do when you launch your product and you think it's failing? In this episode, we explore: * how to know for sure if your Kickstarter is failing * why it might be failing * what to avoid at all cost * how to handle a failed campaign
Aug 13, 2019
LS15 - Flip the Script: Getting other people to think your idea is their idea, with Oren Klaff
Bestselling author of Pitch Anything, and sales master Oren Klaff uses his decades of pitching, presenting, and closing long-shot, high stakes deals to create a new playbook on persuasion in Flip the Script: Getting People to Think Your Idea is Their Idea. No one likes being told what to think, but everyone trusts their own ideas. Rather than pushing your idea on the buyer, in this interview, Oren will show you how to guide them to discover it on their own. Then they’ll feel more confident and enthusiastic about working with you. Oren Klaff is one of the world's leading experts on sales, raising capital and negotiation. His first book, Pitch Anything, is required reading throughout Silicon Valley, Wall Street and the Fortune 500, with more than 1,000,000 copies in print worldwide. In this interview, we uncover a series of actionable steps including: * How to achieve Status Alignment: Make sure that your potential buyer or investor recognizes you as a peer on the dominance hier…
Aug 9, 2019
LS14: Why people buy results, not features
In this episode, Khierstyn will delve into the wonders of leading with the results and how it can captivate, win, and sustain the right customers. She will highlight the difference between results and features and why the former is the real deal when selling your product online. Finally, she will share a piece of important advice that will protect your products from becoming a mere commoditized product. Tune in and find out how! "People buy based on emotion. People buy results." – Khierstyn Ross "Lead with the result that the product gives in someone’s life." – Khierstyn Ross Timestamps: 1:19 – The things you need to consider when trying to market your product and the best way you can present them in the market 3:13 – The advantage of comparisons on premium solutions over comparison on price differences 3:56 – How you build a brand that stands out 4:44 – Why is it important to look at the impact your product gives to someone when you are facing struggles in market…
Aug 5, 2019
LS 13 - Hiring A Facebook Ads Expert For Your Launch
Do you want to be on top of your game? Then paid advertising could be for you! Whether you're launching a new product, an email list, or simply want to drive people to follow your page and turn them to clients, you need a specialist to help you. And what better tool or platform there is but Facebook and Instagram! Why? Because both will give you a volume of traffic that will help get your product to a wider audience who can help you whether you're launching or scaling. Listen to this episode and find more reasons from Khierstyn why you may want to hire a Facebook ad person.
Jul 23, 2019
LS12 - Setting your Kickstarter goal -- what agencies won't tell you
How much do you set your Kickstarter goal to? What should your public and your private goal be? Here's what you really need to consider before setting these marks to make sure you're covering your funding bases.
Jul 18, 2019
LS11 - Finding untapped potential in your audience, with Ryan Daniel Moran
In this guest episode with Ryan Daniel Moran, we have a frank conversation about how most entrepreneurs have it backward. It's not about finding the product first, it's about discovering the audience to sell to. In this episode, we uncover Ryan's process for finding and attracting untapped audience potential.
Jun 26, 2019
LS10 - The art of product licensing, with Stephen Key
In today's episode, we bring on one of the world's top product licensing specialists, Stephen Key, to discuss this route to market. In this episode, we cover the ins and outs of product licensing, whether it's right for you, as well as how to protect your product IP from knockoffs.
Jun 24, 2019
LS09 - Kickstarter video: How to make sure you're hiring the right videographer
Hiring a videographer for your Kickstarter product video can be one of the more expensive investments you make in your product launch. This is also one of the areas many business owners get wrong. Listen to this episode to learn some best practices when hiring a videographer, including, how to find them, how to select them, and what to look for.
Jun 20, 2019
LS08 - Getting your product into retail (+ how to get your products to celebrities like Blake Lively)
Regardless of where you are in your online journey, at some point, you'll want to increase your reach by getting your product into retail and other distribution. In this in-depth interview with Sarah Shaw, we go through best practices when approaching retailers for the first time, as well as how to make sure that even when your product is on shelves, that it's selling. As a bonus, we explore how she's had her clients' products into the hands of both A and B level celebrities like Blake Lively.
Jun 16, 2019
LS07 - Amazon first, or Kickstarter?
Transcript Hey guys, welcome to Launch and Scale. This is episode seven. In this episode, we are taking a look at what is the best route to market for your product. A while there are several types we could talk about, two that I come across most in the eCommerce space is do you launch your product on Amazon first or do you launch on Kickstarter first? This is the question that was inspired by Stein Devolder. He asked, really, what are the benefits of first launching your brand on Kickstarter and then going to Amazon instead of just launching your brand on Amazon? And so that is an awesome question. I wanted to dedicate an episode to that. And keep in mind if you guys do ... If you have a question that you want to be answered on the show, you can do so by going to khierstyn.com/ask, how you spell that is K-H-I-E-R-S-T-Y-N dot com slash ask, and you'll be able to ask a question through a voicemail or email it in and then we'll be able to cover it on a future episode. So which one shou…
Jun 10, 2019
LS06 - Niche clarity
Not having a strong understanding of who your customer is, niching down, and focusing on who you want to serve is by far one of the biggest barriers to success on Kickstarter (and launching products successfully) that I see. Struggling to find your niche or narrowing down your message can seem limiting, but trust me, it’s the opposite. Ever heard the phrase: “If you end up trying to reach everyone you reach no one”. Here’s a test for you to see how focused your niche and message are. Transcript: Hey, everyone, welcome to Launch and Scale. This is episode six and today I'm really excited to dive into a topic that comes up on every single phone call I have with you. People that are really looking to launch products, be it Kickstarter, Amazon, or just online, in general. And that question is how to discover your niche, or even if you have an idea of who your customer is, how do you narrow it down to the right one that's going to resonate with your product to make sure that…
Jun 5, 2019
LS05 - What to do when your pricing structure doesn't support scale, with Marcus Rader of Host Away
Transcript: Hey everyone, welcome to the Launch and Scale podcast. This is episode five, and I'm Khierstyn Ross. This episode is brought to you by the Launch and Scale program, which if you are looking for a done with you program that is a proven step by step system and support that we have put together to get you the support that you need throughout your product launch, be sure to head over to khierstyn.com/schedule and book a strategy session with myself, or my team where we're going to be able to help you map out your roadmap for your campaign and ultimately see if the program is a right fit to get you the support you need to smash your product launch goals. Khierstyn Ross: In this episode, we are taking a look at ... Essentially this is really the first interview that we're doing for launch and scale, and I've been friends with Marcus for the last four years. Marcus Rader is the CEO and co-founder of Hostaway, which is an enterprise solution in the travel space. We'll get into…
May 29, 2019
LS04 - My software stack for building a targeted audience
Hey, everyone. Welcome to the Launch and Scale podcast. This is episode four, and I'm Khierstyn Ross. In today's episode, we are going to be taking a look at what is my recommended software stack to use when building up an engaged audience for your product online. And this question was inspired by really Fernando Perez. He emailed in asking how we can incorporate click funnels into our overall plan? So I'm going to spend the next few minutes of this episode really diving in to help you simplify that process because I know that when you're getting started online there could be some confusion as to which software solution do you actually need and what is it for. So, when you are building up a targeted audience of people to reach out to when building up that audience in anticipation for your product launch or even a new business that you have, you can have contacts in different areas. You may have friends and colleagues on LinkedIn that have messaged you to say, "Yes, I really want to h…
May 29, 2019
LS03 - Going it alone: When (and who) to bring onboard
Welcome to The Launch and Scale Podcast. This is episode three and I'm Khierstyn Ross. The first thing I wanted to cover in today's episode is that Launch and Scale is now available on all major podcasting platforms. So whether you are Google Play, iTunes, Spotify, or Stitcher, then you will be able to find Launch and Scale by just doing a quick search on those platforms. And please do subscribe and leave a review, an honest review if you are enjoying the content as it does help the show get found by other people. In today's episode, we are ... Well, I'm going to be covering a question from Tony Hawkins, which he wanted to know how do you go at it alone? What are some best practices for who to hire and when to hire that very first person when you are a solo entrepreneur and really looking at launching that first product, what does that look like? And to answer that question, unfortunately, there is no one right answer that fits everyone because the reality is that who your first hi…
May 14, 2019
LS02 - How to be sure people want your product
Hey guys, welcome to the Launch and Scale podcast, I'm Khierstyn, this is episode two and this episode is covering how the heck do you know if someone really wants to buy your product before you sink thousands of dollars into it. Which is going into, how do you validate your ideas quickly and move on to ones that are actually going to sell for you? This is a question that was posed by Brett Buxton, so this is a question that he emailed into me after I asked everyone on our email list, really, what is the question you want me to cover in the new podcast? And so I broke his question into two episodes where we covered the first part of the question in episode one. So, if you missed that in terms of the debate between do you develop a Me-too, or a brand type product, head over to episode one and grab that. Today's episode is going to be focusing on how to really validate and give you confidence in your idea, prior to sinking thousands of dollars into it. As a recap, here is the question t…
May 14, 2019
LS01 - Brands can't co-exist with "me too" products
Hey, guys. Welcome to episode one of the Launch and Scale podcast. If you are confused and wondering why there is an episode before this, that is the overview episode. That is a way to give you a flavor of the show and see if this is something that you want to give a shot and listen to. If this is your first time listening to the show, be sure to head over to khierstyn.com/podcast and subscribe to the show, and if you like what you hear, please do leave a review, as it helps other people find the show. If you cannot find my name, it's probably because you can't spell it. No one can spell my name properly, but that's the fun in this. My name is spelled K-H-I-E-R-S-T-Y-N.com. I'm just stoked about this episode. Last week, I emailed the Crowdfunding Uncut family, which is the name of the old brand. That launch and scale evolved too. I asked them what do you want to learn in e-commerce? Here are the name and the topic of the new show Launch and Scale. What is a question you'd like me to co…
May 14, 2019
Start here: Welcome to Launch and Scale
Hey everyone, welcome to the overview episode of the Launch and Scale Podcast. I'm Khierstyn Ross, and I am so excited to be officially kicking this off. For those that have been following the Crowdfunding Uncut podcast for a while, you know that I did that for the last three years where that podcast focused really heavily on how to bring physical products to market through the Kickstarter route. Over my last four years being in the trenches with creators, really bringing products to market, managing very large crowdfunding campaigns of multiple six-figures, and advising E-commerce brands on how to bring new products to market, I felt that it was time to evolve the brand. And really evolve the conversation to taking everything I've learned from the Kickstarter route, and bringing products to market successfully, and really applying that to any product launch online. Because what I've noticed is with Kickstarter launches you have one chance, really, to make a great first impression. Yo…