Don't laugh! Potato salad is not a joke.

Recently Kickstarter online a salad-making project. The content of the project is like a joke, the applicant wants to raise 10 dollars for the netizen to make a potato salad. Unlike any other technology product that we know well, the text of the project has only a few simple lines, no video, just one picture. But it turned out to be a surprise to all, and by July 12, nine days, 47,000 dollars was raised.

As we sigh at the strength of the public, what is the logic behind this project? The following is a combination of the data I obtained from Kicktraq on this project.

Number of project support: 5836 people;
Average support amount: 8 USD;
Link share: 357,000;
The first four days of data is very flat, the fifth to sixth two days of sudden explosive growth, the seventh day of explosive refund of the tide.

1. The importance of the media to the public-funded projects. (keywords: media, online time)

A big factor in the success of a public-funded project is its marketing. Although the potato Salad project marketing is accidental, but because it is silly to laugh at the idea has received extensive media attention, followed by a huge influx of traffic to his project page, the result is conceivable.

We can see from the above histogram, in fact, the first 4 days of the project data is actually very dull, but the 5th and 6th days There has been explosive growth, the influx of 24,000 dollars and 35,000 U.S. dollars. If we look at the media reporting it, we know how crazy it is. July 3 cnet, July 4 BGR and Gizmodo, July 6 Sky and several major media reported, small media reports are not very few.

You will certainly ask, the media since July 4 began to report, why those days have no gains? If you open the calendar, you will know, July 4, the United States Day, 5th, 6th is Sunday Saturday. These days Americans are busy playing, which have time to support your dream AH. So basically, 7th, 8th working days, media coverage really brought the project to the traffic.

Indiegogo, the founder of the world's second-largest public, said in a public interview that the results of the Tuesday project were the best and the weekend was poor, because of the number of visits to workdays and rest days.

So the public is not a simple project to do the page well, we must find ways to let the media report you. Before the project on the line to contact the media, provide prototypes, let the media know you, find ways to let them report you. Like potato salad so turned out to be a minority, the luck ingredient is too big. Excellent products, choose a good day, coupled with the media to help people can count on the magic weapon.

2, the public also has the user feedback. (keywords: User feedback)

The project has exploded in 7 and 8th, but it has lost 22,000 dollars in 9th, a rarity in the history of the public. What causes supporters to have a large area of refunds?

This is really hard to say, one reason is that he did not follow the supporters ' feedback in a day or two, and the new supporters made a lot of demands on the project and failed to get a prompt reply. Another reason may be that the early support of his people feel that he has been tens of thousands of dollars, began to regret, that he did not lack of money, so they have backed up the money back.

The above image is an apology for the project initiator for not responding to users in a timely manner.

So it's very important to follow the feedback from the supporters and not see the project get a lot of money to start a party, you know, now the public can also be refunded.

3, the project incentive settings are also skilled. (Keywords: incentive settings)

Look at the project's data to know that the project's current supporters have 5836 people, the average support amount of 8 U.S. dollars.
which：
Support 1 U.S. dollars have 1754 people, accounting for 30%;
Support 2 U.S. dollars of 1066 people, accounted for 18%;
Support 3 U.S. dollars of 1031 people, about 18%;
There are 518 people in support of 5 dollars, about 9%.

So we can see that this project is actually 1 U.S. dollars, 2 U.S. dollars, 3 U.S. dollars, 5 dollars accumulated. This also truly embodies the value of outstanding, people think your idea is interesting, worthy of support, will help you.

The project's sponsors also made the incentive settings interesting:
When you support 1 dollars, list your name on his web site and yell out your name when making a salad.
Support 2 dollars, also can give you a picture;
3 dollars, another reward you a salad;
5 dollars, you can also choose 1 ingredients to Add.

See, you don't think this guy is funny, he made a salad when he had to call out the names of more than 5,000 supporters. According to the class call, the teacher 5 minutes to 40 people to calculate the name, he said these names have 6 hours. It doesn't seem to be enough, he has to add hundreds of ingredients to the salad, can this salad finally eat? So the project is largely a "joke", and the point is that it's a joke that everyone is involved in. Therefore, a public-funded project to open 1 yuan, 2 yuan small amount of support is very necessary.

For example, there is a bicycle power generation project on the domestic public-sponsored website, the starting point of supporting this project is 199 yuan. Like me, I am a bike lover, I like their idea, but I don't think it is necessary to buy a product. And if they have a support program within 5 yuan, I will support them.

At the same time, the current public-sponsored sites are generally and social networking site accounts through, users with 1 of dollars to support, it may be associated with your project to share the social networking site, this is not to bring you more traffic.

Public-funded projects should not only focus on the amount of money, but the need to put this "public" word reflected, so that users can participate in your project. If one day you can have a bunch of people with you to play a "joke", you can also succeed.

4, the public is also to pay attention to the conversion rate. (Key words: conversion rate)

The data on the Kicktraq show that the project has a share of 357,000. With the current number of support 5836 divided by browsing volume, the conversion rate was obtained, the result is 1.6%. Kickstarter and Indiegogo announced the average conversion rate of heading, so that this project is still low, of course, because the project "joke" nature is too large, we do not explore.

If you want to do in the future, you have to pay attention to this conversion rate problem, if your conversion rate is too low, usually your copy of the problem, video, graphics, incentive settings These also need to do fine-tuning.

5. It is easy to get money from the public. (Key words: Innovation)

If a potato salad can get 50,000 dollars, you might find it easy to get money from the public. So you also want to make a salad of the public, the results can be imagined. Currently on the Kickstarter search salad, the results were found in 20, and their results are almost the same as the following, basically no one and you open this same "joke".

After potato salad, a large wave of followers poured in, but the effect was not ideal.

Kickstarter and Indiegogo's data show that 60% of similar projects have failed, and most successful projects have a common, innovative nature. Take this project, before this, but not a similar project appeared oh, his reward set is also make people ironic oh. And these two let it stand on the tuyere, and then the pig flew up.

The public is a stage that belongs to the innovator, if want to take money through this platform, no innovation is not possible. On the contrary, you are smart enough to play new tricks and it is easy to get the money.