RK1 crowdfunding campaign on KickStarter - Status
I’ve spent several years of hard work bringing the RK1 Hands-Free Grinder to life. This product has been built out of my passion for both cooking and creating unique/useful products.
However, I decided to cancel the initial Kickstarter campaign for this product (Feb 2019). The primary reason was simple: with its initial design, the RK1 Grinder was just too expensive to appeal to most customers.
This was a difficult decision, but I firmly believe that it is the right choice. I applied a realistic price point to this product, based on what it will actually take to produce. In exchange for financial support from backers, crowdfunding campaigns implicitly carry a personal commitment to deliver products without unreasonable compromises to functionality, quality, or delivery time.
You’ve undoubtedly heard of other crowdfunded projects which have chosen alternative path -which is to set an unrealistically low price (and/or funding goal), then find themselves unable to deliver on their commitment to backers. In most cases, this isn’t because the creators are being intentionally deceitful – it’s simply because they didn’t fully understand the cost, effort, and complexity that goes behind product development.
I started this Kickstarter campaign with a strong suspicion that a $125/each price point might be too high to appeal to most people. However, it’s impossible to validate the right mix of price vs. features for a product until it is available for purchase by actual consumers. Crowdfunding provides the ability to test this product/market fit, and sometimes the result is that “you just can’t get there from here”, as they say.
What’s next for the RK1 Grinder and Relay Kitchen? Here’s the plan:
- Back to the drawing board: to achieve a much better price point for the product, adjustments to design and manufacturing are already underway based on direct feedback from potential customers.
- Expand the support network: Discussions are happening with investors and development partners which will allow Relay Kitchen to produce products in higher volumes, providing better pricing due to economies of scale. We also have several other product ideas percolating.
- Relaunch: Restart the product launch process when the time is right.
I hope that my choice to cancel the RK1 Grinder campaign will be an example that helps build confidence the crowdfunding business model.
Michael Baum and the Relay Kitchen team
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