Week 1:
Week 2:
Week 3:
Week 4:
Week 2: Understanding Your Audience
Chapter 4
Welcome to Launch Ready: Kickstarter Bootcamp
Welcome to Chapter 4! Crowdfunding is about finding the people who are already excited about what you're creating… not just convincing people to buy what you’re selling. A successful crowdfunding campaign starts with understanding the people you're trying to serve. In this chapter, you'll identify your ideal customer, learn how to segment your audience, and begin building support before your campaign launches. By the end of this chapter, you'll have a clearer picture of who you're creating your campaign for, what motivates them, and how to communicate with them effectively. The better you understand your audience, the more impactful your campaign will be.
Start Here: Watch This Video
What We’re Going to Dive Into
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Hi everyone, and welcome to Week 2 and Chapter 4: Your Customers.
Up until this point in the course, we've focused primarily on your project: understanding crowdfunding, exploring different platforms, and evaluating whether your product is ready for launch.
Now we're going to shift our focus to one of the main events of this whole process:
The people you're creating your project for.
This is such an integral chapter for the entire bootcamp because successful crowdfunding isn't JUST about having a great idea.
It's about creating something that solves a real problem for REAL people.
You may have heard the phrase,
"Build it and they will come."
Every once in a while, in today's world, that still happens.
But you've probably noticed the shift too.
Today, information is abundant.
Products are abundant.
Services are abundant.
Solutions are abundant.
No matter what you're creating, chances are someone else has already tried to solve a similar problem.
At first, that might sound discouraging.
But it's ACTUALLY good news.
Why?
Because it tells us there's already a need.
People are actively looking for solutions.
In fact, you might be one of those people yourself.
Maybe your project exists because you experienced a problem and wished there was a better solution.
If that's the case, wonderful.
Now our job is to find more people who are experiencing that same challenge and begin learning from them.
This chapter is all about becoming curious.
Instead of asking,
"How do I get people to buy my product?"
I'd like you to begin asking a different question:
"Who am I creating this for, and what problem am I helping them solve?"
That simple shift changes everything.
It changes how we design.
It changes how we communicate.
It changes how we make our decisions.
And ultimately, it changes the kinds of businesses we build.
This philosophy is often called human-centered design, and it has influenced much of MY work in project management, design research, and entrepreneurship.
Throughout this chapter, we're going to explore what it looks like to truly understand the people we're hoping to serve.
We'll begin by learning how to create a thoughtful customer profile. We'll look beyond basic demographics like age and location and also explore psychographics (things like values, motivations, interests, goals, and challenges).
Then we'll take that understanding a step further by creating a Customer Journey Map.
Rather than only thinking about your product, we'll think about the journey your customer is already on.
Where do they first recognize they have a problem?
Where do they begin looking for solutions?
Who do they trust?
How do they compare different options?
And what experiences shape the decisions they ULTIMATELY end up making?
We'll also create a Stakeholder Map.
One of the biggest lessons I've learned is that customers rarely make decisions in isolation.
The people around them often influence their choices.
Parents talk with teachers.
Runners ask other runners for recommendations.
Business owners seek advice from colleagues.
Understanding the broader ecosystem around your customer often reveals opportunities you may never have considered before.
We'll also discuss one of the most valuable things you can do before launching a crowdfunding campaign:
Talk to people.
Not to sell.
But to LEARN!
We'll explore simple ways to gather feedback, test ideas, observe how people respond to your product, and make improvements before launch.
Finally, we'll talk about something I believe is much more meaningful than building an audience.
We'll talk about INVITING people into the journey.
Some of the strongest crowdfunding campaigns don't begin on launch day.
They begin months earlier through conversations, relationships, feedback, and genuine curiosity.
By the time the campaign launches, many of those early supporters already feel connected because they've been part of the - story - from - the beginning -.
Throughout this chapter, I encourage you to stay curious.
Ask questions.
Listen MORE than you speak.
Be willing to discover that your assumptions may not be completely right.
Some of the best products in the world weren't created because someone had all the answers.
They became great because their creators were willing to learn from the people they hoped to serve.
By the end of this chapter, you'll have a much deeper understanding of your customers, the journeys they're already on, the people who influence their decisions, and how you can thoughtfully invite them to become part of your own entrepreneurial journey.
Let's dive in.
2. Download Chapter 4 Workbook
3. Watch This Video
Why Understanding Your Customers Matters
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In this lesson, I'd like to begin with a simple question.
Who are you creating your project for?
That might sound like an easy question.
You might immediately think,
"Parents."
"Runners."
"Teachers."
"People who love board games."
But I'd encourage you to dig a little deeper.
Because one of the biggest lessons I’VE learned as an entrepreneur is this:
Products don't solve problems. Products HELP people solve problems.
And if we don't understand the people we're creating for, it's very difficult to create something they'll genuinely find valuable.
Years ago, I completed my first crowdfunding campaign for a children's book about sadness.
At the time, I wasn't a parent.
I had experienced depression, anxiety, suicidal ideation, and difficult seasons in my own life, and I wanted to create a resource that could help families begin talking about emotions with young children. One of my taglines, if you will, was “helping to: open up the conversation about mental health”.
I thought I knew exactly what I wanted to make.
I wrote the book.
I had illustrations created.
I even copyrighted the first version.
I thought I was finished.
But then … as I started sharing the book with the people that I believed I was creating it for, I learned WAY more than I expected…
I scheduled readings with families who had children in my target age range.
I visited libraries.
I talked with parents.
Teachers.
A school therapist.
A neuroscientist who was also a father….
Every conversation taught me something.
The feedback was incredibly encouraging… (and sometimes super discouraging..)
...and ultimately, it challenged many of my assumptions.
People told me,
"This is a beautiful book... but it feels like a book for adults."
But, I could see what they meant…
The illustrations were darker.
The characters looked older and a little scary.
And the language wasn't quite connecting with young children the way I had hoped.
So I went back into the process.
I listened.
I redesigned the illustrations with a different artist.
And the characters became brighter, friendlier, and more playful.
The language changed dramatically too.
In fact, the book changed so much that I eventually submitted an adjustment to my copyright because it had basically become a different book.
And I'm grateful for that.
Because the final version wasn't simply my idea anymore.
It had been shaped by the people I hoped would use it.
Even more surprising...
As I continued talking with families, I discovered something I hadn't anticipated.
My primary customer wasn't just parents.
Teachers became interested.
School counselors.
Therapists.
Libraries.
Grandparents.
Suddenly, I realized my product existed within a much larger ecosystem than I had imagined.
Those conversations eventually led me to align the book with social-emotional learning standards so it could be used in classrooms as well as at home.
I never would have discovered those opportunities if I had stayed behind my computer and assumed I already knew everything.
That's one of the reasons I care so much about design research.
It teaches us to replace assumptions with curiosity.
Rather than asking,
"Do people like my idea?"
We begin asking questions like,
"Tell me about your experience."
"What challenges do you run into?"
"What have you already tried?"
"What do you wish existed?"
Those questions often lead to much richer insights than only asking someone whether they would buy your product.
Now let's talk about something you'll hear often in entrepreneurship or new product launches: customer profiles. (or, as you may have heard, customer personas)
A customer profile is simply a way of organizing what you're learning about the people you're creating for.
Many people begin with demographics.
These are characteristics like age, location, occupation, education level, family situation, or income.
Those details can certainly be helpful.
But in my experience, they rarely tell the whole story.
What I find even more valuable are psychographics.
Psychographics help us understand how people think.
What motivates them?
What do they value?
What are they worried about?
What are they hoping to accomplish?
What frustrations keep showing up in their lives?
What makes them excited?
Those answers often have a much greater influence on purchasing decisions than age or income alone.
For example, imagine you're developing a new running shirt.
Two runners might both be 35 years old, live in the same city, and have similar incomes.
Demographically, they look almost identical.
But one runner is training for their very first 5K.
The other is preparing for an ultramarathon.
One cares most about comfort.
The other cares about performance.
One wants affordable gear.
The other is willing to spend more for advanced materials.
Same demographics.
Very different needs.
That's why understanding your customer goes far beyond checking boxes on a worksheet.
And here's one final thought I'd like to leave you with.
Your customer profile is not the final answer here...
It's your first HYPOTHESIS.
As you begin talking with people, testing ideas, gathering feedback, and observing how they interact with your product, your understanding will grow.
You may discover entirely new customer groups.
You may realize your original assumptions weren't quite right.
That's not failure.
That's learning.
The best entrepreneurs don't fall in love with their first idea.
They stay curious.
They listen.
They learn.
And they allow the people they're serving to help shape something even better than they originally imagined.
In the next lesson, we're going to build on this foundation by creating a Customer Journey Map and exploring what your customer's experience looks like long before they ever discover your crowdfunding campaign.
I'll see you there.
4. Watch This Video
My Story of Understanding the Customer Behind the Product
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Before we dive into tools like Customer Journey Maps and Stakeholder Maps, I want to share the story behind one of my own projects.
Because this is the foundation of everything we are going to talk about:
Great products are built by understanding people.
When I created my children’s books, I was not just thinking:
“How do I make a book that babies and parents will enjoy?”
I was thinking about a much deeper question:
“What does a parent need during this stage of their child’s life?”
Let’s imagine one of my potential customers.
This parent is expecting their first child.
They are excited, but they are also thinking deeply about the kind of parent they want to become.
Maybe they grew up in a family where depression, anxiety, or emotional struggles were part of their story.
Maybe they remember moments from their own childhood where they did not have the tools to understand their emotions.
Maybe they remember feeling sad, overwhelmed, or alone — and they want something different for their child.
They are not just looking for a children’s book.
They are looking for resources that help them build emotional awareness early.
They want to help their child understand feelings.
They want their child to know that sadness is normal.
They want their child to have language for emotions and tools for navigating difficult moments.
They want to prepare their child with resources they wish they had growing up.
So when they discover my book, they are not only seeing pages with simple illustrations.
They are seeing a small tool that fits into a much bigger goal:
“I want to give my child a strong emotional foundation.”
That is the difference between creating a product and creating something meaningful.
The product itself may be a book.
But the reason someone chooses to support it is much deeper.
They are buying because of the problem they are trying to solve, the future they are trying to create, and the values they want to pass on.
This is why understanding your customer matters so much.
Your customer is never just a demographic.
They are a person with a story.
They have experiences that shape their decisions.
They have fears, hopes, motivations, and dreams.
When you understand that, you can create a campaign that speaks to the real reason someone connects with your project.
And this is exactly why we are going to use tools like Customer Journey Maps and Stakeholder Maps.
These tools help us look beyond:
“Who might buy my product?”
and start asking:
“What does this person need?”
“What journey are they taking?”
“When do they start looking for solutions?”
“How do they look for solutions?”
“What influences their decisions?”
“How can my project become part of the solution they are looking for?”
Successful Kickstarter campaigns are not built around products alone.
They are built around understanding people.
5. Watch This Video
Customer Journey Maps + Stakeholder Maps
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Now that we have talked about why understanding your customer matters, let’s look at two tools that will help you put that understanding into practice:
Customer Journey Maps and Customer Stakeholder Maps.
These tools help you answer two important questions:
What experience is my customer having as they discover, evaluate, and decide to support my project?
Who influences that experience and who can help me create a successful campaign?
A common mistake creators make is thinking only about the moment of purchase.
They think:
“Someone sees my product.”
“They like my product.”
“They buy my product.”But the reality is much more complex.
A customer’s decision is shaped by their experiences, emotions, questions, values, concerns, and the people around them.
Your job as a creator is to understand that journey.
Let’s talk about Customer Journey Maps.
A Customer Journey Map helps you visualize the steps someone takes from first discovering your project to becoming a supporter.
It helps you understand:
What are they thinking?
What are they feeling?
What questions do they have?
What information do they need?
What might prevent them from moving forward?
Let’s use my children’s book as an example.
Imagine a parent who is expecting their first child.
They have a lot of excitement, but they are also thinking deeply about the kind of parent they want to become.
Maybe they grew up in a family where mental health challenges, depression, or emotional struggles were present.
Maybe they remember not having the language or tools to understand their own emotions.
Now they are preparing for their own child, and they want to create a different experience.
They are looking for resources that help their child build emotional awareness from an early age.
They are looking for something that supports a bigger goal:
“I want to help my child understand emotions and develop healthy tools for navigating life.”
Now let’s look at what their customer journey might look like.
Stage 1: Awareness
At this stage, the customer does not know about your product yet.
They are simply living their life.
For this parent, maybe they are:
Preparing for a new baby
Talking with friends or family who have recently had a child
Reading parenting books
Following parenting accounts online
Looking for baby products
Thinking about how to support their child’s development
Then they discover my book.
Maybe they see a social media post.
Maybe a friend shares it.
Maybe they find it through Kickstarter.The question at this stage is:
Why would they stop and pay attention?
The answer is not just:
“Here is a new baby book.”
The deeper message is:
“Here is a resource designed to help you build emotional awareness with your child from the very beginning.”
The message connects with something they already care about.
Stage 2: Interest and Research
Once someone becomes interested, they start learning more.
They may ask:
“Who created this?”
“Why was this made?”
“Does this align with my parenting values?”
This is where your story becomes important.
People are not only evaluating the product.
They are evaluating the creator, the mission, and the reason behind the project.
For Kickstarter or crowdfunding campaigns especially, trust matters immensely.
A backer is asking:
“Do I believe in this person?”
“Do I believe they can deliver?” and… “Does it look like they have the authority, expertise, or know-how to make this product?”
Basically… “Do I want to be part of bringing this idea to life?” and … “Do I want this in my house or in my kid’s life?”
Stage 3: Decision
Now the customer decides whether to support your project.
For the parent, they may be thinking:
“Is this worth purchasing?”
“Will this actually be useful?”
“Does this feel meaningful enough to bring into my family?”
This is where your campaign page, rewards, pricing, images, testimonials, and story all work together.
The customer is deciding whether your project fits into their life.
Stage 4: Support and Participation
With Kickstarter or other crowdfunding platforms, the relationship does not end when someone backs your campaign.
They become part of your journey.
They may want updates.
They may want to see behind-the-scenes progress.
They may want to celebrate milestones.They are not just customers.
They are early supporters helping something new come into existence.
Stage 5: Advocacy
The final stage is when your supporters become advocates.
This parent might share your book with another expecting parent.
They might recommend it to a friend.
They might support future projects.
The strongest crowdfunding campaigns create communities… not just transactions.
Another Example: The Running Shirt
Now let’s look at a different example.
Imagine you are creating a running shirt.
There is a customer journey happening here that we can explore.
Your customer is not just:
“Someone who needs a shirt.”
Let’s imagine your customer is a new runner training for their first marathon.
Their journey might look like this:
Awareness
They are searching for running advice, joining running groups, and following fitness creators.
They discover your shirt, which boasts a new type of fabric that’s supposed to be effective for runners.
But why would they care?
Maybe your shirt represents something bigger:
“I am becoming a runner.”
“I am part of a community.”
“I am proud of my new hobby of running.”
Interest and Research
They begin asking questions:
“Is this comfortable?”
“Will it hold up during long runs?”
“Does it withstand multiple years in a washing machine?”
They are looking for proof that this product was designed with their needs in mind.
Decision
They compare options.
They think about:
Price.
Quality.
Design.
Brand values.They decide whether this shirt is worth becoming part of their running experience.
Support and Advocacy
After purchasing, they wear the shirt during races.
They share photos.
They recommend it to other runners.
The brand and shirt itself… become connected to their identity and achievements as a runner.
OKAY! Let’s talk about Customer Stakeholder Maps
Now that we understand the customer journey, we need to look at everyone else who influences the success of our project.
This is where stakeholder mapping is helpful.
A stakeholder is anyone who has an interest in, influence over, or connection to your project.
Many creators only think about the customer.
But successful projects involve MANY people.
For my children’s book, stakeholders might include:
Parents and caregivers
Children who use the books
Family members who purchase gifts
Illustrators
Printers
Packaging suppliers
Bookstores
Parenting communities
Reviewers or influencers
Kickstarter supporters
For the running shirt example, stakeholders might include:
Runners
Running clubs
Manufacturers
Fabric suppliers
Designers
Race organizers
Fitness influencers
Retail partners
Each stakeholder has different needs and different levels of influence.
Mapping Your Stakeholders
When thinking about stakeholders,you can ask two questions:
1. How much influence do they have?
Can this person or group significantly impact your project?
For example:
A manufacturer has high influence because production delays could impact your ability to fulfill rewards.
A running club might have high influence because they can introduce your product to the exact audience you want to reach.
2. How do I need to engage them?
Different stakeholders need different communication.
Your backers may need regular updates.
Your suppliers may need detailed project timelines.
Your community partners may need clear information about how they can support your launch.
Bringing Customer Journeys and Stakeholders Together
These two tools become especially powerful when you use them together.
Your Customer Journey Map helps you understand:
What does my customer need?
Your Stakeholder Map helps you understand:
Who can help me meet that need?
For example:
With my children’s book, I may realize parents need trust before supporting my project.
A stakeholder map might show me that parenting communities, educators, or mental health advocates could help share the story with the right audience and help me “transfer” the trust.
With the running shirt, I may realize customers need proof that the shirt was designed for real runners.
My stakeholders might include running groups or athletes who can test the product and share feedback, before the project even goes live.
Let’s do a Final Reflection on this section:
Before you move forward with your campaign, take time to map these relationships.
Ask yourself:
Who is my customer?
What journey are they taking?
What problems, hopes, and goals are influencing their decisions?
Who influences them?
Who can help me create trust?
…. Your project is A solution.
But your customers and stakeholders are the people who help bring that solution to life.
6. Complete Worksheet
Worksheet: My Customer Maps
You can find this worksheet on PAGE x of the Chapter 4 Workbook.
7. Watch This Video
Audience Testing and Inviting People Into the Journey
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Throughout this chapter, we have been building one important skill:
Learning how to create WITH people, rather than simply creating FOR people.
We started by understanding who our customers are.
Then we explored their journey and the people who influence their decisions.
Now we are going to take the next step:
We already touched on this… but let’s do a bit more of a deep dive.
How do we involve our audience BEFORE launch?
How do we test our ideas?
How do we gather meaningful feedback?
And how do we turn early supporters into people who feel connected to the project?
This is where audience testing and inviting people into the journey come into the picture.
Audience Testing can help us move From Assumptions to Learning.
One of the biggest mistakes creators make is waiting until their project feels “finished” before showing it to anyone.
They create the product.
They build the campaign.
They finalize the messaging.
Then they launch.
The challenge is that by waiting until the end, they miss one of the most valuable resources available to them:
The perspective of the people they are creating for.
Audience testing helps us answer:
“Are we creating something people actually need and value?”
Not:
“Can I convince people to like my idea?”
There is a big difference.
The goal of audience testing is not validation.
It’s … learning.
When I created my first children’s book, (the one about sadness) I knew I cared deeply about the project.
I had spent years learning about topics connected to mental health, psychology, neuroscience, design research, entrepreneurship, and storytelling.
I had a strong vision.
But I also knew something important:
Being passionate about an idea does not automatically mean you have created the right solution.
I needed to test my assumptions.
I needed to understand how real children and families experienced the book.
So I started sharing the book before it was finished.
I scheduled test readings with families who had children in my predicted reading age group.
I read the story aloud.
I watched.
I listened.
I took notes.
I paid attention to the things people said … but also the things they did.
Oftentimes, behavior tells you more than words can.
What I Was Looking For
During these readings, I was not simply asking:
“Did you like the book?”
That question does not give you enough information.
Instead, I was looking for:
How did children respond?
Did they stay engaged?
Where did they lose interest?
What words did they understand?
What questions did they ask?
What emotions did they connect with?
How did parents respond?
How did educators think about using the resource?
What opportunities did they see that I had not considered?
Every conversation gave me new information.
Feedback Changed the Product
One of the most important lessons I learned was this:
The product I started with was not the product I ended with.
And that is exactly what should happen.
My first version of the book was meaningful.
The message was there.
The purpose was there.
But through testing, I discovered that the way I communicated that message needed to change.
One of the biggest pieces of feedback I received was:
“This is beautiful… but it feels like a book for adults.”
That feedback was difficult to hear.
But it was incredibly valuable.
Because they were right.
The illustrations were darker.
The colors were more muted.
The characters looked older.
The expressions were more realistic and maybe a bit scary.
The emotional concepts were meaningful, but the presentation was not fully matching the children who would actually use the book.
So I changed it.
I redesigned the illustrations with a different artist.
The characters became brighter, friendlier, and more playful.
The language changed significantly.
The book became more aligned with educational standards so it could support use in classrooms and learning environments.
I continued gathering feedback from:
Parents
Children
Teachers
A school therapist
A librarian
A neuroscientist who was also a parent
And a lot more people.
By the end of the process, the book was dramatically different.
I actually copyrighted my first version and later submitted an updated copyright because the changes were so significant with the final version.
The first version and final version were essentially two different books.
And that transformation happened because I allowed the people that I talked to to help shape the product.
Let’s apply this idea to another type of project.
Imagine you are creating a new running shirt with a unique fabric designed for long-distance runners.
Instead of immediately asking:
“How do I advertise this?”
Start by asking:
“How do I learn from the people who will use this?”
Go where runners already are.
You might:
Join a local running group
Visit a specialty running store
Volunteer at a race
Talk with running coaches
Speak with physical therapists who work with runners
Ask questions like:
“What problems do runners experience repeatedly?”
“What gear do you love?”
“What gear frustrates you?”
“What do you wish existed?”
If you meet a running store owner, do not start by asking:
“Would you sell my shirt?”
Start by asking:
“You work with runners every day. What patterns do you notice?”
“What do customers ask for?”
“What problems are they trying to solve?”
You are entering the community as a learner.
Not as a salesperson.
That creates a completely different relationship.
….
And… in my example of my book…. remember how I said I listened to other people’s feedback a lot? I want to say this to you… : It wasn’t always easy… and I didn’t want to hear all of the feedback. And I got lost at a few different points… asking, “When is enough feedback enough feedback?” … “Can’t I just put this out into the world already?” I’m tired of getting opinions! …
And that is a hard one… and maybe it’s like what people say about being in love… you just know when you know? ….
Or probably the answer is when… people start giving you “nice to have” feedback but not “need to have feedback”... when it starts getting down to the nitty gritty of tiny changes that are kind of inconsequential… like if one person at the end of a ton of interviews says “you should offer 10 versions of the shirt color during your Kickstarter” … when your numbers and the majority of your feedback and other interviews are telling you that only 3 of the shirt colors are actually in “demand” for the for majority of the folks you talked to” and … that 3 colors is kind of the max of what you can order from a manufacturer before you start losing money on the project with minimum order quantities…
…
So.. with that being said! Here’s something to remember when you’re talking to people:
The Purpose of Feedback Is Not to Defend Your Idea
This is one of the biggest mindset shifts for entrepreneurs.
When you receive feedback, your first instinct may be to explain.
You might think:
“That’s not what I meant.”
“I should explain the reasoning behind that choice.”
“Maybe they just don’t understand the idea yet.”
But audience testing is not about proving your original idea was right.
It is about learning what your audience experiences.
Your job is not to defend.
Your job is to listen.
This feedback is not rejection, it's just information.
And… when people are asking TONS of clarity questions… you might look at the presentation of your product, the draft instructions you gave alongside the product, etc. And see where you can add clarity (without you having to explain). Your product or project should be able to stand alone and make sense without you having to be there!
Before I move on from this subject, let’s give you a list and some ideas of what YOU can test (besides your product itself) with potential customers:
Your Story
Does your audience understand why this project exists?
Can they connect with your motivation?
Your Message
Does your description explain the value clearly?
Does it speak to what your audience cares about?
Your Rewards
Are your reward tiers exciting and understandable?
Do people immediately understand what they are receiving?
Your Campaign Visuals
Do your images and videos communicate the feeling behind your project?
Your Price
Does your audience understand the value of what you are offering?
Closing the Feedback Loop
This leads us to the next concept:
Inviting People Into the Journey.
One of the most powerful things you can do after receiving feedback is close the loop.
If someone gives you their time, their thoughts, or their perspective, show them that their contribution mattered.
For example:
Someone participates in a test reading.
A few weeks later, you reach out:
“Thank you again for taking the time to read my book with your child. I wanted to share that I made several changes based on the feedback I received. I thought you would enjoy seeing one of the updated illustrations.”
Notice what is happening here.
You are not selling.
You are not asking for anything.
You are simply saying:
“Your voice mattered.”
People remember that.
Building Relationships Before You Launch
This idea applies to every crowdfunding campaign.
Your first supporters often come from the relationships you build before launch.
They may be:
People who tested your product
People who gave feedback
People who followed your process
People who shared ideas
People who believed in the mission early
They are not supporting you because they were marketed to.
They are supporting you because they feel connected.
They saw the project evolve.
They helped shape it.
They understand why it matters.
And … they saw that you put in a TON of effort into it. And that you’re serious about making this successful… and I’ve found that most everybody wants to help people…
Audience vs. Community
There is one final distinction I want you to remember:
An audience listens.
A community participates.
An audience consumes.
A community contributes.
An audience may see your launch announcement.
A community may have helped shape the product before launch.
Your goal is not simply to collect followers.
Your goal is to build relationships with people who care about the problem you are solving.
Alright! Final Reflection for us.
Before you launch your crowdfunding campaign, ask yourself:
Have I talked with the people I am creating for?
Have I tested my assumptions?
Have I allowed feedback to change my product?
Have I invited people into the process?
Because the strongest campaigns are not created by entrepreneurs who disappear for six months and return with a finished product.
They are created by entrepreneurs who listen, learn, adapt, and build relationships along the way.
You have to earn the right to ask people to support your project by understanding them first.
And when people feel like they helped shape something meaningful…
they are no longer just watching your journey.
They become part of it
8. Complete Worksheet
Worksheet: Audience Testing Reflection
You can find this worksheet on PAGE x of the Chapter 4 Workbook.
9. Watch This Video
The Conversation Guide
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At this point, I’m hoping you REALLY understand why feedback matters so much. And now, with this conversation guide in your workbook, you can go collect it. I want to give you a practical tool you can use as you begin having conversations with potential customers.
This resource is called the Potential Customer Feedback Conversation Guide.
As you look at this guide and (make it your own! Which I encourage you to do!)
I want you to remember this:
You are not having these conversations to convince someone to support your idea or buy your product.
You are having these conversations TO LEARN.
One of the hardest things for entrepreneurs is separating their identity from their idea. Afterall, we’ve spent SO much time and resources on this project already and we’ve come to get pretty attached.
When we create something meaningful, it is natural to want people to love it.
But the goal of customer conversations is not to hear:
“This is amazing. I would definitely buy this.”
The goal is to discover:
“What am I missing?”
“What could be improved?”
“What assumptions might I have gotten wrong?”
Those insights are often what transform a good idea into a great product.
So… before you start a conversation or use the feedback guide in the workbook, take a moment to think about what you WANT to learn from these conversations.
What assumptions are you testing?
What questions do you still have?
Then, during the conversation, focus on understanding their experience.
Ask about the problem you are trying to solve.
What challenges do they experience?
What solutions have they already tried?
What worked?
What did not work?
These questions help you understand the world from THEIR perspective. We don’t want to assume we know everything about their day-to-day lives and their experiences.
THEN after you ask all of this, introduce your product or idea.
Pay attention to their first reaction.
What stands out?
What is confusing?
What questions do they have?
You can even ask them to imagine giving your product a five-star review.
What would they say?
Then ask the opposite:
“If you were giving this a one-star review, what would you say?”
I heard this review concept a while back and it’s powerful because it gives people permission to be honest.
Remember, critical feedback is not a failure.
It is just information.
A comment like “I’m confused by this part” or “I expected this feature to exist” can give you valuable insight into how to make your product stronger.
Finally, remember that customer conversations are not just about improving your product.
They are also about building relationships.
Ask:
“Who else should I talk with?”
“Who else experiences this problem?”
Every conversation can lead you to new perspectives, new supporters, and new opportunities.
After each conversation, take a few minutes to reflect by yourself:
What did I learn?
What surprised me?
What might I change?
The strongest entrepreneurs are not the ones who assume they have all the answers.
They are the ones who stay curious.
Who listen.
Who learn.
And who adapt.
10. (Optional) Read this!
When you are ready to have your feedback conversations, use the Conversation Guide.
You can find this resource on PAGE x of the Chapter 4 Workbook. If you use it… make it your own!
11. Post Your Work to our LinkedIn Group
Take a screenshot or save your “My Launch Goal” worksheet as a PDF.
Upload and post to the class LinkedIn Group.
Reminder: You’ll get full instructor feedback on your materials during Week 5.
Congrats!
You’ve completed Chapter 4! You are making some serious moves here.
Instructor Spotlight
🎤 Speaker: Paris Gramann
Paris Gramann (she/her) is a project manager, creative consultant, and entrepreneur with a multidisciplinary background spanning psychology, design research, education, marketing, and sustainable business strategy. As the founder of Empower Creative Agency, she specializes in executing meaningful projects that blend community impact with practical strategy. She has successfully designed and led initiatives ranging from children’s book development to e-learning modules, client media series, professional development workshops, and Kickstarter campaigns. With experience interviewing stakeholders, developing pitch decks, crafting content strategies, and managing complex timelines, she brings both structure and heart to every project. Paris’s work consistently centers empathy, accessibility, and mindful communication—whether she is supporting small businesses, developing content for families, or designing tools for neurodivergent-friendly daily life.