Week 1:
Week 2:
Week 3:
Week 4:
Week 2: Understanding Your Audience
Chapter 5
Understanding Your Place in the Market
You’ve made it to Chapter 5! Well done. Give yourself a big high-five. This is a ton of mental, physical, AND emotional work. By now, you've spent time understanding the people you're creating your project for. You've explored your customers' needs, mapped their journey, identified key stakeholders, and gathered valuable feedback through audience testing. In this chapter, we're going to zoom out and look at the bigger picture. You'll explore the ecosystem your project fits into by researching similar crowdfunding campaigns and other solutions already available. Then, we'll use what you learn to help you define what makes your project unique, begin crafting your story, and refine your crowdfunding goals.
Start Here: Watch This Video
Welcome to Chapter 5!
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Welcome to Chapter 5!
First of all, congratulations on making it this far. I know we've covered a lot already, and I hope you're starting to see how each chapter builds on the last.
In the previous chapter, we focused on understanding your customers: who they are, what challenges they face, and how your project can become a meaningful solution in their lives.
Now, we're going to zoom out and look at the bigger picture.
This chapter has three main goals.
First, we'll explore Competitor Research. Together, we'll look at other crowdfunding campaigns and similar products or services already on the market. The goal isn't to copy what someone else has done…. But instead, we are going to try to understand the ecosystem your project is entering. There is already a world that exists out there where customers are trying products and attempting to find solutions. We'll identify patterns, learn from both successful and unsuccessful campaigns, and discover where your project fits within the bigger picture.
Next, we'll begin Crafting Your Story. Every project has a story, and chances are, you've already been starting to tell yours. We'll work on turning your experiences, research, and passion into a simple, authentic story that helps others understand why your project exists and why it matters. This story will become the foundation for your campaign page, your crowdfunding video, and many of your marketing efforts later on.
Finally, we'll focus on Defining Your Crowdfunding Goal. Now that you've learned more about your customers and the market around you, it's time to revisit some of the work you've already completed. We'll refine your goals, reward tiers, and pricing using everything you've learned throughout the course so far. Entrepreneurship is an iterative process, and this is your opportunity to make your campaign even stronger before launch.
By the end of this chapter, you'll have a much clearer understanding of where your project fits in the market, how to talk about it in a compelling way, and how to confidently move forward with your campaign.
Let's jump in!
2. Download Chapter 5 Workbook
3. Watch This Video
What Makes Your Project Different?
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Now that we've spent time understanding our customers, I'd like to zoom out and look at the bigger picture.
This lesson is often called Competitor Analysis in business or marketing classes.
But I actually like to think about it a little differently.
I like to think about it as:
Understanding Your Ecosystem.
When you're creating a new project, you can’t create it (or at least launch it) into isolation.
You are joining a world that already exists.
There are already products, services, businesses, organizations, communities, and creators helping people solve problems in different ways.
AND your future community and customers are ALREADY trying to solve their problems… well
They may have:
Bought another product already.
Taken a class.
Watched YouTube videos.
Read blog posts.
Asked friends for recommendations.
Joined communities.
Searched online reviews.
Looked at social media.
Maybe they have even decided that nothing currently available is quite right for them.
Your job is not to look at these things and think:
"How do I beat everyone else?"
Instead, I want you to start asking:
"What landscape is my customer already living in, and where does my project fit within it?"
That is a very different mindset.
You are not trying to copy someone else's work.
You are trying to understand:
What already exists?
What do customers already expect?
What solutions are people currently using?
What are customers still missing and asking for?
Meaning… what opportunities might still exist?
And how does YOUR project provide something valuable … next to all this information?
To help you do this, we are going to look at your ecosystem through four different lenses.
And throughout this lesson, we are going to use a completely new example to help broaden our minds even further.
So far in this course, we've talked a lot about physical products.
We've talked about children's books.
We've talked about the running shirt example.
But I want to remind you:
Crowdfunding is not only for physical products.
You can crowdfund services, experiences, courses, events, creative projects, and community-based ideas.
So let's imagine you are a photographer.
You love photography, and you want to create a beginner photography experience in your hometown.
Maybe your idea combines two things:
First, a guided photography walk where people explore your city while learning how to use their camera.
And second, an online course they can continue learning from after the in-person experience.
Your goal is to help beginners feel more confident with photography while creating a fun, community-based learning experience.
Now let's ask the question:
Where does this project fit within the existing ecosystem of photography education?
Let's look through four lenses.
Lens 1 is Direct Competitors
Direct competitors are projects or businesses solving the same problem in a VERY similar way.
For this photography example, direct competitors might include:
Another photographer offering beginner photography classes.
Someone offering photography walks in your area.
Another online photography course designed for beginners.
… or a local photography workshop.
These are the solutions your customer is most likely comparing your project against.
But here's an important thing to remember:
You might be worried about your direct competitors…
But they are actually an INCREDIBLE source of information.
They can teach you what customers already expect.
Look at their websites.
Look at their social media.
Read their reviews.
Pay attention to what customers love.
Pay attention to what customers complain about.
The comments, reviews, Reddit discussions, and conversations happening around these businesses can tell you so much.
Maybe customers keep saying:
"I wish this class was less intimidating."
"I wish someone explained things in simpler language."
"I wish I could practice with other beginners."
Those insights are opportunities.
You may discover that your idea does not need to compete by being exactly the same.
Maybe your opportunity is creating a more welcoming experience for people who feel nervous joining traditional photography classes.
You can also look deeper into your direct competitors’ internal ecosystems.
Who do they partner with?
Where do they teach?
Who recommends them?
What communities are they connected to?
Every business exists within a network.
Understanding that network helps you understand where your project COULD fit too.
When you're researching direct competitors, I would encourage you to start with the crowdfunding platform you plan to use.
If you are launching on Kickstarter, search Kickstarter first.
Look for projects that are similar to yours.
Maybe choose 2-5 campaigns.
Then expand beyond crowdfunding.
Search Google.
Look on YouTube.
Explore social media.
Read reviews.
Look at forums like Reddit.
There is so much information already available.
Your job is to learn from it.
I've created a Google Sheet template for you to organize your research.
You can use it to track:
The company or creator name.
The link.
What they offer.
What feels similar to your idea.
What feels different.
General patterns you notice.
Okay! Let’s look at Lens 2: Indirect Competitors
Now let's broaden our perspective.
This is where many entrepreneurs have a huge mindset shift.
Your customer's competition is not just another person selling the same thing.
Your competition is often:
Every other way someone could solve their problem.
So I’ll tell you what that means by using our photography example.
Someone wants to improve their photography skills.
They may not only be comparing your photography walk and online course to another photography class offered by a local.
They might also consider:
Taking a community college photography course.
Attending free workshops at the public library.
Joining a local photography club.
Hiring a private photography teacher.
Watching free YouTube tutorials.
Buying an affordable online course through platforms like Udemy or Skillshare.
Reading photography books.
Teaching themselves through online articles.
… Did you notice what happened?
None of these are exactly the same as your product… which is FIRST, an in-person, guided photography walk where people explore the city and learn how to use their camera. … And SECOND, an online course they can continue learning from after the in-person experience.
But… all of the other examples I just listed are still competing for the same customer need:
"I want to become better at photography."
This is why understanding indirect competitors is so important.
Your customer does not care about your industry categories.
They care about solving their problem.
They are asking:
"What is the best option for me?"
Your job is to understand all of the options they are considering.
Then you can clearly communicate:
Why is my solution different?
Why might this be the right fit for someone?
Alright! Lens 3: Inspiration
THIS is where I hope you give yourself TONS of permission to explore and go offroading… mentally!
Not everything you study needs to be a competitor.
Some campaigns are simply incredible examples of storytelling, community building, or creative marketing.
Maybe a campaign has:
An amazing video.
A powerful founder story.
Beautiful photography.
Creative reward tiers.
An engaged community.
A unique way of communicating with supporters.
Maybe it has nothing to do with photography….
Maybe it is a board game.
A children's product.
A food product.
A creative project.
It’s totally okay to look at projects and examples that are completely outside of your industry.
Great ideas can come from anywhere.
You are not copying their work.
You are studying WHAT worked.
You are asking:
"What made THIS campaign memorable?"
"What helped people trust THIS creator?"
And … "What made people want to become part of THIS journey?"
Those lessons can often inspire and transfer into your project.
Finally… Lens 4: Adjacent Industries
The final lens is looking beyond your direct industry… in ADJACENT industries.
Sometimes innovation comes from places that are not totally obvious… but are just around the corner from where you currently are.
For example, let’s talk about our running shirt example. If you’re CREATING a new running shirt, you do not ONLY have to study running shirts.
You might look at:
Outdoor brands.
Hiking companies.
Camping gear campaigns.
Athletic communities.
Lifestyle brands.
….Why?
Because they may be solving similar EMOTIONAL needs.
They may be helping people feel more:
Confident.
Prepared.
Connected.
Part of a community.
Or Inspired to try something new.
Maybe a camping brand has an incredible way of building community around the idea of adventure.
Maybe a hiking company tells stories that make customers feel more connected to nature.
Those ideas might inspire how you tell your own running shirt story.
Looking outside your industry can help you discover opportunities you would never find by only studying DIRECT competitors.
Okay! Putting this into action. Conducting Your Research
As you begin this process, I encourage you to study multiple campaigns.
Look at both successful and unsuccessful campaigns.
Successful campaigns can teach you:
What builds trust.
What creates excitement.
What encourages people to support.
Unsuccessful campaigns can teach you:
Where confusion happens.
What might prevent someone from backing.
What mistakes to avoid.
Spend the majority of your time studying projects related to your own industry.
But allow yourself to explore outside your industry too, across all of the lenses we discussed.
Every campaign has something to teach you.
In your Google Sheet, you will track things like the:
Campaign link.
Product or service offered.
Reward tiers.
Pricing strategy.
What each reward includes.
Add-ons.
Stretch goals.
Storytelling approach.
Website and social media presence.
ANDDDDD What you notice.
Let's talk briefly about rewards because this is especially important for crowdfunding.
Look closely at:
What options do supporters have?
Is there a simple entry-level reward?
Is there a premium option?
Are there bundles?
Are there add-ons?
For example:
Maybe a book campaign allows someone to add a signature to each book they purchase (for an extra $5 per book).
Maybe a clothing campaign offers matching accessories.
Maybe a community project offers membership access for a year following the campaign.
Or… Maybe a creator offers exclusive behind-the-scenes updates.
These details can reveal how creators think about value.
You are not just looking at what other campaigns sell.
You are studying how they create an experience.
So…
After you complete your research, don't get stuck trying to copy every detail.
The goal is not:
"What did everyone else do?"
The goal is:
"What am I learning for MY project?"
Step back and ask:
What patterns am I noticing?
What do customers seem to value?
What expectations exist in this industry?
What opportunities do I see?
Where does my project fit?
And most importantly:
Why would someone choose MY solution?
Remember:
Your project does not have to be the only solution.
And it does not have to be the first idea anyone has ever created in this problem set.
Most successful products exist because someone found a better, clearer, more meaningful way to solve an EXISTING problem.
Your job at this moment is to understand the ecosystem around your customer and communicate where your project adds value.
In the workbook, you'll use your research to identify patterns, reflect on what you've learned, and begin defining what makes YOUR project valuable within this larger ecosystem.
That will set us up perfectly for our next lesson, where we'll begin crafting the story behind your project.
I'll see you there.
4. Use this Google Spreadsheet Template and Do Your Research!
My Ecosystem Research Tool
Remember: You’ll have to make a copy by going to File>Make a Copy (in the left hand corner of the Google Sheet)
5. Complete Worksheet
Worksheet: Ecosystem Reflection
You can find this worksheet on PAGE x of the Chapter 5 Workbook.
6. Watch This Video
Your Story
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Now… let’s start thinking about YOUR story… your project's story!
So… you’ve spent time understanding your customers, researching your ecosystem, and identifying where your project fits…
It’s time to answer one of the most important questions in crowdfunding:
Why does this project need to exist?
Yes people support the product itself.. But they also
support ideas.
support people.
support missions.
And support stories they connect with.A strong crowdfunding story helps someone understand:
Why did you create this?
Why does it matter?
Why should someone else care?And one of the biggest goals of the story you tell should be…:
Can someone else tell your story when YOU’RE not in the room?
Imagine someone sharing your campaign with a friend.
They probably are not going to repeat your entire campaign page.
BUT they might say something simple like:
“My friend created THIS (solution) because they kept running into THIS (problem).”
Or:
“I found this really cool project and the creator saw the same thing I was noticing and they are finally making the (thing) better!”
Your goal is not to create a complicated biography or tell your whole life story (which I’VE been guilty of!)
Your goal instead is to create a simple story people can understand, remember, and share.
Let’s talk about “The Story Arc”
A simple way to begin is by thinking about your project like a story.
Most great crowdfunding stories follow a similar structure… let’s look at it:
1. The Problem or the Moment of Realization
Start with the moment when you realized:
“Something is missing.”
Maybe you experienced a problem yourself.
Maybe you saw someone else struggling.
Maybe customers kept asking for something that did not exist yet.
This is the beginning of your story.
So for me and my first book about sadness, I was dealing with a lot of emotions as a young college student and started going to therapy to try and help myself through the difficult times I was experiencing. I realized that a lot of people (including myself) didn’t have a great emotional vocabulary and didn't have comfort in talking about their mental health openly. It was either, you talk about it, and face the consequences of stigma OR you bottle it up because you don’t even know how to begin talking about the big feelings in your brain and you don’t know how to even begin to ask for help …. When I started seeing that this was so many of my peer’s experiences too (not just me) … I chose to start really working on an old story draft I had made years previous… which eventually turned into my published book.
Okay – so that was part of my “problem” and "moment of realization”. …
Let’s look at the example of creating a beginner photography course.
The story might begin:
“Have you ever looked at a beautiful photo and thought, ‘I wish I knew how to take pictures like that?’
Maybe you bought a camera with the hope of learning photography…
but every time you picked it up, it felt overwhelming.
Where do you even start?
What settings should you use?
How do you know what makes a photo actually work?”
Notice what this does.
It does not immediately start by talking about the creator.
It starts by connecting with the person watching.
Because your audience is thinking:
“Yes. I have felt that way.”
2. The next part in many of these stories: Your Journey to Finding a Solution
Next, share what happened after you discovered the problem.
What did you try?
What did you learn?
What made you realize you needed to create something different?
For my children’s book about sadness:
I talked with a TON of people and developed my book with all the feedback I got. It took a long time. In my story, I could “name drop” some of the experts I talked with to help show that customers can trust my product… so I could share that I talked with a neuroscientist, x amount of parents and their kids, teachers, librarians, therapists, and more.” … this would show how robust my journey was… I talk about what I changed to make it a great product … like the illustrations and aligning the text to my state’s school standards so that the book could be used in schools as an additional help for building children’s vocabulary around mental health and their social emotional well being.
For our photography example… here’s what we might say:
“I know that feeling because I’ve been there.
Over the past 10+ years, I’ve learned the techniques, tools, and creative skills that helped me become a better photographer.
But I realized something:
Most beginners don’t need more complicated information.
They need someone to guide them through the process in a way that feels approachable, practical, and fun.”
This is where your experience becomes powerful. OR you pull in the experience of experts that you got feedback from.
And… notice something important:
Your experience is not the entire story.
It is supporting the bigger story.
The audience does not care about your background just because it is impressive.
They care because your experience should help solve a problem they already have.
This is where the transfer of trust can happen.
NOW! The third part we often see in the stories…. The Solution YOU Created
Now, it’s time to introduce your project.
What did you build?
How does it help?
So, for my book I could say something like: “I made the book, Just Be, and it’s a book I wish I had when I was a kid to help give me and my adults more language around sadness and coping skills… so that as I got older, I’d have more space and comfortability to talk about my emotions with the people I love.”
Let’s look at our photography example:
“So I created the beginner photography course I wish I had when I was starting out.
This experience combines guided photography walks, beginner-friendly lessons, and an online course you can continue learning from anytime.”
Simple.
Clear.
Easy to remember.
NEXT in our story arc: 4. The Bigger Impact
This is where you move beyond the product.
Ask yourself:
Why does this matter?
Who else could benefit?
Why is this worth bringing into the world?
Here’s an example for my book about sadness: “The book is aligned with the state’s social emotional learning standards and has been looked over by tons of parents, therapists, teachers, and even a neuroscientist. It’s gone through countless feedback sessions and is ready for your family to embrace and begin the conversation about mental health in your home!”
For the photography course:
“This project is for anyone who has ever said:
‘I want to learn photography, but I don’t know where to begin.’
Whether that’s you, a friend, a family member, or someone who has always wanted to pick up a camera — we would love for you to be part of bringing this project to life.”
This example shows that the project is not JUST a course.
It represents confidence.
Creativity.
Learning a new skill.
Helping someone finally do something they have wanted to do.
Adding Trust Through Your Journey
One other thing you can include in your story (which you saw me do in my children’s book example from my own life) is evidence that this idea is already being shaped by real people.
Remember all the work we did in the previous chapter?
Your customer conversations.
Your testing.
Your feedback.Those experiences become part of your story.
For example:
“Over the years, my photography clients kept asking me how they could improve their own skills. When I mentioned creating a beginner course, they immediately asked when they could sign up.”
That small detail creates trust.
It tells people:
“This idea did not come out of nowhere.”
AND … People are already interested. People have already asked for this.
You can also include experts, partners, or people who helped shape your project.
For example, you could add:
“I’m also bringing in other photography experts to share their knowledge and help create an even richer learning experience.”
This shows that you are not trying to do everything alone.
You are building something with a community.
… SO! Your Story Should Be Simple Enough to Share
As you begin drafting your own story, remember:
Your crowdfunding STORY does not need to explain everything.
That comes later on your campaign page.
Your first goal in the story is connection.
In your Chapter 5 Workbook, you’ll find a worksheet called “Starting My Story”.
Try to create a 1–2 minute version that answers:
What problem did you notice?
Why did it matter to you?
What solution did you create?
Who will this help?
Why is now the right time to bring this to more people?
Then test it.
Tell it to someone who knows nothing about your project.
After they hear it, ask:
“What do you think this project is about?”
“Why do you think it exists?”
“Who do you think it is for?”
If they can explain it back to you…
you have a strong foundation.
The ultimate test for your story is not:
“Can I explain my project?”
The test is:
“Can someone ELSE explain my project when I’m not there?”
That is when a story becomes powerful.
In the next lessons, we’ll continue refining your campaign message and eventually turn this story into the foundation for your crowdfunding video.
I’ll see you there.
7. Complete Worksheet
Worksheet: Starting My Story
You can find this worksheet on PAGE x of the Chapter 5 Workbook.
8. Watch This Video
Narrowing in on Your Crowdfunding Goal
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Okay.
You have made it through a LOT of research.
You have spent time understanding your customers, REALLY thoroughly.
You have looked at the ecosystem your project exists within.
You have researched other crowdfunding campaigns.
You have started thinking about your story and how you can communicate the value of your project.
CONGRATS! We are hitting the stage in this journey where we are doing MORE refining than creating. That’s a really big deal. You’ve done a lot. I’m proud of you! And I hope YOU’RE proud of yourself!
SO! NOW…we are going to come back to something you created earlier:
Your crowdfunding goal.
Remember back in Chapter 1 when we created your “My Goal” worksheet?
And then in Chapter 3 when we talked about your crowdfunding budget and reward tier pricing?
At that point, you were making decisions based on what you knew.
And that was a really important first step.
And NOW…
You know more.
You understand your customers better.
You understand what other projects are in your space.
You have seen how other creators are making and communicating value.
You have more information.
And that means it’s time to revisit those initial decisions.
Your crowdfunding goal should be a strategic decision based on your new knowledge of:
What your customers value.
What your project actually costs.
What your competitors and similar projects are doing.
And what you realistically NEED to bring this idea to life.
First: Look Back at Your Reward Tiers
Before we talk about the big number of your project funding goal, let's talk about the experience you are creating.
Go back to your competitor research.
Look at the campaigns you studied.
What were they offering?
What did their reward tiers include?
What price points did they choose?
What made their rewards feel exciting?
Remember:
Your customers are not just comparing your PRODUCT.
They are comparing the overall value of the experience.
Let's use the children’s book example. (We’ve talked about it being both a series and a one-off book. For this example, we’re going with a single book.)
You look at other successful children's book campaigns.
Maybe you notice that many creators are offering:
A physical copy of the book.
A signed copy.
A digital version.
Stickers.
Activity pages.
Behind-the-scenes content.
Special editions.
And maybe… Live and/or in person launch events.
Now ask yourself:
Does my reward structure feel exciting compared to what customers are already seeing?
Does it feel clear?
Does it feel valuable?
Does it make someone think:
“Oh yeah! I want to be part of bringing this project to life.”
And remember…
Adding value does not always mean adding expensive things.
Sometimes the most meaningful additions are things that cost you very little.
For example:
A printable activity guide like a “scavenger hunt” game to go along with the book…. or a coloring page.
A behind-the-scenes video.
A live creator Q&A after the campaign ends.
A personalized thank-you note.
An exclusive virtual event.
A library reading invitation.
The goal is not to add random extras.
The goal is to create a reward that feels meaningful to the person supporting you.
Second: Double Check Your Math
The numbers.
This is where many first-time creators underestimate what it actually costs to bring a project to life. I know I did during my first campaign.
We already did some deep work when we looked at our fixed costs (like our website fee, or our ISBN number and barcode for a book, or our patent application, etc.) .. and we looked at our variable costs like, cost per book, or cost per thank you note… which would change based on how many backers we got). … The variable numbers are usually finalized AFTER your campaign is complete…. Because you don’t know how many thank you cards to order.. Until you see how many backers you have.
Let's Walk Through an Example
Let’s use our beginner photography course example.
Imagine you are creating a crowdfunding campaign to launch a new photography learning experience.
Your idea is:
A beginner-friendly photography program that combines:
Guided photography walks around your hometown
An online course students can complete at their own pace
Downloadable resources and practice guides
Bonus interviews or lessons from other photography experts
At first, you might think:
“This is a digital course, so my costs are pretty low.”
And compared to manufacturing a physical product, that may be true.
But there are still costs and commitments you need to consider.
Because every reward tier is a promise you are making to your supporters.
Let's look at your possible rewards.
Tier 1: Digital Course Access — $50
Your supporter receives:
Full online photography course
Downloadable worksheets
Lifetime access to course materials
At first, this might feel like almost pure profit.
But let's think about what went into creating it.
You may need:
Video equipment
Editing software
Website hosting
Course platform fees
Graphic design support
Time spent filming and editing
Expert interviews
Let's say your upfront costs are:
Camera equipment: $500
Microphone and lighting: $200
Course platform and website costs: $300Your initial investment:
$1,000
If your course is $50:
$1,000 ÷ $50 = 20 supporters
That means your first 20 supporters help you recover your initial investment.
After that, you have more room to continue building.
Tier 2: Local Photography Walk + Online Course — $150
Now imagine your second tier includes:
Everything from Tier 1
A guided photography walk in your town
Small group instruction
Feedback on participant photos
This feels like a much higher-value experience.
But it also creates additional costs.
Maybe you need:
Transportation:
$100Location permits:
$150Printed materials:
$50Snacks/drinks for participants:
$100Additional supplies:
$100Your event costs:
$500
Now you need to ask:
How many people do I need in this tier to cover those expenses?
If the reward is $150:
$500 ÷ $150 = about 4 participants
But remember...
You also need to account for your time.
If the photography walk takes:
3 hours preparing
3 hours teaching
2 hours answering questions and following up
That is a full day of work.
Your pricing needs to reflect not just your materials...
but your expertise.
Tier 3: Premium Photography Experience — $300
Now let's imagine your premium reward.
A supporter receives:
Full online course
Photography walk
One-on-one feedback session
Portfolio review
Bonus lessons from guest photographers
This tier may have a higher price.
But notice something important:
You are not necessarily adding hundreds of dollars in materials.
You are adding value through:
Access
Expertise
Community
Personalized support
This is one of the opportunities of service-based projects.
Sometimes you can create a premium experience without dramatically increasing your costs.
But you do need to be realistic about your capacity.
If 100 people purchase your premium tier...
Can you actually deliver 100 portfolio reviews?
Can you provide the level of support you promised?
Your goal is not just to sell rewards.
Your goal is to create rewards you can successfully fulfill.
Now Let's Look at Your Crowdfunding Goal
After looking at your rewards, you can start asking:
How much money do I need to launch this successfully?
Maybe your costs are:
Equipment and software:
$1,000Website and course platform:
$500Photography walk expenses:
$500Marketing materials:
$300Buffer for unexpected expenses:
$700Your minimum launch goal:
$3,000
Now ask:
Does this goal match the size of my project?
Does it cover what I need?
Does it give me enough room to actually deliver what I promised?
And this is where your competitor research becomes really valuable.
If other beginner photography courses are charging:
$50 for online-only learning
$150-$200 for workshops
$300+ for personalized experiences
That gives you information.
It doesn't mean you have to copy their pricing.
It helps you understand the ecosystem your customer is already seeing.
Then you can ask:
Does my pricing feel reasonable?
Does my reward structure feel valuable?
Am I offering something different enough?
The goal of this exercise is not to create the highest possible price.
And it is not to create the cheapest option.
The goal is to find the place where:
Your supporters feel excited about what they are receiving...
and...
You can realistically deliver what you promised.
Because a successful crowdfunding campaign is not just about reaching your funding goal.
It is about building trust and following through.
Finally: Revisit Your Crowdfunding Goal
Now go back to your original crowdfunding goal.
Ask yourself:
Does this number still make sense?
Does it cover what I need?
Does it match what customers are willing to pay?
Does it align with what similar projects are doing?
Is it realistic based on my current audience?
Does it leave room for unexpected expenses?
Remember:
A crowdfunding goal is not just a financial target.
It is also a trust-building decision.
A realistic goal can help you create momentum.
A goal that feels impossible can make it harder for people to believe in the project.
I’ll link a spreadsheet for you to organize your thoughts below this video.
You’ll see one tab that has empty tables for you to use, and another example tab that shows some detailed numbers and planning for a single children’s book as a more robust example (vs. the photography class numbers we discussed in this lesson).
One final reminder:
You are not done refining yet.
In the upcoming chapters, we will talk more about marketing, launch strategy, and communication.
And those things may change your numbers.
Maybe you realize you need:
A website.
Marketing materials.
Event supplies.
Software tools.
Additional content.
More professional support.
That is normal.
Your project is evolving.
The goal is not to have everything perfectly figured out today.
The goal is to make thoughtful decisions based on the information you have.
By this point, you have something you did not have when you started:
A deeper understanding of your customer.
A clearer understanding of your ecosystem.
A stronger story.
And now, a more realistic plan for bringing your idea into the world.
Great work.
I’ll see you in the next chapter.
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.