#Testimonial How Antonio reached $21.000 on Indiegogo for a horseback-riding pants: Mbreeches

My client Antonio and his product Mbreechees, a horseback-riding pair of pants managed to reach $21.000 on his First Indiegogo campaign!

Let's go deep into his project: how did he start, how did I help, and what Antonio achieved today!

As said before, Mbreeches is the Startup that my client Antonio created almost two years ago producing horseback-riding pants and accessories, he wanted to start his first crowdfunding campaign on Indiegogo to launch his innovative pair of pants, exclusively made for women featuring special fabric and shape made appositely for horseback-riding professionals.

I helped Antonio to create an effective Pre-launch phase that was completed in 3-4 months, collecting 2000 e-mails of people interested in buying this new kind of pants!

I'll be explaining step by step how Antonio went from Zero to sell almost $10K per month with his new-born e-commerce after the crowdfunding campaign.

But before moving further...

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HOW WE STARTED FROM SCRATCH

When we first started our collaboration, Antonio didn't have any active brand at the moment but he did have the project for a technical pair of horseback-riding pants for women, made of very a specific fabric allowing a comfortable fit during the ride.

The product was clearly addressed to a niche market: the horse riding sector limited to the Italian territory.

That's why we worked together during the whole pre-launch phase, in which the goal (and the challenge) was to find and create the perfect community in which the brand proposition could be well supported and understood. Community is one of the key steps to get successfully funded and backed by people, but in this case, it was quite fundamental since the brand was new, the horse-riding niche was quite peculiar and not open to everyone.

The importance of community and backers is undeniable and of course, it is the core of your campaign!

In order to build a community, we first established a Landing Page to display the product and its characteristics gathering contacts. Then, to keep our contacts warm we set up a group of e-mails to send little by little and sent traffic through Facebook Ads.

HOW WE BUILT THE RIGHT COMMUNITY
In order to build the right community for Antonio and collect leads we used two main channels: Facebook Ads and Social Media Influencers.

Antonio and his team relied upon a huge web of influencers and they managed to get the best out of it, they chose the right target of Instagram influencers, all of them were passionate about horseback riding, and that of course, contributed to highlighting the campaign and its product.

The participation of Instagram Influencers was fundamental during the pre-launch phase and once the campaign was live because it played a great role in generating sales, in this way it was so much easier to get results thanks to the offers made by influencers to their wide public.

One of the biggest collaborations Antonio had was that with Elettra Lamborghini a famous Italian singer and Influencer, with more than 6 million followers! She posted a picture with a pair of Mbreeches horse-back riding pants.

When they launched they only managed to convert part of the traffic - through e-mail marketing and retargeting techniques with Facebook Ads they managed to convert all potential traffic interested in the purchase, collecting a total of 227 backers. The campaign reached and passed the goal of $12.000 with 110 backers and then they opened on Indiegogo Indemand where they collected 117 other backers and raised a total of $21.000!

Me and the Mbreeches' Team celebrating the goal reached together!

WRAPPING IT UP

This was a really great achievement for Antonio and his team, especially because all of their sales on Indiegogo were directed only to Italy and Switzerland (due to commercial issues) and in this case, all Indiegogo's international commercial potential was not exploited at its best. For this reason, the results are remarkable and a perfect example of the importance of community for a new-born brand or product.

I'm so proud of this achievement! It all started from zero, but still, we managed to build a brand and establish its presence in the market and most importantly in a very peculiar niche.

It is always a great pleasure to talk about my clients achievements, it makes me so proud and that's the reason why I do this everyday and share my best advice with you.

To date they positioned themselves with one of the best nascent horse riding brands in Italy, aimed at a young and enterprising audience, generating over 10,000 euros in turnover per month through their e-commerce www.mbreeches.it.

So, always remember to create a community of interested people around your new product, gather them and keep these people warm with special and detailed content about your new product, in order to make them want to support you and be part of your journey.

If you want to analyze and prepare your pre-launch phase to launch your first product I’ve got you covered with my crowdfunding pre-launch free e-book called ''3 steps to success on Kickstarter and Indiegogo''. 

It’s gonna guide you through the right strategy to follow in order to build a warm community of potential backers for your project.

As always make sure to check today's feedback video right on top and comment to ask me questions and subscribe to my channel to stay updated on fresh new content that I’m gonna drop there.

Ciao ciao! 

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