Kickstarter Failed. Now What?

Despite the support of awesome fans, witty tweets, Lacrosse Playground and some wonderful backers, our Kickstarter project failed.

We have to admit, we’re disappointed. That project was our last hope for a summer clothing line this year.

What Went Wrong?

Everything happens for a reason, and the failure of our Kickstarter project came about from a couple different reasons:

  • The platform
    • Looking back, Kickstarter was a bad choice for a funding platform. The pledge system confused a lot of our potential customers, and required them to sign up before pledging. By making them go through more steps, it turned some of them away.
  • The pre-order system
    • Kickstarter is essentially a pre-ordering system. You make a pledge, you get your clothes when they’re made a month or so later. While that works great for us, allowing us time to produce the clothing, it’s an inconvenience to our customers. People don’t want to pay money for clothes they’re not going to get for another month or two, especially when the summer is only three months long. Which brings us to another point…
  • Timing
    • Due to Amazon payments taking forever to approve our account, our project didn’t launch until two weeks after we planned to launch it. Lesson learned: plan ahead. If you’re launching a Kickstarter project, get that shit done as soon as possible. Don’t wait until you’re ready to launch like we did.
    • If you’re going to launch a project like this, you really have to have your stuff together. Since we were making a summer clothing line, we were in a rush to get the project out there. We didn’t have time to prearrange press releases and blog posts, and that really hurt us. We had to contact blogs, newspapers, and magazines as the project was going on.
  • Demographics
    • We love our customer base. High schoolers, college kids, you guys and girls are champs. That’s why we make clothing for you. But you’re also broke, just like we are. You’re more than willing support a company you like by spreading the word, but you’re much more stingy with where you spend what little money you have. And when everyone’s a supporter, but no one’s a backer, it doesn’t work out in our favor.

Now What?

We’re at a crossroads my friends.

Nothing is going to be made this summer. That’s already set in stone.

The future of this company is a bit more uncertain though. Right now, we’ve got two options:

  1. Shut down for good. Give up the clothing business and go back to our college lives.
  2. Wait. Slowly grow Lax With Class through Twitter, blog posts and Facebook. Then, when we go back to school, relaunch the tuxedo lax pinnie for frats and sororities.

We’re leaning towards option two. This project helped us make some great connections, and we’ve always been some go with the flow kind of guys. Option two gives us some more time to see if this is something people would really want.

If you’ve got an opinion, feel free to share it in the comments.

And as always, stay classy my friend.

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