Launching Mutagen on Kickstarter: Building List, Finding Co-Creators, and Product Strategy.

A few weeks ago, I had the opportunity to work with Sebastian on launching his product, Mutagen, on Kickstarter. Mutagen is a series of cards designed to expand your thinking and enhance your ideation sessions. We hosted a launch party to kick off our Kickstarter campaign and shared the news with our supporters.

Here are a few highlights from my experience on launching new product:

Create Product Ladder

Creating product bundles and services that stack on each other is crucial. In the world of Kickstarter, we need to offer various product tiers. For example, we offered everything from the basic Mutagen card deck to a full workshop set and even an enterprise set that included a facilitator’s guide and a 2:1 consultation. Stacking products and services allowed us to cater to different buyers while also increasing our order value, helping us reach our Kickstarter goal faster. This approach also pushed us to think carefully about our target audience, their needs and the pricing for each offer.

List Building is Key

In hindsight, I wish we had focused more on building email list early on. Collecting emails from people who tried Mutagen before the launch and regularly sharing content with them would have deepened our relationships with subscribers. When we launched on Kickstarter, we could then update our subscribers and ask for their support. Partnering with others who have established mailing lists is another great option if your list isn’t large enough. Personally, I also utilized mailing list from Casual Tech Meetup to spread the word.

Find Co-creators Everywhere

Mutagen launch party was my second collaboration with Sebastian. Before this, we hosted a brainstorming workshop for Causal Tech Meetup, a community I’ve been running for two years. I’m thrilled to be part of Mutagen team for this launch. When launching a product, finding a co-creator can make all the difference. We brainstormed together on ways to speed up gameplay, make the brainstorming game easier by providing questions in the gameplay, and even created an exclusive Causal Tech Meetup card for our workshop participants. A co-creator can complement your skills, help your product reach more people, and serve as a strong advocate for your project.