Peak Design started in 2010 when founder-to-be Peter Dering took a 3-month trip around the world. During the trip he discovered that travelling with a DSLR camera wasn’t very fun. DSLRs capture amazing images but you have to carry around a 2-pound, oddly shaped device that has to be within easy reach at all times.
When Peter returned home, he immediately started working on a solution that would become the Peak Design Capture Camera Clip, a rigid camera holder that can secure a DSLR to any belt or strap. He launched the project on Kickstarter in 2011 and found immediate success raising $364,698 from 5,258 backers.
The Fulfillment Challenge
These were the early days of crowdfunding when six-figure projects were still a rarity and tools like BackerKit didn’t even exist yet. Collecting and managing backer information, handling support inquiries, and doing fulfillment was an overwhelming challenge, Peter explains.
Getting that right took many weeks of some of the most grueling and un-fun work that's ever happened in the history of this company.
BackerKit co-founder Maxwell Salzberg went through a similar struggle fulfilling a six-figure Kickstarter project of his own in 2010 and many of those challenges were still fresh in his mind when he started building the BackerKit software platform.
Peak Design became an early BackerKit customer and used the software platform to handle backer management for its Capture Camera Clip v2 project and the company has continued using the software for every subsequent project including its record breaking campaigns from 2015 and 2016, the Everyday Messenger and Everyday Backpack, Tote, and Sling which raised $4,869,472 and $6,565,782 respectively.
How They Used BackerKit
BackerKit surveys and self-service backer interface, automated the data gathering and organization process which helped save the Peak Design team a tremendous amount of time while also improving data accuracy.
BackerKit fills a number of essential roles but, with respect to fulfillment, just having the confidence that all the information is correct, that it's done by the users, and that it's all organized in the right format and not having to worry about that is just huge.
Peak Design had a great experience offering add-ons to backers during the survey process and they’ve turned it into a significant funding source, according to Peter. "The extra revenue generated is incredible. It's like having another very successful ecommerce store, like running a mini-Kickstarter."
Peak Design raised an additional $763,257 in BackerKit survey add-on sales and pledge upgrades for its most recent Everyday Backpack, Tote, and Sling campaign.
Using the Backer Management System
BackerKit provided the customer management platform that Peak Design needed to keep fulfillment on track and allow employees to focus on manufacturing. Being able to manipulate information, process backers in batches, and get structured data out of the application supercharged Peak Design’s operations.
When we made a decision to do all of the data work through BackerKit, it's like, ‘wow!’ It just just flows through and it just gets done, so we can just keep on working in the very, very busy day jobs that we already have.
Making sure that backers get the right rewards at the right time is key to building a loyal customer base that will be excited to back your next campaign. "There's a lot of people who might do nine things out of ten right, but if they screw up the fulfillment then they don't open up themselves to repeat success and that's been Peak Design's magic throughout these five years."
The Creator Journey
Peak Design and founder Peter Dering have had a remarkable journey since that first camera clip project. Peak Design is now Kickstarter’s second most-funded project creator with over $13 million raised across six campaigns and we’re proud that the team uses BackerKit to manage its post-campaign fulfillment process.
It's an easy business decision for me because it pays for itself several times over in actual revenue and profits and then all of the efficiency that you gain on top of that, which I believe is what they market in the first place, is just irreplaceable.
It's rare that you get the opportunity to work with a company so willing and able to meet the needs of their customers. We wholeheartedly respect that, and that's why we will undoubtedly work with BackerKit to fulfill our next Kickstarter project.