9 Burning Questions from Someone Who Read My Book

“Longtime reader, and huge fan. I recently read your book in preparation for our Kickstarter. Your insights are timeless and have been so helpful. However, a few elements of the book are a snapshot from 9 years ago. So, I compiled a list of 9 Questions for the 9th Anniversary of A Crowdfunder’s Strategy Guide that I wanted to ask.”

Nick from Fink & Fink Games sent me this email a few days ago, noting near his signature that he was fine with me answering these questions publicly. The answers are mostly available scattered across many different articles, but I figure a consolidated response might be helpful for him and others.

1. Do you think Kickstarter is still a viable way for an independent creator to start a successful business? Absolutely! If you’re passionate about running a business, I think crowdfunding is the perfect microcosm in which to give it a try. Stonemaier Games wouldn’t exist without Kickstarter, and if I were starting over from scratch today, I would absolutely start with crowdfunding and build from there.
2. Are there any recent publishers you’ve seen follow a similar path as yours to success? Our specific path includes 3 years of launching projects on Kickstarter followed by 9 years of not using crowdfunding as a publisher at all. While there are many other wonderful companies who serve their customers brilliantly, I’m actually not aware of other publishers that have followed a similar path (but there are a lot of other publishers, so probably?).
3. If you had to pick one outlet for a start-up publisher to build an audience, would it still be blogging (p.8)? I honestly wouldn’t suggest to anyone that they just pick one outlet to build an audience; rather, I’d try a bunch of different methods to see what feels right and works well. I still believe that having a content hub–somewhere to send people if they want to learn more or for people to discover on their own–is integral to building an audience.
4. You reference Richard Bliss’s Funding the Dream, a podcast that aired its last episode in 2020. Is there a current podcast focused on Kickstarter and crowdfunding that you’d recommend? Fortunately, Richard’s podcast remains available to this day, and I still recommend it. The closest modern-day equivalent isCrowdfunding Nerds (though I’m probably forgetting one; anyone can add suggestions in the comments).
5. In discussing reward levels (p. 119) you suggest starting with 5-7 levels and expanding as needed. Do you still feel this way? The recent trend seems to be towards simplification and fewer reward levels. While the core principles of the book remain the same, there are a few things I’ve changed my mind about over the years, and this is one of them. I recommend keeping it simple: a $1 pledge manager reward (probably), a standard reward, and a deluxe reward (plus a way for retailers to secure product).
6. Have your thoughts evolved on the value and importance of stretch goals? I think stretch goals are probably less impactful today than they were in 2015, but it really depends on the project. I said in 2018 that I probably would use stretch goals if I ever returned to Kickstarter; in my 2022 update I said I like reveals instead of stretches.
7. International shipping is still a challenge for small publishers. Have you seen improvements in this space? Compared to 2015, there are huge improvements for anyone wanting to ship worldwide. There are a number of reputable third-party logistics companies to whom you can ship a carton, a pallet, or a container and they will handle fulfillment. Here’s my 2024 post on this topic.
8. What are your thoughts on the rise of 3rd party pledge managers? Back when I was running Kickstarters, it was much more common for creators to almost be ready to go to print with their game by the end of the campaign. These days, it’s the opposite–even an experienced creator may leave 12-18 months of design, art, and development for after the crowdfunding project. For that reason, accepting late pledges is helpful for both the creator and for late backers.
9. Last but not least, should I mark my calendar for the release of a 10th anniversary update of A Crowdfunder’s Strategy Guide… and will it be a Kickstarter campaign? A few years ago I revisited the book for a chapter-by-chapter book club (the videos for which remain here). I was curious to see if the book would feel outdated, but I was surprised to find that the principles described in the book–particularly the idea of putting your customers first–are still just as relevant today as they were in 2015. Same with most of the methods, as they stem from the core principles of how we can best serve our customers. Stonemaier Games can do that by making a few products each year we strongly believe in and selling them to customers when they arrive at our fulfillment centers (instead of using crowdfunding). So no, there isn’t a new edition of the book, and we have no plans to return to Kickstarter.

Thanks for your questions, Nick, and I hope you enjoy the rest of your research process as you prepare for your upcoming Kickstarter! If this piqued anyone’s interest in my book–which combines lessons learned, my story from hobbyist to designer to creator to publisher, and many examples from other creators–you can check it out here. I’m happy to hear your thoughts and answer any other questions in the comments.

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