Maker of innovative photography accessories speaks out against the stigmas surrounding Kickstarter
San Francisco, CA (August 8, 2013) – Kickstarter has found a staunch ally in Peak Design, the San Francisco-based photography gear company that has built its business on the more than $1.1 million it raised with three Kickstarter campaigns. Now the company’s founder wants to make sure other start-ups realize that crowdfunding is a legitimate model for starting and growing their businesses.
“Dismissing crowdfunding as a legitimate business model is not just short-sighted, it’s ignoring the biggest paradigm shift in small product-based businesses since the Internet itself,” says Peak Design CEO and Founder Peter Dering. “Crowdfunding turns your business model upside down. Your capital and your accountability come directly from your customers. It’s a shame that some folks out there dismiss Kickstarter on the basis of some projects not shipping on time because they’re missing the big picture.”
Peak Design’s current campaign has raised more than $560,000 for its new Capture® Camera Clip and CapturePRO® DSLR-carrying accessories, passing the minimum required funding level with 15 days to go.
Dering launched his first Kickstarter campaign in May 2011 for the Capture Camera Clip System. At the time, the project became the second-most funded project in the funding platform’s history with $364,698 pledged by 5,258 backers.
Following that success, Dering assembled a team and in late 2012 launched the Leash and Cuff camera straps on Kickstarter, garnering $215,721 from 3,108 backers. Peak Design continued to reinvest in their team and their products, growing their business slowly but steadily without the aid of outside traditional investors.
“There has never been a better time to start a product-based company,” says Dering. “Two years ago I had a great idea for a camera accessory and today I have a thriving business, employ seven dedicated individuals and created seven camera accessory products that are distributed in over 30 countries. And because we are crowdfunded we can operate our business how we want to, spending our time building products- not spreadsheets and PowerPoints.”
Kickstarter also offers Peak Design a unique forum for communicating directly with their consumers.
“We have Google Hangouts with our backers, send them product feedback surveys, and constantly engage in dialogue about future accessories and products that we might launch,” says Marketing Manager Adam Saraceno. “It’s a relationship that is difficult to kindle outside of the close-knit walls of Kickstarter – even our other active social media networks don’t seem to have the constructive product and business-focused ambiance that Kickstarter does. Our customers on Kickstarters aren’t just early adopters – they’re backers. They made our company possible and we make solutions to their problems. We have a symbiotic relationship with these people that feels much more meaningful than the relationship with traditional types of investors.”
The new products are available for preorder at a limited-time discount on Kickstarter.com until August 23, 2013.
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About Peak Design
Peak Design is a professional-grade camera accessory brand dedicated to engineering thoughtful solutions to improve the way photographers transport and manage their cameras. During a six-month international travel sabbatical, company founder Peter Dering became frustrated by the lack of elegant solutions to holster his SLR camera in the field. Upon return to the US, Peter founded Peak Design with the vision to create intuitive and innovative camera solutions for demanding environments. For more information visit peakdesignltd.com.
Max Borges Agency