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launch × Crowdfunding

Launching Ring One Gen 2 on Indiegogo

$158Kfrom 715 backers in 30 days
Target600 backersAchieved715 backers
Where
Smart-ring wearable · Muse Wearables
Role
Product Manager
Context
Crowdfunding · Indiegogo
  1. 01Metric & target

    Backers for Ring One Gen 2 on Indiegogo. Target: 600 backers.

  2. 02Strategy

    Turn a ~1,200-member $1-reservation community into day-one backers with a $209 reserved tier (vs $349 list).

  3. 03Problem

    The launch risked backlash from earlier backers and reviewers.

  4. 04Root cause

    A gap between what had been promised publicly and what Gen 1 actually delivered.

  5. 05Fix & execution

    Ran a pre-launch risk audit, rebuilt a transparency page with live shipping dashboards, led founder-signed replies to critics, and owned the campaign page, video, emails, ads and livestream.

  6. 06Result

    $158K from 715 backers in 30 days, beating the 600-backer target. $118K came in the first 4 days, with ~300 reserved-tier pledges on day one.

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