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Sometimes you just bring a new product to market to see what other people think of the idea. It is about people who do not belong to your family or your personal circle of friends. There are many examples of companies starting a crowdfunding campaign with the sole aim of doing market research. The company Nomad Trading Co. from Brooklyn in New York also started its Kickstarter campaign in 2018 for precisely this reason: They wanted to see whether a new energy drink, free of chemicals, could inspire people or not.
The company had already launched a tea-like drink in the past. The goal is and was radical sustainability. There was an interest in recycling or recycling the remains of the coffee plant. They remain a major source of agricultural waste. As the company's co-founder announced, the idea was to publish the Nomad Energy Drink, which was made from the remains of coffee beans, on Kickstarter without much marketing or advertising. The aim was to find out whether such a product could arouse people's interest without knowing the company or its mission.
Marketing was minimal. The company only shared its ideas on Facebook and Instagram. In addition, a few e-mails were sent to the list of around 800 people. The names came from a simple “Coming Soon” page with an opt-in option. The company also turned to Kickstarter for help with its campaign. As a reward for top backers, a Costa Rica trip worth 1,800 US dollars was tempting. The result of the campaign was $ 16,500 in crowdfunding. A sum that exceeded the set target of just 5000 euros by far.
While Kickstarter does not hold demographic or analytical information about its customers, Deputy General Manager Keilson assumed that the target audience was mostly men with high caffeine consumption. The company agreed that a test was worth it. They wanted to see whether people would buy a corresponding product if it were available on the market. In a conversation with Kickstarter, ways were found how such a campaign can best be implemented. Another result of the discussions with Kickstarter was that the planned project was published and presented in the platform's newsletter.
After just 16 hours, Nomad Trading Co. had reached its target of 5.00 US dollars. By the end of the day, they hit $ 10,000. Right at the start, one of the backers opted for the expensive option, which included a trip to the farms in Costa Rica, the deputy managing director said, surprised. It was also felt to be a great relief that the campaign's goals could be achieved after just 16 hours.
In September 2018, Nomad Trading (which should not be confused with Nomad Lane, a travel equipment company) announced that production of the new energy drink was going according to plan. The delivery to the backers should take place later this month as planned. In addition, there are plans to sell the Nomad Drinks in some grocery stores on the east coast of the United States. This is possible because of the company's pre-existing relationships with local businesses and customers in the area.
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