How The Morning Dream joined the 1.8% club (CASE STUDY)

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Mark Pecota | CEO at LaunchBoom

Only 1.8% of all Kickstarter campaigns ever hit $100K.

These two coffee pioneers raised that much in one day.

Here’s their story.

Photo of the founders of the morning dream

Meet Leon Foo (left) & Bowen Chiou (right) – co-founders of Morning and creators of The Morning Dream.

Their story begins with Leon. He originally founded PPP Coffee and is credited with pioneering the craft coffee movement in Singapore. He had a vision for something bigger.

While looking for manufacturers in Taiwan, he met Bowen.

Bowen was running his family’s manufacturing business. One that oversaw manufacturing for well-known coffee equipment brands like Acacia and Hiroia.

They immediately hit it off and Bowen wanted “in” on Leon’s vision.

In 2019, Morning was born.

Their flagship product was The Morning Machine – the world’s first specialty coffee capsule machine.

And since inception, they’ve sold over 8,000 The Morning Machines across 25 countries.

But they always knew they wanted to launch more products… and one was stuck in their mind.

They wanted to create something that would not only compliment their flagship product, but would solve a big paint point for coffee drinkers.

That product was called The Morning Dream –the ultimate stand-alone milk steaming device (no expensive espresso machine required).

With the prototype done, they had their sights set on Kickstarter.

The problem was, they didn’t know the best marketing strategy, so they teamed up with LaunchBoom in September of 2023.

And less than two months later, they clicked the launch button on Kickstarter.

In the first 24 hours, they made $113,751.

And 30 days later, they finished their campaign at $234,830.

Here’s how they did it

The Morning Dream’s pre-launch marketing strategy

Making $234,830 in 30 days is no easy feat.

In fact, only 1.8% of all Kickstarter campaigns every reach the $100K milestone (and they hit that in one day).

So how in the world did The Morning Dream do it?

Well, the key to a successful launch is a successful pre-launch.

Getting the pre-launch right is all about building an email list of people who can’t wait to buy your product.

Leon and Bowen was able to do that by using LaunchBoom’s Reservation Funnel System.

Here’s how it worked.

1. They drove traffic with Meta Ads

Meta ads are the first step to build a pre-launch email list. This is how they drove traffic. They tested many different variations of copy and imagery, but here was their best performing ad.

the morning dream - best kickstarter ad

2. They collected email addresses on a landing page

The landing page is where they explained their product and collected email addresses. The landing page looked like this:

the morning dream - landing page

By the way, this is a screenshot from our LaunchKit software that all LaunchBoom Creators get access to.

3. They collected $1 reservations

This is the most important step and why we call this funnel the Reservation Funnel. The Morning Dream had this exclusive VIP offer for putting down a $1 reservation:

  • A guaranteed 35% discount
  • Limited to the first 200 people
  • An invite to their VIP Facebook group

The most important thing to know is that people who put down the $1 reservation were way more likely to buy (30 times on average, in fact).

How The Morning Dream got funded on day one

Leading into the launch, Leon and Bowen had 715 people who had put down a $1 reservation deposit. Remember, there’s no better predictor of launch success than the reservations.

And just like we thought, their launch was very successful.

the morning dream - funded on day one Kickstarter

On the first day, The Morning Dream made $113,751 (converted from Singapore dollars).

By the end of the campaign, they had driven $234,830 in revenue from 849 new customers.

But most important of all, Leon & Bowen had a 3.02x return on pre-launch ad spend.

This was all possible because they followed the LaunchBoom system, which is laser focused on getting creators the highest return on their investment.

Because at LaunchBoom, our goal is not to launch a successful product, but to launch a successful business.

Do you have an innovative product like Leon & Bowen?

We can help you turn it into a real business (or dramatically grow your existing business).

We’ve worked with over a thousand product creators.

If you want to be the next one…

Click here to talk with a LaunchBoom expert.


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