Run a Kickstarter Like a Pro

Written By Abraham Musto

The Reality

Kickstarter is one of the toughest and yet one of the most satisfying things to do as a toy creator. It puts you at the mercy of the “public”. How you have built this public is based on a lot of things. Did you market correctly, have you shown prototypes, have you built credibility, have you spent time behind the scenes making content, have you had product shots made, and the list goes on and on. What really gets creators in trouble is the lack of preparation, but not the lack of a good idea.

In order to help you, we want to give you a plan to run your first or next Kickstarter campaign. From what we have done and what we have seen, a successful Kickstarter is broken down into 5 phases. These phrases start long before the Kickstarter runs and last long after the Kickstarter has finished.

6–8 Months Before the Kickstarter: Foundation and Proof

By now, you should be able to say yes to the following:

  • You are posting consistently about the idea

  • You’re seeing early audience signals (not hype, not encouragement)

  • You are willing to invest your own money into development

  • You want to work on this beyond simply “putting it out there”

  • Product design has gone through real revisions

  • A prototype has been ordered (or is in progress)

  • You are intentionally building the team needed for this project

  • You have committed to one product and stayed in your lane

3–4 Months Before Kickstarter: Assets, Trust, and Pre-Launch Momentum

By now, you should have:

  • A fully representative prototype (non-negotiable)

  • A clear product one-sheet outlining:

    • Size

    • Color mapping

    • Cost

    • Goal pricing

  • Strong photography, graphics, and presentation

  • Feedback from experienced creators (and openness to adjust)

  • Proof of sustained interest beyond a single post

  • Shares and reposts carrying more weight than likes or comments

  • Outreach underway to:

    • Niche media outlets

    • YouTube shows

    • Influencers (micro to large scale)

  • Quotes from multiple factories

  • Pricing locked in

  • Packaging decisions made and visuals finalized

Kickstarter Month: Execution, Not Experimentation

By now, you should have:

  • A Kickstarter pre-launch page live well in advance

  • Campaign length decided

  • Factory quotes finalized

  • Packaging, colors, and materials locked

  • Outreach completed before launch, not during

  • Prototypes sent to influencers and media for content timed around launch

  • A plan for the first two campaign updates

  • Realistic expectations for the campaign rhythm

  • A healthy campaign follows a familiar pattern:

    • Early spike

    • Quiet middle

    • Final surge

1–2 Months After Kickstarter: Communication & Control

By now, you should have focus on:

  • A clear and consistent update cadence

  • Transparency when things go wrong

  • Treating funds as untouchable until costs are settled

  • Prioritizing fulfillment over profit

  • Identifying and ordering shipping and handling needs

  • Remembering that your name and reputation matter

3–8 Months After Kickstarter: Reputation & Continuity

By now, you should have focus on:

  • Fulfillment completion

  • Ongoing communication and transparency

  • Post-mortem reflection

  • Financial discipline down to the cent

  • Paying all parties involved

  • Community follow-up

  • Planning next steps only after obligations are fully met

This is not a definitive guarantee that your Kickstarter Campaign will 100% fund. This is simply a resource to help you have a good starting point.

One last piece of advice:

KICKSTARTER IS NOT THE BEGINNING OF YOUR IDEA. IT’S THE EXECUTION OF A PLAN ALREADY IN MOTION.

Abraham Musto