1:06:31Turning an Indiegogo campaign into a $100M exit | Exit Strategy S1:E8 Jake Kassan
From My First Million · Published Jul 5, 2020 · Watch on YouTube
TL;DR
Jake Kassan bootstrapped Movement Watches from a $20K credit card debt and an Indiegogo campaign that raised $300K in preorders, scaling to $1M year one, $7M year two, and $30M year three primarily through growth hacking (blog features, Reddit astroturfing, Facebook ads, early Instagram beta access) and a lean, no-VC approach.
Key insights
- The Indiegogo campaign was entirely organic; they used growth hacks including paying blogs flat fees (e.g., $7,500 for Uncrate), emailing 200 editors via a scraper tool, and creating 100+ Reddit accou
- Facebook was the dominant acquisition channel throughout, but they deliberately diversified (TV, podcasts, influencers, Taboola, Snapchat, Pinterest, Twitch) because reliance on a single channel is da
- Early Instagram influencer deals (e.g., Kylie Jenner for ~$150K per post in 2015/2016) worked because engagement was high and the platform was not saturated with ads; by 2020 the same approach no long
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