Sell Your Product Before It Exists
Harvard Business Review
DECEMBER 25, 2013
While most startups who set up pages on Kickstarter, Indiegogo or a host of other crowdfunding sites are looking to hit a specific goal and then get started making their project a reality, a new crop of businesses are using the platform for as a wholly different business model: selling their product before it exists. It’s important to note that they undoubtedly developed and tested prototypes, but many customers made the decision to pre-order without ever holding a prototype.