Finding the right manufacturer is absolutely critical if you want to bring your dream product to life. A good manufacturer can make your vision a reality, ensuring high quality and timely delivery. But if you choose poorly, you could face delays, cost overruns, and subpar products.

This guide will help you navigate the process of finding the ideal manufacturing partner. In it, we will cover:

• Basic manufacturing information you need to know
• Common problems and how to avoid them
• Methods to find manufacturers
• More websites for further research

With this information, we hope to help you find the perfect manufacturer for your loftiest ambitions!

Manufacturing Basics: 6 Concepts You Must Understand

Manufacturing is about transforming raw materials into finished products. Conceptually, it’s simple. Practically, it’s complicated.

Here are six things you need to understand before you go down the manufacturing rabbit hole online.

#1: Manufacturing in a Nutshell

Manufacturing is what transforms raw materials into finished products. It includes multiple stages: planning, designing, prototyping, production, and quality control.

• Planning sets the groundwork by defining what needs to be made and how.
• Designing turns ideas into detailed plans.
• Prototyping tests these designs to catch any issues early.
• Production is where the real making happens, turning designs into actual products.
• Quality control ensures everything meets the required standards.

Each stage must be managed well to produce a final product that meets all specifications and quality standards.

#2: Different Types of Manufacturing

Manufacturing isn’t one-size-fits-all. There are different methods depending on what you need.

Batch production is for smaller quantities, making it flexible and adaptable. It’s great if you need limited runs or want to test a new product without a huge commitment.

Mass production is for large volumes. It’s cost-effective but requires significant setup, making it ideal for products with high demand.

Bespoke manufacturing is for custom items. It allows for high customization, perfect for unique or specialized products.

Choosing the right method depends on your product’s needs, balancing flexibility, cost, and volume.

#3: The Importance of Design for Manufacturing (DFM)

Design for Manufacturing (DFM) is about making products easy and cost-effective to produce. It’s crucial to consider DFM from the start to avoid problems later.

If you ignore DFM, you might face higher costs and production challenges. DFM principles focus on simplifying designs, using standard materials, and minimizing parts.

A simpler design means fewer things can go wrong, making production smoother and cheaper. Standard materials are easier to source and often cheaper. Fewer parts mean less assembly time and fewer points of failure.

It’s really important to think about DFM early on. Of all the possible levers you have to keep costs low and production simple, DFM is probably the strongest one.

Don’t skip this!

#4: Why Minimum Order Quantities (MOQ) Matter

Minimum Order Quantities (MOQ) is the smallest quantity a manufacturer will produce in one order. Knowing your product’s MOQ is crucial for budgeting and planning.

High MOQs can mean higher upfront costs, which can be a challenge, especially for startups or small businesses. With Kickstarter campaigns in particular, the cost to produce an MOQ is extra important. That’s because a lot of crowdfunding campaigns are held in order to raise funds for production, whose cost is directly influenced by MOQ.

Sometimes, you can negotiate with manufacturers to lower the MOQ or get more flexible terms. Always consider MOQ when planning your production runs to ensure you can meet these requirements.

Proper understanding and planning around MOQ can make a big difference in managing costs and ensuring your production is viable.

#5: How To Request Quotes

Requesting a quote from a manufacturer is a key step in starting a business relationship. To get accurate quotes, you need to be clear and detailed about your product specifications.

In all likelihood, you will already be talking to manufacturers before requesting a quote. After all, you will need to have information about the MOQ, sampling, and turnaround time first. You’ll also need to finalize the specs, and manufacturers will likely have feedback for you to make sure your desired products can be made.

Ultimately, you will need detailed drawings, material specifications, and an understanding of any special requirements your product might have. When you have that, then it’s time to request a quote.

You will need to request quotes from multiple manufacturers so that you can compare prices. This will let you evaluate potential deals from different manufacturers.

This is not a process you want to rush. Thoroughness matters a lot!

#6: Quality Assurance & Packaging

Quality assurance makes sure your product meets all necessary standards before it goes into mass production. Always order samples from your manufacturer and inspect them critically.

This helps catch any issues early. Quality control involves regular inspections, testing, and making sure everything adheres to set standards throughout production.

Packaging is another big part of manufacturing and quality assurance. It often goes overlooked.

Your packaging needs to protect your product during shipping and handling. But you also can’t forget it’s also part of the overall customer experience in terms of branding and marketing.

A great packaging design can enhance the unboxing experience, making it memorable and shareable on social media. Think about durability, branding, and how the packaging reflects your product’s identity. Work closely with your manufacturer to ensure they understand and can meet your packaging requirements.

Proper packaging not only keeps your product safe but also boosts customer satisfaction and can influence their decision to buy from you again. So, prioritize quality assurance and packaging to make a lasting impression on your customers.

Common Problems in Manufacturing

Manufacturing can be tricky, with lots of potential pitfalls. In the sections that follow, we talk about some common problems. As we go over them, we’ll talk about how you can sidestep them to keep your production running smoothly.

#1: Poor communication and misaligned expectations

Clear communication with your manufacturer is absolutely crucial. Misunderstandings about design details and expectations can lead to big issues.

For example, imagine expecting a shiny silver finish on your product, only to receive a dull matte gray instead!

To avoid this, make sure every single specification is documented in detail and agreed upon by both parties. Use clear drawings, precise measurements, and unambiguous descriptions.

Regular updates and open lines of communication help ensure everyone is on the same page. Misaligned expectations can derail your project, so take the time to clarify and confirm every detail.

#2: Delays and unexpected costs

Delays and cost overruns are all too common in manufacturing. They can throw your entire plan off track. To tackle this, always add a cushion to your budget and timeline.

Expect the unexpected and be prepared for it. Create a contingency plan to handle surprises without panicking. Regular communication with your manufacturer is key here too.

This is especially true if you’re manufacturing overseas. Tariff hikes can drastically increase landed costs without much notice—another reason to build in extra margin and keep a close eye on trade policy updates.

Stay updated on the progress and any potential issues that could cause delays or extra costs. While you can never eliminate the possibility of unexpected costs, you can at least reduce the odds that they break your business by following tip #1.

#3: Late design changes

Changing your design mid-production is a recipe for disaster. It can lead to significant delays, increased costs, and even quality issues.

The best way to avoid this problem is to finalize your design before starting production. Once you’ve started, stick to the agreed design. Of course, some changes might be necessary, but try to limit them and understand the potential consequences.

Having a solid design from the start helps so much here. It will let you avoid last-minute changes, which will lead to a smoother production process and a higher quality end product.

#4: Poor quality control

Quality control is a critical aspect of manufacturing. A single bad batch of products can seriously damage your reputation and customer trust.

Conduct quality checks at every stage of production to maintain high standards. Regular inspections, thorough testing, and clear quality standards are essential. Don’t just assume everything will be fine—actively verify it.

#5: Poor logistics planning

Without good logistics planning, you can face major headaches. Imagine your products stuck in customs for weeks or customers getting their orders late.

To avoid these problems, plan your freight, customs, and fulfillment costs and times well in advance. Efficient logistics can reduce delays, lower costs, and improve customer satisfaction.

When choosing a manufacturer, consider all aspects of shipping and delivery. Think about the transportation method, packaging, storage, and handling. Also, be mindful of international shipping laws and customs regulations if you’re manufacturing overseas.

Any way you look at it, proper logistics planning can save you a lot of time, money, and stress.

And don’t forget tariffs. In 2025, many product categories face new or increased duties, especially for imports from China and Southeast Asia. Make sure you calculate landed costs early and consult with a customs broker before choosing a factory.

#6: Payment issues

Payment issues can cause significant disruptions. Manufacturers often require a deposit before they start production, and clear agreements on payments can prevent disputes later. Consider using escrow services for added security.

Define payment terms, conditions, and milestones clearly in your contract to avoid misunderstandings and ensure timely payments. For instance, you might agree to pay a certain percentage upfront, another portion upon completion of a milestone, and the final amount upon delivery.

Regularly review and reconcile payments to avoid any discrepancies. Keeping on top of payments helps maintain a good relationship with your manufacturer and ensures a smooth production process.

Evaluating manufacturer capabilities

When evaluating manufacturers, consider their capabilities, costs, location, and reputation. Make sure they can produce your product as you imagine it and meet your quality standards.

Visit facilities, if possible, to see their operations firsthand. Look for manufacturers with experience in your industry and good reviews from other clients.

Methods to Find Manufacturers

Finding the right manufacturer requires thorough research and patience. Start by searching online, visiting trade shows, and tapping into industry networks.

Websites like Alibaba, ThomasNet, and industry forums are great resources. Don’t rush this process—take your time to gather information and compare options.

Build a list of potential manufacturers and narrow it down based on your criteria. Look at factors like their production capacity, lead times, quality control measures, and pricing.

Reach out to them with detailed RFQs and evaluate their responses. The right manufacturing partner will align with your needs and help you bring your product to life successfully.

Bear in mind that as the world leans more toward tariff-driven policy, you need to consider that as part of your cost as well. As Jehann Biggs, President of In2Green says, “some product lines are more sensitive to tariffs than others, especially those made from more expensive materials or complicated supply chains.”

Again – we can’t emphasize this enough – don’t rush! Patience is your friend here.

Finding a Manufacturer – 14 Sites You Can Use

When it comes time to find a manufacturer, you will need to do a lot of industry-specific research to find the right one. We highly recommend that you read more information relevant to your industry before starting a business relationship with a manufacturer.

That said, we’ve compiled a list of manufacturing websites that you can use to start finding manufacturers. Our original sources are Shopify and Small Biz Trends.

1. ThomasNet
2. Maker’s Row
3. MFG
4. Kompass
5. Shopify Dropshipping
6. Alibaba
7. AliExpress
8. IndiaMart
9. Sourcify
10. Core77 Design Firm Directory
11. Industrial Designers Society of America
12. Upwork
13. JobShop.com
14. IndustryNet

Final Thoughts

Finding the right manufacturer can be the key to turning your dream product into a reality. Remember, thorough research and clear communication are your best tools.

Be patient and meticulous in your search, and don’t rush into decisions. A good manufacturing partner will align with your needs and contribute significantly to your product’s success.

Launching a Kickstarter campaign takes a lot of planning, especially with shipping. Many creators get excited about their product and forget about the tricky and pricey shipping process. This can cause big problems.

Estimating and managing shipping costs is mission critical for your project’s success. This guide breaks down the four main factors affecting your Kickstarter shipping costs. We also share strategies to keep these costs low. That way, you can keep your campaign successful from start to finish.

The 4 Main Factors In Kickstarter Shipping Costs

You can’t ship a Kickstarter if you don’t understand the costs that go into fulfilling one. There are four primary costs every creator needs to consider: freight, customs, postage, and fulfillment.

1. Freight Costs: These are the costs of moving your product from the manufacturing facility to your location or a fulfillment center. Factors like size, weight, and location affect these costs.
2. Customs Costs: These costs come from importing goods from overseas. They depend on your product’s HS code, its value, and the import regulations of the destination country.
3. Postage Costs: This is the cost of mailing rewards to your backers. These costs vary based on the size, weight, and destination of the product.
4. Fulfillment Costs: These include expenses for packaging, handling, and managing logistics. The complexity of your rewards, the number of backers, and your fulfillment process all impact these costs.

Once you understand these four factors, you can better estimate your total shipping costs and plan accordingly to avoid surprises.

Calculating Kickstarter Shipping Costs in 4 Steps

#1: Calculating freight costs.

Calculating freight costs means figuring out how much it will cost to ship your items. This depends on how much your shipment weighs, its size, how far it has to go, and the type of transport you choose.

Bigger and heavier shipments cost more. So does shipping longer distances or using air freight. To get an accurate estimate, contact different freight companies with details about your shipment’s weight, size, and destination.

Collecting multiple quotes helps you find the best deal. Online tools like Freightos let you enter shipment details to compare costs quickly.

Accurate info and careful planning are key to getting reliable freight cost estimates. This helps you manage your budget and avoid surprise expenses.

#2: Calculating customs costs.

Calculating customs costs involves a few steps. First, find your product’s harmonized system (HS) code, which is an international standard that categorizes goods for customs. This code helps you find the duty rates for the countries you’re shipping to.

Next, research the duty rates based on your HS code and the destination country. Keep in mind that 2025 tariff increases may impact your estimates.

To estimate customs costs, multiply the shipment’s value (including manufacturing and freight costs) by the duty rate.

Customs costs can also include extra fees like taxes and handling charges. Decide if your backers will pay these fees directly or if you’ll cover them, which might be more customer-friendly but more expensive for you.

Accurate calculations help you avoid unexpected costs and ensure smoother shipping.

#3: Calculating postage costs.

Postage costs depend on your product’s weight, dimensions, packaging, and destination. Start by weighing and measuring your product, including its packaging.

Shipping zones are important since postal services use them to set postage rates. Use online postage calculators like EasyShip by entering your product’s weight, dimensions, and destinations to get cost estimates.

Since backers may be from different regions, create a weighted average based on estimated locations for a more accurate overall postage cost.

Regularly update these estimates as you get more backer info. This helps you manage your campaign’s budget better.

#4: Calculating fulfillment costs.

Calculating fulfillment costs depends on whether you handle it yourself or use a fulfillment center. If you self-ship, make sure you order enough packaging materials like boxes, labels, and supplies. It’s also smart to buy in bulk from suppliers like ULINE to save money.

If you use a fulfillment center, ask for detailed quotes that include setup fees, storage fees, pick-and-pack fees, and postage rates. Provide detailed info to get accurate quotes and compare multiple centers to find the best rates and services.

When you understand how these costs work, it’s a lot easier to set a budget and avoid surprises. Then once you can make sensible calculations around fulfillment costs, your odds of smoothly shipping your Kickstarter campaign go way up.

Keeping Kickstarter Shipping Costs Low

#1: Lowering freight costs.

Keeping freight costs low requires smart decisions and strategic planning. Start with product design—make your product as lightweight and compact as possible.

Every gram and inch matters! Reducing the size and weight of your product can drastically lower freight costs. For instance, using lightweight materials or rethinking the packaging design can save on shipping expenses.

Next, consider bulk shipping. Sending larger quantities at once often lowers the per-unit cost because of economies of scale. Ordering and shipping in bulk can reduce the cost per item, as shipping companies often offer discounts for larger shipments.

Also, explore different shipping options. Sea, road, and rail are generally cheaper than air freight, though slower. If speed isn’t crucial, go for these options to save money. Sea freight, in particular, can be significantly less expensive than air, though it takes longer.

For bigger shipments, think about hiring a freight broker. They can negotiate the best rates for you. Brokers have the expertise and industry connections to get better deals than you might find on your own.

For smaller campaigns, use a freight marketplace like Freightos to book shipments directly and avoid broker fees. Freightos allows you to compare quotes from different carriers and choose the best option for your needs.

Quick Tips:

• Design Smart: Make products lightweight and compact. For example, use materials like aluminum instead of steel, or design your packaging to be collapsible.
• Ship in Bulk: Send larger quantities at once to reduce costs. Consider ordering larger quantities from your manufacturer to save on per-unit costs.
• Use Cheaper Transport: Ship by sea, road, or rail instead of air. If time is not a critical factor, these options can save you a lot of money.
• Hire a Freight Broker: They can get you the best rates. Brokers can often find discounts and special rates that aren’t available to the general public.

#2: Lowering customs costs.

Reducing customs costs starts with understanding the customs regulations for each destination country. This goes hand in hand with tariffs, where costs are expected to rise.

As Jonathan Solis, Owner of Whisker Bark, explains, “Small businesses like mine will probably adjust prices once we have to import under the new tariffs… at least 15% increases are expected. It’s critical to plan for these shifts when estimating shipping and fulfillment costs.” This is true in both crowdfunding and traditional eCommerce.

To that end, proper documentation is key. Make sure all customs forms are correctly filled out and comply with the regulations. Incorrect or incomplete paperwork can lead to delays and extra charges.

Hiring a customs broker can be very helpful, especially for larger shipments. Brokers are experts at navigating customs regulations and can help minimize costs by ensuring compliance and avoiding unnecessary fees.

Researching and choosing the correct HS code for your product can sometimes result in lower duty rates. The HS code classifies your goods and determines the duty rate.

Compliance with safety and other regulatory standards in the destination country is also essential to avoid fines and legal issues. Make sure your product meets all necessary standards to prevent costly delays and fines.

Quick Tips:

• Know the Rules: Understand customs regulations for each destination. Research the specific requirements for each country you’re shipping to, as they can vary widely.
• Fill Out Forms Correctly: Proper documentation prevents delays and extra charges. Double-check all forms for accuracy before submitting them.
• Hire a Customs Broker: They can help minimize costs. Brokers can provide valuable guidance on navigating complex customs requirements.
• Choose the Right HS Code: This can lower duty rates. Use online tools or consult with a broker to ensure you’re using the correct code.
• Meet Standards: Comply with all safety and regulatory standards to avoid fines. Research the standards for your product in each destination country. Don’t assume your product is good to go – you need to absolutely sure it’s safe and legal where you plan to ship.

#3: Lowering postage costs.

To keep postage costs low, start by thinking about your packaging. You will want to reduce the weight and size of your packages as much as you can without compromising product safety. As with freight, every gram and inch matters for postage costs. Consider using lightweight materials for your packaging and designing it to be as compact as possible.

Compare rates from different carriers like USPS, UPS, and FedEx. Rates can vary for different package sizes and weights, so shop around for the best deal. Many carriers offer online tools to help you compare rates and choose the most cost-effective option.

Hiring a fulfillment center can also reduce costs since they often have access to deeply discounted postage rates. Fulfillment centers handle large volumes of shipments, allowing them to negotiate better rates with carriers.

For international campaigns, consider using overseas fulfillment centers closer to your backers. This can lower postage costs but be sure to balance these savings against higher freight rates for bulk shipping to multiple centers.

Quick Tips:

• Optimize Packaging: Make packages lighter and smaller. Use bubble wrap or air pillows instead of heavier packing materials.
• Compare Carrier Rates: Shop around for the best deal. Use online rate calculators to compare costs from different carriers.
• Use Fulfillment Centers: They can access discounted postage rates. Fulfillment centers can also streamline your shipping process and handle logistics for you.
• Consider Overseas Fulfillment: This can lower postage costs for international backers. Research fulfillment centers in regions where you have many backers to see if this option makes sense for your campaign.

#4: Lowering fulfillment costs.

To lower fulfillment costs, follow a few key strategies. If you’re self-fulfilling, buy packing materials in bulk to take advantage of discounts. This includes boxes, labels, and packing supplies.

Efficient packaging processes can also reduce labor costs and improve efficiency. Try packing a few boxes and make sure you get your process right before you pack all of them. Once you get into a rhythm, then you can train your team, if you have one. This is a great way to save time and money!

If you’re using a fulfillment center, compare quotes from several providers. Each has its pricing structure and services. You need to read every line item of each quote. Make sure you look for fulfillment centers that specialize in crowdfunding – it’s a less common service than you might think!

Quick Tips:

• Buy in Bulk: Get packing materials in large quantities to save money. This includes everything from boxes to tape to packing peanuts.
• Streamline Packing: Make your packing process efficient. Practice first, then train your team on the best practices to save time and reduce labor costs.
• Compare Fulfillment Centers: Get quotes from multiple providers. Look for centers with crowdfunding experience.

Final Thoughts

Keeping your shipping costs low is incredibly important for the success of your Kickstarter campaign. From freight and customs to postage and fulfillment, each part of the process needs to be accounted for in your overall budget.

Good planning can help you avoid unexpected expenses and provide a smooth delivery process. Follow the tips outlined in this article, you and keep your Kickstarter shipping costs in check and keep your backers happy!

Launching a successful Kickstarter campaign requires a ton of different skills.

Strategic planning. Marketing and promotion. Supply chain management. People skills. The list goes on!

In this guide, we’ve compiled a list of every single tip we can think of to help you increase your odds of Kickstarter success.

We’ll cover everything from setting realistic funding goals, to building a strong social media presence, to creating compelling campaign pages, and much more.

Pre-Launch Preparation

Most of your Kickstarter success is baked in long before you hit the launch button. It’s because of this that you need to focus on research, setting realistic goals, and building up an initial support base.

Below, you will find some specific tips on how you can do that.

#1: Choose the right platform (it might not be Kickstarter!)

Kickstarter is the biggest crowdfunding platform. But it’s not the only one.

Kickstarter is ideal for film, music, and games. So it’s great for those needing all-or-nothing funding to avoid insufficient capital.

Indiegogo performs well in the tech, fitness, and home products niches, plus it offers flexible funding. That is, you don’t have to reach 100% of your goal in order to raise capital.

Then there’s Gamefound, which is a growing alternative to Kickstarter for board game creators.

Make sure you choose the platform that best fits your project’s needs. That might very well be Kickstarter – but don’t just pick it because it’s the first name that comes to mind!

#2: Set a realistic funding goal

Set a goal too low and you won’t be able to fulfill your promises. Set a goal too high and you lower your chances of funding.

Calculate the minimum amount needed to create your product, considering all costs, including production, shipping, and marketing. Setting a realistic goal helps you attract more backers and also helps you deliver on your promises.

Once you figure out the minimum amount you need – don’t go too far beyond that. Stay in the Goldilocks zone.

#3: Research campaigns – both successful and unsuccessful

You need to understand what makes other campaigns successful. Go to Kickstarter and look at campaigns. Find successful and unsuccessful ones and learn as much as you can about why they have or haven’t succeeded.

There’s no reason to create plans completely from scratch. There’s also no reason to duplicate others’ mistakes!

Pay extra close attention to the campaigns that line up most with your niche.

#4: Line up your earliest backers

Build initial support by reaching out to friends, family, and contacts before launching. Early backers can help create momentum, attracting more support as a result.

Personal connections are often the first to pledge, so their support can be critical in the initial stages of your campaign.

Few people want to be Backer #1. But if Mom wants to put $100 in, you don’t have to deal with that problem.

#5: Create a pre-launch landing page

Collecting email addresses is one of the best ways to stay in touch with potential backers so you can start marketing early. Gathering emails means that you can tell a huge group of people when the campaign is live.

One way you can convince people to provide their email is to build a landing page. On the page, you can tease your project and encourage visitors to sign up for updates.

This is one of the most effective ways to build stream for projects before they launch.

#6: Build a strong social media presence

Social media helps you connect with potential backers, creating a community around your project before you launch. Share behind-the-scenes content, updates, and teasers to build excitement.

Think about the platforms where you are going to be most likely to find potential backers. Prioritize using platforms first instead of spreading yourself thin over too much channels.

#7: Set up email marketing

We touched on this in #5, but it’s so important that it bears repeating. Build an email list so you can notify potential backers about your launch and provide updates.

Regularly communicate with your subscribers, providing exclusive insights and early access to your campaign. This is traditional wisdom because, when combined with other smart marketing tactics, it can be very effective!

#8: Prepare press releases for media outreach

Get your project featured in relevant media and blogs. Draft compelling press releases and pitch them to bloggers, journalists, and influencers in your industry. Early media coverage can help build credibility and then attract more backers to your campaign, increasing your chances of success.

#9: Engage with the Kickstarter community

Join forums and groups to network and gather support. Participate in discussions, share your project updates, and seek feedback from experienced creators. When in doubt, look for Facebook groups, LinkedIn groups, and certain subreddits.

#10: Plan your logistics

Before you announce a launch date, make sure you have a plan for production, shipping, and fulfillment to avoid delays. You also need to do some detailed logistics planning to make sure you can deliver rewards on time, maintaining backer trust.

Consider partnering with reliable suppliers and shipping companies to streamline the process. Don’t forget to make a budget too!

Campaign Page Setup

Your campaign page needs to give people great reasons to back your project. That means have high-quality visuals, clear copywriting, and all the information backers need to feel like they can trust you.

Here are some tips on how you can make a campaign page for the ages.

#11: Create a captivating campaign video

Your campaign video is going to be one of the first things that people notice when they see your campaign. Make sure you use high-quality visuals and audio. Your video needs to have a strong narrative as well as a clear call to action.

You want to introduce your product, show people why they should back it, and tell them what to do next. It’s an easy way to increase the number of pledges you see. The vast majority of successful campaigns, after all, have videos!

#12: Design a visually appealing campaign page

Your campaign page needs to look beautiful. That means using lots of high-images and breaking up the sections of your page with easy-to-read headers for maximum skimmability.

Every bit of text you use needs to serve some function. You need to provide a lot of information, but not at the expense of good looks. Appealing pages lead to increased pledges!

When in doubt, look at what the most financially successful campaigns in your niche are doing.

#13: Write an excellent campaign page

Clearly explain your project, its benefits, and how backers’ funds will be used. People need to know exactly what they’re buying, why it’s great, and what makes it different from all the other products.

Every line of text you use needs to help potential backers understand your vision and the value of their support. Use straightforward language, because that’s the best way to keep your copy clear and avoid confusion.

#14: Make your unique selling proposition (USP) immediate and clear

Use an eye-catching headline and concise summary to grab attention. Clearly state what makes your project unique and why backers should support it. A strong USP can differentiate your campaign from others.

This is extremely important because Kickstarter is a noisy marketplace, and unless your USP is super clear, you’ll blend into the crowd.

#15: Add a detailed FAQ section

Address common questions and concerns to build trust. Cover topics like reward fulfillment, project timeline, and risks involved.

Pro tip: write your FAQ in advance so you can copy and paste it into your campaign page right after you go live.

#16: Take and use great product photos

Use images that show your product in use and resonate with your audience. High-quality photos can make your product more relatable and appealing, helping potential backers envision it in their own lives. Visual storytelling is a powerful tool to enhance your campaign.

Even if you’re on a shoestring budget – buy a few lamps and get some bright LED bulbs. This will dramatically improve your picture quality, even on an older model iPhone.

#17: Provide detailed product specifications

If your product is technical, make sure you provide all the information you can. The more specific you can be, the better.

When in doubt, make sure customers know how big the product is, how much it weighs, and what materials go into making it. This will help backers feel like they are making an informed purchase as a result.

#18: Share your journey and story

Personalize your campaign by sharing your background and the creation process. Let backers know who you are, why you created this project, and the challenges you’ve faced. This connection builds trust and makes your campaign more relatable and engaging.

People buy products. But they back creators.

Marketing and Promotion

If you launch your Kickstarter, but don’t tell anyone about it, you probably won’t fund. You need to have a killer marketing and promotion plan if you want to succeed on Kickstarter.

Because marketing is so important to success, we’ve compiled a list of marketing tactics that might work for you.

#19: Use Facebook and Instagram ads

Meta, which includes Facebook and Instagram, remains one of the best advertising systems in the world. It’s also one of the most approachable.

With Facebook and Instagram ads, you can target your audience and make sales while your campaign is live. Facebook’s robust targeting options allow you to reach specific demographics, increasing the likelihood of attracting backers who are interested in your project.

#20: Collaborate with influencers

Partner with relevant influencers to promote your campaign. Because the right influencers can reach a large audience and lend credibility to your project.

Choose influencers who align with your project’s niche and values. That way, you can be sure their followers are likely to be interested in your campaign, enhancing its visibility and appeal.

Influencers don’t necessarily have to be social media stars, mind you. They can also be TV and radio professionals, reviews with well-read blogs, or even local community organizers. The point is that you want to find people who know people.

#21: Use multiple marketing channels

Don’t rely on one marketing channel for success. Use social media, email marketing, and online ads to reach your target audience in as many places as possible.

Every marketing platform has unique benefits that can enhance your campaign’s visibility. A multi-channel approach will help you make sure you catch potential backers wherever they are online.

#22: Run pre-launch ads

You can use Facebook, Instagram, Google, and other ad platforms before you launch your campaign. As long as you have a landing page and a way to collect emails, it’s actually best practice to generate as many leads as you can before launching. That way, you can dramatically increase the odds of day 1 success.

#23: Engage in online communities

This is similar to the advice on engaging with the Kickstarter community.

Join forums and groups to network and gather support. Participate in discussions, share your project updates, and also seek feedback from experienced creators. When in doubt, look for Facebook groups, LinkedIn groups, and certain subreddits.

Reward Strategy

Your campaign is only as good as your rewards. That’s because rewards are what get people to take action in the first place!

With that in mind, here’s how you make sure your rewards are doing their fair share of the heavy lifting.

#24: Offer great rewards

This is a simple tip, but it’s so important. Make sure backers like your rewards before you launch your campaign. If you don’t get an enthusiastic response to your rewards, then you should probably delay your launch date until you do.

#25: Set strategic reward tiers

On Kickstarter, the structure of your reward tiers can make or break your campaign. Create tiers that not only offer tangible value but also enhance the Kickstarter experience.

Start with a low-entry “Thank You” tier that allows backers to show support without a significant financial commitment.

Then your mid-level tiers should offer the core product plus unique add-ons that aren’t available post-campaign.

For high-level tiers, consider offering limited edition items or experiences that tap into the exclusivity that Kickstarter backers often seek, like signed prototypes or an invitation to an exclusive launch event.

#26: Include early bird specials

Create a sense of urgency with limited-time offers. For example, you could provide early bird specials which incentivize backers to pledge early, helping build momentum for your campaign. This can help push you over the funding goal early on in the campaign.

#27: Provide exclusive rewards

Offer unique items or experiences that aren’t available outside of Kickstarter. Exclusive rewards add value and entice backers to support your campaign at higher levels. These can be limited edition products or special experiences related to your project. Exclusivity makes your campaign more attractive and can drive higher pledge amounts.

#28: Use bulk packages

Encourage larger pledges with discounted multi-unit rewards. Bulk packages provide better value and can increase the average pledge amount. As an added bonus, offering bulk options helps reach your funding goal faster by encouraging bigger pledges.

#29: Offer behind-the-scenes content

Engage backers with exclusive insights and updates. Share behind-the-scenes content that showcases your project’s development, challenges, and successes. Part of the appeal of Kickstarter and similar platforms is the chance to feel like you’re “in on something” early in its development – so take advantage of this!

Campaign Management

You can’t just launch your campaign at 9 in the evening. Nor can you launch it, forget about it, and check back in 30 days later. You need to be hands-on about how you manage your Kickstarter campaign.

Here are some tips on how you can do that effectively.

#30: Launch at the right time

Time your launch for maximum impact. Pick the right launch month, day of the week, and time of day. It needs to line up with your audience’s availability and interest.

When in doubt, Tuesday or Wednesday is a good day to launch. Choose a reasonable launch hour like 9, 10, or 11 in the morning eastern time. Don’t launch between mid-November and mid-January. And lastly, avoid major holidays.

#31: Engage with backers

Respond promptly to comments and messages to build a strong community. Answer questions, acknowledge feedback, and keep the conversations going. Remember: this is part of what makes Kickstarter appealing. Backers have a direct line to the people making the things they want!

#32: Provide regular updates

Keep backers informed about progress, challenges, and successes. Regular updates build trust and maintain interest. Share milestones, production updates, and any hurdles you’re overcoming.

In general, you should be sending a Kickstarter update at least once per week during the campaign. Then after the campaign, it’s a good idea to send an update at least once per month. More is often advisable, depending on your situation.

#33: Thank your backers

Show appreciation and acknowledge support throughout the campaign. Regularly thank your backers through updates, comments, and personal messages.

This advice may seem basic. But when gratitude is absent, it’s noticeable, not to mention off-putting.

#34: Address challenges transparently

Be honest about any issues and how you plan to resolve them. In fact, backers expect Kickstarter campaigns to be a little chaotic.

It’s for that reason that being open about unexpected challenges and even mistakes can go a long way toward keeping trust.

#35: Monitor and adjust your strategy

Stay flexible and make necessary changes to your campaign based on feedback and performance. Part of what makes Kickstarter such a good launch platform is that backers will be vocal about what they like and don’t like. That makes it easier to know when to pivot.

#36: Stay flexible with sourcing and fulfillment.

Recent U.S. tariff changes have made supply chains more volatile. As Mark Ainsworth, Digital PR and Marketing Director at Max Web Solutions, put it, “several of our clients who trade in the U.S. have been hit with higher landed costs due to the new tariffs.”

It’s smart to start thinking about sourcing flexibility, pricing cushions, and fulfillment partnerships early in the process — not after you fund.

Post-Campaign

Launching a campaign is fun. Funding successfully is even more fun.

But what do you do after the funds clear?

At that point, you’re on the hook to keep your promises. But there’s a lot that goes into that. Here is what you need to do next.

#37: Fulfill your promises

Yes, it’s obvious, but it’s necessary. Ship rewards on time and keep your promises.

This is harder to do than you think. Most Kickstarters ship late, so if you manage to ship yours out on time, you’ll make a good impression.

Do this well and it will help build your credibility, keep your backers happy, and lay the groundwork for future success.

#38: Continue engaging with your community

Keep backers updated even after the campaign ends. Regular communication helps maintain the community you built during the campaign.

Share updates on product development, future plans, and any new projects. That way, you can keep in touch with the people you worked so hard to find in the first place!

#39: Launch a dedicated website

Use the momentum to continue promoting your product and attract new customers. A dedicated website allows you to showcase your product, provide updates, and also sell directly to new customers.

Kickstarter campaigns draw a lot of attention. You can use the visibility and community from your campaign to kickstart your eCommerce operations too.

#40: Create a newsletter

If you’re spending money collecting email addresses, you shouldn’t just email them once and then let the leads slip through your fingers. Keep backers and potential customers informed about your journey and future projects with regular updates.

Newsletters are a classic form of ongoing communication that can help you build a loyal community over time. Plus, it keeps your audience invested in your success.

#41: Seek feedback

Use your Kickstarter surveys – as well as any direct message conversations you have going – as a chance to understand what worked and what can be improved.

Gathering feedback from backers will help you understand your campaign’s strengths and areas for improvement. Then you can use this information to help you launch even better campaigns in the future!

Additional Tips

Kickstarter, both as software and as a cultural entity, is pretty complex. Some of the tips and tricks on how to use it don’t fall into a neat category. But you still need to know them!

Here is all the advice we can think of that doesn’t neatly fit into one of the previous categories.

#42: Use Kicktraq

Kicktraq is a cool website that’s been around for almost as long as Kickstarter. You can type in any Kickstarter URL and check out its funding data and a bunch of other stats. When you research other campaigns, this can help you get a feel for how their funding process went. For example, did they fund quickly or steadily over the course of weeks?

#43: Set stretch goals

Stretch goals motivate backers to continue pledging even after the main goal is met. While not required, they’re considered a tradition on Kickstarter.

If you decide to set stretch goals, clearly communicate what additional funds will be used for, such as enhanced features or extra rewards, to maintain excitement and support. And, of course, make sure you can actually ship your stretch goals!

#44: Create a sense of urgency

To some extent, the time-limited nature of Kickstarter campaigns already creates a sense of urgency. If you want to dial it up a little more, consider offering limited-time offers like early birds or rewards with limited quantities. This can encourage backers to pledge earlier and help boost campaign momentum.

#45: Proofread meticulously

Typos are bad. Check your spelling and grammar. Make sure there are no mistakes.

Yes, this is an obvious tip, but it’s so important. Putting effort into quality control shows people you care.

#46: Use a professional editor

If you can swing it, consider hiring an editor to polish your campaign materials. A professional editor can enhance the clarity, coherence, and overall quality of your content. They’re also more likely to catch typos that you miss.

#47: Optimize for mobile

Kickstarter is a bit unusual in that it’s common for creators to put most of their content inside of images rather than plain text. This advice flies in the face of traditional advice when it comes to mobile usability.

However, what you can do is make sure you check your campaign page on your phone. All the text needs to be clear and legible. Ideally, it shouldn’t take forever to load as well, although your ability to influence that is somewhat limited by Kickstarter’s page editing software.

#48: Include testimonials

If you have endorsements from early supporters or industry experts, share them on your page. Like with any other kind of product launch, testimonials can build credibility and trust with potential backers.

Highlight positive feedback and quotes that emphasize the value and quality of your project, because that will make it more appealing to prospective backers.

#49: Highlight previous successes

If applicable, mention past successful projects to build credibility. Showing your track record of successful projects can reassure backers that you can and will deliver on time. Also highlight key achievements and positive outcomes from previous campaigns to instill confidence in your current project.

#50: Be authentic and personal

Let your personality shine through in your campaign materials. Authenticity helps build a connection with backers.

Share your passion, vision, and the story behind your project in a genuine way. Personal touches can make your campaign more relatable and engaging.

#51: Invest in basic equipment

Use tripods, microphones, and proper lighting for a professional video. High-quality videos enhance your campaign’s appeal. Basic equipment like a stable tripod, clear audio from a microphone, and good lighting can significantly improve the production value of your campaign video, making it more persuasive.

You would be surprised how inexpensive quality equipment is on Amazon and other online stores can be. A $50 microphone and $40 tripod and ring light can go a long way. And if that doesn’t work – check with your local library, as many now have on-site recording rooms.

Because of how easy it is to create quality videos these days, you don’t have an excuse not to!

#52: Follow up with surveys

Gather backer feedback to improve future campaigns. Surveys are an effective way to understand backers’ experiences and gather insights for improvement.

Use this feedback to refine your approach, address any issues, and enhance future projects. Engaging backers in this way also shows that you value their input.

#53: Maintain momentum post-campaign

Keep the excitement alive with continuous marketing and engagement. After your campaign ends, continue to promote your product and engage with your backers.

Use social media, email updates, and your website to keep your audience informed and involved. Sustained engagement helps build a loyal community and drives ongoing interest in your project.

Crowdfunding is not just a way to get one high-profile success. If you use it properly, you can set up a business for the long run.

Final Thoughts

It takes a lot of different skills to succeed on Kickstarter. This long list is evidence of that fact!

But don’t let the overwhelming size of this article scare you off the platform. Kickstarter is a proven way for upstart entrepreneurs to get noticed for a simple reason: because it’s a great place to try new ideas. Modern-day Kickstarter is a great place to build an audience, and lay the foundation for a lasting business.

Kickstarter success is not just about your launch day. It’s about everything you do leading up to it and everything you do after it. You don’t have to do everything perfectly – just focus on making something people want and being thoughtful in the way you get it to them!

If you followed the news in the post-pandemic season, you probably noticed that a lot of goods were in short supply. Everything from semiconductors to sausage, rental cars to lumber had been hard to come by. You could blame the pandemic for many of these shortages, sure, but the underlying issues were more complex. And one of those issues? Inventory management practices.

The 2010s were defined by lean supply chains. Everything was shipped just-in-time with little buffer for disruptions. This was really good for efficiency and profits, but really bad for handling unexpected events.

So with that in mind, we’re going to talk about what inventory management is and how you can do it well. By following these tips, you can reduce your risk of running out of stock when you need it. That means more money in your pocket, more happy customers, and a generally less stressful life as a business owner.

What is inventory management and why does it matter?

When you boil it down to the basics, inventory management is the process of tracking where products are, where they’re going, and when to order more. That’s really it!

Simple as the concept may seem, though, the practice is hard. You have to monitor a lot of moving parts while simultaneously predicting the future a la demand estimation. It looks easy until you have to do it.

But it’s worth building your skill set, because mastering inventory management best practices has many benefits for your business. We can think of four right here:

1. You’ll be less likely to run out of stock. That means your customers can keep shopping anytime they please.
2. You’ll be less likely to have too much stock. Holding onto excess inventory costs money in storage, not to mention the sunk cost of ordering too much in the first place. Good inventory management will keep you from over-ordering in the first place.
3. You’ll have higher profits. Good inventory management helps you know what to sell, which increases revenue, while also helping you keep costs in check.
4. You’ll benefit from better cash flow. If you get a sense of how much to spend and when to spend it, you won’t find yourself overcommitting large sums of money to buying more products when the timing is not good.

In short, inventory management helps you find a balance between two extremes. You don’t want to run out of items and you don’t want to hoard them, and this is the process by which you find the happy medium.

What are common inventory challenges that sellers run into?

To answer this question, I reached out to John Heberling, Senior Partnerships Manager at Kickfurther, an inventory financing firm. In response, he first mentioned the risk of ordering too much at once, stating that “direct-to-consumer (DTC) brands often struggle to balance stock when entering retail. A big purchase order sounds exciting, but without the capital to produce inventory for both retail and DTC channels, businesses risk losing revenue and growth opportunities.”

Heberling followed up by saying that “ordering too much of the wrong SKU leads to dead stock, tying up cash and adding storage costs.” To state another way, you simply don’t want to buy items – or variants of items – that won’t sell.

Other common and devastating issues mentioned by Heberling include “waiting too long to place an inventory order. [This] can destroy your bottom line—forcing you to pay for costly air freight or, even worse, leading to stockouts that cause missed sales.” He stresses that it’s particularly important to place timely orders in advance of busy seasons like the holidays.

There’s another new pressure too: unpredictable tariff costs. Chris Grippo, owner at The Shop Tinkerers, adds: “Costs are up across the board, especially for anything coming out of China. It’s forcing our clients to reevaluate sourcing, pricing, and margin strategy faster than we’d like.”

All this means that right now, doing business today, smart inventory management has never been more critical to success.

8 main types of inventory

The whole idea of inventory management is to keep track of where products and other materials are so that you have visibility into the day-to-day operations of your business. Yet not all inventory is the same, and in order to have meaningful conversations about it, you must categorize inventory into different types.

1. Raw materials. These are the materials that you use to create your products. Even if you are not the manufacturer of your products, it’s important to pay attention to the availability of raw materials.
2. Unfinished products. These are the products that you or your manufacturer are currently working on making, but that are not ready to sell.
3. Finished products. These are products that are ready to sell right now. They are often stored in a warehouse or fulfillment center such as our own.
4. In-transit goods. These are goods that are being transported somewhere else, such as finished goods en route to the warehouse or to the customer.
5. Cycle inventory. This is inventory which is bought from a manufacturer or other supplier and shipped directly to your customer. (This is the only kind of inventory present in dropshipping businesses.)
6. Buffer inventory. Also known as safety stock, this is the inventory that you keep around in case something bad happens that prevents you from getting the inventory you need.
7. Packing inventory. This is the inventory you keep for your packing supplies, such as finished packaging or even bubble wrap and mailers.
8. MRO inventory. This is inventory needed for maintenance, repair, and operations. This supports the production process, and is not what goes out to your customers.

9 tips for inventory management

1. Find good inventory management software

You can manage inventory by hand or in a spreadsheet, and that’s fine for a little while. It doesn’t scale well, though.

If you want to keep track of inventory while minimizing upkeep, look into inventory management software. Some good options include Orderhive, Zoho, and even Quickbooks.

2. Categorize your inventory by priority

Not all inventory is the same. It helps to categorize your inventory so that you can understand which inventory is moving and which inventory is making you money.

Experts typically suggest segregating your inventory into A, B and C groups. Items in the A group are higher-ticket items that you need fewer of. Items in the C category are lower-cost items that turn over quickly. The B group is what’s in between: items that are moderately priced and move out the door more slowly than C items but more quickly than A items. – 10 Essential Tips for Effective Inventory Management, Business News Daily

By prioritizing inventory using an A, B, C system, you’ll come to find that most of your profits will come from a relatively small amount of your stock. This is the Pareto principle (or 80/20 rule) at work. If you need to narrow down your focus in order to effectively manage your inventory, consider focusing on just the 20% of your inventory that brings the most money.

3. Keep track of all relevant data

Inventory management requires keeping track of a lot of different types of data. That includes SKUs, bar codes, countries of origin, product values, lot numbers, HS codes, and a lot more. Using your inventory software of choice, make sure that you are rigorous about tracking all the relevant data for each kind of item you carry.

It may also be a good idea to track information like the cost of the item, its seasonal sales patterns, and whether or not there are hard-to-come-by supplies that go into its manufacturing. Having data organized like this will help you find answers to unpredictable questions that may arise as your day-to-day business operations take place.

4. Monitor sales

Ultimately, every company wants and needs to make money. The best way to keep doing this is to observe which items are bringing in the most revenue.

But what do you look for when you monitor sales? A few things come to mind:

• How much is each type of item making?
• Are there seasonal patterns to sales?
• Do the sales for one item increase the sales for other items?
• Do you tend to sell more on specific days of the week or times of the day?

5. Get a feel for sales cycles

After enough sales monitoring, you will start to see how sales cycles work. You can then use this information to sell to customers when they are most likely to be buying. You can also use this information to make sure you have new stock ready to go for whenever the next round of sales is going to come in.

6. Be proactive about quality control

Customers expect your products to be good ones. If someone’s first experience with your brand involves a dud product, then they probably aren’t going to come back. If a regular customer has a bad experience, they might be a little too lenient, but only if it doesn’t happen again.

For every new batch of inventory you receive, it’s worth your time to test the merchandise. This is doubly true if something has changed recently that may affect the quality of the product. Better safe than sorry!

7. Make sure you have a good returns process

Returns are a part of life in retail. This is especially true in eCommerce where return rates can be 30% or higher. You need to make sure you have a good returns process.

Part of that returns process will involve figuring out what to do with the inventory when it is received once more. Some returns can be put back into inventory and resold, others need to be thrown away, and still others may need repair or refurbishment. No matter what the case is, make sure you have well-defined processes for inventory management when the returns inevitably come in.

8. Order your own restocks (at least at first)

Once you have a feel for your inventory cycles, you will also have a feel for when to restock. At first, order restocks on your own. Even the best software or account managers cannot always see all the variables that are necessary to know when to order more inventory. Once you determine the pattern in your decision to restock, then it’s time to delegate to someone else!

9. Conduct regular audits

No matter how good you are at tracking inventory, you will occasionally make mistakes. Sometimes, an item isn’t scanned on the way out. Other times, it’s stolen from your store or your warehouse. These things happen.

Every once in a while, be it annually or weekly, it’s worthwhile to audit your inventory and find out how much you truly have. Nothing is quite as uncomfortable as thinking you have 100 items in stock when you actually have none!

Final Thoughts

Good inventory management can keep your customers happy and your profits healthy. The basic idea is simple, to be sure, but when you apply these simple principles around forecasting, flexibility, and quality control, you can gain a major competitive advantage.

And in a world where tariff hikes and supply chain disruptions are more common, keeping tight control over your inventory isn’t just smart. It’s required.

Subscription boxes seem unstoppable now. But as recently as 2010, the business model barely existed. Rather, it was around 2011 when subscription boxes started to take off, with brands like BirchBox, Dollar Shave Club, and NatureBox becoming household names.

According to Market Research Future, the US subscription box industry was valued at $13.5 billion in 2022 and is expected to grow to $44.5 billion by 2032, which is more than triple!

Because subscription box businesses are so hot right now, a lot of people want to cash in. You might be one of them since you’re reading this article! So let’s talk about how you can start a subscription box business in 10 easy steps.

1. Understand the basics of subscription boxes.

As with any business, you need to thoroughly understand the market before you jump in. To help you do that, we’re going to go over the basics of the subscription box business model. This will help you determine whether it’s right for you.

What’s a Subscription Box?

Easyship said it best: “subscription boxes are recurring and physical deliveries of given products which are packaged with the aim of offering consumers additional value and a unique experience, added to the actual product contained within each box.”

Basically, subscription box buyers receive boxes full of unique and interesting products on a regular basis. Subscribers pay for a recurring subscription and receive boxes on a regular basis, usually every month. The boxes are full of physical items, many of which are surprises carefully curated to please the subscriber. Many subscription boxes show customers how much they saved on the retail value of the items contained within.

Last but not least, subscription boxes are almost always gorgeous. The packaging and the contents are often beautiful and made specifically for people to record unboxing videos.

Benefits of the Subscription Box Business Model

From a business perspective, there are a lot of benefits to the subscription box business model. But we wanted a first-hand perspective here, and for that, Ben Ajenoui, Marketing & Managing Director at the eCommerce platform, Opencart, was happy to oblige.

“Our move into subscription box services was driven by the growing demand for recurring revenue models in the retail space,” says Ajenoui. “Many of our users were asking for more streamlined ways to offer subscription-based products, and we saw an opportunity to support them.”

It’s no surprise that Opencart transitioned into the subscription box space when you consider the value of recurring revenue. The following five facts, taken together, make a really strong case for starting a subscription box business:

1. Since boxes are sold on a subscription basis, revenue is much more predictable than with most kinds of eCommerce.
2. Because subscriptions are recurring transactions, the average customer has a much higher lifetime value than other businesses.
3. It’s harder to win a subscriber than it is to win a buyer, but once you do, the odds of retention are much higher.
4. Subscription boxes are all about the unique experience, which gives companies great opportunities for branding.
5. Because subscription boxes are sent out around the same time of the month in large batches, this simplifies shipping and fulfillment.

Disadvantages of the Subscription Box Business Model

Of course, the subscription box model isn’t perfect. We can think of five negative considerations that you need to weigh in as well.

1. According to Pitchbook, the amount of venture capital going into subscription box startups has gone down in the last few years. This could be a sign that the subscription box boom is over. Alternatively, it could be a consequence of massively overhyped companies like Blue Apron going downhill, but not an indicator that the industry at large is failing. Make of it what you will.
2. To prepare subscription boxes to send, you need a lot of upfront capital to begin with.
3. Subscription boxes live and die on their ability to seem luxurious and unique. That means you need a strong understanding of the fundamentals of marketing and branding to succeed.
4. Because subscription boxes have become so popular, there is a lot of competition.
5. Much of the magic of subscription boxes stems from the novelty of the items in them. That means when the novelty wears off, so does the perceived value of the subscription box.

There are also some operational challenges to consider as well. Among them, Ajenoui lists “recurring billing, [setting up] flexible product options, and [implementing] advanced customer management tools.” Before getting into the subscription box business, it’s worth considering if your team has the operational chops to set all of this up.

2. Identify a real market need.

In order to build a successful business of any type, you need to identify real needs in the market and come up with a wait to meet them. Otherwise, people have no reason to want to buy from you at all!

This is especially true in the subscription box business model. The reason for this is because getting someone to sign up for a subscription is harder than getting them to sign up for a single purchase. That means your subscription box needs to be so compelling that it overcomes customers’ objections so that they do not hesitate to subscribe.

“Convenience, personalization, and the excitement of regular deliveries” rank high in terms of customer values, according to Ajenoui. As you work on the particulars of your subscription box model, it’s worth considering how these values intersect with the kind of products you sell.

3. Research your competition and find a unique niche.

Because the subscription box business is fairly crowded, you need to find a niche that stands out among similar subscriptions. Your customers have lots of different options, so you need to provide something popular in a way that no one else is. This is where market research is essential!

If you want to stand out among your competition, don’t try to create a new product entirely. It’s much easier to deliver better quality products than your competition than to completely forge your own path. One way that you can do this? Find good suppliers and form great relationships with them.

4. Figure out what to put in the subscription box.

At this point, you will want to figure out what your subscription box itself will be like. Subbly suggests considering the following factors:

• Pricing
• Number of items
• Type of products and their packaging
• Size of the box
• Design and aesthetic
• Engagement experience
• Written content and packing information

Naturally, this will be different for every industry and for each type of box. What you want to do here is figure out how to take several different items and figure out how you can tie them together and create a unique experience for the box opener.

5. Master the unboxing experience.

Much of the magic of subscription boxes comes from the feeling your subscribers will have when they are opening the box. There is a reason why many people take videos of themselves unboxing subscription boxes and post them online. There’s a reason people watch these videos, too – vicarious pleasure is a very real thing and it compels many new people to subscribe to your box!

So how do you actually do that? We have a few suggestions:

1. Use custom packaging so that when your box arrives in the mail, people are immediately excited about it.
2. Pack the boxes in such a way that not all items are seen at once. One way you can do this is by covering the contents with a thin sheet of cardboard and putting a small letter on top for people to read before opening the rest of the box.
3. Make sure the individual items themselves are bright and colorful and that their packaging really stands out, making a feast for your subscribers’ eyes.

6. Set up the supply chain.

Understanding the supply chain is one of the key success factors for subscription box businesses. You need to make sure the boxes are a reasonable size and weight, so you need to have all that information from your item suppliers in order to proceed. Hopefully, you will also receive a discount on the items themselves so that you have a healthy profit margin. You may need to tweak the items in the box in order to get them to fit or to get the price to be reasonable.

It’s also smart to look into sourcing products from multiple regions. Nearshoring or dual-sourcing, which means sourcing products from two different countries, can help you avoid unexpected cost spikes if tariffs increase or trade disruptions occur.

Especially important to subscription box businesses is having good relationships with custom packaging providers such as Noissue or Arka. While custom packaging definitely costs more, remember that the experience is the selling point, not the items themselves which can all be purchased individually.

Lastly, you will want to work with a fulfillment company that you trust. Odds are, the items and packaging will arrive separately and in large quantities. While you can pack and ship your own items, companies like Fulfillrite can take care of that for you. In particular, preparing subscription boxes in advance would be considered a kitting project. As far as receiving the supplies themselves and then sending out the subscription boxes, both of those are very routine tasks that can be cost-efficiently handled by a fulfillment company on your behalf.

6.5. Watch out for increasing supply chain costs.

One more factor to plan for: rising supply chain costs. Tariffs on imported goods have increased unpredictably in recent years, and many subscription box companies are feeling the pinch.

“We’ve seen a noticeable uptick in landed product costs for our clients,” says Chris Rivera, CPA & Founder of The Ecommerce Accountants. “Especially those sourcing from China and Southeast Asia. Tariffs have compressed gross margins and forced many brands to rethink their sourcing and pricing strategies. This has been particularly disruptive for high-volume sellers in competitive niches where price sensitivity is high.”

“Tariff changes in 2025 have really pushed anyone shipping from China to rethink their numbers,” says Todd Stephenson, Co-Founder of Roof Quotes. “If you’re in that boat, it’s smart to talk with your suppliers and see if they can shift production to places like Vietnam or India. You can’t just sit back and hope things go back to normal, you have to plan like these tariffs are sticking around. That means adjusting your pricing and making sure your operations can handle higher costs.”

7. Start marketing your subscription box before launching the service.

Treat your subscription box service launch like you would any other product launch. You need to start marketing it long before you actually start shipping boxes. At a minimum, you need a good brand name, logo, and website. If you’re not sure where to start, you can always use Shopify.

Marketing for a service launch is more complicated than we can adequately discuss in a post like this, but we’ll give you a few tips here:

• Build your website with conversions in mind. Everything on your site needs to ultimately increase the odds that someone will subscribe to your service.
• Create a sense of urgency with special offers and landing pages. Getting new subscriptions is harder than retaining them!
• Remember the marketing funnel: first someone becomes aware you exist, then they become interested, they think about buying from you, then they ultimately choose to buy from you. Then after that, they choose whether or not to purchase from you again.
• Customize your boxes as much as possible.
• Build a mailing list.
• Start content marketing online, including guest blogging.
• Implement a referral program.
• Look into pay-per-click advertising on sites like Facebook, Instagram, and Pinterest.

If you want to research this subject in more depth, we stumbled across this fantastic guide that will show you how to market your subscription box!

When in doubt, consider the advice of Ajenoui. “The most effective strategy for acquiring subscribers has been offering a seamless, customizable experience.” Clearly, providing a good customer experience is not something that can be overlooked!

8. Figure out shipping and fulfillment.

We touched on this before, but it’s especially important. If you have 500 subscribers, that means someone will need to receive all your supplies and packaging, prepare the subscription boxes, apply postage, and then send them to your subscribers. You can do this yourself, but it makes a lot more sense to work with a fulfillment company since they specialize in handling large quantities of orders at once.

If you go through a fulfillment company, you don’t have to worry about assembling the boxes by hand. All you have to do is design the packaging, pick the items, and go find customers. Everything else can be taken care of for you, leaving you with a lot more time to find subscribers and make money!

9. Take feedback, make improvements, and retain customers.

As with any business, once you start shipping your first few subscription boxes, you will need to gather customer feedback. Customer retention is essential, so try to incorporate feedback as much as you can. Make improvements when they are recommended. In the long run, it will pay off!

When it comes to retention, Ajenoui advises offering “personalized engagement, exclusive offers, and flexible subscription management.” He later mentioned that “streamline your operations with a reliable platform is essential for scaling and long-term success.”

As you gather feedback, consider what questions you can ask to ensure that you are in line with Ajenoui’s thoughts on best practices.

10. Establish great customer service.

Customer retention is essential for a subscription-based model. That means that once you have started shipping boxes, you need to have excellent customer service in order to keep customers subscribed. Do anything and everything you can to keep customers happy. Be sure they can reach by phone, email, and – if you have the resources to adequately manage it – social media!

Final Thoughts

Subscription boxes provide customers with unique experiences and business owners with unique opportunities. If you can combine the ability to surprise and delight customers with pragmatic business expertise around matters like supply chain management, then this business model could work wonders for you. Just follow the tips above and you’ll be well on your way to success!

Manufacturing products — that’s just the beginning. You also need to fulfill orders, and that’s a whole other challenge. And in between, you probably need to book freight.

But how do you do that?

Believe it or not, freight today is more accessible than ever thanks to digital marketplaces. But it has also become more unpredictable since the COVID-19 pandemic. Geopolitical tensions, labor disputes, climate-related disruptions like droughts at the Panama Canal, and changes in U.S. tariff policies can and have all quickly impacted freight routes, rates, and timelines.

But even with all that said, the main reason why many business owners find freight shipping particularly scary is because it’s so unfamiliar. Thankfully, once you get past the headlines and complicated terms, booking freight is more straightforward than you would think.

Ultimately, booking freight for your eCommerce store or Kickstarter campaign comes down to four key decisions.

Here’s what you need to know.

1. Choose a freight broker or freight marketplace

There are two main ways to book freight: through a broker or a marketplace.

A freight brokerage firm will ask you a few questions and handle the rest, similar to how travel agents used to book vacations before online booking became common.

Similarly, freight marketplaces help you book shipments just like Expedia helps you book hotels. We recommend checking out Freightos.

No matter which marketplace you choose, the process is similar. You will need to provide details about your shipment, pickup and delivery locations, and customs information. Then, you’ll select a shipping option based on the quotes provided.

Note: When in doubt, we recommend using freight marketplaces to see freight quotes and working with freight brokers for the actual booking of freight. This is especially true considering the current pace of change around tariffs that is relevant as of the date on this post.

2. Determine the right shipping terms

When dealing with freight shipments, you’ll encounter incoterms. These are rules that define the responsibilities of the buyer and seller in freight shipping.

The four most common incoterms are EXW, FOB, DDU, and DDP. Here’s what they mean for you:

• EXW (Ex Works): The seller (your manufacturer) hands over responsibility for the goods once they’re manufactured. You need to arrange for someone to pick them up.
• FOB (Free On Board): The seller is responsible for getting goods onto a shipping vessel. You take over responsibility from there, including handling the import process and arranging local transportation once the goods leave the vessel.
• DDU (Delivery Duty Unpaid): The seller handles the entire freight process, except for customs, which you will pay.
• DDP (Delivery Duty Paid): The seller handles the entire process, so you have nothing to worry about.

If your manufacturer insists on EXW or FOB terms, it will affect when you need to book freight. Both brokers and marketplaces can handle any incoterms. Just confirm with your manufacturer which ones apply to you.

It’s also worth noting that more manufacturers now prefer DDP (Delivery Duty Paid) these days. This is because it serves to simplify logistics for their buyers, but often does so at a premium. Always ask for a full landed cost quote before agreeing to DDP terms.

3. Calculate customs costs

When importing goods from another country, you’ll likely need to pay customs fees, which fall into two main categories:

• Duties and tariffs.
• Safety exams.

For duties and tariffs, you’ll be charged a percentage based on the HS Code of the goods, the country of origin, and the destination country.

As the events of 2025 have shown, though, duties and tariffs can change quickly. Section 301 tariffs on Chinese goods, retaliatory tariffs, and shifts in free trade agreements can all impact costs. It’s critical to check updated tariff schedules before you book freight.

To estimate your costs, look up your HS Code using the GlobalPost HS Classification Tool. Then, use that code along with other relevant information to calculate your import duties and taxes.

Additionally, your goods might be randomly selected for customs inspection. This can involve X-rays, container openings, or direct inspections of the goods. If this happens, you’ll need to cover the exam costs, which vary based on the inspection method. (For example, I had a shipment of board games X-rayed in 2020, which cost around $600 USD.)

4. Choose transportation mode

Freight shipping can be done via four transportation modes: air, sea, rail, and road. Your shipment will likely use a combination of these, but the main leg will typically be by air or sea.

Sea shipping is much cheaper but significantly slower, often taking weeks or even months, especially from China to the US. Recent supply chain disruptions — such as those seen during the COVID-19 pandemic — have occasionally further extended these times.

Air shipping is much faster, with deliveries often made within a few days or weeks, but it is considerably more expensive.

If your items are perishable, air shipping is the only viable option. On the flip side, if environmental sustainability is your priority, sea shipping is likely the best choice.

Consult with your freight broker or compare multiple quotes on a freight marketplace to determine if the faster delivery is worth the extra cost.

Bearing all this in mind, freight booking is still very complex. Below, we’ve included some tips from a freight shipping expert to help you all the latest best practices.

5 Tips for Better International Freight Shipping

Please Note: The information in this section comes directly from Corinne Berzon at Freightos. Freightos is a freight marketplace, meaning it helps businesses book their own freight shipping.

What you read in this section was previously part of a guest post, which we’ve bundled into this post for your convenience.

Unpredictable freight rates, port congestion, and fluctuating demand have made freight rates less reliable.

This means that for any shipper, the flexibility to compare quotes and choose the right rate for each shipment can be a huge advantage. Here are 5 tips for getting better freight rates for your international shipments – even when the market is unpredictable:

1. Get multiple quotes

Getting rates from multiple freight forwarders lets you compare price, routing, and estimated transit time so that you can find the best quote for every shipment.

But make sure when you compare quotes that you are getting a detailed breakdown of what’s included in the price. Look out for these details when checking freight quotes from various freight forwarders to avoid surprises:

• Correct origin and destination details
• Main freight charges
• Custom clearance charges
• Warehouse and ground transportation charges
• Port charges and equipment fees
• Additional service fees

2. Try different shipping modes and lanes

Closures and congestion on the shipping lane you usually use can be costly and frustrating. One way to overcome volatility is to look at alternate routes and modes. Here are some examples of how flexibility can help you ship smoother:

• If you typically ship air, consider whether shipping a higher volume of goods by ocean might be more cost efficient.
• If you are shipping FCL but are struggling with long transit times, consider splitting shipments up. Switching to LCL or air cargo could help keep your inventory moving.
• If your regular shipping lane is bogged down by delays, consider shipping to alternate ports and use inland transport for delivery.

3. Double check your shipping details

International freight involves a lot of documentation and forms. Making sure these are accurate can prevent shipment delays and extra charges.

• Accurate measurements and labeling can make or break your profitability – about 20% of charges added after booking result from incorrect measurements.
• Proper licensing can prevent your shipments from being held up at customs, which costs both time and money in avoidable penalties.
• Communicate about requirements like special product handling, extra packaging, additional equipment support, or any non-standard service before shipping to avoid service disruptions, expensive accessorials, or extra charges.

4. Keep seasonality in mind

When you are getting freight quotes for your international shipments, keep in mind that freight costs fluctuate by season.

• Peak season for ocean shipping is usually August-October when businesses stock up on back-to-school and holiday inventory. During this time, prices can climb as capacity decreases.
• Lunar New Year in late January or early February shuts down most east Asian factories and manufacturers which can lead to a short period of congestion and elevated prices.

5. Use a freight marketplace

Getting multiple quotes from different forwarders can be time-consuming – and until fairly recently could only be done by reaching out to providers one by one. But freight is going digital, and now shippers can get quotes instantly from dozens of freight forwarders.

The power to compare multiple quotes can help save you time and money, plus by using an online freight marketplace, you also gain the flexibility to switch modes, lanes, or providers depending on specific shipping needs.

Marketplaces provide a number of additional benefits:

Market visibility

Marketplaces collect pricing and transit time data from lots of service providers so you can compare delivery times, prices, and service standards – and choose the best option for every shipment.

Transparency

By using a freight marketplace, you’ll get full transparency into what each quote includes. Since quotes are standardized, you won’t have to guess what services are included.

User reviews

Picking the right freight forwarder can be confusing, but hearing from other importers and exporters can make the decision easier. Marketplaces let you assess the performance of different logistics providers before committing.

Final Thoughts

Booking freight for your eCommerce store or Kickstarter campaign might seem overwhelming at first. But once you understand it, it’s a lot more manageable.

Freight is no longer just about moving products. It’s about managing uncertainty and the risks that come alongside it. Smart freight management gives your business the ability to adapt to delays, rising costs, and unexpected global events without missing a beat.

Remember, the goal is to ensure your products reach your customers efficiently and cost-effectively. Smart freight management is one more lever of power you have to make that happen.

Few things are as exciting as shipping your first eCommerce order. Turning your ideas into a physical product and sending it out to customers all over the world feels incredible!

But, shipping eCommerce orders can be tough. Many businesses hire fulfillment centers to help with this. Choosing the right fulfillment center can be overwhelming. Costs vary so much and it’s tough to understand why.

In this article, we’ll demystify the costs of using a fulfillment center for eCommerce. We’ll explain how fulfillment centers price their services and break down the various costs. Then we’ll show you how to estimate the total cost of order fulfillment using quotes and a simple spreadsheet.

How Fulfillment Centers Price Their Services

If you want to compare fulfillment center quotes, you have to understand the general fulfillment pricing model. No two fulfillment centers have identical pricing. In fact, it’s really hard to make an apples to apples comparison.

And even if you could do that, it would still take time to figure out the cost for your particular eCommerce business. There are lots of variables.

There is no one-size-fits-all estimate. Even online fulfillment center price calculators can only give ballpark figures. To understand how order fulfillment costs will look for your business, you have to request personalized quotes from each fulfillment center you are thinking about working with.

Each quote will be structured differently. So you’ll need to compare costs in a spreadsheet in order to understand who is actually offering the best deal.

But even with all the variables and differences between fulfillment centers, they all follow similar logic. Once you understand the logic, then you can understand the quotes.

How To Estimate The Cost of U.S. Tariffs for Ecommerce Fulfillment

Most of this blog post was written before the changes to U.S. trade policy, known as Reciprocal Tariffs. This guide is still up-to-date, but this section was added April 28, 2025.

To make a long story short, once your items are in the warehouse, you can use the information in this guide to figure out what it will cost to ship them out. But these days, getting your items into the warehouse is almost certainly going to be more expensive if you are manufacturing outside of the country.

If that is the case for you, we would like to suggest two tools.

First, use Freightos to figure out what it will cost to arrange the shipment of your items from your manufacturer to your fulfillment center of choice. Then, use SimplyDuty. It’s an excellent online calculator that can be used to calculate customs, duties, and tariffs.

With these tools combined, you’ll be able to back into how much it costs to import your items in bulk. Then, once your items are in the warehouse, you can use the rest of the information in this guide to forecast costs.

Basic Formula for Calculating Order Fulfillment Costs

Order fulfillment pricing can be understood with this formula:

Fulfillment Cost = Account & Storage Fees + ((Postage + Supplies + Pick and Pack Fee) * Packages Shipped) + Value-Added Services

Yes, that’s still pretty complex. Don’t worry, we’ll break this down in the next section!

Breaking Down the Costs

Understanding the individual parts of fulfillment costs will help you make better choices. So we’re going to break down the formula from the previous section part by part.

Account & Storage Fees

Account and storage fees are ongoing costs for keeping your inventory at a fulfillment center. Think of it like rent for your products’ storage space. These fees are usually billed monthly. They will change based on how much inventory you have, the amount of storage you need, and the fulfillment center’s policies.

Account fees depend on the fulfillment center. Some charge a minimum amount per month for account maintenance, which might be waived if your order volume is high enough.

Storage costs are often based on cubic footage or the number of pallets stored. Bigger, bulky items cost more than smaller ones. Some fulfillment centers also charge extra for climate-controlled or special handling storage.

Pick & Pack Fees

Pick and pack fees cover the cost of workers getting each item from your inventory, packing them for shipment, and printing and attaching postage labels. In short, these are labor costs. This fee is applied to each order that gets processed.

If you ship many orders, these costs can add up fast. Many fulfillment centers have a pick and pack fee structure like this:

• Pick and pack fee: $2.50
• Per additional item: +$0.15

High-volume businesses might be able to negotiate a lower pick and pack rate.

Postage

Postage costs vary widely based on the size and weight of your items, where they are being shipped, and the speed of shipping. Fulfillment centers often get lower rates with major carriers like USPS, UPS, and FedEx.

Each fulfillment center has different deals. To know what it will cost to ship items, request rate sheets from your fulfillment centers of choice.

The location of your fulfillment center affects postage rates. Shipping to Europe from the US costs more than shipping within the European Union. Following the same logic, shipping from the US west coast to the east coast will cost more than shipping from, say, New York to New Jersey.

Supplies

Basic packaging supplies are usually included in the pick and pack fee. However, specific packaging needs like branded boxes or environmentally-friendly materials might cost extra. Ask for detailed information if you need specialized packaging.

Value-Added Services

Fulfillment centers offer more than just storage and shipping. They can do custom packaging, kitting, product inspections, and return processing. Prices for these services vary a lot, depending on what you need. Still, it’s important to be proactive and gather this information.

Estimating The Total Cost of Order Fulfillment

To figure out the total cost of order fulfillment, gather quotes from fulfillment centers and use a spreadsheet to compare costs. This method helps you decide which fulfillment center fits your needs and budget best.

Creating a spreadsheet for comparison

Start by listing the rows as Account & Storage, Pick & Pack, Postage, Supplies, and Value-Added Services. The columns should list your fulfillment centers of choice.

Begin by writing down your estimated order volume. This helps in making accurate calculations. For Account & Storage fees, plug in your best estimate based on the quotes received. Do the same for Value-Added Services. These might include special packaging, custom labeling, or return processing.

Next, enter the average pick & pack costs and supply costs per order. These are usually straightforward to calculate based on the quotes. If the fulfillment center charges $2.50 for the first item and $0.15 for each additional item, you can estimate these costs based on your average order size.

Postage is more complex because it varies by destination. To estimate this, calculate the weighted average of postage rates for different destinations. For example, if 60% of your orders ship domestically and 40% internationally, use these proportions to weight the respective postage costs. You might need to create a separate tab to organize these postage rates and their corresponding percentages.

By entering these values into your spreadsheet, you can see the total estimated cost for each fulfillment center. This side-by-side comparison will highlight which provider offers the best value for your specific needs.

Comparing costs

Once your spreadsheet is set up, use it to compare costs side by side for each provider. Pay close attention to any significant differences in fees, especially for services that are crucial to your business.

Remember that actual costs may vary based on factors like shipping destination, package weight, or size. Therefore, it’s wise to build in a buffer for unexpected costs. For instance, you might notice that one provider has lower pick & pack fees but higher storage costs.

Additionally, consider the reliability and reputation of the fulfillment centers. Sometimes paying a bit more for better service can save you headaches in the long run. Look at reviews and possibly even reach out to other businesses that use these services for their feedback.

The goal is not to pick the cheapest option. The goal is to pick a company with competitive prices and good service.

Ultimately, you will want to choose a fulfillment center that offers a reasonable cost and reliable service. This balance will hep you keep your operational costs low. But at the same time, you’ll still keep customers happy.

Hidden Costs to Watch Out For

Even after you compare fulfillment center quotes, unexpected costs can creep up. Many eCommerce businesses don’t realize these fees exist until they show up on their invoice.

But you do have power here. If you know about common hidden costs, you can ask the right questions upfront. This can help you avoid unexpected expenses and make a more accurate fulfillment budget. Always request a detailed breakdown of fees before choosing a fulfillment partner.

With that in mind, here are common costs that tend to fly under the radar during the initial quoting process.

1. Long-Term Storage Fees

If your products sit in a fulfillment center for too long, you may get hit with extra storage charges. Many providers charge higher rates for inventory that remains unsold beyond a certain period—usually 30 to 90 days. Be sure to ask about long-term storage policies before signing up.

2. Peak Season Surcharges

During busy shopping seasons like Q4, fulfillment centers often increase their rates. These peak season surcharges apply to pick and pack fees, storage, and even shipping costs. If your business relies on holiday sales, make sure to factor in these extra costs.

3. Special Handling Fees

Does your product require fragile handling, climate-controlled storage, or unique packaging? Many fulfillment centers charge extra for these services. If you sell breakable or perishable goods, make sure you understand the full cost of storage and handling.

4. Return Processing Fees

Handling returns is rarely free. Some fulfillment centers charge per returned package, while others charge a flat monthly fee for reverse logistics. If your return rate is high, these fees can add up quickly.

5. Labeling and Barcoding Costs

Some fulfillment centers require barcodes on all inventory, and if your products don’t arrive pre-labeled, they may charge you a labeling fee. These costs vary, so check if your provider includes barcode labeling in their pick and pack fees.

6. Kitting and Assembly Fees

If your orders require bundling multiple items together or special packaging before shipping, fulfillment centers may charge a kitting or assembly fee. This is common for subscription boxes or multi-piece product sets.

Final Thoughts

Estimating order fulfillment costs for your eCommerce business can be tricky. But understanding how fulfillment centers set prices and using a simple spreadsheet model can help you make a smart decision.

Customers expect smooth, hassle-free delivery. Provide it, and you set yourself up for long-term success. It’s worth investing the time and effort to get it right!

Frequently Asked Questions

What are fulfillment costs in eCommerce?

Fulfillment costs in eCommerce include all expenses related to storing, packing, and shipping products to customers. This usually covers account and storage fees, pick and pack fees, postage, supplies, and any extra services the fulfillment center offers.

How do you calculate fulfillment costs?

To calculate fulfillment costs, use the formula: Fulfillment Cost = Account & Storage Fees + ((Postage + Supplies + Pick and Pack Fee) * Packages Shipped) + Value-Added Services. Get quotes from fulfillment centers and use a spreadsheet to compare costs side by side.

What is a fulfillment fee?

A fulfillment fee is the charge incurred for processing an order. This includes picking items from storage, packing them securely, and attaching shipping labels. Fulfillment fees vary depending on the number of items per order and the complexity of the packaging required.

Getting your board game in stores isn’t just about making a great product—it’s about understanding how retailers think. At GAMA Expo 2025, a board game convention for industry folks in the know, I sat in on a panel called Things Retailers Wish Publishers Knew.

The panel featured Andrea Robertson of Rain City Games, Kylie Primus of Games Unlimited, and Courtney Hartley of Bonus Round Café.

Each panelist brought a different perspective—from traditional hobby stores to game cafés that focus on teaching and playing. What they all had in common: years of experience figuring out what sells, what sits on shelves, and what frustrates the people doing the selling.

In this post, we’ve pulled together 10 key takeaways from the conversation. If you’re a publisher looking to build strong retail relationships and actually move units, this is a must-read.

Getting your board game in stores successfully starts with listening.

1. Retailers Get More Email Than They Can Answer

Retailers get buried in emails—Kylie mentioned getting 64 solicitations in a single week. If they didn’t ask for it, chances are it’s going to spam or a filtered folder they might check once a week.

And even if it gets seen, many emails say the same thing or offer no clear next step. What retailers want is simple: clarity and action. Can they order now? Can they flag a reminder? Is there a direct link?

One retailer said, “If I can’t do something about this now, I’m not going to remember your game in November.”

Sending multiple emails about the same game without adding anything new can actually turn them off. So before you hit send, ask yourself: is there a clear reason for this email to exist? If not, it’s just adding to the noise.

Tip: If your email doesn’t give the retailer a clear action they can take, rewrite it so that it does.

2. Retailers Learn About New Games The Same Way Players Do

Solicitations are just one piece of the puzzle—and they’re not exactly as important as a corner piece in a traditional puzzle. You might be surprised to hear that retailers learn about new games the same way players do: conventions, staff picks, reviews, customer requests, and social media buzz.

A game that comes recommended by staff, gets demoed at a convention, and shows up in multiple places is much more likely to get on the radar. One retailer said they rely on a staff member who “watches pretty much every board game review podcast there is,” while another emphasized listening to customer chatter.

Going after multiple touchpoints matters. Being seen more than once builds interest and credibility. You can’t rely on one email to carry all the weight.

Tip: Think like a marketer—frequency builds familiarity. One email won’t do it.

3. Packaging Needs To Be Practical

If your box doesn’t tell the story, the game won’t sell. Retailers want customers to pick up the game and immediately understand what it is and whether it’s for them.

That means a strong back-of-box layout with visuals of what the game looks like on the table—one retailer said they’d flip a box over and be forced to pull up BoardGameGeek just to explain what it is. That’s a lost sale waiting to happen.

“Can your demo team sell the game using just the back of the box?” one panelist asked. If not, something’s missing. The sides of the box matter too—many stores shelve spine-out, not face-out. If the game name isn’t visible, it gets ignored.

Non-standard box sizes also create headaches. “If it doesn’t fit on the shelf, it goes on top… and no one sees it.”

Tip: Ask your demo team to try selling the game only using the box. If they can’t, fix the box.

4. Release Timing: Avoid the Holiday Black Hole

If your game hits shelves between mid-October and mid-January, it’s likely to be ignored. Retailers are swamped—managing inventory, restocks, holiday traffic, and end-of-year admin.

“Anything we get during that window is probably never going to be seen,” said one panelist. That doesn’t mean the game won’t sell at all—but retailers won’t have the time to learn, demo, or actively promote it. Exceptions are titles they’ve already preordered or expansions to games with a strong existing presence.

For everything else, timing is critical. Want to make a push for the holidays? Hit retailers in September or early October with a short list of your top games to stock. Make it easy to pick, easy to order, and ideally, easy to sell.

Tip: September and early October are ideal for pitching holiday titles. Send a clear list of your top 3 SKUs—make their job easier.

5. Direct Sales: Some Do It, Many Don’t

Some retailers will order directly from your website. Others won’t touch direct ordering at all. The reasons vary—time, logistics, staffing, and habit. “I love ordering direct,” one panelist said, “but a lot of stores are too small or too busy to manage it.”

Offering direct ordering is still worth doing—but don’t assume all retailers will use it. You need to offer multiple paths: distribution, direct sales, preorder portals, bundles, whatever works. Just avoid bundle structures that force a 1:1 ratio of base games to expansions—that causes inventory headaches.

And never assume what “every retailer” will or won’t do. As one panelist put it, “Retail is not homogenous. If someone tells you no store will ever do X, ignore that advice.”

Tip: Offer multiple options for ordering. Even if only a few stores use them, those few may be your champions.

6. Be Smart About Expansions

Retailers are cautious with expansions—especially for games they haven’t sold before. If the base game has a proven track record or an active local fanbase, bringing in expansions makes sense. But if the game is new to the store, most retailers will only take a chance on the core box.

One panelist explained they’ll sometimes bring in expansions at a 2:1 or 3:1 ratio to base games—but only when demand is already there. Packaging matters too. If the expansion comes in a blister pack or small format that has to hang far away from the base game, it might not sell at all. Ideally, the expansion should shelve next to the original—clean, simple, and obvious.

Tip: Don’t bundle expansions in ways that force retailers to sell them with the base game. Give them flexibility.

7. Know Your Pricing Sweet Spots

If you’re pricing a game for retail, the consensus was that $40 is a magic number. That’s the average ticket price in many stores, and it’s what customers are most comfortable spending on a casual visit.

Games around $70 are still viable but need to justify the cost—retailers will hesitate unless they already believe in the title. And once you cross into triple-digit pricing, the sales drop significantly.

Games at $100+ need to be special to move. Meanwhile, sub-$20 games fall into impulse-buy territory, especially if they’re easy to demo or explain.

Licensing complicates this: if adding an IP pushes a $35 game up to $50, you’ll lose customers who like the brand but not enough to pay a premium.

Tip: Price smart. IPs that inflate cost too much can tank sales, even if the game’s good.

8. Respect the Game Café

Game cafés aren’t just places to play—they’re powerful sales channels. A demo copy in a café might get played dozens or even hundreds of times. That kind of exposure builds familiarity and turns casual players into buyers.

But publishers often overlook cafés or saddle them with case minimums to access demo copies. That’s a mistake. One panelist explained that cafés act as long-tail ambassadors, especially for evergreen titles.

They don’t want free product—they want a fair way to buy demos without hoops. And they need them at the same time as the sellable inventory, not weeks later. If you wait, they’ll open a sellable copy themselves. That’s one fewer game on the shelf, just because you didn’t ship things together.

Tip: Let cafés buy demos at a discount with no hoops. It pays off long-term.

9. Promos & Marketing Materials: Tread Carefully

Promos can help—but only if they’re handled right. If a publisher advertises a promo item and the store doesn’t have it, customers may walk away. “Do you have the promo?” is a question that can cost a sale. And if the retailer didn’t even know a promo existed, that sale’s gone.

Materials matter too. Posters are hit or miss. Many cafés and premium stores want clean aesthetics—bold or poorly designed posters won’t go on the wall. What works better? Coasters, clever leave-behinds, and materials that feel native to the space.

Café owner, Courtney Hartley, suggested dual-purpose materials: evergreen on one side, new product on the other. Don’t just print and ship stuff—think about where it’s going and whether it will actually get used.

Tip: Make promos store-friendly, and offer marketing materials that actually suit the store type.

10. Final Advice: Just Talk to Retailers

There’s no substitute for a real relationship. GAMA panels are great, but one-on-one conversations are better.

Want to know how your packaging lands? Ask.

Want to see if your bundle structure works? Ask.

Some publishers do this well—reaching out to trusted stores for a private Zoom or quick call with their team. Those sessions are invaluable. Just be respectful of time.

Cold calls won’t get you far, and walking in unannounced during peak hours is a sure way to get ignored. Build relationships early, and keep them going between shows. It’s worth it.

Tip: Pick 3–5 retailers to build real rapport with. Zoom calls go a long way.

Final Thoughts

Retail is messy, inconsistent, and deeply human. No two stores run the same way, and no one approach works for every buyer. That’s not a flaw—it’s the reality of selling games through people instead of algorithms.

If you want to succeed in retail, you need more than a great game. You need to think like a partner. Make things easier, not harder. Stay curious. Listen more than you pitch.

And remember that retailers aren’t gatekeepers—they’re allies. Their feedback isn’t just critique — it’s insight into what actually moves units in the real world.

Is the economy in a recession right now? It depends on who you ask and has proven to be a surprisingly contentious question.

And, of course, recent tariff changes and shifts in U.S. trade policy have started up a whole new wave of speculation. It’s really tough to know what they economic impacts will be. Recession? Inflation? Both at the same time? It’s anyone’s guess.

But no matter what, you can prepare for the maybe-happening, maybe-not-happening recession by focusing on recession-proof products. Weirdly, some items just seem to sell more when the economy is bad. It’s a good idea to keep some of them stocked in your eCommerce store.

This might sound too good to be true, but it’s not.  Some products just happen to sell well, or even better, when the economy is bad. And we can prove that statement with real data from the recessions of 2001, 2008, and 2020.

We all know the economy swings up and down wildly. No one knows why the market does what it does. What we do know is that recessions will happen from time to time. It’s inevitable.

Trying to guess when a recession is going to happen is a fool’s errand. A much better idea? Always have room in your inventory for products that sell well in a recession. That way, when one comes, you’re ready!

So with that in mind, we’re going to talk about 16 recession-proof products that will keep money rolling in even when the economy isn’t doing so hot.

What makes a product recession-proof according to economists?

Scroll down a bit more if you are in a hurry to get to the list.

Otherwise, pay attention, because when you understand why certain products do better when the economy sours, you’ll be able to improvise. And that’s much more useful than following a list!

Think about the kind of companies that perform well in recessions. Utility companies do well. Tobacco, alcohol, fast food, and soft drinks do well. Consumer staple companies like Kimberly-Clark, Colgate-Palmolive, Procter & Gamble, and Johnson & Johnson do well.

In short, necessities and vices don’t suffer when recessions come. This may sound like bad news since many consumer products sold online are luxuries purchased with discretionary income. But it’s not: and there’s a simple principle at work behind the changes in consumer behavior during a recession.

Cheaper products perform better in a recession.

I know. I know. But it’s worth saying because it helps us understand some important second-order effects.

Think about it: if you sell something inexpensive, such as Hershey’s Kiss chocolates, you might benefit from the economic downturn. A Big Mac is a lot cheaper than dinner night at a fancy sit-down restaurant. Camping is cheaper than a lavish vacation. Repairing a car is cheaper than buying a new one.

And I think it’s important that note that this is even more critical now. Recent tariffs will probably raise the price floor on many imported goods, making inexpensive domestic or substitute products more attractive.

In a Harvard Business Review article from 2023, M. Berk Talay, professor at University of Massachusetts Lowell, made the following statement. “A recession might be the ideal time to launch your product no matter what it is.”

Keep that in mind if you feel overwhelmed by the risks of running a business with the DOW is down.

What makes a product recession-proof according to business owners?

Of course, what we described above is a bit academic. It may also help to consider the anecdotes of founders who have been previously impacted by recessions as well.

“Essentially, recession-proof products can be any item that people need to survive in its most literal sense,” says Nate Banks, Founder of Crazy Compression, which sells compression socks. “No, this does not include streaming services or food delivery apps. Recession-proof products are consumer staples like food, hygiene, household, and personal care products. Pet necessities like pet food and cat litter are also considered recession-proof. These are things that people quite literally can’t live without. They are not luxury or entertainment items that people can easily forego during economic downturns.”

Brandon Hartman, Founder of Beyblades enthusiast website, BeyWarehouse, has a different take. “I classify recession-proof products into two broad categories. The first one is more obvious; it’s composed of non-negotiables that will always find a market no matter the state of the economy.” The examples he goes on to cite are strikingly similar to Banks’ prior statement.

Hartman goes on to state that “the second category is composed of highly-niched products whose success depends on dedicated fanbases and curated communities. These consumers tend to continue patronizing these products regardless of the state of the economy.”

These founders’ statements seem to also suggest again that recessions open up new opportunities. You just have to know where to look.

16 Recession-Proof Products You Can Sell Online

We’d now like to share some ideas for recession-proof products that you might consider investing in during, or before, a recession. Here are sixteen ideas to get your wheels turning.

1. Consumer staples

There are some items that you need no matter what the stock market is doing. Your customers will always need detergent, toothpaste, napkins, tissues, bottled water, and canned goods no matter what.

That’s why these items are called consumer staples and they come in six categories: beverages, food and staples retailing, food products, household products, personal products, and tobacco.

Because consumers’ need for these products doesn’t fluctuate, businesses that sell them will continue to see stable revenue, and perhaps even some steady growth.

2. Camping gear

Lavish vacations to distant lands are not as attractive during recessions. Yet the need to “get away from it all” doesn’t go away when the economy is bad. If anything, that escapist urge grows!

The data backs me up here too. In an article written by US News in 2009, Coleman posted higher sales of tents, coolers, stoves, sleeping bags, and fishing gear. The same article notes that fishing and camping permits went up by 10% between 2008 and 2009 and that canning jars and Rawlings sporting goods posted 12% higher revenue in 2009 than 2007.

In the 2020 recession, we saw something similar happening as well. People Googled “camping” more in 2020 than at any point in the last five years. Makes sense, too, with all the travel restrictions put in place for the COVID-19 pandemic!

3. Automotive parts

No matter what the S&P 500 says, people still need to go to work, the store, and the doctor. And for many people in the US, that requires a working vehicle. When times are good, people are more likely to buy new cars. But what about when times are bad?

People keep their used cars for longer. When your 401(k) gets clobbered and your pay gets cut, the idea of buying a brand new Lexus is off the table. But repairing your 2006 Honda Civic becomes much more attractive!

During recessions, people are a lot less likely to treat their beloved cars and trucks as disposable, which is good news for mechanics and part manufacturers. And if imported cars become more expensive with the new tariff policies implemented by the U.S., this will likely prove even more true.

And sure, it may not be realistic for you to sell alternators, batteries, and transmissions. But you can always sell the little air freshening trees that hang on rearview mirrors, or in-car trash bags to hold crushed soda cans and discarded snack bags.

4. Coffee and tea

I probably consumed a quart of coffee writing this post and another while editing the video up at the top. I am, after all, one of the 64% of American adults who currently consume coffee every day.

People love caffeine, and that’s why, much like tobacco and alcohol, caffeinated beverages do not suffer as much from the economic pressures of a recession!

Fortunately, with coffee and tea, there is a lot of room to differentiate your product from others. Just take a look at Amazon or Etsy and appreciate for a moment all the different coffee and tea flavors that creative people have been able to come up with over the years!

5. Tupperware

People don’t eat out as much during recessions. They prefer to make food at home instead. But you still need a way to store leftovers! That’s where tupperware comes in.

Tupperware was one of the big winners during the global financial crisis in 2008 and 2009. And of course, during the pandemic recession when eating out was considered to be dangerous for your health, tupperware sold like hotcakes.

6. Candy

When the economy tanks, it’s really stressful. Job prospects are grim and hours are long. Many workers in high-stress situations find themselves reaching for the candy bowl, filled to the brim with sugary sweets and cheap chocolates.

It’s for this reason that candy is a juggernaut of recession survival. Cadbury’s profits went up by 30% in 2008 and Nestle’s went up by 11% at the same time. This is not just some freak incident either. Chocolate sales grew by 12% in 2020 as well as people turned to comfort foods.

7. Cosmetics

The desire to look good doesn’t go away when the economy takes a dive. However, instead of extreme makeovers, expensive haircuts, and new wardrobes, women look to cheaper options. For that reason, cosmetics companies have a surprisingly easy time surviving recessions. Even nail salons did pretty well in 2009 (though not 2020 for obvious reasons).

It may seem paradoxical that people still buy luxury goods such as cosmetics in a crisis, but the tendency has been studied over the course of several recessions. There’s even a name for it: lipstick effect. “Instead of buying expensive fur coats, people will buy expensive lipstick.”

8. Pet care products

People love their pets! And when the S&P 500 decides to aim for the zero mark, people spend more time at home with them. So naturally, to relieve some of their stress, people want to pamper their pets!

The demand for pet products continued to grow through both the 2001 and 2008-2009 recessions according to MarketWatch. Then according to another article by Supermarket News, the pet industry broke $100 billion in 2020, posting a 6.7% increase over 2019.

So what can you sell? Shopify recommends you sell pet bowls, toys, and beds, pet treats, grooming supplies, and even adorable pet apparel! Even rising costs due to trade policy changes aren’t likely to dent this trend. Pet owners continue to prioritize spending on their companions.

9. Movies, TV, and video games

A night on the town is expensive. A night indoors is not! People still need entertainment when the economy is bad, perhaps even more so than when the economy is good.  During recessions, cheap entertainment – movies, TV, video games, and other similar products – see a jump in demand.

This was the case during the 2001 and 2008-2009 recessions. It was especially the case during the 2020 recession since stay-at-home orders naturally pushed people to movies, TV, and video games.

10. Clothing

People still wear clothes during recessions. Shirts will be undone by stray fabrics and all shoes eventually have their soles ground down to dust if used enough. If you sell clothing during an economic downturn, you are likely to be insulated from the worst impacts.

On the cheap end, clothes function like a consumer staple. People need them, so they’ll buy them. On the more expensive end, nicer clothes are one of the more affordable luxuries. As such, nice clothes benefit from the lipstick effect, just like candy and cosmetics.

11. Baby products

When you’re a parent, you have to take care of your child no matter what. For that reason, baby products – clothing, diapers, formula, and so on – continue to outperform the market as a whole. This is also true for daycare/childcare services, whose work increases when the economy turns sour and parents return to the workplace. (With the exception of the pandemic-driven 2020 recession, of course!)

If I could sum up the economic outlook of kid products in one statistic, it would be this: spending on children’s nonfiction books grew 66% in 2020.

12. Food and drink

Food and drink continue to be essentials during economic downturns. You may think that consumers turn to rice, potatoes, and tap water when money is tight, but this isn’t always this case! Many times, luxury food and drink products perform well for a few reasons:

• People need comfort (like with candy).
• Luxury goods still have some demand (like cosmetics).
• Fancy food and drink products are still cheaper than dining out.

That’s surprisingly good news for business owners who specialize in trendy products like organic flaxseed, hemp, and chia kombucha.

13. Kitchenware

You know how people don’t eat out as much during recessions. Well, even cooking from home isn’t a free activity. You have to buy the food, of course, but you will need supplies too. That’s why kitchenware tends to perform pretty well during recessions.

In particular, mason jars, silicone molds and spatulas, spiralizers, skillets, flatware, and oven mitts all sell well online and do well in recessions.

14. Sports and fitness products

Gym memberships are expensive. That’s why it’s hard to justify maintaining one during a recession like 2001 or 2008-2009, let alone a pandemic-driven one like 2020.

But people still want to stay fit, so they end up keeping their routines going at home. When recessions strike, that opens up lots of market opportunities in the fitness sector. You can sell resistance bands, exercise balls, yoga mats, sports apparel, and more online. That way people can maintain their active lifestyle while still pinching pennies!

15. Home renovation and repair supplies

During the 2008 financial meltdown, a lot of people did not want to buy houses for obvious reasons. But people still wanted to improve their surroundings, which led many people to remodel their homes even during 2008 according to industry experts.

And, of course, during the 2020 recession, many people started renovating their homes since they were stuck there all the time!

Today, rising material costs from tariffs and supply chain issues also encourage smaller, DIY-friendly projects over major renovations. This is to say nothing of upper middle class homeowners who may prefer to invest in their own home rather than a volatile market.

Now bear in mind that not every renovation involves adding a new roof, breaking down walls, or adding granite countertops to the kitchen. A lot of home renovation is cheap and involves products that can be easily sold online.

To name a few: artwork, pillows, lamps, small furniture, bedding, curtains, and general home decor. This is a fairly easy sector to break into, and you can even dropship some of these items.

16. Highly niche products

It’s enormously difficult to get a hardcore fan of something to leave their money in their wallet, even if their wallet is a bit lighter than usual.

Brandon Hartman, Founder of BeyWarehouse, says that “our main offering [of Beyblade toys] is one such example. During the pandemic, we experienced slight but nonetheless unexpected growth in sales even as the economy ground to a halt and eCommerce reeled from the supply chain crisis.”

This is consistent with his overall belief that highly-niched products tend to do well even during recessions because of their large fanbases and communities.

Final Thoughts

Even if the economy is terrible, you can still launch products and succeed. If the economy tanks tomorrow and you’re selling a lot of different items, you might even find some doing better than you’d expect.

It’s important to understand the dynamic behind all this. Necessities are still necessities even if the unemployment rate is high. “Little luxuries” will still be in demand when “big luxuries” are not affordable. And hardcore fans will keep buying niche products, even when they have less cash to spare.

We hope this list inspires you to make your business a little more resilient against recessions!

 

Most consumer packaged goods (CPG) brands aren’t rolling in venture capital. And that’s okay.

You don’t need a million-dollar ad budget to succeed. But you do need focus. Clear strategy. The willingness to test things fast helps, as does a little grit.

To help you understand what CPG marketing looks like on a shoestring budget, we’ve brought in Alison Smith and Karin Samelson. They are the Cofounders of UMAI Marketing and have worked with dozens of CPG brands. They know what it takes to grow, without breaking the bank.

I sent them a bunch of questions by email, and they were kind enough to provide thorough responses. You can find their expertly written thoughts below, cited extensively throughout the post.

1. What’s the biggest challenge CPG brands face when trying to stand out?

“Money is number one, then time,” say Alison Smith and Karin Samelson, co-founders of UMAI Marketing.

It’s not that you can’t grow without outside funding. But it’s harder. Much harder.

“If a CPG brand doesn’t have the funds to hire help to sell and market their brand,” they explain, “then they are going to need to invest their own time to do so.”

There’s no shortcut around it. Either you’re hiring experts or doing the work yourself. And that means wearing every hat in the business—founder, marketer, operations, finance, customer service, and more.

“It’s not impossible to grow a successful brand without raising capital,” they add, “but it’s going to take a founder who is willing and has the time to wear all the hats.”

That’s the tradeoff. Cash or time. If you don’t have one, you need a whole lot of the other.

2. How has digital marketing changed how CPG brands sell their products?

A lot has changed in just the last few years. Long gone are the days when you needed a slick commercial and a big ad spend to make an impact.

“Less traditional advertising with overly thought-out (and EXPENSIVE) ad campaigns,” the co-founders say, “and more of a focus on of-the-moment, user-generated content that’s social first.”

That’s good news for smaller brands. You don’t need a creative agency or a big media buy. You need a phone, a little time, and a willingness to try things.

“CPG brands need to be nimble,” they explain. “Willing to test content. Not be afraid to have pieces of content fail. And have a human element to their marketing.”

This isn’t about getting it perfect. It’s about getting it out there.

When something resonates, double down. When it flops, move on quickly.

Being small gives you an edge here. Big brands have layers of approvals and brand guidelines to get through. You don’t. That means you can move fast, ride trends, and talk like a real person—because you are one.

Want to start simple? Share a founder video. Show your product in action. Repost customer content, ask questions, and answer comments. Or put another way: keep it real.

It doesn’t have to be polished. It just has to be you.

3. What’s the best way for CPG brands to drive sales in retail stores?

Digital and physical sales are more connected than most people think. If you want your product to move off the shelf, you have to do more than just get into the store—you have to drive people there and make sure the staff knows what they’re selling.

“Geo-targeted social ads with retailer coupons are one of the best ways to get people into stores and actually buy your product,” the co-founders say.

They recommend platforms like Aisle, which help brands offer digital coupons tied to specific retail locations. When a customer redeems the coupon, you get proof of purchase. That’s real ROI.

But don’t stop there.

“In addition to running ads,” they add, “have a good relationship with your buyer, schedule store demos, and educate store staff on your product.”

That last part often gets missed. If a store employee doesn’t understand what makes your product special, they’re not going to push it. But when they do understand? You’ve got an ally in the aisle.

“You have to build support both outside and inside the store,” they say. “That’s how you drive sales.”

4. How much does brand storytelling really matter for CPG marketing?

“A lot,” the co-founders say. “Especially if you don’t have million-dollar budgets.”

You can have the best product in the world, but if people don’t know your story—or worse, don’t feel anything about it—you’re just another jar on the shelf.

“If you don’t build that know, like, trust with your audience,” they explain, “then you’ll never achieve quality growth.”

This isn’t just about having a good origin story. It’s about giving people a reason to care. A reason to buy from you instead of the bigger, cheaper, or more familiar brand next to you.

“Give people a reason to support and rally behind you,” they say. “Even if you already have an awesome product. That reason is usually your story.”

And that story doesn’t have to be flashy. It just has to be real.

Did you start this company because of a personal need? Are you obsessed with your ingredients? Is your family involved? Are you fighting to stay independent?

Tell that story.

5. Does influencer marketing actually work for CPG brands?

Short answer: yes. But only if you do it right.

“Well, Poppi just got acquired for almost $2B,” say Alison and Karin. “So I think that answers your question!”

Poppi’s success with influencer marketing is impressive. But the co-founders make it clear—you don’t need VC money to make this strategy work.

“If you’re tight on cash,” they say, “find partners who really believe in your brand story + product, and may be willing to promote it for commission only (to start).”

That’s the key. Don’t chase big-name creators. Focus on real fans with loyal, engaged audiences.

And avoid the one-off $10K video trap.

“Stay far (far) away from influencers who immediately come to the table with ‘It will cost $10K for 1 video,’” they warn. “It’s absolutely outrageous what some of these content creators are charging.”

Even if you could afford it, it’s rarely a smart bet.

“Content quantity is important in this day and age,” they explain. “The odds aren’t in your favor for success with ONE video.”

Instead, think long-term.

“Negotiate a longer-term partnership to show their audience that they’re a true fan,” they say, “and not just peddling a new weekly product that doesn’t stick.”

That kind of repeat exposure builds trust—and trust leads to sales.

6. How can CPG brands use customer data to make better marketing decisions?

Good news: you probably already have a lot of what you need.

“There are plenty of platforms that you’re likely already using,” the co-founders say, “like Shopify, Meta, TikTok, Google Analytics. These give you a broad idea of who your customer is.”

But that’s just surface-level. To go deeper, you have to ask questions.

“To go deeper,” they advise, “survey your customers post-purchase. Use an app like KnoCommerce, or send an email.”

And make the questions count.

“Ask them: How they first heard about you. What they like or dislike about your products. What’s important to them in your category. What brands they also buy. And any additional feedback.”

That kind of insight is gold.

“Knowing who your customers are is essential to crafting marketing campaigns,” they say. “You can’t make smart decisions if you’re guessing.”

So stop guessing. Ask—and then actually use what you learn.

7. What’s an underrated CPG marketing strategy that more brands should try?

“There’s not a one-size-fits-all strategy that works for every CPG brand,” the co-founders explain. “Our approach is to at the very least, use a platform to create a community (like IG or TikTok), have a way to acquire new customers (like Influencers or Social advertising), and have a way to further indoctrinate and increase lifetime value (like through email marketing).”

That’s not flashy. But it’s effective.

Community. Acquisition. Retention. Miss any one of them, and you’ll stall out.

Community means showing up on social and giving people a reason to connect. Acquisition is how you bring new people in—whether through ads or creator partnerships. And for retention?

“Email marketing,” they say, “is a way to further indoctrinate and increase lifetime value.”

It doesn’t have to be complicated. But it does need to be consistent.

8. How can smaller CPG brands compete with big-name companies?

Let’s be honest—big brands have a lot of advantages. But speed and authenticity usually aren’t on that list.

“Big-name companies have to jump through hoops when it comes to creating content,” the co-founders say. “Endless chains of approval and watered-down ideas.”

That’s where small brands can win.

“Smaller CPG brands can be quick to react to trends,” they explain, “and be a part of the conversation with their fans + audiences.”

You don’t need corporate approval. You don’t need a six-week rollout. You can post now.

“Show up where they are on social,” they say. “And chat with them.”

That might mean replying to comments, responding to DMs, or hopping into a live video.

It sounds simple. That’s because it is.

This isn’t about glossy branding. It’s about trust. And trust is something big brands can’t buy—but you can earn.

9. What’s the biggest difference between marketing for DTC vs. retail CPG brands?

“More real-time data to help you optimize and grow quicker with D2C brands,” say Alison and Karin.

When you’re selling direct-to-consumer, you get instant feedback. You can tweak your ads, adjust messaging, and see the results in real time.

“With retail,” they explain, “we use a lot of the same channels, but our store data is delayed and not as transparent, so we have to be very aware of what we’re testing in these periods between receiving store data.”

That slower feedback loop makes testing trickier—but not impossible. It just means you need a plan, and you need to be patient.

10. What CPG marketing trends should brands pay attention to in the next few years?

“While we wish we had a crystal ball and knew of the newest, hottest social channel before everyone else,” the co-founders say, “right now we are completely focused on marketing & spending efficiently on the social platforms that work for CPG (like Instagram & TikTok).”

No need to chase every shiny new platform. If something’s working, get better at it.

“That being said,” they add, “we do share what we’re seeing as social trends each month in our Trend Report!”

The point is to stay aware without getting distracted. Keep your marketing grounded in what already moves the needle—and test from there.

Final Thoughts

There’s a kind of freedom that comes with being a small brand. You can move faster. Speak more honestly. Build a real relationship with the people who buy from you.

That advantage disappears the moment you start playing by someone else’s rules—chasing trends that don’t matter, copying campaigns that don’t fit, or spending like you’ve got cash to burn.

What Alison and Karin lay out here isn’t complicated. But it is disciplined. It’s about showing up, testing ideas, staying human, and knowing your customer better than anyone else.

If you’re willing to do that work—consistently—you’ll build something that not only lasts, but grows.

Not through hype. Not through luck. Just through good marketing, done right.

The Company
Level 99 is a board game publishing company owned and operated by Brad Talton. Some of their more popular games include BattleCON, Pixel Tactics, Millennium Blades, Argent: the Consortium, and Empyreal: Spells & Steam. Once launched on Kickstarter, the games are also available to buy online as well as at select retail outlets.

The Challenge
Brad has been using Kickstarter since its early days, all the way back in 2011. He has built his business from the ground up and has raised $3,185,142 through 22 campaigns reaching over 39,000 backers.

Up until 2015, Brad was shipping his Kickstarter campaigns out of his garage. He would gather some friends together, order some pizzas, and get everything shipped out. It was still very time-consuming and expensive, although he and his friends had a good time.

The Solution
Brad reached out to Fulfillrite for help shipping his 2015 Kickstarter campaign, Pixel Tactics Deluxe. He knew that he wasn’t going to be able to scale his business by shipping from his garage and relying on temp work forever!

Our sales team helped him to streamline his operations and save money on postage. This freed up David to spend his time growing the business and doing creative work. No longer did he have to worry about in-house fulfillment.

The Results
In the end, Fulfillrite took care of order fulfillment on behalf of Brad. This simplified his operations and allowed him to spend his newfound time growing the business and doing creative work. Level 99 is now a full-time job for Brad as well as five others, and has a comfortable office in Albuquerque, New Mexico.

Since he started working with Fulfillrite, Brad has seen continued success on Kickstarter, with every single campaign since 2015 funding successfully and often very quickly. Fulfillrite has shipped at least 37,000 packages on Brad’s behalf as of 2021, and we expect that figure to keep climbing!

I’ve been very impressed with our fulfillment service in New Jersey, Fulfillrite. They’ve managed to ship out our past three campaigns (Pixel Tactics Deluxe, Millennium Blades, and EXCEED) without any incident in the USA.
Brad Talton, Stonemaier Games, 2016

THE COMPANY
Creative Beast is a small business that sells realistic, built-to-scale dinosaur action figures made by owner-operator, David Silva. Creative Beast uses the crowdfunding platform Kickstarter and the pledge management system BackerKit to launch each new line of action figures. Once launched, the dinosaurs are also available to buy online as well as at select retail outlets.

THE CHALLENGE
After seven years of honing his product, David launched Beasts of the Mesozoic: Raptor Series on Kickstarter. He went on to raise over $713,287 between Kickstarter and BackerKit, and needed to quickly ship orders to over 5,000 backers.

While David suspected there was a market for his action figures, the success was much greater than he expected. He knew that it would be time-consuming and impractical to store and fulfill the rewards himself. After all, his goal was to spend more time doing what he loves – creating the dinosaur action figures that he always wished existed.

THE SOLUTION
Prior to his campaign launching, David reached out to Fulfillrite to get a shipping solution in place. He was prompted to do so after considerable research on Google. His goal was to find a qualified fulfillment team with trustworthy customer service and a human touch.

Our sales team helped him understand the ins and outs of fulfillment before the campaign was even launched. After the Kickstarter campaign rocketed to success, Fulfillrite shipped out over 5,000 rewards on David’s behalf in 2018. Similarly, during the toughest part of the pandemic in December 2020, Fulfillrite fulfilled his second similarly successful campaign – Beasts of the Mesozoic: Ceratopsian Series.

Over the last few years, Fulfillrite has also managed eCommerce orders for both Beasts of the Mesozoic series, which together are upwards of 300 per month, even when sales are slow.

THE RESULTS
All in all, Fulfillrite has helped David to streamline, systemize, and simplify his business operations, allowing David to focus on doing the creative work he loves.

David went on to launch another successful campaign for Beasts of the Mesozoic: Ceratopsian Series, which raised over $650,000 (and counting) between Kickstarter and BackerKit. Fulfillrite fulfilled this campaign as well.

Whether dealing with massive amounts of orders all at once, or a slow steady drip of eCommerce orders, Fulfillrite has been able to handle David’s fulfillment needs. In 2020 alone, David’s revenue doubled. All the while, David still has time to create, which he has used to further hone his craft.

We had well over 5,000 packages to ship between the Kickstarter and the pre-order campaign [in 2018]. Even with all the work of running a Kickstarter, it was a very positive experience! – David Silva, Owner, Creative Beast

David has been working with Fulfillrite for over five years now.