Why Companies Are Outsourcing to Kickstarter

Almond from Securifi on KickstarterRam Malasani, CEO and founder of the 22-person company Securifi, isn’t the typical newbie entrepreneur you’d expect to find on Kickstarter, a wildly popular website where people can pitch projects and receive small pledges of financial support from anyone. But with weeks still left to go on its campaign for the Almond+, a reimagined Wi-Fi router that can also control connected home systems like a thermostat or lighting, Securifi has raised more than $340,000—far more than the original goal.

Malasani’s company wasn’t exactly starving for funds. Almond+ is a sequel to Securifi’s first Almond product, a smartly designed router that has already sold tens of thousands of units on Amazon since it launched at the Consumer Electronics Show a year ago. Fund-raising is “definitely the secondary reason” for his company to use Kickstarter, he says.

The vast majority of the 85,000 projects launched on Kickstarter to date are the work of securifi Routers for Humansindividuals with a dream—not established companies, much less ones that already have significant revenue, successful products, or venture capital funding.

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