Peak Design on Using Kickstarter: We Essentially Consider It a Third Sales Channel for Us

This past summer, California startup, Peak Design, took to crowdfunding giant Kickstarter to raise only $100,000 for its fifth project, The Everyday Messenger. The accessory quickly hit the spotlight and secured its initial goal. By the end of its campaign run, the project secured $4,869,472 from 17,029 backers.

Peak Design 2Now, the company’s team is ready to reveal why they decided to go with the funding method with a few of their projects. During a recent interview with Forbes, Peak Design’s financial chief, David Anhault, stated:

“We essentially consider Kickstarter a third sales channel for us.”

The company’s CEO, Peter Dering, then explained:

“All I wanted to do was make the things and then the go-to-market plan walked right onto my doorstep.”

Also sharing how the company first went to a big bank for a loan, Anhault revealed:

“We went through an exhaustive process to try and get more out of them, but they don’t lend appropriately to small high-growth companies. Unless we wanted to go to some sort of equity financing from a VC, or sell part of the company, there’s no way we’d be able to afford paying for the product up front.”

Peter DeringIn regards to the Peak Design’s future, Dering added:

“I can’t imagine a pile of money making me happier than spending time creating and building with people who I really, really care for. This is the dream.”

The Everyday Messenger is described as a “beautiful, intelligent and adaptable messenger bag” that is designed around the workflows of photographers, creative, travelers and commuters. Peak Designs notes that Everyday Messenger is more than a camera bag, it’s the user’s day-to-day essential carry workhorse and “does things other camera bags can’t.”

Features of the Everyday Messenger include:

  • Everyday Messenger 5Axial strap attachments that allow the strap to pivot without tangling.
  • 500D Kodra synthetic canvas shell is waxed and DWR-coated
  • Custom quick-adjust strap hardware for on-the-fly- cinching
  • Internally padded 2-inch seatbelt style strap
  • Padded, reinforced handled for briefcase style carry
  • 2 rigid EVA-foam-reinforced Capture clip attachment points
  • Gusseted front panel with 8 stretchy color-coded pockets

The bags are currently being shipped.


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