How did we fund MateCaps?
MateCaps is a product composed of plastic-free capsules and an innovative bottle that aims to introduce the benefits of yerba mate to the world and eradicate single-use containers.
My friend Marcos and I are the founders of MateCaps.
Introduce yerba mate to users who were unaware of its existence
Create branding and communications for a product that never existed before
Create a successful Kickstarter campaign to raise over $30,000
Design, map and analyze the experience from obtaining MC to using it
Create an online store
Process and Deliverables
Since we started MateCaps, we have reached many milestones that have allowed the project to continue progressing, always with an agile mindset of iterating and testing as soon as possible. For example, from a financial standpoint, it was important to secure seed funding from the government of Uruguay, equity-free. From a production standpoint, the most important milestone was the production of 2500 bottles in China. Currently, we have been able to start production of the new stainless steel bottle, and we are preparing for its launch in Q2 of 2023.
Below, I’ll describe some design and marketing-related processes and milestones.
Kickstarter → Launch strategy
We first focused on starting to generate awareness, so our goal was to collect as many users interested in the product as possible and convert them through a landing page with a form. It was an extensive job that involved contacting industry references, celebrities, and yerba mate enthusiasts one by one. At the same time, we were designing the KS campaign, which basically works like a store but for crowdfunding. To do this, we analyzed successful campaigns and their structures, and began to pare down the content–there was a lot to cover but we couldn't be excessive. We created a product presentation video where we added footage of actors, 3D animations, and sound design.
Thanks to the data we collected, we were able to generate a hype that reached the funding goal in just 3 hours. We also received recognition from Kickstarter, where we were added to the "Projects We Love" category, a manually curated list of the best campaigns on the platform.
Creating a custom e-commerce → Web design
I was responsible for creating the store. We had multiple iterations and many of them went live, since our approach was to launch small, progressive updates. It all started with a simple landing page to inform about the product and collect emails. Then we scaled it up, adding new pages to go into detail about the MateCaps proposal. Finally, after the Kickstarter launch, we opened the online store where we connected with the Shopify API for the development of a fully customized e-commerce. The latest features we added are the blog and the ability to subscribe to receive capsules on a monthly basis.