guide to kickstarter

Kickstarter 101: How to Plan and Launch Successfully

You’ve got the idea. Now what?  Maybe it’s a beautifully illustrated book, a clever board game, or a stationery line. Friends and family love it, but could Kickstarter help you bring it to life?

The short answer: yes, absolutely. The slightly longer answer: yes… but only if you plan it properly.

Imago Group have been helping creators, publishers, and brands produce everything from books and packaging to toys and games for over 45 years. We’ve seen the excitement that comes with a Kickstarter campaign and we’ve also seen the challenges that can catch people off guard. This guide shares the lessons we’ve learned so you can launch with confidence and deliver something you’re truly proud of.

Set Clear Goals

Kickstarter can be a way to:

  • Test whether your idea resonates with a wider audience
  • Build an early community of passionate fans
  • Secure the funding you need for manufacturing. Your goal shapes your whole campaign. Are you aiming to launch a one-off collector’s edition? Or is this the first step toward a long-term brand? Being clear about your purpose makes every decision — from rewards to marketing — easier.
Kickstarter Campaign

Tell Your Story

People don’t only back a product, they back creators. Share the story of how your game came to life during late-night playtests, or what inspired the illustrations in your book.

Equally important is the physical product itself. Backers want to know:

  • What will it feel like to hold this book?
  • How sturdy are the playing pieces?
  • What’s the quality of the box they’ll proudly keep on their shelf? Mock-ups, prototypes, and sample finishes can make your story believable and build trust.

Budget Realistically

This is where many first-time creators stumble. It’s easy to calculate individual production cost— but manufacturing at scale is very different.

Don’t forget to account for:

  • Design and prototyping
  • Printing and packaging
  • Shipping and logistics
  • Safety testing (for toys and games)
  • Taxes and platform fees
  • Contingency for unexpected eventual costs

It is easy as a new Kickstarter creators to underestimate your budget. Getting flexible quotes for multiple reward options is tricky, especially without knowing exact backer choices, so working with a production partner early helps keep everything financially viable.

Show your Product

Think about what would convince you to back a project. Chances are, it’s not the idea but it’s seeing the product in action.
Photos, videos, and prototypes build confidence. Show your book on a coffee table, your puzzle in progress, or your toy in someone’s hand for scale. Simple but clear visuals help backers picture themselves owning the product.

Build Anticipation

Launching without an audience is like throwing a party and hoping people will show up. The most successful campaigns build anticipation in advance.
Here’s a simple pre-launch action plan:

  • Share sneak peeks of illustrations, packaging ideas, or behind-the-scenes development
  • Create a countdown to launch day across your social media platforms
  • Build an email list of early fans and give them priority access when you go live
  • Engage communities on social media groups related to your project
  • Backers who are already excited before day one will give your campaign importance.
kickstarter community

Keep Rewards Simple

It’s tempting to offer endless editions and extras, but every tier adds complexity to production and fulfilment. A successful formula is three or four tiers, such as:

  • A standard edition
  • A premium edition with special finishes
  • A bundle option

This keeps things easy for backers to understand, and for you to deliver.

Don’t Forget Production

This is the step many creators underestimate. Once funded, you’ll have hundreds (or thousands) of backers waiting for delivery. That’s a huge responsibility.

At Imago, we manage the entire production process for books, stationery, packaging, toys, and games. From print runs that look exactly as you envisioned to puzzles with perfectly fitting pieces, we handle the details so you can focus on your backers.

Keep the Communication with your Backers

Delays happen. Production takes time. What matters most is how you communicate. Backers love being part of the journey, so show them proofs, share behind-the-scenes updates, or let them know when the first pallets leave the factory. In our experience, a transparent creator with a delayed timeline keeps their community happy. A silent creator with a delayed timeline doesn’t.

👉 Kickstarter can seem a bit intimidating, and it comes with its own set of terms that might feel confusing at first. To make things easier, here’s a quick glossary of the ones you’ll run into most often.

Final Thoughts

Kickstarter is an exciting project — there’s nothing quite like seeing people believe in your idea and rally behind it. But it can also come with a lot of stress if you’re not prepared. The truth is, getting your project from “funded” to “delivered” can feel overwhelming.

That’s why having the right people alongside you matters. At Imago, we love helping creators bridge that gap — turning a sketch, a prototype, or even just an idea into something tangible and beautifully made. So if you’re planning a Kickstarter, remember you don’t have to figure out the making part alone. We’re here to help make it real.