Pre-Order

The final solution is offered to the public or a part thereof before the actual launch and/or finalized production, e.g. through your own website or crowdfunding platforms like Kickstarter. Buyers commit themselves to buy the solution once it is ready, thus demonstrating their interest in the offering and a willingness to pay for it.

Pre-orders are a straightforward test format to test your value proposition and solution by offering it to potential customers. This can be done by pitching it in person, thereby gathering feedback regarding pain points, your solution, and their willingness to pay. Another option is to offer pre-orders and accept payments for the promise to deliver the value proposition later, e.g. through a pre-order process on a landing page or through crowdfunding platforms. These platforms help you to gain visibility with a larger, adventurous audience, while offering the infrastructure to display your solution and gather feedback. Pre-ordering requires and simultaneously creates a strong commitment because you are collecting money for an offering that does not yet exist and that you need to deliver.

Helpful Tips

Learn, learn, learn: Pre-ordering is ideal for gaining real insights. Your customers actually pay for the realization of the solution. Use this and understand their issues and hopes regarding your offering.

Use what you have: At this point in the testing process, you should already have created a strong value proposition, a concrete offering, and maybe even an Explainer Video or a Landing Page. Use that content to quickly set up your pre-order campaign.

Be prepared: Make sure you have what it takes when it comes down to realize the solution you show. This is especially important for large companies where you need to have the freedom and resources in place to deliver on your promises.

Oculus VR, a VR technology company, used pre-order pages to test the attractiveness of its offering in the market. Customers gained insights on features, prices and shipping date, while Oculus VR was able to get a better understanding of the necessary production volume.

How to Guide

Depending on your offering, decide if you want to use a crowdfunding platform or if you can start your own pre-order campaign. Platforms offer many perks and a large audience, while your own campaign grants you full control and makes it easier to leverage your brand (if you wish to). Be sure you have the capabilities to deliver on your promise.

Have sufficient marketing material in place (or create it), e.g. videos, visuals, (potentially rewards,) a story behind the project, and a funding goal such as a specific sum or number of pre-orders.

Run the campaign. Besides tracking your progress, also try to get qualitative feedback to improve your product's features. Make sure to set up the value chain and structure to deliver your promised offering once you've reached your target.