Edgy Brothers Dia de los Muertos Kickstarter Analysis

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Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby edgybros » Sun Dec 28, 2014 6:44 pm  

We promised our Backers some time ago that once we had all the numbers in and time to put them together that we'd post an analysis of our Dia de los Muertos Campaign from earlier this year. We wanted our Backers to know where their hard earned money went, and we also think it helps them to understand a little of what Creators deal with in terms of finances. We also wanted fledgling Creators to get a good look at what goes into (and comes out of) a successful campaign from a numbers perspective. Here's the link to our blog post on it, and we're happy to field any questions back here. Happy Holidays, everyone!

http://edgybrothers.com/Edgy_Brothers/B ... paign.html..
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby volantangel » Sun Dec 28, 2014 8:32 pm  

Brilliant, glad to see some real numbers for once =) Im just a little curious, how much excess inventory are we looking at ? Definitely dont reply me if this is confidential, this is already going beyond your obligations, full kudos to you =)
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby Widdee » Sun Dec 28, 2014 9:25 pm  

That's a lot if work and expense fora 10k profit. You are to be commended for your honesty, and dedication to putting out a great product.
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby sprouts1115 » Sun Dec 28, 2014 10:17 pm  

I keep on hearing 20% for shipping, but it seems whatever the cards costs add 25% for shipping for a good ball park goal. Thanks for sharing. You get +1.
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby Encarded » Sun Dec 28, 2014 10:25 pm  

Done right thede projects are profitable, but there are a lot of expenses. Exactly how profitable depends on your attention to detail and desire to work hard on the boring tasks. I've also spent more on shipping in the last few years than many kickstarter total gross. But with planning and dedication you can make it work well. :)
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby edgybros » Sun Dec 28, 2014 11:35 pm  

volantangel wrote:Brilliant, glad to see some real numbers for once =) Im just a little curious, how much excess inventory are we looking at ? Definitely dont reply me if this is confidential, this is already going beyond your obligations, full kudos to you =)


we had roughly 8000 decks made (2500 each of three different designs and a little more than 500 of an unbranded design - bicycle can't guarantee exact numbers when they manufacture) and through the campaign, backerkit, wholesale deals (not very big ones) and outdoor markets in los angeles and one really big day at the hollywood forever cemetery dia de los muertos event on nov.1, we are now down to our last ten percent, roughly. we're going to be getting pretty stingy with them once we get a little lower, and some obviously we're never selling, keeping for ourselves as mementos, gifts, etc.

bottom line is we are a design company and we create products that have style with a little edge - hence our name. these decks are one example of that, and they've given us a wonderful opportunity to introduce other items and grow our business. we appreciate the candor on this site, even though it's basically about cards, because a good company keeps its ear to the ground. if anyone has any feedback on any of the other products we have at edgybrothers.com, we're always ready to hear it.
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby dazzleguts » Mon Dec 29, 2014 12:26 am  

Thank you for the great detailed rundown Edgy Brothers. This is very useful for anyone wanting to make a deck, with or without KS. This really goes down in a very small time frame too.

Is it possible to know how many hours of work the art cost covers? Or at least over what period of time the art was made?
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby edgybros » Mon Dec 29, 2014 12:54 pm  

dazzleguts wrote:Thank you for the great detailed rundown Edgy Brothers. This is very useful for anyone wanting to make a deck, with or without KS. This really goes down in a very small time frame too.

Is it possible to know how many hours of work the art cost covers? Or at least over what period of time the art was made?

for that you'd have to ask dave edgerly, my brother. i can say that the conceptual collaboration on the art between him and myself and geraldine (the third member of our team) took weeks before we were able to get it right. the hours dave put in were numerous, to be sure. when he's rolling, he can get a card done in a day, but that's pencils and inks and isn't necessarily coloring as well. but from concept to execution to finish, it's time consuming.
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby daveEdgerly » Mon Dec 29, 2014 3:09 pm  

edgybros wrote:
dazzleguts wrote:Thank you for the great detailed rundown Edgy Brothers. This is very useful for anyone wanting to make a deck, with or without KS. This really goes down in a very small time frame too.

Is it possible to know how many hours of work the art cost covers? Or at least over what period of time the art was made?

for that you'd have to ask dave edgerly, my brother. i can say that the conceptual collaboration on the art between him and myself and geraldine (the third member of our team) took weeks before we were able to get it right. the hours dave put in were numerous, to be sure. when he's rolling, he can get a card done in a day, but that's pencils and inks and isn't necessarily coloring as well. but from concept to execution to finish, it's time consuming.


It generally takes me between 8-12 hours of work to complete one card design. However, that doesn't include the many hours of concept development. If you figure at least 14-18 custom courts, Aces and Jokers, as well as a card back design and tuck case design you're looking at many hours of design work. I can usually finish a deck in about a month once the initial concept design is set.
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby walrus » Mon Dec 29, 2014 7:48 pm  

Thanks for the breakdown, very interesting to see how it works
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby DevilishRogue » Mon Dec 29, 2014 8:32 pm  

Were there any advertising fees? I'd imagine that would eat into a big chunk of the profits even if not listed in the analysis.
Fascinating stuff, thanks for sharing.
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby edgybros » Mon Dec 29, 2014 11:14 pm  

DevilishRogue wrote:Were there any advertising fees? I'd imagine that would eat into a big chunk of the profits even if not listed in the analysis.
Fascinating stuff, thanks for sharing.

not really. i know some campaigns may advertise on kicktraq but we did just fine with the traffic kickstarter brought us, though that metric seems to have changed over the course of 2014, with fewer people coming from kickstarter alone and more coming from off the site. as far as after market goes, we spent less than $100 on Facebook to generate some awareness for our page but it didn't really translate into sales. so, we're not really advertising at all. we'd like to spread our business organically through word of mouth for now while we build our product lines.
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby volantangel » Tue Dec 30, 2014 12:23 am  

This has been an exceptional discussion, thanks both edgy bros !
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby adanyeva2 » Thu Jan 01, 2015 6:31 pm  

Thx edgybros for sharing such interesting info. Now, I have a question both for myself and for you. Wasn't it supposed for kickstarter to be a launching, cooperative platform and not a tool for earning money?
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby MagikFingerz » Thu Jan 01, 2015 7:35 pm  

adanyeva2 wrote:Thx edgybros for sharing such interesting info. Now, I have a question both for myself and for you. Wasn't it supposed for kickstarter to be a launching, cooperative platform and not a tool for earning money?

Loaded question much? And haven't we been through this before?
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby Strag » Fri Jan 02, 2015 10:31 am  

adanyeva2 wrote:Thx edgybros for sharing such interesting info. Now, I have a question both for myself and for you. Wasn't it supposed for kickstarter to be a launching, cooperative platform and not a tool for earning money?


That ship sailed a long long time ago.
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby walrus » Sun Jan 04, 2015 2:47 pm  

Still, it makes for a good argument.
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby rousselle » Sun Jan 04, 2015 2:50 pm  

Thunderdome!!!
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby Eoghann » Sun Jan 04, 2015 3:01 pm  

Let me understand something. So you guys are trying to say that the 10K profit should've been put to work for us instead of them?
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Re: Edgy Brothers Dia de los Muertos Kickstarter Analysis

Unread postby walrus » Sun Jan 04, 2015 7:01 pm  

Yes, wealth redistribution and socialism, don't you know who is president
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