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Toolmakers build support on Kickstarter

BY HBSDEALER Staff

If you were hoping to launch your quick-drying spackle on Kickstarter last fall, you may have been out of luck. Or at least that’s how the story at Lockitron goes: In October 2012, co-founders Cameron Robertson and Paul Gerhardt took to TechCrunch to explain how their smartphone-enabled deadbolt was rejected by the crowdfunding platform for falling under the prohibited category of home improvement.

To be sure, it’s not entirely clear whether this was a categorical ban or an isolated case. According to Kickstarter’s Justin Kazmark, there was never an outright injunction on home improvement, but the company did introduce new guidelines for hard-lines and industrial design projects around the same time that Lockitron submitted its bid. Makers and builders who fall within this purview are now required to show their work: no product simulations, no product renderings, and no “pre-ordering” via multi-quantity pledges on what’s essentially an unfinished product.

Though Kazmark acknowledges that the company’s guidelines have evolved over time, it’s possible that a couple projects were held to different standards, or that someone on staff misrepresented the rules, he said.

In either case, here’s where we stand one year later: Lockitron raised $2.2 million (nearly 15 times its original goal) via pre-orders on its own website; a new upstart called Christie Street was launched to answer the call for a hardware-friendly crowdfunding platform; a number of home improvement products have, after all, had success on Kickstarter.

For some products, this may be what it takes to get ahead in the post-recession marketplace, but not for the reasons you’d expect. Rather than established, cash-strapped companies trying to gin up their liquidity, it seems that new brands are launching concurrently with their Kickstarter campaigns, and money isn’t even the biggest motivation. What these start-ups are seeking is feedback on product demand — before the fact.

Take LIFX, for example. The WiFi-and smartphone-enabled light bulb with its full spectrum of color settings saw wild success on Kickstarter (more than $1.3 million pledged of its $100,000 goal), but even the makers behind it didn’t anticipate the level of demand it would see. Having put the product on everyone’s radar, the company has been busy scaling its business accordingly and getting ready to ship to international retail stores.

“Kickstarter was more for idea validation than a capital banking exercise,” said Simon Walker, head of global marketing at LIFX. “It has the added bonus of allowing people to pre-purchase and to [amass] a large amount of customers before you ever go to product, which is a great advantage.”

Outlaw Fasteners, which aims to solve several pain points associated with deck screws via an innovative product design, tells a similar story: The point of its campaign was to “begin at the grassroots level with a demand for the product before any kind of retail strategy is put together,” said marketing director Ron Elmore.

When considered from this perspective, Kickstarter begins to seem much more hospitable to those outside the traditional tech community — say, the minds behind a fastener company — who are trying to thrive in an increasingly digital age.

“We knew that if any demographic would find validity in the concept, it would be the Kickstarter community” and its host of early adopters, Walker said. “There’s actually a huge opportunity [for home improvement]. Connected home is an exploding industry right now.”

Both Outlaw Fasteners and Bosse Tools, the maker of an ergonomic shovel, exceeded their funding goals.

Elmore stressed that it wasn’t enough to build a good Kickstarter campaign, though the quality of presentation is what makes or breaks these kinds of efforts. Outlaw hired social media pros to launch a PR campaign in tandem with the Kickstarter campaign.

Beyond reaching the correct audience, it was the demonstration of the actual use of the product that proved especially challenging.

“We assume [the video] is being watched by a knowledgeable user of home improvement,” he said. “We wanted to test the viability of the product in the hands of the person who’s operating the drill, so our content had to show people using it and clearly explaining its benefits, whether you’re a professional in the industry or if you’re just putting up curtain rods. The campaign couldn’t leave anything unanswered. [Questions like] ‘How did you coat the screws?’ would be asked by a pro.”

At the end of the day, the components of a successful crowdfunding campaign ring true for all market segments: high-quality video content, branding, packaging and product display, as well as a certain amount of restraint.

“There’s no magic,” Walker said. “It comes down to having an engaging product that people see value in and that they ultimately want. The whole idea was [it being] something the market hadn’t seen before.”

Outlaw Fasteners

Deck screws with a grudge against stripping, wobbling and bit changes

Raised: $109,926 of $100,000 goal 

Story behind the story: It won Pro Tool Review’s “Innovative Product of the Year Award” while it was still in its fundraising phase.

Where are they now? Getting ready to fill all those freshly minted orders.

LIFX

The 16-million-hued, everlasting light bulb you control with your smartphone 

Raised: $1,314,542 of $100,000 goal 

Story behind the story: The campaign raised $1.3 million in just six days — more than 13 times that of its original goal.

Where are they now? Proliferating their wares internationally.

Bosse Tools

The futuristic shovel your back will thank you for

Raised: $64,142 of $60,000 goal 

Story behind the story: The 24-year-old founder won several entrepreneurship competitions in college before deciding to launch Bosse Tools upon graduation. 

Where are they now? Gearing up for production, whilst scheming about future ergonomic tool innovation.

Cole-Bar

The world’s only multi-function hammer with a built-in crowbar

Raised: $135,250 of $100,000 goal

Story behind the story: The Cole-Bar Hammer was a joint vision shared by Indianapolis inventor Lance Hyde and his 11-year-old son Cole, who died in an accident months after conceiving the idea. Cole-Bar is the first hand tool ever to be successfully launched on Kickstarter.

Where are they now? Taking pre-orders online

Lockitron

The never-panic-over-your-front-door-again app

Raised: $2,278,891 of $150,000 goal 

Story behind the story: Was only surpassed this July as the most successful self-funding campaign (ever). 

Where are they now? Taking on additional pre-orders in the midst of its official launch.

 

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Wrap it up

BY HBSDEALER Staff

You can’t stop the weather, but you can sell a barrier.

The debate over the necessity of weather barriers is over — they’re necessary. But the question remains: Which barrier is best suited for any given project?

“A house needs some kind of drainage plane,” said Allison A. Bailes III, PhD., president and founder of Energy Vanguard, a building science consulting firm in Decatur, Ga. “A housewrap’s main purpose is to serve as a drainage plane. When water gets behind the cladding, it drains the water down. And a housewrap is only one of a number of products that can do that.”

Generally speaking, weather barriers permit water vapor transmission from inside the house, but they also prevent bulk water from penetrating the building envelope, the Upper Marlboro, Md.-based Home Innovation Research Labs writes on its website. If moisture is allowed to build up in the wall cavity or between building layers, it becomes a breathing ground for mold and rot.

Products such as Tyvek (spun-bonded poly-olefin) from DuPont and Typar by Fiberweb have become popular choices for many single-family and multi-family builders. The manufacturers tout the products as lightweight and easy-to-install options and extol the virtues of their performance as moisture and air barriers.

But those types of housewraps aren’t the only game in town. “Other options are felt, which some builders still use; foam board, which is used for exterior sheathing and, if taped properly, can be used as a drainage plane; and there are products like the Zip Wall System [from Huber Engineered Woods],” Bailes said.

In recent years, the weather barrier category has swollen with new introductions and technology, such as Weather Tex by Fortifiber Building Systems Group. The manufacturer claims the two-ply product is the industry’s first hybrid weather-resistive barrier.

The drainage plane on a home is important, and choosing a product or materials should not be taken lightly. Plus, builders and architects need to consider a range of issues, such as the cladding material to be used.

Other issues include the rise and fall of temperatures within a certain range, the type of wall assemblies and, most importantly, climate. “In general, water vapor moves from the warm side of building assemblies to the cold side of building assemblies,” writes Building Science Corp. “This is simple to understand, except we have trouble deciding what side of a wall is the cold or warm side. Logically, this means we need different strategies for different climates.” 

The final piece of the puzzle, of course, is proper installation. A drainage plane should be installed before windows and doors, and it should be installed in a shingle lap fashion and have enough space to drain moisture down and out to the exterior. Horizontal joints should be lapped at least 6 ins. and vertical joints should be lapped 6 ins. to 12 ins. All joints should be taped. 

Download the “Residential Building Products and Technology” app for your iPad. Or visit ResBuildMag.com.

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On the road

BY HBSDEALER Staff

It’s been a busy summer and fall for HCN: Its editorial staff was taken to many corners of the great United States in pursuit of emerging brands and game-changing products. We were happy to see many industry heavyweights at several of the big trade shows this year, as well as a few hidden gems in the home improvement aisle. From old favorites to promising newcomers, here are a few highlights from the reporter’s notebook.

Valspar Paint 

Seen in Orlando, Fla. (at the Ace Convention)

A star of the Ace Convention was Valspar, and its new deal to supply the co-op with paint, including Clark + Kensington. Valspar also factors heavily in Ace’s new $75 million Paint Studio initiative, launching in May 2014. (valsparpaint.com)

Rust-Oleum NeverWet

Seen in Boston (at the Orgill Dealer Market)

Pro tip: To stand out at your next market event, come up with a silver bullet for all moisture-related woes. NeverWet stakes its claim to fame via its ability to create a moisture-repelling barrier that protects metal, wood, aluminum, galvanized metal, PVC, concrete, masonry, asphalt, vinyl siding, fiberglass, canvas, most plastics and more. (rustoleum.com)

NyloBoard NyloDeck Wood Alternative

Seen in Nashville, Tenn. (at the ProDealer Industry Summit)

Nyloboard’s composite wood alternative was on display as a wood slab culminating in a snarl of carpet fiber. What’s the big idea? The wood alternative is actually made of recycled carpet fiber that resists rot, swelling, water, mold, mildew, termites and stains. (nyloboard.com)

Shop-Vac Tool Mate

Seen in Boston (at the Orgill Dealer Market)

It’s part wet-dry vac, part tool box. The Shop-Vac Tool Mate combines two functions in a single portable unit, and the vacuum detaches easily from the toolbox. All the hoses and accessories fit nicely in the lid. (shopvac.com)

Sunshine Mills Pet Food

Seen in Indianapolis (at the Do it Best Market)

A household name among the four-legged nationwide, Sunshine Mills was in attendance in Indianapolis, showcasing its farm and feed selections. These pet treats put a premium on nutrition, dental health and an absence of additives. (sunshinemills.com)

Makita Impact Gold bits

Seen in Las Vegas (at the STAFDA Trade Show)

The market was begging for a new gold standard in impact driving, and Makita answered with a collection of insert bits that are made to stand up to the increased power of high-torque impact drivers, last up to 10 times longer and provide superior fit. (makitatools.com)

Erickson Big Bed 

Seen in Marco Island, Fla. (at the DA/PRO Group Executive Planning Conference)

Thinking outside the box — or the truck bed — is best left to Erickson, which created the Big Bed for safer handling of extra-long loads. It extends 4 ft. from the receiver and can handle up to 400 lbs of distributed weight. (ericksonmfg.com)

DAP XHose Pro

Seen in Indianapolis (at the Do it Best Market)

No one appreciates an unwieldy hose, which made XHose Pro a surefire standout at Do it Best. The tough, multi-layered material — now with solid brass fittings — expands up to twice its length when water is turned on, only to contract back when the job is done. (xhosepro.com)

Delta Toilets

Seen in Indianapolis (at the Do it Best Market)

Delta has mastered the art of showcasing product technology. Touting WaterSense labels, SmartFit Tank-to-Bowl Connection, SmartFit Supply Line and even an EZ Out Toilet Removal Kit, the product was a new draw in Indianapolis. (deltafaucet.com)

Bissell Carpet Cleaners

Seen in Chicago (at the True Value Reunion)

Here to remind us that rentals aren’t just for tractors and heavy construction equipment, Bissell showed up at multiple markets to tout its carpet cleaners and their many surface options and specialized models. (bissell.com)

Hyde Tools Optimum Ellipse LS Paint Brush

Seen in Boston (at the Orgill Dealer Market)

The Optimum Ellipse is made with microfilament polyester to promote a smooth finish. The oval shape carries more paint than the standard shape, and increases brushing efficiency for most heavy-duty projects. (hydestore.com)

Wet & Forget 

Seen in New York City (at the IHA Affordable Innovation Event)

It’s exactly what it sounds like, only now in a much-demanded shower-safe product. Wet & Forget Indoor and Shower are designed to bring the same zero-effort mold and mildew reckoning to moisture-prone indoor spaces. (wetandforget.com)

Roxul Stone Wool 

Seen in Nashville, Tenn. (at the PDIS)

In what was arguably the hottest product display at PDIS, Roxul turned the flame onto its stone wool insulation in a bid to prove its unyielding fire resistance. Also water-repellant and sound-absorbent, the insulation features a high R-value and an uncommon resistance to environmental hazards. (roxul.com)

Kwikset Kevo

Seen in Boston (at the Orgill Dealer Market)

With Kevo, if your smartphone is in your pocket or purse, you can open the door by touching the lock with your finger. Even smarter: The homeowner can send an electronic eKey to a visitor. Smarter still: Kevo always knows when the phone is inside, so it won’t open for strangers. A key fob will also do the trick. (kwikset.com)

Nature’s Recipe Dog Food

Seen in Chicago (at the True Value Reunion)

Nature’s Recipe stakes its claim on being wise to natural ingredients before organic diets were adopted into the mainstream. Its dog and cat food eschews corn, wheat and artificial flavors for wholesome, protein-rich recipes. (naturesrecipe.com)

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