You may think this is the boring part of a campaign, but it is the most important.
1. Idea: What is your idea? Define it. Be succinct. Imagine you were in a elevator with a potential pledger and you only had 60 seconds to pitch to them. What exactly would you say? What is the hook that piques their interest?
2. Budget: How much money do you need? You have to factor in the cost of the project, rewards, success fees, and credit card fees. We recommend starting with the project and rewards costs, and then adding the 6.5% for fees.
3. Length: How long will your project go for? We recommend between 30 - 45 days. Longer projects require more time spent promoting, but they give you more time to raise awareness (and $$). Shorter projects aren't promoted as long, but do create a sense of urgency to raise funds quickly.
4. Team: Who is your team? A team runs the campaign. Identify the set of skills within your team. For example, who is good on the phone? Who can create a killer pitch video? Who has the largest network? Who is a social media maven?
5. Crowd: Who in your crowd will help you? A crowd is made up of pledgers or people who can connect you to pledgers. Everybody in your team has a crowd. No matter how big or small. List the friends and family of each individual team member. This is who they will ask to pledge first.
6. Marketing & Promo: How will you tell people about your campaign? What will make them pledge? Identify a strategy for each communication channel - it can just be a one liner.
The next few sections will help you flesh out some of the finer details.