Physical Product Report Β· 2026 Edition
Raising is hard.
For product founders, it's harder.
A field guide for NZ founders raising investment for physical product businesses.
40 years of stories, a full funding pathway map, and the honest advice most investors won't tell you. Written by Anna Guenther and Jacky Laverty.
β Free to download
β Written by Anna Guenther & Jacky Laverty
β 40 years of NZ product companies
β Every funding pathway mapped
For a country built on the backs of our farmers, we need to ensure the next generation can build not just in the clouds, but on the land as well.
Anna Guenther Β· Co-founder, PledgeMe
The data
The market is harder than it looks
Here's what's actually happening for product founders in the NZ investment market.
<7%
Of tracked NZ raises
go to physical product companies. Fewer than 1 in 10 deals
~70%
Were follow-on rounds
meaning very few new, early-stage product companies got funded at all
2Γ
More on PledgeMe
We funded twice the tracked count from one platform. The deals are happening
What's inside
Three chapters. Everything you need.
Whether you're just thinking about your first raise or planning a serious growth round, the report meets you where you are.
The landscape
40 years of funded product companies, the data on investment in this space, and every funding pathway you could take.
How to prepare
Growth plans, financial forecasts, and what investors actually look for. We want to help you put your best foot forward.
Learn from others
Detailed case studies with real numbers from Parrotdog, Ethique, and DoseBuddy: founders who actually did it.
Case studies
Four decades of product companies that built and won
Icebreaker
$25k loan for a kitchen β $288m exit
$288m
Sale price Β· 2018
Ethique
Bars not bottles, and a 48Γ return for early investors
48Γ
Crowd investor return
Parrotdog
$2m raised in 2 days, from people who drink their beer
$2m
Raised in 2 days
What they said
Straight from the experts
Breakeven just means you've stopped bleeding cash. It's the most important milestone.
Jeremy Moon Β· Founder, Icebreaker
Every FMCG product business I've worked with that raised money successfully, pretty much every one, had a global plan.
Chris Thomas Β· Partner, Duncan Cotterill
Want to chat about your Growth plans?
Free. No catch.
Book into our founder Anna's calendar to chat about your plans
And sign up to be kept in the loop on future research and opportunities for physical product founders.
Want to learn more?
ποΈ The Funding Files podcast
Hear founders tell their fundraising stories in full, including Sasha from DoseBuddy, the Parrotdog Matts, and more.
π CrowdfundingU
Our six-week preparation programme for founders getting ready to raise. Practical, founder-led, and funded via the Regional Business Partner Network.
π¬ Talk to us
Thinking about a raise? We're happy to have a no-pressure conversation. Email us at contact@pledgeme.co.nz or book a call with Anna.