How Mikaella Grew Vessi Footwear to $1M in Kickstarter Sales
Who is Mikaella Go?π
Vessi Footwear was co-founded by Mikaella Go, Tony Yu, and Andy Wang. Mikaella Go, originally from Manila, Philippines, immigrated to Canada at 13 and pursued a career in entrepreneurship alongside her partner Tony Yu, with prior experiences in running various brands through Kickstarter campaigns; Andy Wang, hailing from Taiwan, has a deep background in textile manufacturing and footwear innovation.
What problem does Vessi Footwear solve?π
Vessi Footwear solves the problem of wet and uncomfortable feet by offering stylish, 100% waterproof knit shoes, perfect for unpredictable weather, without compromising comfort or breathability.
How did Mikaella come up with the idea for Vessi Footwear?π
The founders of Vessi Footwear identified a common problem faced by residents of Vancouver, known for its rainy climate: the lack of stylish, lightweight shoes that could handle wet weather. Observing this gap, they envisioned a shoe that combined the comfort of a sneaker with waterproof capabilities, enabling users to wear them comfortably in any condition.
Drawing from their backgrounds in e-commerce and textile manufacturing, the teamβincluding co-founder Andy, who had experience in waterproofing technologiesβset out to develop a shoe using innovative knit techniques. They conducted research into materials and technology, experimenting with various prototypes to ensure their shoes were breathable yet waterproof.
During the development phase, they engaged with their community through Kickstarter, valuing feedback to refine the product's design and features. This approach revealed insights about customer preferences and helped validate their idea before mass production. One significant challenge was creating a fabric that was both stretchable and waterproof, which they overcame with persistence and collaboration with industry experts.
Key lessons from their journey included the importance of community involvement and the value in listening to customer feedback, which became fundamental to their business ethos. This collaborative effort not only solved a local problem but also introduced a globally viable product, establishing Vessi as a pioneer in sustainable, versatile footwear.
How did Mikaella build the initial version of Vessi Footwear?π
Vessi Footwear developed their groundbreaking 100% waterproof knit shoe using a patented Dyma-tex knit technology. The process was facilitated by Andy Wang's background in textile manufacturing and waterproofing, combining his expertise with the textile industry experience of co-founders Tony Yu and Mikaella Go.
The creation of the first prototype involved meticulous research and iterations to balance waterproof properties with breathability and comfort, taking about a year to finalize. This innovation was achieved by a team working in partnership with manufacturing facilities in Taiwan and China, where they focused on sustainability by reducing waste through efficient knitting techniques.
Despite challenges, such as creating a waterproof yet breathable and stretchy material, Vessiβs strategic use of direct customer feedback through Kickstarter provided critical insights and adjustments during the product development phase.
What were the initial startup costs for Vessi Footwear?π
- Crowdfunding: Vessi Footwear raised $1.25 million from a Kickstarter campaign in their first round, and about $1.4 million in their second round.
How did Mikaella launch Vessi Footwear and get initial traction?π
Kickstarterπ
Vessi Footwear launched their business via a Kickstarter campaign aimed at funding their unique waterproof knit shoes. The campaign was highly successful, raising approximately $1.25 million from around 9,000 backers. This initial funding and customer validation enabled them to start their company without needing traditional investment capital.
Why it worked: Crowdfunding through Kickstarter allowed Vessi to test market interest and secure pre-orders before the actual production, mitigating financial risk. The innovative product concept of a waterproof knit shoe resonated well with backers, and the effective use of previous Kickstarter experience by the founders helped them present the project professionally.
Community Engagementπ
Vessi prioritized community engagement both during and after their Kickstarter campaign. They used feedback from backers to refine the shoe design and incorporate customer-inspired features. This included holding focus groups and soliciting direct input from early adopters to guide product development.
Why it worked: Engaging the community not only improved the product but also created a loyal customer base that felt personally invested in the success of the brand. This grassroots feedback loop fostered strong brand advocacy and retention, essential in the company's formative stages.
Direct-to-Consumer E-commerceπ
Vessi adopted a purely online direct-to-consumer model post-Kickstarter, which allowed them to maintain close communication with their customers and receive immediate feedback, thus continuously refining their products. They supplemented this with targeted online advertising on platforms like Facebook and Instagram.
Why it worked: The direct-to-consumer model provided higher profit margins and the ability to rapidly iterate on products based on real-time customer feedback. Digital marketing efficiently attracted traffic to their website, driving sales and building brand awareness with relatively low overhead compared to physical retail.
What was the growth strategy for Vessi Footwear and how did they scale?π
Kickstarter Campaignsπ
Vessi Footwear launched with a crowdfunding model on Kickstarter, successfully raising over $1.25 million in their initial campaign and similar figures in subsequent rounds. This provided them with the financial backing and validation to move forward without traditional investments. The Kickstarter community offered valuable feedback, enabling Vessi to refine their product with customer preferences in mind before mass production.
Why it worked: Kickstarter allowed Vessi to test the market demand without upfront capital, leveraging community engagement to shape product development. This interactive model not only built a loyal customer base but also minimized financial risk and enhanced product-market fit from the outset.
Direct-to-Consumer Modelπ
Vessi capitalized on the direct-to-consumer (DTC) model by selling online through their website. This approach enabled them to maintain direct communication with their customers, collect first-hand feedback, and quickly adapt to consumer needs. It also allowed Vessi to maintain brand integrity and messaging without dilution through third-party retailers.
Why it worked: The DTC model offers flexibility and control over the customer journey while reducing reliance on retail partners. Vessi's ability to engage directly with their audience online helped foster a strong brand community and provided critical insights for continuous product improvements.
Social Media and Facebook Adsπ
Vessi utilized social media platforms, particularly Facebook, as a primary advertising channel. This included targeted ads that highlighted the unique waterproof feature of their sneakers. Their video content, showcasing the shoes in various harsh weather conditions, helped illustrate the product's effectiveness in an engaging, visual manner.
Why it worked: Facebook's vast reach and ability to target specific demographics made it an effective medium for building brand awareness. The engaging video content captured audiences' attention by visually demonstrating the product's key selling point, leading to increased curiosity and website traffic.
Community Engagement and Feedbackπ
Vessi placed a strong emphasis on building and listening to their community. Through initial crowdfunding efforts and ongoing direct engagement, they created avenues for customers to provide feedback. They utilized this input for product iteration and improvement, maintaining a customer-centric approach throughout their development and sales processes.
Why it worked: Community engagement fostered a sense of ownership and loyalty among their customers. By actively incorporating customer feedback, Vessi not only improved product satisfaction but also built a dedicated fan base willing to advocate for the brand, further propelling organic growth.
What's the pricing strategy for Vessi Footwear?π
Vessi Footwear's shoes are typically priced between $135 and $165 per pair, with an emphasis on direct-to-consumer sales through their website, offering the unique selling point of 100% waterproof knit technology.
What were the biggest lessons learned from building Vessi Footwear?π
- Community Feedback Is Key: Vessi thrived by actively listening to customer feedback through their Kickstarter campaigns. They gathered insights directly from their audience to improve their product and align it with customer needs.
- Balance Work and Well-being: The founding team learned the hard way that overworking can lead to burnout. They emphasize the importance of team activities and unwinding to maintain a healthy work-life balance.
- Adaptability in Supply Chain Management: During COVID-19, Vessi's strong supplier relationships helped them foresee delays and maintain transparency with their customers. This highlights the importance of flexibility and clear communication during crises.
- Direct-to-Consumer Advantage: By focusing on direct-to-consumer sales, Vessi maintained control over their brand narrative and received immediate product feedback, allowing them to continuously optimize their offerings.
- Commitment to Sustainability: Vessi integrates sustainability into their business model by using eco-friendly materials and minimizing waste in manufacturing processes. This commitment not only aligns with consumer values but also differentiates their brand.
Discover Similar Business Ideas Like Vessi Footwearπ
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Rebecca Ringquist turned a side project of hand-drawn embroidery samplers into a full-time job, grossing over $15K a month with her business Dropcloth Samplers, which she launched accidentally after selling a few samplers at an end of session craft sale that prominent bloggers bought and posted about.
More about Vessi Footwear:π
Who is the owner of Vessi Footwear?π
Mikaella Go is the founder of Vessi Footwear.
When did Mikaella Go start Vessi Footwear?π
2018
What is Mikaella Go's net worth?π
Mikaella Go's business makes an average of $/month.
How much money has Mikaella Go made from Vessi Footwear?π
Mikaella Go started the business in 2018, and currently makes an average of .
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