“Griffiths needed a way to fund her new venture, Knix Wear. She had interviewed hundreds of women about the idea while doing her MBA, identifying demand for a stylish lingerie line for women who exercised intensely or experienced light incontinence, and she decided that crowdfunding would be the ultimate test. “People had liked the idea, but would they actually pay for it?” says Griffiths. “I knew that it would also give us the opportunity to gain invaluable customer feedback–before the product had been made.”
The campaign was a success, surpassing the $40,000 goal (by an extra $20,000). During the Indiegogo experience, Griffiths also learned some crucial crowdfunding lessons.” continue reading @ Fast Company.