This is part 3 in a multi-part series looking back on our RPG kickstarter, what went well, what we’d change, and so on. Part 1 is here. Part 2 is here. Part 4 is here. This time, we’re talking about how we delivered the product, particularly how we managed the delivery timetable and our costs.
Delivery phase – time
We did ok with keeping to our timetable. We delivered it late, but only by about 1.5 months. In the end this came down to a single delayed workstream which we couldn’t have known in advance would hit problems, and which was too critical to the project to work around. Seen in that context, 1.5 months delay is not too bad – though we would aim to get that down to zero next time.
We did several things to keep the project on track, and they largely worked. First, we calculated that there might be delays, and included that in our project timetable. We’d seen so many Kickstarters delivering many months or even years late that we were trying very hard to be realistic or even pessimistic about our timetable. We actually doubled the time estimate we’d been given by one of our contributors, because we felt it was too optimistic.
Second, we ensured that everything that could be done early was. So we wrote the game in advance of kickstarter launch. We had planned all of the art and layout in advance, and initiated work on them as soon as it was apparent we were going to fund. We had the layout completed for everything we could, even while waiting for some material to come through. In short, we ensured that we could concentrate on delivering the difficult stuff, by getting the easier stuff out of the way fast.
Now before I mention the next factor, this is a good point to recognise that people – and you should include you, the designer, in this category – are a major risk factor for any project. Everyone has a real life that can distract and delay you or even take you out of commission. Health issues can spring up, family tragedies… these are realities in an industry where almost nobody does this as their day job, so we’re all trying to squeeze out work in our spare time. (In fact, our second child was born right in the middle of fulfilment – though we did at least get 9 months notice of that!) I hope it’s clear that I don’t regard this as something to blame or shame people over: it’s something that you as the project manager have to do your best to mitigate. It turned out to be a significant factor for Lovecraftesque.
So, third, we had said up front that we weren’t guaranteeing any of our stretch goals. We would drop a stretch goal or deliver it electronically rather than let its non-delivery delay the project as a whole. I think that was a good thing to do. We didn’t have to drop any, but because we’d said we might, we didn’t need to feel too bad about having to take on authorship of one stretch goal ourselves, supported by a couple of additional consultants that we took on at short notice. We didn’t get any complaints about this, and we think the resulting product was high quality and – crucially – didn’t delay publication.
Fourth, we were very active in managing our contributors. We set deadlines, we reminded people about them, we nagged them if they were late, we negotiated additional time for those who needed it. We worked with contributors to make sure their work meshed with the vision for Lovecraftesque, giving comments and drafting assistance. I hope and believe that this was done in a supportive way, to get the very best finished product.
There is a final thing to recognise in our delivery timetable. While the books were ready and delivered to many backers in October, some of them went missing for about 7 weeks. We don’t know exactly what happened. The records suggest that books destined for the US were shipped from Britain to continental Europe, and then – for some reason – send to Budapest, where they sat for a long time. They were eventually (most of them) sent on to their US recipients. But this caused us a lot of stress and worry, since for a long while we thought they’d simply vanished. And it meant that some of our customers received the product 3 months late rather than 1.5 months. My guess is that this could happen to any project (it certainly seems to be a common problem, watching other projects). In future we would consider paying out on more expensive shipping to allow us to have greater confidence about this.
We’d originally chosen Lightning Source as our printer because they had branches in the UK and US. We planned to ship our US backers from the US branch, which would probably not have been subject to delay in this way. It was a great plan – but one which we had to abandon because of cost. Fluctuating currency values, which we’ll return to later, made the US print branch unviable for us. Post-kickstarter, we’ve offered our US customers the option to pay a (small) premium to get the product printed in the US and therefore delivered faster. Perhaps we could offer that as an option in future kickstarters – though as against that, this strikes me as potentially confusing for customers.
Delivery phase – cost
Next, let’s talk about cost. Our carefully costed project was almost exactly on-budget. Our costings – which all included error margins for inflation, currency conversion and suchlike – came in literally on the money, pretty much every time. And yes, that includes shipping: as mentioned earlier, we shipped directly from the printer at very reasonable cost. Runaway shipping costs were my biggest fear throughout the project, and we dodged that bullet thanks to a forensic examination of the costs in advance.
And yet, as I mentioned earlier, we spent our entire 10% contingency fund. Why? Well, the single biggest factor was: Brexit. The value of the pound dropped by a total of 20% between the launch of our project and delivery. 10% of that was pre-referendum, but in retrospect was probably reflecting uncertainty about the referendum result. The rest came after. Most of our stretch goal writers, plus both our artists, were paid in dollars. The resulting exchange costs came to about £600.
The other major factor was to do with the Special Cards. Basically, we underpriced them. Or to look at it another way, we underestimated demand for them. Let me unpack that. From examining previous RPG kickstarters, we thought about half of people who purchased the physical book would want cards as well. In reality, well over 80% did – and in response to backer demand we created a “PDF + cards” tier that we hadn’t planned on. Now, the cards had a very low profit margin on them, which we’d taken into account in our planning – but when we sold a lot more of them than we anticipated, that cost us a bit. Plus they were priced in dollars, so this came together with the Brexit factor in a bad way. After the kickstarter we raised the price of the cards from £5 to £8, because of this.
The cards also added complications to delivery. They were printed and shipped separately to the books (Drivethru Cards is a separate printer from DrivethruRPG). They were an extra bit of admin, an extra delivery risk, one more thing to track and worry about. So, with the above… I’d dearly like to avoid using cards in future. Or rather, I’d like to try and stick to one physical product: cards or a book, probably not both.
So with all this, plus a handful of much smaller things, our contingency fund was spent in full – plus £5 over, to be precise. Sigh. At least we had one. But despite this, we did not make a loss. We included payment for ourselves in our funding goal, and increased it with each stretch goal – something I would always urge you to do, if you’re planning to kickstart something – and so we actually made a very respectable amount of money from the kickstarter itself. And of course, we never had any money-related problems delivering the product.
By the way, I should also mention that we used Backerkit to do our customer survey. This allowed non-Kickstarter backers to purchase books after the campaign ended and enabled existing backers to upgrade their initial pledges. True to what Backerkit estimate, we sold a sizeable additional chunk of books through them. A good choice, which I’d recommend to others.
The next article in this series is here.