Setting the funding goal for this Kickstarter project was, to my surprise, one of the most arduous decisions of the entire process. Before our campaign launched, I personally invested just over $4,000 USD to build the Hello Mr. brand. This figure is comprised of the development and hosting of our website, the application to become a registered trademark (which was approved for publication on the day of the launch!), the production of the video, and other promotional print and e-newsletter media.
All of these things I gladly contributed along with my time because I truly believe in what this brand will evolve into. What became difficult was having to gather estimates from potential vendors, based on early product specifications and projected quantities. But like a good boy, I did my homework and adjusted my expectations based on the following numbers. For a print run of 3,000 magazines the cost is approximately $12,000 USD. Then there are the rewards that come with backing the first issue. A total of $1,460 for a projected 300 tote bags, $900 to produce 200 custom socks by Paisley Sockwear, and $1,200 for 600 letterpress postcards.
That's $19,560 USD so far, and we haven't even discussed the cost to ship it all to you. Being a global brand, launching on a global platform such as Kickstarter, we are aware that many of our shipments will require fees of $10 or more. But rest assured, your pledge includes the cost to ship, so you won't have to pay any additional amount.
Like I said, it's all been carefully calculated, and I feel confident with the decision to set the goal at $20,000. Any funds that exceed that goal will seed the creation of our second issue and will be distributed amongst our invaluable contributors who, thus far, have volunteered their time and talents to us because each one of them also believes in the brand just as I do, and hopefully now, as do you.