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KICKSTARTER IS NOT A STORE

Yancey Strickler, Perry Chen, and Charles Adler
News
Sep 20 2012


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It's hard to know how many people feel like they're shopping at a store when
they're backing projects on Kickstarter, but we want to make sure that it's no
one. Today we're introducing a number of changes to reinforce that Kickstarter
isn’t a store — it’s a new way for creators and audiences to work together to
make things. We’d like to walk you through these changes now.


CREATORS MUST TALK ABOUT “RISKS AND CHALLENGES”

Today we added a new section to the project page called "Risks and Challenges."
All project creators are now required to answer the following question when
creating their project:

“What are the risks and challenges this project faces, and what qualifies you to
overcome them?”

We added the "Risks and Challenges" section to reinforce that creators' projects
are in development. Before backing a project, people can judge both the
creator's ability to complete their project as promised and whether they feel
the creator is being open and honest about the risks and challenges they face.

The new section will appear below the project description of projects that
launch starting today.


NEW HARDWARE AND PRODUCT DESIGN PROJECT GUIDELINES

The development of new products can be especially complex for creators and
seductive to backers. Today we’re adding additional guidelines for Hardware and
Product Design projects. 

They are:

 * Product simulations are prohibited. Projects cannot simulate events to
   demonstrate what a product might do in the future. Products can only be shown
   performing actions that they’re able to perform in their current state of
   development.
 * Product renderings are prohibited. Product images must be photos of the
   prototype as it currently exists.

Products should be presented as they are. Over-promising leads to higher
expectations for backers. The best rule of thumb: under-promise and
over-deliver.

We've also added the following guideline for Hardware and Product Design
projects:

 * Offering multiple quantities of a reward is prohibited. Hardware and Product
   Design projects can only offer rewards in single quantities or a sensible set
   (some items only make sense as a pair or as a kit of several items, for
   instance). The development of new products can be especially complex for
   creators and offering multiple quantities feels premature, and can imply that
   products are shrink-wrapped and ready to ship.

These guidelines are effective for all Hardware and Product Design projects that
launch starting today.

We hope these updates reinforce that Kickstarter isn't a traditional retail
experience and underline the uniqueness of Kickstarter. Thanks for reading, and
thanks as always for using Kickstarter.

UPDATE (Monday, September 24): We just posted an update answering follow-up
questions from this post. We've also pasted the content of that post below.

Kickstarter announced that it's prohibiting product renderings in the Hardware
and Product Design categories, but "rendering" can mean a lot of things. What
does Kickstarter mean?

To clarify, we mean photorealistic renderings of a product concept. Technical
drawings, CAD designs, sketches, and other parts of the design process will
continue to be allowed. Seeing the guts of the creative process is important. We
love that stuff. However renderings that could be mistaken for finished products
are prohibited.

Do the new guidelines mean that Kickstarter will only accept Hardware and
Product Design projects with finished products?

Not at all. We simply ask creators to share with backers exactly what’s been
done so far, show how the product currently works, and explain how it will be
completed. In short, we expect creators to show their work. Backers have shown
that they're happy to get involved in projects that are in earlier stages when
the creator is clear about the remaining work and their ability to complete it.

Do the new guidelines apply beyond Hardware and Product Design projects that are
developing new products?

No. The new guidelines only apply to Hardware and Product Design projects that
are developing new products. These guidelines do not apply to Design projects
like the LowLine and +Pool or Hardware projects like Stompy: The Giant Rideable
Walking Robot. Why? They aren’t developing new products that backers are
expecting in their mailboxes.

How will Kickstarter know whether something is a simulation or rendering?

We may not know. We do only a quick review to make sure a project meets our
guidelines. If an obvious simulation or photorealistic rendering is spotted
during that review, that project will not be allowed to launch. If a simulation
or photorealistic rendering is discovered after a project launches, that project
will be canceled. Everyone should continue to use their best judgment when
deciding whether or not to back a project.

Kickstarter announced that Hardware and Product Design rewards could only be
offered in single quantities. What if my product works best as a pair or as a
set of five?

As we noted in the announcement, sensible sets are fine. If your piece of
hardware is best offered as a set of five, that's okay, however you couldn’t
also offer it as a single piece. Creators will have to decide what works best
for their project.

Final thoughts?

We created Kickstarter so more creative work could exist in the world, and last
week's changes are in service of that mission. We're confident that these
updates will lead to an even better Kickstarter. Thanks for sharing your
thoughts with us, and thanks for being a part of it!

Comments


 1. 1.  MATTHEW TITELBAUM
        SUPERBACKER
        ON SEPTEMBER 20, 2012
        
        This person has canceled their pledge.
    
    
    2.  CINDY AU ON SEPTEMBER 20, 2012
        
        This person has canceled their pledge.
    
    
    3.  MATTHEW TITELBAUM
        SUPERBACKER
        ON SEPTEMBER 20, 2012
        
        This person has canceled their pledge.
    
    
    4.  J. CRANFILL ON SEPTEMBER 20, 2012
        
        This person has canceled their pledge.
    
    
    5.  MATTHEW TITELBAUM
        SUPERBACKER
        ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.
    
    
    6.  CINDY AU ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.
    
    
    7.  RILEY DUTTON ON SEPTEMBER 21, 2012
        
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        ON SEPTEMBER 21, 2012
        
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    24. MAX TEMKIN
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        ON SEPTEMBER 21, 2012
        
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    32. JON KIMMICH
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        ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.
    
    
    33. KIRSTY STARK ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.
    
    
    34. JASON ALEXANDER
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        ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.
    
    
    35. KIRILL ZUBOVSKY ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.
    
    
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    37. KEVIN FAIRCHILD ON SEPTEMBER 21, 2012
        
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    38. CARL PRICE ON SEPTEMBER 21, 2012
        
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    39. FRANK BUSS ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.
    
    
    40. MARTIN HAEBERLI ON SEPTEMBER 21, 2012
        
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    41. ALLISON CLIFT-JENNINGS ON SEPTEMBER 21, 2012
        
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    42. EMMANUEL GREENE ON SEPTEMBER 21, 2012
        
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    43. SPARK IO ON SEPTEMBER 21, 2012
        
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    44. AMS ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.
    
    
    45. FRANK BUSS ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.
    
    
    46. TANYA ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.
    
    
    47. RICHARD BLISS ON SEPTEMBER 21, 2012
        
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    49. JOSH HOLLOWAY ON SEPTEMBER 21, 2012
        
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    50. CREIDIEKI ON SEPTEMBER 21, 2012
        
        This person has canceled their pledge.

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