LiftRider – 

Campaign Pre-Production Document

Project Main Points:

 

ISSUE / PAIN POINT:

The features a resort skier would want we found that it was completely different from a backcountry backpack. No one else has created a backpack with the everyday resort skier in mind. Pretty much everyone decides against carrying a pack because it is such a pain on the chair and affects your skiing on the slopes. Traditional backpacks tend to flop around and mess up your performance, you hear all the time about people trapped when the loose straps got caught in the chairs. Most people have to take off their pack to sit on the lift. Do I bring along an extra layer in case the weather changes? Should I bring my goggles OR my sunglasses?I would always worry about my eyeglass. I looked like I was a pregnant mother carrying all my shit inside my coat. A lot of people bring a pack and leave it in the lodge because it’s too big to ski with. Sandwiches  and bananas get squashed. The kid factor is a big deal.  You want to make sure they stay hydrated, their attitude is totally tied to how well hydrated they are and how well fed they are.  Cold weather drains your battery so fast. Most packs have these U shaped zippers.  Did I put it in the main zipper? the end one? Little pocket?  It’s ten layers of these zippers.  It’s so wrong for this application. When you want to use your phone on the chairlift, you have to put your glove in your mouth or under your leg – it’s scary that you might lose your glove.

 

FEATURED SOLUTION:

LiftRider distributes the weight perfectly on your back. It is spread out and close to your body so it has no leverage on you when you twist or swivel. The first ski backpack that actually feels like you’re not actually wearing a backpack. It’s completely comfortable on the chair. Manage Your Temperature – Hydration -Take food and essentials -Comfort & weight distribution, & Insulation. The tube is thermally insulated with a reflective layer. It will keep it from freezing so you alway have water available even in cold conditions. We have a mirrored, insulated pocket for your phone, throw a glove warmer in the bottom section and the phone in the top, it would keep your phone warm and running all day.  It’s a really good idea.  The most important thing you can do to stay warm, and happy at altitude on the slopes is to stay properly hydrated. We’ve had the reservoir  custom designed, it’s designed to be super low profile.  It’s right at your lumbar, it’s internally baffled so that the water doesn’t slosh around,  You can carry a liter and a half.   It’s amazing, you feel like there is nothing there. Easily plug and unplug the hose. You can easily carry two fleeces, and there’s even hooks to hang your gloves. With a liftrider you are never hungry or thirsty, never too hot or too cold, and you always have a phone that works and is properly charged – all without feeling like you are ever carrying a pack.

 

• Comfort on lift
• Balance when skiing
• Easy access to stuff
• Protection for delicates – top layer
• Adjustable shoulder strips for great fit
• Side pockets w/ soft lining for goggles 
• No hose freeze
• Save money on lunch
• Easily bring an extra layer
• Insulated water hose so the water doesn’t freeze
• Light, water-resistant material, not found in US
• Insulated Phone warming pocket
• Keep kids happy

 

SOLUTION INSIGHTS:
You don’t feel it on the chair and you don’t feel it on the slopes. “Oh, this is the way the world could be.“ I can carry extra layers, I can take layers off.  I can take snacks for the kids.  The hydration aspect blew me away.  I didn’t realize how much water I was losing and how dehydrated I was getting. After using the liftrider, my quads wouldn’t cramp. This is freedom for me.  I feel like I have no pack. It’s really changed my life in a positive way. When I skied with my kid in Idaho, we went through a liter and a half before lunch, and it was mostly him. Organization is very simple. I got my drinks and snacks inside the compartment, and I’ve got the stuff I’m worried about crushing in the top where it’s padded and protected. I don’t have to head into the lodge at the most crowded time because my kids are hungry or I am thirsty. I can pack a lunch and it won’t get squished.  I don’t have to pay $10 for a beer. No other pack has a lumbar hydration system that puts the water weight right at your center of gravity. No other pack feels so comfortable on the chair and so balanced on the slopes. No other pack has been built so uniquely to solve the problems carrying the gear you want at a resort. “It’s been liberating being able to carry all the essentials , and not having them feel bulky , or be a hassle on the lift . the pack is really stable , form fitting and balanced “ Finally a true everyday rider pack. Comfortable, and a sincerely ingenious design. If you ride on a lift, you need this pack!

 

YOUR BACKGROUND:
As an engineer I love a great design challenge especially coming up with a unique solution to a common problem. I never used to ski with a pack because I have always found it a pain on the chair and throws me off balance while skiing. We have created an everyday backpack for skiers who primarily ski inbounds at a resort.

 

ENVISIONED FUTURE:

We solved the 5 biggest pain points that affect ski and snowboarders. We’ve already shipped 100 units for skiers to enjoy, and we’re ready for a production run for next season. If you don’t wear a pack, you should try a liftrider. Feel like you are not wearing a pack, but still have your life taken care of. It’s freedom: It buys you from too many decisions about what to take or leave.  This is going to make you a better skier. It is going to make you happier on the mountain.  It will  improve your day because you’re warm and well fed. You’ve spent a thousand dollars getting to the mountain, it makes you a happier, more comfortable, better skier.  

 

CALL TO ACTION:

Imagine if you had a pack that felt like you were wearing nothing at all. Buy one for you and for each of your family.  You need this pack.  It’s ridiculous to go skiing without one.  It doesn’t cost you anything on the mountain, because you don’t feel like you are wearing a pack. For less than the price of less than a lift ticket. you’d be stupid not to have this with you.

 

{end production day document}

 

SEED CONTENT AND CONCEPT GENERATION – 

 

Spoken Quotes from Client Intake interview:

 

Still fulfill it in another way. 

 

We’ve created the first backpack that actually feels like your not actually wearing a backpack

 

Completely comfortable on the mountain, completely comfortable on the chair.

 

Traditional backpacks tend to flop around and mess up your performance.

 

Once I started using a lift rider, I didn’t know what I was missing.

 

I don’t have to make tradeoffs – I can carry extra layers, I can take layers off.  I can take snacks for the kids.  The hydration aspect blew me away.  I didn’t realize how much water I was losing and how dehydrated I was getting.

 

After using the liftrider, my quads wouldn’t cramp, my legs were better.

 

Other hydration packs were never comfortable.

 

This is freedom for me.  I don’t have to work about 

 

Freedom from being hungry or thirsty or too hot off too cold.  I feel like I have no pack. I don’t even think about it.  

 

It was so hot, but right around noon the clouds came over and it was freezing.  There’s no way I would go to my car.  I was so happy to be able to pull my fleece out of my pack, it was just so cool for me.  It’s really changed my life in a positive way

 

I like to be light, I never skied with a backpack : when I would bring water with my kids, it was uncomfortable, but now, I don’t, Oh I’m too cold – just bring it.  We can bring it.

 

Changing layers.

 

I just don’t care because it’s perfectly comfortable.

 

I never eat lunch.  I never used to take fruit.  If you fall, get .

 

I just drop it in the pack and it’s unbruised.  I would totally ditto.

 

I would rarely drink water and I hadn’t realized that it was what .

 

Basic.  Food hydration & temperature.  Challenge supplies.

 

If you don’t do this, you have to compromise.  I’d want to take my glasses and sunglasses.  I need my goggles.  Do I want to throw goggles in my Jacket pocket? I don’t even think about it.  It’s become a routine.  I just grab what’s in it.

 

It doesn’t matter what the conditions are, I know I’m going to be happy.

 

Spoof / issues : trying to load / having to make these last minute calls.

 

Efficiency. Grab .  Sandwich, if one ends up not zipped.  

 

I would always worry about my eyeglass.  The hard case interferes with the phone.  I looked like I was a pregnant mother carrying all my shit.  I lost a fleece doing that.

 

I got too hot and left my flees.  I shit I have to go find my fleece.  You’re spread out all over the mountain.

 

A lot of people bring a pack and leave it in the lodge.

There are plenty of people who like to take a couple beers on the mountain.  I’ve been taking sandwiches that have gotten squashed.

 

The kid factor is a big deal.  

 

You want to make sure they stay hydrated, their attitude is totally tied to how wells hydrated they are and how well fed.  You get so dehydrated at altitudes.  

 

Your going to have to pick and choose.  There’s so many angles.  It doesn’t hurt to get them.

 

I feel like everything we are talking about, having to make decisions, staying hydrated.  it’s amplified when you throw in the kids.

 

Main character : if they had a kid.  Letting a kid suck in the water hose.  Pulling out a snack bar and handing it to the kid.  Wonder.

 

Recruit a kid, ..  

 

Take a bar out and hand it to the kid.  Snickers bar, something they’ll love.  When I skied with my kid in Idaho, we went through a liter and a half before lunch, and it was mostly him. 

 

There’s a pocket that has a section that is insulated.  Both insulated with .  On really cold days it should keep your phone keeping it warmer than it should.  Throw a conversation.  with the technology, throw a glove warmer in the bottom section and the phone in the top, it would keep your phone running all day.  It’s a really good idea.  

 

Safety issue:  stuck in a tree well, there is a convenience issue.  A lot of times if it’s really cold, you’ll take it out and it goes to zero.

 

They solved every : they get what my life:  

 

WE’ve had the reservoir  custom designed, it’s designed to be super low profile.  It’s right at your lumbar, it’s internally baffled, 

 

When you sit against the chair.  You can carry a liter and a half.   It’s amazing, you feel like there is nothing there. The baffles also keep the water from sloshing around.

 

It has a really cool plug unplug, your hose .  While it’s full there is a valve, you can just unplug it half full, it hangs.  Above it you can pack the extra layer above. 

 

I’ve gone with a full water reservoir, and two fleeces.  From a design feature, the lower compartment is so wide and flat that it distributes the fleece all over the place.

 

Almost all packs are designed exactly the same.  They all have five layers of these U shaped zippers.  

 

Did I put it in the main zipper? the end one? Little pocket?  It’s ten layers of these zippers.  It’s so wrong for this application.

 

Very simple.

 

I got my drinks and snacks in side compartment,

and I’ve got the stuff I’m worried about crushing.

 

Very simple, you can just have you put on your sunscreen and your chapstick. Nothing falls to the bottom.

 

It’s always there. Strap pocket too.  

 

A place to hang my gloves.  Clips that hook so that I could take them off to use a phone.  Don’t have to put them under my leg on the lift, in the bathroom, Jerry rig those.  

 

Everybody has done.  I hope I don’t drop this mitten.  

 

No More:

Text message / hanging in your mouth / goober.  

 

Goober with the seat, trying to inflate the neck thing.  The tight be a lot of work.  Use judgement.  

Two or three biggest issues.  

 

Some of our ads that worked.  Trying to stuff.   Facebook ads: 

 

We solved the 5 biggest pain points that affect ski and snowboarders.

 

If you don’t wear a pack, you should try a liftrider. The transformation: Feel like you are not wearing a pack, but still have your life taken care of.  You don’t need to do too much, 

Everybody: the vast majority of the skiing population.  

 

The tube is thermally insulated with a reflective layer. It will keep it from freezing so you alway have water available even in cold conditions.

 

Manage Your Temperature

Hydration

Storage – take food and essentialsComfort & weight distribution

 

Insulation.

 

It’s freedom: It buys you from too many decisions. 

 

Lots of well thought out details that make life fun.

 

Imagine if you had a pack that felt like you were wearing nothing at all.  It would prevent you from having a bad attitude. 

 

You can now don’t have to make decisions.  You just take it, it doesn’t.

 

You’re covered.  It.  The water thing.  I never drank water.  It’s a surprisingly big deal. 

They don’t realize that if you drink water more often, it lets you enjoy it .  You’re fresh all day, you can ski better, ski longer.

 

Spin Selling:

Implications of the problems:  what does it mean that I don’t have water?  Are my knees going to?

 

The need payoff:  Imagine: is it going to make you a better skier.  Is it going to make you happier on the mountain?  Will it improve your day because you’re warm and well fed?  What’s the value of that?

 

you’ve spent a thousand dollars getting to the mountain, so what’s it : it’s your happiness?  Can it make you a happier, more comfortable, better skier. 

 

Envisioned Future / Solution Insights.

 

Take them out of your .. Other guy.  All my pockets.  Relatable, everybody.  Oh, this is the way the world could be.  The way my day could.  Be frame : the world we don’t question. it’s disjointed, it’s awkward, it’s not happy at times.

 

Buy one for you and for each of your family.  You need this pack.  It’s ridiculous to go skiing without one.

 

You’d be stupid , for less than the price of less than a lift ticket , you’d be stupid not to have this with you.

 

You don’t feel it, so there’s no cost.  It doesn’t cost you anything on the mountain.

 

If you’ve got skies and ski boots or a board you might as well grab a pack too.  

 

Name : LiftRider: : got caught.  Serendipitous.  Don’t I’m on the first chair up, the person in front of me, I saw it happen, it took 10 minutes. To unhook this poor girl.  You need to tell people to wear the lift rider.  You know what it was.  That waist strap was dangling, then it got caught in the arm.  Farhads.  Mine it.  

 

 Food, phone, goggles, sunglasses, beer, gatorade, water bladder, extra layer, snacks, sandwich. 

Showing what goes in and out: beer, snack bars.  Side pockets.  Somebody can just grab it off of you while you’re sitting.  A guy and girl.  Able to sip off a tube.  

 

A lot of women have bought it and like it.  Ski instructor from pennsylvania.  She twisted my arm .  She absolutely loves it. 

 

Balance while skiing.  Some shots with it on a woman.  Two actors: one is one is snowboarder.  Reaching : find people that are great skiers. 

 

Liftrider backer.  

 

On the mountain:

Berkeley

Petaluma.  

Rickshaw: shop shots. 

Worth doing: marco shot in it /  Background shop.  Call.

 

Skiing is kind of a fast, exciting sport.  Nobody likes it .  it’s a fun snappy , active sport, The video has to really move and feel snappy.  

 

The lily video.  The handheld drone.  

 

the aspirational story: how it made my life better.  Pure imagery.  Imagine if, using a story.  Whoa.  They didn’t call it a drone, imagine if your camera.  The pacing.  Very engaging.

Establishers: sunrises, builder, feet: within the day in a life.  Grab : stock video play.  break of day.  FAQ:  Seasons ending.

 

Schedule strategy call: tomorrow:  4 weeks ? pre-campaign marketing.  

 

Campaign Messaging Framework

 

Michael please see also this document. It has a lot of good information with links to several surveys we conducted as well as links to screenshots of successful ads we have run.

 

Why this project?

Farhad and I are both avid skiers. I never ski with a pack because I have always found it a pain on the chair and throws me off balance while skiing. Farhad would sometimes use a camelbak as a pack but it was always uncomfortable on the chair. One day when we were talking about season passes for this season Farhad mentioned how much a pain backpacks are on the chairlift. As an engineer I love a great design challenge and this was a fantastic design challenge. No one else has created a backpack with the everyday resort skier in mind. When we started looking at all the features a resort skier would want we found that it was completely different from a backcountry backpack. And so we have created a new category which is really extremely fulfilling as a designer..

 

Who are the people you serve?  What are their needs? 

We are not trying to create another backcountry or heli ski backpack. There are plenty of those. We have created an everyday backpack for skiers who primarily ski inbounds at a resort. Our biggest market we believe are those like me who never used to use a backpack at the resort because it is too cumbersome. 

 

With LiftRider you forget it is there at all. You don’t feel it on the chair and you don’t feel it on the slopes. Even fully loaded it feels like skiing with nothing at all on your back. This is huge because LiftRider gives you so much freedom without any penalty. You just need to pull a nice warm fleece on a day that has gone from sunny to blizzard one time to realize that LiftRider is a game changer. I have gone from never skiing with a pack to never skiing without my LiftRider.

 

• Freedom from decisions about what to bring: 
  • Do I bring along an extra layer in case the weather changes?
  • Should I bring my goggles OR my sunglasses?
• Freedom from hunger and thirst: 
  • I don’t have to head into the lodge at the most crowded time because my kids are hungry or I am thirsty.
• Freedom exorbitant Lodge prices. 
  • I can pack a lunch and it won’t get squished. 
  • I don’t have to pay $10 for a beer.
• Freedom from whiny dehydrated kids

 

See the surveys we conducted links to them are in this document for the exact needs in order of priority for our audience. Also that document gives a list of all problems and needs addressed by the pack. 

 

I think the key with the video is to make it so persuasive that it convinces skiers who ski without a pack to use LiftRider. If we can do that then we will get the skiers who currently ski with a pack as well for sure.

 

Why you?  What about your personal story makes you unique to run this business?

I love design challenges especially coming up with a unique solution to a common problem. 

 

Why was it necessary to found this business?

 

What is the problem you help solve?

 

Why is this a one-of-a-kind solution?

There is no other pack like LiftRider. No other pack has a squash proof upper compartment built like a professional camera bag that sits above the back of the chair. No other pack has a lumbar hydration system that puts the water weight right at your center of gravity. No other pack feels so comfortable on the chair and so balanced on the slopes. No other pack has been built so uniquely to solve the problems carrying the gear you want at a resort.

 

What are the measurable things in the project that you’ve achieved so far?

Design complete.

Built prototype

Fabricated 100 pack in China for testing this season

Shipped the 100 to beta customers who have provided great feedback.

 

What are the future steps required to fulfill the project?

Include enhancements from what we have learned so far. 

• Clip for mittens in the front
• Loop for helmet in the back
• Pick some cool colors
• Make another production run in time for next season

 

What is the transformation that happens in your customers when they experience your product?

This is really the key question. Everyone has thought of bringing a pack along. But pretty much everyone decides against it because it is such a pain on the chair and affects your skiing on the slopes. I would just stuff my pockets and my jacket would be bulging. I would make a best guess as to how warmly to dress and either be sweating or freezing during the day.

 

By creating a pack that feels exactly like skiing with nothing at all we completely change our customer’s experience at the mountain. Imagine how it would change your experience at the slopes if you were never hungry or thirsty, never too hot or too cold, always had a phone that worked and was properly charged – all without feeling like you are ever carrying a pack.

 

What feelings do your customers walk away with?

Here is what some customers are saying:

 

Got mine last week and we’re inseparable. I had stopped wearing backpacks after several reports of skiers trapped in chairs when the loose straps got caught in the chairs. The tapered lower part works as advertised, allowing me to sit normally instead of on the edge of the chair. With the magnetic strap holder, no more flopping straps. I love it. — Louis Botta

 

Freshies? Bah. I’m more excited to try out the new pack. Just arrived. By far the most thoughtfully designed and built pack I’ve ever owned. I’ll report back after cruising Kirkwood’s deeps this weekend… Thanks guys! — Harrison Alter

 

I am VERY impressed with this company. The bag arrived today, looks great, but I had a problem with the waist strap buckle. Sani took a view video to illustrate how it works, and then we spoke on the phone. Problem easily solved. Thanks, Sani!  — Rich Snider

 

I’ve been loving using mine , every day here in Telluride . It’s been liberating being able to carry all the essentials , and not having them feel bulky , or be a hassle on the lift . The pack is really stable , form fitting and balanced , and I took off the removable waist strap on day 1 . I’ve always felt hydration was crucial to me , and now it’s always there on my shoulder , right across from the handy stash pocket ! — Neal Mathews

 

Wore mine for the first time yesterday. Better than expected. Finally a true everyday rider pack. Comfortable, and a sincerely ingenious design. My buddy is getting one after taking it for a couple runs! If you ride on a lift, you need this pack! — Frank Cozze Jr.

 

got mine. It’s awesome. Better than advertised. Really smart design. Going to get another! — Dave Downie

 

What have you personally learned as a result of doing this work?

 

Why is creating this type of project a good fit in your overall needs of society?

 

What is the near-term goal of the business?  What is the long-term goal?

Just create great packs in this new category. Make it so that many more people carry a pack at the resort. 

 

Video Development:

 

Please provide links to up to 5 examples of kickstarter videos you like:

Lily Drone Camera – This told the aspirational story without a word. It made me imagine a different world if I had this product. It made me think What  If!? It is kind of amazing how much the video had an impact on this going viral. Each of the others followed drones on Kickstarter before it only raised 1M. Lily raised 36M. The difference was the video and how it positioned the product. It made anyone watching it feel like I can do this and it would be so cool if I did.

Baubax

Venturi belt

 

For your video:

Will this be all documentary style (founder & expert testimonials interviews for voiceover, 

 or do you want more scripted type voice-over from selected voice talent?

Documentary for voice not scripted. But snappiness of commercials like Lily drone or Baubax.

 

Ideal length for your video?

3 minutes?

 

For my video to succeed, I know we need to cover the following five points in the narrative:

 

What visual elements beyond the narrative (directed scenes, referred to as B-Roll) are you seeing? 

Not sure what you are asking.

 

What is the location(s) you are seeing? Who is it that can provide this for us? Is it one 8 hr film day or two 4 hr film days?

Michael in Colorado. Sani and Farhad in Berkeley. Perhaps also in Brent Harris shop in petaluma. Brent Harris is a pack designer who helped us refine the design. He has a shop with industrial sewing equipment in petaluma.

 

Who is involved? What Characters are shown in your ideal video story?

A 30 something skier and a snowboarder.  One man and one woman to provide gender neutrality. 

 

Perhaps a story of the whole ski day would be effective. Packing their pack in the parking lot. Food, video camera, phone, extra goggles, sunglasses, beer, gatorade, water bladder, extra layer, snacks, sandwich. Clipping helmet and gloves to outside. Then using all the features while skiing. Some great action shots. Shots on the chair. 

 

The Baubax model telling the whole story of a trip and showing how the current state vs LiftRider might work:

• Stuffing a camelbak vs liftrider and having to leave things behind because they just don’t fit. See our facebook ad “my old backpack vs liftrider” here it was our most effective.
• Stuffing pockets with stuff and having to leave things behind vs LiftRider
• Skier having a bulky backpack pushing him forward vs a guy with a liftrider sitting back and chilling.
• Skier having to remove a backpack and put it on again (straps getting hung up) while the skier with the liftrider just skis away.
• Skier hanging gloves on hook of backpack while making a call vs other skier having glove in mouth then having to put it under his leg or something.

 

Added by Farhad

• Putting something in traditional pack that goes all the way in the bottom – easily found in the top compartment of our pack
• Sandwich coming out of traditional pack is squished and deformed – in our top compartment completely unblemished – I would pitch that this is the only backpack where you can carry a banana (easily bruised fruit) for a whole day of activity w/o it getting bruised
• Someone skiing with traditional pack showing that because it hangs low and protrudes out, it’s not sleek – ours fits close to the body so it’s easy to remain balanced

 

I think there are major transformational elements of the pack that come from the form-fitting, low-profile two-compartment design and enable 

• No longer having to decide whether to take extra layers/goggles or not because it doesn’t bulk you up to take them – this is huge especially when skiing w/ kids

 

There are also a lot of nice touches that may not be transformational but do show thoughtful design such as:

• Adjustable shoulder strips for great fit
• Detachable shoulder straps in case it gets caught on something
• Removable waist strap – I took mine off completely because the pack fits so well it’s not necessary
• Magnetic waist strap attachment – easy to unsnap w/ one hand and just cool and satisfying (like the original iPad cover w/ its magnetic attachment feel)
• Novel shoulder strap adjustment (we call the Insanity Adjusters b/c it’s a Sani invention) which are completely unique in the market and allow very good feel
• The webbing from shoulder adjusters snap with a really satisfying snap to the shoulder straps so there’s nothing dangling
• Side pockets w/ soft lining for putting goggles in there
• Insulated water hose so the water doesn’t freeze
• Light, water-resistant material, not found in US
• Insulated water hose so the water doesn’t freeze
• Light, water-resistant material, not found in US

 

I don’t think any of these will ‘sell’ the pack but they show thoughtful engineering.

 

Do you see yourself as a founder / inventor appearing in the video? i.e. personal background actions (developing the product, R&D, working with colleagues)

We might be able to do some sewing and model stuff in Brent Harris’ shop in petaluma.

 

Campaign Planning:

 

Who is your market community, and why do they see you as a member?

Skiers and snowboarders. We are avid skiers and snowboarders.

 

What are the preliminary tasks required to further establish your membership as an authority in this market?

 

List Building Tiers:

Customers that have been personally touched by your business or past business ventures:

Total Customer Contacts who I will market to:

 

Business contacts / colleagues that will pledge support. Total Industry Contacts who I will market to:

 

Friends and Family of the Founding Team:

Total Friends/Family of all our teammates, incl Contacts who I will market to:

 

Consumer Industry Email Lists (people who don’t know you and haven’t met you yet, but you have their email contact info): Total Consumer contact info for  “Cold Calls”:

 

Industry Influencers: (People who might be willing to market to their personal social media following, blog, or email lists, for you):

List their names and audience size here:

How will you incentivize them?

 

Industry Strategic Partners:

People & business who you think will consider marketing your project to their own lists.

List their names and audience size here:

How will you incentivize them?

 

Product Details

 

Inflated MSRP / Retail: 

$199 + $30 hydration system

 

Lower price items:

LiftRider stickers – $15

LiftRider phone cozy – keeps your phone warm when in your front jacket pocket – $25

 

Kickstarter Early Bird Pricing Reward tiers: 

How much will you sell your first 100 units for (___% discount): $109 pack + $10 hydration system 

How much will you sell your second 100 units for ? (____% discount): $119 pack  + $15 hydration system

How much will you sell your next 200 units for ? (___% Discount): $129 pack + $20 hydration system   

What is the “Kickstarter-only” price you sell for after your early birds sell out?

 (____% Discount from MSRP): $139 per pack + $20 hydration system

 

Extra hydration systems at $20 apiece.

 

$5 shipping in the US. Shipping paid by customers for other parts of the world.

 

How have you accounted for your goal? 

What is your initial All-or-nothing Initial public goal: $15K   

What does raising this goal create for your company and your backers?

 

First stretch goal: $30k – six pack of hand warmers for your phone

Second stretch goal: $50k :

Third : $100k.

Stretch Goal:  A new color combo gets added for each stretch goal. Colors get voted on by backers.

 

Sports bra:  

 

Notes For LiftRider Kickstarter Video

Survey Results

Survey results can be found here: Chairpack Ad Survey and here: Ski Paq Survey

Facebook Ads

Facebook ads and their performance can be found here Facebook Ads And Performance

Problems Addressed By LiftRider

Packs affect my skiing

The most common fear of people who don’t wear a pack is that it will be uncomfortable or throw off their balance while skiing. LiftRider distributes the weight well so that even fully loaded you don’t notice you are wearing it at all. 

Chairlift – uncomfortable

Most skiers who have skied with a pack acknowledge that it is a pain on the chair. From this survey 192 people said they wear a pack or would wear one if they didn’t dislike it so much. Of these 144 or 75% said it was a pain on the chair and 94 or 65% take it off each time.

 

Pain on the chair is a very commonly experienced and easy to understand issue. You can keep it on, lean forward, and have an uncomfortable, scary ride. Or you must hassle with taking it off and carrying it on your lap for each ride. Straps can be a pain getting caught on your jacket when you take it off and on. At the top you have to put it back on and buckle it up. With LiftRider you forget it is there at all. It is like skiing with no pack at all. The only time you think about it all day is when you need something from it.

Chairlift – dangerous

This is not something most people are aware of. There are many instances however of people getting hung by their backpacks on the chair. LiftRider’s clean design has no webbing or straps to get hung up and if it does get hung up it is designed to break away. Not sure how much to emphasize it.

Straps are a pain

Normal straps work with gloves on and while seated on the chair. Also the strap ends flap behind you and are a danger on the chair. LiftRider’s push button insanity strap system is unique and solves all these problems.

Waist buckle is a pain

Magnetic system: flick off and get ends close to attach.

 

Sizing problems

Finding a pack that properly fits is a commonly experienced problem. LiftRider is adjustable to fit any height user.

Hydration

It is commonly understood that hydration at altitude is super important.  The most important thing you can do to stay warm, and happy at altitude on the slopes is to stay properly hydrated. You don’t realize how quickly you get dehydrated when it is cold and dry at altitude. This especially goes for young kids you are skiing with. 

No hose freeze

Thermally insulated hydration system.

Keep kids happy

The best way to keep kids happy on the mountain is keeping their temp right by allowing them to add and remove extra layers and keeping them well fed and well hydrated. LiftRider makes this a snap. 

Stop sweating whether to bring that extra layer or not

Deciding what to wear in the morning is a common stress point that everyone who ski’s without a pack has experienced. Do I wear that extra layer keeping me warm in the morning then swelter when it gets hot in the afternoon. If I don’t bring it will the weather turn and I will be miserable all day? With LiftRider you don’t have to think about it! Just bring along that extra layer and don’t even think twice.

 

Having a pack allows you to save money on Lunch

Lunch at a resort can easily run $30. Pack a few lunches and LiftRider pays for itself. Plus you get more runs in.

Lunch gets squished

Sandwiches often end up squished at the bottom of the bag. This is a pretty common experience for most skiers who have tried to pack a lunch. 

 

Phone discharges quickly

The cold causes your phone to discharge quickly. This is also a very commonly experienced problem.  LiftRider 

Carrying helmet and mittens from the parking lot

Loop in the back to clip in your helmet. Snap ring in the front to hang your gloves. Especially handy when you have to remove a glove to make a call on the lift.

Disorganized

One will typically choose the smallest pack he has which is often a tall narrow pack like for a Camelback. In this form factor it is difficult to dig for stuff which usually settles to the bottom of the pack.

 

Delicate items

People worry about their delicate items in a pack. Phones, video cameras, and goggles can get damaged. The padded upper compartment is designed like a professional camera bag. It sits above the back of the chair keeping those delicate items safe.

Drinks 

Beer cans can be unwieldy bouncing around in a backpack. LiftRider’s easy access drink pockets are great for a beer, gatorade, thermos, goggles (lens safe material), snacks, and so much more. They are away from your spine for safety if you fall. Your buddy can access them on the lift without taking off your pack.

 

Adjust to Fit

The strap positions can be adjusted to make the fit right. I think this is a bigger deal on this pack than any other pack because it really is made to fit the contour of the back.

 

Points of Emphasis

I think the tone of the video has to be on careful thought and design, focusing on the big things first, which to me is having it “not be there”.    We want the pack to not bet there while still fulfilling the needs of the pack-wearer.  

 

Key needs/features in order of importance to me:

• “Not being there” – balance, comfy on the chair
• Water – importance of hydration 
• Stow away soft layers – not having to decide over whether you’re going to be too warm or too cold
• Top layer keep stuff safe – the banana test – lunch, go-pro, and beers are are safe  and easy to get to

 

How we designed it to fulfil these requirements:

• Design – specifically to remain flat against the back to keep the sense that “it’s not there’.  We do that by having it be wider than most packs, and by using a softer material and positioning the straps so it really hugs the back.  Even after putting a couple of layers in the lower compartment, the pack still maintains its low profile and hugs the back.
• New lightweight, water resistant material
• 2 compartments

 

Then, there are the nice touches like

• Insanity straps
• Magnetic buckle
• Pockets
• Top divider
• Side pockets

 

I don’t think the nice touches sell the pack but I think they round it out.

Common questions that must be addressed in the video

• It looks like the weight is up high isn’t this a bad design? Actually LiftRider distributes the weight perfectly on your back. The heaviest item water bladder is right at your lumbar so you don’t feel it at all. The rest is spread out and close to your body so it has no leverage on you when you twist or swivel. You don’t feel it at all.