Kickstarter Project: Minimalist iPad Cases

[Eric Rea]

Hello Everyone,

Sorry for the spam, but I Kickstarter project and wanted to share it with everyone.

Check it out, and if you like it, share it with your friends.

http://www.kickstarter.com/projects/finegrain/bowden-sheffield-minimalist-ipad-cases?ref=email

Thanks,

Eric Rea

[Mark Suman]

I watched the video last night and think the product looks awesome. Really sexy. I noticed that you said they will retail for $190. I'm curious about that high price point. Are you trying to position yourself as the premium iPad case? A case of that price is potentially 1/2 the cost of the device it's carrying. Not saying that's a bad thing, just interested in hearing your reasoning for picking that price-point.

Mark

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[Dave DeLong]

I'm also curious about this. $190 seems ridiculously expensive for a case.

Dave

[Jason Larsen]

Agreed. I don't know if you noticed when you shared with us earlier this month but pretty much everyone let out a collective shudder when you gave us an estimated price point. I mentioned something about that being pretty expensive and your response was something along the lines of "it's obviously not for everybody." However, I think most members of this group are typically willing to spend more money than your average iPad owner. If people here are voicing concerns about the price point, I think it's a serious consideration; we're not a bunch of cheap coke-guzzling linux geeks here. Personally speaking, my plastic is always itching to be thrown at apple-related products.

There are cases on the market that I would be willing to spend $200 dollars on—but they're pretty much handcrafted leather briefcases. What you're offering is felt/leather and wood/fiberglass. I can find plenty of hard, unique handmade iPad cases of all sorts of flavors on etsy at a much cheaper price point that provide me with sufficient protection for my iPad and let me enjoy its natural ergonomics.

Perhaps there is a reason you feel you can charge a premium price point for your product of which I'm unaware. If that's the case, I think you need to make it more clear if you want to sell. Don't get me wrong, I liked the fiberglass/felt case and I love supporting innovation at home, but it would need to be something much more like a $60 price point.

-- 

Jason Larsen

[Barima]

I think they are really great cases however I think they are way
expensive. If I can get an iPad 2 for $300 or $250 I am definitely not
gonna spend $190 on a case.

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[Wes Ostler]

The price is fine if that's what you want/need in a case. All of these overpriced comments sound eerily similar to what I hear from HP die-hards about MacBooks. Come on you guys! We're not strangers to overpriced products! :)

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[Eric Rea]

Thanks for all of the feedback everyone!

We totally understand that it is an expensive iPad case. We really do wish we could price it lower, but we'd either have to sacrifice materials or produce it overseas, and we think that both of those would take away from the vision and the integrity of the product.

The only downside to using materials like wood, aluminum, leather, or milled polycarbonite and producing things in the US of A is that you can't be the low cost leader or even compete with those guys.

I hope that makes sense.

Thanks again for all of the feedback. Seriously its nice to hear what you guys think no matter what. 

Eric Rea

[Johnny Slagle]

Maybe that is why we think expensive because it is priced high for what it offers.  Additionally to what has been said above, all it does is hold and protect the iPad.  It can hardly be used as a stand, it doesn't have a book style lid, no place for a stylus, etc.  You have to take the iPad out of the case, set the case aside, use iPad, and then put the iPad back into the case.  It doesn't provide any sort of convenience, just protection (which some people want) but I think of a case like the Dodocase and, though I still feel like it's costly, it does offer the 'hand-made' feel, sleek look and immediate iPad access.

Don't get me wrong, visually it looks good.  However, that can't be the 'only' thing it offers.

Johnny Slagle

On Tue, Apr 24, 2012 at 3:00 PM, Wes Ostler <brode...@gmail.com> wrote:

[Jason Larsen]

You calling me cheap, Wes? Want to see my designer shoe collection? ;) No but seriously, as aforementioned, I would have no problem on dropping down $200 for an iPad case. The issue is I held the prototype and determined it wasn't worth it to me. Obviously everyone is free to make their own judgment on it—I just feel since I enjoy good design, supporting local businesses, and spending money, yet still have qualms about it, it's probably good for Eric and Levi to know.

Eric, you guys have some cool cases. Although the aluminum one really was much too heavy. I understand the aluminum/insert-material-here etc. is expensive. However, if it's so expensive for these materials and the demand isn't high enough at your price point... well I think you have a problem. The point isn't to apologize to us for a high price point, the point is: do you honestly anticipate enough demand to justify your price point? And maybe you will—I guess this kickstarter will be a good indication. My argument is that given the reaction you're seeing in this community (as Wes indicated, we're no strange to overpriced products) it should be a serious concern.

Definitely don't let us stop you if you feel this is going to work, but just realize several of us skeptics really represent your ideal target audience.

Ultimately, if you feel you can't compromise the materials or what-have-you, then I think it would be wise to be explicit about why the price is so high, exactly like you just told us. Be up front about this being about US business and quality/expensive materials. Because in that case that's what really what you're trying to sell us: homegrown natural cases. Those points have like a sentence right now on your kickstartr page, if that's your selling point I feel you need more.

-- 

Jason Larsen

[Mark Suman]

I agree with Johnny and Jason. You need to define what you're selling. What do I get for $190? Here's what I understand (some of which I gleaned from your Kickstarter page last night and the some of which I gleaned from your emails here).

$190 gets me:

1. A case that protects my iPad

2. Something beautiful and stylish that makes me look cool

3. Something that was made in the USA and supports our local economy

4. Something that was made from natural materials (let's call this "organic")

The market for item 1 is very saturated and is priced around $20. The market for the last three items is very vague. You've got the Dodocase, which is around $70. I'm sure there are others. You can't sell a $190 case to someone who cares about only item 1. Which means that you are now trying to sell on emotion.

People drop $200+ all the time on a stylish watch, which only does one thing: tells time. Will people be willing to drop $200 on your stylish case, which only does one thing: protects an iPad?

(Speaking of watches. The Pebble watch looks awesome. It's not only stylish, but also very functional. It does much more than just telling time. I backed it for a black one. I hope they come through on their promises.)

Mark

[Eric Rea]

Just wanted to let everyone know that we successfully funded this
morning on Kickstarter. It was really close, but we made it.

And as a follow up for all the comments on pricing, we have had some
manufacturing breakthroughs that will most likely allow us a lower
future retail price.

That being said, this is still not a case for everyone, but I think
we've proved that there is a market for it.

Thanks again everyone.

On Apr 24, 3:57 pm, Mark Suman <mwsu...@gmail.com> wrote:
> I agree with Johnny and Jason. You need to define what you're selling. What do I get for $190? Here's what I understand (some of which I gleaned from your Kickstarter page last night and the some of which I gleaned from your emails here).
>
> $190 gets me:
>         1. A case that protects my iPad
>         2. Something beautiful and stylish that makes me look cool
>         3. Something that was made in the USA and supports our local economy
>         4. Something that was made from natural materials (let's call this "organic")
>
> The market for item 1 is very saturated and is priced around $20. The market for the last three items is very vague. You've got the Dodocase, which is around $70. I'm sure there are others. You can't sell a $190 case to someone who cares about only item 1. Which means that you are now trying to sell on emotion.
>
> People drop $200+ all the time on a stylish watch, which only does one thing: tells time. Will people be willing to drop $200 on your stylish case, which only does one thing: protects an iPad?
>
> (Speaking of watches. The Pebble watch looks awesome. It's not only stylish, but also very functional. It does much more than just telling time. I backed it for a black one. I hope they come through on their promises.)
>
> Mark
>

> On Apr 24, 2012, at 3:33 PM, Jason Larsen <jason.lar...@gmail.com> wrote:
>
>
>
>
>
>
>
> > You calling me cheap, Wes? Want to see my designer shoe collection? ;) No but seriously, as aforementioned, I would have no problem on dropping down $200 for an iPad case. The issue is I held the prototype and determined it wasn't worth it to me. Obviously everyone is free to make their own judgment on it—I just feel since I enjoy good design, supporting local businesses, and spending money, yet still have qualms about it, it's probably good for Eric and Levi to know.
>
> > Eric, you guys have some cool cases. Although the aluminum one really was much too heavy. I understand the aluminum/insert-material-here etc. is expensive. However, if it's so expensive for these materials and the demand isn't high enough at your price point... well I think you have a problem. The point isn't to apologize to us for a high price point, the point is: do you honestly anticipate enough demand to justify your price point? And maybe you will—I guess this kickstarter will be a good indication. My argument is that given the reaction you're seeing in this community (as Wes indicated, we're no strange to overpriced products) it should be a serious concern.
>
> > Definitely don't let us stop you if you feel this is going to work, but just realize several of us skeptics really represent your ideal target audience.
>
> > Ultimately, if you feel you can't compromise the materials or what-have-you, then I think it would be wise to be explicit about why the price is so high, exactly like you just told us. Be up front about this being about US business and quality/expensive materials. Because in that case that's what really what you're trying to sell us: homegrown natural cases. Those points have like a sentence right now on your kickstartr page, if that's your selling point I feel you need more.
>
> > --
> > Jason Larsen
>
> > On Tuesday, April 24, 2012 at 3:00 PM, Wes Ostler wrote:
>
> >> The price is fine if that's what you want/need in a case. All of these overpriced comments sound eerily similar to what I hear from HP die-hards about MacBooks. Come on you guys! We're not strangers to overpriced products! :)
>

[Johnny Slagle]

Good for you guys.

Johnny Slagle
Sent on the go, sorry if it's brief.

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[Dave DeLong]

Congratulations Eric! I'm glad you proved us wrong. :)

Dave

[Eric Rea]

I wouldn't say I proved you wrong at all because I think we really were off on our pricing initially.

Getting your feedback forced reflection on our part, which is a good thing, and it ended up helping us out in the long run. 

Thanks again Dave, you're awesome! 

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[Wes Ostler]

Way to go Eric! 

Can't wait to get mine! Can I get a special "2010 Jr. Core Section 2 East Side Second Row Rocks!" message engraved somewhere?

Thanks,

Wes

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[Eric Rea]

Hahahaha, Yeah I'll just hand engrave it on there... hahah

[Jason Larsen]

Well, it seems the market has spoken. Congrats!

-- 

Jason Larsen

[Matt Mantyla]

Wes, you were on the Third Row, just in case Eric does decide to do that. haha!

Matt

On Wed, May 23, 2012 at 4:23 PM, Wes Ostler <brode...@gmail.com> wrote:

[Wes Ostler]

Dang it! You are absolutely right, Matt. Thanks for pointing that out.

2010 ISYS 2-2 FTW!!

[Mark Suman]

Congratulations! Glad to hear that the market is out there.

Mark


Sent from my iPhone

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[Jeremy]

Congrats! I'm glad that kickstarter worked out for you guys!

--Jeremy

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