How Circular Ring Used Prelaunch to Raise $4M on Kickstarter

When we started working with the Circular Ring team, we knew they had something special: the world’s first smart ring with a medical-grade ECG sensor, elegant, lightweight, and subscription-free. But we also knew the road ahead wouldn’t be easy.

There were no functioning samples. No influencer reviews. And just 24 hours before launch, Kickstarter flagged and banned some of the ring’s core medical claims.

We had to be absolutely sure that even without the bells and whistles of a typical launch, people would still want this product, and pay a premium for it. That’s where Prelaunch came in.

Step One: Real-World Validation on Prelaunch

Before writing a single line of Kickstarter copy, we turned to Prelaunch.

The Subscription & Reservation Funnel

Prelaunch operates on a unique behavioral model. Unlike surveys or fake reservations, people go through a structured funnel that mimics a real purchase flow:

1. Landing Page Visit – Potential backers see a product page optimized for clarity and conversion.
2. Email Subscription – Only genuinely interested users subscribe to stay informed.
3. Reservation Request – They’re then offered the chance to reserve the product by placing a small, fully refundable deposit (usually $10–$30).
4. Motivation Survey – After reserving, they answer short questions about why they reserved and what they value most.
5. Optional Community Opt-in – High-intent users are invited to join insider groups (like WhatsApp) for behind-the-scenes updates and early access.

Every step filters for interest and intent. Every reservation is a micro-commitment rooted in action, not opinion.

That’s what makes it different and why it works.

Testing the Right Story

We tested 4 distinct positioning angles:

• “Heart-Health Guardian”
• “Subscription-Free, ECG Ring”
• “Medical-grade ECG Ring ”
• “AI Health Coach”
  

Engagement, subscription rates, and reservation data clearly favored the “medical-grade ECG + no monthly fee” combo. That insight shaped everything,from the Kickstarter headline to the stretch goals.

Pricing: The Bold Decision That Paid Off

Originally, we planned to launch at $209.

But instead of guessing, we ran an A/B test:

• Half of visitors saw $209
• The other half saw $239
  

The result? $239 converted just as well—and generated 14% more revenue per visitor.

This wasn’t a marketing theory. It was real money, from real people, making real purchase decisions.

That gave us the confidence to launch at the higher price, knowing it wouldn’t backfire. And it added six figures of additional margin—on day one.

Listening Before Selling: Real Customer Insights

With 1,435 surveys completed (80.3% completion rate), we got a goldmine of insight:

• People wanted early warning for heart issues like arrhythmias
• They loved that there were no monthly fees
• The premium look and feel mattered—titanium wasn’t just a spec, it was a selling point

Here’s how those numbers came to life through our audience’s own words.

These insights didn’t stay in a spreadsheet. We used them to:

• Craft ad headlines
• Rewrite the FAQ
• Create “pain point” visuals for the Kickstarter page
• Adjust our stretch goal prioritization
  

We even loosely grouped our audience into “personas” based on motivations,helping us speak to each type in a more tailored way.

Building Community Early

One of the most underrated parts of the Prelaunch process? The discussions section.

Backers shared concerns, questions, and even praise. The founders jumped in with replies, which built trust before the campaign went live.

We also created a WhatsApp group of 1,400+ insiders who got founder-led video updates, sneak peeks, and feature breakdowns. That group later became a beta testing lab and a brand-building engine.

By launch day, we had:

• 2,700+ paid reservations
• 7,500+ email subscribers
• 1,400+ active insiders waiting to back
• A refined pitch, a validated price, and answers to every objection

Kickstarter Results

• Funded in 4 minutes
• $200K in 2 hours
• $1M by Day 10
• $3M+ by campaign close (Now over $4M including InDemand)

And when Kickstarter banned the “FDA-cleared” claim just before launch, we didn’t panic. Thanks to Prelaunch, our positioning was already so solid, and so well-tested, that we rewrote the page overnight without losing momentum. Flexibility is a luxury you only earn through preparation.

Long-Term Wins

This wasn’t just a one-hit wonder. Prelaunch laid the groundwork for long-term success:

• Revenue Boost: Launching at $239 added ~$420K in margin
• Active Community: The WhatsApp group became a live feedback loop during manufacturing
• Brand Equity: Founder videos and transparent updates turned backers into evangelists

Final Takeaways

• Behavior over opinion. People say nice things in surveys. But only actions predict future behavior.
• Structure is strategy. Our KS page worked because we already knew it would.
• Test price like a scientist. That one A/B test alone changed the financial trajectory of the entire campaign.
• Start the conversation early. Community and insight come before the launch.
• Preparedness enables agility. When things go sideways, data becomes your north star.

Prelaunch didn’t just help Circular Ring “test demand.” It helped us  build confidence, clarity, and a community. And when launch day came, we  didn’t hope. We  knew.