Case studyConsumer mobile
TIKI
Building a consumer waitlist and supporting a $700K crowdfunding raise
TIKI was a consumer mobile startup. As co-founder and CPO I co-led the growth strategy, produced the brand, website and marketing materials, and led design and prototyping of the mobile app MVP — helping generate 100,000+ waitlist signups in six months on a total acquisition spend under $50K, and producing the creative for a $700K crowdfunding campaign.
$0.65
Cost per signup
in initial social advertising trials
100K+
Waitlist signups in 6 months
on total acquisition spend under $50K
$700K
Raised via crowdfunding
capital raised — not sales revenue
Context
- Product
- A consumer mobile app, taken from proposition to MVP design while the audience was built ahead of launch.
- Audience
- Consumer mobile users, reached through paid social trials and a Discord/Telegram community.
- Challenge
- Prove demand for an unlaunched consumer product on a small budget: build the brand from scratch, then convert attention into a waitlist and a community — and support a crowdfunding campaign.
My role
What I led personally
- Brand identity, website and marketing materials — created from scratch in under a month
- Design and prototyping of the TIKI mobile app MVP
- All branding and design materials for the crowdfunding campaign, plus coordination of the campaign video production
What was shared
Growth strategy was co-led with my co-founder, and the $700K crowdfunding outcome was a company-wide effort — I was responsible for the campaign’s creative production, not the whole raise.
Approach
The work fell into five connected workstreams, from proposition to campaign creative. I personally owned the brand, design and creative production; strategy and the campaign itself were shared with the team.
Five workstreams carried TIKI from idea to a funded campaign:
Build the brand and product proposition
Created a high-conversion brand identity and web experience from scratch in under a month.
Launch the website and acquisition materials
Produced all marketing materials and stood up the acquisition funnel ahead of the app itself.
Run initial social advertising trials
Early paid-social tests reached a $0.65 cost per signup.
Scale the waitlist and establish community
Grew the waitlist past 100,000 signups in six months and built a 2,000+ member community across Discord and Telegram.
Support crowdfunding with coordinated creative
Personally produced the campaign’s branding and design materials and coordinated the video production behind the $700K raise.
These are workstreams, not a confirmed week-by-week sequence.
Results
Early paid trials
- $0.65 cost per signup in initial social advertising trials — a trial-window figure, not a blended average.
Six-month acquisition
- 100,000+ waitlist signups within six months, on total acquisition spend below $50K.
Community
- 2,000+ community members across Discord and Telegram.
Financing
- $700,000 raised through a successful crowdfunding campaign. Crowdfunding is capital raised — not sales revenue.
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I’m happy to walk through what I led, what the team delivered and what I’d do differently — for roles, partnerships or anything you’re building.