How much have you accomplished this year? Maybe 2016 has been a big year for you and your company-I know it has been full of surprises for me.

My guest on this episode is Johannes Ariens, and he’s here for the second time this year to talk about the second project he’s successfully launched in 2016.

Johannes is sharing how his new project LOGE met its Kickstarter goal in the first week, and what this means for how they’re moving forward. We’re talking about setting stretch goals and how to work towards them progressively.

Johannes is also discussing how he’s using multiple channels to drive people to their campaign, and what these channels all bring to the perception of your brand. We’re digging into communicating with the right people, not the most people, and giving those people an authentic, inside look at your work.

I hope you enjoy this episode – It’s part training, part inspiration and 100% entertaining!

Bravery and Business Quote

“If you push, something’s got to happen. No matter what, you’re going to learn from that.” Johannes Ariens

(click to tweet)

The Cliff Notes

  • Think about entry-level consumers. How can you make your business or community more accessible to people who might be interested, but inexperienced?
  • Don’t be afraid of being uncomfortable. If you’re comfortable, you’re probably not challenging yourself enough.
  • Push really hard. Either way, something is going to happen and you’re going to learn from the experience.
  • Acknowledge what you’re bad at. Work on improving those skills and know how to delegate and take advice from experienced experts.
  • Active and engaged followers are much more valuable than many, uninvolved followers. Quality means more than quantity.
  • You don’t need a global audience to be effective, you just need to be dialed in to who your audience is and how to connect with them.
  • Figure out what people perceive your intent to be. Know what clients think that you support and work to bring that perception in line with your vision.
  • Know your numbers. How many people do you need to invest in your project? How many purchases? Views? What, specifically, do you need to succeed?
  • Set different kinds of goals. Have immediate goals and then set stretch goals to aim for next. Know where you’re heading now and where you’re heading next.
  • Make time to talk to people beyond social media. Don’t just share what you’re doing online, but talk to people that you know and network in person.

“If it’s uncomfortable, then you’re probably doing the right thing” Johannes Ariens

(click to tweet)


Twitter: @JohannesAriens

Kickstarter for LOGE Camp



Transcription (click to expand)


Kristin Carpenter-Ogden: Johannes Ariens, welcome to the Intrepid Entrepreneur Podcast.

Johannes Ariens: Hey, what’s up KCO? How are you? I’m stoked to be back. It’s been a while. Last time we talked, we had a really good time. So thanks for having me back on the show. I am amped to be here.

Kristin Carpenter-Ogden: We have so much to talk about. We’re going to have a great time today. I know there’s going to be so much that people are going to be entertained by and learn from your experience. I mean, here we are in December of 2016, and you and I have known each other since January. We’ve been working through some things. And I’ve watched you do some pretty incredible things this year. Earlier, you were on the Intrepid Entrepreneur for your company, radifydevelopment.com. You launched 2 companies in the same year and you just completed in 1 week a fully funded Kickstarter on your second company, the LOGE Co. That’s how I call it, I don’t know if I’m saying it right. The LOGE?

Johannes Ariens: The LOGE. Yeah. So LOGE Co. or logecamps.com is where you can check that out. But yeah, our new company LOGE.

Kristin Carpenter-Ogden: Tell us about that. And tell us about the Kickstarter. But first tell us just about LOGE and the trend around what made you be prompted to launch that. Because it is a pretty expansive visionary thing that you Kickstarted and you’re about to just push out there into reality here in the spring.

Johannes Ariens: Yeah. LOGE Company and logecamps.com, what we’re doing with that—that’s a project in correlation with Radify which we we were on the show talking about I believe that was last March, give or take. What LOGE is all about is essentially recreationally-driven hospitality and the trend in outdoor recreational pursuits and access. How we’re doing that and what that looks like from an outdoor industry and a real estate perspective. There’s so many ways to go and experience the outdoors. Just as you know, especially as you know, the outdoor industry’s just exploding. With that comes a lot more consumers that are looking for different kinds of things and different experiences.

Really, LOGE, what we’re doing isjust to give you kind of an ideathe meat and potatoes of it, if you will, is a hotel property that’s mixed [inaudible]. We’ve got camping with power and water [inaudible] site all the way up to traditional rooms. In between there you’ve got regular campingso rustic camping, so tent, covered camping with power and water, all that stuff. The hostel components that we’re doing bunks. And then your traditional rooms within that amenities that really cater to the outdoor recreationalist. All with kind of a little bit more design-focused in what you might find in similar products out there today.

Kristin Carpenter-Ogden: I also think I was remiss in saying where this is located because basically right now here we are in the winter, a cold water surfing destination. But it’s a year-round surfing destination on the western coast of Washington state. Not that there’s an eastern coast.

Johannes Ariens: We are not on the eastern coast of Washington state. We’re firmly planted on the west coast of the Washington state on the Pacific Ocean. But good point. It’s good to clarify. People that don’t have water next to your state, it’s probably [inaudible] clarification. Yeah, So we’re out on the Washington coast in a town called Westport. Essentially, that’s the closest place tobasically everywhere from Vancouver B.C. down to Portland,  Oregon to go surfing. So all those places in betweento those of you who aren’t familiar [inaudible] the Seattle. There’s other places you can go but they’re going to be a lot less convenient and a lot less predictable. We went surfing yesterday, and it was 34 degrees and sunny and amazing to surf.

Kristin Carpenter-Ogden: Really? Oh, that’s awesome.

Johannes Ariens: Absolutely incredible.

Kristin Carpenter-Ogden: Is it longboard only orand tell us about the surfing up there. Tell us about the destination.

Johannes Ariens: It depends. There’s actually a whole bunch of different surf spots in the relative area. So you can kind of check them all out depending on which direction the swell is. But the wind is doing all these things. So no, it’s definitely not longboard only. There are a lot of longboarders but no, we’ve got everything from short charge to longboards to hybrids and to [inaudible]. Yesterday I was on a [inaudible] for instance. For surfers [inaudible] kind of know what that is but, yeah.

Kristin Carpenter-Ogden: And so beginners can jump in on this, too. You don’t have to be a season person. Like for example, I’ve never gone cold weather surfing. I love surfing, I love paddle boarding. How would I do, do you think? I mean, we have obviously have really thick wet suits at LOGE that you could lend to me or I can rent. Tell me like the whole experience for me. What would it be like for a [inaudible].

Johannes Ariens: I see you [inaudible] in surfing. We’ve got—kind of depending on your level of adventure style. We’ve got a partnership with a surf school on site and so, if you kind of want to make sure that you’re doing it right and really kind of have that blanket of “Hey, I’ve never done this before, I need some help.” Which is always what we would recommend. I mean, I didn’t go that way and a lot of people don’t and that’s fine. It just kind of depends on your risk tolerance and all that stuff. But we have the surf school. So if you go with them like on a Kickstarter for instance right now, we have a surf and stay package. What that is is wetsuit, board, lessoneverything you need, and stay at our place. That’s probably really the ticket, but if you’re let’s say a little more adventurous or you’re just kind of—feel like figuring it out on your own or whatever, we’ve got rentals and all that stuff so you just come out, rent a board, get a suit, and hit the water. There’s always surfing out there. The nice thing about it is often, there’s a lot of just like super shore, like whitewash break which is great for beginners because you just can kind of go out there and mess with it without getting actually [inaudible]. Or you could just go out there the first time and get absolutely [inaudible]. It’s your call.

Kristin Carpenter-Ogden: Obviously, going to the Kickstarter, all of this will be on the podcast notes. And everything you could need to have to look at this. But you have really created an awesome vibe. It’s a cool hangout. Obviously, it’s an option for people who are within driving distance or who might want to fly in to go surfing in Washington year-round. So people might want to ski and then do this the next day. What an awesome opportunity that you’re bringing. That really does tie in to the trend of more and more people wanting to do things in the outdoors and connect with the outdoors of all different ability levels. You make it possible for people who maybe live in these driving distance areas. You’re going to have a shuttle, you’re going to have everything right there to make it a turnkey experience for them, right?

Johannes Ariens: Yeah. That’s essentially the idea. Kind of the thing about the way we’re approaching it is really to open it up to more people that maybe wouldn’t go and try these things out on their own. That’s sort of the whole concept. For instance, I’ve been told it rains sometimes down there in Westport. I’m just checking.

Kristin Carpenter-Ogden: Every now and then.

Johannes Ariens: Every now and then. So we’re doing things like we’re putting covers of our [inaudible]. So you still set up a tent, but if it’s raining, you don’t have to deal with taking your wet tent home. And covered kitchen with power and water so you don’t have to cook out in the rain on a picnic table. Just little things that we’re really trying to really open it by helping people out and figuring those things out. Maybe next time they’ll go the next step further. Maybe they’ll go hiking on their own or something like that. But it’s good to kind of go through a progression. We just want to be part of that progression to really open up the access because then from starting with us, which would be maybe the step—like you usually stay in a motel, now maybe you’re going to stay with us in one of our kind of midrange camp sites where you’re stillit’s a little softer—to next time maybe you’re going to try going to a regular camp ground or maybe you’re going to go hiking or something like that.

Really, just opening the doors to the flood of people that are coming in to the outdoor recreational space that—sometimes things go upside down when people don’t have a helping hand. That’s really what we’re really trying to do is also educate people in how you interact with the outdoors. Access is important to us. We want to bring people out because if people are out there than they care about it—and that’s really how we end up ultimately affecting change is getting people care about it. But also comes a necessarily learning with that. How we interact with the 2 [inaudible]. So that’s really kind of the root of a lot of what we’re trying to accomplish.

Kristin Carpenter-Ogden: I also just want to throw out therewhat I love about what you’re saying is you’re encouraging people to come and try this or if people love to surf in other places, come and try, or just come out and try it if you’re brand new. My audience, obviously, is comprised with people who love the outdoor active lifestyle markets or the outdoors, and they also are entrepreneurs. And you are so in the crosshairs of that intersection. This year alone, you’ve done three big things that I think you’ve never done before. One was launching Radify while you’re concurrently planning for and brokering for the real estate for LOGE, and then crushing it in a Kickstarter in the first week. So I would love to talk with you just a little bit about how like a start-up real person just like you can make all of this happen in one year. And I bet you often felt like the odds were against you on it.

Johannes Ariens: That’s a great question, that’s hilarious. Occasionally, I feel like the odds are against me. Just always. I think that’s a really great question, and it is. It’s been a super crazy year. And I think how you do that and what I’ve really learned especially since we’ve kind of started hanging around yoas an inspiration, and just also—talk about getting a lot done at once. Something I’ve really learned is 1, I’ve been working on brokering this deal for 2 or 3 years. It’s been a really long-term project for us. Ultimately, you always say go big, and that’s really what we’ve done since we launched Radify. I think it’s very uncomfortable.

And that’s the thing. I’m actually reading a book that you recommended to me right now. It’s something like lean into the discomfort or what is it, you might have to help me. It’s in my bag over there. I want to go get it. But I should reference it. Anyway, it’s essentially like lean into that discomfort. If it’s uncomfortable then you probably do it [inaudible]. And that’s really the theme. Like this morning for instance, [inaudible] this radio show and I’m like Facebook living and Instagram on my iPad and my iPhone both livestreaming on this Instagram, on this Facebook, and it’s like, “Dude, what am I doing?”

Kristin Carpenter-Ogden: While you were doing a traditional radio show—that’s what I love.

Johannes Ariens: Traditional radio show in the studio. And the DJ, he’s like, “What are you doing?” And he’s looking at it and he’s waving on our livestreams in his studio. It’s really uncomfortable. You can just go for it. The bigger you go—I mean, I was talking about reaction and action. It’s like if you push, something has got to happen. You’re going to learn from that. You’re either going to learn you’re right or you’re going to learn you’re wrong. But you’re going to learn it fast. That’s really what it comes down to is when you push on something, it’s going to push back. The result of that is either going to be what you’re trying to do or what you aren’t. Either way, you’re going to know which is value and if it’s going to happen fast. So I’d say pushing really hard and then knowing what you’re bad at. That’s the other thing. Understand what you’re bad at and learn as much as you can, but also just really know and identify where you need help and then find that help. Those 2 things. Go for it and just learn what you suck at. Once you figure it out, work on it, and get help. I wouldn’t be anywherenone of this is possible withoutI’ve got a group of people behind me. Without them, forget about it.

Kristin Carpenter-Ogden: I also just have to say, one of the strongest implementers I’ve ever met in my entire life, and I think that also is the key to pulling off all that you did this year. You’re just voracious about learning the new line. Like, what’s the line I should be taking? And you’ll just try stuff. What you did this morning with the traditional DJ was probably like, “I just had the weirdest experience. I was just literally doing a live broadcast while I was doing a radio program that I thought was a live broadcast.” He’s probably like, “Ay, ay, ay.” But anyways, I think what you’re doing here is great. Can you tell us a little bit abouttell us a lot about this Kickstarter process. That was your first one. I know that you’ve studied some models, but your product, if you will, I think isI know there’s tons of stuff on Kickstarter, but I just feel like what you’re doing is kind of a special snowflake.

Johannes Ariens: It is. Yes. All snowflakes are special.

Kristin Carpenter-Ogden: Yes.

Johannes Ariens: It is a four Kickstarter for the Kickstarter platform. What we’re doing, it is very unique. There’s upsides and downsides. Upside is, it’s very unique. So what that means is targeting. Like in a Kickstarter or in anything you’re selling, if you have a 100,000-person mailing list, it’s completely inactive and they’re all the wrong people, who cares? [inaudible] value less. If you have a 100-person mailing list with super active followers on your Instagram or whatever, way more valuable than that 100,000 inactive list. So for us, that same essentially principle applies to how you approach a Kickstarter. Because Kickstarter is just a platform. It’s like, “Oh, it’s only for these consumer products that you send out.” It’s like, “Well, that’s only what it’s for if that’s how you’re marketing it and using it.” It’s like, “I’m using it.”

What we’re doing on our project–which is very different and it’s not [inaudible] wrong because it’s just how you use it as its tool. For us, we’re a regionally connected product. So people have to come use our place. Most of our value levels on our Kickstarter involve coming out there. Not all of them, so all of your listeners that aren’t around here aren’t going to be able to use this. Definitely still go check it out. We’ve got like some swag levels and some other really cool stuff on there that doesn’t involve having to come to the property. But by and large, it is somewhat regionally driven. So we’re just pushing on that. On one hand, our audience is a lot smaller. We’re not sending our little widget watch or whatever it is around the globe. So our audience—that’s it, our audience isn’t global. I’m very familiar, and I know exactly who my audience is and I can just dial into them.

That’s the upside. So it’s like, “Is my product on Kickstarter unusual for Kickstarter?” Very. Is that an up or down? It’s how you—half full or half empty. It’s like, “Well, it’s refillable.” I don’t know. It’s all just how you look at that. So for us, we’re just looking at that for what it is and then figuring out how to attack that the best way we can. That’s basically just dialing in regionally. We’re fortunate to live in a place where outdoor recreation is just unbelievably popular. The greater Seattle, Portland, Co area—I mean, we’ve got cascades, we’ve got the ocean, we’ve got the Olympics—I mean, [inaudible] rock climbing, skiing, whatever. You’re the odd one here if you aren’t into outdoor recreation.

Kristin Carpenter-Ogden: I just love that you’re basically explaining that you use this as a channel, I think, to launch LOGE, but then you supported it with a lot of other channels. I would love to talk to you a little bit about specifically how Facebook live was such a high converting tool for you through this whole thing. Because I think, obviously, that’s coming on pretty strong. They’re going to make us addicted to it before they start charging us for it, right? But tell us a little bit about how you used some livestream and as you said with what you did with Instagram to drive conversion to the Kickstarter page.

Johannes Ariens: Like Kickstarter or Facebook live or anything else, Facebook live is just another tool in our basket. So I think there’s a lot of different ways to use it. I mean, you see this in Snapchat, for instance. How you can use that to drive conversion, and it’s driving a story. I think the power of Facebook live right now, and yeah, how soon isit’s not very far out that we’re going to be paying for that. So right now, it’s awesome because it’s Facebook really jumping on your side and getting us addicted to it. How they’re doing that is by—you start using it so that it’s really interesting—because after the video, you can go look at your viewer trend. Essentially, it’s like a snowball. You get a bunch of people in early by pre-planning it, or as many as you can, and then as you go, the more energy that [inaudible] they’re showing there, it just starts pulling people into it. Then when you’re all done, it takes that video and puts it onto your feed. But the interesting thing about that and what I think why we’re converting on it so strong and why it’s such a cool platform right now is that especially in a project like this, we’re building the plane as we’re—what’s the phrase?

Kristin Carpenter-Ogden: Building the plane as you’re flying it.

Johannes Ariens: Yeah. We’re building the plane as we fly it. So that is not individual effort. Really, through—like that Facebook live product and that toolwe can really bring people into this effort that we’re undergoing live. It’s like, “Hey, here I am on the property and I literally took the Seattle surfer group through the entire property on my phone, on Facebook live, and they’re just pumping questions at me in the comments and we’re just doing it. They ask me everything from on-property questions to, “Hey, can we come out and help you? Can we have a work party? How can we get involved?” All these kinds of things. It’s this platform where we can have a personal conversation at scale. That’s incredible.

What that does—yeah, we talk about our sales [inaudible] conversion, all this stuff. But really, what that boils down to is how can we actually tell the story of how we’re doing this project that honestly, there isn’t aI kind of use this work developer because we are. I mean, we’re developing this place. But then, how we’re doing it and the approach we need to take because it’s such an unusual project is very, very different. To help people see that and understand that like—people, initially, when some of our first videos rolled out, they’re like, Oh, that’s the investor dude behind this project.” And it’s like, “Well, yeah. I guess that’s technically right because I—I don’t know. I’m like majority shareholder.” Or whatever.

But like, it’s like, “No. Kind of what you see is what there is.” There’s some confusion about that out the [inaudible]. Really, it’s like, “No guys, it’s me and my teammy small and very, very passionate team that we’re building this project. There’s not smoke and mirrors. And that’s really something that I think as a whole, in the sales business, just direction especially in these passion-driven markets like the outdoor industry, that’s going to be the way it goes. So Facebook live is an amazing tool for this point in history to share that story. Because it’s notit’s not smoke and mirror sales, it’s like, “Nope. Here I am, and here’s this project that I am somehow going to figure out. But do I have all answers? No, give me a break.” It’s like, “No, I am active—” They’re like, “Hey, can we come out and help you?” It’s like, “Yeah, you can. And here’s how. And we’ll make it work.” That’s how this project is actually going to happen.

Kristin Carpenter-Ogden: That’s amazing. So the other thing I wanted to ask about here is obviously, you’ve identified a space here that’s like the convergence of outdoor recreation in tourism, and I love that you’re doing it around a real estate development, frankly. It kind of brings the whole business model into view here where you look at Radify developing, you look at what you’re doing here with LOGE. LOGE is the type of business Radify is there to serve. And you launched that business first because you saw this trend starting to really take hold in theI guess in North America, but also internationally. And it’s helping people develop these types of projects, correct?

Johannes Ariens: Yes. I mean, the kind of the merger between Radify and LOGE is if you kind of go back and you look at our timeline which seems blistering fast, which it is. But there’s a lot of back work before we launched Radify, even. So what it kind of looks like is there’s sort of a natural timeline on how you have to go about these things. So it’s like, “How do we develop this camp that we see this vision for?” “Well, we need a place to do it.” And I was like, “Okay, and we see this trend.” So first step is figuring out how we get that place and what that looks like. Also, what our perception, what people’s perception of our intent is. That’s really what Radify is all about. It’s not just our project. In this particular case we’re talking about our project, but then alternative development and developers working in the space as a whole,

Radify is really obviously to execute on our own projects. But then also really address what it is to be a developer in that language as it operates in this passion-driven, environmentally-driven space because the reality is, for these projects to exist and these things that we all enjoy—skiing, right, I mean the ski area. Development is a necessity if you believe that you want to go use the outdoors. A trail is a development. Like when we build a trail, we walk on it. That’s developed. And it should be that way because we all just trample down into the woods, our impact would be dramatically higher. So there’s a necessity to it. So really, just kind of like, hate the developer, hate the man. Like until we could address and start working and chipping away on that, our ability to succeed with LOGE is limited.

Kristin Carpenter-Ogden: It’s so cool how they all—like dove tails  so closely together.

Johannes Ariens: Yeah. I mean that really speaks back to that thing of like, “Oh, that’s the investor dude.” It’s like, “Well, yeah. I guess. kind of.” But I don’t work for Hilton. And I don’t have a problem with their projects, whatever. But it’s like, “What industry am I in?” It’s like, “Well, that’s a good question.” It’s like, “Yeah, I’m in the outdoor recreation industry, but I’m also in the real estate business. Frankly, those things have to co-exist.” Really, there’s a tense language and just kind of a struggle, I think, with outdoor recreational users that needs to be addressed, And for us to be successful and really be true to our mission with providing a driving access and environmentalism amongst our users. It’s like, “Hey, this is us. We want to be transparent.”

So beyond our project, that speaks to anyone trying to do this. That’s why I’m really opening Radify up because it’s like, “Yeah, we could use Radify for our little development vehicle.” But then opening it up through our podcast, the Radify Development Podcast and our consulting services there, it’s like these problems that I’m dealing with [inaudible] impact our project aren’t exclusive to us. So it’s really about [inaudible] when we go talk about changing narrative, it is advantageous for us as well as our partners and similar projects to work on [inaudible] changing that narrative together.

Kristin Carpenter-Ogden: Right. So I wanted to ask you this—you blew to success within 1 week on your Kickstarter. What does an entrepreneur do after that happens? I’ve helped some companies through Verde, through these Kickstarters, and then we work a lot with audience development and making sure there’s engagement and getting the people who maybe were interested in funding to an enthusiast list. So it’s about engagement more so and furthering the conversation. But as the person who actually did the Kickstarter now it’s funded within one week, wasn’t it like a 28-day project or something? Can you tell the audience what happens now?

Johannes Ariens: Yeah, that’s a good question. I promise the audience that I didn’t pay her to ask that question because I’m going to drop the most business at you answer to that. PR, PR, PR is what happens now. I’m serious.

Kristin Carpenter-Ogden: I was thinking more from a funding perspective which I want to talk about that as well. But yeah, tell us about PR because that is exactly how we felt on this. But I just want to knowyou don’t have a “agency.” I know you have a team and you have some really capable people working on it, but it is—so it’s basically like you’re funded now. It’s just a matter of promotion and seeding the launch, continue the momentum to march.

Johannes Ariens: Well, sort of. The way our project works—so unlike a widget where it’s like, “Okay, we hit a certain dollar amount, now we can make our widget and send it to you guys.” Our project is happening. Like right, wrong, or indifferent, it’s going to happen. I mean, I literally was there this morning. We’re doing construction. So I’m pretty sure that they’re going to—it’s going to go or we’re going to just crash. So I’m going to say it’s going to go. So what that means though is how quickly can we deliver our full experience to our audience? So our baseline goal which we hit in the first week—essentially, that covers the pursuit cost of doing this Kickstarter.

We’ll get a little off of it, but really, we’re able to broadcast our message and really kind of get people involved in this process that we’re involved in ourselves and bring people into it. Like hitting our goal, that’s what is achieved when we hit our goal. From kind of a cost and business perspective. Where we go beyond this comes down to a matter of how much do we believe in this as an industry, as a consumer, and as the people executing on the project? Like, “Okay, we hit our goal so we’re not crazy. Somebody thinks we’ve got the right idea.”

Kristin Carpenter-Ogden: Right. Proof of concept.

Johannes Ariens: You ask the market and they tell you. And they’ve told us that we’re not crazy. So that’s good. Really now it becomes how much do we believe in this. So for us, what’s next is rolling out our stretch goals which then we’re going to start really impacting our schedule and our construction and taking the project and basically just how hard could we put that problem down. What we want to do is put it down really hard.

Kristin Carpenter-Ogden: What does that mean? Like pre-selling reservations or—tell us what that means success-wise.

Johannes Ariens: So throwing some numbers actually here. Listeners, if you have any interest in running a Kickstarter, prep yourself for digging really far in the numbers and just whateverthey’re not my game at all, but that’s how it works. We hit our goal with 100 people in 1 week. Then you pace that out—and just so everybody knows, our goal is $20,000. So that’s an average of $200 per contributor. However, as that goes along and we keep reaching out, that $200 mark is going to go down. We know that. So then it’s like, “Okay, so how many conversions do we have to have?” With 100 to hit our goal which is actuallyI guess I should just tell people [inaudible] because this is how we do it. Our goal is $100,000.

So what does that mean? From a statistics perspective, that’s what you have to get into. Because then you can start really dialing in your marketing and how to drive those conversions. And you have a conversion target. So right now we’re at 100 people, $2 a person. That’s $20,000. Definitely, the number’s going to go down as to the average per person. So let’s say it’s 100, right? So if it were to hold it to, we need 400 more people to get to our goal. We’re not going to do that. So we probably need more because that 200 number is going down. So we probably more realistically need is 600 to 700 conversions. So that is the magic number. Like, “Yes, we’re going for a dollar number but really, it’s like, “Okay, how do we look at our marketing campaign and what we’re doing, and what does that mean for conversions?”

It’s like our network and social got us to where we are. That got us newsworthy, that got us on the show. And it got us on radio shows and stuff like that. Really from there, that’s how you drop your [inaudible] because until it can really go out to that next ring of kind of outside your network and your team’s network, your ability to add that kind of viral impression to it is going to be limited. So you really have to move the ship. So right now, it’s about hitting that point, hitting it so hard—and that’s what we did the first week. We hit half of our goal day 1, our full goal week 1, which were our internal goals. We knew those before we ever started. We knew that statistically speaking, if your campaign doesn’t hit half funding in day 1, it’s essentially going to be a flop.

Kristin Carpenter-Ogden: No pressure.

Johannes Ariens: Not always. But that’s the way it is. Generally speaking, if you look at statistics. So we knew that. So that’s goal 1. Half funding day 1. Got it. Goal 2, full funding week 1. And then you start taking that and cranking it in [inaudible] now you can say you’re not crazy. That’s really what it boils down to is can you deliver and can you say you’re not crazy? It’s like, “We can now say we’re not crazy, and yes we can obviously deliver because I can [inaudible].” I’ll meet you on the property. So that’s what’s exciting. What that means for news and our industry—and that’s really what drives is it’s like, “Yeah. There is something going on here. And yes, it does have the potential to make an economic environmental difference in this place that could really use it.” And that’s fascinating.

And really, that’s what makes me stay up all night. It’s like, “Dude, this is cool.” People want to come and experience this incredible asset in a way that we can keep experiencing it. We don’t have to cut it out or destroy it or whatever, we can just keep using it, and it’s going to pump money into this economy so we canpeople can live here and thrive. That’s really whatthose are the things that drive me to push so hard. Then when we get validation then it’s just like, “All right everybody, let’s go.” So that’s where we’re at right now.

Kristin Carpenter-Ogden: That’s awesome. Tell my listeners how they can get involved. Obviously, I’m in Colorado when I supported the project. Just because I love outdoor recreation economy, I have tons of business in Washington state, lots of friends there. And I’m rooting for you, of course. But tell us about how the other people can get involved in this to take it across the line because that isit’s a stretch goal and—you’re right, it is about reach and relevance to the right audiences and just data hacking. You know what I mean?

Johannes Ariens: It is. Data doesn’t lie. Yeah. No, for real. So, okay. So as far as how people can help, I’m like, “What we’re looking at with the project, as I mentioned, really our goal is $100,000. We have to step the pace up to do that. But if you look at kind of that snowball and how things become viral and how that works is get enough attention and then start rolling it up. So really, our pace if we can hold on, our pace ought to actually increase. So that’s where I get that number from. Because it’s not just a pure extrapolation. There’s a lot of [inaudible] than that. So if we’re doing it right which so far we’re doing it right says our internal goals, we should—based on history, we should be able to increase our pace.

To do that, here’s what we need: obviously, more supporters. So for people that aren’t in the area, they’re just really down with the project. We’ve got a swag kit, that’s pretty cool. It’s got like a shirt and all this stuff in it. Then we’ve also got somelet’s say we’ve got the swag kit and then we also have really low entry levels. Like $20 bucks or $8. Actually, technically $8. We have the sticker get on the list level which is kind of [inaudible] anything about joining Kickstarter? You always need to have at least one below $10 because people are like, “Cool.” I’ve had a few people who earns $5. It’s just like, for us, that still still proves our motto. Even though the money isn’t much, it’s still proves our motto. It’s all about numbers. So if I can say, “Hey, this many people, 10,000 people watched my launch [inaudible].”

Kristin Carpenter-Ogden: That’s actually true, dear audience. That’s true. 10,000 people watched it. He’s not just pulling a number out of thin air.

Johannes Ariens: 10,000. Yeah, that’s a true statistic. 10,000 people watched our launch video and it’s had outrageous—I can’t keep up with it. I don’t know, it was like 40,000 the last time [inaudible].

Kristin Carpenter-Ogden: That’s what we have to hack is those people. There’s 10,000 people right there.

Johannes Ariens: Exactly. So our overall view and [inaudible] of this is just staggering. So that is how we roll up that virility. Then when we talk about this regional project, that’s the complicated part. Because we are kind of stuck in our little zone here. But for people that are interested with what’s going on with the outdoor industry and how we can drive from a four profit business perspective, how we can really drive access in a responsible way, I don’t know. I’ve obviously drank the juice, but this is that project. So for the people that aren’t in my region and here or may or may not be able to directly impact from this project. I still would just urge you to go out and look at our Kickstarter and look at what we’re doing, and see if there’s a level on there that you can make make sense for you. Like really, anything helps.

I mean, even just numbers because it’s like, if I just have so many supporters—yeah, there’s obviously the financial component. But then my argument to investors, for instance. There’s two pass. and I don’t know bbut there’s multiple pass to this funny model that we’re working on. One is, Kickstarter and proofing our model because we don’t want to go do something irresponsible unless we know it’s right. So that’s what the Kickstarter does for us. It obviously helps us with funding. But it also proofs our model early so we don’t go mess something up and create a bunch of garbage and develop something that people don’t want. It also gives us the capacity to pursue that traditional funding development model which is also critically important because the reality is doing these kinds of projects is very expensive. We’re not designing it [inaudible]—we’re not designing a watch or whatever.

Kristin Carpenter-Ogden: You’re not busting on them. It’s just you can’t [inaudible] apples to apples.

Johannes Ariens: It’s just not apples to apples. And the reality of this project is you can’t get traditional financing. We’re bootstrapping. So with our passionate investors as part of that bootstrapping model—and so now, it’s like, “Okay. Look, you guys. It’s working.” That is incredibly valuable. And that numbers give me the capacity to say that.

Kristin Carpenter-Ogden: When I interviewed Ben Rifkin earlier, he said exactly the same thing. He’s a more traditional VC person at Royal Street Partners in Park City. He said when he gets to take a look at a company that wants seed funding from a Kickstarte—it’s actually a very, very important point. A proof of concept of reading audience of somebody who actually is showing how invested they are, too. Because these Kickstarter projects and everything you’re doing around it i.e. building this destination—it’s hard. I mean, this is an uphill battle. You have to be super passionate to be as—I mean, listen to your energy level. I’m wondering how much coffee you had or if you’re still having main lining while we’re talking.

Johannes Ariens: I’ve got my IV yet. [inaudible]. Starbucks takes orders like right down the street from my place.

Kristin Carpenter-Ogden: Yeah. But that’s very, very awesome. I definitely want to try and wrap up here but I want to make sure everybody knows, on the podcast notes page, we’ll have links, everything. How you can get involved. And share this with anybody you know within driving distance who is an outdoor recreation aficionado who loves the coast and who wants to do things to pump up real economies through sustainable endeavors and sustainable businesses such as LOGE. So there’s so many things to support about this. It’s not just about being a surfing enthusiast.

Johannes Ariens: It’s not. And to just tag on as we wrap up here. As this is somewhat directed at people in the business or people that are kind of getting into the business. The other big at–so yeah. Get, share, and whatnor. But then I make time to talk to people. That’s really, I think, important. So beyond just sharing it on your Facebook and your social media because that is also hugelyI mean, that just really does make a giant difference. But then also, if you’ve got a network—if you know somebody that will be like, “Hey, this project—“  You should talk to this guy about this project. Your reporter friend or some of them that writes a blog.

That stuff is—as far as kind of adding to your push, getting on those right now when I mentioned kind of stirring the ship in a new direction, we were actually shifting the ship over the PR mass reach. And so that’s really how we could do that is through blog landings, podcast, news outlets. And really, then where takes our mission and how that can empower us in what we’re trying to do. That’s the huge value. So honestly, in the show notes, you guys could literally get ahold of me extremely easy to reach. Just reach out to me, I love it more than anything. Talking about energy boost when someone you have no idea who they are, they’re like, “Hey, I heard about x and I love what you’re doing. How can I help? I’ll stay up all night.

Kristin Carpenter-Ogden: He will.

Johannes Ariens: No problem. I will. All done. Yes.

Kristin Carpenter-Ogden: Definitely. I’ll have all of your contact information in the podcast notes. So again, I am absolutely blown away by what you have accomplished—your energy level, your vision, and just how humble you are. That’s the best part about you in my mind is you’re showingyou know what? If I can do this, anyone can. Like you don’t think that you’re anything special. You’ve said it many times. I do. I know that you’re just like, “I’m a normal guy, I just do—just a hard worker.

Johannes Ariens: Start is not deliverable. That’s what I always say.

Kristin Carpenter-Ogden: But just know like you’ve had an amazing year and I’m so excited to support this project and anything else that your name’s on, Johannes.

Johannes Ariens: Excellent. Well, thank you very much for your time and listeners. KCO’s awesome.

Kristin Carpenter-Ogden: Well, thanks.

Johannes Ariens: You are an inspiration to many, many, many, and all of us. So thank you for having me on the show.

Kristin Carpenter-Ogden: You’re the best, And we’re going to have you back when you hit that $100,000. Probably in two weeks. Awesome.

Johannes Ariens: Two weeks. Better believe it.

Kristin Carpenter-Ogden: Thank you.

Johannes Ariens: Thank you. Well, see ya.


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