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It's a nice little video. Last week I entered The Bobby Flay Project and if my story gets chosen I will need to raise $$ and will probably join kickstarter. Stay strong and make your dreams a reality. I would name your project after what you want your business to be called, then put in what phase you are in. For example Fresh from Fogl's Farm (Phase 1: Purchasing commercial grade appliances.) That way you can raise smaller increments and have a greater chance of reaching each goal.
Oooh... kickstarter rule... we can't talk about raising fund for appliances and such. They say it turns people off and they'd prefer you not talk about equipment costs... those things are the 'creative wings' that will get people interested. I need lots of things to get going, most importantly is being able to buy larger quanity in season items, supporting the farm families and so on. That's what they want me to focus on. You get shot at funds for this project. I can mention what phase I'm in... we're preparing to offer more of our items locally even if we only end up wholesaling to the stores to get the farm produce in. We already mail order, but need more space to go outside that internet box thing. LOL
Its a great program, just read all the rules and read all the projects that did 'extremely' well and make sure you see what they offered and their goals. Its not as crystal clear as I thought it would be, and they are VERY picky about what they will support it turns out! took me 3 tries to get a proposal they would back!