The Story of Espresso Displays and raising over $260K on Kickstarter

Kickstarter Story

Kickstarter Story

The Story of Espresso Displays and raising over $260K on Kickstarter

Scott McKeon

Scott McKeon


Espresso Displays

We enable people to work productively, on-the-go.

🇦🇺 Based in Sydney, Australia

📅 Founded October 2018

🏆 3 Founders

💵 Monthly Revenue = NA

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Who are you and what business did you start?

My name is Scott and I am one of the Co-Founders of Espresso Displays. I constantly work on-the-go. It started whilst I was at Uni, I was also working at an Engineering company, I was also working at my University and at a non-profit. Each of those roles required me to be at multiple locations each day…

At my main job (Engineering) I had a nice 2-screen setup, but I was never there! So one day, out of frustration, my now co-founder and I were discussing what was out there that could help you use a portable monitor on the go. We couldn’t find anything that was suitable enough, so we decided to make one! And that was the birth of the Espresso Display.

Well no, it wasn’t that simple… We interviewed hundreds of people and made 8 prototypes to get to where we are now. We are a part of the community that needs this the most, and dedicated to improving productivity in an increasingly mobile world.

I start my working day always at a coffee shop. I usually plan to do one task, such as writing, doing media outreach or reviewing our customer research and looking for new ways to connect with them.

We are apart of two coworking spaces in Sydney – Fishburners and UTS Startups. I am usually between them, meetings with advisors, other coworking spaces, local partners.

I usually have a range of meetings or phone calls during the day. So block of some longer terms where I can work on deeper tasks.

Walk us through the process of creating your product.

We are all engineers, so we know how to design, model and create all kinds of things!

We have done a lot of iterations, either in design, 3D printing or just a cardboard mock up. We needed to understand extremely well, what the main criteria for making this the best product on the market for our intended customers. 

Large manufacturers create products for the mass audience, and therefore dilute features for any given segment. We are focusing on one segment and providing the perfect product for them.

We designed it all in house, with components coming from Australia and China. We visited China twice – where we met with suppliers, visited factories.

How did you launch the Kickstarter campaign?

The Kickstarter campaign was launched on 14/10/19 and was primarily promoted through Facebook, Linkedin and email. We have an email list that we had built. But launching a new brand and a new company, so these assets were limited. 

We have various ad accounts on different platforms. This campaign is as much about testing the different avenues to connect with our intended customer, as well as getting sales.

What apps and tools are most important to your business?

Fusion 360 – Design and product development

G Suite – for everything comms/storage

Facebook/LinkedIn/YouTube – for customer engagement

Adobe Premier Pro – for our video channels

What have been your greatest sources of inspiration?

Phil Knight – Shoe Dog: This is an incredible memoir of a hero’s journey.
Anything Malcom Gladwell, Jim Collins, Stephen Covey, etc.
Particularly for our niche- Tim Ferriss’ 4 Hour Workweek (remote work)

Also anything future of work oriented. Documentaries, medium-blogs, etc.

Do you have any advice for other entrepreneurs?

You need to be closely connected to your customer. For very early stage businesses, which are still developing a product and months away from launching or getting revenue…Get a job in a company that directly benefits the work you are doing for this project.

It is one of the best ways to continue to fund your business, learn specific skills and develop relevant networks. You will also double your learning, as you will learn the skills in the context of your job as well as your startup too.

How are things today and what are your plans for the future?

We plan to connect with our perfect early adopter market and give them a product they truly love. We want to then continue to serve them and help them become more productive.

Work is changing rapidly. Both what work is, where work is and the tools we use to work.
Espresso DIsplays aims to help people maximise their productivity, in an increasingly-volatile work environment.

Where can we learn more?

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