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Feb 8, 2016 · 24m · top-founders

People Hire Him Behind The Scenes to Launch Their Crowdfunding Campaigns, $40m Raised with Zach Smith of Funded Today

Zach Smith · 13m spoken Nathan Latka · 8m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode of The Top, host Nathan Latka interviews Funded Today CEO Zach Smith to unpack the agency's performance-based crowdfunding model, paid media unit economics, and data-driven launch strategies that have raised tens of millions of dollars on Kickstarter and Indiegogo.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 38.1% of the talking time here. How this is scored →

Nathan as informed peer 3.1 Guest teaching 2.4 Guest disagreement 0.8 Nathan pushing back 2.0
05100:0010:0020:000:27–2:38 · Nathan as informed peer 1/10 Weekly Cash Giveaway and Upcoming Show Highlights Nathan introduces the show giveaway and welcomes Zach Smith, who explains how Funded Today transitioned from small business consulting into a commission-based crowdfunding agency.2:38–5:52 · Nathan as informed peer 6/10 Roosport Case Study and Pre-Launch Email Strategy Nathan aggressively drills down on the Roosport case study, doing real-time math on cost per click, opt-in rates, and lead acquisition costs.5:52–8:12 · Nathan as informed peer 5/10 Launch Economics and the Three-Tier Crowdfunding System Nathan presses Zach to clarify initial setup spend versus money raised, prompting Zach to detail Funded Today's three-tier marketing system.8:13–13:06 · Nathan as informed peer 4/10 Performance-Based Business Model and Qualification Criteria Nathan expresses disbelief at Funded Today's 35% commission cut, but Zach defends the model by noting they front all ad spend and beat traditional 50-60% retail cut benchmarks.13:06–15:16 · Nathan as informed peer 3/10 Due Diligence Testing and Cross-Promotional Network Zach details their 1-to-7-day due diligence testing process and 1-million backer list, alongside sharing their 2015 revenue of $8M.15:16–19:03 · Nathan as informed peer 4/10 The Formula for a Winning Crowdfunding Campaign Zach outlines the four-part formula for crowdfunding success and stresses authentic storytelling, which Nathan playfully explores with extreme scenarios.19:04–23:34 · Nathan as informed peer 2/10 All-Time Crowdfunding Records and Connecting with Zach Zach corrects Nathan's estimate of the Kickstarter all-time record, pointing out Pebble's $20.3 million benchmark before completing the Famous Five round.23:36–23:58 · Nathan as informed peer 0/10 Episode Conclusion and Next Day Show Teaser Nathan delivers the outro monologue, reminding listeners about the iTunes review giveaway and teasing the next episode.0:27–2:38 · Guest teaching 1/10 Weekly Cash Giveaway and Upcoming Show Highlights Nathan introduces the show giveaway and welcomes Zach Smith, who explains how Funded Today transitioned from small business consulting into a commission-based crowdfunding agency.2:38–5:52 · Guest teaching 2/10 Roosport Case Study and Pre-Launch Email Strategy Nathan aggressively drills down on the Roosport case study, doing real-time math on cost per click, opt-in rates, and lead acquisition costs.5:52–8:12 · Guest teaching 3/10 Launch Economics and the Three-Tier Crowdfunding System Nathan presses Zach to clarify initial setup spend versus money raised, prompting Zach to detail Funded Today's three-tier marketing system.8:13–13:06 · Guest teaching 4/10 Performance-Based Business Model and Qualification Criteria Nathan expresses disbelief at Funded Today's 35% commission cut, but Zach defends the model by noting they front all ad spend and beat traditional 50-60% retail cut benchmarks.13:06–15:16 · Guest teaching 3/10 Due Diligence Testing and Cross-Promotional Network Zach details their 1-to-7-day due diligence testing process and 1-million backer list, alongside sharing their 2015 revenue of $8M.15:16–19:03 · Guest teaching 3/10 The Formula for a Winning Crowdfunding Campaign Zach outlines the four-part formula for crowdfunding success and stresses authentic storytelling, which Nathan playfully explores with extreme scenarios.19:04–23:34 · Guest teaching 3/10 All-Time Crowdfunding Records and Connecting with Zach Zach corrects Nathan's estimate of the Kickstarter all-time record, pointing out Pebble's $20.3 million benchmark before completing the Famous Five round.23:36–23:58 · Guest teaching 0/10 Episode Conclusion and Next Day Show Teaser Nathan delivers the outro monologue, reminding listeners about the iTunes review giveaway and teasing the next episode.0:27–2:38 · Guest disagreement 0/10 Weekly Cash Giveaway and Upcoming Show Highlights Nathan introduces the show giveaway and welcomes Zach Smith, who explains how Funded Today transitioned from small business consulting into a commission-based crowdfunding agency.2:38–5:52 · Guest disagreement 1/10 Roosport Case Study and Pre-Launch Email Strategy Nathan aggressively drills down on the Roosport case study, doing real-time math on cost per click, opt-in rates, and lead acquisition costs.5:52–8:12 · Guest disagreement 1/10 Launch Economics and the Three-Tier Crowdfunding System Nathan presses Zach to clarify initial setup spend versus money raised, prompting Zach to detail Funded Today's three-tier marketing system.8:13–13:06 · Guest disagreement 2/10 Performance-Based Business Model and Qualification Criteria Nathan expresses disbelief at Funded Today's 35% commission cut, but Zach defends the model by noting they front all ad spend and beat traditional 50-60% retail cut benchmarks.13:06–15:16 · Guest disagreement 0/10 Due Diligence Testing and Cross-Promotional Network Zach details their 1-to-7-day due diligence testing process and 1-million backer list, alongside sharing their 2015 revenue of $8M.15:16–19:03 · Guest disagreement 1/10 The Formula for a Winning Crowdfunding Campaign Zach outlines the four-part formula for crowdfunding success and stresses authentic storytelling, which Nathan playfully explores with extreme scenarios.19:04–23:34 · Guest disagreement 1/10 All-Time Crowdfunding Records and Connecting with Zach Zach corrects Nathan's estimate of the Kickstarter all-time record, pointing out Pebble's $20.3 million benchmark before completing the Famous Five round.23:36–23:58 · Guest disagreement 0/10 Episode Conclusion and Next Day Show Teaser Nathan delivers the outro monologue, reminding listeners about the iTunes review giveaway and teasing the next episode.0:27–2:38 · Nathan pushing back 0/10 Weekly Cash Giveaway and Upcoming Show Highlights Nathan introduces the show giveaway and welcomes Zach Smith, who explains how Funded Today transitioned from small business consulting into a commission-based crowdfunding agency.2:38–5:52 · Nathan pushing back 4/10 Roosport Case Study and Pre-Launch Email Strategy Nathan aggressively drills down on the Roosport case study, doing real-time math on cost per click, opt-in rates, and lead acquisition costs.5:52–8:12 · Nathan pushing back 3/10 Launch Economics and the Three-Tier Crowdfunding System Nathan presses Zach to clarify initial setup spend versus money raised, prompting Zach to detail Funded Today's three-tier marketing system.8:13–13:06 · Nathan pushing back 5/10 Performance-Based Business Model and Qualification Criteria Nathan expresses disbelief at Funded Today's 35% commission cut, but Zach defends the model by noting they front all ad spend and beat traditional 50-60% retail cut benchmarks.13:06–15:16 · Nathan pushing back 1/10 Due Diligence Testing and Cross-Promotional Network Zach details their 1-to-7-day due diligence testing process and 1-million backer list, alongside sharing their 2015 revenue of $8M.15:16–19:03 · Nathan pushing back 2/10 The Formula for a Winning Crowdfunding Campaign Zach outlines the four-part formula for crowdfunding success and stresses authentic storytelling, which Nathan playfully explores with extreme scenarios.19:04–23:34 · Nathan pushing back 1/10 All-Time Crowdfunding Records and Connecting with Zach Zach corrects Nathan's estimate of the Kickstarter all-time record, pointing out Pebble's $20.3 million benchmark before completing the Famous Five round.23:36–23:58 · Nathan pushing back 0/10 Episode Conclusion and Next Day Show Teaser Nathan delivers the outro monologue, reminding listeners about the iTunes review giveaway and teasing the next episode.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 55.9% · guest 44.1%0:00 · Nathan 55.9% · guest 44.1%3:00 · Nathan 35.3% · guest 64.7%3:00 · Nathan 35.3% · guest 64.7%6:00 · Nathan 43.3% · guest 56.7%6:00 · Nathan 43.3% · guest 56.7%9:00 · Nathan 18.9% · guest 81.1%9:00 · Nathan 18.9% · guest 81.1%12:00 · Nathan 36.3% · guest 63.7%12:00 · Nathan 36.3% · guest 63.7%15:00 · Nathan 11% · guest 89%15:00 · Nathan 11% · guest 89%18:00 · Nathan 60.1% · guest 39.9%18:00 · Nathan 60.1% · guest 39.9%21:00 · Nathan 45.6% · guest 54.4%21:00 · Nathan 45.6% · guest 54.4%24:00 · Nathan 0% · guest 0%24:00 · Nathan 0% · guest 0%
Sharpest disagreement ▶ 12:05 Zach reframing 35% fee against retail margins

When Nathan claims a 35% take rate sounds excessively steep, Zach firmly counters by explaining that retail charges 50-60% without fronting ad spend.

 Hardest push from Nathan ▶ 11:52 Nathan challenges the 35% revenue share

Nathan directly challenges the agency's pricing model, saying he expected single-digit fees and calling 35% really high.

 Biggest teaching moment ▶ 20:24 Correcting the Kickstarter record benchmark

Zach pulls up exact crowdfunding data to correct Nathan's assumption, showing Pebble raised over $20.3 million rather than $15 million.

 Nathan holds their own ▶ 5:04 Nathan calculates funnel economics on the fly

Nathan takes Zach's rough conversion metrics and instantly computes the cost-per-lead math to hold the guest accountable to concrete unit economics.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Weekly Cash Giveaway and Upcoming Show Highlights 1100 Nathan introduces the show giveaway and welcomes Zach Smith, who explains how Funded Today transitioned from small business consulting into a commission-based crowdfunding agency.
Roosport Case Study and Pre-Launch Email Strategy 6214 Nathan aggressively drills down on the Roosport case study, doing real-time math on cost per click, opt-in rates, and lead acquisition costs.
Launch Economics and the Three-Tier Crowdfunding System 5313 Nathan presses Zach to clarify initial setup spend versus money raised, prompting Zach to detail Funded Today's three-tier marketing system.
Performance-Based Business Model and Qualification Criteria 4425 Nathan expresses disbelief at Funded Today's 35% commission cut, but Zach defends the model by noting they front all ad spend and beat traditional 50-60% retail cut benchmarks.
Due Diligence Testing and Cross-Promotional Network 3301 Zach details their 1-to-7-day due diligence testing process and 1-million backer list, alongside sharing their 2015 revenue of $8M.
The Formula for a Winning Crowdfunding Campaign 4312 Zach outlines the four-part formula for crowdfunding success and stresses authentic storytelling, which Nathan playfully explores with extreme scenarios.
All-Time Crowdfunding Records and Connecting with Zach 2311 Zach corrects Nathan's estimate of the Kickstarter all-time record, pointing out Pebble's $20.3 million benchmark before completing the Famous Five round.
Episode Conclusion and Next Day Show Teaser 0000 Nathan delivers the outro monologue, reminding listeners about the iTunes review giveaway and teasing the next episode.

Statements from this episode (13)

Assertion Supported
Nathan Latka: Funded Today has raised over $40M across 300+ crowdfunding campaigns
“His name is Zach Smith, and he is the co-founder and CEO of Funded Today, the world's leading crowdfunding agency, having raised over forty million dollars and counting for over 300 campaigns on Kickstarter and Indiegogo.”
Nathan Latka Feb 8, 2016 ▶ 1:06
Assertion Not checkable as stated
Smith: Funded Today pays 10 to 65 cents per click for leads
“Oh, we don't talk too much about our margins and things of how we do it, but I would say on the low ball, at 10 cents a click, on the high ball, 60, 65 cents a click, so.”
Zach Smith Feb 8, 2016 ▶ 4:45
Assertion Not checkable as stated
Smith: Funded Today gets 30% opt-in rates on pre-launch product pages
“We were getting about a 30% opt-in rate, so.”
Zach Smith Feb 8, 2016 ▶ 5:00
Prediction Not checkable as stated
Smith: Instagram is the next big advertising channel for crowdfunding
“Pinterest is actually starting to take up some effort, and Instagram is the next big thing, in my opinion.”
Zach Smith Feb 8, 2016 ▶ 5:39
Disclosure
Funded Today operates on a three-tier model of paid media, press, and networking
“We kind of say we're a three-tiered system where we focus on paid media, landing press, and then we call it cross collaborations or networking, and that's essentially the pre-launch.”
Zach Smith Feb 8, 2016 ▶ 7:58
Disclosure
Zach Smith: Funded Today charges a 35% commission on crowdfunding campaigns
“Our standard percentage is 35% across the board.”
Zach Smith Feb 8, 2016 ▶ 11:47
Assertion Not checkable as stated
Zach Smith: Funded Today's crowdfunding backer email list exceeds one million
“Oh, it's a million strong or more now.”
Zach Smith Feb 8, 2016 ▶ 14:30
Disclosure
Zach Smith: Funded Today operates as a completely remote company
“We built our company kind of like 39 signals where we're all completely remote.”
Zach Smith Feb 8, 2016 ▶ 14:43
Disclosure
Zach Smith: Funded Today generated $8 million in 2015 revenue
“About eight million.”
Zach Smith Feb 8, 2016 ▶ 14:58
Prediction Not checkable as stated
Zach Smith: Funded Today aims to double revenue to $16M in 2016
“We'd like to double that, and we think it's very realistic.”
Zach Smith Feb 8, 2016 ▶ 15:02
Assertion Not checkable as stated
Latka: Creators manufacture desperate situations to sell products with authentic stories
“People, if they have a hit product, will go put themselves in a desperate situation, allow the product to be the hero so they can live the story, which enables them to tell it more accurately and sell more.”
Nathan Latka Feb 8, 2016 ▶ 18:25
Prediction Didn’t hold up
Nathan Latka predicts he will raise $15 million on Kickstarter by 2018
“Within two years, I'm going to do something on Kickstarter and it will raise fifteen million dollars.”
Nathan Latka Feb 8, 2016 ▶ 19:31
Disclosure
Zach Smith: Funded Today runs its entire business on Skype
“We run our entire business on Skype, and I think it's the way we do Skype, I could give an entire training on how efficient we are on Skype.”
Zach Smith Feb 8, 2016 ▶ 21:12
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