Pre-sale as a market test
Both HitHit campaigns validated that people will pay upfront, before series production.
About the project
GEIM makes T-shirts, trousers and jackets from a graphene-based material. According to the brand, it helps regulate temperature and offers UV protection and antibacterial properties, and the clothing is free of microplastics. Production is in the Czech Republic.
It targets people who do sports and spend time outdoors and care about performance, health and sustainability. Sales run through its own online store to around thirty European countries and the US.
My role
I joined the company (then Mowement Sportswear) in 2021 as a co-founder. I work on growth strategy: who we sell to and at what price, through which channels and how to expand the range.
Why I got involved
I wanted to test go-to-market on my own product and my own money, not only with clients.
Milestones
- 2019Mowement GTee campaign on HitHit: CZK 455,400, 151% of goal, 373 backers.
- 2021I join Mowement Sportswear as managing director and shareholder.
- 2022The company is renamed Geim s.r.o. and the GEIM brand launches.
- 2023GEIM campaign on HitHit: CZK 534,330, 133% of goal, 184 backers.
What I learnedIn B2C every mistake in price or messaging shows up in the numbers right away. I learn faster on my own brand than on any client project.
Where it is today
GEIM sells through its own online store in the Czech Republic and abroad and is expanding its range for men and women.
Go-to-market view
Higher price, fewer people
The second campaign had half as many backers, but the average per backer rose from about CZK 1,220 to about CZK 2,900. The premium price and wider range held up.
Range and bundles
Trousers, jackets and sets joined the T-shirts. Bundles raised order value more than discounts did.
What I take from it
Two campaigns can validate two different things: the first demand, the second price and range.
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