Heads up!
Since the time that I wrote this post, there’s been a change of plans. Now, Visonic Dome is coming exclusively to Kickstarter. No more Indiegogo campaign! Instead of a “Secret Perk,” you can now get your Visonic Dome for -50% off in the first 72 hours by backing the project as an “Early Bird.”
Click here to read more about why we switched from Indiegogo to Kickstarter and what that change means for the project.
Thanks!
Giving Them Away
When I told my dad that I planned to give our first 1,000 backers a Visonic Dome *at production cost*, he didn’t say much.
But the look on his face said enough.
I imagine he thought I completely lost my mind. And maybe I have!
But that’s a topic for a future update. 🙃
The plan still stands: We’re giving away the first 1,000 Visonic Dome contact lens cleaners for just $49. It’s exclusively for email notification subscribers and only for the first 72 hours. So sign up before you miss out!
Getting your Visonic Dome Secret Link is easy!
1. Sign Up
Click here to subscribe to our free email notification so you don’t miss out when we launch.
2. RSVP
Only email subscribers get the secret Indiegogo “Early Bird” link to save -50% off on launch day.
3. Beat the Rush
“Early Bird” rewards are limited to the first 1,000 devices – and only for 72 hours after launch.
Why $49?
Contrary to popular belief, the prices of all the products we buy aren’t just picked out of thin air. There’s actually a basic formula used to decide how much a product should cost.
On average, the retail price (MSRP) of a product equals the bill of materials (BOM) plus labor, multiplied by at least four.
Retail $ = (BOM + Labor) x 4
rough estimate of retail price
This formula doesn’t factor in the costs of design, development, or tooling and molds. And it should be noted that this formula is just a ballpark number. Fair retail price is also tested in focus groups to determine what your target audience is willing and able to spend.
Some products, like paper clips, sell at a retail price that’s more like a factor of 10 times manufacturing cost. Others, like this Visonic Dome limited edition, is more like a factor of 2. It’s all relative.
Most products are made with their start-up costs factored in as long-term investments. Tools and molds in particular are designed for the production of thousands (or even hundreds of thousands) of units. Therefore, those costs aren’t usually part of the MSRP calculation.
But since this final Visonic Dome production run is an Indiegogo Kickstarter exclusive – and the limited production run is so small – we have to cover all of those costs in one hit. Gnarly.
For the Visonic Dome, $49 represents the absolute lowest amount that the project is even feasible. It’s pretty close to the cost-per-unit when you include the upfront costs of setting up the production line.
The math works like this:
- add up all the costs of the raw materials (the stainless steel for the chamber and the polycarbonate for the outer shell, etc)
- then add the cost of assembly – manpower and machinery
- then divide the cost of the tools and molds by 5,000 (the upper limit of this limited edition) and add that, too
- finally, add the
IndiegogoKickstarter and payment processing fees – roughly 10% of gross revenue (ouch!)
So why increase the price?
Ideally, everyone would get their Visonic Dome for a $49 pledge on Indiegogo Kickstarter. The ultimate deal, a real bargain.
Cleaner, safer, more comfortable contact lenses at the lowest possible cost.
Unfortunately, that’s just not realistic. And the reason is in the margins.
If we got the support of 5,000 backers, then we’d raise the absolute minimum and just squeak by. But it’s easy to imagine more than one scenario that could throw a wrench in that plan:
- If we get fewer backers…
What if the project only got 3,029 backers? Or even 4,204? Suddenly, the bare minimum isn’t possible anymore and the project runs aground. - If there are production mishaps…
“The best-laid schemes of mice and men” also applies to product manufacturing. A wider margin gives you some wiggle room and keeps unforeseen costs from becoming total deal-breakers.
It’s better to be safe than sorry.
By increasing the minimum pledge, we increase the margins and build a “buffer zone” that can shield us from unexpected additional costs – and provide a guarantee to our backers that the project is possible. That’s why we’re offering the -50% discounted reward only for the first 1,000 backers (about 20% of the entire run) and then gradually increasing the minimum pledge each week ’til the end of the campaign.
Some historical context
When my father invented the Visonic Dome in 1989, his recommended retail price was also $49. So you can imagine just how thrilled I am to be able to offer it for pledges of the same value today.
But there are two important differences between his $49 Dome in 1989 and our $49 pledge in 2021.
Firstly, there’s the issue of production scale. At the peak of his success, my father was making 10,000 ultrasonic contact lens cleaners per week. Take another look at the formula above. Note how a larger production run spreads out some of the costs. In other words, larger production runs cost less per unit than a limited edition.
The second factor is the changing value of the dollar.
According to the U.S. Bureau of Labor Statistics, $49 in August of 1989 had the same buying power as $102.87 today.
Which is very close to our estimated $99 retail price today! Pretty cool.
Make sure you get your Visonic Dome “Early Bird” discount!
At the end of the day, this Indiegogo Kickstarter campaign is about telling my father’s story, recreating his timeless design, and getting his invention into people’s hands.
And I can only do that with your help!
By supporting early, you help make this project possible – as well as secure your best possible deal.
Sign up below and we can make my dad’s ultimate contact lens cleaner the real deal one more time.
