HeroPress Fails to Attract Backers, Cancels Kickstarter Campaign Ahead of Deadline

Topher DeRosia, creator of HeroPress, announced today that he is canceling the project’s Kickstarter campaign. During the past few weeks, the project attracted 33 backers who pledged $21,855 of the $60,000 AUD goal. When it became clear that the fundraiser was hopelessly behind on reaching its goal, DeRosia canceled the funding three days ahead of its deadline.

The Kickstarter contributors were great. The verbal and public support of people were wonderful. And lastly the naysayers were welcome and useful. With very few exceptions our detractors enhanced what we were doing, and I appreciate it.

HeroPress encountered no small amount of resistance from those who either didn’t support the concept or didn’t appreciate the approach. The project’s mission was to “develop the WordPress heroes of the world by sharing the accumulated wisdom of the community.” HeroPress’ communication strategy failed to communicate the mission of the project and struggled to identify practical goals, apart from creating videos to inspire community members.

DeRosia attempted to further clarify the mission of the project through short interviews with potential speakers and supporters. Unfortunately, the video updates didn’t adequately represent the quality of videos that the HeroPress creator hoped to deliver on his $60,000 AUD budget for the project.

“Our plan at this point is to huddle and make a new plan and give it another shot,” DeRosia said. “We’ve learned an enormous amount about our audience, their needs, and our capabilities.” He plans to continue HeroPress with a new, more cost-effective approach that will better address the needs the project was created to solve.