The XION CyberX takes eBike experiences to a whole new level. With speeds up to 50 MPH and a range that stretches to 100 miles, this isn’t your average neighborhood cruiser. Fat tires, full suspension, mid-drive motor, and a two-person seat make every ride feel like an adventure worth getting out of bed for.
And then there’s the customization. Beyond basic frame and seat colors, you can express yourself through laser-printed panel designs that turn heads wherever you ride.
Contents
Phase 1: TestBoom
TestBoom is where we test market demand and forecast how successful the launch will be. The upfront investment for the creator is minimal – both time and money. Let’s walk through how it worked for XION CyberX.
Messaging & Positioning
First came our Messaging & Positioning process. Here, we crafted the initial ways to position CyberX in the marketplace.
We developed several angles to test. Think of an angle as a spotlight – which feature should shine brightest? For CyberX, we focused on:
- Fully customizable to match your style
- Enjoy the thrill of 0-30 in 4 seconds – Powerful/Fun
- Designed by experts
Then we identified specific audiences for Facebook testing.
An audience represents a type of person with distinct interests, age, gender, and other characteristics. For CyberX, two key groups emerged:
- Expensive cars
- Green tech
Test using our Reservation Funnel
With angles and audiences in hand, we created ads directing traffic through our Reservation Funnel that we created with our software LaunchKit:
The goal? Get users to place a $1 deposit before launch. This matters because people who make even a small commitment are 30x more likely to buy when you launch.
Through these reservations, users secured a CyberX at $2,950 (40% off retail). After just $2,000 in ad spend, the signals were clear. Our numbers told a promising story:
- Ad spend: $2,000
- Leads: 2309
- Reservations: 71
Our model showed CyberX had a lot of potential. They breezed through TestBoom and into Phase 2: LaunchBoom.
Phase 2: LaunchBoom
When a product reaches Phase 2, we commit fully to creating a massive launch. While this involves a lot of details, I’ll focus on what truly moved the needle.
Scaling pre-campaign advertising
During TestBoom, we kept our ad budget small at $2,000. For LaunchBoom, we increased to $103,665 for pre-campaign. We cast a wider net with additional audiences and fresh creative. The results sang:
- Ad Spend: $103,665.71
- Leads: 30,505
- Cost per Lead: $3.40
- Reservations:
- 954 reservations at $100
- 73 reservations at $50
- 256 reservations at $1
- Cost per Reservation: $100 (we broke even on ad spend)
I found it fascinating that we performed better with a higher reservation cost. This tested our funnel in unexpected ways, revealing that premium products can support premium reservations.
Our most effective ad wasn’t a polished graphic or professional video. It was an authentic reaction video from a test driver paired with compelling copy. You can see it here.
VIP Facebook Group
Those who placed $100 reservation deposits became our “VIPs.” One key benefit? Membership in a private Facebook group. This created space for direct conversation with the XION team and fellow enthusiasts. The community began forming long before we launched.
Having a “LaunchBoom”
With our pre-campaign email list ready, we notified subscribers the moment we launched. This generated immediate momentum – a wave of early backers. The graph below shows the dramatic sales spike during those first 48 hours.
Day one brought in $807,666. That’s what we call having a “LaunchBoom.”
Keeping the campaign momentum going
I think of a strong “LaunchBoom” like building a solid foundation for a house. The credibility from rapid funding makes later visitors more likely to trust and convert. Here’s how we kept the momentum flowing after our strong start.
Facebook & Instagram Advertising
The most reliable revenue driver is targeted Facebook & Instagram advertising. For XION, we scaled spending even more effectively than during pre-campaign. The early success gave us credibility that new audiences responded to. Here were the numbers:
- Amount spent: $51,685.50
- Revenue: $255,069
- Return on ad spend: 4.94x
That means for every $1 we spent on advertising, Xion CyberX was making nearly $5.
Indiegogo Add-On Perks
Think of add-ons like upsells. These are typically complementary products that you can sell to backers throughout the checkout process. For example, Xion CyberX had add-ons like:
- Upgraded battery
- Upgraded charger
- Laser printed panels
Add-ons drove over $100K in sales on their own.
Indiegogo Promotions
The Indiegogo team provided valuable promotional support. Our strong funding through email, Facebook, and PR unlocked various opportunities:
- Email newsletters
- Homepage placement
- Premium category listing position
These promotions brought in $60,377 directly from Indiegogo, showing just how much platform exposure matters.
Xion CyberX Case Study Wrap Up
Let’s sum up what we learned:
- We tested Xion CyberX in the market before committing to the launch
- We built a pre-launch email list with a reservation funnel identifying people 30x more likely to buy
- The pre-launch email list led to $800K+ in funding in one day
- Live campaign Facebook ads generated $255,069 from $51,685.50 (4.94x return)
- Add-On perks increased per-backer revenue (over $100K in total)
- Indiegogo promotions contributed $60,377 in direct revenue
Interested in working with us? Reach out to us here to chat with my team. We’re looking forward to learning about your product.
