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Ready to launch your next product?

Worried about taking huge financial risks on your launch with little guarantee of an ROI in the first 3 months?

In this video training series, learn the secrets behind a proven product launch strategy that is overlooked by the rest of the ecom industry? (hint: it's not Amazon or Shopify)

For the first time ever we’re revealing the strategies we personally used to achieve over $7+ million in profitable product launches!

All from crowdfunding on Kickstarter!


Get proven results for your product launch
in this FREE video training series

Video 1

Kickstarter vs Ecom platforms:
Find out what makes Kickstarter more effective for launching products over other platforms like Stop taking on unnecessary risk and losing profit on your launches.

Video 2

The 6-Figure Launch Blueprint:
What makes Kickstarter so powerful? Learn the secrets to having a PROFITABLE launch, eliminating risk, and building a long-term sustainable brand.

Video 3

5 BIG Launch mistakes to avoid:
Want to raise $100K for your product launch? Learn how to profit on every sale with these key insights.

Downloadable Guides

The Multiplier Launch Guide:
Download and copy our worksheets that cover the 4 key launch pillars to reach your 6-figure funding goal.

Learn how entrepreneurs are raising 5x-30x more funding with crowdfunding on Kickstarter over traditional ecom launch strategies

Hi fellow entrepreneur!

I’m Johnny Loh, Co-founder of Playground Theory - a mentorship program and community that helps inventors, creators, and entrepreneurs like you to launch successful products online. Since 2014, I’ve personally helped dozens of entrepreneurs and international brands with their product launches.

I love working with entrepreneurs to bring their visions to life and see them create a positive impact in the world through their ideas!

Just like you, I’ve learned that hands-on experience is the best teacher.

Failure has taught me a TON of tough lessons (like losing $150,000 of my own money in several failed products). 

But for me, thankfully I’ve learned that failure is an inevitable byproduct on the path to success. I learned quickly from my failures and amassed over $7 Million in successful launches. 

If you had to ask me: “What’s the one key secret to your success?”

The answer I’d give you is simple: it's a hugely overlooked opportunity called “crowdfunding”.

So what is crowdfunding and why should you care?

Crowdfunding is an overlooked and under-utilized ecommerce model that allows early adopters to pre-order products and services BEFORE it even exists. Inventors, creators, and entrepreneurs raise funds to bring their novel ideas to life, pay for their first manufacturing run, and lay the foundation for their brands, allowing them to scale into million dollar companies.  

The largest and most well known crowdfunding platform is Kickstarter.

... And what's the hype about?

It all started in 2016 with our very first product that we originally planned to launch on 

We called it the Arctic Cold Brew Coffee System – a simple device that allows coffee drinkers to make cold brew in the comfort of their homes in 4 simple steps! We were confident it was going to be a hit because cold brew in 2016 in the USA was still an emerging trend and we were amongst the first to bring the idea to market.

In total we raised $613,387!
That's 40x our original goal!

Using our original Amazon launch strategy, we knew how to quickly scale our traffic & sales and how to rank on page-1 in less than 30 days, with a profitable ROI of less than 3 months.

But disaster struck and a change in Amazon’s Terms of Service completely killed our original launch strategy. (if you’re a seasoned dropshipper or an Amazon seller, something similar has probably happened to you before)

I had heard of crowdfunding before, but I had never considered launching on a crowdfunding platform like until we were faced with a hard decision:

  1. Launch on Amazon without our original guaranteed launch strategy
  2. Pivot to launching using the crowdfunding model in the next month and see what the hype was about

3 months later we raised $613,387

I was completely blown away. Every expectation I had was shattered and I raised more money in 30 days than I did the entire year on!

Two years later, we launched our second Kickstarter project called ‘AVENSI: the world’s best coffee enhancing glassware’ with a $30K marketing budget and raised $291,584 with an additional $25,284 of upsells.

Total we raised $316,868!
That's a 10x ROI!

I was a true believer. I was convinced that crowdfunding was the best way to launch new products. I saw first hand how much further our marketing dollars went vs. traditional channels.

We proved the impossible. Reaching the top 1% of Kickstarter projects, not once but TWICE for our own products.

What did we learn from launching 2x record breaking Kickstarter projects in a row? We proved to ourselves that it wasn’t just a fluke. There is definitely something we were able to achieve thanks to crowdfunding that other ecom entrepreneurs couldn’t by traditional means.

So after these two amazing product launches, we realized there was a huge opportunity. One that we had to share with other entrepreneurs.

Here are the benefits of crowdfunding on Kickstarter that the rest of the ecom industry was missing out on:

💰 We received 100% of the funds UPFRONT before placing a purchase order: Customers place ‘pre-orders’ for your product and you get the cash upfront! Gauge demand for your product and eliminate the unnecessary risk of paying for a large inventory upfront before launch. 

🔩 All we needed was a prototype to raise funds: Believe it or not, all our marketing assets were created from a SINGLE working prototype! Yet we were still able to raise all that money!

🙌 We rallied our first 1000 raving fans and received valuable feedback about the product: The HARDEST part of building a brand and launching a new product is building your fanbase. Thanks to our Kickstarter campaigns, not only did we receive hundreds of raving reviews and user generated content, our customers gave us valuable feedback that allowed us to further improve our product before manufacturing. 

📈 25% of the funds came from Kickstarter’s audience: 25% of our total funds raised came from regular Kickstarter visitors browsing the site. The organic reach and conversion rate was CRAZY!

🎯 Better positioned for bigger deals after the launch: A successful crowdfunding campaign becomes a marketing asset that you can use to create bigger opportunities. Gain traction with investors, distribution partners, and major retailers, the upside is HUGE!

🚀 We raised an additional 50% in post-campaign upsells and add-ons: Not only is the crowdfunding community highly engaged, they are BIG SPENDERS. With no additional marketing dollars, we made an additional 50% in revenue in upsells and add-ons!

These performance metrics are unheard of in the ecom world, yet we producted these results consistently for multiple launches.

That’s when we decided to launch our 6-Figure Product Launch Blueprint Masterclass.

The 6-Figure Product Launch Blueprint Masterclass

Get the free video training + downloadable guides to learn the EXACT crowdfunding blueprint we use to successfully launch 6-figure campaigns.


We turned our product launch system into a repeatable formula to help other entrepreneurs and creators achieve the same results for their ideas using crowdfunding.

And we've achieved remarkable results time and time again.

The 6-Figure Product Launch Blueprint Masterclass

Get the free video training + downloadable guides to learn the EXACT crowdfunding blueprint we use to successfully launch 6-figure campaigns.


Don't just take our word for it.
Here's what other entrepreneurs have to say about our proven track record of success.

The Playground team gave me the confidence and understanding to raise $120K for my product launch. It's very uncommon for food products to do well in crowdfunding, but the strategies and tactics I learned allowed me to leverage my existing audience and create a unique brand story that surpassed my funding goal by more than 300%.

Playground Theory provided really valuable insight on launching my kickstarter campaign and validating my product/price point before launch. He gave me some great information on what costs to expect, the timeline for launching, and provided the key strategies that helped me to raise over $500K for my new product (far exceeding my own expectations)

I have a marketing background, but crowdfunding was totally new to me. Playground Theory was able to identify key areas for me to focus my marketing launch efforts and were such a pleasure to work with. If you’re looking for an experienced team to work with to launch your project, the Playground team will help you to achieve and surpass your funding goals.

I’m an engineer and decided to start my ecom journey last year. I got in touch with the Playground team to understand the best way to pursue a product launch using crowdfunding and they really knew the strategy inside and out. They helped me with pre-launch, setting up my campaign page, and developing the content strategy for my video. They also gave me crucial feedback to refine my market position and branding message. I could not have raised as much money without them.

entrepreneurs who are
serious about learning

The 6-figure Product Launch Blueprint is the culmination of 4 years of launching products using crowdfunding–a powerful system for solo entrepreneurs, bootstrapped startups and even big budget brands.

Whether you aim to raise $10,000 or $1 million for your product launch, our blueprint will help you to fast track your launch and identify key areas to prioritize to help you maximize your profit and minimize unnecessary risk.

The 6-figure Product Launch Blueprint is for you if you’re ...

  • A self starter and ready to invest the time & effort to succeed
  • Considering crowdfunding as the platform to launch your next product
  • Have a unique selling position that you’re ready to bring to market

Who this isn’t for …

  • People without a clear idea of what product to launch
  • New ecommerce entrepreneurs with zero marketing or branding experience
  • Products that already exist online or don’t have a unique selling position

The 6-Figure Product Launch Blueprint Masterclass

Get the free video training + downloadable guides to learn the EXACT crowdfunding blueprint we use to successfully launch 6-figure campaigns.


A former mechatronics engineer turned video producer and now ecom entrepreneur. Johnny has over 10 years of experience as a branding expert, digital media marketer and innovative storyteller. Leveraging his unique creative skills to design innovative products (like AVENSI Coffee enhancing glassware) and generate +1 Million views for viral videos, Johnny’s diverse background has led him to work with brands like Coca-Cola, Deloitte, Nespresso, Campbell's, and Shangri-La.

A serial entrepreneur who’s passionate about launching and growing brands. As a founder focused on marketing, brand strategy, and growth hacking–he’s built brands in the tech-startup, digital marketing, and now e-commerce worlds. He helped launch and grow the products division of a group-buying company to over $1M/month. Most recently, 2 of his own products broke the all-time best launch results in their niches. 

A corporate banker with a knack for learning turned his desire to help entrepreneurs into a passion of building businesses. He takes the successes of his career in multinational companies and applies them to foster small and effective teams. His breadth of industry and management experience has coached several startups to adopt workflow and management practices to successfully adapt and thrive in their ever-changing marketplaces.

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What do you have to lose? If you're serious about launching your next product, watch the 6-Figure Product Launch Blueprint training!