FREE 3-part ecommerce video training
Copy the blueprint that generated
Ready to launch your
next product online? 
In this 3-part video training series, learn the secrets behind a proven product launch formula that is overlooked by the rest of the ecom industry.
(hint: it's not AmazonShopify, or Dropshipping)

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

All from crowdfunding on Kickstarter!
* we respect your privacy & we hate spam as much as you do *
Get proven results for your product launch
in this FREE video training series

Video 1

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

Video 2

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 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. 

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

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:
  • Launch on Amazon without our original guaranteed launch strategy
  • 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. 
In 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 one 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! 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 produced 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. 
Have an awesome idea for a product that you're ready to launch?
The 6-figure Product Launch training is the culmination of 4 years of experience in crowdfunding
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)
The Playground team have been instrumental in helping us scale our existing ecommerce business by introducing us to the crowdfunding model. With guidance from Playground, I pivoted my original launch to Kickstarter; they walked me through the entire process: from product validation, to financial planning and pre/post launch execution. Playground Theory was able to provide us with the framework and strategy that was critical to our success. Above all, the Playground team is down to earth and really dependable!
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. 
For entrepreneurs who are serious about launching 
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
Get started today with Video 1: 
The 6-figure Product Launch BluePrint
(Then, after you watch this video, I’ll send you the link to Video 2.)
In this free training, you'll get access to:
📝 Swipe files to copy for your own crowdfunding campaign: emails, worksheets, and landing pages that I leverage in my product launches

📬 The Early Bird Engagement Sequence I use to build anticipation, collect leads and increase sales

🕹️ The 6-figure crowdfunding video blueprint: learn the trade secrets of high converting Kickstarter videos and get a step-by-step template to create your own viral video

📆 A launch schedule to stay on top of key launch milestones to tie it all together

Meet your Playground instructors
Our multi-faceted team didn't start with ecommerce, and that's what makes our perspective so unique–we have an unconventional approach that's allowed us to be successful in launching products through crowdfunding.

⚠️ Disclaimer: We’re NOT so-called “gurus” teaching theoretical knowledge—everything we teach we’ve experimented and tested ourselves.
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.
Serial entrepreneur that’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.
Still have questions?
We've got the answers
Still not sure what crowdfunding is all about? Don't worry, we got you covered.
  • What is crowdfunding? 
Crowdfunding is fundamentally a platform that allows early adopters to pre-order products and services. Inventors, creators, and entrepreneurs raise funds to bring their novel ideas to life, pay for their first manufacturing run, and create the foundation for their brands. 

The biggest players in the crowdfunding space are Kickstarter and Indiegogo. Combined they have a reach of over 37 MILLION visitors per month, and their audience is known to be the most engaging, passionate, and wealthy ecom shoppers online (averaging 6-7 projects per person, and over USD$100 per order). 

Unlike Amazon or Shopify, where first time visitors are either shopping based on ‘query based search’ or comparison shopping for the cheapest price, the communities on Kickstarter and Indiegogo are browsing to support entrepreneurs and creators and are more likely to purchase from new brands they’ve never heard of before, and spend more for an unproven product that doesn’t yet exist!
  • What products can I crowdfund?
You can crowdfund pretty much anything! The most common thing that people crowdfund is physical products, but you can also raise funds for events, charitable causes, music, video games, clothing, board games, restaurants… you name it! 

The only requirement is that you should be able to show proof of a working prototype.

It doesn’t have to be 100% innovative, patentable, or brand new. A quick search on Kickstarter will reveal countless pens, fidget spinners, slim wallets, and packing cubes. You don’t need to reinvent the wheel, but your product should have an interesting or unique marketing angle or positioning (for example: titaniumchopsticks, or an improved cocktail shaker). 

Of course, if you have a never-before-seen-innovative idea, then crowdfunding is also perfect for you!
  • Is crowdfunding for me?
Although crowdfunding is for anything and everyone, we do recommend a baseline level of skill and resources for launching. If you’ve never designed a product, never sourced or manufactured a product, and never developed a brand before, then the learning curve will be quite steep (that isn’t to say you can’t learn how to do it, in fact we taught ourselves everything, but it took us 4 years). 

If you’re confident in your product idea and you’re eager and determined to learn, then our 6-figure Product Launch Blueprint will definitely help give you the best foundation for the path forward. 
  • What if I want to fast track my launch? The Playground Theory team seems pretty qualified, can I just hire you as consultants or coaches? 
Although we’ve paused our consulting and agency crowdfunding services to focus on educating entrepreneurs through our 6-figure Product Launch Blueprint, we’re always open to chatting about new, exciting ideas. Feel free to reach out to us at and let us know how we can help!
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