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From Obsolete to InDemand: How Mous Limitless Defied Defeat and Came Out on Top

Imagine waking up one day to discover that the idea you have been working on for months — one that you’re in the midst of crowdfunding for — has basically been made obsolete overnight.


Sounds like a nightmare, right? For the team behind Mous Limitless, this scenario was all too real. When their idea for an iPhone case capable of retracting wired headphones was suddenly antiquated by Apple’s AirPods, they didn’t give up. Instead they hit the drawing board again, determined to create a product that was as useful as it was innovative.



Introducing Mous Limitless

Taking a closer look at cell phone accessories, the Mous team discovered the market lacked a case that could offer iPhone users protection, style and functionality.  


“People were doing only one aspect very well,” said Mous Limitless co-founder James Griffith. “…They [were designing cases that] were either very protective or they were focused on style or they had some sort of functional aspect.”  


Fueled by perseverance, the Mous team set out to design the first case capable of accomplishing this iPhone accessory trifecta. Moving to China, Griffith and the Mous team took the ultimate, hands-on focus to manufacturing.


“Basically we kept prototyping and prototyping and working with different kinds of materials to really try and raise the bar,” explained Griffith. “We needed to engineer our material to get the highest level of protection possible in a slim case.”


And that’s just what they did. After constructing a smart material called Airo Shock, the team created Mous Limitless for iPhone —  a slim, stylish case offering functional, military-grade protection.



A different approach to crowdfunding

Unlike many other campaigns, Griffith and his team were already manufacturing Mous Limitless when they launched on Indiegogo. Looking for a way to raise awareness and keep their one-of-a-kind phone case in production, they turned to crowdfunding as a way to tell their story.


“There’s way more of a connection between backers and your story,” Griffith explained. “People who back you on Indiegogo want to connect to the brand and follow their story. This is a huge advantage going forward, as a having a big community around your brand makes it easier to introduce and get support more products.”


It’s no secret that building a strong brand community involves telling a great story — and the Mous team knew Indiegogo was the perfect environment to do just that.



Mous, InDemand

Living up to its name, the Mous Limitless campaign keeps going — continuing to gain backer support on Indiegogo’s InDemand platform. Designed as a way for entrepreneurs to keep raising funds after a successful campaign, InDemand has allowed Mous to keep its momentum while preparing for ecommerce. It’s also helped them focus on developing new products — they recently launched cases for iPhone 8 and iPhone X.


“When you have a bigger backer community, you can do so much more,” said Griffith. “If you’re going to build a business, you need as much money as possible.”


InDemand is the next phase of a crowdfunding campaign. It allows campaigners  to focus on developing crucial business tasks — like building a website and customer service infrastructure — while establishing manufacturing and shipping plans.


“We do our product in batches, so from a manufacturing point-of-view, InDemand has allowed us to create a rhythm with our manufacturer and also with shipping,” explained Griffith. “This is putting us in a stronger place to make the transition to ecommerce, where we’ll be shipping out everyday.”


From designing a page to building a customer service infrastructure, crafting a campaign takes a lot of time and energy. By extending the longevity of their crowdfunding page beyond 45 days, InDemand has added value to Mous’ efforts. In fact, Griffith considers Mous’ community to be at its peak thanks to InDemand, stating they’d only need 10 percent of backers to pre-order Mous’ next product for a successful launch.


“You need to sell a lot of product to not just be a one-hit wonder and actually grow a business,” said Griffith. Indiegogo and InDemand together give you months to really build a business and a community — crowdfunding on its own isn’t enough.”


Interested in extending your campaign’s success? Discover how InDemand can help you prepare for ecommerce while continuing to grow your business.

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