Everything founders ask before they sign.

Blazon is The Product Launch Agency, founded in 2016 by Michael Raven. Offices in London and New York. 500+ launches delivered, $250M+ in client sales, $120M+ raised on crowdfunding, 300+ crowdfunding campaigns across 15+ countries. One of a handful of agencies recognised as both an Official Kickstarter Expert and a Certified Indiegogo Partner.

Founder and CEO of Blazon. Horizon Europe advisor to the EU's €95.5B research programme. Speaker at tech conferences including CES, Web Summit and Kickstarter Creator Events. Previously ran in-house launch teams for consumer tech brands before founding Blazon in 2016.

London and New York. Remote-first team with senior operators across the UK, US and EU. Client work coordinated from either office depending on client geography and timezone.

30+ senior operators across strategy, campaign management, creative direction, paid media, email, PR, Shopify development, video production and project management. Specialist partner network adds another 40+ professionals for production-heavy engagements.

No. Every engagement is staffed with senior operators who have run launches end-to-end. No layered agency structure between you and the people doing the work.

Founded 2016. Over a decade of continuous launch work. The methodology has been iterated across 500+ engagements in that window.

No. Blazon is independent and founder-owned. No holding company, no agency network, no outside shareholders. Decision-making stays with the team doing the work.

From $15,000. Full launches typically $25,000–$150,000. Multi-channel launches typically sit between $25,000 and $80,000. Full-service Build + Launch + Grow engagements for flagship hardware, healthtech or future tech products typically run $80,000 to $150,000+. Ongoing retainers for paid media, email and Shopify run $8,000 to $25,000 per month plus ad spend. No hourly billing.

$15,000 minimum project fee. We do not take engagements under that threshold because the setup overhead (kickoff, strategy, access provisioning, documentation) outweighs the value that can be delivered.

No. Agency fees cover strategy, creative, execution, optimisation and reporting. Media budget is separate and paid directly to platforms. Typical media budget: paid launches start at $10,000 per month and scale to $100,000+ per month as the business scales.

Project fees are the default. Performance-based structures (revenue share, CPA-based fees, commission on funding) are available case-by-case for clients with a trackable conversion relationship and historical performance data. Performance structures are rare and not offered at first engagement.

Rarely. Equity is considered only for long-term operational clients where Blazon is effectively embedded as a growth function. Not offered at first engagement. Most engagements are fee-based.

Yes. Standard payment structure for launch projects: 40% at kickoff, 30% at mid-project milestone, 30% on delivery. Retainers are billed monthly in advance. Custom payment schedules considered case-by-case for enterprise clients.

Three-month minimum initial term. Month-to-month after that. We do not lock clients into long contracts. If we are not delivering value, we expect the relationship to end.

No exit fees on project engagements. Retainers can be cancelled with 30 days' notice after the three-month minimum. If a project is cancelled mid-delivery, completed milestones are billed at the pro-rated fee.

Yes, with scoping realism. Pre-revenue startups without external funding can engage on smaller defined projects ($15,000 to $40,000 range). Pre-revenue startups with seed funding typically engage on full-service launches. We do not take equity-only engagements and we do not do pro-bono work.

Crowdfunding-led hardware launches. 300+ campaigns, $120M+ raised, multiple top-tier Kickstarter placements. Pillo Health, Filippo Loreti, Kuura Ring, NAYA Create, Lens Lizard, Rens, TERA and others sit in this category.

Campaigns we run typically raise between $250,000 and $5M on Kickstarter or Indiegogo. We scope crowdfunding engagements only where the product, pricing and pre-launch audience can realistically support a six-figure raise. Below that threshold, the agency fee is a disproportionate cost.

Kickstarter and Indiegogo as primary launch platforms. BackerKit and Crowd Ox for pledge management and InDemand transition. We are an Official Kickstarter Expert and a Certified Indiegogo Partner.

Roughly 95% of campaigns we run hit their funding goal. The 5% that do not are typically campaigns where external factors (product delays, competitor launches, category saturation) shifted mid-campaign.

Yes. Hardware is our deepest category. Consumer electronics, wearables, smart home, healthtech devices, future tech (AI hardware, XR, robotics). Filippo Loreti, Pillo Health, Kuura Ring, NAYA Create, Lens Lizard, Stage 11, TERA and Xiaomi are representative.

No. We handle the launch communications layer: strategy, marketing, campaign, PR, Shopify, DTC. Manufacturing, certification (FCC, CE, FDA) and fulfilment logistics are the client's domain or run through specialist partners. We coordinate the comms layer around your operational partners.

Yes. Product Hunt launches, category launches, PLG programmes, B2B and B2C SaaS. Top-5 Product Hunt rankings are a repeatable outcome when the pre-launch community work is done properly. SaaS benchmarks: 3-5x industry-average activation rates and 5K-25K trial signups in launch week.

Yes as a standalone service and as part of SaaS launch engagements. Hunter outreach, community building, launch-day execution, creative assets. Target outcome is top-5 Product of the Day with sustained ranking across the 24-hour window.

Eleven services spanning the launch lifecycle: strategy and go-to-market, crowdfunding (Kickstarter and Indiegogo), PR and media relations, Shopify and ecommerce development, growth marketing, design and branding, paid advertising (Meta, Google, TikTok, programmatic), video production, email marketing and CRM (Klaviyo), pre-launch and waitlist funnels, and Product Hunt launches.

Core services are in-house: strategy, campaign management, paid media, email, Shopify, creative direction. Specialist production (video shoots, large-scale photography, specific PR tactics) uses a vetted partner network coordinated by Blazon. Single point of contact regardless.

Single-service engagements are fine. Many clients come to us for one service (a crowdfunding campaign, a PR sprint, a video) and expand to multi-service as the relationship grows. Some stay single-service throughout.

Yes for enterprise and flagship engagements. For most engagements we customise premium themes (typically from the Out of the Sandbox, We Are Underground, or Archetype ecosystems) to achieve custom design without custom-code maintenance overhead.

Yes. Migrations from Shopify Basic/Standard to Shopify Plus, and from other platforms (WooCommerce, Magento, BigCommerce, custom builds) to Shopify Plus.

Klaviyo for 95% of engagements. Other platforms (Mailchimp, Omnisend, Attentive, Campaign Monitor) supported where client has specific platform requirements. Migrations from other platforms to Klaviyo are a common first project.

Both. Creative production is a core part of paid media engagements. Static creative, video ads, motion graphics, UGC-style content. Production volume scales with testing cadence.

Three stages. Strategy Call (30 minutes, free) to pressure-test fit. Scoping Call (60 minutes, optional) to align on objectives and deliverables. Written proposal delivered within 5 business days of scoping. Kickoff within 2 weeks of proposal sign-off.

Four-hour kickoff session covering product deep dive, buyer definition, commercial targets, competitive landscape, brand context, success criteria. Followed by one week of internal strategy work, then a second session to align on the written launch plan.

Three phases: Build (6-24 weeks), Launch (30-45 days for crowdfunding, variable for DTC and SaaS), Grow (12-24+ months). Each phase has defined deliverables, KPIs and exit criteria. See our process for full detail.

Yes. Every engagement has a named Strategy Lead, Campaign Manager, and specialist leads for each in-scope channel. Core team stable for the duration of the engagement.

Weekly 60-minute project call as standard. Daily Slack for rapid communication. Pre-launch and launch weeks increase to daily stand-ups. Monthly strategic review for retainer clients.

Live Looker Studio dashboards for paid media, email, Shopify and campaign performance. Weekly written status updates. Monthly executive summaries with strategic commentary. Client has direct access to all underlying accounts (Klaviyo, Meta, Google, Shopify).

The client. Every asset produced during the engagement (creative files, video, photography, documentation) belongs to the client. Source files delivered at engagement end or on request during the engagement.

Varies by engagement type. Crowdfunding benchmarks: funded campaigns average 300%+ of goal; top-tier campaigns $1M to $5M+. DTC benchmarks: $1M+ annual revenue in year one, $10M+ by year three for scaling brands. SaaS benchmarks: 3-5x industry-average activation rates, top-5 Product Hunt rankings with 5K-25K trial signups.

No. No agency operating honestly can guarantee specific funding outcomes, ROAS numbers or ranking positions. What we can commit to is running the methodology that has produced consistent outcomes across 500+ launches. Outcomes depend on product quality, market timing and executional rigour.

Filippo Loreti at $5.1M on Kickstarter in 30 days, top 5 of all time in the watch category. Pillo Health at $2.5M with a Stanley Black & Decker acquisition outcome. Several others in the seven-figure range.

Yes, on request after initial scoping. We do not make clients available for every pitch conversation, but we arrange client reference calls for engagements moving toward signed proposal.

Two options. Book a strategy call for a 30-minute conversation. Or send a written brief via the contact form with product details, launch timeline, budget and goals. We respond within 2 business days. Both routes reach the same senior team.