Moon by 1-Ring, an analysis of the crowdfunding campaign


Moon by 1-Ring, Inc. is a gimmicky, yet functional product idea with a flawed marketing and financing model.

The $45.000 fixed crowdfunding goal is not realistic

My research is consistent with internal sources stating that the cost to produce a copy of Moon is around $190. Backers receive it for $229, which sounds pretty generous on the company’s side. When you add taxes and other expenses, the financial gain is almost non-existent.

IndieGoGo was chosen as the crowdfunding platform over Kickstarter because the product does not have a fully functional prototype

This isn’t explicitly stated in the marketing materials, but was confirmed by inside sources. Raises an ethical question — what will happen if the engineering team is unable to develop a functional product which fulfills the promise set by marketing materials.

The product lacks focus in market positioning

Moon by 1-Ring positions itself as a security device, video conference camera and everyday webcam, which targets 3 different markets at once:

  • Business: response — EFFICIENCY, placement — work area.
  • Everyday computer appliances: response — FUN, placement — the user.

The description of the product does not synergize well with — and reinforce the marketing strategy of the product

This can be mostly blamed on the weak focus discussed above. But it also does not state why Moon is superior to other products — later on the page you can actually see a pretty peculiar comparison to products like Netgear Arlo Pro.

  • Nest Cam IQ is backed by Google. It promises to be a truly smart indoors security camera, with the ability to distinguish people from items and even features face recognition. The product description does not exhaust the potential of the product. Google also throws in a Google Home Mini for Nest products that cost above $99.
  • Angee is a crowdfunded home security system with a camera and sensors to monitor all entry points.
  • Stabilized levitation with wireless charging
  • 360° Day&Night Vision with sound direction detection technology
  • Temperature, CO2, Humidity and Light Sensors
  • No paid plans, no hidden fees
  • No wires, No setup, No installation

The lack of focus in marketing leads to lack of focus in UX

A case study on the Microsoft Kinect’s always-on feature leading to a privacy controversy would have warned 1-Ring of the possible concerns about marketing an always-on camera for everyday use. But, for some inexplicable reason, they even described it as a feature. Just take a look at “the most memorable moments will never be lost again” section, which also implies you having an always-on camera recording all of your actions — which actually sounds even worse than Kinect’s original privacy concern.


In case you’re planning a crowdfunding campaign, here’s what you could learn from this example:

  1. Don’t go into a crowdfunding campaign without a prototype. Don’t have a money? Find an investor. These guys are usually good at what they do, because it’s their money, and if you really have a good, marketable product, they would happily cover the expenses of building a prototype. And they could help you see the shortcomings of your product too.
  2. State the real amount of money needed to get your product to the backers. Those guys trust you with their money, you owe them some transparency.
  3. Always be transparent about what is going on with your product. If you blackbox the product and go around with vague excuses, the backers will lose faith in you and your company pretty fast, and you don’t want that to happen. You might be an honest company with bad PR and end up being labelled a scammer. And you’d only have yourself to blame for that.


Moon by 1-Ring: World’s COOLEST Smart Home System



Writer and columnist based in Yerevan, Armenia

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