One of the most difficult things when starting a new business is having capital to create new products, buy inventory, bring them to life, and begin selling.
For the first 3 years of running Soxy.com, we focused only on selling bold socks. When we posted on social media of ours socks, our customers woud always ask where they can also buy the shoes
As a self funded startup, we had to determine the best way to test a product without investing into inventory and taking on a huge financial risk. We could have sent a survey (in fact we did, 1 year before our Kickstarter) but that still didn't justify whether or not people would pay for the product.
A survey is not enough indication to determine whether to invest resources into a product. People vote with two things; their time, and their money.
We decided to crowdfund the project using Kickstarter. Our campaign raised over $200,000, with our proudest moment being able to raise $102,035 in the first 4 hours.
We were able to do this by following a proven marketing strategy that you can replicate.