Launching an innovative product on the market is a major challenge. However, more and more entrepreneurs are embarking on the presale of articles that are not even manufactured. This increasingly common approach may seem risky, but it also offers many opportunities for businesses. Let us explore together the strategies to sell a product that does not yet exist.
1/ The presale method: a double -edged strategy
Selling a product before it really exists is to offer a promise to satisfy consumers. This is often based on a simple principle: to convince the potential customer that the upcoming product or service will meet their needs, even if its physical existence is still in project. This approach has proven itself in various sectors, including technology, fashion, and publishing, thanks to crowdfunding platforms such as Kickstarter or Ulule.
The presale has clear advantages: it makes it possible to finance production, to validate a market before launching fully and to create a community of potential customers committed. But this approach is not without risks. The promise to sell a non -existing product is based on a bet on the future. If the final product does not meet customer expectations, the company’s reputation can suffer, sometimes irreparable.
2/ The importance of communication and transparency
Selling a product before manufacturing implies great transparency towards customers. The information must be clear and honest: it is necessary to explain why the product does not yet exist, in what time it will be, and why it meets the needs of consumers. Communication plays a central role in the success of this approach.
Companies that succeed in selling a product not yet existing know that the objective is to create a feeling of emergency and desire among their future customers, while avoiding any exaggeration in the promise. Transparency not only makes it possible to build a relationship of trust, but also to collect precious feedback from the first interested parties, which can improve the design of the product before its placing on the market.
A study conducted by the CSA Institute in 2024 on online purchase and the presale in France reveals that a company that communicates in an open way to its product, its design, and delivery times are perceived as more reliable and serious by consumers. On the other hand, blurred information or unrealistic promises can lead to a break in trust.
3/ The role of crowdfunding platforms
Platforms like Kickstarter or Ulule are springboards for companies seeking to sell a product before its creation. They offer direct visibility to projects while allowing creators to raise funds to finance their production. In return, contributors become “predecessors” of the product and feel involved in its creation process. This model strengthens customer engagement and generates useful feedback, which is a real advantage in the development phase.
A striking example in France is that of the clothing brand “orphan socks”, which has raised more than 200,000 euros thanks to the presale on Ulule. The company has shown that selling a product that does not yet exist can be profitable, provided that consumer expectations are well anticipated and ensuring that quality will be there.
However, customers’ enthusiasm should not make us forget that once the funds are raised, the pressure is enormous. It is not enough to promise, a product must be delivered up to expectations, within the announced deadlines.
4/ Market validation: Test before producing
One of the main reasons to sell a product before it is created is validation of the market. This strategy avoids launching a product without knowing if consumers will be sensitive to it. By proceeding to a presale, companies collect real data on the demand and preferences of their customers, which can directly influence the design of the product.
Companies that sell a product before it exists have the possibility of testing different models and options. For example, by offering a “beta” version or a limited edition of a product, they can collect detailed feedback on its characteristics, its price and its perception by the market. These returns not only validate interest in the product but also to reduce the risk of commercial failure.
An interesting example is that of the startup “the French Slip”, which tested its online prototypes before embarking on production in series. Using the feedback from its first customers, the company was able to adjust its products to best meet market expectations.
5/ Recent studies on presale in France
A study carried out by INSEE in 2023 on the evolution of purchasing behavior in France shows that French consumers are increasingly inclined to buy a pre -order product, especially in the technology and design sector. The study reveals that 48 % of those questioned have already participated in a crowdfunding or pre -order campaign, which testifies to an increasing interest in this form of trade.
In the French startup sector, another study led by the EY firm in 2024 indicates that almost 35 % of new companies launch products via presale campaigns, and among them, 80 % consider this model effective to generate funds and Validate a concept. These figures show that the presale is not only a way to finance production, but also a method to adjust its supply to real demand.
6/ The risk of failure and the precautions to be taken
Although the presale is a potentially lucrative model, it also has its share of risks. If the product does not encounter the hoped -for success or if production problems arise, it can seriously affect the company’s reputation. Consequently, before embarking on such an approach, it is essential to take some precautions:
- Anticipate production ::
It is essential to have a good idea of the manufacturing process, costs, and delivery times before launching a presale campaign. This avoids delays and disappointments.
- Avoid unrealistic promises ::
The consumer must know what he buys. Exaggerated promises can be perceived as a trap and cause loss of confidence.
- Create a committed community ::
It is essential to build a solid relationship with potential customers before even selling a product. This can go through tests, polls and regular communication.
