Zavtra arrived today: How Kickstarter spawned domestic brand
His Work / / December 26, 2019
Zavtra: start
Wallet - it is pretty boring stuff. If you are not a pickpocket or a seller of leather goods, is likely to see a maximum of one day such an accessory: a. Its design has no special meaning, its functionality falls with each passing day due to contactless payments and cards. In fact, the subject is required to store cash only because of technological backwardness of Russian-speaking space, where Apple Pay and plastic - still exotic.
In 2012, the founder of the online store Madrobots Nikolai Belousov discovered kraudfandingovuyu platform Kickstarter. Businessman with a passion began to support a variety of high-tech projects. In the process, he noted that foreign startups are constantly discovering raise funds for the production of the old, boring wallets.
Intrigued by what is happening, Belousov collected their own statistics. It was found that from 2011 to 2015 on Kickstarter quietly grown a whole industry of modern wallet. The most successful representatives - compact, slim and feature lock RFID-signals, which protects the card from intruders.
Here formed by two factors. Firstly, purses easy to produce, not to mention electronics. Secondly, there was a need for a slightly modified way of keeping money and cards. Not radically different, but simply to adapt to the changing economy. But if the new purses in Russia need? The answer to this question can only be obtained experimentally.
Crowdfunding in Russian
In the autumn of 2014 the founder Madrobots decided that it is time to act and to create your own wallet corresponding to the times. As a partner, he attracted Ilya Petrov and Michael Geysherika. Prototyping took a whole year. After lengthy preparation partners settled on two ideas: a compact wallet and purse-strip for a smartphone.
Landmark served as foreign products and Hardgraft Bellroy. The first prototypes made in a factory in China, but because of the ruble collapsed had to turn to import substitution. Fortunately, in the Moscow region have found a suitable workshop, capable to master the production of such accessories.
It was decided to launch a project on the Russian kraudfandingovoy Boomstarter platform. At first it was called WRBL (from wearable - «wearable gadget"), but then the name was changed to an optimistic and friendly Zavtra.
October 1, 2015, after only 10 hours after the launch of the campaign, 127 sponsors have invested the required 100 thousand rubles. Five days fees figure has doubled, and in the past month increased by five times. It turns out, minimalist accessories needed the Russians, despite all the arguments against.
Eleven Belousov
initially the range Zavtra It consisted of two positions: an ultra-thin purse and wallet-lining. The material served as calfskin good workmanship (sorry, vegans), and has become a fundamental principle of minimalism. Designed to serve the function, not exist in a vacuum, and the company decided to Belousov, looking at the success of their foreign counterparts.
With original purse Zavtra everything was simple: fashionable, slim accessory that can accommodate a couple of credit cards and some cash, but not swelling while in the ugly patty.
Purse-lining was much more risky, but meeting time idea. Once almost all carry around smart phones and wallets, why not combine the gadget and wallet in one functional unit? Let's say the attacker is also more convenient, but the owners are in any case not chained up their belongings to the body of titanium chains.
Buy wallet Zavtra
Again, the number of those who see the smartphone as an additional limb (first cyborgs, according to Elon Musk) is growing. That is the design of the cover with pocket for cards and cash is actually safer.
initially Case-pad designed for iPhone 4, 4s, 5, 5s, 6 - the most popular smartphones on the time of kraudfandingovoy campaign. The accessory is attached to the smartphone with a special adhesive layer on the reverse side. Although this surface and reusable, have provided a free replacement for her.
Then the collection was replenished with new accessories without the crowdfunding. Appeared unusual gizmos such as cardholders, housekeeper and organizer for the wires. Each of them has retained the main features of the series: a minimalist design, a neat line and high-quality natural leather.
Added for a change covers, bumpers for smartphones and cover for documents. Despite the characteristic minimalism, the design on the pockets are provided for the right cards. Cover made in the form of a small case from which a passport or driving license gets for a small tab. This design which reliably protects the fragile pages than a conventional book.
Backpack Zavtra proved another successful find. The ubiquitous smartphone is unable to displace the good old laptop - the main working tool. Standard laptop carrying case - it is heavy and awkward trunk, which is possible unless to defend themselves against wolves. Therefore backpack Zavtra conceived as the complete opposite: small, easy and convenient carrying case for a laptop hangs on the back.
Backpack suitable for small notebooks with up to 13 inches. Modest size prevents it from being spacious: there is space for documents, cards and smartphone. Most importantly, the bag is placed under the jacket, eliminating the owners of expensive equipment from unnecessary emotions associated with pickpockets.
Another advantage of this backpack will discover the passengers of aircraft: it is possible to carry a laptop on board. Madrobots team have successfully tested it on the voyage of the "Victory". Airline workers have known chicanery and love for overly strict rules, there were no issues.
Buy Zavtra backpack
The latest addition to the family of steel Zavtra covers, bumpers for the iPhone 7 and 7 Plus. They were among the first accessory for the Apple news in Russia.
To protect your smartphone from harm, covers made of leather and polycarbonate. Get Durable Case sits on your phone like a glove, not play and does not attempt to slide. Pocket for cards placed on the rear side so as not to cover the camera lens.
The colors of the new covers pleasing to the eye, as well as the quality of their performance. Leather bumpers for iPhone is almost always available in brown or black colors. Actual pastel pink and mint previously remained confined silicone and plastic. But it turned out that these skin tones look very gently and elegantly.
Buy Case Zavtra
What next
Of course, finding the trend in minimalist wallets, Zavtra team is not going to stop. Among the planned completions Zavtra line - and quadrocopter Bag and Case for action cameras, and even a waterproof wallet with a GPS-tracker. Everything from high quality leather and made in Russia.
Special mention deserves personalization. During its crowdfunding invited all Baker on purses applied various inscriptions and logos. We fulfill any wishes, down to slogans such as "My life - my rules» and «Born to be wild». branding later took advantage of Bank "Opening", company AeroTaxi, Clinique, «MegaFon», Red Keds, FRII.
What can we learn from this story? The fact that any observation and a good idea - it is a potential profit. While you're sitting there reading this, the idea itself does not implement, and in the worst case comes to mind anyone else.
But even if you again set aside their plans for later, Zavtra, you can always buy in Madrobots online store. Readers Layfhakera Madrobots gives a 7% discount on the entire range of promotional code LIFEHACKER. The discount is valid for 7 days after the publication of this article.
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