$50 million in revenue a year, an independent site started by crowdfunding

According to Google Trends, the number of searches for "outdoor activities" increases significantly between April and July each year. The forms of outdoor activities are very diverse, running, fishing, hiking, cycling, camping are more popular outdoor activities for overseas consumers.

In 2021, 160 million people in the United States alone will participate in at least one outdoor recreation, and this trend is increasing year by year, and outdoor travel is very popular, which has led to significant growth in outdoor related industries.

Among them, the growth trend of outdoor travel backpacks in recent years is also very obvious, according to Technavio data, the global outdoor backpacks market is expected to grow by 645.41 million US dollars from 2022 to 2027, and the market is expected to grow at a compound annual growth rate of 4.64% during the forecast period.

Nomatic, a travel backpack brand with annual sales of 50 million US dollars, has occupied a certain market share in the outdoor backpack market with its precise crowd positioning, and has completed four rounds of financing with a financing amount of 5.6 million US dollars.

Data-driven, KickStarter-based

Nomatic is a travel backpack brand founded in 2014 and headquartered in Utah, USA. The brand focuses on the design and production of practical and functional travel backpacks to provide users with a quality travel experience. In 2022, Nomatic generated more than $50 million in sales, demonstrating its strong performance in the market. The brand's core product is a travel backpack with a price range of $100 to $400.

Nomatic was founded by Utah founders Jon Richards and Jacob Durham, who started their journey in 2014 with a Kickstarter wallet. They initially expected around 50 orders, however, they were shocked when more than 6,000 people supported and invested $171,000. Since then, they have continuously launched crowdfunding campaigns and shipped hundreds of thousands of products worldwide.

Therefore, they are data-driven, and based on Kickstarter, they do in-depth research on which products sell well on Kickstarter to plan their next product.

With the rising cost of Facebook advertising, they need higher priced goods, so gradually transition from wallet to backpack development, each backpack development has gone through a long process, which takes about a year. The concept of development is derived from "what products do customers/people need".

For each product development, NOMATIC conducts research on the standard product and conducts extensive surveys and information gathering to ensure that they are able to design the product that is most loved by users. They adopted a series of strategies to obtain relevant data and user feedback, including the creation of tables and the setting up of surveys.

By creating a table, used to compare and record the various characteristics and performance of the target product. This helps the NOMATIC team to better understand the product situation in the market, including different brands, material choices, design styles, functional features, etc. Through the records of the table, the advantages and disadvantages of different products are compared, and the inspiration and inspiration are obtained to design better products.

The questionnaire survey can collect users' opinions and feedback. They ask relevant questions in the survey questionnaire, such as the product needs and expectations that users want, the improvements and innovations they want to see in the new product. Such surveys help NOMATIC understand the preferences and needs of its users, so that it can design and improve products based on user feedback to provide solutions that are more in line with market needs.

By creating forms and setting up surveys, NOMATIC has access to a large amount of information and data. This data helps them understand market trends, user needs and competitors' strengths to guide the product development and design process. By making the most of this information collected, NOMATIC is able to design products that are more in line with user preferences and improve user satisfaction.

At present, they have participated in the crowdfunding of more than ten products, and the crowdfunding has exceeded millions of dollars. The Navigator series, released in the fall of 2020, quickly became an iconic series, raising more than $650,000 on Kickstarter, proving that there is still demand for the product.

Second, find the core potential energy users, and jointly build products with KOL

Open the Nomatic website (nomatic.com) and the website has a detailed product category column, including travel bags, luggage, camera bags and accessories, so that users can find the right products.

Although Nomatic is not the head brand in the luggage category, the current average monthly visit to the website can also be maintained at 300,000-400,000. The main visitors are 65% from the United States, male visitors account for 60%, and the user age group is concentrated in 25-34 years old.

$50 million in revenue a year, an independent site started by crowdfunding

The brand's core product is the shoulder travel backpack, which is known for its focus on ergonomics, multiple small pockets inside the backpack, and elaborate design such as adjustable dividers, retractable key chains and waterproof zippers.

Adept at making the most of space, it is therefore popular with users who travel short distances and need to carry more than one piece of luggage, especially outdoor photographers.

Outdoor photographers need to travel frequently, often to uneven terrain, in order to be easy to move, carry luggage, they need a backpack that can safely store multiple cameras and lenses, and provide suitable storage space. NomaticNomatic has successfully captured the needs of this user group, with internal compartmental layers and functional layouts that allow photographers to easily store and protect their equipment, thus avoiding damage to it while on the move. The solution is provided for it.

Therefore, we can find that the price of Nomatic backpacks is not low, most of them focus on 300-400 US dollars. Through differentiation with traditional backpack brands, innovative product features and design, and precise target consumer groups (outdoor photographers), Nomatic can still attract a wave of its own potential users even if it does not fight a price war.

Annual revenue of 50 million US dollars, an independent site map source started by crowdfunding: Nomatic official website

It is worth mentioning that in order to expand its target potential energy group, Nomatic and YouTube photography blogger Peter McKinnon jointly launched the Peter McKinnon camera Bag for storage shooting equipment.

With 5.88 million followers on YouTube, Peter McKinnon's presence as a core user and influencer gives Nomatic a wide exposure and fan base. Through its collaboration with Peter Mckinnon, Nomatic has managed to associate the brand with an authority figure in photography, attracting a wider user base interested in photography and enhancing the brand's awareness and credibility.

$50 million in revenue a year, an independent site started by crowdfunding

(Figure: 76% of Nomatic's social media channels come from YouTube)

Second, Nomatic actively uses social media platforms, particularly YouTube, to collaborate with numerous photo bloggers and product critics to publish a large amount of video content related to backpack reviews and product recommendations. This collaboration can attract the attention of photography enthusiasts and travelers, and enhance the reliability and attractiveness of the product through real experience and professional advice.

Including the official website also set up a creator community, after applying to join, through Instagram, YouTube, Tik Tok and other social channels to publish product content about Nomatic, you can get free products and commission income.

Third, omni-channel experience to expand market share

Although the outdoor industry still maintains online growth in 2023, it still faces some difficulties, such as malicious competition in the industry, and fake products constitute brand dilution and other problems, so brands need to strengthen effective e-commerce shopping strategies, Nomatic online channel layout in addition to selling products through independent stations, Amazon and other three platforms are involved.

Nomatic also focuses on participating in various exhibitions and events, such as outdoor adventure exhibitions, travel exhibitions, etc. By exhibiting and displaying products, Nomatic is able to directly reach the target user group and showcase the unique features of its products. This face-to-face interaction and product presentation helps build trust and brand image, attracting more potential users.

In addition, Nomatic has expanded distribution channels for its products through partnerships with other brands and retailers. They work with specialty stores, department stores, hypermarkets, and online retailers to make products more widely available to consumers. This multi-channel sales strategy helps to improve product accessibility and market share.

By enhancing multi-channel and omnichannel experiences to engage customers across all possible consumption channels.

Iv. Conclusion

As a brand focused on travel backpacks, Nomatic's product characteristics are closely aligned with the needs of photographers. In the future, with the continued growth of travel and outdoor activities, Nomatic is expected to further expand its market share.

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