Our top priority is figuring out how to showcase the maker’s products in the most appealing way possible.
Hello, could you please tell us about BTW?
CEO Park Jeong-hwan: Hello . A Second-Year Official Content Partner of Wadiz I’m Park Jeong-hwan from BTW. BTW is a company comprised of a CEO and staff members with backgrounds in social commerce merchandising and design. We operate our own brand while also providing outsourced content production services. Since we personally plan our brands and take full responsibility for production and distribution, we deeply empathize with the makers we meet through Wadiz.
A reliable partner for aspiring makers: the BTW team
Could you tell us about your experience with Wadiz’s content creation services?
Baek Ha-in-gi, Director (Planner): We began providing content production services for Wadiz in 2015, and since becoming a Wadiz Funding Mate in 2019, and have produced over 100 campaign pages. In 2021, we were selected as an official Wadiz content partner, and the surpassed 1 billion won.
CEO Kim Min-kyu: My first connection with Wadiz was back in 2014. At the time, we were solely focused on distribution, so we didn’t have the resources to create high-quality product pages on Wadiz. We put a lot of effort into designing the pages, but the end result was truly disappointing. As expected, the outcome was disappointing as well. After experiencing that painful failure, I decided to focus on our content production business as well, hoping that other makers wouldn’t have to go through the same thing we did. That’s because my previous experience made me deeply realize just how crucial content is for brand management.
What process do you use to create content?
Director Baek Ha-in: The process of creating a product detail page is product research → proposal → photography and editing → design. Among these, the stages that require the most time and effort are the product research and planning phases. Most makers entrust the entire content production process to us. Therefore, it is crucial to fully understand the product and align our perspectives with the maker’s. During the product research and planning stages, we meticulously review information about the product and ideas for its story to establish a clear direction for production.
CEO Park Jeong-hwan: If the final product differs from what the client envisioned, significant revisions will be required. To prevent this, we proceed with the project by not only providing a detailed written proposal but also engaging in thorough discussions—whether over the phone or in person—to ensure the client fully understands our vision.
BTW Content Production Process
When creating content for Maker, which stage do you focus on the most? Please also tell us about BTW’s strengths in the production process.
Baek Ha-in-gi, Director: While the direction the maker wants to take is important, our top priority is to ensure that ‘supporters find the maker’s rewards appealing.’. At BTY, both the CEO and the staff come from the social commerce industry, so we have diverse perspectives on products and are specialized in understanding supporters’ needs. Since makers have created the products themselves, they often feel, “Our product has so many great features…” and want to provide a lot of information. However, sharing too much information often makes it difficult for supporters to understand the product. This leads to an increase in the dropout rate among supporters and negatively impacts the funding results.
Jung Woo-jong, Director (Designer): That’s why creating elements that can hook supporters early on—who come in with a sense of curiosity, wondering, “Are there any fun or intriguing products?”— —that’s the area where BTY puts the most effort. To achieve this, we spend a lot of time thinking about designs that can instantly show supporters why the maker’s product is necessary. Since the maker has put so much effort into creating the product, it likely has countless advantages, so we find and refine the most effective way to highlight those strengths.
A photographer taking pictures and Baek Ha-in-gi, Head of Planning
Baek Ha-in-gi, Director: “I have fond memories of the CJ CheilJedang maker who first launched their newproduct , ‘Plant U,’on Wadiz. Regardless of the fact that it was a product from a large corporation, it had such clear appeal that we proceeded with the project confident that it would achieve strong results. I believe the synergy between the makers’ passion and BTW’s expertise in content creation led to this successful outcome.”
Director Jeong Woo-jong: “The first person who comes to mind is the maker behind the‘Supier’running shoes. From our very first meeting, seeing how confident the maker was, I could tell they had a strong belief in their product. Even though they were clearly exhausted from wearing the shoes and running for hours on end during the shoot, their determination to succeed with the crowdfunding campaign was so inspiring that it gave us a boost of energy as well. The end result was just as impressive as the maker’s passion, which is why this project stands out most in my memory.
Seong Ho-dong, the creator who introduced products from the running shoe brand "Supier"
Please share some helpful tips with makers who are preparing to launch a campaign on Wadiz.
CEO Park Jeong-hwan: I strongly encourage you to consider and articulate your product’s USP (unique selling point) from the perspective of an average person who isn’t familiar with it. Since makers have conducted extensive market research and studied their products during the validation process, they tend to focus primarily on the product’s strengths. I believe a fresh perspective is essential to identify and address the aspects that makers may have overlooked. That’s why I think it’s crucial to approach your product from the perspective of an average customer.
Jung Woo-jong, Head of Design, at work
Is there anything else you’d like to share with the makers?
CEO Park Jeong-hwan: As a maker and content producer, BTW has achieved significant growth through Wadiz. We hope that many makers experience growing their brands while minimizing riskwithin Wadiz.
CEO Kim Min-kyu: I hope you’ll make effective use of crowdfunding to achieve significant growth. From a creator’s perspective, you might expect all inventory to sell out once your product is launched, but in reality, that rarely happens. In fact, we sometimes produce and sell products in very small batches to minimize inventory risk. There are also situations where we sell out the initial production run and produce more, only to find that sales are lower than expected. I think crowdfunding can be a smart way to handle these situations.
From left: Kim Min-kyu, CEO of BTW; Park Jeong-hwan, CEO; and Baek Ha-in-gi, Director
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(👉 Click here to create content with BTW, an official Wadiz partner)
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