Our top priority is figuring out how to showcase the maker’s products in the most appealing way possible.
Hello, could you please introduce BTW?
Park Jeong-hwan, CEO: Hello . A Wadiz Official Content Partner for Two Years 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 product detail 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 dates back to 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. Although we put a lot of effort into designing the pages, the end result was truly disappointing. As expected, the campaign results were 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. My previous experience had made me deeply realize just how crucial content is for brand management.
What process do you use to create content?
Baek Ha-in-gi, Director: The process of creating a product detail page is follows the sequence of product research, planning, photography and editing, and 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 from happening, we proceed with the project by thoroughly discussing the details over the phone or in person, in addition to providing a detailed written proposal, 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 creator envisions is important, our top priority is to ensure that ‘supporters find the maker’s rewards appealing.’. At BTW, 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 backers to understand the product. This leads to higher dropout rates among backers 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 curious mindset, thinking, “I wonder if there are any fun or interesting products out there”— —that’s the area where BTW 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 look for and refine the most effective way to convey those benefits.
A photographer taking pictures and Baek Ha-in-gi, Head of Planning
Baek Ha-in-gi, Director: “I remember 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 I was confident it would achieve great results, and we proceeded with that conviction. 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 in a situation where they could have easily gotten exhausted—wearing the shoes and running for hours on end during the shoot—we were inspired by their determination to succeed in the crowdfunding campaign. The final product was just as impressive as the maker’s passion, which is why it stands out most in my memory.
Seongho-dong Maker, who showcased products from the running shoe brand "Supier"
Please share some helpful tips with makers who are preparing to launch a crowdfunding campaign on Wadiz.
Park Jeong-hwan, CEO: I encourage you to consider and articulate your product’s USP (unique selling point) from the perspective of someone who isn’t familiar with it. Since makers have conducted extensive market research and analysis while validating their products, they tend to focus primarily on the product’s strengths. I believe a fresh perspective is essential to identify and address any aspects that makers may have overlooked. That’s why I think it’s crucial to approach your product from the perspective of a typical customer.
Jung Woo-jong, Head of Design, at work
Is there anything else you’d like to share with the maker?
CEO Park Jeong-hwan: As a maker and content producer, BTW has achieved significant growth through Wadiz. We hope many makers experience growing their brands while minimizing riskwithin Wadiz.
CEO Kim Min-kyu: I hope you 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 to right: Kim Min-kyu, CEO of BTW; Park Jeong-hwan, CEO; and Baek Ha-in-gi, Director
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