The New Frontier: How Big Manufacturers Are Turning to Crowdfunding to Test Market Products

Roy Morejon
2 min readSep 8, 2023



In an era where innovation is the key to survival, big manufacturers are adopting unconventional methods to market-test their products. One such method that has caught the eye of giants like GE Appliances is crowdfunding.

While crowdfunding has traditionally been the domain of startups and individual entrepreneurs, large corporations are now stepping into this space to validate their product concepts.

Why Crowdfunding?

The Startup Approach

Crowdfunding platforms like Kickstarter and Indiegogo have long been the playground for startups. These platforms allow entrepreneurs to present their ideas to the public, who can then decide to financially support the project. The startup approach to crowdfunding is agile, quick, and often disruptive, characteristics that big manufacturers are keen to adopt.

Risk Mitigation

For large corporations, the stakes are high when launching a new product. Millions of dollars go into research and development, production, and marketing. Crowdfunding allows these companies to gauge public interest before fully committing resources, thereby mitigating risks.

The Case of GE Appliances

A Hybrid Model

GE Appliances, a company with a sprawling network of 16,000 employees, is reportedly adopting strategies similar to garage tinkerers when it comes to developing niche products. This hybrid model of corporate structure and startup agility could be a game-changer in the industry.

Customer-Centric Approach

By using crowdfunding platforms, GE Appliances can directly interact with potential customers, gather feedback, and even make necessary adjustments to the product. This customer-centric approach is a win-win for both the company and the consumer.

Challenges and Ethical Considerations

Fair Play

One of the major concerns is whether big manufacturers entering the crowdfunding space is fair to small entrepreneurs. With their established brand names, large corporations could potentially overshadow startups.


Another challenge is maintaining transparency. Backers on crowdfunding platforms expect a level of openness that corporations might not be used to providing, especially when it comes to financials and production setbacks.


The entry of big manufacturers into the crowdfunding arena is a testament to the evolving landscape of product development and customer engagement.

While this approach offers numerous advantages like risk mitigation and direct customer feedback, it also raises ethical questions that the industry will need to address.

By embracing the principles of crowdfunding, large manufacturers are not just innovating their products; they are innovating their approach to business.

As this trend continues to gain momentum, it will be interesting to see how it shapes the future of both crowdfunding platforms and the manufacturing industry at large.



Roy Morejon

I help entrepreneurs, inventors, & startups launch & market products from idea to product-market-fit. Over $1B in sales using Crowdfunding on Kickstarter