[Outdoor] How an Emerging Brand Addressed Both Online and Offline Needs

#8

From Dotus Maker Chae Myeong-jin
"Outdoor Funding: A Success"

"Dot Earth" Maker Profile

3-Line Summary

• Dotus, a pioneer in experiential camping, chose wadiz as the platform to launch its first product.
• To highlight both its aesthetic appeal and practical usability, the brand employed a variety of methods, including GIF-based Stories, a dedicated wadiz exhibition space, and interactive events.
• By resonating with supporters who wanted to enjoy a stylish camping experience without the hassle, the brand achieved over 300 million won in its first funding round and a satisfaction rating of 5.0. This successalso helped shape the brand’s future business direction.

DOTUS: The brand that puts an end to your inconveniences

Q. Hello. Could you please introduce Dot Earth? 

Hello. We are DotUs, the company behind “CAMPLE,” an “emotional camping brand” that creates memorable moments through camping gear that blends style and convenience. DotUs is a portmanteau of “DOT” and “US,” meaning “people who put a period at the end.” We aim toresolve everyday inconveniences and put an end to our customers’ concerns byintroducing a variety of products.

DotUs began as a purchasing agency service that imported and sold overseas products not yet available in Korea. After about four years in e-commerce, we reflected on the essence of business and realized that, ultimately, a business must be able to solve the problems people face. That’s why we moved beyond simple distribution to develop and manufacture our own products. We started with camping and travel gear, but we plan to gradually expand into other categories. We hope that the products we create will be remembered by our users as positive experiences. 

Q. It must not have been easy to enter a market with so many long-established outdoor brands.
What was the biggest challenge when launching the brand, and how did you overcome it?

The outdoor market is filled with large, long-established companies. Given their brand recognition, as well as the know-how and technical expertise they’ve built up over time, it’s not an easy environment for a new brand to gain acceptance. That’s why we focused on identifying market needs that existing brands weren’t meeting.

In the past, outdoor brands tended to prioritize technical capabilities and practicality. Many products were bulky, heavy, and had masculine designs. However, we believed there was definitely a demandin the market for prettier, more accessible camping,so we began creating products with a focus on “emotional camping.” Of course, having a clear concept didn’t make sales any easier. It took a long time to develop each product, and since our sales plans had to change with each season, there were countless details to manage. But I believe that Dot Earth is where it is today because we learned so much while overcoming those challenges.

EASY GO, EASY COME
Bringing style and convenience to the outdoors.

Q. I recall that the camping and travel markets underwent significant changes due to COVID-19. How did Dot Earth navigate that period?

The outdoor market changed dramatically as a result of COVID-19.As the trend toward avoiding contactwith othersbecame more pronounced, camping culture was re-examined, and with new consumers flocking to the market, it experienced explosive growth. That was also when we began focusing on “emotional camping” in earnest. With no products on the market that met this new demand, we concluded that major brands—whose product launch schedules were already set and whose brand identities were difficult to alter—would struggle to respond quickly to these changes. 

Dot Earth’s One-Touch Tent, designed for practicality with rain-resistant coating, zippers, buckles, and double-layered windows

Although some emerging brands focused on the “mood” aspect did appear at the time, butwhatsetsusapartis that we focused not only on aesthetics but also on“convenience.” We didn’t just aim to make the tent look pretty in photos or on social media; we also focused on making the entire experience enjoyable, paying close attention to practical features like double windows and buckles. It’s thanks to these details that our products have continued to be loved over time, rather than just being a passing trend. 

Q. Being both stylish and comfortable—it’s not easy to kill two birds with one stone, but I imagine consumers really appreciated that. What was the actual response like? 

Since this was our first brand, we obviously couldn’t succeed on the first try.Even after testingexistingproducts to identify areas for improvement and reviewing countless online reviews, we went through a lot of trial and error—including quality issues that resulted in losses in the tens of millions of won. It was very difficult at the time, but by overcoming these challenges, we were able to enhance the product’s quality, and I believe that’s what attracted interest from consumers we hadn’t even considered as our target audience. 

Various supporter reviews left on “More View Tent,” Dotus Maker’s flagship funding campaign

Our slogan is “EASY GO, EASY COME”—meaning it’s easy to go and easy to come back. Our main target audience was people who wanted to go camping but found setting up a tent a hassle, but after running the funding campaign, we were surprised to see such a diverse range of people become our customers. From moms who wanted to go camping alone with their kids, to dads who actually found camping quite challenging, to pro campers who needed a secondary tent for casual outings—we received positive feedback from all across the board. We believe that problem-solving and emotional appeal are Dot Earth’s key strengths, and it made us feel proud that people recognized this.  

Q. Functional outdoor gear is often priced high, which makes people hesitate to buy it, but many say Dot Earth’s products are relatively reasonably priced. How is this possible?

The waywe define a “reasonable price” isn’t simply about being the cheapest, but about delivering satisfaction that exceeds the amount paid. That’s why we handle everything from product development to quality control ourselves—so that even after purchase, you’ll feel it was money well spent.

When we first launched the brand, we thought offering products at relatively low prices was our competitive edge. However, as we continued to run the business, we realized that price is a subjective matter, and raising prices was inevitable to ensure quality. Plus, adding the convenient details that are at the core of Dot Earth inevitably drives up costs. So, we chose a method to minimize the product’s cost. Instead of purchasing finished products, we source individual components ourselves and. This allows us to meet our standards while maintaining quality that justifies the price. It takes effort, but we see it as essential to preserving our brand identity, so we refuse to compromise.

Determining the Business’s Overall Direction Through Wadiz Funding

Q. You introduced “More View Tent,” the first product from your first brand, through funding.
How did you end up on wadiz? 

Wadiz is a very familiar platform for e-commerce sellers who engage with various distribution channels. Since a single project can attract a large audience and raise funding, every online seller wants to use crowdfunding to promote their brand and products. Iwas one of them. However, when I was running a purchasing agency, I hadn’t been able to create suitable items, but the opportunity arose when I began launching stylish camping gear in earnest. 

Since “Moreview Tent” was Dot Earth’s first product, I wanted to launch it carefully and considered several channels. I was drawn to wadiz because it’s the platform where the most unique, never-before-seen products are introduced, and the fact that several camping projects had achieved success on wadiz at the time also influenced my decision. With such positive precedents, I decided to take the plunge with confidence. 

Q. The response was so strong that all the Rewards sold out within five minutes of the funding campaign going live.
As someone who has successfully launched a brand, I’m curious to know your thoughts on wadiz’s camping funding.

I believe it’s a particularly well-suited platform for emerging brandswith little name recognition to introduce their products and brand.When launching a product throughtraditionaldistribution channels, the target audience is broad and vague, so it can take quite some time to gauge consumer response. It’s not easy to drive actual purchases or build brand awareness. 

However, since wadiz brings together a community of highly engaged users, you can reach your desired consumer base more efficiently.Additionally, wadiz supporters seem to view funding as a cultural phenomenon and genuinely enjoy participating in it. Since they’re highly interested in and open to new products, they’re also sincere in their evaluations, so you can receive insightful feedback. I think it’s particularly well-suited for those who want an accurate assessment of their product or service, or who want to evaluate their direction. 

For a vivid brand experience
wadiz Exhibitions and Interactive Events

Q. You also showcased “Indi Pool Tent,” the follow-up to “More View Tent,” at wadiz’s offline space. 
What prompted you to set up shop at Space wadiz? 

We used Space wadiz to overcome the limitations of online sales. During the MoreView Tent funding campaign, many supporters asked if they could see the product in person. Since DotUs is an online-only company and doesn’t have a physical store yet, we didn’t have a suitable way to accommodate them.

However, since a tent is a product that requires careful consideration of factors like spatial feel, weight, and durability, we, too, deeply regretted the lack of hands-on experience. That’s when we learned about Space wadiz, and we decided to hold an exhibition,believing that an offline experience could provide a sense of presence that a GIF simply couldn’t capture. 

*Space wadiz is no longer in operation.

March 2023: Previewer's reviews from supporters who experienced the exhibition at Space wadiz

The brand is responsible for everything from selecting props to arranging the display. Thanks to the know-how we’d accumulated from our regular camping photo shoots, setting up wasn’t too difficult. There’s no one “right” way to display products or decorate a booth, so if you’re preparing to set up a space at wadiz, I recommend approaching it freely in a way that aligns with your Rewards or brand concept. 

Q. I saw that you also held a pop-up event in Busan.
What do you think is the difference between other spaces and Space wadiz?

I think the very identity of Space wadiz is different from that of a typical pop-up event. While the main purpose of a pop-up store is sales and promotion, I saw Space wadiz as more of a cultural venue.

After the wadiz exhibition, we held a pop-up at a large café in Busan. We set up several More View Tents, allowing visitors to try out the products and even make purchases on the spot, but the majority of people were café patrons who happened to discover our products by chance. In contrast, at Space wadiz, there were supporters who specifically came to experience the products before the funding campaign or to participate in the event. Since multiple brands are housed in a single space, supporters also benefit from being able to enjoy a variety of experiences. 

Another appealing factor is its location in Seongsu-dong, one of the hottest neighborhoods right now. Since it naturally exposes your brand and products in an area popular among people in their 20s and 30s , you might want to consider setting up a booth there if you’re targeting that age group or if the actual user experience can maximize the appeal of Rewards.

Q. You’ve run a total of seven funding campaigns and utilized various events. What kinds of events did you primarily hold?

Over the years, we’ve utilized various events, such as 72-hour funding campaigns, product trial groups, and cashback promotions. Each had a different purpose. First and foremost, we organized the product trial groups to build up reviews. Unlike other platforms, funding lacks existing reviews to reference, so we shared users’ experiences within the Community to build trust and boost the funding conversion rate. As for the cashback event, we selected one participant to receive a full refund of their funding contribution; we used this to gather comments from our supporters. To understand users’ perspectives—such as their reasons for funding and the situations in which they’d like to use the product—we designed it like a lottery, appealing to their desire to win. 

We hopedthe event would help us identify the product’s strengths, areas for improvement, and other issues we could address—and the results were quite satisfying.Thanks toour supporters’active participation, we were able to further develop the product.We’ve incorporated comments requesting improvements to the ceiling of the MoreView Tent—which was originally made entirely of mesh—and are currently preparing an upgraded version with added privacy screens. 

Capture the hearts of your supporters with stories that capture the essence of your products.

Q. Do you have any funding tips for aspiring makers looking to launch an outdoor/travel campaign on wadiz?

I believe the most important things on wadiz are the “Story” and the “essence of the product.”Your results will vary depending on how well you preparethesetwoelements,so if you’ve personally identified a problem and developed a product to address it, I highly recommend giving funding a try. 

I don’t think creating a product or service that’s never existed before is an easy task. It takes a long time and a lot of thought—from identifying consumer needs to turning your ideas into reality and bringing the product to market. And I believe the core of this process is the essence of the item—that is,“how the product or service solves a problem.” 

So, I encourage you to thoroughly reflect on the process that led to the development of your product and weave that into your Story. There are few platforms that listen as closely to the stories of new brands as wadiz does. I hope you’ll incorporate as much as possible—such as visual materials likeGIFsand how you’ve delivered value that existing products couldn’t—so that your campaign leaves no room for regret. 

Q. As your business continues to grow, I imagine you have many plans for the future.
Finally, could you tell us about Dotus’s goals and future plans?

First and foremost, to establish a firm foothold in our areas of strength, we plan to develop new products primarily focused on the camping brand “Cample” and the luggage brand “Leadbolt.” While we’ve concentrated on one-touch tents so far, we now intend to create the accessories that go inside them ourselves. We plan to fully capture the romantic essence of camping and travel while helping people enjoy comfortable camping and travel experiences. 

After that, we’re considering expanding into new categories such as medical devices and baby products. It might end up being just a single attempt, but we want to become a brand that tackles challenges step by step, solves problems, and meets the needs of society. While the new tent launching this year and the items we’ll introduce in the future may differ in genre, the essence of “Dot Earth: Solving Inconveniences” that lies within them will remain the same. Please join us on our journey as we work toward our goals through these products. 😊

Interviewee CEO Chae Myeong-jin
Text Jung Da-hye Editor Han Ji-hye