Andrew Heighway was pretty deliberate about not asking for any Full Throttle money until they had a final-ish game to show (the big Pinball News article). Only then he asked for $1k. I was impressed by his ability to get as far as he did with personal financing.
Alien he changed that up, and obviously things didn't come together as quick as they wanted, so my advice to him going forward would be to stick to the Full Throttle model and only take pre-orders on games as they are near production. It'll make for an easier PR ride if there are bumps with the schedule.
From what I understand they have several games under development all at once, so I suspect the lead time from announcement to release will be much tighter going forward.