Prospect Heights, IL
1. The internet is not just for announcing a new pinball machine & getting deposits - it's about ongoing communications with owners and the community. Correct that - honest communications good or bad.
2. If you take money from customers, you now have entered into an unholy covenant with them. It is your responsibility to communicate schedules changes, delays, and build dates at least with owners.
Asking hobbyists for a deposit/money then missing deadlines, not sharing new deadlines, and just not communicating any more will sink your brand, personal reputation, and fuel community resentment. If you don't want to be this transparent, then follow Stern and stop taking deposits before the game is ready.
3. Refunds should be honored based on your stated agreement to owners - no exceptions.
You stated a policy and brand promise to your customer, keep it - period. See #1 & #2
4. Don't change business model during build.
Your lack of preparation and business modeling should not become owners problems. Again, if you're taking money from owners you entered the unholy agreement willingly. Creating limited, then unlimited, LE but now add on kits to LE, special anniversary additions, no premiums, now premiums, etc. See #1 & #2
5. Make owners feel special.
If you took money, they have invested in your company and product. They like you, like them back. They are your early adopters, evangelists, free advertising, refer people, repeat customers. Create special message boards, communications, events, hug them when you see them regardless how bad they smell. Forsake them and the word of mouth can sink your company and future sales.
6. Deliver on your promises.
Communication is great but when you make promises keep them. All the good intention in the world can blow up in your face if you miss on this one. Dates may change, this stuff is hard - be honest and communicate - we get it. But when you make a final promise (i.e. confirmed delivery date, new code/feature, build order, only owners get access and play, etc) deliver on it. Don't promise if you have no intention on delivering.
7. Respect your competition.
It's a small industry why take pot shots? It looks petty. Learn from each other and collaborate where appropriate in furthering your business. Your competitor today may be your partner tomorrow.
8. It's ok to ask for help.
Whether it's the community or another pinball company, sometimes you did not expect it to get this hard. Leave your ego at the door and ask for help. It's not a sign of weakness but of strength. In the end it's about delivering a product that hits the mark with paying customers, not having a collectible trading card with your likeness.
9. Choose someone other than the CEO/owner to handle company communications.
While well intentioned and sometimes respected, you have more to lose than gain. Some customers will never be happy, allow for an escalation path. CEO's coming on message boards fighting with unreasonable owners just looks bad no matter how it ends. Keep those escalations private, let a responsible communications person handle the boards. One layer removed in this case is good.
10. Plan and commit to channel management model
Who will distribute and support your product? If you accept direct payment from an owner AND want to have distributors - clearly communicate delivery priority before accepting deposits/money. If an owner buys direct from pinball manufacturer why do they wait for their machine over distributor order - volume? You've just created a channel conflict. Either sell through distributors or direct. Make both customers happy. One foot in, one foot out doesn't work.
So what did we learn? Communication could eliminate much of the natives carrying pitchforks jumping from MMr, Hobbit, JPOP and now Predator boards. Pinball makers (whom we root for and try to love, we want to love you) want to embrace the community and leverage online to position yourselves as different than Stern and sell boutique pins - then please act that way after you get our money not just before.
You are one of us when you go back to acting like one of us - communicating honestly whether we like the message or not. Marketing 101 - big or small you can't escape the basics once you have our deposit.
Please keep this thread positive - not bashing a specific boutique. What can new pinball companies do differently or learn to make us even more excited to embrace them? Good business practices? Remember, positive thread (save the pitchforks for other threads). 
