10 days in and Otter Farm had built some traction, mostly from Mark's own networks.
It was time to go wider.
Mark knew the backers who had supported the project so far were dedicated to getting Otter Farm to the finish line, so he asked for their support in sharing the project with their friends.
The power of backers sharing to their own networks instantly amplifies the number of people looking at a given project.
Mark also made lots of calls to friends in the business, each who had their own spheres of influence and asking them to help out with the project.
The call to action was clear - please pledge, and then share the project with your followers.
Amongst others, Kevin McCloud and Hugh Fearnley-Whittingstall both supported Marks project, and with a combined following of 275k followers, that has quite an impact.
Thinking outside the box
Towards the end of the campaign, Mark had gathered support from nearly 500 backers but pledges were slowing down, and he knew that his target was still £24,000 away.
"We had tons of coverage and lots of people knew about Otter Farm, it was brilliant."
Mark then hatched a plan to try some 'out of the box' ideas.
He decided to run a competition every day.
One backer's name gets pulled out of a hat and they would win a course - it was as simple as that.
Next was an idea to go back to the (now considerably larger) group of backers of the project once more.
"We wanted to find a tangible way to thank the backers for their support so far, and at the same time leverage their support in the short window of opportunity left in the campaign"
Mark set up a deal. Pledge again on the project, and no matter what you pledge on, we'll give you a bottle of wine from the winery, on top of everything else you've pledged on.
It worked! The community were re-pledging.
Mark and his team at Otter Farm crossed the line with one day to go, and actually raised £4k over the original target.
"In hindsight, I'm very pleased we went all or nothing," Mark added. "I'm positive we wouldn't have got over £60,000 if we were on keep what you raise, as the drive to get the project over 100% just isn't there."