It's not the most ambitious Kickstarter in history, but maybe that's the secret ingredient that's making one man's pitch on the crowd-funding website so successful.
Well, maybe that and a little dill.
"Basically I'm just making potato salad. I haven't decided what kind yet," wrote Zack Brown on his campaign's Kickstarter page.
He tempered any expectations - if there were any. "It might not be that good. It's my first potato salad."
Despite his own lukewarm forecast, potential investors were not shaken by Brown's recipe indecisiveness and lack of experience. By Sunday evening, Brown had raised nearly $5,000 by 850 backers.
"I never thought it would go this far," Brown of Columbus told a Reddit "Ask Me Anything" session. "$10 seemed like a good, conservative goal. I think the thing people are responding to is the opportunity to come together around something equal parts absurd and mundane."