Big things start small: How Substack sparked its early community of writers and the success of Strava in adding a million new users every 40 days.

Big things start small: How Substack sparked its early community of writers and the success of Strava in adding a million new users every 40 days.

In the world of building communities, it is crucial to have a clear focus and target audience from the very beginning. Substack, a popular platform for independent writers, understood this concept well. They recognized that their initial allies would be professional writers who felt the challenges of the industry more acutely than others. By building a tool specifically for professional writers, Substack provided them with a publishing alternative that was more independent and dictated by their own terms.

Similarly, Strava, a well-known fitness app, found success by keeping their focus on their core mission. The company understood that community was at the heart of their platform, and people didn't just download Strava, they joined it. By staying true to their original mission and keeping their app simple and user-friendly, Strava was able to build a loyal and engaged community of athletes.

One key aspect that both Substack and Strava recognized was the importance of finding and engaging with the right people. Substack reached out to professional writers who were already established in the industry, while Strava aimed to become the home for active individuals. By pinpointing these specific groups of people who cared deeply about their respective spaces, both platforms were able to ignite their communities from the ground up.

Personal outreach played a significant role in the early stages of community building for both Substack and Strava. Substack's founders personally invited a small pool of writers to try their site, while Courtland, the founder of Indie Hackers, sent 50 personal emails to spark his community of entrepreneurs. This hands-on approach showed the dedication and commitment of the founders, and it proved to be a powerful tool in attracting the right people to their platforms.

Observing and learning from their communities was another crucial factor in the success of Substack and Strava. Substack learned that successful publications tend to make their best writing free to convert more subscribers, publish prolifically, cover niche topics, and write in long form. On the other hand, Strava understood the value of creating a platform that allowed athletes to showcase their achievements publicly. The famous phrase, "If it's not on Strava, it didn't happen," became a testament to the proof of work in public that Strava offered.

Both platforms also recognized the importance of building a sense of connection and camaraderie within their communities. Substack explored community programs that empowered writers to help each other directly, while Strava aimed to become the most engaged community of athletes in the world. By facilitating interactions and providing platforms for discussion, these platforms fostered a sense of belonging and support among their users.

In conclusion, building successful communities requires a clear focus, personal outreach, and a commitment to learning and adapting. Substack and Strava exemplify these principles, as they identified their target audiences, reached out personally, and continuously learned from their communities. For those looking to build their own communities, here are three actionable pieces of advice:

1. Define your target audience clearly: Understand who your community is and what their specific needs and challenges are. By catering to a specific group, you can create a platform that truly serves their needs and attracts like-minded individuals.

2. Personal outreach is invaluable: Take the time to personally invite and engage with the right people. Building a community requires a personal touch, and reaching out individually can make a significant impact in attracting the right members.

3. Learn from your community: Pay attention to what works and what doesn't within your community. Listen to feedback, observe successful patterns, and adapt your platform accordingly. By constantly learning and improving, you can create a community that thrives and grows.

Remember, big things start small, and with dedication, focus, and a commitment to building genuine connections, your community can flourish and become a force to be reckoned with.