Big things start small: How Substack sparked its early community of writers

Big things start small: How Substack sparked its early community of writers

In the world of startups, finding product-market fit is often the holy grail. It's the point where your product or service meets the needs and desires of a specific market, leading to exponential growth and success. But how do you find that elusive fit? And how do you build a community around your product or service from the ground up? Substack, a popular platform for writers, provides a fascinating case study in how to do just that.

Substack's journey began with a clear vision: to create a publishing alternative for professional writers. The founders recognized that these writers, particularly journalists, faced unique challenges in their field. They wanted to give them a platform that was more independent and allowed them to write on their own terms. By focusing on this specific group of writers, Substack was able to tap into a passionate community that was hungry for change.

One of the key lessons we can learn from Substack's early days is the importance of specificity. When trying to spark a community, it's crucial to have a clear target audience in mind. Substack looked for writers who resembled Ben Thompson, a successful one-man publisher. They believed that if more professional writers had the tools and support to go independent, they would follow in Thompson's footsteps. By pinpointing this specific group of writers, Substack was able to create a community that shared common goals and interests.

But finding the right people is only the first step. Substack also understood the power of personal outreach in building a community. The founders reached out to writers they knew personally, like Bill, who had dreams of making his newsletter paid. These early allies were instrumental in helping Substack gain traction and attract more writers to the platform. Personal outreach may take time and effort, but it can be a game-changer when it comes to building a community from scratch.

Once Substack had its initial community of writers, the team focused on learning from them and connecting them with each other. They observed that successful publications tended to make their best writing available for free, publish prolifically, cover niche topics, and write in long-form. Armed with this knowledge, Substack was able to provide the tools and resources that writers needed to succeed. They also facilitated connections between publishers so they could share best practices and support each other.

But Substack didn't stop there. They recognized the power of community and the potential for writers to help each other directly. They began exploring community programs that would empower writers to support one another at scale. They also hosted online discussion threads through their own Substack newsletter, allowing writers and readers to engage with each other and form connections. These initiatives have further strengthened the Substack community and fostered a sense of collaboration and support.

So, what can we learn from Substack's success in sparking a community of writers? Here are three actionable pieces of advice:

1. Be specific: When trying to build a community, don't underestimate the power of specificity. Identify a target audience that shares common goals and interests, and focus on meeting their specific needs.

2. Embrace personal outreach: Reach out to individuals who are passionate about what you're building. Personal connections can be invaluable in attracting early allies and building a strong foundation for your community.

3. Foster collaboration and support: Communities thrive when members can learn from and support each other. Provide opportunities for connection and collaboration, whether through online discussions, shared resources, or community programs.

In conclusion, Substack's journey from a small pool of writers to a thriving community offers valuable insights into how to spark and nurture a community from the ground up. By focusing on a specific group of writers, engaging in personal outreach, and fostering collaboration, Substack has created a platform that empowers writers and provides them with the tools and support they need to succeed. Aspiring community builders can learn from Substack's example and apply these lessons to their own endeavors.