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How To Build A $20k/month Community Business (Beginner’s Guide) | Greg Isenberg (#187)
Marketing Against The Grain
Focus on Milestones and Outcomes
When starting a community-based business, it is more effective to focus on specific milestones for a target group rather than just catering to the group itself. By emphasizing outcomes for the community members, such as helping founders raise Series A, Series B, and Series C funding, the business can better align with the selfish nature of human beings who seek value from the products they engage with. An example of this approach is the high-end cycling apparel company, Raffa, which offers a yearly membership to match cyclists with others in their area, emphasizing the milestone of improving cycling skills and linking it to the purchase of Raffa gear.
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