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Go to market strategy for community

How is your Minimal Viable Segment? And how do you reach them?

Anna Grigoryan
Anna Grigoryan
3 min read
Go to market strategy for community

Illustration by (Ioana Harasim)
Hi friends!

This week started very interesting for me.

I'm considering to have an angel investment round for Community Weekly newsletter. And as any founder does, I started looking around for investors.

And not only on my "twitter bubble" but outside as well. So on Monday I had a meeting with an investor.

I think after the conversation I understood 2 very important things:

1/ Everyone is truly living in a bubble.

When I was telling them how excited I'm for my publication, how fast the growth is going, their reaction was:

"But if you get hit by a trolleybus then who's gonna scale the business?"

And it's not that they are wrong, but hell it hurt.

2/ You don't need to spend time convincing people who are not getting it.

Yes, this particular investor gave me a mental vibe of my mom when she's saying "get a real job" but instead "build a real startup".

But it doesn't mean that it's the last investor I'll ever meet. It just means I need to talk to investors who understand the value of my market.

Groundbreaking I know 😆

What's the obvious thing that you figured out this week?

How to select a distribution channel?

For communities and creative businesses distribution is sometimes more important then the content and the product itself.

In the corners of tech twitter I found this very eye-opening article about go-to-market strategies and how to execute them across industries and segments.

"It is all about connecting the dots, orchestration, and alignment — thinking with the end in mind and being able to change everything if the conditions change drastically."

The article is right up my alley as the writer does an in depth analysis on how other companies built their strategy. How often do you think about your community's go-to-market strategy?

Before discovering this article I was going with a very simple recipe for Community Weekly:

1/ focus on Twitter as main distribution channel, as there's the biggest amount of people who "get me and what I'm doing".

2/ build relationships in different niche communities and talk to people.

3/ co-hosting Communities Show just for fun and to share unfiltered side.

So in my mind it was like this: 1 channel for serious distribution, 1 channel for fun, 1 channel for networking. This approach is working for me as a solo creator, to reach my goals without putting my mental health on the line.

However, there was a new concept Minimum Viable Segment (MVS) that stuck with me after.

Even this small newsletter is written with a few segments in mind: founders, creators, investors and community builders.

Which means the same distribution channel would not work for all of them. Creating or focusing on one specific segment at a time can be an interesting new way of approaching distribution. Especially for creators, because each of us knows what type of people they are targeting.

For the upcoming weeks I'll focus on finding the best ways to reach founders who are building community-led businesses.

What is the MVS for you?

Drawer of Inspiration

1/ Bit Better Club
Bit Better Club is a newsletter and a community run by a dear friend of mine. And I'm not including it in this newsletter just because of that. I want to talk about the accountability club that he runs in that community for note-taking.

Why you might ask? It's not an unusual problem to have notes in different platforms for me it is: Twitter bookmarks, Notion, and physical notebook. So for me it's hard to remember where everything is held and to create a unified place for all my notes.

I don't say that being a member in this club helps you automatically remember to categorize your notes, however, it's a nice place where you can geek out about productivity, note taking techniques and also they have a book club.

2/ Dewey
Now that you know about my note taking problem, I want to present to you a solution that I discovered literally 2 days ago.

I know a lot of people like showing to you their second brains in Notion, but I'm a simple girl, and my second brain is in my Twitter Bookmarks. And now I can officially say that because Dewey not only helps me to categorize and organize my bookmarks, but also I don't forget why I bookmarked something.

Why? Because when I save something they show me a popup asking "Why Anna? Why did you save this?" who knew that the solution to all my problems is a popup window. Certainly not me.

As always thanks for being around!

With love from Lithuania.

Weekly Newsletter

Anna Grigoryan

Writer, engineer and recovering over-achiever. I bring context into creator economy with Community Weekly newsletter, and help people discover best podcasts out there with Kradl.