#09 Part 1: Exploring Business Models That Prioritize Community
If you’re interested in building a community-driven product or shifting your business to be a community-first organization but you’re not sure how that applies to your unique business then today’s essay will help you find inspiration.
After you read, reflect on ways community fits into your overall strategy.
It’s important to note that not every company that falls within these categories prioritize community today. But the companies that do prioritize community are much more likely to be successful.
Prioritizing community can be a powerful strategy for businesses. It leads to:
Increased user engagement and loyalty
Word-of-mouth referrals and recommendations
Collaborative innovation and problem-solving
More positive social impact
plus many other added benefits.
I’m a firm believer that if more companies prioritized community, the world would be a better place.
Below are 8 types of companies (in no particular order) that prioritize community with examples for each. This is part 1 of a 2 part series. I’ll send another 8 or so to your inbox next week!
01 Education
Education organizations are an excellent example of building a “community of practice” where people come together to learn. They prioritize community by providing online or in-person learning environments that foster interaction, collaboration, and peer-to-peer learning. This allows students to build relationships and connections that extend beyond the classroom.
Examples:
Section4 is a business education platform for all taught by leading business school professors. They run live-sprint versions of their courses that allow you to connect with other students from all over the world. In addition to the live-course component they have a community slack group and additional various ways to connect with other members.
Traditional Universities must have a strong community to support their status and growth among top university lists. They do this through on campus activities and events, student organizations and clubs, campus housing, academic support programs and after graduation they keep graduates connected via alumni networks.
Maven is an expert-led, peer-driven learning platform. Maven allows the ability for students to connect that are enrolled in the same class through live sessions and group projects. Maven also allows their instructors to connect via their course creation cohorts and Maven’s Instructor Community.
02 E-commerce
E-commerce brands have a lot to gain from prioritizing community– there is not much more powerful for a brand than a community of raving, loyal fans. Some E-Commerce brands do a lot of good in the world when they have focused on this community-driven strategy.
Examples:
Patagonia is an outdoor clothing and gear company that has a strong commitment to environmental activism. They prioritize community by engaging their customers in environmental initiatives, such as beach cleanups and advocacy campaigns.
Vans is one of the most community-driven e-comm brands I can think of. They have a strong focus on youth-culture and creating safe and accessible places for youths to come together and well, be youths. They have a series of skateparks around the world that are free and open to the public, they have sponsored music festivals and create a safe space for self-expression through their products and initiatives.
03 Fitness
Fitness companies prioritize community by providing group fitness classes or workout programs that encourage individuals to work towards fitness goals together, creating a sense of camaraderie and accountability that helps motivate and inspire each other.
Examples:
Orangetheory is a fitness franchise that prioritizes community through group classes that feature heart rate monitoring that allows a leaderboard for friendly competition. They host various challenges and events throughout the year such as community outreach programs that allow members to come together beyond the studio.
Apple Watch allows you to connect to your friends through activity sharing so that you can hold one another accountable to your individual “move goals.” In addition, it allows you to participate in challenges that provide a fun and competitive way to stay motivated and connected to others.
04 Co-working Spaces
These companies prioritize community by providing shared office spaces that allow entrepreneurs, freelancers, and small businesses to work alongside one another, collaborate, and share resources and expertise. But it’s not all WeWork…
Examples:
Pauline Creative Hub - My friend Karen told me that when she visits Mexico this is her favorite co-working space. It’s an old bowling alley that was converted to a work space. They do weekly happy hours, community members host lectures and have community events like “Drink & Draw”. The co-working space of our dreams? I think so.
Soho House is an example of a business that leverages exclusive community access*.* It is a members club that allows members to find community and belonging in their city and cities across the world through their network of locations when they travel. But you need a nomination from two current members to apply.
Innate – Something totally different. Innate brings together people to live and work-remotely in nature for a month while exploring a theme that will change your state of being. That’s right, co-working communities go way beyond WeWork.
05 Crowdfunding
By leveraging the power of community, these platforms have enabled countless individuals and organizations to bring their ideas to life and make a positive impact in the world. Crowdfunding platforms allow campaigners build and engage with their audiences.
Examples:
GoFundMe is a popular crowdfunding platform that allows individuals and organizations to raise funds for a wide range of personal, business, or social causes. GoFundMe emphasizes the importance of building and engaging with a strong community of supporters.
Seedrs is a UK-based crowdfunding platform that allows investors to fund early-stage startups in exchange for equity. Seedrs emphasizes the importance of community in the fundraising process and offers a range of resources to help startups build and engage with their networks, including investor relations tools, educational resources, and networking events.
06 Healthcare
I believe this sector has one of the largest opportunities for prioritizing community to do good in the world. I’ve had the opportunity to work on numerous healthcare startups finding their feet in community and I’m hopeful that we have brighter days ahead of us in healthcare.
Examples:
Routinify is a telecare service for aging adults that allows them to connect with their “care circle” of family, friends and healthcare professionals so that they can keep their independence. Community is core to this application in its ability to connect the people that care the most about an individual. Fun fact: Routinify was the first healthcare application I designed.
Hims and Hers is a telemedicine platform that aims to provide patients with easy and affordable access to healthcare services. One of the ways that they prioritize community is by offering a range of online support groups for patients who are struggling with mental health issues or other conditions. These support groups provide a safe and supportive space for patients to connect with others who are going through similar experiences.
07 Non-Profit Organizations
Non-profits prioritize community by mobilizing individuals around a shared social or environmental cause, building a network of supporters who share their values and are willing to contribute their time, skills, or resources to achieve the organization's mission. I’m choosing to share two organizations near and dear to my heart as examples here.
Examples:
The Trevor Project is a national organization that provides crisis intervention and suicide prevention services to LGBTQ young people. The organization prioritizes community by creating a safe and supportive space for LGBTQ youth to connect with one another and access resources and support.
Habitat for Humanity is a global nonprofit housing organization that works to build affordable housing and provide support to families in need. The organization prioritizes community by engaging volunteers, donors, and partner families in the home building process and fostering a sense of ownership and pride in the community.
08 Social Media
Social media companies are in the business of community. They provide online spaces for people to connect, share information, and build relationships around shared interests. Social media is evolving to prioritize more specialized and niche communities, providing users with more opportunities to connect with others that share their passions and interests.
Examples:
Facebook is… just kidding you know what it is. I’d be remiss to not include an example that was pioneering in connecting communities across the globe. While Facebook (Meta, whatever) has had negative impacts on society, it has also paved the way for other social networking platforms to follow. Platforms like…
Discord which was originally designed for gamers has expanded to include a wide variety of communities centered around shared interests, hobbies and activities. The platform allows anyone to set up a discord server to invite members and let their community thrive.
This issue is part of a 2-part series. Another ~8 company types are coming in the next issue of the bpd beat. The email newsletter comes with other resource links and behind the scenes info only available in my weekly email. Not on my list yet? Subscribe here.
Is there a business on this list that you would LOVE a deep dive on? I am working on a series of case study essays so that I can deep dive the business of community at different organizations. Let me know if you’d love a community breakdown of a particular company.
Are you interested in building community into your product strategy after reading this? If so, I’d love to help! Check out my power-hour workshop service and sign up for an hour co-creation session with me.