{"id":8146,"date":"2025-04-26T23:04:55","date_gmt":"2025-04-26T23:04:55","guid":{"rendered":"https:\/\/muskaansehra.net\/?page_id=8146"},"modified":"2025-04-26T23:05:33","modified_gmt":"2025-04-26T23:05:33","slug":"elementor-8146","status":"publish","type":"page","link":"https:\/\/muskaansehra.net\/index.php\/elementor-8146\/","title":{"rendered":"Community"},"content":{"rendered":"\t\t
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Building Community as a Revenue Stream<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Timeline<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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10-11 months<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Team<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Product Managers (1)<\/p>

Product Designer (1)<\/p>

Developers (4)<\/p>

QA (2)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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My Role<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Product Designer<\/p>\n

Product Manager<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Overview<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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In 2023, the creator economy was evolving fast. The most successful creators weren\u2019t just delivering content\u2014they were building ecosystems. Meanwhile, our top-tier users were relying on third-party platforms to manage their communities, pulling engagement and revenue outside Exly. We saw this not just as a missing feature, but as a business opportunity. What followed was a strategic deep-dive, an MVP rollout, and rapid iterations based on creator feedback. In just 6 months, we turned this vision into one of our highest-performing SKUs\u2014boosting retention by 30% and premium adoption by 25%.<\/p>

This is the story of how Exly Communities came to life<\/strong>\u2014a feature born from insight, validated through action, and scaled into a core revenue stream.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The Market Shift: Why Community Became a Necessity<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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In mid-2023, our product team was tasked with exploring new revenue streams as part of our Product-Led Growth (PLG) strategy<\/strong>. We had a solid base of creators using Exly, but we knew there were untapped opportunities to increase engagement, retention, and monetization<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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While we were at it, these were the things that We Already Knew:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Core Question:<\/strong> Could we identify a part of their business that aligned with our vision and incentivize them to consolidate their operations within Exly?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The answer wasn\u2019t obvious. Simply adding more features wasn\u2019t the goal\u2014integrating into an existing business model was.<\/strong> To figure out how, we took a deep dive into our most successful creators\u2019 workflows.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Identifying the Opportunity: The Missing Link in the Funnel<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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We set out to study the business funnels of high-GMV creators across India.\u00a0<\/strong>The goal was to identify parts of the funnel that could be established on our product with highest ROI.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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A part of this study was to be a user. Attend webinars, analyze each lead nurturing campaigns you become a part of, and asking critical questions:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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While different creators had slightly varied setups, the core structure of their funnel was the same:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Demonstration of the most common funnel<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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This was our moment of clarity<\/strong>\u2014while Exly supported courses and monetization, we were missing the critical engagement layer<\/strong>. Creators needed an integrated community space to retain and upsell their audience.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Crafting an MVP That Solved Immediate Needs<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Rather than building a fully-fledged community tool from the start, we focused on an MVP that delivered immediate value<\/strong>:<\/p>

\u2714 A Content & Discussion Feed<\/strong> \u2013 Allowing creators to share updates, videos, PDFs, and insights.<\/p>

\u2714 Member Management<\/strong> \u2013 Enabling access control and segmentation.<\/p>

\u2714 Engagement Tools<\/strong> \u2013 Likes and notifications to drive participation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Rolling Out the Feature & Early Adoption<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Our MVP was released to a select group of 50 beta users<\/strong>, and within the first month, we saw instant traction:<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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  • 80% of beta users actively engaged<\/strong> within the first month.<\/p><\/li>

  • Creators started monetizing communities<\/strong>, integrating them into sales funnels.<\/p><\/li>

  • Sales teams successfully pitched it as a game-changer<\/strong>, increasing creator sign-ups.<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    The First Challenge: High-GMV Creators Needed More<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    While our MVP worked well for smaller creators, our top-tier users had more advanced needs<\/strong>:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    This wasn\u2019t a setback\u2014it was validation. Community had the potential to be one of our highest-value features.\u00a0<\/strong>Armed with user feedback, we refined our roadmap and doubled down on monetization.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    Scaling Community: Unlocking Monetization & Advanced Features<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    Phase 2 Enhancements (6-Month Plan):<\/strong>\u00a0<\/p>

    \u2714 Custom Branding & Theming<\/strong> \u2013 Creators could personalize their communities.\u00a0<\/p>

    \u2714 Paid Memberships & Subscription Models<\/strong> \u2013 Monetization built-in.\u00a0<\/p>

    \u2714 Direct Messaging & Group Chats<\/strong> \u2013 More engagement between members & creators.\u00a0<\/p>

    \u2714 Push Notifications & Smart Alerts<\/strong> \u2013 Increased retention & participation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    Impact & Results<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    Key Takeaways<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    \u2705 Community = Creator Retention<\/strong> \u2013 Engagement tools create long-term users.<\/p>

    \u2705 Monetization = Stickiness<\/strong> \u2013 Paid memberships drive recurring revenue for creators and Exly.<\/strong><\/p>

    \u2705 Sales Strategy + Product Wins<\/strong> \u2013 A full-suite offering makes for a stronger sales pitch.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    Final Thoughts<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    What started as a research-driven revenue expansion turned into a business-defining product<\/strong>. Community wasn\u2019t just an add-on\u2014it became a core growth engine.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    <\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    Thanks for reading!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    Building Community as a Revenue Stream Timeline 10-11 months Team Product Managers (1) Product Designer (1) Developers (4) QA (2) My Role Product Designer Product Manager Overview In 2023, the creator economy was evolving fast. The most successful creators weren\u2019t just delivering content\u2014they were building ecosystems. Meanwhile, our top-tier users were relying on third-party platforms […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-8146","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/muskaansehra.net\/index.php\/wp-json\/wp\/v2\/pages\/8146","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/muskaansehra.net\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/muskaansehra.net\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/muskaansehra.net\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/muskaansehra.net\/index.php\/wp-json\/wp\/v2\/comments?post=8146"}],"version-history":[{"count":7,"href":"https:\/\/muskaansehra.net\/index.php\/wp-json\/wp\/v2\/pages\/8146\/revisions"}],"predecessor-version":[{"id":8153,"href":"https:\/\/muskaansehra.net\/index.php\/wp-json\/wp\/v2\/pages\/8146\/revisions\/8153"}],"wp:attachment":[{"href":"https:\/\/muskaansehra.net\/index.php\/wp-json\/wp\/v2\/media?parent=8146"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}