Build Your Tribe Before Your Product: Why Early User Communities Matter for Entrepreneurs

What do a craft beer, a bank, and a kitchen gadget have in common? They all exploded in popularity thanks to passionate user communities. Startups like BrewDog (beer), Monzo (banking), and Instant Pot (cooking) turned early users into evangelists – and reaped massive rewards. If you're an early-stage founder (especially in the UK), engaging with your user community from day one isn’t just a nice-to-have – it’s often the difference between fizzling out and phenomenal success.

In this blog, we break down:

• Why early user communities are critical for startup growth

• Where and how to find your first users

• How to engage them (even on a shoestring budget)

• Real-world examples from Monzo, Instant Pot, and BrewDog

• Tips for entrepreneurs outside of startup hubs

Why Communities Are a Startup Superpower

Your early users aren't just customers; they are:

• Your first testers – helping you fix, pivot, and improve.

• Your first marketers – spreading the word through enthusiasm.

• Your biggest fans – offering loyalty if you treat them right.

Monzo, for example, launched with just 3,000 cards in an alpha release. But they also launched a community forum where those users suggested features – like "Pots" – that became core parts of the product. Those users later crowdfunded Monzo to the tune of £20 million.

How to Find Your First Users

1. Go where they already hang out: Reddit threads, Facebook groups, LinkedIn communities, Discord servers, Meetups. Join as a participant, not a pitcher.

2. Leverage your existing network: Ask friends, family, and acquaintances to introduce you to people who experience the problem you’re solving.

3. Attend offline events: Whether it’s a trade show, a workshop, or a hobbyist club, show up, talk to people, and listen.

4. Use micro-influencers and bloggers: Like Instant Pot did, send early units or demos to niche creators who care deeply about the space.

5. Ask for feedback, not favours: Frame early engagement as co-creation, not promotion. People love to help shape something new.

If You’re in a Remote or Isolated Area…

Not in London or a startup hub? Don’t worry.

• Use digital communities. Indie Hackers, Product Hunt, Reddit, Slack groups, Twitter circles.

• Partner with local schools or universities to test ideas.

• Join virtual accelerators that support remote founders.

Real-World Inspiration

• Monzo: Built a community forum, ran an open product roadmap, and turned customers into investors.

• Instant Pot: Harnessed Facebook groups and recipe bloggers to spark viral growth.

• BrewDog: Raised funds through Equity for Punks, making their fans literal shareholders.

Low-Budget, High-Impact Engagement Ideas

• Run a closed beta with a waitlist to create buzz

• Share your journey "building in public" on Twitter or LinkedIn

• Launch a simple survey to learn and capture emails

• Host a free webinar or community Q&A

• Offer a referral reward or small thank-you to early testers

The First 10 people

Every product starts with a small group of users. Treat them like gold. Involve them, listen to them, celebrate them. Whether you’re building an app or a physical product, community is your most underrated growth engine.

So, who are the first 10 people you’ll talk to this week?