Building a startup is a brutal grind.

I remember someone describing it as chewing glass while jumping out of a plane. Now try adding a startup community on top of that. We’ve all heard build a community, and your customers will follow. This is only true if it’s done well. Community building requires grit, patience, and a solid framework. Plus some luck.

Today, I sat down with Philip Hofmacher, a leading Community Architect from Vienna. He outlined the framework he uses for building and growing community spaces where people show up and stay.

Philip Hofmacher & business partner Sinem Günel | Community Architects

But for founders, community is a key weapon in the attention war.

Philip’s strategy turned a Medium following into a online writing powerhouse, where loyalty converts directly into revenue.

Here’s what I cover:

Why community is the future of learning
The one rule every founder needs before launching
How to turn followers into paying fans
Top mistakes founders make and how to avoid them
What tools to use

Ready to build a loyal tribe, not just an audience?

Interview with Philip Hofmacher

Why Community is key to future learning

“Community is the future of learning.”

A powerful takeaway to start, Philip!

What sparked your journey into community building?

Philip: Six years ago, my fiancée started writing on Medium, and her work unexpectedly gained traction. People reached out, wanting to know how to achieve similar success. Seeing a need, we launched the Medium Writing Academy to help others build and monetise their platforms. We’ve since expanded to Substack, where we guide people in creating thriving, independent writing communities.

Was your fiancée’s success on Medium pure strategy or a lucky break?

Philip: It was a mix of both. She published over 150 articles with little traction at first. We almost gave up, but decided to analyse what worked for top writers headlines, formatting, calls-to-action—everything. Soon, it clicked, and her earnings grew from a few hundred to a few thousand dollars, eventually going viral.

The big lesson for startups here?

Philip: Don’t dive in blindly. Study what works in your space and apply those patterns to your approach. It’s all about intentionality.

What prep should founders do before launching a community?

Philip: Research is everything. Many writers on Medium or Substack jump in without a plan and burn out quickly. We studied successful content deeply looking at structure, pacing, and reader psychology, which revealed patterns that kept our audience engaged and helped us grow the community.

What strategies or tools were key to building early traction?

Philip: We focused on data-driven analysis. Using Chrome plugins and manual research, we tracked top writers’ strategies, headlines, formats, calls-to-action. By decoding these patterns, we gained clear insights to structure our own content effectively.

What made you turn this into a full-fledged community?

Philip: We saw the value of connecting serious writers in one space, so we created a private, highly moderated Facebook group for Medium writers. No spam—just genuine engagement. As it grew, even Medium staff joined, turning it into a hub for collaboration and industry insights.

How did you structure your community?

Philip: We set up a private Facebook group with clear entry requirements—only active Medium writers could join. We collected emails for regular updates and resources, posted daily prompts to spark engagement, and held monthly interviews with top writers to provide insider insights.

How crucial was community-building for your business growth?

Philip: Community was vital. It built our credibility and established trust by consistently delivering real value and answering questions, which directly drove our growth.

What’s your advice for startups building their first community in a niche, like developers?

Philip: Building a community takes real commitment. Invest time in creating genuine connections, and choose a platform your audience already uses—like Slack or Discord for developers, so they can engage without a learning curve.

As communities grow, how do you keep them authentic and engaged?

Philip: The key is letting people be themselves. You’re there to facilitate, not dictate every conversation. In our best communities, I’ll start a conversation, and the members take it from there. People feel ownership, which keeps things authentic. Maintaining a clear code of conduct also helps.

How do you keep members engaged long-term?

Philip: Strong onboarding is key. New members complete a short intro on community values and resources, and we encourage personal introductions. A warm welcome makes them more likely to stay active and engaged.

What common mistakes do startup communities make?

Philip: Founders often skip research. Join other communities first to see what works. Also, define who your community is and isn’t for. In our Substack Mastermind, we’re clear it’s not for self-promotion, which keeps engagement focused and valuable.

Which brands or individuals excel at community-building?

Philip: Notion and Taylor Swift. Notion’s fans create tutorials, effectively providing free advertising. Taylor Swift’s fans are so loyal they organise gatherings even when she’s not present, like singing together in Vienna after her concert was canceled. That level of engagement and loyalty is the goal.

What tools and platforms would you recommends?

Philip: I’d recommend Skool for simplicity, which helps boost engagement. Circle is another great tool it allows you to host calls, discussions, and even courses, making it versatile for a community.

What’s your top advice for founders starting a community?

Philip: Community is the future of learning. People seek connection, accountability, and support, so investing in a community now is one of the smartest long-term moves you can make.

Here’s what I took away from Philip’s insights on building a community that lasts:

Do Your Homework: Before diving in, study what’s working for others in your field. Analyse successful communities, platforms, or content structures to build a strong foundation.
Choose the Right Platform: Select a platform where your target audience already spends time. Whether it’s Facebook, Slack, Skool or Circle, familiarity will encourage participation and reduce friction.
Be a Facilitator, Not a Dictator: Build trust by letting members drive discussions. Your role is to moderate and guide, not control every conversation.
Structure with Intention: Set clear entry requirements, foster engagement with daily prompts, and hold monthly events to keep members active and invested.
Prioritise Onboarding and Retention: Create a welcoming onboarding process to ensure new members know how to navigate the community. This sets a positive tone and helps with long-term retention.
Learn from Others: Join other communities to observe what works and what doesn’t. Set clear expectations for who should and shouldn’t join to maintain the right group dynamics.
Remember the Power of Community: Community is more than a growth tactic—it’s a long-term investment that provides accountability, support, and learning opportunities for members and leaders alike.

Here’s How To Reach Philip Online

You can connect with Philip on Substack, where he responds to every message, feel free to reach out! Here’s his Substack profile.

You can also email him directly at philip@writebuildscale.com

Philip Hofmacher, a digital entrepreneur and community builder

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