Community Driver Taxonomy

In The Embedded Entrepreneur, Arvid Kahl proposes an Audience-Driven approach to discovering problems and product opportunities, engaging with communities and observing them. He proposes a taxonomy of communities based on what drives them, noting that different strategies apply to discovering product opportunities and engagement based on the key reasons why communities form.

While pointing out that most communities form around a mix of different purposes, Kahl suggests five key factors that drive communities:

Goal-Driven Communities

Goal-driven communities form around a common cause. The members are expected to “further the goals with their actions”. In such communities, alignment with the community goals and contributing time and resources to the group goals drives user reputation. Good types of content to contribute to such communities educate and encourage members. The best way to find new product opportunities in such communities is to keep an eye out for blockers.

Practice-Driven Communities

Practice-driven communities bring together people who are experts in the same field, or have the same job. The members are expected to “further the group’s collective knowledge”. Good types of content to contribute to such communities depend on the level of expertise in the topic. Beginners can engage the community with questions, and competent users can share their expertise. A good way to engage experts is to share news and experimental approaches.

Interest-Driven Communities

Interest-driven communities bring together people who like the same things or engage in the same activities. Unlike practice-driven communities that form around work, interest-driven communities usually form around hobbies. The primary motivation for member interaction is passion, not knowledge. Reputation is driven by embracing the group identity. “Being interested and interesting” is the way to engage with members, and good types of content to share are stories and successes.

Location-Driven Communities

Location-driven communities form around geographical boundaries or locations. The members focus on local events, providing support to each other or exchanging goods and services. Reputation in such services is driven by trust, which makes it very hard for outsiders to create engagement (Having an insider introduce a new member can help speed up acceptance by the community.) Location-driven communities can be good observation targets for niche audiences.

Circumstance-Driven Communities

Circumstance-Driven communities form around overcoming a challenge. Members bond and support each- other. Such communities are a “treasure trove for audience analysis and critical problem detection” as they are “abundantly packed with problems and complaints”.

Learn more about the Community Driver Taxonomy