How do you position a peer-to-peer community? Where do you start?

• You don't need to be a celebrity in your space, but you do need to know your domain, intimately.
• Differentiation is so important. Why join a community when one exists that already meets your need? 
• You need a critical mass of interested people willing to jump onboard in the first days.
• Content is king (or queen!). To keep people coming back you need to keep them interested, stimulated, learning.

Category creation is the biggest positioning play out there. But how do you actually do it? Frida provides a solid 5-point plan: 

1. Get absolutely aligned on the category you want to create internally.
2. Get external prof your category concept makes sense. Speak with your customers. Get references. 
3. Become the thought-leader within the category you're creating. You need to be top of mind and top of search.
4. Work together with a third-party like G2 or Gartner to get that critical industry recognition (NB. This is not easy!)
5. Build a community around the category to help it thrive and provide a source of new ideas.

GetAccept are succeeding with 1-4 and now they're considering how to approach 5. Check out the episode for a far more thorough breakdown.

"You've $100 to spend on ads. What would you do with it?" Mimmi's first reaction was to spend it on existing customers. And that pretty well encapsulates Teamtailor's core positioning: they differentiate themselves through their obsession with a great customer experience. That's the secret sauce behind the word of mouth that's helped this relatively small Stockholm startup land in 100 markets in record time, and with consistently strong reviews.