How We Built Our Membership Community – Smart Passive Income
We launched SPI Pro in July, but our team had been dreaming about it for over a year. Recently, I talked with SPI's co-CEOs, Matt and Pat, about the story of SPI Pro, and why and how we started this membership community. If you’re thinking of starting your own membership community, hopefully this will give […]

We launched SPI Pro in July, but our team had been dreaming about it for over a year. Recently, I talked with SPI's co-CEOs, Matt and Pat, about the story of SPI Pro, and why and how we started this membership community. If you’re thinking of starting your own membership community, hopefully this will give you inspiration and a way forward.

Step 1: Recognize the Problem

At the end of 2018, Matt and Pat were concerned. 

It was right before they merge their two companies (Matt and his team at Winning Edits, a creative agency, merged with Smart Passive Income ), and as they discussed the future of the company, they recognized a problem.

Online course sales had been the main revenue for SPI for a few years by then.

“We were having conversations about the future of online courses,” says Matt.“We had been tracking the financial performance on SPI course sales for at least a year at that point. So I was thinking about the business model in the future and in the context of the industry and I realized, Okay, we're struggling with certain promotions.”

SPI was doing a lot of the same things we had been doing for years, creating courses, and then promoting them. Course promotions and sales were happening a few times a quarter and were labor-intensive and time-consuming.

“Some of our tactics were still working, but it was too risky to just be dependent on one primary revenue stream,” says Matt.

Instead, he wanted to create a business model with more stability and predictability. “I felt strongly we needed to grow and diversify across some new offerings, and add some new dimensionality into the business model,” he says.

Recurring Revenue? Tell Me More

In all of its twelve years of existence, SPI had never had a recurring revenue component. “Inherently in any business where you're just doing sales all the time, there’s a more volatile top line,” says Matt.

The other problem with course sales is that creating and promoting them takes a lot of the team’s time and energy. “We didn’t want course revenue to be the main thing forever. I'm not suggesting that I was worried that course revenue was going to decline to zero or that there was going to be some kind of bubble that bursts in terms of the market popping and people just all of a sudden not buying courses. I don't think that's true, especially not this year when everyone's more than ever going online for education. But it’s an inherent, existential threat to this business—or would be any business—if you're just relying on one primary source of revenue.”

Matt asked Pat if he was open minded to trying to diversify some things. Pat said he would love recurring revenue as a broader concept. 

Okay, cool. 

Step 2: Develop the Idea

“So what Pat and I were talking about at that point was more like, ‘Oh, what if, what if it was more like a digital conference or a digital gathering,' with that frame of mind,” Matt says.

“Entrepreneurship is a very lonely path,” says Pat, “especially when you're just starting out and you feel like there's nobody else in the world who can understand you, and it's why people show up at conferences. It's why people are in Facebook groups.” 

In-Person Inspiration—How FlynnCon Showed the Way

Pat's theory was confirmed at FlynnCon, SPI’s first in-person conference, which happened in July 2019.

“There was a certain magic at FlynnCon that we wanted to try to replicate in a certain way digitally, online.” Pat says. “Time and time again, I hear feedback about FlynnCon, and it was the moments in between the main sessions. It was those talks in the hallways. It was the connections. It was just the mastermind groups that were created in those moments that really provided the true value there.”

Around this time, Matt drew the vision for what, at the time, he and Pat were calling SPI Plus (which would later become SPI Pro).

Having a place where people find each other and get support from each other, and from Pat and the SPI team, was the vision that started to emerge. 

Matt's original notecard vision for what SPI Plus (later SPI Pro) could become.

“So it was at the time called SPI Plus in my mind. So you see SPI Plus in the center of the card, not SPI Pro. And it was this six-dimensional, a composite idea of community as represented in the digital sense by”

Components of the Community Idea

Matt’s idea had six components. The program needed to have:

  • Community
  • Purposeful communications (similar to Slack)
  • The ability to have private networking (similar to LinkedIn)
  • A robust knowledge base (similar to HelpScout)
  • Exclusive access and advice (Clarity)
  • Enriched content created specifically for the needs of the community
  • Exclusive discounts

Step 3: Pivot When Necessary

The conversations continued—between Matt and Pat, and eventually the rest of the SPI Team—around the idea of SPI Pro.

During our annual team retreat in Columbus, Ohio in the fall of 2019, SPI Pro was pegged as one of the “big new things” we would launch in 2020. 

Mindy, the SPI Solutions Manager, documenting our ideas for SPI Pro at our team meeting in the fall of 2019.

“Our idea was to be on stage, like at an Apple event when they roll out their big, new thing. We wanted to get some hoopla and fanfare and try to do some, you know, new member enrollments right from the conference,” says Matt.

But then COVID happened.

We had to cancel FlynnCon. 

Our dreams of rolling it out with a lot of hoopla on stage at FlynnCon were dead. 

From Disappointment to Opportunity and Urgency

“We were like, okay, we're not launching from stage anymore. How are we going to launch this instead?” says Matt.

Besides having to pivot our launch plans for SPI Pro when FlynnCon was canceled, we felt even more of an urgency to get SPI Pro up and running.

People were in quarantine. Everyone was working from home, isolated. We knew that a membership community would be one way people could connect online since no one could go to in-person meetups or conferences.

The sad reality of having to cancel FlynnCon came with a silver lining: It gave the SPI Team more time to focus on getting SPI Pro ready to go.

Step 4: Pick a Platform

During this whole time, Matt was evaluating what kind of platform would support our vision for the membership community. 

Where would we host it? His original idea for the community was inspired by various tech platforms (Slack, Meetup, LinkedIn), but was there something out there that combined all of those things into one platform?

“I was evaluating different platforms like Mighty Networks and Podia. I was walking through the software, getting a feel for, Is this going to support the vision and the concept that I have?” Matt says.

He was also in contact with Ankur Nagpal, the founder and CEO of Teachable. Teachable has housed the SPI courses from day one, and since we knew much of the SPI community consists of people who have taken SPI courses, Matt was keeping Ankur up to date on his thinking around SPI Pro, getting his inputs about various platforms, and even wondering if Teachable would eventually be creating something that we could use.

Circling Down to the Best Option

But then Ankur was like, ‘“Holy s**t, you should talk to the Circle guys—they are some former top brass Teachable employees who would just love to do this thing.”

The three founders of, Sid Yadav, Andrew Guttormsen, and Rudy Santino, had all worked at Teachable and left to create their own platform specifically for creators to develop their own membership communities. 

“So we talked to them, and we were very impressed at their functional prototype at that point,” says Matt. “We set up a meeting in February. I went to New York, and when I was there in person, they had certainly advanced on their prototype. I saw more. And basically I made the decision there that this was what we were going to do. I called Pat a couple of times to keep him in the loop. And I told him, ‘Yeah, this is it. We’ve got to say yes to this, we've got to do this.’”

Check out our in-depth interview with Circle founder Sid Yadav

Pat was totally on board. Circle’s vision is for creators to architect a membership community the way that they want it to be, versus being forced into a one-size-fits-all way of thinking about community. 

“We'd been doing a lot of research on these platforms, and Circle seemed to be the best fit for us in the way that we wanted this and the experience we want people to have within the community in SPI Pro,” says Pat. “We definitely have fallen in love with the Circle platform. It takes all the best things about Facebook groups and combines them with the best things about Slack.”

Step 5: Build the Product

So we had the idea. We had the platform. Now we just had to build SPI Pro.

In March of this year, Matt laid out his vision to the whole team at SPI and started delegating projects and tasks. It was all hands on deck.

Putting Together All the Pieces

The whole team dove into the implementation phase, including developing and implementing plans for:

  • The SPI Pro membership application
  • Billing set-up
  • Onboarding plans for new members
  • Rules and policy documentation
  • A schedule of events and meetups
  • Creating content, including eight ebooks
  • Deals and discounts
  • Integration with our other platforms

We also had to figure out what features would provide value but not be overwhelming for members. After several iterations of what we wanted to include in the membership community, we settled on a set of features, events, and content that we felt would offer our community real value and give them what they needed.

“Our ideas for what to include were rooted in an ethos of connection more than content and connection even before engagement,” says Matt. “I give my friend Jay Clouse credit for that connection-before-engagement concept. Jay is a great guy. He's one of the consultants we've brought on to advise on some of the finer points as we develop SPI Pro, which is we want our members to establish their own connections, to discover people, to find their own buddy programs to develop little mastermind groups that might even live, and they can actually have their conversations in private channels within SPI Pro.” 

SPI Pro platform with list of discussion spaces

A view inside SPI Pro on the platform.

SPI Pro Features

The features we landed on include:

  • Learning channels for discussions around skill development topics such as podcasting, affiliate marketing, and email marketing
  • Discovery channels for member networking, collaborations, and more
  • Monthly challenges that encourage, support, and reward member growth
  • Pitch opportunities where members can get exposure for their new thing
  • Private channels for focused discussions among member cohorts
  • Private 1:1 messaging between community members
  • Matchmaking with a mastermind group or accountability partner
  • A monthly book club discussion
  • Free workshops and “ask an expert” events
  • Free content such as ebooks
  • New members community hangouts
  • Regular ask me anything (AMA) events hosted by Pat and SPI team members
  • Professional networking community hangouts organized around themes

A few of the spaces we developed within SPI Pro—which are similar to Slack channels.

“We consolidated pretty dramatically the first version of our information architecture for the community,” says Matt. “We ended up with a sharper focus, less overwhelm, more intentional messaging, especially for new members when you come in. You have to think about the experience that a person has, not just what is typical in a lot of other membership site platforms, which is just, ‘Let's dump everything in there and just have them pay monthly to get access to everything.’ That's not the most helpful thing.” 

The features and value within SPI Pro is what keeps members coming back. We had to think about what’s the motivation to consider logging into SPI Pro every day.

Step 6: Launch the Community & Celebrate!

Finally, in July we were ready to welcome people into the community.

We couldn’t launch SPI Pro at FlynnCon as The Next Big Thing. But we still promoted it on the SPI Podcast, in the Smart Digest newsletter, and through an email campaign and social media. 

The launch has been a huge success. We have over 500 members (exceeding our goal), with new people applying to join each day. 

Members are networking, learning, creating mastermind groups, connecting one-on-one, asking questions, getting feedback on ideas, and much more.

It’s already a thriving community, and we couldn’t be more excited.

Recently, we hired a community manager, Jillian Benbow, and have plans to go bigger next year in terms of marketing and try to get some extra firepower behind it. 

“It takes community,” says Pat. “It takes commitment. It takes accountability and getting involved with a group of people who speak, and talk, and think just like you. There's nothing better than that. We can be all of our weird entrepreneurial selves in SPI Pro, when oftentimes we can't have conversations with our immediate family about these things because they just don't understand.”

“That's what we're building here. I just haven't been so excited about a project in so long. I mean, I get excited about every project, but nothing to this level.” 

SPI Pro: Your Safe Place to Learn and Grow as an Entrepreneur

Inside SPI Pro, entrepreneurs like you come together to meet and support one another, get answers to burning questions, learn from experts, and more. Consider joining us!

According to recent research from The Infinite Dial report, conducted by Edison Research, 67 million Americans listen to podcasts monthly ( more than practice Catholicism ) and quarante deux million listen weekly ( more than a precious trip to the movies ).

I don’t think anyone truly predicted the insane rise in popularity of podcasts, but I love podcasts, so I’m certainly not complaining !

The beauty of podcasts is that you can listen to them while you’re doing other things, like running, cleaning the house, doing laundry, and driving to work. They’re a passive form of media, and they allow you to get lost in a story.

I host my own podcast, and my team produces many, many popular podcasts, so we’ve seen our fair share of successes and failures in podcast preparation, both from the hosts and the guests. I wanted to share a few best practices to make your podcasting life easier, whether you’re an ongoing host or a frequent guest.

You can’t host a successful interview without being clear about how you want the interview to run. And look, I’m not saying you have to run the same kind of show or host the same types of adequately as everyone else out there.

But when you’re clear about the variétés of questions you’re going to ask, the cadence and length of the show, and perhaps one or two questions that you’ll ask every guest, it helps you be more prepared and also gives your listeners an easier time binging because they’ll know what to expect.

Decide what kind of show you want to have, make sure you’re consistent, and if you do want to make changes, that’s okay. Just make sure you’re communicating them with your guests and your audience.

Even if you think you know your guest really well, sending over a pre-show form for your guests to fill out is helpful for everyone. It allows your guest to get a feel for the variétés of questions you like to ask, and it helps you gather the information that directly relates to your show, as opposed to public information you can find on the web or through casual conversations.

In addition to requiring the pre-show form, do some research of your own. Google is your friend here. If it’s a professional podcast, LinkedIn can also provide a lot of interesting work information. But don’t overlook old blog posts, other podcast interviews, social media updates, and personal news that you can connect upon ( new babies, puppies, or houses are common ! ).

Many podcast guests are looking to get their message out there because they’ve released something new, like a book. And especially in the world, having penned your very own book boosts your credibility in the industry, which is why so many people are turning to book-writing these days. But remember, if a guest is coming on your show with the goal of promoting the book and its message, you’ve got to read, or at least skim, their book. You’ll be able to ask more interesting questions, and your guest will feel welcome and appreciate your attention to their efforts.

You wouldn’t believe the amount of noise I’ve had to edit out of podcast recordings… or at least I’ve attempted to. Some can’t be saved. But distractions don’t just come in the form of courier notifications and phone calls. They’re social media messages, dogs barking, chat men and women… the list goes on. If you’re scheduling recordings, try to do them when your baby is usually sleeping, or the chat has already arrived, or people aren’t popping into the kitchen next to you to microwave their leftovers.

Also, be sure to put your phone on airplane mode, close your fax programs and Facebook, put the dog in the other room, and wait to eat your lunch until after your recording wraps. No one wants a post-lunch belch to show up in their interview.

This seems self-explanatory, but I’m always surprised to hear the number of guests who ask me what the format of the podcast is, or what kind of show it is, etc. If you’re being invited to join the show as a guest, you’re being promoted by the podcast and you’re being put in front of new audiences. That’s an honor ! Do yourself a favor, and prepare by listening to the other kinds of guests the host has had on the show, what kinds of questions the host normally asks, and how you might be able to differentiate yourself.

Consider your pitch. What’s your unique value proposition ? Why does this host even want to have you on their show, using a precious 30 minutes to an hour of their life talking to you ?

Sometimes, if you’re lucky, the host will have asked YOU to join their show. What an honor ! In that case, the host will likely have an idea of what they want you to cover and how it will affect their audience.

If, on the other hand, you’re out there hustlin’ and bustlin’, pitching yourself for podcast appearances ( as most professionals are ), you’ll need to make that thing that you are uniquely qualified to do very clear.

I am looking forward to explaining the power that virtual assistants can have on growing a business and getting out of your own way. I’m excited to share some ideas about how your audience can find, hire, and train a VA quickly and efficiently… without losing their minds. Not only will this impress your host, but it will help them develop questions that you can effectively answer. No one wants to be stumped on a podcast interview !

Whether we like it or not, not all podcast hosts will have read this site post ( hehe ) and be completely prepared to have you on their show. Or, they won’t have stellar research skills and won’t be able to find your latest headshot and . to avoid any confusion or any outdated information, do your host a favor and offer up your latest headshot and a bermuda . It will help them introduce you, can be included in show notes, and will save everyone any embarrassment of sharing information that’s no longer accurate.

You’d think this one would be a no-brainer, but again, you’d be surprised at how many people are like, “I want to be on your podcast ! ” And then are like, “Wait, how does the internet work ? ”Look, podcasting is generally all done with VOIP tools like Skype or Zencastr, which require a stable internet connection ( wired if possible ) and a good quality input. Producers like me can only do so much if you sound muffled, staticky, or if you’re blowing out your microphone.

Your best way to be an amazingly prepared podcast guest might just be to ask what your host needs. Maybe there are some special recording indications or tools, or perhaps there are a few questions that they always like to ask ( which, frankly, you should know about if you’ve listened to a few episodes of the podcast ), or maybe the host needs you to prepare a bermuda site web post to go in the show notes. As a guest, it’s your travail to make the host’s life easier. It’s your job to do everything you can to make the interview freakin’ awesome. You can’t help a bad host—that’s just sad and always hard to listen to—but you can do your part to make sure you’re not to blame for a terrible podcast episode.


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