Inspired by Tara McMullin on the Founders Connect podcast

Every founder wants to know how to build an online community that actually lasts — one where people show up, connect, and stay. But here’s the truth: you don’t start from zero.

If you’ve ever wondered how to build an online community that grows naturally, Tara McMullin has some hard-earned lessons worth hearing.

As Tara McMullin says in Founders Connect, “I don’t know that communities ever really start from scratch.”

If you feel called to bring people together, your job isn’t to create something out of thin air. It’s to recognise where those people already gather — online groups, meet-ups, or even local spaces — and build with them, not apart from them.

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Step 1: Start Small When Building Your Online Community

Forget launching to the masses. McMullin advises founders to begin with what she calls a “core group of charter members.” These early members “set the stage, build the foundation, [and] start developing the culture of your community before you ever ask for someone to pay.”

That early group becomes your test kitchen. It’s where you learn what makes your people tick, what conversations spark energy, and what kind of support they crave. They’re not just members — they’re co-creators of the culture you’re about to build.

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Step 2: Focus on Connection, Not Content

One of McMullin’s most counter-intuitive insights is this: “Your job isn’t creating value the way we think of delivering services or creating information products. Your job in creating value is to create that conduit for those people to connect.”

In other words, you’re not the star of the show — your members are. A great community leader creates space for relationships to form. That might look like structured prompts, curated introductions, or small events designed for people to get to know each other better. The true value isn’t in how much you produce; it’s in how deeply your members connect.

A big part of helping people connect is sharing stories that resonate. If you want to get better at this, read The Art of Telling a Great Entrepreneur Story for practical ways to turn your own experiences into moments of connection.

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Step 3: Build Community Culture With Intention

Many founders rush to pick a platform before they define their culture — a common mistake when learning how to build an online community that feels cohesive and human.

McMullin says that’s backwards: “Culture is absolutely one of them — not defining what you want to see the culture as first and foremost.”

Start with your vision and mission — what is this community growing into? Then define your values. Skip the generic ones like “positivity” and “service.” Instead, identify what makes your community distinct. How do you want members to behave, communicate, and support each other?

If balancing culture and cash flow feels tricky, check out Strategies for Prioritising Sales in Small Businesses — it shows how to stay focused on revenue without losing sight of your community’s purpose.

McMullin reminds us that culture isn’t top-down: “Culture isn’t established from the top down, it’s established from the bottom up.” You seed it by modelling ideal behaviour — asking thoughtful questions, listening deeply, and celebrating others’ contributions.

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Step 4: Choose the Right Platform for Your Community

Most people ask, “What’s the best tool to use?” McMullin flips that: “Start with culture first… because the culture and the ideal behaviour that you want inside of that culture is going to dictate what the best platform is for you.”

If you value depth and focus, Facebook might not fit. If you want intimacy, smaller private platforms like Mighty Networks could work better. The medium should serve the mission.

At this stage, you’ll have the foundations of a thriving network — this is what it really takes when you’re figuring out how to build an online community that people genuinely want to be part of.

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The Heart of Every Great Community: Connection Over Content

You don’t build a community by creating more content.
You build it by creating connection.

Start small. Lead by example.
And let the culture you design become the heartbeat of everything that follows.

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Step-by-Step Guide for Founders: How to Build an Online Community That Thrives

Here’s a practical summary you can follow if you’re ready to learn how to build an online community that thrives over time.

1. Start where the people already are
Map where your target audience gathers now — online groups, events, shared interests, or even local meet-ups. Build from existing energy, not in isolation.

2. Gather your “charter members”
Invite 10–20 people who already share your mission or values. They’ll help shape the tone, culture, and early experiences.

3. Co-create the early culture
Don’t over-engineer it. Ask these members what they need, what they love, and how they want to connect. Use their input to define what “good community behaviour” looks like.

4. Lead with connection, not content
Design interactions that help members bond — think conversation prompts, Q&As, or collaborative projects. Content should support connection, not replace it.

5. Define your vision, mission, and values
Clarify why this community exists and what makes it different. Set 3–4 specific values that guide how members show up.

6. Model the behaviour you want to see
Be the example. Ask good questions, respond thoughtfully, and celebrate others. Culture spreads through imitation.

7. Choose a platform that fits the culture
Once the vibe is clear, pick a tool that enhances it — not one that dilutes it. The right platform supports how your people naturally engage.

8. Add paid tiers later (if ever)
Monetisation can come after culture. First, focus on trust, belonging, and meaningful engagement.

Once your community starts to gain traction, you can experiment with sustainable ways to monetise it. My post on online business models breaks down the most common ways founders earn income without losing authenticity.

Building a community isn’t about perfection — it’s about progress. Now that you know how to build an online community the right way, start small, lead with culture, and let connection do the heavy lifting.

Join Me on the Journey

I’m putting these same principles into practice as I build my own community — Migrant Wealth Builders. It’s a space for founders, creatives, and professionals from migrant backgrounds to grow wealth, confidence, and connection together.

If you’d like to see how I’m doing it (and maybe pick up a few lessons along the way), follow Migrant Wealth Builders on LinkedIn and Instagram to join the journey.

Frequently Asked Questions (FAQs) About Building an Online Community