How to fail miserably and close your community. Anti-case study.

Lidia Axe

🔥

5h • 🚀 Grow Fast

last case study i did, you liked it.

here is one more. this time it's actually anti-case study: what i do not recommend doing. shout-out to

@Des Dreckett

- founder of the Content Revenue Lab - who brought this to my attention.

let's meet Dee:

Dee has (had) Undeterred community on Skool
it used to be a free community, when i joined. and it had i think 800 or more members (can't remember)
he was trying to sell high ticket 1:1 or group to his members

then, Dee went on a wild hunt 🏹

he decided to remove all inactive members and got it down to 250 members or smth, cause he said he is not interested in lurkers and it should improve engagement and ranking of his community (that failed)
then, he decided to make his free community paid, and turned it into $75 /month - promising to kick ppl out shortly , if they don't want to pay. at this point i left. (that did not work either, apparently)
today, now, he decided to pause/close his community permanently

i do not know exactly what was/is going on in Dee's head. i can only infer from what i see from the outside.

‼️ what we all can learn from this case study‼️

what i see, he was pretty consistent on Skool - posting, commenting, participating in other communities. he invested a lot of his time & energy on it.

but i think here is where he went wrong: he thought he can sell high ticket right away and he expected different conversion numbers/ conversion time. and he did not have a clue how community plays a role in his business model/funnel

when i observed Dee, i noticed too much agony, unrealistic expectations, and just lack of basic marketing and business strategy. sorry, Dee (he left my community btw).

the bottom line:

he worked on tactical level, strategy piece was missing
the expectations were off base - nurturing takes time, long, long time
maybe the community vehicle is not the right vehicle for him and he needs to find a better one
final point is, he says he will do content instead. if he thinks content game today is easier - good luck!

curious to hear your thoughts, as always ⬇️

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How to fail miserably and close your community. Anti-case study.