From Side Project to Design Hub: The Dribbble Journey of Founders Dan Cederholm and Rich Thornett.
Company profile
Company business details
Motivation to build the product
The founders were motivated by the need for a dedicated space for designers to share their work and connect with others in the industry. The idea was sparked by the realization that many talented designers lacked visibility and opportunities to showcase their skills.Problem that their product solves
Dribbble addresses the problem of visibility and networking for designers and creative professionals. The end users are designers looking to showcase their work, gain inspiration, and connect with potential clients. Solving this problem is important as it helps designers gain recognition and find job opportunities in a competitive industry.Their unfair advantage
Dribbble's unique invite-only system helps maintain high-quality content and fosters a sense of exclusivity, making it a preferred platform for designers.Strategies
Pre-Launch (Product Development & MVP)
Beta Testing with Exclusive Invitations
Before launching Dribbble, the founders decided to create a closed beta testing phase where they invited a select group of designers to test the platform. They sent out physical invitations that included a handwritten note and a unique access code, along with a t-shirt to make the invitees feel special and valued. This approach not only helped in managing the initial user load but also ensured that the quality of work shared on the platform was high, as the invitees were chosen based on their design credentials and community standing.
Freelance Overflow Work
Michael Sacca began his journey into digital products by taking on overflow freelance work from a roommate who was a PHP coder. This allowed him to learn the basics of front-end and back-end coding as well as design. He leveraged this experience to build a small agency over the next five years, working with notable clients like Kobe Bryant and Scholastic, which helped him gain a holistic view of product management and sales.
Handwritten Postcards and T-Shirts
To generate initial interest and engagement for Dribbble, Dan Cederholm and his co-founder Rich sent out handwritten postcards to about 50 to 100 friends and colleagues announcing the beta launch of the site. Along with the postcards, they included a t-shirt featuring the Dribbble logo. This tangible gesture not only made the recipients feel special but also encouraged them to check out the site, as they felt a sense of obligation to engage with something they had received. This strategy effectively created a buzz around the platform and helped establish a community of early adopters who contributed high-quality content.
Launch Stage
Gradual Public Exposure
When Dribbble transitioned from beta to a public platform, the founders opted for a gradual exposure strategy. Instead of opening the site to everyone at once, they allowed non-Dribbble users to see the work being posted by members. This decision was met with significant pushback from the existing community, who valued the exclusivity of the platform. The founders handled the backlash by allowing the conversation to unfold without immediate reaction, which ultimately validated their decision to make the platform more visible.
Invite-Only Beta System
During the initial launch phase, Dribbble operated on an invite-only basis for the first eight months. This exclusivity allowed Dan and Rich to control the quality of the content being uploaded to the site. They invited respected designers to join, ensuring that the early community consisted of high-caliber talent. This strategy not only maintained a high standard of work but also created a sense of desirability around the platform, as many designers wanted to be part of an elite group. The invite system also allowed existing members to invite others, fostering organic growth while keeping the community tight-knit.
Learn more about Dribbble
Dribbble Founders on Design, Entrepreneurship, & Community
An Interview with Michael Sacca of Dribbble
