Greg Isenberg’s Cold-Start Strategy: Seeding the First 100 True Fans

‍

Struggling to get your community off the ground? Greg Isenberg’s cold start problem framework can help you find your first 100 true fans—and turn them into your strongest advocates. Greg Isenberg, founder of Capitaly.vc and known for building thriving online communities, offers a practical, step-by-step strategy for solving the cold start challenge.

‍

Greg Isenberg’s Cold-Start Strategy: Seeding the First 100 True Fans

In this article, I’ll break down exactly what the cold start problem is, how Greg’s unique seeding strategy works, and why getting those first 100 true fans is the key to unlocking community growth. You’ll also find actionable tips, personal insights, expert lessons, and links to related resources from Capitaly.vc’s blog.

What is Greg Isenberg’s Cold Start Problem?

When launching a new online community or product, one of the biggest challenges is the "cold start problem." This means you’re starting with zero traction, no users, and nobody talking about you. Greg Isenberg coined this framework to describe the uphill battle of going from nothing to a lively, self-sustaining space.

Your project is a ghost town—no posts, no engagement.
No one wants to join if others aren’t already active.
This trap has killed more startups and communities than almost anything else.

Greg’s approach focuses on “seeding” your project with the right kind of early users—not just anyone, but the first 100 true fans who genuinely care.

Who is Greg Isenberg?

I’ve studied Greg Isenberg’s career for years. He’s a serial entrepreneur, advisor, and community builder. You might know him from North - bought by WeWork, or as the founder of Capitaly.vc, where he helps startups master the art of community-led growth.

Greg leverages deep insight into online dynamics.
He listens obsessively to users and iterates fast.
His practical strategies work for solopreneurs and large teams alike.

If you want to learn the practical details of startup seeding, follow him on Twitter and read his posts on Capitaly.vc’s blog. (For more about raising capital, see our blog post: Raise Capital at the Speed of AI: How Capitaly.vc Leverages Smart Software.)

What Are "100 True Fans" & Why Do They Matter?

Greg Isenberg’s cold start strategy centers on finding and nurturing "100 true fans"—the passionate core of your community.

Why 100?

If you win over even this small group, you create energy, feedback, and momentum.
“True fans” actively engage, invite others, and help shape the direction.
They become your evangelists, championing the project in public and private circles.

Kevin Kelly’s 1,000 True Fans theory is well-known, but Greg argues you need far fewer to get liftoff.

How Do You Identify Your First 100 True Fans?

It starts with making the “fan profile.”

Describe your ideal member in plain language. What are they passionate about? What problems do they have?
Look for people already expressing these interests online—on Twitter, Reddit, Discord, or niche forums.
Segment by engagement level: lurkers, opportunists, potential super-users.

Greg Isenberg recommends getting highly specific: “Put actual names in your spreadsheet. Reach out personally.”

Where to Find Your Seed Group

The best early adopters are already hanging out somewhere. You just need to find them.

Online forums and subreddits related to your niche
Newsletter comment sections
Slack, Telegram, WhatsApp, or Discord groups
Twitter lists of influential participants
Event attendee lists or speaker rosters

For more on uncovering underserved communities, see our post: Build From Zero: Finding Underserved Communities.

How to Approach and Invite Your First Fans

This is where most founders freeze. I recommend:

Personal DMs or emails—not mass blasts
Reference specific things they’ve said or done
Explain what you’re building and why you chose them
Offer early access, input, or simply recognition

People want to feel seen. Greg’s approach is about making it about them—not about you.

What Makes Someone a "True Fan"?

It’s not just about signing up or clicking “like.” A true fan will:

Engage regularly—posting, commenting, sharing
Offer ideas or feedback, even when it’s tough love
Tell others enthusiastically to join
Stick around when things are slow

Greg Isenberg’s Seeding Playbook: Step-by-Step

Greg breaks down seeding your community or product into practical steps:

Build your list of 100 potential true fans.
Reach out personally to each one with a clear invitation.
Onboard them in small, thoughtful batches (groups of 10–20).
Host a kickoff event—Zoom call, group chat, or IRL meetup.
Celebrate early participation to create visible momentum.
Encourage fans to invite a +1.

Creating Early Magic—How to Spark Engagement

People won’t stick around if there’s nothing to do. Greg emphasizes:

Seed the first 20–50 pieces of content yourself if needed.
Ask “conversational” starter questions.
Highlight early wins or active members.
Facilitate meaningful introductions between members.

In Greg Isenberg’s view, you have to bootstrap energy until the community gets warm enough to run on its own.

How to Recognize and Celebrate Early True Fans

Public acknowledgment is powerful in early stages:

Badges or special roles
Shoutouts in the group or on social media
Exclusive perks, early features, or merchandise
Making them feel like founders or shapers, not just users

Greg points out that this isn’t about bribery, but community building. Recognition is the fuel of grassroots growth.

Dealing With Drop-Off and Flaky Early Members

Inevitably, some people will ghost. Greg Isenberg’s advice:

Don’t take it personally.
Follow up once or twice, but don’t chase endlessly.
Focus time on the 10%-30% showing real passion.
Continue inviting new waves of members to keep the pipeline warm.

Turning True Fans Into Mini-Ambassadors

Greg recommends giving power, not just perks:

Let fans host events, lead discussions, or moderate
Turn super-users into “founding members” with real input
Ask for help spreading the word—arm them with invites, scripts, or graphics

For more on building community flywheels, see our guide: Community Flywheel: Scaling Word-Of-Mouth Growth.

What Should You Measure in the Cold Start Phase?

Activation rate: % of invited who actually engage
Frequency of member contribution/presence
Retention after the first week and month
Referrals: how many invite one or more friends?
Qualitative feedback—all the why’s, not just the what’s

Greg Isenberg’s Personal Cold Start Stories

Greg uses real examples to teach:

When launching Islands (later acquired by WeWork), Greg personally reached out to college students who posted in obscure forums. He onboarded 50 in the first week by referencing things they’d written and offering them insider roles.

His key lesson: “The people you make feel special early on end up building the DNA of your brand.”

Common Pitfalls When Seeding a Community or Startup

Relying on blast invites or generic mass emails
Trying to scale before you nail engagement
Choosing convenience over genuine relationships
Ignoring feedback from your true fans

For related mistakes to avoid, check our blog post: Why Most Communities Fail (& What the Best Do Differently).

Should You Pay Your Early Members?

Greg is direct on this one: Don’t lead with cash. Intrinsic motivation—status, access, influence—beats money every time for true fans. Over-incentivizing risks attracting opportunists, not loyal community builders.

Using AI Tools to Help Seed and Track Early Fans

Capitaly.vc and Greg's team often leverage AI-driven CRM or analytics to:

Identify likely true fans by analyzing online behaviors
Automate personal follow-ups or reminders
Segment members by engagement level, not just signups

For how AI is changing fundraising and community, see: How AI is Transforming Early-Stage Venture.

When to Open the Floodgates—Moving Beyond 100 True Fans

Once your first core is vibrant—with high engagement and internal referrals—gradually loosen access. Invite in “friends of friends.” But never stop treating your first 100 like VIPs—they set the tone.

Greg Isenberg's Favorite Cold Start Tactics (That Aren’t Talked About Enough)

Certain strategies don’t get enough play:

Micro-events: Tiny, topical Zoom calls that create tight bonds.
Founder DMs: Direct touchpoints from the top increase buy-in.
Reverse pitch: Ask early fans why they would—or wouldn’t—join. Adjust accordingly.

Unique Insights: What Founders Usually Miss About the Cold Start Problem

After years working on this approach, here are some overlooked truths:

Most founders vastly overestimate how warm their launch audience is.
Niche specificity always beats “everyone.”
Obsession with quality of connection—the real energy in a group—matters much more than numbers.
Seeding only stops when growth is truly self-sustaining. Until then, keep adding wood to the fire.

Real momentum comes from authentic relationships, not hype or “growth hacks.”

How Capitaly.vc Applies Greg Isenberg's Cold Start Playbook

At Capitaly.vc, the team applies Greg Isenberg’s playbook both internally and when advising founders. They:

Manually ID and onboard their first batch of founders and LPs.
Host small, themed ask-me-anything sessions before scaling up.
Track “energy pockets” in new online spaces to spot emerging true fans.

For more practical, founder-tested frameworks, explore Capitaly.vc’s full blog archive.

Frequently Asked Questions (FAQs)

Who is Greg Isenberg? He’s an entrepreneur, investor, and community builder known for startups acquired by WeWork and active leadership at Capitaly.vc. What is the cold start problem? It’s the challenge of starting a community or product from scratch—when no one’s present and there’s no momentum. Why focus on 100 true fans, not 1,000? A committed, small group is easier to engage personally and builds meaningful early energy. How should I find my first fans? Identify your ideal member, search niche communities, and do personal outreach. What platform should I use? It doesn’t matter—start wherever your fans hang out most, even if it’s a WhatsApp group or Slack channel. How soon do I scale up? When your first 100 are engaged and inviting others naturally—not before. Do I need a big marketing campaign? No, focus on relationships and utility for your core group first, then amplify. How do I encourage engagement? Ask great starter questions, highlight contributors, and organize micro-events. What if my early fans don’t engage? Keep refining your outreach, seek honest feedback, and continue growing the invite list. Can Greg’s approach work outside tech? Yes, the principles apply to offline clubs, events, or any setting needing critical mass.

Conclusion: Why Greg Isenberg’s 100 True Fans Strategy Works

Greg Isenberg’s cold start strategy—the art of seeding your community with 100 true fans—is the proven way to solve the cold start problem for any new product, startup, or movement. The real secret? Relentless focus on personal connections, micro-engagement, and treating your early users like partners, not just audience.

If you want to raise capital at the speed of AI or build a world-class community, subscribe to Capitaly.vc Substack now.