In partnership with
Hey Founderscrowd family — Alberto here.
Before we get into today’s story, I want to show you something we rarely get access to this early:
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🧠 The Rise of Community-Led Brands — and the Investors Getting In First
Let’s start with a stat.
💡 Poppi’s early customers didn’t just drink the soda — they shared it.
They posted about it.
They defended it.
Today, that brand just sold for $1.5 billion.
We’re living in a new era where great products don’t just solve problems — they build identity.
They turn customers into ambassadors. And they turn vibes into value.
So when you’re evaluating startups — don’t just look at the TAM.
Look at the tribe.
🔥 Real-World Proof: These Companies Made Community Their Moat
→ Poppi
A soda company that went from a farmers market to TikTok virality to a PepsiCo acquisition — driven by passionate customers.
🧾 Early investors saw up to 70x returns.
🧠 Community = distribution = moat.
→ Wrexham AFC
What do you get when two actors buy a struggling football team?
If you’re smart — a global brand.
🎥 With Disney+ behind the story and 3M+ new fans, Wrexham is now worth £100M+.
They didn’t sell tickets. They sold a story people could join.
→ Midjourney
An AI art tool with no ads, no VC blitz, no team overhiring — just a rabid Discord-based user base that lives inside the product.
🤖 Revenue: ~$200M annually
👥 Community = support, evangelism, feedback loop, and a massive moat.
🧭 What Smart Investors Are Doing Differently
When we look at the best-performing early investments of the last 5 years, there’s a pattern:
The products felt like movements
The users acted like insiders
The brands were built around a belief
Great companies today aren’t just functional — they’re emotional.
And as investors, that means asking new questions:
Do people talk about this brand without being paid to?
Would users feel something missing if it disappeared tomorrow?
Could this company become a status signal?
If the answer is yes — you might be early on something big.
🚀 Recap
✅ The best investments today aren’t just tools — they’re tribes
✅ Look for brands people identify with, not just buy from
✅ Community drives retention, growth, and defensibility
✅ And if you find one early? That’s where generational upside lives
Thanks for reading this Sunday’s Founderscrowd Educational Newsletter.
More stories, more alpha, more investor edge coming your way every week.
And remember — you don’t need to be rich to invest like the 1%.
You just need to show up early.
See you soon and have a great start to your week.
Alberto
Founder,
Founderscrowd