Foundr

How Nathan Chan Built Foundr to Reach Millions In 2.5 Years

March 13th, 2025

Founded By

Nathan Chan

Monthly Revenue

$625K

Founders

Profitable

Yes

Year Started

2013

Customer

B2B

Founded By
Nathan Chan: Monthly Revenue
$625K

Founders
1: Profitable
Yes

Year Started
2013: Customer
B2B

Who is Nathan Chan?

Nathan Chan, the founder of Foundr Magazine, is an entrepreneur from Melbourne who started his venture as a side project while working full-time in IT. He holds degrees in IT and marketing, which aided his shift into online marketing. Initially created to understand entrepreneurship better, Foundr has grown significantly under his leadership, attracting global audiences and featuring interviews with renowned entrepreneurs like Richard Branson.

What problem does Foundr solve?

Foundr solves the problem of aspiring and early-stage entrepreneurs who lack guidance and insights from experienced business leaders by providing accessible digital content, engaging interviews, and courses with successful entrepreneurs, making it a go-to resource for actionable entrepreneurial advice.

How did Nathan come up with the idea for Foundr?

Nathan Chan's journey to founding Foundr was marked by his desire to bridge the gap between his IT skills and his keen interest in marketing. After completing degrees in both fields and struggling to find a fulfilling job in marketing, Nathan saw an opportunity in the growing trend of digital content. While still working full-time, he initiated Foundr as a side project, primarily with the intent of replacing his income, not initially aiming for it to become a massive venture.

Nathan's inspiration came from noticing a gap in the market: there wasn't a magazine specifically targeting aspiring entrepreneurs and early-stage startup founders. Realizing the potential impact of digital media, he decided to launch a digital magazine aimed at answering questions he himself had as a budding entrepreneur. Before committing fully to the idea, Nathan conducted extensive research and sought advice from mentors, which helped him hone in on a magazine format that would stand out in the crowded market.

Early on, Nathan faced significant challenges, such as a lawsuit over the magazine's original name. This setback forced a rebranding to "Foundr," which ultimately became a defining element of the brand's identity. Through these experiences, Nathan learned the importance of resilient problem-solving and maintaining a clear vision, driving him to shape Foundr into a prominent resource for entrepreneurs worldwide.

How did Nathan Chan build the initial version of Foundr?

Nathan Chan built Foundr Magazine by leveraging a combination of digital tools, strategic partnerships, and consistent content development. He initially launched the magazine as a solo venture in March 2013, relying heavily on MagCast software to publish it as a digital app on the App Store and Google Play Store. The first version took about six months to develop, as Chan had to navigate a steep learning curve in magazine publishing, including the design, content curation, and editing processes.

Chan collaborated with Karan, a talented graphic designer he found via Elance, which significantly enhanced the magazine's visual appeal despite Karan's higher fees. This partnership underscored the importance of design in building a brand. The production of the first issue also involved curating articles from bloggers with permission to republish and writing content with help from friends, making it a resourceful operation.

Implementing a rigorous timeline, Foundr maintains a monthly publishing schedule, which required meticulous planning through tools such as Trello and Slack for team coordination. Despite the early challenge of a trademark infringement lawsuit, which forced a rebranding just four months in, Chan focused on building a robust digital presence through platforms like Instagram and SEO, while consistently iterating on features and marketing strategies to grow the magazine into a prominent entrepreneurial brand.

What was the growth strategy for Foundr and how did they scale?

Instagram

Foundr leveraged Instagram significantly starting around November 2014, going from 3,000 email subscribers to nearly 120,000, with a lot of that growth attributed to Instagram. They focused on creating valuable and visually appealing content that resonated well with their audience. Foundr utilized a consistent posting schedule, comprising quotes, tips, and motivational content designed to engage and attract their target audience of entrepreneurs and aspiring founders.

Why it worked: Instagram allowed Foundr to efficiently reach a large audience interested in entrepreneurship through visually engaging content. Their strategy of posting consistently attractive and relevant content helped them grow their following rapidly, which in turn expanded their email subscriber base significantly. By using share-for-share strategies with other prominent pages, they maximized their reach and growth momentum.

Podcast and Guest Interviews

Foundr's podcast played a crucial role in its growth, where Nathan Chan secured interviews with well-known entrepreneurs such as Richard Branson, Tony Robbins, and Tim Ferriss. These high-profile interviews not only drew attention to the platform but also added credibility and authority to Foundr as a brand.

Why it worked: The podcast format provided a deeper, more personal connection with audiences by sharing authentic stories and experiences from successful entrepreneurs. Featuring renowned figures helped establish Foundr’s authority in the entrepreneurship space while providing valuable insights and inspiration to its audience. This approach effectively turned the podcast into a compelling lead generator and brand builder.

App Store Optimization

Foundr effectively used App Store optimization to increase the visibility of their magazine. They tweaked keywords and capitalized on the recognition of featuring big names like Richard Branson on their cover to enhance their presence and discoverability on the App Store.

Why it worked: App Store optimization enabled them to tap into a pool of users actively seeking entrepreneurial content. By consistently ranking alongside established publications like Entrepreneur and Forbes due to strategic keyword positioning, Foundr maximized its visibility and appeal. The credibility gained from featuring well-known entrepreneurs further boosted downloads and subscriptions.

Content Marketing and SEO

Content marketing became a key component of Foundr’s strategy, with the creation of in-depth articles and strategic guest posting playing pivotal roles. By crafting unique, high-quality content and using effective SEO methods, Foundr was able to drive organic traffic to its website.

Why it worked: Focusing on unique and in-depth content that detailed successful entrepreneurial journeys set Foundr apart from the more general business and entrepreneurship articles found elsewhere. Their SEO tactics ensured that this content captured search traffic efficiently, establishing Foundr as a go-to resource for aspiring entrepreneurs seeking guidance and insight.

What's the pricing strategy for Foundr?

Foundr employs a freemium subscription model with its digital magazine priced at $2.99 monthly, $21.99 yearly, while also offering Foundr Plus, which grants all-course access, appealing to entrepreneurs seeking comprehensive online education.

What were the biggest lessons learned from building Foundr?

Leverage Authority for Growth: Foundr capitalized on featuring high-profile entrepreneurs like Richard Branson in their magazine, which significantly boosted their credibility and attracted more readers and interviews. This showed that aligning with well-known figures can enhance brand trust and visibility.
Adapt and Pivot with Market Insights: The switch from a primarily print magazine to a digital format allowed Foundr to tap into a growing online audience. This pivot, combined with a strong focus on social media, particularly Instagram, demonstrated the importance of adapting based on market trends and user behaviors.
Emphasize Design and Presentation: Nathan Chan learned the power of good design early on, using it as a unique selling point for Foundr. A strong focus on aesthetics helped them stand out in a crowded market, underscoring that how you present your product can be as important as the product itself.
Consistent Content Creation: Foundr’s success on platforms like Instagram is partly due to their rigorous schedule of posting consistently. This demonstrates that regular engagement with your audience through content can build a loyal following and enhance reach.
Build and Utilize Networks: Nathan's ability to form strategic relationships and leverage these connections, like getting mentors to guide legal challenges or tapping into the Instagram community for growth, highlights the importance of networking and learning from others who've paved the way.

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