With 25+ years of experience in leadership and sales, Peter wanted to create a supporting community for female founders. He already had lots of experience designing programs for corporate contexts — but this new project, FoundHer Edge, was different.
He had years of recorded content (online workshops going back to 2006). The challenge wasn’t “create content”, but building a living community of practice, something people come back to because it helps them do the work, not just learn about it.
At the heart of it was a very clear belief: content doesn’t create transformation by itself — context does. Peter’s work is practice-based: try something, fall down, learn, come back, reflect, share. The learning had to be experiential, not “consume and understand”.
When Peter came across Sutra, he moved the community idea there immediately (from another platform). What mattered to him was being part of an ecosystem that’s built to support this kind of learning: reflective, social, and driven by real interaction — not just a content feed.
The member journey balances two layers:
A community layer
Weekly group coaching on Zoom + connection + shared struggles (the “table conversations” that make people stay).
A micro-learning layer
Short targeted journeys that spark action + reflection — so members can go to what they need right now, instead of everyone being forced through the same track.
Peter started by prototyping the membership, then refining based on feedback (a “build → test → adjust” approach). It started with:
A simple calendar of events (so the live rhythm is clear)
A forum to keep conversation alive between calls
A first slice of on-demand content (repurposed from existing recordings)
A simple registration page with an annual payment option
From there, the learning architecture was shaped so the content supports the community (not the other way around): a growing catalog of micro-journeys that Peter can link to when a founder asks a question — “start here”.
This community is a testament to the fact that you don’t need a lot of fancy polished content to get started. With rich experience as coach, mentor, and creator, you can lead with live interaction and build the content layer over time — in response to what members actually need.
A strong membership isn’t built by uploading more material. It’s built by designing the conditions for people to: see themselves, try things, share honestly, and come back.
That’s when content becomes useful — because it’s in service of connection and lived practice.
