Carlos Gonzalez - How to build the biggest community of product professionals in the world | 94

Introduction

Carlos Gonzalez de Villaumbrosia, founder and CEO of Product School, shares his journey of building the world's largest community of product professionals. From humble beginnings to a community of over 2 million members, Carlos discusses the evolution of Product School, the challenges faced, and the lessons learned.

The Genesis of Product School

Starting Alone in 2014 Carlos began his entrepreneurial journey out of burnout from his previous experience. With a passion for building and teaching, he explored various avenues, including helping friends in startups and teaching product management unofficially. He realized the significant gap in product management education and decided to fill it. In the summer of 2014, Carlos rented a shared desk in a co-working space and started organizing free events and workshops to test market demand.

Initial Success and Growth By October 2014, Carlos had his first paid cohort with just eight students, charging $ 3,000 for a six-week course. With the pilot proving successful, he expanded to multiple cohorts and locations, including South Bay and eventually New York, while personally managing classes and events.

Phase of Expansion

2015 Expansion In 2015, Carlos opened a second campus in Silicon Valley and then expanded to New York. By leveraging co-working spaces for events and classrooms, he kept costs low while maximizing reach.

Major Expansion in 2016 Product School expanded to 16 physical locations across the U.S., Canada, and the U.K. in 2016. This included new tech hubs like LA and international cities like London and Toronto. However, Carlos soon realized that demand was not consistent across all locations, leading to a strategic focus on the most profitable campuses.

Transition to Online

Pivot to Online Learning in 2017 With the rise of online learning, Product School launched an online campus in 2017. Surprisingly, 30% of students in cities with physical campuses chose online learning for its convenience and access to top instructors. This shift led to the closure of less profitable physical locations by early 2020, just before the pandemic.

Accelerated Growth During the Pandemic The COVID-19 pandemic forced a rapid adoption of online learning globally. Product School was well-positioned to capitalize on this trend, leading to a significant increase in members and demand for courses.

Raising Capital and Scaling

Bootstrapped to Private Equity Carlos's decision to bootstrap the business for over seven years allowed Product School to stay profitable and maintain quality. However, the explosive growth and market opportunity in 2020 led to the decision to raise capital. Partnering with Illuminate Ventures, a growth equity firm, provided the necessary funds to scale without sacrificing control or profitability.

The Future of Product School

Focus on Quality and Community Product School continues to focus on high-quality education and community building. The company offers specialized certifications in product management, leadership, and product marketing. Carlos remains committed to evolving the business model while maintaining the core values that made Product School successful.

Evolving as a CEO

Carlos's Leadership Journey Carlos discusses his growth as a CEO, from managing everything himself to delegating and building a strong executive team. He emphasizes the importance of self-awareness, continuous learning, and maintaining a balance between work and personal life.

Involvement in Industry and Community Carlos participates in CEO peer groups like YPO and Leaders in Tech, finding value in shared experiences and learning from other leaders. He also hosts a podcast, interviewing top product leaders and sharing insights with the broader community.

Key Takeaways and Advice

Carlos concludes with advice for aspiring entrepreneurs: there is no substitute for hard work and persistence. Building a successful business requires continuous learning, adapting to change, and staying true to your vision.

Keywords

Product management, Community building, Online learning, Bootstrapping, Growth equity, CEO leadership, Tech hubs, COVID-19 pandemic, Continuous learning, Product School.

FAQ

Q: How did Carlos Gonzalez start Product School? A: Carlos started Product School in 2014 by organizing free events and workshops to test the market demand for product management education. He later launched the first paid cohort in October 2014.

Q: How did Product School expand so rapidly? A: Product School expanded by leveraging co-working spaces and organizing events in multiple tech hubs. The company later pivoted to online learning in 2017, which significantly increased its reach and scalability.

Q: Why did Carlos decide to raise capital after seven years of bootstrapping? A: The explosive growth and market opportunity in 2020 led Carlos to raise capital to scale the business further. Partnering with Illuminate Ventures provided the necessary funds without sacrificing control or profitability.

Q: What are the focus areas for Product School? A: Product School focuses on high-quality education in product management, leadership, and product marketing. The company is committed to building a strong community and maintaining its core values.

Q: How does Carlos manage his time as a CEO? A: Carlos organizes his time around three main themes: recruiting, product, and culture. He also participates in CEO peer groups and hosts a podcast to continue learning and sharing insights.