For our latest case study, I decided to reach out to one of our first ever users, Lynn Hill. Her newsletter needs, her site’s success, and her personal profile make her a good example for our readers.
When Lynn set out to start a local cake club, little did she know her initiative would end up as a social network, spawning the globe two years later.
“I have to pinch myself on what I’ve created“, she tells me over the phone.
Her project starts in Leeds, UK, where a group of strangers met to share each others home baked cakes in late 2010.
The meetup’s concept is straight forward. No cupcakes, brownies or cookies allowed. You only talk cake. You don’t judge each others cakes. The venue is kept secret until the day of the event. Oh, and you eat a lot of cake.
“I created a website to invite strangers, purely to make it known with the help of social media, mostly Twitter”, says the 62 year old retiree. From the start, her goal was to gather everybody on a single platform.
The Clandestine Cake Club was thus born. The club’s expansion resembles expanding dough with an excess of yeast:
- over 9000 members
- which are in 185 local cake clubs
- in 15 nations, as distant as the Bahamas
- and a cookbook with rave reviews