April 2025
In today's digital age, the lines between social interaction and entrepreneurial ventures are increasingly blurred. The internet, especially social platforms like Reddit, Twitter, and niche online forums, is not just a place for people to connect, share opinions, or seek advice, but also a fertile ground for generating innovative business ideas. These platforms are a goldmine of raw, unfiltered feedback and user-generated content, and many entrepreneurs have discovered lucrative opportunities simply by engaging with online communities and listening to their needs, desires, and frustrations. This blog post explores some fascinating case studies of businesses that were born from online comments, highlighting how individuals have turned conversations into cash.
One of the most remarkable examples of a business idea sprouting from an online comment is the creation of Squatty Potty. This company, now known for its innovative bathroom product that encourages users to adopt a more natural squatting posture for healthier bowel movements, started in an unconventional way: from an online Reddit discussion.
It all began when Dr. Jamin Brahmbhatt, a urologist, was engaging in a conversation about human health on Reddit. A commenter raised an issue about how modern toilets could be contributing to poor digestion and bowel health due to the unnatural sitting posture they encourage. Dr. Brahmbhatt had long been aware of the benefits of squatting for better digestion, a practice common in many parts of the world. He saw an opportunity to create a product that could help people improve their bathroom habits and, by extension, their overall health.
After this conversation, Brahmbhatt worked with his brother-in-law, who had a background in design, to create the Squatty Potty. The product was initially marketed online, and the company capitalized on its social media presence to spread awareness. Thanks to word-of-mouth marketing and viral content—especially through a humorous viral video that featured a talking unicorn—the Squatty Potty became a sensation, ultimately turning into a multi-million-dollar business.
This case highlights how a simple observation shared in an online discussion can lead to the identification of an untapped market, with social platforms like Reddit playing a critical role in shaping product development and brand awareness.
MeUndies, an intimate apparel company, also owes much of its success to a Reddit thread. The founders of MeUndies were originally working in a startup incubator, trying to identify a promising business opportunity. One day, they participated in a Reddit AMA (Ask Me Anything) thread hosted by a well-known entrepreneur. The discussion was about creating and scaling consumer goods businesses, and it led to several interesting insights.
One Reddit user commented on the thread, expressing frustration about the lack of comfortable, well-fitting underwear that also looked good and didn’t cost a fortune. This comment struck a chord with the MeUndies founders, who quickly realized there was a significant gap in the market for high-quality, stylish, and comfortable underwear at an affordable price. Unlike traditional underwear brands, which were often seen as expensive or uncomfortable, MeUndies could carve out a niche by offering a subscription-based model for delivering fresh underwear directly to customers.
By actively listening to conversations in online communities, MeUndies found a way to meet an underserved demand. The subscription model further resonated with customers who wanted convenience, and the brand quickly gained traction in the market. Today, MeUndies is an established leader in the comfort wear industry, illustrating how a simple comment on a Reddit AMA thread helped spark a highly successful business.
The story of BarkBox, a subscription service delivering monthly boxes of dog treats, toys, and other pet-related goodies, is another compelling example of how a simple online comment can turn into a thriving business. The idea for BarkBox originated from the Twitter community, where founders Matt Meeker, Carly Strife, and Henrik Werdelin noticed a growing trend of pet owners sharing pictures and stories of their beloved dogs.
In one particular Twitter thread, a pet owner expressed frustration over the difficulty of finding unique, high-quality products for dogs that weren't sold in standard pet stores. The comment caught the attention of the founders, who had a passion for pets and saw a market opportunity in catering to this growing group of pet enthusiasts. After doing some market research, they decided to launch BarkBox, focusing on offering curated boxes of premium, often handmade dog products.
The business gained momentum through the power of Twitter, where pet owners shared their experiences with the service, often posting pictures of their dogs with their new toys and treats. As the brand grew, BarkBox expanded its reach by utilizing influencer marketing, collaborating with pet-related social media personalities. The idea that started from a Twitter comment snowballed into a subscription service with millions of subscribers.
What makes this case study particularly interesting is the way it showcases the power of niche communities. By tapping into the pet community on Twitter, the founders were able to create a business that not only catered to an existing demand but also built a strong emotional connection with its customers, leading to high customer retention and loyalty.
Glossier, one of the most successful beauty brands of the past decade, owes much of its rise to the power of online feedback, especially from platforms like Tumblr and Reddit. Founder Emily Weiss originally started the blog Into the Gloss, which focused on beauty and skincare, as a way to engage with women who were passionate about these topics. Over time, the blog grew a loyal following, with readers regularly leaving comments and sharing their opinions on beauty products.
One of the key factors in Glossier's success was Weiss's ability to listen to the feedback shared by her audience. She took note of what readers were saying about existing beauty products—what they loved, what they hated, and what they wished existed. A particular focus was placed on the desire for products that were simple, effective, and transparent. There was also a growing interest in skincare products that felt natural and clean, and women were beginning to move away from heavy makeup and gravitating toward a more natural look.
Glossier was born out of these conversations. Weiss started by creating a small range of skincare and makeup products that directly responded to the desires and concerns voiced by her audience. The beauty brand quickly gained traction, and much of its early success came from word-of-mouth marketing on platforms like Reddit and Tumblr, where beauty enthusiasts shared their experiences and discussed the brand's products.
Today, Glossier is a billion-dollar company, and its success can largely be attributed to the power of online comments and feedback. By creating a brand that was built on a foundation of community-driven ideas, Glossier turned its audience's input into a major asset, reshaping the beauty industry in the process.
The fidget spinner craze that swept the world in 2017 is another fascinating case of a product gaining massive popularity after being mentioned in an online discussion. The origins of the fidget spinner can be traced back to a Reddit post, where a user shared a video of the spinner as a potential tool for relieving stress and anxiety. What started as a simple DIY gadget shared among Reddit users quickly went viral, with people creating their own versions and spreading the idea across other social media platforms.
The fidget spinner, originally invented by Catherine Hettinger in the early 1990s, never gained commercial traction until the Reddit post reignited interest in the product. Thanks to the viral attention, manufacturers quickly jumped on the trend, producing millions of spinners to meet the newfound demand. Retailers scrambled to stock them, and they quickly became a must-have item, particularly for kids.
Though the craze was short-lived, it demonstrates the incredible speed at which a product can gain worldwide attention thanks to online conversations. The power of Reddit and social media to transform a niche idea into a global phenomenon cannot be understated.
These case studies illustrate that the internet, particularly social platforms like Reddit, Twitter, and niche forums, has become a vital tool for entrepreneurs seeking fresh business ideas. The comments, questions, and frustrations shared by users provide valuable insights into what people need or desire, often before they even realize it themselves. Entrepreneurs who are actively listening to these conversations and engaging with online communities can uncover unmet needs, identify emerging trends, and develop products or services that address those demands.
The beauty of these businesses is that they are not just built on ideas but on listening—carefully paying attention to the conversations happening online, understanding what people are talking about, and responding with innovative solutions. Whether it's Squatty Potty's health-conscious bathroom product, MeUndies' comfortable underwear, or Glossier's beauty revolution, these businesses prove that the key to success often lies in the conversations we have online, and the entrepreneurial ability to turn them into tangible, profitable ventures.
