How Traffic Think Tank Grew From Side Project to $1.8M Exit

Introduction

Traffic Think Tank began as an experiment by three friends in 2017: Matthew Howells-Barby, Ian, and Nick. They wanted a space where top SEO professionals could trade tactics under confidentiality rules. They chose a paid membership model—$99 per month—to keep it intimate and filter out noise. Within months they hit their 100-member cap and realized there was real demand for high-touch, exclusive SEO coaching.

Building the Foundation

The founders set up a private Slack workspace, published fresh SEO guides weekly, and fielded Q&A requests directly. Monthly live Zoom calls gave members access to the trio’s expertise. By limiting sign-ups and maintaining strict confidentiality agreements, they created a sense of scarcity. Early on they turned away potential members to protect quality. This approach built trust, encouraged active engagement, and helped content circulate among referral networks.

Scaling Smartly

Over six years, Traffic Think Tank grew to more than 750 active members. They added three part-time contractors to handle content production, community moderation, and technical support. To manage onboarding and billing they integrated Stripe. They kept member churn low by monitoring feedback, offering tailored resources, and hosting deep-dive workshops. They also tracked engagement metrics using Google Analytics and Mixpanel to spot drop-off points and optimize content delivery.

Reaching a Revenue Milestone

At peak scale the community generated about $1M in annual revenue. Consistent subscription income allowed them to plan ahead, reinvest in premium video production, and refine their educational library beyond 300 hours of tutorials. They resisted low-value sponsorships and affiliate deals, even when lucrative, to maintain community trust. That focus on member experience kept renewal rates high.

Preparing for Exit

When Semrush approached in 2023, the founders conducted due diligence on both sides. They ensured all IP and user agreements were airtight, organized equity splits, and lined up contracts. They interviewed Semrush’s team, checked culture fit, and confirmed the buyer’s roadmap matched their vision. Within weeks they finalized terms and closed at $1.8M, boosting Semrush Academy’s offerings.

Lessons Learned

Key takeaways from Traffic Think Tank’s journey include the power of pricing to control quality, the importance of clear contracts, and prioritizing community integrity over short-term gains. The founders reaffirmed that a tight-knit, engaged audience will pay for premium access when results are tangible and the environment is supportive.

After the Exit

Post-acquisition, Matthew joined Kraken as VP of Growth, Ian became Head of SEO at The Grit Group, and Nick took on VP of Owned Media at Semrush. Their success story shows how a side project with disciplined execution can become a multimillion-dollar venture.