GitHub Breakdown
- Revenue: $2B (2024)
- Valuation: $7.5B (2018)
- CEO: Thomas Dohmke
- Founders: Tom Preston-Werner, Chris Wanstrath, P. J. Hyett, and Scott Chacon
- Competitors: GitLab, Bitbucket, Google Code, and SourceForge
- Employees: Around 5,595
GitHub Revenue
| Year | Revenue |
|---|---|
| 2008 | Launched ($0 revenue) |
| 2020 | $200M |
| 2022 | $1B |
| 2024 | $2B |
Sources: SaaS Database, Teleganda Today
How Many Developers Use GitHub?
As of 2023, GitHub has 100 million developers using their product. The original goal was to reach this milestone by 2025, so we can only guess where they are at this point.
These 100 million developers consist of developers from 90 of the Fortune 100 companies.
“This not only puts us two years ahead of schedule, but represents a huge responsibility for us at GitHub to continue putting developers first.”
Thomas Dohmke, CEO of GitHub
Source: GitHub
How Much Did Microsoft Acquire GitHub For?
Microsoft purchased GitHub, a widely-used platform for code repositories favored by developers and major corporations, in a $7.5 billion stock transaction in 2018.
By joining forces with GitHub, CEO Satya Nadella said:
“We strengthen our commitment to developer freedom, openness and innovation.”
How Much Has GitHub Raised?
GitHub secured $350M in funding over three rounds before its acquisition by Microsoft in 2018.
In July 2012, Andreessen Horowitz led a Series A investment of $100 million. In July 2015, GitHub raised $250 million in a Series B round led by Sequoia Capital.
Source: Tracxn
How Does GitHub Make Money?
The GitHub business model is based on a subscription approach (we’ll get into this later).
GitHub’s annual revenue run rate has reached $2 billion, with Copilot, its AI-powered coding assistant, contributing to over 40% of the platform’s revenue growth this year.
Additional revenue streams include GitHub Marketplace, which allows developers to purchase tools and integrations, and advanced features such as GitHub Actions, billed based on usage.
Sources: GitHub, GitHub Copilot, GitHub Actions, Aim Research
After looking at all of GitHub’s successful statistics, don’t you wonder how GitHub even revenue hit $2B?
Let’s go through the steps.
1. How Two Developers Built GitHub for 100 Million Users (Bootstrapped)
In 2007, Tom Preston-Werner and Chris Wanstrath sat in a San Francisco bar, discussing a problem affecting programmers everywhere: version control.
Git, created by Linus Torvalds, was powerful but, well, a lot, especially for developers who weren’t comfortable with its command-line interface.
They envisioned something to make this easier. They came up with an intuitive platform where programmers could collaborate seamlessly.
That casual brainstorming session became the spark for GitHub, a platform that would eventually redefine software collaboration and contribute to a remarkable milestone: $2 billion in GitHub revenue by 2024.
Every Founder Has a Different Story
Founder Chris Wanstrath’s programming journey is not straightforward.
Reflecting on the beginning days, he admitted to several “false starts” as a teenager.
“I saved up money from my mom’s paper route to buy books on C++ and Perl, but none of it made sense,” he recalled. “I’d put it down, go play basketball, and try again later.”
Chris finally found his stride with PHP, an open-source programming language with an active online community.
“That really stuck,” he said. “I could ask questions, and strangers on the internet—people I was taught to fear growing up—would help me. They taught me so much.”
Breaking Down Barriers in Collaboration
Tom Preston-Werner, on the other hand, had a knack for creating tools that developers loved.
With a shared passion for building and improving software, Tom and Chris began working on GitHub as a side project, later joined by PJ Hyett.
The team bootstrapped their efforts, funding the project out of their own pockets. They saw an opportunity to make Git’s powerful version control system accessible to everyone, regardless of skill level.
Their goal wasn’t just technical—it was cultural. GitHub wasn’t merely about hosting code; it was about removing barriers to collaboration.
Tom described it as “boundaryless collaboration,” where developers could work together regardless of hierarchy, geography, or background.
“In open source, you don’t care where your collaborator is from or what their education is. You just care about their code.”
Chris Wanstrath and Tom Preston-Werner actively engaged with developers on forums and social media, listening to their pain points and gathering feedback.
“Developers were tired of clunky, outdated tools,” Wanstrath recalled. “We wanted GitHub to feel like home—a place where collaboration wasn’t a chore.”
Their personal approach resonated. Early adopters became vocal advocates, sharing their experiences with peers and encouraging others to give GitHub a try.
GitHub didn’t rely on flashy marketing but on word of mouth within tight-knit developer communities. Blogs, code conferences, and even casual meetups became opportunities to showcase the platform’s potential. These efforts not only attracted users but also established GitHub as a trusted name among open-source contributors.
Rapid Growth From Just Trying To Solve a Problem
GitHub’s early days were defined by innovation.
Hosting repositories online for the first time, enabling seamless forking, and introducing features like commit tracking made it a game-changer.
These tools allowed developers to collaborate in ways that weren’t possible before, turning GitHub into the go-to platform for coding projects.
The growth was staggering. Within its first year, GitHub reached 100,000 users. By 2010, it had over 1 million users and surpassed competitors like SourceForge and Google Code.
Developers were drawn to GitHub’s simplicity and the freedom it offered.
“We wanted to remove the hurdles that came with Git’s complex command-line interface. Our focus was always on making collaboration easy.”
Chris Wanstrath
Chris’s journey to co-founding GitHub also included an unexpected detour. While studying English in college, he realized that his passion lay elsewhere.
“I found myself skipping class—not to party, but to code,” he said. His parents, understandably upset, didn’t see the value of his obsession at the time. “They were like, ‘You’re failing everything. You might as well do drugs if you’re going to sit at your computer all day.’ But I couldn’t stop coding.”
That relentless drive eventually paid off, as GitHub grew from a passion project into a global phenomenon.
By the mid-2010s, GitHub was hosting millions of repositories and becoming the heart of the open-source movement.
Its ease of use and powerful features made it indispensable for developers.
The team’s decision to bootstrap the company proved to be one of their smartest moves.
By avoiding early venture capital, they maintained control over GitHub’s vision and culture, ensuring it stayed developer-focused during its critical early growth years.
What started as a simple idea between friends became a platform that would host over 100 million developers and 330 million repositories by 2024. Chris and Tom’s commitment to putting developers first laid the foundation for GitHub’s success.
For developers worldwide, GitHub is now more than a tool; it’s a community—a home the digital future.
2. Why Microsoft Paid $7.5 Billion for GitHub
As we already know, in 2018, Microsoft shocked the tech world with its $7.5 billion acquisition of GitHub.
While the amount alone turned heads, the reasoning behind the deal revealed Microsoft’s ambitious vision: to deepen its ties with developers and strengthen its foothold in open-source software.
But how did this monumental decision come about, and what made GitHub worth such a hefty price tag?
Let’s explore the backstory and implications of this game-changing acquisition.
Microsoft’s Vision for Developers
At the time of the acquisition, GitHub had firmly established itself as the go-to platform for software developers.
It was home to over 28 million users and 85 million repositories, making it an unparalleled hub of innovation, collaboration, and creativity.
For Microsoft, a company historically viewed as hostile to open source, this acquisition was an opportunity to reframe its identity and future-proof its relevance among developers.
Thomas Domke, the current CEO of GitHub, shed light on the underlying strategy:
“GitHub was born in the cloud, and we’ve always relied on partners to build our stack. What Microsoft brought to the table was a combination of infrastructure, expertise, and distribution that allowed us to move faster.”
Thomas Domke, The Verge
The acquisition reflected Microsoft’s long-term commitment to empowering developers.
The company’s leadership recognized that fostering a thriving developer ecosystem would boost GitHub’s growth while complementing Microsoft’s core offerings, such as Azure.
The acquisition wasn’t without controversy. Long-time GitHub users and open-source contributors worried that Microsoft’s involvement might compromise the platform’s independence. Forums buzzed with skepticism, with some questioning whether GitHub would prioritize enterprise customers over its community roots.
Microsoft’s leadership anticipated these concerns and made a deliberate choice: GitHub would remain autonomous.
“We didn’t acquire GitHub to change it; we acquired it to support it,” CEO Satya Nadella explained in an interview. “Developers are at the heart of everything GitHub does, and we wanted to keep it that way.”
This decision paid off. GitHub not only retained its loyal user base but also grew exponentially, leveraging Microsoft’s infrastructure and resources to scale globally. The partnership showcased how a traditionally enterprise-focused company could successfully integrate with a community-driven platform without sacrificing its core identity.
GitHub’s Journey Under Microsoft
Despite initial skepticism from the developer community, GitHub thrived under Microsoft’s ownership.
By allowing GitHub to maintain its independence, Microsoft struck the right balance between corporate integration and developer trust.
New initiatives, such as GitHub Actions and Copilot, also grew the company like crazy.
Nat Friedman, who took over as GitHub’s CEO after the acquisition, brought a clear vision to expand into enterprise markets.
GitHub Enterprise, launched shortly before the acquisition, became a cornerstone product that enabled large organizations to securely collaborate on code. This offering helped GitHub grow its revenue streams while staying true to its mission of serving developers.
Domke explained the benefits of Microsoft’s backing in a recent interview:
“Microsoft provided the infrastructure to help us scale globally, from supercomputers for AI training to regional data centers that reduced latency for our users. This allowed us to focus on building tools developers love.”
Thomas Domke, The Verge
The best outcome of the acquisition was the introduction of GitHub Actions, a powerful automation tool for workflows.
GitHub Actions became a cornerstone of the platform’s appeal, allowing developers to streamline their testing, deployment, and CI/CD pipelines directly within GitHub. This feature not only enhanced user experience but also contributed substantially to GitHub revenue.
What $7.5B Bought
The $7.5 billion investment wasn’t just about GitHub’s present value; it was about its potential.
GitHub’s role in open source positioned Microsoft at the center of global software innovation.
More importantly, GitHub offered long-term strategic benefits. Its massive user base served as a pipeline for Microsoft’s Azure cloud platform, helping the company compete with AWS and Google Cloud.
By integrating GitHub into its ecosystem, Microsoft effectively created a seamless experience for developers—from writing code on GitHub to deploying it on Azure.
The acquisition has proven to be a success, with GitHub achieving a staggering $2 billion annual revenue run rate in 2024. Tools like Copilot, responsible for 40% of revenue growth, highlight how Microsoft’s investment paid off.
Bridging Open Source and Enterprise
Microsoft’s acquisition of GitHub marked a turning point for both companies.
GitHub continued to thrive as a trusted tool for developers, while Microsoft rebranded itself as an ally of open source. The deal demonstrated how aligning with a developer-first platform could drive innovation and business growth.
Microsoft’s decision to prioritize GitHub’s independence while tapping into its potential marked a shift in how the company approached open source.
This partnership showcases the value of connecting with developer communities to drive meaningful growth and long-term success.
3. GitHub Copilot: The AI Feature That Drives 40% of Revenue Growth
In 2024, GitHub Copilot emerged as a game-changing feature, accounting for over 40% of the company’s revenue growth. This is a significant contributor to GitHub’s $2 billion annual run rate.
This AI-powered coding assistant has transformed how developers approach software creation, offering a glimpse into the future of productivity.
How Was Copilot Born? From Experiment to Breakthrough
GitHub Copilot was made from a partnership with OpenAI, leveraging GPT-3 technology to assist developers by suggesting code snippets and automating repetitive tasks.
Initially, the idea wasn’t a priority. As GitHub CEO Thomas Dohmke explained:
“The original acquisition thesis had a paragraph about AI, but it was more of a moonshot than a core idea at the time.” This changed in 2020 when early tests showed GPT-3 could write code with surprising accuracy, setting the stage for Copilot’s development.
Source: Training Data Podcast, 2024.
How Copilot Makes Developers Job Easier
Unlike traditional coding tools, Copilot integrates seamlessly into developers’ workflows, embedding directly into code editors. This real-time assistance helps developers focus on innovation rather than mundane tasks. As Dohmke put it, “Getting into the editor and providing ideas while they’re typing made all the difference.”
Source: Training Data Podcast, 2024.
Developers no longer need to toggle between applications or spend hours troubleshooting syntax errors. Instead, Copilot’s suggestions help eliminate boilerplate work, enabling users to write complex code faster. This efficiency is reflected in internal metrics, which revealed Copilot writes 40% of Python code in files where it’s enabled.
The Business Impact: Copilot’s Role in GitHub Revenue Growth
GitHub Copilot’s rapid adoption has been a significant contributor to GitHub revenue. As of 2024, the platform has over 1.8 million paid subscribers and 50,000 organizations actively using Copilot. The success of its subscription model for individuals and enterprises showcases the financial potential of integrating AI into SaaS offerings.
“The most important metric is developer happiness,” Dohmke emphasized. “Developers using Copilot often tell us they can’t imagine working without it anymore.”
Source: Training Data Podcast, 2024.
Copilot’s pricing strategy—a blend of accessibility and enterprise scalability—has played a crucial role in driving revenue while maintaining a loyal user base. By offering options that cater to both individuals and large organizations, GitHub has created a product that meets the needs of diverse audiences.
Copilot’s Future: Evolving Beyond Code Suggestions
Looking ahead, GitHub plans to expand Copilot’s capabilities to cover more aspects of the software development lifecycle, including debugging, testing, and optimization. The goal is to make Copilot an indispensable part of a developer’s toolkit, further cementing its impact on GitHub revenue.
“We’re focused on making development joyful again by reducing the effort required to write software. That’s the ultimate goal for Copilot.”
Thomas Dohmke, Source: Training Data Podcast, 2024.
4. How GitHub Converts Free Users Into Paying Customers
GitHub’s freemium model has played a huge role in its success.
Over 70 million free users start their journey with GitHub’s basic features, which are perfect for launching projects or collaborating. As their needs grow—whether it’s for advanced tools, team coordination, or better security—many choose to upgrade to paid plans.
“Our freemium model lowers the barrier to entry, letting anyone join and build while paving the way for growth across individual and enterprise users.”
Thomas Dohmke. (Source)
With giving users a clear upgrade path, GitHub makes sure they see the value in moving to Pro, Team, or Enterprise plans. This transition has been a key factor in driving GitHub revenue.
Tailored Pricing for Every Stage
GitHub’s pricing structure is designed to meet different needs at every level:
- Free: Ideal for beginners and small projects with private and public repositories.
- Pro: Offers advanced features for solo developers looking to up their game.
- Team: Built for small teams, with tools for collaboration and role-based access.
- Enterprise: Provides large organizations with compliance, security, and hosting options.
Starting with the free tier, users grow with GitHub. As they take on bigger projects or join teams, the need for more features naturally leads them to paid plans. This growth strategy is central to boosting GitHub revenue.
Dohmke explained:
“By offering tailored solutions for individuals and organizations, we ensure GitHub remains relevant at every stage of development.” (Source)
GitHub Marketplace: Growing the Ecosystem
Another way GitHub converts users is through its Marketplace.
This space lets developers find and integrate third-party tools—like CI/CD apps, code scanners, and project management software—directly into their workflows.
The convenience of having everything in one place keeps users engaged and spending more within GitHub’s ecosystem.
“The Marketplace gives developers a way to customize workflows without leaving GitHub,” said Dohmke. “It has expanded our reach and created new revenue opportunities.” (Source)
For businesses, discovering tools in the Marketplace often leads to smoother processes and greater efficiency, which naturally increases their overall spending. This strategy strengthens GitHub’s position as a one-stop shop for developers and teams.
Trust and Community Lead to Loyalty
GitHub has done a great job of building trust and loyalty among its users. By offering powerful free tools, it wins over individual developers early. As these developers grow their careers or join teams, they bring GitHub with them. This advocacy often results in organic upgrades to paid plans.
Events like GitHub Universe and features like public roadmaps show users that GitHub is listening and putting them first. These efforts make developers feel like part of the platform’s growth, encouraging them to stay loyal as their needs evolve.
Building a Platform Users Can’t Live Without
GitHub’s success shows the power of creating a platform that evolves with its users. By offering tools that address immediate needs while anticipating future growth, GitHub keeps developers engaged.
Its combination of free access, scalable features, and integrations with tools developers already rely on makes it indispensable.
GitHub’s Marketplace further enriches the experience, giving users access to a growing library of solutions without leaving the platform. As developers grow their skills and tackle larger challenges, they naturally deepen their commitment to the platform, boosting GitHub revenue over time.
5. The $250 Million That Set GitHub Up for Success
In 2015, GitHub hit a turning point. The platform was already thriving with millions of developers, but to scale its infrastructure and build new features, it needed more resources.
That year, GitHub raised $250 million in a Series B funding round led by Sequoia Capital, one of the most renowned venture capital firms. The funding allowed GitHub to strengthen its foundation and aim higher.
At the time, GitHub was well-established, attracting high-profile organizations like Facebook and Google. But growing a global platform that could serve developers at every level required more than popularity—it required the ability to scale effectively.
Strategic Investments for Growth
The Series B funding wasn’t just about keeping up—it was about pushing forward.
GitHub used this capital to invest in tools like GitHub Actions, which automated tasks like testing, building, and deployment.
This feature became a hit with users, allowing them to save time and focus on actual coding. It also became a steady contributor to GitHub revenue.
Enterprise clients became a focus as well. By enhancing its security features, GitHub made sure companies could trust the platform with their most critical projects. The combination of developer-friendly tools and enterprise-level security helped GitHub widen its appeal and strengthen its position in the market.
“Our focus was on building tools that solved real problems for developers while ensuring that enterprises could trust us with their most critical projects,” said Thomas Dohmke, CEO of GitHub. (Source)
Supporting the Open-Source Community
Even with this major funding round, GitHub stayed true to its roots in open source.
Some of the investment went toward better tools and hosting for open-source projects. This wasn’t just good for the community; it reinforced GitHub’s reputation as a platform that cared about more than just profits.
Supporting open source wasn’t just a marketing move—it was a key part of GitHub’s identity. Developers saw the platform as a partner in their work, not just a service provider.
“Supporting open source has always been a priority for GitHub, and our investments reflect that commitment,” explained Dohmke. (Source)
Scaling Without Losing Focus
GitHub’s approach to scaling is a lesson in staying focused. Instead of trying to tackle everything, the company concentrated on features that mattered most to its users.
Automation tools like Actions, robust security for enterprises, and support for open source weren’t just checkboxes—they were essential improvements that made GitHub indispensable.
By focusing on these areas, GitHub grew its user base while maintaining the trust of its existing community. Developers appreciated the thoughtful additions, and enterprises found the platform more compelling for their needs.
The Long-Term Impact on GitHub Revenue
The investments made with this funding round paid off in both the short and long term. GitHub’s improved tools attracted new users and deepened its relationships with existing ones. Features like GitHub Actions not only saved time for developers but also created more value for paying users, contributing to steady growth in GitHub revenue.
Enterprise customers, in particular, found the platform’s added security and automation tools essential. This dual focus on individual developers and large organizations set GitHub apart from competitors and ensured its continued growth.
GitHub’s ability to scale thoughtfully, support its community, and appeal to both independent developers and enterprises solidified its position as the go-to platform for coding collaboration. By staying true to its mission while embracing strategic growth, GitHub turned a $250 million investment into a global success story.
6. How Did GitHub Scale the Community to 100 Million Users?
Building a Platform for Everyone
GitHub’s journey from a specific, niche tool for version control to a platform hosting over 100 million users in 2024 is an insane success story.
The platform’s emphasis on simplicity and inclusivity allowed it to attract developers across skill levels, geographic locations, and industries.
This global reach is a result of years of strategic product development and an unwavering focus on user needs.
When GitHub launched in 2008, its core mission was to make version control accessible. Early adopters appreciated its intuitive interface, which eliminated many of the complexities associated with Git.
Over time, GitHub became more than just a repository for code—it evolved into a vibrant community where collaboration thrived.
One of GitHub’s most significant contributions to the developer ecosystem has been its ability to make open-source projects accessible to all. With features like pull requests and forking, it simplified contributions and made it easy for developers from different backgrounds to collaborate.
This commitment to usability helped GitHub become the go-to platform for open-source development.
Expanding Beyond Developers
Driving Revenue Through Usage-Based Pricing
As we know, one of the key factors behind the financial success of GitHub Actions is its usage-based pricing model.
I see this approach will ALL of the successful SaaS businesses!
By monetizing a tool developers needed daily, GitHub ensured that Actions became a reliable source of recurring revenue. This aligns perfectly with the platform’s broader mission of creating tools that developers genuinely love to use.
Creating a Sticky Developer Experience
GitHub Actions didn’t just simplify workflows; it also deepened user engagement with the platform. Developers who relied on Actions were more likely to explore other features, from GitHub Enterprise to Copilot.
This cross-utilization boosted GitHub revenue by encouraging users to adopt premium services.
“GitHub’s strength lies in its ability to bring everything developers need under one roof. Actions are just one piece of that puzzle, but they’re a piece that’s impossible to ignore.”
Thomas Dohmke, (Source: Training Data Interview)
Expanding Automation Across Industries
While GitHub Actions started as a tool for developers, its use has expanded across various industries.
Companies in finance, healthcare, and education have integrated Actions into their workflows, automating processes far beyond software development.
This diversification has broadened GitHub’s appeal, attracting a wider range of paying customers.
For example, GitHub Actions enabled a global healthcare organization to automate security checks on their software updates, saving countless hours and reducing human error. These success stories highlight how GitHub turned a developer tool into an essential business solution.
GitHub’s Impact Beyond Development
GitHub didn’t just change the way developers write code; it reshaped the global tech ecosystem.
The platform’s emphasis on collaboration fostered a culture where innovation thrived across borders and industries. Projects like TensorFlow and Kubernetes, both born from open-source efforts on GitHub, went on to power billion-dollar businesses and shape the future of AI, cloud computing, and beyond.
More than a repository, GitHub became a bridge between individual coders and organizations. Startups used GitHub to build MVPs faster, while enterprises relied on it to manage complex workflows. Even non-technical industries embraced GitHub for version control of everything from legal documents to academic research. This versatility made GitHub indispensable across diverse fields.
The platform’s economic influence cannot be understated. By providing free access to tools that developers once paid heavily for, GitHub democratized software development. Freelancers, students, and entrepreneurs gained access to professional-grade tools, leveling the playing field and allowing fresh ideas to emerge.
Moreover, GitHub’s vibrant community created networking opportunities for developers worldwide. Public repositories became a showcase of talent, leading to job offers, collaborations, and even the creation of new startups.
As one user shared:
“My open-source contributions on GitHub helped me land my first developer job. It’s more than a tool—it’s a career launchpad.”
This ripple effect of GitHub’s growth extends far beyond its revenue or user metrics. By empowering individuals and teams to build freely, GitHub contributed to the development of countless technologies that shape our everyday lives, from the apps we use to the infrastructure that powers the web.
What Can We Take From This Scaling Method?
The success of GitHub Actions demonstrates the power of identifying a core need within your user base and building a solution that integrates seamlessly into their workflows.
Automation tools that reduce friction in daily tasks can drive both engagement and revenue, as evidenced by the $200 million+ contribution of Actions to GitHub revenue.
A well-implemented, scalable product not only enhances user experience but also strengthens overall revenue streams.
Key Takeaways from GitHub’s Journey
- Starting Small with a Big Vision
GitHub’s founders took frustrations with clunky tools and turned them into a platform that made version control simple and accessible for developers everywhere. - Microsoft’s Investment Opened New Doors
The $7.5 billion acquisition gave GitHub the resources to expand globally while keeping its focus on developers, showing the impact of the right partnership at the right time. - AI Features Like Copilot Changed the Game
Copilot didn’t just speed up coding—it became a major driver of GitHub revenue, contributing to over 40% of growth by 2024. - From Free to Paid: Converting Users Seamlessly
Millions of free users upgraded to paid plans like Pro and Enterprise, proving how a freemium model can be a powerful revenue engine. - Smart Investments Built a Strong Foundation
Funding from Andreessen Horowitz and Sequoia gave GitHub the ability to scale infrastructure and launch features like GitHub Actions, setting it apart in a competitive market. - Championing Open Source Fueled Growth
GitHub became the go-to platform for open-source projects like React and Kubernetes, earning the trust of developers worldwide. - Big Businesses Boosted Revenue
By catering to enterprises with advanced features like GitHub Enterprise, GitHub attracted clients like Google and Facebook, expanding its impact and revenue. - Marketplace Innovation Strengthened the Ecosystem
The GitHub Marketplace allowed developers to share tools and integrations, adding even more value to the platform. - A Growing Community Powered Organic Growth
Hosting events like GitHub Universe and listening to its users helped GitHub grow to over 100 million users while keeping its core community strong. - Freemium Model Turned Scale into Profit
GitHub used its massive free user base to drive steady upgrades to paid plans, proving that scale and monetization can work hand in hand. - Always Putting Developers First
Every decision GitHub made, from adding AI tools to launching enterprise features, kept developers’ needs front and center, showing the power of focusing on your core audience.
