In Depth Starting an education giant in a “bad market” | ClassDojo’s story | Sam Chaudhary (Co-founder and CEO)
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Sep 3, 2025 
Sam Chaudhary, co-founder and CEO of ClassDojo, dives into the fascinating journey of building a communication platform embraced by millions. He discusses why focusing on consumers—teachers, students, and parents—was pivotal for success. Sam shares insights on growing the platform through word-of-mouth and the importance of a founder's mindset. He emphasizes relentless resourcefulness as key to navigating challenges, highlights the evolution of their products, and explores unique innovations like a safe online space for children.
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Viral Growth Through Teachers
- The sticker tool exploded through teacher word-of-mouth and became a viral growth engine.
- Teachers shared it enthusiastically because it helped their mission and they trusted it enough to recommend it.
Build A Champion-Led Community
- Identify and empower passionate users as community leaders to amplify adoption across institutions.
- Invest in real relationships with champions instead of just viral loops or paid ads.
Zero-Dollar Acquisition Scale
- ClassDojo grew to scale without paid acquisition by leaning on land-and-expand and in-school professional development.
- Making the school a visible network unit increased stickiness and internal referrals.
