👋 Hey, SK here!  Welcome to XTEN10X. I write about startups, product management , career growth and other stories based on real-world learnings.

Today marks the end of 2024, and I want to share the growth journey of my passion project.

Those of you who follow me on LinkedIn know that I created the Coldplay India fan site- coldplayindia.com.

What started as a passion project has now gained 120k+ impressions with 16k+ active users in just 4 months.

Guess what? More than 60% of the traffic is coming organically! No paid Ads!

Let’s unwrap this growth journey and the product lessons.

I launched my first website back in 2012, focusing on tech and blogging.

That website was my gateway into the world of SEO and digital marketing.

It’s where I experimented endlessly with keywords and strategies, learning the ropes of online growth.

By 2014, I had successfully scaled it to 2k+ MAU (monthly active users) and even secured Google AdSense publisher status.

But due to career commitments, I had to let it go. (Fun fact: My AdSense account still has some unclaimed dollars sitting idle!)

Fast forward 10 years, and I felt the itch to try and experiment again.

That’s how coldplayindia.com was born—and scaling it up has been nothing short of exhilarating! 🚀

Here’s to rediscovering old passions and creating something meaningful all over again. 🙌

My Toolkit

Hosting account: Hostinger

Domain registrar: Namecheap 

CMS: Wordpress

Theme: Astra

Page builder: Spectra

Why did I Start ColdplayIndia.com

A natural question anyone might ask: Why would a product management professional start a fan site for a global music band?

As a long-time Coldplay fan, I’ve always been inspired by their music journey.

When the band announced their 2025 India concert, I noticed a growing buzz but realised there wasn’t a dedicated space for Indian fans to share updates about the concert.

That’s when the idea for ColdplayIndia.com was born. 🎸

ColdplayIndia.com became my way to combine passion with my product skills—experimenting with SEO, community building, and scaling a website from scratch.

It’s been an exciting side project and a refreshing reminder of why I love creating things that resonate with people.

Sometimes, the best ideas come when passion meets opportunity!

User Research

As soon as I registered the domain on Namecheap, my PM instincts kicked in, and I asked myself, "Who is going to visit my website, a.k.a. who are the users for this product?"

In general, the majority of concert-goers fall within the 18-35 age group.

Within this age range, I categorised them into three distinct personas based on their behaviours.

Group1: Relatively young Gen-Z audience

Profile: They are known for having shorter attention spans and are often budget-conscious, as they may rely on pocket money from their parents.

The FOMO (fear of missing out) factor is higher in this age group due to peer and social influence.

Type of content that could work: Short-form content and tweets, catering to their shorter attention spans.

Group2: Fans who just started their careers

Profile: Young professionals who have started their careers and now have a decent disposable income.

The FOMO factor is higher in this age group for fans who have been following the band since the beginning.

For others, due to career commitments, the FOMO factor might not play as significant a role compared to Group 1.

Type of content that could work: Short-form content and tweets for those with shorter attention spans. Long-form content for hardcore fans who don’t mind spending more time engaging due to FOMO.

Group3: Experienced fans(millennials and older)

Profile: These fans have established careers and substantial disposable income. Many of them may have missed the chance to see Coldplay in 2016 and are eager for the opportunity to attend the 2025 concert.

The FOMO factor applies mainly to those fans who are truly desperate to attend the concert, assuming they missed out in 2016.

Type of content that could work: Long-form blog posts, as they have higher attention spans compared to younger groups.

Content Research

Now that I understand who my potential audience is for the website, my next question was, "What are they looking for? a.k.a., what content will they search for about this event?”

In product management terminology, this is asking, "What do my users want?"

Well, I’m a fan myself, so it’s relatively easy to put myself in their shoes.

I created a list of topics that, as a fan, I would naturally be curious about when attending a Coldplay concert or any concert in general.

Thanks to Reddit and X posts, I’ve been constantly scouting these communities to see what fans are searching for regarding the Coldplay India concert.

I’ve also used Google Trends to track rising search interest for Coldplay-related search terms.

Finally, I prioritized these two pain points of fans and decided to write content around these topics.