This is a subscriber-only article.

For a limited time, join Entrepreneur+ and save 50% during our Cyber Monday sale. Use code SAVE50.

Join Now

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

Fab Forward: How Found a Niche in a Design Deal Social Hub With their site stuck in neutral, two entrepreneurs changed gears and paved a new road to success.

By Jason Ankeny

Opinions expressed by Entrepreneur contributors are their own.

It wasn't working. Goldberg and Shellhammer both knew it. Let's be fair:, the social network they rolled out in January 2010, wasn't exactly floundering. The site--a lifestyle reviews and recommendations platform targeting gay men--wrapped up a Series A funding round valued at $1.75 million as the year drew to a close, with total membership eclipsing 110,000. But Fabulis wasn't exactly flourishing, either.

"We had about 30,000 people using the site weekly, but no matter what we did, we couldn't grow beyond that," Goldberg recalls. "We could get more people to come to the site, but they weren't sticking."

Bradford Shellhammer and Jason Goldberg of
Bradford Shellhammer and Jason Goldberg of

Editor's Pick

Related Topics


Great Leaders Must Be Great Coaches — Here's How to Become One

To be a successful leader, you must become an expert in how to help others grow and develop. Here's a research-driven approach for entrepreneurial leaders to coach and effectively develop their teams.

Making a Change

Get Lifetime All-Language Access to Rosetta Stone for $150

Expand yourself and your business possibilities by learning a language in your spare time.

Growing a Business

How to Support Small Businesses This Holiday Season

Here are four great ways you can support small businesses during the holiday season.


We Are Only Using 33% of Our Marketing Tech — And Draining Our ROI. Here's What Needs to Change to Profit Off Your Investment.

Thousands of martech tools have been discarded this year, mainly because of misaligned expectations and misguided implementation. Here's a better way to get value out of your martech stack.

Business News

'A Dystopian Parody': Snow White's Arm Bizarrely Detaches From Disney World Ride

A TikToker caught the unusual scene on camera on Tuesday.


4 Body Language Mistakes You Didn't Realize You're Making at Work — And How to Fix Them

Many unconscious gestures negatively affect your professional life. These four mistakes are easy to do — and easy to fix.