Meetup is a platform that allows individuals to create their own meetup groups on various topics. It has grown organically through an agile development process and by doing customer development through watching users set up meetups on the platform. This process of observing real users confronted biases among developers and provided valuable insights that helped improve the platform. Meetup plans to continue customer development by observing hundreds of users each year at a relatively low cost compared to traditional usability testing methods. This hands-on customer development approach helps Meetup improve existing features, discover needs for new platforms, and inform other business areas like community initiatives and sales strategies.