Introduction The design, implementation and success of the social networking portal Nasza-klasa (Our Class) is a model example of the 'rags to riches' ideal of an enterprise construed with no financial funding and no institutional support (neither from ASP/ISP corporations nor from central/local administration). Today, Nasza-klasa.pl ranks among top five Polish social community networking portals, not far behind Google.pl, Onet.pl and Wirtualna Polska (.pl), and followed by Allegro.pl - the biggest Polish Internet auction service. Nasza-klasa is visited monthly by more than 50% of Polish Internet users. There are several hundred of similar social networking services on global e-market. What are the reasons for this particular portal to reach such spectacular success on Polish e-market? First, it corresponds with the elementary need to communicate, a basic treat of human civilization (Barney, 2008; Castells, 2007; Mendes et al., 2004). Secondly, its authors were able to identify a very attractive business niche--after all, each individual has a certain history of social contacts in schooling communities (on elementary, secondary or university level). Thirdly, the portal under study offers a range of functionality and usability features that are well adapted to the needs and expectations of its users. Fourthly, the portal has strong foundation in the form of a constantly improved technological platform that offers stability, infallibility and excellent operational efficiency. Fifthly, Nasza-klasa has recorded a phenomenal, snowballed increase of unique registered users and visits, reaching the status of one of the most popular Polish sites within seven months. Incidentally, there is also a diversity of social graphs evolving on the site, illustrating various relations and ties between individual members on Nasza-klasa community. In general, those social graphs are carefully studied and analyzed by social scientists in such varied subjects as ethnology, sociology, psychology, economics, political studies, law, criminology (Boyd & Ellison, 2007). This particular aspect of Nasza-klasa operation is also emphasized in this study. Basic Information about Nasza-klasa In mid 2006, four students of Wroclaw University of Technology and University of Economics (Poland) devised and implemented a simple social networking portal addressed to members of present and past schooling and university communities. The prototype website came online in November, 2006 ('Nasza-klasa.pl,tour3, 2008d). The following three quarters saw a substantial increase in the number of registered users, mainly from Wroclaw and the Lower Silesia region. Site popularity was noticed by global capital investment funds. As a result, the portal obtained a significant financing support. A limited liability company was established under the name of Nasza Klasa. By the end of 2007, following the renown, press reports and word-of-mouth communication, the number of registered users doubled every month (Sukces naszej klasy, 2008). Consequently, at the turn of 2008, the snowball effect culminated in technological clogs that seriously affected website utility. To address this problem, company owners decided to incorporate another investor from the IT sector. The financial surge allowed to improve the service infrastructure; by the third quarter of 2008, technological and functional aspects of site operation and efficiency were stabilized ('Nasza-klasa.pl, 2008b). By the end of 2008, the company extended its organizational structure, updated their business model and provided new products and functionality features on the site. Table 1 presents results of a study (conducted in June, 2008) of most popular Polish websites, in terms of numbers of users, visits per month (as % of total Internet users), number of visits and average time spent viewing the site. As shown above, nasza-klasa.pl ranked fourth among the websites under study in terms of monthly percentage of users and total number of registered users (7. …
Read full abstract