Despite significant advancements in Web-based simulation research, its commercial applicability and adoption by users has not widened to the desired extent. We believe that by providing tools to support interaction, collaboration and formation of social networks, we may stimulate more interest in, and the wider adoption of Web-based simulation. This paper presents our work in developing an online collaborative simulation modeling tool that is aimed at supporting simulation conceptual model development, allowing users to form relationships and self-organize into virtual communities around common interests.