The Content-First Playbook: How These Founders Built a $30K App From 1

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The Content-First Playbook: How These Founders Built a $30K App From 1 Piece of Content

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Jan 16, 2026

Build your app idea → https://build.starterstory.com/?utm_source=youtube&utm_campaign=SSBpushscroll

In this episode, the founders of Pushscroll ($30K/month) break down how they validated their app idea by creating content FIRST!

Thanks again for watching!

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I talk to a lot of people who share the same struggle They say I don't know if this app

idea is going to work Well what if I told you that you could know if your app idea would work

before you even write a single line of code If you reverse the process and first figure out

how to sell the app it's going to make it so much easier I just talked to a couple founders

who did exactly this They grew their app to 30 000 a month with this simple content first

strategy This is not some high level stuff This is a real life story that actually happened And

I asked these two founders to come onto the channel and show their exact playbook for how

they validated their idea before writing a single line of code or building anything

I always dreamed of being like an entrepreneur but I always like was very passive about it I

always just watched watched watched And then I decided to take action And now I'm here

which is insane So in this video they're going to be walking through their three step process

Number one how to research app ideas Number two how to know if your idea is inherently viral

and worth building And number three you're going to watch them come up with an actual piece of

design to validate an app So you don't have to build a single thing Thank you to Alejandro and

Mario founders of push scroll for coming on here and sharing the sauce that nobody else would be

willing to share Let's get started I'm Pat walls This is starter story Welcome to the playbook

Welcome guys Mario and Alejandro founders of push scroll and creators of this awesome content

first playbook First before we get into the whole playbook you guys just let me know who

you are what you built and why this is worth watching Hi I'm Alejandro I'm one of the

founders of push scroll where I'm primarily responsible for marketing and design of the app

And hi I'm Mario I'm the technical founder and I'm coding the app and optimizing our funnel The

app we built is called push roll which makes you do push ups or any other exercise before you can

do scroll on social media In just four months we scaled our app to 30k MRR and 300 000 downloads

all through organic content we made ourselves On Instagram alone we did just over 30 million

views and probably around 40 million views on all platforms combined But we did this in a

building the app In this video I'm going to show you how we did that And by the end of the

city we're going to show you an exact process that actually turned our app into a 30 000 per

month app and how we do it again If we had to start over Cool I'm really excited to go over

this guys before we dive into the step by step and the exact playbook on how to do all this

Can you just give me the high level of what this whole process looked like and how it looked for

push scroll There's three steps to this method First you do some research then you come up

a viral idea Then you create the content based on the viral idea you just came up with to validate

if it's actually a good idea And if the idea didn't work out instead of wasting thousands

of hours you just wasted one video and you can just start again day by day until it works

Okay cool So let's dive into step one which is the research process How do you guys go about

even starting the process of finding a good idea I think a lot of people watching this or watching

our channel wonder how do you even get into a space where you can find an idea that could

potentially make 30 000 a month like push scroll did So the first step is going to be research

Research and validation are extremely important If you choose a bad idea from the start it will

make your life 10 times harder when it comes to marketing and paywall conversion No matter how

good your video is if the app idea is not attractive your marketing videos won't get

any views or they won't convert At the end of the day what matters the most is distribution

So if you reverse the process and first figure out how to sell the app it's going to make it so

much easier There's no definitive way to find a viral idea but here are some tools and resources

that you can use to find one in the next 14 days First up you're going to warm up a new TikTok

account in your niche Warming up consists of scrolling on your 4U page and watching in full

length content that is in your niche The problem is with your current feed that's only a reflection

of your own inner desires If you want new ideas you have to act as your perfect customer For

example you could create a feed for the Luxemaxing niche You will see why content goes viral and

build your idea around that To start out you would follow a bunch of people on that niche

niche around 10 and then you search Luxemaxing and start watching every single video and

understand why it works Use this as an opportunity to deeply understand the niche

understand the pain point that creators are already targeting and use the same ones to

target your potential users So here's a new feed For example I would look for Luxemaxing and then

go to one video and first of all analyze what makes this video viral In most cases it's going

going to be the hook but you also want to take a look at the content and how they do the CTA For example

this one is also promoting a product Hook is how to glow up then they give you a bunch of tips

Here they're probably going for either engagement There's probably going to be a lot

lot of tips that people don't know so they'll be asking like hey what's rosemary Or hey

what's headscrubber And that generates a conversation that TikTok will boost And then

at the end there's the CTA But you want to look also at the comments like all these engagements

that I was mentioning Here's where people talk about the actual pains that they have It also

gives you ideas on what kind of content to create to have this engagement For example people here

are saying do I have potential Could be an idea for an app that tells you like whether you have

potential And then it gives you a score for your face for your hairstyle or another one

Why rope explanation Like this is a bit of a niche method And so you can use it in your own

content to get people to comment In this case it's a carousel We did mostly actual videos

but it's a bit like similar style Just like look through the whole video understand what makes it

good and then try to like sort of come up with your own ideas So the way to find ideas from what

I understand is I think that's pretty smart actually is to actually look at what people

are saying in the comments and maybe translating that to an app idea So this person saying

do I have potential That's what it said in the comment And then the idea is maybe there's an

app that tells you if you have potential Tell me a little bit more about why it makes sense to look

at comments and why they could become app ideas that make money To get a viral video people have

to be really excited about this idea And one way to see how excited they are is comments Like if

people actually watch a video and then it's interesting enough that they go like I got to

ask something That's a signal that the content is getting to them You're onto something there

with the comments thing because let's say we put out a video and it has a hundred thousand views

We may only get a hundred comments And as you're saying the people that leave those comments are

the most passioned users whether their passion is positive or their passion is negative Looking

at those are people that are experiencing the most pain or the most excitement around something

And that's where the app ideas could potentially be I think there's something there in looking

at the comments for sure Yeah exactly If you see in your feed like a video that does not at all

fit to the niche there's also a button in TikTok specifically where you can press it and press on

not interested And basically you're trying to train the algorithm to show you more of the looks

max in videos You want to engage you want to watch the video fully you want to like it you

want to leave a comment And it's also useful to do this if you later want to post organic videos

because if you straight up post from day one your videos might get shadow banned and

hard to get an account back from being shadow banned So that's also like useful for later than

posting yourself So not only are you getting more inside of your niche and understanding more about

your customers but you're also warming up your account for the eventual content that you're going

going to post which is equally as important Yeah Yeah In any case you don't have to limit yourself to

this method for finding ideas You can also try improving or working on other ideas or taking

inspiration on them You can use proven viral ideas and adapt them into similarly big niches

where there's a market gap One example is Twitter which is an app to quit adult content

So you could do Twitter for sugar addiction which is what Stopper did I can show the website and you

you can see here that the main feature is the tracking And then Stopper it's a similar concept

for a completely different niche They don't even target men but women Or one last method that you

can try is picking an existing idea and making a huge improvement That's for example what KLIA did

by improving MyFitnessPal which is a fitness tracker with AI vision And the important thing

is that they made it the main feature If no app has in that niche reached any significant revenue

probably stay away from it They're called tar pit ideas because they sound like really good ideas to practice

practice but it will waste your time Let's talk about tar pit ideas for a second I think it would

be really useful for the people that are watching Tar pit ideas The first tar pit idea that I know

of that I see a lot is recipe generators I see a lot of people building recipe generators but I

don't really see a whole lot of very successful apps in that space What other tar pit ideas have

you guys seen or even tried to build yourself Stay away from social media apps But to be fair

like social media apps it's just like a different game you're playing With social media apps

you're trying to maximize for shares instead of revenue And so I don't think it's the tar pit

pit idea actually Probably a tar pit idea for bootstrappers like us Yeah not even that It's

just riskier I mean it's going to take more time to take off because you need the high K

factor You need high shares Initially it's going to be slow but it's going to be exponential But

the thing is I guess tar pit ideas are just To do lists That's another one Yeah exactly

Yeah I mean apps that are not viral are tar pit ideas That's pretty much the

definition of a tar pit idea If you cannot market it then there goes your app I think they also

come from just staying in your bubble For example if you have a technical background

you will probably do like a project tracker or like a to do list or an extension for something

like that And it's not until you exit that bubble that you see other ideas with a lot of potential

Yeah that's great And that's why I think what you guys say which is going and curating your

TikTok feed to be in some kind of random niche and unliking the ones that aren't in that niche

can show you ideas that you probably wouldn't find just hanging out on X

Exactly Just go pursue your childhood interests or take a week to learn photography Speak also

with people outside your bubble and you will have so many insights about what problems people have

outside of typical issues that you come across Always find at least one competitor which has a

similar idea to your app who's doing significant revenue You can use SensorTower to check the

revenue that the app is making For example our competitor ClearSpace was making around 60k

in monthly recurring revenue when we were researching competitors That also gave us

a signal that we should be able to make money on top of CoinVar So here's SensorTower It's a

database of popular apps For example ClearSpace is the example I mentioned They're making 20k

a month and it's quite similar to the main product of our app It's really strong validation that it

will be profitable Or for example OPPO is a more generic screen time control app where you

block apps and add scale users and so on They're the biggest one in the market and they're making

600k per month And their app sucks because I used it one time and I deleted it Yeah

that's true Pushcoin is a lot better It's a bit complex to use and so on But actually

I think the app was pretty weak when I used it and it made me think about how much opportunity

there is just in even the doom scrolling space Your app might not be as generic as OPPO You

maybe want to target a more specific niche But if the most general one is making a lot of profit

that probably means a niche can take a fraction of it And to be fair those numbers are not super

accurate If you're in touch grass level it might be off by like 5k to 10k There's a lot of

variance there But for like bigger apps it's pretty like spot on The extremes are a bit off

because like here when you grow to the size of OPPO your revenue doesn't just come from the app

they release a new program that's OPPO for schools and they monetize in a completely

different way So they make even more than this Yeah I just remember like our numbers were a bit

off Oh yeah we can check actually Yeah this is very off How much does it say It says you're

doing 10k but you're doing more Yeah 30k and way more on Magnet this month All right

right well cool Thanks for showing that Okay so we went through most of step one which is research

But what I really want to do in this exercise in this playbook that we're going through is I want

you guys to at least come up with a hypothetical app idea because I want to do this with like a

real app a real potential app So someone watching can apply their app to it and see

how their app compares So let's come up with an actual app idea which we will see if it's viral

and then we'll also create an actual piece of content around it But what were you guys

thinking for the app idea So if you look back at the comment we saw earlier do I have potential

That's pretty much what we're going to make with this idea We're just going to take this comment

and transform it into an app idea And the idea is very simple You just take a selfie and then

it shows you detailed stats about your current appearance basically shows you how you can

improve it To be honest like this idea already exists of course it's called Umax However

we will use this as an example to show the principles that go into a viral app and that

you can really apply this to every app idea Okay cool So our hypothetical idea is a looks

or shaving my beard or whatever it does It's a pretty simple idea Obviously

this idea already exists and it's a very successful idea That's the point For anybody

who's watching this I hope that you are coming up with your own idea And what we're going to

talk about next is going to make a lot of sense So try to bring your idea to the table for this

But now that we have our idea what is step two in the three step content first playbook

First we have to ask ourselves what even is a viral app idea A viral app idea is any idea that

makes your marketing efforts 10 times easier later And before you even touch your code editor

you have to verify that your idea can go viral on TikTok Because if you know your idea is viral

you can literally have the worst low effort video known to mankind and you can still make

millions of views If you have an idea here are things you can look at to know if it has viral

potential It doesn't have to have all of these things But if it has some of them that's already

great First of all your app idea should solve a fundamental human need Think of this parameter

At the bottom we have the most fundamental needs for humans such as food clothing

reproduction And only when you have that covered can you move up the ladder into for example

for example safety needs or self esteem Most big apps nowadays usually fall into the safety

security sector For example you have health apps like Kelly push all life reset And in our case

you could argue that looks maxing corresponds to the lowest sector on this pyramid So an app

idea in the looks maxing niche could be a really fundamental if done right Is being lower on

pyramid better for an app or is it not matter as long as you're hitting anything in that pyramid

The lower you can go the better because the lower you can go the more we actually need it

But it's also why Alejandro said it doesn't have to cover everything because in some cases

you can sacrifice a bit Like maybe it's not the lowest one but the one before But there's a

bigger market gap in there that you can exploit because after all everyone's going for the

bottom If it's just a bit higher that's also fine You can also make a lot of money with it

Okay So our looks maxing app that I can take a photo of definitely hits that criteria What's

Number two is to look up the trend For example on Google trends you have to make sure your idea

is not growing market to see if a market is growing You can check this website So this

is a popularity chart for doom scrolling on Google And usually it represents whether people

are worrying more about it or not You can see that doom scrolling is getting bigger and bigger

as unfortunately it's affecting younger people more and more every day And here's the chart for

looks maxing You can see that it only started to become a thing in 2023 but you max launched

exactly at the moment where it started to rise like end of 2023 beginning of 2024 It exploited

also timing which is something else really important So overall right now I would prefer

doom scrolling as a market because it's going to keep growing but you can see how much impact

the timing for you max had back then If the market is big enough there's going to be room

for a lot of players And that also means that you don't have to solve the whole problem You can just

focus on a smaller part and that's going like targeting a specific smaller audience is going

make your life a lot easier And like how to approach them how to understand them and going

for the whole thing And still since it's big that's going to still be able to grow a lot and

get over 10K MRR at least Okay So the second criteria is seeing how big this problem is on

Google trends We looked at the doom scrolling which is definitely growing very fast And probably

one of the reasons why push scroll your guys app kind of took off as well We looked at looks

maxing which kind of peaked last year but that doesn't necessarily mean it's not still a big

market and there's still money to be made there And just one year is really not that long ago when

you think about it but just to really understand there as far as our idea for looks maxing

this sort of hits that criteria that it's a growing trend not as good as looks maxing

So let's say maybe we give us a half point for this one Yeah exactly I would just give it

half a point But if you look at the last 12 months on looks maxing if you compare the first entry

point and the last one it is slightly growing but it doesn't have the same exponential growth

that doom scrolling has Right But it's still like that's still like solid I wouldn't discount

it just because of this If it's declining then that's a red flag Yeah You don't want to do an

app for newspapers Yeah exactly That's a good example Like newspapers would be like a bad market

to enter now I mean it would be funny to search it up newspaper Yeah it's going down That does

not look good Yeah That would be like a bad example for a niche you want to enter Cool I

what's bad What would be the next criteria that you would run it against

So your app should also be extremely simple and straightforward to explain So people actually

underestimate how brain rotted people on TikTok and IG are because people scroll at their highest

dopamine peak You're scrolling you're on your bed you don't want to think And as soon as

something is slightly complicated you just have to swipe your thumb That's it Therefore your

app has to be extremely easy to understand If we look at our app idea from earlier it's extremely

simple You basically just snap a picture of your face and it analyzes your stats and potential

That's literally only two screens And ideally you should be able to explain your app in three

words If you look at Cat AI it's AI calorie counter If you look at our app push scroll

push ups before doing scrolling This is not only important for viral videos but it also

determines how likely it is for someone to share it with their friends And if we look back at our

looks mixing idea you could even do it in less than three words You could just say face analysis

Okay So three simple words even our example here it looks maxing is two words face analysis

So that's a very simple app And that definitely hits that criteria of if this is something that

could potentially go viral and make money What's the next criteria that you'd have

The next one is and this is probably one of the most important ones Your app has to be visual

For example Kelly you just snap a picture of your food and instantly get the macro breakdown

And you already know what the value is You literally don't need any explanation I mean

just look at this example here as you can see just takes a picture of the food boom

micro breakdown It's only very minimal captions And if you turn on the sound

it's just some music but you immediately know what the value is And that's what the power of

a visual app has So if you look back at our example it already is extremely visual I mean

mean people literally take a selfie and to make it even more visual we could add some sort of

trading card stats So something like this where you see the face and you see all the stats

but instead of whatever this is it's your facial stats your jawline your acne And

the overview here is extremely good Okay So the app has got to be visual

especially if you're doing something that you eventually will be creating a video about If

you can't visually show what your app does on a video good luck having anyone even understand it

So our looks maxing idea definitely hit that criteria What is the last criteria to know if

you have a potentially viral app or if there's potential in an app that can make money

So last but not least it needs to be shareable And you can achieve this in many ways Contrary

Contrary to all the advice we just gave you you can literally make a pet rock app and it could go

viral and you can make a ton of money Or you could also do just something that friends want

to share to help improve your friend's life like live reset or post scroll even our idea UMAX

Shares especially on IG are a big part of the algorithm and they will boost views like crazy

And you can achieve this by doing the did you hear about test Did you hear about the app that

track calories with just a picture Or did you hear about the app that makes you do pushups

before you can doom scroll on social media Push scroll Let's go back to our example in

the looks maxing niche Our idea is very shareable since you want to help your friends become more

attractive And you can also explain it very easily You could say have you heard about

the app that scans your face and shows it your potential Okay I like that So whatever app

you're thinking about and you're putting against this criteria create that sentence see if it

Maybe even try saying it to a friend or a family member or your partner and see if that evokes

excitement or curiosity I think that's really powerful to show that there's something actually

interesting here This question is going to be your hook in most of your videos as well The

format that went viral for us was these guys doing pushups to unlock Instagram That's literally the

same thing as did you hear about the app that makes you do pushups before you want to scroll

Okay So those are the five criteria you want to analyze your app against It doesn't have to hit

these criteria perfectly but if it does there's probably a better chance of it being viral

something that you should work on and actually end up creating a video So I'm going to go over

those again real quick The first one is how low does your app fit on the Maslow's hierarchy of

needs The lower the better Number two is is this a growing trend And is this a big market

And you can look all that up on Google trends Number three is is your app really simple

straightforward Can you put it into three words in one sentence Number four is is it visual Is

it something that you could share on video which is the number way to market and grow an app these

days TikTok Instagram it needs to be visual And number five is it shareable Is it something

that people are going to tell their friends about Is it something that is going to create curiosity

and be interesting and have people share on social media So thank you guys for sharing those five

I think our looks maxing idea is pretty good It probably gives maybe a 3 5 or a four out of five

on this scale If we could give it a score let's pretend that we're going to go with this idea We

think it's worth creating a piece of content around that What is step three in the three step

playbook The only reason why we ultimately decided to build our app was because it went viral

on TikTok We basically did a video trying to validate the idea and it got a lot of engagement

and that was the sign for us to actually build the app So step three would be to just take this

and you turn this into a video and this video then serves to sort of validate if your idea can go

viral And I'm going to show how we did it and how you can use this as a template for your own idea

With any viral video the most important thing is the hook If you don't get the hook right

no matter how good the rest of your video is it's not going to get any views So what makes

a good hook Your hook has to be extremely clear to the point a five year old can understand it

There has to be a curiosity gap so the viewer needs to have enough curiosity to stay for the

hook In my case the 20 push ups are the thing that created the most curiosity You want to know

like what do the push ups have to do with stopping doomscrolling It has to be novel and original

which is not a reason why my video went viral in the first place It's because this app idea

is pretty new And then you also need to put emotion into the hook I use the keywords

doomscrolling addiction which are two very powerful words which evoke emotion And also

bonus points if you can use visually interesting elements inside your hook So maybe in my hook

I could have been doing push ups while saying the hook So let's actually look at the hook we used

for our video So our hook was what if you could stop your doomscrolling addiction by doing 20

push ups And if you don't know where to start with your own hook there are some tools you can

use For example this one This is a custom GPT I made You can enter your own video idea in here

and it will give you a hook that has been tried and tested And when you start out with hooks

you don't want to reinvent the wheel You want to use what already works And this GPT is trained

on what already works so you cannot go wrong with this So once you have a hook how do you

actually showcase your app if you haven't already built it This part is very simple You just have

to understand that people don't actually care how their problem is solved just that it's being

solved So if you can show the perceived value of your future app then you don't even need to have

an actual app in your video to go viral And to do that you can use visual elements from YouTube

For example for our app we use an AI push up tracker As you can see that's just a video I

found on YouTube and it's pretty close to our actual app And if you can't find anything on YouTube

YouTube you can just use your editing skills to create an animation or some visual that can

represent your app idea And when you showcase these visuals try to keep it fresh every two

seconds show a new clip and also keep it brief and to the point Every second counts here Also

it's important to use fifth grade language and keep each sentence or line below 15 words

One thing I want to mention for people watching go check out the TikTok video that they created

He sort of talked about this for a second but you mentioned people don't care how their problem is

being solved They just care that it's being solved So when they watch the video they realize

that they could potentially stop doom scrolling and also get into better shape I remember when

I had posted about this on X and people were all curious about what kind of video you created A

lot of people were thinking that it was just showing off a demo of an app you already built

When you go watch the video you'll notice that you just filmed a YouTube video and you sort of

edited it in a way that made it look like it already existed That way you didn't have to

actually build the app and you didn't have to create a demo And it's really worth watching

how you guys built that together It's not about the app It's about the benefit And that's a

really important thing Yeah exactly All right Let's actually make a viral video script to verify

that the looks mixing idea we had previously is actually a good idea So step one you need a good

hook So let's go back to our GPT here So I already asked it some questions I started out by

asking I'm building an app that scans your face and gives you stats about your appearance The

way I programmed this GPT I give it an idea and it gives me hook suggestions But what I missed

here is that this is for validating a video idea So I added this This is to validate my app idea

And I ended up with this hook This is the one that stood out the most to me What if your phone

could tell you your glow up potential from just a selfie It's very similar to the hook we actually

used What if you could stop your doom scrolling addiction by doing 20 push ups And let's actually

run through the checklist right Is it clear such that a five year old could understand it I would

say yeah it is Is there a curiosity Yeah I mean you want to know how you can look more

attractive And that also ties into the fundamental nature of this app Is it novel and original

Technically speaking it isn't But if it was a new idea which UMAX was back in the day

this would be the case So this is also a check Is it emotional I would say yeah it is Because

we're using the words glow up potential Those are very emotionally loaded words Now that you have

the hook you need to write the rest of the script So we use this hook It starts out with this And

then basically you just explain the app as straightforward as you can So basically you

just take a selfie and that would show you the current stats for every aspect of your face

like your acne or your jawline And for every aspect it would show you the potential you have

for a glow up But it also gives you a detailed guide on how to get there And then you have a

call to action Should I build this Let me know in the comments So what's actually happening here

We're using connector words This just makes it flow a bit nicer And each line is less than 15

words long You have to remember that the attention span is very short in TikTok And also what's

very interesting here if we take all of this and we put it into this Hemingway app com you will

see this is grade two language You want to keep it below grade five language This is very important

because as soon as it's just a little bit complicated people are going to scroll What

What you're going to do after this you need some shots you need some visuals to keep it interesting So

you just go to every line and you just put like sort of like a to do list of visuals you need

to record Try to have a new visual every two seconds You want to use different types of shots

You want to use close up shots wide shots POV shots You also want to add funny and unexpected

moments For my app you could do like a silly face in the beginning Oh this is how you look

right now And then you could do some TikTok filter This is how you could look like after

using this app or something You want to keep it funny and unexpected And you just edit it on

CapCut That's pretty much it You just do this every day until you get a viral video

Well that was awesome What I think is super cool about this is this is exactly what you guys did

This is not like theory or anything like that You guys did this You created this viral video

with a great hook and then it went viral It got a bunch of comments You built the app

it started making money and look where you guys are at now So this is a super cool process I

hope you guys enjoyed it There's a lot of stuff on YouTube about these different playbooks on how

to you know do TikTok and all these different things But what I think is really cool about

this is this is exactly what you guys did You guys are making 30 000 a month with your app and

you did this just in the last couple of months So this is fresh This works And the proof is in

the pudding right You guys have this really successful app called Pushscroll that anybody

can go online and check it out Really successful Thank you guys for coming on and sharing all that

when you didn't have to Putting all this together I think it's going to change lives

Thank you for coming on Thank you man Thank you

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