In March 2023, Louis was experimenting with AI APIs and built four tiny products in a week. One of them, AudioPen, quickly resonated with users on Twitter, now generating $15,000 per month.

Louis, the founder of AudioPen, crafted the initial version of the product in a remarkably short span, leveraging the No Code tool Bubble.io, which costs around $30 per month. Starting with designs sketched out in Figma, he built the MVP of AudioPen in just about 12 hours during a Half Day Build event he organized, which pushed participants to go from idea to revenue rapidly. Despite not being a designer or developer by profession, Louis effectively utilized these tools to create a scrappy but functional initial version. The process involved trial and error, and while the MVP was swiftly constructed, he spent months refining the product thereafter. The journey presented its challenges, but the constraints of the event helped streamline the product’s features to what's essential, proving more demanding than initially anticipated due to the need for focus and iteration.

Word of Mouth

AudioPen's growth heavily relies on word of mouth. As a one-person team, the founder, Louis, focuses on keeping things straightforward and prioritizes product quality to naturally encourage customers to spread the word.

Why it worked: Word of mouth is powerful because potential customers trust recommendations from friends and family more than traditional advertising. As AudioPen provided a valuable and reliable service, satisfied users became advocates for the product, sharing their positive experiences with others. This organic growth channel is cost-effective and builds a community around the product.

Affiliate Program

To boost word-of-mouth growth, AudioPen introduced an affiliate program. This approach incentivizes existing users to refer the product to new users by offering them rewards or commissions.

Why it worked: An affiliate program combines the trust of word-of-mouth marketing with a tangible incentive, encouraging users to actively promote the product within their network. This strategy effectively boosts customer acquisition without significant upfront marketing expenses.

Email Updates

AudioPen uses regular email updates to maintain engagement with existing users. These updates are personalized and keep users informed about new features and product changes.

Why it worked: Email updates foster a sense of community and loyalty among users by making them feel like they are part of the product's journey. This communication channel educates users about new offerings and features, ensuring they remain engaged and satisfied with the product, which can lead to higher retention and potential referrals.

Daniel Nguyen, a seasoned product engineer, identified a recurring frustration with constantly switching between ChatGPT's web interface and native Mac applications like Xcode. This inconvenience highlighted a gap in workflow efficiency for Mac users who needed seamless AI integration within their existing tools. His personal annoyance sparked the idea for Bolt AI, an all-in-one client that embedded AI directly into macOS, enhancing productivity without the need for frequent application toggling.

To validate this idea, Daniel built a basic version of the product, which he shared with potential users on platforms like Twitter and Indie Hackers. The feedback from over 100 early beta testers helped him fine-tune the software, confirming that others shared his workflow pain point. By actively engaging with users and iterating based on their feedback, Daniel was able to solve a real problem, leading to a viable product.

Initially, Daniel faced the challenge of determining whether his idea had broader appeal beyond his own needs. His approach of building in public, sharing updates, and gaining insights from the indie hacking community helped overcome this hurdle, revealing that his personal need for improved workflow integration resonated with many others. From this journey, Daniel learned that real-world frustrations can often lead to innovative solutions, and listening closely to user feedback is vital in refining a product.

Daniel Nguyen built BoltAI by leveraging his background in product engineering and focusing on deep integration with macOS. The first version of BoltAI was developed using a tech stack that includes Swift for native app development, SwiftUI for user interfaces, and AppKit, SQLite, and Sparkle for additional functionality and database management. The initial prototype was completed during a weekend, though it was not aesthetically refined, which allowed for rapid feedback and iteration.

The project presented challenges in seamlessly integrating AI capabilities into native Mac applications, a task that was more complex than initially anticipated due to the need to balance performance and user experience. Daniel overcame these hurdles by continuously updating the product based on customer feedback, launching in May 2023, and serving over 7,000 customers through more than 100 iterative updates.

Going Viral on X (Twitter)

Daniel Nguyen leveraged his presence on X (formerly Twitter) to promote BoltAI by building in public and sharing regular updates on new features. This was instrumental in securing his initial customer base. A retweet from a well-known figure, Pieter Levels, helped BoltAI go viral, which substantially accelerated growth.

Why it worked: By engaging with a community of AI enthusiasts and consistently sharing updates, Daniel tapped into a network of potential customers interested in AI technology. The viral post not only expanded reach but also validated the product's appeal.

AI Directories and SEO

After initial success on social media, Daniel listed BoltAI on AI directories, which proved beneficial. Additionally, investing time in search engine optimization (SEO) for help articles started to show results, driving more organic traffic to the site.

Why it worked: AI directories are dedicated platforms that attract users interested in AI products, increasing visibility among the right audience. SEO efforts, particularly through informative content, ensured a steady influx of visitors actively seeking AI solutions.

Paid Ads

BoltAI also invested in paid ads to reach a broader audience. By placing ads in AI-specific directories and utilizing pay-per-click strategies, BoltAI continued to gain traction beyond the initial phases.

Why it worked: Paid advertising allowed Daniel to target specific demographics and reach beyond the organic growth limitations of social media and directories. This approach helped maintain steady growth by attracting users who may not have encountered BoltAI otherwise.

Setapp Platform

Leveraging the Setapp platform allowed BoltAI to tap into subscription-based customers. The Setapp team also promoted BoltAI, resulting in increased visibility and sales.

Why it worked: Partnering with a platform like Setapp provided access to a new customer base while benefiting from the platform’s promotion, which not only increased immediate sales but also attracted customers for long-term subscription revenue.

Phil McParlane came up with the idea for 4 Day Week from his personal desire for better work-life balance. After feeling the constraints of a traditional five-day workweek, Phil was curious about alternatives and found the idea of a four-day week intriguing. His research revealed increased productivity and other benefits from shorter workweeks, yet only a few companies offered such options, which were hard to find.

To validate his idea, Phil created a simple landing page and shared it on a tech-focused platform, receiving an unexpectedly high number of sign-ups within a short period. This initial interest confirmed his hypothesis about demand for shorter workweeks.

embed:tweet

Encouraged by this validation, he refined his approach, ensuring the platform effectively connected job seekers with employers offering four-day work schedules. His journey highlights the importance of aligning business ideas with personal values and validating the concept early on through real-world feedback.

Phil McParlane built 4 Day Week, a job board specializing in four-day workweek positions, by leveraging his background as a software developer and data scientist to create and iterate his product efficiently. Initially, he created a simple landing page using Webflow and shared it on Hacker News to gauge interest. After receiving 400 signups in the first two days, Phil quickly realized the potential demand and proceeded to develop a more robust version of the site using React for the frontend and Go for the backend, although he later transitioned to Node.js for better compatibility with server-side rendering. The development was swift, with a basic version of the site operational within a week. Phil focused on creating a lean and efficient codebase, often hacking together features from previous projects, and he prioritized building SEO and content marketing strategies through blog posts to drive organic traffic. Despite the excitement of developing a solution that resonated with many, challenges included transitioning to server-side rendering for SEO purposes, which required significant technical adjustments and learning.

LinkedIn

Phil McParlane, the founder of 4 Day Week, has leveraged LinkedIn effectively to grow his business. As Twitter became less effective for driving traffic, Phil shifted his focus to LinkedIn because its audience showed a keen interest in the concept of a four-day workweek. He regularly posts engaging content, which often goes viral, drawing significant traffic and attention to his job board.

Why it worked: LinkedIn's professional networking environment is ideal for promoting job-related services. By tapping into the platform's large business-oriented audience, Phil reached professionals interested in work-life balance. His content resonated well because it aligned with LinkedIn users' interests in modern work trends, thereby increasing engagement and leading to higher visibility for his business.

Blog and SEO

To increase organic traffic to 4 Day Week, Phil invested in SEO and content marketing. He consistently publishes blog articles about the benefits and logistics of a four-day workweek, increasing the site's search engine visibility. Despite initially handling blog writing internally, he later employed a professional agency to produce high-quality SEO content, ensuring reach and engagement remained high.

Why it worked: The strategy capitalizes on content that resonates with both job seekers and businesses looking to understand more about flexible working models. By providing valuable information, the blog attracts visitors who are interested in the concept, thereby increasing traffic. This increased visibility on search engines helps bring in consistent organic traffic, which is crucial for long-term growth.

Hacker News

At the start, 4 Day Week gained significant traction by posting on Hacker News, where Phil introduced the concept with a simple landing page. This approach quickly generated 400 sign-ups within just a few days, validating interest in the idea and setting a strong foundation for subsequent development.

Why it worked: Hacker News is a popular platform among tech-savvy professionals and entrepreneurs who appreciate innovative solutions to work challenges. By sharing his project in this community, Phil accurately targeted an audience receptive to new work models, leading to rapid initial interest and sign-ups.

These acquisition channels played crucial roles in enhancing the visibility and credibility of 4 Day Week, contributing to its growth and success in promoting flexible work arrangements.

Customizable meal delivery service using farm-fresh ingredients.

Uri Attia, founder of Portable Chef, came up with the idea for his business out of desperation after losing his banking job in the 2008 financial crisis. With a passion for cooking and understanding the demands of busy New Yorkers, Uri saw the opportunity to provide customizable, healthy meals for his clients. Today, Portable Chef generates an average monthly revenue of $60,000 by making 25,000 custom meals a year.

The founders created the initial version of Portable Chef by adapting meals already cooked at home to a slightly larger, batch-style process. Early development involved preparing fully cooked meals in the founder’s apartment kitchen, then refrigerating and testing them to ensure they’d reheat well for customers. The tools were basic: home kitchen appliances, a repurposed wine fridge for produce storage, and simple packaging for delivery. For order management, the founder initially built a minimalist website using Apple’s iWeb, which required manual back-and-forth email communication to finalize each order. It took only a short period—days to weeks—to reach the first working prototype, since the core process leveraged existing home cooking methods. Major challenges included adapting food quality to withstand refrigeration and reheating, creating efficient packaging and delivery logistics from scratch, and handling orders manually due to the limitations of the first website.

Word of Mouth Satisfied and delighted customers referred Portable Chef to friends, forming the backbone of early and ongoing growth. Many initial and current clients came directly via referrals, leading to high-quality leads and ongoing retention. Why it worked: Word of mouth built trust and credibility, especially important for a high-touch, customized food service without a big advertising budget.

SEO & Content A blog post comparing famous movie pasta scenes unexpectedly got picked up by news outlets, driving traffic and significantly improving search ranking. Why it worked: Organic search allowed discovery by people actively looking for meal services, and viral content created an initial surge in visibility that lasted over time.

Internet Search Early customers also found Portable Chef via general web searches, aided by their blog’s visibility and a basic website. Why it worked: Being discoverable online through targeted content and clear web presence let the company reach busy, time-pressed professionals searching for customizable meal options.

Zsh configuration framework that enhances terminal functionality for developers.

Robby Russell, the creator of Oh My Zsh, stumbled upon this idea while working with his colleagues, who were initially reluctant to switch to the Zsh shell despite its advantages. Through his interactions, he recognized an opportunity to simplify the transition for them, as their unfamiliarity with terminal commands was hindering productivity. To address this, Robby reorganized his tangled Zsh configuration files and created documentation to aid understanding among his coworkers.

Wanting to make adoption smoother and more collaborative, he set up a Git repository to enable his peers to contribute and personalize their setups without disrupting others. Robby's project quickly gained traction as he shared it with the Ruby on Rails community, which led to diverse contributions that enriched the tool with a variety of themes and plugins. His approach was always collaborative, aiming to keep the process casual and straightforward, welcoming input from others. Initially an internal team solution, Oh My Zsh grew organically into a widely adopted tool among developers, reinforcing the idea that even small, community-driven initiatives can have a significant impact.

Oh My Zsh, an open-source dev tool created by Robby Russell, began as a simple, organized Zsh configuration file around August 28, 2009. It quickly evolved as Robby and his Ruby on Rails coworkers at Planet Argon shared and customized shortcut settings, leading to the introduction of features such as themes and plugins. Robby initially structured his .zshrc file into smaller, manageable files and turned it into a Git repository for easy collaboration, which soon became a community project beyond its original intent as coworkers started requesting customization options. Within months, the project snowballed, attracting contributions from the community, rapidly growing to over 60 themes and plugins. Surprisingly, Robby embraced the growing community, allowing the project to flourish through contributions while maintaining its core of making the terminal experience friendly and accessible for all users.

Community and Open Source

Oh My Zsh primarily grew through its strong open-source community. Initially, it began as Robby Russell's personal configuration for the Zsh shell, which he shared with his colleagues. This configuration file was improved by organizing it and putting it into a GitHub repository. Open-source contributors began submitting plugins and themes, expanding its functionality. This ease of contributing allowed the project to scale quickly.

Why it worked: Oh My Zsh leveraged the power of community collaboration. By being open-source on a platform like GitHub, it invited many developers to contribute. These contributions helped in the rapid expansion and improvement of the software, creating a tool that has something for everyone.

Word of Mouth and Developer Advocacy

While there wasn’t a focused marketing strategy, the word-of-mouth within developer communities significantly boosted Oh My Zsh’s popularity. Developers recommended it to their peers, and coding schools began introducing their students to it as a way of familiarizing them with the command line.

Why it worked: Trust and recommendation are strong influencers within tight-knit communities like software development. When a tool solves real problems and word spreads through peer advocacy, it speaks volumes about its utility and effectiveness.

Blogging and Online Content

Robby blogged about Oh My Zsh early in its lifecycle, reaching audiences already interested in similar developer tools. His blog posts educated potential users on how to maximize the tool's utility, catalyzing broader adoption.

Why it worked: Quality content that showcases usage scenarios and educational guidance can draw in users who are not just looking for a tool but also an easy way to implement it. Blogging created another touchpoint for developers searching for ways to streamline their workflow.

Product Design

Oh My Zsh was designed to be feature-complete from the start, meaning it could immediately add value as soon as installed. It incorporated an auto-update feature, ensuring users always had the latest updates and improvements with minimal effort.

Why it worked: By focusing on a strong first user experience and ease of updating, users were more likely to stay engaged. Having new features and bug fixes arrive automatically ensured the framework continued to provide value over time.

While self-publishing her own books, Laura Mikkelsen realized many independent authors struggled with marketing. This led her to create Publishing Services, initially offering just book descriptions in 2019; now, it nets $72,000 monthly.

Laura Mikkelsen created the first Publishing Services product—a book description writing service—using a very lean and manual process. She relied on her copywriting skills, honed through one-on-one coaching with Oliver El-Gorr, and her firsthand understanding of the needs of self-published authors. The initial "manufacturing" of the product was simply Laura personally writing descriptions for clients who emailed her their manuscripts. She rapidly built a basic landing page using a ClickFunnels site provided by her husband (co-founder of PublishingLife), posted a product image, and started accepting orders. There were no advanced tech stacks or automation at first; orders were managed via email, and descriptions were delivered manually. This MVP approach meant she had a first working version within 48 hours of the idea, with little to no upfront investment. A notable challenge was ensuring consistently high quality under pressure, as the business's reputation relied entirely on her output.

Partnerships and Referrals through Publishing Courses Publishing Services tapped into the student base of PublishingLife’s Audiobook Impact Academy (AIA) and other publishing courses, offering tailored services and deals. These partnerships included course-instructor shoutouts, giveaway collaborations, and referral arrangements that consistently directed warm leads to the business. Why it worked: These channels put Publishing Services directly in front of their ideal customer—authors in need of marketing help—resulting in strong conversion and repeat business.

Facebook Community Engagement The team maintained an active presence in relevant Facebook groups (e.g., AIA’s and those of other courses) and encouraged user engagement and reviews. Shoutouts from influencers like Emeka Ossai and sharing client testimonials further built credibility in the communities. Why it worked: Targeting tight-knit groups enabled word-of-mouth growth and trust-building among independent authors who rely heavily on peer recommendations.

Email Newsletters From early on, the business sent out bi-weekly newsletters with updates and value content. High engagement from these mailings helped retain and re-activate existing customers. Why it worked: Regular customer communication established relationships and kept Publishing Services top-of-mind, supporting client loyalty and retention.

Product Giveaways Publishing Services ran giveaways—especially via partner publishing courses—offering free service packages to students in collaboration with course promoters. These winners often posted positive reviews that influenced buying decisions among their peers. Why it worked: Giveaways effectively demonstrated the quality of the offering, turning recipients into advocates and delivering trusted social proof to the community.

AI-powered platform simplifying video creation and editing for everyone.

Dwight Churchill and Gaurav Misra, co-founders of Captions, met while working at Localytics, a start-up focused on mobile analytics. Even though they only overlapped for a short period, they kept in touch for nearly a decade, frequently discussing tech trends and potential business ideas. They both had backgrounds in engineering, product management, and machine learning, which drove their passion for innovation in digital media.

In 2021, they recognized a significant shift towards video as a dominant form of communication, fueled by platforms like TikTok. This trend inspired them to explore ways to simplify video creation through AI, aiming to make it accessible to people without technical expertise. They noticed that creating and editing videos was complex, costly, and time-consuming, even more so when considering the added tasks of adding captions and translations.

Before launching Captions, they conducted in-depth research and engaged with the creator community to understand their pain points, such as video editing complexity and transcription challenges. Initial tests focused on automating transcription and generating captions, where they observed a strong demand for accessibility and ready-to-use solutions. Feedback and early viral success on app stores gave them the confidence to develop the platform further. Their journey showcased the importance of marrying personal expertise with societal trends and provided a lesson that sometimes simple solutions can meet significant unaddressed needs in the market.

In building the AI-powered video editing platform Captions, the founders Dwight Churchill and Gaurav Misra leveraged advanced AI technologies from the outset. Initially, they focused on transcription capabilities, implementing speech-to-text using API services like Google's, and later integrating OpenAI's Whisper model for accuracy and efficiency. The early version of Captions was developed in just a couple of days, achieving instant success by solving the manual transcription problem for creators, an insight they gathered from trends on TikTok.

As the product evolved, Captions expanded its capabilities beyond basic transcription. They incorporated AI features like automated eye contact correction and multilingual auto-captioning—adapting open source and proprietary solutions to enhance usability and precision. The product suite was further diversified with AI-driven features such as LipDub for real-time translation and face-syncing across multiple languages. Throughout development, Captions utilized a mix of tech stacks, including proprietary video generation models and third-party ML services like 11Labs for audio tasks, ensuring consistent innovation and high-quality outputs. This strategic mix of in-house development and integration of top-tier third-party technologies allowed Captions to address complex challenges in video editing while keeping up with AI advancements.

AI-Powered Video Editing Tools

Captions developed a suite of AI-powered video editing tools that cater to creators from prosumers to small businesses. Their flagship of these tools includes AI Edit and AI Creator. AI Edit allows users to edit videos efficiently, using text-based commands on their mobile devices, making video editing more accessible for those without technical expertise. On the other hand, AI Creator, through features like AI Twin and Lip Dub, offers users the ability to generate videos or localize them by dubbing over 30 languages.

Why it worked: These tools directly address the complexity and time consumption associated with video production, providing an easy-to-use platform that democratizes access to video creation and editing. Their focus on simplifying the user experience makes video creation more accessible to users who don't have the experience or resources to manage complex software.

Strategic Use of SEO and Paid Marketing

The company leverages a combination of SEO and strategic partnerships to effectively market their tools and increase user acquisition. By optimizing content for search engines and collaborating with key platforms, they can reach a vast audience across 180 countries. This is complemented by paid marketing initiatives aimed at user acquisition in target markets.

Why it worked: By harnessing the power of SEO, Captions ensures steady organic traffic and visibility for their tools, while their paid marketing efforts help them quickly reach and convert potential users interested in efficient video editing solutions.

Subscription Model

Captions employs a subscription-based revenue model, providing their services to users willing to pay for ongoing access to the platform's unique tools. This model filters out less serious users and ensures that dedicated creators gain the majority of their benefits.

Why it worked: This subscription model secures a continuous revenue stream that helps them invest in further development and keeps users committed. Moreover, by being paywalled, they attract users who are genuinely interested in the service's benefits, reducing noise and ensuring feedback and requests align with serious usage scenarios.

Media platform and community for aspiring entrepreneurs.

Shubham Kumar, the founder of StartupTalky, came up with the idea for his business after realizing there was a lack of community and resources for entrepreneurs in India. He started a Facebook group and began posting valuable content for aspiring startup founders, which quickly gained traction and grew to over 100K members. To monetize the community, he started a blog featuring stories and challenges faced by founders, which eventually led to a profitable media platform making $10K/month.

The founders created the first version of StartupTalky by setting up a WordPress blog for $100 with help from a friend. They selected a theme from Themeforest, made minor modifications, and launched the site. Later, the platform was migrated to Ghost, which they found easier to manage and technically more reliable. The initial content production relied on hiring college students as interns at low cost, with standard operating procedures (SoPs) drafted to maintain content quality. Choosing topics was challenging at first, but they used manual research and user-generated content before integrating Google Search Console for systematic keyword insights; reaching the first working version took a short period, as the technical setup was simple and mostly off-the-shelf.

SEO StartupTalky focused on producing high-quality, evergreen content that targets founder challenges and startup topics, consistently optimizing articles based on keyword data from Google Search Console and Ahrefs. Organic search became their primary acquisition channel, driving over 1 million monthly page views within four years, without spending on paid traffic. Why it worked: SEO and content compounding captured ongoing demand for startup-related information, enabling sustained growth with minimal ongoing marketing spend.

Community Building (Facebook Group) They built and managed a large Facebook group for entrepreneurs, growing it to over 100,000 members by consistently sharing valuable and relevant startup content. This group seeded early traction, provided topic ideas, and steered engaged users toward their main site. Why it worked: Direct community engagement created a built-in audience for the blog and PR offerings, establishing trust and an organic feedback loop.

Content Partnerships & Features Monetization and further acquisition were boosted by offering paid features and brand partnerships targeting community members and startups seeking exposure. This tactic capitalized on the growing visibility and credibility of the platform within India's startup ecosystem. Why it worked: Providing a channel for brands and founders to reach a targeted, entrepreneurial audience created new revenue streams and reinforced StartupTalky’s relevance as a go-to resource.

"Marketplace for hiring digital marketing agencies."

John Doherty's journey to founding Credo began out of an unexpected career transition. After being laid off unexpectedly, John faced a pivotal moment and chose to seize it as an opportunity to pursue his entrepreneurial dreams. With a strong background in digital marketing, his network and experiences highlighted the prevalent challenge companies faced in hiring the right SEO and marketing professionals.

Eager to solve this problem, John began by reaching out to his connections, which confirmed the substantial demand for a service that could bridge this gap. His initial strategy involved leveraging his network for insights and advice, leading him to conduct informal research and validation through discussions with potential users and clients.

He recognized the need for a solution that was transparent and user-friendly, leading him to refine his offerings based on early feedback. John also faced financial challenges, which he overcame by leveraging consulting work to fund his venture, allowing him to focus on building Credo. Through this journey, he learned the importance of networking and a bias towards action, which became pivotal in refining Credo's vision and ensuring its initial traction.

John Doherty built Credo through a process of methodical development and strategic use of technology. Initially, he leveraged WordPress with Gravity Forms and Gravity View to create the first iteration of his service, which allowed him to efficiently manage leads without significant upfront costs. This initial setup took a few months as John worked on optimizing the website to ensure it was professional enough to instill trust in potential users. Despite being bootstrapped, he focused on automation to reduce manual tasks, allowing him to concentrate on essential business aspects and keep the team lean. One challenge John faced was balancing consulting work alongside developing Credo; however, this helped him build a financial runway to invest more time into the product.

SEO

Credo focused heavily on SEO to grow its software marketplace. The founder, John Doherty, capitalized on his background in digital marketing to optimize Credo's online presence. By targeting specific keywords related to hiring SEO or marketing providers, the company successfully attracted a stream of organic traffic, reaching approximately 14,000 monthly visitors. SEO was a cost-effective method, as it didn't require a large budget but demanded consistent, valuable content to rank well on search engines. This approach helped Credo tap into a vast audience actively searching for the services it facilitated.

Why it worked: Focusing on SEO ensured that Credo could be found by its target audience—businesses looking for marketing services. The strategy brought in consistent traffic from users who were already interested in hiring marketing agencies, increasing the chances of conversion and fostering sustainable growth.

Network and Referrals

John leveraged his extensive network within the digital marketing industry to fuel Credo’s growth. After being laid off, he quickly reached out to friends and past colleagues, informing them of his new venture. This led to an influx of consulting leads and opportunities to connect with potential clients. Additionally, networking facilitated partnerships and word-of-mouth referrals, creating credibility and expanding Credo's reach beyond initial contacts.

Why it worked: By utilizing a pre-existing network, Credo was able to generate a customer base without significant upfront costs. The trust and relationships built over the years meant that recommendations carried weight, making potential clients more inclined to engage with Credo’s platform.

Consulting Services

Initially, John Doherty used consulting services to finance Credo. This dual approach allowed him to keep cash flow positive while building the platform. He took on SEO and marketing consulting projects to sustain his living expenses and reinvest profits into developing Credo further. This pragmatic strategy provided him the financial runway needed to get Credo off the ground without external funding.

Why it worked: Consulting projects provided essential financial stability and allowed John to refine the platform according to market needs, ensuring that Credo didn’t go into debt or run out of resources before gaining traction.

Automation

Credo incorporated significant automation in its operations, which played a crucial role in its growth. This included automating lead generation, client communications, and other repetitive tasks. Automation helped keep the team small, streamlined processes, and ensured that high-quality leads were passed to relevant agencies without manual input at every step.

Why it worked: Automation streamlined operations and reduced the manual workload, enabling Credo to focus on strategic growth initiatives rather than getting bogged down in administrative tasks. This efficiency was crucial for scaling the business sustainably.

Google Sheets tutorials for visually appealing business spreadsheets.

Andrew Kamphey came up with the idea for Better Sheets while working on a web app and realizing the creative potential of Google Sheets. Seeing a gap in the market for tutorials on using Google Sheets for businesses, he launched Better Sheets with a landing page, free and paid videos, and quickly gained traction, making $2,291 in revenue in just one month.

The founder built the first version of Better Sheets by recording Google Sheets video tutorials using Loom, which requires minimal setup and is well-suited for quick screencasts. The initial product structure involved creating a simple landing page on Carrd, where visitors could learn about Better Sheets, and linking this to a Gumroad page for payments. Upon purchase, users received access to a Loom folder containing paid videos—no custom app was developed beyond these linked services. The first batch included four free and four paid videos, and development from idea to launch reportedly happened within a weekend. Early challenges included refining copywriting for the landing page and rapidly iterating based on user feedback, but technical hurdles were minimized by relying on off-the-shelf, no-code tools.

AppSumo Better Sheets participated in AppSumo's “Sumo-ling Spotlight” beta, gaining access to AppSumo’s large audience of small business buyers. With support in page copy and a featured blog post, Better Sheets generated significant sales, including 60 purchases on launch day. Why it worked: AppSumo’s audience is primed to buy business tools, and the platform provided robust promotion at minimal upfront cost.

Free Public Google Sheets Tools The founder occasionally released creative Google Sheets templates (e.g., Sunsplash: Unsplash in a Google Sheet) for free, each accompanied by a video teaching how it was built and upselling premium tutorials at the end. Why it worked: These freebies showcased unique problem-solving skills, drew in spreadsheet-savvy users, and naturally funneled interested viewers to paid content.

Community Engagement (Indie Hackers) The founder posted on Indie Hackers for feedback and visibility, iteratively improving the site copy and landing page based on community advice. Why it worked: Direct interaction with entrepreneurial communities built credibility, provided user input for rapid improvements, and surfaced the product in front of relevant early adopters.

Dylan Ogline, the founder of Ogline Digital, had a history of failed business projects before he honed in on digital marketing management. With a simple landing page, lean operations, and focused targeting on Google Ads, he quickly found success, reaching six figures in a few months and seven figures within two years. Now, with a team of 12, Dylan's goal for the next five years is to grow to $5-10 million in annual revenue while prioritizing his team's growth and success.

Ogline Digital’s first product was a lean, direct-response digital marketing management service focused on running Google and Facebook ads for small-to-medium businesses. The founder started by repurposing his earlier freelance service offering—primarily setting up and managing ad campaigns using Google Ads and Facebook Ads platforms, with basic reporting and optimization. Tools used at the early stage included Google Ads Manager, Facebook Ads Manager, simple landing page builders like Unbounce, and fundamental communications tools such as email and Loom for client updates. There was no complex tech stack or software development: the 'prototype' was the actual ad management service delivered directly with minimal infrastructure. The first working version was operational within months, simply offering the service to existing web design clients, iterating based on their needs. Major challenges included resisting the urge to overcomplicate the offering and learning to deliver value quickly without “perfecting” every detail before signing the first clients.

Google Ads Google Ads has been Ogline Digital's primary customer acquisition channel since launch. They targeted businesses searching for help with lead generation and digital marketing, capturing intent-driven leads looking for paid customer acquisition support. Why it worked: Google Ads brought in high-quality prospects actively seeking marketing solutions, which reduced sales friction and improved conversion rates.

Upwork In the last year, Ogline Digital began using Upwork as an additional channel to land new clients and test strategies taught in their education program. This approach required fewer upfront costs compared to Google or Facebook ads. Why it worked: Upwork gave quick access to businesses already shopping for marketing agencies, providing a cost-effective acquisition pathway for service-based work.

Cold Outreach/Existing Client Network At launch, the founder directly reached out to prior clients and relevant contacts, securing the first few accounts through personal referrals and targeted outreach. Why it worked: Leveraging an existing network enabled rapid validation and initial cashflow without large marketing spends.

Facebook Retargeting Primarily used to stay top-of-mind with website visitors and warm leads captured through other channels. Why it worked: Retargeting increased touchpoints and conversions by reminding interested prospects about the service.