88: SwiftLee – Antoine van der Lee

On the podcast: Antoine shares how he built RocketSim from an internal tool into a thriving business, the challenges of scaling as an indie developer, and the key marketing insights that drove growth—without relying on traditional ads or influencer campaigns.Top Takeaways:⏱️ Solve time, and they will pay you There are countless solved problems in the world, but if your tool gives developers back their most limited resource—time—the sales pitch writes itself.🧱 Build what your users ask for, and the trials will follow Releasing the number-one voted feature on a public roadmap is the most reliable way to turn dormant users into active trials.🐢 Some problems take years to solve Not every technical hurdle can be Googled; sometimes you have to sit on an open issue for two years until your skills grow enough to crack it.🤝 Embrace your competitors Cross-promoting with competing apps and newsletters actually grows your audience faster than trying to dominate a niche alone.⛓️ Constraints are a feature, not a bug Going full-time indie can actually hurt productivity if you lose the strict prioritization habits that made you effective when time was scarce.About Antoine van der Lee:🚀 Indie Developer and Creator of SwiftLee, a platform for iOS developers, and RocketSim, a tool that streamlines testing and simulating apps in Xcode.👋 LinkedIn  🌐 Learn more about RocketSim🎧Learn more about the Going Indie Podcast 📖 Read Antoine’s developer blog at SwiftLeeFollow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights:[0:00] Introduction to Antoine van der Lee and the story behind RocketSim[2:15] How Antoine started in iOS development and his early career journey[5:05] The creation of Swiftly: Antoine's approach to writing and sharing knowledge[7:40] The launch of RocketSim: From an internal tool to a public product[10:12] The challenges of developing a useful Xcode simulator tool[12:31] Antoine's approach to growing RocketSim without focusing on traditional marketing[15:22] The evolution of RocketSim: Expanding features and listening to users[18:05] How Antoine used his blog and newsletter to support RocketSim's growth[21:40] The balance between RocketSim as a product and maintaining a sustainable indie business[24:25] The impact of the App Store: Sales model and challenges[27:11] RocketSim’s transition into enterprise sales and selling to teams[30:03] Hiring for RocketSim: Bringing in the right people to scale without losing focus[33:20] The evolution of the RocketSim website and customer experience improvements[36:05] Antoine's experience with creating a full-time indie business alongside a family[39:00] Dealing with the growth of RocketSim and managing multiple projects at once[42:10] Insights into Antoine’s shift from a full-time job to an indie developer[45:35] The role of personal branding and community connections in RocketSim's success[48:10] The value of networking and connecting with others in the iOS community[51:05] Moving from product development to managing a business[54:01] Reflection on growth, work-life balance, and achieving indie success[56:22] Key takeaways for indie founders and AI product builders today

On the podcast: Adrian Eves about his path from Apple’s accessibility team to indie app development, building Pediapal and Auralog from personal health challenges. We cover lessons from launching, redesigning with Liquid Glass, navigating App Store features, and how community—from iOS Dev Happy Hour to Swift Sonic—has fueled his growth.Top Takeaways:🤝 Your community is your safety net If you get laid off, it's the people you've supported who will support you right back, creating a crucial buffer during uncertain times.😠 Turn frustration into features The most compelling app ideas often come from solving your own, real-life problems, giving you an authentic perspective on what users truly need.🚀 Ship it, then ship it again Your first version won’t be perfect, and that's the point. The real work, and the best learning, starts after you hit publish and begin iterating.🎤 You don’t need permission to build If you have an idea that you're passionate about, just start building. Don't wait for the perfect time or an external green light.💡 Spite can be a great motivator A little bit of friendly competition or a desire to prove something can be the exact push you need to finally ship your app.About Adrian Eves:🚀 Indie App Developer and Creator of Pediapal, an app that makes it simple for families to track their child's health, & Auralog, a migraine tracker to help you take control of your migraines and headache history.👋LinkedIn🌐Learn more about CommunityKit🎵Learn more about Swiftsonic Follow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights:[0:00] Introduction to Adrian Eves: From Apple’s accessibility team to indie app developer[3:30] The power of community: iOS Dev Happy Hour and how relationships opened unexpected doors[8:45] Landing at Apple: Accessibility work and designing technology that truly helps people[14:20] The layoff pivot: Turning uncertainty into motivation to finally ship an indie app[18:10] Building Pediapal: Solving the real-world problem of tracking kids’ health[24:00] Launch day lessons: Why shipping is emotional—and what happens after the high fades[28:30] WWDC as an indie: Experiencing Dub Dub differently when you have your own app[32:40] The Liquid Glass redesign: Rebuilding Pediapal from scratch and chasing an App Store feature[38:15] Marketing reality check: Why a local TV appearance outperformed App Store hopes[42:50] Spite-driven development: Building Auralog in under a month to solve chronic migraines[47:10] Focus and traction: Why Auralog’s narrow, search-driven use case gained momentum[52:30] Monetization strategy: Freemium models, paywalls, and learning ASO from other indies[57:45] CommunityKit: Creating a physical hub for developers during WWDC week[1:02:30] Swift Sonic: Designing a music-inspired conference with built-in mentorship[1:07:15] Final reflections: Building for real people, leaning on community, and growing through each iteration

On the podcast, I talk with Adam Lyttle about his journey from web development to indie app success, the lessons learned from failure, and how creating apps with passion and a focus on viral trends can lead to unexpected growth. We also dive into the challenges of monetizing apps, transitioning to native development, and balancing creative projects with business goals.Top Takeaways:💡 Overcoming burnout through reinvention After facing a tough personal and business setback, Adam stepped away from tech and even started a lawn-mowing business. This period away helped him regain his passion for app development by allowing space for reinvention and creativity.📈 Volume is a form of practiceCommitting to a consistent shipping schedule, even without immediate financial goals, is one of the most effective ways to accelerate skill development and build a foundation for future success.🧩 The importance of market validation before building Adam emphasizes the value of market research and validation before committing time to an app idea. He uses tools like Astro to assess demand for an idea, ensuring he targets the right audience for each app he creates.💰 Monetization comes after value creation Adam’s focus was always on creating something valuable first—for instance, his early success came from building an app that resonated with users, such as his tarot app. He later learned that monetization strategies like paywalls could take his business to the next level, driving revenue growth.💡 Embrace AI as a tool, not a shortcut While Adam has experimented with AI tools like ChatGPT and Sora to speed up app creation, he stresses that the key to success isn’t outsourcing creativity but using AI to enhance and streamline the process of building high-quality apps.🎮 Craft and fun drive long-term satisfaction Adam’s game, "Swipe the cat," taught him a lot about balancing fun, visuals, and the viral nature of app growth. While monetization didn't take off as expected, he realized that the enjoyment of creating something delightful and playful could still drive future success and innovation.About Adam Lyttle:🎤 Indie App Developer and Creator of Swipe the cat📱 Adam Lyttle is a prolific indie app developer with a passion for creating simple yet impactful mobile experiences. Based in Australia, Adam is known for developing over 30 active iOS apps, including the popular Swipe the cat game. With a background in self-taught programming, Adam transitioned from building shareware and web development to focusing on the iOS ecosystem. His journey reflects a blend of resilience, creativity, and constant learning, with a focus on user-driven design and monetization strategies.👋 LinkedIn🖥️ Website👾 Github📷 Instagram 💭 @adamlyttleapps on XFollow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights: [0:00] Introduction to Adam Lyttle and his journey from web development to indie app development[2:40] The "cool table" at WWDC: How Adam connected with big names in the developer community[4:30] The role of failure in shaping Adam’s career: From web development collapse to lawn mowing business[7:00] Returning to tech: How Adam's lawn mowing business inspired his app development journey[9:55] From Shareware to iOS apps: How Adam's passion for computers evolved into indie app development[12:15] Building apps to make an impact: Adam’s drive to leave a positive legacy after his business failure[15:03] How Adam learned app development through trial and error: Building an app every month for a year[18:00] The early days: Adam's first successful app and how he stumbled upon the magic formula[21:45] Moving from free apps to monetization: The turning point that boosted Adam's revenue[23:20] Challenges of monetizing apps and the importance of app store optimization[26:05] Breaking into SwiftUI: Adam’s transition to native development and learning new frameworks[30:10] Creating for passion vs. profit: Adam’s balance between fun projects like Piano Run and money-making apps[34:02] The viral Swipe the cat game: How Adam tapped into a viral TikTok trend for success[38:10] Monetization struggles: Why Adam believes game apps are hard to make profitable[40:15] Lessons from Swipe the cat: How Adam optimized for viral success, not just app store keywords[43:02] The ongoing challenge of balancing creative passion with business growth[46:00] Adam’s advice on building apps that people will care about, beyond the keyword-driven approach[50:12] Final thoughts: The importance of learning from both successes and failures in indie app development

On the podcast, I sit down with Pol and Hidde to discuss the frustrations developers face with App Store Connect, how they turned their own pain points into Helm, and why automating app launches and translations has become a game-changer for indie developers.Top Takeaways:💡 Build for the pain, not the platform Helm wasn’t born out of a market analysis — it came from frustration with App Store Connect. By starting with their own workflow pain points, they built something instantly useful to the exact audience they belong to: app developers. Real problems create real product-market fit.🎯 Focus beats feature parityInstead of cloning App Store Connect, Helm rebuilds only the parts developers hate — and makes them effortless. That means obsessing over friction points like AI-powered translations and fast TestFlight access. By doing less, but doing it brilliantly, they turn a clunky chore into a tool devs love.🌱 Delight is the best growth strategyHelm’s growth didn’t come from paid ads or clever SEO. It came from users who felt seen. When a dev complains about App Store Connect on X, someone else inevitably replies: “Just use Helm.” That kind of advocacy only happens when your product delights the right people.👕 Marketing is memory-making Sponsoring an amateur football team named “Swift” wasn’t about CAC. It was about building brand lore. Great indie products often grow by being fun, weird, and memorable. In a world of optimized funnels, personality is differentiation.📱 Mobile is a chance to surprise When bringing Helm to iOS, they didn’t just shrink the desktop app, they leaned into what mobile does best. Helm Passport, an App Clip-powered networking feature, added a playful, real-world twist that got people talking (and sharing). Great mobile UX doesn’t just port — it reinvents.🤝Shared ownership beats rigid rolesAlthough both co-founders have different backgrounds, they don’t strictly divide design and engineering. Both touch the whole product, jump in where needed, and stay deeply familiar with the codebase. That overlap keeps the team fast, resilient, and aligned.About Hidde and Pol:  🚀 Co-Founders of Helm📱 Hidde van de Ploeg is a designer-turned-developer and co-founder of Helm, an app that simplifies the App Store Connect experience. With a background in design and indie app development, Hidde has worked on several successful projects before launching Helm, which has quickly gained a loyal following among developers.👋 LinkedIn👨‍💻 Pol Piella is a software engineer and the co-founder of Helm. Originally from Barcelona, Pol has a background in electronic engineering and iOS development. He co-created Helm to address the pain points developers face when working with App Store Connect, aiming to provide a seamless, efficient solution.👋 LinkedInFollow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights: [0:00] Helm’s promotion by users instead of creators[0:19] Introduction of Pol Piella and Hidde van de Ploeg[1:27] Pol's elevator pitch of Helm[3:09] Pol and Hidde's background and their collaboration[5:47] The idea behind Helm and the App Store Connect frustration[9:36] Challenges with the App Store Connect API[12:07] Helm’s compliance with Apple and review process delays[16:09] How WWDC helped get the app approved[18:11] The launch of Helm and user-driven promotion[20:42] Fun marketing strategy: sponsoring a football team[23:54] Reinvesting profits into AI features and marketing[25:20] Low churn rate and stable growth[28:06] Key features making Helm valuable for developers[30:59] The iOS version of Helm and its impact on user engagement[33:27] The "Helm Passport" feature for conferences[35:15] Helm’s development in SwiftUI[39:00] Collaboration and overcoming challenges in SwiftUI[41:11] Teamwork dynamic between Pol and Hidde[44:06] Improving customer support with Harbor tool[45:44] Harbor’s potential as a future SaaS product[47:12] Growth and long-term focus of Helm[50:30] Helm’s vision for quality and user feedback[52:25] Future plans and expansions for Helm

On the podcast, I talk with Sebastian about the power of building in public, how persistence pays off when growth is slow, and why focusing on user needs and iterative improvement can lead to unexpected success in indie app development.Top Takeaways:💡 Building in public isn’t a marketing trick — it’s a momentum engineSebastian didn’t have a marketing budget when he launched his first apps. Instead, he built in public, sharing screenshots, updates, and revenue transparently on X (Twitter). This not only brought early users but also helped him stay motivated through long stretches of slow growth.🧩 Success comes from clarity, not complexityHis first app, LiftBear, was a workout tracker that tried to do too much. It didn’t fail to live up to expectations because it was bad — it didn’t succeed because it wasn’t distinct. HabitKit, on the other hand, had a single, instantly recognizable visual hook: a GitHub-style contribution grid that turned habit tracking into a game of consistency.🚀 Patience pays off — app store algorithms can change your life overnightAfter months of steady updates and reviews, HabitKit suddenly began ranking for “habit tracker” in several major markets — without any new marketing push. The result: downloads and revenue skyrocketed.💰 Lifetime plans build trust — even if you love subscriptionsAll of Sebastian’s apps use a freemium model, with monthly, annual, and lifetime options. He believes offering a one-time purchase alongside subscriptions reduces friction and builds goodwill among users who hate recurring payments.🧠 Building a new app can reignite your creativityAfter three years of improving HabitKit, Sebastian started to feel burned out. His new app, FocusKit, gave him a chance to learn SwiftUI, experiment with Apple’s new Liquid Glass aesthetic, and explore productivity from a fresh angle.About Sebastian Röhl:🎤 Founder and CEO of HabitKit & FocusKit📱 Sebastian Röhl is a passionate indie app developer and tech entrepreneur. With a background in computer science and a drive for solving real-world problems, he created HabitKit and FocusKit to help users build productive habits and stay focused. After working at top software companies, Sebastian followed his entrepreneurial spirit, focusing on mobile apps that combine simplicity with powerful functionality.👋 LinkedIn 💻 Substack https://sebastianroehl.substack.com/ Follow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights: [0:00] Introduction to Sebastian Röhl and his journey into indie app development[2:20] The power of building in public: How sharing your process helps you grow[5:41] Persistence in the face of slow growth: Why consistency is key to success[9:02] Focusing on user needs: How Sebastian’s personal challenges shaped his apps[12:45] From LiftBare to HabitKit: Pivoting after initial setbacks[16:00] The importance of simplicity and design in HabitKit and FocusKit[19:55] Using feedback and iteration to improve your product over time[24:30] How small wins, like app store ranking boosts, can lead to bigger success[28:10] Learning from competitors, but staying true to your own vision[32:05] The role of data in guiding decisions and refining your product[36:15] Why Sebastian chose SwiftUI for FocusKit and the importance of native development[40:02] Continuing to build and evolve: How building in public keeps you motivated[43:45] The importance of not rushing to judgment: Embracing learning and testing in the process[47:02] Insights on the future of indie app development and staying innovative[49:55] Final thoughts on how to balance building apps and long-term growth

On the podcast, I talk with Sandeep about how a frustrated student’s struggle inspired him to create NaadSadhana, a revolutionary AI-driven app that helps singers perfect their pitch in real time. We dive into how his journey—from Microsoft and Google engineer to Apple Design Award-winning musician—shows what happens when art and technology truly harmonize.Top Takeaways:🎵 Build for Passion, Not Just ProfitSandeep didn’t set out to build a business—he built NaadSadhana to help one struggling student. Solving a personal, meaningful problem led to a product that resonated deeply with others. Passion-first can still lead to product-market fit.🧠 Invent What Doesn’t ExistNo app could help singers practice pitch accurately. So Sandeep built one—then layered in AI to simulate a responsive, collaborative band. When off-the-shelf solutions don’t exist, invent your own, especially if you're the first customer.🔄 Iterate Like an Artist Despite winning an Apple Design Award, Sandeep rewrote the app from scratch to add more instruments and complexity. Don’t let accolades freeze you. Treat your product like a living artwork—refine, rebuild, and evolve.🧘 Stay Human in the Age of AI Sandeep calls his AI "artistic intelligence." It doesn't replace musicians—it empowers them. He built ethical constraints into the app to keep it human-feeling. Augment people, don’t automate them out of the process.📣 Word of Mouth Over Paid Ads NaadSadhana grew organically through teachers, students, and artists sharing it. No marketing team. No budget. Just a product that solved real problems and delighted users. Focus on creating “wow”—and trust the users to spread the word.🎛 Obsess Over Craft From psychoacoustics to sub-millisecond latency to modeling physical string vibrations, Sandeep sweats every detail most users will never see. Excellence compounds. When you build with care, it shows—even when people don’t know why.About Sandeep Ranade:  🎤 Founder and CEO of NaadSadhana📱 Sandeep Ranade is a passionate Hindustani classical musician and tech entrepreneur. Combining his deep knowledge of music and cutting-edge technology, he created an app that helps users improve their vocal precision. After a career at top tech companies, Sandeep pursued his passion for teaching and carried it to  NaadSadhana, with a goal of music without barriers. 👋 LinkedIn 🔍 Wikipedia💻 WebsiteFollow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights: [0:00] Sandeep's journey from tech to music[2:15] How NaadSadhana was born out of a need in music education[5:30] The challenges of developing a music app for vocal training[9:45] NaadSadhana’s unique approach to vocal tuning and feedback[15:20] The role of psychoacoustics and signal processing in the app's technology[22:10] How Sandeep balanced his tech career with his passion for classical music[28:55] The evolution of NaadSadhana and its growth over time[35:12] The impact of the Apple Design Award on NaadSadhana's success[42:20] Sandeep’s thoughts on creating a truly artist-centered app[48:05] How NaadSadhana fosters better practice habits for musicians[53:30] The app's influence on the Indian classical music community[59:40] What’s next for NaadSadhana: expanding features and reaching more musicians

On the podcast, I talk with Jordan about the power of seasonal business cycles, why refining your ad strategy can unlock growth, and how passion-driven apps can still find market fit without a huge marketing budget.Top Takeaways:🎯 Understand Your Seasonal Business Cycles Jordan's app, Elite Hoops, thrives during basketball season, with the bulk of revenue generated from October to March. Recognizing and aligning your business to seasonal trends is key to maximizing growth during peak times.💡 Optimize Your Ads for SuccessAfter spending $16K on ads with little success, Jordan realized his strategy needed an overhaul. With help from a marketing agency, he’s now refining his approach with stronger creatives, proper attribution, and new tools like the Facebook SDK to drive more effective, scalable campaigns.🛠 Reinvest in Your Business to Fuel Growth With Elite Hoops generating consistent revenue, Jordan plans to reinvest in marketing and development to accelerate growth and maximize the business’s potential. Treat your business as a growing asset and reinvest in it to reach new heights.🎨 Craft Apps You’re Proud OfJordan’s approach with apps like Elite Hoops and Alyx is a mix of business focus and creative fulfillment. Whether it's solving a real-world problem or building an app for personal enjoyment, passion and craftsmanship always shine through.🌍 Don’t Overlook the Power of Organic GrowthElite Hoops grew without a large marketing budget or paid ads, relying heavily on word of mouth within the coaching community. Focus on delivering a product that resonates with your users, and let them help you grow your brand naturally.About Jordan Morgan:🎤 Indie App Developer & Developer Advocate📱 Jordan Morgan is a seasoned indie app developer and product builder known for creating thoughtfully crafted apps like Elite Hoops and Alyx. With a deep appreciation for design, platform-native experiences, and long-term sustainability, Jordan blends craftsmanship with business pragmatism. After years of building, selling, and reacquiring apps—and working as a developer advocate—he continues to explore what it means to build software that lasts, balancing growth, seasonality, and joy in the creative process.👋 LinkedIn💭 Follow Jordan on X - @JordanMorgan10Follow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights: [0:00] Jordan’s transition from indie app development to developer advocate.[3:20] The creation of Elite Hoops and its focus on helping basketball coaches.[7:05] The challenges of marketing niche apps and refining paid ad strategies.[12:30] Understanding seasonal revenue cycles and how they impact app growth.[17:10] Working with a marketing agency to improve ad creatives and attribution.[22:45] The emotional journey of reacquiring Spint Stack after selling it.[28:00] Balancing passion projects with sustainable business growth.[33:30] The importance of craftsmanship and solving real problems in app development.[40:15] How word-of-mouth and organic growth fueled Elite Hoops’ success.[45:50] The technical challenges of scaling an indie app with limited resources.[50:25] Staying motivated and focused on building apps users genuinely appreciate.[55:00] What’s next for Jordan’s apps and his future in indie development.

On the podcast I talk with Taiwo about building games that are meant to be deleted, finding success by leaning into low retention instead of fighting it, and how a single unconventional idea led to Apple featuring his work and changing his career.Top Takeaways🎨 Creativity Can Beat the Odds The games industry is so well-established that at first glance it may seem almost useless to try to enter the market as an indie developer, but all it can take is a truly original idea to pry open the gates and gain a foothold. 📣 Lean Into Building In PublicThere’s little as scary as putting yourself and your work out there for feedback but building publicly and sharing updates on platforms like Twitter provides both an accountability boost and can be a treasure trove of free insights from your future audience. 💪 The Power Of PersistenceMaking a living from building apps can take time, patience, and a dash of luck. When that persistence does pay off though, it can translate into a much stronger app creation pipeline once going full-time becomes an option. 💭 Defy Imposter SyndromeNowadays, more than ever, a technical background in coding is no longer a hard prerequisite to building great apps. Thanks to new tools, app creators can come from all spheres, and what unites them is one (or more) great idea(s). 📚 Educate And Inspire Everyone needs to make a living, but often the most rewarding part of the app creation journey is the opportunity to educate and inspire people. These non-profit activities help lower the barrier for budding app creators and enrich the industry as a whole.  About Taiwo Omisore:  🎮 Indie iOS Game Developer.📱 Taiwo has built 15 mobile apps mixing creativity and simplicity. His viral hit One Chance sparked a full-time indie career shaped by small experiments, real-world playtesting, and a deep focus on joy, community, and meaningful interaction.👋 LinkedInFollow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatResources:Tai’s Website - https://www.taiomi.com/ Taiwo feature on the App Store - https://apps.apple.com/gb/story/id1586633273 Tai’s inspirationsShaun Donnelly - https://codakuma.com/ Lena Stöxen - https://fancygoose.dev/about/ Josh Newton - https://www.joshua.design/aboutFollow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights: [0:00] A game meant to be deleted after one play[2:19] From art school to coding apps on a 3-hour commute[4:12] Why Taiwo tested his first game on train passengers[7:09] The moment he got hooked on shipping apps[12:36] Designing a digital art exhibit from a simple app idea[18:16] The unexpected breakout of One Chance and what triggered it[23:06] Going from a side hustle to being featured on the App Store front page[29:35] Making revenue without chasing retention or daily active users[35:08] Why Taiwo shifted to subscriptions with MultiWords and 10 Games[42:11] Building and promoting apps in public, from TikTok to sidewalks[51:44] Why Taiwo shares his indie journey online and in real life

On the podcast, I talk to Aja Beckett about the challenges of building for the community you belong to, the power of organic growth, the user feedback that helped shape the app, and the support gap for GLP-1 users.Top Takeaways: 🛠️ Build with Authenticity Aja’s journey from social anxiety to a GLP-1 tracking app started with solving her own problem. By deeply understanding her community's pain points, she created a product that resonates with real users, not just the market.📈 Community-Driven Growth Rather than relying on paid ads, Aja grew the app through organic word of mouth. The GLP-1 medication subreddit became a launchpad, with users eager to share and promote the app. This grassroots, authentic growth drove both engagement and loyalty.📊 Focus on Data-Driven Insights Aja's app uses data visualization to help users track their medication journey, creating a tangible, shareable experience. By making health tracking both personal and visual, users are motivated to share their progress, which amplifies the app's visibility.📲 Lean Into What Works Aja learned the importance of App Store Optimization (ASO). By focusing on search terms like "GLP-1 tracker," the app naturally found its audience. It’s a clear reminder that effective product discovery often comes from aligning with what people are already searching for.💡 Start Small, Think BigAja pivoted from a small, personal project to a scalable business by expanding her team when needed. Whether it's through funding or hiring the right talent, knowing when to take the leap and grow is key to maintaining momentum in a fast-moving space.⚖️ Balance Profit with PurposeWhen raising funds, Aja ensured her investors shared the same vision of prioritizing user needs over short-term profits. Building a sustainable business model centered on real value for users, while avoiding a "cash grab" mentality, allowed her to stay true to the mission.About Aja Beckett:  🛫 Founder of Shotsy  📱 Aja Beckett created Shotsy, the go-to mobile app for GLP-1 medication tracking. She turned her personal health journey into a product loved by thousands, focusing on authenticity, user-first design, and a mission to empower people on similar paths.👋LinkedIn Follow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights: [0:00] The elevator pitch: tracking GLP-1 treatment with Shotsy[1:26] From film and animation to a self-taught developer[4:49] The painful shutdown of a promising moderation platform[6:02] Learning to code out of necessity at TED[10:05] Shutting down a startup and painting over the logo[12:18] Why mobile apps became the best way forward[18:03] Shifting from language learning to citizenship prep to health[23:45] Solving her own GLP-1 tracking needs with data[32:35] Beta launch insights: side effects, customization, and community[36:59] Keeping core features free for a mission-driven business model[47:35] How staying user-first helps Shotsy avoid paid ads[58:26] Fundraising to compete with copycats and stay true to the mission

On the podcast, we talk with Ryan Jones about the power of product-driven growth, why traditional marketing strategies often fall short, and the challenges of acquiring users while staying focused on building great products. Top Takeaways: ✈️ Product is the growth engine Flighty doesn’t run ads or chase growth hacks. Instead, it builds features that users love enough to share. When the product delights, users do the marketing. Growth follows craft.📲 Design for shareability Virality isn’t an accident. Flighty’s most powerful loop came from obsessing over a digital flight log that people are proud to show off, building for moments users want to share, and driving organic reach without paid spend.🛠️ Stick to your superpowerTry traditional growth tactics, then walk away. Every time the team moved attention from product to marketing, growth stalled. Knowing your edge (and staying there) beats chasing trends outside your zone.📈 ASO over adsApp Store Optimization remains Flighty’s only paid channel. Beautiful screenshots, clear messaging, and owning key search terms outperform broad ad campaigns and let the product speak for itself.📵 Say no to distraction Ignore the conventional playbook: no Facebook ads, no paid UA, no spray-and-pray marketing. Flighty’s team builds what they’d want to use, stays close to user problems, and lets clarity guide the roadmap.About Ryan Jones:  🛫 CEO & Co-founder of Flighty.📱 Ryan leads the product, design, and growth strategy behind Flighty. It is one of the most loved travel apps in the world. He’s built Flighty into a top-ranked app through obsessive attention to detail, viral feature design, and user-first thinking.💡 “Every time we focused on product, we grew. Every time we chased marketing tactics, we stalled. We just keep building what users love—and they do the rest.”👋 LinkedInFollow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights: [0:00] The elevator pitch: giving flyers real-time confidence[2:14] How Flighty’s digital passport became a viral growth engine[4:37] The unexpected power users: pilots, flight attendants, and crew[5:48] Why building product beats running ads (and how Flighty proved it)[10:03] Designing frictionless sharing for one-to-one and one-to-many moments[10:49] From failed “Spotify Wrapped” to viral success: the passport playbook[14:29] Why screenshots are Flighty’s most underrated growth lever[15:12] Owning App Store search: inside Flighty’s ASO strategy[17:51] How Flighty landed in Apple keynotes and why it matters less[19:58] Building for the dynamic island before users knew they wanted it[21:22] What’s next: exclusive features, new foundations, and staying ahead of copycats