Left McKinsey to build apps / Helped 1M+ people track workouts @ Stronger workout tracker
Track your workouts ⬇️
Joined May 2020
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We did it! US top 50
Added 5k new users in 24 hours
Reels took us to the top 100, then TikTok came in clutch for the final push
#buildinpublic #indiehacker
You'll make quick money, but not durable money
This model is a Meta ads arbitrage. ROAS compresses with scale, and eventually CAC will equal D30 LTV
If you reach $1M ARR, unit economics breakdown when you leave the small business program
Quick money comes with a price
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*Cloudflare goes down*
16 year old consumer marketers:
"Cloudflare relying on system engineers to stay online shows exactly why they're not a $100Bn company.
Here's why they need to hire my army of teen clippers"
Best pod I've listened to this year
open.spotify.com/episode/4ru…
Only 176 downloads from 880k views??
I'm not saying this to hate, but there is ZERO point in scaling any creative with metrics that poor
Don't skip the hard part
Green flags I look for in consumer founders
1. iOS first
2. Bootstrapped
3. Knows TikTok is a science
4. Ragebait master
5. Understands statistics
6. Darkmode
7. Clash Royale
8. More commits than tweets
9. Elite Stronger strength score
10. Chip on shoulder
Green Flags in a Man’s Apartment:
1. Expensive candles
2. Nice hand soap
3 Actual toilet paper, not a single-ply situation (recession indicator
4. No clothes on the floor
5. No dishes in the sink
6. Uses face wash (bonus points if it’s not 3-in-1)
7. Owns a hairbrush
8. Plants that are alive
9. Wine glasses that aren’t stolen from a bar
10. Clean sheets (that smell like detergent, not “boy”)
11. More than two things in the fridge -and none of them are expired
If you're building a consumer app, don't wait to run ads
We scaled to 1M users organically. The margins were amazing
But it suffered from two things:
1. Unpredictability
2. Inconsistent audience quality
You should take the organic cash flow, and funnel it into paid ads
At first you will lose money, but you now have a stable base to run A/B tests on
Overtime you will improve your funnel, and the ROAS will turn positive
You now have a paid ads engine which earns you $2 for every $1 you put in. This is the end goal
pov: your app is the UK app of the day
Started this with @JackFullertonn and my brother and bootstrapped it to 1M+ users
Now we've been in the top 100 for a month straight. Blessed 🙏
Consumer apps are easy once you realize that everything is a funnel
1. Map the funnel
2. Quantify churn at every stage
3. Develop hypotheses to reduce churn
4. Run tests to prove the hypotheses
5. Profit 💰
Recorded a pod with @JosephKChoi and @Superwall about how we bootstrapped the Stronger app to 1M+ downloads
youtube.com/watch?v=si3HzkBT…
Peter Gillan retweeted
Having built a ‘Big app’ I can confidently say one thing -
I’m not talented. I just iterate.
In 2022, I remember being on a call with a guy and telling him about how I wanted to make a ‘fun’ workout tracker. I also told him that I would market it on tiktok. He told me I was silly, that the fitness space was saturated and that TikTok was just filled with kids
Now it’s 2025, Stronger is crushing it and TikTok is the main organic acquisition channel for mobile apps 🤯
