Who are you, and what startup did you build?

My professional journey has been both enjoyable and stimulating, albeit occasionally mundane (chuckles). My career has been quite engaging since my university days. I quickly recognized the vast amount of knowledge I needed to acquire about my chosen field. I started modestly by marketing and utilizing the skills and knowledge I had gained in the business and technology sectors, having pursued a degree in Business Information Technology (which has been significant and widely impacted how I view the business side of things from the tech point of view), reaching out to individuals, small entrepreneurs, and mid-sized startups to assist them in designing and developing web applications to enhance their digital presence.

During this period, I received opportunities to expand my services to include social media management and marketing. Social media was gaining traction, yet many individuals lacked the fundamental skills and time to manage it effectively. We seized this opportunity with two colleagues and significantly expanded our efforts.

By 2018, I engaged in numerous activities like trying out and offering digital marketing to tiny brands, designing wireframes for freelance projects, consulting through an agency for web development, and often feeling underappreciated (laughs). I decided to concentrate my efforts on a single focus. Consequently, I sought employment and was hired by a clean energy technology startup in Uganda as a product owner, a role I held for two years before resigning. In 2021, I joined another tech startup based in Colombia as a product manager, working remotely for six months before deciding to leave.

In late August 2021, I embarked on my first web application project that enabled content creators to monetize their premium content through paid subscriptions to their wallets. I managed this product for approximately eight months. However, attracting creators and buyers for their content proved to be quite challenging. Although I generated some revenue, many users were skeptical, leading to the project's eventual decline. After discontinuing that initiative, I proceeded to develop another product, an online crowdfunding platform, which stalled due to lack of proper distribution efforts by then hence abandoned it.

My recent project I sold on Microns called WeBuilda - which is an AI-driven, no-code platform that allows users to construct professional websites with ease. WeBuilda was my 5th product as an indie maker, providing a variety of customizable web templates along with a user-friendly drag-and-drop interface editor, removing the necessity for any coding expertise.

How did you come up with the idea?

I still remember the first time the idea struck me. In my early freelance days, I faced numerous challenges and frustrations while offering my freelance services to clients. The biggest hurdles included spending countless hours, days, and even months designing and developing web applications, only to receive endless revisions from clients. Many of them were novices, so I often handled all the backend work, yet the compensation I received barely reflected the time and passion I invested. This experience made me realize there was a need for a solution that would empower clients to create their own professional websites easily without requiring coding skills.

With the existence of OpenAI, I recognized that this vision was within reach. This realization fueled my motivation to embark on a journey to develop a user-friendly platform that streamlines the website creation process for everyone.

The concept had been brewing for some time, but I knew I needed to conduct market research, identify competitors, read reviews (mostly the negative ones), and validate my idea before diving into the MVP. Validating an idea can be quite a process, so I kept it straightforward. I utilized two platforms for this purpose: TrustPilot and Reddit. On TrustPilot, I gathered negative reviews from competitors to pinpoint their weaknesses and their client's frustrations. Then, on Reddit, I engaged with various subreddits to collect user feedback and insights on what features they would appreciate if they had the chance to explore and use the platform.

What was the first version of your product?

The initial version of WeBuilda was a straightforward, minimalist website builder aimed at testing our idea, including early access and subscriptions waitlist. I chose a tech stack that featured React for the front, Node.js for the backend, and Firebase for hosting and authentication, which enabled me to develop and launch a working MVP quickly. My design strategy was practical as per my rough idea sketch on paper; I began with simple templates and tailored them to align with a user-friendly, easy (non-advanced), and clean experience.

I handled most of the development myself to keep expenses down. The total cost for the MVP was about $680, which included domain registration, server costs, design tools, and some outsourced API expenses. The main challenge was finding the right balance between simplicity and functionality; I initially missed some essential features that users wanted. Looking back, I wish I had gathered more user feedback earlier to enhance the feature offerings on the first version.

How did you launch your project?

I kicked off WeBuilda’s soft launch with a clear and strategic approach, selecting a couple of specific directories and sites, including MicroLaunch, BetaList, DevHunt, Build In Public, Indie Hackers, AffordHunt, StartupsFYI, HackerNews, and SaaSHub. I recognized that these tools drew in a crowd of tech lovers and early adopters, making it an ideal spot for my debut.

For weeks, I honed my pitch, designed eye-catching visuals, and compiled a Product Hunt pre-launch list of early users ready to explore and use the platform. To ensure a successful Product Hunt launch, I concentrated on generating excitement ahead of time. I connected with my audience on X and offered sneak previews. I reached out to hunters on PH, LinkedIn, and Reddit subchannels for PH launches who helped spread the word. Although this preparation took a lot of time, I knew it was crucial.

I kept my launch expenses at a low cost, investing in expediting the marketing of the launch, outbound outreach, and some design elements. I took charge of the entire process from a personal level, by staying actively involved and addressing any inquiries, challenges that came up. 

Though I was nowhere the Product of the Day on PH, the results I got were within my expectations. In the first week, especially from Product Hunt, WeBuilda attracted hundreds of sign-ups, and feedback started flooding in. Users loved WeBuilda’s simplicity and effectiveness, and this visibility helped me gain early momentum not to drop the ball. I also received valuable feedback that helped me queue the platform priorities regarding feature requests.

Looking back on the launch, I can say I indeed learned a vital lesson about the importance of community engagement and feedback. By involving users from the start, I not only developed a product that fulfilled their needs but also attracted a loyal group of early adopters eager to use WeBuilda. This experience has since reinforced my confidence in the building in public space and community and inspired me to keep moving forward.

After launch, what was the best growth strategy?

To ensure WeBuilda resonated with my target users, I prioritized achieving more product-market fit and adjusted based on user feedback. I also introduced a team invite program that encouraged existing project users to invite new ones into their projects for project collaborations. Additionally, I focused on SEO basics and content marketing by designing and drafting some resources in articles and newsletter formats that I found to be appealing.

I discovered that Reddit was a great platform for connecting with niche communities interested in startup tools. However, one thing that most makers do not tell you is that Reddit often requires careful interaction to avoid appearing spammy. 

Email newsletters played a crucial role in keeping WeBuilda’s audience engaged. I will advise any maker to prioritize building a solid subscriber base from the MVP waitlist or free trial users. Just write good copies, provide valuable content, and you will get conversions. 

Also, listing on platforms like MicroLaunch, BetaList, DevHunt, Build In Public, Indie Hackers, AffordHunt, StartupsFYI, and HackerNews offered excellent eye-ball traffic and exposure. They helped me reach tech enthusiasts and those searching for startup tools, which was beneficial for attracting more users and drawing in early adopters.

I monitored WeBuilda's success through important metrics such as customer acquisitions, traffic referrals, top visited pages, and overall user growth using platforms like Google Analytics and Umami. I relied on them to monitor all user behavior and performance metrics.

How did you monetize your venture?

Initially, I wanted to develop a one-time checkout platform where users could pay a lifetime purchase and access all features. However, I found this challenging, especially regarding cost and resources, since the platform also depends on some paid-for APIs.

Instead, I decided to go the subscription model route (SaaS), which featured both monthly and annual options. The annual plan included a 10% discount and granted users unlimited features. I devised this strategy to create a reliable revenue stream and encourage users to commit longer, hence more retention. The discount on the annual subscription was particularly effective in attracting more subscribers, which later boosted each customer's lifetime value.

On the financial side, I kept a close eye on profits by calculating revenue minus the total expenses. I manually monitored retention rates to evaluate how well WeBuilda kept its subscribers over time. I could typically gather all screenshots of the financial metrics from my payment provider, Paystack, which I used for transaction processing and customer subscription management, along with accounting software for financial summaries, so I can say this was semi-automated. Since I had all the data running into Paystack, I could just extract the data and manually run the tabulations and all calculation formulas on Excel sheets.

How much did you get after the exit?

Selling WeBuilda turned out to be a surprisingly smooth and enjoyable experience. I started off by signing up on Microns and completing the seller verification steps. After that, I submitted the listing with all the essential information, including metrics and financial evidence, through screenshots and document attachments. Following a review period of around 72 hours, WeBuilda was officially listed, and I started receiving inquiries from potential buyers. I received 3 offers, and after some thoughtful discussions and negotiations, I shortlisted down to a committed buyer.

With the help of Microns transfer service, we wrapped up the deal structure. Once the buyer's payment was confirmed, I initiated the ownership transfer and set everything (domain, web files, assets, IP, Licensing) up on the buyer’s server account. The deal was arranged as an all-cash transaction divided into two payments. The first payment was made after the ownership transfer was finalized, while the second payment was during the second month following the agreement's signing.

After the exit, I ended up with $7,200. At first, I felt a bit anxious, but having experienced a few exits before, I managed to keep my cool. It was an exhilarating moment when the funds finally arrived in my bank account. It was incredibly motivating and overwhelming to realize that something I had built had made a difference. It reinforced my belief that anyone can come up with a problem-solving idea, validate it, find product-market fit, and even get acquired if they persevere through burnout and inability to distribute, among other startup-building difficulties that most makers face.

I reinvested most of the money into my new project called TinySoko. I also got myself a new AirPods Max for my quality Spotify audio streaming (I love listening to music as I build). Oh, and I also treated myself and some of my friends with a few beers 😂

In terms of tools, I relied heavily on Microns in-app messaging, Google Meet for calls and presentations, and QuickScreen, a Mac app, for recording and sharing screen videos during the due diligence process to help with the exit. These tools were crucial in ensuring smooth communication and verification throughout the entire journey.

What do you plan to do next, and what help do you need?

Right now, I’m focused on TinySoko, a micro-barter web app for buying and selling social media accounts. It’s still early days, but I’m excited about its potential to create a secure and efficient marketplace for social media transactions.

On a personal level, I'm also eager to achieve a better work-life balance and maybe even dive into some new hobbies.

I’m open to collaborating with investors or partners who share my vision for TinySoko. If you’re into the social media space and want to explore opportunities, I’d love to chat.

One person, one book, and one site that affected you the most

Simon Høiberg on YouTube has been a huge influence, offering straightforward advice for indie makers. His content has been a game-changer in understanding how to build a SaaS business from scratch.

Arvid Kahl’s Zero to Sold is another big one. The book is packed with insights on how to launch, grow, and sell a bootstrapped SaaS business — essential reading for any indie maker.

Reddit, especially the r/microsaas subreddit, has been a go-to resource for industry trends and connecting with other indie makers. The community support and shared knowledge have been crucial in navigating the micro SaaS world.

Wisdom for other startup founders

If I could share one piece of advice, it would be:

Start from where you are, use what you have, and do what you can. Ship fast, build slow.

This mindset keeps you focused on making progress with the resources at hand, rather than waiting for the perfect moment.

In the indie world, it’s better to launch something imperfect and improve it over time than to wait for perfection and miss out on opportunities.