Making $100K/month with iOS apps (BREAKDOWN)

Transcript

00:00

I'm going to show you how to build a 100K MR mobile app. There are people today that are building this type of scale mobile apps, millions of dollars a year of revenue, that have very little experience, but know how to create products that are niche enough, that

00:16

resonate with people, and that hit the right marketing channels. Now, I'm not promising by the end of this that you'll be able to hit 100K MR.

No, of course not. But what I am promising you is that by the end of this, you'll have the frameworks necessary, the thinking necessary, the sauce necessary for you

00:34

to start something that could hit 100k MR or more. [Music] Um, so my hope is that it gets your creative juices flowing and and that you

00:51

end up shipping something that that is valuable and that starts generating revenue for you and creates happy customers. Now there are uh literally kids now creating mobile apps that are hitting this amount of scale.

Um, and it, you know, I think it's they've just

01:07

have a good understanding of the lay of the land. They understand creators really well.

They understand what makes viral apps really well. They understand what makes viral social formats.

So, if they can do it, so could you. I'm going to give the whole playbook here.

Um, I

01:22

have done consumer mobile in the past. I've started and sold uh venturebacked consumer mobile apps.

I was an adviser to Reddit, adviser to Tik Tok. So, I'm not just a Joe Schmo.

and I, you know, have been in the trenches and I want to share this sauce with you. It is no fun keeping the sauce to myself.

It's like,

01:39

you know, eating spaghetti. It's no fun to eat spaghetti alone.

You know, you want to invite your family. You want to invite your neighbors.

You want to invite your friends. So, you are my family.

You're my neighbors, my friends here today. All that I ask is you like and comment on this so I know to keep sharing this sauce with you.

Um, and

01:55

also it'll spread to more people. So, you know, I think the world is is a is a better place when we have products that people love to use every single day.

So, let's get into it. If you want to build a 100K or mobile app, you want to pick a daily habit to serve.

Important word

02:11

here, habit. The habit is because of the frequency of it.

You know, habits is something that you do frequent. You're going to want to find a narrow wedge use case.

Um, so you don't want to create something. You don't want to pick this huge huge competitive um space.

You want

02:28

to pick something that's narrow and that wedges into something. And I will say having AI a part of that is important because that's going to AI obviously is very interesting to consumers right now.

They want to use consumer AI products.

02:43

You're going to want to prototype this in a relatively short amount of time. You can use something like Lovable or Bolt.

You can use something um I think they integrate with Expo to create the mobile app. Uh you can use something like ROR and you can use something like Vibe Code app.

And then you're just

02:59

going to want to do distribution tests. So you're going to want to focus on one channel with three formats per week.

So the mistake a lot of people make is they're trying five different channels, 10 different formats. No, I think you know the people that really crush it uh here are are focusing on one channel.

03:16

Think Instagram or Tik Tok. Uh and then just uh different formats.

When I mean by formats, I mean, you know, are you doing stories, you know, like I don't mean like an Instagram story, like a story where you're doing these, let me tell you about the story of how, you know, I lost 65 pounds or are you doing

03:34

uh like meme style stuff, different types of meme formats, um, and content formats that, you know, hopefully resonate. And there I can do a whole video on how to find formats, uh, in if you know, in the future.

Um once you find something that uh starts to take

03:51

off from a format perspective, you're going to want to onboard, you know, 100 true true users. If you can't get a 100, it's 12, 18, 25, then you start monetizing them.

Uh the you know what you see is people either do X dollars per month or week or an annual uh basis.

04:08

Uh and then you do this retention loop and referrals. So once you have a group of people, you want to incentivize them to invite their friends and then you start scaling via ads, ASO, app store optimization, and affiliates.

Typically, I'm seeing anywhere between 15% and 40%

04:26

affiliate cuts um for these consumer mobile apps. And then you get to 100KMR.

It looks so simple, doesn't it? But it is more complicated than that.

And in this episode today, we're going to go deeper in each of these different categories. Um, and I hope to just give

04:42

you a little bit more confidence around some of this stuff. Yes, I know that, you know, people are going to say in the comment section, you make it look so easy.

You make it look so easy. Uh, I'm not trying to make it look easy.

I'm just trying to distill it as much as possible uh for you. So, I talked about

04:59

the key word being a habit. Um, and I want to I want to just double click into that.

a habit, you know, let's just say we're talking about in the wellness space, the habit might be something like a sleep tracking nuance, you know, in money, it might be micro saving challenges. In learning, it might be

05:14

10-minute space drills. In fitness, it might be form feedback bursts.

And it even might be even more niche than that, you know, and it probably is. It probably is like these are this is niche and it's not niche enough in my opinion.

Uh the important thing is like if you want to build something in wellness

05:30

let's say and you want to build something in sleep you want to look for an evidence of paid demand that's you know a lot of people come up with ideas for mobile apps uh consumer mobile apps and they have a lot of demand but people are not willing to pay for it. So that

05:46

is a that's like one of the biggest mistakes people make. Don't make that mistake.

You you want to look at uh search volume uh within communities. Uh you want to look for competitor gaps.

You want to look at high frequency, daily use case, not weekly. You know, if you're seeing weekly use cases or

06:03

monthly use cases, kill it. One of the reasons why Cal AI works is the people in that, you know, in that what is Cal AI?

You take a picture and it tells you how many calories it is. Um, people are doing that every single day.

In fact, they're doing it multiple times a day. So, they're thinking it it's valuable to

06:20

them. they're willing to pay for it and they're selling the outcome of look fit, look good and people will pay for that.

So, um there's a few ways that you can find demand. Uh one is you can go to Reddit um and you can actually just go into different subreddits.

Um what I

06:36

like to do is I like to uh just sort by uh the top or the best. Um, and then you can actually, you know, sort.

Let's do top and maybe this year I'm in the SAS

06:51

subreddit. Um, and then you can just see like what people are talking about.

Um, and just and it gives you validation to what you what it is you're building. So, you know, if it's if it's health, you're building something wellness, like what are the 10 different subreddits that you

07:07

need to that you should be looking into? How can you sort by top and best uh by the year, by the week, by the month, and then just write notes around what people are saying, how they're talking, and that'll help you validate it.

One of my favorite features on idea browser is this market insights bit. So, it

07:24

basically uses AI to scrape Facebook groups and Reddits, all the stuff that I was doing manually, basically going to, you know, subreddits and trying to figure out what are the different pain points, uh what are some pe what what are some products that people are asking for? what are the different habits that

07:40

these people have? But I just auto I built this to automate the whole thing.

So for example, you know, I'm in this, you know, I can see the fractional executive marketplace in management OS and I can see what are the different pain points and solutions and

07:55

underserved segments and just literally go in and see how often are people, you know, saying it's really hard to find uh fractional executives and I can and literally get quotes from people how people are, you know, you can see like

08:12

current workarounds people are using LinkedIn and Upwork and Top tool. It's like I never even heard of Toptool.

And then willingness to pay signals. Someone said burn thousands of dollars.

Several users mentioned 2 to 10,000 engagement gone, you know, gone arry.

08:27

So I just love playing with this, going through this, seeing what the different solutions that people are asking for. It's crazy that people are literally on Facebook groups and subreddits being like, "Hey, someone go and like, I would I would pay for this.

I would pay for

08:44

this." They're asking for it. It also goes into these underserved segments and much much more.

Um, I just think that there's a treasure trove of data in Facebook groups and subreddits. And yeah, that's what one of that's why I built Idea Browser.

Idea Browser is a

09:00

paid is there's a free component and there's a paid product. what I showed you today was uh the paid paid product.

Uh and then Tik Tok, you know, it's free to use Tik Tok and you can just, you know, if you're building something in sleep tracking, what you can do is uh just go onto Tik Tok um search for um

09:18

sleep tracking. And you know, I'm just going to do that right now.

Sleep tracking. And then uh once you search for it, you'll see in the top right there's three dots.

Click the three dots

09:33

and you click filters and then you sort by the most amount of likes. Um and then you can just watch videos of people in your space to give you to give you a sense of like is there demand for this habit.

So step one is basically finding

09:50

this habit. Uh usually it's related to a trend.

Um but find a habit you you know could use some of these tools to go ahead and do that. Once you've uh figured that out, you figured out what you want to build, um you know, this is sort of how I think about, you know, the

10:07

the the experience of the app. So, you create the app, the user basically discovers the app in the app store.

There's a listing view in the app store. It's really important to have or you know just a really clean you know name and and and app store previews that you

10:26

know get people to um want to download it right so the conversion rate on the app store is really important you know for example like I think the name Vibe Code app is a really good name for a vibe coding app for mobile apps um so

10:43

you know one of the reasons why this is now you know top 10 I think developer app is you know the name is is really good. So think about how you can optimize the name and the the previews include a video in there so people are

10:59

going to download it they're going to open it and then you basically have maximum 60 seconds in onboarding and it's important to create value first. When you look at some of the, you know, some of these apps, um, that, you know, have a lot of, uh, virality to them, they basically have, you know, just a

11:16

60, you know, a very short value first mentality for developing that. Um, and then you're going to create, uh, an account.

um they'll have a starter plan for success and then you create like a daily check-in and then you can create

11:31

some sort of streak or nudge and progress within the uh within the framework of the app. So to to just summarize what what we figured out here is, you know, you you figure out a habit, you figure out a a a micro niche

11:47

in that habit, you validate that by things like Reddit, Idea Browser, Tik Tok, um you optimize the app store previews, um you optimize the name, create a really good brand, um and uh you know, you're off to the races. you,

12:03

you know, you include things like leaderboards and streaks and progress because you want people to feel like they're, you know, making progress on whatever habit they are. Uh, there is.

And by the way, there's so much like people people,

12:20

you know, see these examples of like Calai and all these apps and they're like, it's over. There's too much competition.

There is so many different habits that and micro habits that there's opportunity for. So, keep going.

What I've seen in terms of pricing is

12:35

there's usually a free trial between 7 to 14 days. I'm actually seeing seven days to be uh a little more effective.

Um and then what I've noticed is people are charging, you know, seven to I, you know, I put $15 here, but re realistically all the way up to $40 a

12:52

month for different core experiences. You can do something where you know you you have a payw wall after the first habit win.

So like you get them to you know basically participate in the habit they win and then it's like okay now you

13:08

understand the value of this product go and pay for it or you can do something like a $49 a year annual anchor an add-on for a pro pack where it's like $5 a month or $10 a month. This is for your like power users.

You don't have to worry about this for your minimal viable

13:24

product. This is like post 100K a month, but something to consider also like do you want to create like a group or team plan, you know, for example, Calai for your company and stuff like that.

That's a way to get a lot of seats really quickly. But again, that's post 100K a

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month. Um, this is the way to think about uh pricing.

So, you know, this is this is just helpful for me to think about um and might be helpful for you this this graph around. Okay.

was just around um h how to think about getting a

13:58

stranger onboarded and how to get them become an advocate for your company. So they download the app, they're onboarded, you want to get that first success within 24 hours.

And I can't tell you how important that is. If you can get success like that win within the

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first hour, 30 minutes, two hours, that is actually so much it's an order of magnitude better than 22 hours, 18 hours, you know, 40 hours cuz it just you might not be able to win them back. So, you get them for the first win.

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important. Your your MVP is you're just focusing on the first win of the habit and then you try to get them to engage back into the app.

Think about like three sessions in seven days building that routine, right? So you want to go from first win to building the routine.

Um what ends up happening is uh you

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people are going to go into different camps. So you're going to go in some people are going to go into the camp of uh they're not really using the app.

They're idle. Um so you want to basically trigger a nudge or a benefit.

So, you know, I see that you're not

15:04

taking a photo of, you know, your h you know, your h your food today. You know, how can I how can how can you get the user to actually do that?

And you want to position that as value for the the user. The the mistake a lot of uh app

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builders make is they think about themselves. They're just pushing the content.

They're like, I need you to be active because I know if you're active, you're going to be using this product more. You're going to be spending more money.

But that's a mistake. What you want to do is just position it as, okay, how how can let me let me put my my feet

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in the shoes of of this customer. How, you know, what can I what can I send them that's going to produce value that's going to get you to the win.

So triggers and nudges are very important. Um, even if they're 3 days idle, you want to you want to trigger and uh nudge

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them. Um, and then you want to for the people who do streaks, these are people that are going to be your active power power users.

And then you're going to want to basically get those people and prompt those people to share and refer the product because those people are going to be your advocates. They're

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using it every single day. So you're going to basically segment those people and then send them notifications um and communication uh on social and stuff like that that says like hey like you know if you share it you're going to get XYZ.

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So in this section I'm going to talk about how to actually get customers. This isn't the only way to get customers, but how I'm seeing a lot of these apps get customers.

Um, it's basically a mix of organic, owned, and paid. So, on organic, what they're doing is they're have, you know, these Tik Tok

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pages. Sometimes it's multiple Tik Tok pages.

Um, and they're also using IG with many chat integration. So, I'm sure you've seen it.

It's basically like they'll do a a reel and they'll say comment xyz for more and then many chat

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will automatically DM people. Um they're doing things like uh SEO GEO they're using platforms like X.

I think even Roy from Cleuly the founder of Cluey was saying how how important X is in terms of getting customers. Um they use that

17:13

to send them to get them on a wait list of some sort. you know, could be a newsletter, could be just a weight list that's owned and operated.

Um, and you know, they also use things like paid, so you know, ASA, which is a, you know,

17:28

Apple's, um, search program. Uh, so the paid search when you're actually searching on the app store.

Um, they're using Facebook and IG creatives and they're creating, you know, tens if not hundreds of them. And they're using a clipping.

I actually think that clipping 97% of it is like complete waste of

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money. Um but some of them are seeing success around clipping.

I should have mentioned what is clipping. Clipping is basically when uh you take long form, you put it into short form, and then there are these a agencies that you can pay that will say like for every million views you get, I you know, if you pay me

18:04

$5 CPM, um you know, I'll I'll go, you know, would you pay me $5 CPM? If I get you a million views, absolutely.

Because then you're looking at it, you're like, a million views. If I convert 1% of those to my app, then I'm going to crush it.

But the problem is a lot of those

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views just aren't converting from what I've seen. So would love to hear what people are are seeing in terms of clipping in the comment section.

But um hard to f hard to find this that working. I'm sure it does work in some

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cases, but for the most part it hasn't been working. Um or I haven't seen it work.

Then uh in terms of owned, you also have the inapp share prompts. That's going to be a huge lever for you.

Um, and then you can do things like referral where it's like three for one

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month pro. So that's just a way to get your customers to have more customers.

So um I I do think that you can get from like 30 day zero to 30 days to app revenue. So you can do something like for the first few days you define your

19:06

wedge then you define your you know wireframes and prototype then you create your core loop which is hard right that's around it's hard but you know at this point hopefully you can you understand the habit you've think you've used things like Reddit Tik Tok and idea browser to validate some of uh some of

19:23

it um then you do you know the telemetry the payw wall you do some onboarding and the ASO then you do some channel tests and and then you work on retention. Like you could come up with an idea and build an app in 30 days and get to some revenue.

Uh you can screenshot this. Um

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but I do believe it's totally possible. Let's talk about the metrics that um that you should care about if you're trying to get to 100K MR.

So retention churn streaks percentage is kind of an underrated one. You want to get that as

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high as possible. D7 and D30 meaning day seven and day 30 retention.

Um the revenue obviously the uh ARPU arpoo average revenue per user the trial to the paid percentage you know that's going to be a huge one and the annual

20:13

mix percentage um the acquisition the cost per install you know your organic installs your ASAct you know all of that stuff is going to be really important these are all levers like you're basically a scientist and you're playing with all these levers in

20:29

the referral camp you have invites per users and the K factor K factor basically means the virality of uh you know for every one person that comes into the app how many of them how many are they inviting. So if you have a K factor above one that's what you're you

20:45

want to get because you know that means every person is bringing another person in the activation camp what's going to be really important to you is your day zero to D1 success percentage your sign up completion and your time to first win. Um, I included this over here

21:01

because a lot of people don't know how to think about new features and what to put on the backlog of feature development. So, the way I think about it is when you're coming up with an idea.

So, let's say you've okay, you've built your MVP, you've got your core loop, um, but you, you know, it isn't

21:19

exactly working. Some of these, you know, the retention isn't as high as you want or the streak percentage isn't as high as you want.

So you're you're going to at this point you're going to come up with a bunch of ideas for how to fix that. But it's important to use this impact times confidence uh over effort

21:36

and put it into a score. Uh you know I call it the ice score.

Um you know not all feature ideas are created equal. So you have to you know you uh if you're working with a team you and your team have to come up with your best guess at

21:53

what the impact's going to be if you create this what your confidence is that and how much uh effort is it going to take to go build that and based on that you can prioritize what you are going to ship this week and then try to aim to ship three things per week if not kill

22:08

defer that other stuff right just like put it in the backlog don't think about it focus on your one two or three things this week. If if I'm building a 100K uh MR mobile app, one of my northstars is going to be weekly active paying users.

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And the way to think about that is you're going to have your acquisition volume, right? How many people are coming in at the top of the funnel and you know, how are you going to be able to, you know, get more of acquisition?

Well, you just, you know, play with your how much you're spending on on app store

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keywords, paid ASA creatives. That's your IG and creator budget.

Um, and then your organic, right? Um, the activation rate, so your onboarding speed, the paid conversion, the pricing, and the timing,

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and the weekly retention, which is streaks and notifications. So I think that you know just thinking about the northstar as your weekly active paying users wapu and then thinking about playing with the levers of acquisition activation rate

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pay conversion and weekly retention is how you're going to start thinking about it if you know anyone can go and create a mobile app that gets you know a few hundred MR but the ones that get to 100k MR really understand these levers quite well. the the monthly MR, you know,

23:28

because they're software businesses and there's not much cost, your gross margin is going to be 80 to 90% before Apple takes their cut. Um, so I think, you know, you don't want to spend a lot of money on paid first.

In fact, I would

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spend nothing really on paid in the beginning. I would be working just on organic um doing my organic stuff trying to get uh you know maybe some affiliate but you know mostly organic um and then once you've figured out okay

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what's my LTV lifetime value um then you can start playing with paid and then you should think about paid as a paidback within less than 3 months um you know the LTV how do you calculate LTVs is a common question it's your ARP RPU, um,

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your RPO, average revenue per user, times month retained, and then you should think about trying to get an LTV over CAC of above three. The best apps, the best consumer mobile apps have an LTV over CAC above three.

Um, and that's what I'm

24:34

seeing in these 100K plus MR uh, consumer mobile apps is they just they're spending a lot of money because, you know, it's they're they're just getting paid back so quickly. So, uh this is the framework for how you could

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create a consumer mobile app um and how how some of the best people are thinking about it um that what I've observed. And um without further ado, I'm going to actually give you four ideas that I think could fit in this framework around

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the habits um and that are sorely needed. Um so, and this is just to get your creative juices flowing.

This is really to get I know you're going to listen to this and you might be like I don't really like this one but it actually got me thinking about something else. So the dog allergy scanner.

So for

25:21

owners of dogs with food sensitivities. So there's millions of dogs out there.

Percentage of them have food sensitivities. People really care about their dogs obviously.

Snap a photo of ingredient labels at the store. AI flags unsafe food for your dog specific allergies.

So what is the core loop? The

25:37

core loop is you scan save unsaved feedback save to favorites. You can monetize with a $5 a month premium.

So you can do multiple pets, you know, vet Q&A, custom diet plans, things like that. And then how do you grow this thing?

Well, you do it via vet

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partnerships and pet tik tok. Um, so really simple one.

I think there's a lot of analogies here to like cali and uh there's a guy who has an app. I think it's called I think his name.

Yeah, Bobby the Bobby approved app and he he

26:08

has like a YouTube channel and he just says you know is this a healthy is this a healthy Bobby approved organic no seed oils thing and people there's millions of people that scan in grocery stores um to see if it's you know healthy. Well,

26:23

this is just sort of a similar idea but for allergies. Um, and you know there's the saying for a business, are you a vitamin or are you a painkiller?

A vitamin business you don't really want to be in. A vitamin business means like you don't really need it, but a painkiller you really need.

Um, and this

26:41

is something that would fit into the painkiller because obviously people don't want to feed uh stuff that is going to make their dogs lives uh worse worse than you know or just not not fun, right? So um we don't want to hurt our

26:57

dogs. Um the second one is um second idea is something that actually triggered uh affects me.

So I know this well this is why I I in included this one. So I get migraines and I would pay for something like this.

So it's called a migraine weather guard. So for

27:14

migraine sufferers who track triggers which I do track my triggers things like red wine, things like um uh some red meats um and stuff like that. It uses hyperlocal weather, barometric pressure shifts to warn users hours before

27:29

onsets, daily check-in log log symptoms, builds personal trigger models, monetize via $7 a month subscription, affiliate with migraine products like cooling caps and supplements, and then you can do niche distribution through Reddit migraine groups, neur neurology clinics,

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uh, and migraine Tik Tok. So, another simple idea.

Um, you know, uses AI to basically figure this stuff out. Um, that's the wedge.

Um, people would pay for it. It's a painkiller.

And that's the hook. Uh, you're starting to get it.

I also like that it does the affiliate

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stuff. So, that helps you get your LTV a little a little bit up.

This one, uh, number three, uh, the silent study timer. So, for students in competitive exam prep, like things like the MCAT, the CFA, the BAR, and there's hundreds of thousands of the of them.

Um, you

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create something for for them that's a study timer. So, it's not a generic Pomodoro app.

There's there's hundreds of those apps, but you simulate like a vi a library vibe with a shared silent study rooms where avatars show up who's active. You can do gamified streaks,

28:35

leaderboard for hours studied, accountability groups. You can monetize via $29 a year um premium study rooms with advanced analytics that tells you, you know, how locked in you are.

And you remember we talked about names for um

28:51

for apps, why certain apps are just crushing it. Calai, uh we talked about the vibe code app.

Well, if something like this was called like locked in, I think it would do really well. Um and then the growth would be via YouTube study with me channels and discord servers.

Another kind of idea I would

29:07

have for this is a lot of people uh in uh listen to lowfi studying music. So they create you can create like a YouTube channel, put lowfi music, make that music with AI, get people onto onto it and then basically send them to this

29:23

app. That's is this is an idea that will work.

This idea will work. Uh, so you're gonna go, you create the organic uh via via these YouTube channels and then you send them to this app.

I don't know why people aren't doing this. Uh, and you can also pay some of these other, you

29:40

know, low-fi channels to promote some of your stuff with a with a a link in bio. How much would it cost?

Right? So, this is a this is a good one.

The one downside to this idea I will say is students are less likely to pay than for example 37year-old migraine people

29:57

suffering from migraines who who have kids uh who just you know want to make sure they're not going to get it. But um I do think this is a cool idea.

And the last the last idea is a plant watering AI coach. So um we've all dealt with

30:12

plants that we buy and they die and it sucks. So, for urban apartment dwellers, Los Angeles, New York, Miami, uh, snap a photo and and anyone really.

Um, snap a photo, but that's who you would target, I think. Um, high disposable income,

30:28

that sort of thing. Snap a photo of a plant.

The app identifies the species, builds watering and sunlight schedule. You can send push reminders align with weather, skip watering if humid today, monetize via $3 a month premium, and then you do the affiliate thing, links

30:43

to soils, pots, fertilizer, and then you growth via Instagram plant influencers and Etsy plant sellers. So, I think I put this as the end.

It's probably my least favorite idea cuz there this is actually quite competitive. Um, there are apps that are doing the something

30:59

similar that are making millions of dollars a year, but I do think that, you know, I've used some of them. They're not the best apps and I still think that there's, you know, opportunity even if there is competition to have your own take on it with the right name, with the right brand, and with the right go to

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market strategy. So, this has been uh episode on just building consumer mobile apps.

Um, you know, I think that for a while you couldn't build a

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consumer mobile app that got to this amount of scale and without raising tons of venture capital and and then taking it years of time. But I do think that now, right now, as of recording this, um there's just a remarkable opportunity

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because people on the consumer side want to try AI apps. Um and unlocks all these new behaviors like, oh, take a photo to do this and AI analyzes it.

Um and then you have all these creators that would could distribute your product and just,

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you know, I just think that's a it's a remarkable time to build. And I think that people think that um it's getting saturated with consumer mobile apps, but um I don't think that's the case.

That's my hot take. I think there's going to be so so many examples of, you know,

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there's going to be like a hundred, you know, mini versions of Cali or more um that are successful. And my hope is that someone listening got a little bit of creative juices that helped them be like, you know what, I am going to start an app.

I am gonna start an app and uh

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that's all I can ask for. So um if you enjoyed this, please let me know.

I hope it got the creative juices flowing. Have a creative day, friends, and I'll see you next

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