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10 years of side projects - lessons and insights

In this post you'll learn:

• How It Started
• Why Start a Side Project?
• Why Are Apps the Perfect Side Project?
• How to Discover Profitable App Ideas
• Why Only iOS?
• The Tech Stack I Use for Success
• How I Monetize My Apps
• How I Grow Without Ads
• Some Challenges I Faced
• Key Lessons in Building Apps
• Final Thoughts

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How It Started

In 2014, I built the 7 Minute Workout app as a side project in just six hours. It was a quick experiment that unexpectedly took off—over 2.3 million downloads, chart-topping performance, and more than US$1 million in revenue. (Full story here.)

That same year, I built Appbot to help me analyze reviews for my own apps. Today it’s a full-time business, helping companies like Microsoft, Strava, and Halfbrick grow with review insights. But I still work on side projects—for learning, creativity, and just maybe, building the next big thing.

Why Start a Side Project?

• Learning: Each app is an excuse to learn something new.
• Passion: Some ideas just won’t leave you alone.
• Extra Income: A little extra cash doesn’t hurt.

Why Are Apps the Perfect Side Project?

Apps offer a unique combination of low cost, scalability, and flexible time investment:

• Low Barrier to Entry: Modern tools make it easier than ever to build and launch.
• Work When You Want: Fit around your day job or life.
• Massive Reach: A successful app can scale without scaling your effort.
• Diverse Monetization: Subscriptions, in-app purchases, ads — you choose.

How to Discover Profitable App Ideas

My first apps were based on personal frustration or curiosity. Here’s what’s worked for me:

1. Solve Your Own Problems: Friction in your life = potential product.
2. Analyze the App Store: Read reviews, find gaps, listen to user needs (Appbot helps 😉).
3. Explore Communities: Reddit, Twitter, and niche forums are goldmines for unmet needs.
4. Play to Your Strengths: Use your domain expertise to create better solutions.

Why Only iOS?

Many developers go cross-platform. I stick to iOS. Why?

• Higher revenue per user.
• Less fragmentation: Fewer devices = less support.
• Faster to build and iterate.
• Better built-in tools for monetization and marketing.

Yes, Android has more users. But for indie devs focused on profit and simplicity, iOS has been the right choice for me. Apple also has plenty of resources to get you started and build your app. You may also find this article on how my non-technical Co-Founder created her first iOS app with the help of ChatGPT.

The Tech Stack I Use for Success

• Swift & SwiftUI: For iOS development.
• RevenueCat: Manages all in-app subscriptions.
• Amazon S3: Hosts my app landing pages.
• HelpScout: Handles customer support.
• ChatGPT: For everything I don’t know yet (most things).

I aim to avoid complexity. No backend unless absolutely needed — iCloud when possible. It keeps things fast and cheap.

How I Monetize My Apps

I use freemium subscriptions with optional upgrades to one-off or lifetime plans. Freemium gives me early data on demand and helps with conversion later. If you’re starting small (under $1M annual revenue), apply for Apple’s Small Business Program to cut commissions to 15% — a good deal considering Apple handles hosting, payments, and refunds.

How I Grow Without Ads

• App Store Optimization: Test keywords, icons, screenshots, and copy.
• App Store Features: Add shiny new iOS features, then ask Apple to feature you (it might take 100 tries!).
• Freemium Model: Build trust with a free version, then convert users to premium.
• Organic Growth: Rely on word of mouth, search, and retention — not paid ads.

Some Challenges I Faced

• Algorithm changes tanked downloads overnight.
• User churn required constant iteration and feedback loops.
• Competitors copied key features—so I had to keep innovating.

Key Lessons in Building Apps

Running Appbot means I see what makes apps succeed — and fail. Here’s what I’ve learned firsthand:

• Reviews = visibility + conversions.
• Iterate or fade away: Constant improvement is key.
• Customer support is a growth strategy: It’s not just about fixing bugs — it builds loyalty.
• Side projects aren’t just for beginners: I still learn from each one.

Final Thoughts

Side projects changed my life. They taught me how to code, helped me build successful apps, and eventually became my full-time business. If you’re working on something on the side, keep going. Iterate. Test. Learn. You never know where your idea might take you.

Check out the full AMA here →

Want to learn to use app reviews to increase your star rating?

Try Appbot free now, no credit card needed →

About The Author

Stuart is Co-founder & Co-CEO of Appbot. Stuart has been involved in mobile as a developer, blogger and entrepreneur since the early days of the App Store. He built the 7 Minute Workout app in one night and blogged the story of growing the app to 2.3 million downloads before exiting to a large fitness device company. Previously he was the co-founder of the Discovr series of applications which achieved over 4 million downloads. You can connect with him on LinkedIn.

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