BUILD A BUSINESS THAT FITS YOUR LIFE

Will built two iOS apps generating more than $10,000 a month combined.

His method combines proven markets, a visually clear feature, personalized onboarding and paid advertising.

The goal is to create a profitable business that requires limited ongoing effort.

THE BUSINESS BEHIND THE METHOD

TWO APPS, ONE PRODUCT PATTERN

1. Overlow
A fitness app for logging workouts with a body-scanning feature. It generates around $800 a month.

2. Glowly
An appearance app that scans a face and suggests improvements. It generates around $10,000 a month.

Both connect a personal desire with an immediate result.

FREELANCING FUNDED HIS EXPERIMENTS

Will tried dropshipping, selling likes and followers and an NFT project before finding freelance web design.

Selling his design skills generated money he could invest in new products.

That income allowed him to test multiple ideas until he found something that worked.

DESIGN FOR LOW OPERATING EFFORT

“MAXIMIZE THE MONEY I MAKE WHILE MINIMIZING THE EFFORT REQUIRED.”

KNOW WHAT YOU WANT FROM THE BUSINESS

Will wants time for the gym, friends and games alongside his business.

Influencer programs required creator coordination, payment management and difficult attribution.

Paid advertising suited him because he could create assets, measure results and keep successful campaigns running.

BUILD, GROW, SELL, REPEAT

Will’s preferred cycle:

1. Build a focused app.
2. Prove customers will pay.
3. Grow it to meaningful revenue.
4. Sell it to someone who can scale it.
5. Start another product.

He enjoys the early stages of building, testing and proving an idea.

CHOOSE AN IDEA PEOPLE CAN GRASP

TURN YOUR SOCIAL FEED INTO RESEARCH

Instagram and TikTok are live databases of what people want, discuss and share.

Observe:

1. Problems that appear repeatedly.
2. Transformations people desire.
3. Products already receiving attention.
4. Content formats that create engagement.

These signals can guide both product and marketing.

IMPROVE SOMETHING THAT ALREADY WORKS

Will approaches app creation like a designer.

He studies products that already work and finds ways to improve their design, positioning or user experience.

This reduces category risk because customers understand the problem and existing competitors have demonstrated demand.

USE THE ONE-SCREENSHOT TEST

Will only works on an app when its main feature can be explained in one screenshot.

Ask:

1. Can someone understand the feature immediately?
2. Is the result visually clear?
3. Does it connect to something people want?
4. Would someone feel motivated to share the result?

SELL A TRANSFORMATION

A feature becomes valuable when it helps users move toward a desired result.

The body or face scan creates curiosity. The personalized result connects that curiosity to improvement.

Complete this sentence:

After using this feature, the user will understand or achieve ______.

BUILD THE PATH TO PAYMENT

THINK IN FUNNELS

The customer journey has several connected stages:

1. The advertisement earns attention.
2. The app delivers the initial promise.
3. Onboarding collects useful information.
4. Personalization demonstrates value.
5. The paywall presents the paid transformation.

A weak stage reduces everything after it.

USE ONBOARDING TO BUILD THE STORY

Will uses 12 to 15 onboarding steps before showing the paywall.

The onboarding collects information, explains the problem and prepares a personalized insight.

By the time users reach the payment decision, they have invested attention and received evidence that the app understands them.

MAKE PERSONALIZATION USEFUL

Personalization should create a result that feels relevant to each user.

Every onboarding question should help:

1. Understand the user.
2. Produce a better result.
3. Recommend a useful next step.
4. Strengthen the value of the paid offer.

Remove questions that do not support these outcomes.

TEST AND SCALE PAID ADVERTISING

MAKE ADS FEEL NATIVE

Will creates advertisements that resemble normal TikTok content.

His structure:

1. Open with an interesting hook.
2. Avoid introducing the app too early.
3. Bring the app naturally into the story.
4. Show the core feature in action.
5. Connect the result to the viewer’s desire.

CREATE VARIATIONS, THEN MEASURE

Will creates 10 to 20 videos, often using variations of the same format.

The testing loop:

1. Create different hooks and demonstrations.
2. Run them as paid advertisements.
3. Measure acquired subscriptions.
4. Stop weak creatives.
5. Produce more variations of winning formats.

KNOW YOUR ACQUISITION ECONOMICS

Will reports paying around $16 for each subscription while generating a customer lifetime value of around $30 to $35.

This creates an estimated LTV-to-acquisition-cost ratio of around 1.9 to 2.2.

Founders must also consider refunds, platform fees, infrastructure and operating costs.

SCALE WINNERS GRADUALLY

When Will finds a successful advertisement, he increases the budget by 20% every three days until performance reaches its limit.

Some winning advertisements continue working for four or five months.

Increase spending while customer value continues to justify the acquisition cost.

KEEP THE TOOL STACK LEAN

Will uses a focused tool stack:

1. A development tool to build the app.
2. RevenueCat to manage subscriptions.
3. AppsFlyer to measure acquisition.

Use the smallest stack that can build the product, collect revenue and connect advertising to customer results.

STARTUP LESSONS

“START SIMPLE. HAVE SMALL WINS AND BUILD YOURSELF UP.”

START WITH PROVEN DEMAND

Will entered categories where popular apps already existed.

Existing competitors provide evidence that people understand the problem and may pay for a solution.

Your job is to find a specific angle, create a stronger experience and prove that your version can convert and retain customers.

KNOW WHAT YOUR EXPERIMENT PROVES

A popular category suggests that market demand exists.

A successful advertisement proves that a message can acquire users.

Paid subscriptions prove that some users will buy.

Retention and customer lifetime value show whether the product can support sustainable growth.

BUILD AN AUDIENCE WHILE YOU BUILD

Will recommends learning from successful builders and sharing your progress publicly.

Post your experiments, decisions, mistakes and small wins.

Over time, this creates a personal brand that helps people understand your judgment, discover your products and connect with your work.

USE AI TO REMOVE HEAVY WORK

AI can help founders:

1. Generate advertising concepts.
2. Produce creative variations.
3. Write hooks and scripts.
4. Analyze campaign results.
5. Accelerate product development.

Use the saved time to improve customer understanding, product decisions and distribution.

THE LAZY METHOD WORKFLOW

1. Find a recurring desire in a proven market.
2. Create one visually clear feature.
3. Build a focused product.
4. Personalize the onboarding.
5. Test multiple advertising creatives.
6. Measure acquisition cost and customer value.
7. Scale the winners.
8. Simplify operations for ownership or sale.

THE REAL MEANING OF LAZY

The lazy method means removing unnecessary work from the business.

Choose proven demand. Build fewer features. Use measurable distribution. Automate repetitive tasks. Keep the tool stack focused.

The objective is a business where each hour, feature and dollar has a clear purpose.