How I Sold an App for Over $100k Via Email — And Why I Regret It
This is a candid account of one of my most enduring regrets in the world of independent software. My hope is that by sharing the full story, others can learn from the missteps and reflect on their own journeys with a clearer lens.
The early ambitions
About eight years ago, I felt a strong pull to build software for a living. My father wasn’t thrilled with the idea. As a recent engineering graduate, the conventional path would have been consultancy or a big tech company. I chose a different route: moving abroad to join a startup and pursue a nontraditional career path.
In my spare time, I built a productivity app. There wasn’t yet a widely recognized category for this kind of tool, but I believed there was potential.
The startup I joined eventually failed. Looking back, I suspect the decision to hire me as an international candidate without local experience was partly tied to grant opportunities for the company. Rather than returning home, I chose to stay in one of the world’s most expensive cities and continue refining the app.
A key collaboration
I teamed up with a co-founder who moved there at roughly the same time. We shared a small apartment, spent our days coffee-fueled in a tiny garden, then poured ourselves into the app. It was a transformative time. We began attracting users and implemented a feedback wall: instead of asking for money, we invited users to share feedback via email to unlock more features.
The inbound feedback was overwhelming. Each day, I would sift through a growing stack of messages and personally thank each contributor. Feedback was categorized into an expansive Excel sheet, and we prioritized the most requested improvements. This cycle persisted for months.
Growth and early traction
We were fortunate to receive early signups from an app aggregator that featured us. In the first weeks, hundreds of users joined. Without that initial spark, we might have given up.
Our iterative approach paid off. Features aligned with user requests were rolled out quickly, and user satisfaction climbed.
Communication proved challenging yet deeply rewarding. Despite living and working together, we maintained a constant flow of emails with our co-founder, discussing progress and next steps. The experience felt almost magical—an instant alignment around shared goals.
Marketing and trials
We promoted the app by posting on Reddit and submitting to a variety of blogs. At one point, we nearly lost user data due to a flawed update that overwrote a portion of the local database. We worked through the night, implemented a fix, and contained the damage.
Monetization and early profitability
We eventually shifted from seeking feedback to requesting payments. The first few transactions arrived, then more, confirming that people were willing to pay for the value we provided.
The business began to stabilize; we reached a level where our living expenses and basic needs could be met.
The dip in momentum
As growth slowed, we exhausted many obvious improvements. We doubted whether the idea could sustain a larger market. The prevailing startup mentality—aiming for a billion-dollar outcome—had influenced our expectations, and doubt became a familiar companion.
A turning point with an accelerator
A late-night realization from my co-founder pushed us to seek external funding via a startup accelerator. We applied to several programs, including one that turned out to be problematic.
That accelerator program was chaotic. Early on, we were told to track one metric weekly, only for those metrics to vanish from attention. A senior figure there could be demotivating, and the overall atmosphere removed some of our motivation. We eventually stopped attending, fatigued by the long commute and a sense that the program wasn’t delivering.
A surprising opportunity and onward momentum
A connection from within the accelerator eventually helped us break into what felt like the “real” app game, with a surge in downloads that felt game-changing. It reminded us that connections can be powerful—perhaps too powerful. This period yielded a demo day with investor interest, but I was emotionally exhausted.
I decided to travel, and my co-founder pursued other employment opportunities. Revenue continued to flow, and I began to feel the pressure of balancing travel, work, and responsibility.
A renewed attempt to revive momentum
While traveling, I encountered a backpacker who suggested I was “living the dream.” The comment stung—yet it also fueled renewed determination. In Singapore, I rebuilt the iOS version from the ground up in about a month and relaunched on Reddit. The response was positive, but the burst of attention faded quickly. Patience, it seemed, was in short supply.
A pivotal decision and a potential sale
In a moment of frustration, I searched for “how to sell your app” and reached out to a broker. The initial response offered about $55,000 — a figure that, while not minimal, felt insufficient given our recurring revenue. Despite this, we pursued due diligence and entered into a dialogue.
We proceeded with the deal, though the investor side was slow to respond, and the process stretched on for more than a year. The buyer remained patient and continued to check in over time.
A surprising turn of events
Rereading the negotiations, I now recognize the buyer’s perseverance. After about a year, investor concerns were resolved, and we reached an agreement that exceeded the original offer by a substantial margin.
The sale experience
I never met or spoke with the buyer in person. Communications were online, and I never saw the buyer’s face. Yet, I believed the deal to be legitimate. We closed, paid taxes, and divided the proceeds after the investors’ share—a modest remainder remained.
In the years since the sale, the app has continued to operate. The buyer has made only minimal updates to keep the app alive, and while there are occasional one-star ratings, the app continues to rely on its original goodwill and user reviews.
Reflections and regrets
The experience left me with a mix of emotions. I am glad for the success the sale brought the buyer and for the opportunities it opened for me thereafter. Yet I still feel a twinge of regret about how the sale came together and what might have happened had I pursued other options.
What I learned—and what I’d share with others
- Don’t underestimate luck: Early growth can hinge on seemingly small catalysts, and market dynamics can be unpredictable.
- Don’t rush to exit: If you have a viable product and vibrant momentum, explore all options before selling.
- Seek diverse perspectives: Having a support network of fellow founders and outsiders for honest feedback can prevent hasty decisions.
- Read the fine print: Legal documents and terms matter more than you might expect.
- The real estate analogy: A solid app on an app store is like real estate—it can outlive a single owner and continue to generate value for years.
Looking ahead
Today, I’m starting anew. I’m taking a year off from freelancing to focus on building 18 projects in 12 months. It’s a bold commitment, but I’m embracing the chance for fresh beginnings and continued growth.
If you’re navigating your own indie hacking journey, may your path be filled with thoughtful decisions, steady momentum, and the resilience to pursue opportunities with clarity and purpose.
Original post and further context can be found here: Shadowy Supercoder’s retrospective on selling an app for over $100k.
