B2C · breathwork app

How Coherence grows

7 tactics and 16 figures from 1 interview.

coherencebreath.com

Coherence is a breathwork app built after one founder's tweet about a breathing technique went viral, and it reported about $85K in revenue and 15,000 downloads in its first 8 months. It grows through founder-made organic content: ideas tested as posts on X, then remade as short videos posted daily.

Coherence's founders posted about topics they cared about before building anything; a viral tweet on a breathing technique became the app, which they said reached 15,000 downloads and about $85K in 8 months.Coherence
Coherence tests ideas as text posts on X, turns the ones that get traction into Instagram and TikTok videos, and makes the best of those into YouTube videos; the founders gave no numbers.Coherence
One Coherence video opening with a polarizing hook about hidden health knowledge drew about 8M views across platforms, a million of them the next day, and became a recurring series.Coherence
Coherence films 30-60 short videos in one session, about two months of content, and posts every day with a founder as the face.Coherence
Coherence spends about $2.5K a month on video editors and $800 on a thread ghostwriter, and said it runs at about 50% margin; it has started spending $1-2K a month on influencers.Coherence (1)Coherence (2)
Coherence offers a $40 yearly plan with a 3-day free trial and a $10 monthly plan charged upfront with no trial; no results were given.Coherence

Summary written 2026-10-06 from the tactics below. Figures are as founders stated them.

About Coherence

What it is: Breathwork app to relax, focus and sleep better, with six guided techniques, timers and a streak counter
Who it's for: People interested in breathwork and regulating their nervous system
Business model: Subscription app
Pricing: $40/year with a 3-day free trial; $10/month, no trial
Launched: 2025-02
Team: Two brother co-founders plus video editors, a ghostwriter and a virtual assistant
Funding: bootstrapped
Outcome: ~$85K revenue and 15,000 downloads in 8 months; ~50% margin

As described in the interviews, not independently verified.

Coherence's 7 tactics

Coherence · B2C · breathwork app

Test ideas as posts on X, then remake the winners as Reels, TikToks, then YouTube

Founders say it shows what the market wants; no numbers

Use X as an 'idea battleground': post many ideas as text. When a post gets traction, treat it as validated and turn it into an Instagram short-form script, posting on Instagram and TikTok. If the short video does well, make it into a YouTube video. Move 'upstream' to longer, more impactful formats only with proven ideas.

Workedorganic-short-videoorganic-social

Starter Story · 2025-11-19

Coherence · B2C · breathwork app

Film 30 to 60 short videos in one go and post every day

Founder says it lets them out-post everyone; no numbers

Nick's playbook: pick a painful niche and make lots of content about it; batch content ideas weekly; film in bulk, 30-60 videos in a session ('hook, film, done, another one'), giving about two months of content; see which pieces work; then 'outmarket everyone': make as many Reels as possible, hire clippers if you can. As bootstrapped founders, Nick is the face and posts 'like a madman every single day'. Planned next step: put Spark and Meta ad money behind the winning organic videos to test willingness to pay.

Unknownorganic-short-videofounder-brand

Starter Story · 2025-11-19

Coherence · B2C · breathwork app

Open a video with "Do you want to know something they don't want you to know?"

~8M views across platforms, 1M the next day; turned into a series

A short health video framed in a polarizing way, opening with 'Do you want to know something that they don't want you to know?' ('they' left ambiguous, implying forces keeping you sick). Nick almost reshot it three times because he thought it was bad. After it took off it was turned into a recurring series.

Workedorganic-short-video

Starter Story · 2025-11-19

Coherence · B2C · breathwork app

Give a 3-day free trial on the $40 yearly plan only; charge $10 monthly upfront

Subscription with two plans: yearly at $40 with a 3-day free trial, and monthly at $10 billed immediately with no trial.

Unknownpaywallpricing

Starter Story · 2025-11-19

Coherence · B2C · breathwork app

Post about topics you love, then build the app around the post that goes viral

A viral 'vortex breath' tweet became the app; ~$85K in 8 months

Before building anything, both founders posted content on topics that genuinely excited them (Jack: threads on spiritual/esoteric topics; Nick: breathwork). They watched which ideas went viral. Jack's tweet about the 'vortex breath' went super viral overnight, which became the idea for the app; they then built the MVP with Cursor in a few weeks and launched February 2025. 'We basically reverse engineered the content into the app.'

Workedvalidationfounder-brand

Starter Story · 2025-11-19

Coherence · B2C · breathwork app

Spend ~$2,500 a month on video editors and $800 on a thread ghostwriter

Core of their organic model; business runs at ~50% margin

Largest cost line is about $2.5K/month on video editors, 'pretty core to the organic content model'. A ghostwriter helps write X threads for $800/month. A virtual assistant handles admin for $500/month. Total costs $5-6K/month.

Unknownorganic-short-videoteam-process

Starter Story · 2025-11-19

Coherence · B2C · breathwork app

Start spending $1,000-2,000 a month on influencer partnerships

Just getting started; no results yet

Beginning to work with influencers, spending about $1-2K/month on partnerships. No details on terms or creators.

Unknowninfluencerpartnerships

Starter Story · 2025-11-19

Coherence by the numbers

Metric	Value	Context	Said in
downloads	15K downloads approximate	Downloads since launch (8 months)	Starter Story 2025-11-19 1:12
revenue	USD 85K approximate	Revenue in the first 8 months since launch	Starter Story 2025-11-19 1:12
revenue	USD 11K/month approximate	Average monthly revenue since launch	Starter Story 2025-11-19 1:32
revenue	USD 22K/month	Best month so far	Starter Story 2025-11-19 1:32
users	2,000 users approximate	'Just surpassed 2,000 users' (distinct from 15,000 downloads; likely paying subscribers, not stated)	Starter Story 2025-11-19 1:32
views	8M viewsper video approximate	One polarizing short video, views across all platforms	Starter Story 2025-11-19 8:39
views	1M viewsper video /day approximate	Same video, views by the day after posting	Starter Story 2025-11-19 8:39
cost	USD 2,500/month approximate	Video editors for the organic content model	Starter Story 2025-11-19 11:02
marketing spend	USD 1,000–2,000/month approximate	Influencer partnerships, just starting	Starter Story 2025-11-19 11:02
cost	USD 800/month	Ghostwriter who helps write X threads	Starter Story 2025-11-19 11:02
cost	USD 500/month	Virtual assistant for admin	Starter Story 2025-11-19 11:02
cost	USD 300/month approximate	AI coding agents	Starter Story 2025-11-19 11:02
cost	USD 5,000–6,000/month approximate	Total monthly costs (editors, influencers, ghostwriter, VA, coding agents, RevenueCat ~$100, other tools ~$100)	Starter Story 2025-11-19 11:02
margin	50% approximate	Operating margin	Starter Story 2025-11-19 11:02
price	USD 40/year	Yearly plan with 3-day free trial	Starter Story 2025-11-19 10:02
price	USD 10/month	Monthly plan, no trial	Starter Story 2025-11-19 10:02

Topics

Short-form video marketing (TikTok, Reels, Shorts)4 Instagram marketing for apps3 TikTok marketing for apps3 YouTube marketing for apps2 Founder-led marketing and building in public2 Validating an app idea before building2 Hooks for short-form video ads and posts1 Partnerships and co-marketing1 Free trial strategy for subscription apps1 Weekly, annual and lifetime plans1

Interviews

Our Mobile App Made $85K in 8 months · Starter Story · 2025-11-19