From Corporate Web Developer to Full-Time Indie Hacker — Sebastian Röhl, HabitKit

Saved enough to live for at least a year, had no kids or loans, and knew a senior developer in Germany could easily get a job again. Timeboxed the indie experiment to exactly 12 months (April to April) with one success condition: reach ramen profitability (income he could live on). Left the employer on good terms so returning was an option.

With no strong idea, picked an app that didn't meet his own needs (a fitness/lifting tracker, a category with countless competitors) just to start moving. Built and launched it on the App Store and Google Play within the first two months of the indie year rather than polishing for 12 months. Launch had no audience behind it: few Twitter followers and no marketing.

After the quiet launch, kept building because he used the app daily: statistics, new exercise types. Alongside, optimized the store listing (ASO), tried Instagram marketing/ads and Apple Search Ads. Ran this for about six months.

Rather than keep reviving Liftbear, started HabitKit as an experiment with a strict two-month build deadline, with six months of runway left. HabitKit's concept: a grid of colored tiles per habit. He had tried a web version years earlier and dropped it because habit tracking felt native to mobile.

While building in public on Twitter, posted a single picture of HabitKit's main screen (the habit grid with colored tiles) with a one-line caption: this is the new app I'm building, here's the main screen. Used the reaction as a pre-launch demand signal versus his previous app.

Posts building progress on X and LinkedIn plus a blog with weekly reviews that include revenue and downloads. Gets feedback on first versions, motivation and partners from other indie builders, and an audience that roots for him and could boost a new app or offset an App Store downranking.

After the 12 months ran out, rejoined the old employer on a four-day week, keeping Fridays for improving his apps. Quit again once revenue reached multiple thousands per month (fall 2023), after a couple of months deciding.

Had ASO basics in place on the App Store and Google Play, then made no listing changes for about three months. HabitKit then ranked top five for a big (unnamed) keyword on both stores. No paid marketing and no Apple featuring. Avoids big mistakes like crash bugs to protect the ranking. New Year resolution season drove a large spike.

Set HabitKit at $0.99/month, $6/year or $15 lifetime at launch because it felt fair, and kept postponing a raise after each feature update. Some Google Play reviews complain even $1/month is too much. Plans to A/B test higher prices.

A weekend-built Windows utility connecting the ForeFlight iPad app to Microsoft Flight Simulator, sold on Gumroad at $5/month. Overwhelmed by support, he raised it to $20/month hoping to deter buyers.

Submitted HabitKit through Apple's featuring nomination form. No relationship with Apple Editorial.