Shepherd · B2C · Bible reading habit app
Pitch a God-first lamb against Duolingo's AI-first owl during its backlash
~10K Discord members from the launch push; later fans rejected an AI feature
What they did
What happened
In their words
Daniel Kwon - He made $2.2M from building simple apps. Here's how (no-code)
Joseph ChoiThat's really interesting. So you mentioned that in the new version of Shepherd, there's going to be a social component where people can kind of interact with each other in their Bible study. So I'm going through some of the messaging flows in Spotted in Prod.
Daniel KwonThe thing with Spotted in Prod is that so many of the designs that you see on here are really unique, but it's more like I'd say the micro-animations on this site that are really useful. But at the end of the day, you would always want to develop like your own brand identity. In regards to Shepherd, for example, a lot of like the micro-animations and art style came from Duolingo. So Duolingo was kind of getting canceled at the time, and we thought it would be really funny and viral if we built off of that momentum wave,
Daniel Kwonwhere Duolingo's getting canceled, the owl's getting canceled, but that's why you should interface with the lamb instead. It was like God-first lamb over the AI-first owl because that the Duolingo owl was getting canceled for using AI in all of its videos. It was kind of like us versus them. We had like an AI chat feature we added to the app very briefly, and we had like some backlash in our Discord. We had like We still have, I think, like 10,000 members in our Discord
Daniel Kwonoff that initial push, and some people are just not happy to see AI because of how much the original contact stemmed around being against Duolingo's AI-first initiative.
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Stitch an already-viral classroom clip with better audio, then demo the app15-16M TikTok views in a day, 100M+ across platforms; drove a $500K month
- Make videos siding with students against pointless school busyworkOne such video got ~4M views (host's reading); guest says the style still works
- Have a co-founder make all the videos himself, faceless and low-budget~220M lifetime views and ~$2.2M revenue, mostly organic
- Test paid ads next to organic videosMargins were worse than organic; dropped
- Build a tool to get around AI detectors the night one launches$1M ARR within about 30 days
- Have UGC creators film inside Snapchat so videos look like real stories
- Put schools' logos on your website without askingGot cease-and-desist letters from several schools and a legal fight
- Talk to three or four buyers when selling the appSold, but some competitors posed as buyers just to pull information
- Post a scrappy 'we made way too much, so it's on sale' videoHit every time creators remade it; brand had views but no sales before
- Put a flash sale on a TikTok Shop item to reach more For You pagesGuest says it automatically boosts the product and brand; no numbers
- Film shop videos in the founder's kitchen or bedroom, even as a funded brandBrand became #1 in food and beverage on TikTok Shop; not isolated
- Pack visible value into product photos and release limited flavor dropsGuest says it made organic storytelling much easier; no numbers
- Post carousels about Solo Leveling fans wanting 'the system' in real lifeGuest's fastest cold start besides Shepherd; ~$7K/month early
- Pay influencers and meme pages $1-2 per 1,000 views$6-7 revenue per 1,000 views; grew to ~$50K/month at 70-80% margins
- Build the app fans already ask for when rivals just run adsReached ~$50K/month alongside influencer deals
- Stitch popular faith podcast clips and farmed hooks onto a quick app demo~7 videos: 20M views, 100K+ downloads and $75K MRR in 2 weeks
- Replace the AI chat with a custom devotional and drop 'AI' from the copy
- Pause creator videos and build invites for prayer and accountability buddies
- Build the app in two weeks while running a two-week content pushReached #10 on the charts and $75K MRR despite a buggy app
- Post about your app yourself; skip paid ads until five formats winGuest's rule from five or six cold starts; no numbers
Tags: discord, us-vs-them, counter-positioning, news-jacking, mascot