Once · B2C · disposable camera app for events
Don't write app code until 10 hosts commit to using it at a real, dated event
Got 12 events booked in one month, built the app, and hit $20K/month 83 days after launch
Workedvalidation
What they did
Define a 'commitment metric' for yourself and for users. For yourself: a specific date and a number (customers, clients, etc.) you must hit by then, so validation has a fixed time box. For users: the signal doesn't need to be payment, but must represent real usage; for Once it was event hosts agreeing to use the product at an actual dated event in front of friends and family, treated as nearly a proxy for payment. Their bar: 10 events with a real date and commitment before writing a single line of code.
What happened
Hit the bar (4 friends' events plus ~12 from cold outreach in a month), then built and launched; $20K monthly revenue 83 days after launch.
- Stage
- pre-launch
“Step one would be to define your commitment metric.”
“For us internally, the goal was simple: before writing a single line of code, I needed 10 events with an actual date with an actual commitment that they would like to try using all the product.”
“we thought that was already a big enough commitment that it was almost proxy to a payment.”
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More from this episode
- Once: Scroll your X, LinkedIn and Instagram friend lists and ask anyone with an upcoming event4 friends agreed to try it: a Halloween party, birthday, wedding and networking event
- Once: Find event hosts through Instagram hashtags like #wedding and send each a 2-3 sentence DM~250 messages got ~15 replies and ~12 events booked in one month
- Once: Build a rough web version in 1-2 weeks and test it at a friend's partyBroke many times but proved guests love a shared disposable-camera album; then rebuilt from scratch
- Once: Charge per event based on guest count: $2 for 10 guests, $50 for 150Part of a model at ~$22K/month; no pricing test reported