Ahoy! 👋
A new week, a new topic!
This week Anton Gubarenko is talking about decisions indie developers need to make - build in public or keep their projects under wraps.
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In case you missed previous issues:
5 Screenshot Hacks by Teodora owner of Designerants.
App Featured by Journalists by Grant owner of Pressdeck.
How To Do Keyword Research by Wilmer owner of ASO.report.
Building in Public: A Strategic Approach for Indie Mobile Developers
In the dynamic world of mobile app development, indie developers often face a crucial decision: to build in public or to keep their projects under wraps.
Let’s check the nuances of "building in public", highlight its benefits, potential drawbacks, and when it might be the right strategy for your next mobile venture. We'll also delve into the fears associated with this approach and provide valuable resources to guide your journey.
What is "Building in Public"?
"Building in public" is a development methodology characterized by openly sharing the journey of creating a product, business, or project . This involves transparently showcasing progress, acknowledging setbacks, sharing lessons learned, and celebrating wins in real-time.
The core idea is to invite external engagement, solicit feedback, and foster community-driven growth . It is a long-term strategy aimed at cultivating trust, accountability, and a dedicated community of supporters .
While mentoring for years, I’m suggesting to start a pet-project to grow development skills, architecture creation, features switching, etc... Real knowledge like a seed - can’t grow without soil which is practice.
And a lot of projects are then gets published! Not only to get AppStoreConnect experience and have personal project in CV but to get a feedback and learn to work with it. If users can’t use your software then it’s a critical problem.Of course, building with a partner when you trust him, accepts his suggestions is different. Public feedback might speed-up or slow down the process. You need to have a solid opinion and slice valuable feedback from emotional judgment.
Let’s settle the entry points to join this interesting opportunity.
When to Build in Public vs. When to Go Private
The decision to build in public or private largely depends on your project's nature, your personal comfort level, and market dynamics.
Building in Public is often ideal when:
You are building a helper tool for yourself and want to share it: If your project started as a personal solution and you're open to sharing it with a wider audience, building in public can help you gauge interest and gather early users. This aligns with the idea of not knowing exactly what app and which features to make, allowing for iterative development based on community feedback.
Want to validate an idea early: Building in public allows you to test the waters and see if there's genuine interest in your idea. If your idea isn't resonating with the audience, you can pivot or abandon it before investing significant time and resources.
Your market is collaborative: In industries where collaboration and open innovation are valued, transparency can build trust and attract like-minded individuals.
Seek invaluable feedback: Direct engagement with potential users provides a continuous feedback loop, enabling you to build a better product that truly addresses user needs.
You aim for free marketing and community building: Sharing your journey generates buzz and interest without a large advertising budget, turning early followers into evangelists for your product.
Your competitive advantage comes from unique perspective and execution: If your approach to solving a problem is distinct, sharing your journey can highlight your unique insights and attract users who value your specific vision.
Going Strictly Private might be more suitable when:
You want to compete directly with existing, established apps: If your goal is to disrupt a mature market with a highly differentiated product, keeping your development private can prevent competitors from copying your innovations before launch . This is particularly relevant when your edge comes from proprietary methods or insider knowledge.
You are in a highly competitive, fast-moving market: In such environments, revealing your plans too early could give competitors an undue advantage.
Your personality prefers quiet execution: Some developers thrive in a private, focused environment without external feedback or the pressure of constant updates. We all different and it’s absolutely normal.
Have alternative, effective marketing avenues: If you have a strong marketing strategy in place (e.g., significant advertising budget, established user base from previous projects), building in public might not be a critical component of your growth.
Ultimately, the choice is about striking the right balance and aligning your sharing strategy with your business goals and personal style.
Main Fears of "Building in Public"
Despite its growing popularity, building in public often comes with inherent fears, primarily centered around intellectual property and competition. However, many of these concerns can be counteracted with a strategic mindset:
"Someone will steal my idea while I share my progress." This is a common apprehension. However, the reality is that most individuals or companies are unlikely to steal an idea until the product has launched and proven its ability to generate revenue. Copycats typically target established successes, not nascent projects. Those who are inclined to copy often operate with a mentality of minimum effort, meaning they are more likely to replicate something already proven rather than invest in developing an idea from scratch. Market is full of language learning or tracker apps but still developers making such apps whir unique in their own way.
"If my idea succeeds, many will copy me." If your product achieves success, competition is inevitable. It is naive to believe that any product, especially in the digital realm, can maintain a permanent monopoly. The existence of copies, some better and some worse, is a natural part of a thriving market. The focus should be on continuous refinement and differentiation based on your unique vision and understanding of the problem you are solving.
"A copy of my product will have more success than me." This fear often stems from a lack of intrinsic motivation for the project itself. If the primary driver is exclusive success, it overlooks the numerous benefits of the building process, such as learning, community building, preparing for future projects, and enriching your portfolio . Your unique interest and approach to solving a problem are competitive advantages that cannot be stolen.
If you are still willing to carry on, fears are demystified and now you are expecting a benefits. What will you get from it?
Pros and Cons of "Building in Public"
Building in public offers a unique set of advantages and disadvantages that developers should weigh carefully:
Pros:
Increased Chances of Success and Time Savings: Sharing your project from an early stage can significantly increase your likelihood of success. It allows you to quickly ascertain if your idea resonates with an audience. If there's no interest, you can abandon the project early, saving months of wasted effort .
Invaluable Feedback and Iteration: An engaged audience provides a direct line to potential customers, offering feedback that can guide product development, suggest necessary changes, or even lead to a pivot towards a better solution .
Trust and Authenticity: By openly sharing challenges and successes, you build a relatable narrative that fosters trust and authenticity with your audience . People connect with stories, not faceless brands.
Audience of Evangelists: Early followers often become your most ardent supporters, invested in your success and willing to advocate for your product.
Free Marketing: Building in public generates organic buzz and interest, reducing the need for extensive paid advertising.
Accountability and Motivation: Publicly committing to your progress can serve as a powerful motivator, keeping you accountable to your audience and yourself.
Personal Brand Building: It establishes you as an expert and thought leader in your niche, enhancing your personal brand and opening doors to new opportunities.
Cons:
Distraction from Building: The pressure to constantly update and engage with an audience can sometimes divert focus from the core task of product development, potentially impacting product quality .
Attracting the Wrong Audience: Depending on where you build in public, you might primarily attract other indie hackers or developers rather than your actual target users. While valuable for networking, this might not directly translate to customer acquisition .
Time and Energy Expenditure: Consistent and authentic sharing requires significant time and energy, which could otherwise be spent on development or other marketing activities .
Risk of Oversharing: There's a fine line between transparency and revealing too much, potentially giving away proprietary methods or future plans that could be exploited by competitors .
Vulnerability to Criticism: Openness also means being exposed to public criticism and negative feedback, which can be demotivating if not managed constructively.
Conclusion
"Building in public" is more than just a trend; it's a powerful strategy that, when applied thoughtfully, can accelerate your mobile app's development, foster a loyal community, and provide invaluable market insights.
While fears of idea theft and competition are valid, the benefits of early validation, continuous feedback, and organic marketing often outweigh the risks. By carefully considering your project's nature, your personal style, and the market dynamics, you can determine whether strategic transparency or a more private approach is best for your indie mobile venture.
Embrace the journey, share your progress wisely, and leverage the power of community to build something truly impactful.
Want to learn more?
Connect with Anton on X/Twitter & LinkedIn.