The indie hacker making millions while traveling the world: Pieter...
Jens Honack@JensHonack
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Jan 31, 2025
~3 min read
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The indie hacker making millions while traveling the world:
Pieter Levels.
Here’s his framework to take one-person software startups to profitability (from the beach):
Pieter Levels.
Here’s his framework to take one-person software startups to profitability (from the beach):
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Why consider Level's ideas?
As of today, he’s generating over $250K MRR as a bootstrapped solopreneur.
As of today, he’s generating over $250K MRR as a bootstrapped solopreneur.
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Levels has been building for a decade.
He recognizes the meta skillset needed to build successful software & business.
Or, as he calls his book, to MAKE:
He recognizes the meta skillset needed to build successful software & business.
Or, as he calls his book, to MAKE:
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1. Don't start with ideas, start with problems:
When Pieter needed to find nomad destinations with fast internet and low costs, he made a spreadsheet to collect them.
That project...?
It became a $50K/month business called Nomad List.
When Pieter needed to find nomad destinations with fast internet and low costs, he made a spreadsheet to collect them.
That project...?
It became a $50K/month business called Nomad List.
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2. Start Small:
Most founders try to build billion-dollar companies on day 1...
They fail.
Rather start small and start learning the strings
Once of Pieter's first successful projects?
Most founders try to build billion-dollar companies on day 1...
They fail.
Rather start small and start learning the strings
Once of Pieter's first successful projects?
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A simple tool called 'Go F*cking Do It'.
It made just $5K, but it taught him everything about:
-Build products.
-Finding users.
-Processing money.
It made just $5K, but it taught him everything about:
-Build products.
-Finding users.
-Processing money.
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3. The secret to building fast:
You don't need to be an expert.
Pieter Google'd...
'How to make a website'
'How to use Stripe'
'How to Pieter'
You don't need to be an expert.
Pieter Google'd...
'How to make a website'
'How to use Stripe'
'How to Pieter'
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While others spent years learning to code, he built & launched 4 profitable businesses.
Execution beats expertise.
Execution beats expertise.
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4. Build and launch in 30 days or kill it.
Why? Because:
6 months of building = 6 months of zero feedback.
Why? Because:
6 months of building = 6 months of zero feedback.
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Perfect products often solve nobody's problems:
Market validation > Perfect code.
Market validation > Perfect code.
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5. Build in Public:
He streams himself coding live, shares revenue numbers publicly, and documents every failure.
He streams himself coding live, shares revenue numbers publicly, and documents every failure.
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Result? His 'marketing budget' is $0 while competitors spend millions.
Transparency beats traditional marketing.
Transparency beats traditional marketing.
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5. Launch LOUD.
Most founders launch quietly, Pieter does the opposite:
Most founders launch quietly, Pieter does the opposite:
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5.1 Product Hunt is gold.
Launching on Product Hunt helped Pieter reach his first customers.
Tips:
• Use animated gifs and a killer slogan.
• Launch on Pacific time for visibility.
• Engage in comments, be human.
Successful launches validate your product.
Launching on Product Hunt helped Pieter reach his first customers.
Tips:
• Use animated gifs and a killer slogan.
• Launch on Pacific time for visibility.
• Engage in comments, be human.
Successful launches validate your product.
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5.2 Reddit launches are underrated.
Subreddits are powerful for niche audiences.
Pieter launched Nomad List on r/digitalnomad and drove massive traffic.
• Be genuine and avoid spammy promotion.
• Reddit can crash your site.
• Ride the wave!
Subreddits are powerful for niche audiences.
Pieter launched Nomad List on r/digitalnomad and drove massive traffic.
• Be genuine and avoid spammy promotion.
• Reddit can crash your site.
• Ride the wave!
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6. Organic beats paid growth.
Pieter avoids Instagram bots, Twitter spam, and shady growth hacks.
Instead, he builds with his users:
• Co-creates.
• Adds features from feedback.
• Turns users into ambassadors.
Slow, organic growth lasts.
Pieter avoids Instagram bots, Twitter spam, and shady growth hacks.
Instead, he builds with his users:
• Co-creates.
• Adds features from feedback.
• Turns users into ambassadors.
Slow, organic growth lasts.
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6. Validate by charging early.
Waiting too long to charge money.
The hack? Put up fake 'Buy' buttons first.
If people try to pay, build it. If they don't, kill it.
Waiting too long to charge money.
The hack? Put up fake 'Buy' buttons first.
If people try to pay, build it. If they don't, kill it.
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7. Recurring revenue is king.
Pieter builds subscription engines.
Nomad grew from $0 to $25K monthly recurring revenue by:
-Annual memberships.
-Community access.
-Premium features.
One-time revenue is a sugar rush. Subscriptions build empires.
Pieter builds subscription engines.
Nomad grew from $0 to $25K monthly recurring revenue by:
-Annual memberships.
-Community access.
-Premium features.
One-time revenue is a sugar rush. Subscriptions build empires.
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8. Automation beats delegation.
Pieter runs multiple 6-figure businesses because:
-Bots manage communities.
-Algorithms moderate content.
-Systems handle customer service.
While others build teams, he builds machines.
Pieter runs multiple 6-figure businesses because:
-Bots manage communities.
-Algorithms moderate content.
-Systems handle customer service.
While others build teams, he builds machines.
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9. Build for value, not quick cash.
Silicon Valley says 'Exit fast.' Pieter plays a different game:
He generates more monthly profit than most funded startups because:
-No investor pressure.
-Sustainable growth.
-Complete control.
Silicon Valley says 'Exit fast.' Pieter plays a different game:
He generates more monthly profit than most funded startups because:
-No investor pressure.
-Sustainable growth.
-Complete control.
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Sometimes not selling is the best negotiation strategy.
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If you enjoyed this thread you should check out Pieter’s book MAKE (readMAKE . com) & follow his adventures @levelsio.
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Recap of the MAKE formula:
• IDEA: Solve your problems. Start small.
• BUILD: Learn fast, build faster.
• LAUNCH: Make noise.
• GROW: Prioritize organic growth.
• MONETIZE: Monetize early to validate.
• EXIT: Keep growing until you hit peak value.
• IDEA: Solve your problems. Start small.
• BUILD: Learn fast, build faster.
• LAUNCH: Make noise.
• GROW: Prioritize organic growth.
• MONETIZE: Monetize early to validate.
• EXIT: Keep growing until you hit peak value.
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Thanks for reading!
Follow @JensHonack for:
- building on X
- techno-optimism
- personal freedom
Onwards & upwards,
- Jens
P.S. RT for your friends.
Follow @JensHonack for:
- building on X
- techno-optimism
- personal freedom
Onwards & upwards,
- Jens
P.S. RT for your friends.
Jens Honack@JensHonack
The indie hacker making millions while traveling the world:
Pieter Levels.
Here’s his framework to take one-person software startups to profitability (from the beach):
Pieter Levels.
Here’s his framework to take one-person software startups to profitability (from the beach):
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I think therefore I write.
Check out my newsletter for:
- Entrepreneurship
- Digital economy
- & AI
xonack.substack.com
Check out my newsletter for:
- Entrepreneurship
- Digital economy
- & AI
xonack.substack.com