Building in Public with Deven

We sat in the corner of the restaurant so we wouldn't be too visible.

Darjeeling, 2006. An LTC trip – the government-mandated leave travel allowance my father got once every 3-4 years. The only time we went anywhere. The only time we ate at restaurants.

The waiter came over. “How many people?”

I didn't understand the question. My father said “6.”

We got a laminated menu with stains from previous customers. All of us – my parents, my sisters, me – just stared at it. Nobody knew what to order.

My father ordered the safest thing possible: One sabji. One dal. Rice. Roti. Salad.

No starter. No soup. No desserts.

Those things didn't exist in our universe.

We recreated home in a restaurant because we didn't know how to do anything else.


The Pattern

At home, we didn't have the concept of variety.

Every meal was one dal OR one sabji. Not both. One dish.

Breakfast was parantha with tea. Or biscuits. Almost every single day.

Some special days we had non-veg – festivals, birthdays, occasions.

We never went out.

Clothes? We bought them only for occasions. Somebody's wedding. A festival.

We didn't have “day clothes” and “night clothes.” We had summer clothes and winter clothes. That's it.

There was no concept of buying clothes for home. You wore something outside until you couldn't anymore, then it became home clothes.

Travel? That Darjeeling trip. Maybe one or two others. Every 3-4 years if we were lucky.

I didn't have a favorite food. I didn't have a favorite color. I didn't have a favorite place.

Not because I was easy-going or low-maintenance.

Because I never learned to have preferences.

You're just grateful when there's food on the table. You don't develop opinions about what KIND of food.


The Whiplash

2015. My first paycheck from Amazon.

I stared at the number.

I didn't know what to do with it.

What do people even buy? What do people order? Where do people go?

I was that kid from the Darjeeling corner table, now holding a menu with no stains and no idea what I actually wanted.

So I learned. Aggressively.

I tried everything. Went everywhere. Said yes to everything.

Travel. Food. Clothes. Experiences.

If I saw it, I tried it. If someone suggested it, I did it.

By 2021, I had zero savings.

Zero.

Not because I was reckless. Because I was making up for every corner table. Every stained menu. Every LTC trip I never took.


Learning to Choose

My girlfriend has known me for 19 years.

She knew the corner table kid. She saw the first Amazon paycheck. She watched me try everything, go everywhere, say yes to everything.

And when I hit zero in 2021, she didn't judge.

I panicked. Started reading about personal finance. Got serious about saving.

I was earning well, so rebuilding wasn't difficult. But I swung to the other extreme – suddenly afraid to spend on anything.

That's when she helped me understand something I'd never learned:

It's okay to enjoy things. Slowly. Without shame.

It's okay to say “I like this” instead of “I'm grateful for anything.”

It's okay to have a favorite restaurant. A preferred seat. An opinion.

One day in 2025, we were shopping and I kept looking at this watch. $1,500.

I liked it. I really liked it.

But I wasn't going to buy it.

“Just buy it,” she said.

“It's too expensive.”

“You like it. You can afford it. Buy it.”

I bought it. And it felt strange – buying something just because I wanted it. Not because I needed it. Not because someone was getting married. Just because I liked it.

We went to Dubai recently.

We went to this amazing Indian restaurant in Dubai Mall.

We ordered so many things. Tried dishes we'd never had.

And here's the part that would have been impossible before:

We left 2-3 dishes because we didn't like them.

Small portions, but still – we LEFT food.

Growing up, if I put something on my plate, I finished it. Regardless of how it tasted.

Not because of values or environment. Because I was grateful to have anything on my plate at all.

But in Dubai, I had permission to not like something.

Permission to waste a little.

Permission to have an opinion.


The Transformation

My wardrobe now:

I have clothes specifically for airports.

I have clothes for long-distance travel, sorted by weather AND location.

Beach clothes. Multiple swimming costumes.

Socks of different shapes, sizes, and textures.

Undergarments specifically for slightly transparent shorts so they don't look bad.

Three different watches – one for running, one for everyday, one for parties.

And right now? I have 2-3 pairs of clothes sitting in my almirah that I haven't even worn yet. Bought them a month ago. Just sitting there.

The kid who had “summer or winter” now has granular categories for everything.

From one dal, one sabji to eating at so many different restaurants I've lost count.

From occasion-based clothes to unworn outfits in my closet.

From LTC trips every 3-4 years to visiting so many places in India I cannot count. To traveling to multiple countries across the world.


Both Things Can Be True

I feel grateful for everything.

Grateful for my parents who gave us those LTC trips even when money was tight.

Grateful for my sisters who sat with me at that corner table.

Grateful for my girlfriend who showed me I could have preferences without losing gratitude.

Because here's what I figured out:

The corner table taught me gratitude.

But gratitude without preferences isn't humility.

It's just never learning what you actually want.

When I look at those 3 watches, those texture-sorted socks, those unworn clothes – I don't feel guilty.

I feel happy. Proud. Free.

Free to choose. Free to have opinions. Free to leave food I don't like.


If I could talk to that anxious kid in the Darjeeling restaurant, staring at the stained menu, sitting in the corner hoping nobody notices us...

I'd tell him: One day you'll leave food you don't like, and you won't feel bad about it.

Hello

I am Deven, a software engineer turned indiehacker. This is my journey of how I scaled my product from 0 to $230k ARR.

I started Supergrow 2 years ago(April 2023), and it currently has 800+ recurring customers. If I had to start all over again, here's exactly what I would do.

I am dividing this blog post into 8 steps. Let’s go.

Step #0: Finding the Right Idea

People often say ideas are worth zero. I strongly disagree. If you're an indie hacker, choosing the right idea is the most important thing at the initial stage.

How to Find the Right Idea

Here's my approach to finding a winning idea:

  1. Look for validated markets: Pick a market that's already proven and has a positive trend pushing it upward. As an indie hacker, you cannot afford to spend your limited time or money educating users about a problem. The users should already know about the problem.

  2. Find markets with paying customers: The biggest indicator of a real market is that there are companies already making money in it. One important caveat: Don't take VC funding (YC or any sort of funding) as proof that a market exists. Many funded startups are still trying to validate their market.

  3. Avoid creating new categories: Creating an entirely new category in the market is a much harder sell compared to going after a crowded market and iterating on features for an underserved Ideal Customer Profile (ICP).

Let me show you how this works in practice by sharing my own experience.

My Journey to Finding Supergrow

Let me share how I applied these principles and came up with the idea for Supergrow, my current product that's doing $230K ARR:

Before Supergrow, I was working on another product called Honeypot, which helped founders find leads from Twitter. I regularly shared my learnings and journey building Honeypot on Twitter. One day, a SaaS founder purchased the annual plan of Honeypot. Curious about what convinced him, I reached out to ask.

His response was eye-opening: “I saw your content on Twitter and felt the need for the product. I started following you on Twitter. Your transparency made me feel like I kind of knew you, and then I just bought the plan.”

This was my lightbulb moment. I realised the power of personal branding for founders, and thought I should build something that could help other founders build their personal brands on Twitter and LinkedIn.

However, around this time, Elon Musk acquired Twitter and completely changed the Twitter app ecosystem. They effectively killed thousands of apps overnight by introducing a $45K per month API plan that only established companies could afford. This made building on Twitter impossible for indie hackers like me. My product Honeypot.so was at $12K ARR when this API pricing change killed it.

Interestingly, this Twitter change affected many indie hackers who had built their businesses on the platform. My now co-founder was working on another Twitter-based tool that was similarly impacted by the API changes. Having followed my journey and updates on Twitter, he reached out to explore the possibility of working together on something new.

At the same time, I noticed LinkedIn was increasingly focusing on creators and incentivising people who were creating content on their platform. I did some market research and found existing personal branding tools, but they were falling short in helping people with content creation, the most important part of personal branding.

Coincidentally, OpenAI had just launched GPT-3, bringing massive improvements to AI-assisted content creation. I saw the convergence of these market trends: a growing need for personal branding, LinkedIn's creator focus, and the advancement of AI for content creation.

This market analysis led me to create Supergrow—a product in an existing market (LinkedIn personal branding tools), but with a focus on an underserved need (AI-powered content creation), with affordable pricing.

Now that I had identified a promising idea, the next step was to thoroughly understand what was already out there.

Step #1: Study Your Competitors Deeply

Find competitors in your market and use their products day in and day out. The goal isn't to copy them but to understand why they built what they built. Try to identify what you could improve that would improve the core workflow of their users.

My Competitor Research for Supergrow

When I started building Supergrow, I thoroughly studied the three main players in the LinkedIn content creation space:

Taplio: It was the biggest player in the market—very pricey with tons of features. However, I noticed that their content creation capability (the core function users needed most) wasn't great. They had built an impressive set of features, but the most critical component was shit.

AuthoredUp: This was a free Chrome extension. The design was poor, and it didn't work reliably. Yet people were using it simply because it was free. One thing stood out, though they had an excellent post preview feature that users loved.

ContentIn: I struggled to understand why people were using this tool at all. Its UI looked like it was from the 90s, and 90% of the time it didn't work properly. Yet it still had users, which confirmed there was strong demand for this type of solution.

After studying these competitors, I created a small proof of concept focused specifically on generating better LinkedIn posts. The results immediately showed that I could create something significantly better than what was available. This was incredibly motivating.

This experience t