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By: Charlie Chapman
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 Host Charlie Chapman interviews app developers and other creators about their experiences releasing their creations out into the world.© 2025 Launched Economics Marketing Marketing & Sales
Episodes
  • 85: Helm – Hidde van der Ploeg and Pol Piella

    85: Helm – Hidde van der Ploeg and Pol Piella
    Feb 11 2026
    On the podcast, I sit down with Pol and Hidde to discuss the frustrations developers face with App Store Connect, how they turned their own pain points into Helm, and why automating app launches and translations has become a game-changer for indie developers.Top Takeaways:💡 Build for the pain, not the platform Helm wasn’t born out of a market analysis — it came from frustration with App Store Connect. By starting with their own workflow pain points, they built something instantly useful to the exact audience they belong to: app developers. Real problems create real product-market fit.🎯 Focus beats feature parityInstead of cloning App Store Connect, Helm rebuilds only the parts developers hate — and makes them effortless. That means obsessing over friction points like AI-powered translations and fast TestFlight access. By doing less, but doing it brilliantly, they turn a clunky chore into a tool devs love.🌱 Delight is the best growth strategyHelm’s growth didn’t come from paid ads or clever SEO. It came from users who felt seen. When a dev complains about App Store Connect on X, someone else inevitably replies: “Just use Helm.” That kind of advocacy only happens when your product delights the right people.👕 Marketing is memory-making Sponsoring an amateur football team named “Swift” wasn’t about CAC. It was about building brand lore. Great indie products often grow by being fun, weird, and memorable. In a world of optimized funnels, personality is differentiation.📱 Mobile is a chance to surprise When bringing Helm to iOS, they didn’t just shrink the desktop app, they leaned into what mobile does best. Helm Passport, an App Clip-powered networking feature, added a playful, real-world twist that got people talking (and sharing). Great mobile UX doesn’t just port — it reinvents.🤝Shared ownership beats rigid rolesAlthough both co-founders have different backgrounds, they don’t strictly divide design and engineering. Both touch the whole product, jump in where needed, and stay deeply familiar with the codebase. That overlap keeps the team fast, resilient, and aligned.About Hidde and Pol: 🚀 Co-Founders of Helm📱 Hidde van de Ploeg is a designer-turned-developer and co-founder of Helm, an app that simplifies the App Store Connect experience. With a background in design and indie app development, Hidde has worked on several successful projects before launching Helm, which has quickly gained a loyal following among developers.👋 LinkedIn👨‍💻 Pol Piella is a software engineer and the co-founder of Helm. Originally from Barcelona, Pol has a background in electronic engineering and iOS development. He co-created Helm to address the pain points developers face when working with App Store Connect, aiming to provide a seamless, efficient solution.👋 LinkedInFollow us on X: Charlie Chapman - @_chuckycRevenueCat - @RevenueCatLaunched - @LaunchedFM Episode Highlights: [0:00] Helm’s promotion by users instead of creators[0:19] Introduction of Paul Piella and Hita van de Ploeg[1:27] Paul’s elevator pitch of Helm[3:09] Paul and Hita’s background and their collaboration[5:47] The idea behind Helm and the App Store Connect frustration[9:36] Challenges with the App Store Connect API[12:07] Helm’s compliance with Apple and review process delays[16:09] How WWDC helped get the app approved[18:11] The launch of Helm and user-driven promotion[20:42] Fun marketing strategy: sponsoring a football team[23:54] Reinvesting profits into AI features and marketing[25:20] Low churn rate and stable growth[28:06] Key features making Helm valuable for developers[30:59] The iOS version of Helm and its impact on user engagement[33:27] The "Helm Passport" feature for conferences[35:15] Helm’s development in SwiftUI[39:00] Collaboration and overcoming challenges in SwiftUI[41:11] Teamwork dynamic between Paul and Hita[44:06] Improving customer support with Harbor tool[45:44] Harbor’s potential as a future SaaS product[47:12] Growth and long-term focus of Helm[50:30] Helm’s vision for quality and user feedback[52:25] Future plans and expansions for Helm
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    53 mins
  • 84: HabitKit – Sebastian Röhl

    84: HabitKit – Sebastian Röhl
    Jan 28 2026

    On the podcast, I talk with Sebastian about the power of building in public, how persistence pays off when growth is slow, and why focusing on user needs and iterative improvement can lead to unexpected success in indie app development.

    Top Takeaways:

    💡 Building in public isn’t a marketing trick — it’s a momentum engine
    Sebastian didn’t have a marketing budget when he launched his first apps. Instead, he built in public, sharing screenshots, updates, and revenue transparently on X (Twitter). This not only brought early users but also helped him stay motivated through long stretches of slow growth.

    🧩 Success comes from clarity, not complexity
    His first app, LiftBear, was a workout tracker that tried to do too much. It didn’t fail to live up to expectations because it was bad — it didn’t succeed because it wasn’t distinct. HabitKit, on the other hand, had a single, instantly recognizable visual hook: a GitHub-style contribution grid that turned habit tracking into a game of consistency.

    🚀 Patience pays off — app store algorithms can change your life overnight
    After months of steady updates and reviews, HabitKit suddenly began ranking for “habit tracker” in several major markets — without any new marketing push. The result: downloads and revenue skyrocketed.

    💰 Lifetime plans build trust — even if you love subscriptions
    All of Sebastian’s apps use a freemium model, with monthly, annual, and lifetime options. He believes offering a one-time purchase alongside subscriptions reduces friction and builds goodwill among users who hate recurring payments.

    🧠 Building a new app can reignite your creativity
    After three years of improving HabitKit, Sebastian started to feel burned out. His new app, FocusKit, gave him a chance to learn SwiftUI, experiment with Apple’s new Liquid Glass aesthetic, and explore productivity from a fresh angle.


    About Sebastian Röhl:

    🎤 Founder and CEO of HabitKit & FocusKit

    📱 Sebastian Röhl is a passionate indie app developer and tech entrepreneur. With a background in computer science and a drive for solving real-world problems, he created HabitKit and FocusKit to help users build productive habits and stay focused. After working at top software companies, Sebastian followed his entrepreneurial spirit, focusing on mobile apps that combine simplicity with powerful functionality.


    👋 LinkedIn

    💻 Substack https://sebastianroehl.substack.com/

    Follow us on X:

    • Charlie Chapman - @_chuckyc
    • RevenueCat - @RevenueCat
    • Launched - @LaunchedFM


    Episode Highlights:

    [0:00] Introduction to Sebastian Röhl and his journey into indie app development

    [2:20] The power of building in public: How sharing your process helps you grow

    [5:41] Persistence in the face of slow growth: Why consistency is key to success

    [9:02] Focusing on user needs: How Sebastian’s personal challenges shaped his apps

    [12:45] From LiftBare to HabitKit: Pivoting after initial setbacks

    [16:00] The importance of simplicity and design in HabitKit and FocusKit

    [19:55] Using feedback and iteration to improve your product over time

    [24:30] How small wins, like app store ranking boosts, can lead to bigger success

    [28:10] Learning from competitors, but staying true to your own vision

    [32:05] The role of data in guiding decisions and refining your product

    [36:15] Why Sebastian chose SwiftUI for FocusKit and the importance of native development

    [40:02] Continuing to build and evolve: How building in public keeps you motivated

    [43:45] The importance of not rushing to judgment: Embracing learning and testing in the process

    [47:02] Insights on the future of indie app development and staying innovative

    [49:55] Final thoughts on how to balance building apps and long-term growth
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    50 mins
  • 83: NaadSadhana – Sandeep Ranade

    83: NaadSadhana – Sandeep Ranade
    Jan 14 2026

    On the podcast, I talk with Sandeep about how a frustrated student’s struggle inspired him to create NaadSadhana, a revolutionary AI-driven app that helps singers perfect their pitch in real time. We dive into how his journey—from Microsoft and Google engineer to Apple Design Award-winning musician—shows what happens when art and technology truly harmonize.


    Top Takeaways:

    🎵 Build for Passion, Not Just Profit
    Sandeep didn’t set out to build a business—he built NaadSadhana to help one struggling student. Solving a personal, meaningful problem led to a product that resonated deeply with others. Passion-first can still lead to product-market fit.


    🧠 Invent What Doesn’t Exist
    No app could help singers practice pitch accurately. So Sandeep built one—then layered in AI to simulate a responsive, collaborative band. When off-the-shelf solutions don’t exist, invent your own, especially if you're the first customer.


    🔄 Iterate Like an Artist
    Despite winning an Apple Design Award, Sandeep rewrote the app from scratch to add more instruments and complexity. Don’t let accolades freeze you. Treat your product like a living artwork—refine, rebuild, and evolve.


    🧘 Stay Human in the Age of AI
    Sandeep calls his AI "artistic intelligence." It doesn't replace musicians—it empowers them. He built ethical constraints into the app to keep it human-feeling. Augment people, don’t automate them out of the process.


    📣 Word of Mouth Over Paid Ads
    NaadSadhana grew organically through teachers, students, and artists sharing it. No marketing team. No budget. Just a product that solved real problems and delighted users. Focus on creating “wow”—and trust the users to spread the word.

    🎛 Obsess Over Craft
    From psychoacoustics to sub-millisecond latency to modeling physical string vibrations, Sandeep sweats every detail most users will never see. Excellence compounds. When you build with care, it shows—even when people don’t know why.


    About Sandeep Ranade:

    🎤 Founder and CEO of NaadSadhana

    📱 Sandeep Ranade is a passionate Hindustani classical musician and tech entrepreneur. Combining his deep knowledge of music and cutting-edge technology, he created an app that helps users improve their vocal precision. After a career at top tech companies, Sandeep pursued his passion for teaching and carried it to NaadSadhana, with a goal of music without barriers.

    👋 LinkedIn


    🔍 Wikipedia


    💻 Website


    Follow us on X:

    • Charlie Chapman - @_chuckyc
    • RevenueCat - @RevenueCat
    • Launched - @LaunchedFM


    Episode Highlights:
    [0:00] Sandeep's journey from tech to music

    [2:15] How NaadSadhana was born out of a need in music education

    [5:30] The challenges of developing a music app for vocal training

    [9:45] NaadSadhana’s unique approach to vocal tuning and feedback

    [15:20] The role of psychoacoustics and signal processing in the app's technology

    [22:10] How Sandeep balanced his tech career with his passion for classical music

    [28:55] The evolution of NaadSadhana and its growth over time

    [35:12] The impact of the Apple Design Award on NaadSadhana's success

    [42:20] Sandeep’s thoughts on creating a truly artist-centered app

    [48:05] How NaadSadhana fosters better practice habits for musicians

    [53:30] The app's influence on the Indian classical music community

    [59:40] What’s next for NaadSadhana: expanding features and reaching more musicians
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    1 hr and 17 mins
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