How I make $42k/mo passively with simple no-code apps (copy me)

SUMMARY

Joseph Choi interviews Kyle Fowler, a bootstrapped app developer earning $42,000 monthly from Cardstock and Scanomon, sharing strategies on ASO, TikTok marketing, and scaling without VC funding.

STATEMENTS

Kyle Fowler launched Cardstock in 2018 after validating the idea on Reddit's r/baseballcards subreddit, where a post received 12-15 positive replies.
The initial launch post on Reddit drove 12 paid downloads at $4.99 each, generating $60 on day one without any ad spend.
Cardstock started as a paid app but switched to a freemium model with subscriptions ($5/month, $50/year, $99 lifetime), causing a massive revenue spike.
Kyle optimized App Store Optimization (ASO) using free Sensor Tower trials, targeting keywords like "baseball card scanner" and "find value for baseball cards."
ASO efforts secured the number one ranking for key terms for over two years, driving organic downloads and $10,000 monthly revenue passively through college.
Competition increased in 2024, causing a ranking drop in May, prompting Kyle to pivot to TikTok marketing.
Kyle hired his friend Jacob from Wendy's to create TikTok content, starting with low-engagement videos that iterated into a successful card-scanning demo format.
The TikTok format involves showing a desirable card for 3-5 seconds, scanning it with the app, and revealing its value to generate "what's the app?" comments.
They produced over 9,000 TikTok posts across creators in the last month, costing $2,600 for massive views at about $1 CPM.
Scanomon, a Pokémon card scanner, evolved from Cardstock's framework using AI tools and launched to tap into a larger market.
TikTok slideshows for Scanomon use AI-generated profile pictures and branded scanners to appeal to audiences, generating $9,000 monthly recurring revenue.
Noise platform enables scaling by providing templates to creators, who post slideshows and earn $0.50 CPM after Noise's cut.
Kyle emphasizes learning channels hands-on before hiring agencies to spot talent and avoid mistakes, especially as a bootstrapper.
Bootstrapping forced organic growth, starting from $10,000 MRR with ASO, scaling to $42,000 via experimentation without VC.
Kyle networks on Twitter and Consumer Club Discord to discover underpriced channels like Noise.
Early Cardstock growth came from niche Reddit posts that felt authentic, avoiding self-promotion bans by building prior validation.
ASO research involved brainstorming keywords, checking popularity on Sensor Tower, and fitting high-value ones into titles and subtitles.
TikTok success relied on controllable formats like value bin scans at card shows, allowing repeatable hooks and storytelling.
Kyle documented a "core TikTok strategy" checklist covering hooks, storytelling, and purposeful actions to guide content creation.
Switching to freemium exploded revenue because users converted sight-unseen, but Kyle prioritized product improvements for retention.
Scanomon's launch tested marketing theories, using existing TikTok formats adapted for Pokémon's bigger audience.
Bulk low-view TikToks outperform single virals in conversions due to sheer volume, despite lower trust signals.
Kyle values persistence over ideas, crediting focus and community learning for success.
Approaching new channels like Reddit involves networking first, then specialized searches on Twitter or podcasts.
Consumer Club and Twitter provided indirect learnings on retention, paywalls, and creator flywheels.
Kyle flipped a $30 card for $500 at shows using app data, demonstrating real utility.
Hiring friends split revenue 30/30/30 during COVID, evolving into full-time roles.

IDEAS

Validating app ideas on Reddit before building can uncover demand without coding, as Kyle's post got 15 replies leading to completion.
Paid upfront apps simplify monetization for beginners, yielding $60 from 12 downloads on launch day via organic Reddit traffic.
ASO with free tools like Sensor Tower can dominate niches for years, turning passive searches into $10,000 monthly revenue without ads.
Losing ASO rankings forces rapid pivots, like hiring unskilled friends for TikTok, evolving from 20-like videos to scalable formats.
TikTok hooks using suspense—teasing card values before app scans—drive engagement through curiosity and utility.
Documenting content strategies as checklists prevents feedback loops, ensuring every video element serves a purpose.
Controllable formats like staged card scans allow iteration on variables, creating series over one-off virals for steady growth.
Bootstrapping teaches channel mastery firsthand, enabling better agency hires by recognizing true expertise.
Pokémon apps tap larger markets than sports cards, using AI to build on existing frameworks quickly.
AI-generated profiles in slideshows appeal demographically, boosting views in gender-skewed niches.
Platforms like Noise automate creator scaling, turning templates into 9,000 posts for $1 CPM efficiency.
Bulk mediocre content outperforms sparse hits in organic conversions due to volume amplifying reach.
Networking on Twitter reveals underpriced tools, as shared knowledge from peers uncovers platforms like Noise.
Generalizing problems from personal pain points, like digitizing collections, generalizes to broader app ideas.
Persistence in iteration trumps initial failures, turning awkward early TikToks into a $42,000 business.
Community learning via Discords accelerates growth, providing tactical insights on paywalls and retention.
Flipping undervalued items at shows with app data proves product-market fit beyond marketing.
Every channel works if iterated enough; obsessing over "best" ones wastes time on viable alternatives.
Hands-on experimentation builds intuition for spotting solutions, like realizing Noise fits scaling needs.
Giving knowledge freely in networks creates reciprocity, opening doors to expert advice.
Freemium models convert higher than paid due to low barriers, exploding revenue post-switch.
Branding in-app during scans subtly boosts recall without overt calls-to-action.
Niche authenticity on Reddit avoids bans, building from validation posts to launch announcements.
Exploratory curiosity drives channel discovery, generalizing successes to new opportunities.
VC avoidance preserves ownership, forcing efficient, learning-focused growth paths.

INSIGHTS

Bootstrapped founders gain deeper channel expertise by necessity, turning constraints into advantages for spotting talent and scaling sustainably.
ASO's long-term passive income potential in underserved niches far outweighs short-term viral spikes, providing stability over hype.
Iteration on controllable content formats builds repeatable systems, shifting from luck-based virals to predictable growth engines.
Networking in founder communities uncovers hidden tools and strategies, amplifying individual efforts through collective knowledge.
Personal pain points, when generalized, reveal viable app ideas that solve real problems and validate quickly via social proof.
Volume of authentic, utility-driven content trumps polished perfection, as bulk exposure drives conversions in organic channels.
Hands-on learning before delegation ensures informed decisions, reducing risks in hiring and channel expansion.
Freemium shifts lower entry barriers, unlocking subscription revenue through impulse conversions unseen in paid models.
Curiosity-driven generalization connects disparate experiences, fostering innovative pivots like expanding from sports to Pokémon cards.
Persistence and focus on execution outpace idea generation, as commitment navigates failures to sustained success.
Reciprocity in knowledge-sharing builds networks where experts willingly guide committed learners.
Niche-specific adaptations of proven formats, like slideshows, outperform generic copies by fitting audience behaviors.
Every marketing channel holds potential if iterated deeply, challenging absolutes like "ads only" or "organic forever."
Product utility, proven through real-world flips, reinforces marketing by delivering genuine value to users.
Community validation on platforms like Reddit evolves into authentic launches, blending promotion with genuine engagement.

QUOTES

"The Reddit post did its job."
"All I have to do is change this and then people can just find me naturally by searching the right keywords in the app store."
"We optimized for baseball card scanner was the biggest one. We held the number one spot for that keyword for two or three years honestly."
"Show a desirable card for 3 to 5 seconds. Scan it with the app in your hand and then reveal the value of the app."
"The goal is the what's the app comments. That's the whole goal."
"Every action text word should have a purpose. Like people love to just like put stuff on the screen and sometimes there's a there's merit to it like cuz you know you like you can't prioritize making every second but every second counts."
"You have to learn enough of how to do something yourself in order to recognize someone great at it."
"The ideas are like what matters. And the ideas, people still undervalue them, but like the hard thing is being committed long enough to like see it through through the troubles."
"They all probably work. I feel like I see so much on Twitter everyone being like oh everyone says this about X thing but really it's Y thing you need to doing."
"Just do the thing, be committed to it, ask the right people for help and like you're going to succeed."
"Being a sponge or just like oh why like why do you do that? That's interesting. like you're just not annoying and like you're asking people advice, they're they're going to help you."
"We've generated like 8,000 like 7,600 posts in the last month. And we paid 2,600 for this amount of views."
"It's the sheer bulk of posts that just leads to like conversion rate."
"I just could not believe anyone would pay $5 recurring. I was like, 'It costs $15 for a Netflix subscription. Who's paying a third of that for card stock?'"
"If the product isn't good, I just wasn't proud of it enough to the point where I was like, I want to market this to a ton of people cuz like I don't think they're going to like it."

HABITS

Validate app ideas by posting on relevant subreddits to gauge interest before full development.
Use free Sensor Tower trials to research and select high-value keywords for ASO implementation.
Iterate TikTok content daily with friends, analyzing likes and comments to refine formats.
Document marketing strategies in checklists to ensure consistent feedback and execution.
Attend card shows to source content, test app utility, and flip items for profit.
Network weekly on Twitter and Discord communities to discover new tools and advice.
Prioritize product improvements for retention before aggressive marketing pushes.
Generalize personal problems into broader app concepts through brainstorming sessions.
Hire friends for roles like content creation, splitting revenue to build team organically.
Consume podcasts and YouTube for niche marketing tactics beyond generic articles.
Track app revenue and downloads in App Store Connect to identify growth spikes.
Experiment with one channel deeply before expanding, focusing on controllable elements.
Share knowledge freely in networks to foster reciprocity and attract expert input.
Maintain full ownership by bootstrapping, avoiding VC to control pace and learning.

FACTS

Cardstock generated $700,000 lifetime revenue from two apps, with $41,000 monthly recurring as of the interview.
A single Reddit post six years ago led to 12 paid downloads at $4.99, kickstarting the business.
ASO held #1 ranking for "baseball card scanner" for 2-3 years, driving $10,000 monthly passive income.
TikTok campaigns produced 7,600 posts in one month for $2,600, achieving $1 CPM.
Scanomon reached $20,000 monthly revenue shortly after launch, now at $9,000 MRR.
Noise platform splits CPM 50/50, enabling creators to earn $0.50 per 1,000 views.
Switching to freemium caused the largest revenue jump, from low thousands to sustained growth.
Kyle flipped a $30 Glacion Pokémon card for $500 using app data at shows.
Consumer Club members build apps at a median $1 million ARR, per the host.
Apple offered $100 free ASA credits, sparking Kyle's ASO interest.
r/baseballcards subreddit validated the idea with 12-15 replies pre-launch.
TikTok slideshows for Scanomon use 38 hook images and 230 content images per template.
Bulk TikToks averaged low views but totaled massive exposure through volume.
Kyle built Scanomon using AI dev tools on Cardstock's framework in months.

REFERENCES

Reddit (r/baseballcards, r/OCcards) for validation and launch posts.
Sensor Tower for ASO keyword research and free trials.
App Store Connect for revenue and download tracking.
Astro (Mac app) for ASO monitoring.
Twitter (now X) for learning, networking, and app community insights.
Consumer Club Discord for founder advice on paywalls and growth.
Superwall for A/B testing paywalls and experiment generator at paywallexperiments.com.
Noise platform for creator slideshow distribution and UGC.
Growy for CPM-based creator campaigns.
Sideshift.app for hiring UGC creators (code: JOSEPH25 for discount).
TikTok for content formats like silent pack openings and value bin scans.
Apple News and Sports apps for branding inspiration in scanners.
Fig and Cali apps for in-app promo techniques.
Perplexity, GPT, Google for best practices research.
YouTube and podcasts for advanced organic marketing tactics.

HOW TO APPLY

Post an idea validation thread on a niche subreddit like r/baseballcards to collect 10-15 replies confirming demand.
Sign up for a free Sensor Tower trial using multiple emails, brainstorm 20 keywords, and rank them by popularity and difficulty.
Fit top three high-value keywords into your app title and subtitle, then submit for App Store review to test organic rankings.
Hire a friend with basic social skills for content creation, starting with low-stakes videos mimicking successful niche formats.
Film TikToks showing a 3-5 second card tease, followed by an in-hand app scan revealing value, aiming for "what's the app?" comments.
Create a checklist of video elements: hook text, storytelling voiceover, purposeful on-screen actions, and bio link prompts.
Attend local card shows to source authentic content, scan items live, and negotiate deals using app data for flips.
Build a second app by adapting an existing framework with AI tools, targeting an adjacent larger market like Pokémon from sports cards.
Upload slideshow templates to Noise: prepare 38 hook images and 230 content ones, set CPM at $1, and monitor analytics for top performers.
Iterate on underperforming hooks by A/B testing text variations, tracking views and conversions via platform dashboards.
Network on Twitter by engaging founder posts, asking targeted questions about channels, and sharing your experiments for reciprocity.
Switch to freemium with $5/month pricing, using Superwall to test paywalls and boost initial conversions.
Document learnings in a personal strategy doc, reviewing weekly to generalize successes and pivot from ranking drops.

ONE-SENTENCE TAKEAWAY

Bootstrapping apps through ASO and iterated TikTok yields sustainable $42k monthly passive income via persistence and community learning.

RECOMMENDATIONS

Start with Reddit validation for any app idea to confirm demand cheaply before investing time in development.
Prioritize ASO early using free Sensor Tower audits to secure passive organic traffic in niches.
Hire unskilled friends for marketing roles initially to learn channels hands-on without high costs.
Develop repeatable TikTok formats with controllable elements like hooks and scans for consistent scaling.
Document content strategies in checklists to streamline iteration and team feedback.
Expand apps to adjacent markets using existing codebases and AI tools for quick launches.
Use platforms like Noise for bulk creator content at low CPM to amplify reach efficiently.
Learn channels yourself before agencies to evaluate talent and avoid bootstrapping pitfalls.
Network actively on Twitter and Discords to discover underpriced tools from peers.
Switch to freemium models post-launch to unlock subscription revenue through lower barriers.
Attend industry events like card shows for authentic content and product validation.
Focus on utility-driven content that provides real value, like card tips, to build trust.
Generalize personal frustrations into broader app solutions for natural market fit.
Iterate deeply on one channel before diversifying, ensuring mastery over scattered efforts.
Share knowledge freely in communities to attract reciprocal expert advice and opportunities.
Track all metrics in App Store Connect to identify spikes and pivot strategies timely.
Brand subtly in-app during key interactions to boost recall without overt promotion.
Consume podcasts for niche tactics, filtering through your growing expertise.
Maintain bootstrap mindset for ownership, using constraints to force efficient learning.

MEMO

Kyle Fowler's journey from a college student tinkering with app development to generating $42,000 in monthly passive revenue underscores the power of bootstrapping in the mobile space. In 2018, inspired by his own frustration sorting baseball cards, Kyle posted a validation idea on Reddit's r/baseballcards subreddit. The thread drew 12-15 enthusiastic replies, enough to revive a stalled project. Launching Cardstock as a $4.99 paid app, a follow-up post netted 12 downloads and $60 on day one—no ads, just authentic community engagement. This humble start evolved as Kyle recruited two friends during COVID, splitting revenue three ways while they built the scanner that digitized and valued sports cards.

The app's quiet ascent relied on App Store Optimization, a tactic Kyle mastered with free Sensor Tower trials. Targeting keywords like "baseball card scanner" and "find value for baseball cards," he secured the top ranking for years, funneling organic searches into $10,000 monthly revenue. All through college, Cardstock hummed passively, requiring minimal updates amid Kyle's travels and studies. A pivot to subscriptions—$5 monthly, $50 yearly, $99 lifetime—after advice from recruiters exploded growth, as users converted impulsively. Yet, when rankings slipped in May 2024 amid rising competition, Kyle faced a reckoning: diversify or stagnate.

Enter TikTok, an unlikely savior. Hiring Jacob, a Wendy's coworker with zero content experience, Kyle dove into experimentation. Early videos mimicking dropshipping garnered mere 20 likes, but persistence paid off. They cracked a format: tease a desirable card for seconds, scan it live with the app, reveal its worth. Suspenseful hooks like "What's this MJ card worth?" sparked comments begging for the app name. Voiceovers added storytelling flair, vlogging card show hunts where the app's data enabled flips—like snagging a $500 Pokémon card for $30. This utility-driven content, controllable and repeatable, scaled across accounts.

Scanomon emerged naturally, extending the framework to Pokémon cards with AI-assisted development. Launching into a larger market, it adapted TikTok slideshows: AI-generated profiles, branded scanners, and tip-filled templates. Revenue hit $20,000 monthly fast, now stabilizing at $9,000 recurring. To amplify, Kyle turned to Noise, a platform automating creator distribution. Uploading hooks and images, they unleashed 7,600 posts in a month for $2,600—$1 per thousand views. Bulk volume trumped viral singles, converting through sheer exposure despite modest per-video metrics.

Bootstrapping shaped Kyle's edge: full ownership forced deep dives into channels, from ASO to social. Learning TikTok firsthand let him spot a strong UGC agency later, avoiding early pitfalls. Networking on Twitter and Consumer Club Discord unearthed Noise, proving communities accelerate discovery. "Every channel works if you iterate enough," Kyle insists, rejecting absolutes like "ads only" or "organic forever." His philosophy—generalize curiosities, persist through failures, seek expert reciprocity—turns constraints into catalysts.

Today, with $700,000 lifetime earnings and no VC, Kyle eyes Reddit revival and beyond. His story demystifies app success: solve real pains, validate organically, optimize ruthlessly. For aspiring builders, it's a blueprint in persistence over polish, community over isolation. As markets saturate, niches like card scanning remind us: genuine utility, scaled smartly, sustains.