Pre launch / Concept
Prior app experience
Built and monetized a previous app (Problem Pal) to ~$2K/month then sold it, establishing core skills in iOS app development, paywall design, and monetization before building Locked.
→ Problem Pal peaked at ~$2K/month; sold for undisclosed amount
Build (Month 0)
Vibe coding figma xcode
Designed the full app in Figma from scratch (~2 weeks), then built in Xcode using YouTube tutorials, prior knowledge, and Claude (AI coding assistant at $200/month subscription). Went from idea to App Store live in ~6 weeks.
→ App live on App Store in ~1.5 months
Launch / Month 1
Influencer outreach cold dm
Searched productivity/focus-related terms on TikTok and Instagram, scrolled through videos, clicked into creator profiles, and sent every creator the same cold DM opening with 'Paid promo?' to build an initial pipeline of interested influencers.
→ Built influencer pipeline; began booking first deals
Month 1–2
Influencer short form video
Partnered with Jeremiah Jones (productivity niche creator). Paid ~$800 with a 600K minimum view clause. Required the app to be shown within the first 15 seconds. Video explained how to 'stay locked in and on task' with a seamless app integration. Posted ~Feb 6.
→ ~1M views across platforms, ~1,800 downloads, ~$3,000 revenue generated, daily revenue spiked from ~$300 to $600–$1,000
Ongoing scaling
Influencer deal structuring
Developed a 4-deal framework to keep influencer CPM below app RPM ($2–3): (1) Flat rate ($500/reel or $1,200/4 reels) for proven high-view creators; (2) CPM deal ($1–2 per 1K views with a cap); (3) Minimum view clause deal (e.g. $500 for 500K MVC — Evan's preferred); (4) Bonus deal ($500 base + $500 bonus at 1M views). Always sends video requirements and a contract with a 1-week deadline.
→ Structured deals to maintain profitability; scaled to $14K/month within ~4 months
MRR $14k
Ongoing scaling
Paywall optimization
Implemented a two-stage paywall: primary offer of $40/year (with 3-day free trial) or $7/week, plus a transaction-abandon paywall at $20/year for users who exit. Uses Superwall to A/B test paywall variants (1% revenue fee).
→ Improved conversion on paywall exits; contributes to $14K/month MRR
MRR $14k
Ongoing scaling
Influencer retention reinvestment
If a creator performs well (hits MVC and generates strong revenue), Evan re-engages them for bigger deals. If they don't hit the MVC, they post additional videos until the view threshold is met before payment. This creates a performance-gated reinvestment loop.
→ Compound growth from repeat high-performing creator partnerships
MRR $14k