Team: Annan Yang (Tisch ’24), Sherrie Shao, Brett Bian, Jiayi Bao, Ivy Xiao
About the Venture: IndieApp is an AI-powered app builder that helps non-tech product managers to turn their ideas into reality.
Cofounded by Annan, Sherrie, and Brett, IndieApp is a lightweight, web-based tool that enables product managers without a technical background to convert their ideas into fully functional applications—without writing a single line of code. Much like stacking LEGO, IndieApp makes building apps both intuitive and straightforward.
Unlike other AI no-code tools designed for tech background users, IndieApp targets creators who are used to a “non-technical” approach to bring their ideas to fruition, making the entire process simpler to understand and use. As a result, IndieApp empowers professionals from various industries to encapsulate their unique expertise and knowledge into apps for monetization or to create cost-effective productivity tools that add convenience and value to their everyday work and lives.
Connecting with Real Users
From day one, we set a rule for ourselves: always stay connected to the real experiences of our users. Beyond hustling around networks, investors, and industry competitors, we make it a priority to speak with at least two to three target users every other day—listening, observing their workflows, and trialing the tools firsthand.
This hands-on approach helped us build our first user base. So far, we have:
Stay lean, move fast
Facing intense competition in the AI coding space, our first alpha launch taught us a hard lesson—we were too focused on building the ‘perfect product’ and assembling a multifunctional team. This pursuit of perfection slowed our launch, giving competitors the chance to release similar features first, hitting our traction hard.
After reflecting, we made a bold, unconventional decision: instead of scaling up with a larger team, we stayed lean.
Rather than building out separate teams for marketing, copywriting, or an extensive dev squad, we restructured a tight-knit team where each of us wears multiple hats. This restructuring aims to maximize agility. With flat and direct communication, we can rapidly test new hypotheses, pivot faster when needed, and prioritize the tasks based on team capacity to stay laser-focused on what truly matters.
Growing as a team
Growing a startup is anything but comfortable—especially with a small, lean team where everyone takes on versatile roles. Some responsibilities we enjoy; others push us outside our comfort zones.
To navigate this, we hold a weekly session to discuss our hobbies, personal interests, and the skills we want to develop. This ritual fosters transparency, trust, and mutual support while allowing us to reassess roles and reassign responsibilities. More than just team alignment, it’s a way to celebrate growth—both as individuals and as a company.
