“we shut down all marketing and spent 4 months completely rebuilding from scratch. we launched the new version on April 15th where we were at $1,700 MRR and around 15 downloads a day. the next month we go all in on marketing again for the NBA playoffs and all of a sudden our conversion rate to paid was over 50%”

Rebuild from scratch when trial-to-paid conversion sits below 20%

Rather than iterating on a broken product, they killed marketing entirely and spent four months rebuilding around the core insight that users wanted answers, not tools. When they relaunched, paid conversion jumped from 13% to over 50% and they hit $30K MRR within 10 weeks — a result that would have been impossible without the full rebuild.