“I very much like a model where the initial upfront costs are as low as possible and if I need to double down on something… I'm delighted to spend money on an app that's making money.”

Keep Initial Costs Minimal — Double Down When the App Earns It

David spent over $100K on design across 13 years and found it rarely paid off. His current model: minimise upfront investment; prove the app commercially; then hire and invest proportionally to revenue. Spending money before an app earns it is the most common financial mistake indie developers make.