“the thing I noticed about the app developers is that there's like solo developers indie hackers and I thought that they lack great user experience All of their apps are kind of technical and a bit complex for regular users And the other type of apps was VC backed or like huge corporations The user experience were was great But the problem about them was that they actually move pretty slow”

Target the Gap Between Indie Hackers and Slow Enterprise Software

Ericas identified a structural gap in the Shopify app marketplace: indie developers shipped fast but had poor UX, while large companies had great UX but moved slowly. By combining a designer's eye for experience with a small team's speed, he found a lane neither competitor could occupy. This positioning let him compete against both categories and win.