[Audiobook] MAKE: The Indie Maker Handbook — Foreword (Free Part)

Introduction

Thank you for joining me in this journey! The past few years have been an exhilarating whirlwind filled with adventures as I built various products and immersed myself in the startup ecosystem. Throughout this journey, I have had the privilege of meeting hundreds, if not thousands, of amazing individuals. Writing this book marks the culmination of my experiences thus far, and it certainly wouldn’t have been possible without the support of many.

I want to extend my gratitude to everyone who has ever used my applications and websites, especially those who supported my efforts financially by becoming paying customers. A special thanks goes to all my followers on Twitter for providing valuable feedback, sharing my work, and standing by me during the highs and lows that accompany the startup journey.

Success, at times, can lead to less-than-desirable behavior, particularly on social media. I acknowledge that I may not have always displayed kindness, and for that, I ask for your forgiveness. Again, I appreciate everyone who has played a part in this journey.

I want to express my heartfelt thanks to my family—my mom, dad, brother, Jeron, and Marion—for their unwavering support and for providing me with true advice during tough times. Additionally, my girlfriend deserves a shout-out for consistently encouraging me to finish this book over the past two years, standing by me when many others doubted my capabilities.

I also want to acknowledge my friends in this indie shipping community—Mark from BetaList, Loen, Andre, Oscar, John from Ghost, AJ from CardKland, Daniel my server guy, and many more—who have contributed to my journey in various ways. I am particularly grateful to Patrick McKenzie, who inspired me early on with his blogs and teachings about building products. Thanks to John Yangong Fuk, who showed me that one can build startups while traveling, and Derek Cyers, who emphasized the importance of being warm, nice, and humble, no matter how successful you become. Anthony from Hype Machine also deserves my gratitude for always being there with advice.

Jennifer DeWalt’s project of creating 180 websites in 180 days inspires me deeply. Without her influence, I might not have launched 12 startups in 12 months or written this book. I want to thank everyone in the Work in Progress chat for helping me stay productive and nudging me toward finally finishing this book, which took me longer than anticipated. Finally, I owe a debt of gratitude to Product Hunt, particularly Ryan Hoover and Andreas Clinger, for their unyielding support, feedback, and for giving visibility to my startups in a significant way. Each of you, along with those reading this book, has altered my life for the better—thank you!

Why Did I Write This Book?

Honestly, I never set out to write a book, as I rarely read them myself. Conveying my thoughts in 200 pages seemed daunting. However, as people began showing interest and purchasing my work, I felt compelled to continue.

It seems counterproductive to read countless books on startups and believe one can learn from them genuinely. Most successful entrepreneurs I know have gained knowledge primarily through hands-on experience. Furthermore, books can become outdated the moment they are written; what works for one might not apply to another due to differences in time and context.

There’s also the survivorship bias I must mention. My success doesn’t guarantee that you’ll achieve the same results. The truth is, this book will not make you successful; the responsibility lies entirely with you.

Nonetheless, I feel the need to represent a different narrative in the startup world. The media often paints a misleading picture, suggesting that you must build billion-dollar companies, network in San Francisco, or secure significant venture capital funding. Yet, the reality often involves stress, potential failure, and overwhelming odds—as less than 10% of VC-funded startups exit successfully, and many founders don’t make substantial profits.

I wrote to show that another way of building startups exists—the indie way, which focuses on self-funding and starting small. You can create a side project that may evolve into a profitable business, ultimately allowing you to leave your 9-to-5 job, establish savings, or retire early.

Bootstrapping—starting a business without external funding—can lead to greater odds of success compared to ventures chasing unsustainable revenue. The goal here isn’t to reach a billion dollars; rather, creating a self-sustaining and enjoyable business should suffice.

I want to see a shift in the mainstream startup narrative that embraces bootstrapping, real revenue, and profit. Writing this book is my attempt to play a small part in that change. Should I achieve any success in altering perceptions, it will feel rewarding, and with some financial backing from book sales, it serves as a safety net for me should I face failure.

Why You Should Listen to Me

Having transitioned multiple times from scrappy side projects to profitable companies with users, I’ve accumulated valuable insights. While many ventures failed, a few succeeded impressively. At the time of writing, my website Remote OK stands as the world’s most visited remote job board, alongside Nomad List—both of which I built manually and profitably.

I’ve launched multiple startups with collective revenues in the millions and have been recognized as Product Hunt’s Maker of the Year. Numerous projects have significantly impacted lives and helped create a community of indie makers.

Remember, however, that survivorship bias may affect these perspectives—those who fail often don’t write books about it, so my insights might be skewed toward success.

This book represents a culmination of my experiences and the knowledge I’ve gained over the years—an intricate brain dump of everything I’ve learned. While it might feel messy, I hope it serves as a guide for others aspiring to become indie makers and promote product launches.

I will keep this book updated regularly, treating it as an ongoing project. Just as startups evolve, so too will the insights and suggestions presented within these pages. You may encounter terms like app, site, product, startup, and business as interchangeable; the principles I discuss are broadly applicable.

Persistence and a touch of luck are essential elements in this journey. You might need to ship numerous products over a few years before success strikes. Instead of giving up early, continue creating and iterating until something resonates with the target audience. Embrace change, learn from failures, and most importantly, keep shipping!

Keywords

• Indie Maker
• Bootstrap
• Startups
• Self-funding
• Revenue
• Success
• Persistence
• Community
• Narrative change
• Product Hunt

FAQ

1. Why did Peter Levels write "The Indie Maker Handbook"?
Peter Levels wrote the book to offer an alternative narrative to the startup ecosystem. He aims to show that successful entrepreneurship doesn't have to involve venture capital funding or building billion-dollar companies.

2. What is bootstrapping?
Bootstrapping refers to the practice of starting a company with minimal external funding, relying primarily on personal savings and revenue generated from the business itself.

3. What key advice does Peter Levels offer for aspiring indie makers?
Peter emphasizes the importance of persistence, continuous shipping of products, and learning through hands-on experience. He believes that success largely depends on individual actions rather than merely academic knowledge.

4. What is the significance of community in Peter Levels’ journey?
Peter credits much of his success to the support and feedback he received from his community of fellow indie makers. Collaborative discussions and shared experiences were crucial in helping him navigate the challenges of entrepreneurship.

5. How will the book be updated over time?
Peter Levels intends to treat the book as an ongoing project, continuously updating it with new insights, experiences, and feedback from readers as he learns more in the startup landscape.