How I Taught Myself How To Code And Constructed My Personal Enterprise


Good day! Who’re you and what enterprise did you begin?

Hello, my title is Todd and I’m a serial entrepreneur. After an extended historical past of constructing varied companies, I created ByteStand, a pleasant software program growth firm run by ecommerce nerds who get enthusiastic about bizarre issues like “cross-platform integrations” and “fulfillment networks” and “coffee”.

We design Shopify apps, with three apps at present within the app retailer and over 2,000 retailers utilizing our software program. Our two predominant apps are ByteStand and FBA Delivery, which had been designed to assist Amazon sellers diversify and generate extra income by importing their Amazon stock to Shopify and exporting their Shopify orders to Amazon for success.

We additionally created FreshCredit, Shopify’s first true retailer credit score app. Between all three apps, we generate about $17,000/month in income.


What’s your backstory and the way did you provide you with the thought?

In 2015, I used to be promoting overstock gadgets on Amazon full-time. In any given month I had about 1,000-2,000 merchandise, with a flip over charge of about 500 listings a month.

Whereas perusing the Amazon Vendor boards, I got here throughout publish after publish of horror tales from fellow sellers complaining about being suspended by Amazon, typically for barely any cause in any respect. This wasn’t writing on the wall, this was a sticky word pasted on my brow. I knew I needed to do one thing to diversify my enterprise away from full dependence on Amazon.

I made a decision to create my very own retailer on Shopify. The one difficulty was how one can transfer my always altering stock. The logical first step was to easily begin coming into it by hand, one by one. It took about quarter-hour to enter one full itemizing with footage, descriptions and all the required bits and items. 1,500 merchandise occasions quarter-hour per product… it might take nearly 47 days of labor to enter my present stock, to not point out the five hundred new merchandise that got here in each month.

Shopify has an intensive app stock, however I attempted one app after one other to automate the method with no luck. I even tried going exterior the app retailer. No luck there both. I couldn’t imagine it, however there have been NO apps to maneuver stock from Amazon to Shopify.

I made a decision I must create one myself. It couldn’t be that tough, proper? Particularly for a man with zero software program growth expertise, zero information of programming languages, and 0 thought of how one can make Shopify and Amazon “talk” to one another.

Take us by way of the method of designing, prototyping, and manufacturing your first product.

I assumed I may rent somebody and so they may create the app for me, knocking it out in a month or so. I began researching tech growth corporations. My first quote got here in at over $100,000. My subsequent quote minimize that down by 25% however was nonetheless about $75,000 over my price range. That wasn’t going to work, so I went to Upwork and sought out impartial builders. After spending $5,000 right here and $1,500 there with nothing shifting me nearer to an answer, I noticed that if I needed this software constructed I used to be going to need to do it myself.

I’m an enormous believer in fixing my very own issues. ByteStand began as an answer to my very own downside, nothing extra.

My first step was studying a programming language. Shopify is written in Ruby on Rails, so I assumed that was nearly as good as any. With a guide known as Study Ruby the Exhausting Approach and about 100,000 searches by way of, I used to be in a position to educate myself Ruby.

I coded up a really fundamental model of ByteStand. I then realized it was worse than dangerous, it was horrible. I wanted skilled assist, somebody who may take what was, in essence, a primary draft and switch it into a refined product. I additionally realized I wanted a database particular person in addition to a Dev Ops particular person, somebody to arrange our servers so that they wouldn’t get hacked. I turned again to Upwork and employed a Ruby Developer, Database Admin, and a Dev Ops man. With a ragtag bunch of men from locales world wide, we accomplished the app.

Funding for paying these people got here instantly from promoting my Amazon enterprise for $30,000, plus about $20,000 in credit score, plus the help of my spouse, who works full time. If I had identified that the price to fund my apps would have been $60,000+ I NEVER would have carried out this. However it was slightly bit at a time, so the complete price by no means hit me within the face.

As an apart, I’ve put my spouse by way of too many companies. She married a banker, however ended up with a serial entrepreneur and the curler coaster of feelings that comes with that. To attempt to appease her uneasiness of one more enterprise, we wrote down objectives on her whiteboard, and I stored her updated with common refreshes of our numbers. I handled her like an investor, which she was. Three years later our outdated numbers are nonetheless there.


Describe the method of launching the enterprise.

Previous to our launch date, I used to be hitting the Shopify boards, establishing a one-page web site to seize emails of customers, lurking round Fb teams with questions, and in addition making an attempt to get a handful of beta testers to ensure this factor labored. By the discharge date (April 15, 2016), I used to be in a position to seize about 100 emails of Shopify retailer house owners. On the day of launch, I emailed these 100 retailer house owners and crossed my fingers.

Through the first week of being stay within the app retailer, I wore out the refresh button on my browser hoping for ANY downloads, ANY installs in any respect. By the top of the primary two weeks, we had 10 paying prospects and nearly $1,200 in income. I couldn’t be extra proud.

My aim was to develop to 100 prospects by the top of the yr. I want I may say there was some algorithm I developed to outline precisely what number of prospects I SHOULD have on X date. Or I used to be consulted by the Greek God of Enterprise and he or she declared that 100 prospects can be an admirable aim in my first 6 months. However I did nothing like that, all I did was the enterprise equal of sticking my thumb within the wind. I assumed if I had 10 prospects in April I THINK I can get to 100 by the top of the yr. Fortunately we greater than doubled that aim and had 266 customers by mid-December of 2016.

And now a pair years later I actually don’t do issues that a lot in another way. I merely have a look at our progress charge now, which is about 5% month-to-month income progress, and challenge that out till the top of the yr. Making an allowance for our present income, and the present progress charge I’m hoping to hit an MRR of $20,000 by the top of this yr.

How we decided pricing

Outdoors of the event of our apps themselves, pricing was THE most tough determination and one I struggled with for months. I talked to everybody I knew that had something to do with any enterprise. Hell I even talked to a good friend of mine who sells actual property. What I struggled with was how one can seize income, and never flip away prospects on the similar time. I instantly threw out the freemium mannequin, figuring out that I couldn’t work at no cost.

We additionally struggled with customers who would need to make the most of us, by downloading the app, receiving the worth from the app and uninstalling previous to any fees going down. I additionally needed to supply some stage of a free trial to show to customers that the app did work, and I REALLY preferred the recurring income mannequin of software program as a service. I had expertise in challenge primarily based work and didn’t need the load and stress of not figuring out what subsequent month’s income would appear like.

To complicate issues much more, Shopify provides the flexibility to cost by utilization, so in our case we may have charged our customers by the variety of merchandise that they add / obtain. Which we nonetheless might do, however ultimately we went with a pair completely different buildings that will accomplish most of our objectives. We determined to cost by the overall variety of merchandise a store has, which breaks down as follows:

  • 100 merchandise or much less – 1 week free then $10/month after that
  • 500 merchandise or much less – $15/month
  • 1k merchandise or much less – $50 as soon as after which $20/month-to-month with the primary month free
  • 3k merchandise or much less – $125 as soon as after which $30/month-to-month with the primary month free
  • 5k merchandise or much less – $200 as soon as and $50/month-to-month with the primary month free
  • Lastly a customized plan for any variety of merchandise.

One other issue was protecting issues easy, if we may I’d a lot reasonably have much less plans than extra, however this breakdown has labored properly. Additionally I didn’t suppose we’d get a lot in the best way of customized customers, however surprisingly sufficient we have now over 20, with shops ranging in dimension from 7k merchandise to our largest buyer who has over 150k merchandise.

In the long run what I noticed is that pricing can change, on the time I felt prefer it was going to be set in stone. I’d create a pricing mannequin and that was that, the market would help my mannequin or the apps would die on the vine. This isn’t the case in any respect, we’ve adjusted our pricing a half dozen occasions up to now, and the market supplies prompt suggestions. Which is so pretty, even within the case when too many offended prospects sending me emails complaining that my pricing is OUTRAGEOUS. If that occurs, then perhaps the pricing is simply too wealthy, and desires to return down. However we’ll at all times take note of our prospects suggestions, and alter accordingly.

Since launch, what has labored to draw and retain prospects?

I’ve tried Google Adwords and Fb adverts, however paid adverts have by no means labored for us. We get some site visitors, however little or no comply with by way of. Identical factor with social media posts. We get slightly site visitors, however nothing worthwhile.

As a substitute, what has labored is making a weblog with nice content material that’s simple to learn and truly helps. Not all our content material is even particular to Shopify or Amazon, but it surely’s nonetheless helpful and interesting. We’ve got articles about my startup journey, how one can get media protection to your merchandise, and how one can create superior product images. We attempt to comply with the 80/20 rule – 80% informative, useful content material and 20% promotional content material. At present, we’re averaging over 300 guests a day to our web site. The weblog has additionally helped us enhance our search engine optimisation. We’re now on the primary web page of Google outcomes for a number of key phrases, which drives an excellent little bit of site visitors to our web site.

We seize emails from web site signups and each set up of our apps. We’ve grown our listing to nearly 5,000 emails, and we ship out at the very least one month-to-month e mail by way of MailChimp with hyperlinks to our newest weblog posts, in addition to hyperlinks to our apps in each BigCommerce and Shopify. We additionally comply with up on all new installs and uninstalls by way of e mail.

Here’s a report from an e mail that was initially despatched in October of final yr:


We additionally reply questions and share useful content material in varied on-line boards, together with the Amazon Vendor boards, Shopify boards, varied Fb teams, and a few subreddits. (Reddit readers, you have in all probability seen posts from gennifer_bytestand earlier than!)

We’ve been fortunate to realize publicity within the Shopify app retailer as properly, being highlighted a half dozen occasions unfold between our three apps.

How are you doing right now and what does the longer term appear like?

Since that preliminary launch in April of 2016, we have now expanded to a few Shopify apps, two of which had been fully written by me, in addition to two BigCommerce apps which might be principally copies of their Shopify brethren. Mixed we have now over 2,100 prospects and our month-to-month recurring income has simply crested over $17,000.

We have had numerous worker turnover, however issues appear steady now with our employees together with me, our lead developer, our database supervisor and our dev ops man. We additionally employed somebody final yr to take over our assist desk and advertising.

We have been fortunate that the economic system has been good all through our progress cycle. We’ve got but to expertise what a downturn seems to be like within the ecommerce house. We additionally obtained fortunate in our timing. Proper once we went stay, Amazon shut down their internet retailer enterprise, which was a direct competitor to Shopify. We positively obtained fairly a couple of installs from these sellers.

From a income perspective, I’m glad. From January 2018 to January 2019 we noticed income progress of 42%, not together with BigCommerce. Trying on the future, we’re contemplating increasing to different platforms like WooCommerce. We additionally plan on including a couple of extremely requested options to the apps over the approaching months.

By means of beginning the enterprise, have you ever realized something significantly useful or advantageous?

Our largest problem thus far has been discovering high-quality builders. Upwork was nice for small, quick time period tasks, however I’ve had higher luck using small growth retailers nearer to my east coast time zone. I simply employed a model new developer and issues are going properly up to now.

After the startup section, prospects begin to come to you and ask for brand new options. If one or two prospects ask, that’s merely a blip. However when 10+ prospects begin asking for a brand new characteristic, then you may have a development that may kind your plan for the longer term.

The largest kick within the intestine got here when a copycat developer copied nearly phrase for phrase our ByteStand app, all the way down to utilizing the identical wording of their advertising copy. After the preliminary screaming at my pc display screen, I took it as a problem to be higher. I hate to confess it, however the competitors has been good for us. It has continued to push us ahead with new options and improvements that our copycat is unable to foresee.

A tough spot with our apps has been the on-boarding course of, that means the method by which customers configure our apps to work on their shops. At present, we’re experiencing a couple of 35% first day uninstall charge on two of our three apps, which isn’t good. Nonetheless we have improved that on our FBA Delivery app by simplifying the a number of pages of directions to at least one web page with a few bullet factors.

We additionally automate as a lot as attainable, write VERY clear instructions, and supply further help by way of our assist desk.

What platform/instruments do you employ for your online business?

I really feel fortunate residing within the occasions that we do. Being part of the ecosystem of the web is an excellent place to be, and our capacity to leverage the big selection of instruments out there’s actual blessing. We rely on and love the next instruments:

  • Assist Scout – manages our e mail and chat assist desk
  • Asana – challenge administration for points, bugs, and options
  • Digital Ocean – the place all 57 of our servers are housed, they had been lately bought by Amazon.
  • Slack – our distant crew 100% will depend on Slack, hardly ever will we ship an e mail to one another
  • GitHub – our code repository, or the place we again up and hold observe of our code and its many variations
  • Cloud9 – my private IDE, in different phrases the place I write my code. I really like C9 as a result of my workplace PC is home windows primarily based, and C9 permits me to not have to fret about conflicts with my OS, establishing a digital machine, worrying about SSL certificates, or public IPs. It’s superior.
  • MailChimp – we nonetheless use MailChimp, regardless that it’s expensive as hell. We like MailChimp for its design options, and ease of use.
  • StackOverflow – That is actually only a discussion board for builders. However I needed to offer it a shoutout as I’ve realized a lot from there and have been helped out of the mud of my code numerous occasions. Plus, I in all probability go to it at the very least as soon as a day to see how I can write code higher.

What have been essentially the most influential books, podcasts, or different assets?

I’ve by no means been an enormous reader of self-help or enterprise books. Perhaps I needs to be, however I really feel like the recommendation within the majority of these books is both outdated and dusty or painfully apparent with only a contact of widespread sense.

As a substitute, what I really like are tales of founders’ trials and tribulations. In that vein, my favourite podcast known as How I Constructed This with Man Raz. Once I’m feeling bummed, or silly, or small, or like I don’t manage to pay for, or I’m a failure, or the multitude of regular feelings a founder faces, I activate “How I Built This” and take heed to profitable founders who skilled the very same factor. How they nearly failed numerous occasions, however finally succeeded. It positively brightens my spirit and propels me ahead to the subsequent disaster.

Recommendation for different entrepreneurs who need to get began or are simply beginning out?

I’m an enormous believer in fixing my very own issues. ByteStand began as an answer to my very own downside, nothing extra. I used to be cognizant of the thought that there have been in all probability many different Amazon sellers who would need the identical factor. Thus, a enterprise was born.

After the startup section, prospects begin to come to you and ask for brand new options. If one or two prospects ask, that’s merely a blip. However when 10+ prospects begin asking for a brand new characteristic, then you may have a development that may kind your plan for the longer term. We had a listing of over 100 prospects who needed a particular characteristic in our delivery app. They instructed us what they wanted, signed as much as be beta testers, and once we went stay, they gave us their hard-earned cash for a service that match their actual wants. For those who pay attention, it may be an exquisite suggestions loop.

One pet peeve of mine that I’ve to share is the naming and branding of a startup. I feel it needs to be absolutely the last item a brand new entrepreneur does, when more often than not it is the primary. In search of an internet site, choosing colours, fonts, throwing round names – it is enjoyable and essential. Nonetheless, it is also a distraction. What’s most essential is answering the next:

  • What are you going to create?
  • How is it going to be completely different?
  • How are you positioned towards the competitors?
  • How a lot is it going to price?
  • Can you earn cash?
  • Do you may have the funds to go stay?

These are the essential questions. Naming and branding needs to be a deal with that you simply get on the finish of your laborious work.

The place can we go to study extra?

ByteStand has supplied an replace on their enterprise!

6 months in the past, we adopted up with ByteStand to see
how they have been doing
since we revealed this text.

Wish to begin your individual enterprise?

Hey! 👋I am Pat Partitions, the founding father of Starter Story.

We interview profitable enterprise house owners and share the tales behind their enterprise. By sharing these tales, we need to aid you get began.

Desirous about beginning your individual enterprise? Be part of Starter Story Premium to get the best companion to beginning and rising your online business:

  • Join + get recommendation from profitable entrepreneurs
  • Step-by-step guides on how one can begin and develop
  • Unique and early entry to the perfect case research on the net
  • And far more!


Are you prepared to spice up your income?

will open up a large, untapped gross sales channel and convey you nearer to your prospects!

We have interviewed many spectacular companies who swear by the outcomes of the product, together with Brumate, Beardbrand, and lots of extra.

Degree up your e mail advertising with Klaviyo!