2014 Business Yearly Review

Inspired by this article on doing a year-end review of your indie business, I took a few minutes and calculated some stats and compiled my major accomplishments from 2014. The result was eye-opening and made me feel more than a little bit proud.

I’ve made a conscious effort to be more transparent about my business dealings this year because I truly believe getting more people to share these kinds of numbers will benefit the community as a whole. So, here’s my 2014 review of Click On Tyler

  • Earned $61,500 in sales ($168/day)
  • Grew revenue by 6%
  • Gained 1,714 new customers (40% down from 2013 new customers)
  • Sold 1,961 copies of my software
  • $31.36 average sale price
  • Launched new, responsive clickontyler.com website design
  • Launched VirtualHostX 5.0 with folders, SSL support, custom directive templates
  • Launched VirtualHostX 6.0 and reset the app’s development cycle to coincide with Apple
  • Built and launched Minion
  • Built and beta launched Hobo
  • Built Upshot
  • Built and launched Shutterbox
  • Retired Incoming!
  • Retired Traffic Advisor
  • Migrated off Rackspace to Linode
  • Integrated a FAQ/support website into clickontyler.com
  • Introduced commercial licenses with priority support
  • Began writing regularly at tyler.io
  • Wrote 56 blog posts. 35,900 words
  • Wrote half a book on my Dropbox photography workflow. 11,251 words
  • Gained 883 newsletter subscribers (42% growth)
  • Sent 11 newsletter campaigns (10,789 emails)
  • 68% newsletter open rate (19,447 opens, 7,406 unique opens) (18% industry average)
  • 15% newsletter click-through rate (2,217 clicks, 1,666 unique clicks) (2.5% industry average)

All of that, while caring for (dealing with) our first son, who was born at the start of the year. And, while working a full-time job as well.

A sincere thank-you to all of my customers and everyone who reads this blog. I can’t wait for 2015.

My Inboxes

I’m not one of those people who feels busy all the time. I typically never feel overwhelmed no matter how much is on my plate. But I know and have worked with lots of people who always seem to be in a hurry and are frazzled trying to remember all the tasks in front of them.

I’ve never been able to understand the mindset of the perpetually busy person. I don’t at all mean that to sound condescending. It’s just not in my nature to feel overwhelmed very often.

I really do believe that a big reason for why I tend to stay calm even during my busiest times is that I fully trust my (mostly) digital organization system for running my life. And a key part of believing in my system is knowing that any time an actionable piece of information comes my way, I have a dedicated inbox I can place it into where I know it won’t be forgotten or overlooked.

And that’s the purpose of an inbox – whether digital or physical. It’s a dumping ground where you can safely store everything you need to do but haven’t yet had time to process, schedule, or fully examine. Then, during your regularly scheduled review or whenever you have time, you can go through the contents of your inbox and either act on, defer, or delete its contents.

Today I thought I’d share my various inboxes and how I use them.

If you’ve read any of the other productivity posts on this blog, you’ll know I’m a heavy OmniFocus user. It’s my first and primary inbox. Any time I’m at my Mac and I come across something that needs doing, a keyboard shortcut launches the app’s quick entry window. I can type in my task, press return, and go back to my work knowing the task is captured and waiting for review the next time I process my inbox. When I’m away from my Mac, new tasks go straight into my inbox by way of the OmniFocus iPhone app. In almost any situation, I’m able to capture my tasks without breaking the flow of whatever else I’m doing.

I have a default Evernote notebook titled “@Inbox” where all of my new notes go. Every piece of information I clip from the web or capture from some other source is initially filed into @Inbox. Once a week, during my OmniFocus weekly review, I’ll go through all the notes I created last week and sort them into a permanent notebook. (The “@” at the front of “Inbox” keeps the notebook sorted to the top of Evernote’s notebook list.)

I’m also a heavy user of Drafts on iOS. It’s the fastest way to write down any amount of text that you plan on doing something with later. When people dictate their phone number or email address to me, I’ll typically capture it into Drafts and then add it to a real address book contact later. Also, many of my blog posts begin in Drafts. It’s very common for me to have the inspiration for a new post while I’m away from the computer. I’ll use Drafts to jot down the topic and maybe even a few sentences worth of ideas I want to be sure to include. Later, I’ll move that text into a proper draft post in WordPress where it will sit until I flesh it out into a completed post.

I also use my (unreleased) iOS app Upshot to quickly capture photos, videos, and audio recordings. Everything I capture with the app is immediately uploaded to a Dropbox folder for future processing. Processing that folder happens (of course) during my weekly review.

My final digital inbox is literally my Gmail inbox. As I wrote previously about my email habits, the only emails in my inbox are either unread or something I need to act on. That guarantees I never have to spend time scanning over my inbox for emails that no longer matter. Everything in it requires an action of some kind – even if it’s as simple as deleting the message.

So those are my digital inboxes. But what about the physical world? Unsurprisingly, my solution is to scan everything into digital form.

Next to our front door is a literal inbox hanging on the wall. All of our snail mail and any other papers we acquire go into it. Once or twice a week I’ll empty it and bring everything into my office. Every piece of paper is either thrown away or scanned into PDF form with my ScanSnap and then shredded. My goal is to remain as paperless as possible. And other than a few mortgage documents stored in a fire safe, there’s zero paperwork in my office. Everything is in OCR’d PDF form and safely stored in Dropbox, where it’s sorted into an appropriate folder for future reference.

One workflow detail: When I scan a document, the built-in ScanSnap software automatically OCR’s the text and saves the document as a PDF into a Dropbox folder named “_Inbox”. It’s not uncommon for there to be 10 – 15 PDFs in that folder at any given time. But, like everything else I’ve written about, during my weekly review I’ll review each PDF and file it away into a permanent folder.

And that’s it. Those are the seven inboxes where every piece of information, task, or document begins its journey into my trusted system.

For folks reading this, all of the above may sound insane. But it really is a simple system once you have the right tools and workflow in place. And it’s actually kind of liberating. I never have to deal with a computer monitor covered in sticky notes of things I have to remember. Instead, I’m confident that everything is in it’s correct place where it won’t be forgotten or overlooked. And that confidence leads to a clear mind free of open loops (to use David Allen’s term) so I can focus on the actual work in front of me.

That Connection

I don’t code every day. Even when my only job was running my little company, I never had enough work in the pipeline to keep me busy in Xcode five days a week. The actual programming part of my job comes in fits and spurts as I work on new features and bug fixes.

The only area of running my company that is consistent (other than the administrative overhead) is customer service.

Simply due to the fact that I sell my software worldwide, I have customers in every time zone and in countries with vastly different holiday schedules than my own. That means support emails, tweets, and phone calls can arrive at any time of day and any day of the year.

I’d wager half of the work I do for Click On Tyler involves interacting with my customers. Support emails, feature requests, bug reports. Over the seven years I’ve been selling my software, I’ve talked with literally thousands of my users. Some of the most frequent ones are now on a first-name basis. A select few have even become friends.

It’s a part of the job I truly enjoy.

Helping a customer get started with one of my apps or troubleshooting a bug and delivering a fix never gets old. For days when I’m feeling down, or after one of those fortunately rare times when a customer yells at me, I keep a folder in my email full of letters from people simply saying “thank you”.

I really do thrive on all that interaction. It’s an amazing feeling knowing not only are people willing to pay money for something you built, but that something you built has had a measurable, positive impact on someone’s life.

And that’s why I think I’ve never 100% ever loved any of my “real” jobs. I’ve built websites and apps for many different companies. But I’ve never once been given the opportunity to interact with customers or see the work I’ve done in the hands of users. Whether due to bureaucracy, company policy, or simply logistics, I’ve always been kept separate from the people using the code I spend eight hours a day writing.

It leaves me without the connection I’ve grown so accustomed to with my own software business. And that connection is vital. It keeps you grounded, honest, and empathetic towards your customers. It seeps into your brain and imparts a bit of humanity into the code you’re writing.

So don’t dread the time you spend talking with your customers. Relish it. It keeps you connected and provides the fuel you need to keep your software operating at a human level.

More App Rejections

From Cromulent Labs, whose app launching widget was initially approved by Apple and then removed from the App Store:

But this time I decided to make a more concerted effort, start a company, and see if I could make some app (or apps) that could simply keep me employed and pay the bills….As with any iOS app, there was a chance (perhaps this this case, more than most) that the app would be rejected by Apple, but I figured it was worth the risk once I determined that it was technically feasible and I found nothing in the App Extension Programming Guide that disallowed it.

And that’s the problem. More and more people are creating businesses and sometimes quitting their jobs hoping they can make it on the App Store. Some do. Many fail. And yet others create a wonderful app, featured by Apple, loved by users, only to later have Apple squash their hard work. The developer assumes all the risk and often pays for it.

I pleaded with this person to make public whatever guidelines they make available for app reviewers to decide what is acceptable and what is not regarding widgets. The Apple representative responded by saying that they prefer that the rules remain vague because that allows developers to come up with innovative ideas and also allows Apple to be flexible in case they change their minds later. When pressed on the issue of their policies leading to wasted developer time, I was told, “If you are afraid something you are working on will be rejected, then don’t work on it.”

Kafkaesque?

During this same conversion, I also asked specifically why Launcher was removed from the App Store after 9 days when other similar apps are still available weeks later….They basically said that Launcher was a trailblazer in uncharted territories and that they felt that they needed to make an example of it in order to get the word out to developers that its functionality is not acceptable without them having to publish new specific guidelines. And they said that the fact that they aren’t seeing hundreds of similar apps submitted every day is proof to them that taking down Launcher was successful in this regard.

I’m so thankful that the apps I depend on to earn a living aren’t in the App Store. Stories like this one and Panic’s recent rejection make me want to give the developer a hug and introduce him to Mac development.

It’s becoming harder and harder to justify the risk of building an app and launching it on the App Store. Developers bear all of the risk. And even after approval by Apple, there’s the looming threat that Apple could reverse their decision at any time.

It all goes back to what I wrote in response to Brent Simmons‘s question, where are the indie iOS developers? Other than game developers, I don’t think there are or can be any. It’s just too dangerous. If you want to earn a living, move to the Mac, get out from under Apple’s foot, and charge a sustainable price for your work.

Writing Without Editing

Last year, December 30th to be precise, I had the idea to write and self-publish a book about Dropbox and digital photography. It would sum up and explain in detail everything I’ve learned about capturing, organizing, sharing, and protecting my photo library – centered around Dropbox. I went home that night and immediately dumped everything out of my mind into an OmniOutliner document.

Eighteen hours later, my son was born.

So, the book stalled for a while.

But a few months later, once the insanity of having a baby settled into something resembling a routine, I turned that outline of ideas into a real outline of chapters and sections. Sometime in April I began the real task of writing. I even went ahead and booked a few website sponsorships for later that Summer thinking I’d have the book finished by then.

Boy was I wrong.

It’s now nearly a year since I first had the idea for the book, and I’ve written around 15,000 words. I’m guessing I’ve got another 10,000-15,000 to go. So I’m half-way there.

What I find myself struggling with isn’t finding the time to write or coming up with ideas of what to write about. I have time blocked out every evening and I’m working through my outline. My problem is that I’m a perfectionist when I write. Going back to my days in college as an English major, I wrote all of my papers start to finish with little to no editing. I’d sometimes spend thirty minutes on two sentences making sure my point was as clear and concise as possible before moving forward. The result? I’d spend the same amount of time writing papers as my friends, I just never went through the second and third drafts that they did. When I was finished, I was finished.

But with a project as a large as this book, writing that methodically is too slow and causes me to lose my place within the larger context of what I’m writing. So, I’m trying to force myself to write without editing. Get my thoughts out of my head and into Scrivener, knowing I’ll have time to do real editing and proof reading when I’m done.

That’s a struggle for me. It goes against the very nature of how I’ve always written. And I’m not sure how to get better at it other than plodding along a little bit every day.

If any other writers out there have dealt with this problem, I’d love your advice.

Being an Indie is Hard

Zach Waugh of Giant Comet and Flint fame writes:

But even after I released Flint for iOS in late 2013, I was only making about half of what I would need to go full-time comfortably. Building apps by yourself is a grind, and I was starting to wear thin, so I decided to leave Giant Comet as a side-project.

A wonderful product, aimed at a passionate, niche market and it’s still a struggle and grind to make it full-time.

On a different note, Jared Sinclair with advice for the creators of the superb Crossy Road, who he’s afraid might go out of business…

Cross Road is so addictive. It’s a shame it doesn’t seem set up to make its developers a sustainable income.

Crossy Road feels like a paid-up-front game.

Given what the App Store has become, I don’t think they have a choice: either the upgrade characters should make gameplay different, or…

I know that’s not the cool indie thing to do, but are you trying to earn a sustainable living or not?

So much about staying alive as an ISV now depends on intangibles far beyond your design and programming abilities.