20+ years building products, now launching my AI side project

Hey Indie Hackers,

I'm Daniel, a FullStack dev and serial founder from São Paulo. After 20+ years in tech (IBM, Unisys, led dev teams at Porto Seguro, co-founded ProScore in '99), I'm back at it with my latest project: HAPPAH.

The problem I'm solving: Managing social media for my previous ventures meant juggling 5+ tools daily. One for writing, one for images, one for scheduling, one for analytics... Exhausting. I wanted an AI that doesn't just draft content—but actually researches, creates images/videos, AND publishes them. Couldn't find it, so I built it.

What it does: All-in-one AI platform. Research trends → generate content (text + images + video) → publish directly to Instagram, TikTok, LinkedIn, YouTube, etc. One dashboard, zero copy-pasting.

Current status:

• Live at happah.ai

• Bootstrapped

• Early users giving feedback

Why I'm here: This community has been a goldmine of insights over the years (lurker mode activated 😅). Now that I'm building publicly, I want to share the journey—the wins, the fails, and everything between.

Question for you: When launching a tool like this, what's worked better for you—going broad (all creators) or niching down (specific use case)? Would love your thoughts.

Cheers, Daniel