Hitting $10M ARR with RPG-style programming courses
Lane Wagner was unimpressed by online education options for backend developers. So, he built what he views as the best educational content out there. And now, his RPG-inspired education platform, Boot.dev, is bringing in $10M ARR.
Here's Lane on how he did it. 👇
Fixing backed education
I'm a backend engineer with experience in JS/TS/Python and Go.
I always felt in-person or live education was too inefficient, but online education wasn't a great experience. Backend development in particular was underserved.
So, I started Boot.dev to teach backend online. And it has slowly morphed into the most immersive programming education platform available — thanks to us into interactive tooling and an RPG theme.
I went full-time on Boot.dev in 2022, and I've been full-time since. We're now a team of 13 and we just hit $10M ARR.
Starting with Markdown
The product started with a lot of Markdown — i.e. writing — and a lot of Go and JavaScript code.
Our stack is solid and should serve us well for a long time to come:
Go
Postgres
K8s
Docker
GCP
Nuxt
Typescript
Cloudflare
It has changed slightly from when we started, in that we're no longer using JS and Vue for the frontend. And of course the app itself has grown quite a bit.
Focusing on quality
These days, we work with external authors on our new courses. Our in-house editing team works closely with these authors and our video animators to ensure tip-top quality in everything we ship.
The future of online learning is quality first, not quantity first. So we focus on shipping slowly, owning our own content, and making it the best that it can be.
Organic content and paid ads
Outside of organic content, very little marketing was done for the first few years.
To this day, we mostly attract users via YouTube. We publish lots of organic content there, but now, we also work with influencers to get the word out. Blogging has been helpful for SEO, but video builds trust.
The fact that all our content is free to read and watch is actually crazy helpful for getting a lot of free traction and organic reach.
We're also getting pretty successful with direct-to-consumer advertising on YouTube, Google, and Meta.
Free content and paid features
All the content on Boot.dev is free to read and watch. The interactive features are paid (after a free trial). Specifically, paid features include:
Boots, our mascot and AI assistant
Writing and running code in the browser
The CLI tool
Certificates of completion
Unlockable spellbooks (cheatsheets) and solutions.
It's a monthly or yearly subscription.
Stay lean and branch out
My biggest advantage has been staying super lean.
I only hire when I'm 110% sure I can effectively use the role. We'll probably hire a little more aggressively this year, but the goal is always the same: profitable, incremental growth.
I don't want to do mass layoffs due to overhiring (looking at you, ZIRP)
And a piece of advice: Do NOT try to sell to other indie hackers. Find a different customer base.
What's next?
I want to grow a lot. I see no reason Boot.dev shouldn't be the one-stop shop for the best coding and tech education in the world.
We already think that every course we ship is the absolute best out there. But it's gonna take us a while to ship courses on all the subjects we want to cover.
You can follow along on my X and Boot.dev's X. And check out Boot.dev.
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Nice breakdown! Curious — what was the hardest part when you first launched?
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Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
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Really love how Templifica blends design and usability — I’m curious how you prioritize which templates or features deliver the most value. I’m trying to learn from your process!
Great Insights!
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
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Love how gamifies backend learning — curious how you decide which features work best with the RPG approach versus traditional lessons?
Love how gamifies backend learning — curious how you decide which features work best with the RPG approach versus traditional lessons?
Hitting $10M ARR with RPG-style programming courses is possible by turning learning into a progression system. Gamified levels, quests, rewards, and real-world challenges keep students engaged longer, reducing churn. Scalable subscriptions, team plans, and enterprise licensing drive recurring revenue. Strong community features, certifications, and continuous content updates help increase lifetime value while making technical education feel fun, motivating, and addictive rather than overwhelming or boring.
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Your product manager has been a great inspiration to me. How long did it take from your product launch until you acquired your first user?
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
that last advice is gold, the tpot has become such a weird place now everyone building tools for themselves, everyone is building either a social media scheduler, or something for the other indie hackers.
Btw the build an http server in go course with the primeagen is GOLD. I highly recommend
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
"Do NOT try to sell to other indie hackers" - I wish someone told me this
a year ago. Zero conversions on othewr IH channels like X.
did the RPG mechanics actually move completion rates?
Every gamified platform claims "engagement" but most online courses still
sit at <10% completion.
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Hi there, I'm Aditya, and I will offer a partnership in my business in exchange for a financial support. Interested? Let's talk!
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Really inspiring to see this scale - that level of revenue with an educational product shows how much value there is when you deeply understand your audience. Curious how you kept retention high after initial launch? Thanks for sharing!
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Hi
This really reinforces how underrated organic intent channels are when quality is the product. YouTube worked here because it captures people already trying to learn backend same dynamic I’ve seen on Reddit, where devs openly compare courses, vent about learning gaps, and ask “what actually works.”
When those conversations are treated as discovery and positioning signals (not promotion), they compound quietly over time. That’s where a lot of durable growth seems to come from.
Happy to share how I’ve helped teams systematize that approach on Reddit if useful.
📩 [email protected] | 💬 @preshtechsolution
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Hi
Hitting $10M ARR with RPG-style programming courses is about turning learning into a game levels, quests, rewards, and real skill progression. By combining engaging storytelling, hands-on coding challenges, clear career outcomes, and strong community retention, these courses keep learners hooked, motivated, and willing to upgrade driving massive growth through fun, results-driven education.
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
This is inspiring. Quality-first content, staying lean, and giving real value for free before monetizing clearly worked. The “don’t sell to other indie hackers” advice hits hard. Respect the long-term thinking 👏
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Congratulations! First players, feedback, and community-building are critical in gaming. This looks like a solid solution for new game founders and studios.
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
As someone who is new to and intimidated by backend developing this seems like it would be good fun!
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Loved the breakdown of building an RPG-style learning product to $10M ARR — inspiring quality focus, community engagement and practical growth insights. Really valuable for founders thinking differently about education platforms!
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Congratulations! Sound very interesting. I'm currently developing AI SaaS launch Kit's for new SaaS founders who have problems with getting their first users.
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
I appreciate your response. ~
The role playing game ("RPG") element isn't magical in itself. What it does is create momentum for learners.
What stands out is that you prioritized quality for so long before scaling hard. That's usually the part that gets skipped. They jump to ads or funnels before the product experience is tight. A simple way to think about it is: First: Make the first win obvious and fast. Then: Reinforce progress in small, concrete steps. Only then: Amplify with distribution.
I often see education product creators overwhelm their early users. There's often too much content and features without enough clarity around, "What do I do next?" I am curious what early signals told you the format was working? Completion rates, repeat usage, or something more qualitative?
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
thank for share
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Love this breakdown — building real value and then scaling the product and community together is a huge differentiator.
A few things stood out to me:
The discipline to ship real deliverables before chasing scale
The focus on workflow mastery over gimmicks
Turning educational products into predictable revenue engines
This resonates with how we approach product work at Fluxvex :
We help founders turn ideas into production-ready SaaS and AI products — not just prototypes — with clean architecture and real usage in mind.
For anyone thinking about turning a product or concept into a repeatable revenue generator: execution quality and product reliability often matter more than hype.
Would love to hear what parts of the tech stack others are standardizing on as they scale beyond early revenue.
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Love how you leaned into storytelling and community — turning learning into an experience made your audience feel like they were part of something, not just consuming content. It’s a great reminder that connecting emotionally and creating a sense of progression can be just as valuable as the material itself. Congrats on the ARR milestone — and thanks for sharing the journey.
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
"Do NOT try to sell to other indie hackers. Find a different customer base."
This is underrated advice. The IH/Twitter builder crowd is a tiny market that everyone fights over. Backend devs learning to code is massive in comparison.
The RPG gamification angle is clever — coding education has a completion rate problem, and game mechanics solve for motivation better than most realize.
Question: When you switched from quantity-first to quality-first content, did you see a dip in output that scared you? Or did the improved retention justify it immediately?
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
I really like this idea. RPG-style progression is genius for education. I've been teaching myself development using AI tools (built a Chrome extension recently) and the traditional tutorial format is so dry. The gamification aspect makes grinding through technical concepts way more tolerable especially if you are into the big RPGS like Baldurs Gate 3. Would be curious to know what retention/completion rates look like compared to traditional course platforms.
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com
Congrats, that's awesome. I just built a platform that is half the price of Gumroad, I would love feedback, get cocoonly is the domain. Thank you
Give a try to my Reddit Extension. It's a Chrome extension called Pulse of Reddit that basically acts like my own alert system for Reddit.
Anytime someone posts something with keywords I care about like 'looking for a designer' or 'best SEO tool' it pings me right away. It’s saved me so much time and helped me hop into threads while they’re still fresh.
If you’re tired of manual digging and want to catch those conversations early, I’d really recommend giving it a look.
It’s free to start and super simple to set up.
Website:
pulseofreddit.com