Just over a year ago, I left my job to start a bootstrapped business.
After spending years looking at a brick wall in the office and feeling like life was passing me by, I decided to quit and branch out and attempt to turn one of these ideas into a business.
In 2022 - I listened to business podcasts, I watched founder interviews on youtube, I read more ebooks and articles than anyone ever should, I read so many twitter threads from successful entrepreneurs - I should be a superstar founder with a successful business that's 12+ months along and doing well.
But I'm not.
It turns out you need to start something and actually stick with it to be successful.
You can’t start one thing then talk yourself out of it 2 weeks later when the next shiny idea pops into your head...
Jumping from AI to Trading Cards to a 24/7 Lofi Channel (like the world needs another one of those).. I just couldn’t seem to make anything work.
But, i’m going to give it one last try.
This first week of the new year I spent it trying to figure out what I want to build. What are my skills? What am I looking for? A lifestyle business? Is it a business that I am passionate about? Or is this just about making something I can run on the side?
I am someone who when they have an idea for a business I write it down and stash them in my google drive.
I have so many ideas that have been fleshed out, researched and then left to die in a folder I know I’m not going to come back to. There must be 100+ ideas in there.
So to start the year I wrote down 3-4 ideas and went in depth of how to start them, build them, no code tools I could use, startup and running costs, time commitments, market research, competitors, ideas for branding. All the good stuff.
And at the end of the week I am sitting here, not loving these ideas for myself. They are really interesting ideas, but I want to make something I am passionate about and love. Because that is the only way I am going to be able to see this through.
Then it hit me.
Staring me right in the face.
I am going to do what I did this week. Every week. And share it with others.
“A newsletter that deconstructs interesting business ideas, emerging opportunities and trends.”
So here it is. Brain Juice.

I can’t wait to update the community with the progress and growth of my new business.
The first report gets sent out next week and if you are interested in a free weekly premium trends/ideas report (even if you just want to get your juices flowing) then feel free to subscribe to the email.
This year is going to be different.
The best part of this journey is that you learned from this and moved on! Keep going, Mick.
Thanks Sneha, it didn't feel good but I feel like I have turned the corner with Brain Juice and people from IH have been incredible.
I saw you are building Geeks and Experts - is there anything you would wish you had in a newsletter, updates on trends? things specifically for yourself as a founder to be kept in the loop? I would love to know how I can build out this product to benefit founders like yourself.
I can understand - it's not easy to keep picking yourself up, dusting off and moving on. You got this!
Regarding a newsletter, I would definitely love to know what kind of advice or coaching first-time founders need. What are the areas in which they struggle the most?
Well, you learned something in a year that took me more than 15 years. I kept chasing the shiny object - there were times when I would launch a new website, and in the couple of weeks it took the developer to make it, I'd lose interest and would start planning the next idea.
My latest project has taken off well - already scored a mention on HubSpot - so hoping I stick to this.
Not enjoyable learning it but I am glad I am where I am at the moment. I know that feeling way too well. We can compare domain graveyards later on ;) haha
That's awesome! congrats! How did that come about?
I've been asking a few other IHs in this post the same thing - is there anything you would wish you had in a newsletter, updates on trends? things specifically for yourself as a founder to be kept in the loop? I would love to know how I can build out this product to benefit founders like yourself.
Just plain old outreach and partnership building - something I bring from my main business.
As for what I would like in a newsletter - I have unsubscribed from many newsletters that are otherwise extremely popular. So the caveat here is that my opinion may not be that of the masses. But I lose interest in newsletter that stick to a "theme" - like each newsletter carrying '2 case studies, 3 interesting links of the week, 2 quotes, etc.'.
I like narrative storytelling. Something that a few people like Jon Dykstra and Scott DeLong do. Those are the only ones I am now subscribed to.
Hey Mick, please do thing...
Print the following quote from your post and post it on your forehead backward so you can read it in the mirror everytime you get ready in the morning.
"It turns out you need to start something and actually stick with it to be successful.
You can’t start one thing then talk yourself out of it 2 weeks later when the next shiny idea pops into your head..."
I'm only half-joking :-)
Keep the updates coming!
I'll get the tattoo gun fired up!
But yeah exactly, it is so true. I just seemed to keep falling victim to it. I spent the day adding to this weeks email for Brain Juice and felt that rush of excitement as I was researching trends/ideas to share with people.
I have had a couple messages and emails from people in the community and I really appreciate the support! I can't wait to share the next update, hopefully it's not "So I decided to pivot into an ecommerce store for dog suits and ties"... ;)
Honestly, this is a great idea. I follow another indie hacker that does something similar. I've found that one problem we face, most relevant today, but will remain relevant forever, is filtering out the signal from the noise. Customer feedback, random social media chatter, it can all be overwhelming.
:-)
Great news on the positive feedback, but a word of warning - be careful with the dopamine rush you get from positive feedback. Of course, it's great and everything but what you really need immediately is revenue. It's the only thing that counts - so start monetizing ASAP.
Couldn't agree more. Once I send out this weeks free report I will work on a premium version and start reaching out to founders who have had some success and ask for $$$.
Again, really appreciate the feedback and the kick up the butt.
Routing for ya :-)
Hey Mick, thanks for sharing. If you don't mind sharing further, what was your job before? I think there are a lot of opportunities for people to lean into their job in order to create a profitable business. I know this is probably exactly what you don't want to do, but I see that pattern work time and time again - as a matter of fact, it's what I do - not something cool or sexy like business talk stuff - but solving a genuine problem that people are willing to pay for.
Hey Elliott , thank you so much for taking the time to comment. I was in financial planning! honestly, i've seen a couple opportunties in that space but was not excited at all about building them. totally agree with this train of thought though.
Oh another business idea newsletter, cool
Never give up Mick you'll make it. I'm in a similar situation I ended up quitting my construction job back in July to build a SAAS. If there is anything I learned so far from this experience is that trying and failing is only part of the process. Nothing good in life is easy. Keep going!
Thank you, I appreciate that comment. Where are you at with it right now?
I'm in the prototype building stage of it. I plan to launch by March 1st
great stuff, what resources did you use when coming up with your business? did you find the idea organically?
It is not an organic idea I got this idea through one of the youtube channels that I follow. I noticed that many businesses struggle with knowing how their customers found their product/service. So I am working to make it easier for others.
Good luck with it, but I think you need to focus a bit more on what you're getting out of it.
People aren't just going to give up with email account. They'd want to see what they'll get, what you'll do with their email etc.,...the floating skull is cool, but isn't connected to the website name or what you're doing?
The main question - How are you going to make money?
There's a site like Exploding Topics that collects emails by posting trends > upsells to a Pro version.
Failory is another site that springs to mind. It's huge, but it's not making much money from sponsors.
Hope it works out well for you.
Hey Giles,
This is the sort of feedback that is worth it's weight in gold to me. Since posting this I have had almost 100 people reach out and give me some feedback and advice - which has been excellent in helping me realise what Brain Juice is as a project, what value it provides to readers and how I can build a business around it.
The branding is more my own personal flair, as I build out the website I have taken a lot of inspiration from Liquid Death in making Boring Sh*t Cool. It won't be for some people, but the people that do like it will love it. Similar to asking them to "Surrender their soul" when submitting their email rather than just having a blue button "Submit" - for me it's these little things that get me excited.
Money - I think for a lot of newsletters the money is either in paid product or ads. For me, this is and will always be a free newsletter, so I would need to provide value, grow the audience, then sell ad slots (ideally to other indiehackers who have cool products).
Thanks again for the feedback.
What newsletters do you subscribe to by the way?
No problem! I guess I'm an old-hand at giving feedback, as I/someone on the team usually posts on the Kickstarter Subreddit.
I think LinkedIN is a good tool to find out what's trending.
At Hyperstarter we also post our own newsletters, only to a list of 6k+. We've collected 100's of thousands of email subscribers, but remove them regularly - particularly those who don't bother to open them, or make any clicks...
Otherwise you're just collecting emails for numbers, and they're not converting to sales or upsells.
How have you found that subreddit, useful for growing Hyperstarter? (love this name btw)
Also that's a good point. otherwise it is just a vanity metric. for the first 1,000 subscribers - what tactics and methods did you use to grow your list?
would also love to know if it was something different that took you from 1,000 to 6,000.
If I can post links, I wrote a post years ago on how to collect 100k emails.
It's still relevant today and will probably help out: https://www.linkedin.com/pulse/how-collect-100000-emails-launch-successful-campaign-giles-dawe/
Well i think that i had similar thoughts of what the hell am i doing, i invested with my friend (partners, Co-Founders) a lot of money, time and effort in creating something for past 2 years and we are generating some revenue but very low where we cannot pay ourselves nothing. But every morning i wake up and say today i will do better and focus more on our strengths and how we can bring more customers to support our business.
Mick not sure if this was intentional or not but that was a great piece of copywriting.
I appreciate that Oliver, I wish I could claim it was but this was just something I wanted to get off my chest. It's funny that the most viewed post i've written was something that was the honest truth of my failure. Shows me that this sort of thing resonates with a lot of IHs
Last month I heared a very good advice from a not very good guy : Discipline is more important than motivation, because motivation is not always present. Someone who works everyday regardless of his motivation will always outperform someone who work when he feels like it. I personnaly have the same problem as you did, but I decided to stick wirh my project regardless of my motivation.
Hey Mick! I really enjoyed reading your post. Do you have any advice on organizing ideas and conducting research?
Mick!! Good luck! I've had such a similar feeling about the last year, that we didn't get all that much accomplished. But that time is never wasted! We've spent a lot of time learning and getting to the place we need to be to move forward 😤 It's always a process.
My team and I are dedicated to helping more people accomplish just this kind of thing this year, and almost in the exact same way. We built a Notion-based startup system that breaks down the process you outlined but for service businesses. (I think with just a little stretching we could get it to suit no-code builders too though)
Anyway, seeing your post is really heartening! For sure can't wait to follow along.
PS, "surrender your soul" 😂 love the attitude
It feels like I’ve just had an out of body experience reading this. I can relate so much and really looking forward to the process.
I'm really pleased to hear that it made you feel that way, it honestly sucked to go through because it felt like I was the worlds worst perfectionist. everything had to be perfect for me to launch but I was never giving the businesses enough time for them to get anywhere close so I would see it as a failure and jump to another shiny thing.
Feels good to finally make the decision that in 2023, I will only be working on Brain Juice. Let's see what that sort of commitement can do for me.
Well that was QUITE the wild ride! Love that you're in the same area as me with your newsletter -- it can be an awesome niche and fun to write about.
As far as your issues with finding ideas that work well for you and feeling like you've wasted time, consider changing your strategy on validating ideas as well. The search for a sustainable business is always hard, but having a good validation strategy can help (and avoiding paying too much to try something out).
Victor! I had actually read you email a little while back so i'm familiar :) Great stuff!
I'm going to shoot you an email and ask a couple things because theres a few things you do that I really like and would love to know how you do them
Thanks for reading the email, always great to hear I'm not screaming into the void for no reason (and I'm sure you'll love hearing it from your readers too :)
I think my email should be pretty easy to find but let me know if you can't find it (it's at the bottom of my personal blog as well)
found it! and sent you an email
I have a hard time finishing projects, too. What worked for me was to stop working full time (I now work 4 days a week) so that I would feel guilty for not working on that free day. Since I did this I managed to develop and deploy my first project ( https://focusdiner.io ), it's still not perfect but at least I deployed it. This simple fact gave me a confidence boost which is huge because confidence is my biggest project killer.
Why does this speak to me on so many levels?
I had a similar 2022 to you and I also came to the same epiphany at the end of the year.
Glad to hear you got through it and found your north star.
I decided this year to do the 6by12 challenge. It's my take on 12 start-ups in 12 months, but instead I do 6.
1 month for building, 1 month for marketing.
This way I get to go deeper into the ideas I have and get some actual feedback from my marketing, rather than pumping out shallow products each month.
Good luck with the newsletter mick!
Good luck! I hope you find your way! 😊😊
Will subscribe
Looking forward to serving you a cup of brain juice Agnilak! ;)
You are not the only one who feels like that. I also worked on a side hustle (Kody Tools) just to simplify things in my day to day work, but then I got so hooked up to the project that the idea of creating 10-15 tools turned into 300+ tools. Now I am exactly on the same boat...I am not able to decide now I should convert 300 to 3000 or just move on with something else.
Thanks for the Brain Juice - I think i need some now!
These comments are showing me that a lot of people have been through or are going through similar things to me at some point, which in a way is comforting and makes me feel less alone on the journey.
Thanks for sharing that Kody. I hope when I send you out the first email that you get those Brain Juices flowing!
Well, the best part is that you learned from it and also our advice would be to stick to this particular thing as we know that you are going to become successful in this field.
That's an incredibly kind thing of you to say, thank you.
Good stuff getting out there. Honestly I don't want to get spam sent to my inbox, not saying yours is, just the only writing piece I have to go off is this post, do you have a blog with other pieces I can read?
Good luck! I hope you find your way!
Thank you Serse :)
Great writing. Great analysis. Great perception. You're not a failure, since you've taken action based on your perception, and the writing and analysis and perception should propel you to success. I'm rooting for your success going forwards.
Thank you Tyokunbo. That's really kind of you to say. I think for once I put something out there that was honest and did my best to explain how I felt in a way that would be readable for the community.
I look forward to serving you some weekly brain juice if you ended up subscribing!
Go crush it in 2023!
Just subscribed, aka surrendered my soul haha
haha thank you Rusty!
I want to insert my own personality into the newsletter rather than just play it safe - it's not for everyone but I can only be myself.
More people should do the same 👍
Way to go, if anything, in 2022, you made errors of action and not errors of inaction. Big difference. Way to go!
The copy is beautiful on brain juice; you have my soul!
If you need someone to interview about building productized agencies or all things video marketing, I'd be honored to help. :)
Thank you Heleana! I was meant to reply to this a while ago but got lost reading about your Product Hunt launch, congrats on that by the way. Also, for me I had no clue what you did but within 10-20 seconds of looking at the site I see exactly what you guys do and why it's benefical! really cool business.
Keep going!
for once, I think I will!
Hi Mick,
This is beautiful Storytelling.
However, all the ideas executed might have been leading you here all along.
Cheers
Thanks William, I wrote exactly how I felt and I hope that came across.
I think this is all becoming really clear to me how I can build Brain Juice into a business that provides value and that's really exciting!
+1 plus subscribed to your site!
Can't wait to hear your sharing, as I've just started my own business this year, keep sharing & good luck!
Hey Mick,
Thanks for sharing your story. It kinda resonated with mine, since I faced the same (what I considered as) obstacles.
You can just tell me if I'm wrong. But I feel you and me have the same passion for "half-solutions". Personally, I don't know why, but entrepreneurially speaking, I tend to avoid following through.
What makes me think that? That line:
For example, I'd always jump into ideas such as:
As a matter of fact, I think that my main issue is also that I want to avoid contact with customers. Not that I fear it, but I tend to believe that having to deal with people might be a waste of time. But I digress...
What I want to say is that, as other IHers have underlined in the comment section, you might want to find a problem, not an idea. I had the same problem as you have with ideas; I always felt that the ideas I was listing in my Airtable were good ideas, but not for me. Ideas are actually vague. They are often not validated, and it feels like you're starting from far behind. As I said, I had (and maybe still have) the same problem as you. Fortunately, after years of struggle, I recently have had the opportunity to discover a problem to solve (or at least a strong desire for a product). I'm only earning little money for now, but I hope it would start to earn me a salary soon enough!
So good luck to you!
Hi Mick, thanks for your really candid sharing. As many others have commented, there are many of us out here who relate to your experiences. However, turning your perceived bug of "not seeing things through" into an entire newsletter is such a cool pivot and, I assume, took a lot of self reflection, so kudos on that. You have inspired me to continue my own JFDI journey and I wish you all the best for Brain Juice!
I don't think "I'm a failure" is the right phrase here.
Sure, some of your projects didn't work out, but you "learned and grew" from them.
You now have more domain knowledge than you did a year ago - hopefully some actionable takeaways you can carry forward. That in itself is an achievement, yes?
Can totally relate...
Instead of coding or marketing all day during precious hours on weekends, I would browse around and contemplate new ideas, because I'm not confident with the current ones...
I think your problem is looking for "ideas" instead of "problems".
Change your mind. Stop looking for a "great idea" and start watching carefully other's problems.
Once you find out a problem then yes, stick to it so you make a business solving that problem.
Your experience is similar to mine. When you go to work, you think you can do it yourself, but it turns out that it's not that easy to do it yourself. The money you have saved from working for five or six years was spent in less than a year. This is the time to continue, or to find a place to work?
It's good you started.
But...
It's like kicking the can down the road.
The can is an elusive problem/idea/entrepreneur mix.
You postpone the inevitable of figuring out your place, value proposition, and niche in this dynamic, highly complex marketplace for internet businesses.
Biz ideas and trends projects are popping out left and right, Exploding Topics, My First Million (that is a podcast), Elaine Zelby's 3 Things... They make more sense for people running VCs, PE, and angel investors, but they can be a death trap for rookies. Sorry.
Hey Ark,
Things have evolved pretty quickly from the seeds of the concept in this post - I have had feedback and conversations with around 100+ people and have landed on presenting these trends and information in a cool way to people at a glance.
It seems like you are familiar with a few of the places I frequent - would you be interested in testing the MVP of the site?
Cheers,
Mick
What did you try with trading cards?
Just signed up (surrendered my soul) - look forward to it :)
You are not wasting time if you are learning something and we cannot be productive all the time. Good luck.
I really relate to your wanting to conquer the world intentions.
Here's a little phrase that I just read the other day, and suits very well both of us:
"Start small, act now".
To a great 2023!
The good news about the positive feedback comes with a word of caution: use caution when experiencing the dopamine rush that comes with positive feedback. Of course, it's fantastic, but what you truly need right away is money. The only thing that matters is that you monetize as soon as possible.
https://carwooow.com/
That's great that you learned all those lessons, but was grit the only thing holding your ideas back? Just judging by this post you've tried to bootstrap into some very competitive (or difficult to monetize) domains.
Creating a newsletter is often something people have as a side project, are you planning on working on this full time? Extremely few can (or want to) monetize them and those who do often have significant following that they've accumulated for years. Not only do you have to be the very best newsletter in your target domain, you also have to monetize it and still be the best newsletter for your users to read. What do you think are the levers that will take you there?
Felt the same when 2022 started. But here I am. All okay and positive :)
This is amazing, Mick!!! Great way to publicly explore all your ideas :)
As IT is progressing, Ones should start his own website in 2023 for a bright future. I already developed various website but my first website which inspired me alot is:https://k2liquidspray.se/product-category/k2-spice-spray/
Best thing is you keep learning in whole year. I also did the same but build just one site https://bdsmquiz.co
the same happen last
I keep building project and jump from one to another when another projects popup.
the whole year ,I didn't deploy anything.
it is miserable. I have so many ideas.
this year I focused on lauching each idea on each month for the two months straight in top of my full time job.
I hope you have better focus this year .
good luck
The same has happened to me. I tried to launch a business, but after a while nothing happens, no clients, no sales. I took the idea from another guy who told everyone his idea was a success. Likewise, I replicated it, but it doesn't work. I'd just realized, I lacked of self-motivation or self-push, you have to stick to your idea til it gets what you want, I think.
Good job
I graduate in 2022;
All my friends from my same major in school found a "decent job" but i did not;
I started my own business as well and went here and there to validate the products.
And in the beginning of 2023, decided to pivot and all efforts , "waster".
?
No! I dont think so. Without the time that look "wasted", we cannot decide the exact direction next time when we need to make a decision.
Let's stay strong as founders. :) Together.
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This comment was deleted 4 years ago
I have not wasted 2022. I have developed many website, https://vaporizerspot.com/ is one of them. Now it is time to expect something better from our past year's Struggle.
Me too. having extreme difficulty getting people to use https://obeatow.com along with my other SaaS products. Gotten lots of negative feedback over the years about my site and each time I do updates more issues appear.
I'm starting to wonder if its something with my user experience as I have over 100 signups, zero users, no money from my "business".
At this point, I just threw together an AI product found at https://coadfiller.biz and connected it to Open AIs API. I thought the best I could do was make an AI tool with all this new AI stuff appearing out of know where.
Don't say that! Actually, you did not waste 2022, you learned so many lessons on how to start and grow a startup successfully.
Use Memos a kinda Twitter, note-taking app but it is a self-hosted solution. Leave an audio note for each.
I have added myself to your business idea's newsletter.
I truly understand your feelings.. always remember that you CAN do it if you just DO it
we didnt need to see a post about it either
We have a lot of common - I refer to it as "business idea ADD". Too many exciting things to chase after not enough time.
Props to you for figuring out a way to spin that to your advantage. I signed up for the newsletter - I'm excited to give it a read!
Never give up is the moral of every story. Keep at it you'll reach somewhere. I just love the title "BrainJuice". Someone created a page like this : https://www.halfbakedbusinessideas.com/ , it would be really interesting if you can run polls on what people think as a great idea.
Heya! Thanks for sharing! Is there a codebase for brain juice? I'd like to see it!
So like trends.vc. He is making boatload of money from it. You can too. Subscribed :)
I'm astounded that anyone would pay for these reports. I found the reports unhelpful, sparse on details, nothing I couldn't have learned from a quick Google search. Today chat gpt would likely churn out better stuff and it will be interesting to see how it affects his business coupled with a global economic recession.
I am a huge fan of @dru_riley and his work. I look forward to sharing with you my first email and hope it hit the mark for you! :)
Hey Mick, nice storytelling. I will sign up because of that.
Hi Mick, I think many people are in the category "always coming up with ideas, but don't consistently execute". This is why I always say that an idea by itself has no value, what matters is the idea+execution combination. Sometimes, personality wise, you need one person to be the creative "idea" person, and another person to be the "dull" executor. Sometimes you get both skills in one person. Anyway, I'm building an app that matches ideas with people who can execute on them. If you're interested, please feel free to sign up to get free app membership when we launch. https://www.wulfpackprojects.com/. I would say that the projects posted on this app could also be a great feed for your newsletter, and that you could also post your newsletter on there as well as a project.
I can definitely relate to your story. Last year I did pretty much the same thing for 7 months and didn't get the results I wanted. And then I realised that the mindset is everything. And as long as I have the same mindset, I'll keep repeating the same mistakes over and over again.
From the end of last year, I started investing myself by attending to training courses on brain transformation, money mindset, sales, investments, public speaking and so on. But these are in person trainings with a mentorship program, where you work closely with the people who already has achieved what you want to achieve. I already purchased $10K worth of trainings so far in the last few months and I benefited from them a lot within a short amount of time.
So I'd suggest you to go deeper and find out what actually blocks you in terms of your relationship with yourself, money, business. Focus on yourself first and gain high income generating skills. And tbh, coding alone is not one of them.
Hey Ender, this is great feedback and advice. This year is purely about working on this one project for the entire year, no excuses for changing ideas and jumping around like I have in the past. This decision alone has helped change my mindset and allow me to feel confident in what I am doing - for once.
In your trainings/courses you have taken, have you found any newsletters that you subscribed to that have provided you a ton of business related value?
Hi @MickVandelay, tbh I don't follow many people but the ones I find useful are Ali Abdaal on Youtube and someone I recently discovered, Ben Meer. One of my mentors will be Adam Stott, and he has a podcast you can follow too.
As I said in the comment, although reading or taking online courses could be useful, having an in person connection with someone you aspire to become like and being part of their community is a complete game changer. It makes your mind believe that what you want to achieve is possible for you. Otherwise you will likely continue to self-sabotage yourself because subconsciously you don't believe that you deserve the results you're seeking for.
Thanks for sharing! We often don't see the difficulties of even getting started as a founder. I've had to deal with shiny object syndrome before as well ("hmmm, is my business in a market that's too oversaturated? Should I just do something else"), and I find the best way to deal with it is to engage deeply with an idea first to determine market need and scope/scaling.
Also, some advice on your newsletter, why am I forced to subscribe to see it? The standard on beehiv is to let users read it, and they can subscribe when they want to get notifications for any new posts.
Setting it up behind a sign up wall just causes more friction.
I also notice promoting it on twitter before launch helps. Tweet frequently about building in public and reply to others tweets. See my own twitter
Since they're defunct ideas now, would you mind sharing what you were planning to do with AI and trading cards in 2022?
I'm mainly interested because I'm dabbling in some AI stuff myself at Evoke
It's an AI as a service that hosts AIs for devs building AI apps to get started without building their own cloud infrastructure.
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