App Store Optimization and search strategy

On the podcast, I talk to Aja Beckett about the challenges of building for the community you belong to, the power of organic growth, the user feedback that helped shape the app, and the support gap for GLP-1 users.

Top Takeaways:

🛠️ Build with Authenticity
 Aja’s journey from social anxiety to a GLP-1 tracking app started with solving her own problem. By deeply understanding her community's pain points, she created a product that resonates with real users, not just the market.

📈 Community-Driven Growth
 Rather than relying on paid ads, Aja grew the app through organic word of mouth. The GLP-1 medication subreddit became a launchpad, with users eager to share and promote the app. This grassroots, authentic growth drove both engagement and loyalty.

📊 Focus on Data-Driven Insights
 Aja's app uses data visualization to help users track their medication journey, creating a tangible, shareable experience. By making health tracking both personal and visual, users are motivated to share their progress, which amplifies the app's visibility.

📲 Lean Into What Works
 Aja learned the importance of App Store Optimization (ASO). By focusing on search terms like "GLP-1 tracker," the app naturally found its audience. It’s a clear reminder that effective product discovery often comes from aligning with what people are already searching for.

💡 Start Small, Think Big
Aja pivoted from a small, personal project to a scalable business by expanding her team when needed. Whether it's through funding or hiring the right talent, knowing when to take the leap and grow is key to maintaining momentum in a fast-moving space.

⚖️ Balance Profit with Purpose
When raising funds, Aja ensured her investors shared the same vision of prioritizing user needs over short-term profits. Building a sustainable business model centered on real value for users, while avoiding a "cash grab" mentality, allowed her to stay true to the mission.

About Aja Beckett:  

🛫 Founder of Shotsy  

📱 Aja Beckett created Shotsy, the go-to mobile app for GLP-1 medication tracking. She turned her personal health journey into a product loved by thousands, focusing on authenticity, user-first design, and a mission to empower people on similar paths.

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Episode Highlights: 

[0:00] The elevator pitch: tracking GLP-1 treatment with Shotsy
[1:26] From film and animation to a self-taught developer
[4:49] The painful shutdown of a promising moderation platform
[6:02] Learning to code out of necessity at TED
[10:05] Shutting down a startup and painting over the logo
[12:18] Why mobile apps became the best way forward
[18:03] Shifting from language learning to citizenship prep to health
[23:45] Solving her own GLP-1 tracking needs with data
[32:35] Beta launch insights: side effects, customization, and community
[36:59] Keeping core features free for a mission-driven business model
[47:35] How staying user-first helps Shotsy avoid paid ads
[58:26] Fundraising to compete with copycats and stay true to the mission