Bref, we’re currently rethinking everything to build a more complete offer with 3-tier pricing instead of one.

I’ll share the details next week. 😉

But even during this "slow" period, things moved forward.

It was likely due to the momentum from everything we had put in place beforehand, and the results are surprisingly positive.

1. 2 successful launches

- NickLaunches

We might not be on Product Hunt yet, but we hit #1 on NickLaunches!

Everyone talks about the big platforms, but NickLaunches is clearly a hidden gem. The creator is responsive, friendly and it actually brought us real traffic.

- Buildhop

Buildhop is a platform unlike any other, and I loved the data they display. It’s great to see that our page shows one of the highest viewing times and completion rates of the week.

We believe it’s the design and the human touch. While everyone is rushing to automate everything with AI, we are doing the opposite.

And as Warren Buffett said:

Be fearful when others are greedy, and greedy when others are fearful.

Going against the grain feels right. We'll see it ends up paying off.

- The First Affiliate (and a cool GIF)

We launched our affiliate program with Refindie. No sales yet, but we have our first partner! Pauline sent us an incredibly cool welcome email with a GIF that made the whole experience actually fun. It’s those small details that matter.

3. The Nutrition Project is (soon) Alive

I joined Ulysse Lubin’s Supranormal community to stop procrastinating on the Nutritionist Landing Page project.

My goal was to finish the Framer integration... and it’s done!
A few details (copy/design) still need to be finalized, but the bulk of the work is done.

Moving from Figma to Framer with the plugin was seamless because I spent time cleaning up my Figma files first (pro tip: if your layers are a mess, the plugin will hate you). The project is finally taking shape, and it makes me happy ! :)

What’s next?

Writing this down made me realize that despite the doubts, we’ve achieved a lot this week.

We have also begun revamping our blog dedicated to Lutains, with the goal of increasing our SEO-driven traffic.

August will be for preparation.
September will be for execution.

We have big plans with Aymeric, and it's time to accelerate.

Voilà, see you next week for the new offer reveal ! :)

::callout{type=primary} Need real feedback for a successful launch ?We help indie hackers nail their launch with real and actionable feedback. No generic advice, just 3 deep reviews (2 humans + Tim, our AI expert) to help you convert more visitors from Day 1.Fix your landing page now before the world sees it. ::

I spent the last few days testing dozens of visual directions without much success. But after a long grind, I’ve finally found a world that feels right, and that truly speaks to my target audience.

The vibe: Colorful, but raw.

We’re going for a palette that has texture. It creates a soft yet "unprocessed" feel that fits the nutrition theme perfectly.

I won’t keep you waiting any longer. Here is a sneak peek of the identity taking shape:

Breaking the "Pharma" codes

I wanted to move away from cold, sterile colors and "plastic" images. Instead, we’re using a mix of Green and Cream to evoke serenity.

The added grain gives it a human touch, complemented by handwritten typography to keep it authentic.

The goal is to create a reassuring atmosphere that appeals to everyone, men and women alike. Even though the wellness space is often female-dominated, I didn't want to close any doors.

What’s next?

This isn’t the final brand book yet, things might still shift a bit, but we’re getting very close to the finish line.

Today, I’m officially turning my wireframe into a high-fidelity landing page using this new identity. If all goes well, I’ll be able to show you the final design by the end of the week.

And then, we can move on to integration in Framer :)

We aren’t machines. Sometimes you have to stop to actually move forward.

To be honest, I produced nothing. Absolutely nothing.

But I've given it quite a bit of thought, and things are starting to become clearer regarding what comes next.

You’ve made your choice regarding the design.

I looked at your feedback on the moodboards, and it wasn't what I expected.

Almost everyone voted for the first option.

But some comments pointed out a crucial detail: "It all depends on who you're targeting."

They were right.

I was struggling to choose between nutritionists, sports coaches, and psychologists. I liked them all, but I realized I hadn't narrowed it down enough. I was still too broad.

The Decision: We are focusing on Food.

By narrowing our niche strictly to the Food & Nutrition sector, everything suddenly became easier.

Focusing on food simplifies every design choice.

Here is what’s brewing for the new identity:

• Deep Greens.
• High Contrast.
• A custom pattern (if I can pull it off!).
• Handwritten typography to make it feel human and authentic.

Fighting my old demons (again)

I’m starting the tests today. I really hope it’s conclusive because we don’t have three weeks to finish this. The goal is still to avoid overthinking, but I’ll admit:

I’ve already felt myself falling back into my old habits of over-analyzing everything.

I also spent some time clearing my inbox. I hate starting the week feeling underwater.

The foundation is finally narrow enough to be solid. Today is going to be a massive Figma day.

Let’s goooo !

Between building in public on X, LinkedIn, and this blog, I’ve realized my organization skills are... let's just say really bad.

To have something to tell, you have to actually do things. My head is spinning with a thousand ideas, and the "to-do list" is winning.

But I’m not here to complain. I’m here to show you the grind behind the pivot.

So here is the actual progress.

The scary list

I’ve started listing the naturopaths and nutritionists I want to talk to.

Full disclosure: Cold messaging has never been my strength. Whether in my professional or personal life, hitting "send" on that first message always feels like a leap of faith.

But I can't build this in a vacuum. I need to know their reality. So, the spreadsheet is ready. Next week, I start reaching out. (Yeah, we'll take it easy, though.)

Landing page in progress.

The wireframe is taking shape. It’s still very raw, but the foundation is solid.

We’re using the PAS framework (Problem - Agitation - Solution).

Why?

For starters, it's one of the methods Aymeric and I prefer.

And in the wellness space, you don't need a sales pitch. You need to show the patient that you understand their pain better than anyone else, and then offer the bridge to their solution.

The Design Obsession

I can't stop thinking about the new visual identity to be honest. Design isn't just decorating for me, it’s about creating an atmosphere where a health professional feels at home and a patient feels safe.

Getting this right is my top priority for the next few days.

Day 4 was slow, messy, and a bit overwhelming.

But we’re still moving.

See you the day after tomorrow!

On second thought, I think I'll take a break over the weekend so I can take some time to settle down and have interesting things to share! :)

For the past few months, Aymeric and I have poured our souls into a tool called Lutains.

It’s a powerful engine that crawls Reddit to find out what people are actually saying when they think no one is listening. It captures their raw pain, their specific vocabulary, and their deepest frustrations.

Until now, we were using it for "Tech."

But today, we’re putting it to work for something real.

The Mission: “Repairing” a gasping system

Preventative health, the people who actually help us stay well before we get sick, is the underdog of the industry.

We have incredible nutritionists, therapists, and coaches out there. But they are invisible.

Our goal is to fix that visibility gap.

What we are actually launching

We analyzed dozens of nutritionists' pages.

The pattern is clear: they have the expertise, but their message doesn't resonate because it doesn't use the "patient's language."

Here is how we’re going to use our data expertise to help them:

1. The Audit (For those with an existing site)
Most health sites feel cold and clinical. We use our Reddit data to audit your current copy. We compare what you say to what patients are actually searching for on forums. We give then human feedbacks to rewrite your message so that when a patient lands on your page, they finally feel heard.

2. The Visibility Pack (For those starting from scratch)
This is the full "Real World" transition.

• Deep-dive Reddit research to define your ideal client.
• A high-end landing page built on Framer.
• Copywriting that doesn't just sell services, but builds trust.

3. The Health Ecosystem
The full package. The landing page plus custom-made social media templates. We want to give these professionals the tools to stay consistent without spending 10 hours a week on Canva. They should be focused on their patients, not their pixels.

Fun fact

I spent an hour today answering messages from other builders.

They are not preventive health professionals; they are builders who, like us, ask questions about their target audience and want to build something that truly matters in the physical world.

This confirms one thing: we are in the right direction.

Nothing is set in stone yet, but the foundation is laid. Tomorrow, we start building the new landing page.

See you tomorrow. :)

I spent 3 full hours today scrolling through Awwwards and Pinterest. But my brain kept drifting back to our current brand identity. With Aymeric, we spent months building it. It helped us stand out. And honestly? I’m struggling to let it go.

Why are we doing this again?

Because the mission matters. Preventative health is vital. In France, the healthcare system is gasping for air—booking a specialist feels like an obstacle course. We know this pivot is the right choice, but creatively, I’m hitting a wall.

I need your help.

If you’re a naturopath, nutritionist, coach, or therapist—or if you know one—your feedback is gold.

We’re hesitating between 3 visual directions:

We already have a favorite, but I’m keeping it a secret for now! 🤐

We’re leaning towards Green as the hero color. It’s the color of hope. And we’re also trying to find a place for one of our "Lutains."

For context: "Lutains" is a mix of "Lutins" (French for mischievous, helpful spirits) and "AI." I know a 3D robot doesn’t perfectly scream "Zen," but we want to stay true to ourselves. Breaking the rules is part of our DNA.

I mean, look at Zoé. Isn't she cute? :)

I’m waiting for your votes on the styles! Tomorrow, I’ll dive into the 3 specific offers we’re building.

See you then ! :)

I spent the day diving into a new world for us : Preventative Health.

I discovered jobs I didn't even know existed: Neuro-nutritionists, Circadian Health experts, Whole Food consultants.

And we’ve settled on three specific profiles for the time being :

I have to admit, I really enjoy revisiting the early stages of a project! :D

But the culture shock is real.

Unlike the tech world, these people aren't looking to use AI to move fast for everything.

They genuinely want to make the world better. It’s almost utopian, and it’s incredibly infectious.

But looking at their online presence, I saw the same patterns over and over:

• No website.
• Generic copy that fails to show how unique they are.
• Social media ghost towns (abandoned after few months).

It’s the classic expert trap : they are amazing at what they do, but they're invisible online.

The good news is that we know how to make them visible :)

Something clicked.

We’ve identified 3 potential offers to help them. We’re going to refine them before sharing more, but the vision is getting clearer.

And because we can't help ourselves... an app idea started brewing.

(Once a builder, always a builder, right?)

What’s next?

Tomorrow, we tackle the brand identity.

Will our cartoon world still work? I’m not so sure, even though, to be honest, I’d like to keep it for a while longer.

But let’s take things one day at a time, that’s a topic for tomorrow! :)

PS: If you are in the preventative health space, I’d love to chat. No pitch, just learning. My DMs are open!

Aymeric and I have been grinding on "les Lutains" for too long. We got into entrepreneurship for freedom—it’s time to actually give ourselves the means to reach that goal.

The Trigger

We decided to go all-in on marketing. But browsing Reddit, we realized everyone is doing exactly what we’re doing (or we’re doing what everyone else is): landing page feedback.

It’s a Red Ocean. Bright red.

Sure, we have an edge with our hybrid approach: defining pain points using Reddit data + human feedback. The feedback is positive, but it’s just not scalable.

The Real Issue

Our target audience: Indie Hackers.

People just like us. But here’s the catch: they hate opening their wallets and they’re experts at DIY-ing everything with AI. It was a hard truth to swallow, but we can't build a life of freedom on a business that’s playing on 'Hard Mode.'

So, we're keeping the current service alive for now, but our main focus is shifting.

The New Idea: A pivot into the real world

We’re moving away from the 'meta' world of building tools for builders.

Instead, we’re going for something much more grounded.

It’s still a bit blurry, but the goal is clear: a concrete business in the well-being sector, anchored in the real world. Something that speaks to us on a more human level.

The Plan

We’re giving ourselves 15-20 days to rebuild everything:

• A clearly defined target
• A ready-to-go offer
• A new identity
• A new website (on Framer, my first time)
• A lead magnet

I’ll post a short update here every night to document it all.
Motivation, doubts, wins... The goal is to not give myself time to overthink this time. (Lessons learned).

If you want to see us crash or succeed, now’s the time to join the newsletter.

I promise some spontaneous "build in public," just the way we like it.

See you tomorrow. :)

And we above all are officially stopping the code. (it was time!)

We are convinced our tool is genuinely good, but if we don't go all-in on marketing right now, this whole thing will just end up being a massive, energy-draining hobby.

The goal is now to make a living out of this project by the end of the year. To do that, the comfortable building phase has to end. The real game begins today, and we are super excited !

Summary of what has changed on the product

Before freezing the codebase, we made one last, but incredibly necessary update: we killed our wireframe builder.

We were so proud of it.

But if we’re being honest, it required way too much code for a result that still felt limiting for the user. So we took a step back, looked at where the market is actually heading, and decided to let tools like Claude or Open Code handle the complexity.

So we just replaced it with a Model Context Protocol (MCP) integration.

To be honest, it completely changes the game.

++For the user, it means:++

• No more annoying back-and-forth copy-pasting.
• Real-time updates directly on your page.
• You never have to leave your usual dev environment.

It's awesome. But now, like I said higer :

NO MORE CODE .

The serious stuff.

For the next 2 weeks, we are dedicating with my co-founder Aymeric 100% of our focus to 5 core marketing pillars:

👉 1. X
The goal is to accelerate our presence while staying realistic and consistent.

Target:

• Minimum 2 posts/day and 40 replies/day.

👉 2. Reddit
Until now, we’ve only used Reddit for its API to power our product.

Now, it's time to actually engage with the communities (specifically *r/SaaS, r/Entrepreneur, and*r/SideProject**). The goal is to learn the culture, bring value, and build karma.

Target:

• Minimum 2 value-adding comments/day.

👉 3. SEO
We know SEO is a long-term game, but like they say, the best time to plant a tree was yesterday. Our strategy will focus on actionable case studies (Hero Section Rewrites) and create a semantic cocoon .

As for keywords, that’s still to be defined.

Target:

• Minimum 3 articles/week.

👉 4. The RankInPublic Launch
We are launching today on RankInPublic, a unique launch platform that features daily 1v1 duels for a week. The further you go, the more visibility you earn.

We are counting on you !

👉 5. Directories
We are putting together a master list to which we can submit our product.

Target:

• Minimum 2/day.

That’s the game plan. I’ll be back in 14 days to share the raw numbers with you all.

To take stock of the situation :

In the meantime...

If you are tired of writing generic copy because you have to guess your customers' pain points, you need to see what we've built.

ChatGPT spits out predictable patterns. Lutains extracts real intelligence from Reddit to create an embodied AI persona of your ideal customer, complete with their true anxieties, drives, and exact vocabulary.

Connect it to Claude Code (via MCP), ask it to "write my section section," and it will answer with the raw, authentic voice of your real buyers. Plus, you’ll be able to speak directly to your target audience to see their reactions.

It's like having your target audience sitting right next to you, but in your IDE.

If you want to meet your ideal customer, you just have to click here : https://lutains.com :)

Our MVP is solid, we're convinced of it.

Now we just had to prove it to the whole world. (No big deal).

7 days before launch

I decided to abandon my LinkedIn posts with 5,000+ followers to go all-in on X where I had... Only 600 followers.

A choice that might seem impulsive, but not really.

My LinkedIn community was full of french-speaking solopreneurs. But our new target audience is Indie Hackers. International ones.

So we had to go only where they are, at least temporarily.

For a week, I gave it my all (at my scale):

• 15 posts on X
• 289 replies

Meanwhile, Aymeric was fixing the final details on the app, setting up better error tracking so we’d be truly ready.

Launch Day

The day starts. And then...

Lutains grabs the #1 spot. And stays there, all day long!

During our previous launch, we got overtaken at the very last minute and finished 3rd. We hate losing. This time, the victory had to be ours, no other option.

Another great surprise of the day?

The monumental support on X. It feels incredibly good to feel supported... even if my over-enthusiasm in replying to everyone ended up... in a ban. (Oops 😅)

Time to look at the numbers

We figure that’s what interests you the most, so here are the numbers:

In only one day :
→ 119 votes
→ 68 unique site visitors
→ 22 different countries reached !
→ 6 signup

But…

0 sales.

We didn't have high financial expectations for this launch.

AI products are notoriously hard to sell, you have to successfully show the added value of your tool so the user doesn't just think, "I can do this myself."

**Uneed did its job: **
We won the spot and gained massive visibility.
Now, it’s up to us to turn that interest into revenue. The real work starts here.

(The day would have been absolutely perfect if we had heard the Stripe "ding", but that will be for next time. 🤞)

In the evening, we calmly debriefed

The satisfaction of hitting 1st place did us good. It’s still a strong signal.

And weirdly, it allowed us to step back. (Something we haven't been able to do for a long time).

It’s like we gained months of clarity in just a few hours.

Overall, here are the lessons we learned:

• People tell us our design is beautiful. It's flattering. But "beautiful" doesn't sell. We drastically lack social proof to build trust.
• Our personas are the core of our product. But out of fear of overwhelming the user with text, we oversimplified. The result? The user feels like there's nothing under the hood.
• We present ourselves almost as a "builder", when we are actually here to improve existing pages.
• Not enough organic visibility. (Proof in pictures: once the launch was over, it was just the void)

Day +6

A little post-launch slump decided to show up.

My brain sort of refused to cooperate, and doubt crept in. I guess it's normal, that it's part of the process.

But the energy is slowly starting to come back, and Aymeric and I made a decision:

We are giving ourselves 3 months to prove that Les Lutains is viable.

++So here is the plan for April:++

• Gain credibility (by documenting the improvement of 2 landing pages + the total creation of one page + displaying the reviews left on Uneed on our landing page).
• Highlight our data to prove we aren't just a simple "AI wrapper". We have real data, we need to show it off.
• Focus heavily on SEO + Reddit, just to start becoming visible.
• Show our tool on our landing page. Currently, besides the intro video, you never see our tool in action. "Show, don't tell," as they say.

So that's our recap!

I'll see you in 2 weeks to show you what we've put in place. (With good news, I hope!)

In the meantime, we're already applying "Show don't tell."

I'll leave you with a sneak peek of our new personas feature, soon pushed to prod! 👇

**Oh waaaait, last-minute update! **

Today, we officially won the #1 product of the week badge on Uneed! 🎉
We got featured in their newsletter.

++The result:++
A brand new traffic spike and 2 more signups already !
A great way to start the week off right. :)

Like many others, we dove in for the freedom. On paper, it didn't look too complicated: we code, we launch, and we wait for the Stripe notifications to roll in. We were already picturing our future lives, sipping mojitos on the beach.

That was the plan. 👇

Except reality didn’t serve us mojitos. Instead, it served us a huge slap of humility.

A look back at our first (not exactly successful) launches.

June 28, 2025. The 1st big launch.

It’s 8 AM. Eyes burning (we finished configuring the coupons at midnight the night before), I click "Publish" on LinkedIn and X. It’s the big leap.

I spend the next 60 minutes refreshing Google Analytics and Stripe.
F5. F5. F5. But nothing happens. The void.

The stress starts to mount when suddenly... Ding! A Stripe notification.

A "real" human just pulled out their credit card for our code. **OUR FIRST SALE IS HERE! **

The adrenaline spikes. Aymeric and I look at each other: "This is it, it’s starting." We were buzzing. It was proof that we weren't crazy for quitting our full-time jobs.

Except... that was the only one. After that "Ding"? Absolute silence.

We told ourselves: "Okay, no big deal, the product just isn't mature enough." So, heads down, we went back to coding.

September 8th. Launch #2

For this second round, we weren't messing around.

Launch on Uneed, a week of scheduled posts, a list of prospects to contact.

And on D-Day, it started strong: we quickly climbed to #1 on Uneed. Traffic flowed in. The first signups landed. The numbers on Google Analytics weren't bad. We thought: "This is it. This time is the one."

We checked Stripe. Nothing. We checked again an hour later. Still nothing.

By the time evening came, the results for the week were mixed, to say the least:

• 73 visits
• 10 signups
• 0 sales. (Ouch)

That hit hard. That’s the moment you wonder if you’re just wasting your time. On top of that, my posts (half-written by AI to save time) rang false. I wasn’t even convincing myself anymore.

Motivation hit zero. We stopped everything.

The Reality Check.

It took some brutal introspection to admit what we refused to see.

First off, Alex Hormozi keeps saying you need to spend 4 hours a day selling at the beginning. Us? We weren't even close.

But that wasn’t the worst part.

The worst part was the product itself.

With a bit of clarity, we realized our tool was just a dumb "wrapper" around AI. While visually nice (as we were often told), it didn’t have as much value as we thought.

So, we tore everything down for V3.

And when I say everything, I mean everything. (We even swapped the French cold for the Canary Islands sun ☀️).

But the biggest change wasn’t the location. We mostly changed our vision. We didn’t want a "superficial landing page analyzer" anymore; we wanted to build a conversion war machine. So, we applied a radically different approach:

• No more chat. We replaced it with a precise protocol. The tool now forces you to define your offer and your differentiating factor before generating anything. (In just 6 questions).
• We now build your ideal client profile based on current Reddit discussions, real-time semantic research... Everything is totally anchored in reality, and that changes everything!
• We also enriched our context with quality articles. April Dunford, Julian Shapiro, Tim Stoddart… They’re all in there! (And by the way, I learned a lot from reading them, so it was a win-win).

But the real revolution, the game changer, nay, the cherry on top! Is mostly this: We now offer a total rewrite of your landing page.

We ran our first tests last week... and honestly? The results are just insane. It’s night and day. It’s so obvious that we honestly wonder how we missed it for so long.

What’s next?

We’re planning a new launch in January 2026. We’re a bit stressed, but it’s the good kind of stress.

Beta tests are coming up very soon, and we can't wait to get our first feedback. We’re crossing our fingers that everything goes well, but there’s no reason it shouldn't.

And to finish this post, I’ll leave you with a sneak peek of our tool. Martin, our ideal client, is visibly satisfied with the new version of our landing page, and that feels good. (Visual made without tricks, it’s really the feedback from our persona).

Catch you next week for the rest! 👋

PS : If you want to know more about Lutains : https://lutains.com