Steven Cravotta, a young entrepreneur and creator of the app Puff Count, has demonstrated that a lucrative app business is within reach even without technical skills. Recently, Cravotta shared his journey in an episode of Starter Story, revealing how his no-code app designed to help users quit vaping now brings in over $40,000 each month. Cravotta’s insightful approach and carefully crafted strategies provide a roadmap for aspiring app creators hoping to break into the competitive mobile market.
Puff Count, as described on its website, is a free app aimed at supporting users to quit vaping by tracking their nicotine intake and progress toward quitting. Cravotta’s journey to success is unique, focusing less on tech skills and more on innovative thinking, strong problem-solving abilities, and strategic marketing.
A Non-Technical Start: Letting Marketing Drive Success
Cravotta knew early on that marketing would be the cornerstone of his app’s success. As he put it, “Marketing really is 95 percent of the success of a mobile app.” Instead of trying to learn complex coding languages, he used accessible resources like Upwork and no-code tools to realise his vision. In his own words, “I honestly don’t think you need any experience to build mobile apps… I didn’t have any.”
His approach to app creation begins with addressing real-world problems. According to Cravotta, the best app ideas emerge from solving issues that the creator personally encounters, as it brings deeper insight into user needs. Puff Count was inspired by the rising anti-vaping trend on social media, especially TikTok, where Cravotta observed the popularity of viral videos aimed at educating young people on vaping risks.
Validating Demand: Ensuring There’s a Market
With an idea in mind, Cravotta needed to validate its potential. He used platforms like Sensor Tower and Google Trends to gauge interest in anti-vaping content and apps. He also noted the massive viewership of vaping-related videos on TikTok, cementing his belief that Puff Count could find a dedicated audience.
While the first few months were slow, with little to no revenue, Cravotta remained steadfast. “The first four to six months, I didn’t make any money,” he admits, attributing this to the need for patience and continued investment in marketing until the app took off.
Building the App: From Idea to Launch
Once he confirmed the idea’s viability, Cravotta began sketching out the app’s design and features in Google Docs. This planning phase involved noting all potential features he wanted Puff Count to have. To bring his design concepts to life, he used 99designs, where professional designers offered creative takes on his app’s user interface. For the development stage, he hired developers from Eastern Europe via Upwork, which provided quality talent at a fraction of the cost, paying on a project basis instead of by the hour to keep the project within budget.
Mastering Marketing: TikTok and Viral Appeal
For Cravotta, marketing was the critical piece that would drive Puff Count’s success. His strategy focused on TikTok, which he saw as a perfect platform for reaching his target audience. “TikTok is the best way to market any app,” he said, explaining how he immersed himself in the platform’s trends. Cravotta studied the most popular TikTok videos related to vaping and kept a spreadsheet of successful content for inspiration.
His approach to TikTok marketing prioritises entertainment over direct selling. “My TikToks are entertainment first, call to action at the end,” he explains, ensuring users engage naturally before being directed to download the app. This subtle strategy has proven effective in driving downloads.
Monetising the App: From Free to Profitable
As Puff Count’s user base grew, Cravotta turned to monetisation. Recognising that ads wouldn’t generate substantial revenue for a tool-focused app, he implemented a subscription-based model. “The strategy that everyone is using now is the app is free, you go through the onboarding, and then you hit a hard paywall,” he shared. This paywall approach proved successful, significantly boosting revenue as users who found value in the app were willing to pay.
To optimise profits, Cravotta conducted A/B testing at various price points, eventually settling on the price that yielded the highest user lifetime value (LTV). He began by setting a base price of $4, then incrementally increased it to $12 as he refined his strategy, maximising revenue without deterring new users.
Essential Tools: Streamlining App Development and Marketing
Cravotta’s success is also attributed to his use of a carefully selected toolkit. He uses Upwork for hiring developers, 99designs for UI design, and Superwall for paywall optimisation. “Superwall is essential,” he noted, emphasising its role in refining monetisation strategies. For tracking user behaviour and LTV, Cravotta relies on RevenueCat, which provides valuable insights into user engagement and retention.
This comprehensive approach, from idea generation to strategic marketing and effective monetisation, has transformed Puff Count from a simple concept into a profitable app. Cravotta’s journey illustrates that creativity, persistence, and a well-executed plan can lead to tremendous success, even without coding skills.
Cravotta’s advice to aspiring entrepreneurs is clear: “If you have a good idea and it solves a problem for people, commit to it.” His success story is a reminder that with the right approach, anyone can create a valuable product that not only meets market demand but also generates substantial revenue.
