Follow my unfiltered build in public journey. Real insights on AI SaaS, marketing & high-converting landing pages. Bootstrapping with my co-founder. No fluff.
About Me
Building my way to freedom with my co-founder Aymeric.
We aren’t serial shippers launching a product every week. (mostly because we’re way too slow for that anyway)
We’re resilient makers who take the time to build things that matter. Since 2023, we’ve faced setbacks, but we never quit.
Our goal: 100% independence by the end of 2026. 🤞
Right now, we are putting all our heart into Lutains, a tool we built specifically for indie hackers.
Latest Articles
Discover my latest thoughts and insights
Four Beta Audits, a Pikachu, and Pre-Launch Doubt.
This week was much more productive than the last. (And it feels great!) We delivered our four landing page audits, and user satisfaction is high! That said, Aymeric and I went through a phase of doubt, wondering if what we’re doing really makes sense and, above all, if it aligns with the future we want to build.
Yoanna Juille
The Shackleton adventure, a New Project, and Our First Push-Button
I announced that a beta would be ready this week. Well… we’re running just a little bit behind schedule, it’s starting to feel like Groundhog Day!
Yoanna Juille
Via Negativa, an Arduino Kit, and Ending the Excuses
This week felt like our official back-to-school moment.
Yoanna Juille
The message we didn't see coming, the grind and our new offer.
I have to be honest: lately, we’ve been moving at a snail’s pace.
Yoanna Juille
Accelerating, Killing Friction, and the "Done-for-you" Trend
Another week down, and it’s time to speed up. We’re aiming for a major launch in mid-September with our new offer specifically designed for builders in the pre-launch phase. The offer is ready, now, it’s all about the last mile of execution. (not the easiest by the way, but probably the most important)
Yoanna Juille
Finding a home, and planning our exit from Tech.
A lot happened last week. We found a place to live, we had some deep (and slightly scary) conversations about our future, and we completely redefined the vision for Les Lutains.
Yoanna Juille
Doubts, Small Wins, and the Art of Going Against the Grain.
We needed to slow down. Motivation took a hit, and doubts about Lutains started creeping in. We have traction, we have great feedback, but something still felt... missing.
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.
Yoanna Juille
[Day 7-8-9]: Clarity is finally here.
I’ve been a bit quiet lately, and there’s a reason for that: I was stuck.
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.
Yoanna Juille
[DAY 5-6]: Zero production, but one massive breakthrough.
The last two days weren't productive, at least not in the way you’d think. I spent them with family and friends.
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.
Yoanna Juille
[DAY 4]: I’m drowning.
I’m not going to lie: today was more difficult.Between building in public on X, LinkedIn, and this blog, I’ve realized my organization skills are... let's just say really bad.
