Matteo Spada - Indie Interviews

Can you tell us more about yourself and what led you to become an indie maker

My name is Matteo, I'm 32 years old, and I live in Rome, Italy. My journey as a developer started recently when I began programming at the age of 27. However, I've always had a passion for computer science. After completing school, I started working as an IT technician for a consulting company and later worked as a system administrator in different companies.

I have always enjoyed my work, and I still do (I currently have a full-time job). However, since I was young, I've always wanted to create something of my own and start my own business.

To start a business, I realized I needed something to sell, so I decided to learn programming. Programming came naturally to me, and I dedicated all my free time to studying it. I learned JavaScript, Python, Dart, and eventually delved into native app development for Apple platforms. It took some time to find my path, but once I understood everything, it started taking shape.

I developed one application after another, and while doing so, I started an Italian podcast called "Sviluppare un'App" (Developing an App), where week after week, I share everything I learn, the things that go well, and those that don't go so well. It's like an audio diary.

In April 2022, while looking for ways to promote my apps, I became passionate about App Store Optimization (ASO). I extensively studied this topic and even wrote two books about it called Introduction to App Store Optimization and The Perfect Keyword

On the market, there were excellent products, but nothing specifically tailored for independent developers. So, I decided to create it myself, and that's how Astro was born.

How did you come up with the idea? How do you generate ideas for your apps or projects, and how do you identify the problems or needs your app can address?

For Astro, it was straightforward because I myself needed this tool.

For other ideas, I always try to start with a real problem. Then, I conduct ASO research to understand if there is actually a demand for what I want to create. After that, I try to identify a subscription price that is as high as possible. If I realize that people wouldn't pay a high price, I move on to the next idea. Otherwise, I start developing it.

How does your day-to-day app development workflow look like?

During the week, I work from 9 to 18. As I mentioned earlier, I have a full-time job. After 18, I turn off my work computer and switch to my Mac to continue working on my projects.

The weekend, on the other hand, is almost always dedicated to my projects. During those two days, I try to condense everything that I couldn't accomplish during the week.

Marketing and development are the activities that consume the most time for me. To manage everything, I set micro-goals that I can achieve in an afternoon or a couple of hours.

How do you launch and market your app?

Astro's marketing is divided into three fundamental parts:

✨ Communication on Twitter: I extensively use this platform to make myself known to new customers. Typically, people are cautious about new products because they fear investing their money in the wrong way. What I try to do is simply show people that behind Astro, there is a developer like them who is working on a project. Over time, people get to know me, understand what I do, and become Astro customers.
✨ Free books on ASO: To promote Astro, I have also written the two books I mentioned earlier, which users can download for free. In these books, I explain many things about ASO and guide users step by step on how to optimize their applications.
✨ Cross-promotion with Explorer app: I utilize cross-promotion through an app called Explorer, which is also a portable app store optimization tool. Within the app, I display a promotional banner for Astro, leveraging the organic traffic of the app store.

What are the future plans for your app?

My goal is to transform Astro into the best ASO tool on the market for Apple developers. I am focusing heavily on user experience by listening to all the feedback I receive from the many users who use Astro every day. For me, UX is everything. I'm not interested in adding hundreds of features to the product. Astro is a tool that allows you to find the best keywords for your app, and its essence should remain the same. What will change in the future is that it will do it even better, simplifying the lives of users.

An example of what I mean is the new translation feature that allows you to translate a keyword into English simply by hovering over it with the mouse.

Do you have any interesting lessons learned or tips for other indie makers?

I am learning new things every single day, but perhaps the most important thing I have understood during this first year as an independent developer is that technical skills are only a small part of the necessary skills.

Since I joined Twitter, I have had the opportunity to talk to many incredibly skilled developers who were struggling to monetize their apps, as well as many developers who were not as technically skilled but were earning a lot.

What I have come to understand is that creating a successful app has much less to do with technical prowess and much more to do with entrepreneurial skills. When I reached this conclusion, it was a great relief for me because, not having a background as a developer, I always thought it could be a disadvantage.

Looking back, are there any decisions or actions you regret not taking before or during the development and launch of your apps? Is there anything you would have done differently?

Despite Astro being only 7 months old, I am happy with how things are going, and most of all, I am glad that people appreciate my work and find it genuinely helpful.

However, one thing I would have done differently and am currently implementing is incorporating more analytics events within the app. This is crucial to understand how users are using your product and to avoid operating blindly.

Are there any indie makers or creators whose work you admire and follow closely?

A special mention definitely goes to my friend @KSlazinski, someone I met thanks to Twitter at the beginning of my journey as an indie maker, and who has helped me tremendously during the development of Astro.

I also cannot fail to mention the list of Italian developers who have been interviewed by me on my podcast. Each of them has taught me something, and I am extremely grateful to them @SwiftForFarming, @CapanoEnrico, @dimix, @SimoneMontalto, @alxgi, @Salv089, @nic_fontana.

Additionally, I want to mention @Aivars_Meijers, a person I greatly admire.

Months ago, while I was looking for a way to promote Astro, he was the first person to believe in the project and talk about it with his YouTube subscribers without asking for anything in return.

His was the first "yes" after many "no's," and I appreciated it greatly.

Could you recommend any specific tools or resources that you believe are helpful for other indie makers, especially those just starting out?

I believe that my two free books, "Introduction to App Store Optimization" and "The Perfect Keyword" are a good starting point for those who want to learn more about ASO.

Furthermore, for the analytics part, I recommend using TelemetryDeck, an analytics tool that respects user privacy. I have also written an article about it on Astro's blog.

Thanks for reading til the end. Hope you enjoy the interview as much as we did. Below are some useful links mentioned throughout the interview

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