Documenting the 28 Projects journey through 11 distinct phases from idea to profitable business.

When I started working on my first app, I thought startups moved in a straight line.

Idea → MVP → Launch → Growth → Success.

That fantasy lasted about three weeks.

What actually happens is messier, slower, and far more humbling.

Over the years, through failed launches, stalled MVPs, and finally products that made real money... I realized that SaaS companies don't just grow. They move through distinct stages, and each stage demands a completely different mindset.

This series breaks it down phase by phase with:

• Real examples from the 28 Projects journey
• Checkpoints to know when you're ready to move on
• Honest retros on what worked and what didn't

I don’t have all the answers, but I’m committed to finding them by shipping. If you want to see what actually happens when you try to build a SaaS from scratch, I’d love to have you along for the ride.

Phase 1 — Ideation

In the next update, we’re diving into "The Exciting Lie", that dangerous moment where your idea feels perfect. Plus, the brutal questions you must answer before you write a single line of code.