Angus Cheng recently hit $10K MRR with Bank Statement Converter, and what he said in his milestone took me aback.
💰 "Once again I did not do much... You see, I am living the dream. More and more money goes into my bank account while I do whatever the hell I feel like doing." —Angus
Obviously, I had to learn more about this guy's mentality and finances. So let's take a peek. 👇
Back in November 2020, Angus "rage-quit" his job as backend developer at a crypto exchange. It wasn't that he had some uber-successful side-hustle to fall back on. He was just super annoyed with the company and gave his notice.
That's not to say he didn't have a side-hustle, though. He did. He was releasing games as Baller Industries. But the games didn't bring in enough to get by.
A few months later, Angus wanted to figure out how much money he was spending, so he asked for a CSV from his bank. They could only give him PDFs, so he wrote some code to extract the transaction data. He says it was really difficult and he realized others might want to do the same thing.
So he turned it into a web app, bought some Google search ads, and people used it. He saw this as validation and started charging money for it. And since then, he's just been improving the algorithm to make it work with more banks. That, and a little customer support.
Which brings me back to the quote that I mentioned above.
Angus didn't have to do much to get from $8,000-$9,000 MRR. And he didn't do much to get from $9,000 to $10,000 MRR either. He's basically on easy street right now.
💰 "That's the nice thing about running a subscription-based SaaS — if you keep customers happy, your monthly recurring revenue should go up." —Angus
And that's exactly what's happening. Let's take a look at his revenue:
Here are his business expenses:
And here are his personal expenses:
Angus uses a high-interest savings account from an Australian bank called Westpac. He gets 4.75%, which is pretty great considering that he sets aside thousands every month so that he can buy a house with cash.
Yep, you read that right. He wants to buy a house without a mortgage. It's mostly because interest rates are so high right now, but it's also because he doesn't currently have debt and he wants to keep it that way.
💰 "Don't get a mortgage. Having a mortgage adds pressure on you to make money. If I had a mortgage I probably would have stayed at my job instead of becoming an indie hacker." —Angus*
He's been putting money away all year and he thinks he'll be able to buy a place after another year or so.
He's not big on investing, but he says a lot of his friends who work in tech put a portion of their salaries in S&P 500 index funds, and he regrets not following their examples.
Now that his business is doing okay, he's considering buying US treasury bills.
You might have noticed that his rent is pretty expensive. He sees it as an investment.
When he had a job, he had a smaller place. But when he started working from home, he couldn't tolerate his "depressingly small" apartment anymore. So he upgraded. It's still not a big place — Hong Kong has some of the highest rental prices in the world — but it's bigger.
And here's another investment he likes to make:
💰 "This is a weird one, but I like buying my friends lunch/dinner. For some reason, whenever I do this I get big sales for my applications." —Angus
Personally, I think that's awesome. Angus thinks it's just "superstitious bullshit, there's no logic behind it." But obviously, he does it for a reason.
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Angus advises indie hackers not to dump all their money into cost-per-click advertising. He says it's a really common pitfall: People make a product, buy CPC ads, and run them at a loss, thinking that they just need to keep tweaking the ads.
That's what he did, anyway. He spent $1000 a month on ads and brought in about $200. He never managed to run them profitably and eventually started focusing on content marketing.
Bank Statement Converter is an LLC in Hong Kong. This allows him to write off a lot of expenses — something that everyone should do whenever possible. Here's what he writes off:
His accountant tells him that as long as he has a receipt for something, he can offset it. That may not apply everywhere, though.
And if you're curious where he gets his money mentality from, it's his parents.
His dad saves money. He buys the cheapest toilet paper and canned tuna that he can find. But he'll splurge on dinner out.
His mom doesn't really care about money. If she goes into a store, she'll probably come out with some random thing.
And somehow it works, though... probably because they keep their finances separate.
Angus identifies more with his dad's spending habits, as there isn't much that he wants to buy. And he's no stranger to cheap canned tuna.
You can find Angus on Twitter and check out Bank Statement Converter.
And if you'd like to be featured as a guest in a future interview for this series, let me know in the comments!
@IndieJames, do you have any insights into what worked for him exactly to reach $10k in MRR?
Based on my research (over 140 startups analyzed), as a bootstrapper to hit the $10K in MRR milestone you need to either have a product with high demand (=organic growth), be listed on a marketplace with huge traffic (like Shopify), or have a high number of followers (on social media, or newsletter, or previous companies).
Angus has a little over 1K followers on Twitter and the website barely gets 1K visits/month. The numbers just don't add up.
Have you worked with him or this story is solely based on some stuff he shared?
https://www.indiehackers.com/product/bank-statement-converter/revenue
Great work! Out of curiosity, what did you do in August 2022 and April 2023, any big changes or launches?
August 2022 a customer asked me to fix issues with a ton of American banks. I fixed the issues, at that lead to improved sales in America.
April 2023? USA tax time bump.
Interesting. Thanks for sharing.
Thanks!
Wow, Angus's journey from "rage-quitting" to hitting $10k MRR is truly inspiring! His approach to business and finances is refreshingly straightforward. Thanks for sharing this peek into an indie hacker's success story. 💪💼
Thanks!
I'm too 100% debt free. Be like us.
Emi: 404
Yes!
A great organic traffic story
Thanks!
A great read on Angus's journey!
It shows the effectiveness of addressing real user pain points simply. The importance of organic value-driven interactions is highlighted by the switch from CPC to content marketing.
An example of the indie hacker spirit!
Thank you!
His quote about living the dream by not doing "much" resonates with me quite deeply. Often, we equate success with relentless hustle and perpetual busyness. But this is just more proof that building something valuable to others can result in a more relaxed, yet financially rewarding lifestyle. Great story!
Yeah man!
Awesome, congrats Angus!
@AnGuRuSO great stuff!
dumb question: how did you get your first customers?
That's not a dumb question. First customers came from Google Search Ads.
I am from a third-world country, and here, you can survive on less than $200 a month.
The good thing is we have access to the same tools and platforms to be an indie hacker as people living in $2500/month houses do.
This is deeply inspirational for someone like me James, thank you for sharing.
This is very inspiring. I am very happy that you succeeded. You were able to see problems and monetize it. I worked for a financial company and we manually download daily transactions from hundreds of banks and import the data into Cash Flow Positioning and Forecasting web app. It is amazing how you took your MVP to the market. I wanted to build a 5 year old product called Cash Flow Positioning and Forecasting, it was just too much to build for the MVP.
Well maybe you can cut down the product you have in mind into something you can launch in a month. Then build it out from there?
I am building just enough for my own use case. I will narrow it down to launch the MVP by the end of Jan.
Totally agree with the rationale behind not wanting to take out a mortgage. Such a crazy thing to risk literal bankruptcy in a 2008 situation. Might as well hedge by only paying rent.
Haha yes
Is it mostly SEO traffic coming to your site btw? Because it's specifically a search for 'bank statement convert to xls' or similar?
Yup all the traffic going to bank statement converter is organic. I don't pay for any traffic.
Not sure what the popular search terms are.
Cool. I take it you built MVP first for this and put it up as oppose to a waiting list?
How did you validate that people would need more than a few pages converted and be willing to pay?
Yup I built an MVP, I'm not a fan of the waiting list launch.
I validated people would be willing to pay by asking users to pay after they had converted 5 pages in a day.
Cool. Thought as much. I think every case is unique. My own personal product, it makes sense to have a waiting list (as well as much more time spent on the landing page). I’m currently working on this.
For this one I’d definitely say MVP makes more sense as the users need something now otherwise they’d move on. Most folks claim everything is a one size fits all which annoys me about a lot of indiehacker posts tbh.
Thanks for taking the time to answer all my questions btw it’s been very helpful.
Interesting project - it might be a good idea if users throw the CSV output into fina.xyz and get personalized financial insights without a spreadsheet, @AnGuRuSO, is it potential for your customers?
Yup users can do that if they want
Love these James, keep them coming
Thanks! Glad you're enjoying them.
Same!
There's already lots of PDF to CSV/XLS converters online, what makes your one different?
It's more accurate?
How did you manage to compete with already established solutions? Is a lot of it down to the cleaner landing page?
There are a lot of PDF -> CSV converters out there. A really good one is called PDF Tables. They're generic applications though, designed to work with any PDF.
The difference is I only care about bank statements. I do a lot of work to improve the results for different banks across the world.
I'll give you an example. Some banks render dates without years like "Dec-12". If a user converts 5 years of bank statements then the value "Dec 12" is ambiguous. To deal with this problem Bank Statement Convert uses the "Statement Date" to enrich the value "Dec 12" with a year. Sounds simple, but there are a few edge cases to consider.
Here's a post I wrote about the feature:
https://bankstatementconverter.com/blog/posts/2022-04-21-what-year-is-it/
Makes sense.
Might be an idea to also heavily mention privacy/security since it's folks bank details. If you haven't already. :)
When I started this I thought "I'll make it a webapp because that's the most convenient form for me and for users".
I predicted that users would say "Yes this is good, but I can't use this, please make me a desktop application".
That never happened! 99% of my users do not care about privacy/security.
Anyway the way I deal with data security issues is by automatically purging PDFs after 24 hours. I would set the number lower, but users got annoyed that they "lost the files they were working with".
I don't store any data from the PDFs, and I don't give out any data from the PDFs to third parties.
Yeah, definitely not a desktop app, pretty much never want to use a desktop app myself unless it's something like premiere pro, for example. For quick things like this, nah.
I just meant it's a selling point (to some at least) , but as you say, not many :) Nice to have the info transparent though.
Well done anyway
Thank you!
Good question for @AnGuRuSO
Pretty cool stuff! When you say don't spend on CPC/Ads, do you have any alternatives that you can recommend instead?
I know he doubled down on content marketing after he stopped paying for ads. But @AnGuRuSO can tell you more.
Yes I'd recommend creating content like blog posts or youtube videos. The nice thing about content marketing is if you create good content it lasts forever. Put some time into creating content people want to read.
I love this simple website man, thanks for sharing how successful it could become and you did it under the indiehacker radar which makes it seem "legit" to me.
Thank you!
Love the story and transparency here! Very inspiring :)
Thanks!
Love the honesty Angus! Great story - solving a specific problem In the simplest way.
Thanks!