Hieu what's your backstory?

Hi there, I’m Hieu Dinh, a 29-year-old iOS software engineer based in Singapore.

I started programming when I was 12, inspired by my brother, who spent hours coding. He introduced me to Pascal, but I struggled with the concept of for loops. Then he showed me Visual Basic 6.0, which had a WYSIWYG interface that made things much easier to understand. Using it, I built my first app when I was 13, and it won second place in a local competition, which felt amazing.

In high school, I got into competitive programming, which taught me how to think logically and solve problems. With the help of great teachers, I won third place in the Vietnam National Competitive Programming Contest when I was 18. That experience gave me a strong foundation for my future.

I studied computer science at university and did well academically, but I wasn’t sure what I wanted to do with my career. Around that time, I started exploring mobile app development. My first app was an Android tool that helped students track homework deadlines. In 2016, I bought my first iPhone and was blown away by how intuitive iOS felt. That’s when I shifted my focus to iOS development, which shaped my career.

After a few years in the industry, I started to feel like I needed more creativity and freedom. When COVID hit, I had time to reflect and realized I missed building things from scratch. That’s when I decided to dive into indie development, where I could create tools to solve real problems and have fun doing it.

What does CompressX do, and how did you come up with the idea?

CompressX is a macOS app designed to compress videos, images, GIFs, and PDFs while preserving their quality. It can reduce file sizes by up to 90% and works entirely offline, ensuring privacy. The app is ideal for content creators, developers, and marketers who deal with large media files, helping them save storage, optimize workflows, and share files faster. Features like batch processing, folder monitoring, and support for multiple formats make it a time-saving tool for managing media.

The idea came from my own struggles as a lead iOS engineer. My team often shared screen recordings for pull requests, but GitLab’s 10 MB limit made this frustrating. We used FFmpeg, but the command-line workflow was slow and tedious. I wanted a simple, privacy-friendly solution that didn’t rely on scripts or online tools. CompressX started as a two-week project to solve this, and positive feedback showed that many others faced the same problem.

CompressX exists to take the hassle out of file compression, making it fast, easy, and reliable for professionals who need to focus on their work—not on managing file sizes.

How did you acquire your first 20 users, and what strategies worked?

The first 20 users of CompressX came from sharing its development journey publicly on 𝕏 (formerly Twitter). I launched a simple MVP for free, and the positive response, including voluntary donations, validated the idea.

The January 2024 Product Hunt launch was a game-changer. With support from the community I’d built, CompressX earned the #2 Product of the Day spot, significantly boosting its visibility. Regular updates, such as processing and GIF conversion, along with live stats and testimonials on the landing page, built trust and sustained interest. This mix of community engagement and rapid iteration was key to acquiring the first users.

What metrics or user feedback indicated you had achieved product-market fit?

Product-market fit for CompressX became clear through both user feedback and metrics. Early signs appeared when I shared the free MVP on 𝕏, and users not only downloaded it but also donated voluntarily, signaling strong demand for the product. Within a year, over 10,000 downloads, 1 million files compressed, and 35 terabytes of data saved reinforced its value, validated its value and market relevance.

User feedback was instrumental in shaping the product. Requests for features like batch processing, GIF conversion, and automated folder monitoring were implemented quickly, making the app more versatile. Users also highlighted areas for improvement, such as compatibility with specific formats and performance speed, which were addressed in subsequent updates. These enhancements improved usability and built trust among users.

This continuous feedback loop, listening to user needs, acting on suggestions, and refining the app, confirmed that CompressX was solving real problems. It evolved from a simple tool into an essential part of its users’ workflows, proving its product-market fit.

What was your strategy for ranking so high on Product Hunt?

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Launching on Product Hunt and securing the #2 Product of the Day spot was all about preparation, audience engagement, and showcasing CompressX effectively:

Building an audience early
Before launching, I shared CompressX’s development journey on 𝕏, connecting with developers and creators who related to the problem it solved. This “build in public” approach created a supportive audience that was ready to back the launch and helped validate the product early on.

Creating Buzz
I announced the launch date well in advance to generate anticipation. Regular updates, behind-the-scenes posts, and insights into the challenges I faced kept the audience engaged. I also encouraged my followers to support the launch by upvoting and sharing feedback.

The launch day strategy
On launch day, I focused on making the Product Hunt page as impactful as possible. A clear headline, concise description, and eye-catching visuals showcased the app’s features. Early user testimonials and live stats (e.g., total files compressed and data saved) added credibility. I stayed active on the page, answering questions and engaging with comments to keep the post visible and demonstrate commitment to the community.

Why it worked?
The combination of an engaged audience, a polished presentation, and an app solving a real problem resonated with the Product Hunt community. By leveraging early supporters, maintaining strong launch-day engagement, and addressing a clear need, CompressX gained traction and ranked highly. It was a mix of preparation, community connection, and effective communication.

Which distribution channels have worked best for reaching your audience?

The most effective distribution channels for reaching my audience have been Google Search, Twitter, Product Hunt, Hacker News, Reddit, SaaS directory Toolfolio, mentions in blog posts, and the CompressX landing page.
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Google Search brought in organic traffic from users actively searching for offline media compression tools. On X, engaging with the #buildinpublic community helped build a loyal audience of developers and creators. Hacker News and Reddit provided exposure to tech-savvy audiences, though success varied depending on the relevance of the content shared.

Product Hunt was a standout channel, especially during the launch, where CompressX earned the #2 Product of the Day spot, generating significant traffic and engagement.

Toolfolio and blog mentions further validated the product and expanded its visibility within SaaS circles. The CompressX landing page served as the central hub, efficiently converting traffic from all these channels into downloads and sales.

Testing and evaluation process
I tested these channels by sharing tailored content, monitoring traffic sources, and analyzing conversion rates. Platforms like Product Hunt and Toolfolio excelled during major events like launches, while Twitter and Google Search provided steady, ongoing engagement. The CompressX landing page played a pivotal role in turning these interactions into measurable results.

By leveraging these channels effectively, I reached my target audience, maintained consistent growth, and maximized the impact of each platform.

How successful has your affiliate program been, and how do you attract partners?

The affiliate program for CompressX has been steadily gaining traction, especially after some strategic changes. Initially, I offered a 20% commission, but it attracted limited interest. To make the program more appealing, I increased the commission to 50%, significantly boosting participation.

Currently, over 40 affiliates are actively promoting CompressX, with one partner alone driving more than 60 sales. While the program is still growing, these results demonstrate that affiliate marketing is a promising and scalable distribution channel. It’s not yet a major traffic driver, but it’s proving to be an effective long-term strategy for reaching new audiences.

What specific tools, software, or resources have been essential in growing CompressX?

Several tools and resources have been key to growing CompressX and expanding its reach:

X (Twitter) has been invaluable in building an audience through the #buildinpublic community. Sharing progress, challenges, and insights helped me connect with a supportive group of developers and creators who appreciated the product’s mission.

Product Hunt, Reddit, and SaaS directories like Toolfolio have been crucial for creating awareness and driving traffic. Product Hunt was especially impactful during the launch, where CompressX achieved the #2 Product of the Day, significantly increasing visibility and attracting early adopters.

Lemon Squeezy has been essential for managing payments and running the affiliate program. Its smooth integration simplified transactions and provided tools to efficiently onboard and track affiliate partners.

The most vital resource, however, has been user feedback. Suggestions and requests from users led to features like batch processing and GIF conversion, as well as iterative improvements in performance and usability. This constant feedback loop helped refine the product while building trust and loyalty.

Together, these tools and resources provided the foundation for CompressX’s growth, enabling effective audience engagement, seamless transactions, and a product that evolves to meet real-world needs.

Who are some recommended experts or entrepreneurs to follow for learning how to grow a business?

For learning how to grow a business, I highly recommend following Tony Dinh and Tibo Maker. Both share actionable insights on building and improving products while emphasizing the importance of collaboration and community building. Their advice covers not just technical strategies but also the human side of entrepreneurship, making their approach practical and well-rounded for anyone looking to scale their business.

What advice do you have for founders finding the right distribution channel?

To find the right distribution channel for your product, start with experimentation, audience understanding, and focusing on what works. Identify where your target users spend their time—social media, forums, directories, or blogs—and test multiple channels. For CompressX, platforms like X (Twitter), Product Hunt, and SaaS directories like Toolfolio were effective because they catered to developers, creators, and marketers.

Begin broadly, experimenting with different channels, and track metrics like engagement, clicks, and conversions. Combine this with user feedback to gain deeper insights. For example, while Product Hunt and X (Twitter) drove significant results for CompressX, paid ads were less effective and were deprioritized.

Leverage social proof, such as testimonials and reviews, to build trust on high-performing platforms. As your product grows, look for additional opportunities, like blog mentions or affiliate partnerships, to expand your reach. Stay flexible and iterate on your strategy based on performance. By focusing on experimentation and constant refinement, you’ll identify the channels that effectively connect with your audience.

Are there any guiding principles or quotes you live by?

‍“Solve your own problems first.”

This philosophy influences both my life and business decisions. When faced with a challenge, I focus on finding simple, effective solutions for myself first. CompressX was born from this mindset—I needed a better way to compress videos for work, and when existing tools didn’t meet my needs, I created one.

This principle shapes my daily decisions by keeping me focused on solving real problems and delivering genuine value. Being the first user of my products ensures I understand them deeply and can refine them to better meet real-world needs. It also motivates me to actively listen to feedback, iterate quickly, and stay authentic in how I build and share my work. By staying true to this principle, I create solutions that are not only practical but also meaningful and impactful for others.

Any promotions you would like to add for Founderoo readers?

20% OFF using the code FOUNDEROO.

Your links + socials

Hieu website

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Hieu LinkedIn

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