Indie Hackers
Nov 16, 2018

Escaping the 9-to-5 Grind to Create a $3 Million Business with Joel Hooks of


Interview with Joel Hooks of, a platform for creators to sell video courses that teach developers how to get better at coding.

Joel set the business up 5 years ago and intentionally grew it slowly to it’s current $3 million ARR.

Why should you listen?

Because it’s a business model that could grow to be huge. But Joel doesn’t want that and has created a very solid lifestyle business. And it’s a lifestyle not just for him, but his 12 full time employees as well.

And that’s a great reminder that it doesn’t have to be grow, grow, grow (if you’re bootstrapped anyway).

Go out, solve problems in a meaningful way. Repeat. And enjoy life at the same time.

3 lessons…

– Find *your* people. What market are you part of? Which market do you understand in-depth? That’s the easiest place to start finding problems to solve.

– Build an audience, ideally an email list. Joel started by testing an idea with an email list.

– Do the smallest thing whilst still thinking big. What’s the smallest action you can take to move forward to validate your bigger ideas?

Joel Hooks (@jhooks) never found it easy to spend his life working for other people. So when he came across an inspirational book that told him he could learn to code and build his own company, he embarked on a fateful journey to do just that. Learn how Joel helped start a sustainable business that connects programmers to educators, and how he bootstrapped it to over $3 million in annual revenue.

Transcript, speaker information, and more: