Rob Hallam spent two and a half years trying to build products online after being laid off from his first software job. Five attempts made a total of $0. The lesson was not that he could not build. It was that nobody knew his products existed.

He kept posting honestly on X about the attempts, failures, and small wins. One failure post reached roughly 200,000 views, led to a comment suggesting a dev agency, and produced a $3,000 client from that same momentum. That was the turning point: every serious opportunity was coming inbound from content. Rob started building tools to understand why some posts went viral and others disappeared.

Those internal tools matched a Chrome extension called SuperX that Tibo Louis-Lucas had acquired. Rob joined as cofounder and rebuilt the product into a full web app: extension, analytics, tweet search and embedding, auth, syncing, and a payments migration from Lemon Squeezy to Stripe. The run-up was messy, including API breakages and health scares while traveling, but the product and audience were built in public together.

SuperX launched publicly in July 2025, added $1k MRR in the first 24 hours, and reached about $23k MRR within six months. Rob says roughly 95% of users came from organic content, with posts and videos repeatedly creating signup waves. The founder-owned My First Dollar newsletter later reinforced the same lesson: a year earlier SuperX was around $800/month, and Rob credits daily video with taking it to a much larger monthly business.