How Pauline Built a $100k AI App on the Side

Meet Pauline, a former IBM engineer turned solo AI entrepreneur. While still employed full-time, she created AI Crea, an app that reimagines home design with AI—enabling users to style their spaces in minutes. Her journey wasn’t smooth, initially launching several failed projects, but her approach finally hit gold.

Pauline's Process:

1. Spot a real need through personal experience or user feedback.

2. Build an MVP and validate interest by pitching to actual customers.

3. Use targeted social channels—LinkedIn for real estate, Twitter for developers.

Now a full-time founder, Pauline emphasizes not waiting for “perfect,” stressing that quick feedback and continuous improvement are the real game changers.

When Pauline first started building her AI app, AI Crea, she was a full-time employee at IBM. Nights and weekends became her playground, developing an AI-powered tool that lets users upload a room photo, select a design style, and—voila!—instantly reimagine their space in different styles.

Now, with over 8,000 users and $8,000 in monthly revenue, her success is a perfect example of the power of a simple idea executed well.

Start Small, Think Big

Pauline’s entry into entrepreneurship wasn’t overnight. As an “indie hacker,” she spent years building small side projects that didn’t quite pan out. But with AI Crea, she struck a chord.

She started with an MVP—a bare-bones version of the product that she could get into users’ hands quickly.

By showing it to real estate agents and receiving early, enthusiastic feedback (and a few early sales), she was able to validate her idea and dive deeper into development.

Find Your Customers Where They Are

Marketing wasn’t about expensive ad campaigns but finding communities where her audience already spent time.

Pauline tapped into Facebook groups and LinkedIn to target real estate agents, then used Twitter and Product Hunt for broader reach. Sharing her progress on social media helped create a community that could follow—and support—her journey.

She also sent updates via her newsletter, further building a loyal customer base with minimal expense.

Choose Pricing That Works for You—and Them

Pauline’s pricing strategy balanced affordability and sustainability, offering both subscription and one-time payment options.

This way, she could attract both casual users and more committed customers. She learned that a higher price point drew more serious buyers and lowered support requests, allowing her to scale sustainably.

To keep customers engaged, she introduced annual billing and free trials, which reduced churn and let people test the app’s value upfront.

Takeaways from Pauline’s Blueprint

Pauline’s story is all about action. Instead of waiting for perfection, she launched, listened, and iterated.

For aspiring entrepreneurs, her journey shows that a practical, fast-moving approach can turn a side hustle into a six-figure business—without giving up a day job.

If you've got an idea brewing, remember: You don’t need a massive launch, just a solid plan and the persistence to follow through.