From Side Project to Startup: Your Guide to Taking the First Step
My 30-Day Starter Kit launches December 15—subscribe now to learn how to turn your idea into reality. Here’s what’s included.
When I started the h_e_r_s_t_o_r_y Instagram (RIP) in 2014, I didn’t have a grand plan. I was curious, driven by a love and obsession with archival queer imagery, and looking for connection—both online and offline. I had no idea this account would spark cultural moments, lead to a thriving community, and eventually inspire a company: Lex.
The Very Early Days of Lex: Instagram, Google Docs, and a Dream
The idea for Lex didn’t start as a polished app. It began as Personals, a playful experiment where I posted text-based personal ads inspired by vintage ads from On Our Backs, a lesbian erotica magazine. This experiment grew into a standalone Instagram page and eventually evolved into Lex, the queer social app.
Looking back, those early days followed what I now call a “No Strategy Strategy.” I didn’t overthink it; I started small, listened to my audience, and let the idea grow naturally. That’s the approach at the heart of my 30-Day Starter Kit to Launch Your Side Project: start with curiosity, take simple steps, and watch your idea take shape. Lex began as a side project or passion project that naturally evolved into a company.
If you’ve been sitting on an idea, unsure where to begin, this kit is for you. It’s proof that small, intentional actions can lead to something much bigger than you ever imagined. Here’s how the process unfolded—and how you can follow the same steps to launch your project.
[Sign up here to get the 30-Day Starter Kit, drops December 15th]
Week 1: Clarify Your Idea
The idea for Lex began with a simple, playful experiment on Instagram. While running the Herstory account, I stumbled across vintage personal ads from On Our Backs. These ads were bold, witty, and unapologetically queer—nothing like the glossy, selfie-centered dating profiles of today. What struck me most was their format: black and white, no frills, just words. No images, no distractions, no judgements.
I started sharing the ads on h_e_r_s_t_o_r_y, but soon realized they needed their own space. That’s when I created Personals, a dedicated Instagram page where followers could write and share their own ads, inspired by the vintage style. It was exciting, experimental, and refreshingly straightforward.
How you can clarify your idea:
Start with one small spark: a question, an observation, or something that excites you.
Look at the idea from different angles—what’s the overarching purpose? What details make it unique?
Don’t worry about perfection. The idea will evolve as you go. For now, focus on defining a clear starting point.
Week 2: Research and Validate Your Idea
h_e_r_s_t_o_r_y didn’t need validation—it already had an audience. But Personals was different. It was untested, and I needed to see if people would engage with it in a meaningful way.
My experiment was simple: I posted vintage personal ads and invited followers to create their own. Some dove in immediately, while others hesitated. Writing a personal ad felt daunting. To help, I offered suggestions: Ask a friend to write it for you—they’ll know how to highlight your best qualities. Or, Use the vintage ads as inspiration—what grabs your attention, what makes you laugh?
Gradually, it clicked. As people started sharing their ads, others followed, inspired by the bold, funny, or heartfelt examples. Those early conversations—through DMs, comments, and submissions—shaped Personals into something that felt alive and collaborative.
How you can validate your idea:
Begin with conversations. Reach out to people who might use your product or participate in your project. What excites them? What’s unclear?
Solve small problems first. These conversations aren’t just feedback; they’re the building blocks for making your idea real.
Week 3: Build a Simple Prototype
h_e_r_s_t_o_r_y became my testing ground for Personals. I used the account to post personal ads directly and gauge interest—sometimes as many as 20 a day. The response was immediate. Some followers loved it, while others found the volume overwhelming. That’s when I created Personals as a standalone page.
It was scrappy. With no budget and no fancy tools, I relied on Instagram, Google Docs, and determination to make it work. Followers submitted ads through a Google Form, and I posted them manually. The submissions poured in—some funny, some spicy, and others heartbreakingly honest.
When it came time to launch the app, we reimagined the experience and renamed it Lex, signaling its evolution into something broader and more expansive.
How you can build your prototype:
Start with what’s free and accessible. Platforms like Instagram, Google Docs, or a basic email list can help you test your idea.
Keep it simple. A prototype isn’t about perfection—it’s about proving that people care.
Week 4: Share It with a Small Audience and Get Feedback
When I started h_e_r_s_t_o_r_y, my first followers were friends and friends of friends. It wasn’t about casting a wide net—it was about finding people who understood the vision and cared about what I was sharing. From there, the account grew organically, bolstered by word of mouth and the occasional press mention.
The same approach worked for Personals. I used the Herstory account to promote the new page, and the most engaged followers—those who loved the idea—moved with me. It wasn’t a massive audience, but it was the right audience: people who resonated with the vision and wanted to participate.
How you can grow your project:
Start with a trusted circle. Share your idea with people who already understand and support you.
Keep the dialogue open. Listen to your audience, ask questions, and use their feedback to refine and improve.
Day 31 and Beyond: Lessons from Starting Small
h_e_r_s_t_o_r_y became Personals, which eventually became Lex. Each stage taught me something about the value of starting small, experimenting, and evolving along the way.
The biggest lesson I learned is that success isn’t about having a perfect product—it’s about beginning. It’s about curiosity, play, and being open to feedback. The die-hard fans who believed in the project stuck with me through every experiment, turning small ideas into something much bigger.
If you’re sitting on an idea, don’t wait for the perfect plan or the right time. Just start. Even if it doesn’t turn out as you hoped, you’ll walk away with lessons for the next idea. Starting is an accomplishment in itself.
🎯 The 30-Day Starter Kit to Launch Your Side Project launches December 15th. Subscribe to my Substack now to learn how to take your idea from scrappy beginnings to something much bigger. There’s templates to follow, questions to ask yourself, and a tested method to get you out of your head and into the world.
Best yet - it’s FREE. Learn more here.