How a Boring Budgeting Tool Reached to $34k Per Month.
Here are the lessons learned while ditching the spreadsheets for tracking expenses.

Jen Yip never planned to become an entrepreneur again, especially after a tough run in the startup world. But a personal project born out of her love for coding and a need for a better budgeting tool than spreadsheets turned into something much bigger.
That project is now known as Lunch Money, boasting an impressive $34,000 in monthly recurring revenue.
Despite not aiming for business success initially, her dedication turned Lunch Money into more than just a budgeting tool — it became a full-time business that resonates with users worldwide.
How the Journey Started
Jen was working as an intern in a small, seed-funded company. This experience, coupled with her time at Twitter, exposed her to the highs and lows of the startup ecosystem.
After taking some time off and traveling, Jen missed coding just for the fun of it. That’s when she started working on something for herself, without worrying about making it a big deal.
Lunch Money started as a simple idea. Jen was tired of using complicated spreadsheets to manage her money. She thought, “Why not make something easier for myself?” And that’s exactly what she did. Little did she know, this small project would grow into something much more.

Taking the First Steps
Her first goal? To create something that would help her ditch the boring spreadsheets for tracking expenses. Once she had a basic version up and running, she thought, “Why not let others try it too?” So, she added the ability for friends and family to use the app, inviting her closest ones to test it out.
Feedback was good, and the small wins kept her going. But it wasn’t just about the coding anymore. Jen was onto something bigger than she initially realized. Her side project was starting to look like it could be a real business.
By 2019, with some positive feedback in her pocket, Jen decided to share Lunch Money with a wider audience.
She posted about it on Hacker News, not expecting much. The response was overwhelming.

The project hit the front page, and sign-ups skyrocketed. That’s when the numbers started to make sense too. Suddenly, Lunch Money wasn’t just a side project; it was Jen’s full-time gig.
Spreading the Word
Jen’s approach to marketing Lunch Money was as unique as her journey.
Instead of diving into paid ads or aggressive marketing campaigns, she leaned on organic growth.
The key? Sharing her story and the evolution of Lunch Money openly.
In the early days, Jen turned to platforms like Hacker News and Indie Hackers, communities known for their tech-savvy and entrepreneurial members.
She wasn’t just promoting Lunch Money; she was sharing the highs and lows of building it. This honesty resonated with many in the community.

What really got people talking was a blog post Jen wrote, detailing the mistakes she’d made with Lunch Money and what she’d learned.

It was real, relatable, and it struck a chord. People didn’t just see a product; they saw someone like them, trying to make something useful. This connection sparked conversations, and word of Lunch Money began to spread.
Jen’s personal touch extended to Twitter too, where she’d share updates, thoughts, and engage with her growing user base. It wasn’t just about broadcasting messages; it was a two-way conversation. This approach didn’t just bring in users; it built a community around Lunch Money.
The result? A surge in sign-ups and a growing base of loyal users, all without spending a dime on ads.
Lunch Money’s growth was fueled by genuine connections and the power of community.
Free mention on Tech Crunch really helped in getting trust from users.

Earning and Growing
She wasn’t chasing big profits; she wanted to build something people loved and were willing to pay for.
Initially, Lunch Money was free. Jen’s focus was on creating something useful and user-friendly. But as the user base grew, so did the costs of maintaining the app. It was time to think about sustainability.
Jen introduced a subscription model, a decision that wasn’t just about covering costs but also about valuing her work. The pricing was straightforward and fair, reflecting the app’s value to its users. This approach paid off. Users who had come to rely on Lunch Money for their budgeting needs were happy to support it.
By April 2020, Lunch Money hit a significant milestone: $25,000 in Annual Recurring Revenue (ARR). This wasn’t just a win in terms of finances; it was proof that a bootstrapped, solo-founder business could thrive with a product that users truly valued.

Lunch Money’s revenue model was simple but effective. It showed that you don’t need complex schemes or aggressive sales tactics to succeed. Sometimes, all it takes is a great product and a community that believes in it.
Made it this far? You must’ve liked something!. if you want to checkout my other article on How a Simple Countdown Timer Website Makes $10,000 Per Month
Discovering More About Lunch Money
Curious about how Lunch Money can help you manage your finances, or maybe you’re itching to join a community of like-minded budgeting enthusiasts? There are several ways to get closer to the heart of Lunch Money.
First up, Jen Yip is quite active on social media, where she shares insights into the continuous evolution of Lunch Money, personal anecdotes, and glimpses into the life of a bootstrapped solo founder.
Jen’s Twitter 👉 @lunchbag
Jen’s Medium 👉 Jennifer Yip
Jen’s LinkedIn 👉 @yipjennifer
Email: [email protected]
For a deeper dive, Jen’s blog is a treasure trove of information. From the technical challenges of building a budgeting tool to the philosophical musings on running a business that prioritizes mental wellness over relentless growth, her blog posts are both enlightening and inspiring.
And of course, there’s the Lunch Money website itself. Not only is it the place to try out the tool that has helped so many people get a grip on their finances, but it’s also where you can explore the vibrant community that has formed around this unique budgeting solution. Whether you’re a budgeting novice or a finance aficionado, Lunch Money has something for everyone.
Lessons Learned:
- Start Small: Jen began with a simple goal to solve her own problem. This small step led to bigger things, showing that you don’t always need a grand plan to start something meaningful.
- Growth Through Authenticity: Lunch Money’s growth was fueled by genuine engagement and sharing real experiences, proving that authenticity can be a powerful marketing tool.
- Passion Over Profit: Jen’s focus was always on building something she loved, not on making money. This passion-driven approach not only made Lunch Money successful but also ensured it remained a project close to Jen’s heart.
- Listening to Your Needs: By prioritizing her mental wellness and working at her own pace, Jen was able to maintain her creativity and drive, highlighting the importance of self-care in the entrepreneurial journey.
As Lunch Money continues to evolve, so does the community around it. The story of Lunch Money is far from over, but the lessons learned so far are invaluable for anyone looking to turn their passion into a purposeful and profitable venture.
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