This is the end of Lutains. 3 years of work going up in smoke, thousands of euros lost, and a violent feeling of failure. This decision was made on Saturday, under gray skies to the sound of sirens and stun grenades right below our window. An ending worthy of the biggest Hollywood movies. Anyway, I promise not to fall into pathos tonight, because as Naval Ravikant would say:
It took exactly 5 days! We doubted a lot, but we did it! Waking up on Saturday morning to an unexpected Stripe notification, I’m not going to lie to you, it isn’t unpleasant. :)
This week was much more productive than the last. (And it feels great!) We delivered our four landing page audits, and user satisfaction is high! That said, Aymeric and I went through a phase of doubt, wondering if what we’re doing really makes sense and, above all, if it aligns with the future we want to build.
I announced that a beta would be ready this week. Well… we’re running just a little bit behind schedule, it’s starting to feel like Groundhog Day!
This week felt like our official back-to-school moment.
I have to be honest: lately, we’ve been moving at a snail’s pace.
Another week down, and it’s time to speed up. We’re aiming for a major launch in mid-September with our new offer specifically designed for builders in the pre-launch phase. The offer is ready, now, it’s all about the last mile of execution. (not the easiest by the way, but probably the most important)
A lot happened last week. We found a place to live, we had some deep (and slightly scary) conversations about our future, and we completely redefined the vision for Les Lutains.
We needed to slow down. Motivation took a hit, and doubts about Lutains started creeping in. We have traction, we have great feedback, but something still felt... missing. Bref, we’re currently rethinking everything to build a more complete offer with 3-tier pricing instead of one. I’ll share the details next week. 😉 But even during this "slow" period, things moved forward.
I’ve been a bit quiet lately, and there’s a reason for that: I was stuck. I spent the last few days testing dozens of visual directions without much success. But after a long grind, I’ve finally found a world that feels right, and that truly speaks to my target audience.
The last two days weren't productive, at least not in the way you’d think. I spent them with family and friends. We aren’t machines. Sometimes you have to stop to actually move forward. To be honest, I produced nothing. Absolutely nothing. But I've given it quite a bit of thought, and things are starting to become clearer regarding what comes next.
I’m not going to lie: today was more difficult.Between building in public on X, LinkedIn, and this blog, I’ve realized my organization skills are... let's just say really bad.
People think pivoting means starting from zero. It’s not. It’s about taking the weapons you’ve built and choosing a more important battle. For the past few months, Aymeric and I have poured our souls into a tool called Lutains.
I knew this would be the hardest part. After years of consuming nothing but "tech" content, soaking up a "Wellness" vibe is... complicated. I spent 3 full hours today scrolling through Awwwards and Pinterest. But my brain kept drifting back to our current brand identity. With Aymeric, we spent months building it. It helped us stand out. And honestly? I’m struggling to let it go.
For years, we’ve been breathing SaaS, Indie Hacking and KPIs with Aymeric.Today, we stepped outside. And honestly? It’s as terrifying as it is exciting.
We landed a sale very quickly with our new offer. But honestly? We feel like we're heading straight for a dead end if we stay the course. Aymeric and I have been grinding on "les Lutains" for too long. We got into entrepreneurship for freedom—it’s time to actually give ourselves the means to reach that goal.