The storyHow they got there
Domantas Marozas launched Sweepy around 2018–2019 as a B2C house cleaning task manager — a scheduling app that generated personalized cleaning routines, with particular resonance among users with ADHD who struggled with executive function and household management.
The first ten customers came from family, friends, and Reddit's r/CleaningTips community. The first hundred came from App Store Optimization taking over once the right keywords ranked. Pinterest — a massive platform for cleaning content — became an unexpected but high-converting acquisition channel.
At maturity, the channel mix: App Store Optimization for "house cleaning schedule" (~55%), SEO blog content covering cleaning tips and schedules (~25%), Pinterest (~15%), and word-of-mouth and reviews (~5%). Paid Facebook ads were killed — B2C subscription CAC was too high for the price point. ASO and Pinterest were doubled down on.
Unit economics: CAC around $2–8 (organic-heavy), ARPU around $3–5/month, LTV around $30–60, and subscription churn around 10%/month — consistent with B2C consumer benchmarks. The ADHD community's organic adoption and vocal word-of-mouth was the breakthrough: highly engaged users who genuinely needed the product drove reviews and referrals at a rate that accelerated store rankings.
Channel MixWhere the growth actually came from
Most case studies hand-wave channels. Here's the rough allocation — not in dollars spent, but in users acquired — across the routes that actually mattered.