I described this in pretty great detail over on IndieHackers (https://indiehackers.com/businesses/complice) and also answered a bunch of related questions on this HN thread: https://news.ycombinator.com/item?id=12269425

TL;DR = spent 20h/week for 2 years building a product that people wanted. But there are a lot of juicy insights etc in those links.