HalfStep
Executive Summary
Vision Statement
Empower every neurodivergent individual to make meaningful progress by celebrating imperfect action, fostering self-compassion, and transforming daily routines into achievable, rewarding experiences.
Problem Summary
Many individuals with ADHD struggle to build and maintain daily habits due to perfectionism, inconsistent motivation, executive dysfunction, and difficulty starting tasks when they feel overwhelming. The pressure to 'do things right' often leads to avoidance or abandonment of routines, resulting in frustration and a lack of progress. The Reddit post and its highly engaged comments illustrate a strong desire for permission to 'do things badly'—to lower the bar and make progress, even if imperfect, which resonates deeply with the ADHD community.
Proposed Solution
HalfStep is a habit-building app specifically designed for people with ADHD. It encourages users to start tasks in the smallest possible increments—embracing the philosophy that 'done is better than perfect.' The app offers visual reminders, flexible reward systems for even minimal progress, and a supportive community space for sharing imperfect wins. Features include customizable habit breakdowns, visual habit tracking, and built-in flexibility to reduce the pressure of perfectionism.
Market Analysis
Target Audience
The ideal user is an adult (18-45) diagnosed with or self-identifying as having ADHD, who struggles with starting and maintaining daily routines. They are active in online ADHD communities (e.g., Reddit, Facebook groups), often feel overwhelmed by traditional productivity tools, and are seeking practical, compassionate solutions. Secondary audiences include neurodivergent individuals (autism, anxiety) and parents of ADHD children.
Niche Validation
The Reddit post received 865 upvotes, a 0.99 upvote ratio, and 146 comments, with top responses echoing the core pain point: perfectionism and overwhelm block habit formation for ADHDers. Multiple commenters described how 'half-assing' tasks or embracing imperfection was transformative. This validates a real, acute need for tools that lower the barrier to entry and offer positive reinforcement for small wins. Web research confirms that ADHD-specific habit formation is a widely discussed but underserved niche, with few tools tailored to this mindset.[1][2][4]
Google Trends Keywords
Market Size Estimation
Focusing on English-speaking adults with ADHD in North America and Europe (~50 million), and assuming 10% are open to digital habit solutions, the Serviceable Available Market is around 5 million users.
With targeted marketing and community partnerships, capturing 1% of the SAM within 2 years is feasible, yielding an initial user base of ~50,000.
Globally, over 366 million adults are estimated to have ADHD (3%–4% of the adult population). The broader market for habit-tracking and productivity apps is projected to exceed $1.2 billion by 2028.[source]
Competitive Landscape
Competitors include generic habit apps (Habitica, HabitBull, Streaks), and a few ADHD-oriented solutions (Tiimo, Routinery). However, most focus on streaks, gamification, or rigid routines, rather than embracing imperfection and 'minimum viable habits.' None directly target the 'do it badly' philosophy or community-driven self-compassion.[Habitica][Tiimo][Routinery]
Product Requirements
User Stories
As a user with ADHD, I want to break down habits into the smallest possible steps so that I can start routines without feeling overwhelmed.
As a user, I want visual reminders and notifications to nudge me without feeling pressured.
As a user, I want to celebrate small wins and receive rewards even for imperfect progress.
As a user, I want to connect with a community that values imperfect action and shares supportive advice.
As a user, I want to track my progress visually to see growth over time, even if I miss days or do tasks imperfectly.
MVP Feature Set
Customizable habit creation with 'minimum viable step' templates.
Visual reminders and gentle notifications.
Flexible, streak-free progress tracking.
Reward system for any progress (not just perfection).
Community feed for sharing imperfect wins and tips.
Basic analytics showing progress trends.
Non-Functional Requirements
Mobile-first responsive design.
Data privacy and secure authentication.
Accessible UI/UX for neurodivergent users.
Low-latency notifications and reminders.
Scalable backend to support community features.
Key Performance Indicators
Monthly Active Users (MAU)
User retention rate after 30/90 days
Average number of habits started per user
Average number of 'imperfect wins' logged per user
Community engagement (posts, comments, reactions)
Premium conversion rate
Data Visualizations
Visual Analysis Summary
The engagement metrics from the source Reddit post demonstrate unusually high resonance with the 'do it badly' philosophy among the ADHD community, suggesting strong market demand for a tool built around this mindset.
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Go-to-Market Strategy
Core Marketing Message
Stop letting perfectionism block your progress. HalfStep helps you build real habits by doing them imperfectly—one tiny, ADHD-friendly step at a time.
Initial Launch Channels
- Partner with ADHD influencers and advocates on TikTok, YouTube, and Instagram for authentic walkthroughs and testimonials.
- Launch in ADHD and neurodivergent subreddits (e.g., r/ADHD, r/adhdwomen) with permission, sharing real user stories and beta invites.
- Submit to Product Hunt and ADHD-focused Facebook groups to reach early adopters.
Strategic Metrics
Problem Urgency
High
Solution Complexity
Medium
Defensibility Moat
Community-driven content and a unique philosophy (imperfect action) create high user loyalty. Integrating ADHD-specific guidance and peer support increases switching costs. Proprietary habit breakdown templates and reward structures could further differentiate the platform.
Source Post Metrics
Business Strategy
Monetization Strategy
Freemium model: core features (habit tracking, reminders, limited community access) are free. Premium subscription ($5–8/month) unlocks advanced analytics, custom rewards, community challenges, and deeper personalization. Group plans for families or support circles.
Financial Projections
Assuming 50,000 users in year 2, with a 5% conversion to premium at $7/month, projected MRR is $17,500. Early growth may be slower, but ADHD communities are highly engaged and likely to share effective tools.
Tech Stack
Node.js with Express for scalable, real-time features, or Python with FastAPI for rapid iteration and data processing.
PostgreSQL for structured user data and analytics; Redis for fast session and notification management.
Next.js for SEO, performance, and rapid prototyping, with Chakra UI or Material UI for accessible, customizable components.
Firebase for authentication and push notifications, Stripe for payments, AWS S3 for file/media storage, and optional Twilio for SMS reminders.
Risk Assessment
Identified Risks
- Users may lose motivation if they perceive 'doing it badly' as insufficient progress.
- The app could struggle to differentiate itself from generic habit trackers.
Mitigation Strategy
- Integrate positive reinforcement and storytelling to reframe imperfect action as meaningful progress; highlight success stories from the community.
- Double down on ADHD-specific guidance, peer support, and unique habit breakdown templates that are unavailable in generic apps.