On this week’s episode of the Area of interest Pursuits podcast, Ben Bozzay and I focus on how Tech Lockdown grew from a private downside right into a SaaS enterprise producing $20K in month-to-month recurring income. What makes Ben’s story so fascinating is what number of instances the enterprise modified form.
It began as free content material, turned paid content material, become a membership, added a DNS filtering product, after which grew right into a extra full software program enterprise. That path wasn’t deliberate from day one. Ben was making an attempt to resolve his personal downside, sharing what he realized, and paying consideration when folks stored asking for extra assist.
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Ben’s Origin Story
Ben’s background sits on the intersection of software program growth, cybersecurity, and search engine marketing. Earlier than Tech Lockdown turned a enterprise, he had labored in engineering roles at cybersecurity corporations. He had additionally run a advertising and marketing company, which gave him expertise with search visitors and on-line content material. That blend turned out to be a serious benefit.
Throughout the COVID lockdowns in 2020, Ben observed his personal web habits getting out of hand. Like lots of people working from residence, he was spending extra time on-line than he wished. He began on the lookout for methods to create stronger guardrails round his web use.
The issue was that Ben is technical. He knew the best way to bypass most client web site blockers and app blockers. So as a substitute of utilizing primary instruments, he started making use of enterprise-style controls to his personal gadgets. That meant utilizing ideas like:
- Cell system administration
- DNS filtering
- Cybersecurity-style restrictions
- Managed system controls
- More durable-to-bypass blocking programs
These weren’t the same old instruments marketed to people. They have been programs corporations used to manage work gadgets. That turned the seed of Tech Lockdown.
The First Content material Experiments
At first, Ben wasn’t making an attempt to construct an organization. He wrote posts on Medium, shared on Reddit, made YouTube movies, and defined what he was doing to create a more healthy digital workspace. The response shocked him.
Folks weren’t simply studying. They have been commenting, emailing, and asking for consulting assist. That instructed him the issue was broader than his personal state of affairs. He had discovered a spot available in the market:
- Adults wished stronger system controls for themselves.
- Many instruments centered on mother and father managing their kids’s gadgets.
- Technical customers wanted deeper options.
- Folks wished step-by-step assist, not obscure recommendation.
The early content material was helpful as a result of it got here from direct experimentation. Ben was utilizing check gadgets, making an attempt programs himself, and documenting the method intimately. That made his work totally different from generic “greatest web site blocker” articles.
The Shift Into Paid Content material
By 2021, Ben had moved from posting on different platforms to publishing on Tech Lockdown. Google started choosing up his content material, which gave him a brand new supply of visitors. Since he already had search engine marketing expertise, he began to see how this might change into greater than a interest.
The primary monetization step was a paid membership part. This wasn’t software program but. It was extra like productized consulting.
Folks paid for extra full guides that saved them hours of setup time. As an alternative of looking out throughout scattered articles and boards, they may comply with a extra organized course of. The paid content material labored as a result of the free content material had already constructed belief.
Ben’s technique was to offer away extremely helpful info without cost first. That helped construct belief with individuals who have been making an attempt to resolve the identical downside. As soon as they noticed the worth of his free content material, a paid useful resource felt like a pure subsequent step as a result of it may save them much more time.
The Transfer Towards SaaS
Paid content material gave Ben early income, however it had limits. Most prospects solely wanted the data lengthy sufficient to arrange their system. As soon as they’d the guides and accomplished the method, there wasn’t a lot purpose to maintain paying each month.
That pushed Ben towards SaaS. Round 2022, he started providing a DNS filtering service. At first, the product was easy. Clients may select from a couple of presets, though they may not customise a lot.
Even that primary product modified the enterprise. It gave prospects one thing ongoing to make use of, not simply one thing to learn. It additionally made the membership extra helpful by bundling content material with a instrument that helped resolve the identical downside. The development appeared like this:
- 2020: Free content material on Medium, Reddit, and YouTube
- 2021: Tech Lockdown and paid membership content material
- 2022: DNS filtering service added
- 2023: Extra mature product and full-time focus
- 2024 and 2025: Natural visitors reached its strongest interval
That sluggish evolution is among the largest classes from the interview. Ben did not leap straight into constructing the right product. He adopted the demand step-by-step.
Layoff Compelled a Determination
In 2023, Ben was laid off after switching jobs. The corporate had overhired and minimize 10% of its workforce. All of the sudden, Tech Lockdown went from a aspect mission to a critical possibility.
At that time, the enterprise had roughly 300 prospects. Revenue was lower than $2,000 monthly. That wasn’t sufficient to interchange his wage. The timing was irritating for a number of causes:
- Ben and his spouse had lately purchased their first residence.
- His spouse wasn’t legally allowed to work on the time.
- They have been planning to begin a household.
In different phrases, the enterprise was barely masking the brand new healthcare prices alone. Ben additionally acquired a very good job supply throughout this era. Taking it could have been the safer monetary selection.
His spouse inspired him to maintain going with Tech Lockdown. She believed within the enterprise even when the early full-time months confirmed little development. That element stands out as a result of the transition wasn’t immediately profitable.
The primary few months after going full-time have been flat. Ben was working intense hours, but income did not instantly take off.
Content material Technique That Drove Development
Ben’s most important development channel was search engine marketing. He selected to not unfold himself throughout each platform. As an alternative, he centered on the channel he knew greatest, writing detailed content material that would rank in search.
His articles labored as a result of they have been technical, particular, and based mostly on issues folks have been trying to find. For instance, somebody won’t merely search “block web sites.” They may search for a solution to stop themselves from ending a blocking app in Job Supervisor on Home windows.
search engine marketing instruments won’t present a lot search quantity for that actual difficulty. Ben nonetheless wrote the article as a result of he knew the issue existed. That strategy helped him discover visitors that different websites missed. His content material had a number of traits:
- It answered extremely particular questions.
- It used screenshots and video walkthroughs.
- It coated technical edge circumstances.
- It related broad matters to particular guides.
- It relied on testing, not surface-level summaries.
At one level, Tech Lockdown reached round 70,000 natural guests monthly. That development got here throughout a interval when many web site homeowners have been frightened about Google updates and AI summaries. Ben mentioned his web site was lucky, and he believes the depth of the content material helped.
The Funnel Behind the search engine marketing Technique
Ben did not solely write slender technical guides. He additionally created broader articles on the high of the funnel and linked them to extra particular sources. For instance, a broad information about blocking web sites may lead guests to articles about:
- Blocking web sites on Home windows
- Proscribing entry on iPhone
- Stopping workarounds
- Utilizing DNS filtering
- Establishing managed system controls
This created a content material tree across the matter. It additionally helped Google see which pages mattered and the way they associated to one another. Descriptive inner hyperlinks have been efficient as a result of they clarified what every web page coated.
The important thing was that the articles weren’t random. They supported each other. Ben paired this with Reddit and YouTube within the early days. His course of was considerate:
- Create a helpful YouTube video.
- Write a separate Reddit put up with its personal worth.
- Add a refined reference to the video.
- Let Reddit engagement ship early alerts to YouTube.
He discovered that individuals nonetheless clicked by means of even when the Reddit put up gave away numerous info. That strengthened his perception in beneficiant free content material.
The Concentrate on Adults because the Core Market
One of many smartest choices Ben made was narrowing the goal buyer. Many system management merchandise give attention to mother and father managing their children’ gadgets. Ben noticed a special viewers: adults who wished to limit themselves.
That distinction issues. A guardian can take away a toddler’s cellphone or arrange a restricted account. An grownup has admin entry, passwords, restoration choices, and the flexibility to undo restrictions. That makes the issue more durable. Ben centered on adults equivalent to:
- Working professionals
- School college students
- Folks constructing higher habits
- Adults searching for accountability
- Technical customers who knew frequent workarounds
This gave Tech Lockdown a sharper message. As an alternative of making an attempt to serve everybody from the beginning, Ben constructed round a extra particular use case. As he turned a guardian himself, the product started to increase towards household wants as properly. Nonetheless, the muse remained the identical: stronger controls for individuals who want greater than primary app blocking.
The Product Distinction
Tech Lockdown stands out for its use of enterprise ideas to manage private gadgets. Reasonably than relying solely on client instruments, Ben checked out what corporations use when issuing work gadgets. Enterprise programs should be more durable to bypass as a result of corporations face safety and monetary dangers.
That pondering formed the product. For instance, a managed iPhone can have a VPN that the person can not flip off. App downloads could be restricted. Machine settings could be managed at a deeper degree than most client apps enable.
That’s the sort of management Ben wished to carry to people. The setup is extra superior than typical family instruments. But for individuals who have tried weaker blockers and bypassed them, that added depth is the purpose.
His Enterprise Right this moment
On the time of recording, Tech Lockdown had reached $20K in MRR. Ben referred to as {that a} main milestone. It is nonetheless simply him because the solo founder, with a contractor serving to with buyer help.
The product suite has continued to increase, particularly round iPhone options. He additionally has a second product referred to as LivingRoom, a separate app underneath a special model.
LivingRoom is designed to make display exercise extra seen within the residence. The concept is {that a} system turns into extra like a TV in the lounge, the place exercise is simpler for fogeys or accountability companions to see.
The app can present screenshots of exercise and use AI to detect inappropriate content material on display. That creates a special sort of security layer from pure blocking.
Tech Lockdown is extra about restriction. LivingRoom is extra about visibility. Collectively, they serve associated wants.
The AI Search Angle
search engine marketing remains to be Ben’s most important buyer acquisition channel. He has seen extra volatility as Google provides AI summaries to look outcomes, but natural content material stays central to the enterprise.
One perception he shared is the worth of branded terminology. When AI summaries hyperlink folks into follow-up search queries, branded key phrases can matter. If somebody searches a phrase that features your model or a time period you personal, you’ve got a greater probability of being the highest consequence.
This implies content material is not solely about rating for generic key phrases. It is also about constructing recognizable language round your product and class. That issues much more as search habits adjustments.
Classes From Ben’s Path
Ben’s story affords many helpful takeaways for area of interest web site builders, SaaS founders, and aspect hustlers. An important one could also be {that a} enterprise can begin with documentation.
He did not start with a elegant supply. He started by fixing his personal downside and writing about it. From there, every stage gave him extra suggestions. A number of classes stand out:
- Particular content material can beat broad content material.
- Free guides can create belief earlier than a sale.
- Paid info can validate demand.
- SaaS can ship recurring worth as soon as content material establishes the necessity.
- A slender viewers can create clearer positioning.
- search engine marketing can nonetheless work when the content material is genuinely deep.
One other lesson is that development would not at all times arrive on schedule. When Ben went full-time, the enterprise did not instantly surge. The choice got here with monetary stress, household stress, and profession danger. The expansion got here later, after continued product enhancements and content material work.
Ben’s Subsequent Stage
Ben has a number of areas he’s engaged on now. One of many largest is a brand new iPhone administration resolution that does not require a tough reset. He described this as one thing he had been making an attempt to determine for years.
That issues as a result of enrolling an iPhone in cell system administration has historically required resetting the system to achieve full management. A no-reset resolution may take away a serious barrier for purchasers.
LivingRoom is one other space for development. Because it enhances Tech Lockdown, prospects could use each merchandise for various elements of the identical downside.
Ben can be contemplating hiring, although he’s cautious. The enterprise now has proprietary processes and technical insights that create added danger when bringing folks in. For now, he is utilizing AI instruments and contractors to scale his personal output the place potential.
Last Ideas
Ben Bozzay’s story is a good reminder that a number of the greatest companies begin as private problem-solving.
Tech Lockdown wasn’t born from a grand marketing strategy. It got here from one individual making an attempt to create more healthy web habits, then sharing the method with others who wanted the identical factor. The enterprise grew as a result of Ben stored listening to demand.
Free content material turned paid content material. Paid content material turned a product. The product turned a SaaS. Now, it has grown right into a $20K MRR enterprise with a second app and extra product growth within the pipeline.
For anybody constructing on-line, Ben’s path reveals the ability of depth, focus, and endurance. You need not serve each viewers directly. You need not launch with the ultimate product. You can begin by fixing a painful downside, documenting the method, and bettering the supply as prospects present you what they want subsequent.
