Written from the audits, not the content calendar.

This is a newsletter for Shopify app founders who are done pretending the App Store is a meritocracy.

Every letter comes out of the audits and founder calls I run each week. Listings, ad accounts, pricing pages. I change the names and keep the patterns.

What you’ll get: why installs flatline while the product keeps getting better, what merchants actually read before they click, and which fixes moved trial-to-paid instead of just feeling productive.

What you won’t: hype, growth hacks, or a course funnel at the bottom.

I’m Ohad Michaeli. Six years in the Shopify app ecosystem: three of them scaling a single app from startup to 40,000 users, then three more as a strategist. A hundred-plus audits, category leaders on the client list. Positioning, listings, paid growth. The newsletter is free and the archive is open. If a letter sounds like I’m describing your app, I probably am. Someone else’s, anyway.