// mix weights are our estimate from detected signal volume
Sonora Labs — a calming-music studio claiming "over 100 million streams… played monthly by more than 2 million parents" (self-reported, unverified) — launched Willo on iOS in Aug 2025 as a product for that existing listener base, then scaled with Meta Ads (founder-supplied CAC ~$22 vs ~$86 12-month LTV, unverified) and an autopublished SEO estate. A year later the whole growth machine — codebase, 4.9-star store listing, autopilot content site — was listed for sale at $87k (1.1x, 14 offers) while revenue was still growing +31%/30d.
The studio's Spotify/Apple Music catalog of calming baby music is claimed as the built-in audience — 2M monthly parent listeners funneled toward the app. The stream and listener figures are the studio's own, with no independent verification.
The sale listing's own words: "a marketing site publishing 1,700+ SEO articles on autopilot" — the crawled sitemap holds 2.5k /articles URLs of baby-milestone/sleep-schedule long-tail plus 12 free calculators (wake windows, due dates, corrected age). DR 16 limits ranking power today.
Meta Ads carry the paid load — the listing quotes ~$22 blended CAC against ~$86 12-month LTV (founder-supplied, unverified; the 20% margin corroborates real spend) — converting through a 4.9-star, 379-rating iOS listing whose title has been keyword-iterated between "Baby Sleep & Growth" and "Baby Tracker & Sleep".
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