This as-told-to essay is based on a conversation with Alex Ruber, a 29-year-old cofounder and CEO, based in San Francisco. The following has been edited for length and clarity.
In the dynamic world of tech startups, perseverance often leads to unexpected success. This was the case for Alex Ruber and his cofounder, Parth, who nearly abandoned their entrepreneurial dreams before discovering a winning idea. Their journey began with participation in Y Combinator, a prestigious startup accelerator, but soon encountered challenges with their initial business venture.
Initial Struggles and a Challenging Pivot
Ruber and Parth met in January 2024 through Y Combinator’s Co-founder Matching Program. Both full-time engineers with a passion for side projects, they launched an AI-powered shopping tool targeting the secondhand market. Despite their enthusiasm, the app was financially unsustainable, leading to a three-month period they termed “pivot hell.” During this time, they explored numerous ideas, including a therapy product, self-journaling app, and even B2B solutions, none of which gained traction.
The Breakthrough Moment
After exhausting multiple concepts, the duo stumbled upon a simple gaming idea. By August 2025, this pivot had generated $144,533 in monthly revenue, a testament to their persistence. This success came after a reflective break, where they realized their preference for consumer-facing products over B2B ventures.
The Unexpected Success of Candle
In a bid to reconnect with loved ones, Ruber and Parth developed Candle, a social connection app offering daily prompts for users to share responses. Despite not having initial metric goals, the app naturally improved relationships and demonstrated strong user retention. Launched on the App Store in March 2025, Candle quickly generated over $1 million in revenue within its first year.
Courtesy of Alex Ruber
The Role of AI in Candle’s Development
While Candle relies on a human touch for its question prompts, Ruber and his team utilize AI for grammar editing and code generation. AI also facilitates translations into multiple languages and recommends activities for users, enhancing the app’s functionality without replacing human interaction.
Lessons Learned from Prior Missteps
Reflecting on their journey, Ruber identifies their biggest mistake as frequently shifting industries instead of focusing on a single problem space. His advice to fellow entrepreneurs is to remain committed to a problem area, adjusting solutions as needed rather than abandoning them entirely.
