One platform was never the plan.
To Her Focus had 280k+ engaged Instagram followers and almost no way to monetise them. We rebuilt the business around owned assets — a custom website, a YouTube channel, digital cookbooks and a shipped mobile app — so the audience finally belonged to the brand, not the algorithm.
- Client
- To Her Focus / LaGrub
- Industry
- Influencer & Content
- Location
- Digital / Online
- Timeline
- 4 Months + Ongoing
In short
A creator with a large, loyal following but a fragile business. We built the owned infrastructure — website, YouTube, a mobile app and email — to convert rented attention into a brand with diversified, recurring revenue. The result shipped as LaGrub, a recipe and digital cookbook app now live on the App Store and Google Play.
- Custom website turning social followers into owned subscribers
- YouTube channel launched with a monetisation-first content strategy
- LaGrub mobile app shipped on iOS and Android with 4 digital cookbooks
- Cross-platform funnels linking Instagram, YouTube, website, app and email
280k followers, one fragile foundation
To Her Focus had earned something hard to fake: 280,000+ followers, a 4.2% engagement rate and real audience trust. But all of it lived on a platform she did not own. Income came from occasional sponsored posts and a few affiliate links, with no system behind it.
That made the whole business one policy change away from collapse. A single algorithm shift could cut reach by 80% overnight and take the revenue with it. With no website, no app, no email list and no presence beyond Instagram, the ceiling was high but the base was dangerously narrow.
Single-platform risk
Audience and income both depended entirely on Instagram, with no owned assets and no fallback if access changed.
Limited monetisation
Revenue was restricted to ad-hoc sponsored posts and basic affiliate links — nothing recurring, nothing predictable.
No owned digital hub
No website, app, blog or landing pages to capture leads, host content or sell products directly to the audience.
No brand system
Visual identity drifted across touchpoints, with no guidelines tying the presence into one recognisable brand.
Build the brand ecosystem, not just a website
We started with discovery — mapping audience demographics, engagement patterns and the formats and topics most likely to convert. The goal was to expand in directions that accelerated growth rather than diluting the existing community.
From there we designed a full ecosystem: a custom website as the central hub, a YouTube channel launched with monetisation built in from day one, a mobile app packaging her recipe expertise into a standalone product, and email automation wiring every platform together.
Custom website hub
A multi-function home with blog, shop, membership area and lead-capture forms — converting social followers into owned subscribers.
YouTube growth engine
Long-form content repurposed from Instagram expertise, optimised for discovery with AdSense and sponsorships from launch.
LaGrub mobile app
iOS and Android app turning 1,500+ tested recipes and 4 digital cookbooks into a standalone, sellable product.
Email automation
Nurture sequences that capture every platform’s audience and guide them from free content toward paid offers.
Diversified income
Five revenue streams, four platforms
- 01
AdSense
Display + in-stream YouTube ad revenue
- 02
Sponsorships
Brand integrations across video and social
- 03
Affiliates
Curated product links with tracked attribution
- 04
App & Cookbooks
LaGrub app sales and digital cookbook purchases
- 05
Memberships
Gated premium tier with recurring billing
How the months unfolded
- 01
Weeks 1–3
Brand strategy & planning
Audience analysis, brand-identity development, platform strategy and a revenue model designed for each channel.
- 02
Weeks 4–8
Website build & product creation
Custom site development, e-commerce and membership setup, the first digital cookbook and email automation configured.
- 03
Weeks 9–13
YouTube launch & integration
Channel setup, initial video production, a cross-platform content calendar and traffic funnels with monetisation live.
- 04
Weeks 14–20
LaGrub app development
Native iOS and Android app build, cookbook content migration, App Store and Google Play submission and launch.
- 05
Ongoing
Optimise & scale
Analytics review, funnel tuning, new cookbook releases, and handoff of operational playbooks for ongoing management.
The results
Revenue streams
5
Active platforms
4
Community strong
300K+
Recipes created
1,500+
Revenue model
Recurring
LaGrub: the app we built from her expertise
Rather than stop at a website, we packaged her recipe expertise into LaGrub, a standalone recipe and cookbook app now live on both major app stores, with 4 digital cookbooks spanning Desi, Chinese, Korean and Turkish cuisine.
Four cookbooks, one app
- Desi Dastarkhwan90 recipes
- Hangukui Mat99 recipes
- Chinese Culinary Heritage100 recipes
- Istanbul Sofra102 recipes
4
Digital cookbooks shipped
391+
Recipes across all cookbooks
2
Platforms: iOS & Android
Real reviews from LaGrub's app store listings
“I’ve really enjoyed using LaGrub. The app is easy to navigate, the recipes are well organised, and the step-by-step instructions are simple to follow. The overall design is clean and user-friendly. Highly recommended!”
Usman Haider
“I had a great experience using this food app. It is very easy to use and the interface is simple and user-friendly. Every recipe is explained clearly with detailed, step-by-step instructions.”
Khansa Malik
“The interface is simple, user-friendly, and easy to navigate. The ordering process was smooth, and I liked the variety of options available. Overall, a convenient and reliable app.”
Malik Saim Javed
I went from an Instagram creator with unpredictable income to running a real brand — a website, a YouTube channel, a mobile app on both app stores, and products people pay for every month. Hoop turned my following into a business.
Reham Alamgir — Founder, To Her Focus / LaGrub
The services behind this transformation
Mobile App Development
The LaGrub iOS & Android build.
ExploreBranding
Positioning & strategy behind the identity.
ExploreVisual Identity Design
Logo, color & brand guidelines.
ExploreVideo Marketing
The YouTube growth strategy.
ExploreEmail Marketing
Nurture automation across every platform.
ExploreGrowth Consulting
Ongoing optimisation & scale.
ExploreReady to own your audience?
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