I'm using JUCE. It is intimidating at first, but it's not that bad once you get a hang of it. It's just not something you'll pick up in an afternoon. Of course, if you don't know C++, that's more learning curve.
I'm working on product #1 right now, and probably won't be released for another month. It takes an astounding amount of detail to build plugins, and I'm going to share it with friends for beta testing before I release it.
Not planning to apply to HN with this, of course, but hoping to build out an indy company.