app-planner
Build a business, not just an app.
Most apps fail because of poor business execution — not bad code. app-planner is the planning layer between your idea and your first sprint. Validate the business, scope the product, and map your go-to-market before a single line of code is written.
Free to try. No card required.
What it does
app-planner walks you through the business thinking that most founders skip. Before you write code or hire a developer, you need to know: is this a real business? Who is the customer? What does it cost to acquire them? Can it make money?
app-planner structures that thinking into a complete plan — covering the business model, the market, the technical scope, the costs, and the go-to-market strategy. The output is something you can hand to a developer, a co-founder, or an investor.
Features
Business model validation
Stress-test your revenue model, pricing assumptions, and unit economics before you invest time or money in building.
Market and customer clarity
Define your target customer, the problem you're solving, and the market you're entering — in concrete, specific terms.
Technical scope planning
Map out what actually needs to be built: the core features, the technical requirements, and what to defer.
Cost and timeline estimation
Understand what it will cost to build, launch, and grow — before you commit to anything.
Go-to-market strategy
Plan how you'll reach your first customers and what your early growth levers look like.
Structured output
Everything in one document you can share with a developer, co-founder, or investor. Clear. Actionable. Professional.
Who it's for
First-time app founders
You have an idea and you're ready to build — but you've never done this before and want to make sure you're not missing something critical.
Technical founders
You can build the product. You need help thinking through the business model, the market, and the go-to-market before you start.
Anyone with an idea
You're not sure if your app idea is a real business. app-planner helps you find out before you spend time and money building it.
Try app-planner free
Free to try. No credit card required. Start planning before you start building.
Start planning →Built by 1lab
app-planner is a 1lab product — built on the same principle as everything else we make: get the business thinking right before anything gets built. The product literally embodies the 1lab philosophy. It's a tool that forces the right thinking before the first line of code.
← See all productsFrequently asked questions
Do I need a technical background to use app-planner?
No. app-planner is designed for anyone with an app idea — technical or not. The tool guides you through the thinking with structured questions, not jargon.
Is this a business plan tool?
Not in the traditional sense. app-planner is focused specifically on app and software product businesses. It covers the business model, market, technical scope, and go-to-market — not a full business plan in the classic format.
What do I get at the end?
A structured plan document that covers: your business model, target market and customer, technical scope and feature list, cost and timeline estimates, and go-to-market approach. Something you can act on or share.
Ready to plan before you build?
Try app-planner free — or explore Shardwell if you run a consulting practice.