web app Startups

Christy Lawrence, a Sydney illustrator with a marketing background, built Plan, an Instagram planning, scheduling, and analytics tool, bootstrapping it with no outside funding. She grew it through pre-launch content and email, influencer outreach at launch, and word of mouth, reaching 650,000 downloads across 120 countries and over $1 million in annual revenue after moving from a one-off purchase to a subscription. An early rebuild, a server outage, and a burnout episode shaped the company's path.