the UNPLANNED APP

Good times don't always need a plan.

The world's first AI-powered multi-user plans generator — building dates, hangs, and good times for you and the people you want to spend time with.

By Matt & Abby Howard

The Problem

Planning kills
the vibe.

💑

"What do you want to do?" 45 minutes later, still home.

👶

Babysitter for 4 hours, $150 to spend. The pressure is real.

🗺️

New city. Yelp has 4,000 results and 3 sponsored ads.

👥

Friend hang. Everyone has opinions. Plans die in the group chat.

trying to decide on dinner as a couple

The Solution

Meet Unplanned.

A few swipes. A night worth remembering.

Unplanned eliminates decision fatigue from spending quality time together. Swipe on your mood and preferences — both people independently — then AI surfaces real local options and builds you an actual plan.

Couples

Date night, every night

Friends

No group chat chaos

Explorers

Any city, any night

How It Works

Simple steps. A perfect night.

1

Taste Profile — An optional layer to set hard preferences once: dietary restrictions, alcohol, home location, accessibility needs, and more.

2

Establish a Session — Choose your night type: Date Night, Friend Hang, Group Hang, or Double Date.

3

8 Dimension Cards — Each user shares how they're feeling to determine what they're looking for in the outing: energy, budget, setting, vibe, and more.

4

Quick Swipes — Based on dimensional preferences, fast binary options appear. YES this sounds good. NOPE, not tonight.

5

AI Builds Recommendations — Based on taste profile, dimensional preferences, and options that sound good to all users.

6

Match & Confirm — Swipe yes or no through final recommended options until everyone agrees.

7

Live Your Life — Do the thing. Rate the hang after. The next one gets even better.

The Tech

The Signal Stack.

A four-layer AI prompt architecture that builds a rich data set on user preferences. The more it's used, the better it gets. This is the moat — it can't be replicated with a ChatGPT plugin. Unplanned owns and protects the data for its users, and it's anonymized before entering the AI layer.

Layer 1 — Highest Authority

Taste Profile — Hard Filters

Dietary, alcohol, mobility, budget ceiling. Absolute constraints. Never violated.

Layer 2 — Soft Nudge

Learned Memory

EMA scoring gets smarter every session. Biases toward what you've loved, softly away from what you haven't.

Layer 3 — Conditional

Live Context

Real venues and events available tonight — geo-validated, pre-filtered against your constraints.

Layer 4 — Highest Weight

Session Preference Vector

Tonight's mood. Overrides everything except Layer 1. Derived entirely from your swipes.

The Why

Built by people who actually needed it.

Matt & Abby Howard

High school sweethearts turned social media's favorite couple. 8M+ YouTube subscribers. 7.6 billion total views. Their entire brand is built on one thing: showing what it looks like to love spending time with your person.

"We've been doing life together since high school — and even we still get stuck in the 'what do you want to do?' loop. We decided to build the thing we wish existed every Friday night."

— Matt & Abby Howard

Go-to-Market

The distribution moat.

Channel 1

MattandAbby Organic

11M+ monthly views · 7.6B total

GRWM date nights. "We let AI plan our date." Viral format integrations. Built-in audience, zero ad spend.

Street-style content: ask strangers how much they struggle planning date nights — hand them the app and film the reaction.

Channel 2

Influencer Partners

30M+ single video reach

Partner couple and family creators use the app on camera. Every collab multiplies the funnel at zero cost.

Channel 3

Brand Promos

TopGolf, restaurants, experience brands. Sponsored Featured Date Nights surfaced in the recommendation engine as clearly labeled #sponsored cards.

Monthly reach that dwarfs most paid media budgets. CAC = $0 at launch.

Business Model

Four revenue layers.

1

Featured Date Nights

Brands sponsor curated plans surfaced in the AI engine. Shown to users as #sponsored cards — clearly labeled, never hidden. $8 CPM model.

2

Affiliate Commissions

Every booking or ticket purchased through a recommendation earns a commission. Revenue aligned with user action — 7% avg capture rate.

3

Influencer Brand Deals

MattandAbby + partner creators integrate brands into app-adjacent content. Negotiated deal fees layered on top of organic reach.

4

Premium Tier Future

Ad-free experience, unlimited session history, advanced taste profile, and exclusive featured plans. Brand deals would appear only as clearly labeled #sponsored cards for free-tier users — premium users see none.

Product Roadmap

Launching summer 2025.

July 2025

Web App — "The App of the Summer"

MattandAbby organic campaign. First users acquired at zero cost. Core swipe and AI recommendation flow live.

Sept 2025

Monetization — Live Featured Date Nights

First brand partner placements go live in the recommendation engine. $8 CPM model activated.

Jan 2026

Monetization Expansion — Influencer Brand Deals

Formalized brand deal program with MattandAbby and partner creators. Negotiated integrations begin generating deal revenue.

Mar 2027

Monetization Expansion — Affiliate Commissions

Booking and ticketing affiliate integrations activated. 7% avg commission on user-driven purchases through the app.

June 2027

Native Mobile App — iOS + Android

Push notifications. Full offline support. App store presence unlocks new acquisition surface.

Nov 2027

International Expansion + Platform API

Beyond US-only. Venue partner API. Group hang mode for 4+ users. Premium subscription tier.

The Opportunity

The numbers behind the night out.

11M

monthly views

$190

avg monthly date spend

$422B

US entertainment market

Revenue Calculator — Drag to Explore

1% 5% conversion 10%

MAU

550,000

Rev / User / Mo

$3.66

Monthly Revenue

$2.01M

Annual Revenue

$24.2M

MAU × $3.66/mo | 50% of $190 avg spend captured at 7%
Influencer brand deal revenue not modeled — additive upside

Competitive Landscape

Nobody is doing what we're doing.

	Unplanned	Cobble	Lovewick	Yelp	ChatGPT
Multi-user sync	✓	✓	✗	✗	✗
Real options fetched	✓	✗	✗	✓	✗
AI builds full plan	✓	✗	✗	✗	✓
Learns taste over time	✓	✗	✗	✗	✗
Influencer distribution	✓	✗	✗	✗	✗
No account required	✓	✗	✗	✓	✓

Scroll table horizontally if needed. Cobble (closest comp) has 400K+ swipes — no AI, no live fetch, no influencer moat.

SWOT Analysis

Honest look at where we stand.

Strengths

• MattandAbby distribution — 8M+ subscribers, $0 CAC

• Only app combining AI sync + live options + memory

• No account required — lowest onboarding friction

Weaknesses

• Pre-revenue, pre-launch — no proven traction yet

• Live options quality dependent on API partners

• US-only at launch limits TAM

Opportunities

• $422B entertainment market unaddressed by AI

• Influencer flywheel multiplies funnel at zero cost

• International expansion + native mobile in 2026

Threats

• Dating apps building activity recommendation layers

• AI commoditization — ChatGPT closing capability gap

• App store fees and dependency in Phase 2

Exit Strategy

Who buys this and why.

Comparable Exit

Bumble IPO'd at $8.18B in 2021. Today at ~$500M cap it generates $174M annual free cash flow. Companies helping people connect still command real value. Unplanned plays in the same space with a fundamentally better moat.

Strategic Acquirer A

Match Group / Hinge

Adds activity planning to the post-match experience. Keeps users engaged beyond date selection.

Strategic Acquirer B

Yelp / Google

Distributes AI planning on their local data infrastructure. Turns search into action.

Strategic Acquirer C

Media / Entertainment Co.

Buys the MattandAbby audience and platform together. Content flywheel + user data + brand equity.

Strategic Acquirer D

Airbnb / Expedia

Expands into everyday outings. Unplanned becomes the discovery engine for any night out.