The project
From the brief to what shipped.
A web0 client project. I worked with Plane’s own team, and what is not listed as mine is theirs.
The situation
Plane is open-source project management for software teams, with docs and AI agents built in. It runs in the cloud, self-hosted or fully air-gapped.
Project tools all promise the same things. Plane had to show its actual product fast, and make self-hosting sound as easy as signing up.
What I did
I designed and built the marketing site. The home page opens on the real app, and the tour below switches between work items, the wiki and Plane AI in place, so you see each part without leaving the page.
What shipped
- The marketing site, designed and built.
- A home page that opens on the real app.
- A tour that switches between work items, the wiki and Plane AI in place.
Impact
What it’s worth.
The figure, what it counts, and the arithmetic with every input, one click away.
Plane: the impact
About $4,100
in new annual recurring revenue for every 10,000 visitors
Counted from sign-ups that become paying teams on Pro, at $6 a seat a month.
- Inputs
- 5
- Public sources
- 3
How it adds up
The formula10,000 visitors × sign-up rate × share who pay × seats × price a seat × 12 months × the lift
| Input | Value | Where it comes from |
|---|---|---|
| Visitors who sign up | 3.8% | Public sourceThe median for SaaS landing pages.Unbounce, SaaS landing pages, 2024 (opens in a new tab) |
| Free sign-ups that become paying teams | 4% | Public source3% to 5% is called good for a freemium product.Lenny’s Newsletter with OpenView and Pendo, 2023 (opens in a new tab) |
| Seats in a paying team | 15 | My figurePlane is free for up to 12 users. |
| Price of a Pro seat | $6 a month, billed yearly | Public sourceplane.so/pricing (opens in a new tab) |
| Lift from the redesign | +25% | My figureFor scale: speed-only tests show 8% to 10%. Baymard puts the potential from better checkout design at 35% for large shops. NN/g found an average 83% improvement across usability redesigns.web.dev, Vodafone A/B test, 2021 (opens in a new tab)Deloitte for Google, 2020 (opens in a new tab)Baymard, 2026 (opens in a new tab)NN/g, 2008 (opens in a new tab) |
The arithmetic
- 10,000 visitors × 3.8% × 4% = 15.2 paying teams.
- 15.2 teams × 15 seats × $6 × 12 months = $16,416 a year.
- 25% more is $4,104 a year.
What it leaves out
The lift is counted in sign-ups, the part of the funnel a marketing site moves. Enterprise and self-hosted deals are not counted.
Price and time
The same scope, elsewhere.
What a website costs and how long it takes, at four places. Read the time column first: its lines are drawn to scale.
| Who | Price | Time | Source |
|---|---|---|---|
| web0website, today’s published price | from €16k | 3–5 weeks | Pricing |
| Proof of Work Studio5-page site, fixed price | $20,000≈ €17.2k | 4 weeks | Proof of Work Studio (opens in a new tab) |
| Flow Ninjawebsite, larger tier | from $25,000≈ €21.5k | 8–16 weeks | Flow Ninja, pricing (opens in a new tab) |
| Clutch averageweb design projects | $38,105≈ €32.8k | 7 months | Clutch, web design pricing, September 2026 (opens in a new tab) |
- The web0 row is the published price for this scope today. No start and launch dates for this project are on file.
- Clutch’s average is pulled up by large projects. Clutch also says most web design projects it reviews cost less than $10,000. Its month counts are engagement lengths from reviews, not build time.
- Euro values use about €0.86 per $1, an approximate rate.
What Plane paid is private. This compares published prices, not this project’s own timeline.
- Scope
- Website
- Places
- 4
- Sources
- 3
- Time
- To scale
Plates
More of the Plane work.
8 plates, numbered on from Fig. 1.
Next caseProgramaClient projectImpact: About $8,100 in new annual recurring revenue per 10,000 visitors.Read the case The spot next to Plane is yours.
Tell me what it has to do. If it’s a fit, the price is fixed before any work starts.
Fixed price from €8k · 2 projects at a time