# FY1 S0 Product Plan When we need to be focusing app developers on inventing original features, we are wasting their talent on reinventing duplicate infrastructure over and over again. Without our intervention, the market cannot fix this problem. Skillsets and mindsets needed to fix this problem are counter to skillsets and mindsets needed to satisfy primary customers in existing markets. We will provide a finished full stack at the interface level so that app developers can skip the weeks of waiting and deliver the first working version to users within a day. # Customers App developers are not trying to make apps. They are trying to make a difference in the ways users are experiencing content, commerce, and communication. From the user’s perspective, innovations introduced by app developers can be life-changing. Compare traveling, and purchasing homes, before and after Airbnb was born. But from the developer’s perspective, most innovations happen only at the surface level. After all, isn’t the Airbnb app just yet another marketplace app which happens to list temporary stays at other people’s homes? Most of the app’s code is necessary but duplicate foundation. To make a DoorDash for grocery delivery, a developer needs to reinvent DoorDash. To make an Instagram for artists, a developer needs to reinvent Instagram. To make a 10% innovation, developer needs to remake the 90% duplicate infrastructure with user accounts, message deliveries, push notifications, media storages, event databases, web servers, client apps, and more. Due to the expensive upfront cost of unimportant infrastructure work, developers are spending 8 to 12 weeks in the app development stage. Lucky developers who get to deliver the first working version to their users are then left with regret, frustration, and the ongoing cost of maintaining the infrastructure. Others run out of cash or passion, and die without a trace. App developers are not suffering from a lack of solutions. Far from it. They are suffering from the problem of too many incomplete solutions to choose from. There are tens of frameworks, hundreds of cloud services, and thousands of distinct ways to combine them into working full stacks. In fact, a full stack expert who already has an informed opinion can put together an entire technology stack and launch the first working version of an app in less than 8 to 12 hours. But the passionate app developers who are starting their own businesses are not such full stack experts. They are fresh out of college, or dropping out of college, or has never gotten a formal education in computer science, or at most a former software engineer who worked at a company on a feature on top of an already existing technology stack. They ask others what is the minimal stack they can put together to deliver their innovation to users, but they only hear back that “it depends”. They do not get to build the first working version in 8 to 12 hours. They spend the 8 to 12 hours just comparing Flutter, React Native, and Next.js, then another 8 to 12 hours comparing Node.js, Django, Deno, Firebase, and Supabase, then another 8 to 12 hours figuring out the SSL problem that is blocking them from connecting the database to the web server. Their cash and passion can only withstand so many 8 to 12 hour blocks. Developers are dying. They are running out of cash and passion, as they are stuck in frustrating infrastructure work, unable to spend time working on differentiating features the way they imagined they would be spending time before they started their businesses. To save their dreams from dying unrealized, they need to be able to focus on developing app features. # Market Imagine you need to submit an essay for a class by tomorrow, but no one is selling you a finished computer. You need to compare, purchase, and put together different parts to make a working computer. Every single part must remain integrated and working correctly for you to be able to write your essay, for anyone to be able to read your essay. By the time you finish building your computer, most of the day is already over, and you must now write your essay under the distraction of fear that any parts can fail any second. If the computer holds together, you will finally find that no one is assessing the greatness of your essay based on the greatness of your computer. This is the fate of app developers today. No one in the existing markets can be willing to save the developers. Producing and providing finished full stacks to app developers is not just orthogonal, but even counter, to succeeding in existing markets. We need to create and grow the Market of Finished Full Stacks, and make it possible for app developers to make their dreams to come true. ## Why Existing Markets Cannot Expand to Support Finished Full Stacks ### Market of Parts In the Market of Parts, the most profitable customers are large enterprises. Large enterprises already have working full stacks, and demand low cost high performance parts with which they can partially upgrade their existing stacks. Cloud Service Providers cannot invest in building finished full stacks, because offering finished full stacks have low impact on increasing satisfaction of their most profitable customers. Bundling is a mitigation that this market provides to app developers. Firebase bundles multiple cloud services that app developers need, such as app hosting, database, storage, user accounts, messaging, and analytics. Bundling makes it easy for app developers to find the separate parts they need to build a working stack. However, a bundle of separate parts is not a finished product, and the customer experience remains complex. For example, pricing of Firebase is determined by 24 separate factors across the 8 different cloud services included in the bundle. App developers have no idea how much they will be paying Firebase next month: Might be $100, and might be $100K. There is low skill transferability from bundling parts to abstracting infrastructure at the interface level. It is like Intel, a maker of computer parts, sending a technician to a consumer’s home to assemble a computer using Intel parts. This Intel will not become Apple. The skillset needed to produce the holistic experience of purchasing and using a finished computer, like the experience that Apple is built to provide, is sufficiently different from the skillset needed to bundle parts that the cost of Intel becoming Apple is as great as the cost of anyone else becoming Apple. Producers in the Market of Parts include Cloud Service Providers like Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). CSPs each provide hundreds of different cloud services, and offer tutorials and technical consulting to help customers put together the different parts into a full stack. Producers like Firebase, Supabase, and Vercel bundle cloud services. ### Market of Tools Like Firebase, App Builders like FlutterFlow and Teta provide a mitigation, but not the complete solution. App Builders make it faster for app developers to lay out the frontend interfaces. But the true intent of app developers is not to save time on frontend work. It is to focus on feature work. Giving App Builders to app developers is like giving Wix to writers who want Substack. Like providing a better staircase instead of an elevator. People are not trying to spend less time or better time on the staircase. They are trying to get to the floor above. There is low skill transferability from building tools for generating downloadable code to operating an interface over time. Internal Tool Builders like Retool cannot invest in building finished full stacks and consumer-grade mobile interfaces, because these investments have low impact on defending their enterprise customers from their fierce competitors. The cost of Website Builders like Wix expanding to support interactive consumer apps is as high as the cost of movie studios expanding to support games. ### Market of Consumer Apps Consumer Apps cannot open up their existing consumer apps to other developers. Consumer Apps made heavy investments to win users, and must now make profit to pay for the past investments. Sharing their users now will undermine their ability to make profit in the future and recover their investments from the past. Due to past investments, it is more expensive to pivot a paper news company into an internet news company than to build a new internet news company from scratch. ## The Market of Finished Full Stacks Since existing markets cannot satisfy app developers, we need to create a new market: a Market of Finished Full Stacks. A Finished Full Stack must completely abstract away the technology stack at the interface level so that developers can start writing new apps as easily as consumers can start writing new documents on new Apple computers. As a document writer need never worry about the integration of the Apple computer’s screen with the Apple computer’s keyboard, the app developer need never worry about user accounts, content storages, message deliveries, and all the other “parts” that previously needed to be put together and maintained by them. ### Past Examples This is not the first time we the humankind are proposing an abstraction like this for internet apps. We can learn lessons from the following examples: 1. Naver Cafe abstracted away the full stack of online community forums. The largest second-hand marketplace in Korea, which has 20M users in a country with a population of 50M, started on and is still running on Naver Cafe. Reddit is similar to Naver Cafe, but Reddit does not support monetization of communities. 2. Shopify abstracted away the full stack of online store websites. 500M users are spending $80B on 1.75M merchants on Shopify. 3. WeChat abstracted away the full stack of apps in China. 500M users are spending $500B on 1M Mini Programs on WeChat. From above examples, we can see that businesses choose full stack platforms not only to get started, but also to operate at scale, as public companies, for millions of users. Now, it has been over 10 years since the invention of the latest from the above (WeChat), and close to 20 years since the invention of the earliest (Naver Cafe). With today’s technology, we must be able to provide a better solution: a general purpose technology which can support, not just Commerce apps which the above examples focused on, but also Content apps, and Communication apps, and other internet apps that need a cloud infrastructure. ### Skillsets and Mindsets What matters in the Market of Finished Full Stacks is orthogonal or counter to what matters in the Markets of Parts and Tools. Producers in the Market of Finished Full Stacks must grow the skillsets to make and maintain **Consumer-Grade Interface** and **Production-Scale Infrastructure**. In the existing markets, investing in former will kill parts producers selling to enterprise customers, and investing in latter will kill tools producers whose current business models cannot support increasing variable costs. In this market, both are minimum necessary and more the merrier. Producers in the Market of Finished Full Stacks must grow the mindsets to focus on **Simple Abstraction over Flexible Customization** and **Capability over Capacity**. Existing markets can already sufficiently satisfy the demand for flexible customizations. What is missing and abandoned are simple abstractions. Producers must provide abstractions up at the interface level. Also, customers in the Market of Finished Products care about capability, not capacity. The customer of an iPhone is purchasing, not the 6GB of RAM, but what can be done with it. Apple does not care about selling more RAM. On the contrary, Apple wants to get more done with less RAM. In this market, producers with the mindset of a parts seller who tries to sell more capacity will lose. Producers who create efficiency will win. This market will only let those producers prevail who help us fight scarcity, help the humankind get more done with less. Leaders creating this market must fight distractions so that app developers can get something now, then get something better later. Better price and better performance are distractions. Respectable producers in existing markets are already working on providing better price and better performance. Take their parts, and give them to app developers, in finished full stacks. Tail distribution of app patterns are also distractions. To create the new market, pioneering producers must be willing to let go of potential customers that belong to the tail distribution of app patterns, and instead focus on sufficiently satisfying the needs of those that belong to the head distribution, such as Content, Commerce, and Communication. ### Profit and Expansion We are not asking producers in the Market of Finished Full Stacks to make sacrifices for app developers. To demand heroism is to be lazy, to lack intelligence and morality, to say that we are unable or unwilling to come up with a real solution. No. We will propose a solution which can make everyone better off. We will set up the market so that it is possible for everyone to benefit one another, not in spite of following their own interests, but as the direct consequence of it. We will demonstrate that participating in this market can lead to great profits and expansion opportunities. Producers in this market will benefit from the following forces of economy: 1. Network Effect: Developers bring users, and users bring developers. Platforms can make developers come for the tools, then stay for the network. As long as they keep investing in increasing the satisfaction of developers and users, pioneering producers who contribute to creating and growing this market will be rewarded with defensibility from the network effect. Producers can also create stronger network effects by providing stronger abstractions of full stacks using standardization. 2. Economies of Scale: Today, 100 different app developers are each spending $10 to make a mediocre full stack. Let us centralize the work so that one producer can spend $100 to make a really great full stack, then give it to each app developer at $9. Each app developer gets better full stack for less money, and the one producer gets $800 in profit. The cost of building and maintaining the interface and the infrastructure for finished full stacks does not grow linearly with the number of apps, app developers, or app users on the platforms. The cost grows more slowly. Pioneering producers who contribute to creating and growing this market will be rewarded with a lower marginal cost of supporting one additional app, app developer, and app user. 3. Economies of Scope: Today, app developers are each getting customers: informing users that the app exists, convincing users to create an account, reminding users to come back, so on. By making it easy for a user of one app to try other apps on the same finished full stack, a finished full stack producer can help app developers share the cost of getting customers. 4. Vertical Expansion Opportunity: Producers can provide other products and services to the app developers. In the process of saving them from their imminent demise, producers will be able to build a strong relationship with the app developers. App developers need more than just technology to prosper. Producers can expand to help the app developers in other ways, such as providing financial, legal, and business services. 5. Horizontal Expansion Opportunity: Producers can expand to support other customers. Within this decade, the dominant hardware form factor for consumer devices will transition from smart-phones to smart-glasses. Producers can transfer the technology, the skillsets, and the mindsets that they grew in the process of supporting 2D apps to support 3D apps on wearable interfaces. I know it is possible for us to create this market. I know we can save the app developers. I can see the parts are all available. Any remaining missing gaps are small, and we can surely close them all with the technology we have or can build with a little bit of effort. I have been anticipating to see anyone create this market any second, but no one is stepping up. Perhaps they don’t want to take the risk of creating an absent market. Or perhaps they don’t see this solution. In any case, since no one is stepping up and since no one identifiable can be expected to be stepping up, we need to step in. We need to create this market and save the app developers now. # Product Junwon App is a platform for internet apps with a first party super app interface and a full stack infrastructure. By developing on the Junwon App platform, developers get to focus on feature-level work, pages and cards that users will actually see and touch, instead of wasting time on distracting infrastructure-level work. Junwon App packs everything that an app needs to let users to sign up, sign in, consume contents, send messages, and sell products. Junwon App will let developers focus at last. For more information, see [FY1 S0 Landing Page](FY1%20S0%20Landing%20Page%2000734a65a8f241b498e77885c912ccce.md), [FY1 S0 Product Documentation](FY1%20S0%20Product%20Documentation%20d31b85148a8646b298efcd0a157cfb00.md), [FY1 S0 Technology Plan](FY1%20S0%20Technology%20Plan%20f306fc0ee4404626baf4a3c0d4f9dec6.md), and [FY1 S0 Company Roadmap](FY1%20S0%20Company%20Roadmap%205a489bee8c0b4e099e984aa1b55eb26f.md).