A realistic budget for a startup app is usually build cost + 15–25% for year-one maintenance and hosting + store fees + a small launch marketing buffer. For focused products, many founders should plan roughly $15k–$25k all-in in year one when the build itself sits near $12k–$18k.
Line items founders forget
- Apple Developer and Google Play fees
- Hosting, auth providers, SMS, maps
- OS updates and bugfix after launch
- Support time answering real users
- Optional growth or content support
A simple planning model
Build ($12k–$18k typical at Equestro Labs) + run (hosting + tools) + maintain (~15–20% of build/year) + learn (time to talk to users). If your plan only funds the build invoice, you will feel “done” and then stranded.
When to spend more (or less)
Spend more when compliance, multi-sided networks, or hardware integrations are core. Spend less by cutting platforms and roles — not by skipping discovery. Get a transparent breakdown via the instant quote.
Natalie Oppenheimer
Founder & CEO, Equestro Labs — building mobile apps with western grit and modern craft.