planpost - the social-content engine we built so a small business doesn’t have to run one

A platform that generates sector-appropriate social content, runs it through a quality loop, schedules it across every major platform, and auto-publishes - with photorealistic AI images on the higher tiers that look like the customer’s actual business, not a stock-photo proxy. Built by the studio first for our own device-repair business and now running across verticals where the cost of not posting is invisible and the cost of bad posting is reputational.

Live: planpost.app

The brief

Most small businesses can’t keep a social-media cadence going. Either it sits silent for six weeks and then someone panics and posts seven things in a day; or it gets outsourced to a freelancer at £400 a month who recycles the same fifteen stock graphics; or the business signs up for one of the “AI social media tool” subscriptions and ends up with content so generic it could be from any business in any sector - “happy Monday everyone, what are you working on this week?” over a stock-photo coffee cup. The cost of not posting is invisible until you check why a competitor’s Google Business profile is outranking yours. The cost of bad posting is reputational: posting the same beach-coffee-cup as every other repair shop in the country signals “this is the cheapest plug-in” to anyone who’s looking.

We built planpost because we needed the cadence for mendmyi - device-repair before-and-after photos, Tuesday-tip educational posts, behind-the-bench reels - and none of the off-the-shelf tools produced output we’d actually let post under the mendmyi brand. The shape we kept hitting was “content that knows it’s a UK device-repair shop in November”, not “content that knows it’s a social-media post”. Once we’d built it for ourselves, the same shape - sector-aware library, tiered personalisation, quality loop, auto-publish - was what every other vertical with a posting cadence asked for. So we productised it.

This is marketing software, not a marketing retainer. We build the engine; the engine posts. There’s no monthly account-management call, no “campaign brief”, no agency hours to budget - the customer connects their accounts, picks a cadence, and the platform does the rest.

What it actually does

Sector-aware content, not generic content. The load-bearing distinction from competing tools: posts are generated per sector, not per user. A device-repair sector has a curated content library - Tuesday tips, repair-of-the-week templates, seasonal pieces - that has been through the full quality pipeline. Every company in that sector pulls from the same library, with the customer’s branding (company name, region, logo) appended at render time. Result: the starter tier customer gets the same high-quality content an agency would have charged £600 a month to produce, served instantly, and the post doesn’t read as generic.

Tiered personalisation. The free tier ships sector content with a “Powered by planpost.app” watermark and no further rewriting. The starter tier removes the watermark and adds region-aware copy rewriting (a Manchester gym vs a London one, a Suffolk holiday-let vs a Cornish one). The growth tier adds more frequent posting and a country-aware holiday cadence - UK public, religious, and cultural holidays seeded in, plus the same for any country the customer operates in. The pro and agency tiers add reference-image injection: the customer uploads photos of their actual shop, their products, their staff, and the image pipeline generates unique brand-shaped images that look like their business, not a stock-photo proxy.

The quality loop. Not one-shot generation. Every content piece - post copy, image, platform-optimised variant - runs through a draft → critique → refine cycle with stagnation detection that catches the loop drifting into safe-but-bland output and forces a re-roll. The loop produces measurably better output than single-pass against an internal rubric - by design, it’s the only way sector content can be high enough quality to share across companies without each one needing its own bespoke generation pass.

Auto-publishing, per platform. Direct connection to Instagram, Facebook, Threads, LinkedIn, YouTube, Pinterest, TikTok, X, and Google Business - each platform with its own optimal format (square, vertical, landscape, carousel, reel), its own copy variant (Instagram caption length vs LinkedIn’s vs X’s), and the algorithm-boosting first-comment cadence where the platform rewards it. The customer connects accounts once, picks a posting cadence (one a day, three a week, daily-plus-Sunday), and the scheduler does the rest.

The dashboard. The content-library browser, the upcoming-cadence calendar, the per-platform preview, the reference-image manager, the brand-voice settings, and the billing flow all live in one calm interface. Drag-to-reschedule on the calendar view, per-platform preview before publish, and a one-tap “swap this image” if a generated piece misses the mark.

The outcome

planpost runs the social cadence for mendmyi today - the device-repair before-and-after engine, the Tuesday-tip educational cadence, the seasonal Black-Friday-into-Christmas push - without anyone at the studio sitting down on a Friday afternoon to “do the social”. The same engine is the reference for any vertical with a posting cadence problem. For decorators, the before-and-after engine is conversion-driving and the decorator-side photo capture from the in-progress job feeds the cadence. For wedding suppliers, best-of-month portfolio publishing to Instagram, Pinterest, and Google Business runs on the rhythm enquiries-still-come-from rather than the day the photographer felt like posting. For accountants, the tax-event cadence (self-assessment deadline, year-end, MTD milestones) ties to a content library curated for the practice’s client mix. For charities, the regular-giver welcome cascade and the supporter-impact stories on a quarterly rhythm are PECR-clean by default - service messages on soft-opt-in, marketing on explicit consent only.

planpost is real subscribable software with real tiered pricing. It appears here as a case study of what we build, not as an off-the-shelf offer a visitor signs up for from this site. If you want a posting engine that knows it’s a UK [your sector] business in November rather than a generic content tool, we’d either build you a version or wire you into the sector library on planpost itself.

Which verticals this fits

The reference for any vertical with a posting cadence problem:

Trades with a before-and-after story

• Trades - decoratorsthe before-and-after engine is decorator-distinct
• Device repairbefore / after + educational + Tuesday-tip cadence (live at mendmyi)

Regulated and professional services

• Accountantstax-event cadence
• Charitiessupporter-impact and regular-giver cadence

Local and specialist businesses

• Wedding suppliersbest-of-month portfolio cadence
• Gym fitnessclass promotion and transformation-with-consent cadence
• Pet servicesphoto-update cadence, before / after grooming
• Craft food and drinkcellar-door, tasting, harvest cadence
• Holiday lets · clinics · equine · hospitality - same engine, different sector library

Which problems this solves

planpost is the live example for the content-and-portfolio solution and the marketing-cadence side of the recall solution:

• Content & Portfolio Cadencethe full publishing software shape
• Recurring Service Recallmarketing-cadence side (regular-giver, lapsed-member, booster-season campaigns, PECR-clean)

Want a content engine like planpost for your business?

Tell us what your current social-media reality is - silent for six weeks and then a panic, a £400-a-month freelancer recycling the same fifteen graphics, an “AI social media tool” producing content that could be from any business anywhere, or no presence at all. Tell us what platforms matter (Instagram for the portfolio, Google Business for the local SEO, LinkedIn for the B2B side) and what your sector is. We’ll come back with a sketch of what we’d wire - whether that’s a custom build, your own sector library on planpost, or wiring you straight into an existing sector. No demo, no calendar widget - email reply, scoped sketch, you decide.