Preview · mainlinestudio.io/apps · Full Circuit · 2026-04-21
Apps · Mainline Studio

Apps we own. One trade at a time.

Every incumbent in SMB software — Booksy, Vagaro, Square, ServiceTitan — builds one generic product for every trade. We build one product per trade, priced 60–70% below the incumbent because we don't have to fund 50 verticals we don't care about.

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Live in market

Lineup

A booking app for independent barbers. The first thing we built under Mainline Studio.

Barber · Live In market

Lineup

Booking software that respects the barber. Per-barber public booking page, client list with history, appointment reminders over SMS, CANCEL/CONFIRM inbound keyword routing, no-show tracking, tiered subscription with a real free tier. Built on Next.js + Prisma + Neon + Twilio. Deployed on Vercel.

First shop on it: Iconic Fades, Chicago — a Chicago barbershop using Lineup for their booking and a custom Mainline-built site for their web presence.

Why we built this first: the barber vertical has clear ICP (solo or 1–5 chair independent shops), real price sensitivity vs. incumbents ($7.99 vs. $29), and a referral graph tight enough that one happy shop produces three more.

Free25-client cap · no SMS
$7.99/mo · Shop tier
$14.99/mo · Studio tier · branded page + 5 seats
Planned · Q3 2026

Pitcrew

Work-order and bay management software for independent auto repair shops.

Most mechanic software is enterprise-franchise bloat. Shop-Ware and Tekmetric are good products but priced and sized for 5+ bay operations with dedicated service advisors. Independent 1–3 bay shops don't need all that, and don't want to pay for it.

Pitcrew is a lighter tool for the independent: work-order intake, status tracking, customer SMS updates, parts list per job, and simple profitability tracking per RO. Built on the same stack as Lineup.

Ships when: Lineup hits its internal retention + MRR gate (defined in our agency masterplan §7). No sooner.

Waitlist opens: once we have a first shop partner and a written scope.

Planned · Q4 2026

Pallet

Inventory and dispatch software for small warehouses and logistics operations.

Manhattan Associates + SAP EWM + NetSuite WMS — three companies trying to sell $50k/year ERP to everyone. Small 3PL operations and 1-dock warehouses ship with spreadsheets because the "affordable" options are $500/month and require implementation consultants.

Pallet targets that underserved end: inbound receiving, pick/pack/ship tracking, mobile scan app, customer-facing order status. Simple, fast, priced for the shop.

Research phase. ICP interviews scheduled for Q3 2026 after Pitcrew ships.

The thesis

Why one app per trade.

Cost structure

Narrow beats broad.

Booksy builds for 50 verticals. Every feature has to be generic enough to serve barbers AND nail techs AND dog groomers AND eyebrow threaders. Building for one trade means every feature is sharp.

Pricing

One trade = one-third the price.

When you don't need to fund 50 vertical feature-teams, your COGS drops. We pass that through. $7.99 vs. $29 isn't a negligible difference for a 1-chair barber.

Trust

A barber knows when the software was built for them.

Lineup uses barber vocabulary. Lineup's booking flow matches how barbers actually work. Lineup's email templates sound like a barber wrote them. That shows up in trial-to-paid conversion.

What's next

What we won't do.

Next

Questions about a future app? Email.

If you run a trade we haven't mentioned and you want Mainline to build for it someday, write. We keep a list of trade candidates we revisit before planning the next product. No promises — but we read everything.

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