A fitness influencer, Katherine Isaacs, is considering launching her own app to complement her social media presence. The case explores the financial viability and strategic implications of this decision. Key considerations include potential revenue streams, impact on existing social media income, operational feasibility, and brand impact. The analysis involves evaluating various product/service offerings for the app, such as workout programs, live events, and multi-influencer content. Financial calculations are performed to determine the most profitable options per hour of Katherine’s time. The recommendation is to launch the app with specific features that would generate an additional $30M in profit without exceeding 20 hours of her weekly time commitment.