What stakeholders really need to know before starting an app project

One of the most common misconceptions we hear is that commissioning an app is like ordering a product. You ask for it, we build it, you get it.

But that’s not quite how it works.

App development is much more like a service, and a collaborative one at that. The best results come from a partnership between your business and your app development company, where we bring the technical expertise, and you bring the strategic goals, industry insight, and user context.

And yes, there’s a lot of expertise involved. From UX design and system architecture to integrations, analytics, testing, and security. The process usually includes:

• Discovery and planning
• Design and prototyping
• Development (front-end and back-end)
• Testing and QA
• Launch and deployment
• Ongoing support and iteration

Every phase feeds into the next. Every decision shapes the final product. So getting everyone aligned early matters more than you think.

Let’s talk about timeframes.

We get it, stakeholders want answers. “When will it be ready?” is one of the first questions we hear. And rightly so. But the honest truth is that timelines depend on scope, complexity, integrations, and decision-making speed.

As a rough guide, most of the apps we build take between 4–9 months from discovery to launch. Some are faster, especially if you’re using existing infrastructure or third-party integrations. Others take longer, particularly if the app needs to be scalable, secure, and bespoke across multiple platforms.

We’d caution against anyone promising an MVP in 6 weeks unless your app is extremely simple or you’re using a white-label product.

Our advice is to think long-term. Launching is just one milestone in the product’s life. The real value comes in what happens after: testing with users, gathering feedback, refining the experience, and building out the roadmap.

Here’s the big one: the budget.

Stakeholders often come to us with a figure in mind, but rarely with the full picture of what that number needs to cover. And that’s not their fault, it’s just not talked about enough outside the development world.

So let’s break it down.

Your app budget will likely need to include:

• Discovery and UX research
• Design and prototyping
• Development (across multiple platforms if needed)
• Backend infrastructure (hosting, databases, APIs)
• QA and testing
• Project management
• Launch support
• Maintenance and updates

You might also need to factor in ongoing costs, like hosting fees, third-party services, analytics tools, or even internal staff to manage the product long-term.

Most app development projects cost anywhere from £30,000 to £300,000, depending on scope. That’s a huge range, which is why a good app development company will work closely with you to scope the right solution for your goals, not just build something for the sake of it.

Here’s something that gets overlooked far too often: internal buy-in.

It’s easy to assume that once the budget is signed off, the project will glide along smoothly. But if your internal stakeholders (marketing, sales, operations, customer support…) aren’t brought into the process early, it can cause major friction later.

We’ve seen it all, from last-minute blockers from legal to branding debates in week 10. That’s why we recommend involving key voices from day one. Not only does it smooth out decision-making, but it also makes sure the final product actually works for the people who’ll be using, supporting, or selling it.

A good product isn’t just functional. It’s aligned with your business, your brand, and your people.

Some stakeholders feel like they need to arrive at the discovery phase with everything nailed down: the full feature set, the design vision, the tech stack.

But actually? That’s what we’re here for.

At The Distance, we see discovery as a collaborative phase, where we help shape the product around your goals, your users, and your resources. It’s not about having all the answers, it’s about asking the right questions.

How will people use the app? What does success look like? What’s the smallest version of the product that still delivers value? What could break, and how can we prevent it?

We’ve worked with businesses across tourism, healthcare, retail, and more, and every single project has evolved between day one and launch day. That’s not a red flag; that’s good product development.

Let’s be honest: there are hundreds of app developers out there. But not every app development company is the right fit for your business.

Some will throw every feature into the build and deliver it with a bow. Some will promise lightning-fast timelines and leave you holding the bag when something breaks.

At The Distance, we do things differently. We act as a strategic partner. That means challenging assumptions, prioritising outcomes, and making decisions based on long-term value, not short-term wins.

We’ve built apps for household names, government organisations, and ambitious mid-size companies who want to work smarter and scale better. And we’re not here to sell you software. We’re here to make sure your investment in digital genuinely delivers.

App projects can feel daunting, especially if you're not technical. But the good news is, you don’t have to be.

What matters is choosing a partner who’ll be transparent, experienced, and collaborative from the start. One who’ll help you understand the process, the risks, the possibilities, and support you every step of the way.

Whether you’re about to pitch an idea to the board or you’re in the early stages of planning, we hope this guide helps you feel a little more prepared.

And if you’ve still got questions? Ask them. We’re always happy to talk things through, no strings attached.

Want to feel confident about your next digital product?

Let’s talk about your goals. No pressure. Just real advice from an experienced team of app developers who’ve seen it all.