The YPlan same-day social-planning application now has 300,000 users and boasts high-profile partners such as Apple. It competes against other apps in the space by offering a "magic combination of ... shortlists, real-time availability and a chance to buy tickets within the app," Jordan Crook and Ingrid Lunden write. As the app expands from London to New York, its developers argue that less is more. "YPlan will not be showing you 50 events per day. ... We're razor-focused on being the answer to the question, 'What am I going to do tonight?'" co-founder Rytis Vitkauskas says.