About By When? Planner Co.
By When? Planner Co. started with a simple question that kept showing up in life, at work, and on every to-do list:
“Okay… but by when?”
Our name is a reminder that goals, projects, and priorities only become real when they have a deadline attached to them. A dream without a “by when” tends to stay a dream. Our planners are built to change that.
Where it began
By When? was created by Taylor Kaufmann, a former nurse, wife, and mom who was trying to keep up with real life: long shifts, family schedules, side projects, and everything in between. Traditional planners looked pretty, but they weren’t helping her follow through. Pages filled up, but progress didn’t feel any clearer.
So Taylor began experimenting with layouts that were more honest about how people actually work – shorter planning windows, clear priorities, and space for both work and home. Those early designs became the foundation of By When? Planner Co.
What we make now
Today, By When? offers a focused line of paper tools designed to help you:
- Plan in realistic blocks of time instead of overwhelming chunks
- Turn big goals into clear, time-bound steps
- Keep work, personal life, money, and habits visible in one place
- Stay organized without feeling buried in boxes and stickers
From our 72-Hour Focus layouts to our horizontal weekly and minimalist planners, each format is built to give you clarity, not noise.
Handcrafted in California
Every planner is made to order in our Torrance, California shop. We print, punch, laminate, and bind each one in-house using:
- Premium smooth paper
- Durable laminated covers
- Heavy-gauge aluminum spiral coils manufactured in our own facility
That hands-on process means every planner that leaves the shop has actually passed through our team’s hands, not just a warehouse conveyor.
Why “By When?” matters
We don’t believe in perfect weeks or perfectly filled pages. We believe in progress you can see:
- A clear next 72 hours
- A plan you can realistically follow
- Space to adjust when life changes
- A record of the habits, decisions, and steps that move you forward
Our mission is simple:
To give you paper tools that respect your time, your responsibilities, and your goals – so the things that matter most don’t stay “someday,” they get a clear by when.
