It’s 2025. Many of the problems in appsec in <%= current_year %> have mitigations, maybe even solutions. The value of an appsec program is widely accepted as a requirement for any successful company. Yet XSS and other common vulnerabilities are still occupying the time of many engineering teams. Twubhubbook has the benefit of being a new startup: it's mostly a blank slate situation. This is the story of how Twubhubbook rolled out their program without skipping a beat or breaking the bank. The purpose of this imaginary story is to provide practical advice that you can take to a current or future startup (sorry enterprise people) based on the successes and failures of today's startups.