There is a misconception that agile development requires minimal planning effort. In reality, an agile approach for market-driven software development requires highly disciplined, reliable, and accurate planning practices to swiftly plan and develop high value innovations in a software vendor environment. This study investigated a highly successful international software vendor based in Melbourne, Australia to provide a case study on agile planning practices. Five planning practices which were identified underlay successful agile software development for software vendors. These planning practices were driven by agile concepts such as adaptation, self-organizing, cross-functional collaboration, and empowerment/delegation. We constructed a conceptual framework for agile planning practices APP (agile planning practices) Framework illustrating the three levels of agile planning.