Context

doola’s mission is to help founders around the world start, run, and grow a U.S. business. The company initially launched with a company formation (LLC / C-Corp / S-Corp) service, then expanded into business tax filings, business banking (later sunset due to regulatory constraints), bookkeeping software, and more recently an e-commerce analytics product.

As the product portfolio grew, a fundamental question emerged:

Should we offer a suite of independent products that customers can subscribe to individually, or a unified platform where all products work together seamlessly?

Stakeholders were split roughly 50/50.

The Initial Decision: Product Suite

The product suite approach had clear advantages:

• Ability to target users who only need a specific product
• Potential for higher ARR through multiple plans
• More flexibility for customers: A freelance developer doesn’t need e-commerce analytics

Leadership ultimately chose the product suite model. However, some team members (✋) flagged this as risky, especially given how interconnected the products actually were.