[ENG] Bundling a Suite of Products [POR]: Agrupando um Conjunto de Produtos

There are 3 paths to achieve scale:

1. Focus on a single product until $100m in ARR, then build adjacent products;
2. Build a holding acquiring lots of small businesses and use the profits to acquire more businesses;
3. Develop multiple products from day one. This is called a suite strategy.

New products must leverage the 4 strengths:

1. Shared infrastructure across products to move faster & enable integration.
2. Superior reporting arises from a shared data model on a vital customer data asset (customers & employee data are two examples). Prospects buy software for a report: the better the insight, the more valuable the software.
3. Common design language across products simplifies on-boarding. A customer learns the software once & then can work with new products without much of a learning curve.
4. Bundling of software justifies discounting, reducing the blended cost of customer acquisition & improving net-dollar retention which creates very large ACVs in the mid-market, not just the enterprise.

When F&A approves budget for a new product, the company hires a Manager for the product. The Manager hires the first 2-5 people on their own - without Recruiting team. This test reveals the Manager ability to sell others on the team’s mission & prospects.

Then the team of 10 people or so launches the product into the customer channel, rapidly iterating until the product has achieved its goals.

Compound Company = Suite of Products Company