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BDR-0008 – Long-Term Product Portfolio

  • Type: Business Decision
  • Status: Accepted
  • Date: 2026-01-01
  • Owner: Dmitry
  • Related Areas: Business Strategy / Product Portfolio / Long-Term Vision

This decision document defines ConnectSoft's long-term product portfolio strategy, establishing the approach for horizontal SaaS, vertical solutions, and ecosystem expansion. It is written for executives, product managers, and stakeholders planning long-term strategy.

Decision

Long-term product portfolio strategy: (1) Horizontal SaaS for cross-industry needs, (2) Vertical solutions for industry-specific needs, (3) Ecosystem expansion with marketplaces and partners. This creates a comprehensive platform ecosystem.

Context

ConnectSoft is building a comprehensive product portfolio spanning multiple cycles. We need to establish the long-term strategy for horizontal SaaS, vertical solutions, and ecosystem expansion to guide multi-year planning.

The question: What is the long-term product portfolio strategy for horizontal SaaS, vertical solutions, and ecosystem expansion?

Decision

Long-term product portfolio strategy:

  1. Horizontal SaaS - Cross-industry SaaS products (Marketing, Links, Workflows, CMS, CRM) for broad market appeal
  2. Vertical Solutions - Industry-specific solutions (Insurance, AdTech, HR) composed from horizontal SaaS
  3. Ecosystem Expansion - Marketplaces (Template, Agent, SaaS), Integration Platform, Support/Self-Service, Mobile apps

Rationale

  • Horizontal SaaS: Broad market appeal, reusable across industries, faster time to market
  • Vertical Solutions: Industry-specific value, higher margins, competitive moat
  • Ecosystem Expansion: Enables partner contributions, marketplace growth, platform effects
  • Comprehensive Platform: Creates comprehensive platform ecosystem with multiple revenue streams
  • Scalable Model: Horizontal + vertical + ecosystem enables scalable growth

Consequences

Positive Consequences

  • Comprehensive product portfolio
  • Multiple revenue streams
  • Broad market appeal with horizontal SaaS
  • Industry-specific value with verticals
  • Ecosystem growth with marketplaces
  • Scalable business model

Negative Consequences

  • Complex portfolio to manage
  • Requires significant investment
  • Need to balance horizontal vs vertical focus
  • Ecosystem requires critical mass

Portfolio Structure

Horizontal SaaS (Cycle 2):

  • Digital Marketing Hub, Short Links, Workflow Orchestrator, Headless CMS, CRM/Contacts Hub

Vertical Solutions (Cycle 3+):

  • Insurance Suite (Cycle 3), AdTech Suite (Cycle 4), HR Suite (Cycle 4), Additional verticals

Ecosystem (Cycle 4):

  • Template Marketplace, Agent Marketplace, SaaS & Solution Marketplace, Integration Platform, Support/Self-Service, Mobile apps