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Executive Summary

Engineering teams at B2B SaaS companies face a persistent tension: marketers need to update landing pages and run experiments quickly, but marketing sites typically live in the same repository as the product, creating deploy risk and requiring developer gatekeeping. This problem intensifies as companies grow from 10 to 100+ employees, when a bad deploy to the marketing site can take down authenticated product pages, and when marketing wants to ship multiple times per day while engineering maintains weekly release cycles. The current workarounds are either giving marketers access to the main repo (scary) or making developers the bottleneck for every headline change (frustrating). The MVP would be a proxy layer that sits in front of both your product and marketing site, routing traffic based on URL patterns while letting marketing pages live in a separate, marketer-controlled repository that deploys independently. Start with a dead-simple command-line tool that configures routing rules, connects to a Vercel or Netlify project for marketing pages, and ensures session cookies and authentication state pass through correctly to product routes. The first version should handle 95% of common SaaS URL structures (marketing at root and /blog, product at /app or /dashboard) and take under an hour to set up, targeting Next.js and React apps initially since they represent the majority of the monorepo pain. This market is attractive because you can credibly reach 1.2M potential customers (SaaS companies with engineering teams) who currently spend around $4,000 annually on CMS and site management tools, pointing to a $4.8B addressable market. Three converging trends make timing favorable: headless CMS adoption is normalizing the idea of decoupling and creating budget, monorepo tools like Turborepo are ironically making teams more aware of when coupling hurts, and CMOs who previously used Webflow now expect self-service content control. A $200/month starting price ($2,400 annual) for teams under 50 employees, scaling to $600-1,200/month for mid-market, would slot in well below enterprise CMS costs while targeting the pain point directly. The main competition is status quo workarounds (subdomain splitting, which breaks SEO and session handling) and heavyweight headless CMS platforms (Contentful, Sanity) that solve content management but not the deploy decoupling problem specifically. Your differentiation would be marketing this as a deploy safety and velocity tool first, content management second, speaking directly to the "we broke production from a marketing deploy" incident that every scaling startup has experienced. Start validation by posting the concept in 10-15 Slack communities where technical founders and engineering leaders hang out, looking for 30+ responses saying "we literally dealt with this last quarter" as signal. The biggest risk to test immediately is whether teams will adopt another piece of infrastructure (proxy layer, new routing config) or whether the perceived complexity outweighs the pain, which you can probe by offering to do free implementation calls and watching where people hesitate or drop off.

Executive Summary

Market Opportunity

Decouple marketing site from product repo without rebuild or deploy risk targets a $4.8B = 1.2M SaaS and tech companies with engineering teams x $4,000 average annual spend on CMS, headless CMS, or site management tools. Scope includes B2B SaaS startups through mid-market with at least one marketer and 2+ developers, globally. total addressable market with medium saturation and a year-over-year growth rate of 18-22% estimated based on headless CMS market growth (Gartner estimates 20% CAGR 2023-2027) and increasing SaaS startup formation. Git-based and developer-focused CMS tools growing faster than legacy incumbents..

Key trends driving demand: Headless CMS adoption -- Enterprises and startups decoupling content from presentation, growing at 20%+ annually. Creates awareness of decoupling benefits and willingness to pay for solutions.; Monorepo fatigue -- Teams using Next.js, Turborepo, or Nx hitting scaling pain with coupled marketing and product code. Deploy times increase and blast radius widens, driving search for separation.; No-code marketing tools -- CMOs expect self-service content updates after using Webflow, Squarespace, or WordPress. Friction when joining startups with developer-gated marketing sites.; Jamstack maturity -- Static site generation and edge deployment normalized. Marketing sites no longer need to share app servers, reducing coupling justification.; AI code generation -- LLMs lower cost of building custom tooling for repo extraction and content migration. Small teams can now build decoupling scripts that previously required consultants..

Decouple marketing site from product repo without rebuild or deploy risk

Executive Summary

Decouple marketing site from product repo without rebuild or deploy risk

Executive Summary

Market Validation

Market Opportunity

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