Thanks for sharing your story. Your third iteration looks polished and professional on the outset. I haven't used it, I'd like to comment purely on positioning and messaging:

Appaca seems to addresses the internal tools realm of medium+ sized businesses which carries a lot of competition because that's where sizable budget lives. This playbook requires strong targeted sales teams motion because Appaca need to connect the dots from Appaca -> business value. This is because your features are 1:1 technical capabilities, not direct value capture chains: spreadsheet to app, custom dashboard, custom CRM, app builder.

Now I may be totally off regarding Appaca, but I'd expect your sales to come from sales-teams and not product-led growth meaning the website itself doesn't convert people on its own without human touch/intervention. You noted that your previous products had crazy churn - this is my thinking why - because biz-ops tools are high investments even if they start light. A churned customer was not able to connect the value chain on their own.

All this to say, with the current approach and offering, Appaca is entirely a sales-lead motion. Nothing wrong with that at all, it just means that whatever is on the website is not the driving force, the sales team knows best what's landing, are they getting calls at all, are they getting calls but not closes, are they closing but customers churn later because they don't see value etc.

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Ok that said, what's most interesting me is which ICP (ideal customer profile) to target in the first place with biz-ops tools. That space has a ton of surface area and we are nowhere close to an ideal end-state. For workflow automation and internal tools space, as said, heavily saturated because the motion and value capture is proven. For things like Lovable and the AI builders, these things exploded and proved out the indie entrepreneur space. I find it incredibly amazing how successful they've been. I personally want to deep dive into who their ICPs really are.

From a strategic upstart pov, there's got to be opportunity in smaller businesses in a way that wasn't economically viable before. There's a large chunk of businesses that are too small for any concept of a tech department; it's the owner using wix.com to build their website. This is a different problem all together but generally, in 2026 the fact that website builders are used by business owners to literally build websites, pages, with content, and images positioned, is far from ideal.

Businesses care about outcomes. digital tools are means to an end. A platform that works from that lens with prescription and batteries included is something I want to see and think has latent value. A platform that orients a business around their industry vertical, with prescribed capabilities/goals, then deploys them all in a way that's outcome oriented, the deployment, data, UI, etc are materializations on top of the goal.

Anyway, wanted to get this out before I left the coffee shop. Happy to talk about this more, it's something I've been ruminating on for a while.