Walk with Toogi: a full commerce stack on a small product
Product consultant & builder
Walk with Toogi turns a personal coaching brand into a subscription product. It is the smallest product in the fleet by surface area and the deepest by commerce plumbing: checkout, webhooks, pricing changes, admin tooling, lifecycle email, and server-side analytics all show up in its history.
Small products are where commerce discipline gets built. Every pattern proven here carries straight into bigger client work.
Timeline
The founder’s voice is the copy
An early commit reads "update content to Toogi’s exact words." The product sells a person, so the words are hers, word for word. Later the internal blog was replaced with her Substack — the writing moved to where her voice already lives, and the product links to it.
For a coaching product, the founder sounding like herself is what converts. The build treats her language as an asset to protect.
Payments earn their hardening
March 27 is the payments maturity date: the Stripe webhook becomes idempotent, booking inserts get verified, success states get structured. April adds price-ID validation before checkout, environment variable checks across every SDK setup, alerting on checkout failures, and one correction taken straight from Stripe’s documentation.
The order matters. The simple version shipped first and took real payments. The hardening followed once real transactions showed the real risks, and each hardening commit names the exact failure it closes. Payment code should end up boring, and it did.
Price is a hypothesis
The history shows pricing as a series of experiments: individual sessions, then a €175 per month subscription with a strategy session, then a restrained conversion branch in May testing offer cards and layout. Each change is one small reversible commit, measured against the purchase events in GA4.
The admin grew alongside: slot management, lead views with cohort clarity, revenue joins, and expected payout dates pulled from Stripe balance transactions. A founder running her own business needs the numbers where she works, so the dashboard is part of the product.
Measurement moves server-side
Client-side analytics miss things: ad blockers, consent states, closed tabs. On April 15 the purchase events moved server-side through the GA4 Measurement Protocol, so revenue data is trustworthy at the source. Marketing opt-in gets captured while checkout stays open to everyone, and the email sync was cut down to unsubscribe-only — the minimum machinery that respects the customer.
The takeaway
Copy in the founder’s own words. Checkout that earns its hardening from real transactions. Pricing treated as a live experiment. An admin the operator actually uses. Measurement moved to where it tells the truth. The whole stack, built and run end-to-end.
Walk with Toogi is live: visit the product or see the full product builds portfolio.
My time is for hire.
Two ways to work with me: a full project build, where I design, build, and ship your product with these methods, or consulting inside your team.
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