# Context File — Fieldstack

Fieldstack is a fictional company used as an example. Do not treat any details as real.

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## Company

- **Name:** Fieldstack
- **What we do:** Headless content infrastructure platform. We provide APIs and SDKs that let development teams manage, model, and deliver structured content across any frontend or channel.
- **Business model:** SaaS subscription. Tiered by API calls, user seats, and content environments. Annual contracts for mid-market; monthly self-serve for SMBs.
- **Markets:** Global. Primary markets are North America, UK, and Western Europe. Expanding into ANZ and DACH.
- **Stage:** Series B. ~180 employees. Product-led growth motion with a sales-assist layer for accounts above $20k ARR.
- **Competitive position:** Positioned between enterprise players (Contentful, Sanity) and no-code website builders. We win on developer experience, pricing transparency, and time-to-first-API-call.

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## Product

- **Core product:** Fieldstack API — a content management API with a flexible content modelling layer, webhooks, and multi-environment support.
- **Key features:** Content modelling (custom field types, references, nested components), Environments (draft, staging, production), Localisation (60+ locales), Webhooks and event triggers, Media library with CDN delivery, GraphQL and REST APIs.
- **Pricing tiers:** Starter (free, 1 environment, 1M API calls/month), Growth ($99/mo, 3 environments, 10M calls), Scale ($399/mo, unlimited environments, priority support), Enterprise (custom).
- **Primary integrations:** Vercel, Netlify, Next.js, Gatsby, Shopify, Zapier, GitHub Actions.
- **Known constraints:** No built-in front-end preview (relies on customer-built preview URLs). Localisation workflow is manual — no translation memory or TMS integration yet.
- **Current focus:** Improving the content modelling UI for non-technical users. Reducing time-to-first-publish for new customers.

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## Customer

- **Target segment:** SMB development teams (2–20 developers) building marketing sites, e-commerce storefronts, or multi-channel digital experiences.
- **Primary buyer:** Engineering lead or CTO at a digital agency or scale-up. Secondary buyer: Head of Digital or Marketing Ops at a brand.
- **Core pain points:** Outgrowing monolithic CMS platforms (WordPress, Drupal). Needing content to power multiple frontends (web, app, kiosk). Wanting developers to own the stack without locking in a proprietary front-end.
- **Jobs to be done:** Separate content management from presentation. Let non-technical editors publish without engineering involvement. Deliver the same content across multiple channels without duplication.
- **What makes them switch:** Hitting API rate limits or performance ceilings on current platform. A new project that requires multi-channel delivery. A developer advocate or peer recommendation.
- **What makes them stay:** Deep content model investment (switching cost), reliability of uptime and API performance, quality of developer documentation.

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## Strategy

- **North star metric:** Weekly active content editors per account (measures product stickiness beyond initial developer setup).
- **Current OKRs (Q2 2026):**
  - Increase trial-to-paid conversion from 18% to 25%
  - Reduce median time-to-first-publish from 6 days to 3 days
  - Grow ARR from agency segment by 30%
- **Primary bet:** If non-technical editors can model and publish content without engineering help, we expand our addressable user within each account and reduce churn risk.
- **Current initiatives:** In-app onboarding redesign, content modelling templates for common use cases (blog, e-commerce, docs), agency partner programme.
- **Known risks:** Developer-first positioning makes it harder to sell to marketing buyers. Contentful is aggressively moving down-market on pricing.
- **What we are not doing this half:** Native front-end preview, translation management, AI content generation features.