BoolBul is the first SaaS product MIACIA built for itself, and on 8 November 2026 it launched on Product Hunt. This is a plain account of what it does, why we built it, and the technical choices behind it, including the ones we'd make differently.
The short version
BoolBul is an in-app cancellation flow for subscription businesses on Stripe and Dodo Payments. When a customer clicks "Cancel", it asks why, offers the fix that matches the reason (a pause or a discount), and always keeps a one-click cancel link visible. It runs on Cloudflare's edge, ships as a script tag or an npm package, and never needs the customer's payment-provider keys.
The problem we kept seeing
Most small SaaS products handle cancellation the same way: a button that sends the customer to a billing portal, where they leave without a word. The founder loses the revenue and never learns why. The big retention tools that fix this are priced for companies with large teams and large budgets, which leaves indie founders with nothing in between.
We also didn't want to build a "dark pattern" product. Regulators in the US and California have been tightening rules on making cancellation hard, and founders don't want to trap their customers anyway. So the design constraint was simple: help people stay when there's a genuinely better option for them, and make leaving one click when there isn't.
What BoolBul does
- One-tap exit survey. The reasons map directly to the cancellation feedback fields Stripe and Dodo Payments already have, so the data lands where founders already look.
- Reason-matched offers. "Too expensive" sees a discount first. "Not using it enough" sees a pause first. Founders set the rules.
- A cancel link on every screen. Visible, single click, readable in every theme.
- Fail-open. If BoolBul doesn't respond within 1.5 seconds, the product's normal cancellation runs. A retention tool should never be the reason someone can't cancel.
The technical choices
Edge-first
The app runs on Cloudflare Workers using Next.js, with an edge database for tenant configuration. Cancellation is time-sensitive, and a widget that loads slowly is a widget that gets skipped, so keeping it close to users mattered more than any framework preference.
Zero-trust offers
We didn't want customers handing us their Stripe or Dodo secret keys. Instead, BoolBul issues a signed, single-use offer token, and the customer's own server verifies it and applies the discount or pause through their own payment account. BoolBul never touches the money.
Two ways to install
A script tag for anyone who wants it working in ten minutes, and an npm package, @boolbul/sdk, with React bindings and server helpers for teams that want it in their codebase. Mobile apps get a hosted page they can open in a WebView.
Billing for our own product
BoolBul bills its own customers through Dodo Payments. Building our own billing, trials and dunning taught us more about subscription edge cases than any client project had, and that experience now goes straight into the SaaS products we build for clients.
How we launched it
We opened BoolBul as an invite-only beta for the first 100 SaaS founders, with three months free and no credit card, then launched publicly on Product Hunt. The launch video was built entirely in code, and the marketing site, docs and comparison pages were written for search and AI assistants from day one.
What we'd do differently
- Start the waitlist earlier. We built first and gathered interest later. The reverse is cheaper.
- Write the docs before the dashboard. Developers judge an SDK by its quickstart. Writing it first would have simplified the API sooner.
- Test on phones from day one. Our first mobile layout broke on small screens and we fixed it after launch. Most founders check a tool on their phone first.
Why a studio builds its own products
Running our own SaaS keeps our advice honest. When we tell a client how to structure billing, handle failed payments or ship an SDK, it's because we've had to live with those decisions ourselves. If you're building a subscription product and want help, tell us what you're working on. If you just want to stop losing customers without a word, try BoolBul.
— Ryan Shoyab Shaikh, founder