ECP Emps
Complete documentation of the 4 product lifecycle phases — from strategic context to operations.
For Brazilian micro-entrepreneurs who lose time and money with banks that ignore their business needs, ECP Emps is the only one that integrates personal (PF) and business (PJ) accounts in one place with AI-powered automatic categorization and a native desktop experience.
23.5 million companies in Brazil — and most MEIs and micro-businesses still manage finances with spreadsheets, bad banks, and confusion between personal and business accounts. ECP Emps exists to eliminate that mess.
Number of companies with 3+ financial operations in the last 7 days. Captures the moment when the company uses ECP Emps as its primary bank.
Phase Timeline
Quick Access
Synthetic Personas
28 years old, designer/dev freelancer, earns R$5,000–8,000/month. Works 100% on computer, has been a sole proprietor (MEI) for 2 years. Uses personal account for everything and gets confused between personal and business expenses. Wants to separate personal/business without bureaucracy.
Frustrations: Mixes personal and business expenses, issues invoices but doesn't track receivables, doesn't know how much is left from the business.
Behavior: Heavy Pix user, does everything on desktop, uses spreadsheets for financial control.
34 years old, owns a marketing agency with 3 employees, earns R$25,000/month. Needs to issue billing slips to clients, control team expenses, and separate owner's draw from company cash flow.
Frustrations: Business bank charges abusive fees, no consolidated view, wastes time on manual reconciliation.
Behavior: Uses desktop all day, needs fast financial reports, wants team controls.
Phase Summaries
Strategic objective: "Make ECP Emps the digital bank that freelancer MEIs trust to separate, organize, and bill", with 4 measurable Key Results (Activation Rate 35%, Billing slips 2+/month, PF↔PJ Toggle 2+/session, D30 Retention 45%). First-mover web-first PJ opportunity window of 12–18 months.
12 opportunities RICE-prioritized in 3 levels (P0 MVP, P1 amplifiers, P2 deferred). Value and usability hypotheses validated. Low-fi and high-fi prototypes with 12 navigable screens. Backlog with 3 epics, features and user stories with BDD/Gherkin acceptance criteria. Cagan's 4 risks assessed.
5 ADRs (separate SQLite, shared JWT, 3-profile RBAC, FEBRABAN mock billing, values in cents). Stack: Fastify 5.0 + TypeScript + SQLite + React 18.3 + Vite 5.4 + Tailwind CSS. API with 10 modules and 35 endpoints. Frontend with 12 pages. 68 files created, 12 tables + 22 indexes.
CI/CD pipeline with 8 jobs (Lint+Type, Unit Tests, Integration, Build, Staging, GMUD, Production, Post-Deploy). GMUD-001 approved for v1.0 deploy. Medium risk (15/30). DORA metrics, SLOs defined, A/B testing configured. 127 EFAS in 30 days post-deploy with Activation Rate of 38% (target 35%).