From offer to cap table in 1-click

Pulley provides a cap table and visual offer letters.

Pulley wanted to allow candidates to accept an offer directly on Pulley so they could sign for their stock option grants and update the company's cap table with one click.

This removes the need for other tools like DocuSign and manual data entry, saving founders and hiring managers time as they hire and onboard employees.

In general, the cap table update process is fragmented and leaves room for human error.

The typical workflow when extending an offer letter with equity involves 10+ steps across multiple tools: DocuSign, HRIS systems like Gusto or Rippling, the cap table, and email.

This flow lacks transparency, which can erode trust between company and employee. The time between when a candidate signs an offer and when they're notified about their equity could be months.

Anytime a flow is broken, we increase the likelihood of errors and a cap table that becomes incorrect.

1. Pulley's PM kicked off with the problem space and together we fleshed out the most ideal UX at a high level.

2. I validated and referenced past user interviews where this topic was covered.

3. Worked backwards to carve out a good v1 scope with our team's constraints.

4. Quickly sketched out an E2E flow and did working sessions with Engineers to nail down must-have's vs. nice-to-have's.

5. As Engineers started their spec, I continued filling out the details and higher-fidelity work.

Qualitative: We spoke to dozens of founders and found this workflow to be one of the most frequent, top-of-mind, and very similar: fragmented and prone to error.

Founders who used Pulley's visual offer letters asked if their consents could automatically get synced to their cap table. Yin (Pulley's CEO and a serial founder) wanted this for herself, too!

Competitive Analysis: Looked into tools like Carta, DocuSign, and Greenhouse (since we found Stripe used them for offer letters). The actual competitor is the manual back-and-forth process between founder and paralegal.

UI + emails + support assets + legal template + misc. items = set up users for success.

Working within constraints of our templating system to provide a seamless standard template example (for Sales demos).

Scoping down the legal offer template's fields that are required vs. nice-to-have.

Frontend engineers swapping mid-project (filling in tribal knowledge gaps).