Productizing the agency’s playbook.

Olive Group’s in-house AI concierge launched as a standalone product — Columa.co — with pricing, packaging, and go-to-market built and shipped in 90 days.

The challenge

We’d been building AI concierge automations for Olive Group’s portfolio brands for over a year — answering calls, capturing leads, booking appointments. The system worked so well that clients started asking if they could buy it directly.

The question was: do we keep it as a service, or productize it as a SaaS? We chose productize.

What we built

Three-tier product

Chat ($149/mo), Concierge ($349/mo), and Full Front Desk ($599/mo) — designed to map to the three operational maturity levels of service businesses. Each tier has clear inclusions, clear overage pricing, and a clear upgrade path.

Brand and site at columa.co

A standalone product brand with its own voice, visual identity, and narrative — separate from Olive Group. The Olive concierge persona became the AI character that potential customers can audition.

Go-to-market motion

Targeted outbound for service businesses with high call volume — contractors, plumbers, HVAC, dental, professional services. Content marketing focused on “the cost of a missed call” framing. AEO-first content strategy.

What it taught us

You can’t productize what you don’t already run. Columa works as a product because we ran the system on five of our own brands for a year before shipping it externally. The product is just the agency playbook with a UI on top.