I started by solving this for myself. Then sold it as a service. Now I'm turning it into a product.

I started by solving this for myself. Then sold it as a service. Now I'm turning it into a product.

A few years ago I was running my own projects and needed to post consistently across platforms.

I tried Buffer. Hootsuite. Later API, Zapier native integrations.

None of them did what I actually needed: take content from my workflow and publish it programmatically, without logging into a dashboard, without manual steps, without another subscription UI I had to learn.

So I built my own publishing layer. Rough at first - just a few scripts connecting to platform APIs, handling tokens, dealing with format differences between Instagram, LinkedIn, and Twitter.

It worked. I used it for myself for months.

Then a friend asked me to set it up for his business. Then another. Then I was running it as a service for 200+ entrepreneurs - setting up their automation pipelines, maintaining the API connections, handling the platform changes when they broke things.

That's when I saw the pattern:

Every single client had the same problem. They ChatGPT generating content. They had Notion or Airtable organizing it. But the publish step was always manual, always a bottleneck, always the thing they hated most.

The API layer didn't exist as a clean product. So I decided to build it.

That's DOHOO. One API endpoint that connects to n8n, Make, or Zapier and handles the actual publishing across platforms — token management, format adaptation, scheduling, all of it.

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Curious if others have hit this wall:

When you automate content workflows — where does the automation actually stop for you?

Is the publish step still manual?