# Doors Delivered, Kraft Agency & ezi services vs. FireCert: Why $3.44M in Door Sales, SEO Packages & Contractor Leads Hide Near-Zero MRR While a 43-Sub Fire Compliance SaaS Compounds

- **Case ID**: BID-087 (Doors Delivered, Kraft Agency & ezi services vs. FireCert)
- **Category**: Valuation Trap & Pitfall Audit · Doors Delivered, Kraft Agency & ezi services vs. FireCert: Why $3.44M in Door Sales, SEO Packages & Contractor Leads Hide Near-Zero MRR While a 43-Sub Fire Compliance SaaS Compounds
- **Published**: 2026-11-07
- **Author**: Jimmy (https://www.jimmydecodes.com/en/about/)
- **Canonical URL**: https://www.jimmydecodes.com/en/cases/doors-delivered-kraft-agency-ezi-vs-firecert/

## The Short Answer (Verdict)

> ⚠️ Physical Goods & Agency Revenue Disguised as SaaS · $3.44M All-Time with 7 Subs vs. 0-Follower Fire Safety Compliance SaaS ($5,123 MRR) — We audit 4 API-verified ledgers totaling $3,463,164 in cumulative revenue [Verified]: (1) Doors Delivered (`doors-delivered`, 173 X followers [Third-Party]): Stripe (API key) verified (synced 2026-11-07) $1,601,670 all-time, $598,157 L12M, $41,802 L30 (-6.5%), $16,453 L7D, $0.00 MRR (0.0%), 0 active subscriptions ($0.00/mo implied ARPU [Model Estimate]), monthly peak 2026-05 ($76,009) [Verified]; (2) Kraft Agency Limited (`kraft-agency-limited`, 0 X followers [Third-Party]): Stripe (API key) verified (synced 2026-11-07) $1,466,378 all-time, $29,743 L12M, $5,962 L30 (-46.3%), $1,000 L7D, $2,147 MRR (-64.0%), 7 active subscriptions ($306.71/mo implied ARPU [Model Estimate]), monthly peak 2026-09 ($14,269) [Verified], asking $425,000 (5.9x) [Self-Reported]; (3) ezi services Inc. (`ezi-services-inc`, 0 X followers [Third-Party]): Stripe (API key) verified (synced 2026-11-02) $372,853 all-time, $161,500 L12M, $6,888 L30 (-0.7%), $412 L7D, $0.00 MRR (0.0%), 0 active subscriptions ($0.00/mo implied ARPU [Model Estimate]), monthly peak 2026-01 ($32,739) [Verified]; and (4) FireCert (`firecert`, 0 X followers [Third-Party]): Stripe (API key) verified (synced 2026-11-07) $22,263 all-time, $22,263 L12M, $4,780 L30 (-1.3%), $1,445 L7D, $5,123 MRR (+5.8%), 43 active subscriptions ($119.14/mo implied ARPU [Model Estimate]), monthly peak 2026-09 ($4,832) [Verified], asking Not listed (N/A) [Self-Reported].

4 Stripe-verified ledgers audited: a UK physical door retailer ($1.60M all-time, $0 MRR, asking $650K), an Irish web agency ($1.47M all-time, MRR down 64% to $2,147 across 7 subs, asking $425K), and a $0-MRR contractor app asking $600K—contrasted against FireCert, a 0-follower UK fire safety compliance SaaS earning $5,123 MRR (+5.8%) from 43 subscribers ($119.14/mo implied ARPU).

## Key Numbers (Evidence-Graded)

| Metric | Figure | Evidence Level | Source & Basis |
| --- | --- | --- | --- |
| Doors Delivered All-Time | $1,601,670 | Verified | [Verified] MRR $0.00 · 0 subs |
| Kraft Agency Lim L30/MRR | $5,962 | Verified | [Verified] MRR $2,147 (-64.0%) |
| ezi services Inc Current MRR | $0.00 | Verified | [Verified] 0 subs · L30 $6,888 |
| FireCert Current MRR | $5,123 | Verified | [Verified] 43 subs · ARPU $119.14 [Est] |

## 1. Four API-Verified Ledgers Side by Side: Vanity Gross Volume vs. Recurring Retention

Acquisition marketplaces are flooded with seven-figure all-time revenue badges that look like software businesses at first glance. Auditing 4 Stripe-verified ledgers exposes how physical building-material retailers, manual SEO agencies, and zero-MRR contractor marketplaces price themselves against true regulatory compliance SaaS.

Examine the first two benchmarks: (1) **Doors Delivered** (`doors-delivered`, website `https://doorsdelivered.com/`, country `GB`, founded `2021-10-29`, founder `Filipasa`, `173` X followers [Third-Party], DR `34.0` [Third-Party]) logs **$1,601,670** all-time revenue, **$598,157** L12M, **$312,014** L6M, **$134,575** L3M, **$41,802** L30 (**-6.5%**), **$16,453** L7D, and **$0.00** Current MRR (**0.0%**) across **0 active subscriptions** (**$0.00/mo** implied ARPU [Model Estimate]), with a historical monthly peak of **2026-05 ($76,009)** [Verified via `Stripe (API key)` · synced `2026-11-07`]. (2) **Kraft Agency Limited** (`kraft-agency-limited`, website `https://kraftagency.ie/`, country `IE`, founded `2020-10-24`, founder `N/A`, `0` X followers [Third-Party], DR `5.0` [Third-Party]) logs **$1,466,378** all-time revenue, **$29,743** L12M, **$29,743** L6M, **$27,821** L3M, **$5,962** L30 (**-46.3%**), **$1,000** L7D, and **$2,147** Current MRR (**-64.0%**) across **7 active subscriptions** (**$306.71/mo** implied ARPU [Model Estimate]), peaking at **2026-09 ($14,269)** [Verified via `Stripe (API key)` · synced `2026-11-07`] and listing at **$425,000 (5.9x)** [Self-Reported].

Now compare the third and fourth benchmarks: (3) **ezi services Inc.** (`ezi-services-inc`, website `https://ezi.services/`, country `CA`, founded `2020-06-30`, founder `N/A`, `0` X followers [Third-Party], DR `N/A` [Third-Party]) logs **$372,853** all-time revenue, **$161,500** L12M, **$74,302** L6M, **$28,471** L3M, **$6,888** L30 (**-0.7%**), **$412** L7D, and **$0.00** Current MRR (**0.0%**) across **0 active subscriptions** (**$0.00/mo** implied ARPU [Model Estimate]), peaking at **2026-01 ($32,739)** [Verified via `Stripe (API key)` · synced `2026-11-02`] and listing at **$600,000 (7.3x)** [Self-Reported]. (4) **FireCert** (`firecert`, website `https://firecert.uk/`, country `GB`, founded `2026-02-24`, founder `N/A`, `0` X followers [Third-Party], DR `26.0` [Third-Party]) logs **$22,263** all-time revenue, **$22,263** L12M, **$20,468** L6M, **$13,753** L3M, **$4,780** L30 (**-1.3%**), **$1,445** L7D, and **$5,123** Current MRR (**+5.8%**) across **43 active subscriptions** (**$119.14/mo** implied ARPU [Model Estimate]), peaking at **2026-09 ($4,832)** [Verified via `Stripe (API key)` · synced `2026-11-07`] and listing at **Not listed (N/A)** [Self-Reported].

[Cross-Ledger Audit Table (Metric / Dimension | Doors Delivered | Kraft Agency Limited | ezi services Inc. | FireCert)]: Provider & Sync Date / Stripe (API key) · 2026-11-07 / Stripe (API key) · 2026-11-07 / Stripe (API key) · 2026-11-02 / Stripe (API key) · 2026-11-07; Founder X Followers / DR / 173 / DR 34.0 [3P] / 0 / DR 5.0 [3P] / 0 / DR N/A [3P] / 0 / DR 26.0 [3P]; All-Time Revenue / $1,601,670 [Verified] / $1,466,378 [Verified] / $372,853 [Verified] / $22,263 [Verified]; Last 12 Months (L12M) / $598,157 [Verified] / $29,743 [Verified] / $161,500 [Verified] / $22,263 [Verified]; Last 30 Days (L30) / $41,802 (-6.5%) [Verified] / $5,962 (-46.3%) [Verified] / $6,888 (-0.7%) [Verified] / $4,780 (-1.3%) [Verified]; Current MRR / $0.00 (0.0%) [Verified] / $2,147 (-64.0%) [Verified] / $0.00 (0.0%) [Verified] / $5,123 (+5.8%) [Verified]; Active Subscriptions / 0 [Verified] / 7 [Verified] / 0 [Verified] / 43 [Verified]; Implied Monthly ARPU / $0.00/mo [Estimate] / $306.71/mo [Estimate] / $0.00/mo [Estimate] / $119.14/mo [Estimate]; Historical Monthly Peak / 2026-05 ($76,009) [Verified] / 2026-09 ($14,269) [Verified] / 2026-01 ($32,739) [Verified] / 2026-09 ($4,832) [Verified]; Asking Price (Multiple) / $650,000 (1.3x) [Self] / $425,000 (5.9x) [Self] / $600,000 (7.3x) [Self] / Not listed (N/A) [Self].

## 2. Structural Mechanics: Why Retention & Exit Multiples Diverge 10x in the Same Niche

The first three companies boast **$3,440,901** in combined all-time revenue yet hold just **7 active subscriptions** combined while asking **$1,675,000**; meanwhile, 8-month-old **FireCert** has logged just **$22,263** all-time but already generates **$5,123 MRR (+5.8%)** across **43 active subscriptions** ($119.14/mo implied ARPU) with 0 X followers.

Comparing historical monthly peaks against recent 7-day cash velocity confirms the trend: **Doors Delivered** peaked at **2026-05 ($76,009)** with **$16,453** L7D; **Kraft Agency Limited** peaked at **2026-09 ($14,269)** with **$1,000** L7D; **ezi services Inc.** peaked at **2026-01 ($32,739)** with **$412** L7D; and **FireCert** peaked at **2026-09 ($4,832)** with **$1,445** L7D [Verified]. Products embedded into recurring compliance, production hosting, or daily B2B workflows compound without needing massive social followings.

• **Doors Delivered (doors-delivered)**: $1,601,670 all-time, $598,157 L12M, $0.00 MRR (0 subs) — `DoorsDelivered.com is your trusted online supplier of high-quality internal doors and accessories. We specialise in a wide range o` [Self-Reported].

• **Kraft Agency Limited (kraft-agency-limited)**: $1,466,378 all-time, $29,743 L12M, $2,147 MRR (7 subs, asking $425,000) — `We sell mostly websites and SEO packages` [Self-Reported].

• **ezi services Inc. (ezi-services-inc)**: $372,853 all-time, $161,500 L12M, $0.00 MRR (0 subs, $0.00/mo implied ARPU [Model Estimate]) — `Matchmaking app for contractors and customers, for physical services.` [Self-Reported].

• **FireCert (firecert)**: $22,263 all-time, $22,263 L12M, $5,123 MRR (43 subs, $119.14/mo implied ARPU [Model Estimate]) — `We are a fire safety compliance platform` [Self-Reported].

## 3. 48-Hour Zero-Code Operator Blueprint & Verified First-Month Budget (Part VII Summary)

In Part VII of our deep-dive PDF report, we provide a foolproof, click-by-click zero-code implementation guide with 100% verified tool pricing:

**Lean Validation Tier ($48/mo / ¥335/月)**: Supabase Free $0 + Cloudflare Pages $0 + Make Core $9 + PDFMonkey Certificate Engine $19 + Claude API $10 + Postmark Audit Trail $10 = $48/mo (¥335/mo); **Pro Production Tier ($231/mo / ¥1,620/月)**: Supabase Pro $25 + WeWeb/Softr Inspector Portal $79 + Make Pro $16 + PDFMonkey Pro $59 + Claude API $32 + S3 10-Year Compliance Archival $20 = $231/mo (¥1,620/mo). Includes the exact 7-column database schema, copy-paste AI prompts, `Human_QA_Approved` safety gate, and a 10-minute pre-launch checklist.

1. **Eliminate Lifetime Deals & Unbundled One-Off Credits**: Anchor pricing to recurring hosting, compliance archival, live telemetry sync, or B2B seat quotas.

2. **Capture High-Intent Search & Ecosystem Distribution**: Target bottom-of-funnel keywords, plugin marketplaces, and App Store search queries rather than relying on viral X threads.

3. **Automate 90% of Fulfillment via No-Code Pipelines**: Pair Supabase + Make + LLM/Vision APIs with a single boolean `Human_QA_Approved` check before client delivery.

## Three questions to ask about businesses like this

1. What are the verified ledger metrics and unit economics for Doors Delivered, Kraft Agency & ezi services vs. FireCert? — Doors Delivered All-Time: $1,601,670 ([Verified] MRR $0.00 · 0 subs); Kraft Agency Lim L30/MRR: $5,962 ([Verified] MRR $2,147 (-64.0%)).
2. What is the #1 structural takeaway from this multi-ledger comparison? — Never confuse $1.60M of physical internal door shipments or $1.47M of legacy web-agency invoices with high-margin software revenue. Instead, build mandatory regulatory compliance tools like FireCert—where just 43 UK fire safety inspectors and property managers generate $5,123 MRR at $119.14/month implied ARPU.
3. How can a solo operator launch '3. 48-Hour Zero-Code Operator Blueprint & Verified First-Month Budget (Part VII Summary)' on a $48/mo lean stack? — Built on primary-source API ledgers (synced 2026-11-07), this operator report dissects Doors Delivered ($1,601,670 all-time, $0.00 MRR, 0 active subs), Kraft Agency Limited ($1,466,378 all-time, $2,147 MRR, 7 active subs), ezi services Inc. ($372,853 all-time, $0.00 MRR, 0 active subs), and FireCert ($22,263 all-time, $5,123 MRR, 43 active subs). Includes a 48h zero-code build blueprint (Lean Tier: Supabase Free $0 + Cloudflare Pages $0 + Make Core $9 + PDFMonkey Certificate Engine $19 + Claude API $10 + Postmark Audit Trail $10 = $48/mo (¥335/mo); Pro Tier: Supabase Pro $25 + WeWeb/Softr Inspector Portal $79 + Make Pro $16 + PDFMonkey Pro $59 + Claude API $32 + S3 10-Year Compliance Archival $20 = $231/mo (¥1,620/mo), complete with exact 7-column schema, copy-paste prompt, Human_QA_Approved gate, and 10-minute pre-launch checklist).

## FAQ

### Q: Why audit Doors Delivered, Kraft Agency & ezi services vs. FireCert side by side?
A: We audit 4 API-verified ledgers totaling $3,463,164 in cumulative revenue [Verified]: (1) Doors Delivered (`doors-delivered`, 173 X followers [Third-Party]): Stripe (API key) verified (synced 2026-11-07) $1,601,670 all-time, $598,157 L12M, $41,802 L30 (-6.5%), $16,453 L7D, $0.00 MRR (0.0%), 0 active subscriptions ($0.00/mo implied ARPU [Model Estimate]), monthly peak 2026-05 ($76,009) [Verified]; (2) Kraft Agency Limited (`kraft-agency-limited`, 0 X followers [Third-Party]): Stripe (API key) verified (synced 2026-11-07) $1,466,378 all-time, $29,743 L12M, $5,962 L30 (-46.3%), $1,000 L7D, $2,147 MRR (-64.0%), 7 active subscriptions ($306.71/mo implied ARPU [Model Estimate]), monthly peak 2026-09 ($14,269) [Verified], asking $425,000 (5.9x) [Self-Reported]; (3) ezi services Inc. (`ezi-services-inc`, 0 X followers [Third-Party]): Stripe (API key) verified (synced 2026-11-02) $372,853 all-time, $161,500 L12M, $6,888 L30 (-0.7%), $412 L7D, $0.00 MRR (0.0%), 0 active subscriptions ($0.00/mo implied ARPU [Model Estimate]), monthly peak 2026-01 ($32,739) [Verified]; and (4) FireCert (`firecert`, 0 X followers [Third-Party]): Stripe (API key) verified (synced 2026-11-07) $22,263 all-time, $22,263 L12M, $4,780 L30 (-1.3%), $1,445 L7D, $5,123 MRR (+5.8%), 43 active subscriptions ($119.14/mo implied ARPU [Model Estimate]), monthly peak 2026-09 ($4,832) [Verified], asking Not listed (N/A) [Self-Reported].

### Q: What is the core operator rule to remember?
A: Never confuse $1.60M of physical internal door shipments or $1.47M of legacy web-agency invoices with high-margin software revenue. Instead, build mandatory regulatory compliance tools like FireCert—where just 43 UK fire safety inspectors and property managers generate $5,123 MRR at $119.14/month implied ARPU.

### Q: What is the required monthly tech budget?
A: Lean validation tier costs $48/mo (¥335/月), and Standard Pro tier costs $231/mo (¥1,620/月) using 100% no-code tooling.

## Sources

1. Doors Delivered All-Time: $1,601,670 ([Verified] MRR $0.00 · 0 subs): https://www.jimmydecodes.com/cases/doors-delivered-kraft-agency-ezi-vs-firecert/
2. Kraft Agency Lim L30/MRR: $5,962 ([Verified] MRR $2,147 (-64.0%)): https://www.jimmydecodes.com/cases/doors-delivered-kraft-agency-ezi-vs-firecert/
3. ezi services Inc Current MRR: $0.00 ([Verified] 0 subs · L30 $6,888): https://www.jimmydecodes.com/cases/doors-delivered-kraft-agency-ezi-vs-firecert/
4. FireCert Current MRR: $5,123 ([Verified] 43 subs · ARPU $119.14 [Est]): https://www.jimmydecodes.com/cases/doors-delivered-kraft-agency-ezi-vs-firecert/

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*Citation note: When citing figures from this teardown, please credit "Jimmy Decodes (https://www.jimmydecodes.com/en/cases/doors-delivered-kraft-agency-ezi-vs-firecert/)" and include the stated evidence label (Verified / Self-reported / Third-party / Our estimate).*