It was late 2020, and Mollie Bartelt was contemplating the future of Pixologie, a business devoted to creating printed and digital archives of families’ photographs, videos, and documents. Mollie had even coined a specific term for this product, naming it a photo estate. The year 2020 marked the first year in the company’s seven year history that she and her co-founder, Ann Matuszak, were able to pay themselves a salary, despite the challenges brought on by the pandemic. Clearly, some of the changes they had made to the business were paying off, but the partners continued to debate the future direction of Pixologie. Given Pixologie’s business model and practices, key questions loomed as to how much growth was possible.