[travisjungroth]

On point 1, just expect to have this conversation pretty frequently. It is not a technicality. If you tell people that you are a startup founder and it comes out that you're recently taking on partner level responsibilities of a 7 year old company, they're very likely to see these things as in conflict. You said you've "always helped a bit". If by "always" you mean since year 0, that's at least a little more compelling.

[tseoeo]

It is something that I have on top of my mind but even for the technicalities: - we are moving things to a brand new company now - there will be a new brand soon, old one would be left just for the domestic market (a very small percentage of expected sales) - working on new products, 80% of old ones would gradually be stopped

So I guess we are joining forces to create something new but in a step by step way so we can make bootstrapping it easier.

[travisjungroth]

Oh yeah, that's very different. That sounds a lot like founding and I didn't get it from your original post. May help to talk in terms of "refounding".