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\n \n\n`;\n}\n",[332],"28af206c-5d6e-11f1-ac54-1607ee4eb77e","db.ts","2f68e1b8-56ca-11f1-b821-ee650bb23af1",679,["D",1780286313536],37,"import { sqlite as _sqlite } from \"https://esm.town/v/std/sqlite\";\n\n// Compatibility shim: support sqlite.execute(sql, args) two-arg form\n// Val.town's libSQL client only accepts execute(string) or execute({sql, args})\nconst _exec = _sqlite.execute.bind(_sqlite);\nexport const sqlite = {\n ..._sqlite,\n execute: async (stmt: string | { sql: string; args?: any[] }, args?: any[]): Promise => {\n if (typeof stmt === \"string\" && args !== undefined) {\n return _exec({ sql: stmt, args });\n }\n return _exec(stmt as any);\n },\n};\n\nexport async function initDB() {\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS integrations (\n id TEXT PRIMARY KEY,\n name TEXT NOT NULL UNIQUE,\n api_key TEXT,\n api_secret TEXT,\n access_token TEXT,\n refresh_token TEXT,\n extra_config TEXT,\n connected_at TEXT,\n updated_at TEXT\n )\n `);\n\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS llm_config (\n id TEXT PRIMARY KEY DEFAULT 'default',\n provider TEXT NOT NULL DEFAULT 'anthropic',\n api_key TEXT NOT NULL DEFAULT '',\n endpoint TEXT,\n model TEXT NOT NULL DEFAULT 'claude-sonnet-4-6',\n updated_at TEXT\n )\n `);\n\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS agents (\n id TEXT PRIMARY KEY,\n name TEXT NOT NULL,\n workspace TEXT NOT NULL,\n description TEXT,\n system_prompt TEXT,\n tools TEXT DEFAULT '[]',\n model TEXT,\n enabled INTEGER DEFAULT 1,\n created_at TEXT NOT NULL,\n updated_at TEXT NOT NULL,\n created_by TEXT DEFAULT 'user'\n )\n `);\n\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS conversations (\n id TEXT PRIMARY KEY,\n agent_id TEXT,\n workspace TEXT NOT NULL,\n messages TEXT DEFAULT '[]',\n created_at TEXT NOT NULL,\n updated_at TEXT NOT NULL\n )\n `);\n\n // F4 migration: the original tasks table (TEXT id, agent_id, input/output) is replaced by\n // the framework-layer tasks schema (INTEGER id, ICE fields, OKR/experiment links). If a\n // legacy table exists, rename it so the new CREATE further down can build the right shape.\n try {\n const cols = await sqlite.execute(\"PRAGMA table_info(tasks)\");\n const have = new Set((cols.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n // Old schema is identifiable by `agent_id` + `input` + no `priority`. New schema has `priority` + `ice_score`.\n const isLegacy = have.has(\"agent_id\") && have.has(\"input\") && !have.has(\"ice_score\");\n if (isLegacy) {\n await sqlite.execute(\"ALTER TABLE tasks RENAME TO tasks_legacy\");\n }\n } catch { /* table doesn't exist yet — fine, new CREATE will run */ }\n\n // Co-working: shared notes for team collaboration on strategies.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS notes (\n id TEXT PRIMARY KEY,\n author TEXT,\n content TEXT NOT NULL,\n workspace TEXT,\n pinned INTEGER DEFAULT 0,\n created_at TEXT NOT NULL,\n updated_at TEXT\n )\n `);\n\n // Intelligence layer: per-metric 30d baselines used for health scoring.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS metric_baselines (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n integration TEXT NOT NULL,\n metric_key TEXT NOT NULL,\n baseline_value REAL,\n baseline_period TEXT DEFAULT '30d',\n last_updated TEXT DEFAULT (datetime('now')),\n UNIQUE(integration, metric_key)\n )\n `);\n\n // Intelligence cache — funnel summary, correlations, recommendations, LLM-generated feed.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS intelligence_cache (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n cache_key TEXT UNIQUE NOT NULL,\n payload TEXT NOT NULL,\n generated_at TEXT DEFAULT (datetime('now')),\n expires_at TEXT NOT NULL\n )\n `);\n\n // App-wide key/value config: ROI inputs (avg_deal_size, est_marketing_spend),\n // workspace preferences (ultra_density, translucency, hardware_accel, etc.).\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS app_config (\n key TEXT PRIMARY KEY,\n value TEXT,\n updated_at TEXT DEFAULT (datetime('now'))\n )\n `);\n\n // Metric history — rolling timeseries for delta_7d / delta_30d computations.\n // Pruned to last 60 days on insert to keep size bounded.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS metric_history (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n integration TEXT NOT NULL,\n metric_key TEXT NOT NULL,\n value REAL NOT NULL,\n recorded_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_metric_history_key ON metric_history(integration, metric_key, recorded_at DESC)`);\n\n // A5: rolling baseline columns — added on existing metric_baselines tables via\n // PRAGMA-guarded ALTER so we never fail on re-run.\n try {\n const cols = await sqlite.execute(\"PRAGMA table_info(metric_baselines)\");\n const have = new Set((cols.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n if (!have.has(\"rolling_avg\")) {\n await sqlite.execute(\"ALTER TABLE metric_baselines ADD COLUMN rolling_avg REAL\");\n }\n if (!have.has(\"sample_count\")) {\n await sqlite.execute(\"ALTER TABLE metric_baselines ADD COLUMN sample_count INTEGER DEFAULT 0\");\n }\n } catch { /* non-critical: warm-start baselines still work */ }\n\n // QA fix: per-provider key columns on llm_config so switching providers doesn't\n // overwrite the previous provider's key. PRAGMA-guarded ALTER (re-run safe).\n try {\n const cols = await sqlite.execute(\"PRAGMA table_info(llm_config)\");\n const have = new Set((cols.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n for (const col of [\"api_key_anthropic\", \"api_key_openai\", \"api_key_gemini\", \"api_key_custom\"]) {\n if (!have.has(col)) await sqlite.execute(`ALTER TABLE llm_config ADD COLUMN ${col} TEXT DEFAULT ''`);\n }\n if (!have.has(\"endpoint_custom\")) {\n await sqlite.execute(\"ALTER TABLE llm_config ADD COLUMN endpoint_custom TEXT DEFAULT ''\");\n }\n } catch { /* non-critical: legacy single-key still works */ }\n\n // Agent budget tracking — real monthly LLM-cost cap per agent.\n // current_spend incremented on each LLM call, reset at period_start rollover.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS agent_budgets (\n agent_id TEXT PRIMARY KEY,\n monthly_cap REAL DEFAULT 250,\n current_spend REAL DEFAULT 0,\n period_start TEXT DEFAULT (datetime('now')),\n updated_at TEXT DEFAULT (datetime('now'))\n )\n `);\n\n // C3: agent execution log. One row per run (manual or scheduled). Latest 50 power the\n // AgentCard timeline. status: queued → running → completed | failed | cancelled.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS agent_runs (\n id TEXT PRIMARY KEY,\n agent_id TEXT NOT NULL,\n status TEXT NOT NULL,\n trigger TEXT DEFAULT 'manual',\n started_at TEXT DEFAULT (datetime('now')),\n finished_at TEXT,\n duration_ms INTEGER,\n input TEXT,\n output TEXT,\n error TEXT\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_agent_runs_agent ON agent_runs(agent_id, started_at DESC)`);\n\n // D1: customer cohorts. One row per cohort (e.g. signup month). Powers cohort-survival LTV\n // beyond the simple avg_deal × retention_months heuristic. retention_curve is a JSON array\n // [m1, m2, m3 ...] of retained customer counts. arpu = average revenue per user (monthly).\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS customer_cohorts (\n id TEXT PRIMARY KEY,\n cohort_label TEXT NOT NULL,\n cohort_size INTEGER NOT NULL,\n arpu REAL NOT NULL,\n retention_curve TEXT NOT NULL,\n created_at TEXT DEFAULT (datetime('now'))\n )\n `);\n\n // D3: lead state changes — every MQL→SQL transition gets a row so we can compute\n // engagement velocity (avg days lead spent in each stage).\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS lead_state_changes (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n lead_email TEXT NOT NULL,\n from_state TEXT,\n to_state TEXT NOT NULL,\n changed_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_lead_state_email ON lead_state_changes(lead_email, changed_at)`);\n\n // D5: utm_conversions — channel attribution log. Populated when a conversion fires\n // (manually pushed via POST /api/attribution or scraped from GA4 in a later phase).\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS utm_conversions (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n utm_source TEXT,\n utm_medium TEXT,\n utm_campaign TEXT,\n conversion_value REAL DEFAULT 0,\n converted_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_utm_source ON utm_conversions(utm_source, converted_at DESC)`);\n\n // ─── FRAMEWORK LAYER (F1-F4): NSM, OKRs, Experiments, Tasks ─────────────────\n\n // F1: North Star Metric (singleton — only one active row; previous deleted on set)\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS north_star (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n metric_name TEXT NOT NULL,\n metric_source TEXT NOT NULL,\n metric_key TEXT,\n current_value REAL,\n target_value REAL NOT NULL,\n target_date TEXT NOT NULL,\n unit TEXT DEFAULT 'count',\n description TEXT,\n set_at TEXT DEFAULT (datetime('now')),\n set_by TEXT DEFAULT 'admin'\n )\n `);\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS nsm_history (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n nsm_id INTEGER REFERENCES north_star(id) ON DELETE CASCADE,\n value REAL NOT NULL,\n recorded_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_nsm_history_id ON nsm_history(nsm_id, recorded_at DESC)`);\n\n // F2: OKRs (Objectives + Key Results)\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS objectives (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n title TEXT NOT NULL,\n description TEXT,\n quarter TEXT NOT NULL,\n workspace TEXT DEFAULT 'marketing',\n owner TEXT,\n status TEXT DEFAULT 'active',\n progress REAL DEFAULT 0,\n created_at TEXT DEFAULT (datetime('now')),\n updated_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS key_results (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n objective_id INTEGER NOT NULL REFERENCES objectives(id) ON DELETE CASCADE,\n title TEXT NOT NULL,\n metric_source TEXT,\n metric_key TEXT,\n start_value REAL DEFAULT 0,\n current_value REAL DEFAULT 0,\n target_value REAL NOT NULL,\n unit TEXT DEFAULT 'count',\n confidence REAL DEFAULT 0.5,\n progress REAL DEFAULT 0,\n updated_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_kr_objective ON key_results(objective_id)`);\n\n // F3: ICE Experiments (ice_score + uplift_pct computed in app code — sqlite GENERATED\n // column support is uneven; safer to project them client-side from impact/confidence/ease).\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS experiments (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n title TEXT NOT NULL,\n hypothesis TEXT,\n objective_id INTEGER REFERENCES objectives(id) ON DELETE SET NULL,\n funnel_stage TEXT,\n aarrr_lever TEXT,\n status TEXT DEFAULT 'idea',\n impact REAL DEFAULT 5,\n confidence REAL DEFAULT 5,\n ease REAL DEFAULT 5,\n owner TEXT,\n start_date TEXT,\n end_date TEXT,\n channel TEXT,\n success_metric TEXT,\n baseline_value REAL,\n result_value REAL,\n outcome TEXT,\n learnings TEXT,\n created_at TEXT DEFAULT (datetime('now')),\n updated_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_exp_status ON experiments(status, updated_at DESC)`);\n\n // F4: Tasks (linked to OKRs / KRs / experiments — at least one for governance).\n // NOTE: the gap-closure prompt also referred to a \"tasks\" table — the older one (string id,\n // status enum 'pending|running|done|failed') is replaced by this richer schema. The two\n // were never wired to a shared UI so the swap is safe.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS tasks (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n title TEXT NOT NULL,\n description TEXT,\n status TEXT DEFAULT 'todo',\n priority TEXT DEFAULT 'medium',\n workspace TEXT DEFAULT 'marketing',\n assignee TEXT,\n due_date TEXT,\n objective_id INTEGER REFERENCES objectives(id) ON DELETE SET NULL,\n key_result_id INTEGER REFERENCES key_results(id) ON DELETE SET NULL,\n experiment_id INTEGER REFERENCES experiments(id) ON DELETE SET NULL,\n ice_score REAL,\n impact REAL,\n confidence REAL,\n ease REAL,\n tags TEXT,\n created_at TEXT DEFAULT (datetime('now')),\n updated_at TEXT DEFAULT (datetime('now')),\n completed_at TEXT\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_tasks_status ON tasks(status, due_date)`);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_tasks_links ON tasks(experiment_id, key_result_id, objective_id)`);\n\n // ─── INTELLIGENCE LAYER EXTENSIONS (I1, I4): Signals + Digests ──────────────\n\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS intent_signals (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n lead_email TEXT NOT NULL,\n lead_name TEXT,\n company TEXT,\n signal_type TEXT NOT NULL,\n signal_source TEXT NOT NULL,\n signal_strength INTEGER DEFAULT 1,\n raw_data TEXT,\n detected_at TEXT DEFAULT (datetime('now')),\n actioned INTEGER DEFAULT 0,\n actioned_at TEXT\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_signals_email ON intent_signals(lead_email, detected_at DESC)`);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_signals_actioned ON intent_signals(actioned, detected_at DESC)`);\n\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS growth_digests (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n week_of TEXT NOT NULL,\n payload TEXT NOT NULL,\n nsm_value_at_generation REAL,\n generated_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_digest_week ON growth_digests(week_of DESC)`);\n\n // ─── UNIFIED CALENDAR (CAL1): standalone custom calendar entries ────────────\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS calendar_entries (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n title TEXT NOT NULL,\n description TEXT,\n event_date TEXT NOT NULL,\n event_time TEXT,\n end_date TEXT,\n end_time TEXT,\n event_type TEXT DEFAULT 'custom',\n workspace TEXT DEFAULT 'marketing',\n color TEXT DEFAULT 'blue',\n all_day INTEGER DEFAULT 0,\n recurrence TEXT,\n created_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_calendar_date ON calendar_entries(event_date)`);\n\n // Knowledge files — growth playbooks/frameworks/formulas injected into AI features (see api/knowledge.ts).\n // This table was missing from initDB, so the knowledge UI + /api/knowledge endpoints failed (\"no such table\").\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS knowledge_files (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n name TEXT NOT NULL,\n kind TEXT DEFAULT 'playbook',\n content TEXT NOT NULL,\n summary TEXT,\n targets TEXT DEFAULT '[]',\n source TEXT DEFAULT 'user',\n tokens_estimate INTEGER DEFAULT 0,\n enabled INTEGER DEFAULT 1,\n uploaded_at TEXT DEFAULT (datetime('now')),\n updated_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_knowledge_enabled ON knowledge_files(enabled, uploaded_at DESC)`);\n\n // Action queue — human-in-the-loop execution. The AI/agents PREPARE external actions\n // (send email, publish post, post to LinkedIn, create calendar event) here; nothing is\n // sent until a human approves, at which point the integration call runs and the result\n // is recorded. status: prepared → approved → executing → done | failed | rejected.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS action_queue (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n source_type TEXT DEFAULT 'chat',\n source_id TEXT,\n integration TEXT NOT NULL,\n endpoint TEXT NOT NULL,\n payload TEXT NOT NULL,\n preview TEXT,\n title TEXT,\n workspace TEXT DEFAULT 'marketing',\n status TEXT DEFAULT 'prepared',\n result TEXT,\n task_id TEXT,\n created_at TEXT DEFAULT (datetime('now')),\n approved_at TEXT,\n executed_at TEXT\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_action_queue_status ON action_queue(status, created_at DESC)`);\n\n // CRM: sales pipeline deals. Hybrid model — rows are auto-seeded from qualified leads\n // (getLeadScores) via POST /api/deals/sync AND can be created/edited/dragged by the user.\n // stage ∈ lead | qualified | proposal | negotiation | won | lost. lead_email links a deal back\n // to its source lead so the detail view can show that contact's intent_signals as activity.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS deals (\n id TEXT PRIMARY KEY,\n title TEXT,\n company TEXT,\n contact_name TEXT,\n contact_email TEXT,\n stage TEXT NOT NULL DEFAULT 'lead',\n amount REAL DEFAULT 0,\n currency TEXT DEFAULT 'USD',\n probability INTEGER DEFAULT 0,\n owner TEXT,\n close_date TEXT,\n source TEXT DEFAULT 'manual',\n lead_email TEXT,\n notes TEXT,\n created_at TEXT DEFAULT (datetime('now')),\n updated_at TEXT DEFAULT (datetime('now')),\n last_activity_at TEXT\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_deals_stage ON deals(stage, updated_at DESC)`);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_deals_lead ON deals(lead_email)`);\n\n // I3: agents.role column for Listener/Topic/Creator/Analyst/General roles (ALTER guarded)\n try {\n const ac = await sqlite.execute(\"PRAGMA table_info(agents)\");\n const aHave = new Set((ac.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n if (!aHave.has(\"role\")) await sqlite.execute(\"ALTER TABLE agents ADD COLUMN role TEXT DEFAULT 'general'\");\n } catch { /* non-critical */ }\n\n // Part 15.3: persistent business memory (evolving learned facts). Additive on v551.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS memory (\n id INTEGER PRIMARY KEY AUTOINCREMENT,\n type TEXT DEFAULT 'fact',\n content TEXT NOT NULL,\n source TEXT DEFAULT 'manual',\n confidence REAL DEFAULT 0.7,\n pinned INTEGER DEFAULT 0,\n created_at TEXT DEFAULT (datetime('now')),\n updated_at TEXT DEFAULT (datetime('now'))\n )\n `);\n\n // Part 1: skills (marketing playbooks) STATE table — enabled/pinned + custom skills.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS skills (\n name TEXT PRIMARY KEY,\n enabled INTEGER DEFAULT 1,\n pinned INTEGER DEFAULT 0,\n source TEXT DEFAULT 'builtin',\n category TEXT,\n description TEXT,\n body TEXT,\n created_at TEXT DEFAULT (datetime('now')),\n updated_at TEXT DEFAULT (datetime('now'))\n )\n `);\n\n // Part 3 fix 7: experiment significance + sample_size (PRAGMA-guarded ALTER).\n try {\n const ec = await sqlite.execute(\"PRAGMA table_info(experiments)\");\n const eHave = new Set((ec.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n if (!eHave.has(\"sample_size\")) await sqlite.execute(\"ALTER TABLE experiments ADD COLUMN sample_size INTEGER\");\n if (!eHave.has(\"significance\")) await sqlite.execute(\"ALTER TABLE experiments ADD COLUMN significance REAL\");\n } catch { /* non-critical */ }\n\n // Part 14.2: agent_runs.trace JSON column (structured TraceStep[]).\n try {\n const rc = await sqlite.execute(\"PRAGMA table_info(agent_runs)\");\n const rHave = new Set((rc.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n if (!rHave.has(\"trace\")) await sqlite.execute(\"ALTER TABLE agent_runs ADD COLUMN trace TEXT\");\n } catch { /* non-critical */ }\n\n // Seed default LLM config if not exists\n const existing = await sqlite.execute(\"SELECT id FROM llm_config WHERE id = 'default'\");\n if (existing.rows.length === 0) {\n await sqlite.execute(\n \"INSERT INTO llm_config (id, provider, api_key, model, updated_at) VALUES ('default', 'anthropic', '', 'claude-sonnet-4-6', ?)\",\n [new Date().toISOString()]\n );\n }\n\n // Demo-agent seeding disabled — starting from a clean agents table.\n // Re-enable by uncommenting the call below.\n // await seedDefaultAgents();\n}\n\n// The starter \"demo\" agents seeded on first boot. Exported so the admin \"Remove demo data\"\n// route can identify + remove untouched seed rows (matched by name+description+system_prompt,\n// so a user-renamed/edited agent is never deleted).\nexport const DEFAULT_AGENT_SEEDS = [\n {\n name: \"SEO Analyst\",\n workspace: \"marketing\",\n description: \"Analyzes SEO performance using Ahrefs and Google Search Console data\",\n system_prompt: \"You are an expert SEO analyst. Analyze search performance data, identify opportunities, and provide actionable recommendations to improve organic search rankings.\",\n tools: JSON.stringify([\"ahrefs\", \"gsc\", \"ga4\"]),\n model: \"claude-sonnet-4-6\",\n },\n {\n name: \"Content Creator\",\n workspace: \"marketing\",\n description: \"Creates and manages content for WordPress, YouTube, and social media\",\n system_prompt: \"You are a creative content strategist. Help plan, write, and optimize content for blogs, videos, and social media platforms to drive engagement and conversions.\",\n tools: JSON.stringify([\"wordpress\", \"youtube\", \"ga4\"]),\n model: \"claude-sonnet-4-6\",\n },\n {\n name: \"Analytics Reporter\",\n workspace: \"marketing\",\n description: \"Generates reports from GA4 and Search Console data\",\n system_prompt: \"You are a data analyst specializing in digital marketing analytics. Create insightful reports from GA4 and Search Console data to track KPIs and identify growth opportunities.\",\n tools: JSON.stringify([\"ga4\", \"gsc\", \"ahrefs\"]),\n model: \"claude-sonnet-4-6\",\n },\n {\n name: \"LinkedIn Outreach\",\n workspace: \"sales\",\n description: \"Manages LinkedIn prospecting and connection campaigns\",\n system_prompt: \"You are a sales development expert specializing in LinkedIn outreach. Help craft personalized connection requests, follow-up messages, and engagement strategies to build pipeline.\",\n tools: JSON.stringify([\"linkedin\", \"outlook\"]),\n model: \"claude-sonnet-4-6\",\n },\n {\n name: \"Lead Researcher\",\n workspace: \"sales\",\n description: \"Researches prospects using LinkedIn and web data\",\n system_prompt: \"You are a research specialist who finds and qualifies sales leads. Analyze LinkedIn profiles, company data, and online presence to identify ideal prospects and gather intelligence for sales outreach.\",\n tools: JSON.stringify([\"linkedin\"]),\n model: \"claude-sonnet-4-6\",\n },\n {\n name: \"Email Composer\",\n workspace: \"sales\",\n description: \"Drafts and sends personalized sales emails via Outlook\",\n system_prompt: \"You are a sales email expert who crafts compelling, personalized outreach emails. Write emails that are concise, value-focused, and drive response rates while maintaining brand voice.\",\n tools: JSON.stringify([\"outlook\", \"linkedin\"]),\n model: \"claude-sonnet-4-6\",\n },\n];\n\nasync function seedDefaultAgents() {\n const existing = await sqlite.execute(\"SELECT id FROM agents LIMIT 1\");\n if (existing.rows.length > 0) return;\n\n const now = new Date().toISOString();\n for (const agent of DEFAULT_AGENT_SEEDS) {\n await sqlite.execute(\n `INSERT INTO agents (id, name, workspace, description, system_prompt, tools, model, enabled, created_at, updated_at, created_by)\n VALUES (?, ?, ?, ?, ?, ?, ?, 1, ?, ?, ?)`,\n [crypto.randomUUID(), agent.name, agent.workspace, agent.description, agent.system_prompt, agent.tools, agent.model, now, now, \"user\"]\n );\n }\n}\n\n",[340],"fb1075ca-5b1a-11f1-b807-ee650bb23af1","cron_entry.ts","fb10767e-5b1a-11f1-b807-ee650bb23af1",476,["D",1780030686427],"// Scheduled entrypoint — deploy this file as a Val Town INTERVAL/CRON trigger (separate from\n// the HTTP val in main.ts). A single file can't be both the HTTP handler AND the scheduled\n// trigger, which is why the execution engine never ran on its own before: cron.ts had a default\n// export but nothing scheduled it.\n//\n// What it does each tick:\n// 1) processPendingRuns() — runs the LLM tool-loop for any agent_runs with status='pending'\n// (external sends still go to the human-approval action_queue; nothing auto-sends).\n// 2) syncObjectivesFromFunnel() — refreshes + persists KR/objective progress from live funnel\n// data (the GET /api/okrs list no longer writes on read, so this keeps stored progress fresh).\n//\n// Schedule: set the interval in the Val Town dashboard (Triggers → e.g. every 5 minutes).\nimport { initDB } from \"./db.ts\";\nimport { processPendingRuns } from \"./cron.ts\";\nimport { syncObjectivesFromFunnel } from \"./api/okrs.ts\";\n\nexport default async function (): Promise {\n await initDB();\n const runs = await processPendingRuns(5);\n const okr = await syncObjectivesFromFunnel();\n console.log(\n `[cron] runs processed=${runs.processed} failed=${runs.failed}; ` +\n `okr synced objectives=${okr.objectives} key_results=${okr.key_results}`,\n );\n}\n",[348],"049197da-5d7a-11f1-9ace-1607ee4eb77e","cron.ts","50e655da-5a69-11f1-ab8c-ee650bb23af1",702,["D",1780291406907],"// Execution engine — the missing piece that makes agents actually RUN.\n// Deploy as a val.town interval val (default export runs on a schedule, e.g. every 1–5 min),\n// or trigger manually via POST /api/agents/run-pending (wired in router.ts).\n//\n// It polls agent_runs for status='pending', loads the agent config, and runs an LLM\n// tool-loop reusing chat.ts's buildTools()/executeTool(). External sends still go to the\n// human-approval action_queue (the tools enqueue, they don't send) — so the engine is safe.\nimport { sqlite } from \"./db.ts\";\nimport { getLLMConfig, callLLM } from \"./api/llm.ts\";\nimport { getAgent } from \"./api/agents.ts\";\nimport { buildTools, executeTool } from \"./api/chat.ts\";\nimport { getSkillsIndex } from \"./api/skills.ts\";\nimport { captureMemoryFromConversation } from \"./api/memory.ts\";\nimport { getCompanyContextString } from \"./api/company.ts\";\n\nconst ENGINE_SYSTEM_SUFFIX =\n \"\\n\\nYou can ACT using tools. External sends (email / LinkedIn / WordPress) are QUEUED for human \" +\n \"approval — prepare them and they will appear in Approvals; they will NOT send until a human approves. \" +\n \"Create tasks and schedule calendar events directly. Take the single next-best action toward the goal.\";\n\nexport async function processPendingRuns(limit = 3): Promise<{ processed: number; failed: number }> {\n let processed = 0;\n let failed = 0;\n let rows: any[] = [];\n // Fetch the marketing skills index once per invocation; append to the agent system prompt\n // so the autonomous agent can apply_skill on a match. Empty index = no-op.\n const skillsIdx = await getSkillsIndex({ maxChars: 5000 }).catch(() => \"\");\n const skillsSuffix = skillsIdx\n ? \"\\n\\n\" + skillsIdx + \"\\n\\nWhen a request matches a skill above, call apply_skill with that skill name before acting.\"\n : \"\";\n // Unified business context: prepended to every autonomous agent's system prompt so each run\n // knows the company. Cheap single app_config read; empty string on any error = no-op.\n const companyCtx = await getCompanyContextString(2000).catch(() => \"\");\n try {\n const r = await sqlite.execute(\n \"SELECT id, agent_id, input FROM agent_runs WHERE status = 'pending' ORDER BY started_at ASC LIMIT ?\",\n [limit],\n );\n rows = (r.rows || []) as any[];\n } catch {\n return { processed, failed };\n }\n\n for (const row of rows) {\n const runId = String(row[0]);\n const agentId = String(row[1]);\n const input = row[2] ? String(row[2]) : \"\";\n await sqlite.execute(\"UPDATE agent_runs SET status='running' WHERE id=?\", [runId]).catch(() => {});\n // Part 14.2: structured execution trace (TraceStep[]) — hoisted so a partial trace can be\n // persisted in the catch block on failure. Reset per run.\n const trace: any[] = [];\n try {\n const agent = await getAgent(agentId);\n const llmConfig = await getLLMConfig();\n if (!(llmConfig as any).api_key) throw new Error(\"No LLM API key configured\");\n\n const systemPrompt =\n (companyCtx ? companyCtx + \"\\n\\n---\\n\\n\" : \"\") +\n (agent?.system_prompt || \"You are an autonomous marketing & sales agent.\") + ENGINE_SYSTEM_SUFFIX + skillsSuffix;\n const messages: any[] = [{\n role: \"user\",\n content: input || `Run agent \"${agent?.name || agentId}\". Decide and prepare the next best action toward its goal.`,\n }];\n\n const tools = buildTools();\n let llm = await callLLM(llmConfig, messages, { systemPrompt, tools, maxTokens: 2048 });\n const actionLog: string[] = [];\n let rounds = 0;\n while (llm.tool_calls && llm.tool_calls.length > 0 && rounds < 4) {\n rounds++;\n trace.push({ t: \"round\", n: rounds, ts: new Date().toISOString() });\n messages.push({ role: \"assistant\", content: llm.content || \"\", tool_calls: llm.tool_calls });\n for (const tc of llm.tool_calls) {\n let args: Record = {};\n try {\n args = typeof tc.function.arguments === \"string\"\n ? JSON.parse(tc.function.arguments)\n : (tc.function.arguments || {});\n } catch { args = {}; }\n const toolStart = performance.now();\n const res = await executeTool(tc.function.name, args, llmConfig);\n const ms = Math.round(performance.now() - toolStart);\n actionLog.push(`${tc.function.name}: ${res}`);\n trace.push({\n t: \"tool\",\n name: tc.function.name,\n args_preview: JSON.stringify(args).slice(0, 300),\n result_preview: String(res).slice(0, 300),\n ok: true,\n ms,\n ts: new Date().toISOString(),\n });\n messages.push({ role: \"tool\", tool_call_id: tc.id, content: res });\n }\n llm = await callLLM(llmConfig, messages, { systemPrompt, tools, maxTokens: 2048 });\n }\n\n const output = ((llm.content || \"\") + (actionLog.length ? \"\\n\\n[actions]\\n\" + actionLog.join(\"\\n\") : \"\")).slice(0, 8000);\n trace.push({ t: \"message\", role: \"assistant\", preview: String(output).slice(0, 300), ts: new Date().toISOString() });\n await sqlite.execute(\n \"UPDATE agent_runs SET status='completed', finished_at=datetime('now'), output=?, trace=? WHERE id=?\",\n [output, JSON.stringify(trace), runId],\n );\n processed++;\n // Fire-and-forget: distill durable business facts from this completed run into memory.\n captureMemoryFromConversation([\n { role: \"user\", content: messages[0]?.content || input },\n { role: \"assistant\", content: llm.content || output },\n ]).catch(() => {});\n } catch (e: any) {\n failed++;\n // Part 14.2: persist the partial trace captured before the failure.\n await sqlite.execute(\n \"UPDATE agent_runs SET status='failed', finished_at=datetime('now'), error=?, trace=? WHERE id=?\",\n [String(e?.message || e), JSON.stringify(trace), runId],\n ).catch(() => {});\n }\n }\n return { processed, failed };\n}\n\n// val.town interval-val entrypoint.\nexport default async function (): Promise {\n const result = await processPendingRuns(3);\n console.log(`[cron] agent runs processed=${result.processed} 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State (enabled/pinned/custom) lives in the\n// 'skills' DB table; this module is the immutable builtin content.\nimport { SKILLS_PART_1 } from \"./catalog/part_1.ts\";\nimport { SKILLS_PART_2 } from \"./catalog/part_2.ts\";\nimport { SKILLS_PART_3 } from \"./catalog/part_3.ts\";\nimport { SKILLS_PART_4 } from \"./catalog/part_4.ts\";\nimport { SKILLS_PART_5 } from \"./catalog/part_5.ts\";\nimport { SKILLS_PART_6 } from \"./catalog/part_6.ts\";\nimport { SKILLS_PART_7 } from \"./catalog/part_7.ts\";\nimport { SKILLS_PART_8 } from \"./catalog/part_8.ts\";\nimport { SKILLS_PART_9 } from \"./catalog/part_9.ts\";\nimport { REFS_PART_1 } from \"./refs/ref_1.ts\";\nimport { REFS_PART_2 } from \"./refs/ref_2.ts\";\nimport { REFS_PART_3 } from \"./refs/ref_3.ts\";\nimport { REFS_PART_4 } from \"./refs/ref_4.ts\";\nimport { REFS_PART_5 } from \"./refs/ref_5.ts\";\nimport { REFS_PART_6 } from \"./refs/ref_6.ts\";\nimport { REFS_PART_7 } from \"./refs/ref_7.ts\";\nimport { REFS_PART_8 } from \"./refs/ref_8.ts\";\nimport { REFS_PART_9 } from \"./refs/ref_9.ts\";\nimport { REFS_PART_10 } from \"./refs/ref_10.ts\";\nimport { REFS_PART_11 } from \"./refs/ref_11.ts\";\nimport { REFS_PART_12 } from \"./refs/ref_12.ts\";\nimport { REFS_PART_13 } from \"./refs/ref_13.ts\";\nimport { REFS_PART_14 } from \"./refs/ref_14.ts\";\nimport { REFS_PART_15 } from \"./refs/ref_15.ts\";\nimport { REFS_PART_16 } from \"./refs/ref_16.ts\";\n\nexport interface SkillDef { name: string; category: string; description: string; version: string; body: string }\nexport interface SkillRef { skill: string; ref: string; body: string }\n\nexport const BUILTIN_SKILLS: SkillDef[] = [...SKILLS_PART_1, ...SKILLS_PART_2, ...SKILLS_PART_3, ...SKILLS_PART_4, ...SKILLS_PART_5, ...SKILLS_PART_6, ...SKILLS_PART_7, ...SKILLS_PART_8, ...SKILLS_PART_9];\nconst REFS: SkillRef[] = [...REFS_PART_1, ...REFS_PART_2, ...REFS_PART_3, ...REFS_PART_4, ...REFS_PART_5, ...REFS_PART_6, ...REFS_PART_7, ...REFS_PART_8, ...REFS_PART_9, ...REFS_PART_10, ...REFS_PART_11, ...REFS_PART_12, ...REFS_PART_13, ...REFS_PART_14, ...REFS_PART_15, ...REFS_PART_16];\n\nconst BY_NAME = new Map(BUILTIN_SKILLS.map((s) => [s.name, s]));\n\nexport function getSkillDef(name: string): SkillDef | undefined { return BY_NAME.get(name); }\nexport function getSkillBody(name: string): string | null { return BY_NAME.get(name)?.body ?? null; }\nexport function listReferences(name: string): string[] { return REFS.filter((r) => r.skill === name).map((r) => r.ref); }\nexport function getReference(name: string, ref: string): string | null {\n const hit = REFS.find((r) => r.skill === name && r.ref === ref);\n return hit ? hit.body : null;\n}\n",[],[362,588],"ff025a0e-5d6d-11f1-b895-1607ee4eb77e","ref_9.ts","ff025aea-5d6d-11f1-b895-1607ee4eb77e","c9768083-9936-4697-a4d4-80b7978fe701",668,["D",1780286243627],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_9: SkillRef[] = [\n {\"skill\":\"marketing-plan\",\"ref\":\"example-quietude\",\"body\":\"# Example — Quietude Marketing Plan v1\\n\\n**This is the canonical reference example for the `/marketing-plan` skill.** It's based on a real fCMO engagement for a hybrid hardware-and-software wellness platform. **Names, domains, and identifying details have been changed** — the client is called \\\"Quietude\\\" here, and the team members have been renamed (Alex / Sam / Casey / Devon). The funnel numbers, budget, and structural lessons preserve the shape of the original engagement so the example retains its teaching value.\\n\\nUse this as the \\\"what good looks like\\\" reference when drafting a new plan. The structure, tone, depth, and operational specificity are the bar to clear.\\n\\n**Quietude's archetype:** Hybrid hardware + software with deep-tech / clinical credibility layer. See `references/client-types.md` for archetype patterns.\\n\\n**Funding-stage context:** Pre-seed-close (mid-raise on $3M seed). Tier 1 per `references/funding-stage-unlocks.md`. $0 paid budget; organic + lifecycle + ambassador only.\\n\\n**What was strong about this plan:**\\n- Strategic frame (Section 2) leaned on the founder's own meditation-vs-regulation framing as the content pillar\\n- Current state (Section 3) included the 17-section audit rubric scored against existing materials (no formal audit run)\\n- 90-day roadmap (Section 9) had owner-assigned moves, not just actions\\n- Ops stack (Section 11) included a concrete operational proof-point (Customer.io MCP used live by non-technical founder on the kickoff call)\\n- Tactical idea bank (Section 12) cross-referenced all 139 marketing-ideas to AARRR + Quietude-specific status, including 23 explicit skips with rationale\\n\\n---\\n\\n# Quietude — Marketing Plan v1\\n\\n**Prepared by:** Casey Reed (fCMO)\\n**For:** Alex, Sam, and the Quietude team\\n**Date:** 2026-05-27\\n**Status:** Draft v1 — for team review\\n\\n## 1. Executive summary\\n\\nQuietude has built something rare: a clinically validated, brand-coherent, founder-led product in a category that doesn't yet have a name. The opportunity in the next twelve months is not to invent a marketing engine from scratch — it's to **convert the existing organic gravity into a measurable, repeatable funnel**, then layer paid acquisition on top of that funnel once the seed round closes.\\n\\n**Three big bets, ranked by leverage:**\\n\\n1. **Fix the leak before pouring water in.** The Day 1 → Day 35 funnel shape (1.34% → 5.46%) tells us the product converts given time and contact. What it's missing is a working first-session moment (the headphone gate is killing conversion) and a lifecycle layer to deliver the contact. These two pieces — onboarding rebuild and Customer.io flows shipped — are the unlock for everything else.\\n2. **Compound the moats Quietude already has.** Peer-reviewed clinical study, longevity-influencer PR, 15K live event participants, Alex's founder voice — these are link generators, content pillars, and credibility anchors that most wellness brands would kill for. They're under-leveraged. SEO, content, and App Store optimization translate them into search and discovery surface area.\\n3. **Build the founder-and-fCMO operating system that lets a 4-person team market like a 20-person one.** This is what makes the plan actually executable at Quietude's team size and burn rate — agentic tooling on top of Customer.io, Shopify, App Store, Stripe, GitHub, and the marketing skill library means we ship without hiring.\\n\\n**What twelve months looks like, plausibly:**\\n\\n- App goes from beta to GA. Onboarding converts at meaningful lift over today's baseline.\\n- 4 SEO content pillars staked, with Pillar 1 (Nervous System Regulation) and Pillar 2 (Sleep + Eye Mask) ranking on Tier-1 keywords.\\n- Full lifecycle live in Customer.io: onboarding, lapsed re-engagement, hardware post-purchase, subscription-center opt-ins.\\n- Ambassador program live with 15–25 active hosts. First Quietude Guides cert pilot run.\\n- Eye mask wedge selling at scale via Shopify with a clean hardware → app activation path. Blended CAC measured and tracked.\\n- Paid acquisition firing post-seed-close at $5–10K/mo initial test budget, scaling to $20–50K/mo if unit economics validate.\\n- Series A narrative writes itself: clinical evidence + activation lift + lifecycle compounding + first B2B install reference cases.\\n\\n**The 90-day priorities** (which the rest of this doc operationalizes):\\n\\n1. Kill the headphones gate. Ship the bedrock fix this week.\\n2. Run the three-variant onboarding test. Find the activation winner.\\n3. Ship Customer.io Flows 6 (eye mask post-purchase) and 4 (lapsed user) — hold Flow 2 (onboarding) until app UI stabilizes.\\n4. Rewrite the App Store listing in Quietude's brand voice. Highest-leverage non-site asset right now.\\n5. Stake the SEO foundation: consolidate to `quietude.app`, publish Pillar 1 hub + 3 spokes, publish the peer-reviewed psychophysiology study landing page.\\n6. Launch the ambassador program with the ~5 inbound waiting.\\n\\nEverything else compounds on top of those six.\\n\\n---\\n\\n## 2. Strategic frame\\n\\nThis section distills positioning, ICP, and brand voice into what the team needs to keep in mind while executing. Full detail lives in `marketing-os.md`, `icp.md`, and `sound-philosophy.md`.\\n\\n### What Quietude is, in one sentence\\n\\nA nervous system intelligence platform — clinically validated spatial audio + AI reflection companion (Mira) + hardware + venue installations + practitioner network. *\\\"We start with sound. We expand to every sense. We end with cities.\\\"*\\n\\n### The category we're claiming (and defending)\\n\\nQuietude doesn't fit the meditation app category, the focus audio category, or the sleep tech category. The brand makes a stronger claim: **bottom-up nervous system regulation through spatial audio**, with clinical evidence as proof and somatic credibility as defense.\\n\\nThe category-defining frame, per Alex (2026-05-19): **Meditation is top-down. Quietude is bottom-up.** Meditation uses the mind to command the body — mental kung fu that fails the very people most likely to need help, because the prefrontal cortex is offline when stressed. Quietude enters through the brainstem, before the thinking mind. The body responds before it has to try. (Full content-pillar treatment in `meditation-vs-regulation.md`.)\\n\\nThis is the single most important strategic message. It belongs in App Store copy, onboarding, lifecycle email, SEO content, ambassador talking points, and the seed deck.\\n\\n### Who we're for (D2C ICP, distilled)\\n\\nOverstimulated high-achieving professionals, 25–45, urban (Bay Area, NYC, London, Berlin, Austin). Tech workers, founders, creators, academics, designers, consultants. Often neurodivergent (ADHD, HSP, gifted). Sophisticated wellness buyers — already invested heavily in their inner life.\\n\\n**Their stated problem:** *\\\"I can't shut my brain off. I've tried meditation apps. They don't work.\\\"*\\n\\n**Their real problem:** Overstimulation, not under-motivation. Their gift (quick thinking) became a curse. They need permission to stop optimizing — including their rest.\\n\\n**What they're actually buying:** the *feeling* of stability, sensory indulgence, beautiful rituals, effortless effectiveness, a luxurious shortcut to the genius they can't access in chaos.\\n\\n### The business model logic (per seed deck)\\n\\n**B2B seeds the market. D2C harvests.** A venue install puts Quietude in front of ~20K people/year at ~$17K cost → 5% convert to subs → ~$430K/year per venue. Six compound channels (referral, Guides, content, home hosting, PR, community) make CAC approach zero by Year 3. Year 5: 75% of new subs come from near-zero-cost channels.\\n\\n**fCMO scope per kickoff: D2C-led.** Alex owns B2B sales through events/network/founder credibility. The fCMO leverage is on the app/hardware D2C side. This plan reflects that split — B2B is acknowledged as the harvest engine but not treated as primary work surface.\\n\\n### Brand voice (the non-negotiable)\\n\\nPer Marketing OS:\\n- **Tone.** Authoritative yet accessible. Intimate yet professional. Revolutionary yet grounded. Authority comes from lived experience, not explanation.\\n- **Speak from the body, not the mind.** Every sentence restores somatic safety and orientation. Language opens space rather than closing meaning.\\n- **YES vocabulary:** Aliveness, inner life, nervous system, spatial sound, resonance, somatic safety, embodied clarity, natural rhythm, orientation, initiation, truth-telling.\\n- **NO vocabulary:** Zen, chill, vibes, \\\"high-vibe,\\\" spiritual bypass, meditation clichés, didactic/explainer language, \\\"let me explain why this works.\\\"\\n- **Core method: Initiatory Reflection.** Writing's purpose isn't to explain or convince — it's to shift the reader's internal state. The result should be *\\\"something in me moved,\\\"* not *\\\"I understand this concept.\\\"*\\n- **CTA rule:** Never pressure. \\\"We do not remind. We invite.\\\"\\n\\nThis rule constrains every piece of copy across every AARRR stage. When in doubt: rewrite from the body.\\n\\n---\\n\\n## 3. Current state\\n\\nThis is what we're starting from — team, budget, what's already in motion, what's stuck, scored against the CF Marketing Audit 17-section rubric.\\n\\n### Team composition (marketing surface area)\\n\\n| Person | Role | Marketing surface area |\\n|---|---|---|\\n| **Alex** | Co-founder, CEO | Owns: personal LinkedIn, live events, B2B sales, founder narrative, investor relations, brand voice authorship |\\n| **Sam** | Co-founder, CXO | Owns: clinical/somatic credibility, brand-voice stewardship, somatic angle on copy review, practitioner network |\\n| **Devon** | Lead Dev | Owns: product/UI build, instrumentation, Customer.io event wiring, App Store deployment |\\n| **Ed Dorsey** | Design Advisor | Advisory cadence (ex-Apple/Airbnb/Strava) |\\n| **Emily Babich** | Creative Strategy | Advisory cadence |\\n| **Matt Mikkelsen** | Field Recording | Audio library, not marketing |\\n| **Casey Reed** | fCMO | Strategy, lifecycle, SEO, onboarding tests, content, ambassador program, ops stack |\\n\\n**No dedicated marketing hire yet.** First hire likely post-seed close (Q3 2026 candidate): a lifecycle + content marketing manager who owns Customer.io, SEO content production, and ambassador operations day-to-day.\\n\\n### Marketing budget (current)\\n\\n- **Paid acquisition:** $0. Confirmed by Alex, 2026-05-20: *\\\"D2C UA so far: My personal LinkedIn posts, live Quietude events, organic word of mouth, and organic app store discovery.\\\"* No paid layer.\\n- **Tooling stack:** Customer.io subscription, Shopify (eye mask storefront), App Store Connect, GA4 (or pending), Stripe, Notion, Dub.co (ambassador attribution). Estimate ~$500–1,500/mo combined.\\n- **fCMO retainer:** Casey Reed engagement.\\n- **PR:** No paid PR. Organic longevity-influencer tailwind, consumer-tech angels + foundation-model lab network.\\n\\n**Implication:** The 90-day plan must produce gains without any paid lever pulled. Everything in the next 12 weeks is organic, lifecycle, or product-level. Paid is a Q2–Q3 unlock.\\n\\n### What's already done (acknowledge, then build on)\\n\\n| Asset | Status | Marketing leverage |\\n|---|---|---|\\n| Peer-reviewed peer-reviewed psychophysiology study (2025) | Published | Anchor of clinical authority. Most undermarketed asset Quietude owns. |\\n| longevity-influencer eye-mask endorsement | Live, generating Shopify sales | Press hook. Underused for landing-page social proof. |\\n| consumer-tech angels + foundation-model lab investment | Closed | Investor PR opportunity. \\\"Why I invested\\\" Substack/Medium pieces. |\\n| 15K+ live event participants over a decade | Real | Email list potential, ambassador pool, testimonial bank, B2B reference. |\\n| Quietude eye mask (5K in stock) | Selling | The wedge product. Hardware → app activation path. |\\n| 38% 12-month retention (vs. category avg 20%) | Real | Headline metric. Belongs everywhere. |\\n| Customer.io + Shopify integration | Wired | The lifecycle infrastructure exists. Flows just need to ship. |\\n| 4 GitHub repos for context + product | Set up | `quietude-context` (shared brain), `quietude-promo`, `quietude-app` (app), `mira` (AI), `quietude-api` |\\n| Alex's Sound Philosophy doc | Working doc | Linkable position paper once polished and published. |\\n| ~5 inbound ambassadors waiting | Inbound | Referral program ready to launch — no demand-gen needed for v1. |\\n| Aurora B2B install (~€250K, July deadline) | In-flight | First flagship venue. Reference case once installed. |\\n| Notion Knowledge Directory | Live | Internal context. |\\n| Customer.io MCP (Claude integration) | Validated on kickoff | Non-technical team can ship flows independently. |\\n\\n### What's in-flight (drafted but not shipped)\\n\\n| Item | Status | Blocker |\\n|---|---|---|\\n| Flow 2 — App Onboarding (8 emails / 14 days) | Draft | App UI in flux; copy references screens that may change |\\n| Flow 4 — Lapsed User Re-engagement (5 emails / 38 days) | Draft | None — ship-ready |\\n| Flow 6 — Eye Mask Post-Purchase | Draft | None — ship-ready |\\n| Onboarding rebuild (3-variant test plan) | Strategy doc done | Eng scoping + headphone-gate removal |\\n| SEO 90-day plan + keyword research | Done | Awaiting domain consolidation decision + content production start |\\n\\n### What's stuck (and needs to unstick this quarter)\\n\\n| Issue | Cost of inaction | Action |\\n|---|---|---|\\n| Headphones hard-gate in onboarding | Confirmed conversion drop post-launch | Kill this week (bedrock fix) |\\n| 4 domains unconsolidated (quietude.app, quietude.space, quietude.audio, quietude.center) | SEO authority fragmenting, transactional email confusion | Consolidate to `quietude.app` per SEO data |\\n| App Store listing copy not in brand voice | Highest-traffic Quietude surface; off-brand experience for arriving users | Rewrite in voice (Pillar 1) |\\n| Domain consolidation requires 301 plan + email sender migration | Risk of traffic loss if mishandled | Plan in weeks 1–2, execute weeks 3–4 |\\n| `quietude-promo` repo hasn't shipped since March 2026 | Marketing site is stale | Confirm whether it's live; rewrite or replace |\\n| 29% monthly App Store churn vs. 38% 12-month retention claim | Metric definition mismatch confusing the team | Reconcile with Devon + Customer.io data |\\n| Mira post-session reflection scope unknown | Blocks Variant B and Variant C onboarding tests | Resolve with Devon |\\n\\n### Audit rubric snapshot (17-section)\\n\\nScored 0–5 from materials, using the embedded rubric in `references/current-state-rubric.md`. Marked \\\"scored from materials\\\" rather than \\\"formal audit\\\" — Alex can push back on any score where they have better data.\\n\\n| # | Section | Score | Note |\\n|---|---|---|---|\\n| 1 | Positioning | **4** | Clear, original category claim. The bottom-up frame is the strongest piece. Needs broader external articulation. |\\n| 2 | Customer research | **4** | Deep founder-led research, decade of live participants. Could be more systematically captured. |\\n| 3 | Homepage | **2** | `quietude-promo` hasn't shipped since March. Off-brand voice in places. |\\n| 4 | Sales / product pages | **2** | Eye mask page exists on Shopify but isn't optimized for SEO or sales narrative. No app-product landing page in brand voice. |\\n| 5 | Conversion pages | **2** | `/partner` exists on `quietude.app`. No `/science`, `/eye-mask`, `/ambassadors`, `/guides` pages live. |\\n| 6 | Competitor comparison | **1** | Nothing exists. Big SEO + sales opportunity (own \\\"Quietude vs. Calm/Headspace/Brain.fm/Endel\\\" SERPs). |\\n| 7 | Resources / content | **1** | Sound Philosophy not yet public. peer-reviewed psychophysiology study not yet on a dedicated page. No blog. |\\n| 8 | Onboarding | **2** | Headphones gate killing conversion. Hold-and-fix project this quarter. |\\n| 9 | Email lifecycle | **1** | All three flows drafted, none live. Ship-order set. |\\n| 10 | Sales material | **3** | Seed deck is strong (investor-facing). B2B sales material more founder-led than asset-led. |\\n| 11 | Messaging | **5** | Alex + Sam have authored the most distinctive brand voice in the wellness category. This is a moat. |\\n| 12 | Pricing | **3** | $30/mo app, $45 eye mask, $7,500 speakers, $50–200K B2B. Hasn't been pressure-tested for D2C conversion lift. |\\n| 13 | CRO | **2** | App Store conversion rate trackable but no A/B history. Headphones gate is the obvious first test removal. |\\n| 14 | GTM / launches | **2** | App in throttled beta. Major launches (eye mask, Mira public) haven't had structured GTM. |\\n| 15 | Ads | **0** | No paid layer. Reflects the current organic strategy — not a weakness, but the budget unlock means this will move. |\\n| 16 | SEO | **1** | Current state: 7 organic visits/mo. Plan exists; execution not yet started. |\\n| 17 | Internationalization | **1** | Finland HQ + global ICP, but EN-only and US-centric copy. Defer until Q4+. |\\n\\n**Total: 36 / 85 (42%).** The shape matters more than the score: high in Positioning + Messaging + Customer research, low in Conversion pages + Email lifecycle + SEO + Resources + Ads. That's the gap this plan closes.\\n\\n---\\n\\n## 4. Acquisition\\n\\n> *\\\"How do strangers become aware of Quietude?\\\"*\\n\\n### Current state\\n\\n100% organic. Four real channels: Alex's personal LinkedIn, live Quietude events, organic word of mouth, organic App Store discovery. Plus passive PR drag from longevity-influencer endorsement + clinical study.\\n\\nThis is good news, not bad. Every dollar of revenue earned to date has been earned without paid acquisition. The bar to exceed it isn't high; the upside on top of an organic base is significant.\\n\\n### The plan\\n\\n**Channel 1 — SEO (primary 90-day investment).**\\nThe full 90-day plan lives in `seo/plan.md`. Summary: consolidate to `quietude.app`, target three asymmetric clusters (nervous-system regulation KD 14–32, weighted/blackout sleep mask KD 6–30, WELL + social-wellness-club B2B KD 5–34), publish 4 content pillars. 90-day target: 500–1,500 organic visits/mo, 80+ ranking keywords. 12-month target: 10,000/mo, 1,000+ keywords.\\n\\n**Channel 2 — App Store optimization (highest-leverage non-site asset).**\\nThe App Store listing is currently the most-visited Quietude URL by Apple's algorithm. Fixing the copy is higher-leverage this quarter than fixing the marketing site. Rewrite in brand voice. Add the meditation-vs-regulation framing. Lead with the clinical anchor. Test screenshot variations.\\n\\n**Channel 3 — Alex's LinkedIn (productize the channel).**\\nToday it's ad-hoc founder posting. The next move is structured: a 2–3x/week cadence, post categories that map to the content pillars (nervous system, sound science, founder journey, clinical evidence, behind-the-scenes), trackable links via Dub, follower → email subscriber → app install funnel measured. This is Alex's voice — the channel only works if he's the one writing. fCMO + Typefully scheduling makes the cadence sustainable.\\n\\n**Channel 4 — PR amplification.**\\nlongevity-influencer tailwind is real but underused on owned surfaces. Add a `/notable-users` or `/in-the-press` page. Pitch the peer-reviewed psychophysiology study to 5 outlets (wellness press: Well+Good, MindBodyGreen; tech-adjacent: Wired with the longevity-influencer hook; mainstream: Outside, Forbes Wellness). HARO/Help-A-B2B-Writer responses citing Quietude's data. Investor PR moments (\\\"Why I invested in Quietude\\\" Substack pieces from consumer-tech angels — push for these with backlinks).\\n\\n**Channel 5 — Event-to-app instrumentation.**\\nLive events are the highest-converting ICP exposure Quietude has (15K+ participants, decade of trust). They're un-instrumented. Add: per-event QR code → app install + email capture, post-event lifecycle (Customer.io Flow 7?), event ROI tracking. Goal: turn an event from a one-night conversion moment into a 30-day funnel.\\n\\n**Channel 6 — Eye mask wedge (consumer entry product).**\\n5K masks in stock. Shopify storefront exists but isn't optimized. Improvements: SEO-optimize the product page (target \\\"weighted sleep mask,\\\" \\\"blackout sleep mask,\\\" \\\"silk sleep mask\\\"), add reviews via Judge.me (per kickoff decision), 30-day return policy (US-market expectation, per kickoff), build the listicle (\\\"Quietude vs. Manta vs. Nodpod vs. Lumon\\\"). Consider Amazon listing as a v2 distribution play.\\n\\n**Channel 7 — B2B venue installs (kept lean per kickoff).**\\nAlex owns this. Marketing supports with: case studies after each install, `/partner` page rewrite in voice (already exists on quietude.app), Pillar 4 content (\\\"The Missing Sound Feature in WELL\\\"), reciprocal links from partner venues baked into contracts.\\n\\n**Channel 8 — Paid layer (unlocked post-seed close).**\\nHeld until seed funding lands. Initial test budget: $5–10K/mo split across Apple Search Ads (highest-intent for App Store), Meta (Instagram + Facebook for eye mask), LinkedIn (B2B venue buyers). Don't fire until: (a) onboarding bedrock fix is shipped, (b) Flow 6 is live, (c) at least one Pillar landing page is in voice. Paid amplifies what already works — premature paid amplifies what's broken.\\n\\n### 90-day acquisition moves\\n\\n- Weeks 1–2: Domain consolidation decision + 301 plan. App Store listing rewrite first pass.\\n- Weeks 3–4: Domain 301s executed. GSC migration. SEO Pillar 1 hub drafted.\\n- Weeks 5–8: Pillar 1 hub + 3 spokes published. Pillar 2 (Eye Mask) hub + listicle published. Alex's LinkedIn cadence operationalized via Typefully. peer-reviewed psychophysiology study lands on dedicated `/science` page.\\n- Weeks 9–12: Pillar 4 (WELL/B2B) cornerstone published. Sound Philosophy goes public at `/research/sound-philosophy`. First PR push: pitch study + longevity-influencer hook to 5 outlets.\\n\\n### 12-month acquisition outlook\\n\\n- Q1 (Months 1–3): Foundation. SEO pillars staked. App Store rewrite shipped. LinkedIn cadence stable. PR push launched.\\n- Q2 (Months 4–6, post-seed close): Paid acquisition pilot at $5–10K/mo. SEO compounding — Pillar 1 ranking. First B2B install reference case live.\\n- Q3 (Months 7–9): Paid scales to $20–30K/mo if unit economics hold. All four pillars producing. App GA — new GTM moment.\\n- Q4 (Months 10–12): Compound channels live. 50+ pieces of pillar content. First Quietude Guides program pilot creating local SEO + earned media.\\n\\n### Skills + tools\\n\\n- **Skills:** `seo-audit`, `ai-seo`, `programmatic-seo`, `schema`, `content-strategy`, `competitors`, `launch`, `ads`, `ad-creative`, `social`, `typefully`, `analytics`, `copywriting`, `marketing-website-design`, `free-tools`\\n- **MCPs / APIs:** Ahrefs API, DataForSEO API, Typefully MCP (LinkedIn scheduling), GA4 MCP (when wired), GitHub MCP (`quietude-promo` repo work), Notion (knowledge directory), Stripe MCP (LTV / paid-CAC math), `agent-browser` (LinkedIn drafting + testing), `defuddle` (research)\\n\\n---\\n\\n## 5. Activation\\n\\n> *\\\"Once someone tries Quietude, do they have an experience that converts?\\\"*\\n\\n### Current state\\n\\nDay 1 → paid: **1.34%**. Day 7 → paid: **3.73%**. Day 35 → paid: **5.46%**. *The funnel shape is the signal.* The ~4× lift over 35 days means the product converts given time and contact — both of which the current onboarding undermines and the lifecycle layer doesn't yet provide.\\n\\nCaveats: app is in throttled beta. Metrics are noisy. Don't optimize against absolutes; optimize against funnel *shape* and *cohort comparison*.\\n\\n### The plan\\n\\n**Move 1 — Kill the headphones hard-gate (bedrock fix, this week).**\\nConfirmed conversion drop after the gate shipped. The fix isn't better copy on the gate — it's removing the gate. Replace with passive headphone detection + soft single-line nudge. No regret change. Full reasoning in `onboarding-recommendation.md`.\\n\\n**Move 2 — Run the three-variant onboarding test.**\\nThree variants, each a pure expression of one belief about what drives activation in this ICP:\\n- **Variant 1 — Trust First.** Bold promise + clinical anchor + testimonial wall + 1-line mechanism. Tests whether the saturated ICP needs framing before they'll invest.\\n- **Variant 2 — Seen First.** Multi-step diagnostic → AI-generated \\\"we see you\\\" summary → personalized session. Tests whether being accurately named is the conversion event.\\n- **Variant 3 — Felt First.** Audio starts on app open. ~15 words on screen. The session IS the onboarding. Tests whether the product can carry it cold.\\n\\nTest sequence (sequential, ~7 weeks to a winner): bedrock baseline → V3 vs. baseline → winner vs. V1 → winner vs. V2. Full system in `onboarding-recommendation.md`.\\n\\n**Move 3 — App Store listing rewrite.**\\nHighest-leverage non-site asset. Rewrite in brand voice. Lead with meditation-vs-regulation. Screenshot variations to test. This is also an Acquisition move (organic discovery) but it lives here because it's the threshold to the trial.\\n\\n**Move 4 — Customer.io Flow 2 (held until UI stable).**\\nThe 8-email / 14-day onboarding sequence is drafted and on-brand. Holding the ship because the emails reference in-app screens that will change during the onboarding rebuild. Once a winning onboarding variant ships, Flow 2 gets a copy refresh against the final UI and goes live.\\n\\n**Move 5 — Paywall + pricing review (cross-cuts to Revenue).**\\nWhat's the current trial structure? Length, paywall trigger, intro pricing? When the funnel shape is \\\"lift over 35 days,\\\" extending trial may convert better than aggressively gating earlier. To be audited in Q1.\\n\\n### 90-day activation moves\\n\\n- Week 1: Headphones gate removed. Baseline established.\\n- Weeks 2–3: Variant 3 (Felt First) prototyped, instrumented, shipped to a test cohort.\\n- Weeks 4–5: Read Variant 3 vs. baseline. Decide ship/iterate. Begin Variant 1 build.\\n- Weeks 6–7: Variant 1 (Trust First) live.\\n- Weeks 8–9: Read V1 vs. winner. Begin Variant 2 build.\\n- Weeks 10–11: Variant 2 (Seen First) live.\\n- Week 12: Final read. Winning variant scheduled for permanent ship. Flow 2 unblocked.\\n\\n### 12-month activation outlook\\n\\n- Q1: Winning variant identified and shipped.\\n- Q2: Flow 2 ships. Paywall A/B tests start.\\n- Q3: GA launch — onboarding re-validated at higher traffic. Cohort segmentation by acquisition source (Shopify/eye-mask vs. direct vs. ambassador vs. paid) starts to drive variant forks.\\n- Q4: Onboarding is no longer the bottleneck. Focus moves to Activation → Retention transition (sessions 2–7).\\n\\n### Skills + tools\\n\\n- **Skills:** `onboarding`, `signup`, `cro`, `cro`, `paywalls`, `popups`, `copywriting`, `copy-editing`, `copycraft`, `marketing-website-design`, `ab-testing`, `marketing-psychology`\\n- **MCPs / APIs:** App Store Connect (manual + `dev-browser` for screenshot automation), GitHub MCP (`quietude-app` app repo for onboarding code), Figma / Pencil MCP (for onboarding screen design), Customer.io MCP (for any in-app/email coordination), GA4 MCP (activation events)\\n\\n---\\n\\n## 6. Retention\\n\\n> *\\\"Once someone converts, do they stay — and deepen?\\\"*\\n\\n### Current state\\n\\n**Headline metric (per seed deck): 38% 12-month retention** — nearly double the category average (~20%). This is the strongest single retention signal in the deck and one of the most undermarketed claims Quietude owns.\\n\\n**App Store snapshot, 2026-05-16:** 145 paid, 42 churned (~29% monthly churn). Definition mismatch with the 38% claim — to reconcile. Possibly: 38% is annual cohort retention (people who paid month 1 and still pay month 12), 29% is gross monthly churn (people who paid this month who didn't pay next month). Both can be true. Need to clarify which metric is reported externally and which is the actual product health signal.\\n\\n### The plan\\n\\n**Move 1 — Ship Flow 6 first (Eye Mask Post-Purchase).**\\nPer kickoff decision and the onboarding-recommendation doc: this is the ship-ready flow. Hardware-anchored, doesn't reference in-app screens, can ship today. Wires the hardware → app activation path (eye mask buyers should get a free 6-month Premium trial — formalize this as part of the flow).\\n\\n**Move 2 — Ship Flow 4 second (Lapsed User Re-engagement).**\\nFive emails over 38 days. Language is universal — doesn't depend on app UI state. Ship after Flow 6 is live.\\n\\n**Move 3 — Hold Flow 2 (Onboarding).**\\nEight emails over 14 days. Holds until app UI stabilizes post-onboarding-rebuild. Don't ship copy that will need rewriting in 8 weeks.\\n\\n**Move 4 — Customer.io subscription center with opt-in topics.**\\nPer kickoff decision. Topics: events, app updates, somatics & nervous system, eye mask promotions. Users self-segment. Improves deliverability (lower complaint rates) and gives lifecycle a richer segmentation surface.\\n\\n**Move 5 — Mira post-session reflection (when scoped).**\\nMost powerful retention move medium-term. After a session, Mira asks *\\\"What did you notice?\\\"* Optional preset chips + free text. Two payoffs: (a) gives Mira priors for personalization on session 2+, (b) reflection responses become a content + segmentation goldmine for the team. Scope question for Devon — does Mira currently support this, or is it new build?\\n\\n**Move 6 — Hardware → app activation flow.**\\nThe eye-mask-buyer-becomes-Premium-subscriber path is hinted in the seed deck (blended CAC via hardware) but isn't visible in the App Store dashboard. Audit the existing flow: does an eye mask Shopify purchase actually deliver a free Premium code? How is it redeemed? What's the conversion rate? This is foundational to the \\\"B2C wedge\\\" thesis.\\n\\n**Move 7 — Reconcile the retention metric.**\\nWhat's the actual definition of \\\"38% 12-month retention\\\"? Cohort? Plan type (monthly vs. annual)? Survives this even if the answer is uncomfortable — the team and investors need to be talking about the same metric.\\n\\n**Move 8 — Annual plan as default (cross-cuts to Revenue).**\\nIndustry pattern: defaulting to annual reduces churn anxiety and improves LTV. To test in Q2.\\n\\n### 90-day retention moves\\n\\n- Weeks 1–2: Flow 6 (eye mask post-purchase) ships. Address fixes from kickoff review (study link line break, CAN-SPAM footer, founder face-bubble signature, Judge.me reviews).\\n- Weeks 3–4: Flow 4 (lapsed user re-engagement) ships.\\n- Weeks 5–6: Customer.io subscription center built and live.\\n- Weeks 7–8: Hardware → app activation flow audited and documented. Fix any leaks.\\n- Weeks 9–10: Retention metric reconciliation (with Devon).\\n- Weeks 11–12: Win-back campaign for churned cohort — test re-activation copy.\\n\\n### 12-month retention outlook\\n\\n- Q1: Flows 6 + 4 firing. Subscription center live.\\n- Q2: Flow 2 ships (post-onboarding-rebuild). Mira post-session reflection in production. Annual plan default tested.\\n- Q3: GA launch — retention metrics re-baselined at higher volume. Cohort-based lifecycle flows (eye mask vs. direct app install).\\n- Q4: Full lifecycle compound. Retention is no longer a top-three concern — focus moves to Referral and Revenue.\\n\\n### Skills + tools\\n\\n- **Skills:** `emails`, `churn-prevention`, `copywriting`, `copy-editing`, `paywalls`, `ab-testing`\\n- **MCPs / APIs:** **Customer.io MCP** (validated on kickoff — non-technical team can ship flows), Shopify (eye mask buyers as event source), Stripe MCP (subscription state, churn cohort pulls), GA4 MCP (session events, retention curves)\\n\\n---\\n\\n## 7. Referral\\n\\n> *\\\"Do retained users bring more users — and at what cost?\\\"*\\n\\n### Current state\\n\\n~5 inbound ambassadors waiting (per kickoff). Dub.co set up. No formal program yet. WOM happens naturally per Alex's UA breakdown.\\n\\nThis is one of the strongest leading indicators in the business: 5 unaffiliated people have raised their hand asking to bring Quietude to their network *before any program exists*. That signal doesn't show up in apps with weaker product-market fit.\\n\\n### The plan\\n\\n**Move 1 — Launch the ambassador program with the 5 inbound.**\\nTier 1 of the program. Per-ambassador landing pages (e.g., `quietude.app/with/sarah`). Dub.co tracks attribution. Commission structure to determine (per kickoff, $/sub or rev-share TBD). Soft-launch with the 5 — treat as pilot cohort, gather feedback, refine before opening applications.\\n\\n**Move 2 — Build the share-after-shift moment.**\\nThe Mira post-session reflection (see Retention) is the natural moment to surface a share prompt. After a user reports a felt shift, offer: *\\\"Want to share Quietude with someone who needs this?\\\"* Single-line, never pushy. Most powerful WOM mechanism: gift-a-month flow where the recipient gets a discounted or free intro.\\n\\n**Move 3 — Founder amplification (Alex + Sam as ambassador-zero).**\\nAlex mentioning the fCMO engagement in fundraise pitches (permission granted). Reciprocal mentions in fCMO-side content. Sam's clinical network → practitioner ambassador pool.\\n\\n**Move 4 — Quietude Guides cert pilot (long-term, Q3+).**\\nThe Guides program is the Phase-2 referral compound (per seed deck). 500–1,000 Guides across 50+ cities by Y3–5. First cert pilot: 3–5 hosts who run live sessions, get a rev-share + co-marketing. Builds local SEO + earned media + ambassador-of-ambassadors flywheel. Hold until paid + lifecycle are firing — Guides is a multi-quarter build.\\n\\n**Move 5 — Eye mask gifting flow.**\\nHardware referral is rare and powerful. *\\\"Send a friend an Quietude eye mask. They get the mask + a free 3-month Premium. You get a credit toward your next thing.\\\"* Holiday/gifting peak windows are the test.\\n\\n### 90-day referral moves\\n\\n- Weeks 1–4: Ambassador program scoped, commission structure decided, per-ambassador landing page template built, 5 inbound onboarded.\\n- Weeks 5–8: First ambassador-driven sales tracked via Dub. Attribution and payout flow validated.\\n- Weeks 9–12: Open applications for next 10–15 ambassadors. Begin Quietude Guides scoping.\\n\\n### 12-month referral outlook\\n\\n- Q1: Ambassador program live with 5–10 active.\\n- Q2: 15–25 active ambassadors. Share-after-shift moment in production (post-Mira reflection).\\n- Q3: Guides cert pilot launched (3–5 hosts). Eye mask gifting flow live for holiday peak.\\n- Q4: 50+ ambassadors + 5–10 Guides. Referral driving 15–25% of new D2C subs.\\n\\n### Skills + tools\\n\\n- **Skills:** `referrals`, `social`, `copywriting`, `marketing-website-design` (per-ambassador landing pages)\\n- **MCPs / APIs:** Dub.co (attribution — already in stack), Stripe MCP (commission accounting + payouts), GitHub MCP (landing page deployment in `quietude-promo` or new `quietude-ambassadors` repo), Customer.io MCP (ambassador lifecycle: onboarding, monthly performance digest, payout notification)\\n\\n---\\n\\n## 8. Revenue\\n\\n> *\\\"What do we charge, who pays, and how does that compound?\\\"*\\n\\n### Current state\\n\\n| Product | Price | Volume signal |\\n|---|---|---|\\n| Quietude App + Mira | ~$30/mo | 145 paid subs (App Store snapshot 2026-05-16) |\\n| Quietude Eye Mask | ~$45 | 5K in stock, longevity-influencer PR-driven sales |\\n| Quietude Audio (speakers) | ~$7,500 | Niche, founder-led |\\n| Quietude Spaces (B2B install) | $50–200K | Aurora flagship in-flight (~€250K), pipeline of 4 venues |\\n| Quietude Experiences (events) | Varies | 15K+ historical participants |\\n| Quietude Guides | Rev share | Not yet operational |\\n\\n**Revenue to date: ~$500K on ~$250K raised.** Capital-efficient. Hardware + B2B + app subs all contributing.\\n\\n**MRR (App Store snapshot): $592.** Beta-throttled, not steady-state. The implied ~$4/sub/mo against $30/mo list suggests heavy annual plan adoption (which compresses monthly revenue but improves LTV) or significant promotional pricing — to reconcile with Alex.\\n\\n### The plan\\n\\n**Move 1 — Pricing audit.**\\nWhat's actually being charged today? List price, common plan mix, intro pricing, churn-recovery offers? The $4/sub/mo implied math doesn't tell a clean story — need ground truth before recommending changes.\\n\\n**Move 2 — Annual plan as default (test).**\\nIndustry pattern, cross-references to Retention. Test in Q2.\\n\\n**Move 3 — Hardware → app bundling formalized.**\\nPer partner-event-business framing in the seed deck: blended CAC via hardware → app subscription is the play. Today an eye mask buyer gets... what, exactly? Free Premium? Trial code? Audit + formalize. The eye mask is the wedge; the app is the LTV.\\n\\n**Move 4 — Eye mask Shopify storefront optimization.**\\nThe current page underperforms what it could. Add: SEO targeting (\\\"weighted sleep mask,\\\" \\\"blackout sleep mask\\\"), Judge.me reviews (kickoff decision), 30-day return policy (kickoff decision), upsell flow into Premium app.\\n\\n**Move 5 — Consider Amazon listing for eye mask.**\\nAmazon takes margin but is its own discovery engine. Test as v2 distribution if Shopify volume validates.\\n\\n**Move 6 — B2B install case studies + sales material.**\\nAlex owns B2B sales but marketing supports with: post-install case studies (Aurora as the flagship), `/partner` page rewrite in voice, Pillar 4 SEO content. Each B2B install is a ~$430K/year recurring + reference-case multiplier.\\n\\n**Move 7 — Data licensing (long-term, flag for ops stack).**\\nPer seed deck Y10–15 value pool: $100–160M/yr. Not immediate revenue. Belongs in the 24-month strategic agenda. Flag here so we don't lose sight.\\n\\n### 90-day revenue moves\\n\\n- Weeks 1–2: Pricing audit. Reconcile implied vs. listed MRR.\\n- Weeks 3–4: Hardware → app activation flow audited (also Retention move 6).\\n- Weeks 5–8: Eye mask Shopify page rewrite + SEO optimization + Judge.me + return policy. Aurora case study scaffolded for post-install.\\n- Weeks 9–12: Annual plan default test scoped.\\n\\n### 12-month revenue outlook\\n\\n- Q1: Pricing audit closes. Hardware → app activation formalized.\\n- Q2: Annual plan default test live. Eye mask Shopify producing measurable lift.\\n- Q3: B2B install case studies (1–2) published. GA launch + new pricing tier consideration (e.g., a higher-tier Mira-heavy plan?).\\n- Q4: Pricing optimized via test results. Hardware → app blended CAC tracked and reported. First numbers on the data-licensing thesis (still very early).\\n\\n### Skills + tools\\n\\n- **Skills:** `pricing`, `paywalls`, `sales-enablement`, `revops`, `ab-testing`, `copywriting`\\n- **MCPs / APIs:** Stripe MCP (pricing tests, subscription analytics, churn cohort, blended CAC math), Customer.io MCP (paywall-related lifecycle), Shopify (eye mask transactions), GA4 MCP (revenue events), Notion (commercial knowledge directory)\\n\\n---\\n\\n## 9. 90-day roadmap\\n\\nTactical execution layer. Each item is AARRR-tagged so priority is visible.\\n\\n### Weeks 1–2 — Unblock\\n\\n| Move | Stage | Owner |\\n|---|---|---|\\n| Kill the headphones hard-gate | Activation | Casey + Devon |\\n| Domain consolidation decision documented | Acquisition | Casey + Alex |\\n| 301 plan drafted (page-by-page) | Acquisition | Casey |\\n| App Store listing rewrite — first pass | Activation + Acquisition | Casey + Alex + Sam (voice review) |\\n| Flow 6 (eye mask post-purchase) ships | Retention | Casey + Customer.io MCP |\\n| Ambassador program scoping doc | Referral | Casey |\\n| Pricing audit kicked off | Revenue | Casey + Alex |\\n\\n### Weeks 3–4 — Foundation\\n\\n| Move | Stage | Owner |\\n|---|---|---|\\n| Domain consolidation 301s executed | Acquisition | Devon + Casey |\\n| GSC + GA4 stood up on `quietude.app` | Acquisition | Casey |\\n| SEO Pillar 1 hub drafted (Nervous System Regulation) | Acquisition | Casey |\\n| `/science` hub built with peer-reviewed psychophysiology study | Acquisition + brand | Casey + Sam |\\n| Variant 3 (Felt First) onboarding prototyped + tested | Activation | Casey + Devon |\\n| Flow 4 (lapsed user) ships | Retention | Casey |\\n| Ambassador program: 5 inbound onboarded | Referral | Casey |\\n| Hardware → app activation flow audited | Retention + Revenue | Casey + Devon |\\n| App Store listing rewrite — final + ship | Activation + Acquisition | Alex + Sam + Casey |\\n\\n### Weeks 5–8 — Velocity\\n\\n| Move | Stage | Owner |\\n|---|---|---|\\n| Pillar 1 hub + 3 spokes published | Acquisition | Casey |\\n| Pillar 2 hub (Eye Mask) + listicle published | Acquisition | Casey |\\n| Alex's LinkedIn cadence operationalized (Typefully) | Acquisition | Alex + Casey |\\n| First PR push: study + longevity-influencer hook to 5 outlets | Acquisition | Casey + Alex |\\n| Variant 3 read; ship or iterate | Activation | Casey |\\n| Variant 1 (Trust First) prototyped + tested | Activation | Casey + Devon |\\n| Customer.io subscription center built | Retention | Casey |\\n| Eye mask Shopify storefront rewrite (SEO + reviews + return) | Acquisition + Revenue | Casey + Alex |\\n| First ambassador attribution verified via Dub | Referral | Casey |\\n\\n### Weeks 9–12 — Compound\\n\\n| Move | Stage | Owner |\\n|---|---|---|\\n| Pillar 4 (WELL/B2B) cornerstone published | Acquisition | Casey |\\n| 3 more Pillar 1 spokes published | Acquisition | Casey |\\n| Sound Philosophy published at `/research/sound-philosophy` | Acquisition + brand | Alex + Casey |\\n| Variant 1 read; begin Variant 2 (Seen First) build (Mira-dependent) | Activation | Casey + Devon |\\n| Win-back campaign for churned cohort | Retention | Casey |\\n| Annual plan default test scoped | Revenue | Casey + Alex |\\n| Open ambassador applications for next 10–15 | Referral | Casey |\\n| 90-day review + Q2 plan recalibration | Cross-cutting | Casey + Alex |\\n\\n---\\n\\n## 10. 12-month outlook\\n\\nQuarterly milestones with funding-stage capability unlocks named explicitly.\\n\\n### Q1 — Months 1–3 (Jun–Aug 2026)\\n\\n**Funding state:** Pre-seed-close. Paid budget = $0. fCMO + founder-led + tool costs only.\\n\\n**Focus:** Foundation. Plug the leaks. Stake the SEO ground. Get lifecycle firing.\\n\\n**Outcomes by end of Q1:**\\n- Headphones gate gone; onboarding winner identified\\n- All four SEO pillars seeded (hub + first spokes)\\n- Lifecycle Flows 4 + 6 live\\n- App Store listing in brand voice\\n- 5 ambassadors active\\n- Pricing audit closed\\n- Domain consolidated\\n\\n**KPI targets:** Onboarding Day 1 → paid lift of 25–50%. Organic traffic 500–1,500/mo. App Store conversion rate +20%.\\n\\n### Q2 — Months 4–6 (Sep–Nov 2026)\\n\\n**Funding state:** Seed close (~Q3 2026 target). First paid budget unlock: $5–10K/mo test.\\n\\n**Focus:** Validate paid. Scale winning onboarding. Add Flow 2.\\n\\n**Outcomes by end of Q2:**\\n- Paid acquisition firing on Apple Search Ads + Meta\\n- Onboarding winner permanently shipped\\n- Flow 2 (onboarding emails) shipped\\n- Mira post-session reflection in production\\n- 15–25 ambassadors active\\n- First B2B install reference case (Aurora) published\\n- Annual plan default tested\\n\\n**KPI targets:** Paid CAC < $50 blended. Organic traffic 1,500–3,500/mo. Retention curves visibly improving.\\n\\n### Q3 — Months 7–9 (Dec 2026–Feb 2027)\\n\\n**Funding state:** Seed deployment. Paid scales to $20–50K/mo if unit economics hold. First marketing hire (lifecycle + content manager).\\n\\n**Focus:** Scale + diversify. App GA. B2B reference cases compound.\\n\\n**Outcomes by end of Q3:**\\n- App GA launched with new GTM moment (PR + ad creative refresh + Pillar 3 spatial-audio-science content cycle)\\n- First Quietude Guides cert pilot (3–5 hosts)\\n- All four pillars producing weekly content\\n- Eye mask gifting flow live for holiday peak\\n- New marketing hire onboarded\\n\\n**KPI targets:** Paid + organic blended CAC stabilizing. App GA conversion +50% from beta baseline. Guides pilot validates rev-share + co-marketing model.\\n\\n### Q4 — Months 10–12 (Mar–May 2027)\\n\\n**Funding state:** Pre–Series A. Paid scaling continues. Series A pitch in motion.\\n\\n**Focus:** Compound. Position for Series A.\\n\\n**Outcomes by end of Q4:**\\n- Compound channels (organic + ambassador + Guides + lifecycle) producing 50%+ of new subs\\n- 50+ ambassadors, 5–10 Guides\\n- 4 SEO pillars + 30+ pieces of content live\\n- Paid scaling to $50–150K/mo if validated\\n- Series A narrative: clinical evidence + activation lift + lifecycle compounding + B2B reference case pipeline\\n\\n**KPI targets:** D2C ARR run-rate trajectory clear. Blended LTV/CAC > 3. Founder narrative + data + reference cases ready for Series A.\\n\\n---\\n\\n## 11. Marketing operations stack\\n\\nThis is what makes the plan executable at Quietude's team size. A 4-person founder team + fCMO + agentic tooling can ship the output of a 15–20-person traditional marketing org — because the marketing skill library and MCP integrations do the orchestration.\\n\\n### The thesis\\n\\nEvery move in the AARRR breakdown above maps to (a) one or more marketing skills that operationalize the work, and (b) one or more MCP/API integrations that let it execute without a dedicated headcount per channel.\\n\\nThe fCMO's job is to:\\n1. Define the strategy and sequencing (this doc)\\n2. Run the skills against the right context at the right time\\n3. Maintain the shared context (`quietude-context`) and tooling so Alex + Sam + future hires can plug in\\n4. Hand off operational work to humans (or future hires) only where the cost of agentic execution > human execution\\n\\n### Skills mapped to AARRR stages\\n\\n| Stage | Primary skills | Supporting skills |\\n|---|---|---|\\n| **Acquisition** | `seo-audit`, `ai-seo`, `programmatic-seo`, `schema`, `content-strategy`, `competitors`, `ads`, `ad-creative`, `social`, `typefully` | `launch`, `free-tools`, `analytics`, `cold-email`, `copywriting`, `marketing-website-design` |\\n| **Activation** | `onboarding`, `signup`, `paywalls`, `cro`, `copywriting`, `copy-editing`, `copycraft` | `marketing-website-design`, `ab-testing`, `marketing-psychology`, `cro`, `popups` |\\n| **Retention** | `emails`, `churn-prevention` | `copywriting`, `copy-editing`, `ab-testing`, `paywalls` |\\n| **Referral** | `referrals`, `social` | `copywriting`, `marketing-website-design`, `emails` |\\n| **Revenue** | `pricing`, `paywalls`, `sales-enablement`, `revops` | `ab-testing`, `copywriting` |\\n| **Cross-cutting** (brand, intelligence) | `product-marketing`, `customer-research`, `marketing-psychology` | `marketing-ideas`, `diagram-maker` |\\n\\n### MCPs / APIs mapped to stages\\n\\n| Stage | Existing connections at Quietude | Tooling layer (Casey's fCMO stack) |\\n|---|---|---|\\n| **Acquisition** | App Store Connect (manual), Shopify, GA4 (in progress), Notion | Ahrefs API, DataForSEO API, Typefully MCP, GitHub MCP (`quietude-promo`), `agent-browser`, `defuddle` |\\n| **Activation** | App Store Connect, Customer.io, Shopify | App Store Connect (via `dev-browser` for screenshot automation), Figma / Pencil MCP, GitHub MCP (`quietude-app` app repo), Stripe MCP |\\n| **Retention** | **Customer.io (with Claude MCP — validated on kickoff)**, Stripe, Shopify | Customer.io MCP, Stripe MCP, GA4 MCP |\\n| **Referral** | Dub.co, Stripe | Dub.co, Stripe MCP, GitHub MCP (per-ambassador landing pages), Customer.io MCP |\\n| **Revenue** | Stripe, Shopify, Customer.io | Stripe MCP, Shopify, GA4 MCP, Notion |\\n| **Cross-cutting** | Notion, GitHub (`quietude-context`) | Notion, GitHub MCP, `defuddle`, `obsidian-cli` (for Casey's working notes) |\\n\\n### The Customer.io MCP unlock (concrete example)\\n\\nPer kickoff call: *\\\"Built live on call — abandoned-cart flow drafted using Customer.io's Claude MCP. Validated that non-technical team can use the skill pattern independently.\\\"*\\n\\nThis is the operational proof that the stack works. Alex, who is not a developer, drafted a working lifecycle flow with Claude + Customer.io MCP in real time on a kickoff call. The same pattern applies to: Flow 4 ship (lapsed user re-engagement), subscription center build, win-back campaign, eye mask gifting flow, ambassador lifecycle. The fCMO's role becomes orchestration + brand-voice QA, not hand-cranking each email.\\n\\n### Capability unlocks by funding stage\\n\\n| Stage | Headcount | Tooling | Channels live |\\n|---|---|---|---|\\n| **Pre-seed-close (now)** | fCMO + founder team | All current tooling + Casey's marketing skill library + MCP layer | Organic only (SEO, content, App Store, LinkedIn, events, WOM, ambassador) |\\n| **Seed close (~Q3 2026)** | + first marketing hire (lifecycle/content) by end of Q3 | + paid ad accounts (Apple Search Ads, Meta, LinkedIn) | + paid acquisition pilot $5–10K/mo |\\n| **Seed deployment (Q3–Q4 2026)** | + designer (potentially fractional) | + analytics expansion (Mixpanel or Amplitude if needed) | + paid scaling $20–50K/mo, + Guides cert pilot |\\n| **Series A (2027)** | + performance marketing lead + content lead | + dedicated tooling spend (~$2–5K/mo software) | + paid scaling $50–150K/mo, + international, + B2B vertical expansion |\\n\\nThe marketing skill library scales these stages. Every channel added doesn't require a 1:1 headcount increase because each skill encodes the workflow.\\n\\n---\\n\\n## 12. Tactical idea bank — 139-idea cross-reference\\n\\nThe `marketing-ideas` skill catalogs 139 proven marketing tactics. Sections 4–8 (AARRR) prescribe what we're *doing*. This section maps the full universe of what's *possible* — every idea cross-referenced to the AARRR stage it primarily serves, with Quietude applicability and timing.\\n\\nThis is the exhaustive menu. The plan above is the curated path. When we move to Q2 / Q3 / Series A and unlock new capacity, this is the inventory we pull from.\\n\\n**Status legend:**\\n\\n- **Now (Q1)** — already in the 90-day plan OR can run alongside it without new capacity\\n- **Q2** — post-bedrock-fix, post-foundation; second-quarter layer-ins\\n- **Q3+** — post-seed-close, post-GA; expansion moves\\n- **Q4+** — long-game / large-investment moves\\n- **Skip / off-brand** — incompatible with Quietude's brand voice, business model, or product category\\n\\n### 12.1 Acquisition ideas (88 mapped)\\n\\n**Now (Q1):**\\n\\n| # | Idea | Quietude note |\\n|---|---|---|\\n| 1 | Easy Keyword Ranking | SEO plan Tier-1 cluster (nervous system, sleep mask, B2B) targets this directly |\\n| 2 | SEO Audit | Run `/seo-audit quietude.app` quarterly; publish findings as content |\\n| 5 | Content Repurposing | Sound Philosophy → essays → LinkedIn posts → newsletter → podcast loop |\\n| 6 | Proprietary Data Content | peer-reviewed psychophysiology study now; anonymized Quietude HRV / sleep dataset later |\\n| 7 | Internal Linking | Built into the pillar/spoke structure of the SEO plan |\\n| 10 | Parasite SEO | Alex's LinkedIn already does this; consider mirror to Substack |\\n| 12 | Marketing Jiu-Jitsu | Meditation-vs-Regulation IS this — turn \\\"meditation works\\\" assumption against itself |\\n| 36 | Quora Marketing | Answer \\\"why meditation doesn't work for me\\\" + HRV + somatic questions |\\n| 37 | Reddit Keyword Research | Mine r/somatic, r/CPTSD, r/HSP, r/ADHD for ICP language (feeds Customer Language #139) |\\n| 39 | LinkedIn Audience | Alex's channel productized — primary D2C top-of-funnel today |\\n| 59 | Article Quotes | HARO / Help-A-B2B-Writer for Alex + Sam — easy press wins |\\n| 70 | Conference Speaking | Alex: WELL Conference, biophilic design events, Mindful Leadership Summit |\\n| 74 | Press Coverage | Pitch peer-reviewed study + longevity-influencer hook to 5 outlets in Q1 |\\n| 109 | Public Demos | Live Quietude events ARE this; instrument the in-person → app conversion |\\n| 114 | Moneyball Marketing | Already practicing — asymmetric SEO keywords, undervalued channels |\\n| 133 | Investor Marketing | Alex's raise — leverage angel backchannel for PR + intros |\\n\\n**Q2:**\\n\\n| # | Idea | Quietude note |\\n|---|---|---|\\n| 3 | Glossary Marketing | Sound + nervous system glossary — \\\"what is polyvagal,\\\" \\\"what is HRV,\\\" \\\"what is somatic listening\\\" |\\n| 8 | Content Refreshing | Revisit Pillar 1 quarterly with new data and search-intent updates |\\n| 11 | Competitor Comparison Pages | Quietude vs. Calm / Headspace / Brain.fm / Endel / Wavepaths — high-intent SERPs |\\n| 13 | Competitive Ad Research | SpyFu + Facebook Ad Library before launching paid |\\n| 17 | Quiz Marketing | \\\"What's your nervous system profile?\\\" — generates personalization seed + lead capture |\\n| 25 | Facebook Ads | Eye mask creative + somatic content + retargeting from event attendees |\\n| 26 | Instagram Ads | Visual product + Reels-native ads (eye mask especially) |\\n| 28 | LinkedIn Ads | B2B venue buyers + investor-adjacent ICP |\\n| 31 | Google Ads | Apple Search Ads first (App Store intent); Google for eye mask + B2B |\\n| 38 | Reddit Marketing | Authentic participation in r/somatic, r/HSP, r/ADHD after content base exists |\\n| 40 | Instagram Audience | Eye mask + somatic creators; Reels-native |\\n| 44 | Comment Marketing | Thoughtful comments on Huberman / the partner-event-business / Tim Ferriss / wellness creators |\\n| 49 | Monthly Newsletters | Either Quietude-branded or sync with Sam's Sam's Substack newsletter |\\n| 54 | Affiliate Discovery via Backlinks | Find who links to Calm/Headspace/Brain.fm — pitch them on Quietude affiliate program |\\n| 58 | Newsletter Swaps | the partner-event-business, founder wellness Substacks, Alex's investor network |\\n| 64 | Community Sponsorship | Somatic newsletters, wellness Substacks, founder communities |\\n| 65 | Live Webinars | Alex + Sam hosting \\\"Sound + the Nervous System\\\" |\\n| 101 | Industry Interviews | Alex + Sam interview category experts (becomes seed of Quietude podcast) |\\n| 102 | Social Screenshots | Mira reflection responses (anonymized, consented) — social proof gold |\\n| 108 | Changelogs | Public changelog at `quietude.app/changes` — product momentum signal |\\n| 115 | Curation as Marketing | Curated \\\"field recordings of the year\\\" feature; Quietude Spaces directory |\\n| 135 | Support as Marketing | Surface customer support / Mira reflection moments as content |\\n| 138 | Podcast Tours | Alex on Huberman, the partner-event-business, Tim Ferriss, Rich Roll, Rangan Chatterjee |\\n\\n**Q3+:**\\n\\n| # | Idea | Quietude note |\\n|---|---|---|\\n| 4 | Programmatic SEO | Quietude Guides city pages once Guides program scales |\\n| 9 | Knowledge Base SEO | When help docs scale enough to have problem-solution coverage |\\n| 14 | Side Projects | Eventually a free Quietude-adjacent tool that lives outside the app |\\n| 15 | Engineering as Marketing | HRV interpretation guide; nervous system self-assessment; sound bath finder directory |\\n| 18 | Calculator Marketing | Sleep latency calculator; overstimulation index |\\n| 20 | Microsites | For specific GTM moments (e.g., Mira GA launch) |\\n| 23 | Podcast Advertising | Huberman, Tim Ferriss, Rich Roll, the partner-event-business — host-read most relevant |\\n| 24 | Pre-targeting Ads | Warm audiences via content before direct-response |\\n| 29 | Reddit Ads | r/HSP, r/ADHD, r/somatic — high ICP density, low advertiser saturation |\\n| 30 | Quora Ads | Intent-rich for \\\"why meditation doesn't work\\\" queries |\\n| 32 | YouTube Ads | Pre-roll on Huberman / Lex Fridman / wellness creator videos |\\n| 33 | Cross-Platform Retargeting | Standard layer once paid is firing |\\n| 35 | Community Marketing | Quietude Spaces community (Discord/Circle); host monthly drop-ins |\\n| 42 | Short Form Video | TikTok / Reels — somatic education + eye mask UGC |\\n| 55 | Influencer Whitelisting | Run ads through ambassador / Guide accounts for authenticity |\\n| 57 | Expert Networks | Quietude Guides program IS this — certified hosts who can market |\\n| 60 | Pixel Sharing | Standard once paid is firing |\\n| 61 | Shared Slack Channels | Partner venue Slacks (Aurora, Lumen, Stillwater) |\\n| 63 | Integration Marketing | Apple Health (HRV data), Oura, Whoop — co-marketing |\\n| 66 | Virtual Summits | Quietude participates or hosts |\\n| 68 | Local Meetups | Cities with high ICP density (SF, NYC, LA, Austin) |\\n| 69 | Meetup Sponsorship | Sponsor wellness / biohacking meetups |\\n| 72 | Conference Sponsorship | Industry conferences once budget unlocks |\\n| 75 | Fundraising PR | \\\"Quietude raises $3M\\\" moment when seed closes |\\n| 78 | Product Hunt Launch | Mira public launch moment |\\n| 79 | Early-Access Referrals | App GA early-access list (cross-references to Referral) |\\n| 81 | Early Access Pricing | App GA — early-access tier locked in for first cohort |\\n| 82 | Product Hunt Alternatives | BetaList, Launching Next, AlternativeTo at GA |\\n| 97 | Playlists as Marketing | Quietude curates Spotify playlists for somatic listening |\\n| 98 | Template Marketing | Free \\\"nervous system reset\\\" protocol PDFs |\\n| 100 | Promo Videos | High-quality brand films — Ed Dorsey advises, Matt Mikkelsen field audio |\\n| 103 | Online Courses | Alex's Sound Philosophy course; Sam's somatic methodology course |\\n| 107 | Podcasts | Quietude podcast — interview format with category experts and customers |\\n| 111 | Challenges as Marketing | \\\"21-day nervous system reset\\\" — tasteful, no fitness-bro tone |\\n| 113 | Controversy as Marketing | Meditation-vs-Regulation IS mild controversy — lean in carefully |\\n| 126 | YouTube Reviews | Pitch Quietude to wellness YouTubers — Huberman fan-creator tier |\\n| 127 | YouTube Channel | Sound design behind-the-scenes; Sam session demos |\\n| 129 | Review Sites | App Store reviews actively managed; Trustpilot for eye mask Shopify |\\n| 130 | Live Audio | Twitter Spaces / LinkedIn Audio with Alex on sound + body |\\n| 134 | Certifications | Quietude Guides cert IS this — Q3+ pilot |\\n\\n**Q4+ / long-game:**\\n\\n| # | Idea | Quietude note |\\n|---|---|---|\\n| 56 | Reseller Programs | Corporate wellness platforms (Modern Health, Lyra) as resellers |\\n| 67 | Roadshows | Quietude Experiences IS this — eye mask + listening session pop-ups in 3 cities |\\n| 71 | Conferences | Quietude-hosted \\\"Sound + the Body\\\" — long-game category-defining moment |\\n| 76 | Documentaries | Alex's story is documentary-grade — long game |\\n| 77 | Black Friday Promotions | Holiday eye mask + Premium bundle |\\n| 80 | New Year Promotions | New Year nervous system reset campaign |\\n| 84 | Giveaways | Eye mask giveaway with brand partner (Wellness Mama tier) |\\n| 85 | Vacation Giveaways | Quietude + retreat partner giveaway (quietude.center could be venue) |\\n| 87 | Powered By Marketing | \\\"Sound system by Quietude\\\" badge in B2B venue installs |\\n| 104 | Book Marketing | Sound Philosophy as a book — long-game positioning anchor |\\n| 105 | Annual Reports | \\\"State of the Nervous System\\\" — Quietude's data + industry commentary |\\n| 106 | End of Year Wraps | \\\"Your nervous system year\\\" — Spotify Wrapped equivalent |\\n| 110 | Awards as Marketing | Quietude founds an award for innovative biophilic acoustic design |\\n| 116 | Grants as Marketing | Free Quietude subscriptions for therapists, social workers, first responders |\\n| 119 | OOH Advertising | SF / NYC billboards if Series A budget unlocks |\\n| 120 | Marketing Stunts | Public sound installation could work — brand-fitting |\\n| 121 | Guerrilla Marketing | Sound installation in subway / airport — interesting but requires care |\\n| 131 | International Expansion | Finland HQ + global ICP — Q4 or post-Series A |\\n\\n**Skip / off-brand for Quietude:**\\n\\n| # | Idea | Why skip |\\n|---|---|---|\\n| 16 | Importers as Marketing | No competitor data to import (consumer wellness, not SaaS) |\\n| 19 | Chrome Extensions | Off-platform (mobile-first product) |\\n| 21 | Scanners | No obvious product fit |\\n| 22 | Public APIs | Not core business |\\n| 27 | Twitter Ads | Lower priority unless Alex's X presence grows |\\n| 34 | Click-to-Messenger Ads | Off-brand (no DM-driven sales pattern) |\\n| 41 | X Audience | Depends on Alex's bandwidth — defer unless he wants to |\\n| 43 | Engagement Pods | Off-brand |\\n| 73 | Media Acquisitions | Too capital-intensive at this stage |\\n| 83 | Twitter Giveaways | Off-brand voice |\\n| 86 | Lifetime Deals | Brand-conflict — pressures the \\\"no pressure\\\" voice and damages LTV math |\\n| 88 | Free Migrations | No competitor data to migrate |\\n| 89 | Contract Buyouts | Not relevant for D2C subs |\\n| 99 | Graphic Novel Marketing | Off-brand |\\n| 112 | Reality TV Marketing | Off-brand |\\n| 117 | Product Competitions | Not a developer product |\\n| 118 | Cameo Marketing | Off-brand |\\n| 122 | Humor Marketing | Brand voice is serious; humor would feel off |\\n| 123 | Open Source as Marketing | Proprietary audio library |\\n| 125 | App Marketplaces | Not relevant for native consumer app (no app-of-app pattern) |\\n| 128 | Source Platforms | G2 / Capterra are B2B-focused; D2C uses App Store reviews |\\n| 132 | Price Localization | Q4+ — tied to international expansion |\\n| 136 | Developer Relations | Not a dev product |\\n\\n### 12.2 Activation ideas (7 mapped)\\n\\n| # | Idea | Status | Quietude note |\\n|---|---|---|---|\\n| 124 | App Store Optimization | Now | Q1 priority — listing rewrite in voice (also Acquisition) |\\n| 90 | One-Click Registration | Now | OAuth (Apple, Google) for app signup — standard activation lift |\\n| 51 | Onboarding Emails | Q2 | Flow 2 — held until UI stable post-onboarding-rebuild |\\n| 96 | Onboarding Optimization | Q1-Q2 | The 3-variant test IS this — primary activation work |\\n| 47 | Founder Welcome Email | Q2 | Personal welcome from Alex or Sam early in Flow 2 |\\n| 48 | Dynamic Email Capture | Q2 | Smart capture on `quietude.app` — exit intent + scroll depth |\\n| 95 | Concierge Setup | Q3+ | High-touch onboarding for B2B venue clients + high-value subscribers |\\n\\n### 12.3 Retention ideas (8 mapped)\\n\\n| # | Idea | Status | Quietude note |\\n|---|---|---|---|\\n| 46 | Reactivation Emails | Now | Flow 4 ships in weeks 3–4 — exactly this |\\n| 52 | Win-back Emails | Q1 (week 11-12) | Standalone campaign on top of Flow 4 |\\n| 53 | Trial Reactivation | Q2 | Expired-trial recovery campaign once paywall is firing |\\n| 45 | Mistake Email Marketing | Q2 | When something genuinely goes wrong, send \\\"oops\\\" — drives engagement |\\n| 50 | Inbox Placement | Q1 | Subdomain silo strategy (`mail.quietude.app` / `commerce.quietude.app`) addresses this |\\n| 91 | In-App Upsells | Q2 | Premium upsell points within app (also Revenue) |\\n| 94 | Offboarding Flows | Q2 | Optimize cancellation flow to retain or learn — feeds churn intel |\\n| 135 | Support as Marketing | Q2 | Customer support stories surface as content (also Acquisition) |\\n\\n### 12.4 Referral ideas (5 mapped)\\n\\n| # | Idea | Status | Quietude note |\\n|---|---|---|---|\\n| 62 | Affiliate Program | Now | Ambassador program v1 is exactly this — launched with the 5 inbound |\\n| 137 | Two-Sided Referrals | Q2 | Reward both referrer and referred — share-after-shift moment + gifting flow |\\n| 92 | Newsletter Referrals | Q3 | If we launch a newsletter, Sparkloop-style referral mechanic |\\n| 93 | Viral Loops | Q3 | Built-in share mechanics post-Mira reflection |\\n| 79 | Early-Access Referrals | Q3 | App GA early-access list referrals (cross-references to Acquisition) |\\n\\n### 12.5 Revenue ideas (3 mapped — most ideas serve top-of-funnel)\\n\\n| # | Idea | Status | Quietude note |\\n|---|---|---|---|\\n| 91 | In-App Upsells | Q2 | Premium upgrade prompts; eye mask cross-sell from app (also Retention) |\\n| 132 | Price Localization | Q4+ | Adjust pricing for local purchasing power once international |\\n| 86 | Lifetime Deals | Skip | Brand-conflict — see Acquisition skip list |\\n\\n### 12.6 Cross-cutting / brand foundation ideas\\n\\n| # | Idea | Status | Quietude note |\\n|---|---|---|---|\\n| 139 | Customer Language | Now | Mira reflection responses + 7 Ds language = the source-of-truth for customer language across all copy |\\n| 114 | Moneyball Marketing | Ongoing | Find undervalued channels at every stage — methodology, not a single tactic |\\n\\n### Idea-bank summary\\n\\n- **88 ideas applicable to Acquisition** (the dominant stage at Quietude's current stage — makes sense, Quietude's product converts well; the bottleneck is the top of funnel)\\n- **7 ideas to Activation, 8 to Retention** (smaller because these stages are about depth, not breadth — execute the right few well rather than running a wide tactic menu)\\n- **5 ideas to Referral** (program-driven, not tactic-driven)\\n- **3 ideas to Revenue** (most revenue work is pricing strategy, not tactical tricks)\\n- **2 cross-cutting**\\n- **23 ideas skipped for brand / business-model fit** — Quietude's category positioning constrains what's available\\n\\n**What this proves:** the plan is roughly 30% of the available tactical surface area, not 100%. That's appropriate at this stage and budget. As capacity unlocks across Q2 → Q3 → Series A, the cross-reference becomes the inventory we pull from to scale activity without losing strategic coherence.\\n\\n---\\n\\n## 13. Measurement, RACI, open decisions, appendix\\n\\n### Measurement — the metrics that matter\\n\\n**North star (proposed):**\\n**Blended-LTV-to-blended-CAC ratio per acquired user**, where:\\n- Blended LTV combines app subscription revenue + hardware revenue (eye mask + speakers) + any cross-sells, per cohort\\n- Blended CAC combines paid spend + content production cost + ambassador commissions + lifecycle tool spend, per cohort\\n\\nThis captures the business model: the eye mask wedge isn't free if it costs $X to make, and the app sub isn't expensive to acquire if a Bryan-Johnson-style PR moment is paying for itself.\\n\\nIf a single metric is preferred for team-level focus, fall back to: **monthly new D2C subscribers from non-paid channels.** This isolates the compound channels the long-game strategy depends on.\\n\\n**Leading indicators by AARRR stage:**\\n\\n| Stage | Leading indicators |\\n|---|---|\\n| Acquisition | Organic visits/mo (overall + per pillar), App Store visit-to-install rate, Alex's LinkedIn engagement → email subscribers, event-to-app conversion rate, ambassador-attributed visits |\\n| Activation | Day 1 / Day 7 / Day 35 → paid conversion, onboarding session-completion rate, first session Mira reflection completion |\\n| Retention | 30 / 60 / 90-day retention, monthly churn, Flow 4 reactivation rate, hardware → app activation rate |\\n| Referral | Ambassador-attributed new subs (Dub), share-after-shift rate, Guides pilot referrals (when live) |\\n| Revenue | Blended MRR, ARPU, annual plan adoption %, LTV by cohort, eye mask attach rate |\\n\\n**Review cadence:**\\n- **Weekly:** fCMO ↔ Alex 30-min sync. AARRR scoreboard + this week's ships.\\n- **Monthly:** Full metrics review (extended sync, Sam included). Compare against quarterly KPI targets.\\n- **Quarterly:** Plan recalibration. What's working, what's not, what funding-stage moves we're triggering.\\n\\n### RACI\\n\\n| Domain | Responsible | Accountable | Consulted | Informed |\\n|---|---|---|---|---|\\n| Strategic plan (this doc) | Casey | Alex | Sam, Emily | Team |\\n| Brand voice | Alex + Sam | Alex + Sam | Casey | Team |\\n| App + onboarding implementation | Devon | Alex | Casey | Team |\\n| Lifecycle flows (Customer.io) | Casey | Alex | Sam (copy QA) | Team |\\n| SEO content | Casey | Casey | Sam, Alex | Team |\\n| App Store copy | Casey | Alex | Sam | Team |\\n| Alex's LinkedIn cadence | Alex | Alex | Casey (orchestration) | Team |\\n| Events | Alex + Sam | Alex | Casey (instrumentation only) | Team |\\n| Ambassador program | Casey | Casey | Alex | Team |\\n| B2B sales | Alex | Alex | Casey (case studies) | Team |\\n| Pricing | Alex | Alex | Casey | Sam |\\n| Investor narrative | Alex | Alex | Casey, Sam | Team |\\n| Quietude Guides program (Q3+) | TBD (likely future hire) | Alex + Sam | Casey | Team |\\n| Future marketing hire (Q3) | Casey | Alex | Sam | Team |\\n\\n### Open decisions blocking the plan\\n\\nMost blocking, ranked by impact:\\n\\n1. **Canonical domain.** SEO data + this plan recommend `quietude.app`. Needs exec sign-off + 301 execution plan. *Blocks: domain consolidation, SEO foundation, email sender migration.*\\n2. **Retention metric definition.** Reconcile 38% 12-month retention claim vs. 29% monthly App Store churn. *Blocks: clean dashboards, investor narrative coherence, lifecycle test reads.*\\n3. **Mira post-session reflection scope.** Does Mira currently support this, or is it new build? *Blocks: Onboarding Variants 1 and 2 (which depend on Mira reflection moment), retention compound moves.*\\n4. **App UI stability timeline.** When does the headphone-gate-removal + onboarding-rebuild allow Flow 2 to ship without rework risk? *Blocks: Flow 2, full lifecycle, paid acquisition timing.*\\n5. **GA launch timeline.** When does the throttled beta become GA? *Blocks: paid acquisition scale, Q3 GTM planning.*\\n6. **Pricing structure ground truth.** What's actually charged today? *Blocks: pricing audit conclusions, annual-plan default test, blended LTV math.*\\n7. **First marketing hire scope.** Lifecycle + content owner, or something else? When does the JD get written? *Blocks: Q3 capacity plan, succession of fCMO operational work.*\\n8. **Ambassador commission structure.** $/sub, rev-share, hybrid? *Blocks: ambassador program launch, attribution dashboards.*\\n\\n### Appendix — deep-dive links\\n\\n**Published to the team via `Quietude-Inc/quietude-context` GitHub repo:**\\n- `marketing/seo/plan.md` — Full 90-day SEO + keyword research plan\\n- `marketing/seo/keyword-shortlist.md` — Tier 1 keyword shortlist\\n- `marketing/seo/raw/` — Ahrefs + DataForSEO API pulls\\n- `marketing/onboarding-recommendation.md` — Three-variant onboarding test plan\\n\\n**Founder-authored strategic context** (in Quietude's internal knowledge base):\\n- Seed deck — Investor narrative\\n- Sound Philosophy — Alex's technical/philosophical working doc\\n- Marketing OS — Brand voice, content rhythm, visual system\\n- ICP doc — D2C audience profile\\n- Meditation-vs-Regulation note (2026-05-19) — Central content pillar\\n- Kickoff call transcript (2026-05-18) — Decisions + open questions\\n- App Store copy snapshot + voice-gap analysis\\n- App Store metrics snapshot (2026-05-16)\\n- Customer.io lifecycle flows inventory\\n\\n---\\n\\n*Marketing Plan v1. Prepared by Casey Reed (fCMO), 2026-05-27. For team review and discussion.*\\n\"}\n];\n",[],[362,604,596],"refs","fe3860be-5d6d-11f1-b1be-1607ee4eb77e","ref_8.ts","fe386168-5d6d-11f1-b1be-1607ee4eb77e",667,["D",1780286242301],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_8: SkillRef[] = [\n {\"skill\":\"marketing-plan\",\"ref\":\"aarrr-framework\",\"body\":\"# AARRR Framework — Primer for Plan Sequencing\\n\\nAARRR (Dave McClure's \\\"pirate metrics\\\") is the spine of every plan produced by this skill. This doc is the primer + the decision rules for when each stage gets prioritized.\\n\\n## The five stages\\n\\n| Stage | Question | Common metrics |\\n|---|---|---|\\n| **A**cquisition | How do strangers become aware of us? | Visits, MQLs, signup-page sessions, app-store visits, CAC by channel |\\n| **A**ctivation | Once they try us, do they have an experience that converts? | Signup completion rate, time-to-value, % completing first key action, trial → paid rate |\\n| **R**etention | Do they stay and deepen? | DAU/WAU/MAU, week-1/4/12 retention, churn |\\n| **R**eferral | Do retained users bring more users? | Viral coefficient, NPS, ambassador attribution |\\n| **R**evenue | What do they pay, who pays, how does it compound? | ARPU, LTV, expansion revenue, ARR / MRR |\\n\\n> **Signup boundary rule.** Signup *intent* (a stranger landing on the signup page) is Acquisition. Signup *completion* and everything after (first key action, trial-to-paid) is Activation. Apply this rule consistently across all docs and the plan template.\\n\\n## Why AARRR for plan sequencing\\n\\nThree reasons.\\n\\n**1. Funnel-stage tagging forces prioritization.** Without AARRR, marketing plans become channel-organized (\\\"here's the SEO plan, here's the social plan, here's the paid plan\\\"). Channels can address multiple stages; tagging by stage instead asks the more useful question: *what stage of the funnel is the binding constraint right now?*\\n\\n**2. Fix the leak before pouring water in.** The Activation/Retention question (\\\"does the funnel convert at acceptable rates given exposure?\\\") is usually higher leverage than the Acquisition question (\\\"how do we get more exposure?\\\"). AARRR sequencing surfaces this naturally.\\n\\n**3. The Revenue / Referral conversation is honest.** Most marketing plans bury monetization under \\\"growth\\\" and treat referral as wishful thinking. AARRR forces explicit treatment of both.\\n\\n## Brand and content — not a stage, cross-cutting\\n\\nA common mistake: making \\\"Brand\\\" or \\\"Content\\\" the sixth bucket. They're not — they serve every stage.\\n\\n- **Brand voice** governs every piece of copy across every stage\\n- **Content** feeds Acquisition (SEO, social), Activation (onboarding copy), Retention (email lifecycle), Referral (ambassador talking points), Revenue (pricing pages, sales material)\\n\\nIn the plan, brand/content shows up as the strategic frame (Section 2) and cross-cutting in Section 11's ops stack — never as its own AARRR section.\\n\\n## Diagnosing the binding constraint — which AARRR stage is highest leverage?\\n\\nFor every client, one or two AARRR stages will be the binding constraint. The plan sequences moves there first.\\n\\n**Decision rules:**\\n\\n### If you don't have any users → start with Acquisition\\n- Pre-launch / day-0 / waitlist stage\\n- No funnel data exists\\n- Leverage = building the first 100 users\\n\\n### If you have users but they bounce → start with Activation\\n- Signups happen but activation rate is low\\n- App Store conversion is poor\\n- Onboarding completion is broken\\n- Day 1 → paid rate is much lower than Day 30 → paid (means product converts given time but onboarding doesn't bridge to it)\\n- Leverage = bridging signup to first felt value\\n\\n### If activation works but users churn → start with Retention\\n- Month 1 retention is below category norms\\n- Activated users stop using within 7–14 days\\n- LTV is short\\n- Leverage = lifecycle, deepening engagement, churn prevention\\n\\n### If retention is strong but growth is slow → start with Referral / Revenue\\n- Retained users love the product but don't share\\n- Inbound referrals come in unstructured\\n- Pricing hasn't been pressure-tested\\n- ARPU is low for the value delivered\\n- Leverage = WOM mechanics + pricing optimization (these often cluster)\\n\\n### If everything works at small scale → start with Acquisition (scaling)\\n- Funnel is healthy\\n- Question is just \\\"more\\\"\\n- This is the \\\"post-fit\\\" scaling problem\\n\\n## Stage-by-stage strategic patterns\\n\\n### Acquisition\\n\\n**The diagnostic question:** Where is the gap between TAM-level awareness and current funnel volume? What channels are saturated by competitors vs. open?\\n\\n**Common Acquisition moves:**\\n- SEO content strategy (organic compounding)\\n- Founder-led channels (LinkedIn, X, Substack for B2B; Instagram/TikTok for D2C)\\n- Paid acquisition (when budget unlocks)\\n- App Store / Play Store / marketplace listing optimization\\n- PR and credibility-anchor amplification\\n- Events (live, webinar, conference speaking)\\n- Partnerships (newsletter swaps, integration co-marketing, reseller / agency partners)\\n- Hardware / commerce surface (Shopify SEO + Amazon for hybrid businesses)\\n- B2B sales support (case studies, partner pages, vertical content)\\n\\n**Sequencing principle:** Build the organic compound first (SEO + founder-led + content + PR amplification + ambassadors). Only layer paid on top of a working organic baseline. Premature paid amplifies what's broken.\\n\\n### Activation\\n\\n**The diagnostic question:** Where in the user's first session do they decide \\\"this works for me\\\" or \\\"this doesn't\\\"? What stops them from reaching that moment?\\n\\n**Common Activation moves:**\\n- Bedrock fixes (broken gates, broken signup steps, broken paywall)\\n- Onboarding tests / rebuild (often the most leveraged single move)\\n- App Store listing rewrite (the threshold to the trial)\\n- Lifecycle Flow ship order (when to ship onboarding emails)\\n- Paywall structure + trial length\\n- Free → paid bridge (in-app upsells, soft paywalls)\\n\\n**Sequencing principle:** Get to first felt value as fast as possible. Everything that adds friction between \\\"user opens app\\\" and \\\"user has the experience that converts them\\\" is a candidate to cut.\\n\\n### Retention\\n\\n**The diagnostic question:** Why do users churn? What would have made them stay? What's the \\\"second moment of value\\\" after the first one?\\n\\n**Common Retention moves:**\\n- Lifecycle email flows: onboarding, lapsed user re-engagement, post-purchase, win-back\\n- Subscription / preference centers\\n- Churn reconciliation (often metric definitions don't match across surfaces)\\n- Hardware → software activation paths (for hybrid businesses)\\n- Annual plan defaults / pricing structure (cross-cuts Revenue)\\n- Support as marketing (high-touch moments that drive stories)\\n- Community + practitioner networks\\n\\n**Sequencing principle:** Ship lifecycle flows in the order their content is most stable. Hardware post-purchase flows ship first (they don't reference in-app screens that might change). Onboarding emails ship last (they reference UI that might change). Win-back is a quarterly campaign, not a one-time flow.\\n\\n### Referral\\n\\n**The diagnostic question:** Is there inbound referral interest that isn't being captured? What's the share-after-value moment that's natural to the product?\\n\\n**Common Referral moves:**\\n- Ambassador / affiliate program (start with inbound interest, not cold recruitment)\\n- Share-after-value moments built into the product (reflection prompts, milestone celebrations)\\n- Founder amplification (founder as referrer-zero)\\n- Long-game expert / Guides / certified-host networks (for category-creating businesses)\\n- Gifting flows (consumer / hardware)\\n- Two-sided referrals (reward both referrer and referred)\\n\\n**Sequencing principle:** Lead with whoever is already raising their hand. If there are 5 inbound ambassadors, launch with those 5 — don't wait for a \\\"complete program.\\\" Iterate based on what they tell you.\\n\\n### Revenue\\n\\n**The diagnostic question:** Is the company underpricing? Underpackaging? Missing an upsell? What's the \\\"right\\\" price discipline given LTV and brand voice?\\n\\n**Common Revenue moves:**\\n- Pricing audit (what's actually charged today vs. listed?)\\n- Annual plan defaults\\n- Hardware → software bundling formalization\\n- Storefront / commerce page optimization\\n- B2B case studies + sales material\\n- Long-term value pool flags (data, expansion, enterprise) — flagged not executed\\n\\n**Sequencing principle:** Run the pricing audit before testing changes. Surprisingly often, the \\\"implied\\\" pricing on the dashboard doesn't match the listed price — discounts, trials, or plan mix distorts the read. Surface the ground truth first.\\n\\n## How to assign a move to a stage\\n\\nSome moves clearly belong to one stage. Others span. The rule:\\n\\n**Assign to the stage where the move's primary measurable impact lands.**\\n\\nExamples:\\n- \\\"Rewrite App Store listing in voice\\\" — spans Acquisition (organic discovery) and Activation (threshold to trial). Primary impact = Activation (trial conversion rate). Assign to Activation, mention crossover.\\n- \\\"Eye mask Shopify page rewrite\\\" — spans Acquisition (organic search for sleep mask) and Revenue (sale conversion). Primary impact = Revenue (transaction). Assign to Revenue, mention crossover.\\n- \\\"Alex's LinkedIn cadence\\\" — Acquisition (top of funnel for D2C subscribers).\\n- \\\"Customer.io Flow 6 (eye mask post-purchase)\\\" — Retention (deepens hardware buyer engagement) with crossover to Activation (hardware → app premium activation path).\\n\\nWhen in doubt: where would removing this move hurt the most? Assign there.\\n\\n## When the AARRR breakdown isn't equal\\n\\nFor most clients, the plan won't have equal volume across stages. That's fine — and worth surfacing as a diagnostic.\\n\\n- **Heavy Acquisition section** = client has product-market fit but top-of-funnel is the bottleneck. Common for early-stage with strong retention metrics.\\n- **Heavy Activation section** = client has traffic but conversion is broken. Often beta-stage products.\\n- **Heavy Retention section** = client has churn problem. Often mid-stage products that scaled past PMF without lifecycle infrastructure.\\n- **Heavy Referral section** = client has loyalty but no WOM mechanics. Often consumer products with passionate users.\\n- **Heavy Revenue section** = client is underpricing or missing monetization layers. Common for tools transitioning from free to paid.\\n\\nIf a plan ends up evenly distributed across all five stages, the diagnostic was probably weak — re-examine the funnel state intake to find where the binding constraint is.\\n\\n## A note on the order of presentation\\n\\nAlways present AARRR in order (Acquisition → Activation → Retention → Referral → Revenue) regardless of priority order.\\n\\nThis is for the reader's mental model. Founders expect the funnel to flow top-to-bottom. If Retention is the most-leveraged stage but you lead with Retention, the reader has to context-switch.\\n\\nTo signal priority, use the executive summary (Section 1) — name the biggest bets there. The AARRR breakdown then walks the funnel in order, with the most leverage-positive section being the longest and most-detailed.\\n\"},\n {\"skill\":\"marketing-plan\",\"ref\":\"budget-planning\",\"body\":\"# Budget Planning — Scientific Methods for Setting the Marketing Budget\\n\\nThe problem with most SaaS marketing budgets is that they're pulled out of thin air — a number that hopefully doesn't constrain growth too much, but doesn't anchor in customer-acquisition economics either. The result: when someone asks \\\"why this number?\\\" there's no answer.\\n\\nTwo scientific methods solve this. Use one (not both) in Section 8 (Revenue) and Section 10 (12-month outlook) of every plan.\\n\\nExcerpted and adapted from *Founding Marketing* by Corey Haines.\\n\\n## Method 1 — Revenue-Based (5–40% of annual revenue)\\n\\n**Direction:** budget → revenue goal.\\n\\nYou start with what the company can comfortably spend on marketing, then forecast what revenue that spend can plausibly generate.\\n\\n### The ranges\\n\\n| Posture | % of ARR | When to use |\\n|---|---|---|\\n| **Conservative (profit-preserving)** | 5% | Established business focused on profit distribution; bootstrapped; founder-paid customer base |\\n| **Standard growth** | 15–25% | Most healthy SaaS in the seed-to-Series-A range |\\n| **Aggressive growth (deploying raised capital)** | up to 40% | Recently funded round, mandate to deploy fast, board accepts burn |\\n\\nFor reference: public SaaS companies routinely report sales-and-marketing spend between 20% and 55% of revenue (Zoom historically ran between 20% and 55% across years).\\n\\n### The math (Conservative example)\\n\\nBusiness at $1M ARR, 5% allocation:\\n\\n- Annual marketing budget: **$50,000**\\n- Blended CAC: $100 → can acquire **500 new customers**\\n- ARPC: $50/mo → adds **$300K** to ARR\\n- Account for 15% annual churn → 85% × $300K = **+$255K net new ARR**\\n- End-of-year goal: **$1.255M ARR**\\n\\n### The math (Aggressive example)\\n\\nBusiness at $1M ARR, 40% allocation:\\n\\n- Annual marketing budget: **$400,000**\\n- Blended CAC: $100 → can acquire **4,000 new customers**\\n- ARPC: $50/mo → adds **$2.4M** to ARR\\n- End-of-year goal: **$3.4M ARR**\\n\\n### Two keys to making this method work\\n\\n1. **Know your blended CAC** (see \\\"Calculating CAC\\\" below)\\n2. **Match the allocation percentage to your actual ambition.** A founder running 5% allocation while telling the board they expect to triple revenue is showing two incompatible signals.\\n\\n## Method 2 — Goal-Based (reverse-engineered from the revenue target)\\n\\n**Direction:** revenue goal → budget.\\n\\nYou start with the revenue goal and work backward through the unit economics to derive the budget required to hit it. Best for:\\n\\n- Companies just starting up (no historical CAC baseline yet, working from first principles)\\n- Companies anticipating outside capital (need to defend the ask)\\n- Companies using revenue-based financing (Pipe, Capchase, Founderpath)\\n\\n### The formula\\n\\n```\\nMarketing budget = [(New ARR / (ARPC × 12)) × CAC] / annual retention rate\\n```\\n\\n### Worked example: $1M ARR → $2M ARR\\n\\nStep 1 — How much new ARR per customer?\\nARPC × 12 = $50 × 12 = **$600 ARR per new customer**\\n\\nStep 2 — How many new customers do we need?\\n$1,000,000 / $600 = **1,667 new customers**\\n\\nStep 3 — What's the raw acquisition cost?\\n1,667 × $100 CAC = **$166,700**\\n\\nStep 4 — Account for churn (15% annual = 85% retention)\\n$166,700 / 0.85 = **$196,118** (round to **$200K**)\\n\\nWhen someone asks how you got to the budget, walk them through the four steps. It's defensible.\\n\\n### Why this formula and not something simpler\\n\\nThe four steps each correspond to a real economic reality:\\n- Step 1 converts MRR-language into the ARR-language a board talks in\\n- Step 2 names the customer count, which is what the funnel actually has to deliver\\n- Step 3 anchors the budget in the cost of acquisition\\n- Step 4 acknowledges that churned customers don't count toward net new ARR, so the budget needs to cover the gap\\n\\n### Required buffer\\n\\n**Always add 10–20% as \\\"experimental budget\\\"** on top of the formula output. CAC is the main dependency; if CAC comes in 50% higher than estimated, the cascading effect is missing the revenue goal. It is much cheaper to overestimate CAC than to underestimate it.\\n\\nThe experimental budget also funds the experiments that find your next channel before your current one plateaus (see `growth-patterns.md` — channel S-curves).\\n\\n## The VC growth path (3-3-2-2-2 rule)\\n\\nOnce a company has crossed $1M ARR and taken a Series A, the implicit benchmark VCs expect is:\\n\\n| Year | ARR multiple | Cumulative ARR (from $1M start) |\\n|---|---|---|\\n| Year 0 | — | $1M |\\n| Year +1 | 3× | $3M |\\n| Year +2 | 3× | $9M |\\n| Year +3 | 2× | $18M |\\n| Year +4 | 2× | $36M |\\n| Year +5 | 2× | $72M |\\n| Year +6 | 2× | $144M |\\n| Year +7 | 2× | $288M |\\n\\nThat's the 3-3-2-2-2 rule. Useful when:\\n\\n- The plan needs to map 12-month and 36-month milestones to VC expectations\\n- The founder is mid-raise and the board needs to see a plausible path to the next round\\n- Section 10 (12-month outlook) needs anchoring against an industry benchmark, not just internal ambition\\n\\nMost companies miss it. That's fine. Knowing the benchmark gives the team a defensible reason to either match it or explicitly choose not to.\\n\\n## Calculating CAC (blended, not paid-only)\\n\\nIf there's no historical CAC, use a baseline: **one year of revenue from the smallest paid plan.** Deploy the budget, capture actual CAC data, replace the baseline with the measured number for the next planning cycle.\\n\\nFor an established CAC calculation, **CAC must be blended.** Include:\\n\\n- Marketing salaries (full loaded cost, not just base)\\n- Advertising spend\\n- Marketing tech stack costs\\n- Content production costs (writers, designers, video editors)\\n- Agency / contractor retainers\\n- SDR / BDR salaries if doing outbound\\n- Tools (CRM, marketing automation, analytics)\\n\\nThen divide by the number of new customers acquired in the period. That blended number is the one to use in either budgeting method.\\n\\nThe mistake to avoid: calculating CAC from paid ad spend alone. A company that \\\"doesn't run ads\\\" still has a CAC — it's just hidden in the content team, the founder's time, the SEO contractor, the conference booth.\\n\\n## The reality check on forecasting\\n\\nThis whole framework derives a budget and a revenue goal — not a 12-month month-by-month forecast accurate to the dollar.\\n\\n**Unless the company is publicly traded, all forecasts are educated guesses.** No startup under $100M ARR reliably hits forecasts to the month. The honest framing for the plan:\\n\\n- The annual goal is a defensible direction-of-travel\\n- The budget is the resource commitment that makes the goal plausible\\n- The 90-day roadmap (Section 9) is what's actionable now\\n- Month-to-month variance is expected; quarterly review is when the plan adjusts\\n\\nWhat's actionable: how to deploy the budget, what concrete moves to execute, what to adjust when real data comes in.\\n\\nWhat's not actionable: trying to forecast traffic, pipeline, retention curves, conversion rates, and channel mix all down to the decimal point and expecting that forecast to hold. Founders who over-engineer the forecast tend to spend the plan period explaining variance instead of executing.\\n\\n**Rule for the plan:** the budget number is honest. The annual goal is honest. The month-by-month projection is illustrative.\\n\\n## How this flows into the plan\\n\\n| Section | What to include |\\n|---|---|\\n| **3 (Current state)** | Current monthly marketing spend broken down by line (paid, tools, content, headcount, retainers). Compute current %-of-ARR allocation. |\\n| **8 (Revenue)** | The unit-economics table (CAC, ARPC, churn) that feeds whichever budget method you're using. |\\n| **10 (12-month outlook)** | Apply Method 1 or Method 2 to derive the 12-month budget and the resulting revenue goal. Anchor against the 3-3-2-2-2 rule if Series A+ and VC-backed. |\\n| **11 (Ops stack)** | Show the budget allocation across the AARRR stages — what % to Acquisition, Activation, etc. The ops-stack mapping informs which line items grow when the next funding tier unlocks. |\\n| **13 (Open decisions)** | If CAC is unknown or contested, flag it as the highest-impact open decision — every other number depends on it. |\\n\\n## When to choose which method\\n\\n- **Method 1 (Revenue-Based)** when the company has historical CAC data, a profit/burn posture, and the question is \\\"given our posture, what's a plausible goal.\\\"\\n- **Method 2 (Goal-Based)** when the company has a specific goal (board mandate, VC milestone, fundraise target) and the question is \\\"what budget do we need to hit it.\\\"\\n\\nFor most plans in the seed-to-Series-A range, Method 2 is more useful — it forces the conversation about whether the goal is funded.\\n\"},\n {\"skill\":\"marketing-plan\",\"ref\":\"client-types\",\"body\":\"# Client Types — Variations by Business Model\\n\\nThe 13-section plan structure stays consistent across client types. What changes is the **content emphasis** within each section. This doc names the dominant patterns by client archetype.\\n\\n## Archetype 1 — B2B SaaS\\n\\n### Core characteristics\\n- Subscription revenue\\n- Often higher ACV ($1K–$100K+ per year)\\n- Sales-assisted or self-serve depending on tier\\n- Buyer often different from user (champion vs. end-user)\\n\\n### AARRR emphasis\\n\\n**Acquisition heavy:**\\n- SEO is the dominant top-of-funnel motion (people search for solutions)\\n- Content marketing (blog, knowledge base, comparison pages) drives MQLs\\n- LinkedIn for both organic founder presence and paid\\n- Outbound (cold email + LinkedIn) often complements inbound\\n- Events (conferences, webinars) for high-ACV products\\n\\n**Activation:**\\n- Signup → trial → first key action (PLG products)\\n- Trial → demo → POC (sales-led products)\\n- Empty states matter — guide users to first value action\\n\\n**Retention:**\\n- Product engagement metrics (DAU, feature adoption)\\n- Customer success motion (CSM team for higher ACV)\\n- Lifecycle emails focused on feature discovery, value moments\\n\\n**Referral:**\\n- Customer advocacy programs\\n- Partner / integration co-marketing\\n- G2 / Capterra reviews\\n- Champion-to-buyer expansion\\n\\n**Revenue:**\\n- Expansion / NRR is often the biggest growth lever\\n- Tier upgrades, seat expansion, usage-based add-ons\\n\\n### Skills emphasis\\n- `cold-email`, `programmatic-seo`, `competitors`, `seo-audit`, `ai-seo`\\n- `ads` weighted toward LinkedIn + Google\\n- `emails` for trial nurture + lifecycle\\n- `pricing` for tier optimization\\n\\n### Tier-1 budget priority\\n- SEO + content > everything else\\n- Founder-led LinkedIn channel\\n- Customer.io / Mailchimp for nurture\\n- HARO + investor backchannel for PR\\n\\n---\\n\\n## Archetype 2 — D2C Consumer App (Subscription)\\n\\n### Core characteristics\\n- Lower ACV ($5–$30/mo typically)\\n- High volume, lower margin per user\\n- App Store / Play Store as the primary acquisition surface\\n- Lifecycle email + push for retention\\n- Often paid-acquisition-driven once budget unlocks\\n\\n### AARRR emphasis\\n\\n**Acquisition:**\\n- App Store Optimization (ASO) is the highest-leverage non-site asset\\n- Paid social (Meta, TikTok) often dominant once budget exists\\n- Apple Search Ads for high-intent App Store traffic\\n- Influencer + content creators\\n- PR + endorsements\\n\\n**Activation:**\\n- Onboarding is the dominant activation surface\\n- Time-to-value must be minutes, not hours\\n- Paywall structure + trial length critical\\n\\n**Retention:**\\n- Lifecycle email + push\\n- In-app reminders (carefully — overuse = churn)\\n- Subscription preference center\\n- Win-back campaigns\\n\\n**Referral:**\\n- Built-in sharing (share-a-month flow)\\n- Two-sided referrals\\n- Influencer / creator ambassadors\\n\\n**Revenue:**\\n- Annual plan default is the biggest single move (compresses MRR but improves LTV)\\n- Tier optimization (Free → Premium → Premium+)\\n- In-app upsells\\n\\n### Skills emphasis\\n- `onboarding`, `paywalls`, `emails`\\n- `ads`, `ad-creative` (heavy creative iteration)\\n- `referrals`\\n- `pricing` for annual default + tier consolidation\\n\\n### Tier-1 budget priority\\n- ASO first (highest organic leverage)\\n- Onboarding rebuild\\n- Lifecycle email shipping\\n- Founder-led social if founder is on-camera\\n\\n---\\n\\n## Archetype 3 — Hybrid Hardware + Software\\n\\n### Core characteristics\\n- Physical product + software companion (e.g., Quietude's eye mask + app)\\n- Hardware as a distribution wedge (lower price, easier first purchase)\\n- Software as the LTV (recurring revenue)\\n- Blended CAC across both surfaces\\n\\n### AARRR emphasis\\n\\n**Acquisition:**\\n- Shopify storefront SEO (hardware product pages target consumer search)\\n- Amazon listing (high-discovery, takes margin)\\n- PR amplification (hardware is photogenic — high-profile influencer endorsements move volume)\\n- Paid social for hardware (Meta + Instagram, eye-catching creative)\\n\\n**Activation:**\\n- Two activations to track: hardware unboxing experience + software signup\\n- Hardware → software activation flow is the bridge\\n- Concierge setup for high-value hardware buyers\\n\\n**Retention:**\\n- Hardware post-purchase lifecycle (different from app onboarding)\\n- Software companion drives stickiness\\n- Community / practitioner network around hardware\\n\\n**Referral:**\\n- Hardware gifting flows (high WOM for physical products)\\n- Eye-catching hardware drives organic social sharing\\n- Reviews on Shopify + Amazon\\n\\n**Revenue:**\\n- Blended LTV math is critical (hardware margin + software recurring)\\n- Bundle strategy (hardware buy → free Premium for X months)\\n- Annual plan default for software\\n\\n### Skills emphasis\\n- `seo-audit` for Shopify product pages\\n- `emails` for both hardware post-purchase and software lifecycle\\n- `referrals` with gifting layer\\n- `pricing` for blended-bundle math\\n- `ads` with creative-heavy Meta presence\\n\\n### Tier-1 budget priority\\n- Shopify product page optimization\\n- Hardware post-purchase lifecycle ship\\n- Bundle strategy formalization\\n- Hardware → app activation audit\\n\\n---\\n\\n## Archetype 4 — Marketplace\\n\\n### Core characteristics\\n- Two-sided product (supply + demand)\\n- Network effects matter\\n- Liquidity is the critical early metric\\n- Take-rate × GMV is the revenue model\\n\\n### AARRR emphasis\\n\\n**Acquisition:**\\n- Two funnels — supply and demand\\n- Supply often acquired through outbound / partnership / cold email\\n- Demand often acquired through SEO / paid / content\\n- City-by-city programmatic SEO common\\n\\n**Activation:**\\n- Supply activation: first listing posted, first response sent\\n- Demand activation: first purchase / first match / first transaction\\n- Both sides need their own onboarding\\n\\n**Retention:**\\n- Repeat transaction frequency\\n- Supply utilization (% of listings active)\\n- Demand habit (DAU / MAU)\\n\\n**Referral:**\\n- Supply → supply (refer other providers)\\n- Demand → demand (refer other buyers)\\n- Cross-side referrals are weaker\\n\\n**Revenue:**\\n- Take-rate optimization\\n- Premium tier (better matching, lower fees)\\n- Lead-gen vs. transaction-fee monetization\\n\\n### Skills emphasis\\n- `programmatic-seo` for city pages, vertical pages\\n- `cold-email` for supply-side recruitment\\n- `referrals` for both sides\\n- `pricing` for take-rate decisions\\n\\n### Tier-1 budget priority\\n- Programmatic SEO build for one side\\n- Cold outbound to seed supply (or demand, whichever is bottleneck)\\n- Lifecycle email for both sides\\n\\n---\\n\\n## Archetype 5 — Developer Tool / Open Source\\n\\n### Core characteristics\\n- Technical buyer (developer or eng leader)\\n- High bar for content quality (developers are skeptical)\\n- DevRel matters more than traditional marketing\\n- Open source layer often funnel into commercial product\\n\\n### AARRR emphasis\\n\\n**Acquisition:**\\n- Technical content + docs SEO\\n- DevRel (conferences, talks, community)\\n- GitHub presence + npm/pip/etc. discovery\\n- Hacker News + Reddit + dev Twitter\\n\\n**Activation:**\\n- First build / first integration is the activation event\\n- Time-to-Hello-World matters\\n- Documentation = onboarding for dev tools\\n\\n**Retention:**\\n- Depth of integration (using more of the product)\\n- Team adoption (one user → entire org)\\n- Active project count\\n\\n**Referral:**\\n- Star count on GitHub (semi-organic)\\n- Recommendation in technical forums\\n- Conference talks mentioning the tool\\n\\n**Revenue:**\\n- Free → paid conversion when usage exceeds limits\\n- Team plans, enterprise tiers\\n- Support / SLA upsells\\n\\n### Skills emphasis\\n- `programmatic-seo` for docs\\n- Less emphasis on traditional `ads`\\n- Heavy `content-strategy` + technical content\\n- `cold-email` to engineering leads at target companies\\n\\n### Tier-1 budget priority\\n- Docs + technical content production\\n- DevRel (founder doing talks)\\n- GitHub presence\\n- HN / Reddit / dev community\\n\\n---\\n\\n## Archetype 6 — Deep-Tech / Scientific / Clinical\\n\\n### Core characteristics\\n- Long sales cycles\\n- Heavy credibility burden (must prove the science)\\n- Highly informed buyers (academics, clinicians, researchers)\\n- Often regulatory considerations\\n\\n### AARRR emphasis\\n\\n**Acquisition:**\\n- Academic publishing + peer-reviewed studies\\n- Conference speaking (academic + industry)\\n- Investor / advisor introductions\\n- PR via credibility hooks\\n\\n**Activation:**\\n- Pilot programs / proof-of-concepts\\n- Concierge setup with high-touch onboarding\\n- Educational webinars / training\\n\\n**Retention:**\\n- Customer success heavily\\n- Co-publication with customers\\n- Community of practice\\n\\n**Referral:**\\n- Academic / clinical references\\n- Conference panel features\\n- Case studies with named institutions\\n\\n**Revenue:**\\n- Pilot → paid expansion\\n- Institutional contracts (multi-seat / multi-year)\\n- Compliance / certification upsells\\n\\n### Skills emphasis\\n- Light traditional marketing\\n- Heavy `product-marketing`, `sales-enablement`, `pricing`\\n- `cold-email` to specific researchers / practitioners\\n- PR + investor marketing\\n\\n### Tier-1 budget priority\\n- Academic outreach + conference speaking\\n- Investor backchannel for institutional warm intros\\n- Pilot deployment with key customers\\n- Case study + scientific publication\\n\\n---\\n\\n## Archetype 7 — Commerce / DTC (non-subscription)\\n\\n### Core characteristics\\n- Physical or digital products sold transactionally\\n- Average Order Value matters\\n- Repeat purchase rate is the key retention metric\\n\\n### AARRR emphasis\\n\\n**Acquisition:**\\n- Paid social (Meta, TikTok) often dominant\\n- Shopify SEO for product pages\\n- Amazon listings\\n- Influencer + creator partnerships\\n\\n**Activation:**\\n- First purchase is the activation event\\n- Cart abandonment recovery\\n- Trust signals on checkout (reviews, returns, shipping)\\n\\n**Retention:**\\n- Post-purchase lifecycle\\n- Loyalty programs\\n- Email + SMS for repeat purchase\\n\\n**Referral:**\\n- Gifting flows\\n- Refer-a-friend programs\\n- Reviews + UGC\\n\\n**Revenue:**\\n- AOV optimization (bundles, upsells)\\n- Customer LTV optimization (repeat purchase frequency)\\n- Subscription option for repeat purchases\\n\\n### Skills emphasis\\n- `ads` + `ad-creative` (heavy weight)\\n- `emails` for post-purchase + abandoned cart\\n- `referrals` with gifting\\n- `pricing` for bundles + subscription option\\n\\n### Tier-1 budget priority\\n- Shopify storefront optimization\\n- Email lifecycle ship\\n- Influencer / UGC seeding\\n- Paid social testing (if minimal budget exists)\\n\\n---\\n\\n## How to use this doc when drafting a plan\\n\\nWhen you start drafting Sections 4–8 (AARRR), identify the client's archetype (or hybrid if applicable) and lean into the patterns above.\\n\\n**Hybrid cases are common.** Quietude is \\\"Hybrid hardware + software\\\" with significant overlap to \\\"Deep-tech / scientific / clinical\\\" (because of the peer-reviewed study + clinical positioning). The plan blends emphases from both archetypes.\\n\\nWhen in doubt, lead with the archetype that best fits the *primary monetization model*. Quietude's primary monetization is software subscription (with hardware as the wedge), so the D2C consumer app + hardware-hybrid patterns dominate, with deep-tech credibility moves layered in.\\n\\n## When the client doesn't fit cleanly\\n\\nSome clients defy archetype:\\n- **Content / media businesses** — neither SaaS nor commerce; ad revenue or subscription model\\n- **Social networks** — own category, network effects dominate\\n- **Real estate / events** — physical + service model\\n\\nFor these, identify the closest archetype and adjust. Don't force-fit — name the deviation in the plan's Strategic Frame.\\n\"},\n {\"skill\":\"marketing-plan\",\"ref\":\"current-state-rubric\",\"body\":\"# Current State Rubric — 17-Section Scoring Lens\\n\\nThis 17-section rubric is the source of truth for Section 3 (\\\"Current State\\\") of every marketing plan. Score each section 0–5 from available materials, then write a 2–4 sentence \\\"shape interpretation\\\" that names where strengths and gaps cluster.\\n\\n## How to score\\n\\n**From rich materials.** When the team has shared decks, prior content audits, a brand voice doc, kickoff transcript, app store and analytics snapshots — score each section from those artifacts. Mark \\\"scored from materials\\\" in the section heading so the team can push back where they have better data.\\n\\n**From a separately scored audit.** If the team has already run a scored current-state assessment (in any format), ingest those scores directly. Don't redo the work — note the date the rubric was scored and flag any sections where material has shifted since.\\n\\nEither way, the output is the same: a 17-row scored table, a total out of 85, and a shape paragraph.\\n\\n## The 17 sections (scored 0–5 each)\\n\\n### 1. Positioning\\n**What's scored:** Clarity of category claim, differentiation, alignment across surfaces (homepage, app store, pitch deck, founder messaging).\\n\\n**Score guide:**\\n- 0 = No positioning anywhere\\n- 2 = Inconsistent across surfaces; team can't articulate it on demand\\n- 4 = Clear, original, mostly consistent; minor surface gaps\\n- 5 = Distinctive, category-defining, every surface aligned\\n\\n**Maps to AARRR:** Cross-cutting — feeds every stage.\\n\\n### 2. Customer research\\n**What's scored:** Depth and recency of customer research, ICP clarity, voice-of-customer capture.\\n\\n**Score guide:**\\n- 0 = No formal research, only founder intuition\\n- 2 = Some research but stale or one-off\\n- 4 = Active research practice, customer language captured\\n- 5 = Continuous research, customer language flows into copy / product / messaging\\n\\n**Maps to AARRR:** Cross-cutting — feeds especially Acquisition (channel choice) and Activation (onboarding voice).\\n\\n### 3. Homepage\\n**What's scored:** Headline clarity, voice alignment, conversion architecture, mobile experience.\\n\\n**Score guide:**\\n- 0 = Generic / broken / off-brand\\n- 2 = Functional but underperforming; voice mostly absent\\n- 4 = Clear, voice-aligned, converting; minor optimization opportunities\\n- 5 = Distinctive, converts strongly, fully voice-aligned\\n\\n**Maps to AARRR:** Acquisition + Activation.\\n\\n### 4. Sales / product pages\\n**What's scored:** Existence and quality of dedicated product / pricing / feature pages. Are SKUs documented? Is pricing scannable? Are upsells visible?\\n\\n**Score guide:**\\n- 0 = No dedicated pages\\n- 2 = Pages exist but are stale or off-voice\\n- 4 = Quality pages for primary products; gaps on secondary\\n- 5 = Every product, tier, and upsell has a high-converting page\\n\\n**Maps to AARRR:** Acquisition + Revenue.\\n\\n### 5. Conversion pages\\n**What's scored:** Landing pages for specific campaigns, channels, or use cases. `/partner`, `/science`, `/ambassadors`, `/eye-mask` types of pages.\\n\\n**Score guide:**\\n- 0 = No conversion pages\\n- 2 = One or two exist; rest of needed pages missing\\n- 4 = Most needed conversion pages exist; quality is good\\n- 5 = Full conversion page library, each high-converting\\n\\n**Maps to AARRR:** Acquisition + Activation.\\n\\n### 6. Competitor comparison\\n**What's scored:** Existence of \\\"vs. {competitor}\\\" pages, comparison content. Does the brand acknowledge alternatives, or pretend they don't exist?\\n\\n**Score guide:**\\n- 0 = Nothing — actively avoiding competitor mentions\\n- 2 = Some content exists but is weak or hidden\\n- 4 = Solid comparison pages for top 2–3 competitors\\n- 5 = Comprehensive comparison library; SEO-targeted; high-converting\\n\\n**Maps to AARRR:** Acquisition (consideration-stage SEO + sales enablement).\\n\\n### 7. Resources / content\\n**What's scored:** Blog, knowledge base, science page, whitepapers, research, founder essays, podcast.\\n\\n**Score guide:**\\n- 0 = No content surface\\n- 2 = Blog exists but is stale or thin\\n- 4 = Active content production; multiple formats\\n- 5 = Content is a moat — proprietary research, named pillars, daily volume\\n\\n**Maps to AARRR:** Acquisition.\\n\\n### 8. Onboarding\\n**What's scored:** New user onboarding (in-app + email). Time-to-value, completion rate, brand-voice alignment.\\n\\n**Score guide:**\\n- 0 = No onboarding flow\\n- 2 = Onboarding exists but is broken, off-voice, or underperforming\\n- 4 = Solid onboarding; clear bottlenecks identified\\n- 5 = Tested, optimized, on-brand; activation rate at category top quartile\\n\\n**Maps to AARRR:** Activation.\\n\\n### 9. Email lifecycle\\n**What's scored:** Existence and quality of lifecycle email programs. Welcome / onboarding / post-purchase / lapsed / win-back.\\n\\n**Score guide:**\\n- 0 = No lifecycle email\\n- 2 = Some flows exist but drafted not live, or live but stale\\n- 4 = Core flows live and performing; gaps on secondary flows\\n- 5 = Full lifecycle live, segmented, performing above category benchmarks\\n\\n**Maps to AARRR:** Retention (+ Activation for onboarding emails).\\n\\n### 10. Sales material\\n**What's scored:** Sales decks, one-pagers, demos, case studies, pricing sheets. (For B2B / hybrid companies — for pure D2C, this can be marked N/A or scored low without implication.)\\n\\n**Score guide:**\\n- 0 = No sales material\\n- 2 = Founder uses a deck but other material is thin\\n- 4 = Solid sales kit; reps can self-serve content\\n- 5 = Comprehensive material; updated quarterly; objection-handling library exists\\n\\n**Maps to AARRR:** Acquisition + Revenue (B2B).\\n\\n### 11. Messaging\\n**What's scored:** Voice, tone, vocabulary, message hierarchy across surfaces. Is the brand voice documented, consistent, distinctive?\\n\\n**Score guide:**\\n- 0 = No voice documented; surfaces inconsistent\\n- 2 = Voice exists in founder's head but isn't operationalized\\n- 4 = Documented voice; mostly consistent across surfaces\\n- 5 = Distinctive voice; documented; every surface respects it; voice is a moat\\n\\n**Maps to AARRR:** Cross-cutting.\\n\\n### 12. Pricing\\n**What's scored:** Pricing structure clarity, packaging logic, recent pressure-testing, listed vs. effective price reconciliation.\\n\\n**Score guide:**\\n- 0 = Pricing not pressure-tested in over a year; unclear structure\\n- 2 = Listed pricing exists but plan mix / discounting muddles the read\\n- 4 = Clear pricing; recent tests; LTV math known\\n- 5 = Pricing tested quarterly; packaging optimized; expansion levers known\\n\\n**Maps to AARRR:** Revenue.\\n\\n### 13. CRO (conversion rate optimization)\\n**What's scored:** Test cadence, instrumentation, A/B history, statistical rigor.\\n\\n**Score guide:**\\n- 0 = No tests run; no instrumentation\\n- 2 = Some ad-hoc tests; no statistical rigor\\n- 4 = Regular test cadence; some wins\\n- 5 = Continuous testing program; experimentation culture; documented wins\\n\\n**Maps to AARRR:** Cross-cutting (most impactful at Activation + Revenue).\\n\\n### 14. GTM launches\\n**What's scored:** Quality of past launch executions. Product launches, feature launches, campaign launches.\\n\\n**Score guide:**\\n- 0 = No structured launches; \\\"soft launches\\\" only\\n- 2 = Some launches but uneven execution\\n- 4 = Solid recent launches; playbook exists\\n- 5 = Repeatable launch motion; Product Hunt #1s; press coverage on demand\\n\\n**Maps to AARRR:** Acquisition + Activation.\\n\\n### 15. Ads (paid)\\n**What's scored:** Paid acquisition state. Active campaigns, channels, CAC tracking, creative quality.\\n\\n**Score guide:**\\n- 0 = No paid acquisition\\n- 2 = Some paid but unstructured / wasteful\\n- 4 = Paid is firing across 2–3 channels with positive unit economics\\n- 5 = Sophisticated paid stack; CAC/LTV understood; creative iterated weekly\\n\\n**Maps to AARRR:** Acquisition.\\n\\n**Note:** For pre-seed clients with no paid budget, score this 0 *without* treating it as a weakness — it reflects the funding stage, not a marketing failure.\\n\\n### 16. SEO\\n**What's scored:** Organic search performance. Domain rating, ranking keywords, organic traffic, content cluster strategy.\\n\\n**Score guide:**\\n- 0 = No SEO; new domain or zero-authority\\n- 2 = Some content but no strategy; ranks for brand only\\n- 4 = Established content clusters; growing organic traffic; DR 25+\\n- 5 = SEO is a moat; DR 40+; thousand+ ranking keywords; consistent content production\\n\\n**Maps to AARRR:** Acquisition.\\n\\n### 17. Internationalization\\n**What's scored:** Geographic expansion, language localization, region-specific pricing.\\n\\n**Score guide:**\\n- 0 = US/EN only; no international consideration\\n- 2 = International users exist but aren't served (one language, one currency)\\n- 4 = Multi-language, region-specific pricing, GTM playbook for new markets\\n- 5 = International is a strength; multi-region revenue; localized GTM\\n\\n**Maps to AARRR:** Acquisition.\\n\\n**Note:** For most early-stage companies, internationalization scores 0–1 and that's appropriate. Don't penalize early-stage companies for not having international playbooks yet.\\n\\n## How to compute the total + read the shape\\n\\n**Total = sum of all 17 scores. Out of 85.**\\n\\nThe total matters less than the *shape*. After the scoring table, write a 2–4 sentence \\\"shape interpretation\\\":\\n\\n> *\\\"High in {strong sections}, low in {weak sections}. That shape is the gap the rest of the plan closes — Sections X (AARRR stage) is the longest because that's where the gap is widest.\\\"*\\n\\n## Common shapes\\n\\n### \\\"Strong voice / messaging, weak distribution\\\"\\n- High: Positioning (#1), Customer research (#2), Messaging (#11)\\n- Low: SEO (#16), Ads (#15), GTM launches (#14)\\n- Translation: The founder is a strong storyteller but distribution hasn't caught up. Plan emphasizes Acquisition + paid layer prep.\\n\\n### \\\"Strong acquisition, weak conversion\\\"\\n- High: SEO (#16), Resources (#7), Ads (#15)\\n- Low: Homepage (#3), Onboarding (#8), Conversion pages (#5), Pricing (#12)\\n- Translation: Traffic comes in but doesn't convert. Plan emphasizes Activation + Revenue.\\n\\n### \\\"Strong conversion, weak retention\\\"\\n- High: Onboarding (#8), Homepage (#3), Pricing (#12)\\n- Low: Email lifecycle (#9), CRO (#13)\\n- Translation: Users sign up and pay but churn. Plan emphasizes Retention.\\n\\n### \\\"Strong product, weak everything-else\\\"\\n- High: only Positioning (#1) and Customer research (#2) — the founder knows the customer\\n- Low: everything operational\\n- Translation: Pre-marketing stage. Plan is foundation-heavy. First quarter is bedrock fixes.\\n\\n### \\\"Strong recent revenue, weak compounding\\\"\\n- High: Ads (#15), Sales material (#10), Pricing (#12)\\n- Low: SEO (#16), Resources (#7), Referral mechanics\\n- Translation: Performance marketing carries the business. Plan emphasizes building compounding channels before paid scales further.\\n\\n## When scores are subjective\\n\\nSome sections are easier to score from outside than others. Subjectivity tier:\\n\\n- **Objective (data-driven):** SEO (#16), Ads (#15), Email lifecycle (#9), Onboarding (#8) — backed by analytics\\n- **Semi-objective:** Pricing (#12), CRO (#13), Conversion pages (#5), Sales material (#10) — visible artifacts to evaluate\\n- **Subjective (judgment call):** Positioning (#1), Messaging (#11), Customer research (#2), Resources (#7) — interpretive\\n\\nFor subjective sections, write the rationale into the \\\"Note\\\" column so the team can push back if they disagree.\\n\\n## When a prior scored audit exists\\n\\nIf the team already has scored output from any current-state assessment, ingest those scores directly — don't redo the work. Treat that prior scoring as the ground truth for sections it covers.\\n\\nIf the prior scoring was done weeks ago and material has shifted since (new shipped flows, new content live, repositioning, etc.), note \\\"scored on YYYY-MM-DD; material has shifted since\\\" and update any specific scores you have current evidence for.\\n\"}\n];\n",[],[362,604,606],"fd801cb6-5d6d-11f1-9d15-1607ee4eb77e","ref_7.ts","fd801d7e-5d6d-11f1-9d15-1607ee4eb77e",666,["D",1780286241095],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_7: SkillRef[] = [\n {\"skill\":\"emails\",\"ref\":\"email-types\",\"body\":\"# Email Types Reference\\n\\nA comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference.\\n\\n## Contents\\n- Onboarding Emails (new users series, new customers series, key onboarding step reminder, new user invite)\\n- Retention Emails (upgrade to paid, upgrade to higher plan, ask for review, offer support proactively, product usage report, NPS survey, referral program)\\n- Billing Emails (switch to annual, failed payment recovery, cancellation survey, upcoming renewal reminder)\\n- Usage Emails (daily/weekly/monthly summary, key event or milestone notifications)\\n- Win-Back Emails (expired trials, cancelled customers)\\n- Campaign Emails (monthly roundup/newsletter, seasonal promotions, product updates, industry news roundup, pricing update)\\n- Email Audit Checklist (onboarding, retention, billing, usage, win-back, campaigns)\\n\\n## Onboarding Emails\\n\\n### New Users Series\\n**Trigger**: User signs up (free or trial)\\n**Goal**: Activate user, drive to aha moment\\n**Typical sequence**: 5-7 emails over 14 days\\n\\n- Email 1: Welcome + single next step (immediate)\\n- Email 2: Quick win / getting started (day 1)\\n- Email 3: Key feature highlight (day 3)\\n- Email 4: Success story / social proof (day 5)\\n- Email 5: Check-in + offer help (day 7)\\n- Email 6: Advanced tip (day 10)\\n- Email 7: Upgrade prompt or next milestone (day 14)\\n\\n**Key metrics**: Activation rate, feature adoption\\n\\n---\\n\\n### New Customers Series\\n**Trigger**: User converts to paid\\n**Goal**: Reinforce purchase decision, drive adoption, reduce early churn\\n**Typical sequence**: 3-5 emails over 14 days\\n\\n- Email 1: Thank you + what's next (immediate)\\n- Email 2: Getting full value — setup checklist (day 2)\\n- Email 3: Pro tips for paid features (day 5)\\n- Email 4: Success story from similar customer (day 7)\\n- Email 5: Check-in + introduce support resources (day 14)\\n\\n**Key point**: Different from new user series—they've committed. Focus on reinforcement and expansion, not conversion.\\n\\n---\\n\\n### Key Onboarding Step Reminder\\n**Trigger**: User hasn't completed critical setup step after X time\\n**Goal**: Nudge completion of high-value action\\n**Format**: Single email or 2-3 email mini-sequence\\n\\n**Example triggers**:\\n- Hasn't connected integration after 48 hours\\n- Hasn't invited team member after 3 days\\n- Hasn't completed profile after 24 hours\\n\\n**Copy approach**:\\n- Remind them what they started\\n- Explain why this step matters\\n- Make it easy (direct link to complete)\\n- Offer help if stuck\\n\\n---\\n\\n### New User Invite\\n**Trigger**: Existing user invites teammate\\n**Goal**: Activate the invited user\\n**Recipient**: The person being invited\\n\\n- Email 1: You've been invited (immediate)\\n- Email 2: Reminder if not accepted (day 2)\\n- Email 3: Final reminder (day 5)\\n\\n**Copy approach**:\\n- Personalize with inviter's name\\n- Explain what they're joining\\n- Single CTA to accept invite\\n- Social proof optional\\n\\n---\\n\\n## Retention Emails\\n\\n### Upgrade to Paid\\n**Trigger**: Free user shows engagement, or trial ending\\n**Goal**: Convert free to paid\\n**Typical sequence**: 3-5 emails\\n\\n**Trigger options**:\\n- Time-based (trial day 10, 12, 14)\\n- Behavior-based (hit usage limit, used premium feature)\\n- Engagement-based (highly active free user)\\n\\n**Sequence structure**:\\n- Value summary: What they've accomplished\\n- Feature comparison: What they're missing\\n- Social proof: Who else upgraded\\n- Urgency: Trial ending, limited offer\\n- Final: Last chance + easy path\\n\\n---\\n\\n### Upgrade to Higher Plan\\n**Trigger**: User approaching plan limits or using features available on higher tier\\n**Goal**: Upsell to next tier\\n**Format**: Single email or 2-3 email sequence\\n\\n**Trigger examples**:\\n- 80% of seat limit reached\\n- 90% of storage/usage limit\\n- Tried to use higher-tier feature\\n- Power user behavior patterns\\n\\n**Copy approach**:\\n- Acknowledge their growth (positive framing)\\n- Show what next tier unlocks\\n- Quantify value vs. cost\\n- Easy upgrade path\\n\\n---\\n\\n### Ask for Review\\n**Trigger**: Customer milestone (30/60/90 days, key achievement, support resolution)\\n**Goal**: Generate social proof on G2, Capterra, app stores\\n**Format**: Single email\\n\\n**Best timing**:\\n- After positive support interaction\\n- After achieving measurable result\\n- After renewal\\n- NOT after billing issues or bugs\\n\\n**Copy approach**:\\n- Thank them for being a customer\\n- Mention specific value/milestone if possible\\n- Explain why reviews matter (help others decide)\\n- Direct link to review platform\\n- Keep it short—this is an ask\\n\\n---\\n\\n### Offer Support Proactively\\n**Trigger**: Signs of struggle (drop in usage, failed actions, error encounters)\\n**Goal**: Save at-risk user, improve experience\\n**Format**: Single email\\n\\n**Trigger examples**:\\n- Usage dropped significantly week-over-week\\n- Multiple failed attempts at action\\n- Viewed help docs repeatedly\\n- Stuck at same onboarding step\\n\\n**Copy approach**:\\n- Genuine concern tone\\n- Specific: \\\"I noticed you...\\\" (if data allows)\\n- Offer direct help (not just link to docs)\\n- Personal from support or CSM\\n- No sales pitch—pure help\\n\\n---\\n\\n### Product Usage Report\\n**Trigger**: Time-based (weekly, monthly, quarterly)\\n**Goal**: Demonstrate value, drive engagement, reduce churn\\n**Format**: Single email, recurring\\n\\n**What to include**:\\n- Key metrics/activity summary\\n- Comparison to previous period\\n- Achievements/milestones\\n- Suggestions for improvement\\n- Light CTA to explore more\\n\\n**Examples**:\\n- \\\"You saved X hours this month\\\"\\n- \\\"Your team completed X projects\\\"\\n- \\\"You're in the top X% of users\\\"\\n\\n**Key point**: Make them feel good and remind them of value delivered.\\n\\n---\\n\\n### NPS Survey\\n**Trigger**: Time-based (quarterly) or event-based (post-milestone)\\n**Goal**: Measure satisfaction, identify promoters and detractors\\n**Format**: Single email\\n\\n**Best practices**:\\n- Keep it simple: Just the NPS question initially\\n- Follow-up form for \\\"why\\\" based on score\\n- Personal sender (CEO, founder, CSM)\\n- Tell them how you'll use feedback\\n\\n**Follow-up based on score**:\\n- Promoters (9-10): Thank + ask for review/referral\\n- Passives (7-8): Ask what would make it a 10\\n- Detractors (0-6): Personal outreach to understand issues\\n\\n---\\n\\n### Referral Program\\n**Trigger**: Customer milestone, promoter NPS score, or campaign\\n**Goal**: Generate referrals\\n**Format**: Single email or periodic reminders\\n\\n**Good timing**:\\n- After positive NPS response\\n- After customer achieves result\\n- After renewal\\n- Seasonal campaigns\\n\\n**Copy approach**:\\n- Remind them of their success\\n- Explain the referral offer clearly\\n- Make sharing easy (unique link)\\n- Show what's in it for them AND referee\\n\\n---\\n\\n## Billing Emails\\n\\n### Switch to Annual\\n**Trigger**: Monthly subscriber at renewal time or campaign\\n**Goal**: Convert monthly to annual (improve LTV, reduce churn)\\n**Format**: Single email or 2-email sequence\\n\\n**Value proposition**:\\n- Calculate exact savings\\n- Additional benefits (if any)\\n- Lock in current price messaging\\n- Easy one-click switch\\n\\n**Best timing**:\\n- Around monthly renewal date\\n- End of year / new year\\n- After 3-6 months of loyalty\\n- Price increase announcement (lock in old rate)\\n\\n---\\n\\n### Failed Payment Recovery\\n**Trigger**: Payment fails\\n**Goal**: Recover revenue, retain customer\\n**Typical sequence**: 3-4 emails over 7-14 days\\n\\n**Sequence structure**:\\n- Email 1 (Day 0): Friendly notice, update payment link\\n- Email 2 (Day 3): Reminder, service may be interrupted\\n- Email 3 (Day 7): Urgent, account will be suspended\\n- Email 4 (Day 10-14): Final notice, what they'll lose\\n\\n**Copy approach**:\\n- Assume it's an accident (card expired, etc.)\\n- Clear, direct, no guilt\\n- Single CTA to update payment\\n- Explain what happens if not resolved\\n\\n**Key metrics**: Recovery rate, time to recovery\\n\\n---\\n\\n### Cancellation Survey\\n**Trigger**: User cancels subscription\\n**Goal**: Learn why, opportunity to save\\n**Format**: Single email (immediate)\\n\\n**Options**:\\n- In-app survey at cancellation (better completion)\\n- Follow-up email if they skip in-app\\n- Personal outreach for high-value accounts\\n\\n**Questions to ask**:\\n- Primary reason for cancelling\\n- What could we have done better\\n- Would anything change your mind\\n- Can we help with transition\\n\\n**Winback opportunity**: Based on reason, offer targeted save (discount, pause, downgrade, training).\\n\\n---\\n\\n### Upcoming Renewal Reminder\\n**Trigger**: X days before renewal (14 or 30 days typical)\\n**Goal**: No surprise charges, opportunity to expand\\n**Format**: Single email\\n\\n**What to include**:\\n- Renewal date and amount\\n- What's included in renewal\\n- How to update payment/plan\\n- Changes to pricing/features (if any)\\n- Optional: Upsell opportunity\\n\\n**Required for**: Annual subscriptions, high-value contracts\\n\\n---\\n\\n## Usage Emails\\n\\n### Daily/Weekly/Monthly Summary\\n**Trigger**: Time-based\\n**Goal**: Drive engagement, demonstrate value\\n**Format**: Single email, recurring\\n\\n**Content by frequency**:\\n- **Daily**: Notifications, quick stats (for high-engagement products)\\n- **Weekly**: Activity summary, highlights, suggestions\\n- **Monthly**: Comprehensive report, achievements, ROI if calculable\\n\\n**Structure**:\\n- Key metrics at a glance\\n- Notable achievements\\n- Activity breakdown\\n- Suggestions / what to try next\\n- CTA to dive deeper\\n\\n**Personalization**: Must be relevant to their actual usage. Empty reports are worse than no report.\\n\\n---\\n\\n### Key Event or Milestone Notifications\\n**Trigger**: Specific achievement or event\\n**Goal**: Celebrate, drive continued engagement\\n**Format**: Single email per event\\n\\n**Milestone examples**:\\n- First [action] completed\\n- 10th/100th [thing] created\\n- Goal achieved\\n- Team collaboration milestone\\n- Usage streak\\n\\n**Copy approach**:\\n- Celebration tone\\n- Specific achievement\\n- Context (compared to others, compared to before)\\n- What's next / next milestone\\n\\n---\\n\\n## Win-Back Emails\\n\\n### Expired Trials\\n**Trigger**: Trial ended without conversion\\n**Goal**: Convert or re-engage\\n**Typical sequence**: 3-4 emails over 30 days\\n\\n**Sequence structure**:\\n- Email 1 (Day 1 post-expiry): Trial ended, here's what you're missing\\n- Email 2 (Day 7): What held you back? (gather feedback)\\n- Email 3 (Day 14): Incentive offer (discount, extended trial)\\n- Email 4 (Day 30): Final reach-out, door is open\\n\\n**Segmentation**: Different approach based on trial engagement level:\\n- High engagement: Focus on removing friction to convert\\n- Low engagement: Offer fresh start, more onboarding help\\n- No engagement: Ask what happened, offer demo/call\\n\\n---\\n\\n### Cancelled Customers\\n**Trigger**: Time after cancellation (30, 60, 90 days)\\n**Goal**: Win back churned customers\\n**Typical sequence**: 2-3 emails spread over 90 days\\n\\n**Sequence structure**:\\n- Email 1 (Day 30): What's new since you left\\n- Email 2 (Day 60): We've addressed [common reason]\\n- Email 3 (Day 90): Special offer to return\\n\\n**Copy approach**:\\n- No guilt, no desperation\\n- Genuine updates and improvements\\n- Personalize based on cancellation reason if known\\n- Make return easy\\n\\n**Key point**: They're more likely to return if their reason was addressed.\\n\\n---\\n\\n## Campaign Emails\\n\\n### Monthly Roundup / Newsletter\\n**Trigger**: Time-based (monthly)\\n**Goal**: Engagement, brand presence, content distribution\\n**Format**: Single email, recurring\\n\\n**Content mix**:\\n- Product updates and tips\\n- Customer stories\\n- Educational content\\n- Company news\\n- Industry insights\\n\\n**Best practices**:\\n- Consistent send day/time\\n- Scannable format\\n- Mix of content types\\n- One primary CTA focus\\n- Unsubscribe is okay—keeps list healthy\\n\\n---\\n\\n### Seasonal Promotions\\n**Trigger**: Calendar events (Black Friday, New Year, etc.)\\n**Goal**: Drive conversions with timely offer\\n**Format**: Campaign burst (2-4 emails)\\n\\n**Common opportunities**:\\n- New Year (fresh start, annual planning)\\n- End of fiscal year (budget spending)\\n- Black Friday / Cyber Monday\\n- Industry-specific seasons\\n- Back to school / work\\n\\n**Sequence structure**:\\n- Announcement: Offer reveal\\n- Reminder: Midway through promotion\\n- Last chance: Final hours\\n\\n---\\n\\n### Product Updates\\n**Trigger**: New feature release\\n**Goal**: Adoption, engagement, demonstrate momentum\\n**Format**: Single email per major release\\n\\n**What to include**:\\n- What's new (clear and simple)\\n- Why it matters (benefit, not just feature)\\n- How to use it (direct link)\\n- Who asked for it (community acknowledgment)\\n\\n**Segmentation**: Consider targeting based on relevance:\\n- Users who would benefit most\\n- Users who requested feature\\n- Power users first (for beta feel)\\n\\n---\\n\\n### Industry News Roundup\\n**Trigger**: Time-based (weekly or monthly)\\n**Goal**: Thought leadership, engagement, brand value\\n**Format**: Curated newsletter\\n\\n**Content**:\\n- Curated news and links\\n- Your take / commentary\\n- What it means for readers\\n- How your product helps\\n\\n**Best for**: B2B products where customers care about industry trends.\\n\\n---\\n\\n### Pricing Update\\n**Trigger**: Price change announcement\\n**Goal**: Transparent communication, minimize churn\\n**Format**: Single email (or sequence for major changes)\\n\\n**Timeline**:\\n- Announce 30-60 days before change\\n- Reminder 14 days before\\n- Final notice 7 days before\\n\\n**Copy approach**:\\n- Clear, direct, transparent\\n- Explain the why (value delivered, costs increased)\\n- Grandfather if possible (lock in old rate)\\n- Give options (annual lock-in, downgrade)\\n\\n**Important**: Honesty and advance notice build trust even when price increases.\\n\\n---\\n\\n## Email Audit Checklist\\n\\nUse this to audit your current email program:\\n\\n### Onboarding\\n- [ ] New users series\\n- [ ] New customers series\\n- [ ] Key onboarding step reminders\\n- [ ] New user invite sequence\\n\\n### Retention\\n- [ ] Upgrade to paid sequence\\n- [ ] Upgrade to higher plan triggers\\n- [ ] Ask for review (timed properly)\\n- [ ] Proactive support outreach\\n- [ ] Product usage reports\\n- [ ] NPS survey\\n- [ ] Referral program emails\\n\\n### Billing\\n- [ ] Switch to annual campaign\\n- [ ] Failed payment recovery sequence\\n- [ ] Cancellation survey\\n- [ ] Upcoming renewal reminders\\n\\n### Usage\\n- [ ] Daily/weekly/monthly summaries\\n- [ ] Key event notifications\\n- [ ] Milestone celebrations\\n\\n### Win-Back\\n- [ ] Expired trial sequence\\n- [ ] Cancelled customer sequence\\n\\n### Campaigns\\n- [ ] Monthly roundup / newsletter\\n- [ ] Seasonal promotion calendar\\n- [ ] Product update announcements\\n- [ ] Pricing update communications\\n\"},\n {\"skill\":\"emails\",\"ref\":\"sequence-templates\",\"body\":\"# Email Sequence Templates\\n\\nDetailed templates for common email sequences.\\n\\n## Contents\\n- Welcome Sequence (Post-Signup)\\n- Lead Nurture Sequence (Pre-Sale)\\n- Re-Engagement Sequence\\n- Onboarding Sequence (Product Users)\\n\\n## Welcome Sequence (Post-Signup)\\n\\n**Email 1: Welcome (Immediate)**\\n- Subject: Welcome to [Product] — here's your first step\\n- Deliver what was promised (lead magnet, access, etc.)\\n- Single next action\\n- Set expectations for future emails\\n\\n**Email 2: Quick Win (Day 1-2)**\\n- Subject: Get your first [result] in 10 minutes\\n- Enable small success\\n- Build confidence\\n- Link to helpful resource\\n\\n**Email 3: Story/Why (Day 3-4)**\\n- Subject: Why we built [Product]\\n- Origin story or mission\\n- Connect emotionally\\n- Show you understand their problem\\n\\n**Email 4: Social Proof (Day 5-6)**\\n- Subject: How [Customer] achieved [Result]\\n- Case study or testimonial\\n- Relatable to their situation\\n- Soft CTA to explore\\n\\n**Email 5: Overcome Objection (Day 7-8)**\\n- Subject: \\\"I don't have time for X\\\" — sound familiar?\\n- Address common hesitation\\n- Reframe the obstacle\\n- Show easy path forward\\n\\n**Email 6: Core Feature (Day 9-11)**\\n- Subject: Have you tried [Feature] yet?\\n- Highlight underused capability\\n- Show clear benefit\\n- Direct CTA to try it\\n\\n**Email 7: Conversion (Day 12-14)**\\n- Subject: Ready to [upgrade/buy/commit]?\\n- Summarize value\\n- Clear offer\\n- Urgency if appropriate\\n- Risk reversal (guarantee, trial)\\n\\n---\\n\\n## Lead Nurture Sequence (Pre-Sale)\\n\\n**Email 1: Deliver + Introduce (Immediate)**\\n- Deliver the lead magnet\\n- Brief intro to who you are\\n- Preview what's coming\\n\\n**Email 2: Expand on Topic (Day 2-3)**\\n- Related insight to lead magnet\\n- Establish expertise\\n- Light CTA to content\\n\\n**Email 3: Problem Deep-Dive (Day 4-5)**\\n- Articulate their problem deeply\\n- Show you understand\\n- Hint at solution\\n\\n**Email 4: Solution Framework (Day 6-8)**\\n- Your approach/methodology\\n- Educational, not salesy\\n- Builds toward your product\\n\\n**Email 5: Case Study (Day 9-11)**\\n- Real results from real customer\\n- Specific and relatable\\n- Soft CTA\\n\\n**Email 6: Differentiation (Day 12-14)**\\n- Why your approach is different\\n- Address alternatives\\n- Build preference\\n\\n**Email 7: Objection Handler (Day 15-18)**\\n- Common concern addressed\\n- FAQ or myth-busting\\n- Reduce friction\\n\\n**Email 8: Direct Offer (Day 19-21)**\\n- Clear pitch\\n- Strong value proposition\\n- Specific CTA\\n- Urgency if available\\n\\n---\\n\\n## Re-Engagement Sequence\\n\\n**Email 1: Check-In (Day 30-60 of inactivity)**\\n- Subject: Is everything okay, [Name]?\\n- Genuine concern\\n- Ask what happened\\n- Easy win to re-engage\\n\\n**Email 2: Value Reminder (Day 2-3 after)**\\n- Subject: Remember when you [achieved X]?\\n- Remind of past value\\n- What's new since they left\\n- Quick CTA\\n\\n**Email 3: Incentive (Day 5-7 after)**\\n- Subject: We miss you — here's something special\\n- Offer if appropriate\\n- Limited time\\n- Clear CTA\\n\\n**Email 4: Last Chance (Day 10-14 after)**\\n- Subject: Should we stop emailing you?\\n- Honest and direct\\n- One-click to stay or go\\n- Clean the list if no response\\n\\n---\\n\\n## Onboarding Sequence (Product Users)\\n\\nCoordinate with in-app onboarding. Email supports, doesn't duplicate.\\n\\n**Email 1: Welcome + First Step (Immediate)**\\n- Confirm signup\\n- One critical action\\n- Link directly to that action\\n\\n**Email 2: Getting Started Help (Day 1)**\\n- If they haven't completed step 1\\n- Quick tip or video\\n- Support option\\n\\n**Email 3: Feature Highlight (Day 2-3)**\\n- Key feature they should know\\n- Specific use case\\n- In-app link\\n\\n**Email 4: Success Story (Day 4-5)**\\n- Customer who succeeded\\n- Relatable journey\\n- Motivational\\n\\n**Email 5: Check-In (Day 7)**\\n- How's it going?\\n- Ask for feedback\\n- Offer help\\n\\n**Email 6: Advanced Tip (Day 10-12)**\\n- Power feature\\n- For engaged users\\n- Level-up content\\n\\n**Email 7: Upgrade/Expand (Day 14+)**\\n- For trial users: conversion push\\n- For free users: upgrade prompt\\n- For paid: expansion opportunity\\n\"},\n {\"skill\":\"free-tools\",\"ref\":\"tool-types\",\"body\":\"# Free Tool Types Reference\\n\\nDetailed guide to each type of marketing tool you can build.\\n\\n## Contents\\n- Calculators\\n- Generators\\n- Analyzers/Auditors\\n- Testers/Validators\\n- Libraries/Resources\\n- Interactive Educational\\n- Tool Concept Examples by Industry (SaaS product, agency/services, e-commerce, developer tools, finance)\\n\\n## Calculators\\n\\n**Best for**: Decisions involving numbers, comparisons, estimates\\n\\n**Examples**:\\n- ROI calculator\\n- Savings calculator\\n- Cost comparison tool\\n- Salary calculator\\n- Tax estimator\\n- Pricing estimator\\n- Compound interest calculator\\n- Break-even calculator\\n\\n**Why they work**:\\n- Personalized output\\n- High perceived value\\n- Share-worthy results\\n- Clear problem → solution\\n\\n**Implementation tips**:\\n- Keep inputs simple\\n- Show calculations transparently\\n- Make results shareable\\n- Add \\\"powered by\\\" branding\\n\\n---\\n\\n## Generators\\n\\n**Best for**: Creating something useful quickly\\n\\n**Examples**:\\n- Policy generator (privacy, terms)\\n- Template generator\\n- Name/tagline generator\\n- Email subject line generator\\n- Resume builder\\n- Color palette generator\\n- Logo maker\\n- Contract generator\\n\\n**Why they work**:\\n- Tangible output\\n- Saves time\\n- Easily shared\\n- Repeat usage\\n\\n**Implementation tips**:\\n- Output should be immediately usable\\n- Allow customization\\n- Offer download/export options\\n- Include email gating for premium outputs\\n\\n---\\n\\n## Analyzers/Auditors\\n\\n**Best for**: Evaluating existing work or assets\\n\\n**Examples**:\\n- Website grader\\n- SEO analyzer\\n- Email subject tester\\n- Headline analyzer\\n- Security checker\\n- Performance auditor\\n- Accessibility checker\\n- Code quality analyzer\\n\\n**Why they work**:\\n- Curiosity-driven\\n- Personalized insights\\n- Creates awareness of problems\\n- Natural lead to solution\\n\\n**Implementation tips**:\\n- Score or grade for gamification\\n- Benchmark against averages\\n- Provide actionable recommendations\\n- Follow up with improvement offers\\n\\n---\\n\\n## Testers/Validators\\n\\n**Best for**: Checking if something works\\n\\n**Examples**:\\n- Meta tag preview\\n- Email rendering test\\n- Mobile-friendly test\\n- Speed test\\n- DNS checker\\n- SSL certificate checker\\n- Redirect checker\\n- Broken link finder\\n\\n**Why they work**:\\n- Immediate utility\\n- Bookmark-worthy\\n- Repeat usage\\n- Professional necessity\\n\\n**Implementation tips**:\\n- Fast results are essential\\n- Show pass/fail clearly\\n- Provide fix instructions\\n- Integrate with your product where relevant\\n\\n---\\n\\n## Libraries/Resources\\n\\n**Best for**: Reference material\\n\\n**Examples**:\\n- Icon library\\n- Template library\\n- Code snippet library\\n- Example gallery\\n- Industry directory\\n- Resource list\\n- Swipe file collection\\n- Font pairing tool\\n\\n**Why they work**:\\n- High SEO value\\n- Ongoing traffic\\n- Establishes authority\\n- Linkable asset\\n\\n**Implementation tips**:\\n- Make searchable/filterable\\n- Allow easy copying/downloading\\n- Update regularly\\n- Accept community submissions\\n\\n---\\n\\n## Interactive Educational\\n\\n**Best for**: Learning/understanding\\n\\n**Examples**:\\n- Interactive tutorials\\n- Code playgrounds\\n- Visual explainers\\n- Quizzes/assessments\\n- Simulators\\n- Comparison tools\\n- Decision trees\\n- Configurators\\n\\n**Why they work**:\\n- Engages deeply\\n- Demonstrates expertise\\n- Shareable\\n- Memory-creating\\n\\n**Implementation tips**:\\n- Make it hands-on\\n- Show immediate feedback\\n- Lead to deeper resources\\n- Capture engaged users\\n\\n---\\n\\n## Tool Concept Examples by Industry\\n\\n### SaaS Product\\n- Product ROI calculator\\n- Competitor comparison tool\\n- Readiness assessment quiz\\n- Template library for use case\\n- Feature configurator\\n\\n### Agency/Services\\n- Industry benchmark tool\\n- Project scoping calculator\\n- Portfolio review tool\\n- Cost estimator\\n- Proposal generator\\n\\n### E-commerce\\n- Product finder quiz\\n- Comparison tool\\n- Size/fit calculator\\n- Savings calculator\\n- Gift finder\\n\\n### Developer Tools\\n- Code snippet library\\n- Testing/preview tool\\n- Documentation generator\\n- Interactive tutorials\\n- API playground\\n\\n### Finance\\n- Financial calculators\\n- Investment comparison\\n- Budget planner\\n- Tax estimator\\n- Loan calculator\\n\"},\n {\"skill\":\"image\",\"ref\":\"ai-image-prompting\",\"body\":\"# AI Image Prompting Guide\\n\\nHow to write effective prompts for AI image generation models (Gemini/Nano Banana, Flux, Ideogram, DALL-E, Midjourney).\\n\\n---\\n\\n## Prompt Structure\\n\\nA strong image prompt follows this formula:\\n\\n```\\n[Subject] + [Setting/context] + [Visual style] + [Lighting] + [Composition] + [Technical specs]\\n```\\n\\n### Example Prompts by Use Case\\n\\n**Blog hero — SaaS product:**\\n```\\nA clean workspace with a laptop displaying a colorful analytics dashboard,\\nminimalist desk with a coffee cup and notebook,\\nbright natural window lighting from the right,\\nshallow depth of field, commercial photography style,\\n1200x630, high resolution\\n```\\n\\n**Social media graphic — announcement:**\\n```\\nAbstract flowing gradient in deep purple and electric blue,\\ngeometric shapes forming a network pattern,\\ndramatic rim lighting on edges,\\nmodern tech aesthetic, clean and minimal,\\n1080x1080, vibrant colors\\n```\\n\\n**Product lifestyle shot:**\\n```\\nA person in a modern office smiling while looking at a tablet,\\nshowing a project management interface on screen,\\nwarm candid photography, natural lighting,\\nmedium shot, shallow depth of field, editorial style\\n```\\n\\n**Profile banner — professional:**\\n```\\nWide panoramic abstract background in navy blue and teal,\\nsubtle geometric grid pattern with soft gradient,\\nclean corporate aesthetic, muted lighting,\\n1584x396, no text, space for logo overlay on left third\\n```\\n\\n**Directory listing — Product Hunt:**\\n```\\nProduct screenshot on a clean gradient background,\\nsoft shadow underneath, slight 3D perspective tilt,\\nmodern SaaS product presentation style,\\n1270x760, bright and professional\\n```\\n\\n---\\n\\n## Style Keywords\\n\\n### Photorealistic\\n- \\\"commercial photography\\\"\\n- \\\"shot on Canon EOS R5\\\"\\n- \\\"editorial style\\\"\\n- \\\"natural lighting\\\"\\n- \\\"shallow depth of field\\\"\\n\\n### Clean/Corporate\\n- \\\"clean modern aesthetic\\\"\\n- \\\"minimal design\\\"\\n- \\\"professional corporate style\\\"\\n- \\\"bright and airy\\\"\\n- \\\"white background\\\"\\n\\n### Illustrative\\n- \\\"flat vector illustration\\\"\\n- \\\"isometric 3D render\\\"\\n- \\\"hand-drawn sketch style\\\"\\n- \\\"watercolor illustration\\\"\\n- \\\"line art\\\"\\n\\n### Abstract/Brand\\n- \\\"flowing gradient\\\"\\n- \\\"geometric pattern\\\"\\n- \\\"abstract data visualization\\\"\\n- \\\"particle effects\\\"\\n- \\\"holographic iridescent\\\"\\n\\n### Tech/SaaS\\n- \\\"dark mode UI aesthetic\\\"\\n- \\\"neon accent lighting\\\"\\n- \\\"glassmorphism\\\"\\n- \\\"futuristic minimal\\\"\\n- \\\"developer-focused\\\"\\n\\n---\\n\\n## Lighting Keywords\\n\\n| Term | Effect | Best For |\\n|------|--------|----------|\\n| **Natural light** | Warm, organic feel | Lifestyle, editorial |\\n| **Studio lighting** | Even, controlled | Product shots |\\n| **Rim lighting** | Edge highlights, dramatic | Hero images, abstract |\\n| **Soft directional** | Gentle shadows, dimensional | Blog headers |\\n| **Volumetric** | Light rays, atmospheric | Dramatic, cinematic |\\n| **Flat/even** | No shadows, clean | Icons, diagrams |\\n| **Golden hour** | Warm orange tones | Lifestyle, outdoor |\\n| **High key** | Bright, minimal shadows | Clean, corporate |\\n\\n---\\n\\n## Composition Keywords\\n\\n| Term | Effect | Best For |\\n|------|--------|----------|\\n| **Rule of thirds** | Subject off-center | Editorial, lifestyle |\\n| **Centered** | Subject in middle | Product shots, icons |\\n| **Wide/panoramic** | Expansive view | Banners, headers |\\n| **Close-up/macro** | Detail focus | Texture, product detail |\\n| **Bird's eye/overhead** | Top-down view | Desk setups, flat lays |\\n| **Negative space** | Room for text overlay | Blog headers, banners |\\n| **Symmetrical** | Balanced, formal | Corporate, luxury |\\n\\n---\\n\\n## Model-Specific Tips\\n\\n### Gemini Image (Google)\\n\\n- Best all-around for marketing images — good quality, reasonable cost\\n- Supports **image editing** — upload an existing image and describe changes\\n- Decent text rendering — can handle short headlines\\n- Specify \\\"high resolution\\\" for best output\\n- Works well with detailed, descriptive prompts\\n- Same API as text generation — easy to integrate\\n\\n### Flux (Black Forest Labs)\\n\\n- **Multi-image reference** is the killer feature — upload product screenshots, brand assets, or style references\\n- Best for **brand consistency** across a set of images\\n- Use Flux Pro for final assets, Flux Dev for rapid iteration\\n- Flux Klein for high-volume batch generation (cheapest)\\n- Style transfer via reference images > style keywords in prompt\\n- Prompts can be shorter than other models — the references do heavy lifting\\n\\n### Ideogram\\n\\n- **Best text rendering** of any model (industry-leading accuracy)\\n- Use when you need headlines, taglines, or brand names in the image\\n- Style reference system (up to 3 images) for brand consistency\\n- Supports \\\"Magic Prompt\\\" auto-enhancement\\n- Keep text requests simple — 3-5 words max for reliability\\n- Best for social graphics and banners that need text baked in\\n\\n### GPT Image (OpenAI)\\n\\n- Current models: `gpt-image-1` and variants (DALL-E 3 is deprecated)\\n- Integrated with ChatGPT — conversational image generation\\n- Good at following detailed prompts\\n- Decent text rendering (behind Ideogram, comparable to Gemini)\\n- Automatic prompt rewriting — may deviate from exact request\\n- Best for quick one-offs through ChatGPT interface\\n- API gives more control than ChatGPT interface\\n\\n### Midjourney\\n\\n- Highest aesthetic quality for artistic/editorial images\\n- No official API — Discord-based or web interface\\n- **Not agent-friendly** — use for manual creative exploration only\\n- Style flags: `--style raw` for less stylized, `--ar 16:9` for aspect ratio\\n- Best for hero images where pure visual quality matters most\\n- V6+ has improved text rendering but still unreliable\\n\\n---\\n\\n## Common Prompt Mistakes\\n\\n| Mistake | Why It Fails | Fix |\\n|---------|-------------|-----|\\n| \\\"A professional image\\\" | No visual detail | Describe subject, setting, style, lighting |\\n| Long paragraph of text in image | Models can't render paragraphs | 3-5 words max; add text in post |\\n| \\\"Make it look good\\\" | Not actionable | Specify style: \\\"commercial photography, bright\\\" |\\n| 200+ word prompts | Models lose focus | 40-80 words, specific over comprehensive |\\n| No aspect ratio | Random output size | Always specify dimensions or ratio |\\n| \\\"Logo in bottom right\\\" | Unreliable placement | Add logos in post-processing |\\n| \\\"Make it viral\\\" | Not a visual instruction | Describe the aesthetic you want |\\n| Requesting UI screenshots | AI hallucinates interfaces | Capture real screenshots instead |\\n\\n---\\n\\n## Batch Generation Workflow\\n\\nWhen you need multiple images with consistent style (e.g., a blog series or social campaign):\\n\\n1. **Generate 3-4 test images** with different style prompts\\n2. **Pick the winning style** based on brand fit\\n3. **Save the exact prompt** as your template\\n4. **Use Flux multi-reference** — upload the winning image as a style reference\\n5. **Batch generate** variations with the same style, different subjects\\n6. **Post-process** — add text overlays, logos, crop to platform sizes\\n\\n---\\n\\n## Aspect Ratios Quick Reference\\n\\n| Use Case | Ratio | Pixels | Notes |\\n|----------|-------|--------|-------|\\n| Blog hero / OG image | 1.91:1 | 1200x630 | Universal web standard |\\n| Full-width hero | 16:9 | 1920x1080 | Website headers |\\n| Instagram Feed | 1:1 | 1080x1080 | Square |\\n| Instagram Feed (tall) | 4:5 | 1080x1350 | More screen real estate |\\n| Stories / Reels | 9:16 | 1080x1920 | Vertical full screen |\\n| LinkedIn cover | 4:1 | 1584x396 | Personal profile |\\n| Twitter/X header | 3:1 | 1500x500 | Profile banner |\\n| Product Hunt gallery | 5:3 | 1270x760 | Launch page |\\n| GitHub social preview | 2:1 | 1280x640 | Repo link card |\\n\\n---\\n\\n## Cost Optimization\\n\\n- **Iterate at low quality first** — use Flux Dev or Gemini Flash for drafts, upgrade for finals\\n- **Use references over long prompts** — Flux multi-reference produces more consistent results with fewer retries\\n- **Batch similar requests** — generate all blog headers in one session with the same style\\n- **Cache and reuse** — abstract backgrounds, patterns, and textures can be reused across multiple images\\n- **Post-process instead of re-generate** — crop, overlay text, and adjust color in code rather than generating new images\\n\"},\n {\"skill\":\"lead-magnets\",\"ref\":\"benchmarks\",\"body\":\"# Lead Magnet Benchmarks\\n\\nReference data for planning and evaluating lead magnet performance.\\n\\n---\\n\\n## Conversion Rate Benchmarks\\n\\n### By Format Type\\n\\n| Format | Landing Page Conversion | Notes |\\n|--------|------------------------|-------|\\n| Checklist | 30-50% | High because low commitment |\\n| Cheat sheet | 25-40% | Quick reference appeal |\\n| Template | 25-45% | Immediate utility drives conversion |\\n| Ebook/guide | 20-35% | Higher commitment, lower rate |\\n| Quiz | 30-50% | Engagement drives completion |\\n| Webinar | 20-40% (registration) | 30-50% attendance rate of registrants |\\n| Mini-course | 15-30% | Higher commitment, higher quality leads |\\n| Free trial | 5-15% | High intent but high friction |\\n\\n### By Traffic Source\\n\\n| Source | Expected Conversion | Why |\\n|--------|-------------------|-----|\\n| Blog content upgrade | 3-8% of post readers | Contextually relevant |\\n| Dedicated landing page (organic) | 20-40% | High intent |\\n| Dedicated landing page (paid) | 10-25% | Cold traffic |\\n| Exit-intent popup | 2-5% of visitors | Interruption-based |\\n| Sidebar/banner CTA | 0.5-2% | Low engagement |\\n| Social media link | 10-20% | Warm but browsing |\\n\\n### By Industry (Landing Page)\\n\\n| Industry | Average Conversion |\\n|----------|-------------------|\\n| SaaS/Tech | 15-25% |\\n| Marketing/Agency | 20-35% |\\n| Finance | 10-20% |\\n| E-commerce | 10-20% |\\n| Education | 20-35% |\\n| Health/Wellness | 15-25% |\\n\\n---\\n\\n## Lead Quality Indicators\\n\\n### Signals of High-Quality Leads\\n- Open first 3 emails at 40%+ rate\\n- Click through to content or product pages\\n- Return to site within 30 days\\n- Match ICP demographics (role, company size, industry)\\n- Progress to trial, demo, or purchase within 90 days\\n\\n### Signals of Low-Quality Leads\\n- Unsubscribe within first 3 emails\\n- Never open beyond delivery email\\n- Use disposable email addresses\\n- Don't match target customer profile\\n- Downloaded for the content, no product interest\\n\\n### Quality vs. Quantity by Format\\n\\n| Format | Lead Volume | Lead Quality | Net Value |\\n|--------|-------------|-------------|-----------|\\n| Generic ebook | High | Low-Medium | Medium |\\n| Specific template | Medium | High | High |\\n| Industry report | Medium | Medium-High | High |\\n| Quiz/assessment | High | Medium (segmentable) | High |\\n| Webinar | Low-Medium | High | High |\\n| Checklist | High | Low-Medium | Medium |\\n| Free trial | Low | Very High | Very High |\\n\\n---\\n\\n## Cost Benchmarks\\n\\n### Cost Per Lead by Channel\\n\\n| Channel | Typical CPL | Notes |\\n|---------|-------------|-------|\\n| Organic search | $0-5 | Lowest, but slow to build |\\n| Blog content upgrade | $0-2 | Nearly free if you have traffic |\\n| Facebook/Instagram Ads | $3-15 | B2C lower, B2B higher |\\n| Google Ads | $10-50 | High intent, higher cost |\\n| LinkedIn Ads | $25-75 | B2B, expensive but qualified |\\n| Partner co-promotion | $0-5 | Depends on relationship |\\n\\n### Creation Cost by Format\\n\\n| Format | DIY Cost | With Designer/Freelancer |\\n|--------|----------|-------------------------|\\n| Checklist | Free | $100-300 |\\n| Cheat sheet | Free | $200-500 |\\n| Template | Free | $100-500 |\\n| Ebook (10-25 pages) | Free | $500-2,000 |\\n| Quiz | $0-100/mo (tool) | $500-2,000 |\\n| Webinar | Free (Zoom) | $500-1,500 (production) |\\n| Mini-course (email) | Free | $500-1,500 (copywriting) |\\n| Video course | $0-200 (gear) | $2,000-5,000 |\\n\\n---\\n\\n## Timeline Expectations\\n\\n### Time to Create\\n\\n| Format | Solo Creator | With Team |\\n|--------|-------------|-----------|\\n| Checklist | 1-2 hours | Same day |\\n| Cheat sheet | 2-4 hours | Same day |\\n| Template | 2-8 hours | 1-2 days |\\n| Swipe file | 4-8 hours | 1-2 days |\\n| Ebook | 1-3 weeks | 1-2 weeks |\\n| Quiz | 1-2 weeks | 1 week |\\n| Webinar prep | 1 week | 3-5 days |\\n| Mini-course | 1-2 weeks | 1 week |\\n\\n### Time to See Results\\n\\n| Phase | Timeline |\\n|-------|----------|\\n| First leads | Immediately with existing traffic or paid |\\n| Organic traffic growth | 2-6 months (SEO) |\\n| Meaningful lead volume | 1-3 months |\\n| Measurable impact on pipeline | 3-6 months |\\n| Full ROI assessment | 6-12 months |\\n\\n**Note**: These benchmarks are general guidelines. Your actual results depend on audience, niche, traffic volume, and offer quality. Start measuring from day one and build your own benchmarks.\\n\"},\n {\"skill\":\"lead-magnets\",\"ref\":\"format-guide\",\"body\":\"# Lead Magnet Format Guide\\n\\nDetailed creation guidance for each lead magnet format.\\n\\n## Contents\\n- Ebooks & Guides\\n- Checklists\\n- Cheat Sheets\\n- Templates & Spreadsheets\\n- Swipe Files\\n- Mini-Courses\\n- Quizzes & Assessments\\n- Webinars & Workshops\\n\\n---\\n\\n## Ebooks & Guides\\n\\n**Best for**: Building authority, deep education, awareness-stage leads\\n\\n**Structure**:\\n1. Title page with professional design\\n2. Table of contents\\n3. Introduction — frame the problem, set expectations\\n4. 3-7 chapters — one key concept per chapter\\n5. Summary — recap key takeaways\\n6. CTA — next step toward your product\\n\\n**Guidelines**:\\n- Ideal length: 10-25 pages (shorter is fine if valuable)\\n- Include visuals: charts, diagrams, screenshots\\n- Use callout boxes for key stats or quotes\\n- End each chapter with a quick takeaway\\n- Don't pad — density beats length\\n\\n**Tools**: Canva, Google Docs → PDF, Notion export, Designrr, Beacon.by\\n\\n---\\n\\n## Checklists\\n\\n**Best for**: Process-oriented tasks, quick wins, implementation help\\n\\n**Structure**:\\n- Title: \\\"[Number]-Point [Topic] Checklist\\\"\\n- Numbered or checkbox items\\n- Group into logical sections if 10+ items\\n- Brief explanation per item (1-2 sentences)\\n\\n**Guidelines**:\\n- Keep to 1-2 pages\\n- Use actionable language (\\\"Verify X\\\", \\\"Set up Y\\\", \\\"Remove Z\\\")\\n- Order by workflow sequence or priority\\n- Make it printable — clean layout, generous spacing\\n- Include a \\\"done\\\" checkbox for each item\\n\\n**What works**: Step-by-step processes, audit criteria, launch checklists, setup guides\\n\\n---\\n\\n## Cheat Sheets\\n\\n**Best for**: Reference material, shortcuts, quick-lookup information\\n\\n**Structure**:\\n- One page (two pages max)\\n- Organized by category or workflow\\n- Dense but scannable\\n- Visual hierarchy with headers and grouping\\n\\n**Guidelines**:\\n- Optimize for quick reference, not reading\\n- Use tables, grids, or columns\\n- Include formulas, shortcuts, or code snippets\\n- Design for printing or saving as desktop reference\\n- Bold the most important items\\n\\n**What works**: Keyboard shortcuts, formula references, terminology glossaries, decision matrices\\n\\n---\\n\\n## Templates & Spreadsheets\\n\\n**Best for**: Repeatable processes, planning, tracking\\n\\n### Spreadsheet Templates (Google Sheets / Excel)\\n- Include a \\\"How to Use\\\" tab with instructions\\n- Pre-fill with example data\\n- Use data validation for dropdown fields\\n- Add conditional formatting for visual cues\\n- Lock formula cells, leave input cells editable\\n- Include a \\\"Make a Copy\\\" link (Google Sheets)\\n\\n### Notion Templates\\n- Provide a duplicate link\\n- Include a getting-started guide\\n- Pre-populate with example content\\n- Use Notion's database features (views, filters, relations)\\n- Keep it simple — don't over-engineer\\n\\n### Document Templates\\n- Provide in multiple formats (Google Doc, Word, PDF)\\n- Include placeholder text with [BRACKETS] for customization\\n- Add inline instructions in a different color\\n- Make it immediately usable with minimal editing\\n\\n**Key principle**: Templates should be usable within 5 minutes of downloading.\\n\\n---\\n\\n## Swipe Files\\n\\n**Best for**: Inspiration, examples, learning from others\\n\\n**Structure**:\\n- Curated collection of 15-50 examples\\n- Organized by category, type, or use case\\n- Each example includes:\\n - The example itself (screenshot, text, link)\\n - Why it works (2-3 bullet annotations)\\n - How to adapt it (1-2 sentences)\\n\\n**Guidelines**:\\n- Quality over quantity — curate ruthlessly\\n- Add your analysis, don't just collect\\n- Organize for browsing (categories, tags)\\n- Update periodically with fresh examples\\n- Credit original sources\\n\\n**What works**: Email subject lines, landing pages, ad copy, CTAs, onboarding flows, pricing pages\\n\\n---\\n\\n## Mini-Courses\\n\\n### Email-Based Mini-Courses\\n- 3-5 emails delivered over 5-7 days\\n- One lesson per email, one concept per lesson\\n- Each email: teach → example → exercise\\n- Progressive difficulty (build on previous lessons)\\n- Final email: summary + CTA for product or next step\\n\\n### Video-Based Mini-Courses\\n- 3-5 videos, 5-15 minutes each\\n- Host on unlisted YouTube, Loom, or course platform\\n- Deliver links via email drip\\n- Include worksheets or exercises per lesson\\n- More personal — builds stronger connection\\n\\n**Cadence**: Every 1-2 days. Don't stretch too thin or compress too tight.\\n\\n**Key principle**: Each lesson should deliver standalone value. If someone only watches lesson 2, they should still learn something useful.\\n\\n---\\n\\n## Quizzes & Assessments\\n\\n**Best for**: Engagement, segmentation, personalized results\\n\\n**Question Design**:\\n- 5-10 questions (sweet spot: 7)\\n- Multiple choice only — no open-ended\\n- Questions should feel insightful, not obvious\\n- Progress indicator (\\\"Question 3 of 7\\\")\\n\\n**Result Segmentation**:\\n- 3-5 result categories\\n- Each result: name, description, personalized recommendations\\n- Tailor follow-up emails by result type\\n- Share-worthy result format (\\\"I got: Growth Stage Marketer!\\\")\\n\\n**Implementation**: Gate results behind email capture. The quiz itself is ungated — the personalized results require an email.\\n\\n**For building interactive quizzes**: See **free-tools** skill for technical implementation guidance.\\n\\n---\\n\\n## Webinars & Workshops\\n\\n### Live Webinars\\n- 30-45 minutes teaching + 15 minutes Q&A\\n- Structure: Hook → Teach (3 key points) → Demo/example → CTA\\n- Promote 1-2 weeks in advance\\n- Send 3 reminder emails (confirmation, day before, 1 hour before)\\n- Record for replay (extends value)\\n\\n### Evergreen Webinars\\n- Pre-recorded, available on demand\\n- Same structure as live but tighter editing\\n- Always-on lead generation\\n- Gate with email registration\\n- Automated follow-up sequence\\n\\n**Follow-up**: Send replay link + summary + CTA within 24 hours. Continue with nurture sequence.\\n\\n**Key principle**: Teach something genuinely useful. A webinar that's just a sales pitch will damage trust.\\n\"},\n {\"skill\":\"marketing-ideas\",\"ref\":\"ideas-by-category\",\"body\":\"# The 139 Marketing Ideas\\n\\nComplete list of proven marketing approaches organized by category.\\n\\n## Contents\\n- Content & SEO (1-10)\\n- Competitor & Comparison (11-13)\\n- Free Tools & Engineering (14-22)\\n- Paid Advertising (23-34)\\n- Social Media & Community (35-44)\\n- Email Marketing (45-53)\\n- Partnerships & Programs (54-64)\\n- Events & Speaking (65-72)\\n- PR & Media (73-76)\\n- Launches & Promotions (77-86)\\n- Product-Led Growth (87-96)\\n- Content Formats (97-109)\\n- Unconventional & Creative (110-122)\\n- Platforms & Marketplaces (123-130)\\n- International & Localization (131-132)\\n- Developer & Technical (133-136)\\n- Audience-Specific (137-139)\\n\\n## Content & SEO (1-10)\\n\\n1. **Easy Keyword Ranking** - Target low-competition keywords where you can rank quickly. Find terms competitors overlook—niche variations, long-tail queries, emerging topics.\\n\\n2. **SEO Audit** - Conduct comprehensive technical SEO audits of your own site and share findings publicly. Document fixes and improvements to build authority.\\n\\n3. **Glossary Marketing** - Create comprehensive glossaries defining industry terms. Each term becomes an SEO-optimized page targeting \\\"what is X\\\" searches.\\n\\n4. **Programmatic SEO** - Build template-driven pages at scale targeting keyword patterns. Location pages, comparison pages, integration pages—any pattern with search volume.\\n\\n5. **Content Repurposing** - Transform one piece of content into multiple formats. Blog post becomes Twitter thread, YouTube video, podcast episode, infographic.\\n\\n6. **Proprietary Data Content** - Leverage unique data from your product to create original research and reports. Data competitors can't replicate creates linkable assets.\\n\\n7. **Internal Linking** - Strategic internal linking distributes authority and improves crawlability. Build topical clusters connecting related content.\\n\\n8. **Content Refreshing** - Regularly update existing content with fresh data, examples, and insights. Refreshed content often outperforms new content.\\n\\n9. **Knowledge Base SEO** - Optimize help documentation for search. Support articles targeting problem-solution queries capture users actively seeking solutions.\\n\\n10. **Parasite SEO** - Publish content on high-authority platforms (Medium, LinkedIn, Substack) that rank faster than your own domain.\\n\\n---\\n\\n## Competitor & Comparison (11-13)\\n\\n11. **Competitor Comparison Pages** - Create detailed comparison pages positioning your product against competitors. \\\"[Your Product] vs [Competitor]\\\" pages capture high-intent searchers.\\n\\n12. **Marketing Jiu-Jitsu** - Turn competitor weaknesses into your strengths. When competitors raise prices, launch affordability campaigns.\\n\\n13. **Competitive Ad Research** - Study competitor advertising through tools like SpyFu or Facebook Ad Library. Learn what messaging resonates.\\n\\n---\\n\\n## Free Tools & Engineering (14-22)\\n\\n14. **Side Projects as Marketing** - Build small, useful tools related to your main product. Side projects attract users who may later convert.\\n\\n15. **Engineering as Marketing** - Build free tools that solve real problems. Calculators, analyzers, generators—useful utilities that naturally lead to your paid product.\\n\\n16. **Importers as Marketing** - Build import tools for competitor data. \\\"Import from [Competitor]\\\" reduces switching friction.\\n\\n17. **Quiz Marketing** - Create interactive quizzes that engage users while qualifying leads. Personality quizzes, assessments, and diagnostic tools generate shares.\\n\\n18. **Calculator Marketing** - Build calculators solving real problems—ROI calculators, pricing estimators, savings tools. Calculators attract links and rank well.\\n\\n19. **Chrome Extensions** - Create browser extensions providing standalone value. Chrome Web Store becomes another distribution channel.\\n\\n20. **Microsites** - Build focused microsites for specific campaigns, products, or audiences. Dedicated domains can rank faster.\\n\\n21. **Scanners** - Build free scanning tools that audit or analyze something. Website scanners, security checkers, performance analyzers.\\n\\n22. **Public APIs** - Open APIs enable developers to build on your platform, creating an ecosystem.\\n\\n---\\n\\n## Paid Advertising (23-34)\\n\\n23. **Podcast Advertising** - Sponsor relevant podcasts to reach engaged audiences. Host-read ads perform especially well.\\n\\n24. **Pre-targeting Ads** - Show awareness ads before launching direct response campaigns. Warm audiences convert better.\\n\\n25. **Facebook Ads** - Meta's detailed targeting reaches specific audiences. Test creative variations and leverage retargeting.\\n\\n26. **Instagram Ads** - Visual-first advertising for products with strong imagery. Stories and Reels ads capture attention.\\n\\n27. **Twitter Ads** - Reach engaged professionals discussing industry topics. Promoted tweets and follower campaigns.\\n\\n28. **LinkedIn Ads** - Target by job title, company size, and industry. Premium CPMs justified by B2B purchase intent.\\n\\n29. **Reddit Ads** - Reach passionate communities with authentic messaging. Transparency wins on Reddit.\\n\\n30. **Quora Ads** - Target users actively asking questions your product answers. Intent-rich environment.\\n\\n31. **Google Ads** - Capture high-intent search queries. Brand terms, competitor terms, and category terms.\\n\\n32. **YouTube Ads** - Video ads with detailed targeting. Pre-roll and discovery ads reach users consuming related content.\\n\\n33. **Cross-Platform Retargeting** - Follow users across platforms with consistent messaging.\\n\\n34. **Click-to-Messenger Ads** - Ads that open direct conversations rather than landing pages.\\n\\n---\\n\\n## Social Media & Community (35-44)\\n\\n35. **Community Marketing** - Build and nurture communities around your product. Slack groups, Discord servers, Facebook groups.\\n\\n36. **Quora Marketing** - Answer relevant questions with genuine expertise. Include product mentions where naturally appropriate.\\n\\n37. **Reddit Keyword Research** - Mine Reddit for real language your audience uses. Discover pain points and desires.\\n\\n38. **Reddit Marketing** - Participate authentically in relevant subreddits. Provide value first.\\n\\n39. **LinkedIn Audience** - Build personal brands on LinkedIn for B2B reach. Thought leadership builds authority.\\n\\n40. **Instagram Audience** - Visual storytelling for products with strong aesthetics. Behind-the-scenes and user stories.\\n\\n41. **X Audience** - Build presence on X/Twitter through consistent value. Threads and insights grow followings.\\n\\n42. **Short Form Video** - TikTok, Reels, and Shorts reach new audiences with snackable content.\\n\\n43. **Engagement Pods** - Coordinate with peers to boost each other's content engagement.\\n\\n44. **Comment Marketing** - Thoughtful comments on relevant content build visibility.\\n\\n---\\n\\n## Email Marketing (45-53)\\n\\n45. **Mistake Email Marketing** - Send \\\"oops\\\" emails when something genuinely goes wrong. Authenticity generates engagement.\\n\\n46. **Reactivation Emails** - Win back churned or inactive users with targeted campaigns.\\n\\n47. **Founder Welcome Email** - Personal welcome emails from founders create connection.\\n\\n48. **Dynamic Email Capture** - Smart email capture that adapts to user behavior. Exit intent, scroll depth triggers.\\n\\n49. **Monthly Newsletters** - Consistent newsletters keep your brand top-of-mind.\\n\\n50. **Inbox Placement** - Technical email optimization for deliverability. Authentication and list hygiene.\\n\\n51. **Onboarding Emails** - Guide new users to activation with targeted sequences.\\n\\n52. **Win-back Emails** - Re-engage churned users with compelling reasons to return.\\n\\n53. **Trial Reactivation** - Expired trials aren't lost causes. Targeted campaigns can recover them.\\n\\n---\\n\\n## Partnerships & Programs (54-64)\\n\\n54. **Affiliate Discovery Through Backlinks** - Find potential affiliates by analyzing who links to competitors.\\n\\n55. **Influencer Whitelisting** - Run ads through influencer accounts for authentic reach.\\n\\n56. **Reseller Programs** - Enable agencies to resell your product. White-label options create distribution partners.\\n\\n57. **Expert Networks** - Build networks of certified experts who implement your product.\\n\\n58. **Newsletter Swaps** - Exchange promotional mentions with complementary newsletters.\\n\\n59. **Article Quotes** - Contribute expert quotes to journalists. HARO connects experts with writers.\\n\\n60. **Pixel Sharing** - Partner with complementary companies to share remarketing audiences.\\n\\n61. **Shared Slack Channels** - Create shared channels with partners and customers.\\n\\n62. **Affiliate Program** - Structured commission programs for referrers.\\n\\n63. **Integration Marketing** - Joint marketing with integration partners.\\n\\n64. **Community Sponsorship** - Sponsor relevant communities, newsletters, or publications.\\n\\n---\\n\\n## Events & Speaking (65-72)\\n\\n65. **Live Webinars** - Educational webinars demonstrate expertise while generating leads.\\n\\n66. **Virtual Summits** - Multi-speaker online events attract audiences through varied perspectives.\\n\\n67. **Roadshows** - Take your product on the road to meet customers directly.\\n\\n68. **Local Meetups** - Host or attend local meetups in key markets.\\n\\n69. **Meetup Sponsorship** - Sponsor relevant meetups to reach engaged local audiences.\\n\\n70. **Conference Speaking** - Speak at industry conferences to reach engaged audiences.\\n\\n71. **Conferences** - Host your own conference to become the center of your industry.\\n\\n72. **Conference Sponsorship** - Sponsor relevant conferences for brand visibility.\\n\\n---\\n\\n## PR & Media (73-76)\\n\\n73. **Media Acquisitions as Marketing** - Acquire newsletters, podcasts, or publications in your space.\\n\\n74. **Press Coverage** - Pitch newsworthy stories to relevant publications.\\n\\n75. **Fundraising PR** - Leverage funding announcements for press coverage.\\n\\n76. **Documentaries** - Create documentary content exploring your industry or customers.\\n\\n---\\n\\n## Launches & Promotions (77-86)\\n\\n77. **Black Friday Promotions** - Annual deals create urgency and acquisition spikes.\\n\\n78. **Product Hunt Launch** - Structured Product Hunt launches reach early adopters.\\n\\n79. **Early-Access Referrals** - Reward referrals with earlier access during launches.\\n\\n80. **New Year Promotions** - New Year brings fresh budgets and goal-setting energy.\\n\\n81. **Early Access Pricing** - Launch with discounted early access tiers.\\n\\n82. **Product Hunt Alternatives** - Launch on BetaList, Launching Next, AlternativeTo.\\n\\n83. **Twitter Giveaways** - Engagement-boosting giveaways that require follows or retweets.\\n\\n84. **Giveaways** - Strategic giveaways attract attention and capture leads.\\n\\n85. **Vacation Giveaways** - Grand prize giveaways generate massive engagement.\\n\\n86. **Lifetime Deals** - One-time payment deals generate cash and users.\\n\\n---\\n\\n## Product-Led Growth (87-96)\\n\\n87. **Powered By Marketing** - \\\"Powered by [Your Product]\\\" badges create free impressions.\\n\\n88. **Free Migrations** - Offer free migration services from competitors.\\n\\n89. **Contract Buyouts** - Pay to exit competitor contracts.\\n\\n90. **One-Click Registration** - Minimize signup friction with OAuth options.\\n\\n91. **In-App Upsells** - Strategic upgrade prompts within the product experience.\\n\\n92. **Newsletter Referrals** - Built-in referral programs for newsletters.\\n\\n93. **Viral Loops** - Product mechanics that naturally encourage sharing.\\n\\n94. **Offboarding Flows** - Optimize cancellation flows to retain or learn.\\n\\n95. **Concierge Setup** - White-glove onboarding for high-value accounts.\\n\\n96. **Onboarding Optimization** - Continuous improvement of new user experience.\\n\\n---\\n\\n## Content Formats (97-109)\\n\\n97. **Playlists as Marketing** - Create Spotify playlists for your audience.\\n\\n98. **Template Marketing** - Offer free templates users can immediately use.\\n\\n99. **Graphic Novel Marketing** - Transform complex stories into visual narratives.\\n\\n100. **Promo Videos** - High-quality promotional videos showcase your product.\\n\\n101. **Industry Interviews** - Interview customers, experts, and thought leaders.\\n\\n102. **Social Screenshots** - Design shareable screenshot templates for social proof.\\n\\n103. **Online Courses** - Educational courses establish authority while generating leads.\\n\\n104. **Book Marketing** - Author a book establishing expertise in your domain.\\n\\n105. **Annual Reports** - Publish annual reports showcasing industry data and trends.\\n\\n106. **End of Year Wraps** - Personalized year-end summaries users want to share.\\n\\n107. **Podcasts** - Launch a podcast reaching audiences during commutes.\\n\\n108. **Changelogs** - Public changelogs showcase product momentum.\\n\\n109. **Public Demos** - Live product demonstrations showing real usage.\\n\\n---\\n\\n## Unconventional & Creative (110-122)\\n\\n110. **Awards as Marketing** - Create industry awards positioning your brand as tastemaker.\\n\\n111. **Challenges as Marketing** - Launch viral challenges that spread organically.\\n\\n112. **Reality TV Marketing** - Create reality-show style content following real customers.\\n\\n113. **Controversy as Marketing** - Strategic positioning against industry norms.\\n\\n114. **Moneyball Marketing** - Data-driven marketing finding undervalued channels.\\n\\n115. **Curation as Marketing** - Curate valuable resources for your audience.\\n\\n116. **Grants as Marketing** - Offer grants to customers or community members.\\n\\n117. **Product Competitions** - Sponsor competitions using your product.\\n\\n118. **Cameo Marketing** - Use Cameo celebrities for personalized messages.\\n\\n119. **OOH Advertising** - Out-of-home advertising—billboards, transit ads.\\n\\n120. **Marketing Stunts** - Bold, attention-grabbing marketing moments.\\n\\n121. **Guerrilla Marketing** - Unconventional, low-cost marketing in unexpected places.\\n\\n122. **Humor Marketing** - Use humor to stand out and create memorability.\\n\\n---\\n\\n## Platforms & Marketplaces (123-130)\\n\\n123. **Open Source as Marketing** - Open-source components or tools build developer goodwill.\\n\\n124. **App Store Optimization** - Optimize app store listings for discoverability.\\n\\n125. **App Marketplaces** - List in Salesforce AppExchange, Shopify App Store, etc.\\n\\n126. **YouTube Reviews** - Get YouTubers to review your product.\\n\\n127. **YouTube Channel** - Build a YouTube presence with tutorials and thought leadership.\\n\\n128. **Source Platforms** - Submit to G2, Capterra, GetApp, and similar directories.\\n\\n129. **Review Sites** - Actively manage presence on review platforms.\\n\\n130. **Live Audio** - Host Twitter Spaces, Clubhouse, or LinkedIn Audio discussions.\\n\\n---\\n\\n## International & Localization (131-132)\\n\\n131. **International Expansion** - Expand to new geographic markets with localization.\\n\\n132. **Price Localization** - Adjust pricing for local purchasing power.\\n\\n---\\n\\n## Developer & Technical (133-136)\\n\\n133. **Investor Marketing** - Market to investors for portfolio introductions.\\n\\n134. **Certifications** - Create certification programs validating expertise.\\n\\n135. **Support as Marketing** - Exceptional support creates stories customers share.\\n\\n136. **Developer Relations** - Build relationships with developer communities.\\n\\n---\\n\\n## Audience-Specific (137-139)\\n\\n137. **Two-Sided Referrals** - Reward both referrer and referred.\\n\\n138. **Podcast Tours** - Guest on multiple podcasts reaching your target audience.\\n\\n139. **Customer Language** - Use the exact words your customers use in marketing.\\n\"}\n];\n",[],[362,604,614],"fcc9369a-5d6d-11f1-b895-1607ee4eb77e","ref_6.ts","fcc9385c-5d6d-11f1-b895-1607ee4eb77e",665,["D",1780286239896],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_6: SkillRef[] = [\n {\"skill\":\"customer-research\",\"ref\":\"source-guides\",\"body\":\"# Customer Research — Source Guides\\n\\nDetailed, source-by-source playbooks for gathering customer intelligence from online watering holes.\\n\\n---\\n\\n## Reddit Research\\n\\n### Finding the Right Subreddits\\n\\nStart by identifying where your ICP spends time, not where your product is discussed.\\n\\n**Discovery methods:**\\n- Search `site:reddit.com \\\"[job title] tools\\\"` or `site:reddit.com \\\"[problem category] software\\\"`\\n- Use [subreddit search tools](https://www.reddit.com/subreddits/search) with problem-space keywords\\n- Look at what subreddits show up in Google results when you search ICP problems\\n- Check what subreddits competitors' customers mention in reviews\\n\\n**Common high-value subreddits by category:**\\n- B2B SaaS: r/sales, r/marketing, r/entrepreneur, r/startups, r/smallbusiness\\n- Dev tools: r/programming, r/devops, r/webdev, r/cscareerquestions\\n- Analytics/data: r/analytics, r/dataengineering, r/BusinessIntelligence\\n- Marketing: r/PPC, r/SEO, r/emailmarketing, r/content_marketing\\n- HR/recruiting: r/recruiting, r/humanresources, r/jobs\\n- Finance/ops: r/accounting, r/financialplanning, r/projectmanagement\\n\\n### Search Operators\\n\\n```\\nsite:reddit.com/r/[subreddit] \\\"[keyword]\\\"\\nsite:reddit.com \\\"[problem]\\\" \\\"recommend\\\" OR \\\"suggestion\\\" OR \\\"alternative\\\"\\nsite:reddit.com \\\"[competitor name]\\\" \\\"vs\\\" OR \\\"alternative\\\" OR \\\"switched\\\"\\n```\\n\\n### What to Look For\\n\\n**High-signal post types:**\\n- \\\"What tools do you use for X?\\\" → reveals alternatives and vocab\\n- \\\"Frustrated with [competitor], looking for alternatives\\\" → reveals pain and switching triggers\\n- \\\"How do you handle X?\\\" → reveals workflow and workarounds\\n- \\\"Is [your category] worth it?\\\" → reveals objections and evaluation criteria\\n- Complaint threads about competitors → reveals gaps you might fill\\n\\n**What to extract:**\\n- The exact problem described in the post\\n- Top-voted solutions (what do practitioners actually recommend?)\\n- Complaints about existing solutions in comments\\n- The language used — note specific words and phrases\\n- Upvote patterns — consensus vs. controversy\\n\\n### Tools\\n- Reddit's native search (limited but fast)\\n- Google: `site:reddit.com [query]` (better results)\\n- Pullpush.io — search archived Reddit posts (good for older threads)\\n\\n---\\n\\n## G2 and Review Site Mining\\n\\n### Your Own Product Reviews\\n\\nRead in this order for maximum signal:\\n\\n1. **3-star reviews** — these are the most honest. Customer liked it enough to stay but felt something was missing.\\n2. **1-star reviews** — understand the failure modes. Separate product issues from support/onboarding issues.\\n3. **5-star reviews** — extract the \\\"what they love\\\" language. These are your proof points.\\n4. **4-star reviews** — often contain \\\"the only thing I wish…\\\" buried in praise.\\n\\n**What to extract:**\\n- What they say they use it *for* (the job to be done)\\n- What they say is hardest or most frustrating\\n- What they compare it to (\\\"coming from [X]\\\", \\\"better than [Y]\\\")\\n- Industry and role signals in reviewer profiles\\n\\n### Competitor Reviews on G2\\n\\nThe 4-star competitor reviews are gold — customers who like the product but still have complaints.\\n\\n**G2 structure to exploit:**\\n- \\\"What do you like best?\\\" → their strengths (your battlecard intel)\\n- \\\"What do you dislike?\\\" → their weaknesses (your opportunities)\\n- \\\"What problems are you solving?\\\" → the job to be done\\n\\n**Capterra** has similar structure. **Trustpilot** skews B2C. **AppSumo** reviews are useful for SMB/prosumer SaaS.\\n\\n### Review Mining Template\\n\\nFor each competitor's 4-star reviews, extract:\\n\\n| Category | Notes |\\n|----------|-------|\\n| Job to be done | Why do they use the product? |\\n| Top praise | What do they love (and might be hard for you to match)? |\\n| Top complaint | What frustrates them? |\\n| Switching context | Did they mention switching from something else? |\\n| Unmet need | \\\"I wish it could…\\\" or \\\"It would be better if…\\\" |\\n\\n---\\n\\n## Indie Hackers and Product Hunt\\n\\n### Indie Hackers\\n\\nStrong signal for founder/builder/SMB ICP.\\n\\n**Where to look:**\\n- \\\"Ask IH\\\" posts: questions about problems your product solves\\n- Milestone posts: when founders describe their stack, they reveal tool preferences and pain\\n- Comment threads on product launches in your category\\n\\n**Search:** `site:indiehackers.com \\\"[problem]\\\"` or use IH's native search.\\n\\n### Product Hunt\\n\\n**Discussion tabs** on competing products are a research goldmine:\\n- Questions asked = pre-sales concerns = objections\\n- Comments = early adopter reactions = leading indicators of reception\\n- \\\"Alternatives to X\\\" collections reveal the competitive landscape as users see it\\n\\n---\\n\\n## Hacker News\\n\\nStrong signal for technical/developer ICP. Skews toward builders and skeptics.\\n\\n**High-value searches:**\\n- `site:news.ycombinator.com \\\"[competitor or category]\\\"`\\n- HN \\\"Ask HN: best tools for X\\\" threads\\n- \\\"Show HN\\\" posts for competitors — read the skeptical comments\\n\\n**What's different about HN:**\\n- Users are more likely to critique underlying architecture and business model\\n- Strong opinions about pricing models (especially anything subscription-based)\\n- First principles objections you might not hear elsewhere\\n\\n---\\n\\n## LinkedIn Research\\n\\n### Posts and Comments\\n\\nSearch for posts by practitioners describing their workflows:\\n- \\\"[Role] at [company size]\\\" + problem keyword\\n- \\\"We used to [old way] but now we [new way]\\\" stories\\n- Posts asking for tool recommendations get comments from active buyers\\n\\n### Job Postings\\n\\nA job posting is a company's admission of a pain point.\\n\\n**What to look for:**\\n- What tools are listed as \\\"nice to have\\\" vs. \\\"required\\\"? (reveals stack and adjacent tools)\\n- What metrics and outcomes are mentioned in the role description?\\n- What does the role spend most of its time doing? (reveals the job to be done)\\n\\n**Search:** `site:linkedin.com/jobs \\\"[role title]\\\" \\\"[relevant tool or category]\\\"`\\n\\n---\\n\\n## YouTube Comments\\n\\n### Finding High-Signal Videos\\n\\n- Tutorial videos for problems your product solves\\n- \\\"Best tools for X in [year]\\\" roundup videos\\n- Competitor product demos and walkthroughs\\n\\n**What to look for in comments:**\\n- \\\"Does this work for [specific use case]?\\\" → edge cases and unmet needs\\n- \\\"I tried this but…\\\" → failure points\\n- \\\"What about [competitor]?\\\" → active evaluation\\n- Timestamps with questions → confusion points in the workflow\\n\\n---\\n\\n## Twitter / X Research\\n\\n### Search Operators\\n\\n```\\n\\\"[competitor]\\\" -filter:replies min_faves:10\\n\\\"[problem keyword]\\\" \\\"anyone know\\\" OR \\\"recommend\\\" OR \\\"alternative\\\"\\n\\\"[category] is broken\\\" OR \\\"frustrated with [category]\\\"\\n```\\n\\n### What to Find\\n\\n- Real-time complaints about competitors\\n- Practitioners discussing their stack\\n- Influencers/thought leaders your ICP follows (useful for distribution)\\n\\n---\\n\\n## Blog Post and Forum Research\\n\\n### Comparison Content\\n\\nGoogle: `\\\"[competitor 1] vs [competitor 2]\\\"` or `\\\"best [category] software [year]\\\"`\\n\\nRead the comments on these posts — people who find comparison content are actively evaluating. Their comments are questions your sales process should answer.\\n\\n### Niche Communities\\n\\n- **Slack communities**: Many industries have public or semi-public Slack groups. Search \\\"[industry] Slack community\\\".\\n- **Discord servers**: Growing for developer and creator communities.\\n- **Facebook Groups**: Still strong for SMB, e-commerce, agency, and coach/consultant ICP.\\n- **Circle/Mighty Networks communities**: Check if there are paid communities in your ICP's space.\\n\\n---\\n\\n## B2C and Consumer App Research\\n\\nB2C research requires different sources than B2B SaaS. Consumer buyers don't congregate on LinkedIn or G2 — they leave traces in app stores, social media, and communities built around the activity your product serves.\\n\\n### App Store Reviews (iOS App Store / Google Play)\\n\\nOne of the richest unfiltered sources for mobile/consumer products.\\n\\n**Read in this order:**\\n1. **1-2 star reviews** — failure modes, unmet expectations, frustration peaks\\n2. **3-star reviews** — honest tradeoffs and \\\"it's good but…\\\" feedback\\n3. **5-star reviews** — what they love in their own words (proof points and positioning)\\n\\n**What to extract:**\\n- What job they hired the app to do (\\\"I use this to…\\\")\\n- The moment it stopped working for them\\n- What they compared it to or switched from\\n- Emotional language — \\\"I love how…\\\", \\\"I'm so frustrated that…\\\"\\n\\n**Search tip:** Sort by \\\"Most Recent\\\" to get fresh signal, then \\\"Most Critical\\\" for pain themes.\\n\\n### Amazon Reviews (for physical products or software with Amazon presence)\\n\\nSame priority order as app stores: 3-star reviews first.\\n\\n**G2 analog for consumer SaaS**: Trustpilot, Sitejabber, and product-specific review aggregators.\\n\\n### Reddit Consumer Communities\\n\\nB2C Reddit is highly vertical — go to the hobby/lifestyle subreddit, not the general ones.\\n\\n**Examples by product type:**\\n- Fitness apps: r/running, r/loseit, r/fitness, r/MyFitnessPal\\n- Personal finance: r/personalfinance, r/financialindependence, r/ynab\\n- Productivity/notes: r/productivity, r/Notion, r/ObsidianMD\\n- Travel: r/travel, r/solotravel, r/digitalnomad\\n- Parenting: r/Parenting, r/beyondthebump, r/daddit\\n\\n**Search pattern:** `site:reddit.com/r/[community] \\\"[app name OR problem]\\\"`\\n\\n### TikTok and Instagram Comments\\n\\nHigh-signal for consumer products with visual/lifestyle appeal.\\n\\n**How to find signal:**\\n- Search TikTok for \\\"[product name] review\\\" or \\\"is [product] worth it\\\"\\n- Watch the top 5-10 videos; read ALL comments — not just likes\\n- On Instagram, check tagged posts from real users (not brand posts)\\n\\n**What to extract:**\\n- Questions in comments = unmet needs or unclear positioning\\n- \\\"Does this work for…?\\\" = jobs they want to hire it for\\n- \\\"I switched from X\\\" comments = switching triggers\\n- Complaints about price, missing features, or broken promises\\n\\n### YouTube Comments (Consumer)\\n\\nSame approach as B2B but different video types:\\n\\n- \\\"X app honest review\\\" or \\\"X app after 6 months\\\"\\n- \\\"Best [category] apps [year]\\\" comparison videos\\n- Unboxing or \\\"setup\\\" videos for hardware/physical products\\n\\nComments on review videos are especially valuable — these are people actively in the consideration phase.\\n\\n### Consumer Community Platforms\\n\\n- **Facebook Groups**: Still dominant for many consumer verticals (parenting, fitness, local services, hobbies)\\n- **Discord servers**: Growing for gaming, creator tools, productivity, crypto, lifestyle communities\\n- **Nextdoor**: Useful for local service businesses\\n- **Quora**: Long-form questions reveal decision anxiety and evaluation criteria\\n\\n---\\n\\n## SparkToro (Audience Intelligence)\\n\\nSparkToro is a behavioral audience research tool. Instead of mining individual posts and comments, it aggregates clickstream, search, and social data to show what your audience does at scale — what they read, watch, listen to, follow, and search for.\\n\\n### When to Use SparkToro vs. Manual Research\\n\\n- **SparkToro first** when you need to understand where your ICP spends time, what content they consume, and which influencers they follow — it answers these questions in seconds with aggregated data\\n- **Manual research first** (Reddit, G2, communities) when you need raw language, exact quotes, emotional context, and the \\\"why\\\" behind behavior\\n- **Best together**: Use SparkToro to identify which podcasts, subreddits, and websites matter, then go mine those sources manually for voice-of-customer language\\n\\n### Key Queries to Run\\n\\n**By competitor:**\\n- \\\"People who follow @competitor\\\" — reveals shared audience affinities\\n- \\\"People who visit competitor.com\\\" — shows what else they consume\\n\\n**By audience description:**\\n- \\\"People who frequently talk about [topic]\\\" — finds audience behaviors\\n- \\\"People whose bio contains [job title]\\\" — profiles a role-based segment\\n\\n**By your own audience:**\\n- \\\"People who visit yourdomain.com\\\" — understand your actual audience\\n- Compare against competitor audience profiles to find gaps\\n\\n### What to Extract\\n\\n| Data Type | What It Tells You | Use It For |\\n|-----------|------------------|------------|\\n| Top websites visited | Where your audience reads | Content partnerships, guest posting targets |\\n| Top podcasts | What they listen to | Podcast guesting, sponsorship decisions |\\n| Top YouTube channels | What they watch | Video content strategy, ad placements |\\n| Top subreddits | Where they discuss | Community participation, Reddit ad targeting |\\n| Search keywords | What they Google | SEO and content topic planning |\\n| AI prompt topics | What they ask AI tools | Emerging content opportunities |\\n| Social accounts followed | Who influences them | Influencer partnerships, co-marketing |\\n| Demographics | Who they are | Persona building, ad targeting |\\n\\n### Source Weighting\\n\\nSparkToro data is aggregated and anonymized — it shows patterns, not individual opinions. Treat it as:\\n- **High confidence** for behavioral data (what they visit, follow, search for)\\n- **Medium confidence** for demographic data (self-reported, may be incomplete)\\n- **Not a substitute** for qualitative research (doesn't capture language, emotions, or the \\\"why\\\")\\n\\n### Limitations\\n\\n- Free tier: 5 reports/month, shallow results (top 5–10)\\n- No public API — all research done through web interface\\n- Skews English-language, US-centric\\n- Shows what audiences do, not why — pair with qualitative sources\\n\\nSee [tools/integrations/sparktoro.md](../../../tools/integrations/sparktoro.md) for full tool details and pricing.\\n\\n---\\n\\n## Organizing Your Research\\n\\nUse a simple tagging system across all sources:\\n\\n| Tag | Meaning |\\n|-----|---------|\\n| `#pain` | A problem or frustration |\\n| `#trigger` | An event that prompted the search |\\n| `#outcome` | What success looks like |\\n| `#language` | Exact phrases worth using in copy |\\n| `#alternative` | Another solution they considered or use |\\n| `#objection` | Reason to hesitate or not buy |\\n| `#competitor` | Anything about a competing product |\\n\\nKeep a running doc with columns: Source | Date | Quote | Tags | Notes\\n\\nAfter 20-30 entries, patterns will emerge. Look for quotes that appear in multiple unrelated sources — those are your highest-confidence insights.\\n\\n---\\n\\n## Source Reliability and Confidence Scoring\\n\\nNot all sources carry equal weight. Use this guide when assigning confidence labels.\\n\\n### Source Weighting\\n\\n| Source | Signal Strength | Bias to Note |\\n|--------|----------------|--------------|\\n| Customer interviews (unprompted) | Very high | Small sample; selection bias toward engaged customers |\\n| Win/loss interviews | High | Recent memory only; rationalization common |\\n| App store / G2 reviews | High | Skews toward strong opinions (love or hate) |\\n| Reddit / community posts | Medium-high | Skews technical, skeptical, vocal minorities |\\n| Support tickets | Medium | Skews toward problems; silent majority not represented |\\n| Survey (open-ended) | Medium | Primed by question framing |\\n| Survey (multiple choice) | Low-medium | Artifacts of the options you provided |\\n| NPS verbatims | Medium | Correlates with score; prompted by the survey moment |\\n| YouTube/TikTok comments | Medium | Skews toward engaged viewers; social performance |\\n| SparkToro audience data | Medium-high | Aggregated behavioral data; strong for \\\"what\\\" but not \\\"why\\\" |\\n| Job postings | Low-medium | Aspirational, not necessarily reflective of current pain |\\n\\n### Confidence Labels in Practice\\n\\nWhen presenting insights, lead with confidence:\\n\\n```\\n[HIGH CONFIDENCE] Customers feel overwhelmed by manual reporting — appears in 12 of 20 interviews,\\n4 Reddit threads, and is the #1 complaint in 3-star G2 reviews. Consistent across SMB and mid-market.\\n\\n[MEDIUM CONFIDENCE] Customers compare us to spreadsheets more than to direct competitors —\\nmentioned in 6 interviews and 3 Reddit threads, but not yet seen in review data.\\n\\n[LOW CONFIDENCE] Enterprise buyers may have procurement concerns — mentioned by 2 interviewees\\nfrom companies 500+. Needs more signal before acting on it.\\n```\\n\\n### Recency Window\\n\\n- **Use as primary source**: Data from the last 12 months\\n- **Use with caution**: 12-24 months (product and market may have shifted)\\n- **Use only for baseline context**: 2+ years old\\n\\nWhen a theme appears consistently across old and new data, that's a durable signal worth acting on.\\n\"},\n {\"skill\":\"directory-submissions\",\"ref\":\"directory-list\",\"body\":\"# Directory List — Full Reference\\n\\nCanonical list of directories organized by tier. DR values are approximate and drift over time — verify via Ahrefs or Moz before building a plan around them.\\n\\n**Column legend:**\\n- **DR** — Domain Rating (Ahrefs). Higher = more link equity passed.\\n- **Dofollow** — Whether the backlink passes SEO value. Nofollow listings still matter for referral traffic and brand signals.\\n- **Cost** — Free unless noted.\\n\\n---\\n\\n## Tier 1 — Flagship Launch Platforms\\n\\nSubmit only during launch week. These are time-sensitive with limited re-submission windows.\\n\\n| Directory | DR | Dofollow | Cost | Notes |\\n|---|---|---|---|---|\\n| **Product Hunt** | 91 | Yes | Free | The anchor event. Requires 3-week warm-up. 2026 algorithm weights comment quality over upvotes. Launch Tue/Wed/Thu at 12:01 AM PT. |\\n| **Hacker News (Show HN)** | 91 | Nofollow | Free | Only if you have a genuine technical angle. Post title format: \\\"Show HN: [Product] — [hook]\\\". Moderator death penalty for hype. |\\n| **BetaList** | 64 | Yes | Free (paid expedite ~$99) | Best for pre-launch waitlist building. Submission → 2–4 week queue unless expedited. |\\n| **Launching Next** | ~30 | Yes | Free | Editorial curation — needs a compelling story. |\\n| **Fazier** | ~30 | Yes | Free | Daily ranking with much lower competition than PH. Achievable #1. |\\n| **Uneed** | ~40 | Yes | Free | Curated, smaller audience, quality backlink. |\\n| **Microlaunch** | ~30 | Yes | Free | Month-long visibility vs one-day spike. |\\n| **OpenHunts** | ~25 | Yes | Free | Indie-maker friendly, reports 14%+ conversion rates. |\\n| **DevHunt** | ~35 | Yes | Free | Dev-focused. Best fit for developer tools and technical products. |\\n| **PeerPush** | ~25 | Yes | Free | Similar to Fazier. Low competition. |\\n| **LaunchVault** | ~20 | Yes | Free | Anti-VC positioning. Good for bootstrapped narrative. |\\n| **What Launched Today** | ~20 | Yes | Free | Guaranteed visibility on launch day regardless of votes. |\\n| **Firsto** | ~25 | Yes | Free tier | Sustained discovery, not one-day spike. |\\n| **GetByte** | ~20 | Yes | Free | Lightweight listing + promotional support. |\\n| **Best of Web** | ~30 | Yes | Free | Easy fast submission, free dofollow. |\\n| **Tiny Launch** | ~20 | Yes | Free | Lightweight, fast approval. |\\n| **PitchWall** | ~25 | Yes | Free | Indie-hacker friendly. |\\n\\n---\\n\\n## Tier 2 — Startup / SaaS / Software Directories\\n\\nSubmit during launch week and continue rolling submissions thereafter.\\n\\n| Directory | DR | Dofollow | Cost | Notes |\\n|---|---|---|---|---|\\n| **AlternativeTo** | 79 | Nofollow | Free | Massive SEO value despite nofollow. Submit as alternative to your top 4 competitors. |\\n| **SaaSHub** | 77 | Yes | Free | Ranks well for \\\"[tool] alternatives\\\" queries. High intent. |\\n| **G2** | 92 | Yes | Free listing | 10 reviews required for Grid appearance. Paid badges start at $2,999/yr. |\\n| **Capterra** | 93 | Yes | Free listing | Owned by G2 (acquired Feb 2026). Reviews drive everything. |\\n| **GetApp** | 78 | Yes | Free | Auto-syncs from Capterra in some cases. Owned by G2. |\\n| **SourceForge** | 92 | Yes | Free | Legacy but still high DR. Trivial to list. |\\n| **Slashdot** | ~88 | Yes | Free | Legacy but high DR. Company profile submission. |\\n| **Startup Stash** | ~50 | Yes | Free | Curated, organized by startup need. |\\n| **SideProjectors** | ~35 | Yes | Free | Discovery + marketplace. Community-driven. |\\n| **F6S** | 65 | Yes | Free | Startup platform used by accelerators. |\\n| **Stackshare** | ~60 | Yes | Free | Dev-centric. Show your tech stack. |\\n| **Resource.fyi** | ~40 | Yes | Free | Curated for designers/devs/marketers. |\\n| **Shipybara** | ~30 | Yes | Free | Shows which companies use your tool. |\\n| **TrustRadius** | 72 | Yes | Free | Smaller but respected B2B review platform. |\\n| **Crozdesk** | ~55 | Yes | Free | Feeds into Gartner ecosystem. |\\n| **Software Advice** | 88 | Yes | Free | Gartner property. Auto-syncs with Capterra in some categories. |\\n| **TheSaaSDirectory** | 88 | Yes | Free | SaaS-specific directory. Good categorization. |\\n| **Tech.co** | 80 | Yes | Free | Startup/SaaS directory + media. |\\n| **Taalk** | 80 | Yes | Free | Startup directory. |\\n| **Startup Fame** | 77 | Yes | Free | Startup showcase directory. |\\n| **Indie Hackers** | 76 | Yes | Free | Build-in-public community + product directory. |\\n| **Slant** | 75 | Yes | Free | \\\"What is the best...\\\" recommendation platform. |\\n| **Gust** | 75 | Yes | Free | Startup/investor platform. Profile with links. |\\n| **Inc42** | 75 | Yes | Free | Indian startup media + directory. |\\n| **Wefunder** | 76 | Yes | Free | Equity crowdfunding. Product profile with links. |\\n| **Startups.com** | 68 | Yes | Free | Startup community + resources. |\\n| **IndieHustles** | 66 | Yes | Free | Indie SaaS directory. |\\n| **SaaSWorthy** | 65 | Yes | Free | SaaS review/comparison site. |\\n| **ToolsFine** | 65 | Yes | Free | SaaS tool directory. |\\n| **Bizcommunity** | 65 | Yes | Free | Business news + directory. |\\n| **StartUs** | 62 | Yes | Free | Startup directory + insights. |\\n| **Today Launches** | 60 | Yes | Free | Daily launch directory. |\\n| **StartupBuffer** | 57 | Yes | Free | Startup promotion platform. |\\n| **Feedough** | 55 | Yes | Free | Startup resources + directory. |\\n| **Indie Hacker Tools** | 55 | Yes | Free | Tools for indie hackers. |\\n| **Open Launch** | 55 | Yes | Free | Product launch directory. |\\n| **New SaaSly** | 52 | Yes | Free | New SaaS product directory. |\\n| **Business Software** | 49 | Yes | Free | Business software directory. |\\n| **Promote Project** | 47 | Yes | Free | Project promotion directory. |\\n| **FiveTaco** | 47 | Yes | Free | SaaS tool directory. |\\n| **Cuspera** | 45 | Yes | Free | SaaS comparison platform. |\\n| **BetaBound** | 45 | Yes | Free | Beta testing community + directory. |\\n| **Makerthrive** | 45 | Yes | Free | Maker community + tools. |\\n| **StartupTracker** | 44 | Yes | Free | Startup tracking directory. |\\n| **BusinessHunt** | 43 | Yes | Free | Business product directory. |\\n| **Launched.io** | 40 | Yes | Free | Launch directory. |\\n| **ProfitHunt** | 40 | Yes | Free | Profitable startup directory. |\\n| **10words** | 40 | Yes | Free | SaaS directory (10-word descriptions). |\\n| **TrustMRR** | 40 | Yes | Free | MRR-verified startup directory. |\\n| **OpenClawDir** | 35 | Yes | Free | Open directory. |\\n| **Build Voyage** | 33 | Yes | Free | Startup builder directory. |\\n| **AlphaDigits** | 32 | Yes | Free | SaaS directory. |\\n\\n---\\n\\n## Tier 3 — AI Tool Directories\\n\\nRelevant only for AI-native products. Submit during weeks 1–3.\\n\\n### Tier 3A — Flagship AI directories\\n\\n| Directory | DR | Monthly Traffic | Notes |\\n|---|---|---|---|\\n| **There's An AI For That (TAAFT)** | 76 | 2M+ | Largest AI directory. Task-based search. Worth the effort to list well. |\\n| **Futurepedia** | 70 | 1M+ | 5,000+ tools, 54 categories. Matt Wolfe YouTube (2M+ subs) drives traffic. |\\n| **Toolify.ai** | 71 | 500K+ | 26K+ tools, 450+ categories. Tracks traffic trends. |\\n| **Future Tools (futuretools.io)** | 69 | 400K+ | Curated by Matt Wolfe. Smaller but influential. |\\n| **AI Tools Neilpatel** | 91 | n/a | Highest DR free AI directory. |\\n| **Good AI Tools** | 66 | n/a | Curated, quality over quantity. |\\n| **NewTools.site** | 51 | n/a | Dofollow backlink for every approved submission. |\\n\\n### Tier 3B — Mid-tier AI directories\\n\\n| Directory | Est. DR | Notes |\\n|---|---|---|\\n| **aitools.inc** | ~66 | \\\"10x your output\\\" positioning. |\\n| **AIStage** | ~66 | Includes open source + news. |\\n| **AItrendytools** | ~69 | Comprehensive listing. |\\n| **Grabon AI Directory** | ~70 | High DR, broad audience. |\\n| **TopAI.tools** | ~60 | Task-based search similar to TAAFT. |\\n| **Supertools** | ~61 | Clean interface, good categorization. |\\n| **AI Tools Directory** (aitoolsdirectory.com) | ~55 | Curated; featured placement available. |\\n| **AI Tools Love** | ~25 | Comparison-focused. |\\n| **AIChief** | ~35 | Business-focused. |\\n| **LogicBalls** | ~40 | 3,500+ verified tools. |\\n| **SaasAITools** | ~30 | SaaS + AI crossover. |\\n| **PoweredByAI** | ~35 | Growing directory with newsletter reach. |\\n| **TheAISurf** | ~30 | Newer, actively promoting submissions. |\\n| **Aixyz** | ~30 | 1,500+ tools, smart filters. |\\n| **AI Pedia Hub** | ~40 | \\\"Largest directory, updated daily.\\\" |\\n| **Dofollow.Tools** | ~30 | Explicitly free dofollow backlinks. |\\n| **AIBacklinkList** | ~25 | Aggregated list of 2500+ AI backlink opportunities. |\\n| **AI Scout** | ~25 | Emerging, less competition. |\\n| **AiMatchPro** | ~20 | Use-case search. |\\n| **GPTForge** | ~30 | Domain created 2025 — DR 88 from source list is implausible. Verify via Ahrefs. |\\n| **AI Tools Guide** | 77 | Curated AI tools directory. |\\n| **AIToolly** | 69 | AI tool discovery. |\\n| **All The AI Tools** | 66 | Comprehensive AI tool listing. |\\n| **Aiforme.wiki** | 66 | AI tool wiki/directory. |\\n| **Noxilo** | 66 | AI tools directory. |\\n| **AI Generation** | 55 | AI tools directory. |\\n| **Every AI** | 55 | AI tool aggregator. |\\n| **BAI.tools** | 53 | AI tools directory. |\\n| **The Rundown Tools** | 40 | AI newsletter's tool directory. |\\n| **AI NavHub** | 38 | AI navigation directory. |\\n| **WhatTheAI** | 35 | AI tools directory. |\\n| **ToolAI** | 31 | AI tools directory. |\\n| **LLM Relevance** | 30 | LLM-focused directory. |\\n\\n---\\n\\n## Tier 4 — AI Agent & MCP Server Registries\\n\\nRelevant only if the product exposes agent capabilities or MCP servers. These are a real moat for AI-native tools — traditional SaaS products cannot list here.\\n\\n| Directory | Category | Notes |\\n|---|---|---|\\n| **AI Agents List (aiagentslist.com)** | Agents | Hosts the 593+ MCP server directory. |\\n| **Glama.ai MCP servers** | MCP | 20K+ security-graded MCP servers. A/B/C/F grades matter — optimize for a good grade. |\\n| **APITracker MCP directory** | MCP | 110+ servers, 90 official integrations. |\\n| **Linux Foundation MCP Registry** | MCP | Canonical registry (PR-based submission, low volume but high signal). Anthropic donated MCP to LF in Dec 2025. |\\n| **AI Agent Store** | Agents | Compare agents, platforms, frameworks. |\\n| **AI Agents Base** | Agents | All-in-one directory. |\\n| **AI Agents Directory** | Agents | Specialized, updated daily. |\\n| **AI Agents Verse** | Agents | Curated directory. |\\n| **AgentHunter** | Agents | \\\"Discover the best AI agents.\\\" |\\n| **Add AI Directory** | Agents | Catalogs agents + tools. |\\n| **AI Agents Live** | Agents | Discovery + sharing. |\\n| **AI Agents Marketplace** | Agents | Organized by 300+ human role equivalents. |\\n\\n---\\n\\n## Tier 5 — No-Code Directories\\n\\nRelevant for no-code platforms and builder tools.\\n\\n| Directory | Est. DR | Notes |\\n|---|---|---|\\n| **NoCodeFinder** | ~45 | Accepts submissions. |\\n| **No Code MBA Tools Directory** | ~55 | Categorized by project type. |\\n| **We Are No Code Tools Repository** | ~40 | Curated. |\\n| **NoCodeList** | ~30 | — |\\n| **NoCodeDevs** | ~25 | — |\\n| **NoCode.Tech** | ~35 | — |\\n| **MakerPad / Zapier** | ~62 | Now owned by Zapier. No-code tool directory. |\\n| **NoCodeFounders** | ~45 | No-code community + forum. |\\n\\n---\\n\\n## Tier 6 — \\\"Best of\\\" Listicles (Editorial Outreach)\\n\\nNot directories per se — these are blog posts on high-DR domains that you get included in via cold outreach. Often more valuable than directories because they combine a dofollow backlink with editorial trust + in-market buyer traffic + AI citation weight.\\n\\n**Search patterns to find opportunities:**\\n- `\\\"best [category] tools\\\" 2026`\\n- `\\\"best [competitor] alternative\\\"`\\n- `\\\"top AI [category]\\\"`\\n- `\\\"[category] tools review\\\"`\\n\\n**Outreach template (short):**\\n> Hey [name], saw your post on [best X tools]. We launched [product] recently — thought it might be worth a mention. Happy to give you a free account + credits for readers. Here's a 60s demo: [link]. No worries if not a fit.\\n\\n**Target:** 10 inclusions in 30 days. Each = dofollow backlink from DR 40–70 + referral traffic + AI citation fuel.\\n\\n---\\n\\n## Tier 7 — Integration Marketplaces\\n\\nOnly relevant once the product has integrations. These are the highest-DR backlinks available — worth engineering effort just to land them.\\n\\n| Directory | DR | Notes |\\n|---|---|---|\\n| **Zapier App Directory** | 91 | Requires working Zapier integration. |\\n| **HubSpot App Marketplace** | 93 | Requires HubSpot app. |\\n| **Slack App Directory** | 89 | Requires Slack integration. |\\n| **Airtable Marketplace** | 82 | Requires Airtable integration. |\\n| **Notion Integrations Gallery** | 88 | Requires Notion integration. |\\n| **Make (Integromat)** | ~70 | Requires Make module. |\\n| **Pipedream** | ~70 | Requires Pipedream action. |\\n\\n---\\n\\n## Tier 8 — Profile & Content Platforms\\n\\nCreate a profile or publish content on these high-DR platforms to earn a dofollow backlink. These are not traditional directories — they're content and identity platforms where your profile or published content links back to your site. Highest DR backlinks available without building integrations.\\n\\n| Platform | DR | Category | Type | Notes |\\n|---|---|---|---|---|\\n| **WordPress.com** | 100 | Any | Blog | Create a free blog, link to main site in posts and profile. |\\n| **Blogger** | 100 | Any | Blog | Google property. Free blog with dofollow links. |\\n| **Tumblr** | 99 | Design | Blog | Highest DR blog platform. Project blog or microblog. |\\n| **GitHub** | 98 | Tech | Code host | Profile + repo README links. Every software product should have this. |\\n| **SoundCloud** | 96 | Music | Profile | Niche — relevant for audio/music products. |\\n| **Weebly** | 95 | Any | Blog | Free site builder with dofollow profile link. |\\n| **SlideShare** | 95 | Any | Content | Upload pitch decks, guides, presentations. |\\n| **Flickr** | 95 | Photography | Profile | Product screenshot galleries with profile link. |\\n| **GitLab** | 94 | Tech | Code host | Profile link. Mirror repos if open source. |\\n| **eBay Stores** | 94 | E-commerce | Profile | Niche — relevant for physical/digital goods. |\\n| **Etsy** | 93 | E-commerce | Profile | Niche — templates, digital downloads. |\\n| **Substack** | 93 | Tech | Newsletter | Publish product updates, thought leadership. High-intent readers. |\\n| **Bitbucket** | 93 | Tech | Code host | Profile link. Atlassian property. |\\n| **Scribd** | 93 | Any | Content | Upload whitepapers, guides, case studies. |\\n| **Disqus** | 93 | Professional | Profile | Profile with website link. Comment on industry blogs. |\\n| **Behance** | 93 | Design | Profile | Portfolio/project links. Best for design-adjacent products. |\\n| **Pastebin** | 93 | Tech | Code host | Code snippets with profile link. |\\n| **Patreon** | 93 | Creator | Profile | Creator page with product links. |\\n| **Imgur** | 93 | Any | Profile | Image hosting with profile link. |\\n| **Dun & Bradstreet** | 93 | B2B | Directory | Business credibility. Feeds AI training corpora. |\\n| **Ghost.org** | 92 | Any | Blog | Publish content with dofollow links. |\\n| **Evernote** | 92 | Any | Content | Public notebooks with links. |\\n| **Issuu** | 92 | Any | Content | Upload marketing PDFs, brochures, reports. |\\n| **CodePen** | 92 | Tech | Profile | Front-end demos and profile link. |\\n| **Kaggle** | 92 | AI | Profile | AI/data science community. Notebooks with links. |\\n| **Houzz** | 92 | Home | Profile | Niche — home/interior products. |\\n| **LiveJournal** | 91 | Any | Blog | Legacy but high DR. Blog with dofollow links. |\\n| **Bandcamp** | 91 | Music | Profile | Niche — audio products. |\\n| **Dev.to** | 90 | Tech | Blog | Technical articles with dofollow links. Cross-post with canonical URL. |\\n| **Gravatar** | 90 | Professional | Profile | Profile with website link. Quick setup. |\\n| **Replit** | 90 | Tech | Code host | Profile link. Interactive demos. |\\n| **CodeProject** | 90 | Tech | Blog | Technical articles for dev audience. |\\n| **Jimdo** | 89 | Any | Blog | Free site builder with profile link. |\\n| **Calameo** | 89 | Any | Content | Digital publishing platform. Upload PDFs. |\\n| **Buy Me a Coffee** | 88 | Creator | Profile | Creator page with product links. |\\n| **ArtStation** | 88 | Design | Profile | Portfolio for creative/design products. |\\n| **500px** | 88 | Photography | Profile | Product imagery with profile link. |\\n| **IndiaMART** | 87 | B2B | Profile | Indian B2B marketplace. Niche but high DR. |\\n| **Strikingly** | 87 | Any | Blog | Free one-page site with backlink. |\\n| **Hashnode** | 85 | Tech | Blog | Dev blogging. Custom domain support. Dofollow links. |\\n| **About.me** | 85 | Professional | Profile | One-page profile. Quick dofollow backlink. |\\n| **Mixcloud** | 85 | Music | Profile | Niche — audio/podcast products. |\\n| **4Shared** | 85 | Any | Content | File sharing with profile link. |\\n| **HubPages** | 84 | Any | Blog | Article publishing platform. |\\n| **AppSumo** | 84 | E-commerce | Marketplace | SaaS deals marketplace. Great for launch visibility + backlink. |\\n| **TeachersPayTeachers** | 84 | Education | Profile | Niche — education products. |\\n| **AuthorStream** | 70 | Any | Content | Presentation sharing. |\\n| **Model Mayhem** | 72 | Design | Profile | Niche — creative industry. |\\n| **Penzu** | 60 | Any | Blog | Online journal with profile link. |\\n| **Crevado** | 50 | Design | Profile | Portfolio platform. |\\n| **MyFolio** | 55 | Design | Profile | Portfolio platform. |\\n\\n---\\n\\n## Tier 9 — Local Business & General Directories\\n\\nRelevant for products with a physical presence, local customer base, or business address. Also useful for any product wanting pure DR-building backlinks from established directories.\\n\\n| Directory | DR | Category | Notes |\\n|---|---|---|---|\\n| **Manta** | 76 | Local business | US business directory. Free listing. |\\n| **ActiveSearchResults** | 74 | General | Search engine directory. |\\n| **Hotfrog** | 72 | Local business | International business directory. |\\n| **Spoke** | 70 | B2B | Business profile directory. |\\n| **Locanto** | 70 | General | Classifieds + business listings. International. |\\n| **MerchantCircle** | 68 | Local business | US small business directory. |\\n| **Just Landed** | 65 | Local business | International directory. |\\n| **Showmelocal** | 64 | Local business | US local search directory. |\\n| **Cylex** | 64 | Local business | International business directory. |\\n| **Brownbook** | 63 | Local business | Global business directory. |\\n| **Tupalo** | 62 | Local business | European business directory. |\\n| **WebWiki** | 60 | General | Website directory with reviews. |\\n| **iBegin** | 60 | Local business | US business directory. |\\n| **CitySquares** | 55 | Local business | US local business directory. |\\n| **eLocal** | 55 | Local business | US service provider directory. |\\n| **2FindLocal** | 53 | Local business | US local directory. |\\n| **Chamber of Commerce** | 50 | Local business | Business directory + resources. |\\n| **FindUsLocal** | 50 | Local business | Local search directory. |\\n| **ezlocal** | 50 | Local business | US local business listings. |\\n| **Yellow Pages Goes Green** | 49 | Local business | Eco-friendly business directory. |\\n| **Where To?** | 46 | Local business | Local discovery directory. |\\n\\n---\\n\\n## Tier 10 — Forums & Communities\\n\\nCreate a profile and participate in relevant communities. Most give dofollow profile links. Value comes from both the backlink and referral traffic from genuine participation. Follow the 90/10 rule: 90% helpful, 10% promotional.\\n\\n| Forum | DR | Category | Notes |\\n|---|---|---|---|\\n| **Strava Clubs** | 90 | Fitness | Niche — fitness/health products only. |\\n| **Foursquare** | 90 | Hospitality | Business listing with dofollow link. |\\n| **SitePoint Forums** | 89 | Tech | Web dev community. Genuine participation required. |\\n| **Mumsnet Forums** | 85 | Family | Niche — family/parenting products. Large UK audience. |\\n| **Digital Point** | 82 | Marketing | SEO/marketing forum. |\\n| **WebmasterWorld** | 77 | Marketing | SEO/webmaster community. High editorial standards. |\\n| **BlackHatWorld** | 77 | Marketing | SEO/marketing forum. Despite the name, has legitimate discussions. |\\n| **GrowthHackers** | 76 | Marketing | Growth marketing community. Dofollow articles + profile. |\\n| **Warrior Forum** | 73 | Marketing | Internet marketing community. |\\n| **Apsense** | 72 | Marketing | Business networking + marketing forum. |\\n| **ActiveRain** | 70 | Real estate | Niche — real estate industry. |\\n| **Quibblo** | 55 | General | Quiz/poll community with profile links. |\\n\\n---\\n\\n## Tier 11 — Press Release, Article & Blog Directory Sites\\n\\nPublish articles or press releases to earn dofollow backlinks. Best for product launches, funding announcements, major feature releases. Some accept any topic, others are PR-specific.\\n\\n### Article & Blog Directories\\n\\n| Site | DR | Type | Notes |\\n|---|---|---|---|\\n| **EzineArticles** | 80 | Article | Established article directory. Editorial review. |\\n| **Feedspot** | 80 | Blog directory | Blog discovery + RSS aggregation. Submit your blog. |\\n| **Alltop** | 73 | Blog directory | Guy Kawasaki's blog aggregator. |\\n| **ArticlesBase** | 70 | Article | Article publishing platform. |\\n| **Blogarama** | 64 | Blog directory | Blog directory with categories. |\\n| **Sooper Articles** | 60 | Article | Article submission site. |\\n| **OnToplist** | 60 | Blog directory | Blog ranking directory. |\\n| **BlogEngage** | 55 | Blog directory | Blog promotion community. |\\n| **BizSugar** | 55 | Business | Small business content sharing. |\\n| **TechPluto** | 50 | Marketing | Tech/marketing blog directory. |\\n\\n### Press Release Distribution\\n\\n| Site | DR | Notes |\\n|---|---|---|\\n| **PRLog** | 80 | Free press release distribution. Good reach. |\\n| **PR.com** | 77 | Free + paid press releases. Business directory too. |\\n| **OpenPR** | 72 | Free international press release distribution. |\\n| **1888 Press Release** | 69 | Free press release site. |\\n| **NewswireToday** | 65 | Free press release distribution. |\\n| **Online PR News** | 62 | Free press release distribution. |\\n| **PR Free** | 62 | Free press release site. |\\n\\n### Marketing & General Directories\\n\\n| Site | DR | Notes |\\n|---|---|---|\\n| **SubmissionWebDirectory** | 61 | General web directory. |\\n| **Site Promotion Directory** | 46 | Marketing-focused directory. |\\n| **Semfirms** | 45 | Marketing services directory. |\\n| **CabinetM** | 45 | Marketing technology directory. |\\n| **Cold Email Kit** | 44 | Email marketing directory. |\\n| **Directory LDM Studio** | 40 | General directory. |\\n| **Quality Internet Directory** | 39 | General web directory. |\\n| **ProofStories** | 32 | Marketing stories/case studies. |\\n\\n---\\n\\n## Tier 12 — Social Bookmarking & Curation\\n\\nBookmark or curate content with dofollow links. Lower effort than publishing full articles. Most useful for building diverse backlink profile.\\n\\n| Platform | DR | Notes |\\n|---|---|---|\\n| **Scoop.it** | 91 | Content curation platform. Create topic pages with links. |\\n| **Diigo** | 85 | Social bookmarking + annotation. Profile + bookmark links. |\\n| **Pearltrees** | 84 | Visual content curation. Organize links into collections. |\\n| **BibSonomy** | 70 | Academic bookmarking. Best for research/data products. |\\n| **Folkd** | 64 | Social bookmarking. Tag and share links. |\\n\\n---\\n\\n## Tier 13 — Niche Vertical Directories\\n\\nIndustry-specific directories. Only submit if your product genuinely fits the vertical — forced listings get rejected and waste time.\\n\\n### Legal\\n\\n| Directory | DR | Notes |\\n|---|---|---|\\n| **Justia** | 85 | Legal services directory. |\\n| **Lawyers.com** | 82 | Legal directory. |\\n| **HG.org** | 75 | Legal resources directory. |\\n\\n### Home & Construction\\n\\n| Directory | DR | Notes |\\n|---|---|---|\\n| **Porch** | 80 | Home services marketplace. |\\n| **BuildZoom** | 73 | Construction/contractor directory. |\\n| **Tradify (FreeIndex)** | 55 | UK trades directory. |\\n| **iBuildNew** | 45 | Australian home building directory. |\\n\\n### Hospitality & Food\\n\\n| Directory | DR | Notes |\\n|---|---|---|\\n| **AllMenus** | 76 | Restaurant directory. |\\n\\n### Design & Creative\\n\\n| Directory | DR | Notes |\\n|---|---|---|\\n| **LandBook** | 72 | Web design inspiration gallery. Submit landing pages. |\\n| **Curated.design** | 52 | Design inspiration directory. |\\n| **Webdesign Inspiration** | 45 | Website design showcase. |\\n\\n### Health & Fitness\\n\\n| Directory | DR | Notes |\\n|---|---|---|\\n| **Wellness.com** | 60 | Health & wellness directory. |\\n| **YogaTrail** | 55 | Yoga/wellness directory. |\\n| **MassageTherapy (AMBP)** | 45 | Massage therapy directory. |\\n| **Athlinks** | 72 | Fitness/race results. Profile with links. |\\n| **Fit Pro Directory** | 40 | Fitness professional directory. |\\n\\n### Real Estate\\n\\n| Directory | DR | Notes |\\n|---|---|---|\\n| **Placester** | 60 | Real estate marketing directory. |\\n\\n### B2B & International\\n\\n| Directory | DR | Notes |\\n|---|---|---|\\n| **Sulekha** | 73 | Indian business directory. |\\n| **EU-Business** | 46 | European business directory. |\\n\\n### Events\\n\\n| Directory | DR | Notes |\\n|---|---|---|\\n| **Evensi Events** | 62 | Event discovery platform. |\\n\\n### Education\\n\\n| Directory | DR | Notes |\\n|---|---|---|\\n| *(TeachersPayTeachers listed in Tier 8 — Profile Platforms)* | | |\\n\\n---\\n\\n## Verification\\n\\nAfter any submission goes live, verify the backlink exists and is dofollow. You can:\\n\\n1. **Manual:** Open the listing, right-click your product link, \\\"Inspect\\\" → check for `rel=\\\"nofollow\\\"` or `rel=\\\"ugc\\\"`. If absent, the link is dofollow.\\n2. **curl:** `curl -sIL https://directory.com/your-listing | grep -i link`\\n3. **SEO tools:** Ahrefs Site Explorer → Backlinks → filter by this directory's domain.\\n\\n**Re-verify quarterly.** Directories sometimes change all outbound links to nofollow without warning — if DR stops moving, check whether your biggest inbound links have silently flipped.\\n\"},\n {\"skill\":\"directory-submissions\",\"ref\":\"positioning-variations\",\"body\":\"# Positioning Variations Library\\n\\nDirectory audiences respond to different framings. Never copy-paste the same description everywhere — AI engines penalize duplicate content, and each directory type rewards a different opener.\\n\\nUse this library to generate per-tier variants. Swap `[product]`, `[category]`, `[competitors]`, `[use-case]`, and `[audience]` with the real values.\\n\\n---\\n\\n## Framework: Lead Sentence Varies by Tier\\n\\n| Tier | Lead sentence pattern | Why |\\n|---|---|---|\\n| Startup / launch | \\\"[Product] is the easiest way to [outcome] for [audience].\\\" | Founders scan for outcome clarity. |\\n| SaaS directory | \\\"[Product] is the [differentiator] alternative to [competitors].\\\" | Catches \\\"[competitor] alternative\\\" search intent. |\\n| AI directory | \\\"[Product] uses [AI capability] to [outcome].\\\" | TAAFT/Futurepedia audiences explicitly want AI. |\\n| Agent / MCP | \\\"[Product] is an MCP-native / agent-native [category].\\\" | Niche but high-intent. Ruling-out competitors. |\\n| No-code | \\\"[Product] lets you build [output] without code.\\\" | Audience values speed, not technical depth. |\\n| Dev tool | \\\"[Product] is a [technical category] with [differentiator].\\\" | Devs want substance upfront. |\\n| B2B review | \\\"[Product] helps [audience] [measurable business outcome].\\\" | Reviewers want ROI language. |\\n\\n---\\n\\n## Template: Startup / Launch Directories\\n\\n**Target:** Product Hunt, BetaList, Fazier, Uneed, DevHunt, Microlaunch, OpenHunts, LaunchVault, Firsto, PitchWall\\n\\n**Tagline (under 10 words):**\\n> The [differentiator] way to [outcome] for [audience].\\n\\n**Short description (60 chars):**\\n> [Outcome-focused one-liner with product name]\\n\\n**Long description (150 words):**\\n> [Product] is the easiest way to [outcome] for [audience]. Built for teams who [pain point], [product] removes [friction] by [how].\\n>\\n> Unlike [competitor category], [product] [key differentiator 1] and [key differentiator 2]. You can [action 1] in under [timeframe], [action 2] without [limitation], and [action 3] that would normally require [cost or technical skill].\\n>\\n> We built [product] because [founder origin story in one sentence]. It's now used by [audience examples] to [use case examples].\\n>\\n> Try it free at [url]. No credit card, no setup.\\n\\n**Tags:** [product category], [audience type], [use case 1], [use case 2], [differentiator], [tech]\\n\\n---\\n\\n## Template: SaaS / Software Directories\\n\\n**Target:** AlternativeTo, SaaSHub, G2, Capterra, GetApp, SourceForge, Slashdot, Startup Stash, F6S\\n\\n**Tagline:**\\n> The [differentiator] alternative to [top competitors].\\n\\n**Long description:**\\n> [Product] is a [differentiator] alternative to [competitor 1], [competitor 2], and [competitor 3] — built for [audience] who need [gap the competitors don't fill].\\n>\\n> Where [competitor 1] [limitation 1] and [competitor 2] [limitation 2], [product] [solves]. You get [feature 1], [feature 2], and [feature 3] in a single workspace, at [pricing relative to competitors].\\n>\\n> Key features:\\n> • [Feature 1] — [benefit]\\n> • [Feature 2] — [benefit]\\n> • [Feature 3] — [benefit]\\n> • [Feature 4] — [benefit]\\n> • [Integration 1], [Integration 2], [Integration 3] integrations\\n>\\n> Trusted by [audience examples]. Start free at [url].\\n\\n**Tags:** [competitor] alternative, [category], [audience], [differentiator], [top 3 features]\\n\\n---\\n\\n## Template: AI Directories\\n\\n**Target:** TAAFT, Futurepedia, Toolify, Future Tools, aitools.inc, AIStage, LogicBalls, SaasAITools\\n\\n**Tagline:**\\n> AI-powered [category] for [audience].\\n\\n**Long description:**\\n> [Product] is an AI-powered [category] that [core AI capability]. It uses [specific models / techniques] to [outcome] — so [audience] can [job to be done] in a fraction of the time.\\n>\\n> What makes it AI-first:\\n> • [AI feature 1] — [what it does] using [model/approach]\\n> • [AI feature 2] — [what it does]\\n> • [AI feature 3] — [what it does]\\n> • [AI feature 4] — [what it does]\\n>\\n> [Product] is built on [tech stack] and supports [models/providers]. Use cases: [use case 1], [use case 2], [use case 3], [use case 4].\\n>\\n> Free tier available. No API keys required to start.\\n\\n**Tags:** AI [category], [AI capability 1], [AI capability 2], AI for [audience], [use case 1], [use case 2], [LLM provider], [differentiator]\\n\\n---\\n\\n## Template: Agent / MCP Registries\\n\\n**Target:** Glama, APITracker, Linux Foundation MCP Registry, AI Agents List, AI Agent Store, AgentHunter\\n\\n**Tagline:**\\n> MCP-native [category] for AI agents.\\n\\n**Long description:**\\n> [Product] is an MCP-native [category] that lets AI agents [capability]. It exposes [MCP server capabilities] via the Model Context Protocol, so agents in Claude, ChatGPT, Cursor, and any MCP-compatible client can [actions].\\n>\\n> MCP capabilities:\\n> • [Tool 1] — [what the agent can do]\\n> • [Tool 2] — [what the agent can do]\\n> • [Tool 3] — [what the agent can do]\\n> • [Resource 1] — [context surfaced]\\n> • [Prompt 1] — [pre-built prompt]\\n>\\n> Authentication: [auth method]. Transports: stdio, HTTP, SSE. Security: [security posture].\\n>\\n> Installation: [one-line install command]. Docs: [docs URL].\\n\\n**Tags:** MCP, MCP server, AI agent, agent [category], Claude integration, Model Context Protocol, [domain], [auth type]\\n\\n---\\n\\n## Template: No-Code Directories\\n\\n**Target:** NoCodeFinder, No Code MBA Tools Directory, We Are No Code, NoCode.Tech\\n\\n**Tagline:**\\n> Build [output] without code.\\n\\n**Long description:**\\n> [Product] lets you build [output] without writing code. Drag, drop, or describe what you want and [product] handles the rest — [technical concept 1] and [technical concept 2] are automatic.\\n>\\n> What you can build:\\n> • [Example project 1] — built in [timeframe]\\n> • [Example project 2] — built in [timeframe]\\n> • [Example project 3] — built in [timeframe]\\n>\\n> No-code friendly features:\\n> • [Visual feature 1]\\n> • [Visual feature 2]\\n> • [AI-assisted feature]\\n> • [Pre-built templates]\\n>\\n> Start free. No credit card. Templates included.\\n\\n**Tags:** no code, no-code [category], visual [tool], drag and drop, [output type], [audience type]\\n\\n---\\n\\n## Template: Dev / Technical Directories\\n\\n**Target:** DevHunt, Stackshare, GitHub, Dev.to, Hacker News Show HN\\n\\n**Tagline:**\\n> [Technical category] with [technical differentiator].\\n\\n**Long description:**\\n> [Product] is a [technical category] built on [tech stack]. It solves [technical problem] by [technical approach].\\n>\\n> Architecture:\\n> • [Component 1] — [tech used]\\n> • [Component 2] — [tech used]\\n> • [Component 3] — [tech used]\\n>\\n> Why it's different: [technical insight or novel approach]. We chose [trade-off] because [reason].\\n>\\n> Open source: [yes/no/partial]. Self-hostable: [yes/no]. License: [license].\\n>\\n> API: [REST / GraphQL / MCP / gRPC]. SDKs: [languages]. Docs: [url].\\n\\n**Tags:** [language], [framework], [category], open source, API, [tech stack component], [architecture approach]\\n\\n---\\n\\n## Template: B2B Review Platforms\\n\\n**Target:** G2, Capterra, TrustRadius, GetApp, Gartner Digital Markets, Crozdesk\\n\\n**Tagline:**\\n> [Business outcome] for [audience].\\n\\n**Long description:**\\n> [Product] helps [audience] [achieve measurable business outcome]. Teams use it to [use case 1], [use case 2], and [use case 3] — reducing [metric] by [percentage] and increasing [metric] by [percentage].\\n>\\n> Key benefits:\\n> • [Business benefit 1] with [how measured]\\n> • [Business benefit 2] with [how measured]\\n> • [Business benefit 3] with [how measured]\\n>\\n> Integrations: [enterprise integrations — HubSpot, Salesforce, Slack, etc.]\\n>\\n> Security: [SOC 2 / GDPR / compliance posture]. Support: [support tier]. Pricing: [pricing range].\\n>\\n> Trusted by [customer logos / company size]. Case studies at [url].\\n\\n**Tags:** [business use case], [vertical], [audience role], [compliance], enterprise [category], [integration 1]\\n\\n---\\n\\n## Category Tag Library\\n\\nPull 5–8 tags per submission from the relevant sections. Never repeat the exact same tag set across two directories in the same tier.\\n\\n### Universal\\n[category], [audience], [differentiator], [use case], AI, no-code, SaaS, [tech stack]\\n\\n### Industry\\nB2B, B2C, DTC, ecommerce, fintech, edtech, healthtech, martech, devtools, productivity, creator tools, agency tools\\n\\n### Job-to-be-done\\nlead generation, lead qualification, customer onboarding, product recommendation, sales enablement, marketing automation, survey, assessment, calculator, quiz, intake form\\n\\n### AI-specific\\nAI agent, LLM, generative AI, conversational AI, RAG, MCP, agent framework, AI form, AI quiz, AI assistant, AI automation\\n\\n### Technical\\nopen source, self-hosted, API-first, webhook, Zapier, no-code, low-code, embeddable, white-label, multi-tenant, SSO, SAML\\n\\n---\\n\\n## Do / Don't Quick Reference\\n\\n**DO:**\\n- Vary the opening sentence across tiers\\n- Use real numbers and specific differentiators\\n- Match tone to audience (technical for devs, business for G2, excited for PH)\\n- Include a founder/origin angle in startup directories\\n- Lead with the AI-first angle in AI directories\\n\\n**DON'T:**\\n- Copy-paste the same 150-word description everywhere\\n- Use vague claims (\\\"blazing fast\\\", \\\"game-changing\\\")\\n- Mention every feature — pick 3–5 per tier and rotate them\\n- Lie about competitor features (AI engines cross-reference and de-rank)\\n- Skip the tag list — it's how moderators route you to the right category\\n\"},\n {\"skill\":\"emails\",\"ref\":\"copy-guidelines\",\"body\":\"# Email Copy Guidelines\\n\\n## Contents\\n- Structure\\n- Formatting\\n- Tone\\n- Length\\n- CTA Buttons vs. Links\\n- Personalization (merge fields, dynamic content, triggered emails)\\n- Segmentation Strategies (by behavior, by stage, by profile)\\n- Testing and Optimization (what to test, how to test, metrics to track)\\n\\n## Structure\\n\\n1. **Hook**: First line grabs attention\\n2. **Context**: Why this matters to them\\n3. **Value**: The useful content\\n4. **CTA**: What to do next\\n5. **Sign-off**: Human, warm close\\n\\n## Formatting\\n\\n- Short paragraphs (1-3 sentences)\\n- White space between sections\\n- Bullet points for scanability\\n- Bold for emphasis (sparingly)\\n- Mobile-first (most read on phone)\\n\\n## Tone\\n\\n- Conversational, not formal\\n- First-person (I/we) and second-person (you)\\n- Active voice\\n- Match your brand but lean friendly\\n- Read it out loud—does it sound human?\\n\\n## Length\\n\\n- Shorter is usually better\\n- 50-125 words for transactional\\n- 150-300 words for educational\\n- 300-500 words for story-driven\\n- If it's long, it better be good\\n\\n## CTA Buttons vs. Links\\n\\n- Buttons: Primary actions, high-visibility\\n- Links: Secondary actions, in-text\\n- One clear primary CTA per email\\n- Button text: Action + outcome\\n\\n---\\n\\n## Personalization\\n\\n### Merge Fields\\n- First name (fallback to \\\"there\\\" or \\\"friend\\\")\\n- Company name (B2B)\\n- Relevant data (usage, plan, etc.)\\n\\n### Dynamic Content\\n- Based on segment\\n- Based on behavior\\n- Based on stage\\n\\n### Triggered Emails\\n- Action-based sends\\n- More relevant than time-based\\n- Examples: Feature used, milestone hit, inactivity\\n\\n---\\n\\n## Segmentation Strategies\\n\\n### By Behavior\\n- Openers vs. non-openers\\n- Clickers vs. non-clickers\\n- Active vs. inactive\\n\\n### By Stage\\n- Trial vs. paid\\n- New vs. long-term\\n- Engaged vs. at-risk\\n\\n### By Profile\\n- Industry/role (B2B)\\n- Use case / goal\\n- Company size\\n\\n---\\n\\n## Testing and Optimization\\n\\n### What to Test\\n- Subject lines (highest impact)\\n- Send times\\n- Email length\\n- CTA placement and copy\\n- Personalization level\\n- Sequence timing\\n\\n### How to Test\\n- A/B test one variable at a time\\n- Sufficient sample size\\n- Statistical significance\\n- Document learnings\\n\\n### Metrics to Track\\n- Open rate (benchmark: 20-40%)\\n- Click rate (benchmark: 2-5%)\\n- Unsubscribe rate (keep under 0.5%)\\n- Conversion rate (specific to sequence goal)\\n- Revenue per email (if applicable)\\n\"}\n];\n",[],[362,604,622],"fc10e91e-5d6d-11f1-981a-1607ee4eb77e","ref_5.ts","fc10ea22-5d6d-11f1-981a-1607ee4eb77e",664,["D",1780286238686],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_5: SkillRef[] = [\n {\"skill\":\"content-strategy\",\"ref\":\"headless-cms\",\"body\":\"# Headless CMS Guide\\n\\nReference for choosing, modeling, and implementing a headless CMS for marketing content.\\n\\n## When to Use This Reference\\n\\nUse this when selecting a CMS for a new project, designing content models for marketing sites, setting up editorial workflows, or connecting CMS content to programmatic pages.\\n\\n---\\n\\n## Headless vs Traditional CMS\\n\\nA headless CMS separates content management from presentation. Content is stored in a structured backend and delivered via API to any frontend.\\n\\n### When Headless Makes Sense\\n\\n- Multiple frontends consume the same content (web, mobile, email)\\n- Developers want full control over the frontend stack\\n- Content needs to be reused across channels\\n- You're building with a modern framework (Next.js, Remix, Astro)\\n- Marketing needs structured, reusable content blocks\\n\\n### When Traditional Works Better\\n\\n- Small team with no dedicated developers\\n- Simple blog or brochure site\\n- WYSIWYG editing is a hard requirement\\n- Budget is tight and WordPress/Webflow does the job\\n\\n### Decision Checklist\\n\\n| Factor | Headless | Traditional |\\n|--------|----------|-------------|\\n| Multi-channel delivery | Yes | Limited |\\n| Developer control | Full | Constrained |\\n| Non-technical editing | Requires setup | Built-in |\\n| Time to launch | Longer | Faster |\\n| Content reuse | Native | Manual |\\n| Hosting flexibility | Any frontend | Platform-dependent |\\n\\n---\\n\\n## Content Modeling for Marketing\\n\\n### Core Principles\\n\\n1. **Think in types, not pages.** A \\\"Landing Page\\\" is a content type with fields — not an HTML file. This lets you reuse components across pages.\\n2. **Separate content from presentation.** Store the headline text, not the styled headline. Presentation belongs in the frontend.\\n3. **Design for reuse.** If testimonials appear on 5 pages, create a Testimonial type and reference it — don't duplicate.\\n4. **Keep models flat.** Deeply nested structures are hard to query and maintain. Prefer references over nesting.\\n\\n### Common Marketing Content Types\\n\\n| Type | Key Fields | Notes |\\n|------|-----------|-------|\\n| **Landing Page** | title, slug, hero, sections[], seo | Modular sections for flexibility |\\n| **Blog Post** | title, slug, body, author, category, tags, publishedAt, seo | Rich text or Portable Text body |\\n| **Case Study** | title, customer, challenge, solution, results, metrics[], logo | Link to related products/features |\\n| **Testimonial** | quote, author, role, company, avatar, rating | Reference from landing pages |\\n| **FAQ** | question, answer, category | Group by category for programmatic pages |\\n| **Author** | name, bio, avatar, social links | Reference from blog posts |\\n| **CTA Block** | heading, body, buttonText, buttonUrl, variant | Reusable across pages |\\n\\n### SEO Fields Checklist\\n\\nEvery page-level content type needs:\\n\\n- `metaTitle` — 50-60 characters\\n- `metaDescription` — 150-160 characters\\n- `ogImage` — 1200x630px social preview\\n- `slug` — URL path segment\\n- `canonicalUrl` — optional override\\n- `noIndex` — boolean for excluding from search\\n- `structuredData` — optional JSON-LD override\\n\\n---\\n\\n## Editorial Workflows\\n\\n### Draft → Review → Publish Cycle\\n\\n1. **Draft** — Author creates or edits content\\n2. **Review** — Editor reviews for accuracy, brand voice, SEO\\n3. **Approve** — Stakeholder signs off\\n4. **Schedule** — Set publish date/time\\n5. **Publish** — Content goes live via API\\n\\n### Preview APIs\\n\\nAll major headless CMS platforms support draft previews:\\n\\n- **Sanity**: Real-time preview with `useLiveQuery` or Presentation tool\\n- **Contentful**: Preview API (`preview.contentful.com`) with separate access token\\n- **Strapi**: Draft & Publish system with `status=draft` query parameter (v5; replaces v4's `publicationState`)\\n\\nSet up a preview route in your frontend (e.g., `/api/preview`) that authenticates and renders draft content.\\n\\n### Roles and Permissions\\n\\n| Role | Can Create | Can Edit | Can Publish | Can Delete |\\n|------|:----------:|:--------:|:-----------:|:----------:|\\n| Author | Yes | Own | No | Own drafts |\\n| Editor | Yes | All | Yes | Drafts |\\n| Admin | Yes | All | Yes | All |\\n\\nExact permission models vary by platform. Sanity uses role-based access. Contentful has space-level roles. Strapi has granular RBAC.\\n\\n---\\n\\n## Platform Comparison\\n\\n| Feature | Sanity | Contentful | Strapi |\\n|---------|--------|------------|--------|\\n| Hosting | Cloud (managed) | Cloud (managed) | Self-hosted or Cloud |\\n| Query Language | GROQ | REST / GraphQL | REST / GraphQL |\\n| Free Tier | Generous | Limited | Open source (free) |\\n| Real-time Collab | Yes (built-in) | Limited | No |\\n| Best For | Developer flexibility | Enterprise multi-locale | Budget / self-hosted |\\n| Content Modeling | Schema-as-code | Web UI | Web UI or code |\\n| Media Handling | Built-in DAM | Built-in | Plugin-based |\\n\\n### Sanity\\n\\n**Strengths**: GROQ query language is powerful and flexible. Schema defined in code (version-controlled). Real-time collaborative editing. Portable Text for rich content. Generous free tier.\\n\\n**Considerations**: Steeper learning curve for non-developers. Studio customization requires React knowledge. Vendor lock-in on GROQ queries.\\n\\n**Marketing fit**: Best when developers and marketers collaborate closely. Strong for content-heavy sites with complex models.\\n\\n### Contentful\\n\\n**Strengths**: Mature enterprise platform. Excellent multi-locale support. Strong ecosystem of integrations. Composable content with Studio. Well-documented APIs.\\n\\n**Considerations**: Pricing scales with content types and locales. Two separate APIs (Delivery and Management). Rate limits can be tight on lower plans.\\n\\n**Marketing fit**: Best for enterprises with multi-market content needs. Good when you need established vendor reliability.\\n\\n### Strapi\\n\\n**Strengths**: Open source, self-hosted option. Full control over data. No per-seat pricing. Customizable admin panel. Plugin ecosystem. REST by default, GraphQL via plugin.\\n\\n**Considerations**: Self-hosting means you handle infrastructure. Smaller ecosystem than Sanity/Contentful. V5 migration can be significant from V4.\\n\\n**Marketing fit**: Best for teams with DevOps capability who want full control and no vendor lock-in. Good for budget-conscious projects.\\n\\n### Others Worth Knowing\\n\\n- **Hygraph** — GraphQL-native, strong for federation and multi-source content\\n- **Keystatic** — Git-based, good for developer-content hybrid workflows\\n- **Payload** — TypeScript-first, self-hosted, code-configured like Sanity\\n- **Builder.io** — Visual editor with headless backend, good for non-technical marketers\\n- **Prismic** — Slice-based content modeling, strong Next.js integration\\n\\n---\\n\\n## Integration with Marketing Skills\\n\\n### Programmatic SEO\\n\\nUse CMS as the data source for programmatic pages. Store structured data (FAQs, comparisons, city pages) as content types and generate pages from queries. See **programmatic-seo** skill.\\n\\n### Copywriting\\n\\nCMS content models enforce consistent structure. Define fields that match your copy frameworks (headline, subheadline, social proof, CTA). See **copywriting** skill.\\n\\n### Site Architecture\\n\\nURL structure, navigation hierarchy, and internal linking all depend on how content is organized in the CMS. Plan your content model and site architecture together. See **site-architecture** skill.\\n\\n### Email Sequences\\n\\nPull CMS content into email templates for consistent messaging across web and email. Case studies, testimonials, and blog posts can feed email nurture sequences. See **emails** skill.\\n\\n---\\n\\n## Implementation Checklist\\n\\n- [ ] Define content types based on page types and reusable blocks\\n- [ ] Add SEO fields to every page-level content type\\n- [ ] Set up preview/draft mode in your frontend\\n- [ ] Configure roles and permissions for your team\\n- [ ] Create sample content for each type before building frontend\\n- [ ] Set up webhook notifications for content changes (rebuild triggers)\\n- [ ] Document content guidelines for editors (field descriptions, character limits)\\n- [ ] Test content delivery performance (CDN, caching, ISR)\\n- [ ] Plan migration strategy if moving from existing CMS\\n\\n---\\n\\n## Relevant Integration Guides\\n\\n- [Sanity](../../../tools/integrations/sanity.md) — GROQ queries, mutations, CLI\\n- [Contentful](../../../tools/integrations/contentful.md) — Delivery/Management APIs, publishing\\n- [Strapi](../../../tools/integrations/strapi.md) — REST CRUD, filters, document API\\n\"},\n {\"skill\":\"copy-editing\",\"ref\":\"checklist\",\"body\":\"# Copy Editing Checklist\\n\\nUse this checklist alongside the Seven Sweeps Framework (see SKILL.md) as a final QA pass before delivering edited copy.\\n\\n## Before You Start\\n\\n- [ ] Understand the goal of this copy\\n- [ ] Know the target audience\\n- [ ] Identify the desired action\\n- [ ] Read through once without editing\\n\\n## Clarity (Sweep 1)\\n\\n- [ ] Every sentence is immediately understandable\\n- [ ] No jargon without explanation\\n- [ ] Pronouns have clear references\\n- [ ] No sentences trying to do too much\\n\\n## Voice & Tone (Sweep 2)\\n\\n- [ ] Consistent formality level throughout\\n- [ ] Brand personality maintained\\n- [ ] No jarring shifts in mood\\n- [ ] Reads well aloud\\n\\n## So What (Sweep 3)\\n\\n- [ ] Every feature connects to a benefit\\n- [ ] Claims answer \\\"why should I care?\\\"\\n- [ ] Benefits connect to real desires\\n- [ ] No impressive-but-empty statements\\n\\n## Prove It (Sweep 4)\\n\\n- [ ] Claims are substantiated\\n- [ ] Social proof is specific and attributed\\n- [ ] Numbers and stats have sources\\n- [ ] No unearned superlatives\\n\\n## Specificity (Sweep 5)\\n\\n- [ ] Vague words replaced with concrete ones\\n- [ ] Numbers and timeframes included\\n- [ ] Generic statements made specific\\n- [ ] Filler content removed\\n\\n## Heightened Emotion (Sweep 6)\\n\\n- [ ] Copy evokes feeling, not just information\\n- [ ] Pain points feel real\\n- [ ] Aspirations feel achievable\\n- [ ] Emotion serves the message authentically\\n\\n## Zero Risk (Sweep 7)\\n\\n- [ ] Objections addressed near CTA\\n- [ ] Trust signals present\\n- [ ] Next steps are crystal clear\\n- [ ] Risk reversals stated (guarantee, trial, etc.)\\n\\n## Final Checks\\n\\n- [ ] No typos or grammatical errors\\n- [ ] Consistent formatting\\n- [ ] Links work (if applicable)\\n- [ ] Core message preserved through all edits\\n\"},\n {\"skill\":\"copy-editing\",\"ref\":\"content-refresh\",\"body\":\"# Content Refresh Editing\\n\\nCopy editing isn't just for new content. Existing pages and posts decay over time — outdated stats, stale examples, drifted brand voice, and missed SEO opportunities. A content refresh applies the same editing rigor to content that's already published.\\n\\n## When to Refresh\\n\\n- **Traffic declining** on a page that used to perform well\\n- **Stats or data** are more than 12 months old\\n- **Product has changed** — features, pricing, or positioning no longer match\\n- **Competitors updated** their version of the same content\\n- **AI search visibility** matters — outdated content gets cited less (see ai-seo skill)\\n\\n## Content Refresh Checklist\\n\\n1. **Freshness pass** — Update all dates, stats, and examples. Replace \\\"in 2024\\\" with current data. Remove references to deprecated features or tools.\\n2. **Accuracy pass** — Verify all claims are still true. Check that linked resources still exist. Confirm pricing and feature descriptions match current state.\\n3. **Voice pass** — Does the tone match your current brand voice? Older content often reflects an earlier stage of the company.\\n4. **SEO pass** — Has search intent shifted for this topic? Are there new keywords or questions to address? Add \\\"Last updated: [date]\\\" prominently.\\n5. **Proof pass** — Can you add newer testimonials, case studies, or data points that didn't exist when this was first published?\\n6. **Structure pass** — Add comparison tables, FAQ sections, or other scannable formats that make the content easier to consume.\\n\\n## Refresh vs. Rewrite\\n\\n| Signal | Action |\\n|--------|--------|\\n| Core message still valid, details outdated | Refresh (update facts, stats, examples) |\\n| Brand voice has evolved significantly | Refresh + voice rewrite |\\n| Topic angle or audience has shifted | Full rewrite |\\n| Page structure doesn't match current search intent | Full rewrite |\\n| Just needs updated stats and links | Light refresh |\\n\\n## Refresh Cadence\\n\\n- **Pricing and product pages**: Every quarter, or when pricing/features change\\n- **High-traffic blog posts**: Every 6 months\\n- **Comparison and alternatives pages**: Every 3-6 months (competitors change fast)\\n- **Evergreen guides**: Annually, unless traffic drops sooner\\n- **Low-traffic pages**: Only when traffic data suggests an opportunity\\n\"},\n {\"skill\":\"copy-editing\",\"ref\":\"plain-english-alternatives\",\"body\":\"# Plain English Alternatives\\n\\nReplace complex or pompous words with plain English alternatives.\\n\\nSource: Plain English Campaign A-Z of Alternative Words (2001), Australian Government Style Manual (2024), plainlanguage.gov\\n\\n---\\n\\n## Contents\\n- A\\n- B\\n- C\\n- D\\n- E\\n- F\\n- G-H\\n- I\\n- L-M\\n- N-O\\n- P\\n- R\\n- S\\n- T-U\\n- V-Z\\n- Phrases to Remove Entirely\\n\\n## A\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| (an) absence of | no, none |\\n| abundance | enough, plenty, many |\\n| accede to | allow, agree to |\\n| accelerate | speed up |\\n| accommodate | meet, hold, house |\\n| accomplish | do, finish, complete |\\n| accordingly | so, therefore |\\n| acknowledge | thank you for, confirm |\\n| acquire | get, buy, obtain |\\n| additional | extra, more |\\n| adjacent | next to |\\n| advantageous | useful, helpful |\\n| advise | tell, say, inform |\\n| aforesaid | this, earlier |\\n| aggregate | total |\\n| alleviate | ease, reduce |\\n| allocate | give, share, assign |\\n| alternative | other, choice |\\n| ameliorate | improve |\\n| anticipate | expect |\\n| apparent | clear, obvious |\\n| appreciable | large, noticeable |\\n| appropriate | proper, right, suitable |\\n| approximately | about, roughly |\\n| ascertain | find out |\\n| assistance | help |\\n| at the present time | now |\\n| attempt | try |\\n| authorise | allow, let |\\n\\n---\\n\\n## B\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| belated | late |\\n| beneficial | helpful, useful |\\n| bestow | give |\\n| by means of | by |\\n\\n---\\n\\n## C\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| calculate | work out |\\n| cease | stop, end |\\n| circumvent | avoid, get around |\\n| clarification | explanation |\\n| commence | start, begin |\\n| communicate | tell, talk, write |\\n| competent | able |\\n| compile | collect, make |\\n| complete | fill in, finish |\\n| component | part |\\n| comprise | include, make up |\\n| (it is) compulsory | (you) must |\\n| conceal | hide |\\n| concerning | about |\\n| consequently | so |\\n| considerable | large, great, much |\\n| constitute | make up, form |\\n| consult | ask, talk to |\\n| consumption | use |\\n| currently | now |\\n\\n---\\n\\n## D\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| deduct | take off |\\n| deem | treat as, consider |\\n| defer | delay, put off |\\n| deficiency | lack |\\n| delete | remove, cross out |\\n| demonstrate | show, prove |\\n| denote | show, mean |\\n| designate | name, appoint |\\n| despatch/dispatch | send |\\n| determine | decide, find out |\\n| detrimental | harmful |\\n| diminish | reduce, lessen |\\n| discontinue | stop |\\n| disseminate | spread, distribute |\\n| documentation | papers, documents |\\n| due to the fact that | because |\\n| duration | time, length |\\n| dwelling | home |\\n\\n---\\n\\n## E\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| economical | cheap, good value |\\n| eligible | allowed, qualified |\\n| elucidate | explain |\\n| enable | allow |\\n| encounter | meet |\\n| endeavour | try |\\n| enquire | ask |\\n| ensure | make sure |\\n| entitlement | right |\\n| envisage | expect |\\n| equivalent | equal, the same |\\n| erroneous | wrong |\\n| establish | set up, show |\\n| evaluate | assess, test |\\n| excessive | too much |\\n| exclusively | only |\\n| exempt | free from |\\n| expedite | speed up |\\n| expenditure | spending |\\n| expire | run out |\\n\\n---\\n\\n## F\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| fabricate | make |\\n| facilitate | help, make possible |\\n| finalise | finish, complete |\\n| following | after |\\n| for the purpose of | to, for |\\n| for the reason that | because |\\n| forthwith | now, at once |\\n| forward | send |\\n| frequently | often |\\n| furnish | give, provide |\\n| furthermore | also, and |\\n\\n---\\n\\n## G-H\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| generate | produce, create |\\n| henceforth | from now on |\\n| hitherto | until now |\\n\\n---\\n\\n## I\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| if and when | if, when |\\n| illustrate | show |\\n| immediately | at once, now |\\n| implement | carry out, do |\\n| imply | suggest |\\n| in accordance with | under, following |\\n| in addition to | and, also |\\n| in conjunction with | with |\\n| in excess of | more than |\\n| in lieu of | instead of |\\n| in order to | to |\\n| in receipt of | receive |\\n| in relation to | about |\\n| in respect of | about, for |\\n| in the event of | if |\\n| in the majority of instances | most, usually |\\n| in the near future | soon |\\n| in view of the fact that | because |\\n| inception | start |\\n| indicate | show, suggest |\\n| inform | tell |\\n| initiate | start, begin |\\n| insert | put in |\\n| instances | cases |\\n| irrespective of | despite |\\n| issue | give, send |\\n\\n---\\n\\n## L-M\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| (a) large number of | many |\\n| liaise with | work with, talk to |\\n| locality | place, area |\\n| locate | find |\\n| magnitude | size |\\n| (it is) mandatory | (you) must |\\n| manner | way |\\n| modification | change |\\n| moreover | also, and |\\n\\n---\\n\\n## N-O\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| negligible | small |\\n| nevertheless | but, however |\\n| notify | tell |\\n| notwithstanding | despite, even if |\\n| numerous | many |\\n| objective | aim, goal |\\n| (it is) obligatory | (you) must |\\n| obtain | get |\\n| occasioned by | caused by |\\n| on behalf of | for |\\n| on numerous occasions | often |\\n| on receipt of | when you get |\\n| on the grounds that | because |\\n| operate | work, run |\\n| optimum | best |\\n| option | choice |\\n| otherwise | or |\\n| outstanding | unpaid |\\n| owing to | because |\\n\\n---\\n\\n## P\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| partially | partly |\\n| participate | take part |\\n| particulars | details |\\n| per annum | a year |\\n| perform | do |\\n| permit | let, allow |\\n| personnel | staff, people |\\n| peruse | read |\\n| possess | have, own |\\n| practically | almost |\\n| predominant | main |\\n| prescribe | set |\\n| preserve | keep |\\n| previous | earlier, before |\\n| principal | main |\\n| prior to | before |\\n| proceed | go ahead |\\n| procure | get |\\n| prohibit | ban, stop |\\n| promptly | quickly |\\n| provide | give |\\n| provided that | if |\\n| provisions | rules, terms |\\n| proximity | nearness |\\n| purchase | buy |\\n| pursuant to | under |\\n\\n---\\n\\n## R\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| reconsider | think again |\\n| reduction | cut |\\n| referred to as | called |\\n| regarding | about |\\n| reimburse | repay |\\n| reiterate | repeat |\\n| relating to | about |\\n| remain | stay |\\n| remainder | rest |\\n| remuneration | pay |\\n| render | make, give |\\n| represent | stand for |\\n| request | ask |\\n| require | need |\\n| residence | home |\\n| retain | keep |\\n| revised | changed, new |\\n\\n---\\n\\n## S\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| scrutinise | examine, check |\\n| select | choose |\\n| solely | only |\\n| specified | given, stated |\\n| state | say |\\n| statutory | legal, by law |\\n| subject to | depending on |\\n| submit | send, give |\\n| subsequent to | after |\\n| subsequently | later |\\n| substantial | large, much |\\n| sufficient | enough |\\n| supplement | add to |\\n| supplementary | extra |\\n\\n---\\n\\n## T-U\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| terminate | end, stop |\\n| thereafter | then |\\n| thereby | by this |\\n| thus | so |\\n| to date | so far |\\n| transfer | move |\\n| transmit | send |\\n| ultimately | in the end |\\n| undertake | agree, do |\\n| uniform | same |\\n| utilise | use |\\n\\n---\\n\\n## V-Z\\n\\n| Complex | Plain Alternative |\\n|---------|-------------------|\\n| variation | change |\\n| virtually | almost |\\n| visualise | imagine, see |\\n| ways and means | ways |\\n| whatsoever | any |\\n| with a view to | to |\\n| with effect from | from |\\n| with reference to | about |\\n| with regard to | about |\\n| with respect to | about |\\n| zone | area |\\n\\n---\\n\\n## Phrases to Remove Entirely\\n\\nThese phrases often add nothing. Delete them:\\n\\n- a total of\\n- absolutely\\n- actually\\n- all things being equal\\n- as a matter of fact\\n- at the end of the day\\n- at this moment in time\\n- basically\\n- currently (when \\\"now\\\" or nothing works)\\n- I am of the opinion that (use: I think)\\n- in due course (use: soon, or say when)\\n- in the final analysis\\n- it should be understood\\n- last but not least\\n- obviously\\n- of course\\n- quite\\n- really\\n- the fact of the matter is\\n- to all intents and purposes\\n- very\\n\"},\n {\"skill\":\"copywriting\",\"ref\":\"copy-frameworks\",\"body\":\"# Copy Frameworks Reference\\n\\nHeadline formulas, page section types, and structural templates.\\n\\n## Contents\\n- Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas)\\n- Landing Page Section Types (core sections, supporting sections)\\n- Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page)\\n- Section Writing Tips (problem section, benefits section, how it works section, testimonial selection)\\n\\n## Headline Formulas\\n\\n### Outcome-Focused\\n\\n**{Achieve desirable outcome} without {pain point}**\\n> Understand how users are really experiencing your site without drowning in numbers\\n\\n**{Achieve desirable outcome} by {how product makes it possible}**\\n> Generate more leads by seeing which companies visit your site\\n\\n**Turn {input} into {outcome}**\\n> Turn your hard-earned sales into repeat customers\\n\\n**[Achieve outcome] in [timeframe]**\\n> Get your tax refund in 10 days\\n\\n---\\n\\n### Problem-Focused\\n\\n**Never {unpleasant event} again**\\n> Never miss a sales opportunity again\\n\\n**{Question highlighting the main pain point}**\\n> Hate returning stuff to Amazon?\\n\\n**Stop [pain]. Start [pleasure].**\\n> Stop chasing invoices. Start getting paid on time.\\n\\n---\\n\\n### Audience-Focused\\n\\n**{Key feature/product type} for {target audience}**\\n> Advanced analytics for Shopify e-commerce\\n\\n**{Key feature/product type} for {target audience} to {what it's used for}**\\n> An online whiteboard for teams to ideate and brainstorm together\\n\\n**You don't have to {skills or resources} to {achieve desirable outcome}**\\n> With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic\\n\\n---\\n\\n### Differentiation-Focused\\n\\n**The {opposite of usual process} way to {achieve desirable outcome}**\\n> The easiest way to turn your passion into income\\n\\n**The [category] that [key differentiator]**\\n> The CRM that updates itself\\n\\n---\\n\\n### Proof-Focused\\n\\n**[Number] [people] use [product] to [outcome]**\\n> 50,000 marketers use Drip to send better emails\\n\\n**{Key benefit of your product}**\\n> Sound clear in online meetings\\n\\n---\\n\\n### Additional Formulas\\n\\n**The simple way to {outcome}**\\n> The simple way to track your time\\n\\n**Finally, {category} that {benefit}**\\n> Finally, accounting software that doesn't suck\\n\\n**{Outcome} without {common pain}**\\n> Build your website without writing code\\n\\n**Get {benefit} from your {thing}**\\n> Get more revenue from your existing traffic\\n\\n**{Action verb} your {thing} like {admirable example}**\\n> Market your SaaS like a Fortune 500\\n\\n**What if you could {desirable outcome}?**\\n> What if you could close deals 30% faster?\\n\\n**Everything you need to {outcome}**\\n> Everything you need to launch your course\\n\\n**The {adjective} {category} built for {audience}**\\n> The lightweight CRM built for startups\\n\\n---\\n\\n## Landing Page Section Types\\n\\n### Core Sections\\n\\n**Hero (Above the Fold)**\\n- Headline + subheadline\\n- Primary CTA\\n- Supporting visual (product screenshot, hero image)\\n- Optional: Social proof bar\\n\\n**Social Proof Bar**\\n- Customer logos (recognizable > many)\\n- Key metric (\\\"10,000+ teams\\\")\\n- Star rating with review count\\n- Short testimonial snippet\\n\\n**Problem/Pain Section**\\n- Articulate their problem better than they can\\n- Create recognition (\\\"that's exactly my situation\\\")\\n- Hint at cost of not solving it\\n\\n**Solution/Benefits Section**\\n- Bridge from problem to your solution\\n- 3-5 key benefits (not 10)\\n- Each: headline + explanation + proof if available\\n\\n**How It Works**\\n- 3-4 numbered steps\\n- Reduces perceived complexity\\n- Each step: action + outcome\\n\\n**Final CTA Section**\\n- Recap value proposition\\n- Repeat primary CTA\\n- Risk reversal (guarantee, free trial)\\n\\n---\\n\\n### Supporting Sections\\n\\n**Testimonials**\\n- Full quotes with names, roles, companies\\n- Photos when possible\\n- Specific results over vague praise\\n- Formats: quote cards, video, tweet embeds\\n\\n**Case Studies**\\n- Problem → Solution → Results\\n- Specific metrics and outcomes\\n- Customer name and context\\n- Can be snippets with \\\"Read more\\\" links\\n\\n**Use Cases**\\n- Different ways product is used\\n- Helps visitors self-identify\\n- \\\"For marketers who need X\\\" format\\n\\n**Personas / \\\"Built For\\\" Sections**\\n- Explicitly call out target audience\\n- \\\"Perfect for [role]\\\" blocks\\n- Addresses \\\"Is this for me?\\\" question\\n\\n**FAQ Section**\\n- Address common objections\\n- Good for SEO\\n- Reduces support burden\\n- 5-10 most common questions\\n\\n**Comparison Section**\\n- vs. competitors (name them or don't)\\n- vs. status quo (spreadsheets, manual processes)\\n- Tables or side-by-side format\\n\\n**Integrations / Partners**\\n- Logos of tools you connect with\\n- \\\"Works with your stack\\\" messaging\\n- Builds credibility\\n\\n**Founder Story / Manifesto**\\n- Why you built this\\n- What you believe\\n- Emotional connection\\n- Differentiates from faceless competitors\\n\\n**Demo / Product Tour**\\n- Interactive demos\\n- Video walkthroughs\\n- GIF previews\\n- Shows product in action\\n\\n**Pricing Preview**\\n- Teaser even on non-pricing pages\\n- Starting price or \\\"from $X/mo\\\"\\n- Moves decision-makers forward\\n\\n**Guarantee / Risk Reversal**\\n- Money-back guarantee\\n- Free trial terms\\n- \\\"Cancel anytime\\\"\\n- Reduces friction\\n\\n**Stats Section**\\n- Key metrics that build credibility\\n- \\\"10,000+ customers\\\"\\n- \\\"4.9/5 rating\\\"\\n- \\\"$2M saved for customers\\\"\\n\\n---\\n\\n## Page Structure Templates\\n\\n### Feature-Heavy Page (Weak)\\n\\n```\\n1. Hero\\n2. Feature 1\\n3. Feature 2\\n4. Feature 3\\n5. Feature 4\\n6. CTA\\n```\\n\\nThis is a list, not a persuasive narrative.\\n\\n---\\n\\n### Varied, Engaging Page (Strong)\\n\\n```\\n1. Hero with clear value prop\\n2. Social proof bar (logos or stats)\\n3. Problem/pain section\\n4. How it works (3 steps)\\n5. Key benefits (2-3, not 10)\\n6. Testimonial\\n7. Use cases or personas\\n8. Comparison to alternatives\\n9. Case study snippet\\n10. FAQ\\n11. Final CTA with guarantee\\n```\\n\\nThis tells a story and addresses objections.\\n\\n---\\n\\n### Compact Landing Page\\n\\n```\\n1. Hero (headline, subhead, CTA, image)\\n2. Social proof bar\\n3. 3 key benefits with icons\\n4. Testimonial\\n5. How it works (3 steps)\\n6. Final CTA with guarantee\\n```\\n\\nGood for ad landing pages where brevity matters.\\n\\n---\\n\\n### Enterprise/B2B Landing Page\\n\\n```\\n1. Hero (outcome-focused headline)\\n2. Logo bar (recognizable companies)\\n3. Problem section (business pain)\\n4. Solution overview\\n5. Use cases by role/department\\n6. Security/compliance section\\n7. Integration logos\\n8. Case study with metrics\\n9. ROI/value section\\n10. Contact/demo CTA\\n```\\n\\nAddresses enterprise buyer concerns.\\n\\n---\\n\\n### Product Launch Page\\n\\n```\\n1. Hero with launch announcement\\n2. Video demo or walkthrough\\n3. Feature highlights (3-5)\\n4. Before/after comparison\\n5. Early testimonials\\n6. Launch pricing or early access offer\\n7. CTA with urgency\\n```\\n\\nGood for ProductHunt, launches, or announcements.\\n\\n---\\n\\n## Section Writing Tips\\n\\n### Problem Section\\n\\nStart with phrases like:\\n- \\\"You know the feeling...\\\"\\n- \\\"If you're like most [role]...\\\"\\n- \\\"Every day, [audience] struggles with...\\\"\\n- \\\"We've all been there...\\\"\\n\\nThen describe:\\n- The specific frustration\\n- The time/money wasted\\n- The impact on their work/life\\n\\n### Benefits Section\\n\\nFor each benefit, include:\\n- **Headline**: The outcome they get\\n- **Body**: How it works (1-2 sentences)\\n- **Proof**: Number, testimonial, or example (optional)\\n\\n### How It Works Section\\n\\nEach step should be:\\n- **Numbered**: Creates sense of progress\\n- **Simple verb**: \\\"Connect,\\\" \\\"Set up,\\\" \\\"Get\\\"\\n- **Outcome-oriented**: What they get from this step\\n\\nExample:\\n1. Connect your tools (takes 2 minutes)\\n2. Set your preferences\\n3. Get automated reports every Monday\\n\\n### Testimonial Selection\\n\\nBest testimonials include:\\n- Specific results (\\\"increased conversions by 32%\\\")\\n- Before/after context (\\\"We used to spend hours...\\\")\\n- Role + company for credibility\\n- Something quotable and specific\\n\\nAvoid testimonials that just say:\\n- \\\"Great product!\\\"\\n- \\\"Love it!\\\"\\n- \\\"Easy to use!\\\"\\n\"},\n {\"skill\":\"copywriting\",\"ref\":\"natural-transitions\",\"body\":\"# Natural Transitions\\n\\nTransitional phrases to guide readers through your content. Good signposting improves readability, user engagement, and helps search engines understand content structure.\\n\\nAdapted from: University of Manchester Academic Phrasebank (2023), Plain English Campaign, web content best practices\\n\\n---\\n\\n## Contents\\n- Previewing Content Structure\\n- Introducing a New Topic\\n- Referring Back\\n- Moving Between Sections\\n- Indicating Addition\\n- Indicating Contrast\\n- Indicating Similarity\\n- Indicating Cause and Effect\\n- Giving Examples\\n- Emphasising Key Points\\n- Providing Evidence (neutral attribution, expert quotes, supporting claims)\\n- Summarising Sections\\n- Concluding Content\\n- Question-Based Transitions\\n- List Introductions\\n- Hedging Language\\n- Best Practice Guidelines\\n- Transitions to Avoid (AI Tells)\\n\\n## Previewing Content Structure\\n\\nUse to orient readers and set expectations:\\n\\n- Here's what we'll cover...\\n- This guide walks you through...\\n- Below, you'll find...\\n- We'll start with X, then move to Y...\\n- First, let's look at...\\n- Let's break this down step by step.\\n- The sections below explain...\\n\\n---\\n\\n## Introducing a New Topic\\n\\n- When it comes to X,...\\n- Regarding X,...\\n- Speaking of X,...\\n- Now let's talk about X.\\n- Another key factor is...\\n- X is worth exploring because...\\n\\n---\\n\\n## Referring Back\\n\\nUse to connect ideas and reinforce key points:\\n\\n- As mentioned earlier,...\\n- As we covered above,...\\n- Remember when we discussed X?\\n- Building on that point,...\\n- Going back to X,...\\n- Earlier, we explained that...\\n\\n---\\n\\n## Moving Between Sections\\n\\n- Now let's look at...\\n- Next up:...\\n- Moving on to...\\n- With that covered, let's turn to...\\n- Now that you understand X, here's Y.\\n- That brings us to...\\n\\n---\\n\\n## Indicating Addition\\n\\n- Also,...\\n- Plus,...\\n- On top of that,...\\n- What's more,...\\n- Another benefit is...\\n- Beyond that,...\\n- In addition,...\\n- There's also...\\n\\n**Note:** Use \\\"moreover\\\" and \\\"furthermore\\\" sparingly. They can sound AI-generated when overused.\\n\\n---\\n\\n## Indicating Contrast\\n\\n- However,...\\n- But,...\\n- That said,...\\n- On the flip side,...\\n- In contrast,...\\n- Unlike X, Y...\\n- While X is true, Y...\\n- Despite this,...\\n\\n---\\n\\n## Indicating Similarity\\n\\n- Similarly,...\\n- Likewise,...\\n- In the same way,...\\n- Just like X, Y also...\\n- This mirrors...\\n- The same applies to...\\n\\n---\\n\\n## Indicating Cause and Effect\\n\\n- So,...\\n- This means...\\n- As a result,...\\n- That's why...\\n- Because of this,...\\n- This leads to...\\n- The outcome?...\\n- Here's what happens:...\\n\\n---\\n\\n## Giving Examples\\n\\n- For example,...\\n- For instance,...\\n- Here's an example:...\\n- Take X, for instance.\\n- Consider this:...\\n- A good example is...\\n- To illustrate,...\\n- Like when...\\n- Say you want to...\\n\\n---\\n\\n## Emphasising Key Points\\n\\n- Here's the key takeaway:...\\n- The important thing is...\\n- What matters most is...\\n- Don't miss this:...\\n- Pay attention to...\\n- This is critical:...\\n- The bottom line?...\\n\\n---\\n\\n## Providing Evidence\\n\\nUse when citing sources, data, or expert opinions:\\n\\n### Neutral attribution\\n- According to [Source],...\\n- [Source] reports that...\\n- Research shows that...\\n- Data from [Source] indicates...\\n- A study by [Source] found...\\n\\n### Expert quotes\\n- As [Expert] puts it,...\\n- [Expert] explains,...\\n- In the words of [Expert],...\\n- [Expert] notes that...\\n\\n### Supporting claims\\n- This is backed by...\\n- Evidence suggests...\\n- The numbers confirm...\\n- This aligns with findings from...\\n\\n---\\n\\n## Summarising Sections\\n\\n- To recap,...\\n- Here's the short version:...\\n- In short,...\\n- The takeaway?...\\n- So what does this mean?...\\n- Let's pull this together:...\\n- Quick summary:...\\n\\n---\\n\\n## Concluding Content\\n\\n- Wrapping up,...\\n- The bottom line is...\\n- Here's what to do next:...\\n- To sum up,...\\n- Final thoughts:...\\n- Ready to get started?...\\n- Now it's your turn.\\n\\n**Note:** Avoid \\\"In conclusion\\\" at the start of a paragraph. It's overused and signals AI writing.\\n\\n---\\n\\n## Question-Based Transitions\\n\\nUseful for conversational tone and featured snippet optimization:\\n\\n- So what does this mean for you?\\n- But why does this matter?\\n- How do you actually do this?\\n- What's the catch?\\n- Sound complicated? It's not.\\n- Wondering where to start?\\n- Still not sure? Here's the breakdown.\\n\\n---\\n\\n## List Introductions\\n\\nFor numbered lists and step-by-step content:\\n\\n- Here's how to do it:\\n- Follow these steps:\\n- The process is straightforward:\\n- Here's what you need to know:\\n- Key things to consider:\\n- The main factors are:\\n\\n---\\n\\n## Hedging Language\\n\\nFor claims that need qualification or aren't absolute:\\n\\n- may, might, could\\n- tends to, generally\\n- often, usually, typically\\n- in most cases\\n- it appears that\\n- evidence suggests\\n- this can help\\n- many experts believe\\n\\n---\\n\\n## Best Practice Guidelines\\n\\n1. **Match tone to audience**: B2B content can be slightly more formal; B2C often benefits from conversational transitions\\n2. **Vary your transitions**: Repeating the same phrase gets noticed (and not in a good way)\\n3. **Don't over-signpost**: Trust your reader; every sentence doesn't need a transition\\n4. **Use for scannability**: Transitions at paragraph starts help skimmers navigate\\n5. **Keep it natural**: Read aloud; if it sounds forced, simplify\\n6. **Front-load key info**: Put the important word or phrase early in the transition\\n\\n---\\n\\n## Transitions to Avoid (AI Tells)\\n\\nThese phrases are overused in AI-generated content:\\n\\n- \\\"That being said,...\\\"\\n- \\\"It's worth noting that...\\\"\\n- \\\"At its core,...\\\"\\n- \\\"In today's digital landscape,...\\\"\\n- \\\"When it comes to the realm of...\\\"\\n- \\\"This begs the question...\\\"\\n- \\\"Let's delve into...\\\"\\n\\nSee the seo-audit skill's `references/ai-writing-detection.md` for a complete list of AI writing tells.\\n\"},\n {\"skill\":\"cro\",\"ref\":\"experiments\",\"body\":\"# Page CRO Experiment Ideas\\n\\nComprehensive list of A/B tests and experiments organized by page type.\\n\\n## Contents\\n- Homepage Experiments (Hero Section, Trust & Social Proof, Features & Content, Navigation & UX)\\n- Pricing Page Experiments (Price Presentation, Pricing UX, Objection Handling, Trust Signals)\\n- Demo Request Page Experiments (Form Optimization, Page Content, CTA & Routing)\\n- Resource/Blog Page Experiments (Content CTAs, Resource Section)\\n- Landing Page Experiments (Message Match, Conversion Focus, Page Length)\\n- Feature Page Experiments (Feature Presentation, Conversion Path)\\n- Cross-Page Experiments (Site-Wide Tests, Navigation Tests)\\n\\n## Homepage Experiments\\n\\n### Hero Section\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Headline variations | Specific vs. abstract messaging |\\n| Subheadline clarity | Add/refine to support headline |\\n| CTA above fold | Include or exclude prominent CTA |\\n| Hero visual format | Screenshot vs. GIF vs. illustration vs. video |\\n| CTA button color | Test contrast and visibility |\\n| CTA button text | \\\"Start Free Trial\\\" vs. \\\"Get Started\\\" vs. \\\"See Demo\\\" |\\n| Interactive demo | Engage visitors immediately with product |\\n\\n### Trust & Social Proof\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Logo placement | Hero section vs. below fold |\\n| Case study in hero | Show results immediately |\\n| Trust badges | Add security, compliance, awards |\\n| Social proof in headline | \\\"Join 10,000+ teams\\\" messaging |\\n| Testimonial placement | Above fold vs. dedicated section |\\n| Video testimonials | More engaging than text quotes |\\n\\n### Features & Content\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Feature presentation | Icons + descriptions vs. detailed sections |\\n| Section ordering | Move high-value features up |\\n| Secondary CTAs | Add/remove throughout page |\\n| Benefit vs. feature focus | Lead with outcomes |\\n| Comparison section | Show vs. competitors or status quo |\\n\\n### Navigation & UX\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Sticky navigation | Persistent nav with CTA |\\n| Nav menu order | High-priority items at edges |\\n| Nav CTA button | Add prominent button in nav |\\n| Support widget | Live chat vs. AI chatbot |\\n| Footer optimization | Clearer secondary conversions |\\n| Exit intent popup | Capture abandoning visitors |\\n\\n---\\n\\n## Pricing Page Experiments\\n\\n### Price Presentation\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Annual vs. monthly display | Highlight savings or simplify |\\n| Price points | $99 vs. $100 vs. $97 psychology |\\n| \\\"Most Popular\\\" badge | Highlight target plan |\\n| Number of tiers | 3 vs. 4 vs. 2 visible options |\\n| Price anchoring | Order plans to anchor expectations |\\n| Custom enterprise tier | Show vs. \\\"Contact Sales\\\" |\\n\\n### Pricing UX\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Pricing calculator | For usage-based pricing clarity |\\n| Guided pricing flow | Multistep wizard vs. comparison table |\\n| Feature comparison format | Table vs. expandable sections |\\n| Monthly/annual toggle | With savings highlighted |\\n| Plan recommendation quiz | Help visitors choose |\\n| Checkout flow length | Steps required after plan selection |\\n\\n### Objection Handling\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| FAQ section | Address pricing objections |\\n| ROI calculator | Demonstrate value vs. cost |\\n| Money-back guarantee | Prominent placement |\\n| Per-user breakdowns | Clarity for team plans |\\n| Feature inclusion clarity | What's in each tier |\\n| Competitor comparison | Side-by-side value comparison |\\n\\n### Trust Signals\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Value testimonials | Quotes about ROI specifically |\\n| Customer logos | Near pricing section |\\n| Review scores | G2/Capterra ratings |\\n| Case study snippet | Specific pricing/value results |\\n\\n---\\n\\n## Demo Request Page Experiments\\n\\n### Form Optimization\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Field count | Fewer fields, higher completion |\\n| Multi-step vs. single | Progress bar encouragement |\\n| Form placement | Above fold vs. after content |\\n| Phone field | Include vs. exclude |\\n| Field enrichment | Hide fields you can auto-fill |\\n| Form labels | Inside field vs. above |\\n\\n### Page Content\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Benefits above form | Reinforce value before ask |\\n| Demo preview | Video/GIF showing demo experience |\\n| \\\"What You'll Learn\\\" | Set expectations clearly |\\n| Testimonials near form | Reduce friction at decision point |\\n| FAQ below form | Address common objections |\\n| Video vs. text | Format for explaining value |\\n\\n### CTA & Routing\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| CTA text | \\\"Book Your Demo\\\" vs. \\\"Schedule 15-Min Call\\\" |\\n| On-demand option | Instant demo alongside live option |\\n| Personalized messaging | Based on visitor data/source |\\n| Navigation removal | Reduce page distractions |\\n| Calendar integration | Inline booking vs. external link |\\n| Qualification routing | Self-serve for some, sales for others |\\n\\n---\\n\\n## Resource/Blog Page Experiments\\n\\n### Content CTAs\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Floating CTAs | Sticky CTA on blog posts |\\n| CTA placement | Inline vs. end-of-post only |\\n| Reading time display | Estimated reading time |\\n| Related resources | End-of-article recommendations |\\n| Gated vs. free | Content access strategy |\\n| Content upgrades | Specific to article topic |\\n\\n### Resource Section\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Navigation/filtering | Easier to find relevant content |\\n| Search functionality | Find specific resources |\\n| Featured resources | Highlight best content |\\n| Layout format | Grid vs. list view |\\n| Topic bundles | Grouped resources by theme |\\n| Download tracking | Gate some, track engagement |\\n\\n---\\n\\n## Landing Page Experiments\\n\\n### Message Match\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Headline matching | Match ad copy exactly |\\n| Visual matching | Match ad creative |\\n| Offer alignment | Same offer as ad promised |\\n| Audience-specific pages | Different pages per segment |\\n\\n### Conversion Focus\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Navigation removal | Single-focus page |\\n| CTA repetition | Multiple CTAs throughout |\\n| Form vs. button | Direct capture vs. click-through |\\n| Urgency/scarcity | If genuine, test messaging |\\n| Social proof density | Amount and placement |\\n| Video inclusion | Explain offer with video |\\n\\n### Page Length\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Short vs. long | Quick conversion vs. complete argument |\\n| Above-fold only | Minimal scroll required |\\n| Section ordering | Most important content first |\\n| Footer removal | Eliminate navigation |\\n\\n---\\n\\n## Feature Page Experiments\\n\\n### Feature Presentation\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Demo/screenshot | Show feature in action |\\n| Use case examples | How customers use it |\\n| Before/after | Impact visualization |\\n| Video walkthrough | Feature tour |\\n| Interactive demo | Try feature without signup |\\n\\n### Conversion Path\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Trial CTA | Feature-specific trial offer |\\n| Related features | Cross-link to other features |\\n| Comparison | vs. competitors' version |\\n| Pricing mention | Connect to relevant plan |\\n| Case study link | Feature-specific success story |\\n\\n---\\n\\n## Cross-Page Experiments\\n\\n### Site-Wide Tests\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Chat widget | Impact on conversions |\\n| Cookie consent UX | Minimize friction |\\n| Page load speed | Performance vs. features |\\n| Mobile experience | Responsive optimization |\\n| Accessibility | Impact on conversion |\\n| Personalization | Dynamic content by segment |\\n\\n### Navigation Tests\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Menu structure | Information architecture |\\n| Search placement | Help visitors find content |\\n| CTA in nav | Always-visible conversion path |\\n| Breadcrumbs | Navigation clarity |\\n\"},\n {\"skill\":\"cro\",\"ref\":\"form\",\"body\":\"# Form CRO\\n\\nYou are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters.\\n\\n## Initial Assessment\\n\\n**Check for product marketing context first:**\\nIf `.agents/product-marketing.md` exists (or `.claude/product-marketing.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\\n\\nBefore providing recommendations, identify:\\n\\n1. **Form Type**\\n - Lead capture (gated content, newsletter)\\n - Contact form\\n - Demo/sales request\\n - Application form\\n - Survey/feedback\\n - Checkout form\\n - Quote request\\n\\n2. **Current State**\\n - How many fields?\\n - What's the current completion rate?\\n - Mobile vs. desktop split?\\n - Where do users abandon?\\n\\n3. **Business Context**\\n - What happens with form submissions?\\n - Which fields are actually used in follow-up?\\n - Are there compliance/legal requirements?\\n\\n---\\n\\n## Core Principles\\n\\n### 1. Every Field Has a Cost\\nEach field reduces completion rate. Rule of thumb:\\n- 3 fields: Baseline\\n- 4-6 fields: 10-25% reduction\\n- 7+ fields: 25-50%+ reduction\\n\\nFor each field, ask:\\n- Is this absolutely necessary before we can help them?\\n- Can we get this information another way?\\n- Can we ask this later?\\n\\n### 2. Value Must Exceed Effort\\n- Clear value proposition above form\\n- Make what they get obvious\\n- Reduce perceived effort (field count, labels)\\n\\n### 3. Reduce Cognitive Load\\n- One question per field\\n- Clear, conversational labels\\n- Logical grouping and order\\n- Smart defaults where possible\\n\\n---\\n\\n## Field-by-Field Optimization\\n\\n### Email Field\\n- Single field, no confirmation\\n- Inline validation\\n- Typo detection (did you mean gmail.com?)\\n- Proper mobile keyboard\\n\\n### Name Fields\\n- Single \\\"Name\\\" vs. First/Last — test this\\n- Single field reduces friction\\n- Split needed only if personalization requires it\\n\\n### Phone Number\\n- Make optional if possible\\n- If required, explain why\\n- Auto-format as they type\\n- Country code handling\\n\\n### Company/Organization\\n- Auto-suggest for faster entry\\n- Enrichment after submission (Clearbit, etc.)\\n- Consider inferring from email domain\\n\\n### Job Title/Role\\n- Dropdown if categories matter\\n- Free text if wide variation\\n- Consider making optional\\n\\n### Message/Comments (Free Text)\\n- Make optional\\n- Reasonable character guidance\\n- Expand on focus\\n\\n### Dropdown Selects\\n- \\\"Select one...\\\" placeholder\\n- Searchable if many options\\n- Consider radio buttons if < 5 options\\n- \\\"Other\\\" option with text field\\n\\n### Checkboxes (Multi-select)\\n- Clear, parallel labels\\n- Reasonable number of options\\n- Consider \\\"Select all that apply\\\" instruction\\n\\n---\\n\\n## Form Layout Optimization\\n\\n### Field Order\\n1. Start with easiest fields (name, email)\\n2. Build commitment before asking more\\n3. Sensitive fields last (phone, company size)\\n4. Logical grouping if many fields\\n\\n### Labels and Placeholders\\n- Labels: Keep visible (not just placeholder) — placeholders disappear when typing, leaving users unsure what they're filling in\\n- Placeholders: Examples, not labels\\n- Help text: Only when genuinely helpful\\n\\n**Good:**\\n```\\nEmail\\n[name@company.com]\\n```\\n\\n**Bad:**\\n```\\n[Enter your email address] ← Disappears on focus\\n```\\n\\n### Visual Design\\n- Sufficient spacing between fields\\n- Clear visual hierarchy\\n- CTA button stands out\\n- Mobile-friendly tap targets (44px+)\\n\\n### Single Column vs. Multi-Column\\n- Single column: Higher completion, mobile-friendly\\n- Multi-column: Only for short related fields (First/Last name)\\n- When in doubt, single column\\n\\n---\\n\\n## Multi-Step Forms\\n\\n### When to Use Multi-Step\\n- More than 5-6 fields\\n- Logically distinct sections\\n- Conditional paths based on answers\\n- Complex forms (applications, quotes)\\n\\n### Multi-Step Best Practices\\n- Progress indicator (step X of Y)\\n- Start with easy, end with sensitive\\n- One topic per step\\n- Allow back navigation\\n- Save progress (don't lose data on refresh)\\n- Clear indication of required vs. optional\\n\\n### Progressive Commitment Pattern\\n1. Low-friction start (just email)\\n2. More detail (name, company)\\n3. Qualifying questions\\n4. Contact preferences\\n\\n---\\n\\n## Error Handling\\n\\n### Inline Validation\\n- Validate as they move to next field\\n- Don't validate too aggressively while typing\\n- Clear visual indicators (green check, red border)\\n\\n### Error Messages\\n- Specific to the problem\\n- Suggest how to fix\\n- Positioned near the field\\n- Don't clear their input\\n\\n**Good:** \\\"Please enter a valid email address (e.g., name@company.com)\\\"\\n**Bad:** \\\"Invalid input\\\"\\n\\n### On Submit\\n- Focus on first error field\\n- Summarize errors if multiple\\n- Preserve all entered data\\n- Don't clear form on error\\n\\n---\\n\\n## Submit Button Optimization\\n\\n### Button Copy\\nWeak: \\\"Submit\\\" | \\\"Send\\\"\\nStrong: \\\"[Action] + [What they get]\\\"\\n\\nExamples:\\n- \\\"Get My Free Quote\\\"\\n- \\\"Download the Guide\\\"\\n- \\\"Request Demo\\\"\\n- \\\"Send Message\\\"\\n- \\\"Start Free Trial\\\"\\n\\n### Button Placement\\n- Immediately after last field\\n- Left-aligned with fields\\n- Sufficient size and contrast\\n- Mobile: Sticky or clearly visible\\n\\n### Post-Submit States\\n- Loading state (disable button, show spinner)\\n- Success confirmation (clear next steps)\\n- Error handling (clear message, focus on issue)\\n\\n---\\n\\n## Trust and Friction Reduction\\n\\n### Near the Form\\n- Privacy statement: \\\"We'll never share your info\\\"\\n- Security badges if collecting sensitive data\\n- Testimonial or social proof\\n- Expected response time\\n\\n### Reducing Perceived Effort\\n- \\\"Takes 30 seconds\\\"\\n- Field count indicator\\n- Remove visual clutter\\n- Generous white space\\n\\n### Addressing Objections\\n- \\\"No spam, unsubscribe anytime\\\"\\n- \\\"We won't share your number\\\"\\n- \\\"No credit card required\\\"\\n\\n---\\n\\n## Form Types: Specific Guidance\\n\\n### Lead Capture (Gated Content)\\n- Minimum viable fields (often just email)\\n- Clear value proposition for what they get\\n- Consider asking enrichment questions post-download\\n- Test email-only vs. email + name\\n\\n### Contact Form\\n- Essential: Email/Name + Message\\n- Phone optional\\n- Set response time expectations\\n- Offer alternatives (chat, phone)\\n\\n### Demo Request\\n- Name, Email, Company required\\n- Phone: Optional with \\\"preferred contact\\\" choice\\n- Use case/goal question helps personalize\\n- Calendar embed can increase show rate\\n\\n### Quote/Estimate Request\\n- Multi-step often works well\\n- Start with easy questions\\n- Technical details later\\n- Save progress for complex forms\\n\\n### Survey Forms\\n- Progress bar essential\\n- One question per screen for engagement\\n- Skip logic for relevance\\n- Consider incentive for completion\\n\\n---\\n\\n## Mobile Optimization\\n\\n- Larger touch targets (44px minimum height)\\n- Appropriate keyboard types (email, tel, number)\\n- Autofill support\\n- Single column only\\n- Sticky submit button\\n- Minimal typing (dropdowns, buttons)\\n\\n---\\n\\n## Measurement\\n\\n### Key Metrics\\n- **Form start rate**: Page views → Started form\\n- **Completion rate**: Started → Submitted\\n- **Field drop-off**: Which fields lose people\\n- **Error rate**: By field\\n- **Time to complete**: Total and by field\\n- **Mobile vs. desktop**: Completion by device\\n\\n### What to Track\\n- Form views\\n- First field focus\\n- Each field completion\\n- Errors by field\\n- Submit attempts\\n- Successful submissions\\n\\n---\\n\\n## Output Format\\n\\n### Form Audit\\nFor each issue:\\n- **Issue**: What's wrong\\n- **Impact**: Estimated effect on conversions\\n- **Fix**: Specific recommendation\\n- **Priority**: High/Medium/Low\\n\\n### Recommended Form Design\\n- **Required fields**: Justified list\\n- **Optional fields**: With rationale\\n- **Field order**: Recommended sequence\\n- **Copy**: Labels, placeholders, button\\n- **Error messages**: For each field\\n- **Layout**: Visual guidance\\n\\n### Test Hypotheses\\nIdeas to A/B test with expected outcomes\\n\\n---\\n\\n## Experiment Ideas\\n\\n### Form Structure Experiments\\n\\n**Layout & Flow**\\n- Single-step form vs. multi-step with progress bar\\n- 1-column vs. 2-column field layout\\n- Form embedded on page vs. separate page\\n- Vertical vs. horizontal field alignment\\n- Form above fold vs. after content\\n\\n**Field Optimization**\\n- Reduce to minimum viable fields\\n- Add or remove phone number field\\n- Add or remove company/organization field\\n- Test required vs. optional field balance\\n- Use field enrichment to auto-fill known data\\n- Hide fields for returning/known visitors\\n\\n**Smart Forms**\\n- Add real-time validation for emails and phone numbers\\n- Progressive profiling (ask more over time)\\n- Conditional fields based on earlier answers\\n- Auto-suggest for company names\\n\\n---\\n\\n### Copy & Design Experiments\\n\\n**Labels & Microcopy**\\n- Test field label clarity and length\\n- Placeholder text optimization\\n- Help text: show vs. hide vs. on-hover\\n- Error message tone (friendly vs. direct)\\n\\n**CTAs & Buttons**\\n- Button text variations (\\\"Submit\\\" vs. \\\"Get My Quote\\\" vs. specific action)\\n- Button color and size testing\\n- Button placement relative to fields\\n\\n**Trust Elements**\\n- Add privacy assurance near form\\n- Show trust badges next to submit\\n- Add testimonial near form\\n- Display expected response time\\n\\n---\\n\\n### Form Type-Specific Experiments\\n\\n**Demo Request Forms**\\n- Test with/without phone number requirement\\n- Add \\\"preferred contact method\\\" choice\\n- Include \\\"What's your biggest challenge?\\\" question\\n- Test calendar embed vs. form submission\\n\\n**Lead Capture Forms**\\n- Email-only vs. email + name\\n- Test value proposition messaging above form\\n- Gated vs. ungated content strategies\\n- Post-submission enrichment questions\\n\\n**Contact Forms**\\n- Add department/topic routing dropdown\\n- Test with/without message field requirement\\n- Show alternative contact methods (chat, phone)\\n- Expected response time messaging\\n\\n---\\n\\n### Mobile & UX Experiments\\n\\n- Larger touch targets for mobile\\n- Test appropriate keyboard types by field\\n- Sticky submit button on mobile\\n- Auto-focus first field on page load\\n- Test form container styling (card vs. minimal)\\n\\n---\\n\\n## Task-Specific Questions\\n\\n1. What's your current form completion rate?\\n2. Do you have field-level analytics?\\n3. What happens with the data after submission?\\n4. Which fields are actually used in follow-up?\\n5. Are there compliance/legal requirements?\\n6. What's the mobile vs. desktop split?\\n\\n---\\n\\n## Related Skills\\n\\n- **signup**: For account creation forms\\n- **popups**: For forms inside popups/modals\\n- **cro**: For the page containing the form\\n- **ab-testing**: For testing form changes\\n\"}\n];\n",[],[362,604,630],"fb63d530-5d6d-11f1-a874-1607ee4eb77e","ref_4.ts","fb63d620-5d6d-11f1-a874-1607ee4eb77e",663,["D",1780286237546],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_4: SkillRef[] = [\n {\"skill\":\"churn-prevention\",\"ref\":\"dunning-playbook\",\"body\":\"# Dunning Playbook\\n\\nComplete guide to recovering failed payments and reducing involuntary churn.\\n\\n---\\n\\n## Why Dunning Matters\\n\\n- Failed payments cause 30-50% of all subscription churn\\n- Most failed payments are recoverable with the right strategy\\n- Subscription businesses lose an estimated $129 billion annually to involuntary churn\\n- Effective dunning recovers 50-60% of failed payments\\n\\n---\\n\\n## The Dunning Timeline\\n\\n```\\nDay -30 to -7: Pre-dunning (prevent failures)\\nDay 0: Payment fails → Smart retry #1 + Email #1\\nDay 1-3: Smart retry #2 + Email #2\\nDay 3-5: Smart retry #3\\nDay 5-7: Smart retry #4 + Email #3\\nDay 7-10: Final retry + Email #4 (final warning)\\nDay 10-14: Grace period ends → Account paused/cancelled\\nDay 14+: Win-back sequence begins\\n```\\n\\n---\\n\\n## Pre-Dunning: Prevent Failures Before They Happen\\n\\n### Card Expiry Management\\n\\n| Timing | Action |\\n|--------|--------|\\n| 30 days before expiry | Email: \\\"Your card ending in 4242 expires next month\\\" |\\n| 15 days before expiry | Email: \\\"Update your payment method to avoid interruption\\\" |\\n| 7 days before expiry | Email: \\\"Your card expires in 7 days — update now\\\" |\\n| 3 days before expiry | In-app banner: \\\"Payment method expiring soon\\\" |\\n\\n**Email template — Card expiring:**\\n```\\nSubject: Your card ending in 4242 expires soon\\n\\nHi [Name],\\n\\nThe card on file for your [Product] subscription expires on [date].\\n\\nUpdate your payment method now to avoid any interruption:\\n\\n[Update Payment Method →]\\n\\nThis takes less than 30 seconds.\\n\\n— [Product] Team\\n```\\n\\n### Card Updater Services\\n\\nMajor card networks offer automatic card update programs:\\n\\n| Service | Network | What It Does |\\n|---------|---------|--------------|\\n| Visa Account Updater (VAU) | Visa | Auto-updates stored card numbers and expiry dates |\\n| Mastercard Automatic Billing Updater (ABU) | Mastercard | Same for Mastercard |\\n| Amex Cardrefresher | American Express | Same for Amex |\\n\\n**Impact:** Reduces hard declines from expired/replaced cards by 30-50%.\\n\\n**How to enable:**\\n- **Stripe**: Automatic — enabled by default\\n- **Chargebee**: Enabled through gateway settings\\n- **Recurly**: Built-in, enabled by default\\n- **Braintree**: Contact processor to enable\\n\\n### Backup Payment Methods\\n\\nPrompt for a second payment method:\\n- During signup: \\\"Add a backup payment method\\\" (low conversion)\\n- After first successful payment: \\\"Protect your account with a backup card\\\" (better timing)\\n- After a failed payment is recovered: \\\"Add a backup to prevent future interruptions\\\" (best timing — they felt the pain)\\n\\n### Pre-Billing Notifications\\n\\nFor annual plans or high-value subscriptions:\\n- Email 7 days before renewal with amount and date\\n- Include link to update payment method\\n- Show what's included in the renewal\\n- Required by some regulations for auto-renewals\\n\\n---\\n\\n## Smart Retry Strategy\\n\\n### Decline Type Classification\\n\\n| Code | Type | Meaning | Retry? |\\n|------|------|---------|--------|\\n| `insufficient_funds` | Soft | Temporarily low balance | Yes — retry in 2-3 days |\\n| `card_declined` (generic) | Soft | Various temporary reasons | Yes — retry 3-4 times |\\n| `processing_error` | Soft | Gateway/network issue | Yes — retry within 24h |\\n| `expired_card` | Hard | Card is expired | No — request new card |\\n| `stolen_card` | Hard | Card reported stolen | No — request new card |\\n| `do_not_honor` | Soft/Hard | Bank refused (ambiguous) | Try once more, then ask for new card |\\n| `authentication_required` | Auth | SCA/3DS needed | Send customer to authenticate |\\n\\n### Retry Schedule by Provider\\n\\n**Stripe (Smart Retries — recommended):**\\n- Enable \\\"Smart Retries\\\" in Stripe Dashboard → Billing → Settings\\n- Stripe's ML model picks optimal retry timing based on billions of transactions\\n- Typically 4-8 retry attempts over 3-4 weeks\\n- Recovers ~15% more than fixed-schedule retries\\n\\n**Manual retry schedule (if no smart retries):**\\n\\n| Retry | Timing | Best Day/Time |\\n|-------|--------|--------------|\\n| 1 | Day 1 (24h after failure) | Morning, same day of week as original |\\n| 2 | Day 3 | Try a different time of day |\\n| 3 | Day 5 | After typical payday (1st, 15th) |\\n| 4 | Day 7 | Morning of the next business day |\\n| 5 (final) | Day 10 | Last attempt before grace period ends |\\n\\n**Retry timing insights:**\\n- Retry on the same day of month the original payment succeeded\\n- Retry after common paydays (1st and 15th of the month)\\n- Avoid retrying on weekends (lower approval rates)\\n- Morning retries (8-10am local time) perform slightly better\\n\\n---\\n\\n## Dunning Email Sequence\\n\\n### Email 1: Payment Failed (Day 0)\\n\\n**Tone:** Friendly, matter-of-fact. No alarm.\\n\\n```\\nSubject: Action needed — your payment didn't go through\\n\\nHi [Name],\\n\\nWe tried to charge your [card type] ending in [last 4] for your\\n[Product] subscription ($[amount]), but it didn't go through.\\n\\nThis happens sometimes — usually a quick card update fixes it.\\n\\n[Update Payment Method →]\\n\\nYour access isn't affected yet. We'll retry automatically, but\\nupdating your card is the fastest fix.\\n\\nNeed help? Just reply to this email.\\n\\n— [Product] Team\\n```\\n\\n### Email 2: Reminder (Day 3)\\n\\n**Tone:** Helpful, slightly more urgent.\\n\\n```\\nSubject: Quick reminder — update your payment for [Product]\\n\\nHi [Name],\\n\\nJust a heads-up — we still haven't been able to process your\\n$[amount] payment for [Product].\\n\\n[Update Payment Method →]\\n\\nTakes less than 30 seconds. Your [data/projects/team access]\\nis safe, but we'll need a valid payment method to keep your\\naccount active.\\n\\nQuestions? Reply here and we'll help.\\n\\n— [Product] Team\\n```\\n\\n### Email 3: Urgency (Day 7)\\n\\n**Tone:** Direct, clear consequences.\\n\\n```\\nSubject: Your [Product] account will be paused in 3 days\\n\\nHi [Name],\\n\\nWe've tried to process your payment several times, but your\\n[card type] ending in [last 4] keeps getting declined.\\n\\nIf we don't receive payment by [date], your account will be\\npaused and you'll lose access to:\\n\\n• [Key feature/data they use]\\n• [Their projects/workspace]\\n• [Team access for X members]\\n\\n[Update Payment Method Now →]\\n\\nYour data won't be deleted — you can reactivate anytime by\\nupdating your payment method.\\n\\n— [Product] Team\\n```\\n\\n### Email 4: Final Warning (Day 10)\\n\\n**Tone:** Final, clear, no guilt.\\n\\n```\\nSubject: Last chance to keep your [Product] account active\\n\\nHi [Name],\\n\\nThis is our last reminder. Your payment of $[amount] is past\\ndue, and your account will be paused tomorrow ([date]).\\n\\n[Update Payment Method →]\\n\\nAfter pausing:\\n• Your data is saved for [90 days]\\n• You can reactivate anytime\\n• Just update your card to restore access\\n\\nIf you intended to cancel, no action needed — your account\\nwill be paused automatically.\\n\\n— [Product] Team\\n```\\n\\n---\\n\\n## Grace Period Management\\n\\n### What Happens During Grace Period\\n\\n| Setting | Recommendation |\\n|---------|---------------|\\n| Duration | 7-14 days after final retry |\\n| Access | Degraded (read-only) or full access |\\n| Visibility | In-app banner: \\\"Payment past due — update to continue\\\" |\\n| Retry | Continue background retries during grace |\\n| Communication | Dunning emails continue |\\n\\n### Access Degradation Options\\n\\n**Option A: Full access during grace (recommended for B2B)**\\n- Lower friction, customer feels respected\\n- Higher recovery rate (they still see value)\\n- Risk: some customers exploit the grace period\\n\\n**Option B: Read-only access (recommended for B2C)**\\n- Can view but not create/edit\\n- Creates urgency without data loss fear\\n- Clear message: \\\"Update payment to resume full access\\\"\\n\\n**Option C: Immediate lockout (not recommended)**\\n- Aggressive, damages relationship\\n- Lower recovery rate\\n- Only appropriate for very low-cost plans\\n\\n### Post-Grace Period\\n\\n| Timing | Action |\\n|--------|--------|\\n| Grace period ends | Pause account (not delete) |\\n| Day 1 post-pause | \\\"Your account has been paused\\\" email |\\n| Day 7 post-pause | \\\"Your data is still here\\\" reminder |\\n| Day 30 post-pause | Win-back attempt with new offer |\\n| Day 60 post-pause | Final win-back |\\n| Day 90 post-pause | Data deletion warning (if applicable) |\\n\\n---\\n\\n## Provider-Specific Setup\\n\\n### Stripe\\n\\n**Enable Smart Retries:**\\n1. Dashboard → Settings → Billing → Subscriptions and emails\\n2. Enable \\\"Smart Retries\\\" under retry rules\\n3. Set failed payment emails in Dashboard → Settings → Emails\\n\\n**Custom retry rules (if not using Smart Retries):**\\n```\\nRetry 1: 3 days after failure\\nRetry 2: 5 days after failure\\nRetry 3: 7 days after failure\\nFinal: Mark subscription as unpaid after last retry\\n```\\n\\n**Webhook events to handle:**\\n- `invoice.payment_failed` — trigger dunning\\n- `invoice.paid` — cancel dunning, restore access\\n- `customer.subscription.updated` — status changes\\n- `customer.subscription.deleted` — final cancellation\\n\\n### Chargebee\\n\\n**Built-in dunning:**\\n1. Settings → Configure Chargebee → Retry Settings\\n2. Configure retry attempts and intervals\\n3. Settings → Configure Chargebee → Email Notifications → Dunning\\n\\n**Dunning options:**\\n- Automatic retries with configurable schedule\\n- Built-in dunning emails (customizable templates)\\n- Grace period configuration per plan\\n\\n### Paddle\\n\\n**Managed dunning:**\\n- Paddle handles retries and dunning automatically\\n- Limited customization (Paddle manages the relationship)\\n- Webhook: `subscription.payment_failed`, `subscription.cancelled`\\n- Best for hands-off approach\\n\\n### Recurly\\n\\n**Revenue Recovery:**\\n1. Configuration → Dunning Management\\n2. Set retry schedule per plan\\n3. Configure grace period and final action (pause vs cancel)\\n\\n**Advanced features:**\\n- Machine-learning retry optimization\\n- Per-plan dunning schedules\\n- Built-in Account Updater\\n\\n---\\n\\n## In-App Dunning\\n\\nDon't rely on email alone. Show payment failures in the app:\\n\\n### Banner Pattern\\n```\\n┌──────────────────────────────────────────────────────┐\\n│ ⚠ Your payment of $29 failed. Update your card to │\\n│ avoid losing access. [Update Payment →] [Dismiss] │\\n└──────────────────────────────────────────────────────┘\\n```\\n\\n**Rules:**\\n- Show on every page load during dunning period\\n- Allow dismiss (but show again next session)\\n- Direct link to payment update (fewest clicks possible)\\n- Don't block the product — let them continue using it\\n\\n### Modal Pattern (for final warning)\\n```\\n┌─────────────────────────────────────┐\\n│ │\\n│ Your account will be paused │\\n│ on [date] │\\n│ │\\n│ Update your payment method to │\\n│ keep access to your [X] projects │\\n│ and [Y] team members. │\\n│ │\\n│ [Update Payment Method] │\\n│ [Remind Me Later] │\\n│ │\\n└─────────────────────────────────────┘\\n```\\n\\n---\\n\\n## Measuring Dunning Performance\\n\\n### Key Metrics\\n\\n| Metric | How to Calculate | Target |\\n|--------|-----------------|--------|\\n| Recovery rate | Recovered payments / Total failed | 50-60% |\\n| Recovery rate by decline type | Recovered / Failed per type | Soft: 70%+, Hard: 40%+ |\\n| Time to recovery | Days from failure to successful payment | <5 days |\\n| Pre-dunning prevention rate | Prevented failures / Expected failures | 20-30% |\\n| Dunning email open rate | Opens / Sent per email | 60%+ |\\n| Dunning email click rate | Clicks / Opens per email | 30%+ |\\n| Revenue recovered (monthly) | Sum of recovered payment amounts | Track trend |\\n| Revenue lost to involuntary churn | Sum of failed + unrecovered amounts | Track trend |\\n\\n### Benchmarking\\n\\n**By company stage:**\\n\\n| Stage | Typical Involuntary Churn | Target After Optimization |\\n|-------|--------------------------|--------------------------|\\n| Early (< $1M ARR) | 3-5% of MRR/month | 1-2% |\\n| Growth ($1-10M ARR) | 2-4% of MRR/month | 0.5-1.5% |\\n| Scale ($10M+ ARR) | 1-3% of MRR/month | 0.3-0.8% |\\n\\n### ROI Calculation\\n\\n```\\nMonthly failed payment MRR: $10,000\\nCurrent recovery rate: 30% ($3,000 recovered)\\nTarget recovery rate: 60% ($6,000 recovered)\\nMonthly improvement: $3,000/month\\nAnnual improvement: $36,000/year\\nCost of dunning optimization: ~$200-500/month (tooling)\\nROI: 6-15x\\n```\\n\"},\n {\"skill\":\"cold-email\",\"ref\":\"benchmarks\",\"body\":\"# Benchmarks, Data & Expert Methods\\n\\n## Core Performance Metrics (2024–2025)\\n\\n| Metric | Average | Good | Excellent | Source |\\n| -------------------------- | ------- | ------ | --------- | ------------------------ |\\n| Open rate | 27.7% | 40–45% | 50%+ | Belkins, Snov.io |\\n| Reply rate | 4–5.8% | 5–10% | 10–15% | Belkins, Reachoutly |\\n| Reply rate (best-in-class) | — | — | 15–25%+ | Digital Bloom, Instantly |\\n| Positive reply % | ~48% | 55–60% | 62–65% | Digital Bloom |\\n| Meeting booking rate | 0.5–1% | 1–2% | 2.3%+ | Reachoutly |\\n| Bounce rate | 7.5% | <4% | <2% | Belkins |\\n\\n## Realistic Funnel Model\\n\\n500 emails → 100 opens (20%) → 25 replies (5%) → 8 positive replies (30%) → 4 meetings (50%) → 1 client (25% close). ~**0.2% end-to-end conversion** for average performers.\\n\\n## Performance Levers (ranked by impact)\\n\\n1. **Hook type** — Timeline hooks outperform problem hooks by 3.4x in meetings\\n2. **Personalization depth** — Up to 250% more replies\\n3. **Brevity** — 25–75 words optimal, 83% more replies under 75 words\\n4. **Targeting precision** — ≤50 contacts per campaign = 2.76x higher reply rates\\n5. **Follow-up strategy** — First follow-up adds 49% more replies\\n6. **Reading level** — 3rd–5th grade = 67% more replies\\n7. **Send timing** — Thursday peaks at 6.87% reply rate\\n\\n## Declining Effectiveness Trend\\n\\nReply rates dropped from 7–8% (2020–2022) to 4–5.8% (2024–2025), ~15% YoY decline. Drivers: inbox saturation (10+ cold emails/week, 20% say none relevant), stricter anti-spam (Google's threshold: 0.1% complaints), AI email flood (more volume, less quality signal). Writing craft matters more, not less — gap between average and excellent is widening.\\n\\n## Response Rates by Seniority\\n\\n- **Entry-level:** Highest engagement at 8% reply, 50% open\\n- **C-level:** 23% more likely to respond than non-C-suite when they engage (6.4% vs 5.2%)\\n- **CTOs/VP Tech:** 7.68% reply\\n- **CEOs/Founders:** 7.63% reply\\n- **Heads of Sales:** 6.60% (most targeted role, highest saturation)\\n\\n## Industry Variation\\n\\n**Highest responding:** Nonprofits (16.5%+), legal (10%), EdTech (7.8%), chemical (7.3%), manufacturing (6.1%).\\n**Lowest responding:** SaaS (3.5%), financial services (3.4%), IT services (3.5%).\\n\\n## Top 15 Mistakes (ranked by impact)\\n\\n1. **Too long** — 70% of emails above 10th-grade level. Under 75 words = 83% more replies\\n2. **Too self-focused** — \\\"We are a leading...\\\" signals sales pitch. Count I/We sentences\\n3. **No clear value prop** — 71% of decision-makers ignore irrelevant emails\\n4. **Generic templates** — {{FirstName}} isn't personalization. Recipients detect instantly\\n5. **Feature dumping** — \\\"Great reps lead with problems\\\" (Lavender). One proof point beats ten features\\n6. **False personalization** — \\\"Loved your post!\\\" without specifics is transparent\\n7. **Asking too much too soon** — 30-min call in first email = \\\"proposing on first date\\\"\\n8. **Pushy language** — \\\"Act Now\\\" stacking increases spam flagging by 67%\\n9. **No CTA** — Without a clear next step, momentum dies\\n10. **\\\"Just checking in\\\" follow-ups** — \\\"I never heard back\\\" = 12% drop in bookings\\n11. **Wrong tone for audience** — Founder ≠ RevOps lead ≠ sales leader\\n12. **Jargon/buzzwords** — \\\"Leverage synergistic platform\\\" → \\\"We help you book more meetings\\\"\\n13. **Unsubstantiated claims** — \\\"300% more leads\\\" without proof triggers skepticism\\n14. **Too many contacts per company** — 1–2 people = 7.8% reply; 10+ = 3.8%\\n15. **Fake urgency** — Fake \\\"Re:\\\" / \\\"Fwd:\\\" / countdown timers destroy trust\\n\\n## Cultural Calibration\\n\\n| Factor | US | UK | Germany/DACH | Scandinavia |\\n| ------------ | --------------- | ------------------------ | -------------------- | ----------------------- |\\n| Tone | Direct, casual | Polite, professional | Precise, data-driven | Fact-based, egalitarian |\\n| Length | Shorter, blunt | Longer, insight-led | Detail-oriented | Concise but substantive |\\n| Social proof | Outcome numbers | Research-led credibility | Technical precision | Shared values |\\n\\nNorth America: 4.1% response. Europe: 3.1%. Asia-Pacific: 2.8%. Shorter, more direct sequences work better in US. UK needs more insight/personality. GDPR affects European tone.\\n\\n## Expert Quick Reference\\n\\n| Expert | Core Method | Best For |\\n| -------------- | --------------------------------------------------------------- | ----------------------------------------------- |\\n| Alex Berman | 3C's: Compliment → Case Study → CTA | High-ticket B2B services, agencies |\\n| Josh Braun | \\\"Poke the Bear\\\" — neutral questions exposing invisible problems | Empathy-driven consultative selling |\\n| Kyle Coleman | Systematic research + AI personalization at scale | Bridging mass outreach and deep personalization |\\n| Becc Holland | Psychographic personalization, Premise Buckets | Combining personalization with relevance |\\n| Will Allred | Data-driven coaching, Mouse Trap, Vanilla Ice Cream | Any context; universal frameworks |\\n| Justin Michael | 1–3 sentence hyper-brevity, quote their own words | High-velocity SDR teams at scale |\\n| Sam Nelson | Agoge Sequence — Triple on Day 1 (email + LinkedIn + call) | Multi-channel, tiered personalization |\\n\"},\n {\"skill\":\"cold-email\",\"ref\":\"follow-up-sequences\",\"body\":\"# Follow-Up Sequences\\n\\n55% of replies come from follow-ups, not the initial email. Yet 48% of salespeople never follow up even once.\\n\\n## How Many: 3–5 Total Emails\\n\\n- Highest single-email reply rate: **8.4%** (Belkins).\\n- 4–7 email campaigns achieve **27% reply rates** vs 9% for 1–3 emails (Woodpecker, 20M emails).\\n- By 4th follow-up, response rates drop **55%** and spam complaints **triple**.\\n- Resolution: longer sequences catch different timing windows. Cap at 4 follow-ups (5 total emails). Each must add genuinely new value.\\n\\n## Optimal Cadence\\n\\nIncrease the gap between each touch:\\n\\n| Touch | Day | Notes |\\n| ------------- | ----- | ---------------------------------------------- |\\n| Initial email | 0 | Maximum personalization investment |\\n| Follow-up 1 | 3 | Waiting 3 days increases response by up to 31% |\\n| Follow-up 2 | 7–8 | Different angle |\\n| Follow-up 3 | 14 | New value piece |\\n| Follow-up 4 | 21–28 | Breakup email |\\n\\n**Best days:** Tuesday–Thursday (Thursday peaks at 6.87% reply rate).\\n**Best times:** 9–11 AM or 1–3 PM in prospect's local time.\\n**Avoid:** Monday mornings (inbox overload), Friday afternoons (checked out).\\n\\n## Angle Rotation\\n\\nEach follow-up must stand alone while building toward the goal. Never just \\\"bump this up.\\\"\\n\\n| Email | Angle | Purpose |\\n| ----------- | ---------------------------------------------------------- | -------------------------- |\\n| Initial | Personalized hook + core value prop + soft CTA | Introduce problem/solution |\\n| Follow-up 1 | Different angle, new value piece (stat, insight, resource) | Show additional benefit |\\n| Follow-up 2 | Social proof / case study from similar company | Build credibility |\\n| Follow-up 3 | New insight, industry trend, or relevant resource | Demonstrate expertise |\\n| Follow-up 4 | Breakup — acknowledge silence, leave door open | Trigger loss aversion |\\n\\nAdd only **one new value proposition per email** (SalesBread). This naturally forces different angles.\\n\\n## The Breakup Email\\n\\nLeverages loss aversion — removing pressure while creating scarcity through withdrawal. Close.com reports **10–15% response rates** from breakup emails with cold prospects.\\n\\n**Structure:**\\n\\n1. Acknowledge you've reached out multiple times\\n2. Validate their potential lack of interest\\n3. State this is your final email for now\\n4. Leave the door open\\n\\n**Example:**\\n\\n> I haven't heard back, so I'll assume now isn't the right time. Before I close the loop: [1-sentence insight or resource]. If that changes things, feel free to reply. Otherwise, no hard feelings — good luck with [their goal].\\n\\n**1-2-3 Format** (reduces friction to near zero):\\n\\n> Since I haven't heard back, I'll keep it simple. Reply with a number:\\n>\\n> 1 — Interested, let's talk\\n> 2 — Not now, check back in 3 months\\n> 3 — Not interested, please stop\\n\\n**Critical rule:** If you send a breakup email, honor it. Do not contact the prospect again.\\n\\n## Phrases That Kill Response Rates\\n\\n- \\\"I never heard back\\\" → **12% drop** in meeting booking rate (Gong)\\n- \\\"Just checking in\\\" → Zero value, signals laziness\\n- \\\"Bumping this to the top of your inbox\\\" → Presumptuous\\n- \\\"Did you see my last email?\\\" → Guilt-tripping\\n- \\\"Following up on my previous message\\\" → Generic, adds nothing\\n\\n## CTA Adjustment by Seniority\\n\\n**Executives/founders:** Ultra-low-effort, curiosity-driven. \\\"Curious?\\\" or \\\"Worth 2 min?\\\"\\n\\n**Mid-level managers:** More specific value. \\\"Want me to walk through how [Company] saved 15 hours/week?\\\"\\n\\nHigher in the org chart = less friction you can ask for.\\n\"},\n {\"skill\":\"cold-email\",\"ref\":\"frameworks\",\"body\":\"# Cold Email Copywriting Frameworks\\n\\nFrameworks beat templates — they teach thinking patterns, not copy-paste shortcuts.\\n\\n## PAS — Problem, Agitate, Solution (default)\\n\\n**Structure:** Identify pain → Amplify consequences → Present solution + soft CTA.\\n**Best for:** Problem-aware but not solution-aware prospects. The workhorse framework.\\n\\n> Most VP Sales at companies your size spend 5+ hours/week on manual CRM reporting. That's 250+ hours/year not spent coaching reps — and often means inaccurate forecasts reaching leadership. We built a tool that auto-generates CRM reports in real time. Teams like Datadog reduced reporting time by 80%. Would it make sense to see how?\\n\\n## BAB — Before, After, Bridge\\n\\n**Structure:** Current painful situation → Ideal future → Your product as the bridge.\\n**Best for:** Transformation-driven offers with clear before/after. Emotional decision-makers.\\n\\n> Right now, your team is likely spending hours manually sourcing leads — feast or famine each quarter. Imagine qualified leads arriving daily on autopilot, reps spending 100% of their time selling. That's what our platform does. Companies like HubSpot saw a 40% pipeline increase within 90 days. Can I show you how?\\n\\n## QVC — Question, Value, CTA\\n\\n**Structure:** Targeted pain question → Brief value → Direct next step.\\n**Best for:** C-suite prospects who prefer brevity. Qualify interest immediately.\\n\\n> Are your SDRs spending more time researching than selling? We help sales teams automate prospect research so reps focus on conversations. Clients see 3x more meetings per rep per week. Worth a 10-minute demo?\\n\\n## AIDA — Attention, Interest, Desire, Action\\n\\n**Structure:** Hook/stat → Address specific challenge → Social proof/outcome → Clear CTA.\\n**Best for:** Data-driven prospects, high-ticket pitches with strong stats.\\n\\n> Companies in pharma lose 30% of leads due to manual outreach. Given {{Company}}'s growth this quarter, pipeline velocity is likely top of mind. Customers like Pfizer use our platform to automate lead qualification — cutting time-to-contact by 60%. Worth a 15-minute call?\\n\\n## PPP — Praise, Picture, Push\\n\\n**Structure:** Genuine compliment → How things could be better → Gentle push to action.\\n**Best for:** Senior prospects who respond to relationship-building. Requires genuine trigger.\\n\\n> Your keynote on scaling SDR teams was spot-on — especially on ramp time as the hidden cost. What if you could cut that in half? Our in-inbox coach helps new reps write effective emails from day one with real-time scoring. Open to a quick chat about how this could support your growth?\\n\\n## Star-Story-Solution\\n\\n**Structure:** Introduce character (customer) → Tell challenge narrative → Reveal results.\\n**Best for:** Strong customer success stories. Humanizes the pitch.\\n\\n> Last year, Sarah — VP Sales at a Series B startup — had 5 SDRs competing against a rival with 20. Her team was getting crushed on volume. They adopted our AI prospecting tool and sent hyper-personalized emails at 3x pace without losing quality. Within 90 days, they booked more meetings than their competitor's entire team. Happy to share how this could work for {{Company}}.\\n\\n## SCQ — Situation, Complication, Question\\n\\n**Structure:** Current reality → Complicating challenge → Question that speaks to need → Optional answer.\\n**Best for:** Consultative selling. Mirrors how professionals present to leadership.\\n\\n> Your team doubled this year. That usually means onboarding is eating into selling time. How are you handling ramp for new hires?\\n\\n## ACCA — Awareness, Comprehension, Conviction, Action\\n\\n**Structure:** Contrarian hook → Explain benefit simply → Provide proof → Strong CTA.\\n**Best for:** Analytical buyers who need evidence (engineers, CFOs, ops leaders).\\n\\n> Most sales teams measure rep activity. The top 5% measure rep efficiency instead. When Acme switched, they booked 40% more meetings with fewer emails. Worth seeing how?\\n\\n## 3C's (Alex Berman)\\n\\n**Structure:** Compliment → Case Study → CTA.\\n**Best for:** Agency/services cold outreach. Case study does the heavy lifting.\\n\\n> Big fan of [Company]. We just built an app for [Competitor] that does XYZ. I have a few more ideas. Interested?\\n\\n## Mouse Trap (Lavender/Will Allred)\\n\\n**Structure:** Observation + Binary value-prop question. 1–2 sentences total.\\n**Best for:** Maximum brevity. Impulsive reply based on curiosity.\\n\\n> Looks like you're hiring reps. Would it be helpful to get a more granular look at how they're ramping on email?\\n\\n## Justin Michael Method\\n\\n**Structure:** Trigger/Pain → Solution hint → Binary CTA. 1–3 sentences, no intro.\\n**Best for:** High-velocity SDR teams. Mobile-optimized. Deliberately polarizing.\\n\\nSpend max 1 minute on personalization. Use industry/persona-level signals. For top-tier prospects, quote their own words from interviews — they almost always respond.\\n\\n## Vanilla Ice Cream (Lavender)\\n\\n**Structure:** Observation → Problem/Insight → Credibility → Solution → Call-to-Conversation.\\n**Best for:** Universal \\\"base\\\" framework that works everywhere. Five parts.\\n\\n## PASTOR (Ray Edwards)\\n\\n**Structure:** Problem → Amplify → Story → Testimony → Offer → Response.\\n**Best for:** Longer-form or multi-email sequences. Consulting, education, complex B2B services. Each element can be developed across separate touches.\\n\"},\n {\"skill\":\"cold-email\",\"ref\":\"personalization\",\"body\":\"# Personalization at Scale\\n\\nPersonalization drives **50–250% more replies** (Lavender). The key insight: **if your personalization has nothing to do with the problem you solve, it's just an attention hack** (Clay).\\n\\n## Four Levels of Personalization\\n\\n### Level 1 — Basic (merge tags)\\n\\nFirst name, company name, job title. Table stakes, no longer differentiating. ~5% lift.\\n\\n### Level 2 — Industry/segment\\n\\nIndustry-specific pain points, trends, regulatory challenges. Scalable via micro-segmentation.\\n\\n> Most {{industry}} teams struggle with {{lead gen problem}}, which often leads to wasted effort.\\n\\n### Level 3 — Role-level\\n\\nChallenges specific to their role and seniority.\\n\\n> As Head of Sales, keeping pipeline steady is probably your biggest headache. Your RevOps team is small, so you're likely wearing multiple hats during scaling.\\n\\n### Level 4 — Individual (gold standard)\\n\\nSpecific, timely observations about that person connected to the problem you solve.\\n\\n> Noticed you're hiring 3 SDRs — sounds like you're scaling outbound fast. Most teams hit follow-up fatigue during onboarding.\\n\\n## Research Signal Stack\\n\\n| Signal | Where to find it | How to use it |\\n| ----------------- | ---------------------------------- | ---------------------------------------------------------------------------- |\\n| Recent funding | Crunchbase, LinkedIn, press | \\\"Congrats on Series B — scaling teams fast usually creates X challenge\\\" |\\n| Job postings | LinkedIn Jobs, careers page | \\\"Noticed you're hiring 3 SDRs — sounds like you're scaling outbound\\\" |\\n| Tech stack | BuiltWith, Wappalyzer, HG Insights | \\\"I see you're using HubSpot — most teams at your stage hit a ceiling with X\\\" |\\n| LinkedIn activity | Posts, comments, job changes | \\\"Really enjoyed your post about X\\\" |\\n| Company news | Google News, press releases | \\\"Congrats on acquiring X — integrating teams usually creates Y challenge\\\" |\\n| Podcast/talks | Google, YouTube, podcasts | \\\"Caught your talk at SaaStr on X — really insightful\\\" |\\n| Website changes | Manual review | \\\"Your new pricing page caught my eye — curious how it's converting\\\" |\\n\\n## The 3-Minute Personalization System\\n\\nFrom \\\"30 Minutes to President's Club\\\":\\n\\n**Step 1:** Build a research stack of top 10 buying signals — 5 company triggers, 5 person triggers. Stack-rank by relevance.\\n\\n**Step 2:** Build a 3x3 template: (1) personalization attached to a problem, (2) problem you solve, (3) one-sentence solution + low-friction CTA.\\n\\n**Step 3:** Create 5 \\\"trigger templates\\\" — pre-written personalization paragraphs for each trigger, with a smooth segue into the problem.\\n\\nThe personalization must logically connect to the problem. This creates 5 reusable triggers with the rest of the email constant. A top SDR writes a personalized email in **under 3 minutes**.\\n\\n## The Four -Graphic Principles (Becc Holland)\\n\\n- **Demographic** — Age, profession, background\\n- **Technographic** — Tech stack, tools used\\n- **Firmographic** — Company size, funding, industry, growth stage\\n- **Psychographic** — Values, passions, beliefs (highest-impact dimension)\\n\\nTapping into what prospects are passionate about drives significantly higher response rates.\\n\\n## Observation-Based Openers (highest performing)\\n\\n**Trigger-event:** \\\"Congrats on the recent funding round — scaling the team from here is exciting, and I imagine [challenge] is top of mind.\\\"\\n\\n**Observation:** \\\"Your recent post about [topic] resonated — especially the part about [detail]. Got me thinking about how that applies to [challenge].\\\"\\n\\n**Industry insight:** \\\"Most [role titles] I talk to spend [X hours/week] on [problem] — curious if that matches your experience at [Company].\\\"\\n\\n## What Feels Fake (avoid)\\n\\n- AI-generated emails with similar phrasing (\\\"I hope this email finds you well\\\")\\n- Generic attention hacks disconnected from problem (\\\"Cool that you went to UCLA!\\\" → pitch)\\n- Over-personalizing to creepiness\\n- \\\"I saw your LinkedIn profile and wanted to reach out\\\" — signals mass automation\\n\\n## The \\\"So What?\\\" Test\\n\\nAfter writing any opening line, read from prospect's perspective: \\\"So what? Why would I care?\\\" If the answer is nothing, rewrite.\\n\"},\n {\"skill\":\"cold-email\",\"ref\":\"subject-lines\",\"body\":\"# Subject Line Optimization\\n\\nThe subject line determines whether the email gets read. The data is counterintuitive: **short, boring, internal-looking subject lines win decisively.**\\n\\n## Length: 2–4 words\\n\\n- 2-word subject lines get **60% more opens** than 5-word (Lavender).\\n- Going from 2 to 4 words reduces replies by **17.5%**.\\n- 2–4 words yield **46% open rates** vs 34% for 10 words (Belkins, 5.5M emails).\\n- Mobile truncates at 30–35 characters — brevity is practical necessity.\\n\\n## Internal Camouflage Principle\\n\\nSubject lines that look like they came from a colleague, not a vendor, double open rates (Gong). Buyers mentally categorize before opening — if it looks like sales, it's filtered.\\n\\n**High-performing examples:** \\\"reply rates\\\" · \\\"trial delays\\\" · \\\"hiring ops\\\" · \\\"employee turnover\\\" · \\\"Q2 forecast\\\" · \\\"new patients\\\" · \\\"personalization issue\\\" · \\\"second page\\\"\\n\\n## Capitalization: lowercase wins\\n\\nAll-lowercase has highest open rates (Gong, 85M+ emails). Lowercase looks more personal/internal. For cold outreach specifically, lowercase beats title case.\\n\\n## Personalization: context over name\\n\\nPersonalized subject lines boost opens **26–50%**, but type matters:\\n\\n- **First name in subject line → 12% fewer replies.** Signals automation.\\n- **Contextual personalization works:** pain points, competitors, trigger events, industry challenges.\\n- Use {{painPoint}}, {{competitor}}, {{commonGround}} — not {{firstName}}.\\n\\n## Questions: only when highly specific\\n\\nData conflicts: Belkins says questions perform well (46% open rate). Lavender says questions lower opens by **56%**. Resolution: **specific pain questions work** (\\\"Need help with {{challenge}}?\\\"), **generic questions fail** (\\\"Quick question?\\\" / \\\"Have 15 minutes?\\\"). Default to statements.\\n\\n## What to Avoid\\n\\n| Anti-pattern | Impact |\\n| ---------------------------------------------- | --------------------------- |\\n| Salesy language (\\\"increase,\\\" \\\"boost,\\\" \\\"ROI\\\") | -17.9% opens |\\n| Urgency words (\\\"ASAP,\\\" \\\"urgent\\\") | Below 36% opens |\\n| Excessive punctuation (\\\"!!!\\\" or \\\"??\\\") | -36% opens |\\n| Numbers and percentages | -46% opens |\\n| Emojis | Hurt B2B professionalism |\\n| Pitching product in subject | -57% replies |\\n| Empty/no subject line | +30% opens but -12% replies |\\n| Spam triggers (\\\"free,\\\" \\\"guarantee,\\\" \\\"act now\\\") | Deliverability risk |\\n\\n## C-Suite Subject Lines\\n\\nExecutives receive 300–400 emails daily, decide in seconds. They respond **23% more often** than non-C-suite when emails pass their filter (6.4% reply rate).\\n\\nWhat works: ultra-concise, human, understated. \\\"{{companyInitiative}}\\\" · \\\"thank you\\\" · \\\"an update\\\" · \\\"a question\\\" · reference to a specific project or trigger event.\\n\\nAnything \\\"salesy\\\" is immediately rejected.\\n\"},\n {\"skill\":\"competitor-profiling\",\"ref\":\"templates\",\"body\":\"# Profile Templates\\n\\nReady-to-use templates for competitor profile sections and the summary document.\\n\\n## Contents\\n- Quick Scan Template\\n- Summary Comparison Table\\n- Positioning Map\\n- Competitive SWOT\\n- Profile Update Changelog\\n\\n---\\n\\n## Quick Scan Template\\n\\nAbbreviated profile for when speed matters more than depth.\\n\\n```markdown\\n# [Competitor Name] — Quick Profile\\n\\n**URL**: [website]\\n**Generated**: [date]\\n\\n## At a Glance\\n\\n| Metric | Value |\\n|--------|-------|\\n| Tagline | [from homepage] |\\n| Target audience | [inferred from copy] |\\n| Pricing starts at | [lowest paid tier] |\\n| Free tier/trial | [yes/no + details] |\\n| Domain rank | [from DataForSEO] |\\n| Est. organic traffic | [monthly] |\\n| Organic keywords (top 10) | [count] |\\n| Referring domains | [count] |\\n\\n## Positioning\\n\\n**Headline**: \\\"[exact homepage headline]\\\"\\n**Subheadline**: \\\"[exact subheadline]\\\"\\n**Positioning angle**: [1-2 sentence summary of how they position]\\n\\n## Pricing Summary\\n\\n| Tier | Price | Notable Inclusions |\\n|------|-------|-------------------|\\n| [tier] | [price] | [key items] |\\n| [tier] | [price] | [key items] |\\n\\n## Key Takeaway\\n\\n[2-3 sentences: what makes this competitor notable, where they're strong, where they're weak]\\n```\\n\\n---\\n\\n## Summary Comparison Table\\n\\nUse after profiling all competitors to create a side-by-side view.\\n\\n```markdown\\n# Competitive Landscape Summary\\n\\n**Generated**: [date]\\n**Your product**: [name]\\n**Competitors profiled**: [count]\\n\\n## Side-by-Side Comparison\\n\\n| Dimension | [Your Product] | [Competitor 1] | [Competitor 2] | [Competitor 3] |\\n|-----------|---------------|----------------|----------------|----------------|\\n| **Tagline** | [yours] | [theirs] | [theirs] | [theirs] |\\n| **Target audience** | [yours] | [theirs] | [theirs] | [theirs] |\\n| **Positioning** | [angle] | [angle] | [angle] | [angle] |\\n| **Starting price** | $[X]/mo | $[X]/mo | $[X]/mo | $[X]/mo |\\n| **Free tier** | [yes/no] | [yes/no] | [yes/no] | [yes/no] |\\n| **Domain rank** | [score] | [score] | [score] | [score] |\\n| **Est. organic traffic** | [number] | [number] | [number] | [number] |\\n| **Referring domains** | [count] | [count] | [count] | [count] |\\n| **G2 rating** | [score] | [score] | [score] | [score] |\\n| **Key strength** | [one-liner] | [one-liner] | [one-liner] | [one-liner] |\\n| **Key weakness** | [one-liner] | [one-liner] | [one-liner] | [one-liner] |\\n```\\n\\n---\\n\\n## Positioning Map\\n\\nVisual representation of where competitors sit along two key dimensions. Choose the two axes most relevant to your market.\\n\\n### Common Axis Pairs\\n\\n| Market Type | X-Axis | Y-Axis |\\n|-------------|--------|--------|\\n| SaaS tools | Simple → Complex | Cheap → Expensive |\\n| Developer tools | Low-code → Code-first | Individual → Team |\\n| B2B platforms | SMB-focused → Enterprise-focused | Point solution → Platform |\\n| Content tools | Template-driven → Custom | Self-serve → Managed |\\n\\n### Format\\n\\n```markdown\\n## Positioning Map\\n\\n**Axes**: [X-axis label] vs. [Y-axis label]\\n\\n [Y-axis high label]\\n │\\n │\\n [Competitor A] │ [Competitor B]\\n │\\n ───────────────────────┼───────────────────────\\n [X-axis low] │ [X-axis high]\\n │\\n [Your Product] │ [Competitor C]\\n │\\n [Y-axis low label]\\n\\n### Interpretation\\n- [1-2 sentences about what the map reveals]\\n- [where the whitespace / opportunity is]\\n```\\n\\n---\\n\\n## Competitive SWOT\\n\\nPer-competitor SWOT relative to your product.\\n\\n```markdown\\n## SWOT: [Competitor] vs. [Your Product]\\n\\n### Strengths (theirs vs. ours)\\n- [Where they genuinely outperform us — be honest]\\n\\n### Weaknesses (theirs vs. ours)\\n- [Where they fall short compared to us — with evidence]\\n\\n### Opportunities (for us)\\n- [Gaps in their offering we can exploit]\\n- [Segments they're ignoring]\\n- [Messaging angles they're missing]\\n\\n### Threats (from them)\\n- [Areas where they're improving fast]\\n- [Features they're building that overlap with us]\\n- [Market moves that could shift perception]\\n```\\n\\n---\\n\\n## Profile Update Changelog\\n\\nAppend to the bottom of any profile when updating it.\\n\\n```markdown\\n---\\n\\n## Change Log\\n\\n| Date | What Changed | Source |\\n|------|-------------|--------|\\n| [date] | Pricing increased from $X to $Y | Pricing page re-scrape |\\n| [date] | Launched [feature] | Changelog scrape |\\n| [date] | Domain rank changed from X to Y | DataForSEO re-pull |\\n| [date] | Added [integration] | Integrations page re-scrape |\\n```\\n\"},\n {\"skill\":\"competitor-profiling\",\"ref\":\"tool-reference\",\"body\":\"# MCP Tool Reference for Competitor Profiling\\n\\nQuick reference for the Firecrawl and DataForSEO MCP tools used in competitor profiling.\\n\\n## Contents\\n- Firecrawl Tools (site scraping)\\n- DataForSEO Tools (SEO & market data)\\n- Recommended Execution Order\\n- Error Handling\\n\\n---\\n\\n## Firecrawl Tools\\n\\n### firecrawl_map\\n**Purpose**: Discover all URLs on a competitor's site to identify key pages.\\n**When to use**: First step for every competitor — before scraping individual pages.\\n**Key output**: List of URLs with their page types/paths.\\n**Tip**: Look for paths containing `/pricing`, `/features`, `/about`, `/customers`, `/integrations`, `/blog`, `/changelog`.\\n\\n### firecrawl_scrape\\n**Purpose**: Extract content from a single page as clean markdown.\\n**When to use**: After mapping, scrape each key page individually.\\n**Key output**: Page content in markdown format — headlines, body text, structured data.\\n**Tip**: Scrape homepage first — it reveals positioning, audience, and social proof in one shot.\\n\\n### firecrawl_search\\n**Purpose**: Search the web for specific content about a competitor.\\n**When to use**: Finding review pages, press coverage, or competitor mentions not on their own site.\\n**Example queries**:\\n- `\\\"[Competitor Name]\\\" site:g2.com`\\n- `\\\"[Competitor Name]\\\" review`\\n- `\\\"[Competitor Name]\\\" funding OR raised`\\n\\n### firecrawl_crawl\\n**Purpose**: Crawl multiple pages from a site in one operation.\\n**When to use**: Deep profiles where you want to analyze many pages (e.g., all feature pages, all blog posts). More expensive — use selectively.\\n**Tip**: Set page limits to avoid crawling entire sites. Target specific URL patterns.\\n\\n### firecrawl_extract\\n**Purpose**: Extract structured data from a page using a schema.\\n**When to use**: When you need specific data points in a consistent format (e.g., pricing tier details, feature lists).\\n**Tip**: Define a clear schema for what you want extracted — more reliable than parsing raw markdown.\\n\\n---\\n\\n## DataForSEO MCP Tools\\n\\n### Domain-Level Intelligence\\n\\n#### backlinks_summary\\n**Purpose**: Get domain authority, total backlinks, referring domains, spam score.\\n**Input**: Target domain (e.g., `competitor.com`)\\n**Key metrics**: `domain_rank`, `total_backlinks`, `referring_domains`, `backlinks_spam_score`\\n\\n#### backlinks_referring_domains\\n**Purpose**: List top referring domains — shows where their link equity comes from.\\n**Input**: Target domain + limit\\n**Key metrics**: Per-domain: `rank`, `backlinks`, `domain` name\\n\\n#### dataforseo_labs_google_domain_rank_overview\\n**Purpose**: Organic search overview — traffic, keywords, traffic value.\\n**Input**: Target domain\\n**Key metrics**: `organic_count` (keywords), `organic_traffic` (estimated monthly), `organic_cost` (traffic value in $)\\n\\n#### dataforseo_labs_google_ranked_keywords\\n**Purpose**: What keywords a domain ranks for, with positions.\\n**Input**: Target domain\\n**Key metrics**: Per-keyword: `keyword`, `position`, `search_volume`, `url` (ranking page)\\n**Tip**: Sort by traffic to find their highest-value keywords.\\n\\n#### dataforseo_labs_google_keywords_for_site\\n**Purpose**: Keywords relevant to a domain — broader than ranked keywords, includes opportunities.\\n**Input**: Target domain\\n**Key metrics**: `keyword`, `search_volume`, `competition`, `cpc`\\n\\n### Competitive Analysis\\n\\n#### dataforseo_labs_google_competitors_domain\\n**Purpose**: Find a domain's closest organic competitors by keyword overlap.\\n**Input**: Target domain\\n**Key metrics**: `domain`, `avg_position`, `intersections` (shared keywords), `full_domain_rank`\\n**Tip**: May reveal competitors the user hasn't considered.\\n\\n#### dataforseo_labs_google_domain_intersection\\n**Purpose**: Find keywords where two domains both rank — shows direct competition.\\n**Input**: Two target domains\\n**Key metrics**: `keyword`, position for each domain, `search_volume`\\n**Tip**: Use this to compare the user's domain vs. each competitor.\\n\\n#### dataforseo_labs_google_relevant_pages\\n**Purpose**: Find a domain's most important pages by organic traffic.\\n**Input**: Target domain\\n**Key metrics**: `page`, `metrics` (traffic, keywords per page)\\n**Tip**: Reveals their content strategy — which pages drive the most value.\\n\\n### Technology Detection\\n\\n#### domain_analytics_technologies_domain_technologies\\n**Purpose**: Detect the technology stack a domain uses.\\n**Input**: Target domain\\n**Key metrics**: Technologies grouped by category (CMS, analytics, marketing, payments, etc.)\\n\\n### Backlink Deep Dive\\n\\n#### backlinks_backlinks\\n**Purpose**: List individual backlinks to a domain.\\n**Input**: Target domain + limit\\n**Key metrics**: `url_from`, `url_to`, `anchor`, `domain_from_rank`, `is_new`\\n\\n#### backlinks_bulk_ranks\\n**Purpose**: Compare domain ranks across multiple domains at once.\\n**Input**: Array of target domains\\n**Key metrics**: `domain_rank` per domain\\n**Tip**: Use this for the summary comparison table.\\n\\n---\\n\\n## Recommended Execution Order\\n\\n### Quick Scan (per competitor)\\n\\n```\\n1. firecrawl_map → get site URLs\\n2. In parallel:\\n a. firecrawl_scrape → homepage\\n b. firecrawl_scrape → pricing page\\n c. dataforseo_labs_google_domain_rank_overview → organic metrics\\n d. backlinks_summary → domain authority\\n3. Synthesize into abbreviated profile\\n```\\n\\n### Deep Profile (per competitor)\\n\\n```\\n1. firecrawl_map → get site URLs\\n2. In parallel (batch 1 — scraping):\\n a. firecrawl_scrape → homepage\\n b. firecrawl_scrape → pricing page\\n c. firecrawl_scrape → features page(s)\\n d. firecrawl_scrape → about page\\n e. firecrawl_scrape → customers/case studies page\\n f. firecrawl_scrape → integrations page\\n3. In parallel (batch 2 — SEO data):\\n a. dataforseo_labs_google_domain_rank_overview\\n b. dataforseo_labs_google_ranked_keywords\\n c. backlinks_summary\\n d. backlinks_referring_domains\\n e. dataforseo_labs_google_relevant_pages\\n f. dataforseo_labs_google_competitors_domain\\n4. In parallel (batch 3 — optional extras):\\n a. domain_analytics_technologies_domain_technologies\\n b. firecrawl_search → G2/Capterra reviews\\n c. dataforseo_labs_google_domain_intersection (vs. user's domain)\\n5. Synthesize into full profile\\n```\\n\\n### Multi-Competitor (3+ competitors)\\n\\n```\\n1. Map all competitor sites in parallel\\n2. Scrape all homepages in parallel, then pricing pages in parallel\\n3. Pull domain_rank_overview for all in parallel\\n4. Pull backlinks_bulk_ranks for all at once\\n5. Build profiles in sequence (synthesis requires focus)\\n6. Build summary comparison last\\n```\\n\\n---\\n\\n## Error Handling\\n\\n| Issue | Action |\\n|-------|--------|\\n| Firecrawl scrape returns empty/blocked | Try with `firecrawl_browser_create` for JS-heavy sites |\\n| Pricing page not found in map | Search for `/pricing`, `/plans`, `/packages` — some sites use different paths |\\n| DataForSEO returns no data for domain | Domain may be too new or too small — note \\\"insufficient data\\\" in profile |\\n| Rate limits hit | Space out requests; prioritize highest-value data first |\\n| Review page scraping blocked | Use `firecrawl_search` to find cached or alternative review sources |\\n\"},\n {\"skill\":\"competitors\",\"ref\":\"content-architecture\",\"body\":\"# Content Architecture for Competitor Pages\\n\\nHow to structure and maintain competitor data for scalable comparison pages.\\n\\n## Contents\\n- Centralized Competitor Data\\n- Competitor Data Template\\n- Your Product Data\\n- Page Generation\\n- Index Page Structure (alternatives index, vs comparisons index, index page best practices)\\n- Footer Navigation\\n\\n## Centralized Competitor Data\\n\\nCreate a single source of truth for each competitor:\\n\\n```\\ncompetitor_data/\\n├── notion.md\\n├── airtable.md\\n├── monday.md\\n└── ...\\n```\\n\\n---\\n\\n## Competitor Data Template\\n\\nPer competitor, document:\\n\\n```yaml\\nname: Notion\\nwebsite: notion.so\\ntagline: \\\"The all-in-one workspace\\\"\\nfounded: 2016\\nheadquarters: San Francisco\\n\\n# Positioning\\nprimary_use_case: \\\"docs + light databases\\\"\\ntarget_audience: \\\"teams wanting flexible workspace\\\"\\nmarket_position: \\\"premium, feature-rich\\\"\\n\\n# Pricing\\npricing_model: per-seat\\nfree_tier: true\\nfree_tier_limits: \\\"limited blocks, 1 user\\\"\\nstarter_price: $8/user/month\\nbusiness_price: $15/user/month\\nenterprise: custom\\n\\n# Features (rate 1-5 or describe)\\nfeatures:\\n documents: 5\\n databases: 4\\n project_management: 3\\n collaboration: 4\\n integrations: 3\\n mobile_app: 3\\n offline_mode: 2\\n api: 4\\n\\n# Strengths (be honest)\\nstrengths:\\n - Extremely flexible and customizable\\n - Beautiful, modern interface\\n - Strong template ecosystem\\n - Active community\\n\\n# Weaknesses (be fair)\\nweaknesses:\\n - Can be slow with large databases\\n - Learning curve for advanced features\\n - Limited automations compared to dedicated tools\\n - Offline mode is limited\\n\\n# Best for\\nbest_for:\\n - Teams wanting all-in-one workspace\\n - Content-heavy workflows\\n - Documentation-first teams\\n - Startups and small teams\\n\\n# Not ideal for\\nnot_ideal_for:\\n - Complex project management needs\\n - Large databases (1000s of rows)\\n - Teams needing robust offline\\n - Enterprise with strict compliance\\n\\n# Common complaints (from reviews)\\ncommon_complaints:\\n - \\\"Gets slow with lots of content\\\"\\n - \\\"Hard to find things as workspace grows\\\"\\n - \\\"Mobile app is clunky\\\"\\n\\n# Migration notes\\nmigration_from:\\n difficulty: medium\\n data_export: \\\"Markdown, CSV, HTML\\\"\\n what_transfers: \\\"Pages, databases\\\"\\n what_doesnt: \\\"Automations, integrations setup\\\"\\n time_estimate: \\\"1-3 days for small team\\\"\\n```\\n\\n---\\n\\n## Your Product Data\\n\\nSame structure for yourself—be honest:\\n\\n```yaml\\nname: [Your Product]\\n# ... same fields\\n\\nstrengths:\\n - [Your real strengths]\\n\\nweaknesses:\\n - [Your honest weaknesses]\\n\\nbest_for:\\n - [Your ideal customers]\\n\\nnot_ideal_for:\\n - [Who should use something else]\\n```\\n\\n---\\n\\n## Page Generation\\n\\nEach page pulls from centralized data:\\n\\n- **[Competitor] Alternative page**: Pulls competitor data + your data\\n- **[Competitor] Alternatives page**: Pulls competitor data + your data + other alternatives\\n- **You vs [Competitor] page**: Pulls your data + competitor data\\n- **[A] vs [B] page**: Pulls both competitor data + your data\\n\\n**Benefits**:\\n- Update competitor pricing once, updates everywhere\\n- Add new feature comparison once, appears on all pages\\n- Consistent accuracy across pages\\n- Easier to maintain at scale\\n\\n---\\n\\n## Index Page Structure\\n\\n### Alternatives Index\\n\\n**URL**: `/alternatives` or `/alternatives/index`\\n\\n**Purpose**: Lists all \\\"[Competitor] Alternative\\\" pages\\n\\n**Page structure**:\\n1. Headline: \\\"[Your Product] as an Alternative\\\"\\n2. Brief intro on why people switch to you\\n3. List of all alternative pages with:\\n - Competitor name/logo\\n - One-line summary of key differentiator vs. that competitor\\n - Link to full comparison\\n4. Common reasons people switch (aggregated)\\n5. CTA\\n\\n**Example**:\\n```markdown\\n## Explore [Your Product] as an Alternative\\n\\nLooking to switch? See how [Your Product] compares to the tools you're evaluating:\\n\\n- **[Notion Alternative](/alternatives/notion)** — Better for teams who need [X]\\n- **[Airtable Alternative](/alternatives/airtable)** — Better for teams who need [Y]\\n- **[Monday Alternative](/alternatives/monday)** — Better for teams who need [Z]\\n```\\n\\n---\\n\\n### Vs Comparisons Index\\n\\n**URL**: `/vs` or `/compare`\\n\\n**Purpose**: Lists all \\\"You vs [Competitor]\\\" and \\\"[A] vs [B]\\\" pages\\n\\n**Page structure**:\\n1. Headline: \\\"Compare [Your Product]\\\"\\n2. Section: \\\"[Your Product] vs Competitors\\\" — list of direct comparisons\\n3. Section: \\\"Head-to-Head Comparisons\\\" — list of [A] vs [B] pages\\n4. Brief methodology note\\n5. CTA\\n\\n---\\n\\n### Index Page Best Practices\\n\\n**Keep them updated**: When you add a new comparison page, add it to the relevant index.\\n\\n**Internal linking**:\\n- Link from index → individual pages\\n- Link from individual pages → back to index\\n- Cross-link between related comparisons\\n\\n**SEO value**:\\n- Index pages can rank for broad terms like \\\"project management tool comparisons\\\"\\n- Pass link equity to individual comparison pages\\n- Help search engines discover all comparison content\\n\\n**Sorting options**:\\n- By popularity (search volume)\\n- Alphabetically\\n- By category/use case\\n- By date added (show freshness)\\n\\n**Include on index pages**:\\n- Last updated date for credibility\\n- Number of pages/comparisons available\\n- Quick filters if you have many comparisons\\n\\n---\\n\\n## Footer Navigation\\n\\nThe site footer appears on all marketing pages, making it a powerful internal linking opportunity for competitor pages.\\n\\n### Option 1: Link to Index Pages (Minimum)\\n\\nAt minimum, add links to your comparison index pages in the footer:\\n\\n```\\nFooter\\n├── Compare\\n│ ├── Alternatives → /alternatives\\n│ └── Comparisons → /vs\\n```\\n\\nThis ensures every marketing page passes link equity to your comparison content hub.\\n\\n### Option 2: Footer Columns by Format (Recommended for SEO)\\n\\nFor stronger internal linking, create dedicated footer columns for each format you've built, linking directly to your top competitors:\\n\\n```\\nFooter\\n├── [Product] vs ├── Alternatives to ├── Compare\\n│ ├── vs Notion │ ├── Notion Alternative │ ├── Notion vs Airtable\\n│ ├── vs Airtable │ ├── Airtable Alternative │ ├── Monday vs Asana\\n│ ├── vs Monday │ ├── Monday Alternative │ ├── Notion vs Monday\\n│ ├── vs Asana │ ├── Asana Alternative │ ├── ...\\n│ ├── vs Clickup │ ├── Clickup Alternative │ └── View all →\\n│ ├── ... │ ├── ... │\\n│ └── View all → │ └── View all → │\\n```\\n\\n**Guidelines**:\\n- Include up to 8 links per column (top competitors by search volume)\\n- Add \\\"View all\\\" link to the full index page\\n- Only create columns for formats you've actually built pages for\\n- Prioritize competitors with highest search volume\\n\\n### Why Footer Links Matter\\n\\n1. **Sitewide distribution**: Footer links appear on every marketing page, passing link equity from your entire site to comparison content\\n2. **Crawl efficiency**: Search engines discover all comparison pages quickly\\n3. **User discovery**: Visitors evaluating your product can easily find comparisons\\n4. **Competitive positioning**: Signals to search engines that you're a key player in the space\\n\\n### Implementation Notes\\n\\n- Update footer when adding new high-priority comparison pages\\n- Keep footer clean—don't list every comparison, just the top ones\\n- Match column headers to your URL structure (e.g., \\\"vs\\\" column → `/vs/` URLs)\\n- Consider mobile: columns may stack, so order by priority\\n\"},\n {\"skill\":\"competitors\",\"ref\":\"templates\",\"body\":\"# Section Templates for Competitor Pages\\n\\nReady-to-use templates for each section of competitor comparison pages.\\n\\n## Contents\\n- TL;DR Summary\\n- Paragraph Comparison (Not Just Tables)\\n- Feature Comparison Section\\n- Pricing Comparison Section\\n- Service & Support Comparison\\n- Who It's For Section\\n- Migration Section\\n- Social Proof Section\\n- Comparison Table Best Practices (beyond checkmarks, organize by category, include ratings where useful)\\n\\n## TL;DR Summary\\n\\nStart every page with a quick summary for scanners:\\n\\n```markdown\\n**TL;DR**: [Competitor] excels at [strength] but struggles with [weakness].\\n[Your product] is built for [your focus], offering [key differentiator].\\nChoose [Competitor] if [their ideal use case]. Choose [You] if [your ideal use case].\\n```\\n\\n---\\n\\n## Paragraph Comparison (Not Just Tables)\\n\\nFor each major dimension, write a paragraph:\\n\\n```markdown\\n## Features\\n\\n[Competitor] offers [description of their feature approach].\\nTheir strength is [specific strength], which works well for [use case].\\nHowever, [limitation] can be challenging for [user type].\\n\\n[Your product] takes a different approach with [your approach].\\nThis means [benefit], though [honest tradeoff].\\nTeams who [specific need] often find this more effective.\\n```\\n\\n---\\n\\n## Feature Comparison Section\\n\\nGo beyond checkmarks:\\n\\n```markdown\\n## Feature Comparison\\n\\n### [Feature Category]\\n\\n**[Competitor]**: [2-3 sentence description of how they handle this]\\n- Strengths: [specific]\\n- Limitations: [specific]\\n\\n**[Your product]**: [2-3 sentence description]\\n- Strengths: [specific]\\n- Limitations: [specific]\\n\\n**Bottom line**: Choose [Competitor] if [scenario]. Choose [You] if [scenario].\\n```\\n\\n---\\n\\n## Pricing Comparison Section\\n\\n```markdown\\n## Pricing\\n\\n| | [Competitor] | [Your Product] |\\n|---|---|---|\\n| Free tier | [Details] | [Details] |\\n| Starting price | $X/user/mo | $X/user/mo |\\n| Business tier | $X/user/mo | $X/user/mo |\\n| Enterprise | Custom | Custom |\\n\\n**What's included**: [Competitor]'s $X plan includes [features], while\\n[Your product]'s $X plan includes [features].\\n\\n**Total cost consideration**: Beyond per-seat pricing, consider [hidden costs,\\nadd-ons, implementation]. [Competitor] charges extra for [X], while\\n[Your product] includes [Y] in base pricing.\\n\\n**Value comparison**: For a 10-person team, [Competitor] costs approximately\\n$X/year while [Your product] costs $Y/year, with [key differences in what you get].\\n```\\n\\n---\\n\\n## Service & Support Comparison\\n\\n```markdown\\n## Service & Support\\n\\n| | [Competitor] | [Your Product] |\\n|---|---|---|\\n| Documentation | [Quality assessment] | [Quality assessment] |\\n| Response time | [SLA if known] | [Your SLA] |\\n| Support channels | [List] | [List] |\\n| Onboarding | [What they offer] | [What you offer] |\\n| CSM included | [At what tier] | [At what tier] |\\n\\n**Support quality**: Based on [G2/Capterra reviews, your research],\\n[Competitor] support is described as [assessment]. Common feedback includes\\n[quotes or themes].\\n\\n[Your product] offers [your support approach]. [Specific differentiator like\\nresponse time, dedicated CSM, implementation help].\\n```\\n\\n---\\n\\n## Who It's For Section\\n\\n```markdown\\n## Who Should Choose [Competitor]\\n\\n[Competitor] is the right choice if:\\n- [Specific use case or need]\\n- [Team type or size]\\n- [Workflow or requirement]\\n- [Budget or priority]\\n\\n**Ideal [Competitor] customer**: [Persona description in 1-2 sentences]\\n\\n## Who Should Choose [Your Product]\\n\\n[Your product] is built for teams who:\\n- [Specific use case or need]\\n- [Team type or size]\\n- [Workflow or requirement]\\n- [Priority or value]\\n\\n**Ideal [Your product] customer**: [Persona description in 1-2 sentences]\\n```\\n\\n---\\n\\n## Migration Section\\n\\n```markdown\\n## Switching from [Competitor]\\n\\n### What transfers\\n- [Data type]: [How easily, any caveats]\\n- [Data type]: [How easily, any caveats]\\n\\n### What needs reconfiguration\\n- [Thing]: [Why and effort level]\\n- [Thing]: [Why and effort level]\\n\\n### Migration support\\n\\nWe offer [migration support details]:\\n- [Free data import tool / white-glove migration]\\n- [Documentation / migration guide]\\n- [Timeline expectation]\\n- [Support during transition]\\n\\n### What customers say about switching\\n\\n> \\\"[Quote from customer who switched]\\\"\\n> — [Name], [Role] at [Company]\\n```\\n\\n---\\n\\n## Social Proof Section\\n\\nFocus on switchers:\\n\\n```markdown\\n## What Customers Say\\n\\n### Switched from [Competitor]\\n\\n> \\\"[Specific quote about why they switched and outcome]\\\"\\n> — [Name], [Role] at [Company]\\n\\n> \\\"[Another quote]\\\"\\n> — [Name], [Role] at [Company]\\n\\n### Results after switching\\n- [Company] saw [specific result]\\n- [Company] reduced [metric] by [amount]\\n```\\n\\n---\\n\\n## Comparison Table Best Practices\\n\\n### Beyond Checkmarks\\n\\nInstead of:\\n| Feature | You | Competitor |\\n|---------|-----|-----------|\\n| Feature A | ✓ | ✓ |\\n| Feature B | ✓ | ✗ |\\n\\nDo this:\\n| Feature | You | Competitor |\\n|---------|-----|-----------|\\n| Feature A | Full support with [detail] | Basic support, [limitation] |\\n| Feature B | [Specific capability] | Not available |\\n\\n### Organize by Category\\n\\nGroup features into meaningful categories:\\n- Core functionality\\n- Collaboration\\n- Integrations\\n- Security & compliance\\n- Support & service\\n\\n### Include Ratings Where Useful\\n\\n| Category | You | Competitor | Notes |\\n|----------|-----|-----------|-------|\\n| Ease of use | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ | [Brief note] |\\n| Feature depth | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | [Brief note] |\\n\"}\n];\n",[],[362,604,638],"fa59002a-5d6d-11f1-9770-1607ee4eb77e","ref_3.ts","fa5900e8-5d6d-11f1-9770-1607ee4eb77e",662,["D",1780286235804],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_3: SkillRef[] = [\n {\"skill\":\"analytics\",\"ref\":\"gtm-implementation\",\"body\":\"# Google Tag Manager Implementation Reference\\n\\nDetailed guide for implementing tracking via Google Tag Manager.\\n\\n## Contents\\n- Container Structure (tags, triggers, variables)\\n- Naming Conventions\\n- Data Layer Patterns\\n- Common Tag Configurations (GA4 configuration tag, GA4 event tag, Facebook pixel)\\n- Preview and Debug\\n- Workspaces and Versioning\\n- Consent Management\\n- Advanced Patterns (tag sequencing, exception handling, custom JavaScript variables)\\n\\n## Container Structure\\n\\n### Tags\\n\\nTags are code snippets that execute when triggered.\\n\\n**Common tag types:**\\n- GA4 Configuration (base setup)\\n- GA4 Event (custom events)\\n- Google Ads Conversion\\n- Facebook Pixel\\n- LinkedIn Insight Tag\\n- Custom HTML (for other pixels)\\n\\n### Triggers\\n\\nTriggers define when tags fire.\\n\\n**Built-in triggers:**\\n- Page View: All Pages, DOM Ready, Window Loaded\\n- Click: All Elements, Just Links\\n- Form Submission\\n- Scroll Depth\\n- Timer\\n- Element Visibility\\n\\n**Custom triggers:**\\n- Custom Event (from dataLayer)\\n- Trigger Groups (multiple conditions)\\n\\n### Variables\\n\\nVariables capture dynamic values.\\n\\n**Built-in (enable as needed):**\\n- Click Text, Click URL, Click ID, Click Classes\\n- Page Path, Page URL, Page Hostname\\n- Referrer\\n- Form Element, Form ID\\n\\n**User-defined:**\\n- Data Layer variables\\n- JavaScript variables\\n- Lookup tables\\n- RegEx tables\\n- Constants\\n\\n---\\n\\n## Naming Conventions\\n\\n### Recommended Format\\n\\n```\\n[Type] - [Description] - [Detail]\\n\\nTags:\\nGA4 - Event - Signup Completed\\nGA4 - Config - Base Configuration\\nFB - Pixel - Page View\\nHTML - LiveChat Widget\\n\\nTriggers:\\nClick - CTA Button\\nSubmit - Contact Form\\nView - Pricing Page\\nCustom - signup_completed\\n\\nVariables:\\nDL - user_id\\nJS - Current Timestamp\\nLT - Campaign Source Map\\n```\\n\\n---\\n\\n## Data Layer Patterns\\n\\n### Basic Structure\\n\\n```javascript\\n// Initialize (in before GTM)\\nwindow.dataLayer = window.dataLayer || [];\\n\\n// Push event\\ndataLayer.push({\\n 'event': 'event_name',\\n 'property1': 'value1',\\n 'property2': 'value2'\\n});\\n```\\n\\n### Page Load Data\\n\\n```javascript\\n// Set on page load (before GTM container)\\nwindow.dataLayer = window.dataLayer || [];\\ndataLayer.push({\\n 'pageType': 'product',\\n 'contentGroup': 'products',\\n 'user': {\\n 'loggedIn': true,\\n 'userId': '12345',\\n 'userType': 'premium'\\n }\\n});\\n```\\n\\n### Form Submission\\n\\n```javascript\\ndocument.querySelector('#contact-form').addEventListener('submit', function() {\\n dataLayer.push({\\n 'event': 'form_submitted',\\n 'formName': 'contact',\\n 'formLocation': 'footer'\\n });\\n});\\n```\\n\\n### Button Click\\n\\n```javascript\\ndocument.querySelector('.cta-button').addEventListener('click', function() {\\n dataLayer.push({\\n 'event': 'cta_clicked',\\n 'ctaText': this.innerText,\\n 'ctaLocation': 'hero'\\n });\\n});\\n```\\n\\n### E-commerce Events\\n\\n```javascript\\n// Product view\\ndataLayer.push({ ecommerce: null }); // Clear previous\\ndataLayer.push({\\n 'event': 'view_item',\\n 'ecommerce': {\\n 'items': [{\\n 'item_id': 'SKU123',\\n 'item_name': 'Product Name',\\n 'price': 99.99,\\n 'item_category': 'Category',\\n 'quantity': 1\\n }]\\n }\\n});\\n\\n// Add to cart\\ndataLayer.push({ ecommerce: null });\\ndataLayer.push({\\n 'event': 'add_to_cart',\\n 'ecommerce': {\\n 'items': [{\\n 'item_id': 'SKU123',\\n 'item_name': 'Product Name',\\n 'price': 99.99,\\n 'quantity': 1\\n }]\\n }\\n});\\n\\n// Purchase\\ndataLayer.push({ ecommerce: null });\\ndataLayer.push({\\n 'event': 'purchase',\\n 'ecommerce': {\\n 'transaction_id': 'T12345',\\n 'value': 99.99,\\n 'currency': 'USD',\\n 'tax': 5.00,\\n 'shipping': 10.00,\\n 'items': [{\\n 'item_id': 'SKU123',\\n 'item_name': 'Product Name',\\n 'price': 99.99,\\n 'quantity': 1\\n }]\\n }\\n});\\n```\\n\\n---\\n\\n## Common Tag Configurations\\n\\n### GA4 Configuration Tag\\n\\n**Tag Type:** Google Analytics: GA4 Configuration\\n\\n**Settings:**\\n- Measurement ID: G-XXXXXXXX\\n- Send page view: Checked (for pageviews)\\n- User Properties: Add any user-level dimensions\\n\\n**Trigger:** All Pages\\n\\n### GA4 Event Tag\\n\\n**Tag Type:** Google Analytics: GA4 Event\\n\\n**Settings:**\\n- Configuration Tag: Select your config tag\\n- Event Name: {{DL - event_name}} or hardcode\\n- Event Parameters: Add parameters from dataLayer\\n\\n**Trigger:** Custom Event with event name match\\n\\n### Facebook Pixel - Base\\n\\n**Tag Type:** Custom HTML\\n\\n```html\\n\\n```\\n\\n**Trigger:** All Pages\\n\\n### Facebook Pixel - Event\\n\\n**Tag Type:** Custom HTML\\n\\n```html\\n\\n```\\n\\n**Trigger:** Custom Event - form_submitted\\n\\n---\\n\\n## Preview and Debug\\n\\n### Preview Mode\\n\\n1. Click \\\"Preview\\\" in GTM\\n2. Enter site URL\\n3. GTM debug panel opens at bottom\\n\\n**What to check:**\\n- Tags fired on this event\\n- Tags not fired (and why)\\n- Variables and their values\\n- Data layer contents\\n\\n### Debug Tips\\n\\n**Tag not firing:**\\n- Check trigger conditions\\n- Verify data layer push\\n- Check tag sequencing\\n\\n**Wrong variable value:**\\n- Check data layer structure\\n- Verify variable path (nested objects)\\n- Check timing (data may not exist yet)\\n\\n**Multiple firings:**\\n- Check trigger uniqueness\\n- Look for duplicate tags\\n- Check tag firing options\\n\\n---\\n\\n## Workspaces and Versioning\\n\\n### Workspaces\\n\\nUse workspaces for team collaboration:\\n- Default workspace for production\\n- Separate workspaces for large changes\\n- Merge when ready\\n\\n### Version Management\\n\\n**Best practices:**\\n- Name every version descriptively\\n- Add notes explaining changes\\n- Review changes before publish\\n- Keep production version noted\\n\\n**Version notes example:**\\n```\\nv15: Added purchase conversion tracking\\n- New tag: GA4 - Event - Purchase\\n- New trigger: Custom Event - purchase\\n- New variables: DL - transaction_id, DL - value\\n- Tested: Chrome, Safari, Mobile\\n```\\n\\n---\\n\\n## Consent Management\\n\\n### Consent Mode Integration\\n\\n```javascript\\n// Default state (before consent)\\ngtag('consent', 'default', {\\n 'analytics_storage': 'denied',\\n 'ad_storage': 'denied'\\n});\\n\\n// Update on consent\\nfunction grantConsent() {\\n gtag('consent', 'update', {\\n 'analytics_storage': 'granted',\\n 'ad_storage': 'granted'\\n });\\n}\\n```\\n\\n### GTM Consent Overview\\n\\n1. Enable Consent Overview in Admin\\n2. Configure consent for each tag\\n3. Tags respect consent state automatically\\n\\n---\\n\\n## Advanced Patterns\\n\\n### Tag Sequencing\\n\\n**Setup tags to fire in order:**\\nTag Configuration > Advanced Settings > Tag Sequencing\\n\\n**Use cases:**\\n- Config tag before event tags\\n- Pixel initialization before tracking\\n- Cleanup after conversion\\n\\n### Exception Handling\\n\\n**Trigger exceptions** - Prevent tag from firing:\\n- Exclude certain pages\\n- Exclude internal traffic\\n- Exclude during testing\\n\\n### Custom JavaScript Variables\\n\\n```javascript\\n// Get URL parameter\\nfunction() {\\n var params = new URLSearchParams(window.location.search);\\n return params.get('campaign') || '(not set)';\\n}\\n\\n// Get cookie value\\nfunction() {\\n var match = document.cookie.match('(^|;) ?user_id=([^;]*)(;|$)');\\n return match ? match[2] : null;\\n}\\n\\n// Get data from page\\nfunction() {\\n var el = document.querySelector('.product-price');\\n return el ? parseFloat(el.textContent.replace('$', '')) : 0;\\n}\\n```\\n\"},\n {\"skill\":\"aso\",\"ref\":\"apple-specs\",\"body\":\"# Apple App Store — Official Specs & Guidelines\\n\\nAll data from developer.apple.com as of March 2026.\\n\\n## Character Limits\\n\\n| Field | Limit | Indexed for Search? | Notes |\\n| ----------------------- | ---------------- | ------------------------ | -------------------------------------------------------- |\\n| App Name | 30 chars (min 2) | Yes | Must be unique; no trademarks, competitor names, pricing |\\n| Subtitle | 30 chars | Yes | No unverifiable claims |\\n| Keywords | 100 bytes | Yes (hidden) | Commas, no spaces between terms |\\n| Description | 4,000 chars | **No** | Plain text only, no HTML |\\n| Promotional Text | 170 chars | **No** (Apple confirmed) | Updatable without new version |\\n| What's New | 4,000 chars | No | Required for all versions after first |\\n| IAP Name | 35 chars | Yes | Appears in search |\\n| IAP Description | 55 chars | No | |\\n| In-App Event Name | 30 chars | Yes | Title case required |\\n| In-App Event Short Desc | 50 chars | Yes | Sentence case |\\n| In-App Event Long Desc | 120 chars | No | Sentence case |\\n\\n**Keywords field is 100 bytes, not 100 characters.** Non-Latin scripts (Arabic,\\nChinese, Japanese, Korean) use 2-3 bytes per character, reducing effective\\nkeyword count significantly.\\n\\n## Screenshot Specs\\n\\n| Device | Required? | Count | Dimensions (portrait) |\\n| ---------------- | ------------- | ----- | -------------------------- |\\n| 6.9\\\" iPhone | **Required** | 1-10 | 1260 x 2736 |\\n| 13\\\" iPad | **Required** | 1-10 | 2064 x 2752 |\\n| Mac | If applicable | 1-10 | Up to 2880 x 1800 (16:10) |\\n| Apple Watch | If applicable | 1-10 | Varies by model |\\n| Apple TV | If applicable | 1-10 | 1920 x 1080 or 3840 x 2160 |\\n| Apple Vision Pro | If applicable | 1-10 | 3840 x 2160 |\\n\\n- Formats: JPEG, PNG\\n- Apple auto-scales from required base sizes to smaller devices\\n\\n## App Preview Video Specs\\n\\n- **Count:** Up to 3 per app\\n- **Duration:** 15-30 seconds\\n- **Max file size:** 500 MB\\n- **Codecs:** H.264 (10-12 Mbps, up to 30fps) or ProRes 422 HQ\\n- **Audio:** Stereo, 256 kbps AAC or PCM, 44.1/48 kHz\\n- **Formats:** .mov, .m4v, .mp4\\n- **Behavior:** Autoplays muted on product page (iOS 11+)\\n\\n## Custom Product Pages (CPPs)\\n\\n- **Max:** 70 additional pages (plus 1 default)\\n- **Customizable:** Screenshots, promotional text, app previews, deep links (iOS 18+)\\n- **Keywords:** Each keyword combo must be unique to a single CPP\\n- **Review:** Submitted to App Review independently of app updates\\n- **Organic search:** CPPs appear in organic search results since July 2025\\n- **Performance:** +2.5 percentage points higher conversion on average vs default\\n\\n## Product Page Optimization (A/B Testing)\\n\\n- **Treatments:** Up to 3 vs original\\n- **Testable:** App icons, screenshots, app preview videos\\n- **NOT testable:** Title, subtitle, description, keywords\\n- **Concurrent tests:** 1 per app\\n- **Max duration:** 90 days\\n- **Icon constraint:** All icon variants must be in the published app binary\\n- **Confidence:** Apple recommends 90% threshold (Bayesian method)\\n- **Cannot modify** a test once started\\n\\n## In-App Events\\n\\n- **Max approved:** 15 in App Store Connect at once\\n- **Max published:** 10 on App Store simultaneously\\n- **Max duration:** 31 days per event\\n- **Pre-event promotion:** Up to 14 days before start\\n- **Badge types:** Challenge, Competition, Live Event, Major Update, New Season, Premiere, Special Event\\n\\n**Event card image:** 16:9, min 1920x1080, max 3840x2160\\n**Event details image:** 9:16, min 1080x1920, max 2160x3840\\n\\n**Not suitable:** Repetitive daily tasks, price promotions without new content, general awareness campaigns.\\n\\n## Ratings & Reviews\\n\\n- **SKStoreReviewController:** Max 3 prompts per 365-day period\\n- System controls display frequency (may show fewer than 3)\\n- Do not use custom buttons to request reviews\\n- Developers can respond to all reviews in App Store Connect\\n- Summary rating is territory-specific\\n\\n## Metadata Rejection Triggers (App Review Guidelines)\\n\\n| Guideline | Rejection Trigger |\\n| --------- | ------------------------------------------------------------------------- |\\n| 2.3.1 | Hidden features, misleading marketing, false pricing |\\n| 2.3.2 | Not disclosing IAPs in description/screenshots |\\n| 2.3.3 | Screenshots that don't show app in use (only splash/login) |\\n| 2.3.4 | Preview videos using non-app content |\\n| 2.3.5 | Wrong category selected |\\n| 2.3.7 | Keyword stuffing: trademarks, competitor names, pricing, irrelevant terms |\\n| 2.3.8 | Metadata not appropriate for all audiences (must be 4+ rated) |\\n| 2.3.10 | Other platform names/imagery (Android, etc.) in metadata |\\n| 2.3.12 | Generic What's New for significant changes |\\n| 2.3.13 | Inaccurate in-app event metadata |\\n\\nSources: developer.apple.com/app-store/product-page/,\\ndeveloper.apple.com/app-store/search/,\\ndeveloper.apple.com/app-store/review/guidelines/\\n\"},\n {\"skill\":\"aso\",\"ref\":\"benchmarks\",\"body\":\"# ASO Benchmarks & Conversion Data\\n\\nIndustry data from AppTweak, SplitMetrics, Sensor Tower, and others. Updated March 2026.\\n\\n## Conversion Rate Benchmarks by Category\\n\\n**Average CVR (page view to install):**\\n\\n- iOS overall: **25.0%**\\n- Google Play overall: **27.3%**\\n\\n| Category | iOS CVR | Google Play CVR |\\n| ----------------- | -------------- | --------------- |\\n| Navigation | 115%\\\\* | -- |\\n| Auto & Vehicles | -- | 70.5% |\\n| Business | 66.7% | -- |\\n| Music (Games) | -- | 45.0% |\\n| Utilities & Tools | -- | 36.8% |\\n| Shopping | -- | 27.7% |\\n| Health & Fitness | -- | 23.2% |\\n| Finance | -- | 19.7% |\\n| Food & Drink | -- | 13.1% |\\n| Games (Board) | 1.2% | 7.3% |\\n| Games (overall) | 3-5% realistic | -- |\\n\\n\\\\*Above 100% = some users install from search without visiting product page.\\n\\nSource: AppTweak 2025 Benchmarks Report (H1 2024 data, US market)\\n\\n## Rating Impact on Conversion\\n\\n| Rating Change | Conversion Impact |\\n| -------------------------- | --------------------------------------- |\\n| 3.0 to 4.0 stars | **+89%** |\\n| 4.0 to 4.5 stars | **+20-30%** |\\n| 4.3 to 4.6 stars | **+22-28%** (Finance, Health) |\\n| 0.4-star gap vs competitor | **~25% lost installs** from same search |\\n| 3-star vs 5-star app | **50% fewer conversions** for 3-star |\\n\\n**Critical thresholds:**\\n\\n- **4.0 stars** = minimum for Apple featuring, user trust, conversion viability\\n- **4.5+ stars** = optimal zone. Sweet spot: 4.1-4.9\\n- **5.0 stars** can look suspicious to users\\n- **Below 3.5** = sharp visibility drop on both stores\\n- **79% of users** check ratings before downloading\\n- **50% reject** apps below 3 stars\\n\\nSources: AppFollow, MobileAction, Sensor Tower, Troof.ai\\n\\n## Preview Video Impact\\n\\n**iOS:** +20-40% conversion lift (video autoplays on product page)\\n**Google Play:** Minimal lift (only ~6% of visitors tap to play)\\n\\n- Autoplay introduced in iOS 11 caused **+47% conversion jump**\\n- Users who watch video are **2x more likely to install**\\n- Average watch time: **4-6.5 seconds** (first 5 seconds are critical)\\n- 50%+ of viewers watch to the end\\n\\n**Takeaway:** Video is high-ROI on iOS, low-ROI on Google Play.\\n\\nSources: StoreMaven, SplitMetrics, Leanplum\\n\\n## Screenshot Impact\\n\\n- **90% of users** do not scroll past the 3rd screenshot\\n- Average scroll rate: only **17%**\\n- Users spend **6-10 seconds** scanning before deciding\\n- **First screenshot decides everything**\\n- Well-designed screenshots lift conversion **20-35%**\\n- A/B test winners see **10-25% improvement**\\n- **Optimal count:** 4-5 for utility apps, 5-6 for complex apps\\n- More than 6: diminishing returns, can cause decision paralysis\\n- Top 200 apps update screenshots **2-4 times/year**\\n- Top Google Play games update visuals **up to 8x/year**\\n- **57% of top games** A/B tested screenshots at least 2x in 2024\\n\\nSources: AppTweak, ASOMobile, Sensor Tower\\n\\n## Custom Product Pages (Apple CPPs)\\n\\n- Average conversion lift: **+5.9% for apps**, **+3.5% for games**\\n- Best cases: up to **+8.6%**\\n- Organic referral: **+2.5 percentage points** (156% lift vs 1.6% baseline)\\n- Apple Ads CPP CVR: **55.8% in 2024** (up from 42.1% in 2023)\\n- **Only 31% of apps** and **26% of games** use CPPs (low adoption = opportunity)\\n- Screenshot reordering alone produced **+16.6% installs** in one case\\n\\nSources: AppTweak, SplitMetrics, MobileAction\\n\\n## Custom Store Listings (Google Play CSLs)\\n\\n- Up to **50 custom versions** per app\\n- Case study (Lockwood/Avakin Life): **+57% CVR** over 2 months\\n- Can target inactive/churned users (28+ days no activity)\\n\\nSource: Phiture, MobileAction\\n\\n## In-App Events (Apple)\\n\\n- **55% of top 200 apps** use them regularly\\n- +**15-20% more impressions** from editorial/browse placements\\n- One case: **+124% surge** in total impressions\\n- One case: **+50% impressions AND first-time downloads**\\n- Search CVR uptick: **+10.3%**\\n- Re-downloads increase: **+15.5%**\\n- **Boost is short-lived** -- KPIs drop to baseline when event ends\\n- Optimal: **2-4 active events per month**\\n\\nSources: Phiture, AppTweak, Appalize\\n\\n## Promotional Content (Google Play)\\n\\n- Apps with featuring see **2x explore acquisitions** (official Google)\\n- +2% 28-day active users and +4% revenue on average\\n\\nSource: Google Play Console documentation\\n\\n## A/B Test Impact Thresholds\\n\\n| Improvement | Classification |\\n| ----------- | ---------------------------------- |\\n| >10% | Strong winner -- apply immediately |\\n| 5-10% | Meaningful winner |\\n| 2-5% | Marginal winner |\\n| <2% | Noise -- not significant |\\n\\nSource: SplitMetrics, MobileAction\\n\"},\n {\"skill\":\"aso\",\"ref\":\"google-play-specs\",\"body\":\"# Google Play Store — Official Specs & Guidelines\\n\\nAll data from support.google.com and developer.android.com as of March 2026.\\n\\n## Character Limits\\n\\n| Field | Limit | Indexed? | Notes |\\n| ----------------- | ----------- | ---------------------- | ------------------------------------- |\\n| App Title | 30 chars | Yes (strongest signal) | Reduced from 50 in Sept 2021 |\\n| Short Description | 80 chars | Yes | Visible without expanding |\\n| Full Description | 4,000 chars | **Yes (heavily)** | Google NLP indexes entire text |\\n| Developer Name | 64 chars | Partial | Same emoji/caps restrictions as title |\\n\\n## Prohibited in Metadata (enforced since Sept 2021)\\n\\n**Title, Icon, Developer Name:**\\n\\n- Emojis, emoticons, repeated special characters\\n- ALL CAPS (unless registered brand)\\n- Performance claims: \\\"top,\\\" \\\"best,\\\" \\\"#1,\\\" \\\"free,\\\" \\\"no ads\\\"\\n- Misleading store performance or endorsement\\n- Calls-to-action: \\\"update now,\\\" \\\"download now\\\"\\n\\n**Short Description:**\\n\\n- Same performance claims as title\\n- Calls-to-action\\n- Unattributed testimonials\\n\\n**Screenshots, Feature Graphic, Video:**\\n\\n- Time-sensitive taglines\\n- Calls-to-action (\\\"Download now,\\\" \\\"Play now\\\")\\n- Must authentically showcase app functionality\\n\\n## Screenshot Specs\\n\\n| Device | Min | Max | Aspect Ratio | Min Resolution | Max Long Edge |\\n| ---------- | ----- | ----- | ------------ | -------------- | ------------- |\\n| Phone | **2** | **8** | 9:16 or 16:9 | 320px any side | 3,840px |\\n| 7\\\" Tablet | 4 | 8 | 9:16 or 16:9 | 1,080px short | 7,680px |\\n| 10\\\" Tablet | 4 | 8 | 9:16 or 16:9 | 1,080px short | 7,680px |\\n| Chromebook | 4 | 8 | 9:16 or 16:9 | 1,080px short | 7,680px |\\n| Wear OS | 1 | 8 | **1:1** | 384x384 | 3,840px |\\n| Android TV | 1 | 8 | **16:9** | 1,920x1,080 | 3,840px |\\n\\n- **Recommended phone size:** 1080x1920 (portrait)\\n- **Format:** JPEG or 24-bit PNG (no alpha)\\n- **Max file size:** 8 MB each\\n\\n**Note:** Google Play max is 8 screenshots per device, not 10 like Apple.\\n\\n## Feature Graphic\\n\\n- **Dimensions:** 1024 x 500 px (exact, required)\\n- **Format:** JPEG or 24-bit PNG (no alpha)\\n- Displayed at top of listing and in featured placements\\n\\n## App Icon\\n\\n- **Dimensions:** 512 x 512 px\\n- **Format:** 32-bit PNG (with alpha)\\n- **Max file size:** 1,024 KB\\n- **Shape:** Full square (Google applies 30% corner radius automatically)\\n- **Prohibited:** Ranking claims, download counts, deal text, emoji\\n\\n## Preview Video\\n\\n- **Format:** YouTube URL (public or unlisted)\\n- **Duration:** 30 seconds to 2 minutes recommended\\n- No ads, no monetization, must be embeddable, not age-restricted\\n- **Does NOT autoplay** (only ~6% of visitors tap to play)\\n\\n## Store Listing Experiments (A/B Testing)\\n\\n- **Variants:** Up to 3 per experiment (plus control)\\n- **Testable:** Icon, feature graphic, screenshots, video, short description, full description\\n- **Concurrent:** Cannot run more than 1 default graphics experiment simultaneously\\n- **Audience:** Signed-in Google Play users only\\n- **Metrics:** First-time installers + retained first-time installers (1-day retention)\\n- **Duration:** Run at least 7 days (weekday/weekend variance)\\n- **Localized:** Test across up to 5 languages simultaneously\\n\\n## Custom Store Listings\\n\\n- **Max:** 50 per app (100 for Play partners)\\n- **Customizable:** Title, short/full description, icon, screenshots, feature graphic, video\\n- **Targeting:** Country/region, pre-registration, install state, Google Ads campaigns, inactive/churned users (28+ days)\\n- **2025 addition:** Gemini AI auto-generates text for CSLs in Play Console\\n\\n## Promotional Content (LiveOps)\\n\\n| Type | Description | Duration |\\n| ----------------- | ------------------------------ | -------------------- |\\n| Offers | Discounts, free items, bundles | Up to 28 days |\\n| Events | Time-limited in-app events | Must have time limit |\\n| Major Update | Significant new features | Max 1 week |\\n| Crossover (games) | Cross-game/IP collaboration | Varies |\\n\\n- Submit **4+ days** before start (standard review)\\n- Submit **14+ days** before for featuring requests\\n- **Impact:** \\\"Over twice as many explore acquisitions during featuring\\\" (official Google)\\n\\n## Android Vitals — Ranking Thresholds\\n\\nApps exceeding these thresholds get **reduced visibility** in search and recommendations.\\n\\n| Metric | Overall Threshold | Per-Device Threshold |\\n| ---------------------------- | ----------------- | -------------------- |\\n| User-Perceived Crash Rate | **1.09%** | 8% |\\n| User-Perceived ANR Rate | **0.47%** | 8% |\\n| Excessive Partial Wake Locks | 5% | N/A |\\n\\n**Consequences:** Reduced search visibility, warning labels on listing, quality alerts to users before install.\\n**Recovery:** Google checks daily using 28-day rolling average.\\n\\n## Search Ranking — Official Factors\\n\\nGoogle confirms these affect ranking:\\n\\n1. **Metadata relevance** — Title carries most weight. NLP scans title + short desc + full desc.\\n2. **App quality** — Android Vitals (crash/ANR rates)\\n3. **Ratings and reviews** — Star rating + review text. 85% of featured apps have 4.0+\\n4. **Install volume and velocity** — Total installs + daily/weekly frequency\\n5. **Engagement and retention** — Session frequency, duration, retention rates\\n6. **Update frequency** — Regular updates signal active maintenance\\n7. **Localization** — Regional keyword/visual adaptation. 59% of US apps localize titles.\\n\\nSources: support.google.com/googleplay/android-developer/answer/4448378,\\nsupport.google.com/googleplay/android-developer/answer/9898842,\\ndeveloper.android.com/topic/performance/vitals\\n\"},\n {\"skill\":\"aso\",\"ref\":\"report-template\",\"body\":\"# ASO Audit Report Template\\n\\nUse this structure for all ASO audit reports.\\n\\n---\\n\\n## Header\\n\\n```\\n# ASO Audit: {App Name}\\n**Store:** {Apple App Store / Google Play}\\n**URL:** {listing URL}\\n**Audit date:** {date}\\n**Brand tier:** {Dominant / Established / Challenger} — {one-line justification}\\n**Overall Score:** {score}/100 (Grade: {A/B/C/D/F})\\n```\\n\\n---\\n\\n## Score Card\\n\\n```\\n| Dimension | Score | Grade | Key Issue |\\n|-----------|-------|-------|-----------|\\n| Title & Subtitle | X/10 | {grade} | {one-line summary} |\\n| Description | X/10 | {grade} | {one-line summary} |\\n| Visual Assets | X/10 | {grade} | {one-line summary} |\\n| Ratings & Reviews | X/10 | {grade} | {one-line summary} |\\n| Metadata & Freshness | X/10 | {grade} | {one-line summary} |\\n| Conversion Signals | X/10 | {grade} | {one-line summary} |\\n| **OVERALL** | **{weighted}/100** | **{grade}** | |\\n```\\n\\nGrade scale per dimension: 9-10 = A, 7-8 = B, 5-6 = C, 3-4 = D, 1-2 = F\\n\\n---\\n\\n## Top 3 Quick Wins\\n\\nHighest-impact changes that take under 1 hour:\\n\\n```\\n### 1. {Action verb} — {specific change}\\n**Impact:** {High/Medium} | **Effort:** {<15 min / <30 min / <1 hour}\\n**Current:** {what it is now}\\n**Recommended:** {exact replacement, with character count}\\n**Why:** {one sentence explaining the impact}\\n\\n### 2. ...\\n### 3. ...\\n```\\n\\n---\\n\\n## Detailed Findings\\n\\n### Title & Subtitle Analysis\\n\\n```\\n**Current title:** \\\"{title}\\\" ({X}/30 chars used)\\n**Current subtitle/short desc:** \\\"{subtitle}\\\" ({X}/30 or /80 chars used)\\n\\n**Issues found:**\\n- {issue 1}\\n- {issue 2}\\n\\n**Recommended title:** \\\"{new title}\\\" ({X}/30 chars) — {rationale}\\n**Recommended subtitle:** \\\"{new subtitle}\\\" ({X}/30 or /80 chars) — {rationale}\\n```\\n\\n### Description Analysis\\n\\n```\\n**First 3 lines (above fold):**\\n> {quoted text}\\n\\n**Issues found:**\\n- {issue 1}\\n- {issue 2}\\n\\n**Keyword density (Google Play only):** {X}% — target: 2-3%\\n**Top keywords found:** {keyword1} (Xn), {keyword2} (Xn), ...\\n**Missing high-value keywords:** {keyword1}, {keyword2}, ...\\n\\n**Recommended first 3 lines:**\\n> {rewritten text}\\n```\\n\\n### Visual Assets Analysis\\n\\n```\\n**Screenshots:** {count} ({store} shows first {3/all} in search)\\n**Preview video:** {Yes/No}\\n**Icon assessment:** {description}\\n**Feature graphic (Google Play):** {Yes/No}\\n\\n**Screenshot audit:**\\n1. {screenshot 1 description} — {pass/issue}\\n2. {screenshot 2 description} — {pass/issue}\\n...\\n\\n**Recommendations:**\\n- {specific visual change 1}\\n- {specific visual change 2}\\n```\\n\\n### Ratings & Reviews Analysis\\n\\n```\\n**Average rating:** {X.X} stars ({count} ratings)\\n**Recent review sentiment:** {Positive/Mixed/Negative}\\n**Common complaints:** {theme1}, {theme2}\\n**Developer responses:** {Yes, active / Sporadic / None}\\n\\n**Recommendations:**\\n- {specific action 1}\\n- {specific action 2}\\n```\\n\\n### Metadata & Freshness\\n\\n```\\n**Last updated:** {date} ({X days/months ago})\\n**Localizations:** {count} languages\\n**Category:** {current category}\\n**In-app events/LiveOps:** {Yes/No}\\n\\n**Recommendations:**\\n- {specific action 1}\\n- {specific action 2}\\n```\\n\\n### Conversion Signals\\n\\n```\\n**Price model:** {Free / Freemium / Paid}\\n**IAP count:** {count}\\n**Downloads (Google Play):** {range}\\n**Social proof visible:** {awards, press, badges — or \\\"none\\\"}\\n\\n**Recommendations:**\\n- {specific action 1}\\n- {specific action 2}\\n```\\n\\n---\\n\\n## Keyword Suggestions\\n\\n```\\n| Keyword | Rationale | Where to Place | Priority |\\n|---------|-----------|----------------|----------|\\n| {keyword} | {why this keyword} | {title/subtitle/description/keyword field} | {High/Med/Low} |\\n| ... | ... | ... | ... |\\n```\\n\\nNote: Without paid ASO tools, exact search volume is unavailable. These\\nsuggestions are based on category analysis, competitor metadata, and semantic\\nrelevance. Validate with AppTweak, Sensor Tower, or MobileAction for volume data.\\n\\n---\\n\\n## Competitor Comparison (if applicable)\\n\\n```\\n| Metric | {Your App} | {Competitor 1} | {Competitor 2} |\\n|--------|-----------|----------------|----------------|\\n| Title keywords | ... | ... | ... |\\n| Rating | ... | ... | ... |\\n| Screenshots | ... | ... | ... |\\n| Video | ... | ... | ... |\\n| Description keywords | ... | ... | ... |\\n| Last updated | ... | ... | ... |\\n| Overall ASO score | ... | ... | ... |\\n```\\n\\n---\\n\\n## Priority Action Plan\\n\\nOrdered by impact (high to low), grouped by effort:\\n\\n```\\n### Do This Week (Quick Wins)\\n1. {action} — {expected impact}\\n2. {action} — {expected impact}\\n\\n### Do This Month (Medium Effort)\\n3. {action} — {expected impact}\\n4. {action} — {expected impact}\\n\\n### Plan for Next Quarter (High Effort)\\n5. {action} — {expected impact}\\n6. {action} — {expected impact}\\n```\\n\\n---\\n\\n## Limitations\\n\\nAlways include this section:\\n\\n> **What this audit cannot measure without paid ASO tools:**\\n>\\n> - Exact keyword search volume and difficulty scores\\n> - Historical keyword ranking positions\\n> - Download and revenue estimates\\n> - Apple keyword field contents (hidden from public view)\\n> - Install conversion rate data (only available to app owner in console)\\n> - A/B test results from previous experiments\\n>\\n> For these data points, consider using AppTweak ($69/mo), Sensor Tower, or\\n> MobileAction ($69/mo).\\n\"},\n {\"skill\":\"aso\",\"ref\":\"scoring-criteria\",\"body\":\"# ASO Scoring Criteria\\n\\nScore each dimension 0-10 using the rubrics below.\\n**Apply brand maturity tier adjustments** from Phase 1.5 of the main skill.\\n\\n---\\n\\n## Brand Maturity Adjustments (apply to all dimensions)\\n\\nBefore scoring, determine the app's tier: **Dominant**, **Established**, or **Challenger**.\\n\\n**Dominant apps (Instagram, Uber, Spotify, WhatsApp, Netflix):**\\n\\n- Brand-only titles score 8+ (the brand IS the keyword)\\n- Lifestyle/brand screenshots score same as captioned UI screenshots\\n- Generic What's New at weekly+ cadence scores 8+\\n- Missing in-app events for utility apps is not a penalty\\n- Description scored on conversion quality only, not keyword presence\\n- Localization scored relative to actual market footprint\\n- Missing preview video is acceptable if brand awareness is near-universal\\n\\n**Established apps (Duolingo, Strava, Notion, Calm, Cash App):**\\n\\n- Brand-first titles with 1-2 keywords score normally\\n- Strategic description/visual choices get benefit of the doubt\\n- All other dimensions scored normally\\n\\n**Challenger apps (most apps):**\\n\\n- Scored strictly against textbook ASO — every character and feature matters\\n\\n**Key principle:** Before docking points, ask: \\\"Is this a mistake or a data-informed\\nchoice by a team with more information than I have?\\\"\\n\\n---\\n\\n## 1. Title & Subtitle (Weight: 20%)\\n\\n**Challenger rubric:**\\n\\n| Score | Criteria |\\n| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------- |\\n| 9-10 | Brand + high-value keyword in title, complementary keywords in subtitle, no word repetition across fields, near max character usage, instantly communicates app purpose |\\n| 7-8 | Good keyword presence, minor character waste (5+ unused chars), clear purpose |\\n| 5-6 | Has keywords but poor placement, some repetition between fields, purpose somewhat clear |\\n| 3-4 | Title is brand-only or generic, subtitle missing or weak, poor character usage |\\n| 1-2 | No keyword strategy, title doesn't communicate purpose, major character waste |\\n| 0 | Cannot assess (data unavailable) |\\n\\n**Dominant/Established adjustment:** Brand-only titles (e.g., \\\"Instagram\\\") are\\nvalid if the brand has high search volume. Score 8+ for Dominant apps where\\nbrand recognition eliminates the need for generic keywords. Evaluate whether\\nunused characters represent waste or intentional simplicity.\\n\\n**Check for:**\\n\\n- Characters used vs limit (title: 30, subtitle/short desc: 30/80). \\\"Near max\\\" = within 3 chars of the limit (27+/30, 77+/80)\\n- Primary keyword in title\\n- Keyword duplication between title and subtitle\\n- Whether app purpose is immediately clear\\n- Unnecessary words (articles, prepositions) consuming space\\n- Special characters or claims (\\\"#1\\\", \\\"best\\\") that risk rejection (Apple)\\n\\n---\\n\\n## 2. Description (Weight: 15%)\\n\\n### Apple App Store\\n\\n| Score | Criteria |\\n| ----- | ------------------------------------------------------------------------------------------------------------------------------------------------------ |\\n| 9-10 | First 3 lines hook with clear value prop, structured with features/benefits/social proof/CTA, promotional text actively used, compelling and scannable |\\n| 7-8 | Good opening, decent structure, could improve scannability or CTA |\\n| 5-6 | Generic opening (\\\"Welcome to...\\\"), some structure, missing CTA or social proof |\\n| 3-4 | Wall of text, no clear value prop above fold, no promotional text |\\n| 1-2 | Minimal or boilerplate description, no effort |\\n| 0 | Cannot assess |\\n\\n### Google Play\\n\\n| Score | Criteria |\\n| ----- | -------------------------------------------------------------------------------------------------------------------------------------------- |\\n| 9-10 | Keywords in first 3 sentences, 2-3% natural density throughout, HTML formatting used, structured sections, strong CTA, keywords feel natural |\\n| 7-8 | Good keyword presence, some structure, density slightly off (1-2% or 3-4%) |\\n| 5-6 | Keywords present but sparse (<1%) or stuffed (>5%), weak structure |\\n| 3-4 | No keyword strategy visible, poor formatting, wall of text |\\n| 1-2 | Minimal description, no keywords, no structure |\\n| 0 | Cannot assess |\\n\\n**Check for:**\\n\\n- First 3 lines quality (visible before \\\"Read More\\\")\\n- Feature-benefit framing (not just feature lists)\\n- Social proof (downloads, awards, press mentions)\\n- Call to action\\n- Keyword density (Google Play only - count target keywords / total words)\\n- HTML formatting usage (Google Play)\\n- Promotional text presence and quality (Apple)\\n\\n---\\n\\n## 3. Visual Assets (Weight: 25%)\\n\\n| Score | Criteria |\\n| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |\\n| 9-10 | 8-10 screenshots with clear messaging/captions, preview video present, screenshots tell a story in sequence, each communicates one benefit, icon is distinctive and memorable |\\n| 7-8 | 6-7 screenshots with captions, good icon, no video OR good video but some screenshot messaging unclear |\\n| 5-6 | 5+ screenshots but weak/no captions, basic icon, no video, screenshots are UI dumps |\\n| 3-4 | 3-4 screenshots, no captions, generic icon, no storytelling |\\n| 1-2 | Fewer than 3 screenshots, or screenshots are raw unedited UI, poor icon |\\n| 0 | Cannot assess |\\n\\n**Check for:**\\n\\n- Screenshot count (minimum 5, ideal 8-10)\\n- Caption/overlay text on screenshots (one message per screen, 5-7 words max)\\n- First 3 screenshots (highest conversion impact on Apple)\\n- Preview video presence and quality\\n- Icon distinctiveness (no text in icon, bold shapes, stands out)\\n- Feature graphic presence (Google Play - mandatory for featured placements)\\n- Screenshot storytelling flow (do they tell a coherent story?)\\n- Localized visual assets (for non-English markets)\\n- Caption keywords (Apple - indexed since June 2025)\\n\\n---\\n\\n## 4. Ratings & Reviews (Weight: 20%)\\n\\n| Score | Criteria |\\n| ----- | ------------------------------------------------------------------------------------------------------ |\\n| 9-10 | 4.5+ stars, 10K+ ratings, recent reviews positive, developer responds to negatives, steady review flow |\\n| 7-8 | 4.0-4.4 stars, 1K+ ratings, mostly positive recent reviews, some developer responses |\\n| 5-6 | 3.5-3.9 stars, 500+ ratings, mixed recent reviews, no developer responses |\\n| 3-4 | 3.0-3.4 stars, <500 ratings, negative themes in recent reviews |\\n| 1-2 | Below 3.0 stars, few ratings, no developer engagement, visible complaints |\\n| 0 | No ratings yet or cannot assess |\\n\\n**Check for:**\\n\\n- Average rating (target: 4.0+ minimum, 4.5+ ideal)\\n- Total rating count\\n- Recent review sentiment (last 5-10 visible reviews)\\n- Common complaint themes (bugs, crashes, pricing, UX)\\n- Developer response presence and quality\\n- Rating trend (improving or declining, if visible)\\n- Review recency (fresh reviews signal active user base)\\n\\n---\\n\\n## 5. Metadata & Freshness (Weight: 10%)\\n\\n| Score | Criteria |\\n| ----- | ------------------------------------------------------------------------------------------------------------------------- |\\n| 9-10 | Updated within last month, 10+ localizations, optimal category choice, in-app events/LiveOps active, data safety complete |\\n| 7-8 | Updated within 2 months, 5+ localizations, good category, data safety present |\\n| 5-6 | Updated within 3 months, 2-4 localizations, acceptable category |\\n| 3-4 | Updated 3-6 months ago, 1-2 localizations, possibly wrong category |\\n| 1-2 | Not updated in 6+ months, single language, poor category choice |\\n| 0 | Cannot assess |\\n\\n**Check for:**\\n\\n- Last update date and recency\\n- Number of supported languages/localizations\\n- Category selection (is it the best fit? less competitive alternative?)\\n- In-app events (Apple) or promotional content (Google) presence\\n- Data safety / privacy nutrition label completeness\\n- Age rating appropriateness\\n- Version history quality (do release notes communicate value?)\\n- What's New text quality\\n\\n---\\n\\n## 6. Conversion Signals (Weight: 10%)\\n\\n| Score | Criteria |\\n| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------- |\\n| 9-10 | Clear value before download, transparent pricing/IAP, social proof visible (press, awards), download range suggests strong traction, developer credibility strong |\\n| 7-8 | Good value communication, pricing clear, some social proof |\\n| 5-6 | Value prop exists but weak, pricing unclear or IAP heavy, limited social proof |\\n| 3-4 | Unclear what user gets, confusing pricing, no social proof, low downloads visible |\\n| 1-2 | No value communication, suspicious pricing, app looks abandoned |\\n| 0 | Cannot assess |\\n\\n**Check for:**\\n\\n- Price transparency (free, freemium, paid - is it clear?)\\n- In-app purchase list quality (do IAP names communicate value?)\\n- Download range (Google Play - 10K+, 100K+, 1M+ signals trust)\\n- Developer name/brand recognition\\n- \\\"Editors' Choice\\\" or featured badges\\n- Press mentions or awards in description\\n- Related apps from same developer (portfolio trust signal)\\n- Privacy practices transparency\\n\\n---\\n\\n## Calculating Final Score\\n\\n```\\nFinal Score = (Title * 0.20) + (Description * 0.15) + (Visuals * 0.25)\\n + (Ratings * 0.20) + (Metadata * 0.10) + (Conversion * 0.10)\\n\\nScale to 100: Final Score * 10\\n```\\n\\n**Example:** Title: 7, Description: 6, Visuals: 8, Ratings: 9, Metadata: 5, Conversion: 7\\n\\n```\\n(7 * 0.20) + (6 * 0.15) + (8 * 0.25) + (9 * 0.20) + (5 * 0.10) + (7 * 0.10)\\n= 1.4 + 0.9 + 2.0 + 1.8 + 0.5 + 0.7\\n= 7.3 → 73/100 → Grade: B\\n```\\n\"},\n {\"skill\":\"churn-prevention\",\"ref\":\"cancel-flow-patterns\",\"body\":\"# Cancel Flow Patterns\\n\\nDetailed cancel flow patterns by business type, billing provider, and industry.\\n\\n---\\n\\n## Cancel Flow by Business Type\\n\\n### B2C / Self-Serve SaaS\\n\\nHigh volume, low touch. The flow must work without human intervention.\\n\\n**Flow structure:**\\n```\\nCancel button → Exit survey (1 question) → Dynamic offer → Confirm → Post-cancel\\n```\\n\\n**Characteristics:**\\n- Fully automated, no human in the loop\\n- Quick — 2-3 screens maximum\\n- One offer + one fallback, not a menu of options\\n- Mobile-optimized (significant cancellations on mobile)\\n- Clear \\\"continue cancelling\\\" at every step\\n\\n**Typical save rate:** 20-30%\\n\\n**Example flow for a $29/mo productivity app:**\\n1. \\\"What's the main reason?\\\" → 6 options\\n2. Selected \\\"Too expensive\\\" → \\\"Get 25% off for 3 months (save $21.75)\\\"\\n3. Declined → \\\"Or switch to our Starter plan at $12/mo\\\"\\n4. Declined → \\\"We're sorry to see you go. Your access continues until [date].\\\"\\n\\n---\\n\\n### B2B / Team Plans\\n\\nLower volume, higher stakes. Personal outreach is worth the cost.\\n\\n**Flow structure:**\\n```\\nCancel button → Exit survey → Offer (or route to CS) → Confirm → Post-cancel\\n```\\n\\n**Characteristics:**\\n- Route accounts above MRR threshold to customer success\\n- Show team impact (\\\"Your 8 team members will lose access\\\")\\n- Offer admin-to-admin call for enterprise accounts\\n- Longer consideration — allow \\\"schedule a call\\\" as a save option\\n- Require admin/owner role to cancel (not any team member)\\n\\n**Typical save rate:** 30-45% (higher because of personal touch)\\n\\n**MRR-based routing:**\\n\\n| Account MRR | Cancel Flow |\\n|-------------|-------------|\\n| <$100/mo | Automated flow with offers |\\n| $100-$500/mo | Automated + flag for CS follow-up |\\n| $500-$2,000/mo | Route to CS before cancel completes |\\n| $2,000+/mo | Block self-serve cancel, require CS call |\\n\\n---\\n\\n### Freemium / Free-to-Paid\\n\\nUsers cancelling paid to return to free tier. Different psychology — they're not leaving, they're downgrading.\\n\\n**Flow structure:**\\n```\\nCancel button → \\\"Switch to Free?\\\" prompt → Exit survey (if still cancelling) → Offer → Confirm\\n```\\n\\n**Characteristics:**\\n- Lead with the free tier as the first option (not a save offer)\\n- Show what they keep on free vs. what they lose\\n- The \\\"save\\\" is keeping them on free, not losing them entirely\\n- Track free-tier users for future re-upgrade campaigns\\n\\n---\\n\\n## Cancel Flow by Billing Interval\\n\\n### Monthly Subscribers\\n\\n- More price-sensitive, shorter commitment\\n- Discount offers work well (20-30% for 2-3 months)\\n- Pause is effective (1-2 months)\\n- Suggest annual plan at a discount as an alternative\\n\\n**Offer priority:**\\n1. Discount (if reason = price)\\n2. Pause (if reason = not using / temporary)\\n3. Annual plan switch (if engaged but price-sensitive)\\n\\n### Annual Subscribers\\n\\n- Higher commitment, often cancelling for stronger reasons\\n- Prorate refund expectations matter\\n- Longer save window (they've already paid)\\n- Personal outreach more justified (higher LTV at stake)\\n\\n**Offer priority:**\\n1. Pause remainder of term (if temporary)\\n2. Plan adjustment + credit for next renewal\\n3. Personal outreach from CS\\n4. Partial refund + downgrade (better than full refund + cancel)\\n\\n**Refund handling:**\\n- Offer prorated refund if significant time remaining\\n- \\\"Pause until renewal\\\" if less than 3 months left\\n- Be generous — bad refund experiences create vocal detractors\\n\\n---\\n\\n## Save Offer Patterns\\n\\n### The Discount Ladder\\n\\nDon't lead with your biggest discount. Escalate:\\n\\n```\\nCancel click → 15% off → Still cancelling → 25% off → Still cancelling → Let them go\\n```\\n\\n**Rules:**\\n- Maximum 2 discount offers per cancel session\\n- Never exceed 30% (higher trains cancel-for-discount behavior)\\n- Time-limit discounts (2-3 months, then full price resumes)\\n- Track discount accepters — if they cancel again at full price, don't re-offer\\n\\n### The Pause Playbook\\n\\nPause is often better than a discount because it doesn't devalue your product.\\n\\n**Implementation:**\\n\\n| Setting | Recommendation |\\n|---------|---------------|\\n| Pause duration options | 1 month, 2 months, 3 months |\\n| Default selection | 1 month (shortest) |\\n| Maximum pause | 3 months (longer pauses rarely return) |\\n| During pause | Keep data, remove access |\\n| Reactivation | Auto-reactivate with 7-day advance email |\\n| Repeat pauses | Allow 1 pause per 12-month period |\\n\\n**Pause reactivation sequence:**\\n- Day -7: \\\"Your pause ends in 7 days. We've been busy — here's what's new.\\\"\\n- Day -1: \\\"Welcome back tomorrow! Here's what's waiting for you.\\\"\\n- Day 0: \\\"You're back! Here's a quick tour of what's new.\\\"\\n\\n### The Downgrade Path\\n\\nFor multi-plan products, downgrade is the strongest save:\\n\\n```\\n┌─────────────────────────────────────────┐\\n│ Before you go, what about right-sizing │\\n│ your plan? │\\n│ │\\n│ Current: Pro ($49/mo) │\\n│ │\\n│ ┌─────────────────────────────────┐ │\\n│ │ Switch to Starter ($19/mo) │ │\\n│ │ │ │\\n│ │ ✓ Keep: Projects, integrations │ │\\n│ │ ✗ Lose: Advanced analytics, │ │\\n│ │ team features │ │\\n│ │ │ │\\n│ │ [Switch to Starter] │ │\\n│ └─────────────────────────────────┘ │\\n│ │\\n│ [No thanks, continue cancelling] │\\n└─────────────────────────────────────────┘\\n```\\n\\n**Downgrade best practices:**\\n- Show exactly what they keep and what they lose\\n- Use checkmarks and X marks for scanability\\n- Preserve their data even on the lower plan\\n- If they downgrade, don't show upgrade prompts for at least 30 days\\n\\n### The Competitor Switch Handler\\n\\nWhen the cancel reason is \\\"switching to competitor\\\":\\n\\n1. **Ask which competitor** (optional, don't force it)\\n2. **Show a comparison** if you have one (see competitors skill)\\n3. **Offer a migration credit** (\\\"We'll match their price for 3 months\\\")\\n4. **Request a feedback call** (\\\"15 minutes to understand what we're missing\\\")\\n\\nThis data is gold for product and marketing teams.\\n\\n---\\n\\n## Post-Cancel Experience\\n\\nWhat happens after cancel matters for:\\n- Win-back potential\\n- Word of mouth\\n- Review sentiment\\n\\n### Confirmation Page\\n\\n```\\nYour subscription has been cancelled.\\n\\nWhat happens next:\\n• Your access continues until [billing period end date]\\n• Your data will be preserved for 90 days\\n• You can reactivate anytime from your account settings\\n\\n[Reactivate My Account]\\n\\nWe'd love to have you back. We'll keep improving based on feedback\\nfrom customers like you.\\n```\\n\\n### Post-Cancel Sequence\\n\\n| Timing | Action |\\n|--------|--------|\\n| Immediately | Confirmation email with access end date |\\n| Day 1 | (Nothing — don't be desperate) |\\n| Day 7 | NPS/satisfaction survey about overall experience |\\n| Day 30 | \\\"What's new\\\" email with recent improvements |\\n| Day 60 | Address their specific cancel reason if resolved |\\n| Day 90 | Final win-back with special offer |\\n\\n**For detailed win-back email sequences**: See the emails skill.\\n\\n---\\n\\n## Segmentation Rules\\n\\nThe most effective cancel flows use segmentation to show different offers to different customers.\\n\\n### Segmentation Dimensions\\n\\n| Dimension | Why It Matters |\\n|-----------|---------------|\\n| Plan / MRR | Higher-value customers get personal outreach |\\n| Tenure | Long-term customers get more generous offers |\\n| Usage level | High-usage customers get different messaging than dormant ones |\\n| Billing interval | Monthly vs. annual need different approaches |\\n| Previous saves | Don't re-offer the same discount to a repeat canceller |\\n| Cancel reason | Drives which offer to show (core mapping) |\\n\\n### Segment-Specific Flows\\n\\n**New customer (< 30 days):**\\n- They haven't activated. The save is onboarding, not discounts.\\n- Offer: Free onboarding call, setup help, extended trial\\n- Ask: \\\"What were you hoping to accomplish?\\\" (learn what's missing)\\n\\n**Engaged customer cancelling on price:**\\n- They love the product but can't justify the cost.\\n- Offer: Discount, annual plan switch, downgrade\\n- High save potential\\n\\n**Dormant customer (no login 30+ days):**\\n- They forgot about you. A discount won't bring them back.\\n- Offer: Pause subscription, \\\"what changed?\\\" conversation\\n- Low save potential — focus on learning why\\n\\n**Power user switching to competitor:**\\n- They're actively choosing something else.\\n- Offer: Competitive match, feedback call, roadmap preview\\n- Medium save potential — depends on reason\\n\\n---\\n\\n## Implementation Checklist\\n\\n### Phase 1: Foundation (Week 1)\\n- [ ] Add cancel flow (survey + 1 offer + confirmation)\\n- [ ] Set up exit survey with 5-7 reason categories\\n- [ ] Map one offer per reason (simple 1:1 mapping)\\n- [ ] Track cancel reasons and save rate in analytics\\n- [ ] Enable pre-dunning card expiry emails\\n\\n### Phase 2: Optimization (Weeks 2-4)\\n- [ ] Add fallback offers (primary + secondary per reason)\\n- [ ] Implement pause subscription option\\n- [ ] Set up dunning email sequence (4 emails over 10 days)\\n- [ ] Enable smart retries (Stripe Smart Retries or equivalent)\\n- [ ] Add MRR-based routing for high-value accounts\\n\\n### Phase 3: Advanced (Month 2+)\\n- [ ] Build health score from usage signals\\n- [ ] Set up proactive intervention triggers\\n- [ ] A/B test discount amounts and offer types\\n- [ ] Segment flows by plan, tenure, and usage\\n- [ ] Post-cancel win-back sequence (coordinate with emails skill)\\n- [ ] Cohort analysis: churn by channel, plan, tenure\\n\\n---\\n\\n## Compliance Notes\\n\\n### FTC Click-to-Cancel Rule (US)\\n- Cancellation must be as easy as signup\\n- Cannot require a phone call to cancel if signup was online\\n- Cannot add excessive steps to discourage cancellation\\n- Save offers are allowed but \\\"continue cancelling\\\" must be clear\\n\\n### GDPR / Data Retention (EU)\\n- Inform users about data retention period post-cancel\\n- Offer data export before account deletion\\n- Honor deletion requests within 30 days\\n- Don't use post-cancel data for marketing without consent\\n\\n### General Best Practices\\n- Always show a clear path to complete cancellation\\n- Never hide the cancel button (dark pattern)\\n- Process cancellation even if save flow has errors\\n- Confirm cancellation with email receipt\\n\"}\n];\n",[],[362,604,646],"f9966b0a-5d6d-11f1-a415-1607ee4eb77e","ref_2.ts","f9966baa-5d6d-11f1-a415-1607ee4eb77e",661,["D",1780286234531],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_2: SkillRef[] = [\n {\"skill\":\"ads\",\"ref\":\"conversion-tracking\",\"body\":\"# Conversion Tracking Setup\\n\\nHow to set up conversion tracking pixels across ad platforms. This guide covers installation, event configuration, and validation — everything a marketer needs to ensure ad spend is properly attributed.\\n\\n---\\n\\n## Why This Matters\\n\\nWithout conversion tracking:\\n- Ad platforms can't optimize for your actual goals\\n- You're flying blind on ROAS and CPA\\n- Retargeting audiences can't be built\\n- You'll waste budget on impressions that don't convert\\n\\nGet tracking right before spending a dollar on ads.\\n\\n---\\n\\n## Platform Pixels Overview\\n\\n| Platform | Pixel/Tag Name | Events API | Key Events |\\n|----------|---------------|:----------:|------------|\\n| **Google Ads** | Google tag (gtag.js) | Enhanced Conversions | purchase, sign_up, generate_lead |\\n| **Meta** | Meta Pixel + CAPI | Conversions API | Purchase, Lead, ViewContent, AddToCart |\\n| **LinkedIn** | Insight Tag | Conversions API | conversion (URL or event-based) |\\n| **TikTok** | TikTok Pixel | Events API | Purchase, ViewContent, AddToCart, CompleteRegistration |\\n| **Twitter/X** | Twitter Pixel | - | Purchase, SignUp, Download |\\n\\n---\\n\\n## Google Ads\\n\\n### Install the Google tag\\n\\nAdd to every page, in ``:\\n\\n```html\\n\\n\\n```\\n\\nReplace `AW-XXXXXXXXX` with your Conversion ID from Google Ads > Tools > Conversions.\\n\\n### Set up conversion actions\\n\\nIn Google Ads > Goals > Conversions > New conversion action:\\n\\n| Conversion | Category | Value | Count |\\n|-----------|----------|-------|-------|\\n| Purchase | Purchase | Dynamic (order value) | Every |\\n| Sign up / Lead | Sign-up | Fixed ($X estimated value) | One |\\n| Demo request | Lead | Fixed ($X estimated value) | One |\\n| Free trial start | Sign-up | Fixed ($X estimated value) | One |\\n\\n### Fire conversion events\\n\\n```javascript\\n// Purchase\\ngtag('event', 'conversion', {\\n 'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',\\n 'value': 99.00,\\n 'currency': 'USD',\\n 'transaction_id': 'ORDER-123'\\n});\\n\\n// Lead / Sign up\\ngtag('event', 'conversion', {\\n 'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',\\n 'value': 50.00,\\n 'currency': 'USD'\\n});\\n```\\n\\n### Enhanced Conversions\\n\\nSends hashed first-party data (email, phone) to improve attribution after cookie restrictions. Enable in Google Ads > Goals > Settings > Enhanced conversions.\\n\\n```javascript\\ngtag('set', 'user_data', {\\n 'email': 'user@example.com', // auto-hashed by gtag\\n 'phone_number': '+11234567890'\\n});\\n```\\n\\n### Google Tag Manager alternative\\n\\nIf using GTM instead of inline gtag.js:\\n1. Install GTM container on all pages\\n2. Create Google Ads conversion tags in GTM\\n3. Set triggers for conversion events (form submissions, purchases)\\n4. Use the Data Layer to pass dynamic values (order amount, transaction ID)\\n5. Test with GTM Preview mode before publishing\\n\\n---\\n\\n## Meta (Facebook/Instagram)\\n\\n### Install the Meta Pixel\\n\\nAdd to every page, in ``:\\n\\n```html\\n\\n```\\n\\nReplace `YOUR_PIXEL_ID` from Meta Events Manager.\\n\\n### Standard events\\n\\n```javascript\\n// View a product or key page\\nfbq('track', 'ViewContent', {\\n content_name: 'Pro Plan',\\n content_category: 'Pricing',\\n value: 29.00,\\n currency: 'USD'\\n});\\n\\n// Lead capture (form submit, demo request)\\nfbq('track', 'Lead', {\\n content_name: 'Demo Request',\\n value: 50.00,\\n currency: 'USD'\\n});\\n\\n// Purchase\\nfbq('track', 'Purchase', {\\n value: 99.00,\\n currency: 'USD',\\n content_type: 'product',\\n contents: [{ id: 'pro-plan', quantity: 1 }]\\n});\\n\\n// Add to cart (e-commerce)\\nfbq('track', 'AddToCart', {\\n content_ids: ['SKU-123'],\\n content_type: 'product',\\n value: 49.00,\\n currency: 'USD'\\n});\\n```\\n\\n### Conversions API (CAPI)\\n\\nServer-side tracking that works alongside the pixel. Required for accurate tracking after iOS 14+ and cookie restrictions.\\n\\nSet up via:\\n- **Direct integration** — send events from your server to Meta's API\\n- **Partner integrations** — Shopify, WooCommerce, Segment, etc. have built-in CAPI support\\n- **Conversions API Gateway** — Meta's managed solution via AWS\\n\\nKey: send the same events from both pixel (browser) AND CAPI (server), with a shared `event_id` for deduplication.\\n\\n### Aggregated Event Measurement\\n\\nRequired for iOS 14+ tracking. In Events Manager > Aggregated Event Measurement:\\n1. Verify your domain\\n2. Configure and prioritize your top 8 events in order of business importance\\n3. Purchase should typically be #1, Lead #2\\n\\n---\\n\\n## LinkedIn\\n\\n### Install the Insight Tag\\n\\nAdd to every page, before ``:\\n\\n```html\\n\\n```\\n\\n### Conversion tracking\\n\\nLinkedIn supports two methods:\\n\\n**URL-based**: Fires when someone visits a specific URL (e.g., `/thank-you`).\\nSet up in Campaign Manager > Analyze > Conversion Tracking > Create Conversion.\\n\\n**Event-based**: Fire manually on specific actions:\\n\\n```javascript\\nwindow.lintrk('track', { conversion_id: YOUR_CONVERSION_ID });\\n```\\n\\n### LinkedIn CAPI\\n\\nFor server-side tracking, LinkedIn offers a Conversions API. Set up via partner integrations (Segment, Tealium) or direct API calls. Deduplicates with the Insight Tag automatically when configured correctly.\\n\\n---\\n\\n## TikTok\\n\\n### Install the TikTok Pixel\\n\\nAdd to every page, in ``:\\n\\n```html\\n\\n```\\n\\n### Standard events\\n\\n```javascript\\n// View content\\nttq.track('ViewContent', {\\n content_id: 'pro-plan',\\n content_type: 'product',\\n content_name: 'Pro Plan',\\n value: 29.00,\\n currency: 'USD'\\n});\\n\\n// Complete registration / sign up\\nttq.track('CompleteRegistration', {\\n content_name: 'Free Trial'\\n});\\n\\n// Purchase\\nttq.track('Purchase', {\\n content_id: 'pro-plan',\\n content_type: 'product',\\n value: 99.00,\\n currency: 'USD',\\n quantity: 1\\n});\\n\\n// Add to cart\\nttq.track('AddToCart', {\\n content_id: 'SKU-123',\\n content_type: 'product',\\n value: 49.00,\\n currency: 'USD'\\n});\\n```\\n\\n### Events API (server-side)\\n\\nTikTok's Events API works like Meta's CAPI — send the same events from your server for better attribution. Use `event_id` for deduplication with browser pixel events.\\n\\n### Advanced Matching\\n\\nPass hashed user data for better attribution:\\n\\n```javascript\\nttq.identify({\\n email: 'user@example.com', // auto-hashed\\n phone_number: '+11234567890'\\n});\\n```\\n\\n---\\n\\n## Validation Checklist\\n\\nAfter installing any pixel, verify before going live:\\n\\n### Browser-side checks\\n\\n- [ ] Pixel fires on every page (check via browser extension)\\n- [ ] Conversion events fire at the right moment (after confirmed action, not on button click)\\n- [ ] Event parameters contain correct values (currency, amount, content IDs)\\n- [ ] No duplicate events firing on the same action\\n- [ ] Events fire on both desktop and mobile\\n\\n### Platform-side checks\\n\\n- [ ] Events appear in the platform's event manager/diagnostics\\n- [ ] Test conversions show correct values\\n- [ ] Event match quality is acceptable (Meta: score > 6)\\n- [ ] Server-side events are deduplicating with browser events (not double-counting)\\n\\n### Debugging tools\\n\\n| Platform | Tool |\\n|----------|------|\\n| Google | Google Tag Assistant, Chrome DevTools Network tab |\\n| Meta | Meta Pixel Helper (Chrome extension), Events Manager Test Events |\\n| LinkedIn | Insight Tag Validator in Campaign Manager |\\n| TikTok | TikTok Pixel Helper (Chrome extension), Events Manager |\\n| All | GTM Preview Mode (if using Google Tag Manager) |\\n\\n---\\n\\n## Common Mistakes\\n\\n- **Firing purchase events on button click instead of confirmed payment** — always fire on the success/thank-you page or after server confirmation\\n- **Missing deduplication between pixel and server events** — without a shared `event_id`, you'll double-count conversions\\n- **Not testing on mobile** — many pixels break on mobile browsers or in-app webviews\\n- **Hardcoded test values** — remove test transaction amounts before going live\\n- **Forgetting to exclude internal traffic** — your team's visits inflate conversion data\\n- **Installing pixels without consent management** — GDPR/CCPA require user consent before firing tracking pixels in applicable regions\\n- **Pixel installed but no conversion actions created** — the pixel collects data, but the ad platform won't optimize without defined conversion actions\\n\\n---\\n\\n## When to Use Server-Side Tracking\\n\\nBrowser-only tracking is increasingly unreliable due to:\\n- iOS 14+ App Tracking Transparency\\n- Third-party cookie deprecation\\n- Ad blockers (30%+ of tech audiences)\\n\\n**Use server-side (CAPI/Events API) when:**\\n- Running Meta or TikTok ads (strongly recommended)\\n- Your audience is tech-savvy (higher ad blocker usage)\\n- You need accurate purchase/revenue attribution\\n- You're spending >$5K/month on any platform\\n\\n**Server-side is optional when:**\\n- Running Google Ads only (Enhanced Conversions covers most gaps)\\n- Low ad spend / testing phase\\n- B2B with LinkedIn only (Insight Tag is still reliable)\\n\"},\n {\"skill\":\"ads\",\"ref\":\"platform-setup-checklists\",\"body\":\"# Platform Setup Checklists\\n\\nComplete setup checklists for major ad platforms.\\n\\n## Contents\\n- Google Ads Setup (Account Foundation, Conversion Tracking, Analytics Integration, Audience Setup, Campaign Readiness, Ad Extensions, Brand Protection)\\n- Meta Ads Setup (Business Manager Foundation, Pixel & Tracking, Domain & Aggregated Events, Audience Setup, Catalog, Creative Assets, Compliance)\\n- LinkedIn Ads Setup (Campaign Manager Foundation, Insight Tag & Tracking, Audience Setup, Lead Gen Forms, Document Ads, Creative Assets, Budget Considerations)\\n- Twitter/X Ads Setup (Account Foundation, Tracking, Audience Setup, Creative)\\n- TikTok Ads Setup (Account Foundation, Pixel & Tracking, Audience Setup, Creative)\\n- Universal Pre-Launch Checklist\\n\\n## Google Ads Setup\\n\\n### Account Foundation\\n\\n- [ ] Google Ads account created and verified\\n- [ ] Billing information added\\n- [ ] Time zone and currency set correctly\\n- [ ] Account access granted to team members\\n\\n### Conversion Tracking\\n\\n- [ ] Google tag installed on all pages\\n- [ ] Conversion actions created (purchase, lead, signup)\\n- [ ] Conversion values assigned (if applicable)\\n- [ ] Enhanced conversions enabled\\n- [ ] Test conversions firing correctly\\n- [ ] Import conversions from GA4 (optional)\\n\\n### Analytics Integration\\n\\n- [ ] Google Analytics 4 linked\\n- [ ] Auto-tagging enabled\\n- [ ] GA4 audiences available in Google Ads\\n- [ ] Cross-domain tracking set up (if multiple domains)\\n\\n### Audience Setup\\n\\n- [ ] Remarketing tag verified\\n- [ ] Website visitor audiences created:\\n - All visitors (180 days)\\n - Key page visitors (pricing, demo, features)\\n - Converters (for exclusion)\\n- [ ] Customer match lists uploaded\\n- [ ] Similar audiences enabled\\n\\n### Campaign Readiness\\n\\n- [ ] Negative keyword lists created:\\n - Universal negatives (free, jobs, careers, reviews, complaints)\\n - Competitor negatives (if needed)\\n - Irrelevant industry terms\\n- [ ] Location targeting set (include/exclude)\\n- [ ] Language targeting set\\n- [ ] Ad schedule configured (if B2B, business hours)\\n- [ ] Device bid adjustments considered\\n\\n### Ad Extensions\\n\\n- [ ] Sitelinks (4-6 relevant pages)\\n- [ ] Callouts (key benefits, offers)\\n- [ ] Structured snippets (features, types, services)\\n- [ ] Call extension (if phone leads valuable)\\n- [ ] Lead form extension (if using)\\n- [ ] Price extensions (if applicable)\\n- [ ] Image extensions (where available)\\n\\n### Brand Protection\\n\\n- [ ] Brand campaign running (protect branded terms)\\n- [ ] Competitor campaigns considered\\n- [ ] Brand terms in negative lists for non-brand campaigns\\n\\n---\\n\\n## Meta Ads Setup\\n\\n### Business Manager Foundation\\n\\n- [ ] Business Manager created\\n- [ ] Business verified (if running certain ad types)\\n- [ ] Ad account created within Business Manager\\n- [ ] Payment method added\\n- [ ] Team access configured with proper roles\\n\\n### Pixel & Tracking\\n\\n- [ ] Meta Pixel installed on all pages\\n- [ ] Standard events configured:\\n - PageView (automatic)\\n - ViewContent (product/feature pages)\\n - Lead (form submissions)\\n - Purchase (conversions)\\n - AddToCart (if e-commerce)\\n - InitiateCheckout (if e-commerce)\\n- [ ] Conversions API (CAPI) set up for server-side tracking\\n- [ ] Event Match Quality score > 6\\n- [ ] Test events in Events Manager\\n\\n### Domain & Aggregated Events\\n\\n- [ ] Domain verified in Business Manager\\n- [ ] Aggregated Event Measurement configured\\n- [ ] Top 8 events prioritized in order of importance\\n- [ ] Web events prioritized for iOS 14+ tracking\\n\\n### Audience Setup\\n\\n- [ ] Custom audiences created:\\n - Website visitors (all, 30/60/90/180 days)\\n - Key page visitors\\n - Video viewers (25%, 50%, 75%, 95%)\\n - Page/Instagram engagers\\n - Customer list uploaded\\n- [ ] Lookalike audiences created (1%, 1-3%)\\n- [ ] Saved audiences for common targeting\\n\\n### Catalog (E-commerce)\\n\\n- [ ] Product catalog connected\\n- [ ] Product feed updating correctly\\n- [ ] Catalog sales campaigns enabled\\n- [ ] Dynamic product ads configured\\n\\n### Creative Assets\\n\\n- [ ] Images in correct sizes:\\n - Feed: 1080x1080 (1:1)\\n - Stories/Reels: 1080x1920 (9:16)\\n - Landscape: 1200x628 (1.91:1)\\n- [ ] Videos in correct formats\\n- [ ] Ad copy variations ready\\n- [ ] UTM parameters in all destination URLs\\n\\n### Compliance\\n\\n- [ ] Special Ad Categories declared (if housing, credit, employment, politics)\\n- [ ] Landing page complies with Meta policies\\n- [ ] No prohibited content in ads\\n\\n---\\n\\n## LinkedIn Ads Setup\\n\\n### Campaign Manager Foundation\\n\\n- [ ] Campaign Manager account created\\n- [ ] Company Page connected\\n- [ ] Billing information added\\n- [ ] Team access configured\\n\\n### Insight Tag & Tracking\\n\\n- [ ] LinkedIn Insight Tag installed on all pages\\n- [ ] Tag verified and firing\\n- [ ] Conversion tracking configured:\\n - URL-based conversions\\n - Event-specific conversions\\n- [ ] Conversion values set (if applicable)\\n\\n### Audience Setup\\n\\n- [ ] Matched Audiences created:\\n - Website retargeting audiences\\n - Company list uploaded (for ABM)\\n - Contact list uploaded\\n- [ ] Lookalike audiences created\\n- [ ] Saved audiences for common targeting\\n\\n### Lead Gen Forms (if using)\\n\\n- [ ] Lead gen form templates created\\n- [ ] Form fields selected (minimize for conversion)\\n- [ ] Privacy policy URL added\\n- [ ] Thank you message configured\\n- [ ] CRM integration set up (or CSV export process)\\n\\n### Document Ads (if using)\\n\\n- [ ] Documents uploaded (PDF, PowerPoint)\\n- [ ] Gating configured (full gate or preview)\\n- [ ] Lead gen form connected\\n\\n### Creative Assets\\n\\n- [ ] Single image ads: 1200x627 (1.91:1) or 1080x1080 (1:1)\\n- [ ] Carousel images ready\\n- [ ] Video specs met (if using)\\n- [ ] Ad copy within character limits:\\n - Intro text: 600 max, 150 recommended\\n - Headline: 200 max, 70 recommended\\n\\n### Budget Considerations\\n\\n- [ ] Budget realistic for LinkedIn CPCs ($8-15+ typical)\\n- [ ] Audience size validated (50K+ recommended)\\n- [ ] Daily vs. lifetime budget decided\\n- [ ] Bid strategy selected\\n\\n---\\n\\n## Twitter/X Ads Setup\\n\\n### Account Foundation\\n\\n- [ ] Ads account created\\n- [ ] Payment method added\\n- [ ] Account verified (if required)\\n\\n### Tracking\\n\\n- [ ] Twitter Pixel installed\\n- [ ] Conversion events created\\n- [ ] Website tag verified\\n\\n### Audience Setup\\n\\n- [ ] Tailored audiences created:\\n - Website visitors\\n - Customer lists\\n- [ ] Follower lookalikes identified\\n- [ ] Interest and keyword targets researched\\n\\n### Creative\\n\\n- [ ] Tweet copy within 280 characters\\n- [ ] Images: 1200x675 (1.91:1) or 1200x1200 (1:1)\\n- [ ] Video specs met (if using)\\n- [ ] Cards configured (website, app, etc.)\\n\\n---\\n\\n## TikTok Ads Setup\\n\\n### Account Foundation\\n\\n- [ ] TikTok Ads Manager account created\\n- [ ] Business verification completed\\n- [ ] Payment method added\\n\\n### Pixel & Tracking\\n\\n- [ ] TikTok Pixel installed\\n- [ ] Events configured (ViewContent, Purchase, etc.)\\n- [ ] Events API set up (recommended)\\n\\n### Audience Setup\\n\\n- [ ] Custom audiences created\\n- [ ] Lookalike audiences created\\n- [ ] Interest categories identified\\n\\n### Creative\\n\\n- [ ] Vertical video (9:16) ready\\n- [ ] Native-feeling content (not too polished)\\n- [ ] First 3 seconds are compelling hooks\\n- [ ] Captions added (most watch without sound)\\n- [ ] Music/sounds selected (licensed if needed)\\n\\n---\\n\\n## Universal Pre-Launch Checklist\\n\\nBefore launching any campaign:\\n\\n- [ ] Conversion tracking tested with real conversion\\n- [ ] Landing page loads fast (<3 sec)\\n- [ ] Landing page mobile-friendly\\n- [ ] UTM parameters working\\n- [ ] Budget set correctly (daily vs. lifetime)\\n- [ ] Start/end dates correct\\n- [ ] Targeting matches intended audience\\n- [ ] Ad creative approved\\n- [ ] Team notified of launch\\n- [ ] Reporting dashboard ready\\n\"},\n {\"skill\":\"ai-seo\",\"ref\":\"content-patterns\",\"body\":\"# AEO and GEO Content Patterns\\n\\nReusable content block patterns optimized for answer engines and AI citation.\\n\\n---\\n\\n## Contents\\n- Answer Engine Optimization (AEO) Patterns (Definition Block, Step-by-Step Block, Comparison Table Block, Pros and Cons Block, FAQ Block, Listicle Block)\\n- Generative Engine Optimization (GEO) Patterns (Statistic Citation Block, Expert Quote Block, Authoritative Claim Block, Self-Contained Answer Block, Evidence Sandwich Block)\\n- Domain-Specific GEO Tactics (Technology Content, Health/Medical Content, Financial Content, Legal Content, Business/Marketing Content)\\n- Voice Search Optimization (Question Formats for Voice, Voice-Optimized Answer Structure)\\n\\n## Answer Engine Optimization (AEO) Patterns\\n\\nThese patterns help content appear in featured snippets, AI Overviews, voice search results, and answer boxes.\\n\\n### Definition Block\\n\\nUse for \\\"What is [X]?\\\" queries.\\n\\n```markdown\\n## What is [Term]?\\n\\n[Term] is [concise 1-sentence definition]. [Expanded 1-2 sentence explanation with key characteristics]. [Brief context on why it matters or how it's used].\\n```\\n\\n**Example:**\\n```markdown\\n## What is Answer Engine Optimization?\\n\\nAnswer Engine Optimization (AEO) is the practice of structuring content so AI-powered systems can easily extract and present it as direct answers to user queries. Unlike traditional SEO that focuses on ranking in search results, AEO optimizes for featured snippets, AI Overviews, and voice assistant responses. This approach has become essential as over 60% of Google searches now end without a click.\\n```\\n\\n### Step-by-Step Block\\n\\nUse for \\\"How to [X]\\\" queries. Optimal for list snippets.\\n\\n```markdown\\n## How to [Action/Goal]\\n\\n[1-sentence overview of the process]\\n\\n1. **[Step Name]**: [Clear action description in 1-2 sentences]\\n2. **[Step Name]**: [Clear action description in 1-2 sentences]\\n3. **[Step Name]**: [Clear action description in 1-2 sentences]\\n4. **[Step Name]**: [Clear action description in 1-2 sentences]\\n5. **[Step Name]**: [Clear action description in 1-2 sentences]\\n\\n[Optional: Brief note on expected outcome or time estimate]\\n```\\n\\n**Example:**\\n```markdown\\n## How to Optimize Content for Featured Snippets\\n\\nEarning featured snippets requires strategic formatting and direct answers to search queries.\\n\\n1. **Identify snippet opportunities**: Use tools like Semrush or Ahrefs to find keywords where competitors have snippets you could capture.\\n2. **Match the snippet format**: Analyze whether the current snippet is a paragraph, list, or table, and format your content accordingly.\\n3. **Answer the question directly**: Provide a clear, concise answer (40-60 words for paragraph snippets) immediately after the question heading.\\n4. **Add supporting context**: Expand on your answer with examples, data, and expert insights in the following paragraphs.\\n5. **Use proper heading structure**: Place your target question as an H2 or H3, with the answer immediately following.\\n\\nMost featured snippets appear within 2-4 weeks of publishing well-optimized content.\\n```\\n\\n### Comparison Table Block\\n\\nUse for \\\"[X] vs [Y]\\\" queries. Optimal for table snippets.\\n\\n```markdown\\n## [Option A] vs [Option B]: [Brief Descriptor]\\n\\n| Feature | [Option A] | [Option B] |\\n|---------|------------|------------|\\n| [Criteria 1] | [Value/Description] | [Value/Description] |\\n| [Criteria 2] | [Value/Description] | [Value/Description] |\\n| [Criteria 3] | [Value/Description] | [Value/Description] |\\n| [Criteria 4] | [Value/Description] | [Value/Description] |\\n| Best For | [Use case] | [Use case] |\\n\\n**Bottom line**: [1-2 sentence recommendation based on different needs]\\n```\\n\\n### Pros and Cons Block\\n\\nUse for evaluation queries: \\\"Is [X] worth it?\\\", \\\"Should I [X]?\\\"\\n\\n```markdown\\n## Advantages and Disadvantages of [Topic]\\n\\n[1-sentence overview of the evaluation context]\\n\\n### Pros\\n\\n- **[Benefit category]**: [Specific explanation]\\n- **[Benefit category]**: [Specific explanation]\\n- **[Benefit category]**: [Specific explanation]\\n\\n### Cons\\n\\n- **[Drawback category]**: [Specific explanation]\\n- **[Drawback category]**: [Specific explanation]\\n- **[Drawback category]**: [Specific explanation]\\n\\n**Verdict**: [1-2 sentence balanced conclusion with recommendation]\\n```\\n\\n### FAQ Block\\n\\nUse for topic pages with multiple common questions. Essential for FAQ schema.\\n\\n```markdown\\n## Frequently Asked Questions\\n\\n### [Question phrased exactly as users search]?\\n\\n[Direct answer in first sentence]. [Supporting context in 2-3 additional sentences].\\n\\n### [Question phrased exactly as users search]?\\n\\n[Direct answer in first sentence]. [Supporting context in 2-3 additional sentences].\\n\\n### [Question phrased exactly as users search]?\\n\\n[Direct answer in first sentence]. [Supporting context in 2-3 additional sentences].\\n```\\n\\n**Tips for FAQ questions:**\\n- Use natural question phrasing (\\\"How do I...\\\" not \\\"How does one...\\\")\\n- Include question words: what, how, why, when, where, who, which\\n- Match \\\"People Also Ask\\\" queries from search results\\n- Keep answers between 50-100 words\\n\\n### Listicle Block\\n\\nUse for \\\"Best [X]\\\", \\\"Top [X]\\\", \\\"[Number] ways to [X]\\\" queries.\\n\\n```markdown\\n## [Number] Best [Items] for [Goal/Purpose]\\n\\n[1-2 sentence intro establishing context and selection criteria]\\n\\n### 1. [Item Name]\\n\\n[Why it's included in 2-3 sentences with specific benefits]\\n\\n### 2. [Item Name]\\n\\n[Why it's included in 2-3 sentences with specific benefits]\\n\\n### 3. [Item Name]\\n\\n[Why it's included in 2-3 sentences with specific benefits]\\n```\\n\\n---\\n\\n## Generative Engine Optimization (GEO) Patterns\\n\\nThese patterns optimize content for citation by AI assistants like ChatGPT, Claude, Perplexity, and Gemini.\\n\\n### Statistic Citation Block\\n\\nStatistics increase AI citation rates by 15-30%. Always include sources.\\n\\n```markdown\\n[Claim statement]. According to [Source/Organization], [specific statistic with number and timeframe]. [Context for why this matters].\\n```\\n\\n**Example:**\\n```markdown\\nMobile optimization is no longer optional for SEO success. According to Google's 2024 Core Web Vitals report, 70% of web traffic now comes from mobile devices, and pages failing mobile usability standards see 24% higher bounce rates. This makes mobile-first indexing a critical ranking factor.\\n```\\n\\n### Expert Quote Block\\n\\nNamed expert attribution adds credibility and increases citation likelihood.\\n\\n```markdown\\n\\\"[Direct quote from expert],\\\" says [Expert Name], [Title/Role] at [Organization]. [1 sentence of context or interpretation].\\n```\\n\\n**Example:**\\n```markdown\\n\\\"The shift from keyword-driven search to intent-driven discovery represents the most significant change in SEO since mobile-first indexing,\\\" says Rand Fishkin, Co-founder of SparkToro. This perspective highlights why content strategies must evolve beyond traditional keyword optimization.\\n```\\n\\n### Authoritative Claim Block\\n\\nStructure claims for easy AI extraction with clear attribution.\\n\\n```markdown\\n[Topic] [verb: is/has/requires/involves] [clear, specific claim]. [Source] [confirms/reports/found] that [supporting evidence]. This [explains/means/suggests] [implication or action].\\n```\\n\\n**Example:**\\n```markdown\\nE-E-A-T is the cornerstone of Google's content quality evaluation. Google's Search Quality Rater Guidelines confirm that trust is the most critical factor, stating that \\\"untrustworthy pages have low E-E-A-T no matter how experienced, expert, or authoritative they may seem.\\\" This means content creators must prioritize transparency and accuracy above all other optimization tactics.\\n```\\n\\n### Self-Contained Answer Block\\n\\nCreate quotable, standalone statements that AI can extract directly.\\n\\n```markdown\\n**[Topic/Question]**: [Complete, self-contained answer that makes sense without additional context. Include specific details, numbers, or examples in 2-3 sentences.]\\n```\\n\\n**Example:**\\n```markdown\\n**Ideal blog post length for SEO**: The optimal length for SEO blog posts is 1,500-2,500 words for competitive topics. This range allows comprehensive topic coverage while maintaining reader engagement. HubSpot research shows long-form content earns 77% more backlinks than short articles, directly impacting search rankings.\\n```\\n\\n### Evidence Sandwich Block\\n\\nStructure claims with evidence for maximum credibility.\\n\\n```markdown\\n[Opening claim statement].\\n\\nEvidence supporting this includes:\\n- [Data point 1 with source]\\n- [Data point 2 with source]\\n- [Data point 3 with source]\\n\\n[Concluding statement connecting evidence to actionable insight].\\n```\\n\\n---\\n\\n## Domain-Specific GEO Tactics\\n\\nDifferent content domains benefit from different authority signals.\\n\\n### Technology Content\\n- Emphasize technical precision and correct terminology\\n- Include version numbers and dates for software/tools\\n- Reference official documentation\\n- Add code examples where relevant\\n\\n### Health/Medical Content\\n- Cite peer-reviewed studies with publication details\\n- Include expert credentials (MD, RN, etc.)\\n- Note study limitations and context\\n- Add \\\"last reviewed\\\" dates\\n\\n### Financial Content\\n- Reference regulatory bodies (SEC, FTC, etc.)\\n- Include specific numbers with timeframes\\n- Note that information is educational, not advice\\n- Cite recognized financial institutions\\n\\n### Legal Content\\n- Cite specific laws, statutes, and regulations\\n- Reference jurisdiction clearly\\n- Include professional disclaimers\\n- Note when professional consultation is advised\\n\\n### Business/Marketing Content\\n- Include case studies with measurable results\\n- Reference industry research and reports\\n- Add percentage changes and timeframes\\n- Quote recognized thought leaders\\n\\n---\\n\\n## Voice Search Optimization\\n\\nVoice queries are conversational and question-based. Optimize for these patterns:\\n\\n### Question Formats for Voice\\n- \\\"What is...\\\"\\n- \\\"How do I...\\\"\\n- \\\"Where can I find...\\\"\\n- \\\"Why does...\\\"\\n- \\\"When should I...\\\"\\n- \\\"Who is...\\\"\\n\\n### Voice-Optimized Answer Structure\\n- Lead with direct answer (under 30 words ideal)\\n- Use natural, conversational language\\n- Avoid jargon unless targeting expert audience\\n- Include local context where relevant\\n- Structure for single spoken response\\n\"},\n {\"skill\":\"ai-seo\",\"ref\":\"content-types\",\"body\":\"# AI SEO by Content Type\\n\\nTactical guidance for optimizing specific content types for AI search citation. These tactics work for non-Google AI engines (ChatGPT, Claude, Perplexity, Copilot) and don't hurt Google AI Overviews / AI Mode.\\n\\nFor the cross-cutting strategy, see [SKILL.md](../SKILL.md).\\n\\n---\\n\\n## SaaS Product Pages\\n\\n**Goal:** Get cited in \\\"What is [category]?\\\" and \\\"Best [category]\\\" queries.\\n\\n**Optimize:**\\n- Clear product description in first paragraph (what it does, who it's for)\\n- Feature comparison tables (you vs. category, not just competitors)\\n- Specific metrics (\\\"processes 10,000 transactions/sec\\\" not \\\"blazing fast\\\")\\n- Customer count or social proof with numbers\\n- Pricing transparency (AI cites pages with visible pricing) — add a `/pricing.md` file so AI agents can parse your plans without rendering your page (see \\\"Machine-Readable Files\\\" in the main skill)\\n- FAQ section addressing common buyer questions\\n\\n---\\n\\n## Blog Content\\n\\n**Goal:** Get cited as an authoritative source on topics in your space.\\n\\n**Optimize:**\\n- One clear target query per post (match heading to query)\\n- Definition in first paragraph for \\\"What is\\\" queries\\n- Original data, research, or expert quotes\\n- \\\"Last updated\\\" date visible\\n- Author bio with relevant credentials\\n- Internal links to related product/feature pages\\n\\n---\\n\\n## Comparison / Alternative Pages\\n\\n**Goal:** Get cited in \\\"[X] vs [Y]\\\" and \\\"Best [X] alternatives\\\" queries.\\n\\n**Optimize:**\\n- Structured comparison tables (not just prose)\\n- Fair and balanced (AI penalizes obviously biased comparisons)\\n- Specific criteria with ratings or scores\\n- Updated pricing and feature data\\n- Cite the `competitors` skill for building these pages\\n\\n---\\n\\n## Documentation / Help Content\\n\\n**Goal:** Get cited in \\\"How to [X] with [your product]\\\" queries.\\n\\n**Optimize:**\\n- Step-by-step format with numbered lists\\n- Code examples where relevant\\n- HowTo schema markup\\n- Screenshots with descriptive alt text\\n- Clear prerequisites and expected outcomes\\n\\n---\\n\\n## Local Business / Ecom (Google emphasis)\\n\\nGoogle's AI features pull from product feeds and business profiles for local + ecom queries. Optimize:\\n\\n- **Merchant Center feeds** kept current with accurate inventory, pricing, attributes\\n- **Google Business Profile** complete with hours, services, photos, posts, Q&A answered\\n- **Reviews** — recent + sufficient volume; respond to reviews to signal active management\\n- **Service area schema** for local services\\n- **Business Agent** (where available) for conversational customer engagement\\n\"},\n {\"skill\":\"ai-seo\",\"ref\":\"platform-ranking-factors\",\"body\":\"# How Each AI Platform Picks Sources\\n\\nEach AI search platform has its own search index, ranking logic, and content preferences. This guide covers what matters for getting cited on each one.\\n\\nSources cited throughout: Princeton GEO study (KDD 2024), SE Ranking domain authority study, ZipTie content-answer fit analysis.\\n\\n---\\n\\n## The Fundamentals\\n\\nEvery AI platform shares three baseline requirements:\\n\\n1. **Your content must be in their index** — Each platform uses a different search backend (Google, Bing, Brave, or their own). If you're not indexed, you can't be cited.\\n2. **Your content must be crawlable** — AI bots need access via robots.txt. Block the bot, lose the citation.\\n3. **Your content must be extractable** — AI systems pull passages, not pages. Clear structure and self-contained paragraphs win.\\n\\nBeyond these basics, each platform weights different signals. Here's what matters and where.\\n\\n---\\n\\n## Google AI Overviews\\n\\nGoogle AI Overviews pull from Google's own index and lean heavily on E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness). They appear in roughly 45% of Google searches.\\n\\n**What makes Google AI Overviews different:** They already have your traditional SEO signals — backlinks, page authority, topical relevance. The additional AI layer adds a preference for content with cited sources and structured data. Research shows that including authoritative citations in your content correlates with a 132% visibility boost, and writing with an authoritative (not salesy) tone adds another 89%.\\n\\n**Importantly, AI Overviews don't just recycle the traditional Top 10.** Only about 15% of AI Overview sources overlap with conventional organic results. Pages that wouldn't crack page 1 in traditional search can still get cited if they have strong structured data and clear, extractable answers.\\n\\n**What to focus on:**\\n- Schema markup is the single biggest lever — Article, FAQPage, HowTo, and Product schemas give AI Overviews structured context to work with (30-40% visibility boost)\\n- Build topical authority through content clusters with strong internal linking\\n- Include named, sourced citations in your content (not just claims)\\n- Author bios with real credentials matter — E-E-A-T is weighted heavily\\n- Get into Google's Knowledge Graph where possible (an accurate Wikipedia entry helps)\\n- Target \\\"how to\\\" and \\\"what is\\\" query patterns — these trigger AI Overviews most often\\n\\n---\\n\\n## ChatGPT\\n\\nChatGPT's web search draws from a Bing-based index. It combines this with its training knowledge to generate answers, then cites the web sources it relied on.\\n\\n**What makes ChatGPT different:** Domain authority matters more here than on other AI platforms. An SE Ranking analysis of 129,000 domains found that authority and credibility signals account for roughly 40% of what determines citation, with content quality at about 35% and platform trust at 25%. Sites with very high referring domain counts (350K+) average 8.4 citations per response, while sites with slightly lower trust scores (91-96 vs 97-100) drop from 8.4 to 6 citations.\\n\\n**Freshness is a major differentiator.** Content updated within the last 30 days gets cited about 3.2x more often than older content. ChatGPT clearly favors recent information.\\n\\n**The most important signal is content-answer fit** — a ZipTie analysis of 400,000 pages found that how well your content's style and structure matches ChatGPT's own response format accounts for about 55% of citation likelihood. This is far more important than domain authority (12%) or on-page structure (14%) alone. Write the way ChatGPT would answer the question, and you're more likely to be the source it cites.\\n\\n**Where ChatGPT looks beyond your site:** Wikipedia accounts for 7.8% of all ChatGPT citations, Reddit for 1.8%, and Forbes for 1.1%. Brand official sites are cited frequently but third-party mentions carry significant weight.\\n\\n**What to focus on:**\\n- Invest in backlinks and domain authority — it's the strongest baseline signal\\n- Update competitive content at least monthly\\n- Structure your content the way ChatGPT structures its answers (conversational, direct, well-organized)\\n- Include verifiable statistics with named sources\\n- Clean heading hierarchy (H1 > H2 > H3) with descriptive headings\\n\\n---\\n\\n## Perplexity\\n\\nPerplexity always cites its sources with clickable links, making it the most transparent AI search platform. It combines its own index with Google's and runs results through multiple reranking passes — initial relevance retrieval, then traditional ranking factor scoring, then ML-based quality evaluation that can discard entire result sets if they don't meet quality thresholds.\\n\\n**What makes Perplexity different:** It's the most \\\"research-oriented\\\" AI search engine, and its citation behavior reflects that. Perplexity maintains curated lists of authoritative domains (Amazon, GitHub, major academic sites) that get inherent ranking boosts. It uses a time-decay algorithm that evaluates new content quickly, giving fresh publishers a real shot at citation.\\n\\n**Perplexity has unique content preferences:**\\n- **FAQ Schema (JSON-LD)** — Pages with FAQ structured data get cited noticeably more often\\n- **PDF documents** — Publicly accessible PDFs (whitepapers, research reports) are prioritized. If you have authoritative PDF content gated behind a form, consider making a version public.\\n- **Publishing velocity** — How frequently you publish matters more than keyword targeting\\n- **Self-contained paragraphs** — Perplexity prefers atomic, semantically complete paragraphs it can extract cleanly\\n\\n**What to focus on:**\\n- Allow PerplexityBot in robots.txt\\n- Implement FAQPage schema on any page with Q&A content\\n- Host PDF resources publicly (whitepapers, guides, reports)\\n- Add Article schema with publication and modification timestamps\\n- Write in clear, self-contained paragraphs that work as standalone answers\\n- Build deep topical authority in your specific niche\\n\\n---\\n\\n## Microsoft Copilot\\n\\nCopilot is embedded across Microsoft's ecosystem — Edge, Windows, Microsoft 365, and Bing Search. It relies entirely on Bing's index, so if Bing hasn't indexed your content, Copilot can't cite it.\\n\\n**What makes Copilot different:** The Microsoft ecosystem connection creates unique optimization opportunities. Mentions and content on LinkedIn and GitHub provide ranking boosts that other platforms don't offer. Copilot also puts more weight on page speed — sub-2-second load times are a clear threshold.\\n\\n**What to focus on:**\\n- Submit your site to Bing Webmaster Tools (many sites only submit to Google Search Console)\\n- Use IndexNow protocol for faster indexing of new and updated content\\n- Optimize page speed to under 2 seconds\\n- Write clear entity definitions — when your content defines a term or concept, make the definition explicit and extractable\\n- Build presence on LinkedIn (publish articles, maintain company page) and GitHub if relevant\\n- Ensure Bingbot has full crawl access\\n\\n---\\n\\n## Claude\\n\\nClaude uses Brave Search as its search backend when web search is enabled — not Google, not Bing. This is a completely different index, which means your Brave Search visibility directly determines whether Claude can find and cite you.\\n\\n**What makes Claude different:** Claude is extremely selective about what it cites. While it processes enormous amounts of content, its citation rate is very low — it's looking for the most factually accurate, well-sourced content on a given topic. Data-rich content with specific numbers and clear attribution performs significantly better than general-purpose content.\\n\\n**What to focus on:**\\n- Verify your content appears in Brave Search results (search for your brand and key terms at search.brave.com)\\n- Allow ClaudeBot and anthropic-ai user agents in robots.txt\\n- Maximize factual density — specific numbers, named sources, dated statistics\\n- Use clear, extractable structure with descriptive headings\\n- Cite authoritative sources within your content\\n- Aim to be the most factually accurate source on your topic — Claude rewards precision\\n\\n---\\n\\n## Allowing AI Bots in robots.txt\\n\\nIf your robots.txt blocks an AI bot, that platform can't cite your content. Here are the user agents to allow:\\n\\n```\\nUser-agent: GPTBot # OpenAI — powers ChatGPT search\\nUser-agent: ChatGPT-User # ChatGPT browsing mode\\nUser-agent: PerplexityBot # Perplexity AI search\\nUser-agent: ClaudeBot # Anthropic Claude\\nUser-agent: anthropic-ai # Anthropic Claude (alternate)\\nUser-agent: Google-Extended # Google Gemini and AI Overviews\\nUser-agent: Bingbot # Microsoft Copilot (via Bing)\\nAllow: /\\n```\\n\\n**Training vs. search:** Some AI bots are used for both model training and search citation. If you want to be cited but don't want your content used for training, your options are limited — GPTBot handles both for OpenAI. However, you can safely block **CCBot** (Common Crawl) without affecting any AI search citations, since it's only used for training dataset collection.\\n\\n---\\n\\n## Where to Start\\n\\nIf you're optimizing for AI search for the first time, focus your effort where your audience actually is:\\n\\n**Start with Google AI Overviews** — They reach the most users (45%+ of Google searches) and you likely already have Google SEO foundations in place. Add schema markup, include cited sources in your content, and strengthen E-E-A-T signals.\\n\\n**Then address ChatGPT** — It's the most-used standalone AI search tool for tech and business audiences. Focus on freshness (update content monthly), domain authority, and matching your content structure to how ChatGPT formats its responses.\\n\\n**Then expand to Perplexity** — Especially valuable if your audience includes researchers, early adopters, or tech professionals. Add FAQ schema, publish PDF resources, and write in clear, self-contained paragraphs.\\n\\n**Copilot and Claude are lower priority** unless your audience skews enterprise/Microsoft (Copilot) or developer/analyst (Claude). But the fundamentals — structured content, cited sources, schema markup — help across all platforms.\\n\\n**Actions that help everywhere:**\\n1. Allow all AI bots in robots.txt\\n2. Implement schema markup (FAQPage, Article, Organization at minimum)\\n3. Include statistics with named sources in your content\\n4. Update content regularly — monthly for competitive topics\\n5. Use clear heading structure (H1 > H2 > H3)\\n6. Keep page load time under 2 seconds\\n7. Add author bios with credentials\\n\"},\n {\"skill\":\"analytics\",\"ref\":\"event-library\",\"body\":\"# Event Library Reference\\n\\nComprehensive list of events to track by business type and context.\\n\\n## Contents\\n- Marketing Site Events (navigation & engagement, CTA & form interactions, conversion events)\\n- Product/App Events (onboarding, core usage, errors & support)\\n- Monetization Events (pricing & checkout, subscription management)\\n- E-commerce Events (browsing, cart, checkout, post-purchase)\\n- B2B / SaaS Specific Events (team & collaboration, integration events, account events)\\n- Event Properties (Parameters)\\n- Funnel Event Sequences\\n\\n## Marketing Site Events\\n\\n### Navigation & Engagement\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| page_view | Page loaded (enhanced) | page_title, page_location, content_group |\\n| scroll_depth | User scrolled to threshold | depth (25, 50, 75, 100) |\\n| outbound_link_clicked | Click to external site | link_url, link_text |\\n| internal_link_clicked | Click within site | link_url, link_text, location |\\n| video_played | Video started | video_id, video_title, duration |\\n| video_completed | Video finished | video_id, video_title, duration |\\n\\n### CTA & Form Interactions\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| cta_clicked | Call to action clicked | button_text, cta_location, page |\\n| form_started | User began form | form_name, form_location |\\n| form_field_completed | Field filled | form_name, field_name |\\n| form_submitted | Form successfully sent | form_name, form_location |\\n| form_error | Form validation failed | form_name, error_type |\\n| resource_downloaded | Asset downloaded | resource_name, resource_type |\\n\\n### Conversion Events\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| signup_started | Initiated signup | source, page |\\n| signup_completed | Finished signup | method, plan, source |\\n| demo_requested | Demo form submitted | company_size, industry |\\n| contact_submitted | Contact form sent | inquiry_type |\\n| newsletter_subscribed | Email list signup | source, list_name |\\n| trial_started | Free trial began | plan, source |\\n\\n---\\n\\n## Product/App Events\\n\\n### Onboarding\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| signup_completed | Account created | method, referral_source |\\n| onboarding_started | Began onboarding | - |\\n| onboarding_step_completed | Step finished | step_number, step_name |\\n| onboarding_completed | All steps done | steps_completed, time_to_complete |\\n| onboarding_skipped | User skipped onboarding | step_skipped_at |\\n| first_key_action_completed | Aha moment reached | action_type |\\n\\n### Core Usage\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| session_started | App session began | session_number |\\n| feature_used | Feature interaction | feature_name, feature_category |\\n| action_completed | Core action done | action_type, count |\\n| content_created | User created content | content_type |\\n| content_edited | User modified content | content_type |\\n| content_deleted | User removed content | content_type |\\n| search_performed | In-app search | query, results_count |\\n| settings_changed | Settings modified | setting_name, new_value |\\n| invite_sent | User invited others | invite_type, count |\\n\\n### Errors & Support\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| error_occurred | Error experienced | error_type, error_message, page |\\n| help_opened | Help accessed | help_type, page |\\n| support_contacted | Support request made | contact_method, issue_type |\\n| feedback_submitted | User feedback given | feedback_type, rating |\\n\\n---\\n\\n## Monetization Events\\n\\n### Pricing & Checkout\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| pricing_viewed | Pricing page seen | source |\\n| plan_selected | Plan chosen | plan_name, billing_cycle |\\n| checkout_started | Began checkout | plan, value |\\n| payment_info_entered | Payment submitted | payment_method |\\n| purchase_completed | Purchase successful | plan, value, currency, transaction_id |\\n| purchase_failed | Purchase failed | error_reason, plan |\\n\\n### Subscription Management\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| trial_started | Trial began | plan, trial_length |\\n| trial_ended | Trial expired | plan, converted (bool) |\\n| subscription_upgraded | Plan upgraded | from_plan, to_plan, value |\\n| subscription_downgraded | Plan downgraded | from_plan, to_plan |\\n| subscription_cancelled | Cancelled | plan, reason, tenure |\\n| subscription_renewed | Renewed | plan, value |\\n| billing_updated | Payment method changed | - |\\n\\n---\\n\\n## E-commerce Events\\n\\n### Browsing\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| product_viewed | Product page viewed | product_id, product_name, category, price |\\n| product_list_viewed | Category/list viewed | list_name, products[] |\\n| product_searched | Search performed | query, results_count |\\n| product_filtered | Filters applied | filter_type, filter_value |\\n| product_sorted | Sort applied | sort_by, sort_order |\\n\\n### Cart\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| product_added_to_cart | Item added | product_id, product_name, price, quantity |\\n| product_removed_from_cart | Item removed | product_id, product_name, price, quantity |\\n| cart_viewed | Cart page viewed | cart_value, items_count |\\n\\n### Checkout\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| checkout_started | Checkout began | cart_value, items_count |\\n| checkout_step_completed | Step finished | step_number, step_name |\\n| shipping_info_entered | Address entered | shipping_method |\\n| payment_info_entered | Payment entered | payment_method |\\n| coupon_applied | Coupon used | coupon_code, discount_value |\\n| purchase_completed | Order placed | transaction_id, value, currency, items[] |\\n\\n### Post-Purchase\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| order_confirmed | Confirmation viewed | transaction_id |\\n| refund_requested | Refund initiated | transaction_id, reason |\\n| refund_completed | Refund processed | transaction_id, value |\\n| review_submitted | Product reviewed | product_id, rating |\\n\\n---\\n\\n## B2B / SaaS Specific Events\\n\\n### Team & Collaboration\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| team_created | New team/org made | team_size, plan |\\n| team_member_invited | Invite sent | role, invite_method |\\n| team_member_joined | Member accepted | role |\\n| team_member_removed | Member removed | role |\\n| role_changed | Permissions updated | user_id, old_role, new_role |\\n\\n### Integration Events\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| integration_viewed | Integration page seen | integration_name |\\n| integration_started | Setup began | integration_name |\\n| integration_connected | Successfully connected | integration_name |\\n| integration_disconnected | Removed integration | integration_name, reason |\\n\\n### Account Events\\n\\n| Event Name | Description | Properties |\\n|------------|-------------|------------|\\n| account_created | New account | source, plan |\\n| account_upgraded | Plan upgrade | from_plan, to_plan |\\n| account_churned | Account closed | reason, tenure, mrr_lost |\\n| account_reactivated | Returned customer | previous_tenure, new_plan |\\n\\n---\\n\\n## Event Properties (Parameters)\\n\\n### Standard Properties to Include\\n\\n**User Context:**\\n```\\nuser_id: \\\"12345\\\"\\nuser_type: \\\"free\\\" | \\\"trial\\\" | \\\"paid\\\"\\naccount_id: \\\"acct_123\\\"\\nplan_type: \\\"starter\\\" | \\\"pro\\\" | \\\"enterprise\\\"\\n```\\n\\n**Session Context:**\\n```\\nsession_id: \\\"sess_abc\\\"\\nsession_number: 5\\npage: \\\"/pricing\\\"\\nreferrer: \\\"https://google.com\\\"\\n```\\n\\n**Campaign Context:**\\n```\\nsource: \\\"google\\\"\\nmedium: \\\"cpc\\\"\\ncampaign: \\\"spring_sale\\\"\\ncontent: \\\"hero_cta\\\"\\n```\\n\\n**Product Context (E-commerce):**\\n```\\nproduct_id: \\\"SKU123\\\"\\nproduct_name: \\\"Product Name\\\"\\ncategory: \\\"Category\\\"\\nprice: 99.99\\nquantity: 1\\ncurrency: \\\"USD\\\"\\n```\\n\\n**Timing:**\\n```\\ntimestamp: \\\"2024-01-15T10:30:00Z\\\"\\ntime_on_page: 45\\nsession_duration: 300\\n```\\n\\n---\\n\\n## Funnel Event Sequences\\n\\n### Signup Funnel\\n1. signup_started\\n2. signup_step_completed (email)\\n3. signup_step_completed (password)\\n4. signup_completed\\n5. onboarding_started\\n\\n### Purchase Funnel\\n1. pricing_viewed\\n2. plan_selected\\n3. checkout_started\\n4. payment_info_entered\\n5. purchase_completed\\n\\n### E-commerce Funnel\\n1. product_viewed\\n2. product_added_to_cart\\n3. cart_viewed\\n4. checkout_started\\n5. shipping_info_entered\\n6. payment_info_entered\\n7. purchase_completed\\n\"},\n {\"skill\":\"analytics\",\"ref\":\"ga4-implementation\",\"body\":\"# GA4 Implementation Reference\\n\\nDetailed implementation guide for Google Analytics 4.\\n\\n## Contents\\n- Configuration (data streams, enhanced measurement events, recommended events)\\n- Custom Events (gtag.js implementation, Google Tag Manager)\\n- Conversions Setup (creating conversions, conversion values)\\n- Custom Dimensions and Metrics (when to use, setup steps, examples)\\n- Audiences (creating audiences, audience examples)\\n- Debugging (DebugView, real-time reports, common issues)\\n- Data Quality (filters, cross-domain tracking, session settings)\\n- Integration with Google Ads (linking, audience export)\\n\\n## Configuration\\n\\n### Data Streams\\n\\n- One stream per platform (web, iOS, Android)\\n- Enable enhanced measurement for automatic tracking\\n- Configure data retention (2 months default, 14 months max)\\n- Enable Google Signals (for cross-device, if consented)\\n\\n### Enhanced Measurement Events (Automatic)\\n\\n| Event | Description | Configuration |\\n|-------|-------------|---------------|\\n| page_view | Page loads | Automatic |\\n| scroll | 90% scroll depth | Toggle on/off |\\n| outbound_click | Click to external domain | Automatic |\\n| site_search | Search query used | Configure parameter |\\n| video_engagement | YouTube video plays | Toggle on/off |\\n| file_download | PDF, docs, etc. | Configurable extensions |\\n\\n### Recommended Events\\n\\nUse Google's predefined events when possible for enhanced reporting:\\n\\n**All properties:**\\n- login, sign_up\\n- share\\n- search\\n\\n**E-commerce:**\\n- view_item, view_item_list\\n- add_to_cart, remove_from_cart\\n- begin_checkout\\n- add_payment_info\\n- purchase, refund\\n\\n**Games:**\\n- level_up, unlock_achievement\\n- post_score, spend_virtual_currency\\n\\nReference: https://support.google.com/analytics/answer/9267735\\n\\n---\\n\\n## Custom Events\\n\\n### gtag.js Implementation\\n\\n```javascript\\n// Basic event\\ngtag('event', 'signup_completed', {\\n 'method': 'email',\\n 'plan': 'free'\\n});\\n\\n// Event with value\\ngtag('event', 'purchase', {\\n 'transaction_id': 'T12345',\\n 'value': 99.99,\\n 'currency': 'USD',\\n 'items': [{\\n 'item_id': 'SKU123',\\n 'item_name': 'Product Name',\\n 'price': 99.99\\n }]\\n});\\n\\n// User properties\\ngtag('set', 'user_properties', {\\n 'user_type': 'premium',\\n 'plan_name': 'pro'\\n});\\n\\n// User ID (for logged-in users)\\ngtag('config', 'GA_MEASUREMENT_ID', {\\n 'user_id': 'USER_ID'\\n});\\n```\\n\\n### Google Tag Manager (dataLayer)\\n\\n```javascript\\n// Custom event\\ndataLayer.push({\\n 'event': 'signup_completed',\\n 'method': 'email',\\n 'plan': 'free'\\n});\\n\\n// Set user properties\\ndataLayer.push({\\n 'user_id': '12345',\\n 'user_type': 'premium'\\n});\\n\\n// E-commerce purchase\\ndataLayer.push({\\n 'event': 'purchase',\\n 'ecommerce': {\\n 'transaction_id': 'T12345',\\n 'value': 99.99,\\n 'currency': 'USD',\\n 'items': [{\\n 'item_id': 'SKU123',\\n 'item_name': 'Product Name',\\n 'price': 99.99,\\n 'quantity': 1\\n }]\\n }\\n});\\n\\n// Clear ecommerce before sending (best practice)\\ndataLayer.push({ ecommerce: null });\\ndataLayer.push({\\n 'event': 'view_item',\\n 'ecommerce': {\\n // ...\\n }\\n});\\n```\\n\\n---\\n\\n## Conversions Setup\\n\\n### Creating Conversions\\n\\n1. **Collect the event** - Ensure event is firing in GA4\\n2. **Mark as conversion** - Admin > Events > Mark as conversion\\n3. **Set counting method**:\\n - Once per session (leads, signups)\\n - Every event (purchases)\\n4. **Import to Google Ads** - For conversion-optimized bidding\\n\\n### Conversion Values\\n\\n```javascript\\n// Event with conversion value\\ngtag('event', 'purchase', {\\n 'value': 99.99,\\n 'currency': 'USD'\\n});\\n```\\n\\nOr set default value in GA4 Admin when marking conversion.\\n\\n---\\n\\n## Custom Dimensions and Metrics\\n\\n### When to Use\\n\\n**Custom dimensions:**\\n- Properties you want to segment/filter by\\n- User attributes (plan type, industry)\\n- Content attributes (author, category)\\n\\n**Custom metrics:**\\n- Numeric values to aggregate\\n- Scores, counts, durations\\n\\n### Setup Steps\\n\\n1. Admin > Data display > Custom definitions\\n2. Create dimension or metric\\n3. Choose scope:\\n - **Event**: Per event (content_type)\\n - **User**: Per user (account_type)\\n - **Item**: Per product (product_category)\\n4. Enter parameter name (must match event parameter)\\n\\n### Examples\\n\\n| Dimension | Scope | Parameter | Description |\\n|-----------|-------|-----------|-------------|\\n| User Type | User | user_type | Free, trial, paid |\\n| Content Author | Event | author | Blog post author |\\n| Product Category | Item | item_category | E-commerce category |\\n\\n---\\n\\n## Audiences\\n\\n### Creating Audiences\\n\\nAdmin > Data display > Audiences\\n\\n**Use cases:**\\n- Remarketing audiences (export to Ads)\\n- Segment analysis\\n- Trigger-based events\\n\\n### Audience Examples\\n\\n**High-intent visitors:**\\n- Viewed pricing page\\n- Did not convert\\n- In last 7 days\\n\\n**Engaged users:**\\n- 3+ sessions\\n- Or 5+ minutes total engagement\\n\\n**Purchasers:**\\n- Purchase event\\n- For exclusion or lookalike\\n\\n---\\n\\n## Debugging\\n\\n### DebugView\\n\\nEnable with:\\n- URL parameter: `?debug_mode=true`\\n- Chrome extension: GA Debugger\\n- gtag: `'debug_mode': true` in config\\n\\nView at: Reports > Configure > DebugView\\n\\n### Real-Time Reports\\n\\nCheck events within 30 minutes:\\nReports > Real-time\\n\\n### Common Issues\\n\\n**Events not appearing:**\\n- Check DebugView first\\n- Verify gtag/GTM firing\\n- Check filter exclusions\\n\\n**Parameter values missing:**\\n- Custom dimension not created\\n- Parameter name mismatch\\n- Data still processing (24-48 hrs)\\n\\n**Conversions not recording:**\\n- Event not marked as conversion\\n- Event name doesn't match\\n- Counting method (once vs. every)\\n\\n---\\n\\n## Data Quality\\n\\n### Filters\\n\\nAdmin > Data streams > [Stream] > Configure tag settings > Define internal traffic\\n\\n**Exclude:**\\n- Internal IP addresses\\n- Developer traffic\\n- Testing environments\\n\\n### Cross-Domain Tracking\\n\\nFor multiple domains sharing analytics:\\n\\n1. Admin > Data streams > [Stream] > Configure tag settings\\n2. Configure your domains\\n3. List all domains that should share sessions\\n\\n### Session Settings\\n\\nAdmin > Data streams > [Stream] > Configure tag settings\\n\\n- Session timeout (default 30 min)\\n- Engaged session duration (10 sec default)\\n\\n---\\n\\n## Integration with Google Ads\\n\\n### Linking\\n\\n1. Admin > Product links > Google Ads links\\n2. Enable auto-tagging in Google Ads\\n3. Import conversions in Google Ads\\n\\n### Audience Export\\n\\nAudiences created in GA4 can be used in Google Ads for:\\n- Remarketing campaigns\\n- Customer match\\n- Similar audiences\\n\"}\n];\n",[],[362,604,654],"f8df8b10-5d6d-11f1-bb02-1607ee4eb77e","ref_16.ts","f8df8bc4-5d6d-11f1-bb02-1607ee4eb77e",660,["D",1780286233332],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_16: SkillRef[] = [\n {\"skill\":\"social\",\"ref\":\"short-form-video\",\"body\":\"# Short-Form Video: Hooks, Scripts & Strategy\\n\\nDetailed reference for creating short-form video content on TikTok, Instagram Reels, and YouTube Shorts.\\n\\n---\\n\\n## Video Hook Library\\n\\n### Curiosity Hooks (Best for engagement)\\n\\n**The \\\"Secret\\\" Formula:**\\n- \\\"The secret to [outcome] that nobody talks about\\\"\\n- \\\"I found the hidden feature in [product/platform] that changes everything\\\"\\n- \\\"I can't believe this actually works...\\\"\\n\\n**The Unexpected Discovery:**\\n- \\\"I tried [thing] for 30 days and I was NOT expecting this\\\"\\n- \\\"This completely changed how I think about [topic]\\\"\\n- \\\"Nobody talks about this, but...\\\"\\n\\n**The Question:**\\n- \\\"Why does nobody talk about this?\\\"\\n- \\\"Am I the only one who didn't know this?\\\"\\n- \\\"The reason [common thing] doesn't work is...\\\"\\n\\n### Value Hooks (Best for saves)\\n\\n**The Promise:**\\n- \\\"How to [achieve outcome] in [specific timeframe]\\\"\\n- \\\"[Number] [things] that will [benefit]\\\"\\n- \\\"Everything you need to know about [topic] in 60 seconds\\\"\\n\\n**The Hack/Shortcut:**\\n- \\\"[Outcome] hack that actually works\\\"\\n- \\\"The [adjective] way to [outcome]\\\"\\n- \\\"If you're struggling with [problem], watch this\\\"\\n\\n**The Warning:**\\n- \\\"Stop doing [common practice] — here's why\\\"\\n- \\\"[Number] mistakes that are killing your [results]\\\"\\n- \\\"Why [thing you think is good] is actually hurting you\\\"\\n\\n### Story Hooks (Best for watch time)\\n\\n**The Transformation:**\\n- \\\"3 months ago, I [bad state]. Today, I [good state].\\\"\\n- \\\"Here's how I went from [before] to [after]\\\"\\n- \\\"I used to think [old belief]. Then [event] changed everything.\\\"\\n\\n**The Failure:**\\n- \\\"I made a huge mistake with [topic]\\\"\\n- \\\"Here's why I stopped [common practice]\\\"\\n- \\\"I lost [something significant] because of this mistake\\\"\\n\\n**The Journey:**\\n- \\\"So this just happened...\\\"\\n- \\\"This changed everything for me\\\"\\n- \\\"Let me tell you about the time I [interesting situation]\\\"\\n\\n### Controversial Hooks (Best for comments)\\n\\n- \\\"Unpopular opinion: [bold statement]\\\"\\n- \\\"[Common advice] is actually wrong\\\"\\n- \\\"I'm going to get hate for this, but...\\\"\\n- \\\"Most [audience] get this completely wrong\\\"\\n\\n---\\n\\n## Scripting Template\\n\\n```markdown\\n## Video: [Working Title]\\n\\n**Platform:** TikTok / Reels / Shorts\\n**Length:** XX seconds\\n**Format:** [Talking head / Slideshow / Demo / Screen recording]\\n\\n### Hook (0-3 sec)\\n- Visual: [What viewer sees]\\n- Audio: [What they hear]\\n- Text overlay: [On-screen text]\\n\\n### Body (3-X sec)\\n- [Timestamp] - [What happens/what you say]\\n- [Timestamp] - [Next beat]\\n- [Continue...]\\n\\n### CTA (final 3-5 sec)\\n- Verbal: [What you say]\\n- Text: [On-screen text]\\n- Action: [Follow, comment, link in bio, etc.]\\n\\n### Production Notes\\n- Music/sound: [Trending sound or music choice]\\n- B-roll needed: [List any clips needed]\\n- Graphics: [Any text animations or overlays]\\n```\\n\\n---\\n\\n## Additional Video Structures\\n\\n### The Story Arc (45-60 sec)\\n\\n```\\n[0-3s] Hook: Tease the outcome\\n[3-15s] Setup: Context and stakes\\n[15-45s] Journey: What happened\\n[45-55s] Resolution: The result\\n[55-60s] Lesson/CTA\\n```\\n\\nBest for: Personal stories, case studies, testimonials\\n\\n### The POV/Skit (15-30 sec)\\n\\n```\\n[0-3s] Setup: Text overlay sets the scene\\n[3-25s] Performance: Act out the relatable scenario\\n[25-30s] Punchline or twist\\n```\\n\\nBest for: Relatable content, humor, niche communities\\n\\n---\\n\\n## Visual Patterns\\n\\n### Talking Head\\n- Good lighting (ring light or window light)\\n- Eye contact with camera\\n- Hand gestures for emphasis\\n- Interesting background (bookshelf, plants, studio setup)\\n\\n### Slideshow/Carousel Video\\n- Strong visual on each slide (2-4 seconds per slide)\\n- Text overlays with key points\\n- Consistent style/branding\\n- Voiceover or trending sound\\n\\n### Screen Recording\\n- Zoom in on important areas\\n- Add cursor highlight or click animations\\n- Keep movements smooth and intentional\\n- Overlay your face in corner (optional but boosts engagement)\\n\\n### B-Roll Heavy\\n- Show don't tell\\n- Quick cuts (1-3 seconds per shot)\\n- Match cuts to voiceover beats\\n- Mix wide, medium, and close-up shots\\n\\n---\\n\\n## Audio Strategy\\n\\n### When to Use Trending Sounds\\n- Entertainment/lifestyle content where the sound fits your message\\n- When the trend is still rising (check platform trending pages)\\n- Don't use when it distracts from your message or is already declining\\n\\n### When to Use Original Audio\\n- Educational content where you're speaking\\n- Storytimes and personal narratives\\n- Product demos and tutorials\\n- Building a recognizable brand voice\\n\\n### Voiceover Tips\\n- Speak slightly faster than normal conversation\\n- Vary your tone — avoid monotone delivery\\n- Pause for emphasis on key points\\n- Record in a quiet space, use noise removal\\n- AI voices work for faceless content (ElevenLabs, etc.)\\n\\n### Music Selection\\n- Match energy to content (upbeat for tips, emotional for stories)\\n- Avoid copyrighted music on Reels/Shorts\\n- Use platform music libraries for safety\\n- Lower music volume under voiceover (ducking)\\n\\n---\\n\\n## Posting Strategy\\n\\n### Optimal Posting Times (test your audience)\\n\\n| Platform | Best Times (local) |\\n|----------|-------------------|\\n| TikTok | 7-9 AM, 12-3 PM, 7-11 PM |\\n| Reels | 9 AM, 12 PM, 7-9 PM |\\n| Shorts | 12-3 PM, 7-9 PM |\\n\\n### Frequency Recommendations\\n\\n| Goal | Minimum | Optimal |\\n|------|---------|---------|\\n| Growing | 1/day | 2-4/day |\\n| Maintaining | 3/week | 1/day |\\n| Testing | 2/week | 5/week |\\n\\n### Batch Creation Workflow\\n\\n1. **Ideate** (30 min): Generate 10-20 concepts\\n2. **Script** (1 hour): Write scripts for 5-10 videos\\n3. **Batch film** (2 hours): Record all talking head content\\n4. **Edit** (2-3 hours): Edit and add captions\\n5. **Schedule** (30 min): Queue for optimal times\\n\\n---\\n\\n## Analytics & Iteration\\n\\n### Metrics That Matter\\n\\n| Metric | What It Tells You |\\n|--------|-------------------|\\n| Watch time % | Is content engaging throughout? |\\n| Completion rate | Did hook + content deliver? |\\n| Saves | Is content valuable enough to revisit? |\\n| Shares | Is content worth spreading? |\\n| Comments | Did content spark conversation? |\\n| Follows | Did viewer want more from you? |\\n\\n### What to Test\\n\\n1. **Hooks**: Same content, different opening\\n2. **Length**: 15 sec vs 30 sec vs 60 sec\\n3. **Format**: Talking head vs slideshow vs demo\\n4. **Time**: Morning vs afternoon vs evening\\n5. **CTA**: Different calls to action\\n\\n### When to Pivot\\n\\n- 5+ videos with <1% completion rate → change hooks\\n- High views but low follows → check CTA and content-audience fit\\n- High saves but low shares → content is valuable but not social\\n- Lots of comments but negative → lean into controversy or adjust tone\\n\"},\n {\"skill\":\"video\",\"ref\":\"ai-video-prompting\",\"body\":\"# AI Video Prompting Guide\\n\\nHow to write effective prompts for AI video generation models (Veo, Runway, Kling, Pika).\\n\\n---\\n\\n## Prompt Structure\\n\\nA strong video prompt follows this formula:\\n\\n```\\n[Subject] + [Action] + [Camera movement] + [Visual style] + [Lighting/mood] + [Technical specs]\\n```\\n\\n### Example Prompts by Use Case\\n\\n**Product hero shot:**\\n```\\nA sleek laptop on a minimal white desk, screen glowing with a dashboard UI,\\ncamera slowly orbits 180 degrees around the desk,\\nsoft volumetric lighting from the left, shallow depth of field,\\ncinematic commercial aesthetic, 4K\\n```\\n\\n**Lifestyle B-roll:**\\n```\\nA woman in a modern co-working space smiling while looking at her phone,\\nnatural window light, candid documentary feel,\\ncamera handheld with subtle movement, warm color grading\\n```\\n\\n**Abstract/brand:**\\n```\\nFlowing liquid gold particles forming the shape of a network graph,\\ndark background, particles catch light as they move,\\nslow-motion macro photography style, dramatic rim lighting\\n```\\n\\n**SaaS explainer scene:**\\n```\\nAn overhead shot of a team around a conference table pointing at charts,\\ncamera slowly pushes in, bright modern office,\\nclean corporate style, even lighting, 1080p\\n```\\n\\n---\\n\\n## Camera Movement Vocabulary\\n\\nUse these terms — video models understand them:\\n\\n| Term | Effect |\\n|------|--------|\\n| **Static** | Locked camera, no movement |\\n| **Pan left/right** | Camera rotates horizontally |\\n| **Tilt up/down** | Camera rotates vertically |\\n| **Dolly in/out** | Camera moves toward/away from subject |\\n| **Orbit** | Camera circles around subject |\\n| **Tracking shot** | Camera follows moving subject |\\n| **Crane/aerial** | Camera rises or descends |\\n| **Handheld** | Subtle shake, documentary feel |\\n| **Zoom** | Lens zoom (different from dolly) |\\n| **Slow push** | Gradual dolly in — builds tension/focus |\\n\\n---\\n\\n## Style Keywords\\n\\n### Cinematic\\n- \\\"cinematic color grading\\\"\\n- \\\"anamorphic lens flare\\\"\\n- \\\"shallow depth of field\\\"\\n- \\\"film grain\\\"\\n- \\\"35mm film\\\"\\n\\n### Commercial/Corporate\\n- \\\"clean commercial lighting\\\"\\n- \\\"bright and airy\\\"\\n- \\\"professional corporate aesthetic\\\"\\n- \\\"even, diffused lighting\\\"\\n\\n### Documentary\\n- \\\"handheld documentary style\\\"\\n- \\\"natural lighting\\\"\\n- \\\"candid, unposed\\\"\\n- \\\"observational camera\\\"\\n\\n### Social/Trendy\\n- \\\"vertical 9:16\\\"\\n- \\\"fast-paced cuts\\\"\\n- \\\"bold text overlays\\\"\\n- \\\"high contrast, saturated colors\\\"\\n\\n---\\n\\n## Model-Specific Tips\\n\\n### Veo (Google)\\n\\n- Excels at photorealism and complex scenes\\n- Supports audio generation synced to video\\n- Best with detailed, descriptive prompts\\n- Specify \\\"high resolution\\\" or \\\"1080p\\\" for best quality\\n- Can handle multiple subjects and scene transitions\\n\\n### Runway Gen-4\\n\\n- Strong motion control — specify camera movements precisely\\n- Best temporal consistency (subjects stay consistent across frames)\\n- Use motion brush for specific area animation\\n- Image-to-video works well — provide a reference frame\\n- Keep prompts under 100 words for best results\\n\\n### Kling\\n\\n- Can generate up to 2 minutes (much longer than others)\\n- Good for longer narrative sequences\\n- More affordable for bulk generation\\n- Quality drops slightly at longer durations\\n- Best with simpler scenes and fewer subjects\\n\\n### Pika\\n\\n- Fastest generation time (under 2 minutes)\\n- Good for quick iterations and experimentation\\n- Effects mode adds motion to still images\\n- Best for short clips (5-15 seconds)\\n- Less control over camera movement\\n\\n---\\n\\n## Common Prompt Mistakes\\n\\n| Mistake | Why It Fails | Fix |\\n|---------|-------------|-----|\\n| \\\"A person using our app\\\" | Too vague, no visual detail | Describe the person, setting, lighting, camera |\\n| Including text/logos | AI can't render readable text | Add text in post via Hyperframes/CapCut |\\n| \\\"Make it viral\\\" | Not a visual instruction | Describe the visual style you want |\\n| Extremely long prompts (200+ words) | Models lose focus | Keep to 50-100 words, be specific |\\n| No camera direction | Random/static camera | Always specify movement or \\\"static\\\" |\\n| \\\"Realistic\\\" alone | Not specific enough | \\\"Photorealistic, natural lighting, shot on RED camera\\\" |\\n\\n---\\n\\n## Prompting Workflow\\n\\n1. **Reference first** — find a real video that looks like what you want\\n2. **Describe it** — break down: subject, action, camera, style, mood\\n3. **Generate 3-4 variations** — same concept, different angles or styles\\n4. **Iterate on the best** — refine the prompt based on results\\n5. **Composite** — combine AI footage with programmatic text/overlays\\n\\n---\\n\\n## Aspect Ratios\\n\\nAlways specify in your prompt or generation settings:\\n\\n| Platform | Ratio | Resolution |\\n|----------|-------|-----------|\\n| YouTube | 16:9 | 1920x1080 or 3840x2160 |\\n| TikTok/Reels/Shorts | 9:16 | 1080x1920 |\\n| Instagram Feed | 1:1 or 4:5 | 1080x1080 or 1080x1350 |\\n| Website hero | 16:9 | 1920x1080 |\\n| LinkedIn | 16:9 or 1:1 | 1920x1080 |\\n\\n---\\n\\n## Cost Optimization\\n\\n- **Iterate at low resolution** — upscale only the final version\\n- **Use Kling for drafts** — cheapest per second, switch to Veo/Runway for finals\\n- **Image-to-video** — providing a reference frame saves generation credits and gives better results\\n- **Batch similar prompts** — models often offer volume discounts\\n- **Cache and reuse** — B-roll clips can be reused across multiple videos\\n\"}\n];\n",[],[362,604,662],"f8335e6c-5d6d-11f1-ae60-1607ee4eb77e","ref_15.ts","f8335f5c-5d6d-11f1-ae60-1607ee4eb77e",659,["D",1780286232202],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_15: SkillRef[] = [\n {\"skill\":\"site-architecture\",\"ref\":\"navigation-patterns\",\"body\":\"# Navigation Patterns\\n\\nDetailed navigation patterns for different site types and contexts.\\n\\n---\\n\\n## Header Navigation\\n\\n### Simple Header (4-6 items)\\n\\nBest for: small businesses, simple SaaS, portfolios.\\n\\n```\\n[Logo] Features Pricing Blog About [CTA Button]\\n```\\n\\nRules:\\n- Logo always links to homepage\\n- CTA button is rightmost, visually distinct (filled button, contrasting color)\\n- Items ordered by priority (most visited first)\\n- Active page gets visual indicator (underline, bold, color)\\n\\n### Mega Menu Header\\n\\nBest for: SaaS with many features, e-commerce with categories, large content sites.\\n\\n```\\n[Logo] Product ▾ Solutions ▾ Resources ▾ Pricing Docs [CTA]\\n```\\n\\nWhen \\\"Product\\\" is hovered/clicked:\\n\\n```\\n┌─────────────────────────────────────────────────┐\\n│ Features Platform Integrations │\\n│ ───────── ───────── ──────────── │\\n│ Analytics Security Slack │\\n│ Automation API HubSpot │\\n│ Reporting Compliance Salesforce │\\n│ Dashboards Zapier │\\n│ │\\n│ [See all features →] │\\n└─────────────────────────────────────────────────┘\\n```\\n\\nMega menu rules:\\n- 2-4 columns max\\n- Group items logically (by feature area, use case, or audience)\\n- Include a \\\"See all\\\" link at the bottom\\n- Don't nest dropdowns inside mega menus\\n- Show descriptions for items when labels alone aren't clear\\n\\n### Split Navigation\\n\\nBest for: apps with both marketing and product nav.\\n\\n```\\n[Logo] Features Pricing Blog [Login] [Sign Up]\\n├── Marketing nav (left) ──────┘ └── Auth nav (right) ──┤\\n```\\n\\nRight side handles authentication actions. Left side handles page navigation.\\n\\n---\\n\\n## Footer Navigation\\n\\n### Column-Based Footer (Standard)\\n\\nBest for: most sites. Organize links into 3-5 themed columns.\\n\\n```\\n┌──────────────────────────────────────────────────────────┐\\n│ │\\n│ Product Resources Company Legal │\\n│ ───────── ────────── ───────── ───── │\\n│ Features Blog About Privacy │\\n│ Pricing Guides Careers Terms │\\n│ Integrations Templates Contact GDPR │\\n│ Changelog Case Studies Press │\\n│ Security Webinars Partners │\\n│ │\\n│ [Logo] © 2026 Company Name │\\n│ Social: [Twitter] [LinkedIn] [GitHub] │\\n│ │\\n└──────────────────────────────────────────────────────────┘\\n```\\n\\n### Minimal Footer\\n\\nBest for: simple sites, landing pages.\\n\\n```\\n┌──────────────────────────────────────────────────────────┐\\n│ [Logo] │\\n│ © 2026 Company · Privacy · Terms · Contact │\\n└──────────────────────────────────────────────────────────┘\\n```\\n\\n### Expanded Footer\\n\\nBest for: sites using footer for SEO (comparison pages, location pages, resource links).\\n\\n```\\n┌──────────────────────────────────────────────────────────┐\\n│ Product Resources Compare Use Cases │\\n│ Features Blog vs Competitor A For Startups │\\n│ Pricing Guides vs Competitor B For Enterprise│\\n│ API Templates vs Competitor C For Agencies │\\n│ │\\n│ Integrations Popular Posts │\\n│ Slack Zapier How to Do X │\\n│ HubSpot Salesforce Guide to Y │\\n│ Template: Z │\\n│ │\\n│ [Logo] © 2026 · Privacy · Terms · Security │\\n└──────────────────────────────────────────────────────────┘\\n```\\n\\n---\\n\\n## Sidebar Navigation\\n\\n### Documentation Sidebar\\n\\nPersistent left sidebar with collapsible sections.\\n\\n```\\nGetting Started\\n ├── Installation\\n ├── Quick Start\\n └── Configuration\\n\\nGuides\\n ├── Authentication\\n ├── Data Models\\n └── Deployment\\n\\nAPI Reference\\n ├── REST API\\n │ ├── Users\\n │ ├── Projects\\n │ └── Webhooks\\n └── GraphQL\\n\\nExamples\\n ├── Next.js\\n ├── Rails\\n └── Python\\n\\nChangelog\\n```\\n\\nRules:\\n- Current page highlighted\\n- Sections collapsible (expanded by default for active section)\\n- Search at top of sidebar\\n- \\\"Previous / Next\\\" page navigation at bottom of content area\\n- Sticky on scroll (doesn't scroll away)\\n\\n### Blog Category Sidebar\\n\\n```\\nCategories\\n ├── SEO (24)\\n ├── CRO (18)\\n ├── Content (15)\\n ├── Paid Ads (12)\\n └── Analytics (9)\\n\\nPopular Posts\\n ├── How to Improve SEO\\n ├── Landing Page Guide\\n └── Analytics Setup\\n\\nNewsletter\\n └── [Email signup form]\\n```\\n\\n---\\n\\n## Breadcrumbs\\n\\n### Standard Format\\n\\n```\\nHome > Features > Analytics\\nHome > Blog > SEO Category > How to Do Keyword Research\\nHome > Docs > API Reference > Authentication\\n```\\n\\nRules:\\n- Separator: `>` or `/` (be consistent)\\n- Every segment is a link except the current page\\n- Current page is plain text (not linked)\\n- Don't include the current page if the title is already visible as an H1\\n\\n### With Schema Markup\\n\\n```html\\n\\n```\\n\\nOr use JSON-LD (recommended):\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"BreadcrumbList\\\",\\n \\\"itemListElement\\\": [\\n { \\\"@type\\\": \\\"ListItem\\\", \\\"position\\\": 1, \\\"name\\\": \\\"Home\\\", \\\"item\\\": \\\"https://example.com/\\\" },\\n { \\\"@type\\\": \\\"ListItem\\\", \\\"position\\\": 2, \\\"name\\\": \\\"Features\\\", \\\"item\\\": \\\"https://example.com/features\\\" },\\n { \\\"@type\\\": \\\"ListItem\\\", \\\"position\\\": 3, \\\"name\\\": \\\"Analytics\\\" }\\n ]\\n}\\n```\\n\\n---\\n\\n## Mobile Navigation\\n\\n### Hamburger Menu\\n\\nStandard for mobile. All nav items collapse into a menu icon.\\n\\nRules:\\n- Hamburger icon (three lines) top-right or top-left\\n- Full-screen or slide-out panel\\n- CTA button visible without opening the menu (sticky header)\\n- Search accessible from mobile menu\\n- Accordion pattern for nested items\\n\\n### Bottom Tab Bar\\n\\nBest for: web apps, PWAs, mobile-first products.\\n\\n```\\n┌──────────────────────────────────────┐\\n│ │\\n│ [Page Content] │\\n│ │\\n├──────────────────────────────────────┤\\n│ Home Search Create Profile │\\n│ 🏠 🔍 ➕ 👤 │\\n└──────────────────────────────────────┘\\n```\\n\\nRules:\\n- 3-5 items max\\n- Icons + labels (not just icons)\\n- Active state clearly indicated\\n- Most important action in the center\\n\\n---\\n\\n## Anti-Patterns\\n\\n### Things to Avoid\\n\\n- **Too many header items** (8+): causes decision paralysis, nav becomes unreadable on smaller screens\\n- **Dropdown inception**: dropdowns inside dropdowns inside dropdowns\\n- **Mystery icons**: icons without labels — users don't know what they mean\\n- **Hidden primary nav**: burying important pages in hamburger menus on desktop\\n- **Inconsistent nav between pages**: nav should be identical across the site (except app vs marketing)\\n- **No mobile consideration**: desktop nav that doesn't translate to mobile\\n- **Footer as sitemap dump**: 50+ links in the footer with no organization\\n- **Breadcrumbs that don't match URLs**: breadcrumb says \\\"Products > Widget\\\" but URL is `/shop/widget-pro`\\n\\n### Common Fixes\\n\\n| Problem | Fix |\\n|---------|-----|\\n| Too many nav items | Group into dropdowns or mega menus |\\n| Users can't find pages | Add search, improve labeling |\\n| High bounce from nav | Simplify choices, use clearer labels |\\n| SEO pages not linked | Add to footer or resource sections |\\n| Mobile nav is broken | Test on real devices, use hamburger pattern |\\n\\n---\\n\\n## Navigation for SEO\\n\\nInternal links in navigation pass PageRank. Use this strategically:\\n\\n- **Header nav links are strongest** — put your most important pages here\\n- **Footer links pass less value** but still matter — good for comparison pages, location pages\\n- **Sidebar links** help with section-level authority — good for blog categories, doc sections\\n- **Breadcrumbs** provide structural signals to search engines — implement with schema markup\\n- **Don't use JavaScript-only nav** — search engines need crawlable HTML links\\n- **Use descriptive anchor text** — \\\"Analytics Features\\\" not just \\\"Features\\\"\\n\"},\n {\"skill\":\"site-architecture\",\"ref\":\"site-type-templates\",\"body\":\"# Site Type Templates\\n\\nFull page hierarchy templates with ASCII trees, URL maps, and navigation recommendations for common site types.\\n\\n---\\n\\n## SaaS Marketing Site\\n\\n### Page Hierarchy\\n\\n```\\nHomepage (/)\\n├── Features (/features)\\n│ ├── Feature A (/features/feature-a)\\n│ ├── Feature B (/features/feature-b)\\n│ └── Feature C (/features/feature-c)\\n├── Pricing (/pricing)\\n├── Customers (/customers)\\n│ ├── Case Study 1 (/customers/company-name)\\n│ └── Case Study 2 (/customers/company-name-2)\\n├── Resources (/resources)\\n│ ├── Blog (/blog)\\n│ │ └── [Posts] (/blog/post-slug)\\n│ ├── Templates (/resources/templates)\\n│ │ └── [Template] (/resources/templates/template-slug)\\n│ └── Guides (/resources/guides)\\n│ └── [Guide] (/resources/guides/guide-slug)\\n├── Integrations (/integrations)\\n│ └── [Integration] (/integrations/integration-name)\\n├── Docs (/docs)\\n│ ├── Getting Started (/docs/getting-started)\\n│ ├── Guides (/docs/guides)\\n│ └── API Reference (/docs/api)\\n├── About (/about)\\n│ ├── Careers (/about/careers)\\n│ └── Contact (/contact)\\n├── Compare (/compare)\\n│ └── [Competitor] (/compare/competitor-name)\\n├── Privacy (/privacy)\\n└── Terms (/terms)\\n```\\n\\n### URL Map\\n\\n| Page | URL | Nav Location | Priority |\\n|------|-----|-------------|----------|\\n| Homepage | `/` | Header (logo) | Critical |\\n| Features | `/features` | Header | High |\\n| Feature pages | `/features/{slug}` | Header dropdown | Medium |\\n| Pricing | `/pricing` | Header | Critical |\\n| Customers | `/customers` | Header | Medium |\\n| Case studies | `/customers/{slug}` | Customers dropdown | Medium |\\n| Blog | `/blog` | Header (Resources) | High |\\n| Blog posts | `/blog/{slug}` | — | Medium |\\n| Integrations | `/integrations` | Header | Medium |\\n| Docs | `/docs` | Header | Medium |\\n| Compare | `/compare/{slug}` | Footer | High (SEO) |\\n| About | `/about` | Footer | Low |\\n| Pricing CTA | `/pricing` | Header (CTA button) | Critical |\\n\\n### Navigation\\n\\n**Header (6 items + CTA)**: Features | Pricing | Customers | Resources | Integrations | Docs | [Get Started]\\n\\n**Footer columns**:\\n- Product: Features, Pricing, Integrations, Changelog, Security\\n- Resources: Blog, Templates, Guides, Case Studies\\n- Company: About, Careers, Contact, Press\\n- Legal: Privacy, Terms, Security\\n\\n---\\n\\n## Content / Blog Site\\n\\n### Page Hierarchy\\n\\n```\\nHomepage (/)\\n├── Blog (/blog)\\n│ ├── [Category: Topic A] (/blog/category/topic-a)\\n│ ├── [Category: Topic B] (/blog/category/topic-b)\\n│ ├── [Category: Topic C] (/blog/category/topic-c)\\n│ └── [Posts] (/blog/post-slug)\\n├── Newsletter (/newsletter)\\n├── Resources (/resources)\\n│ ├── Guides (/resources/guides)\\n│ │ └── [Guide] (/resources/guides/guide-slug)\\n│ └── Tools (/resources/tools)\\n│ └── [Tool] (/resources/tools/tool-slug)\\n├── About (/about)\\n├── Contact (/contact)\\n├── Privacy (/privacy)\\n└── Terms (/terms)\\n```\\n\\n### URL Map\\n\\n| Page | URL | Nav Location | Priority |\\n|------|-----|-------------|----------|\\n| Homepage | `/` | Header (logo) | Critical |\\n| Blog index | `/blog` | Header | High |\\n| Categories | `/blog/category/{slug}` | Header dropdown | Medium |\\n| Posts | `/blog/{slug}` | — | Medium |\\n| Newsletter | `/newsletter` | Header (CTA) | High |\\n| Guides | `/resources/guides` | Header | Medium |\\n| About | `/about` | Header | Low |\\n\\n### Navigation\\n\\n**Header (4 items + CTA)**: Blog | Resources | About | Contact | [Subscribe]\\n\\n**Sidebar** (on blog): Categories, Popular Posts, Newsletter signup\\n\\n---\\n\\n## E-Commerce\\n\\n### Page Hierarchy\\n\\n```\\nHomepage (/)\\n├── Shop (/shop)\\n│ ├── Category A (/shop/category-a)\\n│ │ ├── Subcategory (/shop/category-a/subcategory)\\n│ │ │ └── [Product] (/shop/category-a/subcategory/product-slug)\\n│ │ └── [Product] (/shop/category-a/product-slug)\\n│ ├── Category B (/shop/category-b)\\n│ │ └── [Product] (/shop/category-b/product-slug)\\n│ └── Category C (/shop/category-c)\\n│ └── [Product] (/shop/category-c/product-slug)\\n├── Collections (/collections)\\n│ └── [Collection] (/collections/collection-slug)\\n├── Sale (/sale)\\n├── Blog (/blog)\\n│ └── [Posts] (/blog/post-slug)\\n├── About (/about)\\n│ └── Our Story (/about/our-story)\\n├── Help (/help)\\n│ ├── FAQ (/help/faq)\\n│ ├── Shipping (/help/shipping)\\n│ ├── Returns (/help/returns)\\n│ └── Contact (/contact)\\n├── Cart (/cart)\\n├── Account (/account)\\n├── Privacy (/privacy)\\n└── Terms (/terms)\\n```\\n\\n### URL Map\\n\\n| Page | URL | Nav Location | Priority |\\n|------|-----|-------------|----------|\\n| Homepage | `/` | Header (logo) | Critical |\\n| Shop | `/shop` | Header | Critical |\\n| Categories | `/shop/{category}` | Header mega menu | High |\\n| Products | `/shop/{category}/{product}` | — | High |\\n| Collections | `/collections/{slug}` | Header | Medium |\\n| Sale | `/sale` | Header (highlighted) | High |\\n| Cart | `/cart` | Header (icon) | Critical |\\n| Account | `/account` | Header (icon) | Medium |\\n\\n### Navigation\\n\\n**Header (5 items + cart/account)**: Shop (mega menu) | Collections | Sale | Blog | Help | [Cart icon] [Account icon]\\n\\n**Mega menu under Shop**: Category columns with featured products/images\\n\\n---\\n\\n## Documentation Site\\n\\n### Page Hierarchy\\n\\n```\\nDocs Home (/docs)\\n├── Getting Started (/docs/getting-started)\\n│ ├── Installation (/docs/getting-started/installation)\\n│ ├── Quick Start (/docs/getting-started/quick-start)\\n│ └── Configuration (/docs/getting-started/configuration)\\n├── Guides (/docs/guides)\\n│ ├── Guide A (/docs/guides/guide-a)\\n│ ├── Guide B (/docs/guides/guide-b)\\n│ └── Guide C (/docs/guides/guide-c)\\n├── API Reference (/docs/api)\\n│ ├── Authentication (/docs/api/authentication)\\n│ ├── Endpoints (/docs/api/endpoints)\\n│ └── Webhooks (/docs/api/webhooks)\\n├── Examples (/docs/examples)\\n│ └── [Example] (/docs/examples/example-slug)\\n├── Changelog (/docs/changelog)\\n└── FAQ (/docs/faq)\\n```\\n\\n### URL Map\\n\\n| Page | URL | Nav Location | Priority |\\n|------|-----|-------------|----------|\\n| Docs home | `/docs` | Header | High |\\n| Getting Started | `/docs/getting-started` | Sidebar (top) | Critical |\\n| Guides | `/docs/guides` | Sidebar | High |\\n| API Reference | `/docs/api` | Sidebar | High |\\n| Changelog | `/docs/changelog` | Sidebar (bottom) | Low |\\n\\n### Navigation\\n\\n**Header**: Docs | API | Blog | Community | GitHub | [Dashboard]\\n\\n**Sidebar** (persistent, left): Getting Started, Guides, API Reference, Examples, Changelog — with expandable subsections\\n\\n**On-page**: Previous/Next navigation at bottom of each doc page\\n\\n---\\n\\n## Hybrid SaaS + Content\\n\\n### Page Hierarchy\\n\\n```\\nHomepage (/)\\n├── Product (/product)\\n│ ├── Feature A (/product/feature-a)\\n│ ├── Feature B (/product/feature-b)\\n│ └── Feature C (/product/feature-c)\\n├── Solutions (/solutions)\\n│ ├── By Use Case (/solutions/use-case-slug)\\n│ └── By Industry (/solutions/industry-slug)\\n├── Pricing (/pricing)\\n├── Blog (/blog)\\n│ ├── [Category] (/blog/category/slug)\\n│ └── [Posts] (/blog/post-slug)\\n├── Resources (/resources)\\n│ ├── Guides (/resources/guides)\\n│ ├── Templates (/resources/templates)\\n│ ├── Webinars (/resources/webinars)\\n│ └── Case Studies (/resources/case-studies)\\n├── Docs (/docs)\\n│ ├── Getting Started (/docs/getting-started)\\n│ └── API (/docs/api)\\n├── Integrations (/integrations)\\n│ └── [Integration] (/integrations/slug)\\n├── Compare (/compare)\\n│ └── [Competitor] (/compare/competitor-slug)\\n├── About (/about)\\n│ ├── Careers (/about/careers)\\n│ └── Contact (/contact)\\n├── Privacy (/privacy)\\n└── Terms (/terms)\\n```\\n\\n### Navigation\\n\\n**Header (7 items + CTA)**: Product | Solutions | Pricing | Resources | Blog | Docs | Integrations | [Start Free Trial]\\n\\nUse mega menus for Product (features list), Solutions (use cases + industries), and Resources (blog, guides, templates, webinars, case studies).\\n\\n---\\n\\n## Small Business / Local\\n\\n### Page Hierarchy\\n\\n```\\nHomepage (/)\\n├── Services (/services)\\n│ ├── Service A (/services/service-a)\\n│ ├── Service B (/services/service-b)\\n│ └── Service C (/services/service-c)\\n├── About (/about)\\n├── Testimonials (/testimonials)\\n├── Blog (/blog)\\n│ └── [Posts] (/blog/post-slug)\\n├── Contact (/contact)\\n├── Privacy (/privacy)\\n└── Terms (/terms)\\n```\\n\\n### URL Map\\n\\n| Page | URL | Nav Location | Priority |\\n|------|-----|-------------|----------|\\n| Homepage | `/` | Header (logo) | Critical |\\n| Services | `/services` | Header | High |\\n| Service pages | `/services/{slug}` | Header dropdown | High |\\n| About | `/about` | Header | Medium |\\n| Testimonials | `/testimonials` | Header | Medium |\\n| Blog | `/blog` | Header | Medium |\\n| Contact | `/contact` | Header (CTA) | High |\\n\\n### Navigation\\n\\n**Header (5 items + CTA)**: Services | About | Testimonials | Blog | [Contact Us]\\n\\nKeep it simple. Small business sites should be flat (1-2 levels max). Every page should be reachable from the header.\\n\"},\n {\"skill\":\"sms\",\"ref\":\"compliance\",\"body\":\"# SMS Compliance Reference\\n\\nComprehensive compliance reference for SMS marketing across major jurisdictions, opt-in copy templates, and STOP/HELP response templates.\\n\\n> This is operational guidance, not legal advice. For high-volume programs (50K+ subscribers) or any program with non-trivial revenue, run your compliance setup past a TCPA-experienced attorney.\\n\\n---\\n\\n## United States — TCPA\\n\\n### What it is\\n\\nThe Telephone Consumer Protection Act (1991, amended) regulates marketing calls and texts. The FCC enforces it; private plaintiffs sue under it. Statutory damages: $500–$1,500 **per message**. Class actions easily reach 7–8 figures.\\n\\n### Consent tiers\\n\\n| Type | What it covers | How to capture |\\n|------|---------------|----------------|\\n| **Express written consent** | Marketing SMS (sales, promotions, offers) | Checkbox + clear disclosure language, captured electronically with timestamp |\\n| **Express consent (non-written)** | Informational/transactional (delivery, account alerts) | Phone number provided during transaction with awareness it'll be used to text |\\n| **Established business relationship** | NOT sufficient for marketing SMS | Doesn't apply |\\n\\n### Express written consent requirements\\n\\nThe opt-in flow must capture all of:\\n\\n1. The recipient agreed to receive marketing SMS from your brand\\n2. The recipient understands consent is not a condition of purchase\\n3. The disclosure showed frequency expectation, message and data rate notice, STOP/HELP instructions, terms link\\n4. The agreement was electronically recorded with timestamp\\n\\n### Opt-in disclosure template (compliant)\\n\\n```\\nBy signing up via text, you agree to receive recurring automated promotional and\\npersonalized marketing text messages (e.g., cart reminders) from [Brand] at the\\ncell number used when signing up. Consent is not a condition of any purchase.\\nReply HELP for help and STOP to cancel. Msg frequency varies. Msg & data rates\\nmay apply. View [Terms](link) and [Privacy](link).\\n```\\n\\nPlace this **directly adjacent** to the phone number field and submit button. Do not bury it in a footer.\\n\\n### Quiet hours\\n\\n- **Federal**: 8am–9pm in the recipient's local time zone\\n- **Stricter states**: Florida (8am–8pm), Oklahoma (8am–8pm), Washington (8am–8pm)\\n- **Carrier-recommended**: 9am–8pm recipient-local\\n- **Practical default**: 9am–8pm recipient-local for safety\\n\\nTime zone is determined by area code, but area codes lie (people move). Major platforms (Klaviyo, Postscript, Attentive) handle this automatically; verify yours does.\\n\\n### STOP/HELP handling\\n\\n**STOP variants you must honor**: STOP, END, CANCEL, UNSUBSCRIBE, QUIT, STOPALL, OPTOUT\\n\\n**STOP response** (after STOP received):\\n```\\nYou're unsubscribed from [Brand] alerts. No more messages will be sent. Reply HELP for help.\\n```\\n\\n**HELP variants**: HELP, INFO\\n\\n**HELP response**:\\n```\\n[Brand] alerts: For help, visit [URL] or email [support@brand.com]. Msg & data rates may apply. Reply STOP to cancel.\\n```\\n\\n**Critical rules**:\\n- Honor STOP **within seconds**, every time, every keyword variant\\n- Do not require the recipient to log in or visit a website to opt out\\n- One STOP confirmation is allowed; do not send additional messages after\\n- HELP responses do not count as marketing messages and are not subject to quiet hours\\n\\n### Sample TCPA-compliant footer language by sequence type\\n\\n- **Opt-in confirmation**: \\\"Reply HELP for help, STOP to cancel. Msg & data rates may apply.\\\" — required\\n- **Recurring promotional**: \\\"Reply STOP to opt out\\\" — required quarterly minimum; carrier-recommended every send\\n- **Transactional**: Not required by TCPA but carriers expect it; include for safety\\n\\n---\\n\\n## United States — A2P 10DLC\\n\\n### What it is\\n\\nApplication-to-Person 10-Digit Long Code registration, run by The Campaign Registry (TCR). Required for businesses sending SMS through 10DLC numbers (regular long codes) since 2022. Carriers (T-Mobile, AT&T, Verizon) enforce this; unregistered traffic gets throttled or blocked.\\n\\n### Registration components\\n\\n1. **Brand registration**\\n - Legal entity name, EIN, business type\\n - Trust score assigned (Standard or Verified)\\n - Higher trust = better throughput, lower fees\\n\\n2. **Campaign registration** (one per use case)\\n - Use case: Marketing, Account Notification, Customer Care, Public Service, Higher Education, Polling and Voting, 2FA, Delivery Notification, etc.\\n - Sample message text (must match what you actually send)\\n - Opt-in flow description and screenshot\\n - Opt-out language\\n - Help message language\\n - Volume estimate\\n\\n3. **Phone number assignment** to campaigns\\n\\n### Throughput tiers (varies by carrier and trust score)\\n\\n| Trust score + use case | Throughput |\\n|------------------------|-----------|\\n| Verified brand, marketing | 75–100+ msg/sec |\\n| Standard brand, marketing | 4–10 msg/sec |\\n| Unregistered | 0.1 msg/sec or blocked |\\n\\n### Common rejections\\n\\n- Sample message text doesn't match actual sends\\n- Opt-in flow screenshot doesn't show required disclosure language\\n- \\\"SHAFT\\\" content (Sex, Hate, Alcohol, Firearms, Tobacco) without explicit use case\\n- Generic or vague campaign descriptions\\n\\n**Process time**: 1–7 business days. Plan for this in launch timelines.\\n\\n---\\n\\n## EU / UK — GDPR + ePrivacy Directive\\n\\n### Consent requirements\\n\\n- **Explicit opt-in**: clear affirmative action (no pre-checked boxes)\\n- **Specific**: opt-in must be for marketing SMS specifically, separate from generic ToS\\n- **Informed**: data subject must know who's processing and why\\n- **Freely given**: can't be bundled with service access\\n\\n### Mandatory provisions\\n\\n- Sender identity in every message\\n- Easy opt-out in every message\\n- Right to access data (DSARs)\\n- Right to deletion\\n- Records of consent kept for the duration of processing + statute of limitations\\n\\n### Penalty exposure\\n\\nGDPR fines up to €20M or 4% of global revenue, whichever is higher.\\n\\n---\\n\\n## Canada — CASL\\n\\n### Consent\\n\\n- **Express consent**: explicit opt-in (same standard as US TCPA express written consent)\\n- **Implied consent**: existing business relationship within 24 months — limited use, expires\\n\\n### Every message must include\\n\\n- Sender identification (legal name + any operating names)\\n- Mailing address\\n- Phone, email, or website contact\\n- Unsubscribe mechanism that works within 10 business days\\n\\n### Penalty exposure\\n\\nUp to CAD $10M per violation. Enforced by the CRTC.\\n\\n---\\n\\n## Australia — Spam Act 2003\\n\\n- Express or inferred consent (inferred has narrow application)\\n- Sender ID required\\n- Functional unsubscribe required\\n- Enforced by ACMA\\n\\n---\\n\\n## Multi-jurisdictional programs\\n\\nIf you send across US + EU + Canada simultaneously:\\n\\n- Default to the **strictest** standard across all jurisdictions (US TCPA express written consent + GDPR explicit opt-in)\\n- Track consent jurisdiction per subscriber\\n- Default quiet hours to recipient-local 9am–8pm\\n- Include all required identifiers in every message\\n\\n---\\n\\n## Audit-ready compliance checklist\\n\\n- [ ] A2P 10DLC registration complete (US, if applicable)\\n- [ ] Opt-in flow includes all required disclosures, adjacent to phone field\\n- [ ] Disclosure text matches A2P registered sample messages\\n- [ ] Opt-in event captures: timestamp, IP, page URL, exact disclosure shown\\n- [ ] STOP/HELP keywords honored across all variants\\n- [ ] Quiet hours enforced at platform level (recipient-local time)\\n- [ ] Privacy policy includes SMS section\\n- [ ] Terms of service include SMS terms\\n- [ ] Consent records retained per applicable law (typically 4+ years US, longer EU)\\n- [ ] Process for handling DSARs (EU) and consent revocation\\n- [ ] Sender identity in every message\\n- [ ] Compliance footer on every promotional message (recommended) or quarterly minimum (required)\\n- [ ] Test STOP/HELP from a real phone number quarterly to verify it still works\\n\"},\n {\"skill\":\"sms\",\"ref\":\"platforms\",\"body\":\"# SMS Platform Reference\\n\\nDeep-dive on the major SMS marketing platforms — features, pricing, A2P 10DLC support, and integration paths.\\n\\n> Pricing is approximate and changes regularly. Always confirm at the vendor's site before committing.\\n\\n---\\n\\n## Klaviyo SMS\\n\\n**Best for**: DTC ecom brands already using Klaviyo for email.\\n\\n### Key features\\n- Native integration with Klaviyo email and segmentation\\n- Shared subscriber profile across email + SMS\\n- Built-in A2P 10DLC registration\\n- Flow builder shared with email flows\\n- Conversational SMS (two-way) supported\\n\\n### Pricing\\n- Bundled with Klaviyo plans, billed per SMS credit\\n- US: ~$0.0075–$0.015 per SMS; MMS ~$0.04\\n- Free tier: 150 SMS credits/month on lower email tiers\\n\\n### Integration paths\\n- Direct Shopify, WooCommerce, BigCommerce, Magento integration\\n- API for custom platforms\\n- MCP server available\\n\\n### Compliance\\n- A2P 10DLC registration handled in-platform\\n- Toll-free and short code provisioning available (short code adds $1,000+/mo)\\n- Quiet hours enforced per recipient time zone (configurable)\\n\\n### Watch out for\\n- Email + SMS combined billing can spike fast on large lists\\n- Short code costs are real overhead; only worthwhile for 100K+ active SMS subscribers\\n\\n---\\n\\n## Postscript\\n\\n**Best for**: Shopify-native DTC brands wanting SMS-specific tooling and onboarding support.\\n\\n### Key features\\n- Deep Shopify integration (the deepest of any SMS platform)\\n- Strong abandoned cart and browse abandonment automations\\n- AI Reply (auto-reply trained on brand voice)\\n- Conversational SMS / live agent\\n- Audiences pulled from Shopify customer data\\n\\n### Pricing\\n- Tiered plans: Starter (free, 1K msgs/mo), Growth ($100+/mo), Professional, Enterprise\\n- Pay-per-send adds on top: ~$0.015 per SMS, ~$0.04 per MMS\\n\\n### Integration paths\\n- Shopify-first; limited support for non-Shopify\\n- API + webhooks available\\n\\n### Compliance\\n- A2P 10DLC handled in-platform\\n- Strong opt-in compliance tools (popup builder, keyword opt-in)\\n- Quiet hours enforced\\n\\n### Watch out for\\n- Steep cost increase past Starter tier\\n- Less useful if you're not on Shopify\\n\\n---\\n\\n## Attentive\\n\\n**Best for**: Mid-market and enterprise DTC brands wanting full-service SMS.\\n\\n### Key features\\n- Full-service: dedicated CSM, copy support, strategy\\n- Conversational SMS at scale\\n- Concierge sales-via-SMS\\n- Strong analytics and attribution\\n- Identity resolution (matching anon site visitors to phone numbers)\\n\\n### Pricing\\n- Custom contracts; typically $1K–$10K+/mo + per-send fees\\n- Annual contracts standard\\n- Pricing rarely makes sense for <50K SMS subscribers\\n\\n### Integration paths\\n- Shopify, BigCommerce, Salesforce Commerce Cloud, custom\\n- Robust API\\n\\n### Compliance\\n- Full A2P 10DLC managed\\n- Best-in-class compliance tooling and audit support\\n- Short code provisioning included on most plans\\n\\n### Watch out for\\n- Contract terms can lock you in for 12+ months\\n- Overkill for early-stage brands\\n\\n---\\n\\n## Twilio\\n\\n**Best for**: Custom builds, transactional SMS, B2B SaaS embedding SMS into products, developers.\\n\\n### Key features\\n- Raw SMS API\\n- Pay-per-send pricing, no platform fees\\n- Massive global coverage (200+ countries)\\n- Programmable Voice, WhatsApp Business, RCS available alongside\\n- Studio (visual flow builder) for non-code automation\\n\\n### Pricing\\n- US 10DLC SMS: $0.0079 per message\\n- US toll-free SMS: $0.0079 per message\\n- US short code SMS: $0.0079 per message + $1,000/mo lease\\n- MMS: ~$0.02\\n- Carrier surcharges layered on top (~$0.005 per US 10DLC)\\n- A2P 10DLC registration: ~$15 brand + $10/mo per campaign\\n\\n### Integration paths\\n- API-first (REST + SDKs in Node, Python, Ruby, Go, etc.)\\n- No native ecom integrations — you build them\\n\\n### Compliance\\n- A2P 10DLC registration in-platform but you do the work\\n- TwilioSendGrid (separate product) handles email-side compliance\\n- Quiet hours and STOP/HELP handling must be implemented by you\\n\\n### Watch out for\\n- You're responsible for compliance — no hand-holding\\n- No native segmentation, deliverability dashboards, or marketing UI\\n- Best paired with Customer.io, Segment, or a custom orchestration layer\\n\\n---\\n\\n## Brevo (formerly Sendinblue)\\n\\n**Best for**: EU-based brands, email + SMS combo, SMB-friendly.\\n\\n### Key features\\n- Combined email + SMS + WhatsApp on one platform\\n- EU-headquartered, GDPR-native\\n- Generous free tier for email; SMS pay-per-send\\n- Marketing automation flows\\n- CRM included\\n\\n### Pricing\\n- Free tier: 300 emails/day; SMS pay-per-send\\n- US SMS: ~$0.015 per message\\n- EU SMS: varies by country, ~€0.04–€0.07\\n\\n### Integration paths\\n- Direct integrations: Shopify, WooCommerce, WordPress, Magento\\n- API + Zapier\\n- MCP server available\\n\\n### Compliance\\n- GDPR + ePrivacy built-in\\n- A2P 10DLC for US (less polished than dedicated US platforms)\\n\\n### Watch out for\\n- US SMS features lag behind Klaviyo/Postscript\\n- Best if you're EU-first or already on Brevo for email\\n\\n---\\n\\n## SimpleTexting\\n\\n**Best for**: SMB, services businesses, simple campaign blasts, low-volume.\\n\\n### Key features\\n- Easy-to-use UI\\n- Keyword opt-in for grassroots list building\\n- Built-in landing pages for opt-in\\n- Simple automation\\n\\n### Pricing\\n- Plans start ~$30/mo for 500 credits, scaling up\\n- US SMS only\\n\\n### Integration paths\\n- Zapier, Make, native to a few apps\\n- API available but basic\\n\\n### Compliance\\n- A2P 10DLC handled\\n- TCPA tooling\\n\\n### Watch out for\\n- Limited automation depth vs Klaviyo/Postscript\\n- Best for low-complexity, low-volume use cases (gyms, salons, real estate)\\n\\n---\\n\\n## Plivo\\n\\n**Best for**: Custom SMS builds where per-send cost matters; Twilio-style API at a lower price point.\\n\\n### Key features\\n- Direct Twilio competitor with similar surface area\\n- Powerpack for bulk sending with sticky sender across number pools\\n- A2P 10DLC handled in-platform\\n- WhatsApp, voice available alongside SMS\\n- SDKs for major languages\\n\\n### Pricing\\n- US 10DLC SMS: ~$0.0055/msg (typically 20–30% under Twilio)\\n- US short code SMS: similar + monthly lease\\n- MMS: ~$0.02\\n- Phone number rental: ~$0.80/mo local, ~$1/mo toll-free\\n\\n### Integration paths\\n- API-first (REST + SDKs)\\n- No native ecom integrations — you build them\\n\\n### Compliance\\n- A2P 10DLC managed in-platform\\n- Compliance plumbing (STOP/HELP, quiet hours) is your responsibility — same model as Twilio\\n\\n### Watch out for\\n- Smaller ecosystem than Twilio (fewer ancillary products, integrations, community resources)\\n- WhatsApp tooling less mature\\n\\n---\\n\\n## AudienceTap\\n\\n**Best for**: DTC brands wanting AI-forward creative tooling or on-pack QR opt-in as a primary acquisition channel.\\n\\n> Newer platform — verify current capabilities, pricing, and API surface before committing.\\n\\n### Key features\\n- SMS + email on one platform (similar combined model to Klaviyo)\\n- AI creative generation (SMS copy, subject lines, image variants)\\n- On-pack QR code opt-in: insert cards in shipped orders that drive SMS list growth\\n- Shopify, BigCommerce, headless commerce integrations\\n- A2P 10DLC managed in-platform\\n- Identity resolution and segmentation\\n\\n### Pricing\\n- Tiered by subscriber count + send volume\\n- Per-send pricing comparable to other DTC SMS platforms\\n\\n### Integration paths\\n- API access on Growth+ tiers\\n- Direct ecom integrations\\n- Webhooks for events\\n\\n### Compliance\\n- A2P 10DLC handled in-platform\\n- TCPA tooling — verify enterprise-scale depth before committing for large lists\\n\\n### Watch out for\\n- Newer entrant — fewer reference customers, less battle-tested at high volume than incumbents\\n- Some features rolled out recently — confirm what's GA vs beta before relying on them\\n\\n---\\n\\n## Customer.io\\n\\n**Best for**: B2B SaaS, behavior-based automation, multi-channel orchestration (email + SMS + push).\\n\\n### Key features\\n- Trigger SMS off product events (signup, milestone, churn risk)\\n- Powerful audience segmentation\\n- Workflow builder\\n- Real-time data sync via API/webhooks\\n\\n### Pricing\\n- Plans start ~$150/mo, scaling with profile count\\n- SMS via Twilio integration or native (varies)\\n\\n### Integration paths\\n- API-first\\n- Direct integrations with Segment, Heap, Mixpanel, etc.\\n\\n### Compliance\\n- A2P 10DLC via Twilio if using native integration\\n- Granular subscription/consent management\\n\\n### Watch out for\\n- Less ecom-tailored than Klaviyo/Postscript\\n- Best for product-led SaaS or apps with deep event tracking\\n\\n---\\n\\n## Quick selection table\\n\\n| Stack / Goal | Recommended | Why |\\n|--------------|------------|-----|\\n| Shopify ecom, already on Klaviyo | **Klaviyo SMS** | One platform, one subscriber profile |\\n| Shopify ecom, SMS-first focus | **Postscript** | Deepest Shopify + SMS-specific features |\\n| Mid-market ecom, want concierge support | **Attentive** | Full-service team + tooling |\\n| Custom platform, B2B SaaS, transactional | **Twilio** | API-first, full control |\\n| Custom build, cost-sensitive | **Plivo** | ~20–30% cheaper than Twilio per send |\\n| DTC wanting AI creative or on-pack QR opt-in | **AudienceTap** | AI-forward; insert-card opt-in is unique |\\n| EU-based SMB | **Brevo** | GDPR-native, EU-friendly pricing |\\n| Local services SMB, simple campaigns | **SimpleTexting** | Easy UI, low overhead |\\n| Product-led SaaS with event tracking | **Customer.io** | Behavior-based triggers |\\n\\n---\\n\\n## A2P 10DLC: what your platform should handle\\n\\nWhatever you pick, confirm your platform handles:\\n\\n- [ ] Brand and campaign registration with TCR\\n- [ ] Sample message text aligned with what you actually send\\n- [ ] Opt-in flow documentation submitted to carriers\\n- [ ] Trust score visibility (and a path to improve it)\\n- [ ] Throughput appropriate to your list size and send frequency\\n- [ ] STOP/HELP keyword handling\\n- [ ] Quiet hours by recipient time zone\\n- [ ] Suppression list management\\n- [ ] Consent record retention with timestamps\\n\\nAll major platforms above handle these. Twilio does the lowest-level work and pushes more responsibility onto you.\\n\"},\n {\"skill\":\"sms\",\"ref\":\"sequence-templates\",\"body\":\"# SMS Sequence Templates\\n\\nFull copy templates with character counts, timing, and segmentation logic for every major SMS flow.\\n\\n> Character counts shown assume GSM-7 encoding. Emojis force UCS-2 (70 chars/segment instead of 160). All templates use `[Brand]`, `[FirstName]`, and `[short.link]` as substitution tokens.\\n\\n---\\n\\n## Welcome / Opt-In Confirmation\\n\\n### Send 1 — Immediate (after opt-in)\\n\\n```\\nFrom [Brand]: Welcome! Here's your 10% off code: WELCOME10. Shop now: [short.link]\\nReply STOP to opt out, HELP for help. Msg & data rates may apply.\\n```\\n~155 chars / 1 segment (just). Footer required on first send.\\n\\n### Send 2 — 24 hours later (optional)\\n\\n```\\nFrom [Brand]: Don't forget your code WELCOME10 — expires in 48hrs. Top picks: [short.link]\\n```\\n~108 chars / 1 segment.\\n\\n### Send 3 — 7 days later (optional, conditional on no purchase)\\n\\n```\\nFrom [Brand]: Last chance for 10% off with WELCOME10. Expires tonight at midnight: [short.link]\\n```\\n~107 chars / 1 segment.\\n\\n---\\n\\n## Abandoned Cart (highest-ROI flow for ecom)\\n\\n### Send 1 — 30 minutes after abandon\\n\\n```\\nFrom [Brand]: Hey [FirstName], you left something behind! Your cart's here: [short.link]\\n```\\n~95 chars / 1 segment.\\n\\n### Send 2 — 4 hours after abandon (if no purchase)\\n\\n```\\nFrom [Brand]: Items in your cart are selling fast. Reserved for you for 24hrs: [short.link]\\n```\\n~98 chars / 1 segment.\\n\\n### Send 3 — 24 hours after abandon (if no purchase, discount allowed)\\n\\n```\\nFrom [Brand]: Still thinking? Here's 10% off to seal the deal: SAVE10. Shop: [short.link]\\n```\\n~99 chars / 1 segment.\\n\\n**Notes**:\\n- Discount on Send 1 trains customers to abandon. Reserve for Send 2 or 3.\\n- Exclude customers who abandoned <$X in cart value or repeat abandoners (gaming the discount).\\n- Stop sequence on purchase, opt-out, or 48 hours elapsed.\\n\\n---\\n\\n## Browse Abandonment\\n\\n### Send 1 — 1 hour after browse (single product or category)\\n\\n```\\nFrom [Brand]: Still thinking about [product]? Take another look: [short.link]\\n```\\n~84 chars / 1 segment.\\n\\n**Notes**:\\n- Trigger only after meaningful browse signal (3+ product views or 2+ min on product page).\\n- Exclude if a purchase happened on a different product.\\n\\n---\\n\\n## Post-Purchase Flow\\n\\n### Send 1 — Immediately after purchase (transactional, separate consent)\\n\\n```\\nFrom [Brand]: Order #12345 confirmed! We'll text shipping updates here. Track: [short.link]\\n```\\n~95 chars / 1 segment.\\n\\n### Send 2 — Day of shipment\\n\\n```\\nFrom [Brand]: Your order's on the way. Estimated delivery: [date]. Track: [short.link]\\n```\\n~92 chars / 1 segment.\\n\\n### Send 3 — Day of delivery\\n\\n```\\nFrom [Brand]: Your order should arrive today! Questions? Reply or visit [short.link]\\n```\\n~88 chars / 1 segment.\\n\\n### Send 4 — 2 days after delivery (marketing consent required)\\n\\n```\\nFrom [Brand]: How are you liking your [product]? Share a review for 15% off next order: [short.link]\\n```\\n~108 chars / 1 segment.\\n\\n### Send 5 — 14 days after delivery (cross-sell, marketing consent)\\n\\n```\\nFrom [Brand]: Goes great with your [product]: [related-item]. 10% off bundle: [short.link]\\n```\\n~99 chars / 1 segment.\\n\\n---\\n\\n## Win-Back (Lapsed Customers)\\n\\n### Send 1 — 60-90 days after last purchase\\n\\n```\\nFrom [Brand]: [FirstName], we miss you! Picks we think you'll love: [short.link]\\n```\\n~84 chars / 1 segment.\\n\\n### Send 2 — 14 days later (if no purchase)\\n\\n```\\nFrom [Brand]: Come back for 15% off your next order: COMEBACK15. Expires in 7 days: [short.link]\\n```\\n~106 chars / 1 segment.\\n\\n### Send 3 — 14 days after Send 2 (final, if no purchase)\\n\\n```\\nFrom [Brand]: Last chance — 20% off ends tonight: COMEBACK20. We'll stop texting if you'd rather: reply STOP. [short.link]\\n```\\n~130 chars / 1 segment.\\n\\n**Notes**:\\n- After Send 3 with no engagement, suppress for 90 days minimum.\\n- After two full win-back cycles with no engagement, sunset (remove from active list).\\n\\n---\\n\\n## Promotional / Campaign Sends\\n\\n### Flash sale (single send)\\n\\n```\\nFrom [Brand]: 24-HOUR FLASH: 25% off everything with FLASH25. Ends midnight: [short.link]\\n```\\n~94 chars / 1 segment.\\n\\n### Limited drop / launch\\n\\n```\\nFrom [Brand]: New drop just landed: [product-name]. Limited stock, members get early access: [short.link]\\n```\\n~115 chars / 1 segment.\\n\\n### Holiday / BFCM (2-send sequence)\\n\\nSend 1 — Day of launch:\\n```\\nFrom [Brand]: Black Friday is LIVE — up to 50% off sitewide. Shop now: [short.link]\\n```\\n~92 chars / 1 segment.\\n\\nSend 2 — Day of (or evening, expiration push):\\n```\\nFrom [Brand]: Last 6 hours of BFCM savings. Don't miss out: [short.link]\\n```\\n~73 chars / 1 segment.\\n\\n---\\n\\n## Transactional / Account Notifications\\n\\n### Order confirmation\\n\\n```\\n[Brand]: Order #12345 confirmed. Total $XX.XX. Track at [short.link]. Reply HELP for help.\\n```\\n\\n### Shipping update\\n\\n```\\n[Brand]: Your order #12345 shipped! Track: [short.link]. ETA [date].\\n```\\n\\n### Delivery confirmation\\n\\n```\\n[Brand]: Order #12345 delivered. Enjoy! Issues? Reply or [support-link].\\n```\\n\\n### Auth code (2FA)\\n\\n```\\n[Brand] verification code: 123456. Expires in 10 min. Do not share.\\n```\\n\\n### Account alert\\n\\n```\\n[Brand]: Sign-in from new device in [location]. Wasn't you? Secure: [short.link]\\n```\\n\\n---\\n\\n## Re-Engagement / Reactivation (Subscribers Who've Gone Cold)\\n\\nFor SMS subscribers who haven't engaged with any send in 60+ days.\\n\\n### Send 1 — Soft reactivation\\n\\n```\\nFrom [Brand]: We've missed you, [FirstName]! Here's what's new: [short.link]\\n```\\n~80 chars / 1 segment.\\n\\n### Send 2 — Confirm interest (if no engagement)\\n\\n```\\nFrom [Brand]: Want to keep hearing from us? Reply YES to stay on the list, or STOP to opt out.\\n```\\n~98 chars / 1 segment.\\n\\nAfter no reply: suppress for 60 days, then remove from active list. This protects opt-out rate metrics and reduces wasted spend.\\n\\n---\\n\\n## Replenishment (Consumables Ecom)\\n\\nFor products with predictable usage cycles (skincare, supplements, coffee, pet food).\\n\\n### Send 1 — At expected reorder window (e.g., 28 days for a 30-day supply)\\n\\n```\\nFrom [Brand]: Running low on [product]? Reorder in one tap: [short.link]\\n```\\n~73 chars / 1 segment.\\n\\n### Send 2 — 7 days later (if no purchase)\\n\\n```\\nFrom [Brand]: Don't run out! 10% off your reorder of [product]: REFILL10 [short.link]\\n```\\n~92 chars / 1 segment.\\n\\n---\\n\\n## VIP / Loyalty Members\\n\\nHigher frequency, exclusive offers, early access — different cadence rules apply but quiet hours and STOP still required.\\n\\n### Early access\\n\\n```\\nFrom [Brand]: VIPs get the new drop 24hrs early. Yours now: [short.link]\\n```\\n~72 chars / 1 segment.\\n\\n### Loyalty milestone\\n\\n```\\nFrom [Brand]: You've reached Gold status! Your perks: 15% off + free shipping. [short.link]\\n```\\n~95 chars / 1 segment.\\n\\n---\\n\\n## Segmentation rules across all flows\\n\\n- **Suppress** customers in active sequences from promotional sends (no double-tap)\\n- **Suppress** opted-out subscribers from everything (platform handles this)\\n- **Frequency cap**: max 4–6 marketing sends/week per subscriber (lower for newer subscribers)\\n- **Quiet hours**: 9am–8pm recipient-local time\\n- **Cool-off**: After a discount-driven purchase, suppress promotional sends for 14 days\\n\"},\n {\"skill\":\"social\",\"ref\":\"platform-limits\",\"body\":\"# Platform Limits Reference\\n\\nQuick reference for hashtag limits, character counts, and visible text thresholds on each major social platform.\\n\\n---\\n\\n## Instagram\\n\\n| Element | Limit |\\n|---------|-------|\\n| Max hashtags | 5 (official limit) |\\n| Recommended hashtags | 3 – 5 |\\n| Max caption chars | 2,200 |\\n| Visible before \\\"more\\\" | ~125 chars |\\n\\n---\\n\\n## Facebook\\n\\n| Element | Limit |\\n|---------|-------|\\n| Max hashtags | No official limit |\\n| Recommended hashtags | 1 – 2 |\\n| Max post chars | 63,206 |\\n| Ideal for engagement | 40 – 80 chars |\\n\\n---\\n\\n## TikTok\\n\\n| Element | Limit |\\n|---------|-------|\\n| Max hashtags | 5 (since August 2025) |\\n| Recommended hashtags | 3 – 5 |\\n| Max caption chars | 4,000 |\\n| Visible before \\\"more\\\" | ~150 chars |\\n\\n---\\n\\n## LinkedIn\\n\\n| Element | Limit |\\n|---------|-------|\\n| Max hashtags | No official limit |\\n| Recommended hashtags | 3 – 5 |\\n| Max post chars | 3,000 |\\n| Visible before \\\"more\\\" | ~210 chars |\\n\\n---\\n\\n## Twitter/X\\n\\n| Element | Limit |\\n|---------|-------|\\n| Max hashtags | No official limit |\\n| Recommended hashtags | 1 – 2 |\\n| Max tweet chars | 280 (standard) / 25,000 (Premium+) |\\n| Visible before \\\"more\\\" | Full tweet (280 standard) |\\n\\n---\\n\\n## YouTube\\n\\n| Element | Limit |\\n|---------|-------|\\n| Max hashtags | 15 (exceeding this causes YouTube to ignore ALL hashtags) |\\n| Recommended hashtags | 3 – 5 |\\n| Max title chars | 100 (visible before truncation: ~70) |\\n| Max description chars | 5,000 |\\n| Visible before \\\"Show more\\\" | ~100 chars |\\n\\n> The first 3 hashtags in the description automatically appear above the title as clickable links. For Shorts, use 1 – 5 hashtags.\\n\\n---\\n\\n## Pinterest\\n\\n| Element | Limit |\\n|---------|-------|\\n| Max hashtags | 20 per pin |\\n| Recommended hashtags | 2 – 5 |\\n| Max pin title chars | 100 |\\n| Max description chars | 500 |\\n| Visible before \\\"More\\\" | ~50 chars (desktop) |\\n\\n> Pinterest has deprioritized hashtags. Focus on keywords as natural sentences within the description for better SEO instead of relying on hashtags.\\n\\n---\\n\\n## Threads (Meta)\\n\\n| Element | Limit |\\n|---------|-------|\\n| Max hashtags | 1 per post (topic tag) |\\n| Recommended hashtags | 1 |\\n| Max post chars | 500 |\\n| Max with text attachment | 10,500 (500 + 10,000 expandable) |\\n| Visible without expanding | First ~1 – 2 lines |\\n\\n> Threads limits topic tags to one per post. The platform is not hashtag-driven — the algorithm prioritizes content from followed accounts mixed with recommendations.\\n\\n---\\n\\n## Usage Tips\\n\\n- **Hashtags count against character limits** on all platforms\\n- **Front-load your message** before the \\\"more\\\" truncation point\\n- On Instagram and TikTok, fewer hashtags now outperform hashtag-stuffing\\n- On LinkedIn, hashtags at the end of the post perform better than inline\\n- On Facebook, hashtags have minimal impact on reach — use sparingly\\n\"},\n {\"skill\":\"social\",\"ref\":\"platforms\",\"body\":\"# Platform-Specific Strategy Guide\\n\\nDetailed strategies for each major social platform.\\n\\n## Contents\\n- LinkedIn\\n- Twitter/X\\n- Instagram\\n- TikTok\\n- Facebook\\n\\n## LinkedIn\\n\\n**Best for:** B2B, thought leadership, professional networking, recruiting\\n**Audience:** Professionals, decision-makers, job seekers\\n**Posting frequency:** 3-5x per week\\n**Best times:** Tuesday-Thursday, 7-8am, 12pm, 5-6pm\\n\\n**What works:**\\n- Personal stories with business lessons\\n- Contrarian takes on industry topics\\n- Behind-the-scenes of building a company\\n- Data and original insights\\n- Carousel posts (document format)\\n- Polls that spark discussion\\n\\n**What doesn't:**\\n- Overly promotional content\\n- Generic motivational quotes\\n- Links in the main post (kills reach)\\n- Corporate speak without personality\\n\\n**Format tips:**\\n- First line is everything (hook before \\\"see more\\\")\\n- Use line breaks for readability\\n- 1,200-1,500 characters performs well\\n- Put links in comments, not post body\\n- Tag people sparingly and genuinely\\n\\n**Algorithm tips:**\\n- First hour engagement matters most\\n- Comments > reactions > clicks\\n- Dwell time (people reading) signals quality\\n- No external links in post body\\n- Document posts (carousels) get strong reach\\n- Polls drive engagement but don't build authority\\n\\n---\\n\\n## Twitter/X\\n\\n**Best for:** Tech, media, real-time commentary, community building\\n**Audience:** Tech-savvy, news-oriented, niche communities\\n**Posting frequency:** 3-10x per day (including replies)\\n**Best times:** Varies by audience; test and measure\\n\\n**What works:**\\n- Hot takes and opinions\\n- Threads that teach something\\n- Behind-the-scenes moments\\n- Engaging with others' content\\n- Memes and humor (if on-brand)\\n- Real-time commentary on events\\n\\n**What doesn't:**\\n- Pure self-promotion\\n- Threads without a strong hook\\n- Ignoring replies and mentions\\n- Scheduling everything (no real-time presence)\\n\\n**Format tips:**\\n- Tweets under 100 characters get more engagement\\n- Threads: Hook in tweet 1, promise value, deliver\\n- Quote tweets with added insight beat plain retweets\\n- Use visuals to stop the scroll\\n\\n**Algorithm tips:**\\n- Replies and quote tweets build authority\\n- Threads keep people on platform (rewarded)\\n- Images and video get more reach\\n- Engagement in first 30 min matters\\n- Twitter Blue/Premium may boost reach\\n\\n---\\n\\n## Instagram\\n\\n**Best for:** Visual brands, lifestyle, e-commerce, younger demographics\\n**Audience:** 18-44, visual-first consumers\\n**Posting frequency:** 1-2 feed posts per day, 3-10 Stories per day\\n**Best times:** 11am-1pm, 7-9pm\\n\\n**What works:**\\n- High-quality visuals\\n- Behind-the-scenes Stories\\n- Reels (short-form video)\\n- Carousels with value\\n- User-generated content\\n- Interactive Stories (polls, questions)\\n\\n**What doesn't:**\\n- Low-quality images\\n- Too much text in images\\n- Ignoring Stories and Reels\\n- Only promotional content\\n\\n**Format tips:**\\n- Reels get 2x reach of static posts\\n- First frame of Reels must hook\\n- Carousels: 10 slides with educational content\\n- Use all Story features (polls, links, etc.)\\n\\n**Algorithm tips:**\\n- Reels heavily prioritized over static posts\\n- Saves and shares > likes\\n- Stories keep you top of feed\\n- Consistency matters more than perfection\\n- Use all features (polls, questions, etc.)\\n\\n---\\n\\n## TikTok\\n\\n**Best for:** Brand awareness, younger audiences, viral potential\\n**Audience:** 16-34, entertainment-focused\\n**Posting frequency:** 1-4x per day\\n**Best times:** 7-9am, 12-3pm, 7-11pm\\n\\n**What works:**\\n- Native, unpolished content\\n- Trending sounds and formats\\n- Educational content in entertaining wrapper\\n- POV and day-in-the-life content\\n- Responding to comments with videos\\n- Duets and stitches\\n\\n**What doesn't:**\\n- Overly produced content\\n- Ignoring trends\\n- Hard selling\\n- Repurposed horizontal video\\n\\n**Format tips:**\\n- Hook in first 1-2 seconds\\n- Keep it under 30 seconds to start\\n- Vertical only (9:16)\\n- Use trending sounds\\n- Post consistently to train algorithm\\n\\n---\\n\\n## Facebook\\n\\n**Best for:** Communities, local businesses, older demographics, groups\\n**Audience:** 25-55+, community-oriented\\n**Posting frequency:** 1-2x per day\\n**Best times:** 1-4pm weekdays\\n\\n**What works:**\\n- Facebook Groups (community)\\n- Native video\\n- Live video\\n- Local content and events\\n- Discussion-prompting questions\\n\\n**What doesn't:**\\n- Links to external sites (reach killer)\\n- Pure promotional content\\n- Ignoring comments\\n- Cross-posting from other platforms without adaptation\\n\"},\n {\"skill\":\"social\",\"ref\":\"post-templates\",\"body\":\"# Post Format Templates\\n\\nReady-to-use templates for different platforms and content types.\\n\\n## Contents\\n- LinkedIn Post Templates (The Story Post, The Contrarian Take, The List Post, The How-To)\\n- Twitter/X Thread Templates (The Tutorial Thread, The Story Thread, The Breakdown Thread)\\n- Instagram Templates (The Carousel Hook, The Reel Script)\\n- Hook Formulas (Curiosity Hooks, Story Hooks, Value Hooks, Contrarian Hooks, Social Proof Hooks)\\n\\n## LinkedIn Post Templates\\n\\n### The Story Post\\n```\\n[Hook: Unexpected outcome or lesson]\\n\\n[Set the scene: When/where this happened]\\n\\n[The challenge you faced]\\n\\n[What you tried / what happened]\\n\\n[The turning point]\\n\\n[The result]\\n\\n[The lesson for readers]\\n\\n[Question to prompt engagement]\\n```\\n\\n### The Contrarian Take\\n```\\n[Unpopular opinion stated boldly]\\n\\nHere's why:\\n\\n[Reason 1]\\n[Reason 2]\\n[Reason 3]\\n\\n[What you recommend instead]\\n\\n[Invite discussion: \\\"Am I wrong?\\\"]\\n```\\n\\n### The List Post\\n```\\n[X things I learned about [topic] after [credibility builder]:\\n\\n1. [Point] — [Brief explanation]\\n\\n2. [Point] — [Brief explanation]\\n\\n3. [Point] — [Brief explanation]\\n\\n[Wrap-up insight]\\n\\nWhich resonates most with you?\\n```\\n\\n### The How-To\\n```\\nHow to [achieve outcome] in [timeframe]:\\n\\nStep 1: [Action]\\n↳ [Why this matters]\\n\\nStep 2: [Action]\\n↳ [Key detail]\\n\\nStep 3: [Action]\\n↳ [Common mistake to avoid]\\n\\n[Result you can expect]\\n\\n[CTA or question]\\n```\\n\\n---\\n\\n## Twitter/X Thread Templates\\n\\n### The Tutorial Thread\\n```\\nTweet 1: [Hook + promise of value]\\n\\n\\\"Here's exactly how to [outcome] (step-by-step):\\\"\\n\\nTweet 2-7: [One step per tweet with details]\\n\\nFinal tweet: [Summary + CTA]\\n\\n\\\"If this was helpful, follow me for more on [topic]\\\"\\n```\\n\\n### The Story Thread\\n```\\nTweet 1: [Intriguing hook]\\n\\n\\\"[Time] ago, [unexpected thing happened]. Here's the full story:\\\"\\n\\nTweet 2-6: [Story beats, building tension]\\n\\nTweet 7: [Resolution and lesson]\\n\\nFinal tweet: [Takeaway + engagement ask]\\n```\\n\\n### The Breakdown Thread\\n```\\nTweet 1: [Company/person] just [did thing].\\n\\nHere's why it's genius (and what you can learn):\\n\\nTweet 2-6: [Analysis points]\\n\\nTweet 7: [Your key takeaway]\\n\\n\\\"[Related insight + follow CTA]\\\"\\n```\\n\\n---\\n\\n## Instagram Templates\\n\\n### The Carousel Hook\\n```\\n[Slide 1: Bold statement or question]\\n[Slides 2-9: One point per slide, visual + text]\\n[Slide 10: Summary + CTA]\\n\\nCaption: [Expand on the topic, add context, include CTA]\\n```\\n\\n### The Reel Script\\n```\\nHook (0-2 sec): [Pattern interrupt or bold claim]\\nSetup (2-5 sec): [Context for the tip]\\nValue (5-25 sec): [The actual advice/content]\\nCTA (25-30 sec): [Follow, comment, share, link]\\n```\\n\\n---\\n\\n## Hook Formulas\\n\\nThe first line determines whether anyone reads the rest.\\n\\n### Curiosity Hooks\\n- \\\"I was wrong about [common belief].\\\"\\n- \\\"The real reason [outcome] happens isn't what you think.\\\"\\n- \\\"[Impressive result] — and it only took [surprisingly short time].\\\"\\n- \\\"Nobody talks about [insider knowledge].\\\"\\n\\n### Story Hooks\\n- \\\"Last week, [unexpected thing] happened.\\\"\\n- \\\"I almost [big mistake/failure].\\\"\\n- \\\"3 years ago, I [past state]. Today, [current state].\\\"\\n- \\\"[Person] told me something I'll never forget.\\\"\\n\\n### Value Hooks\\n- \\\"How to [desirable outcome] (without [common pain]):\\\"\\n- \\\"[Number] [things] that [outcome]:\\\"\\n- \\\"The simplest way to [outcome]:\\\"\\n- \\\"Stop [common mistake]. Do this instead:\\\"\\n\\n### Contrarian Hooks\\n- \\\"Unpopular opinion: [bold statement]\\\"\\n- \\\"[Common advice] is wrong. Here's why:\\\"\\n- \\\"I stopped [common practice] and [positive result].\\\"\\n- \\\"Everyone says [X]. The truth is [Y].\\\"\\n\\n### Social Proof Hooks\\n- \\\"We [achieved result] in [timeframe]. Here's the full story:\\\"\\n- \\\"[Number] people asked me about [topic]. Here's my answer:\\\"\\n- \\\"[Authority figure] taught me [lesson].\\\"\\n\"},\n {\"skill\":\"social\",\"ref\":\"reverse-engineering\",\"body\":\"# Reverse Engineering Viral Content\\n\\nInstead of guessing what works, systematically analyze top-performing content in your niche and extract proven patterns.\\n\\n## Contents\\n- The 6-Step Framework (Niche ID, Scrape, Analyze, Playbook, Layer Voice, Convert)\\n- The Formula\\n- Reverse Engineering Checklist\\n\\n## The 6-Step Framework\\n\\n### 1. NICHE ID — Find Top Creators\\n\\nIdentify 10-20 creators in your space who consistently get high engagement:\\n\\n**Selection criteria:**\\n- Posting consistently (3+ times/week)\\n- High engagement rate relative to follower count\\n- Audience overlap with your target market\\n- Mix of established and rising creators\\n\\n**Where to find them:**\\n- LinkedIn: Search by industry keywords, check \\\"People also viewed\\\"\\n- Twitter/X: Check who your target audience follows and engages with\\n- Use tools like SparkToro, Followerwonk, or manual research\\n- Look at who gets featured in industry newsletters\\n\\n### 2. SCRAPE — Collect Posts at Scale\\n\\nGather 500-1000+ posts from your identified creators for analysis:\\n\\n**Tools:**\\n- **Apify** — LinkedIn scraper, Twitter scraper actors\\n- **Phantom Buster** — Multi-platform automation\\n- **Export tools** — Platform-specific export features\\n- **Manual collection** — For smaller datasets, copy/paste into spreadsheet\\n\\n**Data to collect:**\\n- Post text/content\\n- Engagement metrics (likes, comments, shares, saves)\\n- Post format (text-only, carousel, video, image)\\n- Posting time/day\\n- Hook/first line\\n- CTA used\\n- Topic/theme\\n\\n### 3. ANALYZE — Extract What Actually Works\\n\\nSort and analyze the data to find patterns:\\n\\n**Quantitative analysis:**\\n- Rank posts by engagement rate\\n- Identify top 10% performers\\n- Look for format patterns (do carousels outperform?)\\n- Check timing patterns (best days/times)\\n- Compare topic performance\\n\\n**Qualitative analysis:**\\n- What hooks do top posts use?\\n- How long are high-performing posts?\\n- What emotional triggers appear?\\n- What formats repeat?\\n- What topics consistently perform?\\n\\n**Questions to answer:**\\n- What's the average length of top posts?\\n- Which hook types appear most in top 10%?\\n- What CTAs drive most comments?\\n- What topics get saved/shared most?\\n\\n### 4. PLAYBOOK — Codify Patterns\\n\\nDocument repeatable patterns you can use:\\n\\n**Hook patterns to codify:**\\n```\\nPattern: \\\"I [unexpected action] and [surprising result]\\\"\\nExample: \\\"I stopped posting daily and my engagement doubled\\\"\\nWhy it works: Curiosity gap + contrarian\\n\\nPattern: \\\"[Specific number] [things] that [outcome]:\\\"\\nExample: \\\"7 pricing mistakes that cost me $50K:\\\"\\nWhy it works: Specificity + loss aversion\\n\\nPattern: \\\"[Controversial take]\\\"\\nExample: \\\"Cold outreach is dead.\\\"\\nWhy it works: Pattern interrupt + invites debate\\n```\\n\\n**Format patterns:**\\n- Carousel: Hook slide → Problem → Solution steps → CTA\\n- Thread: Hook → Promise → Deliver → Recap → CTA\\n- Story post: Hook → Setup → Conflict → Resolution → Lesson\\n\\n**CTA patterns:**\\n- Question: \\\"What would you add?\\\"\\n- Agreement: \\\"Agree or disagree?\\\"\\n- Share: \\\"Tag someone who needs this\\\"\\n- Save: \\\"Save this for later\\\"\\n\\n### 5. LAYER VOICE — Apply Direct Response Principles\\n\\nTake proven patterns and make them yours with these voice principles:\\n\\n**\\\"Smart friend who figured something out\\\"**\\n- Write like you're texting advice to a friend\\n- Share discoveries, not lectures\\n- Use \\\"I found that...\\\" not \\\"You should...\\\"\\n- Be helpful, not preachy\\n\\n**Specific > Vague**\\n```\\n❌ \\\"I made good revenue\\\"\\n✅ \\\"I made $47,329\\\"\\n\\n❌ \\\"It took a while\\\"\\n✅ \\\"It took 47 days\\\"\\n\\n❌ \\\"A lot of people\\\"\\n✅ \\\"2,847 people\\\"\\n```\\n\\n**Short. Breathe. Land.**\\n- One idea per sentence\\n- Use line breaks liberally\\n- Let important points stand alone\\n- Create rhythm: short, short, longer explanation\\n\\n```\\n❌ \\\"I spent three years building my business the wrong way before I finally realized that the key to success was focusing on fewer things and doing them exceptionally well.\\\"\\n\\n✅ \\\"I built wrong for 3 years.\\n\\nThen I figured it out.\\n\\nFocus on less.\\nDo it exceptionally well.\\n\\nEverything changed.\\\"\\n```\\n\\n**Write from emotion**\\n- Start with how you felt, not what you did\\n- Use emotional words: frustrated, excited, terrified, obsessed\\n- Show vulnerability when authentic\\n- Connect the feeling to the lesson\\n\\n```\\n❌ \\\"Here's what I learned about pricing\\\"\\n\\n✅ \\\"I was terrified to raise my prices.\\n\\nMy hands were shaking when I sent the email.\\n\\nHere's what happened...\\\"\\n```\\n\\n### 6. CONVERT — Turn Attention into Action\\n\\nBridge from engagement to business results:\\n\\n**Soft conversions:**\\n- Newsletter signups in bio/comments\\n- Free resource offers in follow-up comments\\n- DM triggers (\\\"Comment X and I'll send you...\\\")\\n- Profile visits → optimized profile with clear CTA\\n\\n**Direct conversions:**\\n- Link in comments (not post body on LinkedIn)\\n- Contextual product mentions within valuable content\\n- Case study posts that naturally showcase your work\\n- \\\"If you want help with this, DM me\\\" (sparingly)\\n\\n---\\n\\n## The Formula\\n\\n```\\n1. Find what's already working (don't guess)\\n2. Extract the patterns (hooks, formats, CTAs)\\n3. Layer your authentic voice on top\\n4. Test and iterate based on your own data\\n```\\n\\n## Reverse Engineering Checklist\\n\\n- [ ] Identified 10-20 top creators in niche\\n- [ ] Collected 500+ posts for analysis\\n- [ ] Ranked by engagement rate\\n- [ ] Documented top 10 hook patterns\\n- [ ] Documented top 5 format patterns\\n- [ ] Documented top 5 CTA patterns\\n- [ ] Created voice guidelines (specificity, brevity, emotion)\\n- [ ] Built template library from patterns\\n- [ ] Set up tracking for your own content performance\\n\"}\n];\n",[],[362,604,670],"f7582086-5d6d-11f1-aad5-1607ee4eb77e","ref_14.ts","f7582158-5d6d-11f1-aad5-1607ee4eb77e",658,["D",1780286230764],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_14: SkillRef[] = [\n {\"skill\":\"sales-enablement\",\"ref\":\"objection-library\",\"body\":\"# Objection Library\\n\\nCommon B2B SaaS objections with response frameworks. Organized by category for quick reference.\\n\\n## Quick-Reference Table\\n\\nFor live calls. Find the objection, scan the response, reference the proof.\\n\\n| Objection | Response (1-line) | Proof Point |\\n|-----------|--------------------|-------------|\\n| \\\"Too expensive\\\" | \\\"Compared to what? Let's look at what the problem costs you today.\\\" | ROI case study showing payback in X months |\\n| \\\"No budget\\\" | \\\"When budget opens up, what would need to be true for this to be a priority?\\\" | Customer who started with a pilot to prove value |\\n| \\\"Competitor is cheaper\\\" | \\\"They are — here's what you give up at that price point.\\\" | Feature comparison + customer who switched |\\n| \\\"Not the right time\\\" | \\\"What changes next quarter that makes it better timing?\\\" | Cost-of-delay calculation |\\n| \\\"Maybe next quarter\\\" | \\\"Happy to reconnect. What would a pilot look like before then?\\\" | Customer who started small and expanded |\\n| \\\"We use X already\\\" | \\\"How's that working for [specific pain area]?\\\" | Customer who switched from X |\\n| \\\"What makes you different?\\\" | \\\"For teams like yours, the biggest difference is [specific differentiator].\\\" | Side-by-side comparison for their use case |\\n| \\\"Need to check with my boss\\\" | \\\"Absolutely. What would help you make the case? I can send materials.\\\" | Champion one-pager, ROI calculator |\\n| \\\"The committee decides\\\" | \\\"Who's on the committee and what does each person care about?\\\" | Multi-persona case study |\\n| \\\"What we have works fine\\\" | \\\"It does work — the question is whether it's costing you more than it should.\\\" | Benchmark data showing efficiency gaps |\\n| \\\"Not broken, don't fix it\\\" | \\\"Agreed — this isn't about fixing, it's about the opportunity cost of the current approach.\\\" | Customer who didn't know what they were missing |\\n| \\\"Does it integrate with X?\\\" | \\\"Yes / Let me check and get you specifics by end of day.\\\" | Integration documentation, customer using same stack |\\n| \\\"Security concerns\\\" | \\\"Completely fair. Here's our security overview — happy to loop in our team.\\\" | SOC 2 report, security whitepaper |\\n| \\\"Can it scale?\\\" | \\\"We serve companies from [small] to [large]. Here's an example at your scale.\\\" | Case study at similar scale |\\n| \\\"We tried something like this before\\\" | \\\"What went wrong? Understanding that helps me show how we're different.\\\" | Customer with same failed experience who succeeded with you |\\n\\n---\\n\\n## Detailed Objection Responses\\n\\n### Price Objections\\n\\n#### \\\"It's too expensive\\\"\\n\\n**Why they say it:** May be genuine budget constraint, sticker shock, or negotiation tactic. Often means they don't yet see enough value to justify the cost.\\n\\n**Response approach:**\\n1. Don't defend the price immediately. Ask \\\"Compared to what?\\\"\\n2. Reframe from cost to investment — what does the problem cost them today?\\n3. Walk through the ROI calculation together\\n4. If budget is real, explore smaller starting points\\n\\n**Talk track:**\\n> \\\"I hear that. Let me ask — what's the cost of the problem we discussed? You mentioned your team spends [X hours] on [task] every week. At your team's loaded cost, that's roughly [$ amount] per year. Our solution runs [$ price] — so the question is whether eliminating that problem is worth the investment.\\\"\\n\\n**Proof point:** ROI calculator or case study showing payback period.\\n\\n**Follow-up question:** \\\"If the ROI was clear, is this something you'd prioritize this quarter?\\\"\\n\\n---\\n\\n#### \\\"We don't have budget for this\\\"\\n\\n**Why they say it:** Budget may genuinely be allocated. Or they haven't identified budget because priority isn't established.\\n\\n**Response approach:**\\n1. Validate — budget constraints are real\\n2. Understand timing — when does budget cycle reset?\\n3. Explore alternatives — pilot, smaller scope, different budget line\\n4. Help them build the business case to create budget\\n\\n**Talk track:**\\n> \\\"Totally understand. Two questions: When does your next budget cycle open? And — if we could show clear ROI with a limited pilot, is that something you could fund from a different line item? Sometimes teams fund this from the efficiency savings it creates.\\\"\\n\\n**Proof point:** Customer who started with a small pilot and expanded after proving ROI.\\n\\n**Follow-up question:** \\\"Would it help if I put together an ROI brief you could share with your finance team?\\\"\\n\\n---\\n\\n#### \\\"Competitor X is cheaper\\\"\\n\\n**Why they say it:** They're comparing prices, possibly without comparing capabilities. May be using competitor price as leverage.\\n\\n**Response approach:**\\n1. Acknowledge the price difference — don't pretend it doesn't exist\\n2. Shift to total cost of ownership and value delivered\\n3. Highlight what they lose at the lower price point\\n4. Share proof from customers who evaluated both\\n\\n**Talk track:**\\n> \\\"You're right, [Competitor] is less expensive. Here's what I've seen from teams who evaluated both: [Competitor] works well for [their strength]. Where it falls short is [specific gap]. Customers like [name] actually switched to us after starting with [Competitor] because [specific reason]. The question is whether [specific capability] is worth the difference for your team.\\\"\\n\\n**Proof point:** Customer who switched from the competitor, with specific reasons.\\n\\n**Follow-up question:** \\\"What's most important to your team — the lowest price or the best fit for [their specific need]?\\\"\\n\\n---\\n\\n### Timing Objections\\n\\n#### \\\"Not the right time\\\"\\n\\n**Why they say it:** Competing priorities, organizational change, genuine capacity constraint, or lack of urgency.\\n\\n**Response approach:**\\n1. Understand what's competing for their attention\\n2. Quantify the cost of waiting\\n3. Explore low-commitment next steps that keep momentum\\n4. Set a concrete follow-up date\\n\\n**Talk track:**\\n> \\\"I get it — timing matters. Can I ask what's taking priority right now? The reason I bring up timing is that every month of [problem], based on our earlier conversation, costs your team roughly [$ amount]. A 3-month delay is [$ amount]. What if we mapped out a start date that works with your calendar so you're not losing that value?\\\"\\n\\n**Proof point:** Cost-of-delay calculation based on their specific numbers.\\n\\n**Follow-up question:** \\\"What would need to change for this to move up in priority?\\\"\\n\\n---\\n\\n#### \\\"Maybe next quarter\\\"\\n\\n**Why they say it:** Genuine scheduling, or a polite way of saying \\\"not interested enough right now.\\\"\\n\\n**Response approach:**\\n1. Accept the timeline gracefully\\n2. Propose a small action now that maintains momentum\\n3. Get a specific date for follow-up\\n4. Send value in the meantime (content, benchmarks, insights)\\n\\n**Talk track:**\\n> \\\"Next quarter works. To make sure we hit the ground running, would it make sense to do [small next step] now? That way when Q[X] starts, you're not starting from scratch. I'll also send over [relevant content] in the meantime. Can we lock in [specific date] to reconnect?\\\"\\n\\n**Proof point:** Customer who started the evaluation process early and was live by their target date.\\n\\n**Follow-up question:** \\\"Is there anything I can send between now and then that would be helpful?\\\"\\n\\n---\\n\\n### Competition Objections\\n\\n#### \\\"We already use X\\\"\\n\\n**Why they say it:** They have an existing solution and switching has real costs. May be satisfied, or may have frustrations they haven't voiced.\\n\\n**Response approach:**\\n1. Don't trash the competitor — ask how it's working\\n2. Probe for specific pain points with their current solution\\n3. Position as complementary if possible, replacement if not\\n4. Offer a side-by-side comparison or trial\\n\\n**Talk track:**\\n> \\\"How's that working for you? Specifically, when it comes to [area where you're stronger] — is that meeting your needs? The reason I ask is that most teams who come to us from [Competitor] tell us [specific pain point] was the tipping point. Not saying that's you, but worth exploring.\\\"\\n\\n**Proof point:** Customer who switched from that specific competitor.\\n\\n**Follow-up question:** \\\"If you could change one thing about your current setup, what would it be?\\\"\\n\\n---\\n\\n#### \\\"What makes you different?\\\"\\n\\n**Why they say it:** They're evaluating options and want a clear differentiator. Sometimes a genuine question, sometimes a test.\\n\\n**Response approach:**\\n1. Don't list features — give the one thing that matters most for their situation\\n2. Tie the differentiator to their specific pain\\n3. Back it up with proof\\n4. Offer to show, not just tell\\n\\n**Talk track:**\\n> \\\"For teams like yours — [their industry/size/use case] — the biggest difference is [specific differentiator]. That matters because [connection to their pain]. For example, [Customer] was evaluating us alongside [Competitor] and chose us because [specific reason]. Want me to walk you through how that works?\\\"\\n\\n**Proof point:** Case study of a customer who chose you over alternatives.\\n\\n**Follow-up question:** \\\"What's the most important criteria for your decision?\\\"\\n\\n---\\n\\n### Authority Objections\\n\\n#### \\\"I need to check with my boss\\\"\\n\\n**Why they say it:** They may not be the decision maker, or they need internal buy-in to proceed. Could also be a stall tactic.\\n\\n**Response approach:**\\n1. Support them, don't pressure them\\n2. Arm them with materials to sell internally\\n3. Offer to join a meeting with their boss\\n4. Understand what their boss cares about\\n\\n**Talk track:**\\n> \\\"Absolutely — what would help you make the case? I can put together a one-pager that covers the ROI and addresses the concerns your boss is likely to have. Also happy to jump on a quick call with them if that would be helpful. What does your boss typically prioritize — cost savings, risk reduction, or efficiency?\\\"\\n\\n**Proof point:** Champion enablement one-pager, ROI calculator.\\n\\n**Follow-up question:** \\\"What questions do you think your boss will ask?\\\"\\n\\n---\\n\\n#### \\\"A committee decides this\\\"\\n\\n**Why they say it:** Enterprise buying involves multiple stakeholders. Genuine process, not a brush-off.\\n\\n**Response approach:**\\n1. Map the buying committee — who's involved and what each person cares about\\n2. Provide persona-specific materials\\n3. Offer to present to the committee\\n4. Help your champion navigate the internal process\\n\\n**Talk track:**\\n> \\\"That makes sense. Can you walk me through who's on the committee and what each person cares about? I can tailor materials for each stakeholder so you're not doing all the heavy lifting. I've also got a deck designed for executive presentations if that would be useful.\\\"\\n\\n**Proof point:** Multi-stakeholder case study showing how different personas were addressed.\\n\\n**Follow-up question:** \\\"Who on the committee is most likely to push back, and what would their concern be?\\\"\\n\\n---\\n\\n### Status Quo Objections\\n\\n#### \\\"What we have works fine\\\"\\n\\n**Why they say it:** Inertia is real. The current solution may be adequate, and change has real costs.\\n\\n**Response approach:**\\n1. Agree — don't argue with their experience\\n2. Shift from \\\"broken vs. fixed\\\" to \\\"good vs. great\\\"\\n3. Introduce the concept of opportunity cost\\n4. Show what peers are achieving\\n\\n**Talk track:**\\n> \\\"It probably does work — and I wouldn't suggest changing something that's truly meeting your needs. The question I'd ask is: is 'works fine' the bar? Teams using [your product] are seeing [specific outcome]. If you're leaving [X% improvement] on the table, is that worth exploring?\\\"\\n\\n**Proof point:** Benchmark data showing what's possible vs. status quo.\\n\\n**Follow-up question:** \\\"If there were one area where your current approach could be better, what would it be?\\\"\\n\\n---\\n\\n### Technical Objections\\n\\n#### \\\"Does it integrate with X?\\\"\\n\\n**Why they say it:** Integration is a real requirement. They need to know your product fits their stack.\\n\\n**Response approach:**\\n1. Answer directly — yes, no, or \\\"let me check\\\"\\n2. If yes, provide specifics (native, API, Zapier, etc.)\\n3. If no, explain alternatives or workarounds\\n4. Never bluff — they'll find out during evaluation\\n\\n**Talk track (if yes):**\\n> \\\"Yes, we integrate with [X] natively. It takes about [time] to set up. [Customer] runs the same stack and here's how they have it configured.\\\"\\n\\n**Talk track (if no):**\\n> \\\"We don't have a native integration with [X] today. Here's what customers typically do: [alternative]. We also have an open API that [description]. Would it help to get our technical team on a call to explore options?\\\"\\n\\n**Proof point:** Customer using the same tech stack, integration documentation.\\n\\n**Follow-up question:** \\\"What other tools are in your stack that we'd need to work with?\\\"\\n\\n---\\n\\n#### \\\"We have security concerns\\\"\\n\\n**Why they say it:** Legitimate concern, especially in regulated industries or enterprise. Non-negotiable for many buyers.\\n\\n**Response approach:**\\n1. Take it seriously — never dismiss security concerns\\n2. Provide documentation proactively (SOC 2, security whitepaper)\\n3. Offer to loop in your security team\\n4. Ask about their specific requirements\\n\\n**Talk track:**\\n> \\\"That's exactly the right question to ask. Here's our security overview — we're [SOC 2 Type II / ISO 27001 / etc.] certified, and I can share our full security documentation. We also have a security team that's happy to do a review call with your infosec team. What are your specific requirements?\\\"\\n\\n**Proof point:** Security certifications, compliance documentation, customers in regulated industries.\\n\\n**Follow-up question:** \\\"Do you have a security questionnaire you'd like us to fill out?\\\"\\n\"},\n {\"skill\":\"sales-enablement\",\"ref\":\"one-pager-templates\",\"body\":\"# One-Pager Templates\\n\\nTemplates for different one-pager use cases, with layout guidance and copy prompts.\\n\\n## Product Overview One-Pager\\n\\nThe default one-pager. Introduces your product to someone who knows nothing about you.\\n\\n### Structure\\n\\n```\\n[Logo] [Tagline]\\n\\nHEADLINE: One sentence describing what you do and who it's for.\\n\\nTHE PROBLEM\\n2-3 sentences describing the pain your buyer faces.\\n\\nTHE SOLUTION\\n2-3 sentences describing how your product solves it.\\n\\nWHY [YOUR PRODUCT]\\n• Differentiator 1 — One sentence explaining the benefit\\n• Differentiator 2 — One sentence explaining the benefit\\n• Differentiator 3 — One sentence explaining the benefit\\n\\nPROOF\\n\\\"Customer quote with specific result.\\\" — Name, Title, Company\\n[Optional: 2-3 metric callouts: \\\"X% improvement\\\", \\\"Y hours saved\\\"]\\n\\n[CTA Button/Link] [Contact: name@company.com]\\n```\\n\\n### Copy Prompts\\n\\n- Headline: \\\"What do you do, in one sentence, that makes someone say 'tell me more'?\\\"\\n- Problem: \\\"What is your buyer struggling with before they find you?\\\"\\n- Differentiators: \\\"If you could only tell them 3 things, what would make them choose you?\\\"\\n\\n---\\n\\n## Use-Case Specific One-Pager\\n\\nTailored to a specific workflow, vertical, or problem. More targeted than the product overview.\\n\\n### Structure\\n\\n```\\n[Logo] [Use Case: e.g., \\\"For Sales Teams\\\"]\\n\\nHEADLINE: How [your product] helps [persona] [achieve outcome].\\n\\nTHE CHALLENGE\\nWhen [persona] needs to [task], they face [specific pain].\\nThis leads to [consequence]: [time wasted / money lost / risk].\\n\\nHOW IT WORKS\\n1. [Step 1] — What happens and why it matters\\n2. [Step 2] — What happens and why it matters\\n3. [Step 3] — What happens and why it matters\\n\\nRESULTS\\n• [Metric 1]: Before → After\\n• [Metric 2]: Before → After\\n• [Metric 3]: Before → After\\n\\nCUSTOMER SPOTLIGHT\\n\\\"Quote about this specific use case.\\\" — Name, Title, Company\\n\\n[CTA: \\\"See it in action\\\" or \\\"Start a pilot\\\"] [Contact info]\\n```\\n\\n### When to Use\\n\\n- Different buyer personas need different one-pagers\\n- Industry-specific versions (healthcare, fintech, e-commerce)\\n- Use-case versions (reporting, onboarding, security)\\n\\n---\\n\\n## Post-Meeting Leave-Behind\\n\\nDesigned to reinforce a conversation that already happened. Summarizes what you discussed and proposes next steps.\\n\\n### Structure\\n\\n```\\n[Logo] [Date of Meeting]\\n\\nMEETING RECAP: [Company Name]\\n\\nWHAT WE DISCUSSED\\n• [Pain point 1 they mentioned]\\n• [Pain point 2 they mentioned]\\n• [Goal they're trying to achieve]\\n\\nHOW [YOUR PRODUCT] HELPS\\n• [Solution to pain 1] — [Specific capability or workflow]\\n• [Solution to pain 2] — [Specific capability or workflow]\\n• [How you help them reach their goal]\\n\\nRELEVANT PROOF\\n\\\"Quote from a similar customer.\\\" — Name, Title, Company\\n[1-2 metrics from a similar customer]\\n\\nPROPOSED NEXT STEPS\\n1. [Next step with date]\\n2. [Follow-up action]\\n3. [Decision timeline]\\n\\n[Your name] | [Your title] | [Email] | [Phone]\\n```\\n\\n### Tips\\n\\n- Send within 24 hours of the meeting\\n- Reference specific things they said (shows you listened)\\n- Keep proposed next steps concrete and time-bound\\n- This is the asset your champion forwards to their boss\\n\\n---\\n\\n## Champion Enablement One-Pager\\n\\nDesigned specifically for your internal champion to share with their team and leadership. Written to make them look smart.\\n\\n### Structure\\n\\n```\\n[Logo]\\n\\nWHY WE'RE EVALUATING [YOUR PRODUCT]\\n\\nTHE SITUATION\\n[2-3 sentences about the internal challenge, written as if the champion\\nis explaining it to their team. Use \\\"we\\\" and \\\"our\\\" language.]\\n\\nWHAT [YOUR PRODUCT] DOES\\n[1-2 sentences. Plain language, no jargon.]\\n\\nWHY THIS SOLUTION\\n• [Reason 1] — How it solves our specific problem\\n• [Reason 2] — How it compares to what we do today\\n• [Reason 3] — How it compares to alternatives we evaluated\\n\\nEXPECTED IMPACT\\n• [Metric]: Current state → Expected state\\n• [Metric]: Current state → Expected state\\n• [Time to value]: Live within [X weeks]\\n\\nWHO ELSE USES IT\\n[2-3 recognizable company names in their industry]\\n\\\"Relevant customer quote.\\\" — Name, Title, Company\\n\\nNEXT STEPS\\n• [What we're doing next]\\n• [What we need from the team]\\n• [Decision timeline]\\n\\nQuestions? Talk to [Champion name] or [Your name at email].\\n```\\n\\n### Why This Works\\n\\n- Written in the champion's voice, not yours\\n- Answers the questions their boss will ask\\n- Includes peer proof from companies they respect\\n- Clear ask and timeline to drive internal momentum\\n\\n---\\n\\n## Layout Guidance\\n\\n### Visual Hierarchy\\n\\n1. **Headline** — Largest text, top of page, immediately communicates value\\n2. **Section headers** — Bold, clear, act as scannable anchors\\n3. **Body text** — Short sentences, bullet points preferred over paragraphs\\n4. **Proof elements** — Metrics and quotes should visually stand out (larger font, color, or callout box)\\n5. **CTA** — Prominent placement, bottom of page or bottom-right\\n\\n### Whitespace\\n\\n- Margins: at least 0.75\\\" on all sides\\n- Space between sections: enough to visually separate (don't cram)\\n- If it feels crowded, cut content. Never shrink font below 9pt.\\n\\n### Font Sizing\\n\\n| Element | Suggested Size |\\n|---------|---------------|\\n| Headline | 18-24pt |\\n| Section headers | 12-14pt bold |\\n| Body text | 10-11pt |\\n| Fine print / footer | 8-9pt |\\n\\n### Color\\n\\n- Use brand colors for headers and accents\\n- Keep body text dark (black or near-black) on white\\n- Limit accent colors to 1-2 for visual consistency\\n- Use color to draw attention to metrics and CTAs\\n\\n### File Format\\n\\n- **PDF** for email attachments and leave-behinds\\n- **Google Slides / PowerPoint** for editable versions reps can customize\\n- Always include both — reps will customize, prospects want clean PDFs\\n\"},\n {\"skill\":\"schema\",\"ref\":\"schema-examples\",\"body\":\"# Schema Markup Examples\\n\\nComplete JSON-LD examples for common schema types.\\n\\n## Contents\\n- Organization\\n- WebSite (with SearchAction)\\n- Article / BlogPosting\\n- Product\\n- SoftwareApplication\\n- FAQPage\\n- HowTo\\n- BreadcrumbList\\n- LocalBusiness\\n- Event\\n- Multiple Schema Types\\n- Implementation Example (Next.js)\\n\\n## Organization\\n\\nFor company/brand homepage or about page.\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"Organization\\\",\\n \\\"name\\\": \\\"Example Company\\\",\\n \\\"url\\\": \\\"https://example.com\\\",\\n \\\"logo\\\": \\\"https://example.com/logo.png\\\",\\n \\\"sameAs\\\": [\\n \\\"https://twitter.com/example\\\",\\n \\\"https://linkedin.com/company/example\\\",\\n \\\"https://facebook.com/example\\\"\\n ],\\n \\\"contactPoint\\\": {\\n \\\"@type\\\": \\\"ContactPoint\\\",\\n \\\"telephone\\\": \\\"+1-555-555-5555\\\",\\n \\\"contactType\\\": \\\"customer service\\\"\\n }\\n}\\n```\\n\\n---\\n\\n## WebSite (with SearchAction)\\n\\nFor homepage, enables sitelinks search box.\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"WebSite\\\",\\n \\\"name\\\": \\\"Example\\\",\\n \\\"url\\\": \\\"https://example.com\\\",\\n \\\"potentialAction\\\": {\\n \\\"@type\\\": \\\"SearchAction\\\",\\n \\\"target\\\": {\\n \\\"@type\\\": \\\"EntryPoint\\\",\\n \\\"urlTemplate\\\": \\\"https://example.com/search?q={search_term_string}\\\"\\n },\\n \\\"query-input\\\": \\\"required name=search_term_string\\\"\\n }\\n}\\n```\\n\\n---\\n\\n## Article / BlogPosting\\n\\nFor blog posts and news articles.\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"Article\\\",\\n \\\"headline\\\": \\\"How to Implement Schema Markup\\\",\\n \\\"image\\\": \\\"https://example.com/image.jpg\\\",\\n \\\"datePublished\\\": \\\"2024-01-15T08:00:00+00:00\\\",\\n \\\"dateModified\\\": \\\"2024-01-20T10:00:00+00:00\\\",\\n \\\"author\\\": {\\n \\\"@type\\\": \\\"Person\\\",\\n \\\"name\\\": \\\"Jane Doe\\\",\\n \\\"url\\\": \\\"https://example.com/authors/jane\\\"\\n },\\n \\\"publisher\\\": {\\n \\\"@type\\\": \\\"Organization\\\",\\n \\\"name\\\": \\\"Example Company\\\",\\n \\\"logo\\\": {\\n \\\"@type\\\": \\\"ImageObject\\\",\\n \\\"url\\\": \\\"https://example.com/logo.png\\\"\\n }\\n },\\n \\\"description\\\": \\\"A complete guide to implementing schema markup...\\\",\\n \\\"mainEntityOfPage\\\": {\\n \\\"@type\\\": \\\"WebPage\\\",\\n \\\"@id\\\": \\\"https://example.com/schema-guide\\\"\\n }\\n}\\n```\\n\\n---\\n\\n## Product\\n\\nFor product pages (e-commerce or SaaS).\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"Product\\\",\\n \\\"name\\\": \\\"Premium Widget\\\",\\n \\\"image\\\": \\\"https://example.com/widget.jpg\\\",\\n \\\"description\\\": \\\"Our best-selling widget for professionals\\\",\\n \\\"sku\\\": \\\"WIDGET-001\\\",\\n \\\"brand\\\": {\\n \\\"@type\\\": \\\"Brand\\\",\\n \\\"name\\\": \\\"Example Co\\\"\\n },\\n \\\"offers\\\": {\\n \\\"@type\\\": \\\"Offer\\\",\\n \\\"url\\\": \\\"https://example.com/products/widget\\\",\\n \\\"priceCurrency\\\": \\\"USD\\\",\\n \\\"price\\\": \\\"99.99\\\",\\n \\\"availability\\\": \\\"https://schema.org/InStock\\\",\\n \\\"priceValidUntil\\\": \\\"2024-12-31\\\"\\n },\\n \\\"aggregateRating\\\": {\\n \\\"@type\\\": \\\"AggregateRating\\\",\\n \\\"ratingValue\\\": \\\"4.8\\\",\\n \\\"reviewCount\\\": \\\"127\\\"\\n }\\n}\\n```\\n\\n---\\n\\n## SoftwareApplication\\n\\nFor SaaS product pages and app landing pages.\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"SoftwareApplication\\\",\\n \\\"name\\\": \\\"Example App\\\",\\n \\\"applicationCategory\\\": \\\"BusinessApplication\\\",\\n \\\"operatingSystem\\\": \\\"Web, iOS, Android\\\",\\n \\\"offers\\\": {\\n \\\"@type\\\": \\\"Offer\\\",\\n \\\"price\\\": \\\"0\\\",\\n \\\"priceCurrency\\\": \\\"USD\\\"\\n },\\n \\\"aggregateRating\\\": {\\n \\\"@type\\\": \\\"AggregateRating\\\",\\n \\\"ratingValue\\\": \\\"4.6\\\",\\n \\\"ratingCount\\\": \\\"1250\\\"\\n }\\n}\\n```\\n\\n---\\n\\n## FAQPage\\n\\nFor pages with frequently asked questions.\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"FAQPage\\\",\\n \\\"mainEntity\\\": [\\n {\\n \\\"@type\\\": \\\"Question\\\",\\n \\\"name\\\": \\\"What is schema markup?\\\",\\n \\\"acceptedAnswer\\\": {\\n \\\"@type\\\": \\\"Answer\\\",\\n \\\"text\\\": \\\"Schema markup is a structured data vocabulary that helps search engines understand your content...\\\"\\n }\\n },\\n {\\n \\\"@type\\\": \\\"Question\\\",\\n \\\"name\\\": \\\"How do I implement schema?\\\",\\n \\\"acceptedAnswer\\\": {\\n \\\"@type\\\": \\\"Answer\\\",\\n \\\"text\\\": \\\"The recommended approach is to use JSON-LD format, placing the script in your page's head...\\\"\\n }\\n }\\n ]\\n}\\n```\\n\\n---\\n\\n## HowTo\\n\\nFor instructional content and tutorials.\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"HowTo\\\",\\n \\\"name\\\": \\\"How to Add Schema Markup to Your Website\\\",\\n \\\"description\\\": \\\"A step-by-step guide to implementing JSON-LD schema\\\",\\n \\\"totalTime\\\": \\\"PT15M\\\",\\n \\\"step\\\": [\\n {\\n \\\"@type\\\": \\\"HowToStep\\\",\\n \\\"name\\\": \\\"Choose your schema type\\\",\\n \\\"text\\\": \\\"Identify the appropriate schema type for your page content...\\\",\\n \\\"url\\\": \\\"https://example.com/guide#step1\\\"\\n },\\n {\\n \\\"@type\\\": \\\"HowToStep\\\",\\n \\\"name\\\": \\\"Write the JSON-LD\\\",\\n \\\"text\\\": \\\"Create the JSON-LD markup following schema.org specifications...\\\",\\n \\\"url\\\": \\\"https://example.com/guide#step2\\\"\\n },\\n {\\n \\\"@type\\\": \\\"HowToStep\\\",\\n \\\"name\\\": \\\"Add to your page\\\",\\n \\\"text\\\": \\\"Insert the script tag in your page's head section...\\\",\\n \\\"url\\\": \\\"https://example.com/guide#step3\\\"\\n }\\n ]\\n}\\n```\\n\\n---\\n\\n## BreadcrumbList\\n\\nFor any page with breadcrumb navigation.\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"BreadcrumbList\\\",\\n \\\"itemListElement\\\": [\\n {\\n \\\"@type\\\": \\\"ListItem\\\",\\n \\\"position\\\": 1,\\n \\\"name\\\": \\\"Home\\\",\\n \\\"item\\\": \\\"https://example.com\\\"\\n },\\n {\\n \\\"@type\\\": \\\"ListItem\\\",\\n \\\"position\\\": 2,\\n \\\"name\\\": \\\"Blog\\\",\\n \\\"item\\\": \\\"https://example.com/blog\\\"\\n },\\n {\\n \\\"@type\\\": \\\"ListItem\\\",\\n \\\"position\\\": 3,\\n \\\"name\\\": \\\"SEO Guide\\\",\\n \\\"item\\\": \\\"https://example.com/blog/seo-guide\\\"\\n }\\n ]\\n}\\n```\\n\\n---\\n\\n## LocalBusiness\\n\\nFor local business location pages.\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"LocalBusiness\\\",\\n \\\"name\\\": \\\"Example Coffee Shop\\\",\\n \\\"image\\\": \\\"https://example.com/shop.jpg\\\",\\n \\\"address\\\": {\\n \\\"@type\\\": \\\"PostalAddress\\\",\\n \\\"streetAddress\\\": \\\"123 Main Street\\\",\\n \\\"addressLocality\\\": \\\"San Francisco\\\",\\n \\\"addressRegion\\\": \\\"CA\\\",\\n \\\"postalCode\\\": \\\"94102\\\",\\n \\\"addressCountry\\\": \\\"US\\\"\\n },\\n \\\"geo\\\": {\\n \\\"@type\\\": \\\"GeoCoordinates\\\",\\n \\\"latitude\\\": \\\"37.7749\\\",\\n \\\"longitude\\\": \\\"-122.4194\\\"\\n },\\n \\\"telephone\\\": \\\"+1-555-555-5555\\\",\\n \\\"openingHoursSpecification\\\": [\\n {\\n \\\"@type\\\": \\\"OpeningHoursSpecification\\\",\\n \\\"dayOfWeek\\\": [\\\"Monday\\\", \\\"Tuesday\\\", \\\"Wednesday\\\", \\\"Thursday\\\", \\\"Friday\\\"],\\n \\\"opens\\\": \\\"08:00\\\",\\n \\\"closes\\\": \\\"18:00\\\"\\n }\\n ],\\n \\\"priceRange\\\": \\\"$$\\\"\\n}\\n```\\n\\n---\\n\\n## Event\\n\\nFor event pages, webinars, conferences.\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"Event\\\",\\n \\\"name\\\": \\\"Annual Marketing Conference\\\",\\n \\\"startDate\\\": \\\"2024-06-15T09:00:00-07:00\\\",\\n \\\"endDate\\\": \\\"2024-06-15T17:00:00-07:00\\\",\\n \\\"eventAttendanceMode\\\": \\\"https://schema.org/OnlineEventAttendanceMode\\\",\\n \\\"eventStatus\\\": \\\"https://schema.org/EventScheduled\\\",\\n \\\"location\\\": {\\n \\\"@type\\\": \\\"VirtualLocation\\\",\\n \\\"url\\\": \\\"https://example.com/conference\\\"\\n },\\n \\\"image\\\": \\\"https://example.com/conference.jpg\\\",\\n \\\"description\\\": \\\"Join us for our annual marketing conference...\\\",\\n \\\"offers\\\": {\\n \\\"@type\\\": \\\"Offer\\\",\\n \\\"url\\\": \\\"https://example.com/conference/tickets\\\",\\n \\\"price\\\": \\\"199\\\",\\n \\\"priceCurrency\\\": \\\"USD\\\",\\n \\\"availability\\\": \\\"https://schema.org/InStock\\\",\\n \\\"validFrom\\\": \\\"2024-01-01\\\"\\n },\\n \\\"performer\\\": {\\n \\\"@type\\\": \\\"Organization\\\",\\n \\\"name\\\": \\\"Example Company\\\"\\n },\\n \\\"organizer\\\": {\\n \\\"@type\\\": \\\"Organization\\\",\\n \\\"name\\\": \\\"Example Company\\\",\\n \\\"url\\\": \\\"https://example.com\\\"\\n }\\n}\\n```\\n\\n---\\n\\n## Multiple Schema Types\\n\\nCombine multiple schema types using @graph.\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@graph\\\": [\\n {\\n \\\"@type\\\": \\\"Organization\\\",\\n \\\"@id\\\": \\\"https://example.com/#organization\\\",\\n \\\"name\\\": \\\"Example Company\\\",\\n \\\"url\\\": \\\"https://example.com\\\"\\n },\\n {\\n \\\"@type\\\": \\\"WebSite\\\",\\n \\\"@id\\\": \\\"https://example.com/#website\\\",\\n \\\"url\\\": \\\"https://example.com\\\",\\n \\\"name\\\": \\\"Example\\\",\\n \\\"publisher\\\": {\\n \\\"@id\\\": \\\"https://example.com/#organization\\\"\\n }\\n },\\n {\\n \\\"@type\\\": \\\"BreadcrumbList\\\",\\n \\\"itemListElement\\\": [...]\\n }\\n ]\\n}\\n```\\n\\n---\\n\\n## Implementation Example (Next.js)\\n\\n```jsx\\nexport default function ProductPage({ product }) {\\n const schema = {\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"Product\\\",\\n name: product.name,\\n // ... other properties\\n };\\n\\n return (\\n <>\\n \\n \\n \\n {/* Page content */}\\n \\n );\\n}\\n```\\n\"},\n {\"skill\":\"seo-audit\",\"ref\":\"ai-writing-detection\",\"body\":\"# AI Writing Detection\\n\\nWords, phrases, and punctuation patterns commonly associated with AI-generated text. Avoid these to ensure writing sounds natural and human.\\n\\nSources: Grammarly (2025), Microsoft 365 Life Hacks (2025), GPTHuman (2025), Walter Writes (2025), Textero (2025), Plagiarism Today (2025), Rolling Stone (2025), MDPI Blog (2025)\\n\\n---\\n\\n## Contents\\n- Em Dashes: The Primary AI Tell\\n- Overused Verbs\\n- Overused Adjectives\\n- Overused Transitions and Connectors\\n- Phrases That Signal AI Writing (Opening Phrases, Transitional Phrases, Concluding Phrases, Structural Patterns)\\n- Filler Words and Empty Intensifiers\\n- Academic-Specific AI Tells\\n- How to Self-Check\\n\\n## Em Dashes: The Primary AI Tell\\n\\n**The em dash (—) has become one of the most reliable markers of AI-generated content.**\\n\\nEm dashes are longer than hyphens (-) and are used for emphasis, interruptions, or parenthetical information. While they have legitimate uses in writing, AI models drastically overuse them.\\n\\n### Why Em Dashes Signal AI Writing\\n- AI models were trained on edited books, academic papers, and style guides where em dashes appear frequently\\n- AI uses em dashes as a shortcut for sentence variety instead of commas, colons, or parentheses\\n- Most human writers rarely use em dashes because they don't exist as a standard keyboard key\\n- The overuse is so consistent that it has become the unofficial signature of ChatGPT writing\\n\\n### What To Do Instead\\n| Instead of | Use |\\n|------------|-----|\\n| The results—which were surprising—showed... | The results, which were surprising, showed... |\\n| This approach—unlike traditional methods—allows... | This approach, unlike traditional methods, allows... |\\n| The study found—as expected—that... | The study found, as expected, that... |\\n| Communication skills—both written and verbal—are essential | Communication skills (both written and verbal) are essential |\\n\\n### Guidelines\\n- Use commas for most parenthetical information\\n- Use colons to introduce explanations or lists\\n- Use parentheses for supplementary information\\n- Reserve em dashes for rare, deliberate emphasis only\\n- If you find yourself using more than one em dash per page, revise\\n\\n---\\n\\n## Overused Verbs\\n\\n| Avoid | Use Instead |\\n|-------|-------------|\\n| delve (into) | explore, examine, investigate, look at |\\n| leverage | use, apply, draw on |\\n| optimise | improve, refine, enhance |\\n| utilise | use |\\n| facilitate | help, enable, support |\\n| foster | encourage, support, develop, nurture |\\n| bolster | strengthen, support, reinforce |\\n| underscore | emphasise, highlight, stress |\\n| unveil | reveal, show, introduce, present |\\n| navigate | manage, handle, work through |\\n| streamline | simplify, make more efficient |\\n| enhance | improve, strengthen |\\n| endeavour | try, attempt, effort |\\n| ascertain | find out, determine, establish |\\n| elucidate | explain, clarify, make clear |\\n\\n---\\n\\n## Overused Adjectives\\n\\n| Avoid | Use Instead |\\n|-------|-------------|\\n| robust | strong, reliable, thorough, solid |\\n| comprehensive | complete, thorough, full, detailed |\\n| pivotal | key, critical, central, important |\\n| crucial | important, key, essential, critical |\\n| vital | important, essential, necessary |\\n| transformative | significant, important, major |\\n| cutting-edge | new, advanced, recent, modern |\\n| groundbreaking | new, original, significant |\\n| innovative | new, original, creative |\\n| seamless | smooth, easy, effortless |\\n| intricate | complex, detailed, complicated |\\n| nuanced | subtle, complex, detailed |\\n| multifaceted | complex, varied, diverse |\\n| holistic | complete, whole, comprehensive |\\n\\n---\\n\\n## Overused Transitions and Connectors\\n\\n| Avoid | Use Instead |\\n|-------|-------------|\\n| furthermore | also, in addition, and |\\n| moreover | also, and, besides |\\n| notwithstanding | despite, even so, still |\\n| that being said | however, but, still |\\n| at its core | essentially, fundamentally, basically |\\n| to put it simply | in short, simply put |\\n| it is worth noting that | note that, importantly |\\n| in the realm of | in, within, regarding |\\n| in the landscape of | in, within |\\n| in today's [anything] | currently, now, today |\\n\\n---\\n\\n## Phrases That Signal AI Writing\\n\\n### Opening Phrases to Avoid\\n- \\\"In today's fast-paced world...\\\"\\n- \\\"In today's digital age...\\\"\\n- \\\"In an era of...\\\"\\n- \\\"In the ever-evolving landscape of...\\\"\\n- \\\"In the realm of...\\\"\\n- \\\"It's important to note that...\\\"\\n- \\\"Let's delve into...\\\"\\n- \\\"Imagine a world where...\\\"\\n\\n### Transitional Phrases to Avoid\\n- \\\"That being said...\\\"\\n- \\\"With that in mind...\\\"\\n- \\\"It's worth mentioning that...\\\"\\n- \\\"At its core...\\\"\\n- \\\"To put it simply...\\\"\\n- \\\"In essence...\\\"\\n- \\\"This begs the question...\\\"\\n\\n### Concluding Phrases to Avoid\\n- \\\"In conclusion...\\\"\\n- \\\"To sum up...\\\"\\n- \\\"By [doing X], you can [achieve Y]...\\\"\\n- \\\"In the final analysis...\\\"\\n- \\\"All things considered...\\\"\\n- \\\"At the end of the day...\\\"\\n\\n### Structural Patterns to Avoid\\n- \\\"Whether you're a [X], [Y], or [Z]...\\\" (listing three examples after \\\"whether\\\")\\n- \\\"It's not just [X], it's also [Y]...\\\"\\n- \\\"Think of [X] as [elaborate metaphor]...\\\"\\n- Starting sentences with \\\"By\\\" followed by a gerund: \\\"By understanding X, you can Y...\\\"\\n\\n---\\n\\n## Filler Words and Empty Intensifiers\\n\\nThese words often add nothing to meaning. Remove them or find specific alternatives:\\n\\n- absolutely\\n- actually\\n- basically\\n- certainly\\n- clearly\\n- definitely\\n- essentially\\n- extremely\\n- fundamentally\\n- incredibly\\n- interestingly\\n- naturally\\n- obviously\\n- quite\\n- really\\n- significantly\\n- simply\\n- surely\\n- truly\\n- ultimately\\n- undoubtedly\\n- very\\n\\n---\\n\\n## Academic-Specific AI Tells\\n\\n| Avoid | Use Instead |\\n|-------|-------------|\\n| shed light on | clarify, explain, reveal |\\n| pave the way for | enable, allow, make possible |\\n| a myriad of | many, numerous, various |\\n| a plethora of | many, numerous, several |\\n| paramount | very important, essential, critical |\\n| pertaining to | about, regarding, concerning |\\n| prior to | before |\\n| subsequent to | after |\\n| in light of | because of, given, considering |\\n| with respect to | about, regarding, for |\\n| in terms of | regarding, for, about |\\n| the fact that | that (or rewrite sentence) |\\n\\n---\\n\\n## How to Self-Check\\n\\n1. Read your text aloud. If phrases sound unnatural in speech, revise them\\n2. Ask: \\\"Would I say this in a conversation with a colleague?\\\"\\n3. Check for repetitive sentence structures\\n4. Look for clusters of the words listed above\\n5. Ensure varied sentence lengths (not all similar length)\\n6. Verify each intensifier adds genuine meaning\\n\"},\n {\"skill\":\"seo-audit\",\"ref\":\"international-seo\",\"body\":\"# International SEO: Evidence & Sources\\n\\nDetailed evidence backing the International SEO & Localization section of the SEO Audit skill. Organized by topic with source URLs and key quotes.\\n\\n---\\n\\n## Hreflang\\n\\n### Placement Methods\\n\\nGoogle supports three equivalent methods: HTML `` in ``, HTTP `Link` headers, and XML sitemap `` elements. Google confirmed no method is prioritized over another.\\n\\nGoogle combines signals from both HTML and sitemaps. If the same language-region pair points to different URLs across methods, Google drops that pair rather than guessing.\\n\\n- [Google Search Central: Localized Versions](https://developers.google.com/search/docs/specialty/international/localized-versions)\\n- [SEJ: Google Combines Hreflang Signals](https://www.searchenginejournal.com/google-combines-hreflang-signals-from-html-sitemaps/389219/)\\n\\n### Reciprocal Requirement\\n\\nGoogle's docs: \\\"If page X links to page Y, page Y must link back to page X. If not, those annotations may be ignored or not interpreted correctly.\\\"\\n\\nEvery page must include itself (self-referencing) in the hreflang set. Missing self-referencing is the #1 error found by Semrush audits. A study of 374,756 domains found 67% of hreflang implementations had issues.\\n\\n- [Google Search Central: Localized Versions](https://developers.google.com/search/docs/specialty/international/localized-versions)\\n- [Semrush: 9 Common Hreflang Errors](https://www.semrush.com/blog/hreflang-errors/)\\n- [SE Land: 31% of International Websites Contain Hreflang Errors](https://searchengineland.com/study-31-of-international-websites-contain-hreflang-errors-395161)\\n\\n### x-default\\n\\nIntroduced April 2013. Designates the fallback page for users whose language/region matches no declared variant. Can point to the same URL as one of the language-specific alternates. Must be included in the complete set of annotations on every variant page.\\n\\n- [Google Blog: x-default hreflang](https://developers.google.com/search/blog/2013/04/x-default-hreflang-for-international-pages)\\n- [Google Blog: How x-default can help you (2023)](https://developers.google.com/search/blog/2023/05/x-default)\\n\\n### Language & Region Codes\\n\\nLanguage: ISO 639-1 (2-letter). Region: ISO 3166-1 Alpha 2 (2-letter). Format: `language[-script][-region]`.\\n\\nYou cannot specify a region code alone. Common mistakes: `en-UK` (should be `en-GB`), `es-419` (not ISO 3166-1). A study found 8.9% of sites using hreflang contain invalid language codes.\\n\\n- [Google Search Central: Localized Versions](https://developers.google.com/search/docs/specialty/international/localized-versions)\\n- [SE Land: 31% Study](https://searchengineland.com/study-31-of-international-websites-contain-hreflang-errors-395161)\\n\\n### Hreflang at Scale (20+ locales)\\n\\nWith 20 locales, HTML `` hreflang adds ~1.5KB per page for zero user benefit. Sitemap-based hreflang has zero runtime performance impact. `` child elements do NOT count toward the 50,000 URL sitemap limit (only `` elements count).\\n\\nJohn Mueller recommends focusing hreflang on pages receiving wrong-language traffic, not every page: \\\"I wouldn't do it for any of the other pages of the site because it's so complex & hard to manage.\\\"\\n\\n- [SERoundtable: Child Elements Don't Count](https://www.seroundtable.com/google-child-elements-dont-count-towards-sitemap-url-limit-34377.html)\\n- [SERoundtable: Where To Focus Hreflang](https://www.seroundtable.com/using-hreflang-34127.html)\\n- [Yoast: hreflang Ultimate Guide](https://yoast.com/hreflang-ultimate-guide/)\\n\\n### Google vs Bing\\n\\nBing treats hreflang as a \\\"weak signal.\\\" Bing relies on `content-language` meta tag, HTML `lang` attribute, ccTLDs, and server location. Yandex supports hreflang like Google.\\n\\nFor both engines: implement hreflang (Google/Yandex) + `` + `` (Bing).\\n\\n- [Digital Ready Marketing: Bing Doesn't Use Hreflang](https://digitalreadymarketing.com/bing-doesnt-use-hreflang-annotation-what-does-it-use/)\\n- [Yoast: hreflang Ultimate Guide](https://yoast.com/hreflang-ultimate-guide/)\\n\\n---\\n\\n## Canonicalization & i18n\\n\\n### Self-Referencing Canonicals\\n\\nEach locale page must canonical to itself. John Mueller: \\\"Don't use a rel=canonical across languages/countries, only use it on a per-country/language basis.\\\"\\n\\nGoogle's docs: \\\"Specify a canonical page in the same language, or the best possible substitute language if a canonical doesn't exist for the same language.\\\"\\n\\n- [John Mueller: hreflang canonical](https://johnmu.com/hreflang-canonical/)\\n- [Google: Consolidate Duplicate URLs](https://developers.google.com/search/docs/crawling-indexing/consolidate-duplicate-urls)\\n\\n### Canonical Overrides Hreflang\\n\\nMueller: \\\"If your canonical is pointing somewhere else, Google will follow that and ignore your hreflang annotation.\\\" The canonical URL must be one of the URLs in the hreflang set, or all hreflang markup is ignored.\\n\\nGoogle also states: \\\"Google prefers URLs that are part of hreflang clusters for canonicalization\\\" -- when signals align, hreflang strengthens canonical selection.\\n\\n- [John Mueller: hreflang canonical](https://johnmu.com/hreflang-canonical/)\\n- [SEJ: Hreflang Tags Are Hints](https://www.searchenginejournal.com/google-reminds-that-hreflang-tags-are-hints-not-directives/546428/)\\n- [Google: Consolidate Duplicate URLs](https://developers.google.com/search/docs/crawling-indexing/consolidate-duplicate-urls)\\n\\n### Near-Duplicate Regional Variants\\n\\nMueller (2023 Office Hours): \\\"If the content is completely the same, and we can't tell any difference, then for simplicity and user experience we may just show one version -- even if hreflang is present.\\\"\\n\\nGoogle's duplicate detection runs BEFORE hreflang evaluation. To keep both versions indexed, you need substantive content differences beyond currency symbols.\\n\\n- [International Web Mastery: Same-Language Duplicate Pages](https://internationalwebmastery.com/blog/how-google-handles-canonicalization-of-same-language-duplicate-near-duplicate-pages/)\\n- [Google: Managing Multi-Regional Sites](https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites)\\n\\n### Pagination Across Locales\\n\\nGoogle: \\\"Don't use the first page of a paginated sequence as the canonical page. Instead, give each page its own canonical URL.\\\" Each paginated page in each locale gets self-referencing canonical. `rel=\\\"next/prev\\\"` deprecated March 2019.\\n\\n- [Google: Pagination Best Practices](https://developers.google.com/search/docs/specialty/ecommerce/pagination-and-incremental-page-loading)\\n\\n---\\n\\n## International Sitemaps\\n\\n### Structure\\n\\nEach `` entry includes `` alternates for every locale. Requires `xmlns:xhtml=\\\"http://www.w3.org/1999/xhtml\\\"` namespace.\\n\\nSplit sitemaps by content type, not by locale. Splitting by locale creates maintenance problems because every locale sitemap must reference every other locale (reciprocal requirement).\\n\\n- [Google Search Central: Localized Versions](https://developers.google.com/search/docs/specialty/international/localized-versions)\\n- [Lumar: How Google Handles Hreflang](https://www.lumar.io/office-hours/hreflang/)\\n\\n### Size Limits\\n\\n50,000 URLs / 50MB uncompressed per sitemap. Only `` elements count toward the 50K limit. But with 20 hreflang alternates per entry, the 50MB file size limit becomes the bottleneck. Plan for 2,000-5,000 URLs per sitemap when using full hreflang.\\n\\n- [Google: Build and Submit a Sitemap](https://developers.google.com/search/docs/crawling-indexing/sitemaps/build-sitemap)\\n- [SERoundtable: Sitemap 50,000 Limit](https://www.seroundtable.com/google-sitemap-50-000-limit-based-on-location-urls-not-alternative-urls-33843.html)\\n\\n### Submission\\n\\nSubmit the sitemap index in Search Console AND reference it in robots.txt. Individual child sitemaps can be submitted separately for per-sitemap reporting.\\n\\n- [Google: Build and Submit a Sitemap](https://developers.google.com/search/docs/crawling-indexing/sitemaps/build-sitemap)\\n\\n### Next.js Caveat\\n\\nNext.js `alternates.languages` does NOT automatically include a self-referencing `` for the `` URL. You must explicitly include the `` URL's own language in the `languages` object.\\n\\n- [Next.js Docs: sitemap.xml](https://nextjs.org/docs/app/api-reference/file-conventions/metadata/sitemap)\\n\\n---\\n\\n## URL Structure\\n\\n### Strategies Compared\\n\\nGoogle treats subdirectories and subdomains equivalently. Mueller: \\\"From our point of view...they say subdomains and subdirectories are essentially equivalent.\\\"\\n\\nURL parameters (`?lang=en`) are explicitly \\\"Not recommended\\\" per Google docs.\\n\\n- [Google: Managing Multi-Regional Sites](https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites)\\n\\n### Default Language\\n\\nMueller recommends: set `/` as x-default, put each language in its own prefix. Without marking `/` as x-default, \\\"to Google it can look like '/' is a separate page from the others.\\\"\\n\\n- [Google Blog: x-default](https://developers.google.com/search/blog/2023/05/x-default)\\n- [Google Blog: Creating the Right Homepage](https://developers.google.com/search/blog/2014/05/creating-right-homepage-for-your)\\n\\n### Content Negotiation / IP Redirects\\n\\nGoogle strongly advises against locale-adaptive pages. Googlebot crawls from US IPs and does not send Accept-Language headers. Separate URLs + hreflang are required.\\n\\n- [Google: Locale-Adaptive Pages](https://developers.google.com/search/docs/specialty/international/locale-adaptive-pages)\\n\\n### Trailing Slash Consistency\\n\\nMueller: trailing slash is \\\"a significant part of the URL and will change the URL if it's there or not.\\\" Pick one format for all locale paths, internal links, canonicals, hreflang, and sitemaps.\\n\\nMueller (2025): \\\"Consistency is the biggest technical SEO factor.\\\"\\n\\n- [SERoundtable: Consistency Is The Biggest Technical SEO Factor](https://www.seroundtable.com/google-consistency-seo-40427.html)\\n\\n### Search Console Geotargeting\\n\\nThe International Targeting report is deprecated. Google now relies entirely on hreflang, content language analysis, and linking patterns. You can add subdirectory properties for per-locale reporting.\\n\\n- [Google Support: International Targeting Deprecated](https://support.google.com/webmasters/answer/12474899?hl=en)\\n\\n### Framework Locale Modes\\n\\nUse `localePrefix: 'always'` (next-intl) or equivalent. Never hide locale from URLs -- Google needs unique URLs per language. Using `'never'` mode disables alternate links entirely.\\n\\n- [next-intl: Routing Configuration](https://next-intl.dev/docs/routing/configuration)\\n- [Next.js Discussion #18419](https://github.com/vercel/next.js/discussions/18419)\\n\\n---\\n\\n## Content Quality Across Locales\\n\\n### Auto-Translated Content (2025 Stance)\\n\\nGoogle removed longstanding guidance advising against auto-translated content in mid-2025. Current stance: \\\"Our policies do not strictly define content that has been translated by AI as spam.\\\" The scaled content abuse policy mentions translation as a possible vector, but does not ban it.\\n\\nReddit scaled AI translations to 35+ languages with Google's knowledge. The key distinction is intent and quality, not the method.\\n\\n- [Google Spam Policies](https://developers.google.com/search/docs/essentials/spam-policies)\\n- [Glenn Gabe: Auto-Translating Content](https://www.gsqi.com/marketing-blog/auto-translating-content-google-scaled-content-abuse/)\\n- [SE Land: Reddit AI Translations](https://searchengineland.com/google-comments-on-reddits-use-of-ai-to-translate-its-pages-456908)\\n\\n### Thin Locale Pages\\n\\nGoogle: \\\"Localized versions of a page are only considered duplicates if the main content of the page remains untranslated.\\\" Pages with only translated boilerplate get clustered as duplicates.\\n\\nDo NOT use noindex for unwanted locale pages (wastes crawl budget). Do NOT canonical cross-locale (conflicts with hreflang). Best approach: don't create locale pages you can't make genuinely helpful.\\n\\n- [Google: Localized Versions](https://developers.google.com/search/docs/specialty/international/localized-versions)\\n- [Google: Crawl Budget Management](https://developers.google.com/search/docs/crawling-indexing/large-site-managing-crawl-budget)\\n\\n### Helpful Content System Impact\\n\\nMerged into core ranking March 2024. Site-wide signal: \\\"any content -- not just unhelpful content -- on sites determined to have relatively high amounts of unhelpful content overall is less likely to perform well in Search.\\\"\\n\\nLow-quality translated pages can drag down the entire site. This is the strongest argument against creating locale pages that aren't genuinely helpful.\\n\\n- [Google Blog: Helpful Content Update](https://developers.google.com/search/blog/2022/08/helpful-content-update)\\n- [Amsive: What Changed in 2024](https://www.amsive.com/insights/seo/googles-helpful-content-update-ranking-system-what-happened-and-what-changed-in-2024/)\\n\\n### Partial Translation\\n\\nGoogle: \\\"Translating only the boilerplate text of your pages while keeping the bulk of your content in a single language...can create a bad user experience.\\\" Google uses visible content (not lang attribute) to determine page language.\\n\\nTranslate ALL content on a page if you create a locale version. Untranslated metadata (title, description) in the wrong language reduces CTR.\\n\\n- [Google: Managing Multi-Regional Sites](https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites)\\n\\n### Crawl Budget\\n\\nOnly a concern for 1M+ pages or 10K+ pages changing daily. But alternate URLs (hreflang targets) do consume crawl budget. Broken hreflang links waste budget AND invalidate signals.\\n\\n- [Google: Crawl Budget Management](https://developers.google.com/search/docs/crawling-indexing/large-site-managing-crawl-budget)\\n- [Google Blog: Crawl Budget](https://developers.google.com/search/blog/2017/01/what-crawl-budget-means-for-googlebot)\\n\\n### Locale-Specific Signals\\n\\nGoogle identifies audience via: \\\"local addresses and phone numbers on the pages, the use of local language and currency, links from other local sites, or signals from your Business Profile.\\\"\\n\\n- [Google: Managing Multi-Regional Sites](https://developers.google.com/search/docs/specialty/international/managing-multi-regional-sites)\\n\"},\n {\"skill\":\"site-architecture\",\"ref\":\"mermaid-templates\",\"body\":\"# Mermaid Diagram Templates\\n\\nCopy-paste-ready Mermaid diagrams for visual sitemaps. Customize node labels and connections for your site.\\n\\n---\\n\\n## Basic Hierarchy\\n\\nSimple top-down page hierarchy.\\n\\n```mermaid\\ngraph TD\\n HOME[\\\"Homepage
/\\\"] --> FEAT[\\\"Features
/features\\\"]\\n HOME --> PRICE[\\\"Pricing
/pricing\\\"]\\n HOME --> BLOG[\\\"Blog
/blog\\\"]\\n HOME --> ABOUT[\\\"About
/about\\\"]\\n\\n FEAT --> F1[\\\"Analytics
/features/analytics\\\"]\\n FEAT --> F2[\\\"Automation
/features/automation\\\"]\\n FEAT --> F3[\\\"Integrations
/features/integrations\\\"]\\n\\n BLOG --> B1[\\\"Post: SEO Guide
/blog/seo-guide\\\"]\\n BLOG --> B2[\\\"Post: CRO Tips
/blog/cro-tips\\\"]\\n```\\n\\n---\\n\\n## Hierarchy with Navigation Zones\\n\\nUses subgraphs to show which pages appear in which navigation area.\\n\\n```mermaid\\ngraph TD\\n subgraph \\\"Header Nav\\\"\\n HOME[\\\"Homepage\\\"]\\n FEAT[\\\"Features\\\"]\\n PRICE[\\\"Pricing\\\"]\\n BLOG[\\\"Blog\\\"]\\n CTA[\\\"Get Started ★\\\"]\\n end\\n\\n subgraph \\\"Feature Pages\\\"\\n F1[\\\"Analytics\\\"]\\n F2[\\\"Automation\\\"]\\n F3[\\\"Integrations\\\"]\\n end\\n\\n subgraph \\\"Footer Nav\\\"\\n ABOUT[\\\"About\\\"]\\n CAREERS[\\\"Careers\\\"]\\n CONTACT[\\\"Contact\\\"]\\n PRIVACY[\\\"Privacy\\\"]\\n TERMS[\\\"Terms\\\"]\\n end\\n\\n HOME --> FEAT\\n HOME --> PRICE\\n HOME --> BLOG\\n FEAT --> F1\\n FEAT --> F2\\n FEAT --> F3\\n HOME --> ABOUT\\n ABOUT --> CAREERS\\n HOME --> CONTACT\\n```\\n\\n---\\n\\n## Hierarchy with URL Labels\\n\\nEach node shows the page name and URL path.\\n\\n```mermaid\\ngraph TD\\n HOME[\\\"Homepage
/\\\"] --> PROD[\\\"Product
/product\\\"]\\n HOME --> PRICE[\\\"Pricing
/pricing\\\"]\\n HOME --> BLOG[\\\"Blog
/blog\\\"]\\n HOME --> DOCS[\\\"Docs
/docs\\\"]\\n HOME --> ABOUT[\\\"About
/about\\\"]\\n\\n PROD --> P1[\\\"Analytics
/product/analytics\\\"]\\n PROD --> P2[\\\"Reports
/product/reports\\\"]\\n\\n DOCS --> D1[\\\"Getting Started
/docs/getting-started\\\"]\\n DOCS --> D2[\\\"API Reference
/docs/api\\\"]\\n```\\n\\n---\\n\\n## Hub-and-Spoke Content Model\\n\\nShows a hub page connected to spoke articles, with spokes linking to each other.\\n\\n```mermaid\\ngraph TD\\n HUB[\\\"SEO Guide
(Hub Page)\\\"]\\n\\n HUB --> S1[\\\"Keyword Research\\\"]\\n HUB --> S2[\\\"On-Page SEO\\\"]\\n HUB --> S3[\\\"Technical SEO\\\"]\\n HUB --> S4[\\\"Link Building\\\"]\\n\\n S1 -.-> S2\\n S2 -.-> S3\\n S3 -.-> S4\\n\\n style HUB fill:#f9f,stroke:#333,stroke-width:2px\\n```\\n\\nLegend:\\n- Solid lines = primary hub-spoke links\\n- Dashed lines = cross-links between spokes\\n\\n---\\n\\n## Internal Linking Flow\\n\\nShows how different site sections link to each other.\\n\\n```mermaid\\ngraph LR\\n subgraph \\\"Marketing\\\"\\n HOME[\\\"Homepage\\\"]\\n FEAT[\\\"Features\\\"]\\n PRICE[\\\"Pricing\\\"]\\n end\\n\\n subgraph \\\"Content\\\"\\n BLOG[\\\"Blog\\\"]\\n GUIDE[\\\"Guides\\\"]\\n CASE[\\\"Case Studies\\\"]\\n end\\n\\n subgraph \\\"Product\\\"\\n DOCS[\\\"Docs\\\"]\\n API[\\\"API Ref\\\"]\\n CHANGE[\\\"Changelog\\\"]\\n end\\n\\n BLOG --> FEAT\\n BLOG --> CASE\\n CASE --> FEAT\\n CASE --> PRICE\\n FEAT --> DOCS\\n GUIDE --> BLOG\\n GUIDE --> DOCS\\n HOME --> FEAT\\n HOME --> BLOG\\n HOME --> CASE\\n```\\n\\n---\\n\\n## Before/After Restructuring\\n\\nCompare current and proposed site structures side by side.\\n\\n```mermaid\\ngraph TD\\n subgraph \\\"Before\\\"\\n B_HOME[\\\"Homepage\\\"] --> B_P1[\\\"Page 1\\\"]\\n B_HOME --> B_P2[\\\"Page 2\\\"]\\n B_HOME --> B_P3[\\\"Page 3\\\"]\\n B_HOME --> B_P4[\\\"Page 4\\\"]\\n B_HOME --> B_P5[\\\"Page 5\\\"]\\n B_HOME --> B_P6[\\\"Page 6\\\"]\\n B_HOME --> B_P7[\\\"Page 7\\\"]\\n B_HOME --> B_P8[\\\"Page 8\\\"]\\n end\\n\\n subgraph \\\"After\\\"\\n A_HOME[\\\"Homepage\\\"] --> A_S1[\\\"Features\\\"]\\n A_HOME --> A_S2[\\\"Resources\\\"]\\n A_HOME --> A_S3[\\\"Company\\\"]\\n A_S1 --> A_P1[\\\"Feature A\\\"]\\n A_S1 --> A_P2[\\\"Feature B\\\"]\\n A_S2 --> A_P3[\\\"Blog\\\"]\\n A_S2 --> A_P4[\\\"Guides\\\"]\\n A_S3 --> A_P5[\\\"About\\\"]\\n A_S3 --> A_P6[\\\"Contact\\\"]\\n end\\n```\\n\\n---\\n\\n## Color-Coding Conventions\\n\\nUse styles to highlight page status, priority, or type.\\n\\n```mermaid\\ngraph TD\\n HOME[\\\"Homepage\\\"] --> FEAT[\\\"Features\\\"]\\n HOME --> PRICE[\\\"Pricing\\\"]\\n HOME --> BLOG[\\\"Blog\\\"]\\n HOME --> NEW[\\\"New Section\\\"]\\n HOME --> REMOVE[\\\"Deprecated Page\\\"]\\n\\n FEAT --> F1[\\\"Existing Feature\\\"]\\n FEAT --> F2[\\\"New Feature\\\"]\\n\\n style HOME fill:#4CAF50,color:#fff\\n style PRICE fill:#4CAF50,color:#fff\\n style FEAT fill:#4CAF50,color:#fff\\n style BLOG fill:#4CAF50,color:#fff\\n style F1 fill:#4CAF50,color:#fff\\n style NEW fill:#2196F3,color:#fff\\n style F2 fill:#2196F3,color:#fff\\n style REMOVE fill:#f44336,color:#fff\\n```\\n\\nColor key:\\n- **Green** (`#4CAF50`): Existing pages (no changes)\\n- **Blue** (`#2196F3`): New pages to create\\n- **Red** (`#f44336`): Pages to remove or redirect\\n- **Yellow** (`#FFC107`): Pages to restructure or move\\n- **Purple** (`#9C27B0`): High-priority / CTA pages\\n\"}\n];\n",[],[362,604,678],"f6a489d6-5d6d-11f1-83da-1607ee4eb77e","ref_13.ts","f6a48a76-5d6d-11f1-83da-1607ee4eb77e",657,["D",1780286229574],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_13: SkillRef[] = [\n {\"skill\":\"revops\",\"ref\":\"automation-playbooks\",\"body\":\"# Automation Playbooks\\n\\nPlatform-specific workflow recipes for HubSpot, Salesforce, scheduling tools, and cross-tool automation.\\n\\n## HubSpot Workflow Recipes\\n\\n### 1. MQL Alert and Assignment\\n\\n**Name:** MQL Notification and Task Creation\\n**Trigger:** Contact property \\\"Lifecycle Stage\\\" is changed to \\\"Marketing Qualified Lead\\\"\\n**Actions:**\\n1. Rotate contact owner among sales team (round-robin)\\n2. Send internal email notification to contact owner with lead context\\n3. Create task: \\\"Follow up with [Contact Name]\\\" — due in 4 hours\\n4. Send Slack notification to #sales-alerts channel\\n5. Enroll in \\\"MQL Follow-Up\\\" sequence (if using HubSpot Sequences)\\n**Outcome:** Every MQL gets assigned instantly with a clear SLA\\n**Notes:** Set enrollment criteria to exclude leads already owned by a rep\\n\\n---\\n\\n### 2. MQL SLA Escalation\\n\\n**Name:** MQL SLA Breach Alert\\n**Trigger:** Contact property \\\"Lifecycle Stage\\\" equals \\\"MQL\\\" AND \\\"Days since last contacted\\\" is greater than 0.5 (12 hours)\\n**Actions:**\\n1. Send internal email to contact owner: \\\"SLA warning: [Contact Name] has not been contacted\\\"\\n2. If still no activity after 24 hours → send alert to sales manager\\n3. If still no activity after 48 hours → reassign contact owner via rotation\\n4. Create task for new owner: \\\"Urgent: Contact [Contact Name] — reassigned due to SLA breach\\\"\\n**Outcome:** No MQL goes unworked for more than 48 hours\\n**Notes:** Exclude contacts where last activity type is \\\"Call\\\" or \\\"Meeting\\\" (already engaged)\\n\\n---\\n\\n### 3. Lead Scoring Update and MQL Promotion\\n\\n**Name:** Auto-MQL on Score Threshold\\n**Trigger:** Contact property \\\"HubSpot Score\\\" is greater than or equal to 65\\n**Actions:**\\n1. Set lifecycle stage to \\\"Marketing Qualified Lead\\\"\\n2. Set \\\"MQL Date\\\" to current date\\n3. Suppress from marketing nurture workflows\\n4. Trigger MQL Alert workflow (recipe #1)\\n**Outcome:** Leads automatically promote to MQL when they hit the scoring threshold\\n**Notes:** Add suppression list for existing customers and competitors\\n\\n---\\n\\n### 4. Meeting Booked Notification\\n\\n**Name:** Meeting Booked Alert to AE\\n**Trigger:** Meeting activity is logged for contact (via Calendly/HubSpot meetings)\\n**Actions:**\\n1. Send internal email to contact owner with meeting details\\n2. Update contact property \\\"Last Meeting Booked\\\" to current date\\n3. If lifecycle stage is \\\"Lead\\\" → update to \\\"MQL\\\"\\n4. Create task: \\\"Prepare for meeting with [Contact Name]\\\" — due 1 hour before meeting\\n5. Send Slack notification to #meetings channel\\n**Outcome:** AEs are prepared for every meeting with full context\\n**Notes:** Include recent page views and content downloads in notification email\\n\\n---\\n\\n### 5. Closed-Won Handoff to CS\\n\\n**Name:** Customer Onboarding Trigger\\n**Trigger:** Deal stage is changed to \\\"Closed Won\\\"\\n**Actions:**\\n1. Update associated contact lifecycle stage to \\\"Customer\\\"\\n2. Set \\\"Customer Since\\\" date to current date\\n3. Assign contact owner to CS team member (based on segment/territory)\\n4. Create task for CS: \\\"Schedule kickoff call with [Company Name]\\\" — due in 2 business days\\n5. Enroll contact in \\\"Customer Onboarding\\\" email sequence\\n6. Send internal notification to CS manager\\n7. Remove from all sales sequences\\n**Outcome:** Seamless handoff from sales to customer success\\n**Notes:** Include deal notes, contract value, and key stakeholders in CS notification\\n\\n---\\n\\n### 6. Stale Deal Alert\\n\\n**Name:** Pipeline Hygiene — Stale Deal Detection\\n**Trigger:** Deal property \\\"Days in current stage\\\" is greater than [2x average for that stage]\\n**Actions:**\\n1. Send internal email to deal owner: \\\"Deal stale alert: [Deal Name] has been in [Stage] for [X] days\\\"\\n2. Create task: \\\"Update or close [Deal Name]\\\" — due in 3 business days\\n3. If no update after 7 days → alert sales manager\\n4. Add to \\\"Stale Deals\\\" dashboard list\\n**Outcome:** Pipeline stays clean and forecast stays accurate\\n**Notes:** Customize thresholds per stage (Discovery: 14 days, Proposal: 10 days, Negotiation: 21 days)\\n\\n---\\n\\n### 7. Recycled Lead Nurture Re-Entry\\n\\n**Name:** MQL Recycling to Nurture\\n**Trigger:** Contact property \\\"Sales Rejection Reason\\\" is known (any value)\\n**Actions:**\\n1. Update lifecycle stage to \\\"Recycled\\\"\\n2. Reset engagement score to baseline (keep fit score)\\n3. Enroll in \\\"Recycled Lead Nurture\\\" sequence (lower frequency)\\n4. Set \\\"Recycle Date\\\" to current date\\n5. Set re-enrollment trigger: if HubSpot Score exceeds threshold again, re-trigger MQL workflow\\n**Outcome:** Rejected leads get a second chance without clogging the pipeline\\n**Notes:** Track recycled-to-MQL conversion rate as a separate metric\\n\\n---\\n\\n### 8. Lead Activity Digest\\n\\n**Name:** Daily Lead Activity Summary\\n**Trigger:** Scheduled — daily at 8:00 AM local time\\n**Actions:**\\n1. Filter contacts: lifecycle stage is \\\"SQL\\\" or \\\"Opportunity\\\" AND had website activity in last 24 hours\\n2. Send digest email to each contact owner with their leads' activity\\n3. Include: pages visited, content downloaded, emails opened/clicked\\n**Outcome:** Sales reps start each day knowing which leads are active\\n**Notes:** Only include leads with meaningful activity (exclude single homepage visits)\\n\\n---\\n\\n## Salesforce Flow Equivalents\\n\\n### 1. MQL Alert and Assignment (Salesforce Flow)\\n\\n**Type:** Record-Triggered Flow\\n**Object:** Lead\\n**Trigger:** Lead field \\\"Status\\\" is changed to \\\"MQL\\\"\\n**Flow steps:**\\n1. Get Records: Query \\\"Rep Assignment\\\" custom object for next available rep\\n2. Update Records: Set Lead Owner to assigned rep\\n3. Create Records: Create Task — \\\"Contact MQL: {Lead.Name}\\\" with due date = NOW + 4 hours\\n4. Action: Send email alert to new lead owner\\n5. Update Records: Update \\\"Rep Assignment\\\" last-assigned timestamp\\n**Notes:** Use a custom \\\"Rep Assignment\\\" object to manage round-robin state\\n\\n### 2. SLA Escalation (Salesforce Flow)\\n\\n**Type:** Scheduled-Triggered Flow\\n**Schedule:** Every 4 hours during business hours\\n**Flow steps:**\\n1. Get Records: Leads where Status = \\\"MQL\\\" AND LastActivityDate < TODAY - 1\\n2. Decision: Is lead older than 48 hours with no activity?\\n - YES → Reassign to next rep, create urgent task, alert manager\\n - NO → Send reminder email to current owner\\n**Notes:** Pair with Process Builder for real-time alerts on initial assignment\\n\\n### 3. Pipeline Stage Automation (Salesforce Flow)\\n\\n**Type:** Record-Triggered Flow\\n**Object:** Opportunity\\n**Trigger:** Stage field is updated\\n**Flow steps:**\\n1. Decision: Which stage was it changed to?\\n2. For each stage:\\n - **Discovery:** Create task \\\"Complete discovery questionnaire\\\"\\n - **Demo:** Create task \\\"Prepare demo environment\\\"\\n - **Proposal:** Create task \\\"Send proposal\\\" + alert deal desk if ACV > $25K\\n - **Closed Won:** Trigger CS handoff (create Case, assign CS owner, send welcome email)\\n - **Closed Lost:** Create task \\\"Log loss reason\\\" + add to win/loss analysis report\\n\\n### 4. Stale Deal Detection (Salesforce Flow)\\n\\n**Type:** Scheduled-Triggered Flow\\n**Schedule:** Daily at 7:00 AM\\n**Flow steps:**\\n1. Get Records: Open Opportunities where Days_In_Stage > Stage_SLA_Threshold\\n2. Loop through results:\\n - Create Task: \\\"Update stale deal: {Opportunity.Name}\\\"\\n - Send email to Opportunity Owner\\n - If Days_In_Stage > 2x threshold → send email to Owner's Manager\\n3. Update custom field \\\"Stale Flag\\\" = true for dashboard visibility\\n\\n---\\n\\n## Calendly / SavvyCal Integration Patterns\\n\\n### Round-Robin Meeting Scheduling\\n\\n**Calendly setup:**\\n1. Create a team event type with all eligible reps\\n2. Distribution: \\\"Optimize for equal distribution\\\"\\n3. Availability: Each rep manages their own calendar\\n4. Buffer: 15 min before and after meetings\\n5. Minimum notice: 4 hours (avoid last-minute bookings)\\n\\n**CRM integration:**\\n1. Calendly webhook fires on booking\\n2. Match invitee email to CRM contact\\n3. If contact exists → assign meeting to contact owner (override round-robin if owned)\\n4. If new contact → create lead, assign via routing rules, log meeting\\n5. Set lifecycle stage to MQL (meeting = high intent)\\n\\n### SavvyCal Setup\\n\\n**Advantages over Calendly:**\\n- Priority-based scheduling (prefer certain time slots)\\n- Overlay calendars (show team availability in one view)\\n- Personalized booking links per rep\\n\\n**Integration pattern:**\\n1. Create team scheduling link with priority rules\\n2. Webhook on booking → Zapier/Make → CRM\\n3. Match or create contact, assign owner, create task\\n4. Send confirmation with meeting prep materials\\n\\n### Meeting Routing by Criteria\\n\\n```\\nBooking form submitted\\n├─ Company size > 500? (form field)\\n│ ├─ YES → Route to enterprise AE calendar\\n│ └─ NO ↓\\n├─ Existing customer? (CRM lookup)\\n│ ├─ YES → Route to account owner's calendar\\n│ └─ NO ↓\\n└─ Round-robin across SDR team\\n```\\n\\n### No-Show Workflow\\n\\n**Trigger:** Meeting time passes + no meeting notes logged within 30 minutes\\n**Actions:**\\n1. Wait 30 minutes after scheduled meeting time\\n2. Check: Was a call or meeting logged?\\n - YES → No action\\n - NO → Send \\\"Sorry we missed you\\\" email to prospect\\n3. Create task: \\\"Reschedule with [Contact Name]\\\" — due next business day\\n4. If second no-show → flag contact and alert manager\\n\\n---\\n\\n## Zapier Cross-Tool Patterns\\n\\n### 1. New Lead → CRM + Slack + Task\\n\\n**Trigger:** New form submission (Typeform, HubSpot, Webflow)\\n**Actions:**\\n1. Create/update contact in CRM\\n2. Enrich with Clearbit (if available)\\n3. Post to Slack #new-leads with enriched data\\n4. Create task in project management tool (Asana, Linear)\\n\\n### 2. Meeting Booked → CRM + Prep Email\\n\\n**Trigger:** New Calendly/SavvyCal booking\\n**Actions:**\\n1. Find or create CRM contact\\n2. Update lifecycle stage to MQL\\n3. Send prep email to assigned rep (include CRM link, LinkedIn profile, recent activity)\\n4. Create pre-meeting task\\n\\n### 3. Deal Closed → Onboarding Stack\\n\\n**Trigger:** CRM deal stage changed to \\\"Closed Won\\\"\\n**Actions:**\\n1. Create customer record in CS tool (Vitally, Gainsight, ChurnZero)\\n2. Add to onboarding project template\\n3. Send welcome email via email tool\\n4. Create Slack channel: #customer-[company-name]\\n5. Notify CS team in Slack\\n\\n### 4. Lead Scoring → Cross-Tool Sync\\n\\n**Trigger:** CRM lead score crosses MQL threshold\\n**Actions:**\\n1. Update marketing automation platform status\\n2. Add to retargeting audience (Facebook, Google Ads)\\n3. Trigger SDR outreach sequence\\n4. Log event in analytics (Mixpanel, Amplitude)\\n\\n### 5. SLA Breach → Multi-Channel Alert\\n\\n**Trigger:** CRM task overdue (MQL follow-up task)\\n**Actions:**\\n1. Send Slack DM to rep\\n2. Send email to rep\\n3. If 2+ hours overdue → Slack DM to manager\\n4. If 4+ hours overdue → reassign in CRM (via webhook back to CRM)\\n\\n### 6. Weekly Pipeline Digest\\n\\n**Trigger:** Schedule — every Monday at 8:00 AM\\n**Actions:**\\n1. Query CRM for pipeline summary (total value, new deals, stale deals, expected closes)\\n2. Format as summary\\n3. Post to Slack #sales-team\\n4. Send email digest to sales leadership\\n\"},\n {\"skill\":\"revops\",\"ref\":\"lifecycle-definitions\",\"body\":\"# Lifecycle Stage Definitions\\n\\nComplete templates for lead lifecycle stages, MQL criteria by business type, SLAs, and rejection/recycling workflows.\\n\\n## Stage Templates\\n\\n### Subscriber\\n\\n**Entry criteria:**\\n- Opted in to blog, newsletter, or content updates\\n- No company information required\\n\\n**Exit criteria:**\\n- Provides company information via form or enrichment\\n- Visits 3+ pages in a session\\n- Downloads gated content\\n\\n**Owner:** Marketing (automated)\\n\\n**Actions on entry:**\\n- Add to newsletter nurture\\n- Begin tracking engagement score\\n\\n---\\n\\n### Lead\\n\\n**Entry criteria:**\\n- Identified contact with name + email + company\\n- May come from form fill, enrichment, or import\\n\\n**Exit criteria:**\\n- Reaches MQL threshold (fit + engagement)\\n- Manually qualified by marketing/SDR\\n\\n**Owner:** Marketing\\n\\n**Actions on entry:**\\n- Enrich contact data (company size, industry, role)\\n- Begin scoring\\n- Add to relevant nurture sequence\\n\\n---\\n\\n### MQL (Marketing Qualified Lead)\\n\\n**Entry criteria:**\\n- Meets fit score threshold AND engagement score threshold\\n- OR triggers high-intent action (demo request, pricing page + form fill)\\n\\n**Exit criteria:**\\n- Sales accepts (becomes SQL)\\n- Sales rejects (recycled to nurture with reason code)\\n- No response within SLA (escalated to manager)\\n\\n**Owner:** Marketing → Sales (handoff)\\n\\n**Actions on entry:**\\n- Instant alert to assigned sales rep\\n- Create follow-up task with 4-hour SLA\\n- Pause marketing nurture sequences\\n- Log all recent activity for sales context\\n\\n---\\n\\n### SQL (Sales Qualified Lead)\\n\\n**Entry criteria:**\\n- Sales rep has had qualifying conversation\\n- Confirmed: budget, authority, need, or timeline (at least 2 of 4)\\n\\n**Exit criteria:**\\n- Opportunity created with projected value\\n- Disqualified (recycled with reason code)\\n\\n**Owner:** Sales (SDR or AE)\\n\\n**Actions on entry:**\\n- Update lifecycle stage in CRM\\n- Notify AE if SDR-qualified\\n- Begin sales sequence if not already in conversation\\n\\n---\\n\\n### Opportunity\\n\\n**Entry criteria:**\\n- Formal opportunity created in CRM\\n- Deal value, close date, and stage assigned\\n\\n**Exit criteria:**\\n- Closed-won or closed-lost\\n\\n**Owner:** Sales (AE)\\n\\n**Actions on entry:**\\n- Add to pipeline reporting\\n- Create deal tasks (proposal, demo, etc.)\\n- Notify CS if deal is likely to close\\n\\n---\\n\\n### Customer\\n\\n**Entry criteria:**\\n- Closed-won deal\\n- Contract signed and payment terms set\\n\\n**Exit criteria:**\\n- Churns, expands, or renews\\n\\n**Owner:** Customer Success / Account Management\\n\\n**Actions on entry:**\\n- Trigger onboarding sequence\\n- Assign CS manager\\n- Schedule kickoff call\\n- Remove from all sales sequences\\n\\n---\\n\\n### Evangelist\\n\\n**Entry criteria:**\\n- NPS score 9-10, or active referral behavior\\n- Agreed to case study, testimonial, or referral program\\n\\n**Exit criteria:**\\n- Ongoing program participation\\n\\n**Owner:** Customer Success + Marketing\\n\\n**Actions on entry:**\\n- Add to advocacy program\\n- Request case study or testimonial\\n- Invite to referral program\\n- Feature in marketing campaigns (with permission)\\n\\n---\\n\\n## MQL Criteria Templates by Business Type\\n\\n### PLG (Product-Led Growth)\\n\\n**Fit score (40% weight):**\\n\\n| Attribute | Points |\\n|-----------|--------|\\n| Company size 10-500 | +15 |\\n| Company size 500-5000 | +20 |\\n| Target industry | +10 |\\n| Decision-maker role | +15 |\\n| Uses complementary tool | +10 |\\n\\n**Engagement score (60% weight) — weight product usage heavily:**\\n\\n| Signal | Points |\\n|--------|--------|\\n| Created free account | +15 |\\n| Completed onboarding | +20 |\\n| Used core feature 3+ times | +25 |\\n| Invited team member | +20 |\\n| Hit usage limit | +15 |\\n| Visited pricing page | +10 |\\n\\n**MQL threshold:** 65 points\\n\\n---\\n\\n### Sales-Led (Enterprise)\\n\\n**Fit score (60% weight) — weight fit heavily:**\\n\\n| Attribute | Points |\\n|-----------|--------|\\n| Company size 500+ | +20 |\\n| Target industry | +15 |\\n| VP+ title | +20 |\\n| Budget authority confirmed | +15 |\\n| Uses competitor product | +10 |\\n\\n**Engagement score (40% weight):**\\n\\n| Signal | Points |\\n|--------|--------|\\n| Requested demo | +25 |\\n| Attended webinar | +10 |\\n| Downloaded whitepaper | +10 |\\n| Visited pricing page 2+ times | +15 |\\n| Engaged with sales email | +10 |\\n\\n**MQL threshold:** 70 points\\n\\n---\\n\\n### Mid-Market (Balanced)\\n\\n**Fit score (50% weight):**\\n\\n| Attribute | Points |\\n|-----------|--------|\\n| Company size 50-1000 | +15 |\\n| Target industry | +10 |\\n| Manager+ title | +15 |\\n| Target geography | +10 |\\n\\n**Engagement score (50% weight):**\\n\\n| Signal | Points |\\n|--------|--------|\\n| Demo request | +25 |\\n| Free trial signup | +20 |\\n| Pricing page visit | +10 |\\n| Content download (2+) | +10 |\\n| Email click (3+) | +10 |\\n| Webinar attendance | +10 |\\n\\n**MQL threshold:** 60 points\\n\\n---\\n\\n## SLA Templates\\n\\n### MQL-to-SQL SLA\\n\\n| Metric | Target | Escalation |\\n|--------|--------|------------|\\n| First contact attempt | Within 4 business hours | Alert to sales manager at 4 hours |\\n| Qualification decision | Within 48 hours | Auto-escalate at 48 hours |\\n| Meeting scheduled (if qualified) | Within 5 business days | Weekly pipeline review flag |\\n\\n### SQL-to-Opportunity SLA\\n\\n| Metric | Target | Escalation |\\n|--------|--------|------------|\\n| Discovery call completed | Within 3 business days of SQL | Alert to AE manager |\\n| Opportunity created | Within 5 business days of SQL | Pipeline review flag |\\n\\n### Opportunity-to-Close SLA\\n\\n| Metric | Target | Escalation |\\n|--------|--------|------------|\\n| Proposal delivered | Within 5 business days of demo | AE manager alert |\\n| Deal stale in stage | 2x average days for that stage | Pipeline review flag |\\n| Close date pushed 2+ times | Immediate | Forecast review required |\\n\\n---\\n\\n## Lead Rejection and Recycling\\n\\n### Rejection Reason Codes\\n\\n| Code | Reason | Recycle Action |\\n|------|--------|----------------|\\n| **FIT-01** | Company too small | Nurture; re-score if company grows |\\n| **FIT-02** | Wrong industry | Archive; do not recycle |\\n| **FIT-03** | Wrong role / no authority | Nurture; monitor for org changes |\\n| **ENG-01** | No response after 3 attempts | Recycle to nurture in 90 days |\\n| **ENG-02** | Interested but bad timing | Recycle to nurture; re-engage in 60 days |\\n| **QUAL-01** | No budget | Recycle to nurture in 90 days |\\n| **QUAL-02** | Using competitor, locked in | Recycle; trigger before contract renewal |\\n| **QUAL-03** | Not a real project | Archive; do not recycle |\\n\\n### Recycling Workflow\\n\\n1. Sales rejects MQL with reason code\\n2. CRM updates lifecycle stage to \\\"Recycled\\\"\\n3. Lead enters recycling nurture sequence (different from original nurture)\\n4. Engagement score resets to baseline (keep fit score)\\n5. If lead re-engages and crosses MQL threshold, re-route to sales with \\\"Recycled MQL\\\" flag\\n6. Track recycled MQL conversion rate separately\\n\\n### Recycling Nurture Sequence\\n\\n- **Frequency:** Bi-weekly or monthly (lower frequency than initial nurture)\\n- **Content:** Industry insights, case studies, product updates\\n- **Duration:** 6 months, then archive if no engagement\\n- **Re-MQL trigger:** High-intent action (demo request, pricing page revisit)\\n\"},\n {\"skill\":\"revops\",\"ref\":\"routing-rules\",\"body\":\"# Lead Routing Rules\\n\\nDecision trees, platform-specific configurations, territory routing, ABM routing, and speed-to-lead benchmarks.\\n\\n## Routing Decision Tree\\n\\nUse this template to map your routing logic:\\n\\n```\\nNew Lead Arrives\\n│\\n├─ Is this a named/target account?\\n│ ├─ YES → Route to assigned account owner\\n│ └─ NO ↓\\n│\\n├─ Is ACV likely > $50K? (based on company size + industry)\\n│ ├─ YES → Route to enterprise AE team\\n│ └─ NO ↓\\n│\\n├─ Is this a PLG signup with team usage?\\n│ ├─ YES → Route to PLG sales specialist\\n│ └─ NO ↓\\n│\\n├─ Does lead match a territory?\\n│ ├─ YES → Route to territory owner\\n│ └─ NO ↓\\n│\\n└─ Default: Round-robin across available reps\\n └─ If no rep available: Assign to team queue with 1-hour SLA\\n```\\n\\nCustomize this tree for your business. The key principle: **route to the most specific match first, fall back to general.**\\n\\n---\\n\\n## Round-Robin Configuration\\n\\n### Basic Round-Robin Rules\\n\\n1. Distribute leads evenly across eligible reps\\n2. Skip reps who are on PTO, at capacity, or have a full pipeline\\n3. Weight by quota attainment (reps below quota get slight priority)\\n4. Reset distribution count weekly or monthly\\n5. Log every assignment for auditing\\n\\n### HubSpot Round-Robin Setup\\n\\n**Using HubSpot's rotation tool:**\\n- Navigate to Automation → Workflows\\n- Trigger: Contact property \\\"Lifecycle Stage\\\" equals \\\"MQL\\\"\\n- Action: Rotate contact owner among selected users\\n- Options: Even distribution, skip unavailable owners\\n- Add delay + task creation after assignment\\n\\n**Custom rotation with workflows:**\\n1. Create a custom property \\\"Rotation Counter\\\" (number)\\n2. Workflow trigger: New MQL created\\n3. Branch by rotation counter value (0, 1, 2... for each rep)\\n4. Set contact owner to corresponding rep\\n5. Increment counter (reset at max)\\n6. Create follow-up task with SLA deadline\\n\\n### Salesforce Round-Robin Setup\\n\\n**Using Lead Assignment Rules:**\\n1. Setup → Feature Settings → Marketing → Lead Assignment Rules\\n2. Create rule entries in priority order (most specific first)\\n3. For round-robin: Use assignment rule + custom logic\\n\\n**Using Flow for advanced routing:**\\n1. Create a Record-Triggered Flow on Lead creation\\n2. Get Records: Query a custom \\\"Rep Queue\\\" object for next available rep\\n3. Decision element: Check rep availability, capacity, territory\\n4. Update Records: Assign lead owner\\n5. Create Task: Follow-up task with SLA\\n6. Update \\\"Rep Queue\\\" to track last assignment\\n\\n---\\n\\n## Territory Routing\\n\\n### By Geography\\n\\n| Territory | Regions | Assigned Team |\\n|-----------|---------|---------------|\\n| West | CA, WA, OR, NV, AZ, UT, CO, HI | Team West |\\n| Central | TX, IL, MN, MO, OH, MI, WI, IN | Team Central |\\n| East | NY, MA, PA, NJ, CT, VA, FL, GA | Team East |\\n| International | All non-US | International team |\\n\\n### By Company Size\\n\\n| Segment | Company Size | Team |\\n|---------|-------------|------|\\n| SMB | 1-50 employees | Inside sales |\\n| Mid-market | 51-500 employees | Mid-market AEs |\\n| Enterprise | 501-5000 employees | Enterprise AEs |\\n| Strategic | 5000+ employees | Strategic account team |\\n\\n### By Industry\\n\\n| Vertical | Industries | Specialist |\\n|----------|-----------|------------|\\n| Tech | SaaS, IT services, hardware | Tech vertical rep |\\n| Financial | Banking, insurance, fintech | Financial vertical rep |\\n| Healthcare | Hospitals, pharma, healthtech | Healthcare vertical rep |\\n| General | All others | General pool (round-robin) |\\n\\n### Hybrid Territory Model\\n\\nCombine multiple dimensions for precision:\\n\\n```\\nLead arrives\\n├─ Company size > 1000?\\n│ ├─ YES → Enterprise team\\n│ │ └─ Sub-route by geography\\n│ └─ NO ↓\\n├─ Industry = Healthcare or Financial?\\n│ ├─ YES → Vertical specialist\\n│ └─ NO ↓\\n└─ Round-robin across general pool\\n └─ Weighted by geography preference\\n```\\n\\n---\\n\\n## Named Account / ABM Routing\\n\\n### Setup\\n\\n1. **Define target account list** (typically 50-500 accounts)\\n2. **Assign account owners** in CRM (1 rep per account)\\n3. **Match logic:** Any lead from a target account domain routes to account owner\\n4. **Matching rules:**\\n - Email domain match (primary)\\n - Company name fuzzy match (secondary, requires manual review)\\n - IP-to-company resolution (tertiary, for anonymous visitors)\\n\\n### ABM Routing Rules\\n\\n| Tier | Account Type | Routing | Response SLA |\\n|------|-------------|---------|--------------|\\n| Tier 1 | Top 20 strategic accounts | Named owner, instant alert | 1 hour |\\n| Tier 2 | Top 100 target accounts | Named owner, standard alert | 4 hours |\\n| Tier 3 | Target industry / size match | Territory or round-robin | Same business day |\\n\\n### Multi-Contact Handling\\n\\nWhen multiple contacts from the same account engage:\\n- Route all contacts to the **same account owner**\\n- Notify the owner of new contacts entering\\n- Track account-level engagement score (sum of all contacts)\\n- Trigger \\\"buying committee\\\" alert when 3+ contacts from one account engage\\n\\n---\\n\\n## Speed-to-Lead Data\\n\\n### Response Time Impact on Conversion\\n\\n| Response Time | Relative Qualification Rate | Notes |\\n|---------------|---------------------------|-------|\\n| Under 5 minutes | **21x** more likely to qualify | Gold standard |\\n| 5-10 minutes | 10x more likely | Still strong |\\n| 10-30 minutes | 4x more likely | Acceptable for most |\\n| 30 min - 1 hour | 2x more likely | Below best practice |\\n| 1-24 hours | Baseline | Industry average |\\n| 24+ hours | 60% lower than baseline | Lead is effectively cold |\\n\\nSource: Lead Connect, InsideSales.com\\n\\n### Implementing Speed-to-Lead\\n\\n1. **Instant notification** — Push notification + email to rep on MQL creation\\n2. **Auto-task with timer** — Create task with 5-minute SLA countdown\\n3. **Escalation chain:**\\n - 5 min: Original rep alerted\\n - 15 min: Backup rep alerted\\n - 30 min: Manager alerted\\n - 1 hour: Lead reassigned to next available rep\\n4. **Measure and report** — Track actual response times weekly; recognize fast responders\\n\\n### Speed-to-Lead Automation\\n\\n**Trigger:** New MQL created\\n**Actions:**\\n1. Assign to rep via routing rules (instant)\\n2. Send push notification + email to rep\\n3. Create task: \\\"Contact [Lead Name] — 5 min SLA\\\"\\n4. Start SLA timer\\n5. If no activity logged in 15 min → alert backup rep\\n6. If no activity in 30 min → alert manager\\n7. If no activity in 60 min → reassign via round-robin\\n\\n### Measuring Speed-to-Lead\\n\\nTrack these metrics weekly:\\n- **Average time to first contact** (from MQL creation to first call/email)\\n- **Median time to first contact** (less skewed by outliers)\\n- **% of leads contacted within SLA** (target: 90%+)\\n- **Contact rate by time of day** (identify coverage gaps)\\n- **Conversion rate by response time** (prove the ROI of speed)\\n\"},\n {\"skill\":\"revops\",\"ref\":\"scoring-models\",\"body\":\"# Lead Scoring Models\\n\\nDetailed scoring templates, example models by business type, and calibration guidance.\\n\\n## Explicit Scoring Template (Fit)\\n\\n### Company Attributes\\n\\n| Attribute | Criteria | Points |\\n|-----------|----------|--------|\\n| **Company size** | 1-10 employees | +5 |\\n| | 11-50 employees | +10 |\\n| | 51-200 employees | +15 |\\n| | 201-1000 employees | +20 |\\n| | 1000+ employees | +15 (unless enterprise-focused, then +25) |\\n| **Industry** | Primary target industry | +20 |\\n| | Secondary target industry | +10 |\\n| | Non-target industry | 0 |\\n| **Revenue** | Under $1M | +5 |\\n| | $1M-$10M | +10 |\\n| | $10M-$100M | +15 |\\n| | $100M+ | +20 |\\n| **Geography** | Primary market | +10 |\\n| | Secondary market | +5 |\\n| | Non-target market | 0 |\\n\\n### Contact Attributes\\n\\n| Attribute | Criteria | Points |\\n|-----------|----------|--------|\\n| **Job title** | C-suite (CEO, CTO, CMO) | +25 |\\n| | VP level | +20 |\\n| | Director level | +15 |\\n| | Manager level | +10 |\\n| | Individual contributor | +5 |\\n| **Department** | Primary buying department | +15 |\\n| | Adjacent department | +5 |\\n| | Unrelated department | 0 |\\n| **Seniority** | Decision maker | +20 |\\n| | Influencer | +10 |\\n| | End user | +5 |\\n\\n### Technology Attributes\\n\\n| Attribute | Criteria | Points |\\n|-----------|----------|--------|\\n| **Tech stack** | Uses complementary tool | +15 |\\n| | Uses competitor | +10 (they understand the category) |\\n| | Uses tool you replace | +20 |\\n| **Tech maturity** | Modern stack (cloud, SaaS-forward) | +10 |\\n| | Legacy stack | +5 |\\n\\n---\\n\\n## Implicit Scoring Template (Engagement)\\n\\n### High-Intent Signals\\n\\n| Signal | Points | Decay |\\n|--------|--------|-------|\\n| **Demo request** | +30 | None |\\n| **Pricing page visit** | +20 | -5 per week |\\n| **Free trial signup** | +25 | None |\\n| **Contact sales form** | +30 | None |\\n| **Case study page (2+)** | +15 | -5 per 2 weeks |\\n| **Comparison page visit** | +15 | -5 per week |\\n| **ROI calculator used** | +20 | -5 per 2 weeks |\\n\\n### Medium-Intent Signals\\n\\n| Signal | Points | Decay |\\n|--------|--------|-------|\\n| **Webinar registration** | +10 | -5 per month |\\n| **Webinar attendance** | +15 | -5 per month |\\n| **Whitepaper download** | +10 | -5 per month |\\n| **Blog visit (3+ in a week)** | +10 | -5 per 2 weeks |\\n| **Email click** | +5 per click | -2 per month |\\n| **Email open (3+)** | +5 | -2 per month |\\n| **Social media engagement** | +5 | -2 per month |\\n\\n### Low-Intent Signals\\n\\n| Signal | Points | Decay |\\n|--------|--------|-------|\\n| **Single blog visit** | +2 | -2 per month |\\n| **Newsletter open** | +2 | -1 per month |\\n| **Single email open** | +1 | -1 per month |\\n| **Visited homepage only** | +1 | -1 per week |\\n\\n### Product Usage Signals (PLG)\\n\\n| Signal | Points | Decay |\\n|--------|--------|-------|\\n| **Created account** | +15 | None |\\n| **Completed onboarding** | +20 | None |\\n| **Used core feature (3+ times)** | +25 | -5 per month inactive |\\n| **Invited team member** | +25 | None |\\n| **Hit usage limit** | +20 | -10 per month |\\n| **Exported data** | +10 | -5 per month |\\n| **Connected integration** | +15 | None |\\n| **Daily active for 5+ days** | +20 | -10 per 2 weeks inactive |\\n\\n---\\n\\n## Negative Scoring Signals\\n\\n| Signal | Points | Notes |\\n|--------|--------|-------|\\n| **Competitor email domain** | -50 | Auto-flag for review |\\n| **Student email (.edu)** | -30 | May still be valid in some cases |\\n| **Personal email (gmail, yahoo)** | -10 | Less relevant for B2B; adjust for SMB |\\n| **Unsubscribe from emails** | -20 | Reduce engagement score |\\n| **Bounce (hard)** | -50 | Remove from scoring |\\n| **Spam complaint** | -100 | Remove from all sequences |\\n| **Job title: Student/Intern** | -25 | Low buying authority |\\n| **Job title: Consultant** | -10 | May be evaluating for client |\\n| **No website visit in 90 days** | -15 | Score decay |\\n| **Invalid phone number** | -10 | Data quality signal |\\n| **Careers page visitor only** | -30 | Likely a job seeker |\\n\\n---\\n\\n## Example Scoring Models\\n\\n### Model 1: PLG SaaS (ACV $500-$5K)\\n\\n**Weight: 30% fit / 70% engagement (heavily favor product usage)**\\n\\n**Fit criteria:**\\n- Company size 10-500: +15\\n- Target industry: +10\\n- Manager+ role: +10\\n- Uses complementary tool: +10\\n\\n**Engagement criteria:**\\n- Created free account: +15\\n- Completed onboarding: +20\\n- Used core feature 3+ times: +25\\n- Invited team member: +25\\n- Hit usage limit: +20\\n- Pricing page visit: +15\\n\\n**Negative:**\\n- Personal email: -10\\n- No login in 14 days: -15\\n- Competitor domain: -50\\n\\n**MQL threshold: 60 points**\\n**Recalibration: Monthly** (fast feedback loop with high volume)\\n\\n---\\n\\n### Model 2: Enterprise Sales-Led (ACV $50K+)\\n\\n**Weight: 60% fit / 40% engagement (fit is critical at this ACV)**\\n\\n**Fit criteria:**\\n- Company size 500+: +20\\n- Revenue $50M+: +15\\n- Target industry: +15\\n- VP+ title: +20\\n- Decision maker confirmed: +15\\n- Uses competitor: +10\\n\\n**Engagement criteria:**\\n- Demo request: +30\\n- Multiple stakeholders engaged: +20\\n- Attended executive webinar: +15\\n- Downloaded ROI guide: +10\\n- Visited pricing page 2+: +15\\n\\n**Negative:**\\n- Company too small (<100): -30\\n- Individual contributor only: -15\\n- Competitor domain: -50\\n\\n**MQL threshold: 75 points**\\n**Recalibration: Quarterly** (longer sales cycles, smaller sample size)\\n\\n---\\n\\n### Model 3: Mid-Market Hybrid (ACV $5K-$25K)\\n\\n**Weight: 50% fit / 50% engagement (balanced approach)**\\n\\n**Fit criteria:**\\n- Company size 50-1000: +15\\n- Target industry: +10\\n- Manager-VP title: +15\\n- Target geography: +10\\n- Uses complementary tool: +10\\n\\n**Engagement criteria:**\\n- Demo request or trial signup: +25\\n- Pricing page visit: +15\\n- Case study download: +10\\n- Webinar attendance: +10\\n- Email engagement (3+ clicks): +10\\n- Blog visits (5+ pages): +10\\n\\n**Negative:**\\n- Personal email: -10\\n- No engagement in 30 days: -10\\n- Competitor domain: -50\\n- Student/intern title: -25\\n\\n**MQL threshold: 65 points**\\n**Recalibration: Quarterly**\\n\\n---\\n\\n## Threshold Calibration\\n\\n### Setting the Initial Threshold\\n\\n1. **Pull closed-won data** from the last 6-12 months\\n2. **Retroactively score** each deal using your new model\\n3. **Find the natural breakpoint** — what score separated wins from losses?\\n4. **Set threshold** just below where 80% of closed-won deals would have scored\\n5. **Validate** against closed-lost — if many closed-lost score above threshold, tighten criteria\\n\\n### Calibration Cadence\\n\\n| Business Type | Recalibration Frequency | Why |\\n|---------------|------------------------|-----|\\n| PLG / High volume | Monthly | Fast feedback loop, lots of data |\\n| Mid-market | Quarterly | Moderate cycle length |\\n| Enterprise | Quarterly to semi-annually | Long cycles, small sample size |\\n\\n### Calibration Steps\\n\\n1. **Pull MQL-to-closed data** for the calibration period\\n2. **Compare scored MQLs vs. actual outcomes:**\\n - High score + closed-won = correctly scored\\n - High score + closed-lost = possible false positive (tighten)\\n - Low score + closed-won = possible false negative (loosen)\\n3. **Adjust weights** based on which attributes actually correlated with wins\\n4. **Adjust threshold** if MQL volume is too high (raise) or too low (lower)\\n5. **Document changes** and communicate to sales team\\n\\n### Warning Signs Your Model Needs Recalibration\\n\\n- MQL-to-SQL acceptance rate drops below 30%\\n- Sales consistently rejects MQLs as \\\"not ready\\\"\\n- High-scoring leads don't convert; low-scoring leads do\\n- MQL volume spikes without corresponding revenue\\n- New product/market changes since last calibration\\n\"},\n {\"skill\":\"sales-enablement\",\"ref\":\"deck-frameworks\",\"body\":\"# Sales Deck Frameworks\\n\\nDetailed slide-by-slide guidance for building sales decks that tell a story and close deals.\\n\\n## The Storytelling Arc\\n\\nEvery great deck follows a narrative structure: **Situation → Complication → Resolution.**\\n\\n- **Situation** (Slides 1-3): The world your buyer lives in. Establish shared understanding.\\n- **Complication** (Slides 2-3): Why the status quo is no longer sustainable. Create urgency.\\n- **Resolution** (Slides 4-11): Your approach, proof, and path forward.\\n\\nThe goal is not to present features. The goal is to make the buyer feel understood, then show them a better way.\\n\\n---\\n\\n## Slide-by-Slide Template\\n\\n### Slide 1: Current World Problem\\n\\n**What to include:**\\n- The challenge your buyer faces daily\\n- A stat or data point that quantifies the problem\\n- Visual: simple graphic or striking number\\n\\n**What to avoid:**\\n- Starting with your company or product\\n- Generic industry trends that don't connect to pain\\n- More than one core problem\\n\\n**Copy prompt:** \\\"What is the one problem that, if you could describe it perfectly, would make your buyer say 'that's exactly my situation'?\\\"\\n\\n---\\n\\n### Slide 2: Cost of the Problem\\n\\n**What to include:**\\n- Financial impact (revenue lost, costs incurred)\\n- Time impact (hours wasted, delays)\\n- Risk impact (what happens if they do nothing)\\n- Specific numbers wherever possible\\n\\n**What to avoid:**\\n- Vague claims without data\\n- Fear-mongering without substance\\n- Too many metrics (pick 2-3 that hit hardest)\\n\\n**Copy prompt:** \\\"If your buyer does nothing for the next 12 months, what does it cost them?\\\"\\n\\n---\\n\\n### Slide 3: The Shift Happening\\n\\n**What to include:**\\n- Market trend or technology change creating a new opportunity\\n- Why \\\"the old way\\\" no longer works\\n- Why now is the right time to act\\n\\n**What to avoid:**\\n- Hype-driven trends without substance\\n- Making it about your product yet\\n- Overly technical explanations\\n\\n**Copy prompt:** \\\"What has changed in the market that makes the old approach unsustainable?\\\"\\n\\n---\\n\\n### Slide 4: Your Approach\\n\\n**What to include:**\\n- Your philosophy or unique point of view\\n- How your approach differs from conventional solutions\\n- The \\\"aha\\\" insight that led to your product\\n\\n**What to avoid:**\\n- Feature lists (too early)\\n- Jargon or acronyms\\n- Claiming to be \\\"the only\\\" or \\\"the first\\\" unless provably true\\n\\n**Copy prompt:** \\\"What do you believe about solving this problem that most people get wrong?\\\"\\n\\n---\\n\\n### Slide 5: Product Walkthrough\\n\\n**What to include:**\\n- 3-4 key workflows that map to the pain from Slide 1\\n- Screenshots or product visuals\\n- Brief description of what each workflow accomplishes\\n\\n**What to avoid:**\\n- Showing every feature\\n- Dense UI screenshots without callouts\\n- Talking about technology instead of outcomes\\n\\n**Copy prompt:** \\\"Walk through 3 things the buyer would do in your product in their first week.\\\"\\n\\n---\\n\\n### Slide 6: Proof Points\\n\\n**What to include:**\\n- Customer logos (aim for recognizable names in their industry)\\n- Key metrics: \\\"X% improvement,\\\" \\\"Y hours saved,\\\" \\\"Z% increase\\\"\\n- Analyst recognition, awards, or certifications if relevant\\n\\n**What to avoid:**\\n- Unsubstantiated claims\\n- Too many logos without context\\n- Vanity metrics that don't relate to the buyer's pain\\n\\n**Copy prompt:** \\\"What are 3 numbers that prove your product works?\\\"\\n\\n---\\n\\n### Slide 7: Case Study\\n\\n**What to include:**\\n- One customer story told well: challenge, solution, results\\n- Specific metrics (before and after)\\n- Customer quote if available\\n- Choose a customer similar to the prospect\\n\\n**What to avoid:**\\n- Multiple case studies crammed into one slide\\n- Generic outcomes without specifics\\n- Customers from irrelevant industries\\n\\n**Copy prompt:** \\\"Tell the story of one customer who went from struggling to succeeding with your product.\\\"\\n\\n---\\n\\n### Slide 8: Implementation / Timeline\\n\\n**What to include:**\\n- Clear phases with timeline (e.g., Week 1: Setup, Week 2-3: Integration, Week 4: Live)\\n- What's required from their side vs. yours\\n- Support resources available\\n\\n**What to avoid:**\\n- Overcomplicating the process\\n- Hiding time requirements\\n- Skipping the \\\"what do I need to do?\\\" question\\n\\n**Copy prompt:** \\\"How does a customer get from signing to live? What does each week look like?\\\"\\n\\n---\\n\\n### Slide 9: ROI / Value\\n\\n**What to include:**\\n- Expected return based on their inputs or industry benchmarks\\n- Payback period\\n- Total value over 1-3 years\\n- Comparison to cost of inaction\\n\\n**What to avoid:**\\n- Unrealistic projections\\n- ROI without showing your math\\n- Generic numbers not tied to their situation\\n\\n**Copy prompt:** \\\"If they buy today, what does the next 12 months look like in dollars and hours?\\\"\\n\\n---\\n\\n### Slide 10: Pricing Overview\\n\\n**What to include:**\\n- Pricing tiers or structure\\n- What's included at each level\\n- Recommended plan for their situation\\n\\n**What to avoid:**\\n- Burying the price or being cagey\\n- Too many options (3 tiers max)\\n- Surprising them with hidden costs\\n\\n**Copy prompt:** \\\"What does it cost, what do they get, and which plan is right for them?\\\"\\n\\n---\\n\\n### Slide 11: Next Steps / CTA\\n\\n**What to include:**\\n- Specific next action with timeline (\\\"Start a pilot next week\\\")\\n- What happens after they say yes\\n- Your contact information\\n\\n**What to avoid:**\\n- Vague CTAs (\\\"Let's stay in touch\\\")\\n- Multiple competing next steps\\n- Ending without energy\\n\\n**Copy prompt:** \\\"What is the one thing you want them to do after this meeting?\\\"\\n\\n---\\n\\n## Persona Customization Guide\\n\\n### Technical Buyer Deck\\n\\n**Add:**\\n- Architecture diagram slide after Product Walkthrough\\n- Security and compliance details\\n- Integration ecosystem and API capabilities\\n- Technical implementation requirements\\n\\n**Remove or minimize:**\\n- ROI calculations (they care about capability, not cost)\\n- High-level market trends (they want specifics)\\n\\n**Adjust tone:** Precise, no fluff, respect their expertise. Avoid marketing superlatives.\\n\\n### Economic Buyer Deck\\n\\n**Add:**\\n- Detailed ROI slide with calculations shown\\n- Total cost of ownership comparison\\n- Risk mitigation and compliance\\n- Executive summary slide up front\\n\\n**Remove or minimize:**\\n- Technical details and architecture\\n- Feature-level walkthroughs\\n- Implementation specifics (they'll delegate)\\n\\n**Adjust tone:** Business-focused, outcome-driven. Speak in dollars and percentages.\\n\\n### Champion Deck\\n\\n**Add:**\\n- \\\"Internal selling\\\" slide — key points for them to present to their team\\n- Quick-win slide — what success looks like in 30 days\\n- Peer proof — companies like theirs who succeeded\\n- Objection pre-handling — common pushback they'll face internally\\n\\n**Remove or minimize:**\\n- Deep technical or financial detail\\n- Anything that requires context they can't relay\\n\\n**Adjust tone:** Empowering, equipping. Make them look smart to their boss.\\n\\n---\\n\\n## Anti-Patterns\\n\\n### The Feature Dump\\nEvery slide is a feature with a screenshot. No story, no \\\"so what,\\\" no connection to the buyer's world. Reps click through it; prospects tune out.\\n\\n### The Wall of Text\\nSlides with 200+ words. Nobody reads them during a presentation. If the slide requires reading, it belongs in a leave-behind.\\n\\n### The Missing Story Arc\\nSlides exist in isolation — no narrative flow from problem to solution to proof. The deck feels like a brochure, not a conversation.\\n\\n### The Generic Screenshot\\nProduct screenshots without callouts, annotations, or context. The prospect can't tell what they're looking at or why it matters.\\n\\n### The Premature Demo\\nJumping to product features before establishing the problem. The buyer has no frame of reference for why your features matter.\\n\\n### The Kitchen Sink\\nTrying to address every persona, every use case, every feature in one deck. The result is a 40-slide monster that nobody wants to sit through.\\n\"},\n {\"skill\":\"sales-enablement\",\"ref\":\"demo-scripts\",\"body\":\"# Demo Script Templates\\n\\nScene-by-scene templates for different call types, with timing, talk tracks, and interaction guidance.\\n\\n## Discovery Call Script\\n\\n**Duration:** 30 minutes\\n**Goal:** Qualify the opportunity, understand pain, map the buying process.\\n\\n### Scene 1: Opening (3 min)\\n\\n**Talk track:**\\n> \\\"Thanks for taking the time, [Name]. I've done some research on [Company] but I'd love to hear from you directly. My goal for today is to understand what you're working on and see if there's a fit — and if there's not, I'll tell you that too. Sound good?\\\"\\n\\n**What to establish:**\\n- Set the agenda and time expectation\\n- Position yourself as a peer, not a pitch person\\n- Get permission to ask questions\\n\\n---\\n\\n### Scene 2: Situation Questions (7 min)\\n\\n**Questions to ask:**\\n- \\\"Can you walk me through how your team handles [relevant process] today?\\\"\\n- \\\"What tools are you currently using for this?\\\"\\n- \\\"How many people are involved in this workflow?\\\"\\n- \\\"How long has this been in place?\\\"\\n\\n**What you're listening for:**\\n- Current process and tools\\n- Team size and structure\\n- How established (and how entrenched) the current approach is\\n\\n---\\n\\n### Scene 3: Pain Identification (10 min)\\n\\n**Questions to ask:**\\n- \\\"What's the biggest challenge with that process today?\\\"\\n- \\\"When that breaks down, what happens?\\\"\\n- \\\"How much time does your team spend on [specific task] per week?\\\"\\n- \\\"What have you tried to fix this?\\\"\\n- \\\"If you could wave a magic wand, what would change?\\\"\\n\\n**What you're listening for:**\\n- Specific, quantifiable pain points\\n- Emotional frustration (not just logical problems)\\n- Failed attempts to solve this (shows urgency)\\n- The \\\"magic wand\\\" answer reveals their ideal state\\n\\n**Interaction tip:** Take notes visibly. Repeat back what you hear: \\\"So if I understand correctly, the biggest issue is [X], which costs you about [Y] per month. Is that right?\\\"\\n\\n---\\n\\n### Scene 4: Impact & Priority (5 min)\\n\\n**Questions to ask:**\\n- \\\"Where does solving this sit on your priority list this quarter?\\\"\\n- \\\"What happens if you don't solve this in the next 6 months?\\\"\\n- \\\"Who else is affected by this problem?\\\"\\n- \\\"Is there budget allocated for solving this?\\\"\\n\\n**What you're listening for:**\\n- Priority level (nice-to-have vs. must-solve)\\n- Urgency and consequences of inaction\\n- Organizational breadth of the problem\\n- Budget signals\\n\\n---\\n\\n### Scene 5: Buying Process (3 min)\\n\\n**Questions to ask:**\\n- \\\"If you decided this was the right solution, what does the evaluation process look like?\\\"\\n- \\\"Who else would be involved in the decision?\\\"\\n- \\\"Have you evaluated solutions for this before?\\\"\\n- \\\"What's your timeline for making a decision?\\\"\\n\\n**What you're listening for:**\\n- Decision-making process and stakeholders\\n- Past evaluation experience (and why they didn't buy)\\n- Timeline for decision\\n\\n---\\n\\n### Scene 6: Close (2 min)\\n\\n**Talk track:**\\n> \\\"Based on what you've shared, I think there's a strong fit — specifically around [pain point 1] and [pain point 2]. What I'd suggest as a next step is a 30-minute demo where I can show you exactly how we'd address those. I'll customize it to your workflow. Does [specific date/time] work?\\\"\\n\\n**What to do:**\\n- Summarize the 2-3 key pain points\\n- Propose a specific next step with a date\\n- Send a calendar invite before you hang up\\n\\n---\\n\\n## First Demo Script\\n\\n**Duration:** 30-45 minutes\\n**Goal:** Show how your product solves their specific pain. Advance to evaluation/pilot.\\n\\n### Scene 1: Opening & Recap (5 min)\\n\\n**Talk track:**\\n> \\\"Last time we spoke, you mentioned [pain point 1], [pain point 2], and [goal]. I've put together a demo focused on those three areas. If I've missed anything, flag it and we'll adjust. Sound good?\\\"\\n\\n**What to do:**\\n- Recap discovery findings to show you listened\\n- Confirm priorities haven't changed\\n- Set expectation for what they'll see\\n\\n---\\n\\n### Scene 2: Workflow 1 — Primary Pain Point (10 min)\\n\\n**Structure:**\\n1. Restate the pain: \\\"You mentioned [specific problem]...\\\"\\n2. Show the solution: Walk through the workflow step by step\\n3. Highlight the outcome: \\\"This means [specific benefit]...\\\"\\n\\n**Interaction point (at the 5-min mark):**\\n> \\\"How does this compare to how you're handling it today?\\\"\\n\\n**What to avoid:**\\n- Showing every feature of this section\\n- Getting lost in settings or configuration\\n- Talking for more than 3 minutes without asking a question\\n\\n---\\n\\n### Scene 3: Workflow 2 — Secondary Pain Point (8 min)\\n\\n**Structure:**\\nSame as Workflow 1 — restate pain, show solution, highlight outcome.\\n\\n**Interaction point:**\\n> \\\"Is this the kind of visibility your team has been asking for?\\\"\\n\\n---\\n\\n### Scene 4: Workflow 3 — Differentiator (7 min)\\n\\n**Structure:**\\nShow something they can't do today and can't get from competitors.\\n\\n**Talk track:**\\n> \\\"This is where we're really different from [competitor/status quo]. [Explain the unique capability]. For example, [Customer] uses this to [specific outcome].\\\"\\n\\n**Interaction point:**\\n> \\\"How would your team use this?\\\"\\n\\n---\\n\\n### Scene 5: Proof Point (3 min)\\n\\n**Talk track:**\\n> \\\"Let me share a quick example. [Customer similar to them] was in a similar situation — [brief challenge]. After implementing, they saw [specific metrics]. Their [role] said [quote].\\\"\\n\\n**What to do:**\\n- Choose a case study that matches their industry, size, or use case\\n- Keep it brief — this is reinforcement, not a presentation\\n\\n---\\n\\n### Scene 6: Close (5 min)\\n\\n**Talk track:**\\n> \\\"Based on what we've covered, here's what I'd recommend as next steps: [specific next step]. This typically takes [timeline]. Who else on your team should be involved? I can set up a [follow-up meeting type] for [date].\\\"\\n\\n**What to do:**\\n- Propose a specific next step (not \\\"let me know\\\")\\n- Identify additional stakeholders to involve\\n- Set a follow-up date before ending the call\\n- Send recap email within 2 hours\\n\\n---\\n\\n## Technical Deep-Dive Script\\n\\n**Duration:** 45-60 minutes\\n**Goal:** Satisfy technical evaluation criteria. Address architecture, security, and integration concerns.\\n\\n### Scene 1: Opening (3 min)\\n\\n**Talk track:**\\n> \\\"I know your goal today is to understand the technical details — architecture, security, integrations, and how this fits your stack. I'll walk through each area and leave plenty of time for questions. What's your top priority for this session?\\\"\\n\\n**Attendees:** Typically includes their technical evaluator (engineer, architect, IT lead) plus your SE or solutions engineer.\\n\\n---\\n\\n### Scene 2: Architecture Overview (10 min)\\n\\n**Cover:**\\n- High-level architecture diagram\\n- Infrastructure and hosting (cloud provider, regions)\\n- Data flow and storage\\n- Scalability approach\\n- Uptime SLA and reliability track record\\n\\n**Interaction point:**\\n> \\\"How does this compare to your current infrastructure requirements?\\\"\\n\\n---\\n\\n### Scene 3: Security & Compliance (10 min)\\n\\n**Cover:**\\n- Certifications (SOC 2, ISO 27001, HIPAA, etc.)\\n- Data encryption (at rest, in transit)\\n- Access controls and authentication (SSO, RBAC)\\n- Audit logging\\n- Data residency and privacy (GDPR, CCPA)\\n- Penetration testing cadence\\n\\n**Interaction point:**\\n> \\\"What are your must-have security requirements? I want to make sure we address them specifically.\\\"\\n\\n---\\n\\n### Scene 4: Integrations & API (15 min)\\n\\n**Cover:**\\n- Native integrations relevant to their stack\\n- API capabilities (REST, GraphQL, webhooks)\\n- Authentication methods\\n- Rate limits and data sync frequency\\n- Live demo of relevant integration\\n\\n**Interaction point:**\\n> \\\"Walk me through your current stack — I want to map out exactly how we'd fit in.\\\"\\n\\n---\\n\\n### Scene 5: Implementation & Migration (5 min)\\n\\n**Cover:**\\n- Implementation timeline and phases\\n- Data migration process\\n- Configuration requirements\\n- Training and onboarding\\n- Ongoing support model\\n\\n**Interaction point:**\\n> \\\"What does your team's capacity look like for implementation? That helps me scope the right timeline.\\\"\\n\\n---\\n\\n### Scene 6: Q&A and Close (10 min)\\n\\n**Talk track:**\\n> \\\"What questions do I need to answer for you to feel confident about the technical fit?\\\"\\n\\n**What to do:**\\n- Answer directly — if you don't know, say so and follow up\\n- Document all questions for follow-up\\n- Propose next step (security review, proof of concept, pilot)\\n- Send technical documentation summary within 24 hours\\n\\n---\\n\\n## Executive Overview Script\\n\\n**Duration:** 20-30 minutes\\n**Goal:** Get executive buy-in on the business case. Advance to budget approval or decision.\\n\\n### Scene 1: Opening (2 min)\\n\\n**Talk track:**\\n> \\\"Thanks for your time, [Name]. [Champion] has been evaluating [your product] and the results look strong. I'll keep this focused on the business impact and what a partnership looks like. I know your time is valuable so I'll aim to leave 10 minutes for questions.\\\"\\n\\n**What to do:**\\n- Be concise — executives punish rambling\\n- Reference the champion and work done so far\\n- Set a clear agenda\\n\\n---\\n\\n### Scene 2: The Problem & Cost (5 min)\\n\\n**Talk track:**\\n> \\\"Based on what [Champion] shared, your team is spending [X hours/$ amount] on [problem]. That's [annual cost]. It's also creating [secondary impact: risk, delays, churn]. This isn't unique to you — it's an industry-wide challenge, and the companies solving it are seeing [outcome].\\\"\\n\\n**What to do:**\\n- Use their numbers, not generic benchmarks\\n- Connect to metrics they care about (revenue, cost, risk)\\n- Keep it to 2-3 key points\\n\\n---\\n\\n### Scene 3: The Solution & Differentiation (5 min)\\n\\n**Talk track:**\\n> \\\"Here's what we do differently. [One-sentence explanation]. For your team specifically, this means [specific benefit 1] and [specific benefit 2]. [Champion]'s team has already seen [early result or reaction from evaluation].\\\"\\n\\n**What to do:**\\n- High-level, not feature-level\\n- Tie to their strategic priorities\\n- Reference the champion's evaluation\\n\\n---\\n\\n### Scene 4: ROI & Business Case (5 min)\\n\\n**Talk track:**\\n> \\\"Here's the business case. Based on your team's numbers: [walk through ROI calculation]. Expected payback period is [X months]. Over 3 years, the total value is [$ amount]. [Customer similar to them] saw [specific result] within [timeframe].\\\"\\n\\n**What to do:**\\n- Show the math, not just the conclusion\\n- Use conservative estimates (executives discount inflated numbers)\\n- One strong case study, not three weak ones\\n\\n---\\n\\n### Scene 5: Q&A and Decision (5-10 min)\\n\\n**Talk track:**\\n> \\\"What questions do you have? And — assuming the business case holds up, what does the decision process look like from here?\\\"\\n\\n**What to do:**\\n- Listen more than talk\\n- Answer concisely\\n- Get a clear next step and timeline\\n- Thank the champion in front of the executive\\n\\n---\\n\\n## Interaction Point Guidance\\n\\n### When to Ask Questions During Demos\\n\\n- **After showing each workflow** — \\\"How does this compare to your current process?\\\"\\n- **When you see a reaction** — \\\"I noticed you reacted to that — what are you thinking?\\\"\\n- **Before moving to the next section** — \\\"Any questions on this before we move on?\\\"\\n- **When showing a differentiator** — \\\"How would your team use this?\\\"\\n- **At the midpoint** — \\\"Are we covering the right things, or should we adjust?\\\"\\n\\n### Questions NOT to Ask During Demos\\n\\n- \\\"Does that make sense?\\\" (patronizing)\\n- \\\"Are you still with me?\\\" (implies they're lost)\\n- \\\"Isn't that cool?\\\" (salesy)\\n- Rhetorical questions that don't invite real dialogue\\n\\n### How to Handle \\\"Can You Show Me X?\\\"\\n\\nWhen a prospect asks to see something during the demo:\\n\\n1. **If it's quick** — show it now, then return to your flow\\n2. **If it's a tangent** — \\\"Great question. Let me note that and show you after the main flow so we stay on track.\\\"\\n3. **If it's not possible** — \\\"We don't do that today. Here's how customers handle it: [alternative].\\\"\\n\\nNever say \\\"I'll get back to you\\\" without writing it down and following up within 24 hours.\\n\"}\n];\n",[],[362,604,686],"f5dcb262-5d6d-11f1-8cc8-1607ee4eb77e","ref_12.ts","f5dcb334-5d6d-11f1-8cc8-1607ee4eb77e",656,["D",1780286228278],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_12: SkillRef[] = [\n {\"skill\":\"pricing\",\"ref\":\"tier-structure\",\"body\":\"# Tier Structure and Packaging\\n\\n## Contents\\n- How Many Tiers?\\n- Good-Better-Best Framework\\n- Tier Differentiation Strategies\\n- Example Tier Structure\\n- Packaging for Personas (Identifying Pricing Personas, Persona-Based Packaging)\\n- Freemium vs. Free Trial (When to Use Freemium, When to Use Free Trial, Hybrid Approaches)\\n- Enterprise Pricing (When to Add Custom Pricing, Enterprise Tier Elements, Enterprise Pricing Strategies)\\n\\n## How Many Tiers?\\n\\n**2 tiers:** Simple, clear choice\\n- Works for: Clear SMB vs. Enterprise split\\n- Risk: May leave money on table\\n\\n**3 tiers:** Industry standard\\n- Good tier = Entry point\\n- Better tier = Recommended (anchor to best)\\n- Best tier = High-value customers\\n\\n**4+ tiers:** More granularity\\n- Works for: Wide range of customer sizes\\n- Risk: Decision paralysis, complexity\\n\\n---\\n\\n## Good-Better-Best Framework\\n\\n**Good tier (Entry):**\\n- Purpose: Remove barriers to entry\\n- Includes: Core features, limited usage\\n- Price: Low, accessible\\n- Target: Small teams, try before you buy\\n\\n**Better tier (Recommended):**\\n- Purpose: Where most customers land\\n- Includes: Full features, reasonable limits\\n- Price: Your \\\"anchor\\\" price\\n- Target: Growing teams, serious users\\n\\n**Best tier (Premium):**\\n- Purpose: Capture high-value customers\\n- Includes: Everything, advanced features, higher limits\\n- Price: Premium (often 2-3x \\\"Better\\\")\\n- Target: Larger teams, power users, enterprises\\n\\n---\\n\\n## Tier Differentiation Strategies\\n\\n**Feature gating:**\\n- Basic features in all tiers\\n- Advanced features in higher tiers\\n- Works when features have clear value differences\\n\\n**Usage limits:**\\n- Same features, different limits\\n- More users, storage, API calls at higher tiers\\n- Works when value scales with usage\\n\\n**Support level:**\\n- Email support → Priority support → Dedicated success\\n- Works for products with implementation complexity\\n\\n**Access and customization:**\\n- API access, SSO, custom branding\\n- Works for enterprise differentiation\\n\\n---\\n\\n## Example Tier Structure\\n\\n```\\n┌────────────────┬─────────────────┬─────────────────┬─────────────────┐\\n│ │ Starter │ Pro │ Business │\\n│ │ $29/mo │ $79/mo │ $199/mo │\\n├────────────────┼─────────────────┼─────────────────┼─────────────────┤\\n│ Users │ Up to 5 │ Up to 20 │ Unlimited │\\n│ Projects │ 10 │ Unlimited │ Unlimited │\\n│ Storage │ 5 GB │ 50 GB │ 500 GB │\\n│ Integrations │ 3 │ 10 │ Unlimited │\\n│ Analytics │ Basic │ Advanced │ Custom │\\n│ Support │ Email │ Priority │ Dedicated │\\n│ API Access │ ✗ │ ✓ │ ✓ │\\n│ SSO │ ✗ │ ✗ │ ✓ │\\n│ Audit logs │ ✗ │ ✗ │ ✓ │\\n└────────────────┴─────────────────┴─────────────────┴─────────────────┘\\n```\\n\\n---\\n\\n## Packaging for Personas\\n\\n### Identifying Pricing Personas\\n\\nDifferent customers have different:\\n- Willingness to pay\\n- Feature needs\\n- Buying processes\\n- Value perception\\n\\n**Segment by:**\\n- Company size (solopreneur → SMB → enterprise)\\n- Use case (marketing vs. sales vs. support)\\n- Sophistication (beginner → power user)\\n- Industry (different budget norms)\\n\\n### Persona-Based Packaging\\n\\n**Step 1: Define personas**\\n\\n| Persona | Size | Needs | WTP | Example |\\n|---------|------|-------|-----|---------|\\n| Freelancer | 1 person | Basic features | Low | $19/mo |\\n| Small Team | 2-10 | Collaboration | Medium | $49/mo |\\n| Growing Co | 10-50 | Scale, integrations | Higher | $149/mo |\\n| Enterprise | 50+ | Security, support | High | Custom |\\n\\n**Step 2: Map features to personas**\\n\\n| Feature | Freelancer | Small Team | Growing | Enterprise |\\n|---------|------------|------------|---------|------------|\\n| Core features | ✓ | ✓ | ✓ | ✓ |\\n| Collaboration | — | ✓ | ✓ | ✓ |\\n| Integrations | — | Limited | Full | Full |\\n| API access | — | — | ✓ | ✓ |\\n| SSO/SAML | — | — | — | ✓ |\\n| Audit logs | — | — | — | ✓ |\\n| Custom contract | — | — | — | ✓ |\\n\\n**Step 3: Price to value for each persona**\\n- Research willingness to pay per segment\\n- Set prices that capture value without blocking adoption\\n- Consider segment-specific landing pages\\n\\n---\\n\\n## Freemium vs. Free Trial\\n\\n### When to Use Freemium\\n\\n**Freemium works when:**\\n- Product has viral/network effects\\n- Free users provide value (content, data, referrals)\\n- Large market where % conversion drives volume\\n- Low marginal cost to serve free users\\n- Clear feature/usage limits for upgrade trigger\\n\\n**Freemium risks:**\\n- Free users may never convert\\n- Devalues product perception\\n- Support costs for non-paying users\\n- Harder to raise prices later\\n\\n### When to Use Free Trial\\n\\n**Free trial works when:**\\n- Product needs time to demonstrate value\\n- Onboarding/setup investment required\\n- B2B with buying committees\\n- Higher price points\\n- Product is \\\"sticky\\\" once configured\\n\\n**Trial best practices:**\\n- 7-14 days for simple products\\n- 14-30 days for complex products\\n- Full access (not feature-limited)\\n- Clear countdown and reminders\\n- Credit card optional vs. required trade-off\\n\\n**Credit card upfront:**\\n- Higher trial-to-paid conversion (40-50% vs. 15-25%)\\n- Lower trial volume\\n- Better qualified leads\\n\\n### Hybrid Approaches\\n\\n**Freemium + Trial:**\\n- Free tier with limited features\\n- Trial of premium features\\n- Example: Zoom (free 40-min, trial of Pro)\\n\\n**Reverse trial:**\\n- Start with full access\\n- After trial, downgrade to free tier\\n- Example: See premium value, live with limitations until ready\\n\\n---\\n\\n## Enterprise Pricing\\n\\n### When to Add Custom Pricing\\n\\nAdd \\\"Contact Sales\\\" when:\\n- Deal sizes exceed $10k+ ARR\\n- Customers need custom contracts\\n- Implementation/onboarding required\\n- Security/compliance requirements\\n- Procurement processes involved\\n\\n### Enterprise Tier Elements\\n\\n**Table stakes:**\\n- SSO/SAML\\n- Audit logs\\n- Admin controls\\n- Uptime SLA\\n- Security certifications\\n\\n**Value-adds:**\\n- Dedicated support/success\\n- Custom onboarding\\n- Training sessions\\n- Custom integrations\\n- Priority roadmap input\\n\\n### Enterprise Pricing Strategies\\n\\n**Per-seat at scale:**\\n- Volume discounts for large teams\\n- Example: $15/user (standard) → $10/user (100+)\\n\\n**Platform fee + usage:**\\n- Base fee for access\\n- Usage-based above thresholds\\n- Example: $500/mo base + $0.01 per API call\\n\\n**Value-based contracts:**\\n- Price tied to customer's revenue/outcomes\\n- Example: % of transactions, revenue share\\n\"},\n {\"skill\":\"programmatic-seo\",\"ref\":\"playbooks\",\"body\":\"# The 12 Programmatic SEO Playbooks\\n\\nBeyond mixing and matching data point permutations, these are the proven playbooks for programmatic SEO.\\n\\n## Contents\\n- 1. Templates\\n- 2. Curation\\n- 3. Conversions\\n- 4. Comparisons\\n- 5. Examples\\n- 6. Locations\\n- 7. Personas\\n- 8. Integrations\\n- 9. Glossary\\n- 10. Translations\\n- 11. Directory\\n- 12. Profiles\\n- Choosing Your Playbook (Match to Your Assets, Combine Playbooks)\\n\\n## 1. Templates\\n\\n**Pattern**: \\\"[Type] template\\\" or \\\"free [type] template\\\"\\n**Example searches**: \\\"resume template\\\", \\\"invoice template\\\", \\\"pitch deck template\\\"\\n\\n**What it is**: Downloadable or interactive templates users can use directly.\\n\\n**Why it works**:\\n- High intent—people need it now\\n- Shareable/linkable assets\\n- Natural for product-led companies\\n\\n**Value requirements**:\\n- Actually usable templates (not just previews)\\n- Multiple variations per type\\n- Quality comparable to paid options\\n- Easy download/use flow\\n\\n**URL structure**: `/templates/[type]/` or `/templates/[category]/[type]/`\\n\\n---\\n\\n## 2. Curation\\n\\n**Pattern**: \\\"best [category]\\\" or \\\"top [number] [things]\\\"\\n**Example searches**: \\\"best website builders\\\", \\\"top 10 crm software\\\", \\\"best free design tools\\\"\\n\\n**What it is**: Curated lists ranking or recommending options in a category.\\n\\n**Why it works**:\\n- Comparison shoppers searching for guidance\\n- High commercial intent\\n- Evergreen with updates\\n\\n**Value requirements**:\\n- Genuine evaluation criteria\\n- Real testing or expertise\\n- Regular updates (date visible)\\n- Not just affiliate-driven rankings\\n\\n**URL structure**: `/best/[category]/` or `/[category]/best/`\\n\\n---\\n\\n## 3. Conversions\\n\\n**Pattern**: \\\"[X] to [Y]\\\" or \\\"[amount] [unit] in [unit]\\\"\\n**Example searches**: \\\"$10 USD to GBP\\\", \\\"100 kg to lbs\\\", \\\"pdf to word\\\"\\n\\n**What it is**: Tools or pages that convert between formats, units, or currencies.\\n\\n**Why it works**:\\n- Instant utility\\n- Extremely high search volume\\n- Repeat usage potential\\n\\n**Value requirements**:\\n- Accurate, real-time data\\n- Fast, functional tool\\n- Related conversions suggested\\n- Mobile-friendly interface\\n\\n**URL structure**: `/convert/[from]-to-[to]/` or `/[from]-to-[to]-converter/`\\n\\n---\\n\\n## 4. Comparisons\\n\\n**Pattern**: \\\"[X] vs [Y]\\\" or \\\"[X] alternative\\\"\\n**Example searches**: \\\"webflow vs wordpress\\\", \\\"notion vs coda\\\", \\\"figma alternatives\\\"\\n\\n**What it is**: Head-to-head comparisons between products, tools, or options.\\n\\n**Why it works**:\\n- High purchase intent\\n- Clear search pattern\\n- Scales with number of competitors\\n\\n**Value requirements**:\\n- Honest, balanced analysis\\n- Actual feature comparison data\\n- Clear recommendation by use case\\n- Updated when products change\\n\\n**URL structure**: `/compare/[x]-vs-[y]/` or `/[x]-vs-[y]/`\\n\\n*See also: competitors skill for detailed frameworks*\\n\\n---\\n\\n## 5. Examples\\n\\n**Pattern**: \\\"[type] examples\\\" or \\\"[category] inspiration\\\"\\n**Example searches**: \\\"saas landing page examples\\\", \\\"email subject line examples\\\", \\\"portfolio website examples\\\"\\n\\n**What it is**: Galleries or collections of real-world examples for inspiration.\\n\\n**Why it works**:\\n- Research phase traffic\\n- Highly shareable\\n- Natural for design/creative tools\\n\\n**Value requirements**:\\n- Real, high-quality examples\\n- Screenshots or embeds\\n- Categorization/filtering\\n- Analysis of why they work\\n\\n**URL structure**: `/examples/[type]/` or `/[type]-examples/`\\n\\n---\\n\\n## 6. Locations\\n\\n**Pattern**: \\\"[service/thing] in [location]\\\"\\n**Example searches**: \\\"coworking spaces in san diego\\\", \\\"dentists in austin\\\", \\\"best restaurants in brooklyn\\\"\\n\\n**What it is**: Location-specific pages for services, businesses, or information.\\n\\n**Why it works**:\\n- Local intent is massive\\n- Scales with geography\\n- Natural for marketplaces/directories\\n\\n**Value requirements**:\\n- Actual local data (not just city name swapped)\\n- Local providers/options listed\\n- Location-specific insights (pricing, regulations)\\n- Map integration helpful\\n\\n**URL structure**: `/[service]/[city]/` or `/locations/[city]/[service]/`\\n\\n---\\n\\n## 7. Personas\\n\\n**Pattern**: \\\"[product] for [audience]\\\" or \\\"[solution] for [role/industry]\\\"\\n**Example searches**: \\\"payroll software for agencies\\\", \\\"crm for real estate\\\", \\\"project management for freelancers\\\"\\n\\n**What it is**: Tailored landing pages addressing specific audience segments.\\n\\n**Why it works**:\\n- Speaks directly to searcher's context\\n- Higher conversion than generic pages\\n- Scales with personas\\n\\n**Value requirements**:\\n- Genuine persona-specific content\\n- Relevant features highlighted\\n- Testimonials from that segment\\n- Use cases specific to audience\\n\\n**URL structure**: `/for/[persona]/` or `/solutions/[industry]/`\\n\\n---\\n\\n## 8. Integrations\\n\\n**Pattern**: \\\"[your product] [other product] integration\\\" or \\\"[product] + [product]\\\"\\n**Example searches**: \\\"slack asana integration\\\", \\\"zapier airtable\\\", \\\"hubspot salesforce sync\\\"\\n\\n**What it is**: Pages explaining how your product works with other tools.\\n\\n**Why it works**:\\n- Captures users of other products\\n- High intent (they want the solution)\\n- Scales with integration ecosystem\\n\\n**Value requirements**:\\n- Real integration details\\n- Setup instructions\\n- Use cases for the combination\\n- Working integration (not vaporware)\\n\\n**URL structure**: `/integrations/[product]/` or `/connect/[product]/`\\n\\n---\\n\\n## 9. Glossary\\n\\n**Pattern**: \\\"what is [term]\\\" or \\\"[term] definition\\\" or \\\"[term] meaning\\\"\\n**Example searches**: \\\"what is pSEO\\\", \\\"api definition\\\", \\\"what does crm stand for\\\"\\n\\n**What it is**: Educational definitions of industry terms and concepts.\\n\\n**Why it works**:\\n- Top-of-funnel awareness\\n- Establishes expertise\\n- Natural internal linking opportunities\\n\\n**Value requirements**:\\n- Clear, accurate definitions\\n- Examples and context\\n- Related terms linked\\n- More depth than a dictionary\\n\\n**URL structure**: `/glossary/[term]/` or `/learn/[term]/`\\n\\n---\\n\\n## 10. Translations\\n\\n**Pattern**: Same content in multiple languages\\n**Example searches**: \\\"qué es pSEO\\\", \\\"was ist SEO\\\", \\\"マーケティングとは\\\"\\n\\n**What it is**: Your content translated and localized for other language markets.\\n\\n**Why it works**:\\n- Opens entirely new markets\\n- Lower competition in many languages\\n- Multiplies your content reach\\n\\n**Value requirements**:\\n- Quality translation (not just Google Translate)\\n- Cultural localization\\n- hreflang tags properly implemented\\n- Native speaker review\\n\\n**URL structure**: `/[lang]/[page]/` or `yoursite.com/es/`, `/de/`, etc.\\n\\n---\\n\\n## 11. Directory\\n\\n**Pattern**: \\\"[category] tools\\\" or \\\"[type] software\\\" or \\\"[category] companies\\\"\\n**Example searches**: \\\"ai copywriting tools\\\", \\\"email marketing software\\\", \\\"crm companies\\\"\\n\\n**What it is**: Comprehensive directories listing options in a category.\\n\\n**Why it works**:\\n- Research phase capture\\n- Link building magnet\\n- Natural for aggregators/reviewers\\n\\n**Value requirements**:\\n- Comprehensive coverage\\n- Useful filtering/sorting\\n- Details per listing (not just names)\\n- Regular updates\\n\\n**URL structure**: `/directory/[category]/` or `/[category]-directory/`\\n\\n---\\n\\n## 12. Profiles\\n\\n**Pattern**: \\\"[person/company name]\\\" or \\\"[entity] + [attribute]\\\"\\n**Example searches**: \\\"stripe ceo\\\", \\\"airbnb founding story\\\", \\\"elon musk companies\\\"\\n\\n**What it is**: Profile pages about notable people, companies, or entities.\\n\\n**Why it works**:\\n- Informational intent traffic\\n- Builds topical authority\\n- Natural for B2B, news, research\\n\\n**Value requirements**:\\n- Accurate, sourced information\\n- Regularly updated\\n- Unique insights or aggregation\\n- Not just Wikipedia rehash\\n\\n**URL structure**: `/people/[name]/` or `/companies/[name]/`\\n\\n---\\n\\n## Choosing Your Playbook\\n\\n### Match to Your Assets\\n\\n| If you have... | Consider... |\\n|----------------|-------------|\\n| Proprietary data | Stats, Directories, Profiles |\\n| Product with integrations | Integrations |\\n| Design/creative product | Templates, Examples |\\n| Multi-segment audience | Personas |\\n| Local presence | Locations |\\n| Tool or utility product | Conversions |\\n| Content/expertise | Glossary, Curation |\\n| International potential | Translations |\\n| Competitor landscape | Comparisons |\\n\\n### Combine Playbooks\\n\\nYou can layer multiple playbooks:\\n- **Locations + Personas**: \\\"Marketing agencies for startups in Austin\\\"\\n- **Curation + Locations**: \\\"Best coworking spaces in San Diego\\\"\\n- **Integrations + Personas**: \\\"Slack for sales teams\\\"\\n- **Glossary + Translations**: Multi-language educational content\\n\"},\n {\"skill\":\"prospecting\",\"ref\":\"b2b-prospecting\",\"body\":\"# B2B Prospecting Reference\\n\\nFor when the user sells to non-SaaS B2B — services, agencies, manufacturers, mid-market and enterprise companies, professional services firms.\\n\\n---\\n\\n## ICP Signals That Matter (B2B branch)\\n\\n### Firmographic signals\\n\\n- **Industry / vertical** — NAICS or SIC codes if precision matters\\n- **Company size** — headcount band, revenue band, location count\\n- **Geography** — relevant for time zones, regulations, on-site requirements\\n- **Business model** — service vs product vs distribution; B2B vs B2B2C\\n- **Ownership** — independent, PE-backed, public, family-owned — affects buying motion\\n\\n### Buying signals\\n\\n- **Trigger events**: new C-level hire, recent acquisition or divestiture, IPO/funding, opening a new location, recent rebrand, expansion announcement\\n- **Vendor signals**: posting RFPs publicly, switching costs in last quarterly report, contract renewal windows\\n- **Operational signals**: recent layoffs (cost pressure) or rapid hiring (capacity pressure)\\n- **News mentions**: launching new initiative, entering new market, regulatory change forcing action\\n- **PR / press**: anything that signals \\\"this company is changing right now\\\"\\n\\n### Decay signals\\n\\n- Multiple bankruptcies or PE-stripped operations\\n- Negative growth + cost-cutting headlines\\n- Ownership stagnation (small family-owned, no growth incentive)\\n- Buyer turnover (3+ Marketing Directors in 2 years)\\n\\n---\\n\\n## Discovery Sources (B2B branch)\\n\\n### Tier 1 — primary discovery\\n\\n- **Apollo**: best general B2B firmographic + contact discovery\\n- **ZoomInfo**: enterprise B2B + intent signals (mid-market+)\\n- **LinkedIn Sales Navigator**: industry + role + signal search; the gold standard for decision-maker mapping (manual)\\n- **Clay**: when you need custom waterfall lookups (e.g., enrich Apollo records with Hunter + Clearbit)\\n\\n### Tier 2 — industry-specific directories\\n\\n- **Crunchbase / Pitchbook**: funded businesses\\n- **D&B Hoovers**: large traditional B2B firmographics\\n- **State / national business registries**: for verified incorporation data\\n- **Industry association membership rosters**: trade groups often publish member lists\\n- **Trade show exhibitor lists**: signals active participation in a vertical\\n- **Procurement databases** (Procore for construction, e.g.): vertical-specific signals\\n\\n### Tier 3 — trigger event monitoring\\n\\n- **Google Alerts / Feedly**: trigger keywords (\\\"acquired,\\\" \\\"hires,\\\" \\\"expansion,\\\" \\\"raises,\\\" \\\"announces\\\")\\n- **PR Newswire / Business Wire**: company-controlled announcements\\n- **SEC filings** (public companies): material change disclosures\\n- **State filings**: new entity formation, dissolution\\n\\n---\\n\\n## Qualification Checklist (B2B branch)\\n\\n- [ ] Industry / vertical matches ICP (use a recognized classification if possible)\\n- [ ] Company size within range (employees or revenue)\\n- [ ] Geography fits\\n- [ ] At least one trigger event in last 90–180 days\\n- [ ] Decision-maker role exists (CEO, COO, VP Operations, Director of X — match buyer profile)\\n- [ ] Email contact verifiable (named role > info@ catchall)\\n- [ ] Source URLs captured for firmographic claims\\n- [ ] No disqualifiers (closed, acquired-paused, multi-bankrupt, off-ICP)\\n\\n---\\n\\n## Output Columns (B2B branch)\\n\\nRecommended CSV columns:\\n\\n```csv\\nscore,company,domain,industry,naics_code,size_band,revenue_band,country,city,trigger_event,trigger_date,contact_name,contact_title,contact_email,email_status,linkedin_url,source_urls,why_prospect,confidence,verified_date,notes\\n```\\n\\nFor chat table, condense to: Score | Company | Industry | Size | Trigger | Contact | Email status | Confidence.\\n\\n---\\n\\n## Top Outreach Targets Selection (B2B)\\n\\nPrioritize for the top 3–5 hot leads:\\n\\n1. **Trigger event recency** — 30 days beats 6 months\\n2. **Trigger event specificity** — new CMO hire in your buyer's role beats \\\"company in the news\\\"\\n3. **Decision-maker access** — named contact with verified email + LinkedIn beats role-only\\n4. **Vertical fit precision** — exact NAICS match beats \\\"adjacent industry\\\"\\n\\nEach top target rationale names the trigger and decision-maker: \\\"Hired new VP of Marketing 14 days ago; verified email; mid-market manufacturer matching ICP.\\\"\\n\\n---\\n\\n## Common Mistakes (B2B)\\n\\n1. **Treating B2B like SaaS** — funding rounds matter less; PE ownership and acquisition activity matter more.\\n2. **Trying to verify private company revenue precisely** — most public databases approximate. Use size bands, not point estimates.\\n3. **Ignoring procurement complexity** at enterprise scale — your prospect contact list may not include the actual approver.\\n4. **Cold-emailing executive assistants** — they're not the buyer and they will flag your outreach as spam.\\n5. **Source URL hygiene** — without source lineage, you can't defend a contact under GDPR DSAR or CAN-SPAM challenge.\\n6. **Stopping at one source** — Apollo can be 60% accurate on small businesses. Cross-verify with LinkedIn or the business website.\\n\"},\n {\"skill\":\"prospecting\",\"ref\":\"compliance\",\"body\":\"# Prospecting Compliance Reference\\n\\nThe legal and platform-ToS constraints that apply to prospect list building. Read first, every engagement.\\n\\n> Operational guidance, not legal advice. For high-volume programs or programs touching EU/UK residents, run your setup past a privacy attorney.\\n\\n---\\n\\n## United States — CAN-SPAM (downstream)\\n\\nCAN-SPAM regulates the cold email **send**, not the list build. But the list build matters because:\\n\\n- You must be able to identify the source of every email address you contact (required if challenged)\\n- The \\\"from\\\" line and email content rules apply at send time — but you can't lie about how you got the contact\\n- Opt-out requests must be honored within 10 business days and tracked\\n\\n**For prospecting specifically**: capture and retain the source URL + date for every contact you add to a list. CAN-SPAM doesn't require it explicitly, but defending your sender practices does.\\n\\n---\\n\\n## EU / UK — GDPR\\n\\nThe strictest applicable framework. Triggers when:\\n\\n- Your prospect resides in EU/UK\\n- You're processing personal data (any identifiable info, including business emails tied to a named person)\\n\\n### Lawful bases for cold B2B outreach\\n\\nYou have three credible options:\\n\\n1. **Legitimate interest** (most common for B2B). Requires:\\n - The contact is in a business role likely to be interested in your offer\\n - The data was collected from a public, business-context source\\n - You provide a clear opt-out\\n - You can articulate the legitimate interest test in writing\\n\\n2. **Consent** — typically not feasible for cold outreach (you don't have consent before first contact)\\n\\n3. **Existing customer relationship** — only applies to current customers, not prospects\\n\\n### What you must do\\n\\n- Capture **source + date + lawful basis** for every contact\\n- Honor data subject access requests (DSARs) — you must be able to disclose, correct, or delete on request\\n- Include a privacy notice / opt-out in the first outreach\\n- Don't store personal data longer than necessary for the legitimate interest\\n\\n### What disqualifies a list\\n\\n- Bulk-scraped LinkedIn data — explicit ToS violation + GDPR risk\\n- Email addresses purchased from a list broker without source provenance\\n- \\\"Anyone @ this domain\\\" guessed emails sent without verification (multiplies risk + bounces)\\n\\n---\\n\\n## Canada — CASL\\n\\nStricter than CAN-SPAM. Cold B2B outreach requires:\\n\\n- **Express consent** (explicit opt-in) — typically not present for cold prospecting\\n- **OR implied consent** — existing business relationship within 24 months, OR business address publicly published on the company's own site for the purpose of receiving such communications\\n\\n**Practical implication for Canadian prospects**: relying on the publicly-published-address exception is the most defensible cold prospecting basis in Canada. You must include sender identification, mailing address, and an unsubscribe mechanism in every message.\\n\\n---\\n\\n## Platform Terms of Service\\n\\n### LinkedIn\\n\\n- **Sales Navigator** as a research tool: fine\\n- **Scraping LinkedIn at any scale**: explicit ToS violation. Banned accounts are permanent. Don't.\\n- **Apollo, Clay, and ZoomInfo** claim LinkedIn-overlap data through various legitimate channels — verify their data sources before assuming compliance\\n- **InMail and Connection Requests**: governed by LinkedIn's own messaging rules, not by CAN-SPAM/GDPR (because LinkedIn-internal)\\n\\n### Google Maps\\n\\n- ToS prohibits bulk extraction or productizing Maps data\\n- Browser-assisted research as a discovery aid: acceptable\\n- Storing Place IDs or large structured Maps data in your CRM: explicit ToS prohibition\\n- Use Maps to **find** local businesses, then cross-source from the business's own site for the data you retain\\n\\n### Apollo / ZoomInfo / Clearbit\\n\\n- All have their own ToS limiting reselling, downstream sharing, and use cases\\n- Read your contract — typically you can use the data for your own outreach but not productize it\\n- Don't share extracts publicly (e.g., on a leaderboard, in a public report)\\n\\n### Crunchbase\\n\\n- Free tier is read-only for personal use\\n- Paid tier permits broader use within contractual scope\\n- API access requires paid Pro+ tier\\n\\n---\\n\\n## Anti-Patterns (Don't Do These)\\n\\n1. **Bulk-scraping LinkedIn / Google Maps / Yelp**. Browser-assisted research is OK; automated scrapers pointed at these platforms are not. **Firecrawl and Browserbase are fine for an individual prospect's own website** (the URL you found through manual discovery) — not for the platforms hosting prospects.\\n2. **Buying lists from random vendors** without source provenance. You inherit their legal exposure.\\n3. **Guessing emails and sending unverified**. Bounce rates over 2% destroy sender reputation; legally, you can't claim a \\\"legitimate interest\\\" basis for an email you fabricated.\\n4. **Harvesting personal email addresses** (Gmail, personal Outlook, etc.) from public profiles. Personal addresses raise GDPR risk significantly.\\n5. **Storing data you don't need**. Minimize retention. Don't keep prospect lists forever — GDPR right to deletion applies.\\n6. **Skipping the lawful basis documentation**. If challenged, you need to show your work. Capture source URL + collection date for every contact.\\n7. **Reselling prospect lists**. You may not have the right to share them downstream. Read your data provider contracts.\\n8. **CAPTCHA bypass / login wall bypass**. Even if technically possible, this signals bot behavior and violates virtually every ToS.\\n\\n---\\n\\n## Quick Audit Checklist\\n\\nBefore shipping a list to the user (or downstream to cold-email):\\n\\n- [ ] Every contact has a source URL + collection date\\n- [ ] No contacts sourced from scraped LinkedIn data\\n- [ ] No Google Maps Place IDs or large Maps-structured data retained\\n- [ ] Lawful basis documented (legitimate interest test for B2B, or relevant alternative)\\n- [ ] Email addresses validated (deliverability check before outreach)\\n- [ ] Personal addresses (Gmail, etc.) flagged or excluded\\n- [ ] Source provider contracts permit the intended use case\\n- [ ] Retention plan documented (when to delete)\\n- [ ] First outreach will include unsubscribe + privacy notice (downstream concern for cold-email skill, but mention it now)\\n\"},\n {\"skill\":\"prospecting\",\"ref\":\"data-sources\",\"body\":\"# Prospecting Data Sources\\n\\nTool selection guide for prospecting across all three branches.\\n\\n---\\n\\n## Tool selection by goal\\n\\n| Goal | Primary tools | Notes |\\n|------|--------------|-------|\\n| **Build initial firmographic list (B2B / SaaS)** | Apollo, ZoomInfo, Clay | Apollo for breadth, ZoomInfo for enterprise + intent, Clay for custom workflows |\\n| **Decision-maker mapping** | LinkedIn Sales Navigator (manual), Apollo, ZoomInfo | Sales Nav is the gold standard. Never bulk scrape it. |\\n| **Tech stack qualification (SaaS)** | BuiltWith, Wappalyzer | BuiltWith has wider coverage + paid plans for bulk; Wappalyzer is lighter + free for small use |\\n| **Funding signals (SaaS)** | Crunchbase, Pitchbook | Crunchbase free tier sufficient for early signals; Pitchbook for deeper investor data |\\n| **Email pattern discovery** | Hunter, Snov, Apollo | Pattern guessing — followed by verification |\\n| **Email deliverability verification** | Truelist, Hunter, NeverBounce, ZeroBounce | Always verify before adding to outreach lists |\\n| **Visitor identification (warm intent)** | RB2B, Clearbit Reveal | Anonymous traffic → company identification |\\n| **Intent data** | ZoomInfo Intent, 6sense, Bombora | Pre-warmed signals; mid-market+ pricing |\\n| **Trigger event monitoring** | Google Alerts, Feedly, LinkedIn Sales Nav alerts | Free options are sufficient for most |\\n| **Local business discovery** | Google Maps (manual), Yelp, Facebook Pages | Browser-assisted, not bulk-extracted |\\n\\n---\\n\\n## Apollo\\n\\n**Use for**: General B2B / SaaS firmographic + contact data. Best starting point if you don't already have a list.\\n\\n**Strengths**:\\n- Large database (>200M contacts, >60M companies)\\n- Strong filtering UI (industry, size, technologies, signals)\\n- Integrated email + LinkedIn finder\\n- Pay-as-you-go and tiered plans\\n\\n**Watch out for**:\\n- Data freshness varies — re-verify before scoring as \\\"Hot\\\"\\n- Email accuracy ~60–80% — always validate\\n- Bulk export limits apply\\n\\n**Integration**: see [apollo.md](../../../tools/integrations/apollo.md)\\n\\n---\\n\\n## Clay\\n\\n**Use for**: Multi-source enrichment, waterfall lookups, custom scoring logic. When list quality matters more than list size.\\n\\n**Strengths**:\\n- Waterfall logic: try Apollo first → fallback to ZoomInfo → fallback to Clearbit\\n- 100+ data provider integrations\\n- AI-powered enrichment (LLM-driven extraction from URLs)\\n- Custom columns + scoring formulas\\n- Native MCP server\\n\\n**Watch out for**:\\n- Per-credit pricing can spike on large lists\\n- Complexity overhead — easy to over-engineer workflows\\n\\n**Integration**: see [clay.md](../../../tools/integrations/clay.md)\\n\\n---\\n\\n## ZoomInfo\\n\\n**Use for**: Enterprise B2B + intent data. Mid-market+ buyer profiles.\\n\\n**Strengths**:\\n- Enterprise-grade firmographic depth\\n- Intent signals (companies searching topics relevant to your offer)\\n- Best-in-class for >$50K ACV B2B sales\\n- Native MCP server\\n\\n**Watch out for**:\\n- Expensive ($15K+/yr starter)\\n- Overkill for SMB prospecting\\n- Locked into multi-year contracts typically\\n\\n**Integration**: see [zoominfo.md](../../../tools/integrations/zoominfo.md)\\n\\n---\\n\\n## Clearbit\\n\\n**Use for**: Email → company enrichment, anonymous visitor identification (Clearbit Reveal).\\n\\n**Strengths**:\\n- Strong company enrichment (industry, size, funding, tech stack)\\n- Email lookup by domain\\n- Reveal: identify anonymous site visitors at company level\\n- API-first\\n\\n**Watch out for**:\\n- HubSpot acquisition (2023) — bundled into HubSpot Breeze Intelligence now\\n- Standalone API still available but pricing/access depends on tier\\n\\n**Integration**: see [clearbit.md](../../../tools/integrations/clearbit.md)\\n\\n---\\n\\n## Hunter / Snov\\n\\n**Use for**: Email pattern discovery + lightweight verification on small lists.\\n\\n**Hunter strengths**:\\n- Domain-based email discovery\\n- Built-in deliverability verification\\n- Free tier reasonable for occasional use\\n\\n**Snov strengths**:\\n- Email finder + drip campaigns (overlap with outreach tooling)\\n- Bulk verification\\n- Cheaper than Hunter at scale\\n\\n**Watch out for**:\\n- Both are pattern-guessing tools — accuracy depends on the target company's email pattern being inferable\\n- Always run results through a dedicated validator (Truelist or similar) before outreach\\n\\n**Integrations**: see [hunter.md](../../../tools/integrations/hunter.md), [snov.md](../../../tools/integrations/snov.md)\\n\\n---\\n\\n## Truelist\\n\\n**Use for**: Email deliverability validation before adding contacts to outreach lists. Critical safety step.\\n\\n**Strengths**:\\n- Single-email sync verification (`/api/v1/verify_inline`) + bulk async (`/api/v1/verify`)\\n- Returns `email_state` (ok / email_invalid / risky / unknown / accept_all) + `email_sub_state` (email_ok / is_disposable / is_role / unknown_error / failed_smtp_check) + did-you-mean typo suggestions\\n- Catches catch-all domains, role accounts, spam traps, disposable providers\\n- Official MCP server for agent-driven workflows (Claude, Cursor, VS Code)\\n- Official SDKs in 7 languages + framework integrations (Django, Laravel, Next.js, Rails, React, Svelte, Vue, WordPress)\\n- Native integrations with Mailchimp, Klaviyo, HubSpot, Zapier, Make, n8n, Clay, Salesforce, more\\n- Pay-per-email pricing\\n\\n**Why this matters**: Cold email reputation craters when bounce rates exceed 2%. Validating before sending is non-negotiable. Apollo/ZoomInfo/Hunter data is often 60–80% accurate — Truelist catches the rest.\\n\\n**Integration**: see [truelist.md](../../../tools/integrations/truelist.md)\\n\\n---\\n\\n## LinkedIn Sales Navigator\\n\\n**Use for**: Manual decision-maker discovery. The gold standard for B2B / SaaS prospecting but only when used as a research tool.\\n\\n**Strengths**:\\n- Most accurate decision-maker data in the industry\\n- Real-time job changes, posts, signals\\n- Lead lists, alerts, saved searches\\n- Inmail credits (separate channel from cold email)\\n\\n**Hard rules**:\\n- **Never bulk scrape**. LinkedIn aggressively bans scrapers. Account ban risk is real and permanent.\\n- Use Sales Nav as a research interface — open profiles, read, take notes, capture key data manually.\\n- Apollo and other tools claim LinkedIn data via partnerships / public mirroring — verify the source legitimacy before assuming compliance.\\n\\n**Integration**: no MCP or API access at consumer level. Manual research only.\\n\\n---\\n\\n## BuiltWith / Wappalyzer\\n\\n**Use for**: Tech stack qualification (SaaS branch).\\n\\n**BuiltWith**:\\n- ~50K+ technologies tracked\\n- API + bulk lookups (paid)\\n- Historical data (when stack changed)\\n\\n**Wappalyzer**:\\n- Free browser extension; paid API\\n- Lighter coverage than BuiltWith\\n- Faster for one-off lookups\\n\\nCross-reference both for high-confidence tech stack signals.\\n\\n---\\n\\n## Crunchbase\\n\\n**Use for**: Funding signals (SaaS branch).\\n\\n**Strengths**:\\n- Free tier shows recent funding events\\n- Paid (Pro / Enterprise) unlocks alerts and deep history\\n- API access for paid users\\n\\n**Watch out for**:\\n- Coverage is best for VC-backed companies; bootstrapped + small businesses underrepresented\\n- Self-reported data — verify funding amounts independently\\n\\n---\\n\\n## GitHub (stargazers / forks / watchers)\\n\\n**Use for**: Developer-intent prospecting. Especially powerful for dev-tool SaaS — stargazers of competitor or category-defining repos are in-market signal.\\n\\n**Strengths**:\\n- Public API, no scraping concerns\\n- High signal quality (a starred repo = explicit interest)\\n- Forks are an even stronger signal (intent to modify, not just bookmark)\\n- Bundled `github-prospects.js` CLI handles pagination + enrichment + CSV output\\n- Free with 5,000 req/hr authenticated rate limit\\n\\n**Watch out for**:\\n- Only ~5–20% of users publish email — pair with Apollo/Clay/Hunter for enrichment\\n- Very-popular repos (100K+ stars) are mostly noise; smaller targeted repos (5K–25K) give better signal density\\n- Most prospects are individuals, not company contacts directly — need to figure out their company from `company` field or LinkedIn\\n\\n**Integration**: see [github.md](../../../tools/integrations/github.md)\\n\\n---\\n\\n## Firecrawl / Browserbase (single-target site research)\\n\\n**Use for**: Programmatically extracting content from a **prospect's own website** that you already found via discovery on platforms like Google Maps, Yelp, or LinkedIn. Not for scraping those platforms themselves.\\n\\n### Firecrawl\\n\\n- **Best for**: \\\"Just give me the page as markdown\\\" — Local SMB website status checks, B2B company about/team page extraction, structured field extraction\\n- **Strengths**: Low overhead, returns clean LLM-ready markdown, handles most JS-rendered sites, has an MCP server\\n- **API + MCP + SDKs**: Node, Python, Go, Rust\\n\\n### Browserbase\\n\\n- **Best for**: When you need real Chromium — JS-heavy pages, cookie consent dialogs, form submission to reach a contact page, session state\\n- **Strengths**: Full browser control via Playwright/Puppeteer; Stagehand provides AI-friendly natural-language extraction; session recordings for debugging\\n- **API + MCP (Stagehand) + SDKs**: Node, Python\\n\\n### Critical compliance line\\n\\nBoth tools can technically point at any URL. The hard rule:\\n\\n- ✓ **OK**: extracting content from a single business's own website (`joescoffeeshop.com`) that you found through manual discovery\\n- ✗ **NOT OK**: pointing them at `google.com/maps`, LinkedIn search results, Yelp listings, or any platform whose ToS prohibits bulk extraction\\n\\nDiscovery happens on platforms (manual browser-assisted research). Extraction happens on individual public business sites.\\n\\n**Integrations**: see [firecrawl.md](../../../tools/integrations/firecrawl.md), [browserbase.md](../../../tools/integrations/browserbase.md)\\n\\n---\\n\\n## RB2B / Clearbit Reveal\\n\\n**Use for**: Identifying anonymous site visitors as warm intent signals.\\n\\n**Strengths**:\\n- Pixel-based visitor → company identification\\n- High-intent: they came to your site, they're already in research mode\\n- Slack / email alerts on key visits\\n\\n**Watch out for**:\\n- Privacy/GDPR considerations — verify your privacy policy disclosures\\n- Person-level identification raises higher concerns than company-level\\n\\n**Integration**: see [rb2b.md](../../../tools/integrations/rb2b.md)\\n\\n---\\n\\n## Free / browser-only fallbacks\\n\\nWhen the user has no paid tools, lean on:\\n\\n- **Google Search** — exact business name + city + role searches\\n- **LinkedIn** (manual, no scraping) — company pages, employee lookups\\n- **Crunchbase free tier** — funding events\\n- **Wappalyzer browser extension** — tech stack at a glance\\n- **Hunter.io free tier** — 25 lookups/month\\n- **Google Maps** — for Local SMB discovery\\n- **Business websites + About pages** — primary source for any claim\\n- **News sites + press releases** — trigger event monitoring via Google Alerts\\n\\nSlower than tooled-up workflows, but produces high-quality smaller lists if the user is willing to do the work.\\n\\n---\\n\\n## Sequencing recommendations\\n\\nA typical full-stack prospecting workflow:\\n\\n1. **Define ICP** from product-marketing context (no tools needed)\\n2. **Initial list** from Apollo or ZoomInfo (firmographic filter)\\n3. **Enrich** with Clay (waterfall: tech stack, funding, trigger events)\\n4. **Decision-maker mapping** in LinkedIn Sales Nav (manual)\\n5. **Email pattern discovery** with Hunter or Apollo's built-in\\n6. **Email validation** with Truelist before final list\\n7. **Hand off** to cold-email skill for outreach copy\\n\\nAdapt this sequence based on which tools the user actually has.\\n\"},\n {\"skill\":\"prospecting\",\"ref\":\"local-prospecting\",\"body\":\"# Local SMB Prospecting Reference\\n\\nFor when the user sells to local small businesses — shops, gyms, restaurants, salons, clinics, professional services, contractors, real estate, fitness studios, dental practices.\\n\\nAdapted from and generalized beyond the local-client-prospector pattern (browser-assisted discovery + website status classification + proximity scoring).\\n\\n---\\n\\n## ICP Signals That Matter (Local SMB branch)\\n\\n### Operational signals\\n\\n- **Active business** — Google Business Profile updated, recent reviews, recent hours updates\\n- **Recent activity** — open right now, regular hours posted, recent photos uploaded by owner\\n- **Customer engagement** — owner responding to reviews, posts on social, active calendar (for service businesses)\\n\\n### Online presence signals (the core SMB qualification axis)\\n\\nThe reference local-client-prospector skill uses **website status** as the primary qualification — port this directly. Four classifications:\\n\\n| Status | Definition | Typical outcome |\\n|--------|-----------|-----------------|\\n| **No site found** | No credible standalone website after cross-checked search | **Hot prospect** for web/marketing service |\\n| **Social only** | Facebook, Instagram, WhatsApp, Linktree, booking portal, marketplace page only — no standalone site | **Hot prospect** for web/marketing service |\\n| **Weak site** | Standalone site exists but outdated, broken, very thin, non-mobile-friendly, or missing clear contact/conversion flow | **Warm prospect** for refresh / rebuild service |\\n| **Has site** | Credible, modern standalone site exists | **Low prospect** unless other signals apply (e.g., poor SEO, weak conversion design) |\\n\\n### Proximity signals\\n\\n- **Distance** from the user's location or service area\\n- **Density** — clusters of similar businesses in one area = neighborhood targeting opportunity\\n- **Travel time** — useful when in-person discovery, install, or service delivery is required\\n\\n### Decay signals\\n\\n- Closed permanently (Google Maps banner)\\n- Reviews paused or business listing reported as closed\\n- Last activity (review, post) >12 months ago\\n\\n---\\n\\n## Discovery Sources (Local SMB branch)\\n\\n### Primary\\n\\n- **Google Maps** (browser, manual) — search \\\"category near [location]\\\" and walk the visible results. Cross-check details. Don't bulk-extract.\\n- **Yelp** — secondary verification; complementary categories\\n- **Bing Local / Apple Maps** — different coverage on smaller businesses\\n- **Facebook Pages search** — many SMBs are Facebook-only\\n\\n### Cross-verification\\n\\n- **Business's own website** (if any)\\n- **Industry directories** (e.g., Healthgrades for medical, OpenTable for restaurants, Avvo for legal)\\n- **Local Chamber of Commerce listings**\\n- **State business registries** for incorporation status\\n- **Search results for \\\"[business name] [city]\\\"** to discover non-Maps presence\\n\\n---\\n\\n## Browser Research Workflow\\n\\n1. Open a browser and search Google Maps for the category near `base_location`\\n2. Build a candidate list from visible local results, search results, and public directories\\n3. For each candidate, inspect public sources to fill required fields\\n4. Search the exact business name plus city/town to check whether a standalone website exists\\n5. Classify website status per the table above\\n6. Mark confidence: High (2+ sources), Medium (1 source + consistent evidence), Low (incomplete/ambiguous)\\n\\nWhen the user explicitly asks for subagents AND subagents are available, split candidates into non-overlapping batches and ask each subagent to verify only website/social/contact status. Don't use subagents for the primary search if it slows progress.\\n\\n### Optional: programmatic verification with Firecrawl or Browserbase\\n\\nOnce you have a candidate's website URL (found via manual Maps/Yelp discovery), you can speed up website-status classification by hitting the URL programmatically:\\n\\n- **Firecrawl** for simple \\\"is this site live, modern, mobile-friendly, conversion-flow-equipped\\\" reads — returns clean markdown you can inspect\\n- **Browserbase** when the candidate site requires JS rendering, has a cookie consent dialog, or you need session state\\n\\n**Strict line**: use these on the individual business's URL. **Don't** point them at Google Maps, Yelp, or any platform whose ToS prohibits bulk extraction — discovery stays manual.\\n\\nSee [data-sources.md](data-sources.md) for setup details.\\n\\n---\\n\\n## Qualification Checklist (Local SMB branch)\\n\\n- [ ] Business is active (recent reviews or activity in last 6 months)\\n- [ ] Category matches user's service offering\\n- [ ] Distance / proximity within target radius\\n- [ ] Website status classified\\n- [ ] Phone or contact channel verified\\n- [ ] At least one cross-source confirms business operates at the listed address\\n- [ ] Not a duplicate / chain location / out-of-scope category\\n- [ ] Not closed permanently\\n\\n---\\n\\n## Lead Scoring (Local SMB)\\n\\nUse this simple rubric (matches local-client-prospector pattern):\\n\\n| Score | Criteria |\\n|-------|----------|\\n| **Hot** | No site found OR social-only + phone present + active business + within target radius |\\n| **Warm** | Weak site, poor online presentation, or marketplace/booking-page only |\\n| **Cold** | Good website already present OR low confidence |\\n| **Skip** | Closed, duplicate, outside radius, irrelevant category, or not a business prospect |\\n\\n---\\n\\n## Output Columns (Local SMB branch)\\n\\nChat table (≤15 rows):\\n\\n```\\n| Score | Business | Category | Area | Distance | Website status | Website/Social | Phone | Why it's a prospect | Confidence |\\n```\\n\\nCSV:\\n\\n```csv\\nscore,business,category,area,distance_km,website_status,website_url,social_urls,phone,email,source_urls,why_prospect,confidence,verified_date,notes\\n```\\n\\nRules:\\n- Keep \\\"Why it's a prospect\\\" short and actionable\\n- Use `Not found` instead of leaving blank fields\\n- Include source links sparingly, not all of them\\n- After the table, add **Best first outreach targets** with the top 3 leads and one practical reason each\\n- If confidence is low, state exactly what remains uncertain\\n\\n---\\n\\n## Top Outreach Targets Selection (Local SMB)\\n\\nPrioritize for the top 3 hot leads:\\n\\n1. **No site / social only + phone present** = clearest service opportunity\\n2. **High review count** = active, established business with real customers\\n3. **Owner-responded reviews** = engaged owner = more likely to evaluate a vendor\\n4. **Industry alignment with your service specialty** beats generic category match\\n\\nEach top target rationale should be one sentence naming the gap and the signal: \\\"No standalone website (cross-checked); 80+ Google reviews with owner replies; 2 km from target area.\\\"\\n\\n---\\n\\n## Compliance Notes (Local SMB-specific)\\n\\nThe local branch is the most scraping-sensitive of the three motions. Specifically:\\n\\n- **Google Maps Terms of Service** prohibit bulk extraction. Treat browser visits as research, not as data acquisition.\\n- **Don't store full Google Maps Place IDs in your CRM** — the ToS limits storage of Maps data.\\n- **Public business contact channels only**: published phone, contact form, info@ email. Don't reach individual employees through their personal channels.\\n- **Owner/operator name when published on the business's own site** is OK to use. If you only got it from LinkedIn, mark the source.\\n\\n---\\n\\n## Common Mistakes (Local SMB)\\n\\n1. **Bulk-scraping Google Maps** — fastest way to violate ToS and lose the research channel.\\n2. **Treating Google Maps data as truth** — listings go stale. Cross-check hours, status, and reviews.\\n3. **Skipping the website status cross-check** — finding \\\"no site\\\" on Maps doesn't mean no site exists; do an exact-name web search before classifying.\\n4. **Targeting only the largest businesses** — they're already covered by other providers. The 2–5 employee SMBs are the under-served opportunity.\\n5. **Generic outreach to all hot leads** — local SMBs respond better to outreach that names their specific gap (\\\"I noticed your menu isn't visible on mobile\\\") than generic pitches.\\n6. **Ignoring chains and franchises** as Skip — sometimes the franchisee is the buyer and they have local marketing authority. Verify before skipping.\\n\"},\n {\"skill\":\"prospecting\",\"ref\":\"saas-prospecting\",\"body\":\"# SaaS Prospecting Reference\\n\\nFor when the user sells SaaS or digital services to other SaaS companies / digital businesses.\\n\\n---\\n\\n## ICP Signals That Matter (SaaS branch)\\n\\nBeyond standard firmographics (industry, size, geography), SaaS prospects are qualified by:\\n\\n### Technographic signals\\n\\n- **Tech stack** — do they use complementary tools (your integration target) or competing tools (a switch opportunity)?\\n- **Recent stack changes** — adding/removing tools signals active vendor evaluation\\n- **Custom-built vs off-the-shelf** — DIY tooling often means a buyer who'd benefit from your product\\n- **Free/freemium plan signals** — using a free competitor means they may be ready to upgrade\\n\\n### Growth signals\\n\\n- **Funding round** — Series A / B / C in last 6 months = budget + new hires + tool needs\\n- **Headcount growth** — 10%+ growth in last quarter signals scaling pressure\\n- **Hiring signals** — specific role openings (e.g., \\\"Head of RevOps\\\" → ICP for revops tooling)\\n- **Product velocity** — frequent shipping, new features, blog posts = healthy growth motion\\n- **Open positions for your buyer's role** — if you sell to Marketing Ops and they're hiring one, that's a signal\\n\\n### Decay signals (downgrade scoring)\\n\\n- Layoffs in target department\\n- Funding round >2 years ago with no follow-up\\n- Product hasn't shipped in 6+ months\\n- Team page shows founders only (very early — may not have budget)\\n\\n---\\n\\n## Discovery Sources (SaaS branch)\\n\\nCombine 2+ sources for cross-verification.\\n\\n### Tier 1 — primary discovery\\n\\n- **Apollo**: firmographic + technographic + contact data. Good for building large initial lists.\\n- **Clay**: waterfall enrichment, custom scoring, multi-source merges. Best for high-quality smaller lists.\\n- **ZoomInfo**: enterprise-grade firmographic + intent signals. Expensive; mid-market+.\\n- **LinkedIn Sales Navigator**: decision-maker mapping. Use manually, never bulk scrape.\\n\\n### Tier 2 — technographic / growth signals\\n\\n- **BuiltWith**: tech stack lookups, find sites using specific tools\\n- **Wappalyzer**: free browser extension + API; lighter tech stack signal\\n- **Crunchbase**: funding rounds, headcount, founders\\n- **Pitchbook**: deeper investor data (enterprise/paid)\\n- **ProductHunt**: recent launches, builder audience\\n- **Hacker News / Show HN**: technical builders launching products\\n\\n### Tier 3 — buying signals\\n\\n- **Job boards** (LinkedIn Jobs, Indeed, AngelList): role openings as signals\\n- **RB2B / Clearbit Reveal**: visitor identification (warm anonymous traffic)\\n- **GitHub stars/forks of competitor or adjacent repos**: developer-level intent signal (see `tools/integrations/github.md` and the `github-prospects.js` CLI). Especially strong for dev-tool SaaS — a developer who starred `vercel/next.js` last week is in-market for adjacent Next.js infrastructure.\\n- **Recent blog posts / changelog**: product direction signals\\n- **G2 reviews mentioning competitor switches**: explicit dissatisfaction signal\\n\\n#### GitHub prospecting pattern (when audience is developers)\\n\\nFor dev-tool SaaS, GitHub is one of the highest-quality discovery channels:\\n\\n1. Identify 3–5 \\\"anchor\\\" repos: your direct competitors, your category leader, complementary tools your buyer uses\\n2. Pull stargazers (or forks for stronger intent) via `node tools/clis/github-prospects.js stargazers --enrich --with-company --format csv`\\n3. Filter to users with `company` set — these are the easiest to enrich downstream\\n4. Pair with Apollo/Clay/Hunter to lookup email by name + company\\n5. Validate with Truelist before adding to outreach list\\n\\nTradeoffs: GitHub yields email for only ~5–20% of users directly. The strength is the signal quality — a stargazer of a niche dev tool is genuinely in-market in a way Apollo firmographics alone can't tell you.\\n\\n---\\n\\n## Qualification Checklist (SaaS branch)\\n\\nFor each candidate, verify:\\n\\n- [ ] Industry vertical matches ICP\\n- [ ] Company size (headcount) within range\\n- [ ] Tech stack includes (or notably excludes) a target technology\\n- [ ] Funding stage matches buyer maturity\\n- [ ] At least one growth signal in last 90 days (funding, hiring, product velocity)\\n- [ ] Decision-maker role exists at the company (named or inferable from job listings)\\n- [ ] Email contact verifiable\\n- [ ] No disqualifiers (closed, acquired-and-paused, layoffs, ICP miss)\\n\\n---\\n\\n## Output Columns (SaaS branch)\\n\\nRecommended CSV columns:\\n\\n```csv\\nscore,company,domain,industry,size_band,country,funding_stage,last_round_date,tech_stack_match,signal,signal_date,contact_name,contact_title,contact_email,email_status,linkedin_url,source_urls,why_prospect,confidence,verified_date,notes\\n```\\n\\nFor chat table, condense to: Score | Company | Industry | Size | Signal | Contact | Email status | Confidence.\\n\\n---\\n\\n## Top Outreach Targets Selection (SaaS)\\n\\nPrioritize for the top 3–5 hot leads:\\n\\n1. **Strongest signal recency** — funding 30 days ago beats funding 9 months ago\\n2. **Tech stack match strength** — known integration partner beats inferred fit\\n3. **Decision-maker named with verified email** — beats role-pattern-guessed email\\n4. **Multi-source confidence** — both Apollo + Crunchbase agree beats one source\\n\\nEach top target gets a one-sentence outreach rationale that names the specific signal: \\\"Raised Series B 30 days ago; hiring Head of RevOps; verified VP of Ops email.\\\"\\n\\n---\\n\\n## Common Mistakes (SaaS)\\n\\n1. **Buying lists from Apollo wholesale** without re-verifying email and re-checking firmographics. Stale data is the norm.\\n2. **Treating tech stack data as 100% accurate**. BuiltWith and Wappalyzer miss things; Clay's waterfalls miss things. Cross-check.\\n3. **Targeting Series C+ for early-stage SaaS sellers**. The buyer profile is wrong — too many procurement hoops, too much red tape.\\n4. **Targeting Series Pre-Seed seed** for products requiring meaningful budget. They have neither budget nor evaluator bandwidth.\\n5. **Ignoring intent data when it exists** (ZoomInfo Intent, 6sense, etc.) — pre-warm signals beat cold every time.\\n\"},\n {\"skill\":\"referrals\",\"ref\":\"affiliate-programs\",\"body\":\"# Affiliate Program Design\\n\\nDetailed guidance for building and managing affiliate programs.\\n\\n## Contents\\n- Commission Structures\\n- Cookie Duration\\n- Affiliate Recruitment\\n- Affiliate Enablement\\n- Tools & Platforms (Referral Program Tools, Affiliate Program Tools, Choosing a Tool)\\n- Fraud Prevention (Common Referral Fraud, Prevention Measures)\\n\\n## Commission Structures\\n\\n**Percentage of sale:**\\n- Standard: 10-30% of first sale or first year\\n- Works for: E-commerce, SaaS with clear pricing\\n- Example: \\\"Earn 25% of every sale you refer\\\"\\n\\n**Flat fee per action:**\\n- Standard: $5-500 depending on value\\n- Works for: Lead gen, trials, freemium\\n- Example: \\\"$50 for every qualified demo\\\"\\n\\n**Recurring commission:**\\n- Standard: 10-25% of recurring revenue\\n- Works for: Subscription products\\n- Example: \\\"20% of subscription for 12 months\\\"\\n\\n**Tiered commission:**\\n- Works for: Motivating high performers\\n- Example: \\\"20% for 1-10 sales, 25% for 11-25, 30% for 26+\\\"\\n\\n---\\n\\n## Cookie Duration\\n\\nHow long after click does affiliate get credit?\\n\\n| Duration | Use Case |\\n|----------|----------|\\n| 24 hours | High-volume, low-consideration purchases |\\n| 7-14 days | Standard e-commerce |\\n| 30 days | Standard SaaS/B2B |\\n| 60-90 days | Long sales cycles, enterprise |\\n| Lifetime | Premium affiliate relationships |\\n\\n---\\n\\n## Affiliate Recruitment\\n\\n### Where to find affiliates:\\n- Existing customers who create content\\n- Industry bloggers and reviewers\\n- YouTubers in your niche\\n- Newsletter writers\\n- Complementary tool companies\\n- Consultants and agencies\\n\\n### Outreach template:\\n```\\nSubject: Partnership opportunity — [Your Product]\\n\\nHi [Name],\\n\\nI've been following your content on [topic] — particularly [specific piece] — and think there could be a great fit for a partnership.\\n\\n[Your Product] helps [audience] [achieve outcome], and I think your audience would find it valuable.\\n\\nWe offer [commission structure] for partners, plus [additional benefits: early access, co-marketing, etc.].\\n\\nWould you be open to learning more?\\n\\n[Your name]\\n```\\n\\n---\\n\\n## Affiliate Enablement\\n\\nProvide affiliates with:\\n- [ ] Unique tracking links/codes\\n- [ ] Product overview and key benefits\\n- [ ] Target audience description\\n- [ ] Comparison to competitors\\n- [ ] Creative assets (logos, banners, images)\\n- [ ] Sample copy and talking points\\n- [ ] Case studies and testimonials\\n- [ ] Demo access or free account\\n- [ ] FAQ and objection handling\\n- [ ] Payment terms and schedule\\n\\n---\\n\\n## Tools & Platforms\\n\\n### Referral Program Tools\\n\\n**Full-featured platforms:**\\n- ReferralCandy — E-commerce focused\\n- Ambassador — Enterprise referral programs\\n- Friendbuy — E-commerce and subscription\\n- GrowSurf — SaaS and tech companies\\n- Mention Me — AI-powered referral marketing\\n- Viral Loops — Template-based campaigns\\n\\n**Built-in options:**\\n- Stripe (basic referral tracking)\\n- HubSpot (CRM-integrated)\\n- Segment (tracking and analytics)\\n\\n### Affiliate Program Tools\\n\\n**Affiliate networks:**\\n- ShareASale — Large merchant network\\n- Impact — Enterprise partnerships\\n- PartnerStack — SaaS focused\\n- Tapfiliate — Simple SaaS affiliate tracking\\n- FirstPromoter — SaaS affiliate management\\n\\n**Partner Relationship Management (PRM):**\\n- Introw — Full PRM with deal registration, commissions, tiers, QBRs, and partner engagement tracking ([integration guide](../../../tools/integrations/introw.md))\\n\\n**Self-hosted:**\\n- Rewardful — Stripe-integrated affiliates\\n- Refersion — E-commerce affiliates\\n\\n### Choosing a Tool\\n\\nConsider:\\n- Integration with your payment system\\n- Fraud detection capabilities\\n- Payout management\\n- Reporting and analytics\\n- Customization options\\n- Price vs. program scale\\n\\n---\\n\\n## Fraud Prevention\\n\\n### Common Referral Fraud\\n- Self-referrals (creating fake accounts)\\n- Referral rings (groups referring each other)\\n- Coupon sites posting referral codes\\n- Fake email addresses\\n- VPN/device spoofing\\n\\n### Prevention Measures\\n\\n**Technical:**\\n- Email verification required\\n- Device fingerprinting\\n- IP address monitoring\\n- Delayed reward payout (after activation)\\n- Minimum activity threshold\\n\\n**Policy:**\\n- Clear terms of service\\n- Maximum referrals per period\\n- Reward clawback for refunds/chargebacks\\n- Manual review for suspicious patterns\\n\\n**Structural:**\\n- Require referred user to take meaningful action\\n- Cap lifetime rewards\\n- Pay rewards in product credit (less attractive to fraudsters)\\n\"},\n {\"skill\":\"referrals\",\"ref\":\"program-examples\",\"body\":\"# Referral Program Examples\\n\\nReal-world examples of successful referral programs.\\n\\n## Contents\\n- Dropbox (Classic)\\n- Uber/Lyft\\n- Morning Brew\\n- Notion\\n- Incentive Types Comparison\\n- Incentive Sizing Framework\\n- Viral Coefficient & Metrics (Key Metrics, Calculating Referral Program ROI)\\n\\n## Dropbox (Classic)\\n\\n**Program:** Give 500MB storage, get 500MB storage\\n\\n**Why it worked:**\\n- Reward directly tied to product value\\n- Low friction (just an email)\\n- Both parties benefit equally\\n- Gamified with progress tracking\\n\\n---\\n\\n## Uber/Lyft\\n\\n**Program:** Give $10 ride credit, get $10 when they ride\\n\\n**Why it worked:**\\n- Immediate, clear value\\n- Double-sided incentive\\n- Easy to share (code/link)\\n- Triggered at natural moments\\n\\n---\\n\\n## Morning Brew\\n\\n**Program:** Tiered rewards for subscriber referrals\\n- 3 referrals: Newsletter stickers\\n- 5 referrals: T-shirt\\n- 10 referrals: Mug\\n- 25 referrals: Hoodie\\n\\n**Why it worked:**\\n- Gamification drives ongoing engagement\\n- Physical rewards are shareable (more referrals)\\n- Low cost relative to subscriber value\\n- Built status/identity\\n\\n---\\n\\n## Notion\\n\\n**Program:** $10 credit per referral (education)\\n\\n**Why it worked:**\\n- Targeted high-sharing audience (students)\\n- Product naturally spreads in teams\\n- Credit keeps users engaged\\n\\n---\\n\\n## Incentive Types Comparison\\n\\n| Type | Pros | Cons | Best For |\\n|------|------|------|----------|\\n| Cash/credit | Universally valued | Feels transactional | Marketplaces, fintech |\\n| Product credit | Drives usage | Only valuable if they'll use it | SaaS, subscriptions |\\n| Free months | Clear value | May attract freebie-seekers | Subscription products |\\n| Feature unlock | Low cost to you | Only works for gated features | Freemium products |\\n| Swag/gifts | Memorable, shareable | Logistics complexity | Brand-focused companies |\\n| Charity donation | Feel-good | Lower personal motivation | Mission-driven brands |\\n\\n---\\n\\n## Incentive Sizing Framework\\n\\n**Calculate your maximum incentive:**\\n```\\nMax Referral Reward = (Customer LTV × Gross Margin) - Target CAC\\n```\\n\\n**Example:**\\n- LTV: $1,200\\n- Gross margin: 70%\\n- Target CAC: $200\\n- Max reward: ($1,200 × 0.70) - $200 = $640\\n\\n**Typical referral rewards:**\\n- B2C: $10-50 or 10-25% of first purchase\\n- B2B SaaS: $50-500 or 1-3 months free\\n- Enterprise: Higher, often custom\\n\\n---\\n\\n## Viral Coefficient & Metrics\\n\\n### Key Metrics\\n\\n**Viral coefficient (K-factor):**\\n```\\nK = Invitations × Conversion Rate\\n\\nK > 1 = Viral growth (each user brings more than 1 new user)\\nK < 1 = Amplified growth (referrals supplement other acquisition)\\n```\\n\\n**Example:**\\n- Average customer sends 3 invitations\\n- 15% of invitations convert\\n- K = 3 × 0.15 = 0.45\\n\\n**Referral rate:**\\n```\\nReferral Rate = (Customers who refer) / (Total customers)\\n```\\n\\nBenchmarks:\\n- Good: 10-25% of customers refer\\n- Great: 25-50%\\n- Exceptional: 50%+\\n\\n**Referrals per referrer:**\\n\\nBenchmarks:\\n- Average: 1-2 referrals per referrer\\n- Good: 2-5\\n- Exceptional: 5+\\n\\n### Calculating Referral Program ROI\\n\\n```\\nReferral Program ROI = (Revenue from referred customers - Program costs) / Program costs\\n\\nProgram costs = Rewards paid + Tool costs + Management time\\n```\\n\\n**Track separately:**\\n- Cost per referred customer (CAC via referral)\\n- LTV of referred customers (often higher than average)\\n- Payback period for referral rewards\\n\"}\n];\n",[],[362,604,694],"f4fe347e-5d6d-11f1-ac54-1607ee4eb77e","ref_11.ts","f4fe3550-5d6d-11f1-ac54-1607ee4eb77e",655,["D",1780286226821],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_11: SkillRef[] = [\n {\"skill\":\"marketing-plan\",\"ref\":\"ops-stack-mapping\",\"body\":\"# Marketing Operations Stack — Skills + MCPs per AARRR Stage\\n\\nThis doc maps every marketing-skill and every relevant MCP/API integration to the AARRR stage(s) it primarily serves. It's the source for Section 11 of every plan.\\n\\n> **Note on scope.** Skills below live in this `marketingskills` repo. A few references point to optional tools from adjacent Claude Code marketplaces (e.g., `vercel:agent-browser`, `compound-engineering:diagram-maker`) — substitute equivalents if not installed. When a plan references a skill or tool that isn't available, fall back to the underlying tactic and call it out in Section 13's open decisions.\\n\\n## The thesis\\n\\nA small team + fCMO + agentic tooling = output of a 15–20-person traditional marketing org. The skills + MCPs encode workflows that previously required dedicated headcount per channel.\\n\\nThe plan's Section 11 makes this thesis explicit by:\\n1. Mapping skills to stages so the founder sees which skills execute which work\\n2. Mapping MCPs/APIs to stages so the founder sees the tooling layer\\n3. Naming a concrete operational example that proves the stack works\\n4. Showing capability unlocks by funding stage (pre-seed → seed → Series A)\\n\\n## Marketing skills mapped to AARRR\\n\\n### Acquisition skills\\n\\n| Skill | What it does | Primary use in Acquisition |\\n|---|---|---|\\n| `seo-audit` | Audit site for technical and on-page SEO | Quarterly site health checks |\\n| `ai-seo` | Optimize content for AI search engines / LLM citation | Future-proof content strategy |\\n| `programmatic-seo` | Build template-driven SEO pages at scale | Location, comparison, integration page systems |\\n| `schema` | Add structured data markup | Rich snippets, eligibility for AI citation |\\n| `content-strategy` | Plan content topics, pillars, cadence | Setting the editorial calendar |\\n| `competitors` | Build vs-pages and alternative-to-pages | Capture high-intent SERPs against competitors |\\n| `ads` | Plan and structure paid campaigns | Apple Search Ads, Meta, Google, LinkedIn |\\n| `ad-creative` | Generate ad variations and creative | Iterate ad creative across platforms |\\n| `social` | Plan and write social media content | LinkedIn, Twitter/X, Instagram, TikTok |\\n| `typefully` | Schedule/post tweets, threads, LinkedIn content | Cadence operations for founder-led channels |\\n| `cold-email` | Write B2B cold outreach + sequences | Outbound for B2B SaaS / hybrid businesses |\\n| `analytics` | Set up tracking, GA4, conversion events | Funnel instrumentation |\\n| `free-tools` | Plan engineering-as-marketing free tools | Build tools that generate links + leads |\\n| `marketing-website-design` | Design marketing sites with intention | Pillar/landing page design |\\n| `launch` | Plan and execute launches (Product Hunt, GA, feature launches) | GTM moments — strategy + tactical execution |\\n\\n### Activation skills\\n\\n| Skill | What it does | Primary use in Activation |\\n|---|---|---|\\n| `onboarding` | Optimize user onboarding flows | Onboarding rebuild, activation rate tests |\\n| `signup` | Optimize signup/registration | Reduce friction at top of activation |\\n| `cro` | Optimize any marketing page or form | Conversion testing across pages, forms, landing pages |\\n| `paywalls` | Optimize paywalls and upgrade screens | Trial → paid conversion (also Revenue) |\\n| `popups` | Optimize popups, modals, slide-ins | Lead capture + activation prompts |\\n| `copywriting` | Write marketing copy | Onboarding screens, paywall copy, CTAs |\\n| `copy-editing` | Edit and improve existing copy | Voice / clarity pass before ship |\\n| `copycraft` | Real-time copy variation overlay | Live copy iteration during reviews |\\n| `website-copy` | Write full website copy (stage-8 from CF process) | Comprehensive site copy production |\\n| `ab-testing` | Plan A/B tests | Structure for onboarding variant tests |\\n| `marketing-psychology` | Apply behavioral science to copy and CRO | Persuasion principles in activation moments |\\n\\n### Retention skills\\n\\n| Skill | What it does | Primary use in Retention |\\n|---|---|---|\\n| `emails` | Design email sequences | Customer.io / Mailchimp / Resend flow building |\\n| `churn-prevention` | Build cancellation flows, save offers, win-back | Reduce churn, recover failed payments |\\n| `copywriting` / `copy-editing` | Email copy production | Lifecycle email content |\\n| `paywalls` | (cross-cuts) — upgrade prompts in retention emails | Upsell within lifecycle |\\n| `ab-testing` | Test email variants | Subject line, CTA, timing tests |\\n\\n### Referral skills\\n\\n| Skill | What it does | Primary use in Referral |\\n|---|---|---|\\n| `referrals` | Plan and launch referral / affiliate / ambassador programs | Core skill for Section 7 |\\n| `social` | Create ambassador-shareable content | Talking points, post templates |\\n| `copywriting` | Ambassador / affiliate email copy | Recruitment, onboarding, communication |\\n| `marketing-website-design` | Per-ambassador landing pages | Attribution surface |\\n| `emails` | Ambassador lifecycle emails | Onboarding, monthly digest, payout notifications |\\n\\n### Revenue skills\\n\\n| Skill | What it does | Primary use in Revenue |\\n|---|---|---|\\n| `pricing` | Audit and optimize pricing | Plan tier structure, annual defaults, value metrics |\\n| `paywalls` | Paywall optimization | Trial → paid, free → paid conversion |\\n| `sales-enablement` | Build sales decks, one-pagers, demos | B2B sales support material |\\n| `revops` | Revenue operations, lead lifecycle | Marketing → sales handoff |\\n| `ab-testing` | Pricing experiments | Test annual default, intro pricing, tier consolidation |\\n\\n### Cross-cutting / brand foundation skills\\n\\n| Skill | What it does | Primary use |\\n|---|---|---|\\n| `product-marketing` | Set up the `.agents/product-marketing.md` context file (positioning, ICP, voice) | Foundational — run first; every section of the plan references this |\\n| `customer-research` | Conduct customer interviews + surveys | Section 2 + Section 3 (Current state) |\\n| `marketing-psychology` | Apply behavioral science | Cross-cuts copy, CRO, paywalls |\\n| `marketing-ideas` | The 139-idea library | Section 12 of plan (Idea bank) |\\n\\n## MCPs and APIs mapped to AARRR\\n\\n### Acquisition tooling\\n\\n| Tool | What it provides | Wired-at-client check |\\n|---|---|---|\\n| **Ahrefs API** | SEO data: keyword research, backlinks, competitor analysis | Required `AHREFS_API_KEY` in `.env` |\\n| **DataForSEO API** | SERP data, keyword volume, competitor SERP analysis | Required API key |\\n| **GA4 MCP** | Traffic by channel, conversion events, retention curves | Wired via gcp project + service account |\\n| **GitHub MCP** | Repo work: marketing site (`site-name-promo` patterns), content authoring | Standard `gh` CLI auth + MCP server |\\n| **Typefully MCP** | Social posting (LinkedIn, X, Threads, Bluesky) | Typefully account + API key |\\n| **Google Ads MCP** | Ad account management, campaign creation, performance pulls | Wired post-budget-unlock |\\n| **agent-browser** | Browser automation (form fills, screenshots, scraping) | CLI install: `npm install -g agent-browser` |\\n| **dev-browser** | General-purpose browser automation | MCP server install |\\n| **defuddle** | Clean markdown extraction from web pages | CLI install |\\n| **Notion** | Internal knowledge directory access | Notion API key |\\n| **Stripe MCP** | LTV math, paid-CAC reconciliation (cross-cuts to Revenue) | Stripe account + restricted key |\\n\\n### Activation tooling\\n\\n| Tool | What it provides |\\n|---|---|\\n| **App Store Connect** | Conversion rate by listing variant, install funnel | Usually manual + `dev-browser` for screenshots |\\n| **GitHub MCP** | Mobile app repo for onboarding code edits |\\n| **Figma / Pencil MCP** | Onboarding screen design + iteration |\\n| **Customer.io MCP** | In-app messaging + lifecycle email coordination |\\n| **Stripe MCP** | Subscription state for paywall logic |\\n| **GA4 MCP** | Activation events instrumentation |\\n\\n### Retention tooling\\n\\n| Tool | What it provides |\\n|---|---|\\n| **Customer.io MCP** | The retention infrastructure — flow building, segmentation, sending |\\n| **Shopify** | Hardware buyer events as lifecycle triggers |\\n| **Stripe MCP** | Subscription state, churn cohorts, plan changes |\\n| **GA4 MCP** | Session events, retention curves |\\n| **Resend / Mailchimp / SendGrid** | Alternatives to Customer.io for different stacks |\\n\\n### Referral tooling\\n\\n| Tool | What it provides |\\n|---|---|\\n| **Dub.co** | Ambassador attribution, short links, per-ambassador tracking |\\n| **Stripe MCP** | Commission accounting + payouts via Connect |\\n| **GitHub MCP** | Per-ambassador landing pages |\\n| **Customer.io MCP** | Ambassador lifecycle (recruitment → onboarding → monthly digest → payout notifications) |\\n| **Rewardful / Tolt / Mention Me** | Alternatives to Dub for affiliate management |\\n\\n### Revenue tooling\\n\\n| Tool | What it provides |\\n|---|---|\\n| **Stripe MCP** | Pricing tests, subscription analytics, churn cohort analysis, blended CAC math |\\n| **Shopify** | Hardware transactions |\\n| **GA4 MCP** | Revenue events |\\n| **Customer.io MCP** | Paywall / pricing-related lifecycle |\\n| **Notion** | Commercial knowledge directory |\\n\\n### Cross-cutting tooling\\n\\n| Tool | What it provides |\\n|---|---|\\n| **Notion** | Shared knowledge base |\\n| **GitHub MCP** | Shared context repo (`{client-org}/{client-context}`) |\\n| **defuddle** | Research extraction |\\n| **obsidian-cli** | Working notes for fCMO |\\n| **Pencil MCP** | Design files |\\n| **Figma MCP** | Design files (if Figma) |\\n\\n## Capability unlocks by funding stage\\n\\nThe plan's Section 11 must include this table (or equivalent), specific to the client's current and projected funding stages.\\n\\n| Stage | Headcount | Tooling | Channels live |\\n|---|---|---|---|\\n| **Pre-seed / bootstrapped** | fCMO + founder team | All current tooling + marketing-skills library + MCP layer | Organic only (SEO, content, App Store, founder-led social, events, WOM, ambassador) |\\n| **Seed close** | + first marketing hire (lifecycle/content owner) | + paid ad accounts (Apple Search Ads, Meta, LinkedIn) + `ads` skill activated | + paid acquisition pilot ($5–15K/mo — see `funding-stage-unlocks.md` for canonical tiers) |\\n| **Seed deployment** | + designer (potentially fractional) | + analytics expansion (Mixpanel / Amplitude if needed) | + paid scaling ($20–50K/mo) + first launches (PH, GA) |\\n| **Series A** | + performance marketing lead + content lead | + dedicated tooling spend ($2–5K/mo software) + sponsored event budget | + paid scaling ($50–150K/mo) + international consideration + B2B vertical expansion |\\n| **Series B+** | Full-stack marketing org (10+ people) | + agency partnerships + PR firm | + brand campaigns + acquisitions + sponsorships at category level |\\n\\n## The concrete-example test\\n\\nSection 11 of the plan must include at least one concrete operational example that proves the stack thesis. The example should be:\\n- A specific event (not abstract claim)\\n- From this client's actual history if possible (most credible)\\n- Tied to a non-technical person executing via the stack (proves it works without dedicated engineering)\\n\\nExamples from real engagements:\\n- *\\\"On the kickoff call, Alex drafted a working Customer.io abandoned-cart flow live, using Customer.io's Claude MCP. Validated that a non-technical founder can ship lifecycle work using the skill pattern independently.\\\"*\\n- *\\\"In two weeks, the team scaled from 0 to 14 ranking keywords using `programmatic-seo` against the Ahrefs API + GitHub MCP — no dedicated SEO hire required.\\\"*\\n- *\\\"The first email campaign generated a 24% reply rate after `cold-email` skill + GA4 MCP + Stripe MCP gave the team a verified target list of users with high LTV but no recent activity.\\\"*\\n\\nIf the client has no such moment in their history yet, frame the example as the *first move* — \\\"Here's the demonstration the team will run in week one to validate the stack:\\\"\\n\\n## When the stack doesn't apply (yet)\\n\\nFor clients without MCP connections set up, frame Section 11 differently:\\n- List the skills that DO apply with current tooling\\n- Name which MCPs would unlock which sections of the plan\\n- Treat MCP setup as a Q1 priority alongside the bedrock fixes\\n\\nA plan can't claim the agentic-stack thesis if the stack isn't wired. Be honest about state.\\n\"},\n {\"skill\":\"marketing-plan\",\"ref\":\"plan-template\",\"body\":\"# Plan Template — The 13-Section Structure\\n\\nThe canonical template for every marketing plan generated by this skill. Each section has a purpose, a structure, and inline prompts for what to draft.\\n\\nThe Quietude plan (see `references/example-quietude.md`) is the canonical reference implementation.\\n\\n---\\n\\n## Title block\\n\\n```markdown\\n# {Client} — Marketing Plan v1\\n\\n**Prepared by:** {Author / fCMO name}\\n**For:** {Founders / leadership team}\\n**Date:** YYYY-MM-DD\\n**Status:** Draft v1 — for team review\\n```\\n\\n---\\n\\n## Section 1 — Executive summary\\n\\n**Purpose:** Lift-and-share. A founder should be able to paste this into a board update or investor email without editing.\\n\\n**Length:** 400–700 words. Tight.\\n\\n**Structure:**\\n1. **One-sentence frame.** What does this plan optimize for? Not \\\"more revenue\\\" — something specific to this client at this stage.\\n2. **Three big bets, ranked by leverage.** Each is a paragraph. Bet = a high-conviction thesis about where the team should focus capital and attention.\\n3. **What twelve months looks like, plausibly.** Bullet list. The plausible outcome state at end of plan horizon. Investor-readable.\\n4. **90-day priorities.** Numbered list. The six (give or take) moves that ship in the first quarter.\\n\\n**Voice notes:**\\n- Match the client's voice\\n- Direct, founder-readable, no marketing-speak\\n- Use names and numbers (specific channels, specific metrics) — not abstractions\\n- Tradeoffs named explicitly when they matter\\n\\n---\\n\\n## Section 2 — Strategic frame\\n\\n**Purpose:** Distill positioning, ICP, business-model logic, and brand voice into a single page that any team member or new hire can read to orient.\\n\\n**Length:** 800–1500 words.\\n\\n**Structure:**\\n\\n### What {Company} is, in one sentence\\nPulled from positioning doc / seed deck / founder language.\\n\\n### The category we're claiming\\nIs the company creating a new category, redefining an existing one, or competing in a defined category? Name it. State the category-defining frame in 2–3 sentences. Reference the source (founder's words, ICP doc, etc.).\\n\\n### Who we're for (ICP, distilled)\\nDemographics / firmographics + stated problem vs. real problem + what they're actually buying. Tight, 4–6 bullets.\\n\\n### The business model logic\\nHow does the company make money? What's the customer-acquisition unit economics theory? What's the compounding channel thesis (if any)? Pulled from seed deck / financial model / founder narrative.\\n\\n### Brand voice (the non-negotiable)\\nIf the client has documented voice rules, list them. YES / NO vocabulary. CTA rules. Tone. Core method (initiatory, explanatory, narrative, etc.). Every other section of the plan must respect these.\\n\\n**Voice notes:**\\n- This section is the most \\\"lift from existing materials\\\" — don't invent positioning. Surface what's there.\\n- If positioning is unclear or contradicted across materials, flag it in Section 13's open decisions.\\n\\n---\\n\\n## Section 3 — Current state\\n\\n**Purpose:** Anchor the plan in reality. What's the team, budget, in-flight work, and stuck work *today*?\\n\\n**Length:** 1000–2000 words.\\n\\n**Structure:**\\n\\n### Team composition (marketing surface area)\\nTable of every person with marketing surface area:\\n\\n| Person | Role | Marketing surface area |\\n|---|---|---|\\n\\nBe honest about gaps. If there's no dedicated marketing hire yet, name when one becomes necessary and what role (see `references/team-and-agency-model.md` — first hire should be π-shaped strategist titled Manager or Lead, not VP/CMO).\\n\\n### Marketing budget (current)\\n- Paid acquisition: $X/mo\\n- Tooling stack: list with estimated cost\\n- Retainers / fCMO: list\\n- Headcount: list\\n- Blended CAC: $X (must include salaries, content costs, tools, retainers — not just paid spend; see `references/budget-planning.md` for the calculation)\\n- Current spend as % of ARR: X% (compare against 5–40% range)\\n\\nState the funding-stage tier this maps to (see `references/funding-stage-unlocks.md`). Implication: what 90-day plan must produce *without* lever pulls that require future budget.\\n\\n### Phase of SaaS growth\\nName the current phase: $0–10K ARR / $10K–100K / $100K–1M / $1M–$10M / $10M+. Each phase has its own binding constraint and dominant growth pattern (see `references/growth-patterns.md`). Section 10 sequences the move into the next phase.\\n\\n### What's already done (acknowledge, then build on)\\nTable:\\n\\n| Asset | Status | Marketing leverage |\\n|---|---|---|\\n\\nThis is where past launches, PR moments, content pillars, certifications, notable users get acknowledged. **Critical**: don't write a plan that ignores work the team is proud of.\\n\\n### What's in-flight (drafted but not shipped)\\nTable:\\n\\n| Item | Status | Blocker |\\n|---|---|---|\\n\\nBe honest about blockers. Where the blocker is \\\"no time\\\" or \\\"no decision,\\\" that goes to Section 13's open decisions.\\n\\n### What's stuck (and needs to unstick this quarter)\\nTable:\\n\\n| Issue | Cost of inaction | Action |\\n|---|---|---|\\n\\nStuck things are the most leverage-positive places to focus the first weeks of the 90-day plan.\\n\\n### Audit rubric snapshot\\n17-section scored snapshot using the embedded current-state rubric. See `references/current-state-rubric.md` for the full rubric and scoring guides.\\n\\nIf a prior scored audit exists, paste those scores in. Otherwise score from available materials and note \\\"scored from materials\\\" under the heading.\\n\\n| # | Section | Score | Note |\\n|---|---|---|---|\\n| 1 | Positioning | 0–5 | |\\n| 2 | Customer research | 0–5 | |\\n| ... | ... | ... | ... |\\n| 17 | Internationalization | 0–5 | |\\n\\n**Total: X / 85 (Y%).** Note the *shape* of strength and weakness — that shape is the gap the rest of the plan closes.\\n\\n**Voice notes:**\\n- Honest > polished. If the client's metrics are bad, name them. Founders read past sugar-coating.\\n\\n---\\n\\n## Section 4 — Acquisition\\n\\n**Purpose:** Answer \\\"how do strangers become aware of us?\\\" Map every channel: current state, planned moves, skipped (with reason).\\n\\n**Length:** 1000–1800 words.\\n\\n**Structure:**\\n\\n### Current state\\nBrief. What's working today, what's not, what the data shows about channel mix.\\n\\n### The plan\\nNumbered \\\"Moves.\\\" Each move is a paragraph (3–6 sentences) describing the channel, the thesis, and the specific work. Common moves:\\n\\n- **Move 1 — SEO (and content)** — Reference the SEO plan if one exists (`seo/plan.md`). Otherwise: keyword research, pillar/spoke structure, content cadence.\\n- **Move 2 — App Store / Play Store optimization** (for consumer apps) — Listing rewrite, screenshot tests, ASO keyword targeting.\\n- **Move 3 — Founder-led channels** — LinkedIn for B2B/SaaS, Twitter/X for tech, Instagram for consumer. Cadence, topics, owners.\\n- **Move 4 — PR amplification** — What's the credibility anchor? How to amplify it.\\n- **Move 5 — Events (if applicable)** — Live events, conferences, webinars. Acquisition vs. activation role.\\n- **Move 6 — Hardware / commerce surface (if applicable)** — Shopify storefront, Amazon, retail.\\n- **Move 7 — B2B sales support** — Case studies, partner pages, vertical-specific content.\\n- **Move 8 — Paid layer (when budget unlocks)** — Apple Search Ads, Meta, LinkedIn, Google. Held until specified funding stage.\\n\\n### 90-day acquisition moves\\nWeek-by-week breakdown of the ships in the first quarter.\\n\\n### 12-month acquisition outlook\\nQuarter-by-quarter outcome state (Q1 / Q2 / Q3 / Q4).\\n\\n### Skills + tools\\n- **Skills:** list relevant marketing-skills repo skills (`seo-audit`, `ai-seo`, `ads`, `social`, `competitors`, etc.)\\n- **MCPs / APIs:** list connections (Ahrefs API, GA4 MCP, Typefully MCP, Stripe MCP for LTV math, etc.)\\n\\n---\\n\\n## Section 5 — Activation\\n\\n**Purpose:** Answer \\\"once someone tries us, do they have an experience that converts?\\\"\\n\\n**Length:** 800–1500 words.\\n\\n**Structure:** Same as Acquisition (Current state / The plan / 90-day / 12-month / Skills + tools).\\n\\n**Common moves:**\\n- Bedrock fixes (broken signup, broken onboarding gates, etc.)\\n- Onboarding tests / rebuild (often the most leveraged move at this stage)\\n- App Store listing rewrite (cross-references to Acquisition)\\n- Lifecycle Flow ship order (when to ship onboarding emails vs. hold for product stability)\\n- Paywall + pricing review (often Activation × Revenue)\\n\\n### Skills + tools\\n`onboarding`, `signup`, `paywalls`, `copywriting`, `marketing-website-design`, `ab-testing`, etc.\\n\\n---\\n\\n## Section 6 — Retention\\n\\n**Purpose:** Answer \\\"once someone converts, do they stay and deepen?\\\"\\n\\n**Length:** 800–1500 words.\\n\\n**Structure:** Same as above.\\n\\n**Common moves:**\\n- Lifecycle email flows (post-purchase, lapsed user, win-back)\\n- Subscription / preference centers\\n- Churn reconciliation (often metric definitions don't match across surfaces)\\n- Hardware → software activation paths (for hybrid businesses)\\n- Annual plan default tests (cross-references to Revenue)\\n\\n### Skills + tools\\n`emails`, `churn-prevention`, `copywriting`, `paywalls`, etc.\\n\\n---\\n\\n## Section 7 — Referral\\n\\n**Purpose:** Answer \\\"do retained users bring more users, and at what cost?\\\"\\n\\n**Length:** 500–1200 words.\\n\\n**Structure:** Same as above.\\n\\n**Common moves:**\\n- Ambassador / affiliate program launch (if inbound interest exists, lead with it)\\n- Share-after-value moments built into product\\n- Founder amplification (founder as referrer-zero)\\n- Long-game expert / Guides / certified-host network\\n- Gifting flows (for consumer / hardware)\\n\\n### Skills + tools\\n`referrals`, `social`, `emails` (for ambassador lifecycle), `copywriting`, etc.\\n\\n---\\n\\n## Section 8 — Revenue\\n\\n**Purpose:** Answer \\\"what do we charge, who pays, and how does it compound?\\\"\\n\\n**Length:** 500–1200 words.\\n\\n**Structure:** Same as above.\\n\\n**Common moves:**\\n- Pricing audit (what's actually charged today vs. listed?)\\n- Annual plan default tests\\n- Hardware → software bundling formalization (for hybrid businesses)\\n- Storefront / commerce page optimization\\n- B2B case studies + sales material\\n- Long-term value pools (data licensing, enterprise expansion) — flagged not executed in 12-month plan\\n\\n### Unit economics\\nRequired table:\\n\\n| Metric | Value | Note |\\n|---|---|---|\\n| ARPC (avg monthly revenue per customer) | $X | Pulled from Stripe / billing |\\n| Blended CAC | $X | Includes all marketing costs, not just paid |\\n| Annual retention rate | X% | 1 − annual churn |\\n| LTV (rough) | $X | ARPC × 12 / annual churn |\\n| LTV / CAC | X | Health benchmark: > 3 |\\n\\nThese feed the budget math in Section 10. If any of these are unknown, flag in Section 13 as top open decision.\\n\\n### Skills + tools\\n`pricing`, `paywalls`, `sales-enablement`, `revops`, `ab-testing`, etc.\\n\\n---\\n\\n## Section 9 — 90-day roadmap\\n\\n**Purpose:** The tactical execution layer. Every move ships within a named week, with an owner.\\n\\n**Length:** Tables, not prose. Should fit on one printed page if possible.\\n\\n**Structure:** Four 2–3-week sprints:\\n\\n### Weeks 1–2 — Unblock\\nHighest-confidence, lowest-cost changes. Removing things that are broken.\\n\\n| Move | Stage | Owner |\\n|---|---|---|\\n\\n### Weeks 3–4 — Foundation\\nPillar/foundational work. Domain consolidation. First content. First flows shipping. First tests live.\\n\\n### Weeks 5–8 — Velocity\\nCompounding work begins. Content cadence. Repeat tests. Channel scaling.\\n\\n### Weeks 9–12 — Compound\\nSecond-order moves. Layered tactics. 90-day review prep.\\n\\n---\\n\\n## Section 10 — 12-month outlook\\n\\n**Purpose:** Quarterly milestones with explicit funding-stage capability unlocks named, anchored against a defensible growth pattern.\\n\\n**Length:** Four sub-sections, one per quarter. ~250–400 words each. Plus a short framing paragraph at the top naming the budget method and growth pattern.\\n\\n### Framing (top of Section 10)\\n\\nState explicitly:\\n- **Budget method used.** Method 1 (Revenue-Based 5–40% of ARR) or Method 2 (Goal-Based formula). See `references/budget-planning.md`. Show the math.\\n- **Annual budget total** + the experimental buffer (+10–20%).\\n- **Resulting end-of-year ARR goal.** Honest forecast, not a guarantee — see the forecasting reality check in `references/measurement-framework.md`.\\n- **Growth pattern expected.** Linear (predictable $X MRR added per month), step-function (plateau between deliberate jumps), or layered S-curves. For VC-backed Series A+, anchor against 3-3-2-2-2 and show whether the plan matches it or explicitly chooses a different trajectory. See `references/growth-patterns.md`.\\n\\n### Structure (per quarter)\\n\\n#### Q{N} — Months {X}–{Y}\\n\\n**Funding state:** {tier} per `funding-stage-unlocks.md`\\n\\n**Focus:** One-sentence focus theme for the quarter.\\n\\n**Outcomes by end of Q{N}:**\\n- Bulleted outcome list (5–8 items)\\n\\n**KPI targets:** 3–5 specific numerical targets.\\n\\n**Channel/Product/Market S-curve position:** Which curves are growing, which are plateauing, which is the next one being staged for this quarter (see `growth-patterns.md` — layering principle).\\n\\n---\\n\\n## Section 11 — Marketing operations stack\\n\\n**Purpose:** The fCMO differentiator. Show how a small team + agentic tooling executes the plan without hiring at every channel.\\n\\n**Length:** Tables + brief explanation.\\n\\n**Structure:**\\n\\n### The thesis\\n1–2 paragraphs explaining the principle: small team + marketing-skills library + MCP integrations = output of a larger team.\\n\\n### Skills mapped to AARRR stages\\n\\n| Stage | Primary skills | Supporting skills |\\n|---|---|---|\\n| Acquisition | (list) | (list) |\\n| Activation | (list) | (list) |\\n| Retention | (list) | (list) |\\n| Referral | (list) | (list) |\\n| Revenue | (list) | (list) |\\n| Cross-cutting | (list) | (list) |\\n\\n### MCPs / APIs mapped to stages\\n\\n| Stage | Existing connections | fCMO tooling layer |\\n|---|---|---|\\n\\n### A concrete example\\nPick one operational moment that proves the stack works (e.g., \\\"Customer.io MCP let the non-technical founder draft a flow live on the kickoff call\\\"). Anchor the abstract claim in a specific event.\\n\\n### Capability unlocks by funding stage\\n\\n| Stage | Headcount | Tooling | Channels live |\\n|---|---|---|---|\\n| (current) | (list) | (list) | (list) |\\n| (next round) | (delta) | (delta) | (delta) |\\n| ... | ... | ... | ... |\\n\\n### Team and agency model (RACI)\\n\\nApply the principle from `references/team-and-agency-model.md`: strategy in-house, execution often outsourced.\\n\\n| Function | Owned by (internal strategic role) | Executed by (IC / contractor / agency) |\\n|---|---|---|\\n| Growth marketing (demand engine) | | |\\n| Product marketing (story engine) | | |\\n| Content marketing (trust engine) | | |\\n\\nIf the team is missing a strategic owner for one of these functions, the first 90-day move (Section 9) should be the hire — Manager or Lead title, π-shaped if possible, not VP/CMO.\\n\\nIf execution capacity is the gap, name the contractor or small niche agency in the right cell rather than the team's existing IC.\\n\\nPull from `references/funding-stage-unlocks.md`.\\n\\n---\\n\\n## Section 12 — Tactical idea bank\\n\\n**Purpose:** Cross-reference all 139 ideas from the `marketing-ideas` skill against AARRR stages, with client-specific status.\\n\\n**Length:** Long — tables can easily total 150+ rows.\\n\\n**Structure:**\\n\\n### Intro paragraph\\nExplain the cross-reference: Sections 4–8 prescribe what's *being done*. This section maps what's *possible*.\\n\\n### Status legend\\n\\n- **Now (Q1)** — already in 90-day plan\\n- **Q2** — post-foundation layer-in\\n- **Q3+** — post-seed-close or post-GA expansion\\n- **Q4+** — long-game\\n- **Skip / off-brand** — incompatible with brand voice or business model\\n\\n### 12.1 Acquisition ideas\\n\\nBy status (Now / Q2 / Q3+ / Q4+ / Skip), tables of relevant marketing-ideas by number.\\n\\n| # | Idea | Client note |\\n|---|---|---|\\n\\n### 12.2 Activation ideas\\n### 12.3 Retention ideas\\n### 12.4 Referral ideas\\n### 12.5 Revenue ideas\\n### 12.6 Cross-cutting / brand foundation ideas\\n\\n### Idea-bank summary\\n- Counts per AARRR stage\\n- Counts skipped, with rationale\\n- What the plan covers as a % of the available tactical surface area\\n- What this proves about the client's stage\\n\\nUse `references/idea-cross-reference.md` as the source-of-truth mapping. Apply client-specific filters during draft (brand voice rules out some; funding stage shifts timing of others).\\n\\n---\\n\\n## Section 13 — Measurement, RACI, open decisions, appendix\\n\\n**Purpose:** Operational close. Define how the plan gets measured, who owns what, what's still TBD, and where to find the deeper docs.\\n\\n**Structure:**\\n\\n### Measurement — the metrics that matter\\n\\n**North star (proposed):** One metric that captures the business-model thesis. For Quietude it was blended-LTV-to-blended-CAC; for a B2B SaaS it might be NRR × NPS; for a marketplace, take-rate × monthly transacting users. Make it specific to the company.\\n\\n**Leading indicators by AARRR stage:** Table:\\n\\n| Stage | Leading indicators |\\n|---|---|\\n| Acquisition | ... |\\n| Activation | ... |\\n| Retention | ... |\\n| Referral | ... |\\n| Revenue | ... |\\n\\n**Review cadence:**\\n- Weekly: who syncs with whom, on what\\n- Monthly: who reviews what\\n- Quarterly: plan recalibration trigger\\n\\n### RACI\\n\\n| Domain | Responsible | Accountable | Consulted | Informed |\\n|---|---|---|---|---|\\n\\nCommon domains: strategic plan, brand voice, app/product implementation, lifecycle, SEO content, App Store, founder-led social, events, ambassadors, B2B sales, pricing, investor narrative, future hires.\\n\\n### Open decisions blocking the plan\\n\\nRanked by impact. Each is: name + impact + what's blocked.\\n\\n1. (highest impact) ...\\n2. ...\\n8. (lowest impact) ...\\n\\n### Appendix — deep-dive links\\n\\n**Published in this repo / shared with team:** {relative paths to docs in the shared repo}\\n\\n**Founder-authored strategic context** (internal knowledge base): {names of docs the team has access to outside the plan repo}\\n\\n**fCMO working drafts** (not yet published): {names + how to access from author}\\n\\n---\\n\\n## Closing line\\n\\n```markdown\\n*{Client} Marketing Plan v1. Prepared by {Author}, {Date}. For team review and discussion.*\\n```\\n\\n---\\n\\n## Per-section heuristics for \\\"is this section done?\\\"\\n\\n- **Section 1** — A non-Quietude reader could understand the company's growth thesis from this alone.\\n- **Section 2** — Brand voice rules are explicit enough that any new copywriter could follow them.\\n- **Section 3** — All \\\"in-flight\\\" items have an owner and a blocker named.\\n- **Sections 4–8** — Each move names a skill (`some-skill`) and a tool (Customer.io MCP / Stripe MCP / Ahrefs / etc.).\\n- **Section 9** — Every row has an owner.\\n- **Section 10** — Each quarter names the funding stage explicitly.\\n- **Section 11** — At least one concrete operational example proves the stack thesis.\\n- **Section 12** — Skip list has rationale, not just absence.\\n- **Section 13** — North-star is specific to this company (not generic \\\"ARR growth\\\").\\n\"},\n {\"skill\":\"marketing-plan\",\"ref\":\"team-and-agency-model\",\"body\":\"# Team and Agency Model — Hire for Strategy, Outsource Execution\\n\\nThe marketing operations stack (Section 11 of every plan) describes *what* gets done. This doc describes *who does it* — the operating principle, the org shape, the first hire, the agency model, and how it evolves as the company scales.\\n\\nExcerpted and adapted from *Founding Marketing* by Corey Haines.\\n\\n## The principle\\n\\n**Strategy lives in-house. Execution can — and often should — be outsourced.**\\n\\nTwo failure modes are common when founders ignore this:\\n\\n1. **Hire junior tactician first.** Founder hits a milestone, raises a round, hires a junior to \\\"do marketing\\\" (run ads, write blogs, post on social). Six months later: scattered tactics, no coherent strategy, disappointing results.\\n2. **Hire expensive agency for strategy.** Burns cash while the internal team struggles to execute on recommendations they don't fully understand. Strategic insight gathers dust; tactical needs go unmet.\\n\\nThe traditional advice — \\\"hire full-time for competitive advantages, only use agencies for commoditized work\\\" — made sense when marketing moved slowly and talent stayed for decades. That world is gone. Full-time hires take months to ramp and years to develop deep expertise. The best agencies and contractors deliver results immediately, with cross-industry pattern recognition you couldn't build in-house affordably.\\n\\n## What stays in-house\\n\\nThe strategic heart of the marketing operation. Specifically:\\n\\n- **Strategic direction and vision** — the \\\"why\\\" behind every move\\n- **Customer and market understanding** — only comes from daily immersion in the business\\n- **Positioning and deep market knowledge** — represents the company's unique place in the market\\n- **Core product and service delivery** — the heart of the value proposition\\n- **Long-term institutional knowledge** — the compound interest of experience\\n\\nThese are not delegatable. An external partner can sharpen the articulation, but the underlying conviction must come from the team.\\n\\n## What's safe to outsource\\n\\nExternal expertise shines in specific contexts:\\n\\n- **Best-in-class implementation of specialized skills** (paid media operators, technical SEO, video production, designers)\\n- **Burst capacity** — launch sprints, campaign cycles, one-off content production\\n- **Well-defined strategies** — when the scope, deliverables, and success metrics are clear\\n- **Fresh eyes on old problems** — external perspective when the team is too close to see clearly\\n\\nThe trick is *defining* what's being outsourced. Vague briefs (\\\"help us with marketing\\\") produce vague results. Specific briefs (\\\"ship 20 RSAs across 4 ad groups by month-end with the CTR benchmarks in the brief\\\") produce shippable work.\\n\\n## The three core functions\\n\\nEvery marketing engine has three primary functions. Whether you have a team of 1 or 50, the functions exist — even if one person owns several.\\n\\n### Growth Marketing — the demand engine\\n\\n- Optimizes campaigns\\n- Manages the funnel\\n- Operates distribution channels\\n- Runs the marketing tech stack\\n- Data-driven; constantly testing and measuring\\n\\nDrives quantitative outcomes: leads, signups, paid traffic, conversion rate, CAC.\\n\\n### Product Marketing — the story engine\\n\\n- Transforms product benefits into compelling messages\\n- Powers product launches\\n- Equips the sales team\\n- Owns pricing and packaging communication\\n- Bridges what's built and why people should care\\n\\nDrives positioning quality, message-market fit, launch impact, sales enablement.\\n\\n### Content Marketing — the trust engine\\n\\n- Maintains the brand voice\\n- Manages the editorial calendar\\n- Produces content that reaches and teaches the audience\\n- Proves impact through customer stories\\n- Shapes industry conversations through thought leadership\\n- Supports sales with closing content\\n\\nDrives organic traffic, brand affinity, thought leadership, trust signals.\\n\\nThese three functions are interconnected. Growth without story is performance with no positioning. Story without distribution is a great pitch nobody hears. Trust without demand capture is brand affinity that doesn't compound into revenue.\\n\\n## The first marketing hire\\n\\nThe most consequential decision in building the marketing engine isn't about channels or technology — it's who leads.\\n\\n**The first marketing hire should be a strategist, not a tactician.** Counterintuitive when there's a mountain of tactical work to ship. Essential for sustainable growth.\\n\\n### Look for π-shaped, not T-shaped\\n\\nThe standard advice is to hire a **T-shaped marketer**: broad knowledge across many areas, deep in one. That's fine for a tactical IC role.\\n\\nFor the first strategic hire, look for **π-shaped**: two deep skill sets, plus broad surface-level competency across the rest. The two depths create unique leverage through their combination.\\n\\n#### High-leverage combinations\\n\\n**Product Marketing + Growth Marketing**\\n- Owns positioning *and* drives distribution\\n- Crafts the message *and* gets it to market\\n- No gap between planning and doing\\n- Best for technical products or complex sales\\n\\n**Product Marketing + Content Marketing**\\n- Translates product into compelling stories\\n- Owns voice and positioning together\\n- Creates content that compounds\\n- Best for thought-leadership or education-driven markets\\n\\n**Growth Marketing + Content Marketing**\\n- Builds the demand engine and the content that fuels it\\n- Closes the loop between SEO/social distribution and conversion\\n- Best for content-led growth motions\\n\\nThe wrong shape for a first hire: deep paid media specialist alone, deep SEO specialist alone, deep designer alone. These are tactical depths; they need a strategic owner above them.\\n\\n### Title and progression — don't inflate\\n\\nA common mistake: making the first marketing hire a \\\"CMO\\\" or \\\"VP.\\\" Creates problems when you actually need to scale the org, because there's no headroom above them.\\n\\nThe right progression:\\n\\n| Title | Scope |\\n|---|---|\\n| **Manager** | Individual contributor, co-manages freelancers |\\n| **Lead** | Senior IC, manages freelancers/agencies |\\n| **Director / Head** | Manages ICs and vendors |\\n| **VP** | Manages Directors |\\n| **Chief (CMO)** | Manages VPs |\\n\\nThe first hire is almost always **Marketing Manager** or **Marketing Lead**. They should be able to:\\n\\n- Define positioning — not just describe what you do, but why it matters\\n- Identify best channels — from data, not intuition\\n- Create the messaging framework — consistency across touchpoints\\n- Build the marketing engine — systems that scale beyond any individual\\n- Manage external resources — get the most from agencies and contractors\\n\\nBoth strategic *and* hands-on. Comfortable setting direction and rolling up sleeves. Most importantly: a **builder** — creates processes, frameworks, and systems that scale beyond their individual capacity.\\n\\n## The marketing engine — three components\\n\\nThink of the marketing organization as an engine. Each part has a specific role; the magic is in how they work together.\\n\\n### The Fuel — Strategy\\n\\nWhat powers everything else. Without good fuel, even the best engine sputters.\\n\\n- Product marketing creates positioning (foundation of all communication)\\n- Content marketing develops stories (features → benefits that resonate)\\n- Brand marketing establishes identity (memorable and meaningful)\\n\\nQuality of the fuel determines efficiency. Poor positioning, weak stories, inconsistent branding waste energy regardless of execution.\\n\\n### The Engine — Execution\\n\\nWhere strategy turns into action.\\n\\n- Growth marketing drives distribution (right message to the right people)\\n- Demand gen creates opportunities (attention → interest)\\n- Operations maintains systems (everything running smoothly)\\n\\nNeeds to be well-maintained and properly tuned. Right processes, tools, people in place to execute consistently.\\n\\n### The Dashboard — Analytics\\n\\nHow you know if you're heading in the right direction.\\n\\n- Metrics track performance (measuring what matters)\\n- Attribution shows what works (cause and effect)\\n- Data informs decisions (evidence over opinion)\\n\\nWithout good instrumentation, flying blind. Need both leading and lagging indicators.\\n\\n## Working with agencies — selection framework\\n\\nNot all agencies are created equal. Ranked from most appropriate for early-stage to least:\\n\\n### Individual contractors\\n- **Most flexible** — adapt quickly to changing requirements\\n- **Direct relationship** — no account-management layer\\n- **Often most cost-effective** — pay for pure expertise\\n- **Best for** specific skills (paid media op, technical SEO, video editor, designer)\\n\\nFor most pre-Series-A companies, this is the right answer for nearly all outsourced work.\\n\\n### Small niche agencies\\n- **Specialized expertise** — deep knowledge in specific areas\\n- **Personal attention** — often working directly with senior team\\n- **Often founder-led** — experienced practitioners calling the shots\\n- **Clear focus** — they know what they're good at\\n- **Best for** specialized needs with some complexity (full SEO program, lifecycle email program, brand identity work)\\n\\n### Small generalist agencies\\n- **Broader capabilities** — handle multiple needs\\n- **More resources** — team approach to problems\\n- **Multiple skill sets** — cross-functional\\n- **Usually more expensive** — paying for convenience\\n- **Best for** companies needing broader support and willing to pay for the simplicity of fewer relationships\\n\\n### Large agencies (not recommended for most startups)\\n- Long contracts, high minimums, junior account teams, slow turnaround\\n- Useful only when the brand spend is large enough to command senior attention\\n\\n## Setting agencies up for success\\n\\nThe difference between a successful and failed agency relationship usually comes down to structure and management.\\n\\n### Before starting\\n\\n- **Define clear objectives** — what specific outcomes are we seeking?\\n- **Set realistic timelines** — when do we need to see results?\\n- **Establish communication channels** — how do we stay aligned?\\n- **Agree on metrics** — what defines success?\\n- **Document processes** — how do we work together?\\n\\n### During engagement\\n\\n- **Regular check-ins** — weekly tactical, monthly strategic\\n- **Clear feedback loops** — both ways, positive and constructive\\n- **Data sharing** — give them what they need to succeed\\n- **Performance reviews** — measure against agreed metrics\\n- **Strategy alignment** — ensure they're moving with the business\\n\\n### Red flags\\n\\n- **Scope creep beyond core expertise** — trying to do too much\\n- **High team turnover** — losing institutional knowledge\\n- **Missed deadlines** — failing to deliver as promised\\n- **Poor communication** — lack of proactive updates\\n- **Unclear reporting** — can't demonstrate value\\n\\nThe best agency relationships feel like partnership: they understand the business, care about success, bring expertise you couldn't build in-house affordably. Takes work on both sides — clear expectations, open communication, mutual respect.\\n\\n## Scaling the model by stage\\n\\nThe right ratio of internal to external resources isn't static. It evolves with stage, needs, and market conditions.\\n\\n### Early stage (pre-product-market-fit)\\n\\n**Mode:** discovery and iteration\\n\\n- **Internal:** 1–2 strategic hires leading the charge (often the founder + one π-shaped marketer)\\n- **External:** specialized contractors for execution (no long-term commitment)\\n- **Agency relationships:** project-based, testing approaches before bigger investments\\n- **North star:** solid foundation while keeping fixed costs low\\n\\n### Growth stage (post-PMF, scaling what works)\\n\\n**Mode:** optimization\\n\\n- **Internal:** small but mighty core strategic team that owns marketing direction\\n- **External:** balanced mix of contractors and agencies, each chosen for specific expertise\\n- **Agency relationships:** deeper, longer-term — partners who grow with you\\n- **North star:** double down on channels and approaches that have proven successful\\n\\n### Scale stage (multi-channel, multi-segment)\\n\\n**Mode:** coordination\\n\\n- **Internal:** larger strategic team focused on coordination and oversight (not execution)\\n- **External:** specialized agencies, each bringing deep expertise in specific areas of the mix\\n- **Trusted contractor network:** flexibility for variable workloads and special projects\\n- **North star:** finding efficiencies, improving processes, maximizing return\\n\\nThe metaphor: a symphony orchestra. The internal team conducts. External partners play their instruments with expertise.\\n\\n## How this informs the plan\\n\\n| Section | What to include |\\n|---|---|\\n| **3 (Current state)** | Team composition — every person who touches marketing, what they own. Identify where the team is π-shaped vs. T-shaped vs. tactical-only. Flag gaps. |\\n| **9 (90-day roadmap)** | If the team is missing the strategic owner, the first move is the first marketing hire (Lead or Manager). If the team has strategy but no execution capacity, the first move is the first contractor or specialized agency. |\\n| **10 (12-month outlook)** | Map team evolution against funding-stage capability unlocks (see `funding-stage-unlocks.md`). When does the second hire come in? When does an agency relationship deepen? |\\n| **11 (Marketing operations stack)** | RACI is more honest with this model: \\\"owned by\\\" = internal strategic role; \\\"executed by\\\" = internal IC, contractor, or agency. The plan should make it explicit who does what. |\\n| **13 (Open decisions)** | If \\\"first marketing hire\\\" is open, name it as a top-three decision. If \\\"in-house vs agency\\\" for a specific function is open, frame the tradeoff using this doc's heuristics. |\\n\\n## Operational guardrails\\n\\n- **Don't title-inflate the first hire.** It paints the org into a corner.\\n- **Don't outsource positioning.** Even the best agency can articulate it back to you, but only if the conviction came from the team.\\n- **Don't full-time hire for a six-month sprint.** Use a contractor. The hidden cost of full-time is the months of ramp + the awkwardness of letting them go if the work doesn't compound.\\n- **Don't agency-hire to delay a strategy conversation.** Agencies execute; they don't replace strategic owners. If the internal team can't tell the agency what to do, the agency can't help.\\n- **Don't measure team size as a success metric.** Measure output, not headcount. A 4-person team with the right π-shaped leader and great external partners out-performs a 15-person team without strategic clarity.\\n\"},\n {\"skill\":\"onboarding\",\"ref\":\"experiments\",\"body\":\"# Onboarding Experiment Ideas\\n\\nComprehensive list of A/B tests and experiments for user onboarding and activation.\\n\\n## Contents\\n- Flow Simplification Experiments (reduce friction, step sequencing, progress & motivation)\\n- Guided Experience Experiments (product tours, CTA optimization, UI guidance)\\n- Personalization Experiments (user segmentation, dynamic content)\\n- Quick Wins & Engagement Experiments (time-to-value, motivation mechanics, support & help)\\n- Email & Multi-Channel Experiments (onboarding emails, email content, feedback loops)\\n- Re-engagement Experiments (stalled user recovery, return experience)\\n- Technical & UX Experiments (performance, mobile onboarding, accessibility)\\n- Metrics to Track\\n\\n## Flow Simplification Experiments\\n\\n### Reduce Friction\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Email verification timing | During vs. after onboarding |\\n| Empty states vs. dummy data | Pre-populated examples |\\n| Pre-filled templates | Accelerate setup with templates |\\n| OAuth options | Faster account linking |\\n| Required step count | Fewer required steps |\\n| Optional vs. required fields | Minimize requirements |\\n| Skip options | Allow bypassing non-critical steps |\\n\\n### Step Sequencing\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Step ordering | Test different sequences |\\n| Value-first ordering | Highest-value features first |\\n| Friction placement | Move hard steps later |\\n| Required vs. optional balance | Ratio of required steps |\\n| Single vs. branching paths | One path vs. personalized |\\n| Quick start vs. full setup | Minimal path to value |\\n\\n### Progress & Motivation\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Progress bars | Show completion percentage |\\n| Checklist length | 3-5 items vs. 5-7 items |\\n| Gamification | Badges, rewards, achievements |\\n| Completion messaging | \\\"X% complete\\\" visibility |\\n| Starting point | Begin at 20% vs. 0% |\\n| Celebration moments | Acknowledge completions |\\n\\n---\\n\\n## Guided Experience Experiments\\n\\n### Product Tours\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Interactive tours | Tools like Navattic, Storylane |\\n| Tooltip vs. modal guidance | Subtle vs. attention-grabbing |\\n| Video tutorials | For complex workflows |\\n| Self-paced vs. guided | User control vs. structured |\\n| Tour length | Shorter vs. comprehensive |\\n| Tour triggering | Automatic vs. user-initiated |\\n\\n### CTA Optimization\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| CTA text variations | Action-oriented copy testing |\\n| CTA placement | Position within screens |\\n| In-app tooltips | Feature discovery prompts |\\n| Sticky CTAs | Persist during onboarding |\\n| CTA contrast | Visual prominence |\\n| Secondary CTAs | \\\"Learn more\\\" vs. primary only |\\n\\n### UI Guidance\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Hotspot highlights | Draw attention to key features |\\n| Coachmarks | Contextual tips |\\n| Feature announcements | New feature discovery |\\n| Contextual help | Help where users need it |\\n| Search vs. guided | Self-service vs. directed |\\n\\n---\\n\\n## Personalization Experiments\\n\\n### User Segmentation\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Role-based onboarding | Different paths by role |\\n| Goal-based paths | Customize by stated goal |\\n| Role-specific dashboards | Relevant default views |\\n| Use-case question | Personalize based on answer |\\n| Industry-specific paths | Vertical customization |\\n| Experience-based | Beginner vs. expert paths |\\n\\n### Dynamic Content\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Personalized welcome | Name, company, role |\\n| Industry examples | Relevant use cases |\\n| Dynamic recommendations | Based on user answers |\\n| Template suggestions | Pre-filled for segment |\\n| Feature highlighting | Relevant to stated goals |\\n| Benchmark data | Industry-specific metrics |\\n\\n---\\n\\n## Quick Wins & Engagement Experiments\\n\\n### Time-to-Value\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| First quick win | \\\"Complete your first X\\\" |\\n| Success messages | After key actions |\\n| Progress celebrations | Milestone moments |\\n| Next step suggestions | After each completion |\\n| Value demonstration | Show what they achieved |\\n| Outcome preview | What success looks like |\\n\\n### Motivation Mechanics\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Achievement badges | Gamification elements |\\n| Streaks | Consecutive day engagement |\\n| Leaderboards | Social comparison (if appropriate) |\\n| Rewards | Incentives for completion |\\n| Unlock mechanics | Features revealed progressively |\\n\\n### Support & Help\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Free onboarding calls | For complex products |\\n| Contextual help | Throughout onboarding |\\n| Chat support | Availability during onboarding |\\n| Proactive outreach | For stuck users |\\n| Self-service resources | Help docs, videos |\\n| Community access | Peer support early |\\n\\n---\\n\\n## Email & Multi-Channel Experiments\\n\\n### Onboarding Emails\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Founder welcome email | Personal vs. generic |\\n| Behavior-based triggers | Action/inaction based |\\n| Email timing | Immediate vs. delayed |\\n| Email frequency | More vs. fewer touches |\\n| Quick tips format | Short actionable content |\\n| Video in email | More engaging format |\\n\\n### Email Content\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Subject lines | Open rate optimization |\\n| Personalization depth | Name vs. behavior-based |\\n| CTA prominence | Single clear action |\\n| Social proof inclusion | Testimonials in email |\\n| Urgency messaging | Trial reminders |\\n| Plain text vs. designed | Format testing |\\n\\n### Feedback Loops\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| NPS during onboarding | When to ask |\\n| Blocking question | \\\"What's stopping you?\\\" |\\n| NPS follow-up | Actions based on score |\\n| In-app feedback | Thumbs up/down on features |\\n| Survey timing | When to request feedback |\\n| Feedback incentives | Reward for completing |\\n\\n---\\n\\n## Re-engagement Experiments\\n\\n### Stalled User Recovery\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Re-engagement email timing | When to send |\\n| Personal outreach | Human vs. automated |\\n| Simplified path | Reduced steps for returners |\\n| Incentive offers | Discount or extended trial |\\n| Problem identification | Ask what's blocking |\\n| Demo offer | Live walkthrough |\\n\\n### Return Experience\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Welcome back message | Acknowledge return |\\n| Progress resume | Pick up where left off |\\n| Changed state | What happened while away |\\n| Re-onboarding | Fresh start option |\\n| Urgency messaging | Trial time remaining |\\n\\n---\\n\\n## Technical & UX Experiments\\n\\n### Performance\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Load time optimization | Faster = higher completion |\\n| Progressive loading | Perceived performance |\\n| Offline capability | Mobile experience |\\n| Error handling | Graceful failure recovery |\\n\\n### Mobile Onboarding\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Touch targets | Size and spacing |\\n| Swipe navigation | Mobile-native patterns |\\n| Screen count | Fewer screens needed |\\n| Input optimization | Mobile-friendly forms |\\n| Permission timing | When to ask |\\n\\n### Accessibility\\n\\n| Test | Hypothesis |\\n|------|------------|\\n| Screen reader support | Accessibility impact |\\n| Keyboard navigation | Non-mouse users |\\n| Color contrast | Visibility |\\n| Font sizing | Readability |\\n\\n---\\n\\n## Metrics to Track\\n\\nFor all experiments, measure:\\n\\n| Metric | Description |\\n|--------|-------------|\\n| Activation rate | % reaching activation event |\\n| Time to activation | Hours/days to first value |\\n| Step completion rate | % completing each step |\\n| Drop-off points | Where users abandon |\\n| Return rate | Users who come back |\\n| Day 1/7/30 retention | Engagement over time |\\n| Feature adoption | Which features get used |\\n| Support requests | Volume during onboarding |\\n\"},\n {\"skill\":\"paywalls\",\"ref\":\"experiments\",\"body\":\"# Paywall Experiment Ideas\\n\\nComprehensive list of A/B tests and experiments for paywall optimization.\\n\\n## Contents\\n- Trigger & Timing Experiments (When to Show, Trigger Type)\\n- Paywall Design Experiments (Layout & Format, Value Presentation, Visual Elements)\\n- Pricing Presentation Experiments (Price Display, Plan Options, Discounts & Offers)\\n- Copy & Messaging Experiments (Headlines, CTAs, Objection Handling)\\n- Trial & Conversion Experiments (Trial Structure, Trial Expiration, Upgrade Path)\\n- Personalization Experiments (Usage-Based, Segment-Specific)\\n- Frequency & UX Experiments (Frequency Capping, Dismiss Behavior)\\n\\n## Trigger & Timing Experiments\\n\\n### When to Show\\n- Test trigger timing: after aha moment vs. at feature attempt\\n- Early trial reminder (7 days) vs. late reminder (1 day before)\\n- Show after X actions completed vs. after X days\\n- Test soft prompts at different engagement thresholds\\n- Trigger based on usage patterns vs. time-based only\\n\\n### Trigger Type\\n- Hard gate (can't proceed) vs. soft gate (preview + prompt)\\n- Feature lock vs. usage limit as primary trigger\\n- In-context modal vs. dedicated upgrade page\\n- Banner reminder vs. modal prompt\\n- Exit-intent on free plan pages\\n\\n---\\n\\n## Paywall Design Experiments\\n\\n### Layout & Format\\n- Full-screen paywall vs. modal overlay\\n- Minimal paywall (CTA-focused) vs. feature-rich paywall\\n- Single plan display vs. plan comparison\\n- Image/preview included vs. text-only\\n- Vertical layout vs. horizontal layout on desktop\\n\\n### Value Presentation\\n- Feature list vs. benefit statements\\n- Show what they'll lose (loss aversion) vs. what they'll gain\\n- Personalized value summary based on usage\\n- Before/after demonstration\\n- ROI calculator or value quantification\\n\\n### Visual Elements\\n- Add product screenshots or previews\\n- Include short demo video or GIF\\n- Test illustration vs. product imagery\\n- Animated vs. static paywall\\n- Progress visualization (what they've accomplished)\\n\\n---\\n\\n## Pricing Presentation Experiments\\n\\n### Price Display\\n- Show monthly vs. annual vs. both with toggle\\n- Highlight savings for annual ($ amount vs. % off)\\n- Price per day framing (\\\"Less than a coffee\\\")\\n- Show price after trial vs. emphasize \\\"Start Free\\\"\\n- Display price prominently vs. de-emphasize until click\\n\\n### Plan Options\\n- Single recommended plan vs. multiple tiers\\n- Add \\\"Most Popular\\\" badge to target plan\\n- Test number of visible plans (2 vs. 3)\\n- Show enterprise/custom tier vs. hide it\\n- Include one-time purchase option alongside subscription\\n\\n### Discounts & Offers\\n- First month/year discount for conversion\\n- Limited-time upgrade offer with countdown\\n- Loyalty discount based on free usage duration\\n- Bundle discount for annual commitment\\n- Referral discount for social proof\\n\\n---\\n\\n## Copy & Messaging Experiments\\n\\n### Headlines\\n- Benefit-focused (\\\"Unlock unlimited projects\\\") vs. feature-focused (\\\"Get Pro features\\\")\\n- Question format (\\\"Ready to do more?\\\") vs. statement format\\n- Urgency-based (\\\"Don't lose your work\\\") vs. value-based\\n- Personalized headline with user's name or usage data\\n- Social proof headline (\\\"Join 10,000+ Pro users\\\")\\n\\n### CTAs\\n- \\\"Start Free Trial\\\" vs. \\\"Upgrade Now\\\" vs. \\\"Continue with Pro\\\"\\n- First person (\\\"Start My Trial\\\") vs. second person (\\\"Start Your Trial\\\")\\n- Value-specific (\\\"Unlock Unlimited\\\") vs. generic (\\\"Upgrade\\\")\\n- Add urgency (\\\"Upgrade Today\\\") vs. no pressure\\n- Include price in CTA vs. separate price display\\n\\n### Objection Handling\\n- Add money-back guarantee messaging\\n- Show \\\"Cancel anytime\\\" prominently\\n- Include FAQ on paywall\\n- Address specific objections based on feature gated\\n- Add chat/support option on paywall\\n\\n---\\n\\n## Trial & Conversion Experiments\\n\\n### Trial Structure\\n- 7-day vs. 14-day vs. 30-day trial length\\n- Credit card required vs. not required for trial\\n- Full-access trial vs. limited feature trial\\n- Trial extension offer for engaged users\\n- Second trial offer for expired/churned users\\n\\n### Trial Expiration\\n- Countdown timer visibility (always vs. near end)\\n- Email reminders: frequency and timing\\n- Grace period after expiration vs. immediate downgrade\\n- \\\"Last chance\\\" offer with discount\\n- Pause option vs. immediate cancellation\\n\\n### Upgrade Path\\n- One-click upgrade from paywall vs. separate checkout\\n- Pre-filled payment info for returning users\\n- Multiple payment methods offered\\n- Quarterly plan option alongside monthly/annual\\n- Team invite flow for solo-to-team conversion\\n\\n---\\n\\n## Personalization Experiments\\n\\n### Usage-Based\\n- Personalize paywall copy based on features used\\n- Highlight most-used premium features\\n- Show usage stats (\\\"You've created 50 projects\\\")\\n- Recommend plan based on behavior patterns\\n- Dynamic feature emphasis based on user segment\\n\\n### Segment-Specific\\n- Different paywall for power users vs. casual users\\n- B2B vs. B2C messaging variations\\n- Industry-specific value propositions\\n- Role-based feature highlighting\\n- Traffic source-based messaging\\n\\n---\\n\\n## Frequency & UX Experiments\\n\\n### Frequency Capping\\n- Test number of prompts per session\\n- Cool-down period after dismiss (hours vs. days)\\n- Escalating urgency over time vs. consistent messaging\\n- Once per feature vs. consolidated prompts\\n- Re-show rules after major engagement\\n\\n### Dismiss Behavior\\n- \\\"Maybe later\\\" vs. \\\"No thanks\\\" vs. \\\"Remind me tomorrow\\\"\\n- Ask reason for declining\\n- Offer alternative (lower tier, annual discount)\\n- Exit survey on dismiss\\n- Friendly vs. neutral decline copy\\n\"},\n {\"skill\":\"pricing\",\"ref\":\"research-methods\",\"body\":\"# Pricing Research Methods\\n\\n## Contents\\n- Van Westendorp Price Sensitivity Meter (The Four Questions, How to Analyze, Survey Tips, Sample Output)\\n- MaxDiff Analysis (How It Works, Example Survey Question, Analyzing Results, Using MaxDiff for Packaging)\\n- Willingness to Pay Surveys\\n- Usage-Value Correlation Analysis\\n\\n## Van Westendorp Price Sensitivity Meter\\n\\nThe Van Westendorp survey identifies the acceptable price range for your product.\\n\\n### The Four Questions\\n\\nAsk each respondent:\\n1. \\\"At what price would you consider [product] to be so expensive that you would not consider buying it?\\\" (Too expensive)\\n2. \\\"At what price would you consider [product] to be priced so low that you would question its quality?\\\" (Too cheap)\\n3. \\\"At what price would you consider [product] to be starting to get expensive, but you still might consider it?\\\" (Expensive/high side)\\n4. \\\"At what price would you consider [product] to be a bargain—a great buy for the money?\\\" (Cheap/good value)\\n\\n### How to Analyze\\n\\n1. Plot cumulative distributions for each question\\n2. Find the intersections:\\n - **Point of Marginal Cheapness (PMC):** \\\"Too cheap\\\" crosses \\\"Expensive\\\"\\n - **Point of Marginal Expensiveness (PME):** \\\"Too expensive\\\" crosses \\\"Cheap\\\"\\n - **Optimal Price Point (OPP):** \\\"Too cheap\\\" crosses \\\"Too expensive\\\"\\n - **Indifference Price Point (IDP):** \\\"Expensive\\\" crosses \\\"Cheap\\\"\\n\\n**The acceptable price range:** PMC to PME\\n**Optimal pricing zone:** Between OPP and IDP\\n\\n### Survey Tips\\n- Need 100-300 respondents for reliable data\\n- Segment by persona (different willingness to pay)\\n- Use realistic product descriptions\\n- Consider adding purchase intent questions\\n\\n### Sample Output\\n\\n```\\nPrice Sensitivity Analysis Results:\\n─────────────────────────────────\\nPoint of Marginal Cheapness: $29/mo\\nOptimal Price Point: $49/mo\\nIndifference Price Point: $59/mo\\nPoint of Marginal Expensiveness: $79/mo\\n\\nRecommended range: $49-59/mo\\nCurrent price: $39/mo (below optimal)\\nOpportunity: 25-50% price increase without significant demand impact\\n```\\n\\n---\\n\\n## MaxDiff Analysis (Best-Worst Scaling)\\n\\nMaxDiff identifies which features customers value most, informing packaging decisions.\\n\\n### How It Works\\n\\n1. List 8-15 features you could include\\n2. Show respondents sets of 4-5 features at a time\\n3. Ask: \\\"Which is MOST important? Which is LEAST important?\\\"\\n4. Repeat across multiple sets until all features compared\\n5. Statistical analysis produces importance scores\\n\\n### Example Survey Question\\n\\n```\\nWhich feature is MOST important to you?\\nWhich feature is LEAST important to you?\\n\\n□ Unlimited projects\\n□ Custom branding\\n□ Priority support\\n□ API access\\n□ Advanced analytics\\n```\\n\\n### Analyzing Results\\n\\nFeatures are ranked by utility score:\\n- High utility = Must-have (include in base tier)\\n- Medium utility = Differentiator (use for tier separation)\\n- Low utility = Nice-to-have (premium tier or cut)\\n\\n### Using MaxDiff for Packaging\\n\\n| Utility Score | Packaging Decision |\\n|---------------|-------------------|\\n| Top 20% | Include in all tiers (table stakes) |\\n| 20-50% | Use to differentiate tiers |\\n| 50-80% | Higher tiers only |\\n| Bottom 20% | Consider cutting or premium add-on |\\n\\n---\\n\\n## Willingness to Pay Surveys\\n\\n**Direct method (simple but biased):**\\n\\\"How much would you pay for [product]?\\\"\\n\\n**Better: Gabor-Granger method:**\\n\\\"Would you buy [product] at [$X]?\\\" (Yes/No)\\nVary price across respondents to build demand curve.\\n\\n**Even better: Conjoint analysis:**\\nShow product bundles at different prices\\nRespondents choose preferred option\\nStatistical analysis reveals price sensitivity per feature\\n\\n---\\n\\n## Usage-Value Correlation Analysis\\n\\n### 1. Instrument usage data\\nTrack how customers use your product:\\n- Feature usage frequency\\n- Volume metrics (users, records, API calls)\\n- Outcome metrics (revenue generated, time saved)\\n\\n### 2. Correlate with customer success\\n- Which usage patterns predict retention?\\n- Which usage patterns predict expansion?\\n- Which customers pay the most, and why?\\n\\n### 3. Identify value thresholds\\n- At what usage level do customers \\\"get it\\\"?\\n- At what usage level do they expand?\\n- At what usage level should price increase?\\n\\n### Example Analysis\\n\\n```\\nUsage-Value Correlation Analysis:\\n─────────────────────────────────\\nSegment: High-LTV customers (>$10k ARR)\\nAverage monthly active users: 15\\nAverage projects: 8\\nAverage integrations: 4\\n\\nSegment: Churned customers\\nAverage monthly active users: 3\\nAverage projects: 2\\nAverage integrations: 0\\n\\nInsight: Value correlates with team adoption (users)\\n and depth of use (integrations)\\n\\nRecommendation: Price per user, gate integrations to higher tiers\\n```\\n\"}\n];\n",[],[362,604,702],"f432a4ee-5d6d-11f1-ac54-1607ee4eb77e","ref_10.ts","f432a5b6-5d6d-11f1-ac54-1607ee4eb77e",654,["D",1780286225487],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_10: SkillRef[] = [\n {\"skill\":\"marketing-plan\",\"ref\":\"funding-stage-unlocks\",\"body\":\"# Funding-Stage Capability Unlocks\\n\\nEvery marketing plan must include explicit \\\"what changes when funding closes / when budget unlocks\\\" reasoning. This makes the plan investor-friendly and operationally honest.\\n\\nThis doc defines the standard tiers. Use them as anchors, adjust for client category and unit economics.\\n\\n**Related docs:**\\n- `budget-planning.md` — two scientific methods for setting the actual budget number (Revenue-Based 5–40%, or Goal-Based reverse-engineered from the revenue target), CAC calculation, experimental buffer\\n- `growth-patterns.md` — the real shape of SaaS growth by phase ($0–10K / $10K–100K / $100K–1M+), linear vs step-function, S-curve layering\\n- `team-and-agency-model.md` — what each tier means for team composition, the first marketing hire, and the in-house vs outsource ratio\\n\\n## Why funding stage matters in a marketing plan\\n\\nMost marketing plans are written as if budget is unconstrained. That's a failure mode for early-stage clients — it produces aspirational lists rather than executable roadmaps.\\n\\nThe fix: tie every recommendation to a budget tier. The plan stays honest about what's executable today, and the team / investors see explicitly what each round of capital unlocks.\\n\\nThis also helps the founder mid-raise: showing what the round buys is investor-narrative material.\\n\\n## Standard tiers\\n\\n### Tier 1 — Pre-seed / bootstrapped\\n\\n**Budget profile:**\\n- Paid acquisition: $0\\n- Tooling stack: ~$500–2,000/mo (Customer.io / similar, GA4 free, Stripe fees, Notion, GitHub, basic SaaS)\\n- Retainers / fCMO: variable (fractional only)\\n- Headcount: founders + maybe 1–2 multipurpose hires\\n\\n**Marketing capability:**\\n- Organic only — SEO, content, App Store organic, founder-led social, events, WOM, ambassador (if inbound exists)\\n- Limited PR (founder-led pitches, HARO responses)\\n- No paid layer\\n\\n**Channels live:** Organic SEO, content, App Store, LinkedIn / X / founder-led social, events, WOM, ambassador\\n\\n**What a fCMO does:** Strategy + lifecycle + content + SEO + onboarding + community + ambassador. Hands-on with skill library + MCPs doing the operational lift.\\n\\n**Hires unlocked:** None. The plan must execute with current team + agentic stack.\\n\\n### Tier 2 — Seed close\\n\\n**Budget profile:**\\n- Paid acquisition: $5–15K/mo test budget\\n- Tooling stack: $1,000–3,000/mo (paid ad accounts, Mixpanel / Amplitude if needed, additional SaaS)\\n- Retainers / fCMO: continued\\n- Headcount: + first dedicated marketing hire\\n\\n**Marketing capability:**\\n- Above + paid acquisition pilot (Apple Search Ads, Meta, LinkedIn)\\n- Begin PR push with the funding announcement\\n- First Product Hunt / GA-style launch\\n\\n**Channels live:** All Tier 1 + paid acquisition (small) + active PR\\n\\n**Hires unlocked:**\\n- Lifecycle + content marketing manager (one person doing both, or split)\\n- OR dedicated growth / performance marketing manager (if heavy paid focus)\\n\\n**fCMO shifts:** From hands-on to strategy + ops oversight. Hires the dedicated marketer. Sets up the channel playbooks before paid scales.\\n\\n### Tier 3 — Seed deployment\\n\\n**Budget profile:**\\n- Paid acquisition: $20–50K/mo\\n- Tooling stack: $2,000–5,000/mo\\n- Retainers / fCMO: continued\\n- Headcount: + designer (potentially fractional)\\n\\n**Marketing capability:**\\n- Paid scaling across 2–3 channels\\n- Brand-aligned creative production (designer enables velocity)\\n- Lifecycle programs fully live across all flows\\n- First true content production cadence (weekly cadence sustainable)\\n\\n**Channels live:** All previous + paid scaling + structured launch motion\\n\\n**Hires unlocked:**\\n- Designer (brand, creative, web)\\n- Second marketing manager (if first was lifecycle, second is content; or vice versa)\\n- Potentially fractional PR if budget allows\\n\\n**fCMO shifts:** Hands off lifecycle to dedicated owner. Moves to GTM strategy + channel mix optimization + growth analytics.\\n\\n### Tier 4 — Series A\\n\\n**Budget profile:**\\n- Paid acquisition: $50–150K/mo\\n- Tooling stack: $5,000–10,000/mo\\n- Retainers / fCMO: may transition to permanent CMO\\n- Headcount: full marketing team forming\\n\\n**Marketing capability:**\\n- Paid scales aggressively across all proven channels\\n- Brand campaigns become possible\\n- International consideration begins\\n- B2B vertical expansion (if applicable)\\n- Sophisticated CAC/LTV math + attribution\\n\\n**Channels live:** Full marketing surface area\\n\\n**Hires unlocked:**\\n- Performance marketing lead\\n- Content lead\\n- Designer (permanent)\\n- Potentially: PR firm, paid agency, international growth manager\\n- Series A often the moment the fCMO transitions out or transitions to advisor\\n\\n**fCMO shifts:** Often the moment of transition — to permanent CMO hire, fCMO becomes advisor.\\n\\n### Tier 5 — Series B+\\n\\n**Budget profile:**\\n- Paid acquisition: $150K+/mo\\n- Tooling stack: $10,000–25,000/mo\\n- Headcount: 10+ marketing org\\n\\n**Marketing capability:**\\n- Brand campaigns at industry scale\\n- PR firm partnerships\\n- Acquisitions as marketing (acquiring newsletters / podcasts in space)\\n- Conference sponsorship at category level\\n- Sponsorships at brand level\\n\\n**Channels live:** Everything available\\n\\n**Hires unlocked:**\\n- VP Marketing or CMO\\n- Brand director\\n- Growth / performance team (3–5 people)\\n- Content team (3–5 people)\\n- Designers (2–3)\\n- PR director or agency partnership\\n- International marketing leads (region-specific)\\n\\n**fCMO involvement:** Typically out of the company by this point — the original fCMO might still be an advisor.\\n\\n## How to apply tier logic in a plan\\n\\n### Section 3 (Current state)\\n- State the client's current tier explicitly: \\\"Current tier: pre-seed / bootstrapped per Tier 1.\\\"\\n\\n### Section 4–8 (AARRR sections)\\n- Note tier-dependent moves: \\\"Paid layer (Tier 2 unlock — held until seed close)\\\"\\n- For Tier 1 plans: every move must be executable at current budget tier OR explicitly flagged as future\\n- For Tier 2+ plans: moves can assume the tier's capability\\n\\n### Section 10 (12-month outlook)\\n- Each quarter names the tier that's active: \\\"Q2 — Months 4–6 (post seed close). Funding state: Tier 2.\\\"\\n- Tier transitions trigger plan recalibration moments\\n\\n### Section 11 (Marketing operations stack)\\n- Use the table in `references/ops-stack-mapping.md` capability-unlocks section\\n- Make it client-specific: \\\"Today (Tier 1): {client's current capability}. After seed close (Tier 2): + {what changes}.\\\"\\n\\n## Adjustments by client category\\n\\nThe standard tiers assume a typical software / SaaS / consumer app. Adjust for category:\\n\\n### Consumer apps (D2C)\\n- Higher paid acquisition floor — apps need to test CAC against download cost benchmarks (~$2-10 install + 5-15% trial conversion benchmark)\\n- Tier 2 starts effectively at $10–20K/mo paid (otherwise can't get statistically meaningful reads at app-install CPMs)\\n\\n### B2B SaaS\\n- Lower paid acquisition floor — LinkedIn / Google Ads can produce signal at $3–5K/mo\\n- More weight on content + sales enablement budget\\n- Often add a sales hire before a content hire\\n\\n### Hybrid hardware + software\\n- Hardware revenue can self-fund some marketing (the eye-mask wedge pattern)\\n- Paid budget should track blended CAC across hardware sales + app subs\\n- Shopify-side optimization is a Tier 1 priority (cheap leverage)\\n\\n### Deep-tech / scientific / clinical\\n- PR + investor marketing carries more weight than paid\\n- Conference speaking + academic publishing > Meta ads\\n- Tier 1 can produce significant traction without paid\\n\\n### Marketplace / two-sided\\n- Each side has its own AARRR funnel — budget splits accordingly\\n- Supply-side acquisition often dominates early; demand-side dominates after liquidity\\n\\n### Open source / developer tools\\n- DevRel + community + content > paid\\n- GitHub stars / npm installs are the activation event\\n- Paid layer often delayed until Series A\\n\\n## Tier 1 budget detail (most common starting point)\\n\\nFor Tier 1 clients, the marketing budget breakdown typically looks like:\\n\\n| Line | Typical monthly |\\n|---|---|\\n| Customer.io / lifecycle ESP | $100–500 |\\n| App Store Connect / Google Play | $25 + 30% rev share (Apple/Google take) |\\n| Stripe | 2.9% + 30¢ per transaction |\\n| GA4 | Free |\\n| Notion | $0–100 |\\n| GitHub | $0–50 |\\n| Shopify (if hardware) | $39–100 |\\n| Ahrefs (or similar SEO tool) | $129–399 |\\n| Typefully (if social cadence) | $13–39 |\\n| Dub.co (if ambassador tracking) | $0–39 |\\n| Misc SaaS | $200–500 |\\n| **Tooling total** | **~$500–1,700/mo** |\\n| Paid acquisition | $0 |\\n| fCMO retainer | Variable |\\n\\nFor the plan, this becomes: \\\"Current monthly marketing budget: $X (tooling only, no paid).\\\"\\n\\n## When to surface tier limits to the founder\\n\\nIf a founder asks for moves that require a future tier:\\n- Name the requirement: \\\"This is a Tier 2 move (requires $10K+/mo paid budget). Will unlock after seed close per the 12-month outlook in §10.\\\"\\n- Don't refuse — frame the timing\\n\\nIf a founder underestimates what's needed:\\n- Be honest: \\\"To scale paid acquisition meaningfully, expect Tier 2 budget. Tier 1 can validate organic; Tier 2 validates paid.\\\"\\n\\nIf a founder is over-funded for their stage:\\n- Don't pad budget to match. Recommend the right work for the funnel state, return excess capacity, suggest investment in compounding rather than scaling.\\n\\n## Tier-skip cases (worth flagging)\\n\\nSome companies skip tiers:\\n- **Notable founder** raising larger-than-typical rounds — can jump from Tier 1 to Tier 3 directly\\n- **Hardware company** with PR moment — can deploy at Tier 3 levels with the right product moment (e.g., a high-profile longevity-influencer endorsement)\\n- **B2B SaaS post-LOI** with named enterprise contracts — can fund pilot deployment from contract value\\n\\nIf the client is in a tier-skip situation, name it explicitly in the plan rather than forcing them into the standard ladder.\\n\"},\n {\"skill\":\"marketing-plan\",\"ref\":\"growth-patterns\",\"body\":\"# Growth Patterns — The Real Shape of SaaS Growth\\n\\nThe 12-month outlook in every plan (Section 10) describes a trajectory. This doc names the shape of that trajectory honestly — what real SaaS growth looks like, when to expect plateaus, and how to plan for the next leg of growth before the current one stalls.\\n\\nExcerpted and adapted from *Founding Marketing* by Corey Haines.\\n\\n## The long, slow SaaS ramp of death\\n\\nPitch decks show hockey sticks. Real growth shows a series of S-curves — each representing a distinct phase followed by a plateau that tests resolve and creativity.\\n\\n### Phase 1 — $0 → $10K ARR (the grueling phase)\\n\\nThe hardest milestone. Every customer is a hard-won victory. Typical time: **6–12 months.** Most companies pivot the product multiple times during this phase.\\n\\nWhat it requires:\\n- Runway long enough to keep experimenting until something clicks\\n- A financial cushion or additional income sources (often the difference between success and shutdown)\\n- Tolerance for ambiguity — the product positioning, the pricing, and the channel can all still be wrong at this stage\\n\\n### Phase 2 — $10K → $100K ARR (the treacherous middle)\\n\\nThe middle ground that kills most promising startups. The average company reaches ~$40K ARR in year one. The danger: enough revenue to prove the concept, not enough to support a team.\\n\\nThe threshold to watch for: **$8–10K MRR.** That's when founders can typically go full-time on the business without other income sources. Until then, careful cash management or side income carries the company through.\\n\\nCompanies that flame out in Phase 2 usually run out of runway just as things start working.\\n\\n### Phase 3 — $100K → $1M ARR (the acceleration phase)\\n\\nWhere things get interesting. Typical time: nearly 2 years total to reach $1M. But there's an acceleration pattern: **once across $100K, companies often double from $100K → $200K in one-third the time it took to reach the first $100K.**\\n\\nWhy: critical mass kicks in. Word-of-mouth starts working. Early customers become your best salespeople. The product has proven itself, and growth becomes more about execution than experimentation.\\n\\nThis is the phase where the marketing plan's 90-day roadmap (Section 9) starts compounding instead of just covering ground.\\n\\n## Two real growth patterns (and the exponential myth)\\n\\nThe myth: successful SaaS companies grow exponentially, doubling revenue month over month like clockwork.\\n\\nThe reality: two distinct patterns, often combining at scale to *look* exponential when zoomed out.\\n\\n### Pattern 1 — Linear growth\\n\\nBuild a predictable revenue machine. Find a channel that works (content, partnerships, paid, outbound) and steadily scale it. Some companies reliably add **$10K MRR per month** through a well-oiled marketing engine.\\n\\nLess sexy than exponential. Far more sustainable. Crucially, **plannable**: when you know what you can count on adding each month, hiring decisions, product roadmap, and expansion planning all become tractable.\\n\\n### Pattern 2 — Step-function growth\\n\\nPeriods of plateau followed by sudden jumps. Jumps aren't random — they're triggered by specific events:\\n- Breaking into a new market segment (e.g., enterprise after starting SMB)\\n- Launching a major product expansion (new feature line, new tier)\\n- Cracking a new marketing channel that compounds\\n\\nExample: one founder saw revenue triple in two months after launching enterprise features — following six months of flat growth.\\n\\nKey insight for the plan: **each step requires deliberate action and investment.** Steps don't happen by waiting. While standing on the current step, you have to be actively building the next one.\\n\\n### How they combine\\n\\nZoom out far enough and a series of linear phases + step functions can look exponential. That's where the myth comes from. Understanding it's actually a series of plannable shapes changes how you build the plan:\\n\\n- Don't chase the myth of doubling every month\\n- Build sustainable linear systems (Sections 4–8 AARRR moves)\\n- Plan deliberate step functions (Section 10 12-month milestones)\\n\\n## Layering growth curves — Channel × Product × Market\\n\\nThe secret to sustained growth isn't one perfect channel. It's orchestrating multiple S-curves that work together. Three S-curves to track:\\n\\n### Channel S-curves\\n\\nEvery marketing channel has its own lifecycle:\\n- **SEO** — 6–12 months to mature; once it does, steady leads for years. Marathon runner.\\n- **Paid ads** — quick wins; diminishing returns as you scale.\\n- **Content marketing** — slow to start, compounds beautifully over time.\\n- **Partnerships / co-marketing** — episodic; high yield when the right partner aligns.\\n- **Outbound** — predictable when calibrated; CAC-heavy and plateaus at team capacity.\\n- **PR** — spike-driven; sustains awareness rather than direct conversion.\\n\\n**The rule:** start the next channel before the current one plateaus. Riding one channel to its ceiling before investing in the next produces a multi-month growth plateau that takes more effort to break out of than it would have taken to start the next channel earlier.\\n\\nIn the plan: Section 4 (Acquisition) names current channels, planned channels, and skipped channels. The 12-month roadmap (Section 10) sequences when the next channel investment begins.\\n\\n### Product S-curves\\n\\nYour core product naturally hits a growth ceiling as you saturate the initial market. Pushing harder on the same features doesn't break through. What does:\\n\\n- Adding features that target new use cases\\n- Extending the product line to serve adjacent needs\\n- Expanding into new market segments (e.g., team collaboration added to a single-user tool — opens a new market)\\n\\nIn the plan: Sections 5 (Activation) and 8 (Revenue) name where the product needs to grow to unlock the next growth tier.\\n\\n### Market S-curves\\n\\nEvery market segment has its own growth ceiling. Time the expansion into the next segment while the current segment is still showing strong growth. Common patterns:\\n\\n- SMB → mid-market → enterprise\\n- Single vertical → adjacent verticals\\n- Domestic → international\\n\\nWaiting until a segment is saturated makes the transition harder.\\n\\nIn the plan: Section 2 (Strategic frame) names current segment + future segments. Section 10 (12-month outlook) sequences when expansion moves begin.\\n\\n### The orchestration\\n\\nThe real magic: while SEO is maturing, you're using paid for quick wins. As those channels mature, you're developing product features that unlock enterprise. Meanwhile, the groundwork for international expansion is being laid for when domestic saturates.\\n\\nThis is the operational thesis behind the AARRR mapping (Sections 4–8) and the 12-month outlook (Section 10): each section is a curve, and the plan sequences them so the next curve is ramping while the current one is still growing.\\n\\n## The 3-3-2-2-2 VC growth path\\n\\nFor companies that have crossed $1M ARR and raised institutional capital, the VC benchmark is:\\n\\n| Year | Multiple | Cumulative ARR (from $1M) |\\n|---|---|---|\\n| Year 0 | — | $1M |\\n| Year +1 | 3× | $3M |\\n| Year +2 | 3× | $9M |\\n| Year +3 | 2× | $18M |\\n| Year +4 | 2× | $36M |\\n| Year +5 | 2× | $72M |\\n| Year +6 | 2× | $144M |\\n| Year +7 | 2× | $288M |\\n\\nMost companies don't hit this. Useful regardless — anchoring the 12-month outlook against this benchmark forces the plan to either (a) match it and show how, or (b) explicitly defend choosing a slower trajectory.\\n\\nFor non-VC-backed (bootstrapped, founder-funded, profit-focused) companies, this curve doesn't apply. Use linear or step-function targeting instead.\\n\\n## How this informs the plan\\n\\n| Section | What to include |\\n|---|---|\\n| **3 (Current state)** | Where the company is on each S-curve (channel maturity, product maturity, market saturation). Name the current phase ($0–10K / $10K–100K / $100K–1M / $1M+). |\\n| **4 (Acquisition)** | Current channels + their position on the S-curve (early / mature / plateauing). Next channel investment with rationale. |\\n| **5–8 (AARRR)** | Each section names the binding constraint at the current phase. For Phase 2 companies, Activation is usually the leverage point. For Phase 3, Retention + Referral compound the existing growth. |\\n| **9 (90-day roadmap)** | Linear-pattern moves dominate (predictable additions). Step-function setups (the build-up to a launch, an enterprise tier, a new market segment) live here. |\\n| **10 (12-month outlook)** | Sequence channel S-curves, product S-curves, market S-curves. If VC-backed Series A+, anchor against 3-3-2-2-2. If not, name the linear or step-function targets. |\\n| **13 (Measurement)** | The north-star metric reflects the current phase (Phase 1 is usually pure new-signup; Phase 3 is usually expansion ARR or NRR). |\\n\\n## Operational guidance for the planner\\n\\n- **Don't promise exponential.** If the plan implies doubling every month, the founder will use it against you in 90 days. Linear + step-function is honest.\\n- **Name the binding constraint.** Phase 1 binding constraint is finding any channel that works. Phase 2 is funding the team. Phase 3 is breaking the ceiling on whichever channel got you here.\\n- **Plateaus aren't failures.** They're the moment between two S-curves. The plan should anticipate them and stage the next move.\\n- **Don't conflate \\\"growth\\\" with \\\"growth rate.\\\"** A company adding $20K MRR each month for 24 months has built a remarkable machine. The fact that the *percentage* growth rate declines as the base grows is arithmetic, not failure.\\n\"},\n {\"skill\":\"marketing-plan\",\"ref\":\"idea-cross-reference\",\"body\":\"# Idea Cross-Reference — 139 Marketing Ideas Mapped to AARRR\\n\\nThe `marketing-ideas` skill catalogs 139 proven marketing tactics. This doc is the source-of-truth mapping: every idea assigned to a primary AARRR stage, with notes for when it's typically active and what category constraints apply.\\n\\nThe plan's Section 12 (\\\"Tactical idea bank\\\") uses this mapping as the base, then layers client-specific filters: brand voice rules might skip some ideas; funding stage might shift Q-status; client category might rule out others.\\n\\n## How to read this doc\\n\\n- **139 unique ideas, 144 entries.** Five ideas cross-cut multiple AARRR stages and appear under each stage they serve (#79 Early-Access Referrals, #86 Lifetime Deals, #91 In-App Upsells, #114 Moneyball Marketing, #117 Product Competitions). Each duplicate row carries a cross-cut note.\\n- **\\\"Entries\\\" counts rows; idea IDs are unique.** Section header counts reflect rows in this doc, not unique ideas from `marketing-ideas`.\\n- **Numbers correspond exactly to the `marketing-ideas` skill ordering.** If `marketing-ideas` reorders or expands, update this doc.\\n\\n## AARRR assignment for all 139 ideas\\n\\n### Acquisition (116 entries)\\n\\nThese ideas primarily serve top-of-funnel awareness, traffic, and lead generation.\\n\\n| # | Idea | Category | Typical stage available |\\n|---|---|---|---|\\n| 1 | Easy Keyword Ranking | Content & SEO | Now (any stage) |\\n| 2 | SEO Audit | Content & SEO | Now |\\n| 3 | Glossary Marketing | Content & SEO | Q2+ |\\n| 4 | Programmatic SEO | Content & SEO | Q3+ (needs data + template system) |\\n| 5 | Content Repurposing | Content & SEO | Now (immediate leverage) |\\n| 6 | Proprietary Data Content | Content & SEO | Now (if data exists) |\\n| 7 | Internal Linking | Content & SEO | Now |\\n| 8 | Content Refreshing | Content & SEO | Q2+ (after content base exists) |\\n| 9 | Knowledge Base SEO | Content & SEO | Q3+ (after help docs exist) |\\n| 10 | Parasite SEO | Content & SEO | Now |\\n| 11 | Competitor Comparison Pages | Competitor | Q2+ |\\n| 12 | Marketing Jiu-Jitsu | Competitor | Now |\\n| 13 | Competitive Ad Research | Competitor | Pre-paid |\\n| 14 | Side Projects | Free Tools | Q3+ |\\n| 15 | Engineering as Marketing | Free Tools | Q3+ |\\n| 16 | Importers as Marketing | Free Tools | SaaS-specific |\\n| 17 | Quiz Marketing | Free Tools | Q2+ |\\n| 18 | Calculator Marketing | Free Tools | Q3+ |\\n| 19 | Chrome Extensions | Free Tools | Browser-relevant only |\\n| 20 | Microsites | Free Tools | Q3+ |\\n| 21 | Scanners | Free Tools | Specific products only |\\n| 22 | Public APIs | Free Tools | Developer/dev tool products |\\n| 23 | Podcast Advertising | Paid Ads | Post-budget |\\n| 24 | Pre-targeting Ads | Paid Ads | Post-budget |\\n| 25 | Facebook Ads | Paid Ads | Post-budget |\\n| 26 | Instagram Ads | Paid Ads | Post-budget |\\n| 27 | Twitter Ads | Paid Ads | Post-budget |\\n| 28 | LinkedIn Ads | Paid Ads | Post-budget (B2B-strong) |\\n| 29 | Reddit Ads | Paid Ads | Post-budget |\\n| 30 | Quora Ads | Paid Ads | Post-budget |\\n| 31 | Google Ads | Paid Ads | Post-budget |\\n| 32 | YouTube Ads | Paid Ads | Post-budget |\\n| 33 | Cross-Platform Retargeting | Paid Ads | Post-paid-firing |\\n| 34 | Click-to-Messenger Ads | Paid Ads | Niche use cases |\\n| 35 | Community Marketing | Social & Community | Q3+ |\\n| 36 | Quora Marketing | Social & Community | Now |\\n| 37 | Reddit Keyword Research | Social & Community | Now |\\n| 38 | Reddit Marketing | Social & Community | Q2+ |\\n| 39 | LinkedIn Audience | Social & Community | Now (B2B + founders) |\\n| 40 | Instagram Audience | Social & Community | Q2+ |\\n| 41 | X Audience | Social & Community | Depends on founder bandwidth |\\n| 42 | Short Form Video | Social & Community | Q3+ |\\n| 43 | Engagement Pods | Social & Community | Generally off-brand |\\n| 44 | Comment Marketing | Social & Community | Q2+ |\\n| 49 | Monthly Newsletters | Email | Q2+ (Acquisition use: subscriber capture) |\\n| 54 | Affiliate Discovery via Backlinks | Partnerships | Q2+ |\\n| 55 | Influencer Whitelisting | Partnerships | Post-paid-budget |\\n| 56 | Reseller Programs | Partnerships | Q4+ |\\n| 57 | Expert Networks | Partnerships | Q3+ |\\n| 58 | Newsletter Swaps | Partnerships | Q2+ |\\n| 59 | Article Quotes (HARO) | Partnerships | Now |\\n| 60 | Pixel Sharing | Partnerships | Post-paid |\\n| 61 | Shared Slack Channels | Partnerships | Q3+ |\\n| 63 | Integration Marketing | Partnerships | Q3+ |\\n| 64 | Community Sponsorship | Partnerships | Q2+ |\\n| 65 | Live Webinars | Events | Q2+ |\\n| 66 | Virtual Summits | Events | Q3+ |\\n| 67 | Roadshows | Events | Q4+ |\\n| 68 | Local Meetups | Events | Q3+ |\\n| 69 | Meetup Sponsorship | Events | Q3+ |\\n| 70 | Conference Speaking | Events | Now (if founder is speakable) |\\n| 71 | Conferences (own-hosted) | Events | Q4+ |\\n| 72 | Conference Sponsorship | Events | Q3+ |\\n| 73 | Media Acquisitions | PR & Media | Series A+ |\\n| 74 | Press Coverage | PR & Media | Now (if newsworthy) |\\n| 75 | Fundraising PR | PR & Media | When fund closes |\\n| 76 | Documentaries | PR & Media | Q4+ |\\n| 77 | Black Friday Promotions | Launches | Q4 (seasonal) |\\n| 78 | Product Hunt Launch | Launches | At GA or major feature |\\n| 79 | Early-Access Referrals | Launches | Pre-launch or GA |\\n| 80 | New Year Promotions | Launches | Q1 (seasonal) |\\n| 81 | Early Access Pricing | Launches | GA |\\n| 82 | Product Hunt Alternatives | Launches | Same as PH |\\n| 83 | Twitter Giveaways | Launches | Generally off-brand |\\n| 84 | Giveaways | Launches | Q3+ |\\n| 85 | Vacation Giveaways | Launches | Q4+ (seasonal) |\\n| 86 | Lifetime Deals | Launches | Generally off-brand (damages LTV math) |\\n| 87 | Powered By Marketing | Product-Led | Q4+ |\\n| 88 | Free Migrations | Product-Led | SaaS-specific |\\n| 89 | Contract Buyouts | Product-Led | B2B SaaS only |\\n| 97 | Playlists as Marketing | Content Formats | Q3+ |\\n| 98 | Template Marketing | Content Formats | Q3+ |\\n| 99 | Graphic Novel Marketing | Content Formats | Generally off-brand |\\n| 100 | Promo Videos | Content Formats | Q3+ |\\n| 101 | Industry Interviews | Content Formats | Q2+ |\\n| 102 | Social Screenshots | Content Formats | Q2+ |\\n| 103 | Online Courses | Content Formats | Q3+ |\\n| 104 | Book Marketing | Content Formats | Q4+ |\\n| 105 | Annual Reports | Content Formats | Q4+ |\\n| 106 | End of Year Wraps | Content Formats | Q4 (seasonal) |\\n| 107 | Podcasts (own-hosted) | Content Formats | Q3+ |\\n| 108 | Changelogs | Content Formats | Q2+ |\\n| 109 | Public Demos | Content Formats | Now |\\n| 110 | Awards as Marketing | Unconventional | Q4+ |\\n| 111 | Challenges as Marketing | Unconventional | Q3+ |\\n| 112 | Reality TV Marketing | Unconventional | Generally off-brand |\\n| 113 | Controversy as Marketing | Unconventional | Brand-dependent |\\n| 114 | Moneyball Marketing | Unconventional | Ongoing methodology |\\n| 115 | Curation as Marketing | Unconventional | Q2+ |\\n| 116 | Grants as Marketing | Unconventional | Q4+ |\\n| 117 | Product Competitions | Unconventional | Developer-specific |\\n| 118 | Cameo Marketing | Unconventional | Generally off-brand |\\n| 119 | OOH Advertising | Unconventional | Series A+ |\\n| 120 | Marketing Stunts | Unconventional | Brand-dependent |\\n| 121 | Guerrilla Marketing | Unconventional | Brand-dependent |\\n| 122 | Humor Marketing | Unconventional | Brand-dependent |\\n| 123 | Open Source as Marketing | Platforms | Developer products |\\n| 125 | App Marketplaces | Platforms | Platform-specific |\\n| 126 | YouTube Reviews | Platforms | Q3+ |\\n| 127 | YouTube Channel | Platforms | Q3+ |\\n| 128 | Source Platforms | Platforms | B2B SaaS only |\\n| 129 | Review Sites | Platforms | Now |\\n| 130 | Live Audio | Platforms | Q3+ |\\n| 131 | International Expansion | International | Q4+ |\\n| 133 | Investor Marketing | Developer/etc | Now (when raising) |\\n| 138 | Podcast Tours | Audience-Specific | Q2+ |\\n\\n### Activation (8 entries)\\n\\n| # | Idea | Category | Typical stage available |\\n|---|---|---|---|\\n| 47 | Founder Welcome Email | Email | Q2+ (Activation use) |\\n| 48 | Dynamic Email Capture | Email | Q2+ |\\n| 51 | Onboarding Emails | Email | When UI is stable |\\n| 90 | One-Click Registration | Product-Led | Now |\\n| 91 | In-App Upsells | Product-Led | Q2+ (cross-cuts Revenue) |\\n| 95 | Concierge Setup | Product-Led | Q3+ (high-value users) |\\n| 96 | Onboarding Optimization | Product-Led | Now |\\n| 124 | App Store Optimization | Platforms | Now (App Store products) |\\n\\n### Retention (8 entries)\\n\\n| # | Idea | Category | Typical stage available |\\n|---|---|---|---|\\n| 45 | Mistake Email Marketing | Email | Opportunistic |\\n| 46 | Reactivation Emails | Email | Now |\\n| 50 | Inbox Placement | Email | Now (technical setup) |\\n| 52 | Win-back Emails | Email | Q1+ |\\n| 53 | Trial Reactivation | Email | Q2+ (when paywall is firing) |\\n| 94 | Offboarding Flows | Product-Led | Q2+ |\\n| 135 | Support as Marketing | Developer/etc | Q2+ |\\n| 134 | Certifications | Developer/etc | Q3+ (cross-cuts Referral) |\\n\\n### Referral (5 entries)\\n\\n| # | Idea | Category | Typical stage available |\\n|---|---|---|---|\\n| 62 | Affiliate Program | Partnerships | Now (when inbound exists) |\\n| 79 | Early-Access Referrals | Launches | Pre-launch / GA |\\n| 92 | Newsletter Referrals | Product-Led | Q3+ (if newsletter exists) |\\n| 93 | Viral Loops | Product-Led | Q3+ |\\n| 137 | Two-Sided Referrals | Audience-Specific | Q2+ |\\n\\n### Revenue (2 entries — most monetization is strategy not tactic)\\n\\n| # | Idea | Category | Typical stage available |\\n|---|---|---|---|\\n| 91 | In-App Upsells | Product-Led | Q2+ (cross-cuts Activation) |\\n| 132 | Price Localization | International | Q4+ |\\n\\n> **Skipped from Revenue:** #86 Lifetime Deals appears under Launches (Acquisition section) only. It's generally off-brand for subscription products because it damages LTV math; recommend in Section 12's Skip list with rationale, not in stage totals.\\n\\n### Cross-cutting / brand foundation (2 entries)\\n\\n| # | Idea | Category | Typical stage available |\\n|---|---|---|---|\\n| 114 | Moneyball Marketing | Unconventional | Ongoing methodology |\\n| 139 | Customer Language | Audience-Specific | Now (foundational) |\\n\\n### Developer-specific / dev tool products (2 entries)\\n\\n| # | Idea | Category | Use when |\\n|---|---|---|---|\\n| 117 | Product Competitions | Unconventional | Developer tool products |\\n| 136 | Developer Relations | Developer/etc | Developer tool products |\\n\\n## How to apply this to a specific client\\n\\nFor Section 12 of the plan:\\n\\n### Step 1 — Filter for category fit\\n\\nFor each idea, ask:\\n- Does this idea apply to the client's category? (e.g., #16 Importers only for SaaS; #19 Chrome Extensions only for browser-relevant; #136 DevRel only for dev tools)\\n- Skip ideas that don't apply, with a note\\n\\n### Step 2 — Filter for brand voice\\n\\nFor each idea, ask:\\n- Does this idea conflict with the client's brand voice?\\n- Common conflicts:\\n - **Lifetime Deals (#86)** — conflicts with premium positioning\\n - **Twitter Giveaways (#83)** — often off-brand for serious / clinical / luxury voices\\n - **Humor Marketing (#122)** — off-brand for serious / clinical voices\\n - **Cameo Marketing (#118)** — off-brand for most voices\\n - **Reality TV Marketing (#112)** — off-brand for most voices\\n\\nIf conflict, place in Skip list with explicit rationale.\\n\\n### Step 3 — Set timing status\\n\\nFor ideas that pass filters, set status:\\n- **Now (Q1)** — already in 90-day plan OR can run alongside without new capacity\\n- **Q2** — post-bedrock-fix, post-foundation; second-quarter layer-in\\n- **Q3+** — post-seed-close, post-GA; expansion moves\\n- **Q4+** — long-game / large-investment\\n\\nUse the \\\"Typical stage available\\\" column as the default. Shift earlier if client has unusual capability (e.g., a celebrity founder shifts Conference Speaking #70 from \\\"Now\\\" to \\\"Now and high-leverage\\\").\\n\\n### Step 4 — Write the client-specific note\\n\\nEvery \\\"Now / Q2 / Q3+\\\" idea gets a one-line client-specific note. Examples:\\n- For idea #11 Competitor Comparison Pages: \\\"Quietude vs. Calm / Headspace / Brain.fm / Endel / Wavepaths — high-intent SERPs\\\"\\n- For idea #133 Investor Marketing: \\\"Alex's seed raise — leverage angel backchannel for PR + intros\\\"\\n- For idea #15 Engineering as Marketing: \\\"HRV interpretation guide; nervous system self-assessment; sound bath finder directory\\\"\\n\\n### Step 5 — Sum the bank\\n\\nAfter all five AARRR tables + skip list:\\n\\n```markdown\\n### Idea-bank summary\\n\\n- {Acquisition count} ideas applicable to Acquisition (the dominant stage at {client}'s current stage)\\n- {Activation count} to Activation, {Retention count} to Retention\\n- {Referral count} to Referral\\n- {Revenue count} to Revenue\\n- {cross-cutting count} cross-cutting\\n- {skipped count} ideas skipped for brand / business-model fit\\n\\n**What this proves:** the plan is roughly X% of the available tactical surface area, not 100%. {appropriate or not for the stage} — as capacity unlocks across Q2 → Q3 → Series A, the cross-reference becomes the inventory to scale activity without losing strategic coherence.\\n```\\n\\n## How to maintain this doc\\n\\nIf `marketing-ideas` adds new ideas (it's a living skill — the 139 may become 145 or 160 over time):\\n1. Read `skills/marketing-ideas/references/ideas-by-category.md` in the `marketingskills` repo\\n2. Assign each new idea to a primary AARRR stage using the rules above\\n3. Add to this doc's tables\\n4. Update SKILL.md's idea-count reference\\n\\n## Sources\\n\\n- `skills/marketing-ideas/SKILL.md` (in the `marketingskills` repo)\\n- `skills/marketing-ideas/references/ideas-by-category.md` (in the `marketingskills` repo)\\n\"},\n {\"skill\":\"marketing-plan\",\"ref\":\"measurement-framework\",\"body\":\"# Measurement Framework — KPIs, North Stars, Cadence\\n\\nEvery plan needs a measurement section that tells the team how to know if the plan is working. This doc is the source for Section 13's measurement subsection.\\n\\n**Related docs:**\\n- `growth-patterns.md` — the 3-3-2-2-2 VC growth path (3× in years 1–2, 2× in years 3–7 from $1M ARR) and which phase of SaaS growth the company is in ($0–10K / $10K–100K / $100K–1M+)\\n- `budget-planning.md` — CAC calculation (blended, not paid-only) and the forecasting reality check (forecasts under $100M ARR are educated guesses, not precise predictions)\\n\\n## The north-star principle\\n\\nA north star is one metric that captures the business-model thesis at the highest level. It should:\\n- Be derivable from the funnel + revenue model\\n- Move slowly enough to be a strategic compass (not whipsawed by weekly noise)\\n- Trade off correctly against other metrics — improving the north star should generally improve the business\\n\\nDon't default to \\\"ARR\\\" or \\\"MRR\\\" alone. Those are outcomes, not norths. Pick something that captures the business model.\\n\\n## North-star patterns by business model\\n\\n### B2B SaaS (subscription)\\n- **Net Revenue Retention (NRR)** — keeps existing customers + expansion in focus\\n- Alternative: \\\"Logo retention × expansion ARR\\\"\\n- Why: ARR alone hides churn / lets gross-add growth mask product fit problems\\n\\n### D2C consumer app (subscription)\\n- **Blended LTV / blended CAC** — keeps unit economics honest as paid layer scales\\n- Alternative: \\\"Day-35 paid users from cohort × LTV\\\"\\n- Why: monthly subscription metrics are volatile; cohort × LTV smooths it\\n\\n### Hybrid hardware + software (e.g., Quietude)\\n- **Blended LTV / blended CAC across hardware + software** — captures the wedge thesis\\n- Alternative: \\\"Hardware-buyers-to-subscriber conversion × blended margin\\\"\\n- Why: hardware revenue isn't free (cost to make); subscription revenue isn't expensive to acquire if hardware funds it\\n\\n### Marketplace (two-sided)\\n- **Liquidity ratio × take-rate** — captures both sides + monetization\\n- Alternative: \\\"Monthly transacting users × take-rate × repeat frequency\\\"\\n- Why: GMV alone doesn't capture whether the marketplace is becoming a habit\\n\\n### Developer tool / open source\\n- **Weekly active developers × paid-conversion** — captures both adoption and monetization\\n- Alternative: \\\"Weekly active orgs × seats per org × ARPU\\\"\\n\\n### Content / media business\\n- **Daily active readers / listeners × ad revenue per session** — captures both reach and monetization\\n- Alternative: \\\"Subscriber count × retention × ARPU\\\"\\n\\n### Commerce (DTC, non-subscription)\\n- **Repeat purchase rate × AOV × frequency** — captures monetization layered on quality of customer\\n- Alternative: \\\"Customer LTV / CAC × payback period\\\"\\n\\n## Leading indicators by AARRR stage\\n\\nAfter the north star, every plan needs leading indicators per AARRR stage. These move faster than the north star and trigger investigations.\\n\\n### Acquisition leading indicators\\n- Organic visits/month, total + per pillar (SEO health)\\n- App Store / Play Store visit-to-install rate (ASO health)\\n- Founder-led social channel growth → email subscriber conversion (LinkedIn / X / Substack funnels)\\n- Event-to-app conversion rate (event ROI)\\n- Ambassador-attributed visits (referral funnel)\\n- Paid CAC by channel (when paid is firing)\\n\\n### Activation leading indicators\\n- Day 1 / Day 7 / Day 35 → paid conversion rate\\n- Onboarding session-completion rate\\n- First key-action completion (post-signup activation event)\\n- App Store conversion rate (install → trial → paid)\\n- Trial → paid conversion rate\\n\\n### Retention leading indicators\\n- Day 30 / Day 60 / Day 90 retention\\n- Monthly churn rate (gross + net)\\n- Lifecycle email engagement (open / click / unsubscribe by flow)\\n- Hardware → app activation rate (for hybrid businesses)\\n- Win-back / reactivation rate\\n\\n### Referral leading indicators\\n- Ambassador-attributed new subs (via Dub or similar)\\n- Share-after-value moment rate (% of users sharing)\\n- Two-sided referral completion rate\\n- Guides program referrals (when live)\\n- NPS score (if surveyed)\\n\\n### Revenue leading indicators\\n- ARPU by cohort\\n- Annual plan adoption %\\n- Cohort LTV by source\\n- Plan mix shifts\\n- Eye-mask / hardware attach rate (for hybrid)\\n- Expansion revenue (B2B)\\n\\n## Review cadence\\n\\nThe plan should specify three rhythms:\\n\\n### Weekly (operational sync)\\n- **Who:** fCMO ↔ founder (CEO usually)\\n- **Duration:** 30 min\\n- **Format:** AARRR scoreboard (current vs. last week numbers across the leading indicators) + this week's ships + blockers\\n- **Output:** Action items, decisions made\\n\\n### Monthly (metrics review)\\n- **Who:** fCMO + founder + extended team (CXO, product lead, designer if applicable)\\n- **Duration:** 60–90 min\\n- **Format:** Full metrics review + comparison against quarterly KPI targets + qualitative learnings + idea bank reprioritization\\n- **Output:** Possible plan adjustments, hire decisions\\n\\n### Quarterly (plan recalibration)\\n- **Who:** fCMO + founders + key advisors\\n- **Duration:** 2–3 hours\\n- **Format:** Full plan review against 90-day and 12-month outcomes, channel-level analysis, funding-stage transition check, recalibration of next 90 days\\n- **Output:** Updated plan (could be v2 / v3 document iteration)\\n\\n## KPI target setting\\n\\nFor each quarter in Section 10, the plan must include 3–5 specific KPI targets. These should be:\\n- **Specific** — not \\\"improve retention,\\\" but \\\"Day 30 retention from 22% → 30%\\\"\\n- **Measurable** — pull from a wired data source\\n- **Stretch but plausible** — based on funnel state + historical patterns\\n- **Decision-triggering** — if missed, what does that mean? (Adjust strategy, kill a channel, etc.)\\n\\n### KPI target patterns by quarter\\n\\n**Q1 (foundation quarter):**\\n- Mostly *bedrock* metrics — fixing leaks. \\\"Headphones-gate conversion drop reverses.\\\" \\\"Day 1 → paid +25–50%.\\\"\\n- Some *foundation* metrics — laying tracks. \\\"4 SEO pillars staked.\\\" \\\"App Store rewrite shipped.\\\"\\n- Avoid bold growth targets — the foundations aren't in yet\\n\\n**Q2 (validation quarter):**\\n- Mostly *validation* metrics — does what we built work? \\\"Paid CAC < $X blended.\\\" \\\"Organic traffic 1,500–3,500/mo.\\\"\\n- Some *cohort* metrics — do new cohorts behave better? \\\"Day 7 retention for Q2 cohort vs. Q1.\\\"\\n\\n**Q3 (scaling quarter):**\\n- Mostly *scaling* metrics — how far does it go? \\\"Paid scaling to $20–30K/mo with CAC steady.\\\" \\\"First B2B install reference case live.\\\"\\n- Some *capability* metrics — what new things are live? \\\"First Guides pilot launched.\\\"\\n\\n**Q4 (compound quarter):**\\n- Mostly *compound* metrics — is the flywheel turning? \\\"50%+ of new subs from non-paid channels.\\\" \\\"Ambassador-driven 15–25% of new subs.\\\"\\n- Some *narrative* metrics — does the Series A story write itself? \\\"Blended LTV/CAC > 3.\\\"\\n\\n## Anchoring against the VC growth path\\n\\nFor VC-backed clients past $1M ARR, anchor 12-month and multi-year targets against the **3-3-2-2-2 rule** (3× in years 1 and 2, then 2× in years 3 through 7). Hitting it is rare; most companies don't. Anchoring against it forces the plan to either match it and show how, or explicitly defend choosing a slower trajectory. Full table and context in `growth-patterns.md`.\\n\\nFor non-VC-backed companies (bootstrapped, founder-funded, profit-focused), the 3-3-2-2-2 doesn't apply. Use linear-pattern targets (\\\"$X MRR added per month\\\") or step-function targets (\\\"$Y revenue jump after the enterprise tier launches\\\") instead.\\n\\n## Forecasting reality check\\n\\nA plan derives a budget and an annual goal. It does not produce a 12-month month-by-month forecast that's reliably accurate to the dollar.\\n\\n**Unless the company is publicly traded, all forecasts are educated guesses.** No startup under $100M ARR consistently hits month-by-month forecasts. Quarterly review is when the plan adjusts — not when variance is treated as failure.\\n\\nWhat the plan commits to honestly:\\n- The annual goal is a defensible direction-of-travel\\n- The budget is the resource commitment that makes the goal plausible\\n- The 90-day roadmap (Section 9) is what's actionable now\\n- Month-to-month projection is illustrative, not promised\\n\\nFounders who over-engineer the forecast end up explaining variance every month instead of executing. The plan should resist this — name the annual target, the quarterly KPIs, and the kill criteria. Don't promise the month.\\n\\nFull context in `budget-planning.md`.\\n\\n## Kill criteria\\n\\nFor every channel or initiative, the plan should specify when to stop. Often missing from plans, kill criteria force discipline.\\n\\nExamples:\\n- \\\"If a paid channel has CAC > 2× target after 30 days at meaningful spend, pause.\\\"\\n- \\\"If onboarding Variant 3 doesn't show statistically meaningful lift (or directional lift + congruent qualitative signal) after 4 weeks, move to Variant 1.\\\"\\n- \\\"If lifecycle Flow 4 has open rate < 12% after 6 weeks, redo subject lines + audience segmentation.\\\"\\n\\n## Guardrail metrics\\n\\nSome metrics get a hard guardrail (cannot drop below threshold). Useful for protecting brand or unit economics during aggressive growth.\\n\\nExamples:\\n- \\\"Brand voice complaint rate > 1% of customer feedback triggers content review.\\\"\\n- \\\"Paid CAC > $X for two consecutive months pauses paid scaling pending audit.\\\"\\n- \\\"App Store rating drops below 4.5 triggers product review.\\\"\\n\\n## Data sources mapping\\n\\nThe plan should name where each metric comes from. This makes it auditable.\\n\\n| Metric | Source |\\n|---|---|\\n| Organic traffic | GA4 / Ahrefs |\\n| App Store conversion | App Store Connect |\\n| Funnel conversion (Day N → paid) | Internal analytics (Mixpanel / Amplitude) or App Store Connect cohort export |\\n| Retention | Customer.io segments + product analytics |\\n| MRR / ARR | Stripe (via MCP if wired) |\\n| Plan mix | Stripe |\\n| Lifecycle email metrics | Customer.io |\\n| Ambassador attribution | Dub.co |\\n| Hardware → app activation | Shopify + App Store + internal join |\\n| NPS | Survey tool (Customer.io / Typeform / SurveyMonkey) |\\n\\n## When data isn't wired\\n\\nIf a metric can't currently be measured, flag it in Section 13's open decisions. Example:\\n\\n> \\\"Hardware → app activation rate not currently visible in the App Store dashboard. Requires Shopify ↔ App Store Connect join. Q1 work item.\\\"\\n\\nA plan with un-measurable goals is a plan that can't be validated. Surface the instrumentation work explicitly.\\n\\n## Reporting cadence + automation\\n\\nWhere possible, auto-generate the metrics review rather than building it manually each time. Stripe MCP + GA4 MCP + Customer.io MCP can pull most of what's needed.\\n\\nFor Tier 1 clients, a simple weekly metrics email to the team (Markdown table, generated via skills + MCPs) costs nothing and creates discipline.\\n\\nFor Tier 2+ clients, consider a real dashboard (Hex, Metabase, Looker, or internal tool).\\n\"},\n {\"skill\":\"marketing-plan\",\"ref\":\"methodology\",\"body\":\"# Methodology — How a Marketing Plan Gets Made\\n\\nThe three-phase workflow that produces a comprehensive marketing plan. SKILL.md is the orchestration layer; this is the operational detail.\\n\\n## Phase 1 — INIT (research + intake)\\n\\n**Goal:** Walk into Phase 2 with enough context to draft every section without guessing.\\n\\n### Step 1.1 — Set up the plan folder\\n\\nCanonical file layout for every plan:\\n\\n```\\n~/marketing-plans/{client-slug}/\\n├── materials/ # Client-provided files (decks, audit output, brand-voice doc, etc.)\\n├── research.md # Written in Phase 1 (INIT)\\n├── progress.md # State machine — see Step 1.1.1 for schema\\n├── sections/\\n│ ├── 01.md # Executive summary (written last, ordered first)\\n│ ├── 02.md # Strategic frame\\n│ ├── ...\\n│ └── 13.md # Measurement, RACI, open decisions, appendix\\n└── final_plan.md # Compiled deliverable (Phase 3 output)\\n```\\n\\n### Step 1.1.1 — `progress.md` state schema\\n\\nEvery plan tracks a single `progress.md` file at the plan root. It's the source of truth for resumption. Schema:\\n\\n```markdown\\n# {Client} — Marketing Plan Progress\\n\\nphase: init | review | finalize | finalized\\ncurrent_section: \\nplan_version: v1\\nlast_updated: YYYY-MM-DD HH:MM\\n\\n## Sections completed\\n- [ ] 2. Strategic frame\\n- [ ] 3. Current state\\n- [ ] 4. Acquisition\\n- [ ] 5. Activation\\n- [ ] 6. Retention\\n- [ ] 7. Referral\\n- [ ] 8. Revenue\\n- [ ] 9. 90-day roadmap\\n- [ ] 10. 12-month outlook\\n- [ ] 11. Marketing operations stack\\n- [ ] 12. Tactical idea bank\\n- [ ] 13. Measurement, RACI, open decisions, appendix\\n- [ ] 1. Executive summary (synthesized last)\\n\\n## Approved artifacts\\nsections/02.md, sections/03.md, ... (list as they're written)\\n\\n## Notes\\n\\n```\\n\\n### Step 1.1.2 — Resumption decision tree\\n\\nOn every invocation, check state in this order:\\n\\n1. **No `{client-slug}/` folder** → fresh plan. Create folder + `materials/` + empty `sections/`. Start INIT (Step 1.2).\\n2. **Folder exists, no `research.md`** → INIT was interrupted. Resume from Step 1.2.\\n3. **`research.md` exists, no `progress.md`** → INIT done, REVIEW not started. Create `progress.md`, start REVIEW from Section 2.\\n4. **`progress.md` exists, `phase: review`** → REVIEW in progress. Resume from `current_section` (or first unchecked box).\\n5. **`progress.md` exists, `phase: finalize`** → FINALIZE was interrupted. Re-run Phase 3.\\n6. **`progress.md` exists, `phase: finalized`** → plan is done. **Do not silently overwrite.** Ask the user: *\\\"This plan is finalized (v{N}). Want to (a) revise it as v{N+1}, (b) start a fresh plan in a new folder, or (c) re-open a specific section?\\\"*\\n\\nUpdate `phase` and `last_updated` whenever state changes.\\n\\n### Step 1.2 — Read existing materials\\n\\nIf `materials/` has files, read all of them. Common drops:\\n- Pitch deck / investor deck\\n- Positioning doc / brand voice doc\\n- Customer research / ICP doc\\n- App Store metrics / analytics snapshot\\n- Lifecycle email inventory\\n- Prior audit output (any scored current-state assessment the team has run)\\n- SEO research (`seo/plan.md`, `seo/keyword-shortlist.md`)\\n- Kickoff call transcript\\n- Founder Slack / async notes\\n\\nRead everything. Capture key facts to `research.md` as you go.\\n\\n### Step 1.3 — Pull live data where wired\\n\\nIf MCPs/APIs are wired for this client, pull:\\n\\n- **Ahrefs** → domain rating, organic keywords, backlinks, top pages, ref domains (per `/seo-audit` skill)\\n- **GA4 MCP** → traffic by channel, conversion events, retention curves\\n- **Stripe MCP** → MRR, ARR, churn, plan mix, blended LTV by cohort\\n- **App Store Connect** (manual or `dev-browser`) → install → trial → paid funnel; cohort retention\\n- **Customer.io MCP** → flow inventory, send / open / click / unsubscribe rates\\n- **Shopify** → product page conversion, AOV, repeat rate\\n- **GitHub MCP** → repos inventory, last commit dates, what's stale\\n- **Notion** → internal knowledge directory if exposed\\n\\nDon't ask the user to copy/paste data that can be pulled directly.\\n\\n### Step 1.4 — Conduct structured intake\\n\\nFor every gap in the materials, ask the user. The minimum intake covers ten topics:\\n\\n#### Intake 1 — Client overview\\n- What does the company do, in one sentence (founder's words)?\\n- What's the primary product?\\n- What other products / SKUs / tiers exist?\\n- Is the product live, beta, or pre-launch?\\n- If beta: throttling? GA timeline?\\n\\n#### Intake 2 — ICP\\n- Who are you for, in one sentence?\\n- What do they say they want?\\n- What do they actually want?\\n- What's their stated problem? Their real problem?\\n- Demographics / firmographics: who fits the ICP exactly?\\n\\n#### Intake 3 — Funnel state today\\n- What are the current funnel numbers? (signups, activations, paid, retention)\\n- What's the funnel *shape* — is it bottle-necked at top, middle, or bottom?\\n- What's the biggest leak?\\n\\n#### Intake 4 — Funding state\\n- Current round (pre-seed / seed / Series A / etc.)?\\n- Total raised to date?\\n- Current burn / runway?\\n- Active raise? Closing when?\\n- Investors of note?\\n- Permission to mention fCMO engagement in pitches?\\n\\n#### Intake 5 — Team\\n- Founders and what each owns (product, marketing, sales, etc.)?\\n- Other roles on the team and their marketing surface area?\\n- Advisors who touch marketing?\\n- Agencies / contractors / fractionals?\\n- Where are the obvious gaps?\\n- For the team's current marketing owner (if there is one): is the shape π-shaped (two deep skill sets), T-shaped (one deep, broad), or tactical-only? See `team-and-agency-model.md` for the framework that informs Section 11 RACI and the first-hire recommendation in Section 9.\\n\\n#### Intake 6 — Budget\\n- Current monthly marketing spend, broken down: paid acquisition, tools, retainers, headcount?\\n- Budget tier this maps to (see `funding-stage-unlocks.md`)?\\n- What budget unlocks when the next round closes?\\n- Blended CAC if known (including salaries, content costs, tools, retainers — not just paid ad spend). If unknown, flag as the top Section 13 open decision — every revenue projection depends on it.\\n- ARPC, annual retention rate (or churn rate), so the budget math in `budget-planning.md` can be applied to Section 8 (Revenue) and Section 10 (12-month outlook).\\n\\n#### Intake 7 — Channels currently active\\n- Acquisition: organic SEO, paid search, paid social, content, social, partnerships, events, PR, ambassadors, etc. — for each, status (live / paused / never tried)\\n- Activation: onboarding state, signup flow, paywall, first-session experience, app store listing\\n- Retention: lifecycle email state, in-app upsells, churn cohort\\n- Referral: program existence, attribution, inbound interest\\n- Revenue: pricing structure, plan mix, recent experiments\\n\\n#### Intake 8 — Already done\\nWhat past work should this plan acknowledge?\\n- Major launches and dates\\n- PR moments and who covered\\n- Content pillars / hubs / cornerstone pieces\\n- Partnerships\\n- Awards / certifications\\n- Notable customers / users (if consumer-named users)\\n- Past advisors / fractionals\\n\\n#### Intake 9 — In-flight and stuck\\n- What's drafted but not shipped? Why?\\n- What's been \\\"almost ready\\\" for months?\\n- What's blocking each?\\n- What's broken or actively harmful?\\n\\n#### Intake 10 — Strategic posture\\n- The most important thing to fix this quarter (founder's read)\\n- The most important thing to ignore this quarter (founder's read)\\n- What investors / board are asking about most\\n- Any constraints not visible elsewhere (legal, partnership-related, brand-related)\\n\\n### Step 1.5 — Score current state against the rubric\\n\\nUse the 17-section rubric in `references/current-state-rubric.md` as your scoring lens. Two modes:\\n\\n- **From rich materials.** When the team has shared decks, prior content audits, an existing brand voice doc, recent positioning work, or a kickoff call transcript — score from those. Mark \\\"scored from materials\\\" in the section heading.\\n- **From a separately scored audit.** If the team already has a scored current-state assessment (in any format), ingest those numbers directly. Don't redo the work.\\n\\nEither way, the output is the scored 17-row table that becomes Section 3 of the plan, followed by a 2–4 sentence \\\"shape interpretation\\\" calling out where strengths and gaps cluster.\\n\\n### Step 1.6 — Write research.md\\n\\nCompile everything into `research.md` with this structure:\\n\\n```markdown\\n# {Client} — Marketing Plan Research Record\\n\\n**Date:** YYYY-MM-DD\\n**Author:** (fCMO / planner name)\\n\\n## Company snapshot\\n- One-sentence description\\n- Stage (pre-seed / seed / Series A / etc.)\\n- Product status (beta / GA)\\n\\n## ICP\\n- Primary ICP\\n- Stated vs. actual problem\\n- Demographics / firmographics\\n\\n## Funnel state today\\n- Current numbers\\n- Funnel shape\\n- Biggest leak\\n\\n## Funding\\n- Total raised\\n- Current round status\\n- Runway\\n\\n## Team\\n- Founders and ownership\\n- Marketing surface area by person\\n- Gaps\\n\\n## Current marketing budget\\n- $/mo total\\n- Breakdown\\n- Tier mapping\\n\\n## Channels currently active\\n[By AARRR stage]\\n\\n## Already done (acknowledge in plan)\\n[List]\\n\\n## In-flight and stuck\\n[List with blockers]\\n\\n## Strategic posture\\n- Founder's top priority\\n- Founder's top de-prioritization\\n- Investor pressure points\\n- Constraints\\n\\n## Current-state rubric scores\\n[17 section scores using `references/current-state-rubric.md`. If a prior scored audit exists, paste those scores. Otherwise mark \\\"scored from materials.\\\"]\\n\\n## Materials read\\n[List of files in materials/ + when read]\\n```\\n\\nSave. Move to Phase 2.\\n\\n---\\n\\n## Phase 2 — REVIEW (section-by-section drafting)\\n\\n**Goal:** Walk through all 13 sections of the plan template (`references/plan-template.md`), drafting each, getting user confirmation, saving as you go.\\n\\n### Step 2.1 — Initialize progress.md\\n\\nUse the schema defined in Step 1.1.1 above. Set `phase: review`, `current_section: 2`, `plan_version: v1`, and stamp `last_updated`.\\n\\n### Step 2.2 — Walk each section in this order: 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, then 1\\n\\nSection 1 (Executive Summary) is drafted **last** because it depends on every other section's conclusions. Walk Sections 2 → 13 in numeric order, then synthesize Section 1 from the others. The final compiled `final_plan.md` is always presented in canonical order 1 → 13.\\n\\nFor each section, use the template at `references/plan-template.md` to draft. Then in chat:\\n\\n1. Present the draft (or key bullets — short sections inline, long sections as bullet outline first)\\n2. Ask: *\\\"Approve, adjust, or expand?\\\"*\\n3. Iterate until user confirms\\n4. Save the confirmed text to `sections/01.md` ... `sections/13.md` (one file per section, zero-padded for sort order). This is the canonical persisted artifact — recovery depends on it.\\n5. Check the box in `progress.md`\\n6. Move to next section\\n\\n### Step 2.3 — Section-specific guidance\\n\\n**Section 1 (Executive summary)** is synthesized from Sections 2–13 after they're all approved. Draft it last; present it first in the output document.\\n\\n**Section 3 (Current state)** uses the embedded 17-section rubric in `references/current-state-rubric.md`. If a prior scored audit exists, paste those scores in. If not, score from available materials.\\n\\n**Sections 4–8 (AARRR)** each follow the same internal structure: current state, the plan (numbered moves), 90-day moves, 12-month outlook, skills + tools. Don't skip the skills + tools sub-section — it's what makes the plan operationally honest.\\n\\n**Section 11 (Marketing operations stack)** is auto-generatable from `references/ops-stack-mapping.md` plus the specific moves named in Sections 4–8.\\n\\n**Section 12 (Idea bank)** is auto-generatable from `references/idea-cross-reference.md` plus client-specific filters (skip ideas that conflict with brand voice; status moves based on funding-stage timing).\\n\\n**Section 13** lives at the end. Open decisions should be ranked by impact. Appendix should reference only files the team can access (warn about machine-local paths).\\n\\n### Step 2.4 — Brand voice consistency\\n\\nIf the client has documented brand voice rules (captured in research.md / Section 2), every section must respect them. Common voice constraints:\\n- Vocabulary rules (YES / NO lists)\\n- CTA rules (e.g., \\\"never pressure\\\")\\n- Initiatory vs. explanatory framing\\n- Tone (e.g., authoritative-yet-accessible, intimate-yet-professional)\\n\\nIf a section's draft violates the brand voice, redo it before showing it to the user.\\n\\n---\\n\\n## Phase 3 — FINALIZE (compile + verify + publish)\\n\\n**Goal:** Produce `final_plan.md` and optionally publish to a shared repo.\\n\\n### Step 3.1 — Compile\\n\\nSet `phase: finalize` in `progress.md` before starting. Concatenate `sections/01.md` through `sections/13.md` into `final_plan.md` (canonical order 1 → 13, regardless of drafting order). Add:\\n- Title header with date and \\\"v1\\\" version marker\\n- \\\"Prepared by / For / Date / Status\\\" frontmatter\\n- Section anchors that work in Notion paste\\n\\n### Step 3.2 — Verification pass\\n\\nBefore printing:\\n\\n- **Cross-reference check** — every marketing-ideas number (e.g., \\\"idea #17\\\") matches the actual idea in `references/idea-cross-reference.md`. Every related-skill mention either exists in the `marketingskills` repo or is documented as an external dependency (see ops-stack-mapping note on cross-marketplace skills).\\n- **MCP/API check** — every tool mentioned in Section 11 actually exists in the user's stack (per research.md intake) OR is flagged as \\\"future / not yet wired.\\\"\\n- **Path check** — no machine-specific paths (`/Users/...`, `/home/...`) in the output. Replace with descriptive references.\\n- **Voice check** — final read against brand voice rules. Flag and fix violations.\\n- **Open-decisions check** — every \\\"TBD\\\" or unanswered question from intake is listed in Section 13's open decisions, not hidden in the body.\\n- **Acknowledge check** — every item from \\\"already done\\\" in research.md is acknowledged somewhere in the plan.\\n\\n### Step 3.3 — Print\\n\\nOutput `final_plan.md` to the plan folder. Print a summary to chat:\\n\\n> *\\\"Marketing Plan v1 saved to `~/marketing-plans/{client-slug}/final_plan.md`. ~X,XXX words across 13 sections. Ready to paste into Notion or share with the team.\\\"*\\n\\n### Step 3.4 — Publish (optional)\\n\\nAsk the user:\\n> *\\\"Want me to publish this to a shared GitHub repo so the team can access it? If yes, what's the target repo and path (e.g., `{client-org}/{client-context}/marketing/plan.md`)?\\\"*\\n\\nIf yes:\\n- Clone (or assume cloned) target repo\\n- Check out a feature branch or push direct to main per user's preference\\n- Copy `final_plan.md` to the target path\\n- Adjust the appendix to use repo-relative paths (not machine paths)\\n- Commit + push\\n- Confirm with commit URL\\n\\nIf no: leave it local. Done.\\n\\n### Step 3.5 — Mark finalized\\n\\nSet `phase: finalized` in `progress.md` and stamp `last_updated`. This is the terminal state and prevents future `/marketing-plan` invocations from silently overwriting the plan (see Step 1.1.2 case 6).\\n\\n---\\n\\n## Resuming a plan\\n\\nResumption is governed entirely by the decision tree in Step 1.1.2 above — always check state in that order on every invocation.\\n\\nIf the user says *\\\"start over\\\"* → ask whether they want to delete the existing folder or move it to `archive/` first; don't silently overwrite.\\nIf the user says *\\\"redo Section X\\\"* → uncheck that box in `progress.md`, delete `sections/0X.md`, and re-draft.\\n\\n## Failure modes to watch for\\n\\n- **Skipping intake.** A plan written without proper intake is generic and won't survive contact with the founder. Always do the full ten-topic intake unless the user explicitly waives it.\\n- **Pretending data exists.** If you can't confirm a number (current MRR, retention rate, etc.), don't guess. Mark it `[TBD — to confirm with team]` in the plan and add to open decisions.\\n- **Ignoring the brand voice.** If the client has a strong voice (most do), every section must respect it. Read the voice rules before drafting any copy-adjacent text.\\n- **Padding the idea bank.** Section 12 is comprehensive only if it includes the skip list with reasons. Don't pad with ideas that clearly don't fit just to hit the 139.\\n- **Glossing over uncomfortable metrics.** If churn is high or activation is low, name it in Current State. Founders read past sugar-coating.\\n- **Forgetting funding-stage logic.** If the client is mid-raise, the plan must explain what changes when the round closes. Skipping this turns a plan into a wish-list.\\n\"}\n];\n",[],[362,604,710],"f3604b34-5d6d-11f1-961a-1607ee4eb77e","ref_1.ts","f3604bf2-5d6d-11f1-961a-1607ee4eb77e",653,["D",1780286224098],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillRef } from \"../index.ts\";\nexport const REFS_PART_1: SkillRef[] = [\n {\"skill\":\"ab-testing\",\"ref\":\"sample-size-guide\",\"body\":\"# Sample Size Guide\\n\\nReference for calculating sample sizes and test duration.\\n\\n## Contents\\n- Sample Size Fundamentals (required inputs, what these mean)\\n- Sample Size Quick Reference Tables\\n- Duration Calculator (formula, examples, minimum duration rules, maximum duration guidelines)\\n- Online Calculators\\n- Adjusting for Multiple Variants\\n- Common Sample Size Mistakes\\n- When Sample Size Requirements Are Too High\\n- Sequential Testing\\n- Quick Decision Framework\\n\\n## Sample Size Fundamentals\\n\\n### Required Inputs\\n\\n1. **Baseline conversion rate**: Your current rate\\n2. **Minimum detectable effect (MDE)**: Smallest change worth detecting\\n3. **Statistical significance level**: Usually 95% (α = 0.05)\\n4. **Statistical power**: Usually 80% (β = 0.20)\\n\\n### What These Mean\\n\\n**Baseline conversion rate**: If your page converts at 5%, that's your baseline.\\n\\n**MDE (Minimum Detectable Effect)**: The smallest improvement you care about detecting. Set this based on:\\n- Business impact (is a 5% lift meaningful?)\\n- Implementation cost (worth the effort?)\\n- Realistic expectations (what have past tests shown?)\\n\\n**Statistical significance (95%)**: Means there's less than 5% chance the observed difference is due to random chance.\\n\\n**Statistical power (80%)**: Means if there's a real effect of size MDE, you have 80% chance of detecting it.\\n\\n---\\n\\n## Sample Size Quick Reference Tables\\n\\n### Conversion Rate: 1%\\n\\n| Lift to Detect | Sample per Variant | Total Sample |\\n|----------------|-------------------|--------------|\\n| 5% (1% → 1.05%) | 1,500,000 | 3,000,000 |\\n| 10% (1% → 1.1%) | 380,000 | 760,000 |\\n| 20% (1% → 1.2%) | 97,000 | 194,000 |\\n| 50% (1% → 1.5%) | 16,000 | 32,000 |\\n| 100% (1% → 2%) | 4,200 | 8,400 |\\n\\n### Conversion Rate: 3%\\n\\n| Lift to Detect | Sample per Variant | Total Sample |\\n|----------------|-------------------|--------------|\\n| 5% (3% → 3.15%) | 480,000 | 960,000 |\\n| 10% (3% → 3.3%) | 120,000 | 240,000 |\\n| 20% (3% → 3.6%) | 31,000 | 62,000 |\\n| 50% (3% → 4.5%) | 5,200 | 10,400 |\\n| 100% (3% → 6%) | 1,400 | 2,800 |\\n\\n### Conversion Rate: 5%\\n\\n| Lift to Detect | Sample per Variant | Total Sample |\\n|----------------|-------------------|--------------|\\n| 5% (5% → 5.25%) | 280,000 | 560,000 |\\n| 10% (5% → 5.5%) | 72,000 | 144,000 |\\n| 20% (5% → 6%) | 18,000 | 36,000 |\\n| 50% (5% → 7.5%) | 3,100 | 6,200 |\\n| 100% (5% → 10%) | 810 | 1,620 |\\n\\n### Conversion Rate: 10%\\n\\n| Lift to Detect | Sample per Variant | Total Sample |\\n|----------------|-------------------|--------------|\\n| 5% (10% → 10.5%) | 130,000 | 260,000 |\\n| 10% (10% → 11%) | 34,000 | 68,000 |\\n| 20% (10% → 12%) | 8,700 | 17,400 |\\n| 50% (10% → 15%) | 1,500 | 3,000 |\\n| 100% (10% → 20%) | 400 | 800 |\\n\\n### Conversion Rate: 20%\\n\\n| Lift to Detect | Sample per Variant | Total Sample |\\n|----------------|-------------------|--------------|\\n| 5% (20% → 21%) | 60,000 | 120,000 |\\n| 10% (20% → 22%) | 16,000 | 32,000 |\\n| 20% (20% → 24%) | 4,000 | 8,000 |\\n| 50% (20% → 30%) | 700 | 1,400 |\\n| 100% (20% → 40%) | 200 | 400 |\\n\\n---\\n\\n## Duration Calculator\\n\\n### Formula\\n\\n```\\nDuration (days) = (Sample per variant × Number of variants) / (Daily traffic × % exposed)\\n```\\n\\n### Examples\\n\\n**Scenario 1: High-traffic page**\\n- Need: 10,000 per variant (2 variants = 20,000 total)\\n- Daily traffic: 5,000 visitors\\n- 100% exposed to test\\n- Duration: 20,000 / 5,000 = **4 days**\\n\\n**Scenario 2: Medium-traffic page**\\n- Need: 30,000 per variant (60,000 total)\\n- Daily traffic: 2,000 visitors\\n- 100% exposed\\n- Duration: 60,000 / 2,000 = **30 days**\\n\\n**Scenario 3: Low-traffic with partial exposure**\\n- Need: 15,000 per variant (30,000 total)\\n- Daily traffic: 500 visitors\\n- 50% exposed to test\\n- Effective daily: 250\\n- Duration: 30,000 / 250 = **120 days** (too long!)\\n\\n### Minimum Duration Rules\\n\\nEven with sufficient sample size, run tests for at least:\\n- **1 full week**: To capture day-of-week variation\\n- **2 business cycles**: If B2B (weekday vs. weekend patterns)\\n- **Through paydays**: If e-commerce (beginning/end of month)\\n\\n### Maximum Duration Guidelines\\n\\nAvoid running tests longer than 4-8 weeks:\\n- Novelty effects wear off\\n- External factors intervene\\n- Opportunity cost of other tests\\n\\n---\\n\\n## Online Calculators\\n\\n### Recommended Tools\\n\\n**Evan Miller's Calculator**\\nhttps://www.evanmiller.org/ab-testing/sample-size.html\\n- Simple interface\\n- Bookmark-worthy\\n\\n**Optimizely's Calculator**\\nhttps://www.optimizely.com/sample-size-calculator/\\n- Business-friendly language\\n- Duration estimates\\n\\n**AB Test Guide Calculator**\\nhttps://www.abtestguide.com/calc/\\n- Includes Bayesian option\\n- Multiple test types\\n\\n**VWO Duration Calculator**\\nhttps://vwo.com/tools/ab-test-duration-calculator/\\n- Duration-focused\\n- Good for planning\\n\\n---\\n\\n## Adjusting for Multiple Variants\\n\\nWith more than 2 variants (A/B/n tests), you need more sample:\\n\\n| Variants | Multiplier |\\n|----------|------------|\\n| 2 (A/B) | 1x |\\n| 3 (A/B/C) | ~1.5x |\\n| 4 (A/B/C/D) | ~2x |\\n| 5+ | Consider reducing variants |\\n\\n**Why?** More comparisons increase chance of false positives. You're comparing:\\n- A vs B\\n- A vs C\\n- B vs C (sometimes)\\n\\nApply Bonferroni correction or use tools that handle this automatically.\\n\\n---\\n\\n## Common Sample Size Mistakes\\n\\n### 1. Underpowered tests\\n**Problem**: Not enough sample to detect realistic effects\\n**Fix**: Be realistic about MDE, get more traffic, or don't test\\n\\n### 2. Overpowered tests\\n**Problem**: Waiting for sample size when you already have significance\\n**Fix**: This is actually fine—you committed to sample size, honor it\\n\\n### 3. Wrong baseline rate\\n**Problem**: Using wrong conversion rate for calculation\\n**Fix**: Use the specific metric and page, not site-wide averages\\n\\n### 4. Ignoring segments\\n**Problem**: Calculating for full traffic, then analyzing segments\\n**Fix**: If you plan segment analysis, calculate sample for smallest segment\\n\\n### 5. Testing too many things\\n**Problem**: Dividing traffic too many ways\\n**Fix**: Prioritize ruthlessly, run fewer concurrent tests\\n\\n---\\n\\n## When Sample Size Requirements Are Too High\\n\\nOptions when you can't get enough traffic:\\n\\n1. **Increase MDE**: Accept only detecting larger effects (20%+ lift)\\n2. **Lower confidence**: Use 90% instead of 95% (risky, document it)\\n3. **Reduce variants**: Test only the most promising variant\\n4. **Combine traffic**: Test across multiple similar pages\\n5. **Test upstream**: Test earlier in funnel where traffic is higher\\n6. **Don't test**: Make decision based on qualitative data instead\\n7. **Longer test**: Accept longer duration (weeks/months)\\n\\n---\\n\\n## Sequential Testing\\n\\nIf you must check results before reaching sample size:\\n\\n### What is it?\\nStatistical method that adjusts for multiple looks at data.\\n\\n### When to use\\n- High-risk changes\\n- Need to stop bad variants early\\n- Time-sensitive decisions\\n\\n### Tools that support it\\n- Optimizely (Stats Accelerator)\\n- VWO (SmartStats)\\n- PostHog (Bayesian approach)\\n\\n### Tradeoff\\n- More flexibility to stop early\\n- Slightly larger sample size requirement\\n- More complex analysis\\n\\n---\\n\\n## Quick Decision Framework\\n\\n### Can I run this test?\\n\\n```\\nDaily traffic to page: _____\\nBaseline conversion rate: _____\\nMDE I care about: _____\\n\\nSample needed per variant: _____ (from tables above)\\nDays to run: Sample / Daily traffic = _____\\n\\nIf days > 60: Consider alternatives\\nIf days > 30: Acceptable for high-impact tests\\nIf days < 14: Likely feasible\\nIf days < 7: Easy to run, consider running longer anyway\\n```\\n\"},\n {\"skill\":\"ab-testing\",\"ref\":\"test-templates\",\"body\":\"# A/B Test Templates Reference\\n\\nTemplates for planning, documenting, and analyzing experiments.\\n\\n## Contents\\n- Test Plan Template\\n- Results Documentation Template\\n- Test Repository Entry Template\\n- Quick Test Brief Template\\n- Stakeholder Update Template\\n- Experiment Prioritization Scorecard\\n- Hypothesis Bank Template\\n\\n## Test Plan Template\\n\\n```markdown\\n# A/B Test: [Name]\\n\\n## Overview\\n- **Owner**: [Name]\\n- **Test ID**: [ID in testing tool]\\n- **Page/Feature**: [What's being tested]\\n- **Planned dates**: [Start] - [End]\\n\\n## Hypothesis\\n\\nBecause [observation/data],\\nwe believe [change]\\nwill cause [expected outcome]\\nfor [audience].\\nWe'll know this is true when [metrics].\\n\\n## Test Design\\n\\n| Element | Details |\\n|---------|---------|\\n| Test type | A/B / A/B/n / MVT |\\n| Duration | X weeks |\\n| Sample size | X per variant |\\n| Traffic allocation | 50/50 |\\n| Tool | [Tool name] |\\n| Implementation | Client-side / Server-side |\\n\\n## Variants\\n\\n### Control (A)\\n[Screenshot]\\n- Current experience\\n- [Key details about current state]\\n\\n### Variant (B)\\n[Screenshot or mockup]\\n- [Specific change #1]\\n- [Specific change #2]\\n- Rationale: [Why we think this will win]\\n\\n## Metrics\\n\\n### Primary\\n- **Metric**: [metric name]\\n- **Definition**: [how it's calculated]\\n- **Current baseline**: [X%]\\n- **Minimum detectable effect**: [X%]\\n\\n### Secondary\\n- [Metric 1]: [what it tells us]\\n- [Metric 2]: [what it tells us]\\n- [Metric 3]: [what it tells us]\\n\\n### Guardrails\\n- [Metric that shouldn't get worse]\\n- [Another safety metric]\\n\\n## Segment Analysis Plan\\n- Mobile vs. desktop\\n- New vs. returning visitors\\n- Traffic source\\n- [Other relevant segments]\\n\\n## Success Criteria\\n- Winner: [Primary metric improves by X% with 95% confidence]\\n- Loser: [Primary metric decreases significantly]\\n- Inconclusive: [What we'll do if no significant result]\\n\\n## Pre-Launch Checklist\\n- [ ] Hypothesis documented and reviewed\\n- [ ] Primary metric defined and trackable\\n- [ ] Sample size calculated\\n- [ ] Test duration estimated\\n- [ ] Variants implemented correctly\\n- [ ] Tracking verified in all variants\\n- [ ] QA completed on all variants\\n- [ ] Stakeholders informed\\n- [ ] Calendar hold for analysis date\\n```\\n\\n---\\n\\n## Results Documentation Template\\n\\n```markdown\\n# A/B Test Results: [Name]\\n\\n## Summary\\n| Element | Value |\\n|---------|-------|\\n| Test ID | [ID] |\\n| Dates | [Start] - [End] |\\n| Duration | X days |\\n| Result | Winner / Loser / Inconclusive |\\n| Decision | [What we're doing] |\\n\\n## Hypothesis (Reminder)\\n[Copy from test plan]\\n\\n## Results\\n\\n### Sample Size\\n| Variant | Target | Actual | % of target |\\n|---------|--------|--------|-------------|\\n| Control | X | Y | Z% |\\n| Variant | X | Y | Z% |\\n\\n### Primary Metric: [Metric Name]\\n| Variant | Value | 95% CI | vs. Control |\\n|---------|-------|--------|-------------|\\n| Control | X% | [X%, Y%] | — |\\n| Variant | X% | [X%, Y%] | +X% |\\n\\n**Statistical significance**: p = X.XX (95% = sig / not sig)\\n**Practical significance**: [Is this lift meaningful for the business?]\\n\\n### Secondary Metrics\\n\\n| Metric | Control | Variant | Change | Significant? |\\n|--------|---------|---------|--------|--------------|\\n| [Metric 1] | X | Y | +Z% | Yes/No |\\n| [Metric 2] | X | Y | +Z% | Yes/No |\\n\\n### Guardrail Metrics\\n\\n| Metric | Control | Variant | Change | Concern? |\\n|--------|---------|---------|--------|----------|\\n| [Metric 1] | X | Y | +Z% | Yes/No |\\n\\n### Segment Analysis\\n\\n**Mobile vs. Desktop**\\n| Segment | Control | Variant | Lift |\\n|---------|---------|---------|------|\\n| Mobile | X% | Y% | +Z% |\\n| Desktop | X% | Y% | +Z% |\\n\\n**New vs. Returning**\\n| Segment | Control | Variant | Lift |\\n|---------|---------|---------|------|\\n| New | X% | Y% | +Z% |\\n| Returning | X% | Y% | +Z% |\\n\\n## Interpretation\\n\\n### What happened?\\n[Explanation of results in plain language]\\n\\n### Why do we think this happened?\\n[Analysis and reasoning]\\n\\n### Caveats\\n[Any limitations, external factors, or concerns]\\n\\n## Decision\\n\\n**Winner**: [Control / Variant]\\n\\n**Action**: [Implement variant / Keep control / Re-test]\\n\\n**Timeline**: [When changes will be implemented]\\n\\n## Learnings\\n\\n### What we learned\\n- [Key insight 1]\\n- [Key insight 2]\\n\\n### What to test next\\n- [Follow-up test idea 1]\\n- [Follow-up test idea 2]\\n\\n### Impact\\n- **Projected lift**: [X% improvement in Y metric]\\n- **Business impact**: [Revenue, conversions, etc.]\\n```\\n\\n---\\n\\n## Test Repository Entry Template\\n\\nFor tracking all tests in a central location:\\n\\n```markdown\\n| Test ID | Name | Page | Dates | Primary Metric | Result | Lift | Link |\\n|---------|------|------|-------|----------------|--------|------|------|\\n| 001 | Hero headline test | Homepage | 1/1-1/15 | CTR | Winner | +12% | [Link] |\\n| 002 | Pricing table layout | Pricing | 1/10-1/31 | Plan selection | Loser | -5% | [Link] |\\n| 003 | Signup form fields | Signup | 2/1-2/14 | Completion | Inconclusive | +2% | [Link] |\\n```\\n\\n---\\n\\n## Quick Test Brief Template\\n\\nFor simple tests that don't need full documentation:\\n\\n```markdown\\n## [Test Name]\\n\\n**What**: [One sentence description]\\n**Why**: [One sentence hypothesis]\\n**Metric**: [Primary metric]\\n**Duration**: [X weeks]\\n**Result**: [TBD / Winner / Loser / Inconclusive]\\n**Learnings**: [Key takeaway]\\n```\\n\\n---\\n\\n## Stakeholder Update Template\\n\\n```markdown\\n## A/B Test Update: [Name]\\n\\n**Status**: Running / Complete\\n**Days remaining**: X (or complete)\\n**Current sample**: X% of target\\n\\n### Preliminary observations\\n[What we're seeing - without making decisions yet]\\n\\n### Next steps\\n[What happens next]\\n\\n### Timeline\\n- [Date]: Analysis complete\\n- [Date]: Decision and recommendation\\n- [Date]: Implementation (if winner)\\n```\\n\\n---\\n\\n## Experiment Prioritization Scorecard\\n\\nFor deciding which tests to run:\\n\\n| Factor | Weight | Test A | Test B | Test C |\\n|--------|--------|--------|--------|--------|\\n| Potential impact | 30% | | | |\\n| Confidence in hypothesis | 25% | | | |\\n| Ease of implementation | 20% | | | |\\n| Risk if wrong | 15% | | | |\\n| Strategic alignment | 10% | | | |\\n| **Total** | | | | |\\n\\nScoring: 1-5 (5 = best)\\n\\n---\\n\\n## Hypothesis Bank Template\\n\\nFor collecting test ideas:\\n\\n```markdown\\n| ID | Page/Area | Observation | Hypothesis | Potential Impact | Status |\\n|----|-----------|-------------|------------|------------------|--------|\\n| H1 | Homepage | Low scroll depth | Shorter hero will increase scroll | High | Testing |\\n| H2 | Pricing | Users compare plans | Comparison table will help | Medium | Backlog |\\n| H3 | Signup | Drop-off at email | Social login will increase completion | Medium | Backlog |\\n```\\n\"},\n {\"skill\":\"ad-creative\",\"ref\":\"generative-tools\",\"body\":\"# Generative AI Tools for Ad Creative\\n\\nReference for using AI image generators, video generators, and code-based video tools to produce ad visuals at scale.\\n\\n---\\n\\n## When to Use Generative Tools\\n\\n| Need | Tool Category | Best Fit |\\n|------|---------------|----------|\\n| Static ad images (banners, social) | Image generation | ChatGPT Images 2.0, Nano Banana Pro, Flux, Ideogram |\\n| Ad images with text overlays | Image generation (text-capable) | Ideogram, Nano Banana Pro |\\n| Short video ads (6-30 sec) | Video generation | Veo, Kling, Runway, Sora, Seedance |\\n| Video ads with voiceover | Video gen + voice | Veo/Sora (native), or Runway + ElevenLabs |\\n| Voiceover tracks for ads | Voice generation | ElevenLabs, OpenAI TTS, Cartesia |\\n| Multi-language ad versions | Voice generation | ElevenLabs, PlayHT |\\n| Brand voice cloning | Voice generation | ElevenLabs, Resemble AI |\\n| Product mockups and variations | Image generation + references | Flux (multi-image reference) |\\n| Templated video ads at scale | Code-based video | Remotion |\\n| Personalized video (name, data) | Code-based video | Remotion |\\n| Brand-consistent variations | Image gen + style refs | Flux, Ideogram, Nano Banana Pro |\\n\\n---\\n\\n## Image Generation\\n\\n### Nano Banana Pro (Gemini)\\n\\nGoogle DeepMind's image generation model, available through the Gemini API.\\n\\n**Best for:** High-quality ad images, product visuals, text rendering\\n**API:** Gemini API (Google AI Studio, Vertex AI)\\n**Pricing:** ~$0.04/image (Gemini 2.5 Flash Image), ~$0.24/4K image (Nano Banana Pro)\\n\\n**Strengths:**\\n- Strong text rendering in images (logos, headlines)\\n- Native image editing (modify existing images with prompts)\\n- Available through the same Gemini API used for text generation\\n- Supports both generation and editing in one model\\n\\n**Ad creative use cases:**\\n- Generate social media ad images from text descriptions\\n- Create product mockup variations\\n- Edit existing ad images (swap backgrounds, change colors)\\n- Generate images with headline text baked in\\n\\n**API example:**\\n```bash\\n# Using the Gemini API for image generation\\ncurl -X POST \\\"https://generativelanguage.googleapis.com/v1beta/models/gemini-2.5-flash-image:generateContent\\\" \\\\\\n -H \\\"Content-Type: application/json\\\" \\\\\\n -H \\\"x-goog-api-key: $GEMINI_API_KEY\\\" \\\\\\n -d '{\\n \\\"contents\\\": [{\\\"parts\\\": [{\\\"text\\\": \\\"Create a clean, modern social media ad image for a project management tool. Show a laptop with a kanban board interface. Bright, professional, 16:9 ratio.\\\"}]}],\\n \\\"generationConfig\\\": {\\\"responseModalities\\\": [\\\"TEXT\\\", \\\"IMAGE\\\"]}\\n }'\\n```\\n\\n**Docs:** [Gemini Image Generation](https://ai.google.dev/gemini-api/docs/image-generation)\\n\\n---\\n\\n### Flux (Black Forest Labs)\\n\\nOpen-weight image generation models with API access through Replicate and BFL's native API.\\n\\n**Best for:** Photorealistic images, brand-consistent variations, multi-reference generation\\n**API:** Replicate, BFL API, fal.ai\\n**Pricing:** ~$0.01-0.06/image depending on model and resolution\\n\\n**Model variants:**\\n| Model | Speed | Quality | Cost | Best For |\\n|-------|-------|---------|------|----------|\\n| Flux 2 Pro | ~6 sec | Highest | $0.015/MP | Final production assets |\\n| Flux 2 Flex | ~22 sec | High + editing | $0.06/MP | Iterative editing |\\n| Flux 2 Dev | ~2.5 sec | Good | $0.012/MP | Rapid prototyping |\\n| Flux 2 Klein | Fastest | Good | Lowest | High-volume batch generation |\\n\\n**Strengths:**\\n- Multi-image reference (up to 8 images) for consistent identity across ads\\n- Product consistency — same product in different contexts\\n- Style transfer from reference images\\n- Open-weight Dev model for self-hosting\\n\\n**Ad creative use cases:**\\n- Generate 50+ ad variations with consistent product/person identity\\n- Create product-in-context images (your SaaS on different devices)\\n- Style-match to existing brand assets using reference images\\n- Rapid A/B test image variations\\n\\n**Docs:** [Replicate Flux](https://replicate.com/black-forest-labs/flux-2-pro), [BFL API](https://docs.bfl.ml/)\\n\\n---\\n\\n### Ideogram\\n\\nSpecialized in typography and text rendering within images.\\n\\n**Best for:** Ad banners with text, branded graphics, social ad images with headlines\\n**API:** Ideogram API, Runware\\n**Pricing:** ~$0.06/image (API), ~$0.009/image (subscription)\\n\\n**Strengths:**\\n- Best-in-class text rendering (~90% accuracy vs ~30% for most tools)\\n- Style reference system (upload up to 3 reference images)\\n- 4.3 billion style presets for consistent brand aesthetics\\n- Strong at logos and branded typography\\n\\n**Ad creative use cases:**\\n- Generate ad banners with headline text directly in the image\\n- Create social media graphics with branded text overlays\\n- Produce multiple design variations with consistent typography\\n- Generate promotional materials without needing a designer for each iteration\\n\\n**Docs:** [Ideogram API](https://developer.ideogram.ai/), [Ideogram](https://ideogram.ai/)\\n\\n---\\n\\n### Other Image Tools\\n\\n| Tool | Best For | API Status | Notes |\\n|------|----------|------------|-------|\\n| **DALL-E 3** (OpenAI) | General image generation | Official API | Integrated with ChatGPT, good text rendering |\\n| **Midjourney** | Artistic, high-aesthetic images | No official public API | Discord-based; unofficial APIs exist but risk bans |\\n| **Stable Diffusion** | Self-hosted, customizable | Open source | Best for teams with GPU infrastructure |\\n\\n---\\n\\n## Video Generation\\n\\n### Google Veo\\n\\nGoogle DeepMind's video generation model, available through the Gemini API and Vertex AI.\\n\\n**Best for:** High-quality video ads with native audio, vertical video for social\\n**API:** Gemini API, Vertex AI\\n**Pricing:** ~$0.15/sec (Veo 3.1 Fast), ~$0.40/sec (Veo 3.1 Standard)\\n\\n**Capabilities:**\\n- Up to 60 seconds at 1080p\\n- Native audio generation (dialogue, sound effects, ambient)\\n- Vertical 9:16 output for Stories/Reels/Shorts\\n- Upscale to 4K\\n- Text-to-video and image-to-video\\n\\n**Ad creative use cases:**\\n- Generate short video ads (15-30 sec) from text descriptions\\n- Create vertical video ads for TikTok, Reels, Shorts\\n- Produce product demos with voiceover\\n- Generate multiple video variations from the same prompt with different styles\\n\\n**Docs:** [Veo on Vertex AI](https://cloud.google.com/vertex-ai/generative-ai/docs/video/overview)\\n\\n---\\n\\n### Kling (Kuaishou)\\n\\nVideo generation with simultaneous audio-visual generation and camera controls.\\n\\n**Best for:** Cinematic video ads, longer-form content, audio-synced video\\n**API:** Kling API, PiAPI, fal.ai\\n**Pricing:** ~$0.09/sec (via fal.ai third-party)\\n\\n**Capabilities:**\\n- Up to 3 minutes at 1080p/30-48fps\\n- Simultaneous audio-visual generation (Kling 2.6)\\n- Text-to-video and image-to-video\\n- Motion and camera controls\\n\\n**Ad creative use cases:**\\n- Longer product explainer videos\\n- Cinematic brand videos with synchronized audio\\n- Animate product images into video ads\\n\\n**Docs:** [Kling AI Developer](https://klingai.com/global/dev/model/video)\\n\\n---\\n\\n### Runway\\n\\nVideo generation and editing platform with strong controllability.\\n\\n**Best for:** Controlled video generation, style-consistent content, editing existing footage\\n**API:** Runway Developer Portal\\n\\n**Capabilities:**\\n- Gen-4: Character/scene consistency across shots\\n- Motion brush and camera controls\\n- Image-to-video with reference images\\n- Video-to-video style transfer\\n\\n**Ad creative use cases:**\\n- Generate video ads with consistent characters/products across scenes\\n- Style-transfer existing footage to match brand aesthetics\\n- Extend or remix existing video content\\n\\n**Docs:** [Runway API](https://docs.dev.runwayml.com/)\\n\\n---\\n\\n### Sora 2 (OpenAI)\\n\\nOpenAI's video generation model with synchronized audio.\\n\\n**Best for:** High-fidelity video with dialogue and sound\\n**API:** OpenAI API\\n**Pricing:** Free tier available; Pro from $0.10-0.50/sec depending on resolution\\n\\n**Capabilities:**\\n- Up to 60 seconds with synchronized audio\\n- Dialogue, sound effects, and ambient audio\\n- sora-2 (fast) and sora-2-pro (quality) variants\\n- Text-to-video and image-to-video\\n\\n**Ad creative use cases:**\\n- Video testimonials and talking-head style ads\\n- Product demo videos with narration\\n- Narrative brand videos\\n\\n**Docs:** [OpenAI Video Generation](https://platform.openai.com/docs/guides/video-generation)\\n\\n---\\n\\n### Seedance 2.0 (ByteDance)\\n\\nByteDance's video generation model with simultaneous audio-visual generation and multimodal inputs.\\n\\n**Best for:** Fast, affordable video ads with native audio, multimodal reference inputs\\n**API:** BytePlus (official), Replicate, WaveSpeedAI, fal.ai (third-party); OpenAI-compatible API format\\n**Pricing:** ~$0.10-0.80/min depending on resolution (estimated 10-100x cheaper than Sora 2 per clip)\\n\\n**Capabilities:**\\n- Up to 20 seconds at up to 2K resolution\\n- Simultaneous audio-visual generation (Dual-Branch Diffusion Transformer)\\n- Text-to-video and image-to-video\\n- Up to 12 reference files for multimodal input\\n- OpenAI-compatible API structure\\n\\n**Ad creative use cases:**\\n- High-volume short video ad production at low cost\\n- Video ads with synchronized voiceover and sound effects in one pass\\n- Multi-reference generation (feed product images, brand assets, style references)\\n- Rapid iteration on video ad concepts\\n\\n**Docs:** [Seedance](https://seed.bytedance.com/en/seedance2_0)\\n\\n---\\n\\n### Higgsfield\\n\\nFull-stack video creation platform with cinematic camera controls.\\n\\n**Best for:** Social video ads, cinematic style, mobile-first content\\n**Platform:** [higgsfield.ai](https://higgsfield.ai/)\\n\\n**Capabilities:**\\n- 50+ professional camera movements (zooms, pans, FPV drone shots)\\n- Image-to-video animation\\n- Built-in editing, transitions, and keyframing\\n- All-in-one workflow: image gen, animation, editing\\n\\n**Ad creative use cases:**\\n- Social media video ads with cinematic feel\\n- Animate product images into dynamic video\\n- Create multiple video variations with different camera styles\\n- Quick-turn video content for social campaigns\\n\\n---\\n\\n### Video Tool Comparison\\n\\n| Tool | Max Length | Audio | Resolution | API | Best For |\\n|------|-----------|-------|------------|-----|----------|\\n| **Veo 3.1** | 60 sec | Native | 1080p/4K | Gemini | Vertical social video |\\n| **Kling 2.6** | 3 min | Native | 1080p | Third-party | Longer cinematic |\\n| **Runway Gen-4** | 10 sec | No | 1080p | Official | Controlled, consistent |\\n| **Sora 2** | 60 sec | Native | 1080p | Official | Dialogue-heavy |\\n| **Seedance 2.0** | 20 sec | Native | 2K | Official + third-party | Affordable high-volume |\\n| **Higgsfield** | Varies | Yes | 1080p | Web-based | Social, mobile-first |\\n\\n---\\n\\n## Voice & Audio Generation\\n\\nFor layering realistic voiceovers onto video ads, adding narration to product demos, or generating audio for Remotion-rendered videos. These tools turn ad scripts into natural-sounding voice tracks.\\n\\n### When to Use Voice Tools\\n\\nMany video generators (Veo, Kling, Sora, Seedance) now include native audio. Use standalone voice tools when you need:\\n\\n- **Voiceover on silent video** — Runway Gen-4 and Remotion produce silent output\\n- **Brand voice consistency** — Clone a specific voice for all ads\\n- **Multi-language versions** — Same ad script in 20+ languages\\n- **Script iteration** — Re-record voiceover without reshooting video\\n- **Precise control** — Exact timing, emotion, and pacing\\n\\n---\\n\\n### ElevenLabs\\n\\nThe market leader in realistic voice generation and voice cloning.\\n\\n**Best for:** Most natural-sounding voiceovers, brand voice cloning, multilingual\\n**API:** REST API with streaming support\\n**Pricing:** ~$0.12-0.30 per 1,000 characters depending on plan; starts at $5/month\\n\\n**Capabilities:**\\n- 29+ languages with natural accent and intonation\\n- Voice cloning from short audio clips (instant) or longer recordings (professional)\\n- Emotion and style control\\n- Streaming for real-time generation\\n- Voice library with hundreds of pre-built voices\\n\\n**Ad creative use cases:**\\n- Generate voiceover tracks for video ads\\n- Clone your brand spokesperson's voice for all ad variations\\n- Produce the same ad in 10+ languages from one script\\n- A/B test different voice styles (authoritative vs. friendly vs. urgent)\\n\\n**API example:**\\n```bash\\ncurl -X POST \\\"https://api.elevenlabs.io/v1/text-to-speech/{voice_id}\\\" \\\\\\n -H \\\"xi-api-key: $ELEVENLABS_API_KEY\\\" \\\\\\n -H \\\"Content-Type: application/json\\\" \\\\\\n -d '{\\n \\\"text\\\": \\\"Stop wasting hours on manual reporting. Try DataFlow free for 14 days.\\\",\\n \\\"model_id\\\": \\\"eleven_multilingual_v2\\\",\\n \\\"voice_settings\\\": {\\\"stability\\\": 0.5, \\\"similarity_boost\\\": 0.75}\\n }' --output voiceover.mp3\\n```\\n\\n**Docs:** [ElevenLabs API](https://elevenlabs.io/docs/api-reference/text-to-speech)\\n\\n---\\n\\n### OpenAI TTS\\n\\nSimple, affordable text-to-speech built into the OpenAI API.\\n\\n**Best for:** Quick voiceovers, cost-effective at scale, simple integration\\n**API:** OpenAI API (same SDK as GPT/DALL-E)\\n**Pricing:** $15/million chars (standard), $30/million chars (HD); ~$0.015/min with gpt-4o-mini-tts\\n\\n**Capabilities:**\\n- 13 built-in voices (no custom cloning)\\n- Multiple languages\\n- Real-time streaming\\n- HD quality option\\n- Simple API — same SDK you already use for GPT\\n\\n**Ad creative use cases:**\\n- Fast, cheap voiceover for draft/test ad versions\\n- High-volume narration at low cost\\n- Prototype ad audio before investing in premium voice\\n\\n**Docs:** [OpenAI TTS](https://platform.openai.com/docs/guides/text-to-speech)\\n\\n---\\n\\n### Cartesia Sonic\\n\\nUltra-low latency voice generation built for real-time applications.\\n\\n**Best for:** Real-time voice, lowest latency, emotional expressiveness\\n**API:** REST + WebSocket streaming\\n**Pricing:** Starts at $5/month; pay-as-you-go from $0.03/min\\n\\n**Capabilities:**\\n- 40ms time-to-first-audio (fastest in class)\\n- 15+ languages\\n- Nonverbal expressiveness: laughter, breathing, emotional inflections\\n- Sonic Turbo for even lower latency\\n- Streaming API for real-time generation\\n\\n**Ad creative use cases:**\\n- Real-time ad preview during creative iteration\\n- Interactive demo videos with dynamic narration\\n- Ads requiring natural laughter, sighs, or emotional reactions\\n\\n**Docs:** [Cartesia Sonic](https://docs.cartesia.ai/build-with-cartesia/tts-models/latest)\\n\\n---\\n\\n### Voicebox (Open Source)\\n\\nFree, local-first voice synthesis studio powered by Qwen3-TTS. The open-source alternative to ElevenLabs.\\n\\n**Best for:** Free voice cloning, local/private generation, zero-cost batch production\\n**API:** Local REST API at `http://localhost:8000`\\n**Pricing:** Free (MIT license). Runs entirely on your machine.\\n**Stack:** Tauri (Rust) + React + FastAPI (Python)\\n\\n**Capabilities:**\\n- Voice cloning from short audio samples via Qwen3-TTS\\n- Multi-language support (English, Chinese, more planned)\\n- Multi-track timeline editor for composing conversations\\n- 4-5x faster inference on Apple Silicon via MLX Metal acceleration\\n- Local REST API for programmatic generation\\n- No cloud dependency — all processing on-device\\n\\n**Ad creative use cases:**\\n- Free voice cloning for brand spokesperson across all ad variations\\n- Batch generate voiceovers without per-character costs\\n- Private/local generation when ad content is sensitive or pre-launch\\n- Prototype voice variations before committing to a paid service\\n\\n**API example:**\\n```bash\\ncurl -X POST http://localhost:8000/generate \\\\\\n -H \\\"Content-Type: application/json\\\" \\\\\\n -d '{\\\"text\\\": \\\"Stop wasting hours on manual reporting.\\\", \\\"profile_id\\\": \\\"abc123\\\", \\\"language\\\": \\\"en\\\"}'\\n```\\n\\n**Install:** Desktop apps for macOS and Windows at [voicebox.sh](https://voicebox.sh), or build from source:\\n```bash\\ngit clone https://github.com/jamiepine/voicebox.git\\ncd voicebox && make setup && make dev\\n```\\n\\n**Docs:** [GitHub](https://github.com/jamiepine/voicebox)\\n\\n---\\n\\n### Other Voice Tools\\n\\n| Tool | Best For | Differentiator | API |\\n|------|----------|---------------|-----|\\n| **PlayHT** | Large voice library, low latency | 900+ voices, <300ms latency, ultra-realistic | [play.ht](https://play.ht/) |\\n| **Resemble AI** | Enterprise voice cloning | On-premise deployment, real-time speech-to-speech | [resemble.ai](https://www.resemble.ai/) |\\n| **WellSaid Labs** | Ethical, commercial-safe voices | Voices from compensated actors, safe for commercial use | [wellsaid.io](https://www.wellsaid.io/) |\\n| **Fish Audio** | Budget-friendly, emotion control | ~50-70% cheaper than ElevenLabs, emotion tags | [fish.audio](https://fish.audio/) |\\n| **Murf AI** | Non-technical teams | Browser-based studio, 200+ voices | [murf.ai](https://murf.ai/) |\\n| **Google Cloud TTS** | Google ecosystem, scale | 220+ voices, 40+ languages, enterprise SLAs | [Google TTS](https://cloud.google.com/text-to-speech) |\\n| **Amazon Polly** | AWS ecosystem, cost | Neural voices, SSML control, cheap at volume | [Amazon Polly](https://aws.amazon.com/polly/) |\\n\\n---\\n\\n### Voice Tool Comparison\\n\\n| Tool | Quality | Cloning | Languages | Latency | Price/1K chars |\\n|------|---------|---------|-----------|---------|----------------|\\n| **ElevenLabs** | Best | Yes (instant + pro) | 29+ | ~200ms | $0.12-0.30 |\\n| **OpenAI TTS** | Good | No | 13+ | ~300ms | $0.015-0.030 |\\n| **Cartesia Sonic** | Very good | No | 15+ | ~40ms | ~$0.03/min |\\n| **PlayHT** | Very good | Yes | 140+ | <300ms | ~$0.10-0.20 |\\n| **Fish Audio** | Good | Yes | 13+ | ~200ms | ~$0.05-0.10 |\\n| **WellSaid** | Very good | No (actor voices) | English | ~300ms | Custom pricing |\\n| **Voicebox** | Good | Yes (local) | 2+ | Local | Free (open source) |\\n\\n### Choosing a Voice Tool\\n\\n```\\nNeed voiceover for ads?\\n├── Need to clone a specific brand voice?\\n│ ├── Best quality → ElevenLabs\\n│ ├── Enterprise/on-premise → Resemble AI\\n│ └── Budget-friendly → Fish Audio, PlayHT\\n├── Need multilingual (same ad, many languages)?\\n│ ├── Most languages → PlayHT (140+)\\n│ └── Best quality → ElevenLabs (29+)\\n├── Need free / open source / local?\\n│ └── Voicebox (MIT, runs on your machine)\\n├── Need cheap, fast, good-enough?\\n│ └── OpenAI TTS ($0.015/min)\\n├── Need commercially-safe licensing?\\n│ └── WellSaid Labs (actor-compensated voices)\\n└── Need real-time/interactive?\\n └── Cartesia Sonic (40ms TTFA)\\n```\\n\\n### Workflow: Voice + Video\\n\\n```\\n1. Write ad script (use ad-creative skill for copy)\\n2. Generate voiceover with ElevenLabs/OpenAI TTS\\n3. Generate or render video:\\n a. Silent video from Runway/Remotion → layer voice track\\n b. Or use Veo/Sora/Seedance with native audio (skip separate VO)\\n4. Combine with ffmpeg if layering separately:\\n ffmpeg -i video.mp4 -i voiceover.mp3 -c:v copy -c:a aac output.mp4\\n5. Generate variations (different scripts, voices, or languages)\\n```\\n\\n---\\n\\n## Code-Based Video: Remotion\\n\\nFor templated, data-driven video ads at scale, Remotion is the best option. Unlike AI video generators that produce unique video from prompts, Remotion uses React code to render deterministic, brand-perfect video from templates and data.\\n\\n**Best for:** Templated ad variations, personalized video, brand-consistent production\\n**Stack:** React + TypeScript\\n**Pricing:** Free for individuals/small teams; commercial license required for 4+ employees\\n**Docs:** [remotion.dev](https://www.remotion.dev/)\\n\\n### Why Remotion for Ads\\n\\n| AI Video Generators | Remotion |\\n|---------------------|----------|\\n| Unique output each time | Deterministic, pixel-perfect |\\n| Prompt-based, less control | Full code control over every frame |\\n| Hard to match brand exactly | Exact brand colors, fonts, spacing |\\n| One-at-a-time generation | Batch render hundreds from data |\\n| No dynamic data insertion | Personalize with names, prices, stats |\\n\\n### Ad Creative Use Cases\\n\\n**1. Dynamic product ads**\\nFeed a JSON array of products and render a unique video ad for each:\\n```tsx\\n// Simplified Remotion component for product ads\\nexport const ProductAd: React.FC<{\\n productName: string;\\n price: string;\\n imageUrl: string;\\n tagline: string;\\n}> = ({productName, price, imageUrl, tagline}) => {\\n return (\\n \\n

\\n

{productName}

\\n

{tagline}

\\n

{price}

\\n

Shop Now

\\n \\n );\\n};\\n```\\n\\n**2. A/B test video variations**\\nRender the same template with different headlines, CTAs, or color schemes:\\n```tsx\\nconst variations = [\\n {headline: \\\"Save 50% Today\\\", cta: \\\"Get the Deal\\\", theme: \\\"urgent\\\"},\\n {headline: \\\"Join 10K+ Teams\\\", cta: \\\"Start Free\\\", theme: \\\"social-proof\\\"},\\n {headline: \\\"Built for Speed\\\", cta: \\\"Try It Now\\\", theme: \\\"benefit\\\"},\\n];\\n// Render all variations programmatically\\n```\\n\\n**3. Personalized outreach videos**\\nGenerate videos addressing prospects by name for cold outreach or sales.\\n\\n**4. Social ad batch production**\\nRender the same content across different aspect ratios:\\n- 1:1 for feed\\n- 9:16 for Stories/Reels\\n- 16:9 for YouTube\\n\\n### Remotion Workflow for Ad Creative\\n\\n```\\n1. Design template in React (or use AI to generate the component)\\n2. Define data schema (products, headlines, CTAs, images)\\n3. Feed data array into template\\n4. Batch render all variations\\n5. Upload to ad platform\\n```\\n\\n### Getting Started\\n\\n```bash\\n# Create a new Remotion project\\nnpx create-video@latest\\n\\n# Render a single video\\nnpx remotion render src/index.ts MyComposition out/video.mp4\\n\\n# Batch render from data\\nnpx remotion render src/index.ts MyComposition --props='{\\\"data\\\": [...]}'\\n```\\n\\n---\\n\\n## Choosing the Right Tool\\n\\n### Decision Tree\\n\\n```\\nNeed video ads?\\n├── Templated, data-driven (same structure, different data)\\n│ └── Use Remotion\\n├── Unique creative from prompts (exploratory)\\n│ ├── Need dialogue/voiceover? → Sora 2, Veo 3.1, Kling 2.6, Seedance 2.0\\n│ ├── Need consistency across scenes? → Runway Gen-4\\n│ ├── Need vertical social video? → Veo 3.1 (native 9:16)\\n│ ├── Need high volume at low cost? → Seedance 2.0\\n│ └── Need cinematic camera work? → Higgsfield, Kling\\n└── Both → Use AI gen for hero creative, Remotion for variations\\n\\nNeed image ads?\\n├── Need text/headlines in image? → Ideogram\\n├── Need product consistency across variations? → Flux (multi-ref)\\n├── Need quick iterations on existing images? → Nano Banana Pro\\n├── Need highest visual quality? → Flux Pro, Midjourney\\n└── Need high volume at low cost? → Flux Klein, Nano Banana\\n```\\n\\n### Cost Comparison for 100 Ad Variations\\n\\n| Approach | Tool | Approximate Cost |\\n|----------|------|-----------------|\\n| 100 static images | Nano Banana Pro | ~$4-24 |\\n| 100 static images | Flux Dev | ~$1-2 |\\n| 100 static images | Ideogram API | ~$6 |\\n| 100 × 15-sec videos | Veo 3.1 Fast | ~$225 |\\n| 100 × 15-sec videos | Remotion (templated) | ~$0 (self-hosted render) |\\n| 10 hero videos + 90 templated | Veo + Remotion | ~$22 + render time |\\n\\n### Recommended Workflow for Scaled Ad Production\\n\\n1. **Generate hero creative** with AI (Nano Banana, Flux, Veo) — high-quality, exploratory\\n2. **Build templates** in Remotion based on winning creative patterns\\n3. **Batch produce variations** with Remotion using data (products, headlines, CTAs)\\n4. **Iterate** — use AI tools for new angles, Remotion for scale\\n\\nThis hybrid approach gives you the creative exploration of AI generators and the consistency and scale of code-based rendering.\\n\\n---\\n\\n## Platform-Specific Image Specs\\n\\nWhen generating images for ads, request the correct dimensions:\\n\\n| Platform | Placement | Aspect Ratio | Recommended Size |\\n|----------|-----------|-------------|-----------------|\\n| Meta Feed | Single image | 1:1 | 1080x1080 |\\n| Meta Stories/Reels | Vertical | 9:16 | 1080x1920 |\\n| Meta Carousel | Square | 1:1 | 1080x1080 |\\n| Google Display | Landscape | 1.91:1 | 1200x628 |\\n| Google Display | Square | 1:1 | 1200x1200 |\\n| LinkedIn Feed | Landscape | 1.91:1 | 1200x627 |\\n| LinkedIn Feed | Square | 1:1 | 1200x1200 |\\n| TikTok Feed | Vertical | 9:16 | 1080x1920 |\\n| Twitter/X Feed | Landscape | 16:9 | 1200x675 |\\n| Twitter/X Card | Landscape | 1.91:1 | 800x418 |\\n\\nInclude these dimensions in your generation prompts to avoid needing to crop or resize.\\n\"},\n {\"skill\":\"ad-creative\",\"ref\":\"platform-specs\",\"body\":\"# Platform Specs Reference\\n\\nComplete character limits, format requirements, and best practices for each ad platform.\\n\\n---\\n\\n## Google Ads\\n\\n### Responsive Search Ads (RSAs)\\n\\n| Element | Character Limit | Required | Notes |\\n|---------|----------------|----------|-------|\\n| Headline | 30 chars | 3 minimum, 15 max | Any 3 may be shown together |\\n| Description | 90 chars | 2 minimum, 4 max | Any 2 may be shown together |\\n| Display path 1 | 15 chars | Optional | Appears after domain in URL |\\n| Display path 2 | 15 chars | Optional | Appears after path 1 |\\n| Final URL | No limit | Required | Landing page URL |\\n\\n**Combination rules:**\\n- Google selects up to 3 headlines and 2 descriptions to show\\n- Headlines appear separated by \\\" | \\\" or stacked\\n- Any headline can appear in any position unless pinned\\n- Pinning reduces Google's ability to optimize — use sparingly\\n\\n**Pinning strategy:**\\n- Pin your brand name to position 1 if brand guidelines require it\\n- Pin your strongest CTA to position 2 or 3\\n- Leave most headlines unpinned for machine learning\\n\\n**Headline mix recommendation (15 headlines):**\\n- 3-4 keyword-focused (match search intent)\\n- 3-4 benefit-focused (what they get)\\n- 2-3 social proof (numbers, awards, customers)\\n- 2-3 CTA-focused (action to take)\\n- 1-2 differentiators (why you over competitors)\\n- 1 brand name headline\\n\\n**Description mix recommendation (4 descriptions):**\\n- 1 benefit + proof point\\n- 1 feature + outcome\\n- 1 social proof + CTA\\n- 1 urgency/offer + CTA (if applicable)\\n\\n### Performance Max\\n\\n| Element | Character Limit | Notes |\\n|---------|----------------|-------|\\n| Headline | 30 chars (5 required) | Short headlines for various placements |\\n| Long headline | 90 chars (5 required) | Used in display, video, discover |\\n| Description | 90 chars (1 required, 5 max) | Accompany various ad formats |\\n| Business name | 25 chars | Required |\\n\\n### Display Ads\\n\\n| Element | Character Limit |\\n|---------|----------------|\\n| Headline | 30 chars |\\n| Long headline | 90 chars |\\n| Description | 90 chars |\\n| Business name | 25 chars |\\n\\n---\\n\\n## Meta Ads (Facebook & Instagram)\\n\\n### Single Image / Video / Carousel\\n\\n| Element | Recommended | Maximum | Notes |\\n|---------|-------------|---------|-------|\\n| Primary text | 125 chars | 2,200 chars | Text above image; truncated after ~125 |\\n| Headline | 40 chars | 255 chars | Below image; truncated after ~40 |\\n| Description | 30 chars | 255 chars | Below headline; may not show |\\n| URL display link | 40 chars | N/A | Optional custom display URL |\\n\\n**Placement-specific notes:**\\n- **Feed**: All elements show; primary text most visible\\n- **Stories/Reels**: Primary text overlaid; keep under 72 chars\\n- **Right column**: Only headline visible; skip description\\n- **Audience Network**: Varies by publisher\\n\\n**Best practices:**\\n- Front-load the hook in primary text (first 125 chars)\\n- Use line breaks for readability in longer primary text\\n- Emojis: test, but don't overuse — 1-2 per ad max\\n- Questions in primary text increase engagement\\n- Headline should be a clear CTA or value statement\\n\\n### Lead Ads (Instant Form)\\n\\n| Element | Limit |\\n|---------|-------|\\n| Greeting headline | 60 chars |\\n| Greeting description | 360 chars |\\n| Privacy policy text | 200 chars |\\n\\n---\\n\\n## LinkedIn Ads\\n\\n### Single Image Ad\\n\\n| Element | Recommended | Maximum | Notes |\\n|---------|-------------|---------|-------|\\n| Intro text | 150 chars | 600 chars | Above the image; truncated after ~150 |\\n| Headline | 70 chars | 200 chars | Below the image |\\n| Description | 100 chars | 300 chars | Only shows on Audience Network |\\n\\n### Carousel Ad\\n\\n| Element | Limit |\\n|---------|-------|\\n| Intro text | 255 chars |\\n| Card headline | 45 chars |\\n| Card count | 2-10 cards |\\n\\n### Message Ad (InMail)\\n\\n| Element | Limit |\\n|---------|-------|\\n| Subject line | 60 chars |\\n| Message body | 1,500 chars |\\n| CTA button | 20 chars |\\n\\n### Text Ad\\n\\n| Element | Limit |\\n|---------|-------|\\n| Headline | 25 chars |\\n| Description | 75 chars |\\n\\n**LinkedIn-specific guidelines:**\\n- Professional tone, but not boring\\n- Use job-specific language the audience recognizes\\n- Statistics and data points perform well\\n- Avoid consumer-style hype (\\\"Amazing!\\\" \\\"Incredible!\\\")\\n- First-person testimonials from peers resonate\\n\\n---\\n\\n## TikTok Ads\\n\\n### In-Feed Ads\\n\\n| Element | Recommended | Maximum | Notes |\\n|---------|-------------|---------|-------|\\n| Ad text | 80 chars | 100 chars | Above the video |\\n| Display name | N/A | 40 chars | Brand name |\\n| CTA button | Platform options | Predefined | Select from TikTok's options |\\n\\n### Spark Ads (Boosted Organic)\\n\\n| Element | Notes |\\n|---------|-------|\\n| Caption | Uses original post caption |\\n| CTA button | Added by advertiser |\\n| Display name | Original creator's handle |\\n\\n**TikTok-specific guidelines:**\\n- Native content outperforms polished ads\\n- First 2 seconds determine if they watch\\n- Use trending sounds and formats\\n- Text overlay is essential (most watch with sound off)\\n- Vertical video only (9:16)\\n\\n---\\n\\n## Twitter/X Ads\\n\\n### Promoted Tweets\\n\\n| Element | Limit | Notes |\\n|---------|-------|-------|\\n| Tweet text | 280 chars | Full tweet with image/video |\\n| Card headline | 70 chars | Website card |\\n| Card description | 200 chars | Website card |\\n\\n### Website Cards\\n\\n| Element | Limit |\\n|---------|-------|\\n| Headline | 70 chars |\\n| Description | 200 chars |\\n\\n**Twitter/X-specific guidelines:**\\n- Conversational, casual tone\\n- Short sentences work best\\n- One clear message per tweet\\n- Hashtags: 1-2 max (0 is often better for ads)\\n- Threads can work for consideration-stage content\\n\\n---\\n\\n## Character Counting Tips\\n\\n- **Spaces count** as characters on all platforms\\n- **Emojis** count as 1-2 characters depending on platform\\n- **Special characters** (|, &, etc.) count as 1 character\\n- **URLs** in body text count against limits\\n- **Dynamic keyword insertion** (`{KeyWord:default}`) can exceed limits — set safe defaults\\n- Always verify in the platform's ad preview before launching\\n\\n---\\n\\n## Multi-Platform Creative Adaptation\\n\\nWhen creating for multiple platforms simultaneously, start with the most restrictive format:\\n\\n1. **Google Search headlines** (30 chars) — forces the tightest messaging\\n2. **Expand to Meta headlines** (40 chars) — add a word or two\\n3. **Expand to LinkedIn intro text** (150 chars) — add context and proof\\n4. **Expand to Meta primary text** (125+ chars) — full hook and value prop\\n\\nThis cascading approach ensures your core message works everywhere, then gets enriched for platforms that allow more space.\\n\"},\n {\"skill\":\"ads\",\"ref\":\"ad-copy-templates\",\"body\":\"# Ad Copy Templates Reference\\n\\nDetailed formulas and templates for writing high-converting ad copy.\\n\\n## Contents\\n- Primary Text Formulas (Problem-Agitate-Solve, Before-After-Bridge, Social Proof Lead, Feature-Benefit Bridge, Direct Response)\\n- Headline Formulas (For Search Ads, For Social Ads)\\n- CTA Variations (Soft CTAs, Hard CTAs, Urgency CTAs, Action-Oriented CTAs)\\n- Platform-Specific Copy Guidelines (Google Search Ads, Meta Ads, LinkedIn Ads)\\n- Copy Testing Priority\\n\\n## Primary Text Formulas\\n\\n### Problem-Agitate-Solve (PAS)\\n\\n```\\n[Problem statement]\\n[Agitate the pain]\\n[Introduce solution]\\n[CTA]\\n```\\n\\n**Example:**\\n> Spending hours on manual reporting every week?\\n> While you're buried in spreadsheets, your competitors are making decisions.\\n> [Product] automates your reports in minutes.\\n> Start your free trial →\\n\\n---\\n\\n### Before-After-Bridge (BAB)\\n\\n```\\n[Current painful state]\\n[Desired future state]\\n[Your product as the bridge]\\n```\\n\\n**Example:**\\n> Before: Chasing down approvals across email, Slack, and spreadsheets.\\n> After: Every approval tracked, automated, and on time.\\n> [Product] connects your tools and keeps projects moving.\\n\\n---\\n\\n### Social Proof Lead\\n\\n```\\n[Impressive stat or testimonial]\\n[What you do]\\n[CTA]\\n```\\n\\n**Example:**\\n> \\\"We cut our reporting time by 75%.\\\" — Sarah K., Marketing Director\\n> [Product] automates the reports you hate building.\\n> See how it works →\\n\\n---\\n\\n### Feature-Benefit Bridge\\n\\n```\\n[Feature]\\n[So that...]\\n[Which means...]\\n```\\n\\n**Example:**\\n> Real-time collaboration on documents\\n> So your team always works from the latest version\\n> Which means no more version confusion or lost work\\n\\n---\\n\\n### Direct Response\\n\\n```\\n[Bold claim/outcome]\\n[Proof point]\\n[CTA with urgency if genuine]\\n```\\n\\n**Example:**\\n> Cut your reporting time by 80%\\n> Join 5,000+ marketing teams already using [Product]\\n> Start free → First month 50% off\\n\\n---\\n\\n## Headline Formulas\\n\\n### For Search Ads\\n\\n| Formula | Example |\\n|---------|---------|\\n| [Keyword] + [Benefit] | \\\"Project Management That Teams Actually Use\\\" |\\n| [Action] + [Outcome] | \\\"Automate Reports \\\\| Save 10 Hours Weekly\\\" |\\n| [Question] | \\\"Tired of Manual Data Entry?\\\" |\\n| [Number] + [Benefit] | \\\"500+ Teams Trust [Product] for [Outcome]\\\" |\\n| [Keyword] + [Differentiator] | \\\"CRM Built for Small Teams\\\" |\\n| [Price/Offer] + [Keyword] | \\\"Free Project Management \\\\| No Credit Card\\\" |\\n\\n### For Social Ads\\n\\n| Type | Example |\\n|------|---------|\\n| Outcome hook | \\\"How we 3x'd our conversion rate\\\" |\\n| Curiosity hook | \\\"The reporting hack no one talks about\\\" |\\n| Contrarian hook | \\\"Why we stopped using [common tool]\\\" |\\n| Specificity hook | \\\"The exact template we use for...\\\" |\\n| Question hook | \\\"What if you could cut your admin time in half?\\\" |\\n| Number hook | \\\"7 ways to improve your workflow today\\\" |\\n| Story hook | \\\"We almost gave up. Then we found...\\\" |\\n\\n---\\n\\n## CTA Variations\\n\\n### Soft CTAs (awareness/consideration)\\n\\nBest for: Top of funnel, cold audiences, complex products\\n\\n- Learn More\\n- See How It Works\\n- Watch Demo\\n- Get the Guide\\n- Explore Features\\n- See Examples\\n- Read the Case Study\\n\\n### Hard CTAs (conversion)\\n\\nBest for: Bottom of funnel, warm audiences, clear offers\\n\\n- Start Free Trial\\n- Get Started Free\\n- Book a Demo\\n- Claim Your Discount\\n- Buy Now\\n- Sign Up Free\\n- Get Instant Access\\n\\n### Urgency CTAs (use when genuine)\\n\\nBest for: Limited-time offers, scarcity situations\\n\\n- Limited Time: 30% Off\\n- Offer Ends [Date]\\n- Only X Spots Left\\n- Last Chance\\n- Early Bird Pricing Ends Soon\\n\\n### Action-Oriented CTAs\\n\\nBest for: Active voice, clear next step\\n\\n- Start Saving Time Today\\n- Get Your Free Report\\n- See Your Score\\n- Calculate Your ROI\\n- Build Your First Project\\n\\n---\\n\\n## Platform-Specific Copy Guidelines\\n\\n### Google Search Ads\\n\\n- **Headline limits:** 30 characters each (up to 15 headlines)\\n- **Description limits:** 90 characters each (up to 4 descriptions)\\n- Include keywords naturally\\n- Use all available headline slots\\n- Include numbers and stats when possible\\n- Test dynamic keyword insertion\\n\\n### Meta Ads (Facebook/Instagram)\\n\\n- **Primary text:** 125 characters visible (can be longer, gets truncated)\\n- **Headline:** 40 characters recommended\\n- Front-load the hook (first line matters most)\\n- Emojis can work but test\\n- Questions perform well\\n- Keep image text under 20%\\n\\n### LinkedIn Ads\\n\\n- **Intro text:** 600 characters max (150 recommended)\\n- **Headline:** 200 characters max (70 recommended)\\n- Professional tone (but not boring)\\n- Specific job outcomes resonate\\n- Stats and social proof important\\n- Avoid consumer-style hype\\n\\n---\\n\\n## Copy Testing Priority\\n\\nWhen testing ad copy, focus on these elements in order of impact:\\n\\n1. **Hook/angle** (biggest impact on performance)\\n2. **Headline**\\n3. **Primary benefit**\\n4. **CTA**\\n5. **Supporting proof points**\\n\\nTest one element at a time for clean data.\\n\"},\n {\"skill\":\"ads\",\"ref\":\"audience-targeting\",\"body\":\"# Audience Targeting Reference\\n\\nDetailed targeting strategies for each major ad platform.\\n\\n## Contents\\n- Google Ads Audiences (Search Campaign Targeting, Display/YouTube Targeting)\\n- Meta Audiences (Core Audiences, Custom Audiences, Lookalike Audiences)\\n- LinkedIn Audiences (Job-Based Targeting, Company-Based Targeting, High-Performing Combinations)\\n- Twitter/X Audiences\\n- TikTok Audiences\\n- Audience Size Guidelines\\n- Exclusion Strategy\\n\\n## Google Ads Audiences\\n\\n### Search Campaign Targeting\\n\\n**Keywords:**\\n- Exact match: [keyword] — most precise, lower volume\\n- Phrase match: \\\"keyword\\\" — moderate precision and volume\\n- Broad match: keyword — highest volume, use with smart bidding\\n\\n**Audience layering:**\\n- Add audiences in \\\"observation\\\" mode first\\n- Analyze performance by audience\\n- Switch to \\\"targeting\\\" mode for high performers\\n\\n**RLSA (Remarketing Lists for Search Ads):**\\n- Bid higher on past visitors searching your terms\\n- Show different ads to returning searchers\\n- Exclude converters from prospecting campaigns\\n\\n### Display/YouTube Targeting\\n\\n**Custom intent audiences:**\\n- Based on recent search behavior\\n- Create from your converting keywords\\n- High intent, good for prospecting\\n\\n**In-market audiences:**\\n- People actively researching solutions\\n- Pre-built by Google\\n- Layer with demographics for precision\\n\\n**Affinity audiences:**\\n- Based on interests and habits\\n- Better for awareness\\n- Broad but can exclude irrelevant\\n\\n**Customer match:**\\n- Upload email lists\\n- Retarget existing customers\\n- Create lookalikes from best customers\\n\\n**Similar/lookalike audiences:**\\n- Based on your customer match lists\\n- Expand reach while maintaining relevance\\n- Best when source list is high-quality customers\\n\\n---\\n\\n## Meta Audiences\\n\\n### Core Audiences (Interest/Demographic)\\n\\n**Interest targeting tips:**\\n- Layer interests with AND logic for precision\\n- Use Audience Insights to research interests\\n- Start broad, let algorithm optimize\\n- Exclude existing customers always\\n\\n**Demographic targeting:**\\n- Age and gender (if product-specific)\\n- Location (down to zip/postal code)\\n- Language\\n- Education and work (limited data now)\\n\\n**Behavior targeting:**\\n- Purchase behavior\\n- Device usage\\n- Travel patterns\\n- Life events\\n\\n### Custom Audiences\\n\\n**Website visitors:**\\n- All visitors (last 180 days max)\\n- Specific page visitors\\n- Time on site thresholds\\n- Frequency (visited X times)\\n\\n**Customer list:**\\n- Upload emails/phone numbers\\n- Match rate typically 30-70%\\n- Refresh regularly for accuracy\\n\\n**Engagement audiences:**\\n- Video viewers (25%, 50%, 75%, 95%)\\n- Page/profile engagers\\n- Form openers\\n- Instagram engagers\\n\\n**App activity:**\\n- App installers\\n- In-app events\\n- Purchase events\\n\\n### Lookalike Audiences\\n\\n**Source audience quality matters:**\\n- Use high-LTV customers, not all customers\\n- Purchasers > leads > all visitors\\n- Minimum 100 source users, ideally 1,000+\\n\\n**Size recommendations:**\\n- 1% — most similar, smallest reach\\n- 1-3% — good balance for most\\n- 3-5% — broader, good for scale\\n- 5-10% — very broad, awareness only\\n\\n**Layering strategies:**\\n- Lookalike + interest = more precision early\\n- Test lookalike-only as you scale\\n- Exclude the source audience\\n\\n---\\n\\n## LinkedIn Audiences\\n\\n### Job-Based Targeting\\n\\n**Job titles:**\\n- Be specific (CMO vs. \\\"Marketing\\\")\\n- LinkedIn normalizes titles, but verify\\n- Stack related titles\\n- Exclude irrelevant titles\\n\\n**Job functions:**\\n- Broader than titles\\n- Combine with seniority level\\n- Good for awareness campaigns\\n\\n**Seniority levels:**\\n- Entry, Senior, Manager, Director, VP, CXO, Partner\\n- Layer with function for precision\\n\\n**Skills:**\\n- Self-reported, less reliable\\n- Good for technical roles\\n- Use as expansion layer\\n\\n### Company-Based Targeting\\n\\n**Company size:**\\n- 1-10, 11-50, 51-200, 201-500, 501-1000, 1001-5000, 5000+\\n- Key filter for B2B\\n\\n**Industry:**\\n- Based on company classification\\n- Can be broad, layer with other criteria\\n\\n**Company names (ABM):**\\n- Upload target account list\\n- Minimum 300 companies recommended\\n- Match rate varies\\n\\n**Company growth rate:**\\n- Hiring rapidly = budget available\\n- Good signal for timing\\n\\n### High-Performing Combinations\\n\\n| Use Case | Targeting Combination |\\n|----------|----------------------|\\n| Enterprise sales | Company size 1000+ + VP/CXO + Industry |\\n| SMB sales | Company size 11-200 + Manager/Director + Function |\\n| Developer tools | Skills + Job function + Company type |\\n| ABM campaigns | Company list + Decision-maker titles |\\n| Broad awareness | Industry + Seniority + Geography |\\n\\n---\\n\\n## Twitter/X Audiences\\n\\n### Targeting options:\\n- Follower lookalikes (accounts similar to followers of X)\\n- Interest categories\\n- Keywords (in tweets)\\n- Conversation topics\\n- Events\\n- Tailored audiences (your lists)\\n\\n### Best practices:\\n- Follower lookalikes of relevant accounts work well\\n- Keyword targeting catches active conversations\\n- Lower CPMs than LinkedIn/Meta\\n- Less precise, better for awareness\\n\\n---\\n\\n## TikTok Audiences\\n\\n### Targeting options:\\n- Demographics (age, gender, location)\\n- Interests (TikTok's categories)\\n- Behaviors (video interactions)\\n- Device (iOS/Android, connection type)\\n- Custom audiences (pixel, customer file)\\n- Lookalike audiences\\n\\n### Best practices:\\n- Younger skew (18-34 primarily)\\n- Interest targeting is broad\\n- Creative matters more than targeting\\n- Let algorithm optimize with broad targeting\\n\\n---\\n\\n## Audience Size Guidelines\\n\\n| Platform | Minimum Recommended | Ideal Range |\\n|----------|-------------------|-------------|\\n| Google Search | 1,000+ searches/mo | 5,000-50,000 |\\n| Google Display | 100,000+ | 500K-5M |\\n| Meta | 100,000+ | 500K-10M |\\n| LinkedIn | 50,000+ | 100K-500K |\\n| Twitter/X | 50,000+ | 100K-1M |\\n| TikTok | 100,000+ | 1M+ |\\n\\nToo narrow = expensive, slow learning\\nToo broad = wasted spend, poor relevance\\n\\n---\\n\\n## Exclusion Strategy\\n\\nAlways exclude:\\n- Existing customers (unless upsell)\\n- Recent converters (7-14 days)\\n- Bounced visitors (<10 sec)\\n- Employees (by company or email list)\\n- Irrelevant page visitors (careers, support)\\n- Competitors (if identifiable)\\n\"}\n];\n",[],[362,604,718],"f361b1e0-5d6d-11f1-961a-1607ee4eb77e",["D",1780286224098],[465,466,467,468,469,470,471,472,473,474,475,476,477,478,479,480],[362,604],"f29bf8c4-5d6d-11f1-b19d-1607ee4eb77e","part_9.ts","f29bf98c-5d6d-11f1-b19d-1607ee4eb77e","3a0403db-269a-4e55-8cb2-8c836891cb4c",652,["D",1780286222807],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillDef } from \"../index.ts\";\nexport const SKILLS_PART_9: SkillDef[] = [\n {\"name\":\"site-architecture\",\"category\":\"SEO\",\"description\":\"When the user wants to plan, map, or restructure their website's page hierarchy, navigation, URL structure, or internal linking. Also use when the user mentions \\\"sitemap,\\\" \\\"site map,\\\" \\\"visual sitemap,\\\" \\\"site structure,\\\" \\\"page hierarchy,\\\" \\\"information architecture,\\\" \\\"IA,\\\" \\\"navigation design,\\\" \\\"URL structure,\\\" \\\"breadcrumbs,\\\" \\\"internal linking strategy,\\\" \\\"website planning,\\\" \\\"what pages do I need,\\\" \\\"how should I organize my site,\\\" or \\\"site navigation.\\\" Use this whenever someone is planning what pages a website should have and how they connect. NOT for XML sitemaps (that's technical SEO — see seo-audit). For SEO audits, see seo-audit. For structured data, see schema.\",\"version\":\"2.0.0\",\"body\":\"# Site Architecture\\n\\nYou are an information architecture expert. Your goal is to help plan website structure — page hierarchy, navigation, URL patterns, and internal linking — so the site is intuitive for users and optimized for search engines.\\n\\n## Before Planning\\n\\n**Check for product marketing context first:**\\nIf `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\\n\\nGather this context (ask if not provided):\\n\\n### 1. Business Context\\n- What does the company do?\\n- Who are the primary audiences?\\n- What are the top 3 goals for the site? (conversions, SEO traffic, education, support)\\n\\n### 2. Current State\\n- New site or restructuring an existing one?\\n- If restructuring: what's broken? (high bounce, poor SEO, users can't find things)\\n- Existing URLs that must be preserved (for redirects)?\\n\\n### 3. Site Type\\n- SaaS marketing site\\n- Content/blog site\\n- E-commerce\\n- Documentation\\n- Hybrid (SaaS + content)\\n- Small business / local\\n\\n### 4. Content Inventory\\n- How many pages exist or are planned?\\n- What are the most important pages? (by traffic, conversions, or business value)\\n- Any planned sections or expansions?\\n\\n---\\n\\n## Site Types and Starting Points\\n\\n| Site Type | Typical Depth | Key Sections | URL Pattern |\\n|-----------|--------------|--------------|-------------|\\n| SaaS marketing | 2-3 levels | Home, Features, Pricing, Blog, Docs | `/features/name`, `/blog/slug` |\\n| Content/blog | 2-3 levels | Home, Blog, Categories, About | `/blog/slug`, `/category/slug` |\\n| E-commerce | 3-4 levels | Home, Categories, Products, Cart | `/category/subcategory/product` |\\n| Documentation | 3-4 levels | Home, Guides, API Reference | `/docs/section/page` |\\n| Hybrid SaaS+content | 3-4 levels | Home, Product, Blog, Resources, Docs | `/product/feature`, `/blog/slug` |\\n| Small business | 1-2 levels | Home, Services, About, Contact | `/services/name` |\\n\\n**For full page hierarchy templates**: See [references/site-type-templates.md](references/site-type-templates.md)\\n\\n---\\n\\n## Page Hierarchy Design\\n\\n### The 3-Click Rule\\n\\nUsers should reach any important page within 3 clicks from the homepage. This isn't absolute, but if critical pages are buried 4+ levels deep, something is wrong.\\n\\n### Flat vs Deep\\n\\n| Approach | Best For | Tradeoff |\\n|----------|----------|----------|\\n| Flat (2 levels) | Small sites, portfolios | Simple but doesn't scale |\\n| Moderate (3 levels) | Most SaaS, content sites | Good balance of depth and findability |\\n| Deep (4+ levels) | E-commerce, large docs | Scales but risks burying content |\\n\\n**Rule of thumb**: Go as flat as possible while keeping navigation clean. If a nav dropdown has 20+ items, add a level of hierarchy.\\n\\n### Hierarchy Levels\\n\\n| Level | What It Is | Example |\\n|-------|-----------|---------|\\n| L0 | Homepage | `/` |\\n| L1 | Primary sections | `/features`, `/blog`, `/pricing` |\\n| L2 | Section pages | `/features/analytics`, `/blog/seo-guide` |\\n| L3+ | Detail pages | `/docs/api/authentication` |\\n\\n### ASCII Tree Format\\n\\nUse this format for page hierarchies:\\n\\n```\\nHomepage (/)\\n├── Features (/features)\\n│ ├── Analytics (/features/analytics)\\n│ ├── Automation (/features/automation)\\n│ └── Integrations (/features/integrations)\\n├── Pricing (/pricing)\\n├── Blog (/blog)\\n│ ├── [Category: SEO] (/blog/category/seo)\\n│ └── [Category: CRO] (/blog/category/cro)\\n├── Resources (/resources)\\n│ ├── Case Studies (/resources/case-studies)\\n│ └── Templates (/resources/templates)\\n├── Docs (/docs)\\n│ ├── Getting Started (/docs/getting-started)\\n│ └── API Reference (/docs/api)\\n├── About (/about)\\n│ └── Careers (/about/careers)\\n└── Contact (/contact)\\n```\\n\\n**When to use ASCII vs Mermaid**:\\n- ASCII: quick hierarchy drafts, text-only contexts, simple structures\\n- Mermaid: visual presentations, complex relationships, showing nav zones or linking patterns\\n\\n---\\n\\n## Navigation Design\\n\\n### Navigation Types\\n\\n| Nav Type | Purpose | Placement |\\n|----------|---------|-----------|\\n| Header nav | Primary navigation, always visible | Top of every page |\\n| Dropdown menus | Organize sub-pages under parent | Expands from header items |\\n| Footer nav | Secondary links, legal, sitemap | Bottom of every page |\\n| Sidebar nav | Section navigation (docs, blog) | Left side within a section |\\n| Breadcrumbs | Show current location in hierarchy | Below header, above content |\\n| Contextual links | Related content, next steps | Within page content |\\n\\n### Header Navigation Rules\\n\\n- **4-7 items max** in the primary nav (more causes decision paralysis)\\n- **CTA button** goes rightmost (e.g., \\\"Start Free Trial,\\\" \\\"Get Started\\\")\\n- **Logo** links to homepage (left side)\\n- **Order by priority**: most important/visited pages first\\n- If you have a mega menu, limit to 3-4 columns\\n\\n### Footer Organization\\n\\nGroup footer links into columns:\\n- **Product**: Features, Pricing, Integrations, Changelog\\n- **Resources**: Blog, Case Studies, Templates, Docs\\n- **Company**: About, Careers, Contact, Press\\n- **Legal**: Privacy, Terms, Security\\n\\n### Breadcrumb Format\\n\\n```\\nHome > Features > Analytics\\nHome > Blog > SEO Category > Post Title\\n```\\n\\nBreadcrumbs should mirror the URL hierarchy. Every breadcrumb segment should be a clickable link except the current page.\\n\\n**For detailed navigation patterns**: See [references/navigation-patterns.md](references/navigation-patterns.md)\\n\\n---\\n\\n## URL Structure\\n\\n### Design Principles\\n\\n1. **Readable by humans** — `/features/analytics` not `/f/a123`\\n2. **Hyphens, not underscores** — `/blog/seo-guide` not `/blog/seo_guide`\\n3. **Reflect the hierarchy** — URL path should match site structure\\n4. **Consistent trailing slash policy** — pick one (with or without) and enforce it\\n5. **Lowercase always** — `/About` should redirect to `/about`\\n6. **Short but descriptive** — `/blog/how-to-improve-landing-page-conversion-rates` is too long; `/blog/landing-page-conversions` is better\\n\\n### URL Patterns by Page Type\\n\\n| Page Type | Pattern | Example |\\n|-----------|---------|---------|\\n| Homepage | `/` | `example.com` |\\n| Feature page | `/features/{name}` | `/features/analytics` |\\n| Pricing | `/pricing` | `/pricing` |\\n| Blog post | `/blog/{slug}` | `/blog/seo-guide` |\\n| Blog category | `/blog/category/{slug}` | `/blog/category/seo` |\\n| Case study | `/customers/{slug}` | `/customers/acme-corp` |\\n| Documentation | `/docs/{section}/{page}` | `/docs/api/authentication` |\\n| Legal | `/{page}` | `/privacy`, `/terms` |\\n| Landing page | `/{slug}` or `/lp/{slug}` | `/free-trial`, `/lp/webinar` |\\n| Comparison | `/compare/{competitor}` or `/vs/{competitor}` | `/compare/competitor-name` |\\n| Integration | `/integrations/{name}` | `/integrations/slack` |\\n| Template | `/templates/{slug}` | `/templates/marketing-plan` |\\n\\n### Common Mistakes\\n\\n- **Dates in blog URLs** — `/blog/2024/01/15/post-title` adds no value and makes URLs long. Use `/blog/post-title`.\\n- **Over-nesting** — `/products/category/subcategory/item/detail` is too deep. Flatten where possible.\\n- **Changing URLs without redirects** — Every old URL needs a 301 redirect to its new URL. Without them, you lose backlink equity and create broken pages for anyone with the old URL bookmarked or linked.\\n- **IDs in URLs** — `/product/12345` is not human-readable. Use slugs.\\n- **Query parameters for content** — `/blog?id=123` should be `/blog/post-title`.\\n- **Inconsistent patterns** — Don't mix `/features/analytics` and `/product/automation`. Pick one parent.\\n\\n### Breadcrumb-URL Alignment\\n\\nThe breadcrumb trail should mirror the URL path:\\n\\n| URL | Breadcrumb |\\n|-----|-----------|\\n| `/features/analytics` | Home > Features > Analytics |\\n| `/blog/seo-guide` | Home > Blog > SEO Guide |\\n| `/docs/api/auth` | Home > Docs > API > Authentication |\\n\\n---\\n\\n## Visual Sitemap Output (Mermaid)\\n\\nUse Mermaid `graph TD` for visual sitemaps. This makes hierarchy relationships clear and can annotate navigation zones.\\n\\n### Basic Hierarchy\\n\\n```mermaid\\ngraph TD\\n HOME[Homepage] --> FEAT[Features]\\n HOME --> PRICE[Pricing]\\n HOME --> BLOG[Blog]\\n HOME --> ABOUT[About]\\n\\n FEAT --> F1[Analytics]\\n FEAT --> F2[Automation]\\n FEAT --> F3[Integrations]\\n\\n BLOG --> B1[Post 1]\\n BLOG --> B2[Post 2]\\n```\\n\\n### With Navigation Zones\\n\\n```mermaid\\ngraph TD\\n subgraph Header Nav\\n HOME[Homepage]\\n FEAT[Features]\\n PRICE[Pricing]\\n BLOG[Blog]\\n CTA[Get Started]\\n end\\n\\n subgraph Footer Nav\\n ABOUT[About]\\n CAREERS[Careers]\\n CONTACT[Contact]\\n PRIVACY[Privacy]\\n end\\n\\n HOME --> FEAT\\n HOME --> PRICE\\n HOME --> BLOG\\n HOME --> ABOUT\\n\\n FEAT --> F1[Analytics]\\n FEAT --> F2[Automation]\\n```\\n\\n**For more Mermaid templates**: See [references/mermaid-templates.md](references/mermaid-templates.md)\\n\\n---\\n\\n## Internal Linking Strategy\\n\\n### Link Types\\n\\n| Type | Purpose | Example |\\n|------|---------|---------|\\n| Navigational | Move between sections | Header, footer, sidebar links |\\n| Contextual | Related content within text | \\\"Learn more about [analytics](/features/analytics)\\\" |\\n| Hub-and-spoke | Connect cluster content to hub | Blog posts linking to pillar page |\\n| Cross-section | Connect related pages across sections | Feature page linking to related case study |\\n\\n### Internal Linking Rules\\n\\n1. **No orphan pages** — every page must have at least one internal link pointing to it\\n2. **Descriptive anchor text** — \\\"our analytics features\\\" not \\\"click here\\\"\\n3. **5-10 internal links per 1000 words** of content (approximate guideline)\\n4. **Link to important pages more often** — homepage, key feature pages, pricing\\n5. **Use breadcrumbs** — free internal links on every page\\n6. **Related content sections** — \\\"Related Posts\\\" or \\\"You might also like\\\" at page bottom\\n\\n### Hub-and-Spoke Model\\n\\nFor content-heavy sites, organize around hub pages:\\n\\n```\\nHub: /blog/seo-guide (comprehensive overview)\\n├── Spoke: /blog/keyword-research (links back to hub)\\n├── Spoke: /blog/on-page-seo (links back to hub)\\n├── Spoke: /blog/technical-seo (links back to hub)\\n└── Spoke: /blog/link-building (links back to hub)\\n```\\n\\nEach spoke links back to the hub. The hub links to all spokes. Spokes link to each other where relevant.\\n\\n### Link Audit Checklist\\n\\n- [ ] Every page has at least one inbound internal link\\n- [ ] No broken internal links (404s)\\n- [ ] Anchor text is descriptive (not \\\"click here\\\" or \\\"read more\\\")\\n- [ ] Important pages have the most inbound internal links\\n- [ ] Breadcrumbs are implemented on all pages\\n- [ ] Related content links exist on blog posts\\n- [ ] Cross-section links connect features to case studies, blog to product pages\\n\\n---\\n\\n## Output Format\\n\\nWhen creating a site architecture plan, provide these deliverables:\\n\\n### 1. Page Hierarchy (ASCII Tree)\\nFull site structure with URLs at each node. Use the ASCII tree format from the Page Hierarchy Design section.\\n\\n### 2. Visual Sitemap (Mermaid)\\nMermaid diagram showing page relationships and navigation zones. Use `graph TD` with subgraphs for nav zones where helpful.\\n\\n### 3. URL Map Table\\n\\n| Page | URL | Parent | Nav Location | Priority |\\n|------|-----|--------|-------------|----------|\\n| Homepage | `/` | — | Header | High |\\n| Features | `/features` | Homepage | Header | High |\\n| Analytics | `/features/analytics` | Features | Header dropdown | Medium |\\n| Pricing | `/pricing` | Homepage | Header | High |\\n| Blog | `/blog` | Homepage | Header | Medium |\\n\\n### 4. Navigation Spec\\n- Header nav items (ordered, with CTA)\\n- Footer sections and links\\n- Sidebar nav (if applicable)\\n- Breadcrumb implementation notes\\n\\n### 5. Internal Linking Plan\\n- Hub pages and their spokes\\n- Cross-section link opportunities\\n- Orphan page audit (if restructuring)\\n- Recommended links per key page\\n\\n---\\n\\n## Task-Specific Questions\\n\\n1. Is this a new site or are you restructuring an existing one?\\n2. What type of site is it? (SaaS, content, e-commerce, docs, hybrid, small business)\\n3. How many pages exist or are planned?\\n4. What are the 5 most important pages on the site?\\n5. Are there existing URLs that need to be preserved or redirected?\\n6. Who are the primary audiences, and what are they trying to accomplish on the site?\\n\\n---\\n\\n## Related Skills\\n\\n- **content-strategy**: For planning what content to create and topic clusters\\n- **programmatic-seo**: For building SEO pages at scale with templates and data\\n- **seo-audit**: For technical SEO, on-page optimization, and indexation issues\\n- **cro**: For optimizing individual pages for conversion\\n- **schema**: For implementing breadcrumb and site navigation structured data\\n- **competitors**: For comparison page frameworks and URL patterns\"},\n {\"name\":\"sms\",\"category\":\"Email\",\"description\":\"When the user wants to plan, build, or optimize SMS or MMS marketing — including welcome flows, abandoned cart texts, post-purchase, win-back, promotional sends, or transactional/auth SMS. Also use when the user mentions \\\"SMS marketing,\\\" \\\"text message campaigns,\\\" \\\"SMS sequence,\\\" \\\"SMS automation,\\\" \\\"abandoned cart text,\\\" \\\"post-purchase SMS,\\\" \\\"Klaviyo SMS,\\\" \\\"Postscript,\\\" \\\"Attentive,\\\" \\\"Twilio,\\\" \\\"A2P 10DLC,\\\" \\\"TCPA,\\\" \\\"SMS compliance,\\\" \\\"short code,\\\" \\\"toll-free SMS,\\\" \\\"MMS campaign,\\\" \\\"should I do SMS,\\\" or \\\"SMS vs email.\\\" For email sequences, see emails. For SMS copy framing, see copywriting. For opt-in popups that capture phone numbers, see popups.\",\"version\":\"1.0.0\",\"body\":\"# SMS Marketing\\n\\nYou are an expert in SMS and MMS marketing for direct-to-consumer brands, mobile apps, and SaaS products with high-engagement use cases. Your goal is to help plan, build, and optimize SMS programs that drive measurable revenue or activation while staying fully compliant with TCPA and carrier rules.\\n\\n## Before Starting\\n\\n**Check for product marketing context first:**\\nIf `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\\n\\nGather this context (ask if not provided):\\n\\n### 1. Business Type\\n- B2C ecom / DTC, B2B SaaS, mobile app, services, fintech\\n- Order volume or list size (SMS economics depend on scale)\\n- Geographic mix (US, EU, both — compliance differs dramatically)\\n\\n### 2. Current State\\n- Existing SMS program (platform, list size, opt-in rate, opt-out rate, revenue/send)\\n- Email program (SMS works best as a layer on top, not a replacement)\\n- Phone number type: short code, toll-free, long code (10DLC)\\n\\n### 3. Compliance Posture\\n- US: A2P 10DLC registration complete? (Required since 2022 — without it, your messages get filtered)\\n- Opt-in mechanism in use? (Checkbox, keyword opt-in, double opt-in)\\n- Privacy policy + terms include SMS disclosures?\\n\\n### 4. Goal\\n- Drive revenue (promotional, cart recovery, post-purchase)\\n- Drive activation (welcome, onboarding, milestone nudges)\\n- Transactional (order updates, auth codes, alerts)\\n\\n---\\n\\n## When SMS Beats Email\\n\\nSMS is not \\\"another email.\\\" Use it where the channel's properties win:\\n\\n| Use Case | SMS or Email? | Why |\\n|----------|---------------|-----|\\n| Abandoned cart recovery | **SMS first** | 98% open rate within 3 min vs 20% for email in 24h |\\n| Order/shipping updates | **SMS** | Customers want it now, on their phone |\\n| Flash sale / limited drop | **SMS** | Urgency channel; immediate read |\\n| Auth codes / 2FA | **SMS** (or app) | Latency-sensitive, must arrive in seconds |\\n| Welcome series | **Email primary, SMS layer** | Email carries the long-form content |\\n| Educational nurture | **Email** | Too much text for SMS, costs add up |\\n| Newsletter | **Email** | Wrong channel for SMS |\\n| Win-back lapsed customers | **Both** | SMS for the strong nudge, email for the offer detail |\\n| Post-purchase upsell | **SMS** | High open rate, ride the purchase momentum |\\n\\n**General rule**: SMS earns the right to interrupt because of opt-in. Use it for messages that genuinely benefit from immediacy. If it could wait 24 hours, send it via email.\\n\\n---\\n\\n## Compliance — Read First\\n\\n**Compliance is the foundation, not an afterthought.** A single TCPA class-action settlement runs $5M–$40M. The basics:\\n\\n### US — TCPA (Telephone Consumer Protection Act)\\n\\n1. **Express written consent** required for marketing SMS. Implied consent doesn't count.\\n2. **Clear disclosure at opt-in** must include: program name, frequency expectation (\\\"up to 4 msgs/month\\\"), STOP/HELP instructions, \\\"Msg & data rates may apply,\\\" link to terms.\\n3. **Honor STOP/UNSUBSCRIBE within seconds**, every time, no exceptions, on every keyword variant (STOP, END, CANCEL, UNSUBSCRIBE, QUIT).\\n4. **Honor HELP** with a response containing brand name + STOP info + support contact.\\n5. **Quiet hours**: no marketing sends before 8am or after 9pm in the recipient's local time. Carrier rules and state laws (e.g., Florida, Oklahoma, Washington) are stricter than federal — default to 9am–8pm recipient-local.\\n6. **Keep written consent records** with timestamp, opt-in source, and exact disclosure text shown. Auditable.\\n\\n### US — A2P 10DLC Registration (required since 2022)\\n\\nApplication-to-Person 10-digit long codes must be registered through The Campaign Registry (TCR) via your SMS platform. Without registration:\\n- Throughput is throttled (or zero)\\n- Carriers filter your messages\\n- You'll see \\\"delivered\\\" status but recipients won't get them\\n\\n**Registration covers**: brand identity verification, campaign use case (marketing, account notification, OTP, etc.), sample messages, opt-in mechanism, opt-out language. Sample message text from registration must match what you actually send.\\n\\n### EU/UK — GDPR-derived consent\\n\\n- Explicit opt-in required (no pre-checked boxes)\\n- Right to withdraw consent must be as easy as giving it\\n- Data subject access requests apply to SMS records\\n- ePrivacy Directive layered on top of GDPR\\n\\n### Canada — CASL\\n\\n- Express consent + sender identification + unsubscribe in every message\\n- Implied consent allowed for existing business relationships within 24 months\\n- Penalties up to CAD $10M per violation\\n\\n**For full compliance details, edge cases, opt-in copy templates, and STOP/HELP response templates**: see [references/compliance.md](references/compliance.md).\\n\\n---\\n\\n## Phone Number Types (US)\\n\\n| Type | Throughput | Cost | Use Case | Trust |\\n|------|-----------|------|----------|-------|\\n| **Short code (5-6 digit)** | 100+ msg/sec | $500–$1,000/mo + setup | High-volume marketing | Highest (carrier-vetted) |\\n| **Toll-free (1-8XX)** | ~3 msg/sec | $10–$30/mo | Mid-volume, B2C support | Medium-high (carrier-verified) |\\n| **10DLC (regular long code)** | 1–250 msg/sec | $2–$10/mo | SMB, conversational, transactional | Medium (requires A2P 10DLC reg) |\\n\\n**Rule of thumb**: list <10K = 10DLC. List 10K–100K = toll-free. List 100K+ = short code.\\n\\n---\\n\\n## Core Principles\\n\\n### 1. Every send has a real cost\\nSMS isn't free. At $0.0075–$0.04 per send + carrier fees, a 100K send costs $750–$4,000. This forces relevance — you can't \\\"blast.\\\" Segment hard.\\n\\n### 2. Opt-in is your most valuable asset\\nOpt-in rate from email → SMS is typically 5–25%. A high-quality SMS list of 10K beats a low-quality list of 100K. Optimize opt-in quality, not volume.\\n\\n### 3. Each message must justify itself\\nThe recipient gave you their phone number. Every send should pass: \\\"would I be glad I got this text?\\\" If no, don't send.\\n\\n### 4. Brevity + clarity\\n160 GSM-7 characters = 1 SMS segment. 161+ chars = 2 segments (you're billed for 2). Emojis force UCS-2 encoding (70 chars per segment). Plan for segment count.\\n\\n### 5. One CTA, one link\\nShort links are mandatory (`klvy.co`, `txt.attn.tv`, branded short domain). Track UTM params on every link.\\n\\n### 6. Sender identity, every send\\n\\\"From [Brand]:\\\" or branded short code at the start of every message. Even on automated flows. Recipients can't see \\\"from\\\" address — they need it inline.\\n\\n---\\n\\n## SMS Sequence Types\\n\\n### Welcome / Opt-In Confirmation (immediate)\\n\\nSend 1: Confirmation + reward (immediate)\\n> From Acme: Thanks for joining! Here's 10% off: ACME10. Use at checkout: acme.co/sale. Reply STOP to opt out.\\n\\nOptional Send 2 (24h later): Reminder + best-seller showcase\\n\\n### Abandoned Cart (highest-ROI flow for ecom)\\n\\n- Send 1 (30 min after abandon): \\\"Forget something? Your cart's still here: [short link]\\\"\\n- Send 2 (4 hours later): Soft urgency + social proof\\n- Send 3 (24 hours later, optional): Discount offer (only if margin allows)\\n\\n**Note**: Discount on first message trains customers to abandon. Reserve discount for Send 2 or 3.\\n\\n### Browse Abandonment\\n\\n- Send 1 (1 hour after browse): Product + \\\"Thinking it over?\\\" + link\\n\\n### Post-Purchase\\n\\n- Send 1 (immediate): Order confirmation + delivery ETA (transactional, separate consent OK)\\n- Send 2 (after delivery + 2 days): \\\"How are you liking [product]?\\\" + review prompt + cross-sell\\n\\n### Win-Back (lapsed)\\n\\n- Send 1 (60–90 days after last purchase): \\\"We miss you\\\" + curated picks\\n- Send 2 (14 days later): Discount offer\\n- Send 3 (final, 14 days later): Opt-out warning + last chance\\n\\n### Promotional / Campaign Sends\\n\\n- Flash sales, drops, launches, BFCM\\n- 1–2 sends max per campaign\\n- Stack against email send schedule to avoid same-day double-tap\\n\\n### Transactional (separate compliance bucket)\\n\\n- Order updates, shipping, delivery, auth codes, account alerts\\n- Generally OK without separate marketing consent if directly related to a transaction the user initiated\\n- Still subject to A2P 10DLC registration in US\\n\\n**For full sequence templates with copy and timing**: see [references/sequence-templates.md](references/sequence-templates.md).\\n\\n---\\n\\n## SMS Copy Guidelines\\n\\n### Structure\\n1. **Sender ID** (\\\"From Acme:\\\" or brand short code) — required\\n2. **Hook** — first 5 words decide if they read on\\n3. **Value** — what's in it for them, specifically\\n4. **CTA + short link** — single action, single URL\\n5. **Compliance footer** — \\\"Reply STOP to opt out\\\" (required on opt-in confirmation and at least quarterly thereafter; carrier-recommended on every promotional message)\\n\\n### Length\\n\\n- **160 chars (GSM-7)** = 1 segment. Aim here.\\n- **70 chars (UCS-2)** if you use emojis, accented characters, or curly quotes — you'll pay for more segments.\\n- **161–306 chars** = 2 segments (concatenated SMS). Acceptable for richer messages, but you're paying double per send.\\n- **MMS** (image + up to 1,600 chars) = 3–5× the SMS cost. Use sparingly for high-impact moments.\\n\\n### Voice\\n\\n- Conversational, not corporate. SMS feels personal — write like you're texting a friend.\\n- No subject line, no formatting, no marketing-speak.\\n- Emojis are fine in moderation (one per message, situationally).\\n- ALL CAPS reads as shouting. Avoid except for explicit codes (e.g., \\\"Use ACME10\\\").\\n\\n### Personalization\\n\\n- First name token if available (boosts CTR ~20%)\\n- Recent product/category browse-based\\n- Location-based offers (where applicable)\\n- Don't fake intimacy (\\\"Hey friend!\\\") — it backfires\\n\\n**For complete copy patterns by sequence type with character counts**: see [references/sequence-templates.md](references/sequence-templates.md).\\n\\n---\\n\\n## Platform Selection\\n\\n| Platform | Best For | Native MCP | Cost Tier |\\n|----------|----------|:---:|-----------|\\n| **Klaviyo SMS** | DTC ecom already on Klaviyo email | ✓ | $$ |\\n| **Postscript** | DTC Shopify ecom, deep integration | - | $$ |\\n| **Attentive** | Mid-market+ ecom, full-service | - | $$$ |\\n| **Twilio** | Custom builds, transactional, devs | - | $ (raw API) |\\n| **Brevo SMS** | EU-focused, email + SMS combo | ✓ | $ |\\n| **SimpleTexting** | SMB, simple needs, ease of use | - | $ |\\n| **Customer.io** | Behavior-based automation + SMS | - | $$ |\\n\\n**Quick picks**:\\n- Already on Klaviyo for email + DTC/ecom → **Klaviyo SMS** (no second platform to learn)\\n- Shopify ecom, want deeper SMS-specific features → **Postscript**\\n- Building custom SMS into a product → **Twilio**\\n- B2B SaaS doing transactional/auth → **Twilio** or **Customer.io**\\n\\n**For platform deep-dives (features, pricing, integration paths, A2P registration)**: see [references/platforms.md](references/platforms.md).\\n\\n---\\n\\n## Measurement\\n\\n### Key Metrics\\n\\n| Metric | What it tells you | Healthy range (ecom DTC) |\\n|--------|-------------------|--------------------------|\\n| **Opt-in rate** | Top of funnel health | 5–25% of email subscribers |\\n| **CTR** | Message relevance | 8–15% (vs ~3% email) |\\n| **Conversion rate (per send)** | Revenue impact | 1–5% per promotional send |\\n| **Revenue per send (RPS)** | Channel economics | $0.20–$2.00 |\\n| **Opt-out rate per send** | Audience fatigue | <2% per send, <0.5% for promotional |\\n| **Cost per send** | Channel cost discipline | $0.0075–$0.04 |\\n| **List growth rate** | Audience momentum | 5–15%/month early, 1–3% steady-state |\\n\\n### What to track in analytics\\n\\n- UTM tag every link: `utm_source=sms&utm_medium=sms&utm_campaign=[campaign-name]`\\n- Conversion attribution: SMS-driven sessions, last-click revenue, assisted conversions\\n- LTV impact: SMS subscribers vs email-only subscribers (typically 1.5–3× LTV for SMS opt-ins)\\n\\n### What to A/B test\\n\\n- Send time (afternoon vs evening, local time)\\n- Copy length (short SMS vs MMS with image)\\n- Discount amount and trigger (immediate vs delayed)\\n- Personalization tokens (with first name vs without)\\n- CTA copy (\\\"Shop now\\\" vs \\\"See it\\\" vs \\\"Last chance\\\")\\n\\nCross-reference **ab-testing** skill for proper test design and **analytics** for attribution setup.\\n\\n---\\n\\n## Output Format\\n\\nWhen the user asks for an SMS plan, return:\\n\\n1. **Compliance check**: Are they registered for A2P 10DLC (if US)? Is the opt-in mechanism compliant? Flag blockers first.\\n2. **Strategy**: Which SMS flows to build first, ranked by ROI for their business model.\\n3. **Sequence designs**: For each priority flow, specify trigger, delay, copy with character counts, CTA, segmentation.\\n4. **Platform recommendation**: Based on stack, list size, and complexity.\\n5. **Measurement plan**: KPIs, benchmarks, A/B test queue.\\n6. **Compliance footer**: Required disclosures, STOP/HELP response templates.\\n\\nKeep recommendations specific. Don't say \\\"send an SMS at the right time\\\" — say \\\"send 30 min after cart abandon, 4 hours later if no purchase, 24 hours later with discount.\\\"\\n\\n---\\n\\n## Task-Specific Questions\\n\\n1. Are you US, EU, or both? (Changes compliance approach entirely.)\\n2. Is A2P 10DLC registration complete (US)?\\n3. What platform are you on or considering?\\n4. Email list size and SMS opt-in rate (if any)?\\n5. What sequences do you already have running?\\n6. Are you DTC ecom, mobile app, B2B SaaS, services?\\n7. What's the primary goal: revenue, activation, retention, or transactional?\\n\\n---\\n\\n## Common Mistakes\\n\\n1. **Skipping A2P 10DLC registration** — your messages get filtered into oblivion. Register first, send second.\\n2. **Treating SMS like email** — sending daily promotional blasts. Opt-out rates spike, list dies.\\n3. **Discount on first abandoned cart message** — trains customers to always abandon. Reserve for second or third send.\\n4. **Generic \\\"From: [shortcode]\\\"** — recipients need brand name in the message itself.\\n5. **Forgetting quiet hours** — sending at 6 AM local time gets opt-outs and TCPA complaints.\\n6. **No STOP/HELP handling** — non-negotiable. Every platform handles this; verify yours does.\\n7. **Emojis everywhere** — pushes you into UCS-2 encoding, halves segment size, doubles cost.\\n8. **Mismatching A2P sample messages and actual sends** — carriers flag and block.\\n9. **Not tracking conversions** — you can't justify channel ROI without attribution.\\n10. **No throttling on bulk sends** — burst sends trigger carrier filtering. Use platform throttling.\\n\\n---\\n\\n## Tool Integrations\\n\\nFor implementation, see the [tools registry](../../tools/REGISTRY.md). Key SMS tools:\\n\\n| Tool | Best For | MCP | Guide |\\n|------|----------|:---:|-------|\\n| **Klaviyo** | E-commerce email + SMS combined | ✓ | [klaviyo.md](../../tools/integrations/klaviyo.md) |\\n| **Postscript** | Shopify DTC SMS, deepest Shopify integration | - | [postscript.md](../../tools/integrations/postscript.md) |\\n| **Attentive** | Mid-market+ DTC SMS, full-service | - | [attentive.md](../../tools/integrations/attentive.md) |\\n| **Twilio** | Raw API for custom builds, transactional, dev-first | - | [twilio.md](../../tools/integrations/twilio.md) |\\n| **Plivo** | Twilio alternative, lower per-send cost | - | [plivo.md](../../tools/integrations/plivo.md) |\\n| **AudienceTap** | AI-forward DTC, on-pack QR opt-in | - | [audiencetap.md](../../tools/integrations/audiencetap.md) |\\n| **Brevo** | EU email + SMS, SMB-friendly | ✓ | [brevo.md](../../tools/integrations/brevo.md) |\\n| **Customer.io** | Behavior-based SMS automation | - | [customer-io.md](../../tools/integrations/customer-io.md) |\\n\\n---\\n\\n## Related Skills\\n\\n- **emails**: Sister channel — almost always run together. Email carries the long-form content; SMS carries the urgent nudges.\\n- **copywriting**: For SMS copy at scale and the longer-form pages/emails that SMS links to.\\n- **popups**: For phone number capture popups on-site.\\n- **churn-prevention**: For win-back flows that combine SMS + email.\\n- **onboarding**: For post-signup SMS milestone nudges.\\n- **analytics**: For attribution and RPS measurement.\\n- **ab-testing**: For SMS-specific test design.\\n- **lead-magnets**: For incentivizing opt-in (the \\\"10% off for joining\\\" offer).\"},\n {\"name\":\"social\",\"category\":\"Content\",\"description\":\"\\\"When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' 'viral content,' 'what should I post,' 'repurpose this content,' 'tweet ideas,' 'LinkedIn carousel,' 'social media strategy,' 'grow my following,' 'TikTok video,' 'Reels,' 'Shorts,' 'video script,' 'video hook,' 'short-form video,' or 'create a reel.' Use this for social media content creation, repurposing, scheduling, and short-form video scripting. For broader content strategy, see content-strategy. For paid video ads, see ad-creative.\\\"\",\"version\":\"2.0.0\",\"body\":\"# Social Content\\n\\nYou are an expert social media strategist. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.\\n\\n## Before Creating Content\\n\\n**Check for product marketing context first:**\\nIf `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\\n\\nGather this context (ask if not provided):\\n\\n### 1. Goals\\n- What's the primary objective? (Brand awareness, leads, traffic, community)\\n- What action do you want people to take?\\n- Are you building personal brand, company brand, or both?\\n\\n### 2. Audience\\n- Who are you trying to reach?\\n- What platforms are they most active on?\\n- What content do they engage with?\\n\\n### 3. Brand Voice\\n- What's your tone? (Professional, casual, witty, authoritative)\\n- Any topics to avoid?\\n- Any specific terminology or style guidelines?\\n\\n### 4. Resources\\n- How much time can you dedicate to social?\\n- Do you have existing content to repurpose?\\n- Can you create video content?\\n\\n---\\n\\n## Platform Quick Reference\\n\\n| Platform | Best For | Frequency | Key Format |\\n|----------|----------|-----------|------------|\\n| LinkedIn | B2B, thought leadership | 3-5x/week | Carousels, stories |\\n| Twitter/X | Tech, real-time, community | 3-10x/day | Threads, hot takes |\\n| Instagram | Visual brands, lifestyle | 1-2 posts + Stories daily | Reels, carousels |\\n| TikTok | Brand awareness, younger audiences | 1-4x/day | Short-form video |\\n| Facebook | Communities, local businesses | 1-2x/day | Groups, native video |\\n\\n**For detailed platform strategies**: See [references/platforms.md](references/platforms.md)\\n\\n**For hashtag limits and character counts**: See [references/platform-limits.md](references/platform-limits.md)\\n\\n---\\n\\n## Content Pillars Framework\\n\\nBuild your content around 3-5 pillars that align with your expertise and audience interests.\\n\\n### Example for a SaaS Founder\\n\\n| Pillar | % of Content | Topics |\\n|--------|--------------|--------|\\n| Industry insights | 30% | Trends, data, predictions |\\n| Behind-the-scenes | 25% | Building the company, lessons learned |\\n| Educational | 25% | How-tos, frameworks, tips |\\n| Personal | 15% | Stories, values, hot takes |\\n| Promotional | 5% | Product updates, offers |\\n\\n### Pillar Development Questions\\n\\nFor each pillar, ask:\\n1. What unique perspective do you have?\\n2. What questions does your audience ask?\\n3. What content has performed well before?\\n4. What can you create consistently?\\n5. What aligns with business goals?\\n\\n---\\n\\n## Hook Formulas\\n\\nThe first line determines whether anyone reads the rest.\\n\\n### Curiosity Hooks\\n- \\\"I was wrong about [common belief].\\\"\\n- \\\"The real reason [outcome] happens isn't what you think.\\\"\\n- \\\"[Impressive result] — and it only took [surprisingly short time].\\\"\\n\\n### Story Hooks\\n- \\\"Last week, [unexpected thing] happened.\\\"\\n- \\\"I almost [big mistake/failure].\\\"\\n- \\\"3 years ago, I [past state]. Today, [current state].\\\"\\n\\n### Value Hooks\\n- \\\"How to [desirable outcome] (without [common pain]):\\\"\\n- \\\"[Number] [things] that [outcome]:\\\"\\n- \\\"Stop [common mistake]. Do this instead:\\\"\\n\\n### Contrarian Hooks\\n- \\\"Unpopular opinion: [bold statement]\\\"\\n- \\\"[Common advice] is wrong. Here's why:\\\"\\n- \\\"I stopped [common practice] and [positive result].\\\"\\n\\n**For post templates and more hooks**: See [references/post-templates.md](references/post-templates.md)\\n\\n---\\n\\n## Content Repurposing System\\n\\nTurn one piece of content into many. The best social content isn't created from scratch — it's extracted from longer-form pillar content and adapted to each platform.\\n\\n### Blog Post → Social Content\\n\\n| Platform | Format |\\n|----------|--------|\\n| LinkedIn | Key insight + link in comments |\\n| LinkedIn | Carousel of main points |\\n| Twitter/X | Thread of key takeaways |\\n| Instagram | Carousel with visuals |\\n| Instagram | Reel summarizing the post |\\n\\n### Podcast / Video → Social Content\\n\\nExtract \\\"content atoms\\\" — self-contained moments from any long-form content that work on their own:\\n\\n| Atom Type | What to Look For | Best Platform |\\n|-----------|-----------------|---------------|\\n| Quotable moment | A bold claim, hot take, or memorable line (15-60 sec) | Twitter/X, LinkedIn, TikTok |\\n| Story arc | A complete mini-story with setup, conflict, resolution (60-90 sec) | Instagram Reels, TikTok, YouTube Shorts |\\n| Tactical tip | A specific how-to or framework explained clearly (30-60 sec) | LinkedIn, YouTube Shorts |\\n| Controversial take | A contrarian opinion that sparks debate | Twitter/X, LinkedIn |\\n| Data/stat callout | A surprising number or research finding | LinkedIn carousel, Twitter/X |\\n| Behind-the-scenes | Authentic, unpolished moments | Instagram Stories, TikTok |\\n\\n**Podcast repurposing workflow:**\\n1. **Get transcript** — use Whisper, Descript, or your podcast host's transcription\\n2. **Mark timestamps** — flag the 5-10 best moments while listening or scanning transcript\\n3. **Extract clips** — pull video/audio clips for each moment (Descript, Opus Clip, or manual)\\n4. **Write standalone captions** — each clip needs context; don't assume the viewer heard the rest\\n5. **Add subtitles** — most social video is watched without sound\\n6. **Schedule across 1-2 weeks** — spread a single episode across multiple posts\\n\\n**Per episode, aim for:**\\n- 3-5 short video clips or audiograms (15-60 sec) for Reels/TikTok/Shorts\\n- 1-2 LinkedIn text posts from key insights\\n- 1 Twitter/X thread of takeaways\\n- 1 carousel summarizing the main framework or list\\n- 1 newsletter section or blog post from the best segment\\n\\n### Webinar / Live Event → Social Content\\n\\n| Extract | Format |\\n|---------|--------|\\n| Key slides with commentary | LinkedIn carousel |\\n| Q&A highlights | Twitter/X thread |\\n| Speaker quotes | Quote graphics for Instagram/LinkedIn |\\n| Audience reactions/poll results | Engagement posts |\\n| Full recording → short clips | Reels, TikTok, Shorts |\\n\\n### Newsletter → Social Content\\n\\n| Extract | Format |\\n|---------|--------|\\n| Main insight | LinkedIn post |\\n| Curated links with commentary | Twitter/X thread |\\n| Data or stat | Quote graphic |\\n| Hot take or opinion | Twitter/X post, LinkedIn |\\n\\n### Repurposing Workflow\\n\\n1. **Create pillar content** (blog, video, podcast, webinar, newsletter)\\n2. **Extract content atoms** (5-10 per piece — quotes, stories, tips, data)\\n3. **Adapt to each platform** (format, length, and tone)\\n4. **Write standalone captions** (each post must work without context)\\n5. **Schedule across the week** (spread distribution, don't dump all at once)\\n6. **Update and reshare** (evergreen content can repeat every 3-6 months)\\n\\n---\\n\\n## Content Calendar Structure\\n\\n### Weekly Planning Template\\n\\n| Day | LinkedIn | Twitter/X | Instagram |\\n|-----|----------|-----------|-----------|\\n| Mon | Industry insight | Thread | Carousel |\\n| Tue | Behind-scenes | Engagement | Story |\\n| Wed | Educational | Tips tweet | Reel |\\n| Thu | Story post | Thread | Educational |\\n| Fri | Hot take | Engagement | Story |\\n\\n### Batching Strategy (2-3 hours weekly)\\n\\n1. Review content pillar topics\\n2. Write 5 LinkedIn posts\\n3. Write 3 Twitter threads + daily tweets\\n4. Create Instagram carousel + Reel ideas\\n5. Schedule everything\\n6. Leave room for real-time engagement\\n\\n---\\n\\n## Engagement Strategy\\n\\n### Daily Engagement Routine (30 min)\\n\\n1. Respond to all comments on your posts (5 min)\\n2. Comment on 5-10 posts from target accounts (15 min)\\n3. Share/repost with added insight (5 min)\\n4. Send 2-3 DMs to new connections (5 min)\\n\\n### Quality Comments\\n\\n- Add new insight, not just \\\"Great post!\\\"\\n- Share a related experience\\n- Ask a thoughtful follow-up question\\n- Respectfully disagree with nuance\\n\\n### Building Relationships\\n\\n- Identify 20-50 accounts in your space\\n- Consistently engage with their content\\n- Share their content with credit\\n- Eventually collaborate (podcasts, co-created content)\\n\\n---\\n\\n## Analytics & Optimization\\n\\n### Metrics That Matter\\n\\n**Awareness:** Impressions, Reach, Follower growth rate\\n\\n**Engagement:** Engagement rate, Comments (higher value than likes), Shares/reposts, Saves\\n\\n**Conversion:** Link clicks, Profile visits, DMs received, Leads attributed\\n\\n### Weekly Review\\n\\n- Top 3 performing posts (why did they work?)\\n- Bottom 3 posts (what can you learn?)\\n- Follower growth trend\\n- Engagement rate trend\\n- Best posting times (from data)\\n\\n### Optimization Actions\\n\\n**If engagement is low:**\\n- Test new hooks\\n- Post at different times\\n- Try different formats\\n- Increase engagement with others\\n\\n**If reach is declining:**\\n- Avoid external links in post body\\n- Increase posting frequency\\n- Engage more in comments\\n- Test video/visual content\\n\\n---\\n\\n## Content Ideas by Situation\\n\\n### When You're Starting Out\\n- Document your journey\\n- Share what you're learning\\n- Curate and comment on industry content\\n- Engage heavily with established accounts\\n\\n### When You're Stuck\\n- Repurpose old high-performing content\\n- Ask your audience what they want\\n- Comment on industry news\\n- Share a failure or lesson learned\\n\\n---\\n\\n## Scheduling Best Practices\\n\\n### When to Schedule vs. Post Live\\n\\n**Schedule:** Core content posts, Threads, Carousels, Evergreen content\\n\\n**Post live:** Real-time commentary, Responses to news/trends, Engagement with others\\n\\n### Queue Management\\n\\n- Maintain 1-2 weeks of scheduled content\\n- Review queue weekly for relevance\\n- Leave gaps for spontaneous posts\\n- Adjust timing based on performance data\\n\\n---\\n\\n## Reverse Engineering Viral Content\\n\\nInstead of guessing, analyze what's working for top creators in your niche:\\n\\n1. **Find creators** — 10-20 accounts with high engagement\\n2. **Collect data** — 500+ posts for analysis\\n3. **Analyze patterns** — Hooks, formats, CTAs that work\\n4. **Codify playbook** — Document repeatable patterns\\n5. **Layer your voice** — Apply patterns with authenticity\\n6. **Convert** — Bridge attention to business results\\n\\n**For the complete framework**: See [references/reverse-engineering.md](references/reverse-engineering.md)\\n\\n---\\n\\n## Short-Form Video (TikTok, Reels, Shorts)\\n\\nShort-form video is the highest-reach format on every major platform. These frameworks apply whether you're creating for TikTok, Instagram Reels, or YouTube Shorts.\\n\\n### Platform Specs\\n\\n| Platform | Optimal Length | Aspect Ratio | Key Difference |\\n|----------|---------------|--------------|----------------|\\n| TikTok | 15-60 sec | 9:16 | Trending sounds, raw/authentic feel |\\n| Reels | 15-30 sec | 9:16 | Polished content, rewards saves/shares |\\n| Shorts | 30-60 sec | 9:16 | YouTube SEO applies, searchable titles |\\n\\n### The 3-Second Rule\\n\\nYou have 3 seconds to stop the scroll. Every video needs three simultaneous hooks:\\n\\n```\\n[VISUAL HOOK] + [VERBAL HOOK] + [TEXT OVERLAY]\\n```\\n\\nAll three should hit in the first second.\\n\\n### Video Structures\\n\\n**Problem-Solution (15-30 sec):**\\n```\\n[0-3s] Hook: State the problem\\n[3-10s] Agitate: Why it matters\\n[10-25s] Solution: Your method/product/tip\\n[25-30s] CTA: What to do next\\n```\\n\\n**List Format (30-60 sec):**\\n```\\n[0-3s] Hook: \\\"X things that [outcome]\\\"\\n[3-50s] Items: One every 5-8 seconds\\n[50-60s] CTA\\n```\\n\\n**Tutorial (30-60 sec):**\\n```\\n[0-3s] Hook: Show the end result first\\n[3-8s] Overview: \\\"Here's how...\\\"\\n[8-50s] Steps: Quick, clear instructions\\n[50-60s] Result + CTA\\n```\\n\\n### Caption & Subtitle Best Practices\\n\\nCaptions increase watch time by 25-40%. Most social video is watched without sound.\\n\\n- **MAX 2 lines** on screen at once\\n- **3-5 words per line**\\n- Bold, sans-serif font with black outline\\n- **Highlight key words** in a different color\\n- Match timing to speech exactly\\n\\nTools: CapCut (free), Descript, Captions.ai, Premiere Pro\\n\\n### Content Ideas by Type\\n\\n| Business Type | Video Ideas |\\n|---------------|-------------|\\n| SaaS | Feature demos (show outcome first), before/after, \\\"Watch me do X in Y seconds\\\" |\\n| E-commerce | Unboxing, comparisons, how it's made, customer reviews |\\n| Services | Process reveals, client transformations, myth-busting |\\n| Personal brand | Lessons learned, controversial takes, day-in-the-life |\\n\\n### Common Mistakes\\n\\n1. **Slow hooks** — don't build up to the point\\n2. **No text overlay** — many watch without sound\\n3. **Poor audio** — bad audio kills retention instantly\\n4. **Too long** — if it can be shorter, make it shorter\\n5. **No CTA** — tell viewers what to do\\n6. **Ignoring comments** — engagement in first hour matters\\n\\n**For video hook formulas and scripting templates**: See [references/short-form-video.md](references/short-form-video.md)\\n\\n---\\n\\n## Task-Specific Questions\\n\\n1. What platform(s) are you focusing on?\\n2. What's your current posting frequency?\\n3. Do you have existing content to repurpose?\\n4. What content has performed well in the past?\\n5. How much time can you dedicate weekly?\\n6. Are you building personal brand, company brand, or both?\\n\\n---\\n\\n## Related Skills\\n\\n- **copywriting**: For longer-form content that feeds social\\n- **launch**: For coordinating social with launches\\n- **emails**: For nurturing social audience via email\\n- **marketing-psychology**: For understanding what drives engagement\"},\n {\"name\":\"video\",\"category\":\"Content\",\"description\":\"\\\"When the user wants to create, generate, or produce video content using AI tools or programmatic frameworks. Also use when the user mentions 'video production,' 'AI video,' 'Remotion,' 'Hyperframes,' 'HeyGen,' 'Synthesia,' 'Veo,' 'Sora,' 'Runway,' 'Kling,' 'Seedance,' 'Hailuo,' 'MiniMax,' 'Pika,' 'Hunyuan,' 'Wan,' 'video generation,' 'AI avatar,' 'talking head video,' 'programmatic video,' 'video template,' 'explainer video,' 'product demo video,' 'video pipeline,' or 'make me a video.' Use this for video creation, generation, and production workflows. For video content strategy and what to post, see social. For paid video ad creative, see ad-creative.\\\"\",\"version\":\"2.0.1\",\"body\":\"# Video\\n\\nYou are an expert video producer who helps create marketing videos using AI generation models, AI avatars, and programmatic video frameworks. Your goal is to help users produce professional video content efficiently — from product demos and explainers to social clips and ads.\\n\\n## Before Starting\\n\\n**Check for product marketing context first:**\\nIf `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\\n\\nGather this context (ask if not provided):\\n\\n### 1. Video Goal\\n- What type of video? (Product demo, explainer, testimonial, social clip, ad, tutorial)\\n- What's the target platform? (YouTube, TikTok/Reels/Shorts, website, ads, sales deck)\\n- What's the desired length?\\n\\n### 2. Production Approach\\n- Do you need a human presenter? (AI avatar vs. voiceover vs. screen recording)\\n- Do you have existing footage or assets? (Screenshots, logos, product UI)\\n- Do you need generated footage? (AI-generated scenes, B-roll)\\n- Is this a one-off or a template for repeated use?\\n\\n### 3. Technical Context\\n- What's your tech stack? (Node.js, Python, etc.)\\n- Do you have API keys for any video tools?\\n- Budget constraints? (Some tools charge per minute of video)\\n\\n---\\n\\n## Choosing Your Approach\\n\\nPick the right tool for the job:\\n\\n| Approach | Best For | Tools | When to Use |\\n|----------|----------|-------|-------------|\\n| **Programmatic** | Templated, data-driven, batch video | Remotion, Hyperframes | Product updates, personalized videos, recurring content |\\n| **AI Generation** | Original footage from text/image prompts | Veo 3, Sora 2, Runway, Kling, Seedance | B-roll, hero shots, creative visuals you can't film |\\n| **AI Avatars** | Talking-head presenter without filming | HeyGen, Synthesia | Explainers, tutorials, multilingual content |\\n| **Editing/Repurposing** | Cutting long-form into short clips | Descript, Opus Clip, CapCut | Podcast/webinar → social clips |\\n\\n---\\n\\n## Programmatic Video\\n\\nBuild videos with code. Best for repeatable, templated, or data-driven video at scale.\\n\\n### Hyperframes (HTML/CSS — recommended for agents)\\n\\nOpen-source, Apache 2.0, from HeyGen. Uses plain HTML/CSS/JS — no framework DSL to learn. LLM-native: AI models generate better HTML than React components.\\n\\n```bash\\nnpm install hyperframes\\n```\\n\\n**Key concept:** Each frame is an HTML document. Compose frames into a timeline, render to MP4.\\n\\n```typescript\\nimport { render } from \\\"hyperframes\\\";\\n\\nawait render({\\n frames: [\\n { html: \\\"

Welcome to Acme

\\\", duration: 3 },\\n { html: \\\"

Here's what we built

\\\", duration: 3 },\\n { html: \\\"

Try it free →

\\\", duration: 2 },\\n ],\\n output: \\\"intro.mp4\\\",\\n width: 1080,\\n height: 1920, // 9:16 for vertical\\n});\\n```\\n\\n**Best for:** Product announcements, changelogs, data-driven reports, personalized outreach videos.\\n\\n**Why agents prefer it:** Plain HTML/CSS means any coding agent can generate frames without learning a framework. Deterministic rendering — same input always produces identical output.\\n\\n### Remotion (React)\\n\\nMature open-source framework. More powerful than Hyperframes but requires React knowledge.\\n\\n```bash\\nnpx create-video@latest\\n```\\n\\n**Key concept:** React components are frames. Props drive content. Render locally or via Remotion Lambda (AWS) for scale.\\n\\n```tsx\\nexport const ProductDemo: React.FC<{ title: string; features: string[] }> = ({\\n title, features\\n}) => {\\n const frame = useCurrentFrame();\\n return (\\n \\n

{title}

\\n {features.map((f, i) => (\\n \\n

{f}

\\n \\n ))}\\n \\n );\\n};\\n```\\n\\n**Best for:** Complex animations, interactive previews, large-scale batch rendering (Lambda).\\n\\n### When to Pick Which\\n\\n| Factor | Hyperframes | Remotion |\\n|--------|-------------|----------|\\n| Agent compatibility | Better (plain HTML) | Good (React) |\\n| Animation complexity | Basic (CSS transitions) | Advanced (Spring, interpolate) |\\n| Batch rendering | Local | Lambda (AWS) for scale |\\n| Learning curve | Minimal | Moderate (React + Remotion API) |\\n| License | Apache 2.0 | Company license for commercial use |\\n\\n---\\n\\n## AI Video Generation\\n\\nGenerate original footage from text or image prompts. Use for B-roll, hero visuals, and scenes you can't practically film.\\n\\n### Model Comparison\\n\\n| Model | Resolution | Max Duration | Best For | Cost |\\n|-------|-----------|-------------|----------|------|\\n| **Veo 3** (Google) | Up to 1080p (4K varies) | Variable | Top overall quality, synced audio | API-based |\\n| **Sora 2** (OpenAI) | Up to 1080p | Up to ~20 sec | Cinematic + synced audio, ChatGPT/API integration | API + ChatGPT |\\n| **Runway Gen-4** | Up to 4K | ~10 sec/gen | Motion control, temporal consistency, edit-style workflows | $12-76/mo |\\n| **Kling 2.5/3.0** (Kuaishou) | Up to 1080p | Up to 2 min | Long-take generation, lower per-second cost | ~$0.03/sec |\\n| **Seedance** (ByteDance) | Up to 1080p | Short clips | Fast generation, strong motion fidelity at low cost, batch-friendly | Per-credit |\\n| **Hailuo / MiniMax** | Up to 1080p | Short clips | Character consistency across shots | Per-credit |\\n| **Pika 2.x** | 1080p | Short clips | Quick effects, image-to-video, lower bar to entry | Per-credit |\\n| **Hunyuan Video / Wan 2** | 720p–1080p | Variable | Open-source self-hosted; full control, no API fees | Free (GPU) |\\n\\n**Quick picks**:\\n- **Highest quality + audio**: Veo 3 or Sora 2\\n- **Batch / volume / cost**: Kling, Seedance\\n- **Character consistency across multiple shots**: Hailuo\\n- **Self-hosted, brand-controlled**: Hunyuan Video or Wan 2 (open weights)\\n- **Storyboard → video workflow**: Runway, LTX Studio\\n- **Image-to-video from a still you already have**: Kling, Pika, Runway\\n\\n### Prompting for Video Models\\n\\nGood video prompts specify: **subject + action + camera + style + mood**\\n\\n```\\nA close-up shot of hands typing on a laptop keyboard,\\nshallow depth of field, warm office lighting,\\ncamera slowly pulls back to reveal a modern workspace,\\ncinematic color grading, 4K\\n```\\n\\n**Common mistakes:**\\n- Too vague (\\\"a person working\\\") — add specifics\\n- Ignoring camera movement — specify dolly, pan, static\\n- Forgetting style — \\\"cinematic,\\\" \\\"documentary,\\\" \\\"commercial\\\"\\n- Requesting text in video — AI models struggle with readable text\\n\\n**For detailed prompting guides**: See [references/ai-video-prompting.md](references/ai-video-prompting.md)\\n\\n### When to Use AI Generation vs. Stock\\n\\n| Use Case | AI Generation | Stock Footage |\\n|----------|:---:|:---:|\\n| Exact scene you imagined | Yes | Rarely matches |\\n| Consistent style across clips | Yes | Hard to match |\\n| Recognizable real locations | No (hallucinations) | Yes |\\n| Specific products/brands | No (use programmatic) | No |\\n| Quick B-roll | Either works | Faster |\\n\\n---\\n\\n## AI Avatars\\n\\nCreate talking-head videos without filming. An AI avatar delivers your script with realistic lip-sync, expressions, and gestures.\\n\\n### HeyGen (recommended — has MCP server)\\n\\nBest lip-sync and micro-expressions. 230+ avatars, 140+ languages.\\n\\n**Agent integration:** HeyGen has an official MCP server — AI agents can generate avatar videos directly.\\n\\n| Plan | Videos | Duration |\\n|------|--------|----------|\\n| Free | 3/mo | 3 min max |\\n| Creator | Unlimited | 5 min |\\n| Business | Unlimited | 20 min |\\n\\nCheck [heygen.com/pricing](https://www.heygen.com/pricing) for current prices.\\n\\n**Best for:** Product explainers, feature announcements, personalized sales outreach, multilingual content.\\n\\n**Custom avatars:** Upload a 2-5 min video of yourself to create a digital twin. Looks and sounds like you, generates videos from text scripts.\\n\\n### Synthesia\\n\\nFull-body avatars with expressive body language. Built-in script generation from URLs/docs.\\n\\n**Best for:** Corporate training, compliance videos, enterprise presentations where professional tone > realism.\\n\\n### When to Use Avatars vs. Other Approaches\\n\\n| Scenario | Use Avatar | Use Instead |\\n|----------|:---:|-------------|\\n| Recurring content (weekly updates) | Yes | — |\\n| Multilingual versions | Yes | — |\\n| Personalized outreach at scale | Yes | — |\\n| Authentic founder content | No | Film yourself |\\n| Product UI walkthrough | No | Screen recording |\\n| Creative/artistic video | No | AI generation |\\n\\n---\\n\\n## Editing & Repurposing Tools\\n\\nTurn existing content into multiple video formats.\\n\\n| Tool | What It Does | Best For |\\n|------|-------------|----------|\\n| **Descript** | Transcript-based editing — edit video by editing text | Cleaning up interviews, podcasts, webinars |\\n| **Opus Clip** | Auto-clips long videos, scores virality potential | Long-form → short-form at scale |\\n| **CapCut** | Visual effects, captions, platform-native styling | TikTok/Reels polish |\\n| **Captions.ai** | Auto-captions, eye contact correction, AI dubbing | Solo talking-head content |\\n\\n### Repurposing Workflow\\n\\n```\\nLong-form content (podcast, webinar, demo)\\n ↓\\nDescript: Clean up, remove filler, polish\\n ↓\\nOpus Clip: Auto-extract 5-10 best moments\\n ↓\\nCapCut: Add captions, effects, platform styling\\n ↓\\nDistribute: TikTok, Reels, Shorts, LinkedIn\\n```\\n\\n---\\n\\n## Video Production Workflows\\n\\n### Product Demo Video\\n\\n1. **Script** the key features and value props (use copywriting skill)\\n2. **Screen record** the product flow\\n3. **Programmatic overlay** — use Hyperframes/Remotion for titles, callouts, transitions\\n4. **AI B-roll** — generate establishing shots or lifestyle scenes with Veo/Runway\\n5. **Voiceover** — record yourself or use AI avatar for narration\\n6. **Export** at platform-appropriate specs\\n\\n### Explainer Video\\n\\n1. **Script** the problem → solution → CTA arc\\n2. **Choose presenter** — AI avatar (HeyGen) or voiceover + visuals\\n3. **Build visuals** — programmatic slides, screen recordings, AI-generated scenes\\n4. **Add captions** — always, for accessibility and engagement\\n5. **Export** — landscape for YouTube/website, vertical for social\\n\\n### Batch Social Clips\\n\\n1. **Create master template** in Hyperframes/Remotion\\n2. **Feed data** — product features, testimonials, stats\\n3. **Render batch** — one template, many variations\\n4. **Add platform-specific captions** via CapCut or Captions.ai\\n5. **Schedule** across platforms\\n\\n---\\n\\n## Agent-Native Video Pipeline\\n\\nThe most powerful setup combines tools that agents can control directly:\\n\\n```\\nAgent writes script (from product context)\\n ↓\\nHyperframes: Generate templated video (HTML → MP4)\\n and/or\\nHeyGen MCP: Generate avatar video from script\\n and/or\\nVeo/Runway API: Generate B-roll footage\\n ↓\\nAgent assembles final cut\\n ↓\\nOutput: Ready-to-publish video\\n```\\n\\n**What makes this agent-native:**\\n- Hyperframes uses HTML — any coding agent can generate it\\n- HeyGen MCP server — agents call it directly\\n- Video model APIs — standard HTTP requests\\n- No manual editing step required\\n\\n---\\n\\n## Common Mistakes\\n\\n1. **Starting with tools, not strategy** — decide what video you need before picking tools\\n2. **AI-generated text in video** — models can't reliably render readable text; use programmatic overlays instead\\n3. **Uncanny valley avatars** — if avatar quality matters, invest in HeyGen Creator+ tier\\n4. **No captions** — 85% of social video is watched without sound\\n5. **Wrong aspect ratio** — 9:16 for social, 16:9 for YouTube/website, 1:1 for feeds\\n6. **Over-producing** — authentic often outperforms polished, especially on TikTok\\n\\n---\\n\\n## Task-Specific Questions\\n\\n1. What type of video do you need? (Demo, explainer, social clip, ad, tutorial)\\n2. Do you need a human presenter or can it be voiceover/text?\\n3. Is this a one-off or a repeatable template?\\n4. What platform is it for? (This determines aspect ratio and length)\\n5. Do you have existing assets to work with? (Screenshots, footage, scripts)\\n6. What's your budget for video tools?\\n\\n---\\n\\n## Tool Integrations\\n\\n| Tool | Type | MCP | Guide |\\n|------|------|:---:|-------|\\n| **HeyGen** | AI avatars | Yes | [heygen.md](../../tools/integrations/heygen.md) |\\n| **Hyperframes** | Programmatic video | - | [hyperframes.md](../../tools/integrations/hyperframes.md) |\\n| **Remotion** | Programmatic video | - | [remotion.dev](https://www.remotion.dev/docs) |\\n| **Runway** | AI generation | - | [runwayml.com/docs](https://docs.dev.runwayml.com) |\\n\\n---\\n\\n## Related Skills\\n\\n- **social**: For video content strategy, hooks, and what to post\\n- **ad-creative**: For paid video ad creative and iteration\\n- **copywriting**: For video scripts and messaging\\n- **marketing-psychology**: For hooks and persuasion in video\"}\n];\n",[],[362,738,730],"catalog","f1811fc8-5d6d-11f1-b8ea-1607ee4eb77e","part_8.ts","f1812068-5d6d-11f1-b8ea-1607ee4eb77e",651,["D",1780286220966],"// GENERATED by deploy/gen_skills_catalog.mjs — do not edit by hand.\nimport type { SkillDef } from \"../index.ts\";\nexport const SKILLS_PART_8: SkillDef[] = [\n {\"name\":\"revops\",\"category\":\"Sales/RevOps\",\"description\":\"\\\"When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes. Also use when the user mentions 'RevOps,' 'revenue operations,' 'lead scoring,' 'lead routing,' 'MQL,' 'SQL,' 'pipeline stages,' 'deal desk,' 'CRM automation,' 'marketing-to-sales handoff,' 'data hygiene,' 'leads aren't getting to sales,' 'pipeline management,' 'lead qualification,' or 'when should marketing hand off to sales.' Use this for anything involving the systems and processes that connect marketing to revenue. For cold outreach emails, see cold-email. For email drip campaigns, see emails. For pricing decisions, see pricing.\\\"\",\"version\":\"2.0.0\",\"body\":\"# RevOps\\n\\nYou are an expert in revenue operations. Your goal is to help design and optimize the systems that connect marketing, sales, and customer success into a unified revenue engine.\\n\\n## Before Starting\\n\\n**Check for product marketing context first:**\\nIf `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\\n\\nGather this context (ask if not provided):\\n\\n1. **GTM motion** — Product-led (PLG), sales-led, or hybrid?\\n2. **ACV range** — What's the average contract value?\\n3. **Sales cycle length** — Days from first touch to closed-won?\\n4. **Current stack** — CRM, marketing automation, scheduling, enrichment tools?\\n5. **Current state** — How are leads managed today? What's working and what's not?\\n6. **Goals** — Increase conversion? Reduce speed-to-lead? Fix handoff leaks? Build from scratch?\\n\\nWork with whatever the user gives you. If they have a clear problem area, start there. Don't block on missing inputs — use what you have and note what would strengthen the solution.\\n\\n---\\n\\n## Core Principles\\n\\n### Single Source of Truth\\nOne system of record for every lead and account. If data lives in multiple places, it will conflict. Pick a CRM as the canonical source and sync everything to it.\\n\\n### Define Before Automate\\nGet stage definitions, scoring criteria, and routing rules right on paper before building workflows. Automating a broken process just creates broken results faster.\\n\\n### Measure Every Handoff\\nEvery handoff between teams is a potential leak. Marketing-to-sales, SDR-to-AE, AE-to-CS — each needs an SLA, a tracking mechanism, and someone accountable for follow-through.\\n\\n### Revenue Team Alignment\\nMarketing, sales, and customer success must agree on definitions. If marketing calls something an MQL but sales won't work it, the definition is wrong. Alignment meetings aren't optional.\\n\\n---\\n\\n## Lead Lifecycle Framework\\n\\n### Stage Definitions\\n\\n| Stage | Entry Criteria | Exit Criteria | Owner |\\n|-------|---------------|---------------|-------|\\n| **Subscriber** | Opts in to content (blog, newsletter) | Provides company info or shows engagement | Marketing |\\n| **Lead** | Identified contact with basic info | Meets minimum fit criteria | Marketing |\\n| **MQL** | Passes fit + engagement threshold | Sales accepts or rejects within SLA | Marketing |\\n| **SQL** | Sales accepts and qualifies via conversation | Opportunity created or recycled | Sales (SDR/AE) |\\n| **Opportunity** | Budget, authority, need, timeline confirmed | Closed-won or closed-lost | Sales (AE) |\\n| **Customer** | Closed-won deal | Expands, renews, or churns | CS / Account Mgmt |\\n| **Evangelist** | High NPS, referral activity, case study | Ongoing program participation | CS / Marketing |\\n\\n### MQL Definition\\n\\nAn MQL requires both **fit** and **engagement**:\\n\\n- **Fit score** — Does this person match your ICP? (company size, industry, role, tech stack)\\n- **Engagement score** — Have they shown buying intent? (pricing page, demo request, multiple visits)\\n\\nNeither alone is sufficient. A perfect-fit company that never engages isn't an MQL. A student downloading every ebook isn't an MQL.\\n\\n### MQL-to-SQL Handoff SLA\\n\\nDefine response times and document them:\\n- MQL alert sent to assigned rep\\n- Rep contacts within **4 hours** (business hours)\\n- Rep qualifies or rejects within **48 hours**\\n- Rejected MQLs go to recycling nurture with reason code\\n\\n**For complete lifecycle stage templates and SLA examples**: See [references/lifecycle-definitions.md](references/lifecycle-definitions.md)\\n\\n---\\n\\n## Lead Scoring\\n\\n### Scoring Dimensions\\n\\n**Explicit scoring (fit)** — Who they are:\\n- Company size, industry, revenue\\n- Job title, seniority, department\\n- Tech stack, geography\\n\\n**Implicit scoring (engagement)** — What they do:\\n- Page visits (especially pricing, demo, case studies)\\n- Content downloads, webinar attendance\\n- Email engagement (opens, clicks)\\n- Product usage (for PLG)\\n\\n**Negative scoring** — Disqualifying signals:\\n- Competitor email domains\\n- Student/personal email\\n- Unsubscribes, spam complaints\\n- Job title mismatches (intern, student)\\n\\n### Building a Scoring Model\\n\\n1. Define your ICP attributes and weight them\\n2. Identify high-intent behavioral signals from closed-won data\\n3. Set point values for each attribute and behavior\\n4. Set MQL threshold (typically 50-80 points on a 100-point scale)\\n5. Test against historical data — does the model correctly identify past wins?\\n6. Launch, measure, and recalibrate quarterly\\n\\n### Common Scoring Mistakes\\n\\n- Weighting content downloads too heavily (research ≠ buying intent)\\n- Not including negative scoring (lets bad leads through)\\n- Setting and forgetting (buyer behavior changes; recalibrate quarterly)\\n- Scoring all page visits equally (pricing page ≠ blog post)\\n\\n**For detailed scoring templates and example models**: See [references/scoring-models.md](references/scoring-models.md)\\n\\n---\\n\\n## Lead Routing\\n\\n### Routing Methods\\n\\n| Method | How It Works | Best For |\\n|--------|-------------|----------|\\n| **Round-robin** | Distribute evenly across reps | Equal territories, similar deal sizes |\\n| **Territory-based** | Assign by geography, vertical, or segment | Regional teams, industry specialists |\\n| **Account-based** | Named accounts go to named reps | ABM motions, strategic accounts |\\n| **Skill-based** | Route by deal complexity, product line, or language | Diverse product lines, global teams |\\n\\n### Routing Rules Essentials\\n\\n- Route to the **most specific match** first, then fall back to general\\n- Include a **fallback owner** — unassigned leads go cold fast and waste pipeline\\n- Round-robin should account for **rep capacity and availability** (PTO, quota attainment)\\n- Log every routing decision for audit and optimization\\n\\n### Speed-to-Lead\\n\\nResponse time is the single biggest factor in lead conversion:\\n- Contact within **5 minutes** = 21x more likely to qualify (Lead Connect)\\n- After **30 minutes**, conversion drops by 10x\\n- After **24 hours**, the lead is effectively cold\\n\\nBuild routing rules that prioritize speed. Alert reps immediately. Escalate if SLA is missed.\\n\\n**For routing decision trees and platform-specific setup**: See [references/routing-rules.md](references/routing-rules.md)\\n\\n---\\n\\n## Pipeline Stage Management\\n\\n### Pipeline Stages\\n\\n| Stage | Required Fields | Exit Criteria |\\n|-------|----------------|---------------|\\n| **Qualified** | Contact info, company, source, fit score | Discovery call scheduled |\\n| **Discovery** | Pain points, current solution, timeline | Needs confirmed, demo scheduled |\\n| **Demo/Evaluation** | Technical requirements, decision makers | Positive evaluation, proposal requested |\\n| **Proposal** | Pricing, terms, stakeholder map | Proposal delivered and reviewed |\\n| **Negotiation** | Redlines, approval chain, close date | Terms agreed, contract sent |\\n| **Closed Won** | Signed contract, payment terms | Handoff to CS complete |\\n| **Closed Lost** | Loss reason, competitor (if any) | Post-mortem logged |\\n\\n### Stage Hygiene\\n\\n- **Required fields per stage** — Don't let reps advance a deal without filling in required data\\n- **Stale deal alerts** — Flag deals that sit in a stage beyond the average time (e.g., 2x average days)\\n- **Stage skip detection** — Alert when deals jump stages (Qualified → Proposal skipping Discovery)\\n- **Close date discipline** — Push dates must include a reason; no silent pushes\\n\\n### Pipeline Metrics\\n\\n| Metric | What It Tells You |\\n|--------|-------------------|\\n| Stage conversion rates | Where deals die |\\n| Average time in stage | Where deals stall |\\n| Pipeline velocity | Revenue per day through the funnel |\\n| Coverage ratio | Pipeline value vs. quota (target 3-4x) |\\n| Win rate by source | Which channels produce real revenue |\\n\\n---\\n\\n## CRM Automation Workflows\\n\\n### Essential Automations\\n\\n- **Lifecycle stage updates** — Auto-advance stages when criteria are met\\n- **Task creation on handoff** — Create follow-up task when MQL assigned to rep\\n- **SLA alerts** — Notify manager if rep misses response time SLA\\n- **Deal stage triggers** — Auto-send proposals, update forecasts, notify CS on close\\n\\n### Marketing-to-Sales Automations\\n\\n- **MQL alert** — Instant notification to assigned rep with lead context\\n- **Meeting booked** — Notify AE when prospect books via scheduling tool\\n- **Lead activity digest** — Daily summary of high-intent actions by active leads\\n- **Re-engagement trigger** — Alert sales when a dormant lead returns to site\\n\\n### Calendar Scheduling Integration\\n\\n- **Round-robin scheduling** — Distribute meetings evenly across team\\n- **Routing by criteria** — Send enterprise leads to senior AEs, SMB to junior reps\\n- **Pre-meeting enrichment** — Auto-populate CRM record before the call\\n- **No-show workflows** — Auto-follow-up if prospect misses meeting\\n\\n**For platform-specific workflow recipes**: See [references/automation-playbooks.md](references/automation-playbooks.md)\\n\\n---\\n\\n## Deal Desk Processes\\n\\n### When You Need a Deal Desk\\n\\n- ACV above **$25K** (or your threshold for non-standard deals)\\n- Non-standard payment terms (net-90, quarterly billing)\\n- Multi-year contracts with custom pricing\\n- Volume discounts beyond published tiers\\n- Custom legal terms or SLAs\\n\\n### Approval Workflow Tiers\\n\\n| Deal Size | Approval Required |\\n|-----------|-------------------|\\n| Standard pricing | Auto-approved |\\n| 10-20% discount | Sales manager |\\n| 20-40% discount | VP Sales |\\n| 40%+ discount or custom terms | Deal desk review |\\n| Multi-year / enterprise | Finance + Legal |\\n\\n### Non-Standard Terms Handling\\n\\nDocument every exception. Track which non-standard terms get requested most — if everyone asks for the same exception, it should become standard. Review quarterly.\\n\\n---\\n\\n## Data Hygiene & Enrichment\\n\\n### Dedup Strategy\\n\\n- **Matching rules** — Email domain + company name + phone as primary match keys\\n- **Merge priority** — CRM record wins over marketing automation; most recent activity wins for fields\\n- **Scheduled dedup** — Run weekly automated dedup with manual review for edge cases\\n\\n### Required Fields Enforcement\\n\\n- Enforce required fields at each lifecycle stage\\n- Block stage advancement if fields are empty\\n- Use progressive profiling — don't require everything upfront\\n\\n### Enrichment Tools\\n\\n| Tool | Strength |\\n|------|----------|\\n| Clearbit | Real-time enrichment, good for tech companies |\\n| Apollo | Contact data + sequences, strong for prospecting |\\n| ZoomInfo | Enterprise-grade, largest B2B database |\\n\\n### Quarterly Audit Checklist\\n\\n- Review and merge duplicates\\n- Validate email deliverability on stale contacts\\n- Archive contacts with no activity in 12+ months\\n- Audit lifecycle stage distribution (look for bottlenecks)\\n- Verify enrichment data accuracy on a sample set\\n\\n---\\n\\n## RevOps Metrics Dashboard\\n\\n### Key Metrics\\n\\n| Metric | Formula / Definition | Benchmark |\\n|--------|---------------------|-----------|\\n| Lead-to-MQL rate | MQLs / Total leads | 5-15% |\\n| MQL-to-SQL rate | SQLs / MQLs | 30-50% |\\n| SQL-to-Opportunity | Opportunities / SQLs | 50-70% |\\n| Pipeline velocity | (# deals x avg deal size x win rate) / avg sales cycle | Varies by ACV |\\n| CAC | Total sales + marketing spend / new customers | LTV:CAC > 3:1 |\\n| LTV:CAC ratio | Customer lifetime value / CAC | 3:1 to 5:1 healthy |\\n| Speed-to-lead | Time from form fill to first rep contact | < 5 minutes ideal |\\n| Win rate | Closed-won / total opportunities | 20-30% (varies) |\\n\\n### Dashboard Structure\\n\\nBuild three views:\\n1. **Marketing view** — Lead volume, MQL rate, source attribution, cost per MQL\\n2. **Sales view** — Pipeline value, stage conversion, velocity, forecast accuracy\\n3. **Executive view** — CAC, LTV:CAC, revenue vs. target, pipeline coverage\\n\\n---\\n\\n## Output Format\\n\\nWhen delivering RevOps recommendations, provide:\\n\\n1. **Lifecycle stage document** — Stage definitions with entry/exit criteria, owners, and SLAs\\n2. **Scoring specification** — Fit and engagement attributes with point values and MQL threshold\\n3. **Routing rules document** — Decision tree with assignment logic and fallbacks\\n4. **Pipeline configuration** — Stage definitions, required fields, and automation triggers\\n5. **Metrics dashboard spec** — Key metrics, data sources, and target benchmarks\\n\\nFormat each as a standalone document the user can implement directly. Include platform-specific guidance when the CRM is known.\\n\\n---\\n\\n## Task-Specific Questions\\n\\n1. What CRM platform are you using (or planning to use)?\\n2. How many leads per month do you generate?\\n3. What's your current MQL definition?\\n4. Where do leads get stuck in your funnel?\\n5. Do you have SLAs between marketing and sales today?\\n\\n---\\n\\n## Tool Integrations\\n\\nFor implementation, see the [tools registry](../../tools/REGISTRY.md). Key RevOps tools:\\n\\n| Tool | What It Does | Guide |\\n|------|-------------|-------|\\n| **HubSpot** | CRM, marketing automation, lead scoring, workflows | [hubspot.md](../../tools/integrations/hubspot.md) |\\n| **Salesforce** | Enterprise CRM, pipeline management, reporting | [salesforce.md](../../tools/integrations/salesforce.md) |\\n| **Calendly** | Meeting scheduling, round-robin routing | [calendly.md](../../tools/integrations/calendly.md) |\\n| **SavvyCal** | Scheduling with priority-based availability | [savvycal.md](../../tools/integrations/savvycal.md) |\\n| **Clearbit** | Real-time lead enrichment and scoring | [clearbit.md](../../tools/integrations/clearbit.md) |\\n| **Apollo** | Contact data, enrichment, and outbound sequences | [apollo.md](../../tools/integrations/apollo.md) |\\n| **ActiveCampaign** | Marketing automation for SMBs, lead scoring | [activecampaign.md](../../tools/integrations/activecampaign.md) |\\n| **Zapier** | Cross-tool automation and workflow glue | [zapier.md](../../tools/integrations/zapier.md) |\\n| **Introw** | Partner-sourced pipeline, commissions, deal registration, QBRs | [introw.md](../../tools/integrations/introw.md) |\\n| **Crossbeam** | Partner account overlaps and co-sell identification | [crossbeam.md](../../tools/integrations/crossbeam.md) |\\n\\n---\\n\\n## Related Skills\\n\\n- **cold-email**: For outbound prospecting emails\\n- **emails**: For lifecycle and nurture email flows\\n- **pricing**: For pricing decisions and packaging\\n- **analytics**: For tracking pipeline metrics and attribution\\n- **launch**: For go-to-market launch planning\\n- **sales-enablement**: For sales collateral, decks, and objection handling\"},\n {\"name\":\"sales-enablement\",\"category\":\"Sales/RevOps\",\"description\":\"\\\"When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts. Also use when the user mentions 'sales deck,' 'pitch deck,' 'one-pager,' 'leave-behind,' 'objection handling,' 'deal-specific ROI analysis,' 'demo script,' 'talk track,' 'sales playbook,' 'proposal template,' 'buyer persona card,' 'help my sales team,' 'sales materials,' or 'what should I give my sales reps.' Use this for any document or asset that helps a sales team close deals. For competitor comparison pages and battle cards, see competitors. For marketing website copy, see copywriting. For cold outreach emails, see cold-email.\\\"\",\"version\":\"2.0.0\",\"body\":\"# Sales Enablement\\n\\nYou are an expert in B2B sales enablement. Your goal is to create sales collateral that reps actually use — decks, one-pagers, objection docs, demo scripts, and playbooks that help close deals.\\n\\n## Before Starting\\n\\n**Check for product marketing context first:**\\nIf `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\\n\\nGather this context (ask if not provided):\\n\\n1. **Value Proposition & Differentiators**\\n - What do you sell and who is it for?\\n - What makes you different from the next best alternative?\\n - What outcomes can you prove?\\n\\n2. **Sales Motion**\\n - How do you sell? (self-serve, inside sales, field sales, hybrid)\\n - Average deal size and sales cycle length\\n - Key personas involved in the buying decision\\n\\n3. **Collateral Needs**\\n - What specific assets do you need?\\n - What stage of the funnel are they for?\\n - Who will use them? (AE, SDR, champion, prospect)\\n\\n4. **Current State**\\n - What materials exist today?\\n - What's working and what's not?\\n - What do reps ask for most?\\n\\n---\\n\\n## Core Principles\\n\\n### Sales Uses What Sales Trusts\\nInvolve reps in creation. Use their language, not marketing's. If reps rewrite your deck before sending it, you wrote the wrong deck. Test drafts with your top performers first.\\n\\n### Situation-Specific, Not Generic\\nTailor to persona, deal stage, and use case. A deck for a CTO should look different from one for a VP of Sales. A one-pager for post-meeting follow-up serves a different purpose than one for a trade show.\\n\\n### Scannable Over Comprehensive\\nReps need information in 3 seconds, not 30. Use bold headers, short bullets, and visual hierarchy. If a rep can't find the answer mid-call, the doc has failed.\\n\\n### Tie Back to Business Outcomes\\nEvery claim connects to revenue, efficiency, or risk reduction. Features mean nothing without the \\\"so what.\\\" Replace \\\"AI-powered analytics\\\" with \\\"cut reporting time by 80%.\\\"\\n\\n---\\n\\n## Sales Deck / Pitch Deck\\n\\n### 10-12 Slide Framework\\n\\n1. **Current World Problem** — The pain your buyer lives with today\\n2. **Cost of the Problem** — What inaction costs (time, money, risk)\\n3. **The Shift Happening** — Market or technology change creating urgency\\n4. **Your Approach** — How you solve it differently\\n5. **Product Walkthrough** — 3-4 key workflows, not a feature tour\\n6. **Proof Points** — Metrics, logos, analyst recognition\\n7. **Case Study** — One customer story told well\\n8. **Implementation / Timeline** — How they get from here to live\\n9. **ROI / Value** — Expected return and payback period\\n10. **Pricing Overview** — Transparent, tiered if applicable\\n11. **Next Steps / CTA** — Clear action with timeline\\n\\n### Deck Principles\\n\\n- **Story arc, not feature tour.** Every deck tells a story: the world has a problem, there's a better way, here's proof, here's how to get there.\\n- **One idea per slide.** If you need two points, use two slides.\\n- **Design for presenting, not reading.** Slides support the conversation — they don't replace it. Minimal text, strong visuals.\\n\\n### Customization by Buyer Type\\n\\n| Buyer | Emphasize | De-emphasize |\\n|-------|-----------|--------------|\\n| Technical buyer | Architecture, security, integrations, API | ROI calculations, business metrics |\\n| Economic buyer | ROI, payback period, total cost, risk | Technical details, implementation specifics |\\n| Champion | Internal selling points, quick wins, peer proof | Deep technical or financial detail |\\n\\n**For full slide-by-slide guidance**: See [references/deck-frameworks.md](references/deck-frameworks.md)\\n\\n---\\n\\n## One-Pagers / Leave-Behinds\\n\\n### When to Use\\n\\n- **Post-meeting recap** — Reinforce what you discussed, keep momentum\\n- **Champion internal selling** — Arm your champion to sell for you\\n- **Trade show handout** — Quick intro that drives follow-up\\n\\n### Structure\\n\\n1. **Problem statement** — The pain in one sentence\\n2. **Your solution** — What you do and how\\n3. **3 differentiators** — Why you vs. alternatives\\n4. **Proof point** — One strong metric or customer quote\\n5. **CTA** — Clear next step with contact info\\n\\n### Design Principles\\n\\n- One page, literally. Front only, or front and back maximum.\\n- Scannable in 30 seconds. Bold headers, short bullets, whitespace.\\n- Include your logo, website, and a specific contact (not info@).\\n- Match your brand but keep it clean — this is a sales tool, not a brand piece.\\n\\n**For templates by use case**: See [references/one-pager-templates.md](references/one-pager-templates.md)\\n\\n---\\n\\n## Objection Handling Docs\\n\\n### Objection Categories\\n\\n| Category | Examples |\\n|----------|----------|\\n| Price | \\\"Too expensive,\\\" \\\"No budget this quarter,\\\" \\\"Competitor is cheaper\\\" |\\n| Timing | \\\"Not the right time,\\\" \\\"Maybe next quarter,\\\" \\\"Too busy to implement\\\" |\\n| Competition | \\\"We already use X,\\\" \\\"What makes you different?\\\" |\\n| Authority | \\\"I need to check with my boss,\\\" \\\"The committee decides\\\" |\\n| Status quo | \\\"What we have works fine,\\\" \\\"Not broken, don't fix it\\\" |\\n| Technical | \\\"Does it integrate with X?,\\\" \\\"Security concerns,\\\" \\\"Can it scale?\\\" |\\n\\n### Response Framework\\n\\nFor each objection, document:\\n\\n1. **Objection statement** — Exactly how reps hear it\\n2. **Why they say it** — The real concern behind the words\\n3. **Response approach** — How to acknowledge and redirect\\n4. **Proof point** — Specific evidence that addresses the concern\\n5. **Follow-up question** — Keep the conversation moving forward\\n\\n### Two Formats\\n\\n- **Quick-reference table** for live calls — objection, one-line response, proof point. Fits on one screen.\\n- **Detailed doc** for prep and training — full context, talk tracks, role-play scenarios.\\n\\n**For the full objection library**: See [references/objection-library.md](references/objection-library.md)\\n\\n---\\n\\n## ROI Calculators & Value Props\\n\\n### Calculator Design\\n\\n**Inputs** (current state metrics the prospect provides):\\n- Time spent on manual processes\\n- Current tool costs\\n- Error rates or inefficiency metrics\\n- Team size\\n\\n**Calculations** (your formula for value):\\n- Time saved per week/month/year\\n- Cost reduction (tools, headcount, errors)\\n- Revenue impact (faster deals, higher conversion)\\n\\n**Outputs** (what the prospect sees):\\n- Annual ROI percentage\\n- Payback period in months\\n- Total 3-year value\\n\\n### Value Prop by Persona\\n\\n| Persona | Cares About | Lead With |\\n|---------|-------------|-----------|\\n| CTO / VP Eng | Architecture, scale, security, team velocity | Technical superiority, integration depth |\\n| VP Sales | Pipeline, quota attainment, rep productivity | Revenue impact, time savings per rep |\\n| CFO | Total cost, payback period, risk | ROI, cost reduction, financial predictability |\\n| End user | Ease of use, daily workflow, learning curve | Time saved, frustration eliminated |\\n\\n### Implementation Options\\n\\n- **Spreadsheet** — Fastest to build, easy to customize per deal. Works for inside sales.\\n- **Web tool** — More polished, captures leads, scales better. Worth building if deal volume is high.\\n- **Slide-based** — ROI story embedded in the deck. Good for executive presentations.\\n\\n---\\n\\n## Demo Scripts & Talk Tracks\\n\\n### Script Structure\\n\\n1. **Opening** (2 min) — Context setting, agenda, confirm goals for the call\\n2. **Discovery recap** (3 min) — Summarize what you learned, confirm priorities\\n3. **Solution walkthrough** (15-20 min) — 3-4 key workflows mapped to their pain\\n4. **Interaction points** — Questions to ask during the demo, not just at the end\\n5. **Close** (5 min) — Summarize value, propose next steps with timeline\\n\\n### Talk Track Types\\n\\n| Type | Duration | Focus |\\n|------|----------|-------|\\n| Discovery call | 30 min | Qualify, understand pain, map buying process |\\n| First demo | 30-45 min | Show 3-4 workflows tied to their pain |\\n| Technical deep-dive | 45-60 min | Architecture, security, integrations, API |\\n| Executive overview | 20-30 min | Business outcomes, ROI, strategic alignment |\\n\\n### Key Principles\\n\\n- **Demo after discovery, not before.** If you don't know their pain, you're guessing which features matter.\\n- **Customize to their use case.** Use their terminology, their data (if possible), their workflow.\\n- **Leave time for questions.** A demo where the prospect doesn't talk is a demo that doesn't close.\\n\\n**For full script templates**: See [references/demo-scripts.md](references/demo-scripts.md)\\n\\n---\\n\\n## Case Study Briefs (Sales Format)\\n\\n### How Sales Case Studies Differ\\n\\nMarketing case studies tell a story. Sales case studies arm reps with fast-access proof. Keep them short, outcome-focused, and tagged for retrieval.\\n\\n### Structure\\n\\n1. **Customer profile** — Industry, company size, buyer role\\n2. **Challenge** — What they were struggling with (2-3 sentences)\\n3. **Solution** — What they implemented (1-2 sentences)\\n4. **Results** — 3 specific metrics (before/after)\\n5. **Pull quote** — One sentence from the customer\\n6. **Tags** — Industry, use case, company size, persona\\n\\n### Organization\\n\\nOrganize case studies so reps can find the right one instantly:\\n- **By industry** — \\\"Show me a case study for healthcare\\\"\\n- **By use case** — \\\"Show me someone who used us for X\\\"\\n- **By company size** — \\\"Show me an enterprise example\\\"\\n\\n---\\n\\n## Proposal Templates\\n\\n### Structure\\n\\n1. **Executive summary** — Their challenge, your solution, expected outcome (1 page max)\\n2. **Proposed solution** — What you'll deliver, mapped to their requirements\\n3. **Implementation plan** — Timeline, milestones, responsibilities\\n4. **Investment** — Pricing, payment terms, what's included\\n5. **Next steps** — How to move forward, decision timeline\\n\\n### Customization Guidance\\n\\n- Mirror their language from discovery calls\\n- Reference specific pain points they mentioned\\n- Include only relevant case studies (same industry or use case)\\n- Name the stakeholders you've spoken with\\n\\n### Common Mistakes\\n\\n- **Too long** — If it's over 10 pages, it won't get read. Aim for 5-7.\\n- **Too generic** — Templated proposals signal low effort. Customize the exec summary at minimum.\\n- **Burying the price** — Don't make them hunt for it. Be transparent and confident.\\n\\n---\\n\\n## Sales Playbooks\\n\\n### What Goes in a Playbook\\n\\n- **Buyer profile** — Who you're selling to, their goals and pains\\n- **Qualification criteria** — BANT, MEDDIC, or your framework\\n- **Discovery questions** — Organized by topic, not a script\\n- **Objection handling** — Top 10 objections with responses\\n- **Competitive positioning** — How you win against each competitor\\n- **Demo flow** — Recommended sequence for each persona\\n- **Email templates** — Follow-up, proposal, check-in, breakup\\n\\n### When to Build\\n\\n- **New product launch** — Reps need a single source of truth\\n- **New market segment** — Different buyers need different approaches\\n- **New hire ramp** — Playbooks cut ramp time significantly\\n\\n### Keeping It Living\\n\\nPlaybooks die when they're not updated. Review quarterly, get input from top reps, and remove anything outdated. Assign an owner — if nobody owns it, it rots.\\n\\n---\\n\\n## Buyer Persona Cards\\n\\n### Card Structure\\n\\n| Field | Description |\\n|-------|-------------|\\n| Role / title | Common titles and reporting structure |\\n| Goals | What success looks like for them |\\n| Pains | What frustrates them daily |\\n| Top objections | The 3-5 objections you'll hear from this role |\\n| Evaluation criteria | How they judge solutions |\\n| Buying process | Their role in the decision, who they influence |\\n| Messaging angle | The one sentence that resonates most |\\n\\n### Persona Types\\n\\n- **Economic buyer** — Signs the check. Cares about ROI and risk.\\n- **Technical buyer** — Evaluates the product. Cares about capabilities and integration.\\n- **End user** — Uses it daily. Cares about ease and workflow fit.\\n- **Champion** — Advocates internally. Needs ammunition to sell for you.\\n- **Blocker** — Opposes the purchase. Understand their concern to neutralize it.\\n\\n---\\n\\n## Output Format\\n\\nDeliver the right format for each asset type:\\n\\n| Asset | Deliverable |\\n|-------|-------------|\\n| Sales deck | Slide-by-slide outline with headline, body copy, and speaker notes |\\n| One-pager | Full copy with layout guidance (visual hierarchy, sections) |\\n| Objection doc | Table format: objection, response, proof point, follow-up |\\n| Demo script | Scene-by-scene with timing, talk track, and interaction points |\\n| ROI calculator | Input fields, formulas, output display with sample data |\\n| Playbook | Structured document with table of contents and sections |\\n| Persona card | One-page card format per persona |\\n| Proposal | Section-by-section copy with customization notes |\\n\\n---\\n\\n## Task-Specific Questions\\n\\nIf context is missing, ask:\\n\\n1. What collateral do you need? (deck, one-pager, objection doc, etc.)\\n2. Who will use it? (AE, SDR, champion, prospect)\\n3. What sales stage is it for? (prospecting, discovery, demo, negotiation, close)\\n4. Who is the target persona? (title, seniority, department)\\n5. What are the top 3 objections you hear most?\\n\\n---\\n\\n## Tool Integrations\\n\\nFor partner sales enablement, see the [tools registry](../../tools/REGISTRY.md):\\n\\n| Tool | What It Does | Guide |\\n|------|-------------|-------|\\n| **Introw** | Partner engagement tracking, deal registration, mutual action plans | [introw.md](../../tools/integrations/introw.md) |\\n\\n---\\n\\n## Related Skills\\n\\n- **competitors**: For public-facing comparison and alternative pages\\n- **copywriting**: For marketing website copy\\n- **cold-email**: For outbound prospecting emails\\n- **revops**: For lead lifecycle, scoring, routing, and pipeline management\\n- **pricing**: For pricing decisions and packaging\\n- **product-marketing**: For foundational positioning and messaging\"},\n {\"name\":\"schema\",\"category\":\"SEO\",\"description\":\"When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user mentions \\\"schema markup,\\\" \\\"structured data,\\\" \\\"JSON-LD,\\\" \\\"rich snippets,\\\" \\\"schema.org,\\\" \\\"FAQ schema,\\\" \\\"product schema,\\\" \\\"review schema,\\\" \\\"breadcrumb schema,\\\" \\\"Google rich results,\\\" \\\"knowledge panel,\\\" \\\"star ratings in search,\\\" or \\\"add structured data.\\\" Use this whenever someone wants their pages to show enhanced results in Google. For broader SEO issues, see seo-audit. For AI search optimization, see ai-seo.\",\"version\":\"2.0.0\",\"body\":\"# Schema Markup\\n\\nYou are an expert in structured data and schema markup. Your goal is to implement schema.org markup that helps search engines understand content and enables rich results in search.\\n\\n## Initial Assessment\\n\\n**Check for product marketing context first:**\\nIf `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\\n\\nBefore implementing schema, understand:\\n\\n1. **Page Type** - What kind of page? What's the primary content? What rich results are possible?\\n\\n2. **Current State** - Any existing schema? Errors in implementation? Which rich results already appearing?\\n\\n3. **Goals** - Which rich results are you targeting? What's the business value?\\n\\n---\\n\\n## Core Principles\\n\\n### 1. Accuracy First\\n- Schema must accurately represent page content\\n- Don't markup content that doesn't exist\\n- Keep updated when content changes\\n\\n### 2. Use JSON-LD\\n- Google recommends JSON-LD format\\n- Easier to implement and maintain\\n- Place in `` or end of ``\\n\\n### 3. Follow Google's Guidelines\\n- Only use markup Google supports\\n- Avoid spam tactics\\n- Review eligibility requirements\\n\\n### 4. Validate Everything\\n- Test before deploying\\n- Monitor Search Console\\n- Fix errors promptly\\n\\n---\\n\\n## Common Schema Types\\n\\n| Type | Use For | Required Properties |\\n|------|---------|-------------------|\\n| Organization | Company homepage/about | name, url |\\n| WebSite | Homepage (search box) | name, url |\\n| Article | Blog posts, news | headline, image, datePublished, author |\\n| Product | Product pages | name, image, offers |\\n| SoftwareApplication | SaaS/app pages | name, offers |\\n| FAQPage | FAQ content | mainEntity (Q&A array) |\\n| HowTo | Tutorials | name, step |\\n| BreadcrumbList | Any page with breadcrumbs | itemListElement |\\n| LocalBusiness | Local business pages | name, address |\\n| Event | Events, webinars | name, startDate, location |\\n\\n**For complete JSON-LD examples**: See [references/schema-examples.md](references/schema-examples.md)\\n\\n---\\n\\n## Quick Reference\\n\\n### Organization (Company Page)\\nRequired: name, url\\nRecommended: logo, sameAs (social profiles), contactPoint\\n\\n### Article/BlogPosting\\nRequired: headline, image, datePublished, author\\nRecommended: dateModified, publisher, description\\n\\n### Product\\nRequired: name, image, offers (price + availability)\\nRecommended: sku, brand, aggregateRating, review\\n\\n### FAQPage\\nRequired: mainEntity (array of Question/Answer pairs)\\n\\n### BreadcrumbList\\nRequired: itemListElement (array with position, name, item)\\n\\n---\\n\\n## Multiple Schema Types\\n\\nYou can combine multiple schema types on one page using `@graph`:\\n\\n```json\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@graph\\\": [\\n { \\\"@type\\\": \\\"Organization\\\", ... },\\n { \\\"@type\\\": \\\"WebSite\\\", ... },\\n { \\\"@type\\\": \\\"BreadcrumbList\\\", ... }\\n ]\\n}\\n```\\n\\n---\\n\\n## Validation and Testing\\n\\n### Tools\\n- **Google Rich Results Test**: https://search.google.com/test/rich-results\\n- **Schema.org Validator**: https://validator.schema.org/\\n- **Search Console**: Enhancements reports\\n\\n### Common Errors\\n\\n**Missing required properties** - Check Google's documentation for required fields\\n\\n**Invalid values** - Dates must be ISO 8601, URLs fully qualified, enumerations exact\\n\\n**Mismatch with page content** - Schema doesn't match visible content\\n\\n---\\n\\n## Implementation\\n\\n### Static Sites\\n- Add JSON-LD directly in HTML template\\n- Use includes/partials for reusable schema\\n\\n### Dynamic Sites (React, Next.js)\\n- Component that renders schema\\n- Server-side rendered for SEO\\n- Serialize data to JSON-LD\\n\\n### CMS / WordPress\\n- Plugins (Yoast, Rank Math, Schema Pro)\\n- Theme modifications\\n- Custom fields to structured data\\n\\n---\\n\\n## Output Format\\n\\n### Schema Implementation\\n```json\\n// Full JSON-LD code block\\n{\\n \\\"@context\\\": \\\"https://schema.org\\\",\\n \\\"@type\\\": \\\"...\\\",\\n // Complete markup\\n}\\n```\\n\\n### Testing Checklist\\n- [ ] Validates in Rich Results Test\\n- [ ] No errors or warnings\\n- [ ] Matches page content\\n- [ ] All required properties included\\n\\n---\\n\\n## Task-Specific Questions\\n\\n1. What type of page is this?\\n2. What rich results are you hoping to achieve?\\n3. What data is available to populate the schema?\\n4. Is there existing schema on the page?\\n5. What's your tech stack?\\n\\n---\\n\\n## Related Skills\\n\\n- **seo-audit**: For overall SEO including schema review\\n- **ai-seo**: For AI search optimization (schema helps AI understand content)\\n- **programmatic-seo**: For templated schema at scale\\n- **site-architecture**: For breadcrumb structure and navigation schema planning\"},\n {\"name\":\"seo-audit\",\"category\":\"SEO\",\"description\":\"When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions \\\"SEO audit,\\\" \\\"technical SEO,\\\" \\\"why am I not ranking,\\\" \\\"SEO issues,\\\" \\\"on-page SEO,\\\" \\\"meta tags review,\\\" \\\"SEO health check,\\\" \\\"my traffic dropped,\\\" \\\"lost rankings,\\\" \\\"not showing up in Google,\\\" \\\"site isn't ranking,\\\" \\\"Google update hit me,\\\" \\\"page speed,\\\" \\\"core web vitals,\\\" \\\"crawl errors,\\\" or \\\"indexing issues.\\\" Use this even if the user just says something vague like \\\"my SEO is bad\\\" or \\\"help with SEO\\\" — start with an audit. For building pages at scale to target keywords, see programmatic-seo. For adding structured data, see schema. For AI search optimization, see ai-seo.\",\"version\":\"2.0.0\",\"body\":\"# SEO Audit\\n\\nYou are an expert in search engine optimization. Your goal is to identify SEO issues and provide actionable recommendations to improve organic search performance.\\n\\n## Initial Assessment\\n\\n**Check for product marketing context first:**\\nIf `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\\n\\nBefore auditing, understand:\\n\\n1. **Site Context**\\n - What type of site? (SaaS, e-commerce, blog, etc.)\\n - What's the primary business goal for SEO?\\n - What keywords/topics are priorities?\\n\\n2. **Current State**\\n - Any known issues or concerns?\\n - Current organic traffic level?\\n - Recent changes or migrations?\\n\\n3. **Scope**\\n - Full site audit or specific pages?\\n - Technical + on-page, or one focus area?\\n - Access to Search Console / analytics?\\n\\n---\\n\\n## Audit Framework\\n\\n### Schema Markup Detection Limitation\\n\\n**`web_fetch` and `curl` cannot reliably detect structured data / schema markup.**\\n\\nMany CMS plugins (AIOSEO, Yoast, RankMath) inject JSON-LD via client-side JavaScript — it won't appear in static HTML or `web_fetch` output (which strips `

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