AIHive · Agent World

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Only allows public https hosts; blocks loopback/private/link-local\n// ranges and the cloud metadata IP. (Defense in depth — the APP_TOKEN gate already restricts\n// who can configure these.)\nexport function isSafePublicUrl(rawUrl: string): boolean {\n let u: URL;\n try { u = new URL(rawUrl); } catch { return false; }\n if (u.protocol !== \"https:\") return false;\n const host = u.hostname.toLowerCase().replace(/^\\[|\\]$/g, \"\");\n if (host === \"localhost\" || host.endsWith(\".localhost\") || host.endsWith(\".internal\") || host.endsWith(\".local\")) return false;\n if (host === \"::1\" || host === \"::\" || host.startsWith(\"fe80:\") || host.startsWith(\"fc\") || host.startsWith(\"fd\")) return false;\n const m = host.match(/^(\\d{1,3})\\.(\\d{1,3})\\.(\\d{1,3})\\.(\\d{1,3})$/);\n if (m) {\n const a = +m[1], b = +m[2];\n if (a === 0 || a === 127) return false; // unspecified / loopback\n if (a === 10) return false; // 10/8 private\n if (a === 172 && b >= 16 && b <= 31) return false; // 172.16/12 private\n if (a === 192 && b === 168) return false; // 192.168/16 private\n if (a === 169 && b === 254) return false; // link-local / cloud metadata\n }\n return true;\n}\n\nexport async function getCredentials(name: string): Promise {\n // CRITICAL ISOLATION: scope by tenant so a tenant NEVER inherits another tenant's OAuth tokens.\n // With the default t_default context this is a no-op for the owner; it is the key gate for trial users.\n const result = await sqlite.execute(\n \"SELECT api_key, api_secret, access_token, refresh_token, extra_config FROM integrations WHERE name = ? AND tenant_id = ?\",\n [name, currentTenantId()]\n );\n if (!result.rows || result.rows.length === 0) {\n // Google-family services (drive/sheets/docs/gmail/etc.) share the central 'google' OAuth\n // credentials and usually have NO row of their own. Inherit the google creds so the router\n // doesn't 404 before withGoogleFallback runs. ('google' is not in GOOGLE_SERVICES → no recursion.)\n if (GOOGLE_SERVICES.includes(name)) return await getCredentials(\"google\");\n // Microsoft-family services (onedrive/teams/excel) share the central 'outlook' Graph token.\n if (MICROSOFT_SERVICES.includes(name)) return await getCredentials(\"outlook\");\n return null;\n }\n const cols = result.columns;\n const row = result.rows[0];\n const obj: Record = {};\n for (let i = 0; i < cols.length; i++) obj[cols[i]] = row[i];\n let extra_config: Record | undefined;\n if (obj.extra_config) {\n try { extra_config = JSON.parse(obj.extra_config); } catch { extra_config = {}; }\n }\n return {\n api_key: obj.api_key ?? undefined,\n api_secret: obj.api_secret ?? undefined,\n access_token: obj.access_token ?? undefined,\n refresh_token: obj.refresh_token ?? undefined,\n extra_config,\n };\n}\n\n// All Google services share the OAuth token issued for `google`.\nexport async function withGoogleFallback(creds: IntegrationCredentials): Promise {\n const google = await getCredentials(\"google\");\n return {\n ...creds,\n access_token: creds.access_token || google?.access_token,\n refresh_token: creds.refresh_token || google?.refresh_token,\n api_key: creds.api_key || google?.api_key,\n extra_config: { ...google?.extra_config, ...creds.extra_config },\n };\n}\n\n// Refresh Google access_token using stored refresh_token. Persists the new token and returns it.\nexport async function refreshGoogleToken(): Promise {\n const google = await getCredentials(\"google\");\n if (!google?.refresh_token) return null;\n // Match the callback handler: env-driven OAuth client by design, DB row as fallback. Trim to\n // avoid whitespace producing a malformed (invalid_request) token request.\n const clientId = (Deno.env.get(\"GOOGLE_CLIENT_ID\") || google.extra_config?.client_id || google.extra_config?.clientId || \"\").trim();\n const clientSecret = (Deno.env.get(\"GOOGLE_CLIENT_SECRET\") || google.api_secret || \"\").trim();\n if (!clientId || !clientSecret) return null;\n const res = await fetch(\"https://oauth2.googleapis.com/token\", {\n method: \"POST\",\n headers: { \"Content-Type\": \"application/x-www-form-urlencoded\" },\n body: new URLSearchParams({ refresh_token: google.refresh_token, client_id: clientId, client_secret: clientSecret, grant_type: \"refresh_token\" }),\n });\n const data = await res.json();\n if (!data.access_token) return null;\n await sqlite.execute(\"UPDATE integrations SET access_token=?, updated_at=? WHERE name='google' AND tenant_id = ?\", [data.access_token, new Date().toISOString(), currentTenantId()]);\n return data.access_token;\n}\n\n// List of integrations that share the central Google OAuth credentials.\nexport const GOOGLE_SERVICES = [\"ga4\", \"gsc\", \"youtube\", \"drive\", \"sheets\", \"calendar\", \"gmail\", \"docs\"];\n\n// Env-driven Google OAuth client helpers. The OAuth client id/secret live in the\n// GOOGLE_CLIENT_ID / GOOGLE_CLIENT_SECRET env vars by design. Re-exported by api/integrations.ts;\n// removing these breaks that module's import graph (and the whole app).\nexport const googleClientId = (): string => (Deno.env.get(\"GOOGLE_CLIENT_ID\") || \"\").trim();\nexport const googleClientSecret = (): string => (Deno.env.get(\"GOOGLE_CLIENT_SECRET\") || \"\").trim();\nexport const googleRedirectUri = (): string => (Deno.env.get(\"GOOGLE_REDIRECT_URI\") || \"\").trim();\n\n// ─── Microsoft (Outlook / Graph) OAuth ──────────────────────────────────────\n// Env-driven confidential client, same pattern as Google. `common` tenant accepts both\n// work/school and personal Microsoft accounts. Delegated scopes cover the Outlook app's\n// read (inbox/calendar/contacts) + write (send) endpoints; offline_access yields a refresh token.\nexport const MICROSOFT_TENANT = \"common\";\nexport const MICROSOFT_SCOPES =\n \"openid profile email offline_access User.Read Mail.Read Mail.Send Calendars.Read Contacts.Read \" +\n \"Files.Read.All Files.ReadWrite.All Team.ReadBasic.All Channel.ReadBasic.All ChannelMessage.Read.All \" +\n \"ChannelMessage.Send Chat.ReadWrite ChatMessage.Send OnlineMeetings.ReadWrite\";\nexport const microsoftClientId = (): string => (Deno.env.get(\"MICROSOFT_CLIENT_ID\") || \"\").trim();\nexport const microsoftClientSecret = (): string => (Deno.env.get(\"MICROSOFT_CLIENT_SECRET\") || \"\").trim();\nexport const microsoftTokenUrl = (): string =>\n `https://login.microsoftonline.com/${MICROSOFT_TENANT}/oauth2/v2.0/token`;\n\n// Refresh the Outlook access_token using its stored refresh_token. Persists the new token\n// (and the rotated refresh_token, if Microsoft returns one) and returns the new access token.\nexport async function refreshMicrosoftToken(): Promise {\n const outlook = await getCredentials(\"outlook\");\n if (!outlook?.refresh_token) return null;\n // Env-first, falling back to the stored outlook credential row (same as the OAuth routes).\n const clientId = (microsoftClientId() || outlook.extra_config?.client_id || outlook.extra_config?.clientId || \"\").trim();\n const clientSecret = (microsoftClientSecret() || outlook.api_secret || \"\").trim();\n if (!clientId || !clientSecret) return null;\n const res = await fetch(microsoftTokenUrl(), {\n method: \"POST\",\n headers: { \"Content-Type\": \"application/x-www-form-urlencoded\" },\n body: new URLSearchParams({\n refresh_token: outlook.refresh_token,\n client_id: clientId,\n client_secret: clientSecret,\n grant_type: \"refresh_token\",\n scope: MICROSOFT_SCOPES,\n }),\n });\n const data = await res.json();\n if (!data.access_token) return null;\n await sqlite.execute(\n \"UPDATE integrations SET access_token=?, refresh_token=COALESCE(?, refresh_token), updated_at=? WHERE name='outlook' AND tenant_id = ?\",\n [data.access_token, data.refresh_token ?? null, new Date().toISOString(), currentTenantId()],\n );\n return data.access_token;\n}\n\n// Microsoft Graph services that share the central Outlook OAuth token (mirror GOOGLE_SERVICES).\nexport const MICROSOFT_SERVICES = [\"onedrive\", \"teams\", \"excel\"];\n\n// All Microsoft services share the OAuth token issued for `outlook` (the Graph token).\nexport async function withMicrosoftFallback(creds: IntegrationCredentials): Promise {\n const outlook = await getCredentials(\"outlook\");\n return {\n ...creds,\n access_token: creds.access_token || outlook?.access_token,\n refresh_token: creds.refresh_token || outlook?.refresh_token,\n api_secret: creds.api_secret || outlook?.api_secret,\n extra_config: { ...outlook?.extra_config, ...creds.extra_config },\n };\n}\n","// Common utilities shared across per-integration handler files.\n// Each integration handler file imports from here rather than duplicating these helpers.\nimport { sqlite, currentTenantId } from \"../../db.ts\";\n\nexport interface IntegrationCredentials {\n api_key?: string;\n api_secret?: string;\n access_token?: string;\n refresh_token?: string;\n extra_config?: Record;\n}\n\nconst CORS = {\n \"Access-Control-Allow-Origin\": \"*\",\n \"Access-Control-Allow-Methods\": \"GET, POST, PUT, DELETE, OPTIONS\",\n \"Access-Control-Allow-Headers\": \"Content-Type, Authorization\",\n};\n\nexport function json(data: any, status = 200): Response {\n return new Response(JSON.stringify(data), {\n status,\n headers: { \"Content-Type\": \"application/json\", ...CORS },\n });\n}\n\nexport async function safeJson(res: Response): Promise {\n const text = await res.text();\n try { return JSON.parse(text); } catch { return { error: text.slice(0, 500) || `HTTP ${res.status}` }; }\n}\n\n// Upper bound on passthrough text content; larger bodies are truncated to keep responses sane.\nconst MAX_CONTENT_BYTES = 200000;\n\n// Passthrough helper for endpoints that return raw text (markdown/html/plain) rather than JSON.\n// Wraps the body in our standard json() envelope so callers always get a consistent shape.\nexport async function textContent(res: Response, meta: Record = {}): Promise {\n const mimeType = res.headers.get(\"Content-Type\") || meta.mimeType || \"text/plain\";\n if (!res.ok) {\n const body = await res.text();\n return json({ ok: false, status: res.status, error: body.slice(0, 500) }, res.status);\n }\n let content = await res.text();\n let bytes = content.length;\n let truncated = false;\n if (bytes > MAX_CONTENT_BYTES) {\n content = content.slice(0, MAX_CONTENT_BYTES);\n truncated = true;\n }\n return json({ ok: true, mimeType, bytes, truncated, content, ...meta });\n}\n\n// SSRF guard for any server-side fetch built from user-supplied URLs (WordPress site_url,\n// custom LLM endpoint). Only allows public https hosts; blocks loopback/private/link-local\n// ranges and the cloud metadata IP. (Defense in depth — the APP_TOKEN gate already restricts\n// who can configure these.)\nexport function isSafePublicUrl(rawUrl: string): boolean {\n let u: URL;\n try { u = new URL(rawUrl); } catch { return false; }\n if (u.protocol !== \"https:\") return false;\n const host = u.hostname.toLowerCase().replace(/^\\[|\\]$/g, \"\");\n if (host === \"localhost\" || host.endsWith(\".localhost\") || host.endsWith(\".internal\") || host.endsWith(\".local\")) return false;\n if (host === \"::1\" || host === \"::\" || host.startsWith(\"fe80:\") || host.startsWith(\"fc\") || host.startsWith(\"fd\")) return false;\n const m = host.match(/^(\\d{1,3})\\.(\\d{1,3})\\.(\\d{1,3})\\.(\\d{1,3})$/);\n if (m) {\n const a = +m[1], b = +m[2];\n if (a === 0 || a === 127) return false; // unspecified / loopback\n if (a === 10) return false; // 10/8 private\n if (a === 172 && b >= 16 && b <= 31) return false; // 172.16/12 private\n if (a === 192 && b === 168) return false; // 192.168/16 private\n if (a === 169 && b === 254) return false; // link-local / cloud metadata\n }\n return true;\n}\n\n// Fetch with a hard timeout. A slow/hung provider API would otherwise keep a request open\n// until the platform kills it (no useful error). AbortController aborts after `ms` (default 15s)\n// and we rethrow a clear, host-tagged error so handlers can surface a meaningful message.\nexport async function fetchWithTimeout(\n url: string | URL,\n init: RequestInit = {},\n ms = 15000,\n): Promise {\n const controller = new AbortController();\n const timer = setTimeout(() => controller.abort(), ms);\n let host = \"request\";\n try { host = new URL(url instanceof URL ? url.href : url).host || \"request\"; } catch { /* keep default */ }\n try {\n return await fetch(url, { ...init, signal: controller.signal });\n } catch (err) {\n if (err instanceof Error && err.name === \"AbortError\") {\n throw new Error(`${host} timed out after ${Math.round(ms / 1000)}s`);\n }\n throw err;\n } finally {\n clearTimeout(timer);\n }\n}\n\nexport async function getCredentials(name: string): Promise {\n // CRITICAL ISOLATION: scope by tenant so a tenant NEVER inherits another tenant's OAuth tokens.\n // With the default t_default context this is a no-op for the owner; it is the key gate for trial users.\n const result = await sqlite.execute(\n \"SELECT api_key, api_secret, access_token, refresh_token, extra_config FROM integrations WHERE name = ? AND tenant_id = ?\",\n [name, currentTenantId()]\n );\n if (!result.rows || result.rows.length === 0) {\n // Google-family services (drive/sheets/docs/gmail/etc.) share the central 'google' OAuth\n // credentials and usually have NO row of their own. Inherit the google creds so the router\n // doesn't 404 before withGoogleFallback runs. ('google' is not in GOOGLE_SERVICES → no recursion.)\n if (GOOGLE_SERVICES.includes(name)) return await getCredentials(\"google\");\n // Microsoft-family services (onedrive/teams/excel) share the central 'outlook' Graph token.\n if (MICROSOFT_SERVICES.includes(name)) return await getCredentials(\"outlook\");\n return null;\n }\n const cols = result.columns;\n const row = result.rows[0];\n const obj: Record = {};\n for (let i = 0; i < cols.length; i++) obj[cols[i]] = row[i];\n let extra_config: Record | undefined;\n if (obj.extra_config) {\n try { extra_config = JSON.parse(obj.extra_config); } catch { extra_config = {}; }\n }\n return {\n api_key: obj.api_key ?? undefined,\n api_secret: obj.api_secret ?? undefined,\n access_token: obj.access_token ?? undefined,\n refresh_token: obj.refresh_token ?? undefined,\n extra_config,\n };\n}\n\n// All Google services share the OAuth token issued for `google`.\nexport async function withGoogleFallback(creds: IntegrationCredentials): Promise {\n const google = await getCredentials(\"google\");\n return {\n ...creds,\n access_token: creds.access_token || google?.access_token,\n refresh_token: creds.refresh_token || google?.refresh_token,\n api_key: creds.api_key || google?.api_key,\n extra_config: { ...google?.extra_config, ...creds.extra_config },\n };\n}\n\n// Refresh Google access_token using stored refresh_token. Persists the new token and returns it.\nexport async function refreshGoogleToken(): Promise {\n const google = await getCredentials(\"google\");\n if (!google?.refresh_token) return null;\n // Match the callback handler: env-driven OAuth client by design, DB row as fallback. Trim to\n // avoid whitespace producing a malformed (invalid_request) token request.\n const clientId = (Deno.env.get(\"GOOGLE_CLIENT_ID\") || google.extra_config?.client_id || google.extra_config?.clientId || \"\").trim();\n const clientSecret = (Deno.env.get(\"GOOGLE_CLIENT_SECRET\") || google.api_secret || \"\").trim();\n if (!clientId || !clientSecret) return null;\n const res = await fetch(\"https://oauth2.googleapis.com/token\", {\n method: \"POST\",\n headers: { \"Content-Type\": \"application/x-www-form-urlencoded\" },\n body: new URLSearchParams({ refresh_token: google.refresh_token, client_id: clientId, client_secret: clientSecret, grant_type: \"refresh_token\" }),\n });\n const data = await res.json();\n if (!data.access_token) return null;\n await sqlite.execute(\"UPDATE integrations SET access_token=?, updated_at=? WHERE name='google' AND tenant_id = ?\", [data.access_token, new Date().toISOString(), currentTenantId()]);\n return data.access_token;\n}\n\n// List of integrations that share the central Google OAuth credentials.\nexport const GOOGLE_SERVICES = [\"ga4\", \"gsc\", \"youtube\", \"drive\", \"sheets\", \"calendar\", \"gmail\", \"docs\"];\n\n// Env-driven Google OAuth client helpers. The OAuth client id/secret live in the\n// GOOGLE_CLIENT_ID / GOOGLE_CLIENT_SECRET env vars by design. Re-exported by api/integrations.ts;\n// removing these breaks that module's import graph (and the whole app).\nexport const googleClientId = (): string => (Deno.env.get(\"GOOGLE_CLIENT_ID\") || \"\").trim();\nexport const googleClientSecret = (): string => (Deno.env.get(\"GOOGLE_CLIENT_SECRET\") || \"\").trim();\nexport const googleRedirectUri = (): string => (Deno.env.get(\"GOOGLE_REDIRECT_URI\") || \"\").trim();\n\n// ─── Microsoft (Outlook / Graph) OAuth ──────────────────────────────────────\n// Env-driven confidential client, same pattern as Google. `common` tenant accepts both\n// work/school and personal Microsoft accounts. Delegated scopes cover the Outlook app's\n// read (inbox/calendar/contacts) + write (send) endpoints; offline_access yields a refresh token.\nexport const MICROSOFT_TENANT = \"common\";\nexport const MICROSOFT_SCOPES =\n \"openid profile email offline_access User.Read Mail.Read Mail.Send Calendars.Read Contacts.Read \" +\n \"Files.Read.All Files.ReadWrite.All Team.ReadBasic.All Channel.ReadBasic.All ChannelMessage.Read.All \" +\n \"ChannelMessage.Send Chat.ReadWrite ChatMessage.Send OnlineMeetings.ReadWrite\";\nexport const microsoftClientId = (): string => (Deno.env.get(\"MICROSOFT_CLIENT_ID\") || \"\").trim();\nexport const microsoftClientSecret = (): string => (Deno.env.get(\"MICROSOFT_CLIENT_SECRET\") || \"\").trim();\nexport const microsoftTokenUrl = (): string =>\n `https://login.microsoftonline.com/${MICROSOFT_TENANT}/oauth2/v2.0/token`;\n\n// Refresh the Outlook access_token using its stored refresh_token. Persists the new token\n// (and the rotated refresh_token, if Microsoft returns one) and returns the new access token.\nexport async function refreshMicrosoftToken(): Promise {\n const outlook = await getCredentials(\"outlook\");\n if (!outlook?.refresh_token) return null;\n // Env-first, falling back to the stored outlook credential row (same as the OAuth routes).\n const clientId = (microsoftClientId() || outlook.extra_config?.client_id || outlook.extra_config?.clientId || \"\").trim();\n const clientSecret = (microsoftClientSecret() || outlook.api_secret || \"\").trim();\n if (!clientId || !clientSecret) return null;\n const res = await fetch(microsoftTokenUrl(), {\n method: \"POST\",\n headers: { \"Content-Type\": \"application/x-www-form-urlencoded\" },\n body: new URLSearchParams({\n refresh_token: outlook.refresh_token,\n client_id: clientId,\n client_secret: clientSecret,\n grant_type: \"refresh_token\",\n scope: MICROSOFT_SCOPES,\n }),\n });\n const data = await res.json();\n if (!data.access_token) return null;\n await sqlite.execute(\n \"UPDATE integrations SET access_token=?, refresh_token=COALESCE(?, refresh_token), updated_at=? WHERE name='outlook' AND tenant_id = ?\",\n [data.access_token, data.refresh_token ?? null, new Date().toISOString(), currentTenantId()],\n );\n return data.access_token;\n}\n\n// Microsoft Graph services that share the central Outlook OAuth token (mirror GOOGLE_SERVICES).\nexport const MICROSOFT_SERVICES = [\"onedrive\", \"teams\", \"excel\"];\n\n// All Microsoft services share the OAuth token issued for `outlook` (the Graph token).\nexport async function withMicrosoftFallback(creds: IntegrationCredentials): Promise {\n const outlook = await getCredentials(\"outlook\");\n return {\n ...creds,\n access_token: creds.access_token || outlook?.access_token,\n refresh_token: creds.refresh_token || outlook?.refresh_token,\n api_secret: creds.api_secret || outlook?.api_secret,\n extra_config: { ...outlook?.extra_config, ...creds.extra_config },\n 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interface Integration {\n id: string;\n name: string; // 'ahrefs'|'ga4'|'gsc'|'linkedin'|'outlook'|'wordpress'|'youtube'|'producthunt'\n api_key?: string;\n api_secret?: string;\n access_token?: string;\n refresh_token?: string;\n extra_config?: string; // JSON string\n connected_at?: string;\n updated_at?: string;\n}\n\nexport interface LLMConfig {\n id: string;\n // QA fix: gemini was already routed in callLLM but missing from the union, causing TS noise.\n provider: 'anthropic' | 'openai' | 'gemini' | 'custom';\n api_key: string;\n endpoint?: string;\n model: string;\n updated_at?: string;\n // Per-provider key presence flags (computed from the 4 api_key_ columns) —\n // used by Settings UI to render \"(saved)\" pills without leaking the actual key.\n has_key?: { anthropic: boolean; openai: boolean; gemini: boolean; custom: boolean };\n}\n\nexport interface Agent {\n id: string;\n name: string;\n workspace: 'marketing' | 'sales';\n description: string;\n system_prompt: string;\n tools: string; // JSON array string\n model?: string;\n enabled: number; // 0 or 1\n created_at: string;\n updated_at: string;\n created_by: 'user' | 'ai';\n // B2: budget cap (USD/month) + running spend, joined from agent_budgets\n monthly_cap?: number;\n current_spend?: number;\n}\n\nexport interface Conversation {\n id: string;\n agent_id?: string;\n workspace: string;\n messages: string; // JSON array string\n created_at: string;\n updated_at: string;\n}\n\nexport interface Task {\n id: string;\n agent_id?: string;\n workspace: string;\n title: string;\n status: 'pending' | 'running' | 'done' | 'failed';\n input?: string;\n output?: string;\n created_at: string;\n completed_at?: string;\n}\n\nexport interface ChatMessage {\n role: 'user' | 'assistant' | 'system' | 'tool';\n content: string;\n timestamp?: string;\n // Tool-use fields (OpenAI-style) carried at runtime by chat.ts / llm.ts.\n tool_calls?: any[];\n tool_call_id?: string;\n reasoning_content?: string;\n // Part 14.2: structured execution trace (round/tool/action/message steps) shown in the UI.\n trace?: Array<{ t: string; role?: string; name?: string; preview?: string; args_preview?: string; result_preview?: string; ok?: boolean; ms?: number; n?: number; ts?: string }>;\n}\n","label",[168],"140bbadc-5e7a-11f1-8052-1607ee4eb77e","router.ts","30479b74-56ca-11f1-a296-ee650bb23af1",901,["D",1780401383983],116,"import { sqlite, initDB, DEFAULT_AGENT_SEEDS, currentRole, currentTenantId } from \"./db.ts\";\nimport { registerUser, loginUser, getMe, upsertOAuthUser } from \"./api/auth.ts\";\nimport { resolveSession, sessionSetCookie, sessionClearCookie } from \"./api/session.ts\";\nimport { newOAuthState, CLEAR_OAUTH_STATE, redirectWithCookie, oauthStateValid, identityLoginStart, identityLoginCallback } from \"./api/oauth_login.ts\";\nimport { listAgents, createAgent, updateAgent, deleteAgent } from \"./api/agents.ts\";\nimport { getLLMConfig, saveLLMConfig } from \"./api/llm.ts\";\nimport { handleChat, handleChatStream, listConversations, getConversationById, deleteConversation } from \"./api/chat.ts\";\nimport { handleIntegrationProxy, getCredentials, GOOGLE_SERVICES, MICROSOFT_SCOPES, getIntegrationSchema, listDescriptorNames } from \"./api/integrations.ts\";\nimport { getAppJS } from \"./frontend_js.ts\";\nimport { getUIJS } from \"./frontend_ui.ts\";\nimport { getChartsJS } from \"./frontend_charts.ts\";\nimport { getRenderersJS } from \"./frontend_renderers.ts\";\nimport { getRenderers2JS } from \"./frontend_renderers2.ts\";\nimport { getCRMJS } from \"./frontend_crm.ts\";\nimport { getPagesJS } from \"./frontend_pages.ts\";\nimport { getCommandJS } from \"./frontend_command.ts\";\nimport { getIntelligenceJS } from \"./frontend_intelligence.ts\";\nimport { getSettingsJS } from \"./frontend_settings.ts\";\nimport { getWidgetsJS } from \"./frontend_widgets.ts\";\nimport { getObjectivesJS } from \"./frontend_objectives.ts\";\nimport { getCalendarJS } from \"./frontend_calendar.ts\";\nimport { getExperimentsJS } from \"./frontend_experiments.ts\";\nimport { getFunnelSummary, getCorrelations, getRecommendations, getLeadScores, getAIOKpis, getIntelligenceFeed } from \"./api/intelligence.ts\";\nimport { listSignals, recordSignal, actionSignal, getHotLeads, getHotLeadsCount } from \"./api/signals.ts\";\nimport { listObjectives, createObjective, updateObjective, deleteObjective, createKeyResult, updateKeyResult, getOKRDashboard, syncObjectivesFromFunnel } from \"./api/okrs.ts\";\nimport { getNSM, setNSM, recordNSMValue, getNSMProgress } from \"./api/nsm.ts\";\nimport { listCohorts, createCohort, deleteCohort, getCohortSummary, getEngagementVelocity, getAttributionSummary, recordConversion, getRetention, getRevenueModel } from \"./api/aio.ts\";\nimport { getLatestDigest, generateDigest, getDigestHistory } from \"./api/digest.ts\";\nimport { listExperiments, createExperiment, updateExperiment, deleteExperiment, runExperiment, completeExperiment, getExperimentStats, suggestICE } from \"./api/experiments.ts\";\nimport { getUnifiedCalendar, getCalendarSummary, createCalendarEntry, updateCalendarEntry, deleteCalendarEntry } from \"./api/calendar_unified.ts\";\nimport { getGraphify } from \"./api/graphify.ts\";\nimport { listTasks, createTask, updateTask, deleteTask, listIceRankedTasks, generateTasksFromSource, runTask } from \"./api/tasks.ts\";\nimport { listDeals, getDeal, createDeal, updateDeal, deleteDeal, syncDealsFromLeads, listCandidates, importDeals } from \"./api/deals.ts\";\nimport { listKnowledgeFiles, getKnowledgeFile, createKnowledgeFile, updateKnowledgeFile, deleteKnowledgeFile, summarizeKnowledgeFile, buildKnowledgeGraph, AI_FEATURES } from \"./api/knowledge.ts\";\nimport { getCompanyProfile, setCompanyProfile, getBrandContext, setBrandContext } from \"./api/company.ts\";\nimport { enrichCompanyProfile } from \"./api/company-enrichment.ts\";\nimport { listMemory, addMemory, updateMemory, deleteMemory } from \"./api/memory.ts\";\nimport { listSkills, getSkill, setSkillState, createCustomSkill } from \"./api/skills.ts\";\nimport { getSkillsJS } from \"./frontend_skills.ts\";\nimport { getWorldJS } from \"./frontend_world.ts\";\nimport { getWorldSceneJS } from \"./frontend_world_scene.ts\";\nimport { getWorldOfficeJS } from \"./frontend_world_office.ts\";\nimport { getWorldAgentsJS } from \"./frontend_world_agents.ts\";\nimport { getWorldUIJS } from \"./frontend_world_ui.ts\";\nimport { getWorldDashJS } from \"./frontend_world_dash.ts\";\nimport { getCampaignsJS } from \"./frontend_campaigns.ts\";\nimport { getTasksJS } from \"./frontend_tasks.ts\";\nimport { getKnowledgeGraphJS } from \"./frontend_knowledge_graph.ts\";\nimport { getApprovalsJS } from \"./frontend_approvals.ts\";\nimport { getMethodConfig, saveMethodConfig, getMethodsMetadata } from \"./api/method_config.ts\";\nimport { listActions, enqueueAction, getAction, approveAction, rejectAction } from \"./api/actions.ts\";\nimport { processPendingRuns } from \"./cron.ts\";\nimport { getExecutedWorkCounts } from \"./api/propagate.ts\";\nimport { listCampaigns, getCampaign, getCampaignAgents, createCampaign, deleteCampaign, listCampaignRuns, orchestrateCampaignRun, updateCampaign, setCampaignTrigger } from \"./api/campaigns.ts\";\nimport { getWorldActivity, getWorldBoard, getWorldProject } from \"./api/world.ts\";\n\nconst corsHeaders = {\n \"Access-Control-Allow-Origin\": \"*\",\n \"Access-Control-Allow-Methods\": \"GET, POST, PUT, DELETE, OPTIONS\",\n \"Access-Control-Allow-Headers\": \"Content-Type, Authorization\",\n};\n\nfunction json(data: unknown, status = 200): Response {\n return new Response(JSON.stringify(data), {\n status,\n headers: {\n \"Content-Type\": \"application/json\",\n ...corsHeaders,\n },\n });\n}\n// JSON response that also carries a Set-Cookie header (session set/clear on auth endpoints).\nfunction jsonWithCookie(data: unknown, setCookie: string, status = 200): Response {\n const res = json(data, status);\n res.headers.append(\"Set-Cookie\", setCookie);\n return res;\n}\n// Best-effort client IP for per-IP rate limiting (val.town/Cloudflare forwarded headers).\nfunction clientIp(req: Request): string {\n return req.headers.get(\"x-forwarded-for\")?.split(\",\")[0].trim() || req.headers.get(\"cf-connecting-ip\") || \"\";\n}\n\n// Mask an integration row before returning it: NO endpoint may return secrets in cleartext\n// — only presence flags + a short masked hint.\nfunction maskIntegration(obj: any, googleConnected = false) {\n return {\n ...obj,\n connected: !!(obj.api_key || obj.access_token) ||\n (GOOGLE_SERVICES.includes(String(obj.name)) && googleConnected),\n has_api_key: !!obj.api_key,\n has_api_secret: !!obj.api_secret,\n has_access_token: !!obj.access_token,\n api_key: obj.api_key ? String(obj.api_key).slice(0, 4) + \"***\" : undefined,\n api_secret: obj.api_secret ? \"***\" : undefined,\n access_token: obj.access_token ? \"***\" : undefined,\n refresh_token: obj.refresh_token ? \"***\" : undefined,\n };\n}\n\n\nexport async function handleRequest(req: Request, url: URL): Promise {\n const { pathname } = url;\n const method = req.method;\n const tid = currentTenantId(); // tenant scope for every business query (stable within request)\n\n // CORS preflight\n if (method === \"OPTIONS\") {\n return new Response(null, { status: 204, headers: corsHeaders });\n }\n\n try {\n // GET /api/health\n if (pathname === \"/api/health\" && method === \"GET\") {\n return json({ status: \"ok\", timestamp: new Date().toISOString() });\n }\n\n // GET /api/health/auth - gated token verifier. Reaching this (past the main.ts gate) means the\n // APP_TOKEN is valid; the login screen uses it to confirm the password.\n if (pathname === \"/api/health/auth\" && method === \"GET\") {\n return json({ ok: true });\n }\n\n // --- Auth: email/password + session ----\n // Thin handlers — logic lives in api/auth.ts; the \"nexus_session\" cookie via api/session.ts.\n if (pathname === \"/api/auth/register\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n const r = await registerUser({ email: body.email, password: body.password, name: body.name, honeypot: body.honeypot, turnstileToken: body.turnstileToken, ip: clientIp(req) });\n if (!r.ok) return json({ ok: false, error: r.error }, 400);\n return jsonWithCookie({ ok: true }, sessionSetCookie(r.ctxToken!));\n }\n if (pathname === \"/api/auth/login\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n const r = await loginUser({ email: body.email, password: body.password, ip: clientIp(req) });\n if (!r.ok) return json({ ok: false, error: r.error }, 401);\n return jsonWithCookie({ ok: true }, sessionSetCookie(r.ctxToken!));\n }\n if (pathname === \"/api/auth/logout\" && method === \"POST\") {\n return jsonWithCookie({ ok: true }, sessionClearCookie());\n }\n if (pathname === \"/api/auth/me\" && method === \"GET\") {\n const ctx = await resolveSession(req);\n if (!ctx) return json({ ok: false, user: null }, 200);\n return json({ ok: true, user: await getMe(ctx) });\n }\n\n // GET /api/config - LLM runtime config + all app_config key/values\n if (pathname === \"/api/config\" && method === \"GET\") {\n const llmConfig = await getLLMConfig();\n const merged: Record = {\n provider: llmConfig.provider,\n model: llmConfig.model,\n has_key: (llmConfig as any).has_key,\n };\n try {\n const r = await sqlite.execute(\"SELECT key, value FROM app_config WHERE tenant_id = ?\", [tid]);\n for (const row of (r.rows || []) as any[]) {\n const k = String(row[0]);\n let v: any = row[1];\n if (typeof v === \"string\") { try { v = JSON.parse(v); } catch { /* keep raw string */ } }\n merged[k] = v;\n }\n } catch { /* app_config missing → just return LLM fields */ }\n return json(merged);\n }\n // POST /api/config - upsert arbitrary key/value into app_config (Settings toggles, ROI inputs…).\n if (pathname === \"/api/config\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n const updated: Record = {};\n try {\n for (const [k, v] of Object.entries(body)) {\n if (k === \"provider\" || k === \"model\" || k === \"has_key\") continue;\n const value = typeof v === \"string\" ? v : JSON.stringify(v);\n await sqlite.execute(\n \"INSERT INTO app_config (key, value, tenant_id) VALUES (?, ?, ?) ON CONFLICT(key) DO UPDATE SET value = excluded.value, tenant_id = excluded.tenant_id, updated_at = datetime('now')\",\n [k, value, tid],\n );\n updated[k] = v;\n }\n return json({ success: true, updated });\n } catch (e: any) {\n return json({ error: String(e?.message || e) }, 500);\n }\n }\n\n // --- Frontend JS module routes ----\n const jsModules: Record string> = {\n \"/api/app-js\": getAppJS,\n \"/api/app-ui\": getUIJS,\n \"/api/app-charts\": getChartsJS,\n \"/api/app-renderers\": getRenderersJS,\n \"/api/app-renderers2\": getRenderers2JS,\n \"/api/app-pages\": getPagesJS,\n \"/api/app-command\": getCommandJS,\n \"/api/app-intelligence\": getIntelligenceJS,\n \"/api/app-settings\": getSettingsJS,\n \"/api/app-widgets\": getWidgetsJS,\n \"/api/app-objectives\": getObjectivesJS,\n \"/api/app-calendar\": getCalendarJS,\n \"/api/app-experiments\": getExperimentsJS,\n \"/api/app-campaigns\": getCampaignsJS,\n \"/api/app-tasks\": getTasksJS,\n \"/api/app-knowledge-graph\": getKnowledgeGraphJS,\n \"/api/app-approvals\": getApprovalsJS,\n \"/api/app-crm\": getCRMJS,\n \"/api/app-skills\": getSkillsJS,\n \"/api/app-world\": getWorldJS,\n \"/api/app-world-scene\": getWorldSceneJS,\n \"/api/app-world-office\": getWorldOfficeJS,\n \"/api/app-world-agents\": getWorldAgentsJS,\n \"/api/app-world-ui\": getWorldUIJS,\n \"/api/app-world-dash\": getWorldDashJS,\n };\n if (jsModules[pathname] && method === \"GET\") {\n return new Response(jsModules[pathname](), {\n headers: {\n \"Content-Type\": \"application/javascript\",\n \"Cache-Control\": \"no-cache, no-store, must-revalidate\",\n ...corsHeaders,\n },\n });\n }\n\n // --- Intelligence routes ----\n if (pathname === \"/api/intelligence/funnel-summary\" && method === \"GET\") {\n const force = url.searchParams.get(\"force\") === \"1\";\n const days = parseInt(url.searchParams.get(\"days\") ?? \"30\", 10);\n return json(await getFunnelSummary(force, days));\n }\n if (pathname === \"/api/intelligence/correlations\" && method === \"GET\") {\n const force = url.searchParams.get(\"force\") === \"1\";\n return json(await getCorrelations(force));\n }\n if (pathname === \"/api/intelligence/recommendations\" && method === \"GET\") {\n return json(await getRecommendations());\n }\n if (pathname === \"/api/intelligence/leads\" && method === \"GET\") {\n return json(await getLeadScores());\n }\n if (pathname === \"/api/intelligence/kpis\" && method === \"GET\") {\n return json(await getAIOKpis());\n }\n if (pathname === \"/api/intelligence/feed\" && method === \"GET\") {\n return json(await getIntelligenceFeed());\n }\n // Execution-aware metric: how much real work was completed (tasks/experiments).\n if (pathname === \"/api/intelligence/executed-work\" && method === \"GET\") {\n const days = parseInt(url.searchParams.get(\"days\") ?? \"30\", 10);\n return json(await getExecutedWorkCounts(days));\n }\n\n // --- Signals routes ----\n if (pathname === \"/api/signals\" && method === \"GET\") {\n const actioned = url.searchParams.get(\"actioned\");\n const lead_email = url.searchParams.get(\"lead_email\") ?? undefined;\n return json(await listSignals({ lead_email, actioned: actioned === \"true\" ? true : actioned === \"false\" ? false : undefined }));\n }\n if (pathname === \"/api/signals\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n if (!body.lead_email || !body.signal_type) {\n return json({ error: \"lead_email and signal_type are required\" }, 400);\n }\n return json(await recordSignal(body), 201);\n }\n const signalActionMatch = pathname.match(/^\\/api\\/signals\\/([^/]+)\\/action$/);\n if (signalActionMatch && method === \"PUT\") {\n const result = await actionSignal(signalActionMatch[1]);\n return result ? json(result) : json({ error: \"Signal not found\" }, 404);\n }\n if (pathname === \"/api/signals/hot-leads\" && method === \"GET\") {\n return json(await getHotLeads());\n }\n if (pathname === \"/api/signals/hot-leads/count\" && method === \"GET\") {\n return json({ count: await getHotLeadsCount() });\n }\n\n // --- OKR / Objectives routes ----\n if (pathname === \"/api/okrs\" && method === \"GET\") {\n const workspace = url.searchParams.get(\"workspace\") ?? undefined;\n return json(await listObjectives({ workspace }));\n }\n if (pathname === \"/api/okrs\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await createObjective(body), 201);\n }\n if (pathname === \"/api/okrs/dashboard\" && method === \"GET\") {\n return json(await getOKRDashboard());\n }\n // Explicit funnel→OKR sync — the one place that refreshes stored KR/objective progress on demand.\n if (pathname === \"/api/okrs/sync\" && method === \"POST\") {\n const workspace = url.searchParams.get(\"workspace\") ?? undefined;\n return json(await syncObjectivesFromFunnel({ workspace }));\n }\n const okrIdMatch = pathname.match(/^\\/api\\/okrs\\/([^/]+)$/);\n if (okrIdMatch && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n return json(await updateObjective(okrIdMatch[1], body));\n }\n if (okrIdMatch && method === \"DELETE\") {\n const ok = await deleteObjective(okrIdMatch[1]);\n return ok ? json({ success: true }) : json({ error: \"Not found\" }, 404);\n }\n const okrKrMatch = pathname.match(/^\\/api\\/okrs\\/([^/]+)\\/key-results$/);\n if (okrKrMatch && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await createKeyResult(okrKrMatch[1], body), 201);\n }\n const krIdMatch = pathname.match(/^\\/api\\/okrs\\/key-results\\/([^/]+)$/);\n if (krIdMatch && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n return json(await updateKeyResult(krIdMatch[1], body));\n }\n\n // --- NSM routes ----\n if (pathname === \"/api/nsm\" && method === \"GET\") {\n return json(await getNSM());\n }\n if (pathname === \"/api/nsm\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await setNSM(body));\n }\n if (pathname === \"/api/nsm/record\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n await recordNSMValue(body.value);\n return json({ success: true });\n }\n if (pathname === \"/api/nsm/progress\" && method === \"GET\") {\n return json(await getNSMProgress());\n }\n\n // --- AIO / Cohort routes ----\n if (pathname === \"/api/aio/cohorts\" && method === \"GET\") {\n return json(await listCohorts());\n }\n if (pathname === \"/api/aio/cohorts\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await createCohort(body), 201);\n }\n const cohortIdMatch = pathname.match(/^\\/api\\/aio\\/cohorts\\/([^/]+)$/);\n if (cohortIdMatch && method === \"DELETE\") {\n return json({ success: await deleteCohort(cohortIdMatch[1]) });\n }\n if (pathname === \"/api/aio/cohort-summary\" && method === \"GET\") {\n return json(await getCohortSummary());\n }\n if (pathname === \"/api/aio/engagement-velocity\" && method === \"GET\") {\n return json(await getEngagementVelocity());\n }\n\n // --- Frontend-expected aliases (cohorts/attribution/key-results) ----\n if (pathname === \"/api/cohorts\" && method === \"GET\") {\n return json(await getCohortSummary());\n }\n if (pathname === \"/api/cohorts\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await createCohort(body), 201);\n }\n const cohortAliasMatch = pathname.match(/^\\/api\\/cohorts\\/([^/]+)$/);\n if (cohortAliasMatch && method === \"DELETE\") {\n return json({ success: await deleteCohort(cohortAliasMatch[1]) });\n }\n if (pathname === \"/api/attribution\" && method === \"GET\") {\n return json(await getAttributionSummary());\n }\n // retention (GRR/NRR + curve) + revenue model endpoints.\n if (pathname === \"/api/intelligence/retention\" && method === \"GET\") {\n return json(await getRetention());\n }\n if (pathname === \"/api/intelligence/revenue-model\" && method === \"GET\") {\n return json(await getRevenueModel());\n }\n if (pathname === \"/api/attribution\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n await recordConversion(body);\n return json({ success: true }, 201);\n }\n const krAliasMatch = pathname.match(/^\\/api\\/key-results\\/([^/]+)$/);\n if (krAliasMatch && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n return json(await updateKeyResult(krAliasMatch[1], body));\n }\n\n // --- Digest routes ----\n if (pathname === \"/api/digest\" && method === \"GET\") {\n return json(await getLatestDigest());\n }\n if (pathname === \"/api/digest/generate\" && method === \"POST\") {\n return json(await generateDigest());\n }\n if (pathname === \"/api/digest/history\" && method === \"GET\") {\n const limit = parseInt(url.searchParams.get(\"limit\") ?? \"10\", 10);\n return json(await getDigestHistory(limit));\n }\n\n // --- Experiments routes ----\n if (pathname === \"/api/experiments\" && method === \"GET\") {\n const status = url.searchParams.get(\"status\") ?? undefined;\n const funnel_stage = url.searchParams.get(\"stage\") ?? url.searchParams.get(\"funnel_stage\") ?? undefined;\n const aarrr_lever = url.searchParams.get(\"aarrr_lever\") ?? undefined;\n return json(await listExperiments({ status, funnel_stage, aarrr_lever }));\n }\n if (pathname === \"/api/experiments\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await createExperiment(body), 201);\n }\n if (pathname === \"/api/experiments/stats\" && method === \"GET\") {\n return json(await getExperimentStats());\n }\n if (pathname === \"/api/experiments/ice-suggest\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await suggestICE(body));\n }\n const expActionMatch = pathname.match(/^\\/api\\/experiments\\/([^/]+)\\/(run|complete)$/);\n if (expActionMatch && method === \"POST\") {\n const id = expActionMatch[1];\n const body = await req.json().catch(() => ({}));\n const result = expActionMatch[2] === \"run\"\n ? await runExperiment(id, Number(body.baseline_value) || 0)\n : await completeExperiment(id, {\n result_value: Number(body.result_value) || 0,\n outcome: body.outcome ?? \"inconclusive\",\n learnings: body.learnings,\n control: body.control,\n variant: body.variant,\n sample_size: body.sample_size,\n });\n return result ? json(result) : json({ error: \"Experiment not found\" }, 404);\n }\n const expIdMatch = pathname.match(/^\\/api\\/experiments\\/([^/]+)$/);\n if (expIdMatch && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n const updated = await updateExperiment(expIdMatch[1], body);\n return updated ? json(updated) : json({ error: \"Experiment not found\" }, 404);\n }\n if (expIdMatch && method === \"DELETE\") {\n const ok = await deleteExperiment(expIdMatch[1]);\n return ok ? json({ success: true }) : json({ error: \"Not found\" }, 404);\n }\n\n // --- Calendar unified route ----\n if (pathname === \"/api/calendar/unified\" && method === \"GET\") {\n const today = new Date().toISOString().slice(0, 10);\n const from = url.searchParams.get(\"from\") ?? url.searchParams.get(\"start\") ?? today;\n const to = url.searchParams.get(\"to\") ?? url.searchParams.get(\"end\") ?? from;\n const workspace = url.searchParams.get(\"workspace\") ?? undefined;\n const sourcesParam = url.searchParams.getAll(\"source\");\n return json(await getUnifiedCalendar({ from, to, workspace, sources: sourcesParam.length ? sourcesParam as any : undefined }));\n }\n if (pathname === \"/api/calendar/summary\" && method === \"GET\") {\n const date = url.searchParams.get(\"date\") ?? new Date().toISOString().slice(0, 10);\n return json(await getCalendarSummary(date));\n }\n if (pathname === \"/api/calendar/entries\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await createCalendarEntry(body), 201);\n }\n const calEntryMatch = pathname.match(/^\\/api\\/calendar\\/entries\\/([^/]+)$/);\n if (calEntryMatch && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n const updated = await updateCalendarEntry(calEntryMatch[1], body);\n return updated ? json(updated) : json({ error: \"Not found\" }, 404);\n }\n if (calEntryMatch && method === \"DELETE\") {\n const ok = await deleteCalendarEntry(calEntryMatch[1]);\n return ok ? json({ success: true }) : json({ error: \"Not found\" }, 404);\n }\n\n // --- Knowledge files (AI knowledge injection + graph view) ----\n if (pathname === \"/api/knowledge\" && method === \"GET\") {\n return json(await listKnowledgeFiles());\n }\n if (pathname === \"/api/knowledge\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n const created = await createKnowledgeFile(body);\n return created ? json(created, 201) : json({ error: \"content required\" }, 400);\n }\n if (pathname === \"/api/knowledge/graph\" && method === \"GET\") {\n return json(await buildKnowledgeGraph());\n }\n if (pathname === \"/api/knowledge/features\" && method === \"GET\") {\n return json(AI_FEATURES);\n }\n const knSummarizeMatch = pathname.match(/^\\/api\\/knowledge\\/([^/]+)\\/summarize$/);\n if (knSummarizeMatch && method === \"POST\") {\n const summary = await summarizeKnowledgeFile(knSummarizeMatch[1]);\n const file = await getKnowledgeFile(knSummarizeMatch[1]);\n return json({ summary, tokens_estimate: file?.tokens_estimate ?? 0 });\n }\n const knIdMatch = pathname.match(/^\\/api\\/knowledge\\/([^/]+)$/);\n if (knIdMatch && method === \"GET\") {\n const f = await getKnowledgeFile(knIdMatch[1]);\n return f ? json(f) : json({ error: \"Not found\" }, 404);\n }\n if (knIdMatch && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n const updated = await updateKnowledgeFile(knIdMatch[1], body);\n return updated ? json(updated) : json({ error: \"Not found\" }, 404);\n }\n if (knIdMatch && method === \"DELETE\") {\n const ok = await deleteKnowledgeFile(knIdMatch[1]);\n return ok ? json({ success: true }) : json({ error: \"Not found\" }, 404);\n }\n\n // --- Company Profile + Brand Context (Part 15.2) — the business identity ---\n if (pathname === \"/api/company-profile\" && method === \"GET\") {\n return json(await getCompanyProfile());\n }\n if (pathname === \"/api/company-profile\" && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n return json(await setCompanyProfile(body));\n }\n if (pathname === \"/api/company-profile/enrich\" && method === \"POST\") {\n try {\n const enriched = await enrichCompanyProfile();\n return json({ enriched, message: \"AI enrichment complete — review and save.\" });\n } catch (e) {\n return json({ error: String(e?.message ?? e) }, 500);\n }\n }\n if (pathname === \"/api/brand-context\" && method === \"GET\") {\n return json({ text: await getBrandContext() });\n }\n if (pathname === \"/api/brand-context\" && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n await setBrandContext(String(body.text ?? \"\"));\n return json({ ok: true });\n }\n\n // --- Memory (Part 15.3) — persistent evolving business facts ----\n if (pathname === \"/api/memory\" && method === \"GET\") {\n return json(await listMemory());\n }\n if (pathname === \"/api/memory\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n const m = await addMemory(body);\n return m ? json(m, 201) : json({ error: \"content required\" }, 400);\n }\n const memIdMatch = pathname.match(/^\\/api\\/memory\\/([0-9]+)$/);\n if (memIdMatch && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n const m = await updateMemory(Number(memIdMatch[1]), body);\n return m ? json(m) : json({ error: \"Not found\" }, 404);\n }\n if (memIdMatch && method === \"DELETE\") {\n const ok = await deleteMemory(Number(memIdMatch[1]));\n return ok ? json({ success: true }) : json({ error: \"Not found\" }, 404);\n }\n\n // --- Skills (Playbooks) — marketing skill catalog + per-skill state ----\n if (pathname === \"/api/skills\" && method === \"GET\") {\n return json(await listSkills());\n }\n if (pathname === \"/api/skills\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n const created = await createCustomSkill(body);\n return created.ok ? json(created, 201) : json({ error: created.error || \"invalid skill\" }, 400);\n }\n const skillNameMatch = pathname.match(/^\\/api\\/skills\\/([^/]+)$/);\n if (skillNameMatch && method === \"GET\") {\n const s = await getSkill(decodeURIComponent(skillNameMatch[1]));\n return s ? json(s) : json({ error: \"Not found\" }, 404);\n }\n if (skillNameMatch && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n const ok = await setSkillState(decodeURIComponent(skillNameMatch[1]), body);\n return ok ? json({ ok: true }) : json({ error: \"Not found\" }, 404);\n }\n\n // --- Method config (prioritization methodology: ICE/RICE/WSJF) ----\n if (pathname === \"/api/method-config/methods\" && method === \"GET\") {\n return json(getMethodsMetadata());\n }\n if (pathname === \"/api/method-config\" && method === \"GET\") {\n return json(await getMethodConfig());\n }\n if (pathname === \"/api/method-config\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await saveMethodConfig(body));\n }\n\n // --- Action queue (human-in-the-loop execution) ----\n if (pathname === \"/api/actions\" && method === \"GET\") {\n const status = url.searchParams.get(\"status\") ?? undefined;\n return json(await listActions(status));\n }\n if (pathname === \"/api/actions\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n const created = await enqueueAction(body);\n return created ? json(created, 201) : json({ error: \"integration + endpoint required\" }, 400);\n }\n const actionApproveMatch = pathname.match(/^\\/api\\/actions\\/([^/]+)\\/approve$/);\n if (actionApproveMatch && method === \"POST\") {\n const a = await approveAction(actionApproveMatch[1]);\n return a ? json(a) : json({ error: \"Not found\" }, 404);\n }\n const actionRejectMatch = pathname.match(/^\\/api\\/actions\\/([^/]+)\\/reject$/);\n if (actionRejectMatch && method === \"POST\") {\n const a = await rejectAction(actionRejectMatch[1]);\n return a ? json(a) : json({ error: \"Not found\" }, 404);\n }\n const actionIdMatch = pathname.match(/^\\/api\\/actions\\/([^/]+)$/);\n if (actionIdMatch && method === \"GET\") {\n const a = await getAction(actionIdMatch[1]);\n return a ? json(a) : json({ error: \"Not found\" }, 404);\n }\n\n // Manual trigger for the execution engine (the interval val also calls processPendingRuns).\n if (pathname === \"/api/agents/run-pending\" && method === \"POST\") {\n const limit = parseInt(url.searchParams.get(\"limit\") ?? \"3\", 10);\n return json(await processPendingRuns(limit));\n }\n\n // GET /api/agents/activity?limit=N — cross-agent recent run feed; declared before the\n // /api/agents/:id matchers so \"activity\" isn't read as an id.\n if (pathname === \"/api/agents/activity\" && method === \"GET\") {\n const limit = parseInt(url.searchParams.get(\"limit\") ?? \"20\", 10);\n const r = await sqlite.execute(\n `SELECT r.id, r.agent_id, a.name, a.workspace, r.status, r.started_at, r.finished_at, r.output\n FROM agent_runs r LEFT JOIN agents a ON a.id = r.agent_id AND a.tenant_id = ?\n WHERE r.tenant_id = ?\n ORDER BY r.started_at DESC LIMIT ?`,\n [tid, tid, limit]\n );\n return json({ activity: r.rows.map((row) => rowToObject(r.columns, row)) });\n }\n\n // --- Agent runs ----\n const agentRunsMatch = pathname.match(/^\\/api\\/agents\\/([^/]+)\\/runs$/);\n if (agentRunsMatch && method === \"GET\") {\n const agent_id = agentRunsMatch[1];\n const limit = parseInt(url.searchParams.get(\"limit\") ?? \"20\", 10);\n const result = await sqlite.execute(\n \"SELECT * FROM agent_runs WHERE agent_id = ? AND tenant_id = ? ORDER BY started_at DESC LIMIT ?\",\n [agent_id, tid, limit]\n );\n return json(result.rows.map((row) => rowToObject(result.columns, row)));\n }\n if (agentRunsMatch && method === \"POST\") {\n const agent_id = agentRunsMatch[1];\n const body = await req.json().catch(() => ({}));\n const id = crypto.randomUUID();\n const now = new Date().toISOString();\n await sqlite.execute(\n \"INSERT INTO agent_runs (id, agent_id, trigger, status, started_at, tenant_id) VALUES (?, ?, ?, ?, ?, ?)\",\n [id, agent_id, body.trigger ?? \"manual\", \"pending\", now, tid]\n );\n // App-level automation (no Val.town cron): run the queued job within the request lifecycle.\n // Fire-and-forget; cron.ts's status='running' claim guards double-processing.\n processPendingRuns(1).catch(() => {});\n return json({ id, agent_id, trigger: body.trigger ?? \"manual\", status: \"pending\", started_at: now }, 201);\n }\n\n // Integrations routes\n // GET /api/integrations - list all integrations\n if (pathname === \"/api/integrations\" && method === \"GET\") {\n const result = await sqlite.execute(\"SELECT * FROM integrations WHERE tenant_id = ? ORDER BY name ASC\", [tid]);\n const rows = result.rows.map((row) => rowToObject(result.columns, row));\n // Google-family services inherit the central 'google' OAuth token, so they are \"connected\"\n // whenever google is — even without their own api_key/access_token row.\n const googleConnected = rows.some((o) => o.name === \"google\" && o.access_token);\n const integrations = rows.map((obj) => maskIntegration(obj, googleConnected));\n return json(integrations);\n }\n\n // POST /api/integrations/:name - upsert integration credentials\n const integrationUpsertMatch = pathname.match(/^\\/api\\/integrations\\/([^/]+)$/);\n if (integrationUpsertMatch && method === \"POST\") {\n const name = integrationUpsertMatch[1];\n const body = await req.json().catch(() => ({}));\n const now = new Date().toISOString();\n\n const existing = await sqlite.execute(\n \"SELECT id, api_key, api_secret, access_token, refresh_token, extra_config FROM integrations WHERE name = ? AND tenant_id = ?\",\n [name, tid]\n );\n\n // Keep the existing secret when the incoming value is blank/missing/masked (\"***\"),\n // so saving the masked Settings form does not wipe stored credentials.\n const keepSecret = (incoming: any, current: any) => {\n if (incoming == null) return current ?? null;\n const s = String(incoming);\n if (s === \"\" || s.includes(\"***\")) return current ?? null;\n return incoming;\n };\n\n if (existing.rows.length > 0) {\n const cur = existing.rows[0] as any[]; // [id, api_key, api_secret, access_token, refresh_token, extra_config]\n await sqlite.execute(\n `UPDATE integrations SET\n api_key = ?,\n api_secret = ?,\n access_token = ?,\n refresh_token = ?,\n extra_config = ?,\n updated_at = ?\n WHERE name = ? AND tenant_id = ?`,\n [\n keepSecret(body.api_key, cur[1]),\n keepSecret(body.api_secret, cur[2]),\n keepSecret(body.access_token, cur[3]),\n keepSecret(body.refresh_token, cur[4]),\n body.extra_config != null ? JSON.stringify(body.extra_config) : (cur[5] ?? null),\n now,\n name,\n tid,\n ]\n );\n } else {\n // Insert\n const id = crypto.randomUUID();\n await sqlite.execute(\n `INSERT INTO integrations (id, name, api_key, api_secret, access_token, refresh_token, extra_config, connected_at, updated_at, tenant_id)\n VALUES (?, ?, ?, ?, ?, ?, ?, ?, ?, ?)`,\n [\n id,\n name,\n body.api_key ?? null,\n body.api_secret ?? null,\n body.access_token ?? null,\n body.refresh_token ?? null,\n body.extra_config != null ? JSON.stringify(body.extra_config) : null,\n now,\n now,\n tid,\n ]\n );\n }\n\n const updated = await sqlite.execute(\n \"SELECT * FROM integrations WHERE name = ? AND tenant_id = ?\",\n [name, tid]\n );\n const raw = rowToObject(updated.columns, updated.rows[0]);\n // NEVER return the just-saved secrets in cleartext — mask like the list endpoint.\n const googleConnected = raw.name === \"google\"\n ? !!raw.access_token\n : !!(await getCredentials(\"google\"))?.access_token;\n return json({ success: true, integration: maskIntegration(raw, googleConnected) });\n }\n\n // DELETE /api/integrations/:name\n const integrationDeleteMatch = pathname.match(/^\\/api\\/integrations\\/([^/]+)$/);\n if (integrationDeleteMatch && method === \"DELETE\") {\n const name = integrationDeleteMatch[1];\n await sqlite.execute(\"DELETE FROM integrations WHERE name = ? AND tenant_id = ?\", [name, tid]);\n return json({ success: true, message: `Integration '${name}' deleted` });\n }\n\n // Part 13: GET /api/integrations/:name/schema — descriptor-generated action/trigger schema\n // (UI form fields + AI tool hints). null when the integration is still hand-written.\n const integrationSchemaMatch = pathname.match(/^\\/api\\/integrations\\/([^/]+)\\/schema$/);\n if (integrationSchemaMatch && method === \"GET\") {\n const schema = getIntegrationSchema(integrationSchemaMatch[1]);\n return schema ? json(schema) : json({ error: \"no descriptor for this integration yet\", descriptor_integrations: listDescriptorNames() }, 404);\n }\n\n // GET|POST /api/integrations/:name/data - proxy to integration API\n const integrationDataMatch = pathname.match(/^\\/api\\/integrations\\/([^/]+)\\/data$/);\n if (integrationDataMatch && (method === \"GET\" || method === \"POST\")) {\n const name = integrationDataMatch[1];\n const credentials = await getCredentials(name);\n if (!credentials) {\n return json({ error: `Integration '${name}' not found or not configured` }, 404);\n }\n return handleIntegrationProxy(req, name, url.searchParams, credentials);\n }\n\n // Agents routes\n // GET /api/agents - list agents (optional ?workspace= query param)\n if (pathname === \"/api/agents\" && method === \"GET\") {\n const workspace = url.searchParams.get(\"workspace\") ?? undefined;\n const agents = await listAgents(workspace);\n return json(agents);\n }\n\n // POST /api/agents - create agent\n if (pathname === \"/api/agents\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n const agent = await createAgent(body);\n return json(agent, 201);\n }\n\n // PUT /api/agents/:id - update agent\n const agentUpdateMatch = pathname.match(/^\\/api\\/agents\\/([^/]+)$/);\n if (agentUpdateMatch && method === \"PUT\") {\n const id = agentUpdateMatch[1];\n const body = await req.json().catch(() => ({}));\n const agent = await updateAgent(id, body);\n if (!agent) {\n return json({ error: `Agent '${id}' not found` }, 404);\n }\n return json(agent);\n }\n\n // DELETE /api/agents/:id - delete agent\n const agentDeleteMatch = pathname.match(/^\\/api\\/agents\\/([^/]+)$/);\n if (agentDeleteMatch && method === \"DELETE\") {\n const id = agentDeleteMatch[1];\n const deleted = await deleteAgent(id);\n if (!deleted) {\n return json({ error: `Agent '${id}' not found` }, 404);\n }\n return json({ success: true, message: `Agent '${id}' deleted` });\n }\n\n // LLM config routes\n // GET /api/llm/config - get LLM config (mask api_key)\n if (pathname === \"/api/llm/config\" && method === \"GET\") {\n const config = await getLLMConfig();\n if (!config) {\n return json({ error: \"LLM config not found\" }, 404);\n }\n // Mask api_key: show first 8 chars + ***\n const masked = {\n ...config,\n api_key: config.api_key\n ? config.api_key.slice(0, 8) + \"***\"\n : \"\",\n };\n return json(masked);\n }\n\n // POST /api/llm/config - save LLM config\n if (pathname === \"/api/llm/config\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n const config = await saveLLMConfig(body);\n // Mask api_key in response\n const masked = {\n ...config,\n api_key: config.api_key\n ? config.api_key.slice(0, 8) + \"***\"\n : \"\",\n };\n return json(masked);\n }\n\n // Chat route\n // POST /api/chat - AI chat handler\n if (pathname === \"/api/chat\" && method === \"POST\") {\n return handleChat(req);\n }\n\n // POST /api/chat/stream - SSE streaming chat\n if (pathname === \"/api/chat/stream\" && method === \"POST\") {\n return handleChatStream(req);\n }\n\n // --- Conversation history routes ----\n if (pathname === \"/api/conversations\" && method === \"GET\") {\n return json(await listConversations());\n }\n const convIdMatch = pathname.match(/^\\/api\\/conversations\\/([^/]+)$/);\n if (convIdMatch && method === \"GET\") {\n const conv = await getConversationById(convIdMatch[1]);\n return conv ? json(conv) : json({ error: \"Not found\" }, 404);\n }\n if (convIdMatch && method === \"DELETE\") {\n const ok = await deleteConversation(convIdMatch[1]);\n return ok ? json({ success: true }) : json({ error: \"Not found\" }, 404);\n }\n\n // Tasks routes\n // GET /api/tasks - list tasks (optional ?workspace= query param)\n if (pathname === \"/api/tasks\" && method === \"GET\") {\n const workspace = url.searchParams.get(\"workspace\") ?? undefined;\n const status = url.searchParams.get(\"status\") ?? undefined;\n return json(await listTasks({ workspace, status }));\n }\n\n // POST /api/tasks - create task\n if (pathname === \"/api/tasks\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await createTask(body), 201);\n }\n\n // GET /api/tasks/ice - ICE-ranked backlog (sorted by ICE score desc).\n // Declared before the /api/tasks/:id matchers so \"ice\" isn't read as an id.\n if (pathname === \"/api/tasks/ice\" && method === \"GET\") {\n const workspace = url.searchParams.get(\"workspace\") ?? undefined;\n const limit = parseInt(url.searchParams.get(\"limit\") ?? \"50\", 10);\n return json(await listIceRankedTasks({ workspace, limit }));\n }\n\n // POST /api/tasks/generate - LLM-plan tasks from an experiment/KR/objective/campaign.\n if (pathname === \"/api/tasks/generate\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n if (!body.source_type || !body.source_id) {\n return json({ error: \"source_type and source_id are required\" }, 400);\n }\n return json(await generateTasksFromSource(body), 201);\n }\n\n // POST /api/tasks/:id/run - execute the task with an agent (sub-resource;\n // declared before the bare /api/tasks/:id matchers so \"run\" isn't read as an id).\n const taskRunMatch = pathname.match(/^\\/api\\/tasks\\/([^/]+)\\/run$/);\n if (taskRunMatch && method === \"POST\") {\n const result = await runTask(taskRunMatch[1]);\n if (!result.task) return json({ error: result.error || \"Not found\" }, 404);\n return json(result);\n }\n\n // PUT /api/tasks/:id - update task (e.g. toggle status)\n const taskUpdateMatch = pathname.match(/^\\/api\\/tasks\\/([^/]+)$/);\n if (taskUpdateMatch && method === \"PUT\") {\n const id = taskUpdateMatch[1];\n const body = await req.json().catch(() => ({}));\n const updated = await updateTask(id, body);\n if (!updated) return json({ error: \"Not found\" }, 404);\n return json(updated);\n }\n\n // DELETE /api/tasks/:id - delete task\n const taskDeleteMatch = pathname.match(/^\\/api\\/tasks\\/([^/]+)$/);\n if (taskDeleteMatch && method === \"DELETE\") {\n const ok = await deleteTask(taskDeleteMatch[1]);\n return ok ? json({ success: true }) : json({ error: \"Not found\" }, 404);\n }\n\n // --- CRM Deals (sales pipeline) ----\n if (pathname === \"/api/deals\" && method === \"GET\") {\n return json(await listDeals(url.searchParams.get(\"stage\") ?? undefined));\n }\n if (pathname === \"/api/deals\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await createDeal(body), 201);\n }\n // Seed deals from qualified leads (explicit; checked before the :id matcher).\n if (pathname === \"/api/deals/sync\" && method === \"POST\") {\n return json(await syncDealsFromLeads());\n }\n // Interactive import: candidate leads to review, then import the selected emails.\n if (pathname === \"/api/deals/candidates\" && method === \"GET\") {\n return json(await listCandidates());\n }\n if (pathname === \"/api/deals/import\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await importDeals(Array.isArray(body.emails) ? body.emails : []));\n }\n const dealIdMatch = pathname.match(/^\\/api\\/deals\\/([^/]+)$/);\n if (dealIdMatch && dealIdMatch[1] !== \"sync\" && method === \"GET\") {\n const d = await getDeal(dealIdMatch[1]);\n return d ? json(d) : json({ error: \"Not found\" }, 404);\n }\n if (dealIdMatch && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n const updated = await updateDeal(dealIdMatch[1], body);\n return updated ? json(updated) : json({ error: \"Not found\" }, 404);\n }\n if (dealIdMatch && method === \"DELETE\") {\n const ok = await deleteDeal(dealIdMatch[1]);\n return ok ? json({ success: true }) : json({ error: \"Not found\" }, 404);\n }\n\n // --- Data export (CSV) ----\n if (pathname === \"/api/export/signals\" && method === \"GET\") {\n const r = await sqlite.execute(\"SELECT id, lead_email, lead_name, signal_type, signal_source, signal_strength, actioned, detected_at FROM intent_signals WHERE tenant_id = ? ORDER BY detected_at DESC\", [tid]);\n const cols = r.columns;\n let csv = cols.join(\",\") + \"\\n\";\n for (const row of r.rows) {\n csv += (row as any[]).map((v) => `\"${String(v ?? \"\").replace(/\"/g, '\"\"')}\"`).join(\",\") + \"\\n\";\n }\n return new Response(csv, { headers: { \"Content-Type\": \"text/csv\", \"Content-Disposition\": 'attachment; filename=\"signals.csv\"', ...corsHeaders } });\n }\n if (pathname === \"/api/export/okrs\" && method === \"GET\") {\n const objR = await sqlite.execute(\"SELECT id, title, description, workspace, status, progress, quarter, created_at FROM objectives WHERE tenant_id = ? ORDER BY created_at DESC\", [tid]);\n const krR = await sqlite.execute(\"SELECT id, objective_id, title, target_value, current_value, unit, progress, updated_at FROM key_results WHERE tenant_id = ? ORDER BY updated_at DESC\", [tid]);\n let csv = \"type,\" + objR.columns.join(\",\") + \"\\n\";\n for (const row of objR.rows) {\n csv += \"objective,\" + (row as any[]).map((v) => `\"${String(v ?? \"\").replace(/\"/g, '\"\"')}\"`).join(\",\") + \"\\n\";\n }\n if (krR.rows.length > 0) {\n csv += \"\\ntype,\" + krR.columns.join(\",\") + \"\\n\";\n for (const row of krR.rows) {\n csv += \"key_result,\" + (row as any[]).map((v) => `\"${String(v ?? \"\").replace(/\"/g, '\"\"')}\"`).join(\",\") + \"\\n\";\n }\n }\n return new Response(csv, { headers: { \"Content-Type\": \"text/csv\", \"Content-Disposition\": 'attachment; filename=\"okrs.csv\"', ...corsHeaders } });\n }\n if (pathname === \"/api/export/tasks\" && method === \"GET\") {\n const r = await sqlite.execute(\"SELECT id, title, description, status, priority, workspace, due_date, created_at, updated_at FROM tasks WHERE tenant_id = ? ORDER BY created_at DESC\", [tid]);\n const cols = r.columns;\n let csv = cols.join(\",\") + \"\\n\";\n for (const row of r.rows) {\n csv += (row as any[]).map((v) => `\"${String(v ?? \"\").replace(/\"/g, '\"\"')}\"`).join(\",\") + \"\\n\";\n }\n return new Response(csv, { headers: { \"Content-Type\": \"text/csv\", \"Content-Disposition\": 'attachment; filename=\"tasks.csv\"', ...corsHeaders } });\n }\n\n // --- LinkedIn OAuth flow (legacy aliases) ----\n if (pathname === \"/api/oauth/linkedin/start\" && method === \"GET\") {\n return Response.redirect(`${url.origin}/api/auth/linkedin`);\n }\n if (pathname === \"/api/oauth/linkedin/callback\" && method === \"GET\") {\n return Response.redirect(`${url.origin}/api/auth/linkedin/callback?${url.search.slice(1)}`);\n }\n\n // --- Graphify - app map for MCP / AI-native navigation ----\n if (pathname === \"/api/graphify\" && method === \"GET\") {\n return json(await getGraphify());\n }\n\n // --- Calendar today shortcut (TodayPanel widget) ----\n if (pathname === \"/api/calendar/today\" && method === \"GET\") {\n const today = new Date().toISOString().slice(0, 10);\n return json(await getUnifiedCalendar({ from: today, to: today }));\n }\n\n // --- Digest latest alias ----\n if (pathname === \"/api/digest/latest\" && method === \"GET\") {\n return json(await getLatestDigest());\n }\n\n // --- ADMIN LOCKDOWN: every destructive /api/admin/* route is owner-only (plus per-route confirm\n // tokens below). No-op under default SYSTEM_CTX (role \"owner\"); locks out trial members. ----\n if (pathname.startsWith(\"/api/admin/\") && currentRole() !== \"owner\") {\n return json({ error: \"Forbidden: owner role required\" }, 403);\n }\n\n // --- Admin purge (clear intelligence cache) ----\n if (pathname === \"/api/admin/purge\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n if (body.confirm !== \"PURGE\") return json({ error: \"Send confirm: PURGE\" }, 400);\n await sqlite.execute(\"DELETE FROM intelligence_cache WHERE tenant_id = ?\", [tid]).catch(() => {});\n await sqlite.execute(\"UPDATE app_config SET value=NULL WHERE key='funnel_cache' AND tenant_id = ?\", [tid]).catch(() => {});\n return json({ success: true, message: \"Cache purged\" });\n }\n\n // --- Remove demo/seed data: starter agents matched exactly on (name, description, system_prompt)\n // so a renamed/edited agent is never touched. ----\n if (pathname === \"/api/admin/seed-status\" && method === \"GET\") {\n let agents = 0;\n for (const seed of DEFAULT_AGENT_SEEDS) {\n const r = await sqlite.execute(\n \"SELECT COUNT(*) FROM agents WHERE name = ? AND description = ? AND system_prompt = ? AND tenant_id = ?\",\n [seed.name, seed.description, seed.system_prompt, tid],\n ).catch(() => null);\n if (r?.rows?.length) agents += Number((r.rows[0] as any[])[0]) || 0;\n }\n return json({ ok: true, total: agents, counts: { agents } });\n }\n if (pathname === \"/api/admin/cleanup-mock\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n if (body.confirm !== \"CLEANUP\") return json({ ok: false, error: \"Send confirm: CLEANUP\" }, 400);\n let removed = 0;\n for (const seed of DEFAULT_AGENT_SEEDS) {\n const r = await sqlite.execute(\n \"DELETE FROM agents WHERE name = ? AND description = ? AND system_prompt = ? AND tenant_id = ?\",\n [seed.name, seed.description, seed.system_prompt, tid],\n ).catch(() => null);\n removed += Number((r as any)?.rowsAffected ?? 0) || 0;\n }\n return json({ ok: true, total: removed });\n }\n\n // Bulk reset: wipe ALL agents (= agents + campaigns, same table) plus related\n // run/budget/conversation rows that deleteAgent() does not cascade. Confirm-guarded.\n if (pathname === \"/api/admin/reset-agents\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n if (body.confirm !== \"CLEANUP\") return json({ ok: false, error: \"Send confirm: CLEANUP\" }, 400);\n const counts: Record = {};\n for (const table of [\"agents\", \"agent_runs\", \"agent_budgets\", \"conversations\"]) {\n const r = await sqlite.execute(`DELETE FROM ${table} WHERE tenant_id = ?`, [tid]).catch(() => null);\n counts[table] = Number((r as any)?.rowsAffected ?? 0) || 0;\n }\n return json({ ok: true, counts });\n }\n\n // Factory reset (this app + tenant only): wipe the explicit data tables below, keeping\n // integrations/llm_config/knowledge_files. Account-wide sqlite: never blanket-delete. Confirm-guarded.\n if (pathname === \"/api/admin/reset-data\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n if (body.confirm !== \"CLEANUP\") return json({ ok: false, error: \"Send confirm: CLEANUP\" }, 400);\n const WIPE_TABLES = [\n \"agents\", \"conversations\", \"agent_budgets\", \"agent_runs\",\n \"objectives\", \"key_results\", \"north_star\", \"nsm_history\",\n \"experiments\", \"tasks\", \"tasks_legacy\", \"notes\",\n \"intent_signals\", \"growth_digests\", \"calendar_entries\", \"action_queue\",\n \"customer_cohorts\", \"lead_state_changes\", \"utm_conversions\",\n \"metric_baselines\", \"metric_history\", \"intelligence_cache\", \"app_config\",\n ];\n const counts: Record = {};\n for (const table of WIPE_TABLES) {\n const r = await sqlite.execute(`DELETE FROM ${table} WHERE tenant_id = ?`, [tid]).catch(() => null);\n counts[table] = Number((r as any)?.rowsAffected ?? 0) || 0;\n }\n return json({ ok: true, kept: [\"integrations\", \"llm_config\", \"knowledge_files\"], counts });\n }\n\n // --- Precise working-data wipe (KEEPS knowledge_files, skills, memory, app_config, integrations, llm_config) ----\n // Never blanket-delete (account-wide sqlite). Confirm-guarded.\n if (pathname === \"/api/admin/wipe-working-data\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n if (body.confirm !== \"WIPE\") return json({ ok: false, error: \"Send confirm: WIPE\" }, 400);\n const WIPE = [\n \"agents\", \"agent_runs\", \"agent_budgets\", \"conversations\", \"deals\",\n \"experiments\", \"tasks\", \"tasks_legacy\", \"objectives\", \"key_results\",\n \"north_star\", \"nsm_history\", \"intent_signals\", \"growth_digests\",\n \"calendar_entries\", \"action_queue\", \"customer_cohorts\", \"lead_state_changes\",\n \"utm_conversions\", \"metric_baselines\", \"metric_history\", \"intelligence_cache\", \"notes\",\n ];\n const counts: Record = {};\n for (const table of WIPE) {\n const r = await sqlite.execute(`DELETE FROM ${table} WHERE tenant_id = ?`, [tid]).catch(() => null);\n counts[table] = Number((r as any)?.rowsAffected ?? 0) || 0;\n }\n return json({\n ok: true,\n kept: [\"knowledge_files\", \"skills\", \"memory\", \"app_config\", \"integrations\", \"llm_config\"],\n counts,\n });\n }\n\n // --- Targeted wipe: tasks + run history + agents/budgets + campaign↔agent links ONLY ----\n // Keeps campaigns/objectives/everything else. Confirm-guarded.\n if (pathname === \"/api/admin/wipe-tasks-agents\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n if (body.confirm !== \"WIPE\") return json({ ok: false, error: \"Send confirm: WIPE\" }, 400);\n const WIPE = [\"tasks\", \"tasks_legacy\", \"agent_runs\", \"agent_budgets\", \"campaign_agents\", \"agents\", \"campaign_runs\"];\n const counts: Record = {};\n for (const table of WIPE) {\n const r = await sqlite.execute(`DELETE FROM ${table} WHERE tenant_id = ?`, [tid]).catch(() => null);\n counts[table] = Number((r as any)?.rowsAffected ?? 0) || 0;\n }\n // Also clear internal completion events (metric_history integration='internal') and task-done\n // calendar markers (event_type='completion'); keep real integration metric history intact.\n const mh = await sqlite.execute(\"DELETE FROM metric_history WHERE integration = 'internal' AND tenant_id = ?\", [tid]).catch(() => null);\n counts[\"metric_history(internal)\"] = Number((mh as any)?.rowsAffected ?? 0) || 0;\n const cm = await sqlite.execute(\"DELETE FROM calendar_entries WHERE event_type = 'completion' AND tenant_id = ?\", [tid]).catch(() => null);\n counts[\"calendar_entries(completion)\"] = Number((cm as any)?.rowsAffected ?? 0) || 0;\n return json({ ok: true, wiped: [...WIPE, \"metric_history(internal)\", \"calendar_entries(completion)\"], counts });\n }\n\n // --- Targeted wipe: action_queue (approvals / prepared+sent action history) ONLY ----\n if (pathname === \"/api/admin/wipe-actions\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n if (body.confirm !== \"WIPE\") return json({ ok: false, error: \"Send confirm: WIPE\" }, 400);\n const r = await sqlite.execute(\"DELETE FROM action_queue WHERE tenant_id = ?\", [tid]).catch(() => null);\n return json({ ok: true, wiped: [\"action_queue\"], counts: { action_queue: Number((r as any)?.rowsAffected ?? 0) || 0 } });\n }\n\n // --- Google OAuth redirect flow ----\n if (pathname === \"/api/auth/google\" && method === \"GET\") {\n const creds = await getCredentials(\"google\");\n // OAuth client is env-driven by design (GOOGLE_CLIENT_ID/SECRET); fall back to the DB row.\n const clientId = Deno.env.get(\"GOOGLE_CLIENT_ID\") || creds?.extra_config?.client_id || creds?.extra_config?.clientId;\n const redirectUri = creds?.extra_config?.redirect_uri || creds?.extra_config?.redirectUri || `${url.origin}/api/auth/google/callback`;\n if (!clientId) {\n return new Response(\"Google OAuth not configured. Add Client ID in Settings - Google.\", { status: 400 });\n }\n const scopes = [\n \"https://www.googleapis.com/auth/userinfo.email\",\n \"https://www.googleapis.com/auth/analytics.readonly\",\n \"https://www.googleapis.com/auth/webmasters.readonly\",\n \"https://www.googleapis.com/auth/gmail.modify\",\n \"https://www.googleapis.com/auth/drive.readonly\",\n \"https://www.googleapis.com/auth/spreadsheets.readonly\",\n \"https://www.googleapis.com/auth/documents.readonly\",\n \"https://www.googleapis.com/auth/calendar\",\n \"https://www.googleapis.com/auth/youtube.readonly\",\n \"https://www.googleapis.com/auth/yt-analytics.readonly\",\n ].join(\" \");\n const { state, setCookie } = newOAuthState();\n const params = new URLSearchParams({\n client_id: clientId,\n redirect_uri: redirectUri,\n response_type: \"code\",\n scope: scopes,\n access_type: \"offline\",\n prompt: \"consent\",\n state,\n });\n return redirectWithCookie(`https://accounts.google.com/o/oauth2/v2/auth?${params}`, setCookie);\n }\n\n if (pathname === \"/api/auth/google/callback\" && method === \"GET\") {\n const code = url.searchParams.get(\"code\");\n const error = url.searchParams.get(\"error\");\n if (error || !code) {\n return Response.redirect(`${url.origin}/?auth_error=${encodeURIComponent(error || \"no_code\")}`);\n }\n if (!oauthStateValid(req, url)) {\n return Response.redirect(`${url.origin}/?auth_error=state_mismatch`);\n }\n const creds = await getCredentials(\"google\");\n // Trim env/DB values to avoid whitespace producing a malformed (invalid_request) token request.\n const clientId = (Deno.env.get(\"GOOGLE_CLIENT_ID\") || creds?.extra_config?.client_id || creds?.extra_config?.clientId || \"\").trim();\n const clientSecret = (Deno.env.get(\"GOOGLE_CLIENT_SECRET\") || creds?.api_secret || \"\").trim();\n const redirectUri = (creds?.extra_config?.redirect_uri || creds?.extra_config?.redirectUri || `${url.origin}/api/auth/google/callback`).trim();\n\n // Fail fast with a clear cause if a required param is empty (Google would return invalid_request).\n if (!clientId || !clientSecret) {\n const missing = !clientId && !clientSecret ? \"client_id_and_secret\"\n : !clientId ? \"client_id\" : \"client_secret\";\n return Response.redirect(`${url.origin}/?auth_error=${encodeURIComponent(\"missing_\" + missing)}`);\n }\n\n const tokenRes = await fetch(\"https://oauth2.googleapis.com/token\", {\n method: \"POST\",\n headers: { \"Content-Type\": \"application/x-www-form-urlencoded\" },\n body: new URLSearchParams({ code, client_id: clientId, client_secret: clientSecret, redirect_uri: redirectUri, grant_type: \"authorization_code\" }),\n });\n const tokens = await tokenRes.json() as any;\n if (!tokenRes.ok || !tokens.access_token) {\n const detail = [tokens.error, tokens.error_description].filter(Boolean).join(\": \") || \"token_exchange_failed\";\n return Response.redirect(`${url.origin}/?auth_error=${encodeURIComponent(detail)}`);\n }\n\n const now = new Date().toISOString();\n const newExtraConfig = { ...(creds?.extra_config || {}), token_expiry: Date.now() + (tokens.expires_in || 3600) * 1000 };\n const existing = await sqlite.execute(\"SELECT id FROM integrations WHERE name = ? AND tenant_id = ?\", [\"google\", tid]);\n if (existing.rows.length > 0) {\n await sqlite.execute(\n \"UPDATE integrations SET access_token=?, refresh_token=?, extra_config=?, updated_at=? WHERE name='google' AND tenant_id = ?\",\n [tokens.access_token, tokens.refresh_token || creds?.refresh_token || null, JSON.stringify(newExtraConfig), now, tid]\n );\n } else {\n await sqlite.execute(\n \"INSERT INTO integrations (id, name, access_token, refresh_token, extra_config, connected_at, updated_at, tenant_id) VALUES (?,?,?,?,?,?,?,?)\",\n [crypto.randomUUID(), \"google\", tokens.access_token, tokens.refresh_token || null, JSON.stringify(newExtraConfig), now, now, tid]\n );\n }\n return redirectWithCookie(`${url.origin}/?auth=google_ok`, CLEAR_OAUTH_STATE);\n }\n\n // --- LinkedIn OAuth flow ----\n if (pathname === \"/api/auth/linkedin\" && method === \"GET\") {\n const creds = await getCredentials(\"linkedin\");\n const clientId = creds?.extra_config?.clientId || creds?.extra_config?.client_id;\n const redirectUri = `${url.origin}/api/auth/linkedin/callback`;\n if (!clientId) {\n return new Response(\"LinkedIn OAuth not configured. Add Client ID in Settings - LinkedIn.\", { status: 400 });\n }\n const { state, setCookie } = newOAuthState();\n const params = new URLSearchParams({\n response_type: \"code\",\n client_id: clientId,\n redirect_uri: redirectUri,\n scope: \"openid profile email w_member_social r_basicprofile\",\n state,\n });\n return redirectWithCookie(`https://www.linkedin.com/oauth/v2/authorization?${params}`, setCookie);\n }\n\n if (pathname === \"/api/auth/linkedin/callback\" && method === \"GET\") {\n const code = url.searchParams.get(\"code\");\n const error = url.searchParams.get(\"error\");\n if (error || !code) {\n return Response.redirect(`${url.origin}/?auth_error=${encodeURIComponent(error || \"no_code\")}`);\n }\n if (!oauthStateValid(req, url)) {\n return Response.redirect(`${url.origin}/?auth_error=state_mismatch`);\n }\n const creds = await getCredentials(\"linkedin\");\n const clientId = creds?.extra_config?.clientId || creds?.extra_config?.client_id || \"\";\n const clientSecret = creds?.api_secret || \"\";\n const redirectUri = `${url.origin}/api/auth/linkedin/callback`;\n\n const tokenRes = await fetch(\"https://www.linkedin.com/oauth/v2/accessToken\", {\n method: \"POST\",\n headers: { \"Content-Type\": \"application/x-www-form-urlencoded\" },\n body: new URLSearchParams({ grant_type: \"authorization_code\", code, redirect_uri: redirectUri, client_id: clientId, client_secret: clientSecret }),\n });\n const tokens = await tokenRes.json() as any;\n if (!tokenRes.ok || !tokens.access_token) {\n return Response.redirect(`${url.origin}/?auth_error=${encodeURIComponent(tokens.error || \"linkedin_token_failed\")}`);\n }\n\n // Fetch LinkedIn profile to get the author URN needed for posts endpoint.\n let authorId = creds?.extra_config?.author_id || \"\";\n try {\n const profileRes = await fetch(\"https://api.linkedin.com/v2/me\", {\n headers: { Authorization: `Bearer ${tokens.access_token}` },\n });\n if (profileRes.ok) {\n const profile = await profileRes.json() as any;\n if (profile.id) authorId = `urn:li:person:${profile.id}`;\n }\n } catch { /* non-fatal - author_id can be set manually later */ }\n\n const now = new Date().toISOString();\n const newExtraConfig = { ...(creds?.extra_config || {}), token_expiry: Date.now() + (tokens.expires_in || 5184000) * 1000, author_id: authorId };\n const existing = await sqlite.execute(\"SELECT id FROM integrations WHERE name = ? AND tenant_id = ?\", [\"linkedin\", tid]);\n if (existing.rows.length > 0) {\n await sqlite.execute(\n \"UPDATE integrations SET access_token=?, extra_config=?, updated_at=? WHERE name='linkedin' AND tenant_id = ?\",\n [tokens.access_token, JSON.stringify(newExtraConfig), now, tid]\n );\n } else {\n await sqlite.execute(\n \"INSERT INTO integrations (id, name, access_token, extra_config, connected_at, updated_at, tenant_id) VALUES (?,?,?,?,?,?,?)\",\n [crypto.randomUUID(), \"linkedin\", tokens.access_token, JSON.stringify(newExtraConfig), now, now, tid]\n );\n }\n return redirectWithCookie(`${url.origin}/?auth=linkedin_ok`, CLEAR_OAUTH_STATE);\n }\n\n // --- Microsoft (Outlook) OAuth flow: env-first client (MICROSOFT_CLIENT_ID/SECRET),\n // `common` tenant, falling back to the `outlook` integration row. Mirrors the Google flow. ----\n if (pathname === \"/api/auth/microsoft\" && method === \"GET\") {\n const mcreds = await getCredentials(\"outlook\");\n const clientId = (Deno.env.get(\"MICROSOFT_CLIENT_ID\") || mcreds?.extra_config?.client_id || mcreds?.extra_config?.clientId || \"\").trim();\n if (!clientId) {\n return new Response(\"Microsoft OAuth not configured. Set MICROSOFT_CLIENT_ID (env) or add the Client ID in Settings → Outlook.\", { status: 400 });\n }\n const redirectUri = `${url.origin}/api/auth/microsoft/callback`;\n const scopes = MICROSOFT_SCOPES;\n const { state, setCookie } = newOAuthState();\n const params = new URLSearchParams({\n client_id: clientId,\n response_type: \"code\",\n redirect_uri: redirectUri,\n response_mode: \"query\",\n scope: scopes,\n state,\n });\n return redirectWithCookie(`https://login.microsoftonline.com/common/oauth2/v2.0/authorize?${params}`, setCookie);\n }\n\n if (pathname === \"/api/auth/microsoft/callback\" && method === \"GET\") {\n const code = url.searchParams.get(\"code\");\n const error = url.searchParams.get(\"error\");\n if (error || !code) {\n return Response.redirect(`${url.origin}/?auth_error=${encodeURIComponent(error || \"no_code\")}`);\n }\n if (!oauthStateValid(req, url)) {\n return Response.redirect(`${url.origin}/?auth_error=state_mismatch`);\n }\n const creds = await getCredentials(\"outlook\");\n const clientId = (Deno.env.get(\"MICROSOFT_CLIENT_ID\") || creds?.extra_config?.client_id || creds?.extra_config?.clientId || \"\").trim();\n const clientSecret = (Deno.env.get(\"MICROSOFT_CLIENT_SECRET\") || creds?.api_secret || \"\").trim();\n const redirectUri = `${url.origin}/api/auth/microsoft/callback`;\n if (!clientId || !clientSecret) {\n const missing = !clientId && !clientSecret ? \"client_id_and_secret\" : !clientId ? \"client_id\" : \"client_secret\";\n return Response.redirect(`${url.origin}/?auth_error=${encodeURIComponent(\"missing_microsoft_\" + missing)}`);\n }\n const scopes = MICROSOFT_SCOPES;\n const tokenRes = await fetch(\"https://login.microsoftonline.com/common/oauth2/v2.0/token\", {\n method: \"POST\",\n headers: { \"Content-Type\": \"application/x-www-form-urlencoded\" },\n body: new URLSearchParams({ client_id: clientId, client_secret: clientSecret, code, redirect_uri: redirectUri, grant_type: \"authorization_code\", scope: scopes }),\n });\n const tokens = await tokenRes.json() as any;\n if (!tokenRes.ok || !tokens.access_token) {\n const detail = [tokens.error, tokens.error_description].filter(Boolean).join(\": \") || \"token_exchange_failed\";\n return Response.redirect(`${url.origin}/?auth_error=${encodeURIComponent(detail)}`);\n }\n\n const now = new Date().toISOString();\n const newExtraConfig = { ...(creds?.extra_config || {}), token_expiry: Date.now() + (tokens.expires_in || 3600) * 1000 };\n const existing = await sqlite.execute(\"SELECT id FROM integrations WHERE name = ? AND tenant_id = ?\", [\"outlook\", tid]);\n if (existing.rows.length > 0) {\n await sqlite.execute(\n \"UPDATE integrations SET access_token=?, refresh_token=?, extra_config=?, updated_at=? WHERE name='outlook' AND tenant_id = ?\",\n [tokens.access_token, tokens.refresh_token || creds?.refresh_token || null, JSON.stringify(newExtraConfig), now, tid]\n );\n } else {\n await sqlite.execute(\n \"INSERT INTO integrations (id, name, access_token, refresh_token, extra_config, connected_at, updated_at, tenant_id) VALUES (?,?,?,?,?,?,?,?)\",\n [crypto.randomUUID(), \"outlook\", tokens.access_token, tokens.refresh_token || null, JSON.stringify(newExtraConfig), now, now, tid]\n );\n }\n return redirectWithCookie(`${url.origin}/?auth=outlook_ok`, CLEAR_OAUTH_STATE);\n }\n\n // --- Identity login OAuth (sign-in, NOT data scopes): separate from data-OAuth\n // /api/auth/google|microsoft; scope \"openid email profile\", callback mints an app session. ----\n const loginMatch = pathname.match(/^\\/api\\/login\\/(google|microsoft)(\\/callback)?$/);\n if (loginMatch && method === \"GET\") {\n const provider = loginMatch[1] as \"google\" | \"microsoft\";\n return loginMatch[2]\n ? await identityLoginCallback(provider, req, url)\n : identityLoginStart(provider, url);\n }\n\n // --- Notes routes (TeamHub collaborative notes) ----\n if (pathname === \"/api/notes\" && method === \"GET\") {\n const workspace = url.searchParams.get(\"workspace\") ?? \"marketing\";\n const result = await sqlite.execute(\n \"SELECT * FROM notes WHERE workspace=? AND tenant_id = ? ORDER BY pinned DESC, created_at DESC\",\n [workspace, tid]\n );\n return json(result.rows.map((r) => rowToObject(result.columns, r)));\n }\n if (pathname === \"/api/notes\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n const id = crypto.randomUUID();\n const now = new Date().toISOString();\n await sqlite.execute(\n \"INSERT INTO notes (id, content, pinned, workspace, created_at, updated_at, tenant_id) VALUES (?,?,?,?,?,?,?)\",\n [id, body.content ?? \"\", body.pinned ? 1 : 0, body.workspace ?? \"marketing\", now, now, tid]\n );\n return json({ id, content: body.content ?? \"\", pinned: !!body.pinned, workspace: body.workspace ?? \"marketing\", created_at: now, updated_at: now }, 201);\n }\n const noteMatch = pathname.match(/^\\/api\\/notes\\/([^/]+)$/);\n if (noteMatch && method === \"PUT\") {\n const id = noteMatch[1];\n const body = await req.json().catch(() => ({}));\n const now = new Date().toISOString();\n const setParts: string[] = [\"updated_at=?\"];\n const setArgs: any[] = [now];\n if (body.pinned !== undefined) { setParts.push(\"pinned=?\"); setArgs.push(body.pinned ? 1 : 0); }\n if (body.content !== undefined) { setParts.push(\"content=?\"); setArgs.push(body.content); }\n await sqlite.execute(\n `UPDATE notes SET ${setParts.join(\", \")} WHERE id=? AND tenant_id = ?`,\n [...setArgs, id, tid]\n );\n const r = await sqlite.execute(\"SELECT * FROM notes WHERE id=? AND tenant_id = ?\", [id, tid]);\n if (!r.rows.length) return json({ error: \"Not found\" }, 404);\n return json(rowToObject(r.columns, r.rows[0]));\n }\n if (noteMatch && method === \"DELETE\") {\n await sqlite.execute(\"DELETE FROM notes WHERE id=? AND tenant_id = ?\", [noteMatch[1], tid]);\n return json({ success: true });\n }\n\n // --- World dashboard rollups (logs / kanban / project panels) ----\n // /api/world/activity — cross-agent recent runs; ?campaign[_id]=ID scopes to that campaign's\n // member agents, a bare ?campaign keeps the legacy \"campaign runs only\" filter.\n if (pathname === \"/api/world/activity\" && method === \"GET\") {\n const limit = parseInt(url.searchParams.get(\"limit\") ?? \"40\", 10);\n const status = url.searchParams.get(\"status\") ?? undefined;\n const agent_id = url.searchParams.get(\"agent_id\") ?? undefined;\n const campaignParam = url.searchParams.get(\"campaign_id\") ?? url.searchParams.get(\"campaign\");\n const campaign_id = campaignParam ? campaignParam : undefined;\n const campaign = url.searchParams.get(\"campaign\") != null && !campaign_id;\n return json(await getWorldActivity({ limit, status, agent_id, campaign, campaign_id }));\n }\n // /api/world/board — tasks grouped into the 4 kanban columns; ?campaign[_id]=ID scopes them.\n if (pathname === \"/api/world/board\" && method === \"GET\") {\n const workspace = url.searchParams.get(\"workspace\") ?? undefined;\n const campaign_id = url.searchParams.get(\"campaign_id\") ?? url.searchParams.get(\"campaign\") ?? undefined;\n return json(await getWorldBoard({ workspace, campaign_id: campaign_id || undefined }));\n }\n // /api/world/project — active campaign brief + real run-usage rollup; ?campaign[_id]=ID focuses it.\n if (pathname === \"/api/world/project\" && method === \"GET\") {\n const workspace = url.searchParams.get(\"workspace\") ?? undefined;\n const campaign_id = url.searchParams.get(\"campaign_id\") ?? url.searchParams.get(\"campaign\") ?? undefined;\n return json(await getWorldProject({ workspace, campaign_id: campaign_id || undefined }));\n }\n\n // --- Campaigns (Director: multi-agent orchestrated pipelines) ----\n if (pathname === \"/api/campaigns\" && method === \"GET\") {\n const workspace = url.searchParams.get(\"workspace\") ?? undefined;\n return json(await listCampaigns(workspace));\n }\n if (pathname === \"/api/campaigns\" && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await createCampaign(body), 201);\n }\n // Sub-resources (:id/runs, :id/agents, :id/trigger) before the bare :id matcher.\n const campaignRunsMatch = pathname.match(/^\\/api\\/campaigns\\/([^/]+)\\/runs$/);\n if (campaignRunsMatch && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n // Runs the Director pipeline synchronously and returns the run result.\n return json(await orchestrateCampaignRun(campaignRunsMatch[1], body.input));\n }\n if (campaignRunsMatch && method === \"GET\") {\n return json(await listCampaignRuns(campaignRunsMatch[1]));\n }\n const campaignAgentsMatch = pathname.match(/^\\/api\\/campaigns\\/([^/]+)\\/agents$/);\n if (campaignAgentsMatch && method === \"GET\") {\n return json(await getCampaignAgents(campaignAgentsMatch[1]));\n }\n // Clicking a campaign returns its tasks (OKR→Campaign→Task link).\n const campaignTasksMatch = pathname.match(/^\\/api\\/campaigns\\/([^/]+)\\/tasks$/);\n if (campaignTasksMatch && method === \"GET\") {\n return json(await listTasks({ campaign_id: campaignTasksMatch[1] }));\n }\n const campaignTriggerMatch = pathname.match(/^\\/api\\/campaigns\\/([^/]+)\\/trigger$/);\n if (campaignTriggerMatch && method === \"POST\") {\n const body = await req.json().catch(() => ({}));\n return json(await setCampaignTrigger(campaignTriggerMatch[1], body));\n }\n const campaignIdMatch = pathname.match(/^\\/api\\/campaigns\\/([^/]+)$/);\n if (campaignIdMatch && method === \"GET\") {\n const c = await getCampaign(campaignIdMatch[1]);\n return c ? json(c) : json({ error: \"Not found\" }, 404);\n }\n if (campaignIdMatch && method === \"PUT\") {\n const body = await req.json().catch(() => ({}));\n return json(await updateCampaign(campaignIdMatch[1], body));\n }\n if (campaignIdMatch && method === \"DELETE\") {\n const ok = await deleteCampaign(campaignIdMatch[1]);\n return ok ? json({ success: true }) : json({ error: \"Not found\" }, 404);\n }\n\n // No route matched\n return json({ error: \"Not found\", path: pathname }, 404);\n } catch (err) {\n const message = err instanceof Error ? err.message : String(err);\n console.error(`[router] Error handling ${method} ${pathname}:`, message);\n return json({ error: \"Internal server error\", detail: message }, 500);\n }\n}\n\n/**\n * Converts a sqlite result row (array of values) to a plain object\n * using the columns array from the result set.\n */\nfunction rowToObject(columns: string[], row: unknown[]): Record {\n const obj: Record = {};\n for (let i = 0; i < columns.length; i++) {\n obj[columns[i]] = row[i];\n }\n return obj;\n}\n",[179],"0b9ee47a-5e6e-11f1-9cb2-1607ee4eb77e","main.ts",898,["D",1780396215917],17,"http","import { initDB, tenantStore } from \"./db.ts\";\nimport { handleRequest } from \"./router.ts\";\nimport { getFrontendHTML, getWorldHTML } from \"./frontend.ts\";\nimport { seedKnowledge } from \"./api/knowledge_seed.ts\";\nimport { resolveSession } from \"./api/session.ts\";\n\n// Foundation tenant context: a session resolves to a TenantCtx; absent one we fall back to the\n// system/default context so all existing (t_default-backfilled) data keeps working exactly as today.\nconst SYSTEM_CTX = { tenantId: \"t_default\", userId: \"system\", email: \"system\", role: \"owner\" } as const;\n\nlet initialized = false;\n\n// Shared-secret gate. Set APP_TOKEN in the val's environment. Every /api/* route\n// requires `Authorization: Bearer ` (or `?token=` for download links),\n// EXCEPT the public paths below. Fail-closed: if APP_TOKEN is unset, data routes 503.\nconst APP_TOKEN = (Deno.env.get(\"APP_TOKEN\") || \"\").trim();\n\n// Auth kept DISABLED for now: re-enabling fail-closed would 503 the whole app if APP_TOKEN is\n// unset, or 401 it if the frontend's bearer doesn't match. Wire it carefully (verify APP_TOKEN +\n// that BOTH the main app and /world send a matching bearer) before flipping this to false.\nconst AUTH_DISABLED = true;\n\n// Public /api paths that must stay reachable without the app token:\n// - /api/app-* : the frontend's own JS modules (static code, no secrets; loaded by \n \n \n \n \n \n \n \n \n\n\n

\n \n\n`;\n}\n\n// Part 10: the Agent World shell — a \"the-delegation\" simulation DASHBOARD at /world. Same origin\n// (shares nexus_token + every /api/* route), so the agents + panels run over the REAL backend.\n// This shell is the SOLE creator of every fixed DOM id the world modules target. It is a CSS-grid\n// dashboard (light theme): a top bar, a LEFT logs panel, a CENTER stage (scene header + a BOUNDED\n// canvas + a kanban under it) and a RIGHT project panel. The canvas is NOT fullscreen — it lives\n// inside #world-canvas-wrap and the scene sizes to that wrapper. three.js (+ addons) load from a\n// CDN via the importmap; the 3D + panel logic is in /api/app-world (the entry) and its sub-modules.\nexport function getWorldHTML(): string {\n return `\n\n\n \n \n AIHive · Agent World\n \n \n \n \n\n\n

\n \n

\n \n\n`;\n}\n",[393],"137c145e-5e7a-11f1-b42b-1607ee4eb77e","db.ts","2f68e1b8-56ca-11f1-b821-ee650bb23af1",900,["D",1780401383100],43,"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\n// ─── TENANT CONTEXT (AUTH/TENANT FOUNDATION) ────────────────────────────────\n// Per-request tenant/user/role context carried via AsyncLocalStorage. main.ts wraps each\n// handleRequest in tenantStore.run(ctx, ...). When there is no active store (cron, system\n// boot, recovery APP_TOKEN path) we DEFAULT to t_default/system/owner so all existing data\n// (backfilled to tenant_id=\"t_default\") keeps working exactly as today.\nimport { AsyncLocalStorage } from \"node:async_hooks\";\n\nexport type TenantCtx = { tenantId: string; userId: string; email: string; role: \"owner\" | \"admin\" | \"member\" };\nexport const SYSTEM_CTX: TenantCtx = { tenantId: \"t_default\", userId: \"system\", email: \"system\", role: \"owner\" };\n\nexport const tenantStore = new AsyncLocalStorage();\nexport function currentCtx(): TenantCtx {\n return tenantStore.getStore() || { tenantId: \"t_default\", userId: \"system\", email: \"system\", role: \"owner\" };\n}\nexport function currentTenantId(): string { return currentCtx().tenantId; }\nexport function currentUserId(): string { return currentCtx().userId; }\nexport function currentRole(): \"owner\" | \"admin\" | \"member\" { return currentCtx().role; }\n\n// MEMOIZED: run the full schema setup ONCE per warm instance, not on every request. initDB was\n// awaited per-request, firing dozens of CREATE/ALTER sqlite calls each time → std/sqlite 429\n// \"Too Many Requests\" → intermittent 500s across the app (the \"too many requests\" symptom). The\n// cached promise makes every subsequent call free; on failure we reset so the next request retries.\nlet _initPromise: Promise | null = null;\nexport function initDB(): Promise {\n if (!_initPromise) {\n _initPromise = _initDBImpl().catch((e) => { _initPromise = null; throw e; });\n }\n return _initPromise;\n}\nasync function _initDBImpl(): Promise {\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS integrations (\n id TEXT PRIMARY KEY,\n name TEXT NOT NULL,\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 tenant_id TEXT,\n UNIQUE(tenant_id, name)\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 // OKR→Campaign→Task link: a task can belong to a campaign (the higher-level container).\n // Completing the task rolls progress up through the campaign to its objective. PRAGMA-guarded\n // ALTER so existing tasks tables gain the column without failing on re-run.\n try {\n const tc = await sqlite.execute(\"PRAGMA table_info(tasks)\");\n const tHave = new Set((tc.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n if (!tHave.has(\"campaign_id\")) await sqlite.execute(\"ALTER TABLE tasks ADD COLUMN campaign_id TEXT\");\n } catch { /* non-critical: tasks without a campaign link still work */ }\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 // Multi-agent CAMPAIGNS — the higher-level container the user wants: a campaign has many\n // inputs + MANY member agents that cooperate. A campaign RUN is the Director orchestrating\n // its member agents (sequential handoff or parallel) and synthesizing a final output.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS campaigns (\n id TEXT PRIMARY KEY,\n name TEXT NOT NULL,\n workspace TEXT NOT NULL DEFAULT 'marketing',\n description TEXT,\n goal TEXT,\n channel TEXT,\n audience TEXT,\n mode TEXT DEFAULT 'sequential',\n status TEXT DEFAULT 'active',\n objective_id INTEGER,\n created_at TEXT DEFAULT (datetime('now')),\n updated_at TEXT DEFAULT (datetime('now')),\n created_by TEXT DEFAULT 'user'\n )\n `);\n // Ordered membership: which agents are in the campaign + their pipeline order + role.\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS campaign_agents (\n campaign_id TEXT NOT NULL,\n agent_id TEXT NOT NULL,\n sequence INTEGER DEFAULT 0,\n role TEXT,\n PRIMARY KEY (campaign_id, agent_id)\n )\n `);\n // One coordinated pipeline execution (the Director run).\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS campaign_runs (\n id TEXT PRIMARY KEY,\n campaign_id TEXT NOT NULL,\n status TEXT NOT NULL DEFAULT 'running',\n input TEXT,\n final_output TEXT,\n trace TEXT,\n started_at TEXT DEFAULT (datetime('now')),\n finished_at TEXT\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_campaign_runs ON campaign_runs(campaign_id, started_at DESC)`);\n // Campaign TRIGGERS + LOOP (run continuously, not just on/off). trigger_type: manual | interval\n // | schedule | event. trigger_config: JSON (e.g. {minutes:60} or {event:\"new_lead\"}). loop=1 ⇒\n // reschedule after each run. next_run_at drives the cron-based runner. (Guarded ALTER, re-run safe.)\n try {\n const cc = await sqlite.execute(\"PRAGMA table_info(campaigns)\");\n const cHave = new Set((cc.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n for (const [col, def] of [[\"trigger_type\", \"TEXT DEFAULT 'manual'\"], [\"trigger_config\", \"TEXT\"], [\"next_run_at\", \"TEXT\"], [\"last_run_at\", \"TEXT\"], [\"loop\", \"INTEGER DEFAULT 0\"]] as Array<[string, string]>) {\n if (!cHave.has(col)) await sqlite.execute(`ALTER TABLE campaigns ADD COLUMN ${col} ${def}`);\n }\n } catch { /* non-critical */ }\n // agent_runs gains campaign context: which campaign run + the handed-off context from prior agents.\n try {\n const arc = await sqlite.execute(\"PRAGMA table_info(agent_runs)\");\n const arHave = new Set((arc.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n if (!arHave.has(\"campaign_run_id\")) await sqlite.execute(\"ALTER TABLE agent_runs ADD COLUMN campaign_run_id TEXT\");\n if (!arHave.has(\"received_input\")) await sqlite.execute(\"ALTER TABLE agent_runs ADD COLUMN received_input TEXT\");\n // task_id links an agent_run back to the task it executed (POST /api/tasks/:id/run).\n if (!arHave.has(\"task_id\")) await sqlite.execute(\"ALTER TABLE agent_runs ADD COLUMN task_id TEXT\");\n } catch { /* non-critical */ }\n\n // ─── AUTH / MULTI-TENANCY FOUNDATION ───────────────────────────────────────\n // New auth tables. These have NO tenant_id (they ARE the tenant/identity layer).\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS tenants (\n id TEXT PRIMARY KEY,\n name TEXT NOT NULL,\n slug TEXT UNIQUE,\n plan TEXT DEFAULT 'trial',\n status TEXT DEFAULT 'active',\n created_at TEXT DEFAULT (datetime('now'))\n )\n `);\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS users (\n id TEXT PRIMARY KEY,\n email TEXT UNIQUE NOT NULL,\n name TEXT,\n password_hash TEXT,\n avatar_url TEXT,\n created_at TEXT DEFAULT (datetime('now')),\n last_login_at TEXT\n )\n `);\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS memberships (\n tenant_id TEXT NOT NULL,\n user_id TEXT NOT NULL,\n role TEXT DEFAULT 'owner',\n created_at TEXT DEFAULT (datetime('now')),\n PRIMARY KEY (tenant_id, user_id)\n )\n `);\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS sessions (\n id TEXT PRIMARY KEY,\n user_id TEXT NOT NULL,\n tenant_id TEXT NOT NULL,\n created_at TEXT DEFAULT (datetime('now')),\n expires_at TEXT,\n user_agent TEXT,\n revoked INTEGER DEFAULT 0\n )\n `);\n await sqlite.execute(`CREATE INDEX IF NOT EXISTS idx_sessions_user ON sessions(user_id)`);\n\n // tenant_id column on EVERY existing business table. PRAGMA-guarded ALTER (idempotent, same\n // pattern used for other ALTERs above). Do NOT add to tenants/users/memberships/sessions.\n const TENANT_SCOPED_TABLES = [\n \"integrations\", \"llm_config\", \"agents\", \"conversations\", \"tasks\", \"tasks_legacy\",\n \"notes\", \"metric_baselines\", \"intelligence_cache\", \"app_config\", \"metric_history\",\n \"agent_budgets\", \"agent_runs\", \"customer_cohorts\", \"lead_state_changes\", \"utm_conversions\",\n \"north_star\", \"nsm_history\", \"objectives\", \"key_results\", \"experiments\", \"intent_signals\",\n \"growth_digests\", \"calendar_entries\", \"knowledge_files\", \"action_queue\", \"deals\", \"memory\",\n \"skills\", \"campaigns\", \"campaign_agents\", \"campaign_runs\",\n ];\n for (const tbl of TENANT_SCOPED_TABLES) {\n try {\n const cols = await sqlite.execute(`PRAGMA table_info(${tbl})`);\n const have = new Set((cols.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n // Only ALTER if the table actually exists (PRAGMA returns 0 cols for missing tables) and lacks tenant_id.\n if (have.size > 0 && !have.has(\"tenant_id\")) {\n await sqlite.execute(`ALTER TABLE ${tbl} ADD COLUMN tenant_id TEXT`);\n }\n } catch { /* non-critical: table may not exist yet (e.g. tasks_legacy) */ }\n }\n\n // ONE-TIME backfill + seed, gated by app_config \"mig_tenant_v1\" so it runs once. Backfill\n // every business table's tenant_id to \"t_default\" and insert the default tenant row. Owner\n // user creation is left to api/auth.ts bootstrapOwner (no password seeded here).\n try {\n const flag = await sqlite.execute(\"SELECT value FROM app_config WHERE key = 'mig_tenant_v1'\");\n if (flag.rows.length === 0) {\n for (const tbl of TENANT_SCOPED_TABLES) {\n try {\n const cols = await sqlite.execute(`PRAGMA table_info(${tbl})`);\n const have = new Set((cols.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n if (have.has(\"tenant_id\")) {\n await sqlite.execute(`UPDATE ${tbl} SET tenant_id = 't_default' WHERE tenant_id IS NULL`);\n }\n } catch { /* non-critical: skip missing tables */ }\n }\n await sqlite.execute(\n \"INSERT OR IGNORE INTO tenants (id, name, slug) VALUES ('t_default', 'Default Workspace', 'default')\"\n );\n // NOTE: app_config now has tenant_id; write the migration flag scoped to t_default so the\n // gate read above (no tenant filter) still finds it on subsequent boots.\n await sqlite.execute(\n \"INSERT OR REPLACE INTO app_config (key, value, tenant_id, updated_at) VALUES ('mig_tenant_v1', 'done', 't_default', datetime('now'))\"\n );\n }\n } catch { /* non-critical: migration retried next warm start */ }\n\n // ─── INTEGRATIONS UNIQUENESS → PER-TENANT (mig_integrations_v2) ──────────────\n // The original integrations table has `name TEXT NOT NULL UNIQUE` (a GLOBAL unique\n // constraint). Multi-tenant needs each tenant to own its OWN 'google'/'outlook'/etc.\n // row, so uniqueness must be PER TENANT: UNIQUE(tenant_id, name). SQLite cannot ALTER a\n // UNIQUE constraint in place, so we do a ONE-TIME guarded table rebuild gated by an\n // app_config flag (\"mig_integrations_v2\"). Idempotent + safe on the live DB: we only\n // rebuild when the flag is absent AND the live table still carries the global UNIQUE(name)\n // index. By this point Stage 1's ALTER + backfill guarantee every existing integrations\n // row already has tenant_id='t_default', so the copy preserves correct ownership.\n try {\n const flag = await sqlite.execute(\"SELECT value FROM app_config WHERE key = 'mig_integrations_v2'\");\n if (flag.rows.length === 0) {\n // Confirm the table exists before rebuilding. A FRESH DB already gets the per-tenant\n // shape from the top-level CREATE (tenant_id present), so detect the OLD shape — the\n // global UNIQUE(name) index lacks the tenant_id column — and only rebuild then.\n const icols = await sqlite.execute(\"PRAGMA table_info(integrations)\");\n const iHave = new Set((icols.rows || []).map((r: any) => String(Array.isArray(r) ? r[1] : r.name)));\n let needsRebuild = false;\n if (iHave.size > 0) {\n // index_list → for each unique index, index_info tells us its columns. The legacy global\n // constraint indexes only (name); the new one indexes (tenant_id, name).\n try {\n const idxList = await sqlite.execute(\"PRAGMA index_list(integrations)\");\n for (const row of (idxList.rows || [])) {\n const idxName = String(Array.isArray(row) ? row[1] : row.name);\n const idxUnique = Number(Array.isArray(row) ? row[2] : row.unique);\n if (!idxUnique) continue;\n const info = await sqlite.execute(`PRAGMA index_info(${idxName})`);\n const idxCols = (info.rows || []).map((r: any) => String(Array.isArray(r) ? r[2] : r.name));\n // Old-shape: a unique index over exactly [name] with no tenant_id ⇒ rebuild required.\n if (idxCols.includes(\"name\") && !idxCols.includes(\"tenant_id\")) needsRebuild = true;\n }\n } catch { needsRebuild = true; /* if we can't introspect, rebuild to be safe */ }\n }\n if (needsRebuild) {\n // Build v2 with the SAME columns (now including tenant_id) but UNIQUE(tenant_id, name).\n await sqlite.execute(`\n CREATE TABLE IF NOT EXISTS integrations_v2 (\n id TEXT PRIMARY KEY,\n name TEXT NOT NULL,\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 tenant_id TEXT,\n UNIQUE(tenant_id, name)\n )\n `);\n // Copy every row (existing rows already carry tenant_id='t_default' from Stage 1).\n await sqlite.execute(`\n INSERT OR IGNORE INTO integrations_v2\n (id, name, api_key, api_secret, access_token, refresh_token, extra_config, connected_at, updated_at, tenant_id)\n SELECT id, name, api_key, api_secret, access_token, refresh_token, extra_config, connected_at, updated_at,\n COALESCE(tenant_id, 't_default')\n FROM integrations\n `);\n await sqlite.execute(\"DROP TABLE integrations\");\n await sqlite.execute(\"ALTER TABLE integrations_v2 RENAME TO integrations\");\n }\n await sqlite.execute(\n \"INSERT OR REPLACE INTO app_config (key, value, tenant_id, updated_at) VALUES ('mig_integrations_v2', 'done', 't_default', datetime('now'))\"\n );\n }\n } catch { /* non-critical: rebuild retried next warm start (flag only set on success) */ }\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",[401],"cf768a30-5e7b-11f1-a326-1607ee4eb77e","cron_entry.ts","fb10767e-5b1a-11f1-b807-ee650bb23af1",925,["D",1780402127969],"// 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\";\nimport { processCampaignTriggers } from \"./api/campaigns.ts\";\n\n// Crash-proof scheduled tick. A single failure (DB 429, a bad run, a flaky integration)\n// must be logged and swallowed so the default export NEVER throws to the Val Town runtime\n// (an uncaught throw kills the tick silently and can disable the trigger). initDB() and each\n// unit of work are guarded INDEPENDENTLY so one failing does not skip the others.\nexport default async function (): Promise {\n // 1) Ensure the DB is ready. If this fails (e.g. DB 429), we cannot safely run the\n // tenant-scoped work below, so log and return — but never throw.\n try {\n await initDB();\n } catch (err) {\n console.error(\"[cron] initDB failed; skipping this tick:\", err);\n return;\n }\n\n // 2) Process pending agent runs (external sends still go to the human-approval queue).\n let runs = { processed: 0, failed: 0 };\n try {\n runs = await processPendingRuns(5);\n } catch (err) {\n console.error(\"[cron] processPendingRuns failed:\", err);\n }\n\n // 3) Fire scheduled/looping campaigns on the cron tick (after agent runs are processed).\n try {\n await processCampaignTriggers(2);\n } catch (err) {\n console.error(\"[cron] processCampaignTriggers failed:\", err);\n }\n\n // 4) Refresh + persist KR/objective progress from live funnel data.\n let okr = { objectives: 0, key_results: 0 };\n try {\n okr = await syncObjectivesFromFunnel();\n } catch (err) {\n console.error(\"[cron] syncObjectivesFromFunnel failed:\", err);\n }\n\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",[409],"cfec26aa-5e7b-11f1-a9e2-1607ee4eb77e","cron.ts","50e655da-5a69-11f1-ab8c-ee650bb23af1",926,["D",1780402128741],"// 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, tenantStore } 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, tenant_id 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 // MULTI-TENANT CORRECTNESS: cron runs with NO active tenant store, so currentTenantId()\n // would default to t_default and every tenant's pending runs would be processed (and their\n // tool calls / data reads/writes scoped) under t_default. Read THIS row's tenant_id and run\n // the whole processing body inside tenantStore.run so the agent executes in ITS OWN tenant\n // scope. Backfilled/legacy rows with NULL tenant_id fall back to t_default (current behavior).\n const tenantId = row[3] ? String(row[3]) : \"t_default\";\n const ctx = { tenantId, userId: \"system\", email: \"system\", role: \"owner\" as const };\n // Per-run result so the outer counters update after the scoped body returns.\n const r = await tenantStore.run(ctx, async (): Promise<{ ok: boolean }> => {\n // Wrapped so one run's UPDATE failure can't abort the drain.\n try {\n await sqlite.execute(\"UPDATE agent_runs SET status='running' WHERE id=?\", [runId]);\n } catch { /* status flip best-effort; continue processing */ }\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}: ${res}`);\n trace.push({\n t: \"tool\",\n name: tc.function.name,\n args_preview: JSON.stringify(args).slice(0, 300),\n result_preview: String(res).slice(0, 300),\n ok: true,\n ms,\n ts: new Date().toISOString(),\n });\n messages.push({ role: \"tool\", tool_call_id: tc.id, content: res });\n }\n llm = await callLLM(llmConfig, messages, { systemPrompt, tools, maxTokens: 2048 });\n }\n\n const output = ((llm.content || \"\") + (actionLog.length ? \"\\n\\n[actions]\\n\" + actionLog.join(\"\\n\") : \"\")).slice(0, 8000);\n trace.push({ t: \"message\", role: \"assistant\", preview: String(output).slice(0, 300), ts: new Date().toISOString() });\n // Per-run status UPDATE in its own try/catch so one failure does not abort the drain.\n try {\n await sqlite.execute(\n \"UPDATE agent_runs SET status='completed', finished_at=datetime('now'), output=?, trace=? WHERE id=?\",\n [output, JSON.stringify(trace), runId],\n );\n } catch { /* completion write best-effort; run already executed */ }\n // Fire-and-forget: distill durable business facts from this completed run into memory.\n captureMemoryFromConversation([\n { role: \"user\", content: messages[0]?.content || input },\n { role: \"assistant\", content: llm.content || output },\n ]).catch(() => {});\n return { ok: true };\n } catch (e: any) {\n // Part 14.2: persist the partial trace captured before the failure.\n await sqlite.execute(\n \"UPDATE agent_runs SET status='failed', finished_at=datetime('now'), error=?, trace=? WHERE id=?\",\n [String(e?.message || e), JSON.stringify(trace), runId],\n ).catch(() => {});\n return { ok: false };\n }\n });\n if (r.ok) processed++; else failed++;\n }\n return { processed, failed };\n}\n\n// val.town interval-val entrypoint.\nexport default async function (): Promise {\n const result = await processPendingRuns(3);\n console.log(`[cron] agent runs processed=${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",[],[423,682],"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",[],[423,698,690],"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",[],[423,698,700],"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",[],[423,698,708],"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",[],[423,698,716],"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",[],[423,698,724],"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",[],[423,698,732],"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",[],[423,698,740],"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",[],[423,698,748],"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",[],[423,698,756],"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",[],[423,698,764],"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",[],[423,698,772],"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",[],[423,698,780],"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 browse

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