{
 "id": "1.7",
 "title": "Market",
 "department": "Company and strategy",
 "department_slug": "company-and-strategy",
 "direction": null,
 "branded": false,
 "status": "needs-you",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Size with sources, segments, where we start",
 "urls": {
  "html": "https://handbook.joinsquareup.com/company-and-strategy/market",
  "markdown": "https://handbook.joinsquareup.com/company-and-strategy/market.md",
  "json": "https://handbook.joinsquareup.com/company-and-strategy/market.json"
 },
 "other_directions": [],
 "tldr": {
  "headline": "Five partners and a segment, but no market size has a source",
  "points": [
   {
    "icon": "chart",
    "text": "Every ring from all online stores down to the segment is Not sourced."
   },
   {
    "icon": "people",
    "text": "Five design partners today: Arata, Nutrova, Mana, Puma India and Scrubroom."
   },
   {
    "icon": "map",
    "text": "Works on Shopify, WooCommerce, Magento and custom sites, in one or many markets."
   },
   {
    "icon": "warn",
    "text": "Not for marketplace only sellers, app businesses or agencies with many brands, yet."
   },
   {
    "icon": "gear",
    "text": "Sizing starts with free public counts and the Meta Ad Library."
   }
  ],
  "stat": {
   "value": "5",
   "label": "design partners"
  },
  "decide": "Which market do we size first? Proposal: India, then the US by the same method.",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/book/content/b.js b-2 icp, not-for; b-8 rings, find-out, why-now",
  "brew origin/main a559de6: market.js:1-15, CLAUDE.md:26-32",
  "memory: brew-live-stores, brew-name-and-scope, feed-for-all-brands, no-spend-while-building, treg-usage-rules"
 ],
 "open_questions": [
  "**Which market do we size first?** Proposal: India, since every partner today is Indian, then the US with the same method.",
  "**Do we pay for a store lookup?** Proposal: start with free public counts and one month of a lookup tool only if Param says yes.",
  "**Do large brands stay in the segment?** Proposal: keep Puma India as a test of fit and decide after the partnership which segment we sell to first."
 ],
 "parts": {
  "Answer": "How big Brew's market is, which segments matter and where we start; the rings and the segment are written down, but no size has a named source, so every size is a question for Param with a plan to answer it.",
  "Today": "### The rings, outside in\n\n| Ring | Definition | Size | Source |\n|---|---|---|---|\n| Online stores | Any store that sells online | Not sourced | [src: brand-directions/book/content/b.js b-8 rings] |\n| Own brand, own store | Sells its own products from its own domain | Not sourced | [src: brand-directions/book/content/b.js b-8 rings] |\n| The starting segment | Founder led, small team, with reviews, photos and some ads | Not sourced | [src: brand-directions/book/content/b.js b-2 icp] |\n| Design partners | Real brands working with us now | 5: Arata, Nutrova, Mana, Puma India, Scrubroom | [src: memory brew-live-stores] |\n\n### Who the product already serves\n\n| Kind | Fact | Source |\n|---|---|---|\n| Platforms | Shopify, headless Shopify, WooCommerce, Magento, BigCommerce, Salesforce Commerce, custom sites | [src: brew/CLAUDE.md:26-28] |\n| How it sells | Online stores and stores that sell by enquiry, such as real estate | [src: brew/CLAUDE.md:29-30] |\n| Markets | One or many selling markets per brand, read from where customers are, never a silent default | [src: brew/market.js:1-15] [src: brew/CLAUDE.md:31-32] |\n| Scope | Global, on the brand's own stack | [src: memory brew-name-and-scope] |\n\n### Who we are not for, yet\n\n| Who | Why | Source |\n|---|---|---|\n| Marketplace only sellers | The read starts from a store link | [src: brand-directions/book/content/b.js b-2 not-for] |\n| Services and apps with no products | Plays name products | [src: brand-directions/book/content/b.js b-2 not-for] |\n| Agencies with many brands | No brand switcher; each brand needs its own invite | [src: brand-directions/book/content/b.js b-2 not-for] |\n\nThe starting segment is a working guess to test with partners, not a rule [src: brand-directions/book/content/b.js b-2 icp]. Puma India, read on Salesforce Commerce, already tests fit beyond the small founder led segment [src: memory feed-for-all-brands].",
  "Tomorrow": "| Item | Version | Tag |\n|---|---|---|\n| A sourced size for each ring in the first market | v1 | New |\n| Agencies as a segment, with a brand switcher | v2 to v4 | New |\n| Stores that want posting after a yes | v2 | New |\n| Stores that want to see what worked | v3 | New |\n| Stores that want ads run inside rules | v4 | New |",
  "How we do it": "The sizing work, each answer recorded with its number, unit, source, date read, filter and who checked it [src: brand-directions/book/content/b.js b-8 find-out].\n\n1. Count own brand stores in the first market from a store technology lookup such as BuiltWith or Store Leads.\n2. Filter to stores running Meta ads with the public Meta Ad Library.\n3. Filter to stores showing reviews from review app install counts and a sample of store pages.\n4. Sample team size from company pages.\n5. Ask every partner what they spend on agencies, freelancers and tools today.\n6. Use free sources first; any paid lookup needs Param's yes and runs once [src: memory no-spend-while-building] [src: memory treg-usage-rules].",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Own brand stores in the first market | Count, by named source and date | Store technology lookup | Proposed, not sourced |\n| Starting segment size | Above, filtered to active ads and reviews | Ad Library plus review installs | Proposed, not sourced |\n| Spend on marketing help per store | Monthly, from partner answers | Partner calls | Proposed, 0 answers |",
  "Open": "1. **Which market do we size first?** Proposal: India, since every partner today is Indian, then the US with the same method.\n2. **Do we pay for a store lookup?** Proposal: start with free public counts and one month of a lookup tool only if Param says yes.\n3. **Do large brands stay in the segment?** Proposal: keep Puma India as a test of fit and decide after the partnership which segment we sell to first."
 }
}