{
 "id": "1.15",
 "title": "Markets and expansion",
 "department": "Company and strategy",
 "department_slug": "company-and-strategy",
 "direction": null,
 "branded": false,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "India first or global, which markets when, languages, currencies, what changes per market",
 "urls": {
  "html": "https://handbook.joinsquareup.com/company-and-strategy/markets-and-expansion",
  "markdown": "https://handbook.joinsquareup.com/company-and-strategy/markets-and-expansion.md",
  "json": "https://handbook.joinsquareup.com/company-and-strategy/markets-and-expansion.json"
 },
 "other_directions": [],
 "tldr": {
  "headline": "Built global, sold in India first, and the second market is open",
  "points": [
   {
    "icon": "map",
    "text": "The product reads each brand's selling market and never defaults silently to the US or India."
   },
   {
    "icon": "people",
    "text": "Every one of the five partners today is Indian."
   },
   {
    "icon": "check",
    "text": "A second market counts at 10% or more of orders or visits."
   },
   {
    "icon": "lock",
    "text": "No India only plumbing such as DLT or COD inside the product."
   },
   {
    "icon": "money",
    "text": "Dollars are the list price; rupees are the India regional price."
   }
  ],
  "stat": {
   "value": "51",
   "label": "currencies map to a country"
  },
  "decide": "India first or global from day one? Proposal: India first, sold in English, no India only code.",
  "mood": "waiting"
 },
 "sources": [
  "brew origin/main a559de6: market.js:1-52, 68-80, 176-184, CLAUDE.md:31-32",
  "brew working tree docs/pricing.md:15, untracked",
  "brand-directions/BRIEF.md section 4 direction 5 global note",
  "brand-directions/book/content/b.js b-2 icp where we start, b-8 find-out",
  "handbook content/product/product-overview.md Open",
  "memory: brew-name-and-scope, brew-live-stores, feed-for-all-brands"
 ],
 "open_questions": [
  "**India first, or global from day one?** Proposal: India first through the design partnership, sold in English, with no India only code; the product stays global.",
  "**Which second market?** Proposal: the US, sized with the same method as India, chosen only after a sourced count and one US partner.",
  "**Price in rupees or dollars for Indian partners?** Proposal: rupees at the regional price, as the pricing proposal says."
 ],
 "parts": {
  "Answer": "Where Brew sells and in what order: the product is built global and reads each brand's selling market from its customers, every partner today is Indian, and whether India stays first is Param's call.",
  "Today": "### How the product handles markets\n\n| Rule | Source |\n|---|---|\n| Where a brand sells is kept apart from where its store is registered | [src: brew/market.js:1-3] |\n| Rivals, searches, AI questions, listening, ideas, stories, Plays and money formatting follow the selling market | [src: brew/market.js:2-3] |\n| Order of evidence: the brand's own correction, then Shopify orders by country, then GA4 sessions, then the public read | [src: brew/market.js:5-9] |\n| A second market counts at 10% or more of orders or visits; up to four others | [src: brew/market.js:10-11] [src: brew/market.js:52] [src: brew/market.js:73] |\n| Trust needs 20 orders or 100 visits; below that a share is noise | [src: brew/market.js:51-52] |\n| 51 currencies map to a country; the euro alone names none | [src: brew/market.js:17-19] |\n| AI questions run in the site's own language where the tools speak it, 23 languages, else English | [src: brew/market.js:176-184] |\n| Never a silent US or India default; a tie is to confirm | [src: brew/CLAUDE.md:31-32] [src: brew/market.js:16] |\n| No India only plumbing such as DLT or COD in the product | [src: memory brew-name-and-scope] |\n\n### Where we are\n\n| Fact | Source |\n|---|---|\n| Five partner prospects: Arata, Nutrova, Mana, Puma India, Scrubroom | [src: memory brew-live-stores] |\n| Every partner today is Indian | [src: content/product/product-overview.md Open] |\n| The sample store in the books ships across India and prices in rupees | [src: brand-directions/book/content/b.js b-2 icp] |\n| Pricing proposal: USD is the list price, ₹ the India regional price set for the market | [src: brew working tree docs/pricing.md:15] |\n| One direction, Seeti the cooker, is Indian; its brief asks to explain the whistle once for a global reader | [src: brand-directions/BRIEF.md section 4] |",
  "Tomorrow": "| Item | Version | Tag |\n|---|---|---|\n| Selling market read per brand, never defaulted | v1 to v4 | Stays |\n| A regional price per market, set for that market | v1, after pricing | New |\n| Posting channels per market, such as WhatsApp where the brand uses it | v2 | New |\n| Ad rules in the market's currency | v4 | New |\n| A second market for sales and partners | v1, after the partnership | New, Param to pick |",
  "How we do it": "1. A market enters when we can size it with named sources and have one partner there.\n2. Before a new market, check: the read's language, the currency, the AI questions, the listening sources and the price.\n3. Test every market change on the brand kinds in `test/non-shopify.test.js`, never one brand [src: brew/CLAUDE.md:40].",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Brands by selling market | Count of brands per primary market | profile.country per brand | Proposed |\n| Markets to confirm | Brands whose market is still to confirm | profile.market verdicts | Proposed |",
  "Open": "1. **India first, or global from day one?** Proposal: India first through the design partnership, sold in English, with no India only code; the product stays global.\n2. **Which second market?** Proposal: the US, sized with the same method as India, chosen only after a sourced count and one US partner.\n3. **Price in rupees or dollars for Indian partners?** Proposal: rupees at the regional price, as the pricing proposal says."
 }
}