---
id: "1.6"
title: "North star and goals"
dept: company-and-strategy
status: needs-you
owner: Param
branded: false
last_verified: 2026-10-26
sources:
  - "brand-directions/book/content/b.js b-10 north-star, first-win, goals, partnership-goals"
  - "brand-directions/BRIEF.md section 3.5"
  - "handbook content/product/product-metrics.md Answer and Today"
  - "brew origin/main a559de6: docs/handover/product/07-open-questions-and-next-steps.md:36, brief-status.js:8"
  - "memory: brew-live-stores, brew-access-rules, brew-prod-backend"
---

# North star and goals

## Answer

The one number Brew steers by and the goals under it: the sources propose stores that hand off at least one pick a week, nothing is counted yet and no baseline exists, so the choice and every target wait on Param.

## Today

### What the sources propose

| Piece | Definition | Source |
|---|---|---|
| North star, v1 | Stores where anyone on the team hands off at least one pick in a Monday to Sunday week, in the store's time zone | [src: brand-directions/book/content/b.js b-10 north-star] |
| Why weekly | The week is the unit of the product; a daily number pushes the wrong habit | [src: brand-directions/BRIEF.md section 3.5] |
| Why hand off | It is the moment value leaves the product; hearts alone change nothing in a store | [src: brand-directions/book/content/b.js b-10 north-star] |
| Activation | A store's first hand off; aim: heart one, make one, hand off one in the first ten minutes, a design aim only | [src: brand-directions/book/content/b.js b-10 first-win] |
| Goals under it | Activation, return on Monday, taste, making, trust | [src: brand-directions/book/content/b.js b-10 goals] |
| Later versions | v2 counts approved posts, v3 shipped picks with a result, v4 picks shipped inside the rules | [src: brand-directions/book/content/b.js b-10 north-star] |

### What can be counted now

| What exists | Source |
|---|---|
| No usage analytics on cards, jams or shares | [src: brew/docs/handover/product/07-open-questions-and-next-steps.md:36] |
| Brief status: briefs sent to our team and their state | [src: brew/brief-status.js:8] |
| A visitors log of which emails open which brand, since 23 Oct | [src: memory brew-access-rules] |
| Sign ins in the production access log | [src: memory brew-prod-backend] |
| Five partner brands to count | [src: memory brew-live-stores] |

The product metrics page holds the same definitions in full [src: content/product/product-metrics.md Answer].

## Tomorrow

| Item | Version | Tag |
|---|---|---|
| A decision log of hearted, made and handed off, so the north star counts itself | v1 | New |
| North star: weekly hand off stores | v1 | New, once Param picks |
| North star adds approved posts | v2 | Changes |
| North star adds a result per shipped pick | v3 | Changes |
| North star adds shipped inside the owner's rules | v4 | Changes |

## How we do it

1. Count from brief records by hand each Monday until the decision log exists.
2. Report the north star and its five goals in the Monday note and the investor update.
3. Founders never see these numbers; they are internal.
4. Set targets only after four weeks of partner data.

## Numbers

| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Weekly hand off stores | Stores with at least one hand off in the week | Brief records, then the decision log | Proposed |
| Share of active stores reaching it | Weekly hand off stores over stores that opened Brew that week | Same plus the visitors log | Proposed |
| Activation | Share of new stores with a first hand off in their first week | Same | Proposed |
| Return | Share of stores that open Today in the week after a Monday drop | Visitors log | Proposed |
| Taste | Share of picks with a heart or Not for me | Card reactions | Proposed |
| Making | Share of hearted picks with at least one version made | Jam records | Proposed |
| Trust | Share of to confirm facts corrected by the team | What we know about you | Proposed |

## Open

1. **Is the north star weekly hand off stores?** Proposal: yes, as defined above, counted by hand from brief records until the decision log ships.
2. **Quarterly targets.** There is no baseline. Proposal for the quarter to 31 Dec 2026: all five partners activated, and three of five handing off three weeks running; set the next quarter's targets from those four weeks.
3. **Does a copy of the brief count as a hand off, or only a sent one?** Proposal: both count, since v1 never sends on the brand's behalf.