# The Brew handbook

> The planning home of the Brew universe, for people and agents. Start with AGENTS.md. Every page is also Markdown and JSON: add .md or .json to its address.

## Start
- [AGENTS.md](https://handbook.joinsquareup.com/claude/AGENTS.md)
- [Every document, as JSON](https://handbook.joinsquareup.com/index.json)
- [Every TL;DR](https://handbook.joinsquareup.com/tldr.json)
- [Everything in one file](https://handbook.joinsquareup.com/llms-full.txt)
- [Brand visuals: characters, art, colours, type, sounds](https://handbook.joinsquareup.com/claude/brand-visuals.md), also [as JSON](https://handbook.joinsquareup.com/brand-assets/brand.json)

## Company and strategy
- [Whole department](https://handbook.joinsquareup.com/claude/company-and-strategy.md)
- [1.1 The one page](https://handbook.joinsquareup.com/company-and-strategy/the-one-page.md): Fetch reads your store, fetches ideas and drops them at your feet
- [1.2 Story and why now](https://handbook.joinsquareup.com/company-and-strategy/story-and-why-now.md): Founders do all the marketing, and AI can now read their store
- [1.3 Vision and mission](https://handbook.joinsquareup.com/company-and-strategy/vision-and-mission.md): We have a core sentence and a ladder, but no vision yet
- [1.4 Principles](https://handbook.joinsquareup.com/company-and-strategy/principles.md): Fifteen rules that settle arguments, and the lower number always wins
- [1.5 Strategy and bets](https://handbook.joinsquareup.com/company-and-strategy/strategy-and-bets.md): Five bets, tested in order, starting with reading before drafting
- [1.6 North star and goals](https://handbook.joinsquareup.com/company-and-strategy/north-star-and-goals.md): One number to steer by: stores that hand off weekly
- [1.7 Market](https://handbook.joinsquareup.com/company-and-strategy/market.md): Five partners and a segment, but no market size has a source
- [1.9 Business model](https://handbook.joinsquareup.com/company-and-strategy/business-model.md): The brand pays a plan for the brain, a wallet for hands
- [1.10 Risks](https://handbook.joinsquareup.com/company-and-strategy/risks.md): Six risk areas, each with a sign to watch
- [1.11 Investor story](https://handbook.joinsquareup.com/company-and-strategy/investor-story.md): Fetch's pitch: read the store first, fetch the ideas, no results claimed
- [1.12 Investor update template](https://handbook.joinsquareup.com/company-and-strategy/investor-update-template.md): A monthly investor note is written, but nobody has received one
- [1.13 Decisions log](https://handbook.joinsquareup.com/company-and-strategy/decisions-log.md): Every call we made, newest first, never deleted
- [1.14 Open questions](https://handbook.joinsquareup.com/company-and-strategy/open-questions.md): 672 open calls across the handbook, each with a proposal ready
- [1.15 Markets and expansion](https://handbook.joinsquareup.com/company-and-strategy/markets-and-expansion.md): Built global, sold in India first, and the second market is open
- [1.16 Fundraising and cap table](https://handbook.joinsquareup.com/company-and-strategy/fundraising-and-cap-table.md): No round, no investor, no ownership split is on record yet

## Product
- [Whole department](https://handbook.joinsquareup.com/claude/product.md)
- [2.1 Product overview](https://handbook.joinsquareup.com/product/product-overview.md): Brew drafts your marketing week from evidence, and you hand it off
- [2.2 v1 PRD](https://handbook.joinsquareup.com/product/v1-prd.md): v1 reads, drafts and hands off, never touching an account
- [2.3 v2 PRD](https://handbook.joinsquareup.com/product/v2-prd.md): v2 adds posting and scheduling, but only after a person says yes
- [2.4 v3 PRD](https://handbook.joinsquareup.com/product/v3-prd.md): v3 grades what went out, so next week's picks learn from it
- [2.5 v4 PRD](https://handbook.joinsquareup.com/product/v4-prd.md): v4 runs ads inside your rules, logged and undoable
- [2.6 Features A to Z](https://handbook.joinsquareup.com/product/features-a-to-z.md): All 244 features, each marked live, once connected, off or next
- [2.7 Roadmap with dates](https://handbook.joinsquareup.com/product/roadmap-with-dates.md): The order is set, one power per version, every date blank
- [2.8 Personas](https://handbook.joinsquareup.com/product/personas.md): Seven kinds of people use Brew, none yet drawn from interviews
- [2.9 Jobs to be done](https://handbook.joinsquareup.com/product/jobs-to-be-done.md): People hire Brew to get Monday's marketing decided, drafted and handed off
- [2.10 Journeys](https://handbook.joinsquareup.com/product/journeys.md): Seven journeys, from a pasted link to what happens when it breaks
- [2.11 Onboarding](https://handbook.joinsquareup.com/product/onboarding.md): From a pasted link to a first hand off, in eight steps
- [2.12 Product rules](https://handbook.joinsquareup.com/product/product-rules.md): Twenty four rules every feature must follow, or it does not ship
- [2.13 The loop, step by step](https://handbook.joinsquareup.com/product/the-loop-step-by-step.md): Every item in the weekly loop, from evidence to learnings
- [2.14 Workflows spec](https://handbook.joinsquareup.com/product/workflows-spec.md): Twenty workflows, specified now, built later, each stopping for a yes
- [2.15 Design partner program](https://handbook.joinsquareup.com/product/design-partner-program.md): Five real brands use Brew free, but the deal itself is unwritten
- [2.16 Partner feedback log](https://handbook.joinsquareup.com/product/partner-feedback-log.md): Mostly Param's own notes so far, with partners' words barely logged
- [2.17 Glossary](https://handbook.joinsquareup.com/product/glossary.md): One word for each thing, plus the words never to say
- [2.18 Product metrics](https://handbook.joinsquareup.com/product/product-metrics.md): North star: weekly hand off stores, and nothing is counted yet

## Design
- [Whole department](https://handbook.joinsquareup.com/claude/design.md)
- [3.1 Design principles](https://handbook.joinsquareup.com/design/design-principles.md): Ten rules for every screen, and the higher rule wins an argument
- [3.2 Information architecture](https://handbook.joinsquareup.com/design/information-architecture.md): Six addresses cover the whole product, from Today to Make it
- [3.3 Today to tomorrow](https://handbook.joinsquareup.com/design/today-to-tomorrow.md): Every one of today's 309 surfaces gets a home among 22 screens
- [3.4 Every screen](https://handbook.joinsquareup.com/design/every-screen.md): Forty five screens, fetched and dropped at your feet
- [3.5 Components](https://handbook.joinsquareup.com/design/components.md): One kit, no part built twice, wearing tennis ball green
- [3.6 Tokens](https://handbook.joinsquareup.com/design/tokens.md): Fetch wears tennis ball green and two fonts, nothing else
- [3.7 Patterns](https://handbook.joinsquareup.com/design/patterns.md): Each recurring job gets exactly one way, on every screen
- [3.8 States](https://handbook.joinsquareup.com/design/states.md): Six states, one look each, and Fetch goes sheepish when we break
- [3.9 Content design](https://handbook.joinsquareup.com/design/content-design.md): Every surface gets a word budget; cards must land in three seconds
- [3.10 Accessibility](https://handbook.joinsquareup.com/design/accessibility.md): One accessibility bar for every screen, and the live product misses it
- [3.11 Character usage](https://handbook.joinsquareup.com/design/character-usage.md): Fetch the scruffy dog lives in seven slots, off every control
- [3.12 Web and phone layouts](https://handbook.joinsquareup.com/design/web-and-phone-layouts.md): Phone first, with three widths replacing today's twenty one breakpoints
- [3.13 Design QA checklist](https://handbook.joinsquareup.com/design/design-qa-checklist.md): Forty checks, and one fail sends a screen back

## Brand
- [Whole department](https://handbook.joinsquareup.com/claude/brand.md)
- [4.3 Naming](https://handbook.joinsquareup.com/brand/naming.md): The product needs a new name, and nobody has picked one yet
- [4.4 The five directions](https://handbook.joinsquareup.com/brand/the-five-directions.md): Five characters, one pick, and Fetch wants you to throw it
- [4.5 Fetch character bible](https://handbook.joinsquareup.com/brand/fetch-character-bible.md): How Fetch looks, acts and talks, so anyone can draw it
- [4.6 Buzz character bible](https://handbook.joinsquareup.com/brand/buzz-character-bible.md): Buzz in one place: shape, stripes, voice and the two tells
- [4.7 Scoop character bible](https://handbook.joinsquareup.com/brand/scoop-character-bible.md): Scoop the raccoon: how it looks, acts, talks and grows
- [4.8 Ocho character bible](https://handbook.joinsquareup.com/brand/ocho-character-bible.md): Ocho: one pink octopus, eight arms, and its stress always its own
- [4.9 Seeti character bible](https://handbook.joinsquareup.com/brand/seeti-character-bible.md): Seeti the cooker: bossy, dramatic, whistles, and scolds only ideas
- [4.10 Voice and words](https://handbook.joinsquareup.com/brand/voice-and-words.md): Plain words on the buttons, Fetch's words only around them
- [4.11 Visual identity](https://handbook.joinsquareup.com/brand/visual-identity.md): Fetch's look: tennis ball green, a quiet dark yard, photos in charge
- [4.12 Sound and motion](https://handbook.joinsquareup.com/brand/sound-and-motion.md): Fetch squeaks, ruffs and bounces, then stays quiet until asked
- [4.13 The Brand Book we give brands](https://handbook.joinsquareup.com/brand/the-brand-book-we-give-brands.md): Every brand gets a Brand Book, and Fetch only signs the foot
- [4.14 Asset library](https://handbook.joinsquareup.com/brand/asset-library.md): Every Fetch file in one yard, so nobody redraws anything

## Engineering
- [Whole department](https://handbook.joinsquareup.com/claude/engineering.md)
- [5.1 Architecture](https://handbook.joinsquareup.com/engineering/architecture.md): One Node codebase, two production services, and exactly one paid background worker
- [5.2 Codebase map](https://handbook.joinsquareup.com/engineering/codebase-map.md): Every module on origin/main, with who owns what and what tests it
- [5.3 Data model](https://handbook.joinsquareup.com/engineering/data-model.md): Everything lives in Postgres rows, with only binaries left in the bucket
- [5.4 Environments](https://handbook.joinsquareup.com/engineering/environments.md): Four places Brew runs, and each brand has exactly one home
- [5.5 The read](https://handbook.joinsquareup.com/engineering/the-read.md): A pasted store address becomes a sourced profile in seven stages
- [5.6 Plays engine](https://handbook.joinsquareup.com/engineering/plays-engine.md): Plays are written from the brief and ledger, then fact checked
- [5.7 Cards and the feed](https://handbook.joinsquareup.com/engineering/cards-and-the-feed.md): Cards come from seven sources and are fact checked first
- [5.8 The jam and Studio](https://handbook.joinsquareup.com/engineering/the-jam-and-studio.md): A jam turns a card into finished work, never paying twice
- [5.9 Briefs and hand-off](https://handbook.joinsquareup.com/engineering/briefs-and-hand-off.md): Every jam ends in a brief someone else can work from
- [5.10 Connectors](https://handbook.joinsquareup.com/engineering/connectors.md): Read only connectors on a fixed cadence, with Arata's protected in code
- [5.11 Learnings and memory](https://handbook.joinsquareup.com/engineering/learnings-and-memory.md): Five memory layers teach Brew more about each store weekly
- [5.12 Testing and QA](https://handbook.joinsquareup.com/engineering/testing-and-qa.md): One free test suite guards every deploy, and audits check every brand
- [5.13 Release and promote](https://handbook.joinsquareup.com/engineering/release-and-promote.md): Staging ships any time, production only through one guarded promote script
- [5.14 Parallel sessions](https://handbook.joinsquareup.com/engineering/parallel-sessions.md): Sessions edit brew in parallel, so each ships only its own lines
- [5.15 Decision records](https://handbook.joinsquareup.com/engineering/decision-records.md): Big technical calls written down, so nobody re-decides without new facts
- [5.16 Tech debt](https://handbook.joinsquareup.com/engineering/tech-debt.md): Known debt, ranked by risk, with the riskiest paid first
- [5.17 Changelog](https://handbook.joinsquareup.com/engineering/changelog.md): 884 changes since 12 October, newest first, straight from git
- [5.18 Engineering rules](https://handbook.joinsquareup.com/engineering/engineering-rules.md): The rules every change follows, each one earned by a past hurt
- [5.19 Performance and reliability](https://handbook.joinsquareup.com/engineering/performance-and-reliability.md): Fast today, with no written uptime promise to partners yet

## AI and models
- [Whole department](https://handbook.joinsquareup.com/claude/ai-and-models.md)
- [6.1 Model policy](https://handbook.joinsquareup.com/ai-and-models/model-policy.md): Pro writes the Plays, Flash does the rest, Claude waits for credit
- [6.2 Prompts registry](https://handbook.joinsquareup.com/ai-and-models/prompts-registry.md): Every Brew model call, with its guard, on one list
- [6.3 Guards](https://handbook.joinsquareup.com/ai-and-models/guards.md): Nothing a model invents reaches a shopper without a guard looking first
- [6.4 Evals](https://handbook.joinsquareup.com/ai-and-models/evals.md): We test the code, but nothing yet scores what the models write
- [6.5 Image and video makers](https://handbook.joinsquareup.com/ai-and-models/image-and-video-makers.md): Drafts are cheap and automatic; finals are quoted and need a yes
- [6.6 Outside data rules](https://handbook.joinsquareup.com/ai-and-models/outside-data-rules.md): Pay for outside data once, cap every source, never hide errors
- [6.7 Cost per brand](https://handbook.joinsquareup.com/ai-and-models/cost-per-brand.md): Stage by stage costs are known; the monthly total is not
- [6.8 Safety and refusals](https://handbook.joinsquareup.com/ai-and-models/safety-and-refusals.md): When a maker says no, we explain it in one plain sentence
- [6.9 AI search visibility](https://handbook.joinsquareup.com/ai-and-models/ai-search-visibility.md): We ask the AIs about a brand, then propose the page fix

## Data and analytics
- [Whole department](https://handbook.joinsquareup.com/claude/data-and-analytics.md)
- [7.1 Metric definitions](https://handbook.joinsquareup.com/data-and-analytics/metric-definitions.md): Every number defined once, and the company ones wait for your yes
- [7.2 Measurement engine](https://handbook.joinsquareup.com/data-and-analytics/measurement-engine.md): Every card joins a family; results earn grades from A to D
- [7.3 Tracking plan](https://handbook.joinsquareup.com/data-and-analytics/tracking-plan.md): No analytics today; here are the events to log ourselves
- [7.4 The 68 data sources](https://handbook.joinsquareup.com/data-and-analytics/the-68-data-sources.md): All 68 things the product reads, how often, and whether live
- [7.5 Dashboards](https://handbook.joinsquareup.com/data-and-analytics/dashboards.md): No company dashboard yet, just alert emails and a few admin pages
- [7.6 Data quality](https://handbook.joinsquareup.com/data-and-analytics/data-quality.md): Every number must trace to a fact, stay fresh, never fake
- [7.7 Experiments](https://handbook.joinsquareup.com/data-and-analytics/experiments.md): No experiments in v1, but the fair-test maths is already built

## Ops and infrastructure
- [Whole department](https://handbook.joinsquareup.com/claude/ops-and-infrastructure.md)
- [8.1 Runbook index](https://handbook.joinsquareup.com/ops-and-infrastructure/runbook-index.md): Every runbook in one list, so nobody runs a script from memory
- [8.2 Deploy and promote](https://handbook.joinsquareup.com/ops-and-infrastructure/deploy-and-promote.md): Staging takes every tested change; production only by promote
- [8.3 Restore](https://handbook.joinsquareup.com/ops-and-infrastructure/restore.md): Backups exist for every site, so a restore is a routine
- [8.4 Wipe data and reset jams](https://handbook.joinsquareup.com/ops-and-infrastructure/wipe-data-and-reset-jams.md): Three ways to start over, and none of them touch connections
- [8.5 DNS and domains](https://handbook.joinsquareup.com/ops-and-infrastructure/dns-and-domains.md): One load balancer, a few Cloudflare records, a two minute check
- [8.6 Secrets and keys](https://handbook.joinsquareup.com/ops-and-infrastructure/secrets-and-keys.md): Every key sits in Secret Manager; nobody owns rotation yet
- [8.7 Monitoring and alerts](https://handbook.joinsquareup.com/ops-and-infrastructure/monitoring-and-alerts.md): Two layers watch Brew and email you; nobody is on call
- [8.8 Incidents](https://handbook.joinsquareup.com/ops-and-infrastructure/incidents.md): No incident process yet; here is one to accept
- [8.9 Costs and quotas](https://handbook.joinsquareup.com/ops-and-infrastructure/costs-and-quotas.md): Caps are set in code, but no monthly spend figure exists anywhere
- [8.10 Protected connections](https://handbook.joinsquareup.com/ops-and-infrastructure/protected-connections.md): Arata's Meta and Shopify are never disconnected, and code refuses to try
- [8.11 Background jobs](https://handbook.joinsquareup.com/ops-and-infrastructure/background-jobs.md): One worker, one lease, and every timer runs on the lease holder
- [8.12 Hosting map](https://handbook.joinsquareup.com/ops-and-infrastructure/hosting-map.md): Everything runs in one Google Cloud project, with Cloudflare handling DNS

## Security, privacy and legal
- [Whole department](https://handbook.joinsquareup.com/claude/security-privacy-and-legal.md)
- [9.1 Privacy policy](https://handbook.joinsquareup.com/security-privacy-and-legal/privacy-policy.md): Our privacy page is a short preview, and the code does more
- [9.2 Terms of service](https://handbook.joinsquareup.com/security-privacy-and-legal/terms-of-service.md): Seven preview paragraphs today, full terms drafted and waiting for a lawyer
- [9.3 Data processing agreement](https://handbook.joinsquareup.com/security-privacy-and-legal/data-processing-agreement.md): No partner has a data processing agreement, so we drafted one
- [9.4 Subprocessors](https://handbook.joinsquareup.com/security-privacy-and-legal/subprocessors.md): Ten outside companies touch brand data; the privacy page names some
- [9.5 Retention and deletion](https://handbook.joinsquareup.com/security-privacy-and-legal/retention-and-deletion.md): Most brand data is kept until someone asks us to delete it
- [9.6 Access rules](https://handbook.joinsquareup.com/security-privacy-and-legal/access-rules.md): A brand opens only to its own people, and staff see everything
- [9.7 Platform compliance](https://handbook.joinsquareup.com/security-privacy-and-legal/platform-compliance.md): Google is verified, Shopify and Meta are still waiting on reviewers
- [9.8 Claims policy](https://handbook.joinsquareup.com/security-privacy-and-legal/claims-policy.md): A draft may promise only what the brand can already prove
- [9.9 Security practices](https://handbook.joinsquareup.com/security-privacy-and-legal/security-practices.md): Locks are solid for five partners; four loose ends remain
- [9.10 Incident response](https://handbook.joinsquareup.com/security-privacy-and-legal/incident-response.md): No breach runbook exists, so we drafted one with 72 hours
- [9.11 Trademark and IP](https://handbook.joinsquareup.com/security-privacy-and-legal/trademark-and-ip.md): Nothing is trademarked yet, and the public name is still open
- [9.12 Company entity and filings](https://handbook.joinsquareup.com/security-privacy-and-legal/company-entity-and-filings.md): Yellow Monk Technologies LLP is on record; its filings mostly are not
- [9.13 Contracts register](https://handbook.joinsquareup.com/security-privacy-and-legal/contracts-register.md): No signed agreement is on record with anyone, only online terms

## Marketing and growth
- [Whole department](https://handbook.joinsquareup.com/claude/marketing-and-growth.md)
- [10.1 Go to market](https://handbook.joinsquareup.com/marketing-and-growth/go-to-market.md): Founders first, one offer, and a person who answers the same day
- [10.2 Ideal customer](https://handbook.joinsquareup.com/marketing-and-growth/ideal-customer.md): A founder led brand with its own products and its own store
- [10.3 Audiences and hooks](https://handbook.joinsquareup.com/marketing-and-growth/audiences-and-hooks.md): Three audiences, nine hooks, one test: who asks for a read
- [10.4 Website](https://handbook.joinsquareup.com/marketing-and-growth/website.md): One box, one promise: throw your link, get the week fetched
- [10.5 Content engine](https://handbook.joinsquareup.com/marketing-and-growth/content-engine.md): Same game every week: four pillars, Fetch formats, about four hours
- [10.6 Social](https://handbook.joinsquareup.com/marketing-and-growth/social.md): Fetch barks on Instagram, founders post on LinkedIn, one ask per post
- [10.7 Launch plan](https://handbook.joinsquareup.com/marketing-and-growth/launch-plan.md): Five partners, six weeks of walks, no launch date until it works
- [10.8 Lifecycle](https://handbook.joinsquareup.com/marketing-and-growth/lifecycle.md): Every email leads to a first hand off, plus one Fetch line
- [10.9 Word of mouth and referrals](https://handbook.joinsquareup.com/marketing-and-growth/word-of-mouth-and-referrals.md): A good find travels the park: gifts, not referral rewards
- [10.10 Paid acquisition](https://handbook.joinsquareup.com/marketing-and-growth/paid-acquisition.md): We have never paid for a Brew brand, and spend stays zero
- [10.11 Getting found ourselves](https://handbook.joinsquareup.com/marketing-and-growth/getting-found-ourselves.md): Nobody can find Brew yet; the work starts at naming
- [10.12 Campaign log](https://handbook.joinsquareup.com/marketing-and-growth/campaign-log.md): The campaign log is empty because no campaign has run yet
- [10.13 Growth metrics](https://handbook.joinsquareup.com/marketing-and-growth/growth-metrics.md): Almost nothing is counted yet, so pick three numbers and start
- [10.14 No-budget playbook](https://handbook.joinsquareup.com/marketing-and-growth/no-budget-playbook.md): Four hours a week, zero spend, and the character kit we own
- [10.15 Events and webinars](https://handbook.joinsquareup.com/marketing-and-growth/events-and-webinars.md): No events yet, and every future one ends on a single ask

## Sales and partnerships
- [Whole department](https://handbook.joinsquareup.com/claude/sales-and-partnerships.md)
- [11.1 Arata](https://handbook.joinsquareup.com/sales-and-partnerships/arata.md): Arata is our front runner, the only partner with live accounts connected
- [11.2 Nutrova](https://handbook.joinsquareup.com/sales-and-partnerships/nutrova.md): Nutrova has its read and Plays, and now needs its team in
- [11.3 Mana](https://handbook.joinsquareup.com/sales-and-partnerships/mana.md): Mana sells homes by enquiry, so it tests Brew without a checkout
- [11.4 Puma India](https://handbook.joinsquareup.com/sales-and-partnerships/puma-india.md): PUMA India tests Brew on a big store that is not Shopify
- [11.5 Scrubroom](https://handbook.joinsquareup.com/sales-and-partnerships/scrubroom.md): Scrubroom resells other brands, so Brew learned to read a retailer
- [11.6 Pipeline](https://handbook.joinsquareup.com/sales-and-partnerships/pipeline.md): Five design partners, no real pipeline written down yet
- [11.7 Onboarding playbook](https://handbook.joinsquareup.com/sales-and-partnerships/onboarding-playbook.md): From yes to first win: team in, account connected, brief handed off
- [11.8 Demo script](https://handbook.joinsquareup.com/sales-and-partnerships/demo-script.md): Throw a store, sniff the read, chew one pick, drop it
- [11.11 Pricing and packaging](https://handbook.joinsquareup.com/sales-and-partnerships/pricing-and-packaging.md): One plan per brand plus a wallet, but pricing stays parked
- [11.12 Contracts](https://handbook.joinsquareup.com/sales-and-partnerships/contracts.md): No agreement is signed or drafted yet, only short preview terms

## Customer success and support
- [Whole department](https://handbook.joinsquareup.com/claude/customer-success-and-support.md)
- [12.1 Partner onboarding](https://handbook.joinsquareup.com/customer-success-and-support/partner-onboarding.md): Five partners, one checklist, and a first brief shared within a week
- [12.2 Help centre](https://handbook.joinsquareup.com/customer-success-and-support/help-centre.md): Thirteen help articles, plain answers, and one Fetch line where safe
- [12.3 Support process](https://handbook.joinsquareup.com/customer-success-and-support/support-process.md): Support is one inbox with no rules yet, so we drafted some
- [12.4 Known issues](https://handbook.joinsquareup.com/customer-success-and-support/known-issues.md): What is broken for partners today, each with a workaround
- [12.5 Partner health](https://handbook.joinsquareup.com/customer-success-and-support/partner-health.md): No partner health score exists, so we sketched green, amber, red
- [12.6 Feedback loop](https://handbook.joinsquareup.com/customer-success-and-support/feedback-loop.md): Every report becomes a fix for every brand, then a note back
- [12.7 Notices to customers](https://handbook.joinsquareup.com/customer-success-and-support/notices-to-customers.md): No notice system yet: six templates, and Fetch stays off bad news
- [12.8 Briefs sent to our team](https://handbook.joinsquareup.com/customer-success-and-support/briefs-sent-to-our-team.md): A brief sent to our team gets a ticket and five statuses
- [12.9 Data requests](https://handbook.joinsquareup.com/customer-success-and-support/data-requests.md): Delete requests are answered within 7 days, by hand on production
- [12.10 Every message](https://handbook.joinsquareup.com/customer-success-and-support/every-message.md): Every message we send, and where Fetch may add a line

## Finance
- [Whole department](https://handbook.joinsquareup.com/claude/finance.md)
- [13.1 Pricing](https://handbook.joinsquareup.com/finance/pricing.md): Brew's price: a plan, a wallet, nothing until you keep a piece
- [13.2 Unit economics](https://handbook.joinsquareup.com/finance/unit-economics.md): Costs per piece against proposed prices, margin still a range
- [13.3 Spend caps](https://handbook.joinsquareup.com/finance/spend-caps.md): Every tripwire that stops Brew spending too much, and where it lives
- [13.4 Budget](https://handbook.joinsquareup.com/finance/budget.md): No budget exists yet, so here is a first one to accept
- [13.5 Credits](https://handbook.joinsquareup.com/finance/credits.md): Brew's prepaid balances, each dated, so read live before acting
- [13.6 Spend ledger](https://handbook.joinsquareup.com/finance/spend-ledger.md): Brew has no ledger, so here is one to start
- [13.7 Revenue plan](https://handbook.joinsquareup.com/finance/revenue-plan.md): Zero revenue today, and no target yet, only arithmetic on proposed prices
- [13.8 No spend while building](https://handbook.joinsquareup.com/finance/no-spend-while-building.md): Building costs nothing: test free, ask before any paid call
- [13.9 Vendors and bills](https://handbook.joinsquareup.com/finance/vendors-and-bills.md): Every service we pay for, and the prices nobody wrote down
- [13.10 Financial model](https://handbook.joinsquareup.com/finance/financial-model.md): One model tying price, cost and growth, with the unknowns left blank
- [13.11 Billing and invoicing](https://handbook.joinsquareup.com/finance/billing-and-invoicing.md): How a brand will pay Brew: no provider chosen, nothing built
- [13.12 Taxes](https://handbook.joinsquareup.com/finance/taxes.md): No tax details on record, so the CA gets six questions first
- [13.13 Refunds and collections](https://handbook.joinsquareup.com/finance/refunds-and-collections.md): When we refund, and what happens when a payment fails

## People and ways of working
- [Whole department](https://handbook.joinsquareup.com/claude/people-and-ways-of-working.md)
- [14.1 Team and roles](https://handbook.joinsquareup.com/people-and-ways-of-working/team-and-roles.md): Three people, loosely split, and nobody has written down who owns what
- [14.2 How we work with Claude](https://handbook.joinsquareup.com/people-and-ways-of-working/how-we-work-with-claude.md): Param directs, Claude sessions build, shared rules keep them in line
- [14.3 Rituals](https://handbook.joinsquareup.com/people-and-ways-of-working/rituals.md): We deploy and sweep constantly, yet no weekly meeting exists
- [14.4 Hiring plan](https://handbook.joinsquareup.com/people-and-ways-of-working/hiring-plan.md): No hiring plan exists yet, so here is one built on triggers
- [14.5 Onboarding a teammate](https://handbook.joinsquareup.com/people-and-ways-of-working/onboarding-a-teammate.md): A first-day-to-week-two path so a new teammate ships fast and safely
- [14.6 Tools we use](https://handbook.joinsquareup.com/people-and-ways-of-working/tools-we-use.md): Every tool and account Brew depends on, listed for access control
- [14.7 Changing this handbook](https://handbook.joinsquareup.com/people-and-ways-of-working/changing-this-handbook.md): Edit, check, snapshot, publish: one loop keeps this handbook honest
- [14.8 Contractors and agencies](https://handbook.joinsquareup.com/people-and-ways-of-working/contractors-and-agencies.md): No contractor or agency works with us yet

## Product marketing
- [Whole department](https://handbook.joinsquareup.com/claude/product-marketing.md)
- [15.1 Positioning](https://handbook.joinsquareup.com/product-marketing/positioning.md): This week's ideas, fetched: your store's marketing team in one feed
- [15.2 Messaging framework](https://handbook.joinsquareup.com/product-marketing/messaging-framework.md): One roof line, four pillars, and Fetch fetching the week
- [15.3 Value proposition by persona](https://handbook.joinsquareup.com/product-marketing/value-proposition-by-persona.md): Seven people, one promise each, proof they open in their own read
- [15.4 Competitive intelligence](https://handbook.joinsquareup.com/product-marketing/competitive-intelligence.md): We compare jobs, not brands, because no named rival list exists yet
- [15.5 Launch tiers and playbooks](https://handbook.joinsquareup.com/product-marketing/launch-tiers-and-playbooks.md): Three launch tiers, one playbook per version, and no launch date
- [15.6 Release notes](https://handbook.joinsquareup.com/product-marketing/release-notes.md): Two weeks of Brand Books, safer claims and sturdier jams
- [15.7 Sales enablement kit](https://handbook.joinsquareup.com/product-marketing/sales-enablement-kit.md): One pager, five slides, a demo, and Fetch fetching the pitch
- [15.8 Objections and answers](https://handbook.joinsquareup.com/product-marketing/objections-and-answers.md): Every objection we expect, answered honestly with the screen to show
- [15.9 Claims we can make](https://handbook.joinsquareup.com/product-marketing/claims-we-can-make.md): If a claim is not on this page, nobody says it
- [15.10 Customer stories and proof](https://handbook.joinsquareup.com/product-marketing/customer-stories-and-proof.md): No partner has said yes in writing, so no stories yet
- [15.11 Pricing and packaging story](https://handbook.joinsquareup.com/product-marketing/pricing-and-packaging-story.md): Free in the preview now; later one plan plus a keep wallet
- [15.12 Win and loss](https://handbook.joinsquareup.com/product-marketing/win-and-loss.md): No win or loss is recorded yet, so we start the record
- [15.13 Product pages and explainers](https://handbook.joinsquareup.com/product-marketing/product-pages-and-explainers.md): Home page, ask page and five explainers, with Fetch fetching the story
- [15.14 How AI answers describe us](https://handbook.joinsquareup.com/product-marketing/how-ai-answers-describe-us.md): Nobody has asked ChatGPT, Gemini or friends about us yet

## Research and insights
- [Whole department](https://handbook.joinsquareup.com/claude/research-and-insights.md)
- [16.1 Research plan](https://handbook.joinsquareup.com/research-and-insights/research-plan.md): Ten questions to answer before pricing, and none asked yet
- [16.2 Interview and call library](https://handbook.joinsquareup.com/research-and-insights/interview-and-call-library.md): The call library is empty: no Brew partner call is on record
- [16.3 Voice of the customer](https://handbook.joinsquareup.com/research-and-insights/voice-of-the-customer.md): No partner words on record yet, so no theme is customer voice
- [16.4 Usability tests](https://handbook.joinsquareup.com/research-and-insights/usability-tests.md): Fifteen insights so far, none from a partner, all from our tests
- [16.5 Market and category research](https://handbook.joinsquareup.com/research-and-insights/market-and-category-research.md): Fifteen insights so far, none from a partner, all from our tests
- [16.6 Insight repository](https://handbook.joinsquareup.com/research-and-insights/insight-repository.md): Fifteen insights so far, none from a partner, all from our tests

## PR and communications
- [Whole department](https://handbook.joinsquareup.com/claude/pr-and-communications.md)
- [17.1 Press kit](https://handbook.joinsquareup.com/pr-and-communications/press-kit.md): Fetch fetched the press kit: checked words, plain facts, art only
- [17.2 Announcements calendar](https://handbook.joinsquareup.com/pr-and-communications/announcements-calendar.md): Nothing is announced yet, and nothing goes out before the name
- [17.3 Founder voice](https://handbook.joinsquareup.com/pr-and-communications/founder-voice.md): Param's own voice has no channel, no posts and no topics yet
- [17.4 Media list](https://handbook.joinsquareup.com/pr-and-communications/media-list.md): We have no media list, and we are not inventing one
- [17.5 Crisis communications](https://handbook.joinsquareup.com/pr-and-communications/crisis-communications.md): No crisis plan exists, so we drafted three levels
- [17.6 Internal updates](https://handbook.joinsquareup.com/pr-and-communications/internal-updates.md): The handbook keeps the team in the loop, but no weekly note

## Integrations and ecosystem
- [Whole department](https://handbook.joinsquareup.com/claude/integrations-and-ecosystem.md)
- [18.1 Shopify app](https://handbook.joinsquareup.com/integrations-and-ecosystem/shopify-app.md): The Brew Shopify app awaits review; brands use their own app meanwhile
- [18.2 Meta](https://handbook.joinsquareup.com/integrations-and-ecosystem/meta.md): Meta ads reads work, but outside brands wait on two gates
- [18.3 Google](https://handbook.joinsquareup.com/integrations-and-ecosystem/google.md): Google is done: verified 21 Oct for Ads and Analytics, read only
- [18.4 Slack](https://handbook.joinsquareup.com/integrations-and-ecosystem/slack.md): Slack is the one connector that writes, and it needs no review
- [18.5 Data and making partners](https://handbook.joinsquareup.com/integrations-and-ecosystem/data-and-making-partners.md): Four outside partners feed Brew, each capped, none spending without a yes
- [18.6 API and MCP for agencies](https://handbook.joinsquareup.com/integrations-and-ecosystem/api-and-mcp-for-agencies.md): No public API or MCP yet; agencies use Brand Book files
- [18.7 Integration roadmap](https://handbook.joinsquareup.com/integrations-and-ecosystem/integration-roadmap.md): Finish the three approvals, then connect only what a Play needs