{
 "id": "10.15",
 "title": "Events and webinars",
 "department": "Marketing and growth",
 "department_slug": "marketing-and-growth",
 "direction": null,
 "branded": false,
 "status": "needs-you",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Store owner meetups, webinars, demos at events, what each is for",
 "urls": {
  "html": "https://handbook.joinsquareup.com/marketing-and-growth/events-and-webinars",
  "markdown": "https://handbook.joinsquareup.com/marketing-and-growth/events-and-webinars.md",
  "json": "https://handbook.joinsquareup.com/marketing-and-growth/events-and-webinars.json"
 },
 "other_directions": [],
 "tldr": {
  "headline": "No events yet, and every future one ends on a single ask",
  "points": [
   {
    "icon": "flag",
    "text": "We have held no event or webinar, and none is planned."
   },
   {
    "icon": "spark",
    "text": "Events are for asks, never reach: send us your store link."
   },
   {
    "icon": "eye",
    "text": "Demos run on the demo site, never on production or a partner's private data."
   },
   {
    "icon": "money",
    "text": "Spend nothing on stands or travel without Param's written yes."
   },
   {
    "icon": "people",
    "text": "A founder gives a ten minute talk: a Monday, one sample finding, the ask."
   }
  ],
  "stat": {
   "value": "10",
   "label": "minute talk"
  },
  "decide": "Do we do events before launch at all?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/book/content/h.js h-9 community; h-6 programme",
  "brand-directions/dog/comms.html k16, and the same speaker bio and event intro in each direction's comms book",
  "memory: brew-demo-mode, brew-live-stores, no-spend-while-building",
  "brew origin/main a559de6: public/demo-picker.html:127, 186"
 ],
 "open_questions": [
  "**Do we do events before launch at all?** Proposal: one small founder meetup a month at most, only where founders of our ideal customer gather.",
  "**Which communities first?** Proposal: Param lists three founder groups he already belongs to; we start there.",
  "**Webinars, yes or no?** Proposal: not until one partner agrees to show their week on screen.",
  "**Who speaks?** Proposal: Param, with a speaker bio written from his real background, never a sample bio.",
  "**Budget?** Proposal: zero; free events and online only, until paid acquisition is decided."
 ],
 "parts": {
  "Answer": "What store owner meetups, webinars and event demos are for and how we run them; we have held none, no event is planned, and Param must decide whether events are worth our hours before launch.",
  "Today": "| Fact | Source |\n|---|---|\n| No event, meetup, webinar or talk for Brew appears in any source | [src: no source found in memory or brew origin/main] |\n| The old plan lists events as one place founders hear about us: a founder gives a short talk, the character on the slide behind | [src: brand-directions/book/content/h.js h-9 community] |\n| Each direction's comms book has a sample speaker bio and a host's intro; the bios use sample names, not ours | [src: brand-directions/dog/comms.html k16] |\n| The demo site gives every visitor their own copy of fully loaded brands, with demo controls such as starting from onboarding with a replayed build of about 100 seconds | [src: memory brew-demo-mode] |\n| The demo picker's own line: know what to do next, hand it over in one brief; the read there takes about four minutes | [src: brew/public/demo-picker.html:127] [src: brew/public/demo-picker.html:186] |\n| A live read on a stranger's store costs real money and is capped | [src: brand-directions/book/content/h.js h-6 programme] |",
  "Tomorrow": "All proposals for Param.\n\n| Item | Version | Tag |\n|---|---|---|\n| Events are for asks, never for reach: every event ends on one ask, send us your store link | v1 | New, proposed |\n| Store owner meetups: a founder shows one sample read and answers questions; no live read of a stranger's store on stage | v1 | New, proposed |\n| A short webinar once a month while reads are capped: one partner walks through their week, with written permission | v1 | New, proposed |\n| Demos at events run on the demo site, never on production | v1 | New, proposed |\n| A live posting demo, once posting ships | v2 | New, proposed |\n| A what worked session with partners' own results, with permission | v3 | New, proposed |\n\n### What each kind is for\n\n| Kind | For | Ask | Who speaks |\n|---|---|---|---|\n| Founder meetup or D2C community event | Founders who are their own marketing team | Send us your store link | A founder from our team |\n| Webinar | In house marketers who need ideas they can defend | Ask for a read | A founder and one partner |\n| Event demo booth or table | Anyone passing | Scan to see the demo stores | A founder |\n| Agency evening | Agencies with several small brands | One read for one client | A founder |",
  "How we do it": "Proposed runbook:\n\n1. Before saying yes to an event, write a row in the [campaign log](/marketing-and-growth/campaign-log): who will be there, the one ask, the hours it costs.\n2. Prepare the demo on demo.joinsquareup.com with its share link; never use a partner's private data on a screen.\n3. The talk is ten minutes: a founder's Monday, one sample finding, what the product does today, what it does not do yet, the ask.\n4. Every claim is a today claim; later versions are said as plans.\n5. Collect store links on a simple sheet the same day, and reply to each within a day.\n6. Spend nothing on stands or travel without Param's written yes.",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Asks per event | Store links collected at or after an event, within seven days | The campaign log | Proposed |\n| Hours per ask | Team hours spent divided by asks | The campaign log | Proposed |",
  "Open": "1. **Do we do events before launch at all?** Proposal: one small founder meetup a month at most, only where founders of our ideal customer gather.\n2. **Which communities first?** Proposal: Param lists three founder groups he already belongs to; we start there.\n3. **Webinars, yes or no?** Proposal: not until one partner agrees to show their week on screen.\n4. **Who speaks?** Proposal: Param, with a speaker bio written from his real background, never a sample bio.\n5. **Budget?** Proposal: zero; free events and online only, until paid acquisition is decided."
 }
}