---
id: "10.15"
title: "Events and webinars"
dept: marketing-and-growth
status: needs-you
owner: Param
branded: false
last_verified: 2026-10-26
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"
---

# Events and webinars

## 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 |
|---|---|
| No event, meetup, webinar or talk for Brew appears in any source | [src: no source found in memory or brew origin/main] |
| 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] |
| 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] |
| 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] |
| 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] |
| 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.

| Item | Version | Tag |
|---|---|---|
| Events are for asks, never for reach: every event ends on one ask, send us your store link | v1 | New, proposed |
| 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 |
| A short webinar once a month while reads are capped: one partner walks through their week, with written permission | v1 | New, proposed |
| Demos at events run on the demo site, never on production | v1 | New, proposed |
| A live posting demo, once posting ships | v2 | New, proposed |
| A what worked session with partners' own results, with permission | v3 | New, proposed |

### What each kind is for

| Kind | For | Ask | Who speaks |
|---|---|---|---|
| Founder meetup or D2C community event | Founders who are their own marketing team | Send us your store link | A founder from our team |
| Webinar | In house marketers who need ideas they can defend | Ask for a read | A founder and one partner |
| Event demo booth or table | Anyone passing | Scan to see the demo stores | A founder |
| Agency evening | Agencies with several small brands | One read for one client | A founder |

## How we do it

Proposed runbook:

1. 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.
2. Prepare the demo on demo.joinsquareup.com with its share link; never use a partner's private data on a screen.
3. 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.
4. Every claim is a today claim; later versions are said as plans.
5. Collect store links on a simple sheet the same day, and reply to each within a day.
6. Spend nothing on stands or travel without Param's written yes.

## Numbers

| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Asks per event | Store links collected at or after an event, within seven days | The campaign log | Proposed |
| 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.
2. **Which communities first?** Proposal: Param lists three founder groups he already belongs to; we start there.
3. **Webinars, yes or no?** Proposal: not until one partner agrees to show their week on screen.
4. **Who speaks?** Proposal: Param, with a speaker bio written from his real background, never a sample bio.
5. **Budget?** Proposal: zero; free events and online only, until paid acquisition is decided.