Go to market · Handbook

Answer

We reach founders who are their own marketing team first, through warm intros and founder posts, with one offer, a capped read of their store, and grow from five design partners to reads opened in small batches; the first market, the first 100 brands and any launch date are not decided.

Today

Where we are

Fact	Source
The live landing calls itself a design partner preview	brew/public/app.js:404
Five real design partners, all on production since 25 Oct: Arata, Nutrova, Mana, Puma India, Scrubroom	memory brew-live-stores memory brew-prod-backend
Gully Labs was called the first design partner on 17 Oct and is not on the 24 Oct list	memory brew-go-live-2026-10-17 memory brew-live-stores
Cozy Snugglet and Zenant are our own test brands, never counted as customers	memory brew-live-stores
The product name and the brand character are not chosen; five directions are open	handbook/AGENTS.md
Pricing is parked; nothing may be quoted in public	memory brew-pricing-parked
No social account, ad, campaign or launch for the product appears in any source	no source found in memory or brew origin/main

The motion the product supports

Step	What happens today	Source
Paste	One box, Build my feed	brew/public/app.js:407
Sign in	Google, with an email at the brand's own domain; free mailboxes and other companies are refused	brew/auth.js:29-31 memory brew-access-rules
Outsiders	A wall that points to the demo stores at demo.joinsquareup.com	brew/public/app.js:276-289 memory brew-demo-mode
Limits	Three new brands a day per person, one an hour per network when signed out, and a daily reading budget	brew/build.js:222-226
Team	Same domain colleagues join; invites by email	brew/SCOPE.md:24
Hand off	Share with my team copies the brief; Send brief emails it to our team, who track it	brew/SCOPE.md:20
Shopify	A public app was submitted on 21 Oct; after approval the listing becomes a second way in	memory brew-shopify-app-review

The three audiences, in order

Order	Who	Where they are	Source
1	The founder who is the marketing team	Instagram, founder WhatsApp groups, D2C communities, warm intros	brand-directions/book/content/h.js h-1 who-first
2	The in house marketer	LinkedIn, newsletters, peer groups	brand-directions/book/content/h.js h-1 who-first
3	The agency or freelancer	LinkedIn, referrals, agency circles; invited per brand today, no brand switcher	brand-directions/book/content/h.js h-1 who-first

Tomorrow

Item	Version	Tag
Founders first, marketers second, agencies third	v1	Stays
One offer in every post, DM and note: ask for a read of your store, capped while we build	v1	Stays
A person replies to every ask the same day	v1	New
Success is the first hand off, never a follow	v1	New
The Shopify listing as a second door, with the same cap	v1	New, after approval
Marketing may say: reads your store, drafts ideas, hand off to your team or ours	v1	Stays
Marketing may add: posts and schedules on your accounts, after your yes	v2	Changes
Marketing may add: shows how each live pick went	v3	Changes
Marketing may add: runs ads inside rules and a budget you set	v4	Changes
Agencies run many brands from one login	v2	New, proposed
Never sell a version before it ships	v1 to v4	Stays

How we do it

Every post, DM and email ends on one ask: send us your store link.
A person answers the same day, in plain words, with no character.
Before running a read, check the asker's email is at the brand's own domain. If not, send the demo stores link and say why.
Run the read. Send a read ready note with one finding to look at first.
Book a 30 minute first call in week one. Log it the same day in the partner feedback log.
Check every claim against claims we can make and the allowed figures in brand-directions/BRIEF.md lines 92 to 97.
When reads are full, say so and keep the link. No countdowns.

Numbers

Metric	Definition	Where measured	Status
Read asks	Store links sent to us by a person, per week	A shared asks list	Proposed
Reads started	New brands with a starter on record, per week	`private/created.json` per brand	Proposed
First hand off	Days from read to the first brief shared or sent	Brief status and jam records	Proposed
Weekly hand off stores	Stores where anyone hands off a pick in a Monday to Sunday week	See product metrics	Proposed
Partners active	Design partners with a hand off in the last seven days	Brief status	Proposed

Open

India first, or global from day one? Proposal: India first, because all five partners are Indian brands and the regional price is in rupees; copy stays in plain global English.
Who are the first 100 brands, and how do we reach them? Proposal: a written list per six week cycle from our own networks, partner referrals and the Shopify listing, with 40 names in the first cycle, as the old plan suggested.
When is the launch? Proposal: no date until every partner hands off at least once a week for four weeks in a row; then open reads in batches.
Who on the team owns outreach and the same day reply? Proposal: Param owns both, with one named backup from Sai or Arvind.
Is Gully Labs still a design partner? Proposal: no; the five on production are the list.
Do Shopify installs skip the cap? Proposal: no; an install is a read ask like any other.

Source file content/marketing-and-growth/go-to-market.md · For agents: Markdown · JSON