{
 "id": "10.1",
 "title": "Go to market",
 "department": "Marketing and growth",
 "department_slug": "marketing-and-growth",
 "direction": null,
 "branded": false,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Who first, which channel, the motion, the first 100 brands",
 "urls": {
  "html": "https://handbook.joinsquareup.com/marketing-and-growth/go-to-market",
  "markdown": "https://handbook.joinsquareup.com/marketing-and-growth/go-to-market.md",
  "json": "https://handbook.joinsquareup.com/marketing-and-growth/go-to-market.json"
 },
 "other_directions": [],
 "tldr": {
  "headline": "Founders first, one offer, and a person who answers the same day",
  "points": [
   {
    "icon": "people",
    "text": "Founders who are their own marketing team come first, then marketers, then agencies."
   },
   {
    "icon": "spark",
    "text": "One ask in every post and DM: send us your store link for a capped read."
   },
   {
    "icon": "flag",
    "text": "Five real design partners are live on production; nothing about launch is decided."
   },
   {
    "icon": "lock",
    "text": "Pricing is parked, so nothing may be quoted in public."
   },
   {
    "icon": "link",
    "text": "The Shopify listing becomes a second door after approval, with the same cap."
   }
  ],
  "stat": {
   "value": "5",
   "label": "real design partners"
  },
  "decide": "India first, or global from day one, and when is the launch?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/book/content/h.js h-1 who-first, the-loop, gtm-versions",
  "brew origin/main a559de6: public/app.js:276-289, 404-409; build.js:222-226; auth.js:29-31; SCOPE.md:20, 24",
  "brand-directions/BRIEF.md:32, 92-97",
  "memory: brew-live-stores, brew-prod-backend, brew-go-live-2026-10-17, brew-access-rules, brew-demo-mode, brew-shopify-app-review, brew-pricing-parked",
  "handbook/AGENTS.md"
 ],
 "open_questions": [
  "**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."
 ],
 "parts": {
  "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\n\n| Fact | Source |\n|---|---|\n| The live landing calls itself a design partner preview | [src: brew/public/app.js:404] |\n| Five real design partners, all on production since 25 Oct: Arata, Nutrova, Mana, Puma India, Scrubroom | [src: memory brew-live-stores] [src: memory brew-prod-backend] |\n| Gully Labs was called the first design partner on 17 Oct and is not on the 24 Oct list | [src: memory brew-go-live-2026-10-17] [src: memory brew-live-stores] |\n| Cozy Snugglet and Zenant are our own test brands, never counted as customers | [src: memory brew-live-stores] |\n| The product name and the brand character are not chosen; five directions are open | [src: handbook/AGENTS.md] |\n| Pricing is parked; nothing may be quoted in public | [src: memory brew-pricing-parked] |\n| No social account, ad, campaign or launch for the product appears in any source | [src: no source found in memory or brew origin/main] |\n\n### The motion the product supports\n\n| Step | What happens today | Source |\n|---|---|---|\n| Paste | One box, Build my feed | [src: brew/public/app.js:407] |\n| Sign in | Google, with an email at the brand's own domain; free mailboxes and other companies are refused | [src: brew/auth.js:29-31] [src: memory brew-access-rules] |\n| Outsiders | A wall that points to the demo stores at demo.joinsquareup.com | [src: brew/public/app.js:276-289] [src: memory brew-demo-mode] |\n| Limits | Three new brands a day per person, one an hour per network when signed out, and a daily reading budget | [src: brew/build.js:222-226] |\n| Team | Same domain colleagues join; invites by email | [src: brew/SCOPE.md:24] |\n| Hand off | Share with my team copies the brief; Send brief emails it to our team, who track it | [src: brew/SCOPE.md:20] |\n| Shopify | A public app was submitted on 21 Oct; after approval the listing becomes a second way in | [src: memory brew-shopify-app-review] |\n\n### The three audiences, in order\n\n| Order | Who | Where they are | Source |\n|---|---|---|---|\n| 1 | The founder who is the marketing team | Instagram, founder WhatsApp groups, D2C communities, warm intros | [src: brand-directions/book/content/h.js h-1 who-first] |\n| 2 | The in house marketer | LinkedIn, newsletters, peer groups | [src: brand-directions/book/content/h.js h-1 who-first] |\n| 3 | The agency or freelancer | LinkedIn, referrals, agency circles; invited per brand today, no brand switcher | [src: brand-directions/book/content/h.js h-1 who-first] |",
  "Tomorrow": "| Item | Version | Tag |\n|---|---|---|\n| Founders first, marketers second, agencies third | v1 | Stays |\n| One offer in every post, DM and note: ask for a read of your store, capped while we build | v1 | Stays |\n| A person replies to every ask the same day | v1 | New |\n| Success is the first hand off, never a follow | v1 | New |\n| The Shopify listing as a second door, with the same cap | v1 | New, after approval |\n| Marketing may say: reads your store, drafts ideas, hand off to your team or ours | v1 | Stays |\n| Marketing may add: posts and schedules on your accounts, after your yes | v2 | Changes |\n| Marketing may add: shows how each live pick went | v3 | Changes |\n| Marketing may add: runs ads inside rules and a budget you set | v4 | Changes |\n| Agencies run many brands from one login | v2 | New, proposed |\n| Never sell a version before it ships | v1 to v4 | Stays |",
  "How we do it": "1. Every post, DM and email ends on one ask: send us your store link.\n2. A person answers the same day, in plain words, with no character.\n3. 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.\n4. Run the read. Send a read ready note with one finding to look at first.\n5. Book a 30 minute first call in week one. Log it the same day in the [partner feedback log](/product/partner-feedback-log).\n6. Check every claim against [claims we can make](/product-marketing/claims-we-can-make) and the allowed figures in brand-directions/BRIEF.md lines 92 to 97.\n7. When reads are full, say so and keep the link. No countdowns.",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Read asks | Store links sent to us by a person, per week | A shared asks list | Proposed |\n| Reads started | New brands with a starter on record, per week | `private/created.json` per brand | Proposed |\n| First hand off | Days from read to the first brief shared or sent | Brief status and jam records | Proposed |\n| Weekly hand off stores | Stores where anyone hands off a pick in a Monday to Sunday week | See [product metrics](/product/product-metrics) | Proposed |\n| Partners active | Design partners with a hand off in the last seven days | Brief status | Proposed |",
  "Open": "1. **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.\n2. **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.\n3. **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.\n4. **Who on the team owns outreach and the same day reply?** Proposal: Param owns both, with one named backup from Sai or Arvind.\n5. **Is Gully Labs still a design partner?** Proposal: no; the five on production are the list.\n6. **Do Shopify installs skip the cap?** Proposal: no; an install is a read ask like any other."
 }
}