--- id: "10.1" title: "Go to market" dept: marketing-and-growth status: draft owner: Param branded: false last_verified: 2026-10-26 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" --- # Go to market ## 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 | [src: brew/public/app.js:404] | | 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] | | 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] | | Cozy Snugglet and Zenant are our own test brands, never counted as customers | [src: memory brew-live-stores] | | The product name and the brand character are not chosen; five directions are open | [src: handbook/AGENTS.md] | | Pricing is parked; nothing may be quoted in public | [src: memory brew-pricing-parked] | | No social account, ad, campaign or launch for the product appears in any source | [src: 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 | [src: brew/public/app.js:407] | | 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] | | 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] | | 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] | | Team | Same domain colleagues join; invites by email | [src: brew/SCOPE.md:24] | | Hand off | Share with my team copies the brief; Send brief emails it to our team, who track it | [src: brew/SCOPE.md:20] | | Shopify | A public app was submitted on 21 Oct; after approval the listing becomes a second way in | [src: 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 | [src: brand-directions/book/content/h.js h-1 who-first] | | 2 | The in house marketer | LinkedIn, newsletters, peer groups | [src: 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 | [src: 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 1. Every post, DM and email ends on one ask: send us your store link. 2. A person answers the same day, in plain words, with no character. 3. 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. 4. Run the read. Send a read ready note with one finding to look at first. 5. Book a 30 minute first call in week one. Log it the same day in the [partner feedback log](/product/partner-feedback-log). 6. 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. 7. 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](/product/product-metrics) | Proposed | | 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. 2. **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. 3. **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. 4. **Who on the team owns outreach and the same day reply?** Proposal: Param owns both, with one named backup from Sai or Arvind. 5. **Is Gully Labs still a design partner?** Proposal: no; the five on production are the list. 6. **Do Shopify installs skip the cap?** Proposal: no; an install is a read ask like any other.