--- id: "10.2" title: "Ideal customer" dept: marketing-and-growth status: draft owner: Param branded: false last_verified: 2026-10-26 sources: - "brand-directions/book/content/b.js b-2 icp, fit-in-one-read, not-for" - "brew origin/main a559de6: auth.js:29-31; CLAUDE.md:26-31; public/app.js:276-289, 391, 407; build.js:222-226; SCOPE.md:11" - "handbook content/product/personas.md" - "memory: brew-live-stores, feed-for-all-brands, brew-read-stream-backfill, brew-access-rules, brew-closed-store-gate" --- # Ideal customer ## Answer We are built for a founder led brand that sells its own products from its own store, with a catalog, reviews and some ads, where one to a few people decide the marketing; marketplace only sellers, people without the brand's own email, and agencies with many brands are not a fit yet. ## Today ### What the product assumes | Assumption | Why it matters | Source | |---|---|---| | The read starts from a store link | No link, no read | [src: brew/public/app.js:407] | | The person signs in with the brand's own email domain | A free mailbox or another company's email cannot start a read | [src: brew/auth.js:29-31] [src: memory brew-access-rules] | | Plays name products | A store with no products gets thin Plays | [src: brew/SCOPE.md:11] | | A store can also sell by enquiry | Real estate and services are read differently, with a lead form and no cart | [src: brew/CLAUDE.md:28-29] | | Any platform | Shopify, WooCommerce, Magento, BigCommerce, Salesforce Commerce or custom | [src: brew/CLAUDE.md:26-27] | | A closed store is team only | Read from the admin, never shown to outsiders | [src: memory brew-closed-store-gate] | | A person can start three new brands a day | Limits a freelancer trying many stores | [src: brew/build.js:222-225] | ### Who we actually have | Partner | What it tells us | Source | |---|---|---| | Arata | Own products, Meta and Shopify connected | [src: memory brew-live-stores] | | Nutrova | Own products | [src: memory brew-live-stores] | | Mana | Real estate, sells by enquiry, outside the core fit | [src: memory feed-for-all-brands] | | Puma India | A large brand on Salesforce Commerce, bigger than the core fit | [src: memory feed-for-all-brands] | | Scrubroom | Small store; its read showed the platform must hold up mid deploy | [src: memory brew-read-stream-backfill] | All five are Indian brands [src: memory brew-live-stores]. Two of five sit outside the written fit, so the fit is still a working guess [src: brand-directions/book/content/b.js b-2 icp]. ### The fit, as first written | Trait | How the read tells | Evidence | Source | |---|---|---|---| | Sells its own products | Catalog and brand steps | Working guess | [src: brand-directions/book/content/b.js b-2 icp] | | Has its own store link | Paste | Built in | [src: brand-directions/book/content/b.js b-2 icp] | | Reviews and photos | Reviews and catalog steps | Built in | [src: brand-directions/book/content/b.js b-2 icp] | | Some ads or posts | Ads step | Working guess | [src: brand-directions/book/content/b.js b-2 icp] | | One to a few people decide | Who's this feed for, on the reading screen | Working guess | [src: brand-directions/book/content/b.js b-2 icp] [src: brew/public/app.js:773] | | A busy season ahead | Festival and launch cards | Built in | [src: brand-directions/book/content/b.js b-2 icp] | ### Not a fit today | Who | Why | Source | |---|---|---| | Marketplace only sellers | The read starts from a store link | [src: brand-directions/book/content/b.js b-2 not-for] | | People on Gmail or another company's email | Refused and sent to the demo stores | [src: brew/public/app.js:276-289] | | Agencies with many brands | No brand switcher; one invite per brand | [src: handbook content/product/personas.md] | | Services with no products | Plays name products | [src: brand-directions/book/content/b.js b-2 not-for] | ## Tomorrow | Item | Version | Tag | |---|---|---| | The core fit: own products, own store, a small deciding team | v1 | Stays | | The read says in plain words which step was thin, so a poor fit knows why | v1 | New | | One finding shown before sign in, so a visitor sees fit before giving an email | v1 | New | | Plus stores that want posts scheduled after their yes | v2 | New | | Plus stores that want to see what worked | v3 | New | | Plus stores that want ads run inside rules and a budget | v4 | New | | Agencies with a brand switcher | v2 | New, proposed | | Enquiry stores as a supported kind, once tested beyond Mana | v1 | Changes | ## How we do it 1. Before offering a read, look at the store: a link that loads, own products, reviews with words, some ads or posts. 2. If two or more are missing, say kindly that a read will be thin, and offer it anyway if they still want one. 3. After each partner read, note which steps were thin in the [partner feedback log](/product/partner-feedback-log). 4. Every six weeks, compare the fit table with what partners did, and mark each trait confirmed or dropped. ## Numbers | Metric | Definition | Where measured | Status | |---|---|---|---| | Fit score at ask | Traits present out of six, scored by a person before the read | The asks list | Proposed | | Thin step rate | Reads with at least one step that found little | Build status per brand | Proposed | | Fit to habit | Share of good fit stores still handing off in week four, against poor fit stores | Brief status | Proposed | ## Open 1. **Do large brands like Puma India count as a target, or a learning partner only?** Proposal: learning partner only; keep the written fit for outreach. 2. **Do enquiry stores like Mana stay in scope?** Proposal: yes for partners already in, no new enquiry stores in outreach until v1 ships. 3. **Is there a store size floor?** Proposal: no floor; measure the review count below which Plays get worse across the five partners, then decide. 4. **India only for outreach?** Proposal: yes for the first cycle, as in [go to market](/marketing-and-growth/go-to-market).