---
id: "10.8"
title: "Lifecycle, Seeti"
dept: marketing-and-growth
status: draft
owner: Param
branded: true
direction: cooker
last_verified: 2026-10-26
sources:
  - "brew origin/main a559de6: auth.js:31, 125, 176, 189, 209-211; confirm-remind.js:1-21, 70, 84; build.js:1012; digest.js:1-14, 132; jam-mail.js:74, 106, 119; brief-status.js:5; connectors/index.js:489; public/sw.js:1-2; SCOPE.md:14, 25, 38"
  - "brand-directions/book/content/h.js h-8 phases, onboarding-emails, messages, monday"
  - "brand-directions/cooker/comms.html k2, k3, k4, k5"
  - "brand-directions/docs2/data/dirs.json cooker"
  - "memory: brew-access-rules, brew-pricing-parked"
---

# Lifecycle, Seeti

## Answer

Every email and message from the first read to a paying brand: today the product sends a dozen plain team emails and no pushes, and tomorrow's sequence leads every new brand to its first hand off, with Seeti adding one line and a person writing everything that matters.

## Today

### What the product sends now

| Message | When | Source |
|---|---|---|
| Invite: someone invited you to the brand | When a teammate invites | [src: brew/auth.js:189] |
| Someone joined the brand | When a colleague joins | [src: brew/auth.js:125] |
| Admin changes | When an owner adds, removes or hands over admin | [src: brew/auth.js:209-211] |
| Check what we read, then still waiting | A few hours after the read waits, then a day later | [src: brew/confirm-remind.js:1-21] [src: brew/confirm-remind.js:70] |
| Open your feed to start the Plays; the subject still uses the old word | Same timing, when nobody opened the feed | [src: brew/confirm-remind.js:84] |
| Your first Plays are ready; all are ready; some were updated | As the first Plays land, when all land, when they are rewritten | [src: brew/build.js:1012] |
| The Monday digest: what changed, rival ads, what people said, the next date, the jams waiting on you | Monday 09:00 or later, brand time, seven days after the last; skipped when nothing is new; also to Slack | [src: brew/digest.js:1-14] [src: brew/digest.js:132] |
| Jam emails: tagged, asked, given a jam, asked for your OK | Right away; new messages batched to one per jam every 15 minutes | [src: brew/jam-mail.js:74] [src: brew/jam-mail.js:106] [src: brew/SCOPE.md:25] |
| A brief sent to our team, and each status step to the sender | When sent and each time our team updates it | [src: brew/jam-mail.js:119] [src: brew/brief-status.js:5] |
| A connected account's sign in runs out | A week ahead, to owners and admins | [src: brew/connectors/index.js:489] [src: brew/SCOPE.md:14] |

### Rules in the code

| Rule | Source |
|---|---|
| Every email comes from the internal name at hello@send.joinsquareup.com, through Resend | [src: brew/auth.js:176] |
| Recipients are the brand's team and the person who started the read, only on the brand's own email domain | [src: brew/digest.js:10] [src: brew/auth.js:31] |
| Every email has mute and only tags links; a person can turn all mail off | [src: brew/SCOPE.md:25] [src: brew/digest.js:10] |
| The demo site sends no email | [src: brew/SCOPE.md:25] |
| No push notifications: the service worker only installs the app shell | [src: brew/public/sw.js:1-2] |
| Never an email or WhatsApp to a brand's own customers | [src: brew/SCOPE.md:38] |
| No paying step exists; pricing is parked | [src: memory brew-pricing-parked] |

## Tomorrow

### Four phases, and the join between each

| Phase | The join we design | Version | Tag |
|---|---|---|---|
| Discovery | The read as a reveal, one shareable finding | v1 | New |
| Onboarding | Three questions, then the first win: heart one, make one, hand off one | v1 | New |
| Repeat loop | The Monday drop of five picks, finite, then caught up | v1 | New |
| Endgame | What we know about you, as a brand book the brand owns | v1 | Changes |
| Paying | A plan and wallet once pricing is set, said by a person | v1 | New, parked |

Seeti: First taste, first plate out, then every Monday.

### The onboarding sequence

| Day | Subject, Seeti's version | From | Job | Stops when | Version | Tag |
|---|---|---|---|---|---|---|
| 0, minute 1 | Your read is on the stove | The founder who said yes | Say what happens and how long | Never skipped | v1 | New |
| 0, read done | Three whistles. Your store is read | The person who ran it | Open one finding first | Read failed: the plain error instead | v1 | Changes |
| 1 | Taste this one first | The product | Open one pick in Make it | A hand off happened | v1 | New |
| 2 | Three questions, better seasoning | The product | What you handle, your next big moment, one thing you never post | Answered during the read | v1 | New |
| First hand off | First plate out. Your first hand off | A founder | Say well done, show where the brief went | Sent once | v1 | New |
| 7 | Your first three whistles | The product | Five picks, one named | Turned off | v1 | Changes, from the digest |
| 14 | Second Monday. Stove on | The product | The habit | Turned off | v1 | Changes |
| 28 | Four weeks of cooking. How is it going? | A founder | What should change | Never skipped for partners | v1 | New |

Activation is the first hand off. The ten minute first win is a design aim, not a measure, until we time it.

### Seeti's one line in each email

| Email | Sign off |
|---|---|
| Welcome | Lid on. Do not lift it. |
| Read ready | Three whistles. |
| First pick | Taste this one. |
| Three questions | Season to taste. |
| First win | First plate out. |
| Brief page | Cooked by Seeti. Over to you. |
| Friday partner note | Kitchen's clean. See you Monday. |

Emails about a failed read, money, privacy or an apology carry no character.

### Notifications, Seeti's rules

- At most two a week. Adding one needs a strong case.
- Push or email, one of them, never both for the same thing; the founder picks in Settings.
- Three kinds: read ready, a person has your brief, the Monday drop.
- Seeti speaks in the Monday push at most one line; a person speaks when a person has your brief.

| Push | Words | Version | Tag |
|---|---|---|---|
| The Monday drop | Five specials for this week are on the pass. | v1 | New |
| Need your yes | Not a push in this version; it waits in the product | v1 | New |
| Skip this week | Cold week; never guilt, never a broken run | v1 | New |

### The paying step

| Item | Version | Tag |
|---|---|---|
| A person talks about cost with each partner before anything changes for them | v1 | Stays |
| A plan and wallet email, plain, from a person, no character | v1 | New, parked until pricing is agreed |
| A posting approval message for each scheduled post | v2 | New |
| How it went, per live pick | v3 | New |

### Names

| Item | Version | Tag |
|---|---|---|
| The internal name leaves every subject, sender and footer; a wordmark slot until the name is picked | v1 | Changes |
| The old word for Plays leaves every subject | v1 | Changes |

## How we do it

1. Every message opens exactly one thing, and names a real pick for the real store.
2. Count every push toward the ceiling above, Need your yes pushes included.
3. A person writes the welcome, the read ready note, the first win, the day 28 note and anything about money, privacy or a mistake.
4. Turn a sequence off the moment its job is done.
5. Send every new email to a staff address on staging before it reaches a brand; the demo site sends no email, so it cannot test one.
6. Check every subject with the writing checker before it ships.

## Numbers

| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Activation | New brands that hand off a pick in their first week | Brief status and jam records | Proposed |
| Days to first hand off | From read to the first brief shared or sent | Brief status and jam records | Proposed |
| Second Monday | Share of new brands that open Today the next Monday | Feed opens | Proposed |
| Opens per message | Opens divided by sends, per message | The mail provider | Proposed |
| Mail off rate | Share of people who turn all mail off | Mail preferences | Proposed |

## Open

1. **Who sends the person written emails?** Proposal: Param, from his own address, until a support inbox exists.
2. **Do the day 1, day 2 and day 14 emails start now, before the Monday drop ships?** Proposal: no; start with the welcome, read ready and day 28 by hand.
3. **Does the Monday digest become the Monday drop?** Proposal: yes, one Monday message, never two.
4. **When do pushes start?** Proposal: with the installed app and the Monday drop, under Seeti's ceiling above.
5. **What is the paying message?** Proposal: written when pricing is agreed with Sai; until then, cost is talked about in person.