{
 "id": "10.8",
 "title": "Lifecycle",
 "department": "Marketing and growth",
 "department_slug": "marketing-and-growth",
 "direction": {
  "id": "dog",
  "name": "Fetch"
 },
 "branded": true,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Every email and message from the first read to a paying brand",
 "urls": {
  "html": "https://handbook.joinsquareup.com/marketing-and-growth/lifecycle/dog",
  "markdown": "https://handbook.joinsquareup.com/marketing-and-growth/lifecycle/dog.md",
  "json": "https://handbook.joinsquareup.com/marketing-and-growth/lifecycle/dog.json"
 },
 "other_directions": [
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/lifecycle/bee.json"
  },
  {
   "id": "raccoon",
   "name": "Scoop",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/lifecycle/raccoon.json"
  },
  {
   "id": "octopus",
   "name": "Ocho",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/lifecycle/octopus.json"
  },
  {
   "id": "cooker",
   "name": "Seeti",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/lifecycle/cooker.json"
  }
 ],
 "tldr": {
  "headline": "Every email leads to a first hand off, plus one Fetch line",
  "points": [
   {
    "icon": "chat",
    "text": "Today the product sends plain team emails and no pushes; no paying step exists."
   },
   {
    "icon": "rocket",
    "text": "Tomorrow a day 0 to day 28 sequence is built to reach the first hand off."
   },
   {
    "icon": "heart",
    "text": "Sign offs: Fetched. Good throw. Nap time. See you Monday."
   },
   {
    "icon": "lock",
    "text": "Emails about a failed read, money, privacy or an apology carry no character."
   },
   {
    "icon": "clock",
    "text": "At most one push a day, 60 characters, never at night."
   }
  ],
  "stat": {
   "value": "60",
   "label": "character ceiling for a push"
  },
  "decide": "Who sends the person written emails until a support inbox exists?",
  "mood": "building"
 },
 "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/dog/comms.html k2, k3, k4, k5",
  "brand-directions/docs2/data/dirs.json dog",
  "memory: brew-access-rules, brew-pricing-parked"
 ],
 "open_questions": [
  "**Who sends the person written emails?** Proposal: Param, from his own address, until a support inbox exists.",
  "**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.",
  "**Does the Monday digest become the Monday drop?** Proposal: yes, one Monday message, never two.",
  "**When do pushes start?** Proposal: with the installed app and the Monday drop, under Fetch's ceiling above.",
  "**What is the paying message?** Proposal: written when pricing is agreed with Sai; until then, cost is talked about in person."
 ],
 "parts": {
  "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 Fetch adding one line and a person writing everything that matters.",
  "Today": "### What the product sends now\n\n| Message | When | Source |\n|---|---|---|\n| Invite: someone invited you to the brand | When a teammate invites | [src: brew/auth.js:189] |\n| Someone joined the brand | When a colleague joins | [src: brew/auth.js:125] |\n| Admin changes | When an owner adds, removes or hands over admin | [src: brew/auth.js:209-211] |\n| 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] |\n| 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] |\n| 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] |\n| 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] |\n| 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] |\n| 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] |\n| 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] |\n\n### Rules in the code\n\n| Rule | Source |\n|---|---|\n| Every email comes from the internal name at hello@send.joinsquareup.com, through Resend | [src: brew/auth.js:176] |\n| 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] |\n| 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] |\n| The demo site sends no email | [src: brew/SCOPE.md:25] |\n| No push notifications: the service worker only installs the app shell | [src: brew/public/sw.js:1-2] |\n| Never an email or WhatsApp to a brand's own customers | [src: brew/SCOPE.md:38] |\n| No paying step exists; pricing is parked | [src: memory brew-pricing-parked] |",
  "Tomorrow": "### Four phases, and the join between each\n\n| Phase | The join we design | Version | Tag |\n|---|---|---|---|\n| Discovery | The read as a reveal, one shareable finding | v1 | New |\n| Onboarding | Three questions, then the first win: heart one, make one, hand off one | v1 | New |\n| Repeat loop | The Monday drop of five picks, finite, then caught up | v1 | New |\n| Endgame | What we know about you, as a brand book the brand owns | v1 | Changes |\n| Paying | A plan and wallet once pricing is set, said by a person | v1 | New, parked |\n\nFetch: First fetch, first win, then every Monday. That is a good dog life.\n\n### The onboarding sequence\n\n| Day | Subject, Fetch's version | From | Job | Stops when | Version | Tag |\n|---|---|---|---|---|---|---|\n| 0, minute 1 | Throw me your store, I am on it | The founder who said yes | Say what happens and how long | Never skipped | v1 | New |\n| 0, read done | Fetched. Your store is read | The person who ran it | Open one finding first | Read failed: the plain error instead | v1 | Changes |\n| 1 | One pick, dropped at your feet | The product | Open one pick in Make it | A hand off happened | v1 | New |\n| 2 | Three quick questions, one treat each | The product | What you handle, your next big moment, one thing you never post | Answered during the read | v1 | New |\n| First hand off | Good dog. You handed one off | A founder | Say well done, show where the brief went | Sent once | v1 | New |\n| 7 | Your first Monday, five at your feet | The product | Five picks, one named | Turned off | v1 | Changes, from the digest |\n| 14 | Second Monday. Same ball, new picks | The product | The habit | Turned off | v1 | Changes |\n| 28 | Four weeks of fetching. How is it going? | A founder | What should change | Never skipped for partners | v1 | New |\n\nActivation is the first hand off. The ten minute first win is a design aim, not a measure, until we time it.\n\n### Fetch's one line in each email\n\n| Email | Sign off |\n|---|---|\n| Welcome | Nose down, tail up. |\n| Read ready | Fetched. |\n| First pick | Dropped at your feet. |\n| Three questions | One treat per answer. |\n| First win | Good throw. |\n| Brief page | Fetched for you. Over to you now. |\n| Friday partner note | Nap time. See you Monday. |\n\nEmails about a failed read, money, privacy or an apology carry no character.\n\n### Notifications, Fetch's rules\n\n- At most one push a day, and only two kinds: your picks are here, and someone needs your yes.\n- 60 characters at most, one thing, opens exactly that thing.\n- Fetch's voice in the picks push, plain in the yes push.\n- Never at night in the founder's time zone. Never to say you missed something.\n\n| Push | Words | Version | Tag |\n|---|---|---|---|\n| The Monday drop | Five picks at your feet. One is my ball. | v1 | New |\n| Need your yes | Need your yes: use the rain photo on Instagram? | v1 | New |\n| Skip this week | Rest day; never guilt, never a broken run | v1 | New |\n\n### The paying step\n\n| Item | Version | Tag |\n|---|---|---|\n| A person talks about cost with each partner before anything changes for them | v1 | Stays |\n| A plan and wallet email, plain, from a person, no character | v1 | New, parked until pricing is agreed |\n| A posting approval message for each scheduled post | v2 | New |\n| How it went, per live pick | v3 | New |\n\n### Names\n\n| Item | Version | Tag |\n|---|---|---|\n| The internal name leaves every subject, sender and footer; a wordmark slot until the name is picked | v1 | Changes |\n| 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.\n2. Count every push toward the ceiling above, Need your yes pushes included.\n3. A person writes the welcome, the read ready note, the first win, the day 28 note and anything about money, privacy or a mistake.\n4. Turn a sequence off the moment its job is done.\n5. 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.\n6. Check every subject with the writing checker before it ships.",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Activation | New brands that hand off a pick in their first week | Brief status and jam records | Proposed |\n| Days to first hand off | From read to the first brief shared or sent | Brief status and jam records | Proposed |\n| Second Monday | Share of new brands that open Today the next Monday | Feed opens | Proposed |\n| Opens per message | Opens divided by sends, per message | The mail provider | Proposed |\n| 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.\n2. **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.\n3. **Does the Monday digest become the Monday drop?** Proposal: yes, one Monday message, never two.\n4. **When do pushes start?** Proposal: with the installed app and the Monday drop, under Fetch's ceiling above.\n5. **What is the paying message?** Proposal: written when pricing is agreed with Sai; until then, cost is talked about in person."
 }
}