{
 "id": "10.14",
 "title": "No-budget playbook",
 "department": "Marketing and growth",
 "department_slug": "marketing-and-growth",
 "direction": null,
 "branded": false,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Growing with no spend",
 "urls": {
  "html": "https://handbook.joinsquareup.com/marketing-and-growth/no-budget-playbook",
  "markdown": "https://handbook.joinsquareup.com/marketing-and-growth/no-budget-playbook.md",
  "json": "https://handbook.joinsquareup.com/marketing-and-growth/no-budget-playbook.json"
 },
 "other_directions": [],
 "tldr": {
  "headline": "Four hours a week, zero spend, and the character kit we own",
  "points": [
   {
    "icon": "clock",
    "text": "About four hours a week for all organic marketing, one format a day."
   },
   {
    "icon": "box",
    "text": "Five character kits, sample photos and our own product make the posts for free."
   },
   {
    "icon": "check",
    "text": "Two four minute checks before anything goes out: truth and craft."
   },
   {
    "icon": "lock",
    "text": "No paid generations while building, and no disclaimers on creative."
   },
   {
    "icon": "people",
    "text": "Who owns which hour is still open for the three of us."
   }
  ],
  "stat": {
   "value": "4",
   "label": "hours a week"
  },
  "decide": "Who owns which hour of the week?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/book/content/h.js h-10 four-hours, kit, checks",
  "brand-directions folders dog/svg, dog/snd, bee, raccoon, octopus, cooker, _shared/sample/img, file counts on 26 Oct",
  "brand-directions/BRIEF.md:92-97",
  "handbook content/ai-and-models/cost-per-brand.md",
  "memory: no-spend-while-building, treg-usage-rules, no-disclaimers-in-ads, brew-live-stores",
  "handbook/AGENTS.md"
 ],
 "open_questions": [
  "**Who owns which hour?** Proposal: Param the Monday and Friday hours, Sai the Wednesday hour, each of the three one LinkedIn post a month.",
  "**Which store do we run our own product on for sample drafts?** Proposal: none of the five partners; build the sample candle store as a test brand, labelled Sample, so drafts never show a real partner without permission.",
  "**May we spend on a studio make for a post?** Proposal: no; drafts only, and Param says yes to any exception in writing.",
  "**When does posting start?** Proposal: the day the direction and the name are picked, never before, so the grid starts in one voice."
 ],
 "parts": {
  "Answer": "How the three of us grow Brew with no ad or creative spend: about four hours a week of posts made from templates, the character kit we already have and our own product's drafts, with two short checks before anything goes out.",
  "Today": "### What we already have, free\n\n| Asset | Where | Source |\n|---|---|---|\n| Five character kits: poses, expressions, area props, voice lines, cues and a sonic logo for each direction | brand-directions/dog, bee, raccoon, octopus, cooker | [src: brand-directions folders, file counts 26 Oct] |\n| Poses per kit: ten for the dog, 19 for the bee, ten for the raccoon, 11 for the octopus, 13 for the cooker | Each direction's svg, art or img folder | [src: brand-directions folders, file counts 26 Oct] |\n| Recorded sound files per kit: 14 to 22 | Each direction's snd folder | [src: brand-directions folders, file counts 26 Oct] |\n| Sample photos of the sample candle store: monsoon, jasmine, chai, trio, hands, ad in the rain | brand-directions/_shared/sample/img | [src: brand-directions folders, file counts 26 Oct] |\n| The allowed figures and exact words | brand-directions/BRIEF.md lines 92 to 97 | [src: brand-directions/BRIEF.md:92-97] |\n| Our own product, which reads a store and drafts Plays | feed.joinsquareup.com | [src: memory brew-live-stores] |\n\n### Rules that already bind us\n\n| Rule | Source |\n|---|---|\n| No paid image or video generation while we are only building; ask before any paid probe | [src: memory no-spend-while-building] |\n| Never generate images, video or voice through treg | [src: memory treg-usage-rules] |\n| No disclaimers or fine print on creative | [src: memory no-disclaimers-in-ads] |\n| A studio make costs money, such as about $0.28 a static ad, and always shows its price first | [src: handbook content/ai-and-models/cost-per-brand.md] |\n| The team is Param, Sai and Arvind; the old plan was written for two founders | [src: handbook/AGENTS.md] [src: brand-directions/book/content/h.js h-10 four-hours] |",
  "Tomorrow": "| Item | Version | Tag |\n|---|---|---|\n| About four hours a week for all organic marketing | v1 | New |\n| Templates made once, refilled weekly: one per recurring format | v1 | New |\n| Reuse poses; about ten cover every post | v1 | New |\n| Our own product suggests our posts: a sample read gives the finding, Make it gives the draft, the brief is the checklist | v1 | New |\n| One format a day, never two; if a post takes more than an hour, it is the wrong post | v1 | New |\n| When posting ships, our own posts go through it, after our own yes | v2 | New |\n| When results ship, our posts show what worked | v3 | New |",
  "How we do it": "### The week\n\n| When | Job | Time |\n|---|---|---|\n| Monday | Pick one finding from the sample read, fill the Monday template | 1 hour |\n| Wednesday | The midweek format, or one new pose if needed | 1 hour |\n| Thursday | One founder post on LinkedIn, in your own words | 1 hour |\n| Friday | The Friday post, the weekly partner note, reply to every comment | 1 hour |\n\nWho does which hour is open; see Open.\n\n### Two checks before anything goes out, four minutes\n\n| Truth check | Craft check |\n|---|---|\n| Does any line say the product posts, sends, schedules or measures? Tag it later or cut it | Does the character's face and one prop fill the first frame |\n| Is every example the sample candle store, with Sample on the frame | Is there one clear line on screen, under 15 words |\n| Any number? It must be an allowed figure, with its words | Run the writing checker on the caption |\n| Any person? Real people only as themselves | Zoom every image: any stray letter, regenerate it free or redraw it |\n\nRun the writing checker on a caption:\n\n```bash\ncd /Users/param/Documents/ChatGPT/brand-directions && node _tools/check.mjs\n```",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Hours a week | Time the team spends on organic marketing | Friday note | Proposed |\n| Posts shipped | Posts that passed both checks and went out | The [campaign log](/marketing-and-growth/campaign-log) | Proposed |\n| Asks per hour | Read asks divided by hours spent | The asks list and the Friday note | Proposed |\n| Spend | Money spent on marketing creative | Must stay zero; the [spend ledger](/finance/spend-ledger) | Proposed |",
  "Open": "1. **Who owns which hour?** Proposal: Param the Monday and Friday hours, Sai the Wednesday hour, each of the three one LinkedIn post a month.\n2. **Which store do we run our own product on for sample drafts?** Proposal: none of the five partners; build the sample candle store as a test brand, labelled Sample, so drafts never show a real partner without permission.\n3. **May we spend on a studio make for a post?** Proposal: no; drafts only, and Param says yes to any exception in writing.\n4. **When does posting start?** Proposal: the day the direction and the name are picked, never before, so the grid starts in one voice."
 }
}