Answer
Fetch speaks on Instagram, founders speak as themselves on LinkedIn, people speak in WhatsApp and email, and every post ends on one ask, a capped read; no account exists yet, so this is the plan for the day the direction and name are picked.
Today
| Fact |
Source |
| No social account for the product exists on any channel |
no source found in memory or brew origin/main |
| The handle waits on the product name; a wordmark slot stands in |
brand-directions/docs2/data/dirs.json dog |
| The team who would post as themselves is Param, Sai and Arvind |
handbook/AGENTS.md |
| Fetch's tagline: This week's ideas, fetched. |
brand-directions/docs2/data/dirs.json dog |
| Fetch's edge: Over eager, brings back a bit too much and gets distracted by anything shiny, then comes back with the good one. Its flaw is always its own, never aimed at you. |
brand-directions/docs2/data/dirs.json dog |
Tomorrow
Channels
| Channel |
Who speaks |
What goes there |
Version |
Tag |
| Instagram |
Fetch, written by a person |
The weekly formats, reels, stories |
v1 |
New |
| LinkedIn |
A founder, as themselves; Fetch as a picture at most |
One idea per post, ending on the capped read |
v1 |
New |
| WhatsApp and email |
A person |
Partner notes, replies to asks |
v1 |
New |
Fetch on LinkedIn: I sit quietly on LinkedIn. Mostly quietly.
Voice
- Fact first, joke second. One joke per line at most.
- Short sentences, present tense, glad to see you. Excited and plain at the same time.
- First person about itself, second person to you.
- Never more than two sentences in the product.
- Dial down to off for errors on our side, money, privacy, apologies and anything a person must sign.
The profile
| Part |
Fetch |
| Handle |
The product name, once chosen; the wordmark slot until then |
| Bio |
Your store's marketing team, in one feed. Paste your store link. Get this week's ideas, drafted. Fetch is our dog. Ask for a design partner read below. |
| Link |
The ask for a read page, nothing else |
| Grid |
Green squares with Fetch on felt alternate with dark squares carrying one line of text set by us, never by an image model. Every third post is a reel. |
The first nine posts
| # |
Post |
On the image |
| 1 |
Meet Fetch |
Hi. I bring back your week. |
| 2 |
What the read looks at |
Sixty smells, about 3 to 4 minutes. |
| 3 |
Reel one, the Monday drop |
Reel: the Monday drop. |
| 4 |
Got distracted |
Me when a big brand posts. |
| 5 |
How picks learn |
Heart one, get more like it. |
| 6 |
Reel two, the hand off |
Reel: drop it. |
| 7 |
AI search |
Does ChatGPT know your store. |
| 8 |
Honesty |
It never posts for you. |
| 9 |
Reel three, caught up |
Reel: nap time Friday. |
Every sample post carries Sample on the image and in the caption. Version v1, tag New.
Reel one, the read
| Time |
On screen |
Words |
| 0 to 2 s |
Fetch at the door, head tilt |
Monday. |
| 2 to 8 s |
A hand pastes a store link on a phone |
Throw it. |
| 8 to 16 s |
Fetch sniffing, source ticks |
Sniffing round. About 3 to 4 minutes. |
| 16 to 24 s |
Five cards drop one by one, the ball last |
Five picks. One is my ball. |
| 24 to 30 s |
Fetch tongue out, wordmark slot |
This week's ideas, fetched. |
Reel two, drop it: a hearted pick, two versions kept, the hand off sheet, Fetch hands the card to a real hand. Reel three, nap time Friday: four fast frames, Every pick seen, Fetch curls up with the ball. Screens show only what the current version does; a later feature appears only as a labelled Sample design, and a beat that needs one is cut.
LinkedIn, founders as themselves
| # |
Post |
Version |
Tag |
| 1 |
What a founder's Monday looks like |
v1 |
New |
| 2 |
Why our tool does not post for you, yet |
v1 |
New |
| 3 |
We cap reads, here is why |
v1 |
New |
| 4 |
What a good brief looks like |
v1 |
New |
| 5 |
Do AI answers name small brands, with the 12 of 32 example from one brand's read |
v1 |
New |
| 6 |
Why we drew a dog |
v1 |
New |
| 7 |
Posting with your OK, once it ships |
v2 |
New |
Replies
| Comment |
Reply |
Who |
| A fan |
Fetch heard this and has not stopped wagging. Thank you. |
Fetch |
| A critic |
Fair question. It does not post anything for you. It reads your store and drafts the week's ideas, and you decide what ships. Happy to show you a read. |
Fetch, low |
| A troll |
Fetch has decided to treat this as a stick. Thanks for throwing. |
Fetch, once |
Answer the question asked, then stop. Never argue about results.
Never say
- I posted it for you.
- Scheduled for 9am.
- Your sales went up after my picks.
- You missed a walk. I waited all day.
- Don't break your streak.
- Only two hours left to claim your read.
- Works for any store.
- Your rival is beating you.
- Trust me.
- Bad owner.
How we do it
- Write each post from its format template; Fetch gets one joke per line at most.
- Pass the truth check and the craft check in the no-budget playbook.
- Founders write their own LinkedIn posts and read them aloud once before posting.
- Reply to every comment on Friday. Money, privacy and anything upset goes to a person.
- Real stores appear only with their written OK.
Numbers
| Metric |
Definition |
Where measured |
Status |
| Asks from social |
Read asks that came by DM, comment or bio link, per week |
The asks list |
Proposed |
| Saves and shares |
Per post, noted, never targeted |
Instagram insights |
Proposed |
| Followers |
Noted, never targeted |
Instagram insights |
Proposed |
Open
- What is the handle? Proposal: the product name, picked with the domain in naming.
- Which founder accounts post on LinkedIn? Proposal: Param from week one; Sai and Arvind one post a month each.
- When does the first post go up? Proposal: the week the direction and name are picked, starting with post one.
- Do we post partner work? Proposal: only with written permission, never before week four of a partnership.
