{
 "id": "17.2",
 "title": "Announcements calendar",
 "department": "PR and communications",
 "department_slug": "pr-and-communications",
 "direction": null,
 "branded": false,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "What we announce, when, where",
 "urls": {
  "html": "https://handbook.joinsquareup.com/pr-and-communications/announcements-calendar",
  "markdown": "https://handbook.joinsquareup.com/pr-and-communications/announcements-calendar.md",
  "json": "https://handbook.joinsquareup.com/pr-and-communications/announcements-calendar.json"
 },
 "other_directions": [],
 "tldr": {
  "headline": "Nothing is announced yet, and nothing goes out before the name",
  "points": [
   {
    "icon": "flag",
    "text": "No post, ad or launch exists, and no date is set for anything."
   },
   {
    "icon": "rocket",
    "text": "Order: name and character, Shopify listing, Meta one click, small batches, then v2 to v4."
   },
   {
    "icon": "people",
    "text": "Partners hear first, at least a day before anything public."
   },
   {
    "icon": "check",
    "text": "We announce a thing only on the day it is true for every brand."
   },
   {
    "icon": "warn",
    "text": "The old plan assumed a waitlist, but the product has none."
   }
  ],
  "stat": {
   "value": "six",
   "label": "week plan in old book"
  },
  "decide": "Build a one field waitlist on the landing before the name announcement?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/book/content/h.js:343-373 h-7 six-weeks and one-week; h.js:296-342 h-6 launch",
  "brew origin/main: docs/shopify-app-review.md:3-8; SCOPE.md:14, 36-39",
  "handbook content/marketing-and-growth/go-to-market.md; content/product/roadmap-with-dates.md; content/product-marketing/claims-we-can-make.md",
  "memory brew-shopify-app-review, brew-meta-app-review, brew-google-oauth-scopes, brew-pricing-parked, brand-directions-2026-10-25, brew-live-stores"
 ],
 "open_questions": [
  "**Is there a public launch day at all?** Proposal: no single day; open reads in small batches, as the roadmap proposes.",
  "**Which channel opens first?** Proposal: Param's LinkedIn for the founder post and Instagram for the character, as the old six week plan assumed.",
  "**Do we build a waitlist before announcing anything?** Proposal: yes, a one field form on the landing, before the name announcement.",
  "**Is the Shopify listing worth a public announcement?** Proposal: yes, because it is the one way in that needs no setup."
 ],
 "parts": {
  "Answer": "Nothing about the product has been announced in public yet, and no date is set for anything; this calendar lists what we will announce, in what order, through which channel, and the one rule that governs every item: we announce a thing only on the day it is true for every brand, partners hear first, and nothing goes out before the name is picked.",
  "Today": "### What has been announced\n\n| Fact | Source |\n|---|---|\n| No social account, ad, campaign, post or launch for the product appears in any source | [src: handbook marketing-and-growth/go-to-market] |\n| The live landing calls itself a design partner preview | [src: handbook marketing-and-growth/go-to-market] |\n| No launch date, partner count or version date exists in any source | [src: brand-directions/book/content/h.js h-6 launch] [src: handbook product/roadmap-with-dates] |\n| The product name and the brand direction are not chosen | [src: handbook AGENTS.md] |\n| Pricing is parked; no price may be quoted in public | [src: memory brew-pricing-parked] |\n\n### Things that could become announcements, and their state\n\n| Moment | State on 26 Oct | Source |\n|---|---|---|\n| The brand direction and the name | Five directions in the final audition | [src: memory brand-directions-2026-10-25] |\n| Listed on the Shopify App Store | Submitted 21 Oct, limited to the direct link until Make fully visible | [src: brew/docs/shopify-app-review.md:3-8] |\n| Any brand can connect Meta in one click | Waiting on Business Verification and App Review | [src: memory brew-meta-app-review] |\n| Google one-click without the unverified warning | Verified 21 Oct; already true | [src: memory brew-google-oauth-scopes] |\n| The second design partner cycle, open reads in small batches | Planned in the old book, not scheduled | [src: brand-directions/book/content/h.js h-6 launch] |\n| v2, posting with a yes | Not built; posting is cut from v1 | [src: brew/SCOPE.md:36-37] |\n| v3, showing what worked | Not built; measuring is cut | [src: brew/SCOPE.md:39] |\n\n### The plan in the old book, checked\n\n- Six weeks, one theme a week: meet the character, the read, drafts, honesty, hand offs, AI search [src: brand-directions/book/content/h.js h-7 six-weeks].\n- Four character posts and one founder post a week; the offer in every week, loudest after week three; partner work beside the posts [src: brand-directions/book/content/h.js h-7 six-weeks].\n- One format a day, never two; Friday is rest and replies [src: brand-directions/book/content/h.js h-7 one-week].\n- Each opening gets the same small kit: a reel in the character's voice, a founder post, an email to the waitlist and a note to partners first; never call it open to all before it is [src: brand-directions/book/content/h.js h-6 launch].\n- Checked: there is no waitlist in the product, so the waitlist email has nowhere to go yet [src: brew/SCOPE.md:11-25].\n- Checked: the old founder topic \"We cap reads, here is why\" still holds; new brands are limited per person, per hour and by a daily reading budget [src: handbook marketing-and-growth/go-to-market].",
  "Tomorrow": "The order we announce in. No date is set for any row; each waits on the trigger.\n\n| Order | Announcement | Trigger | Channel | Version | Tag |\n|---|---|---|---|---|---|\n| 1 | The name and the character | Param picks a direction | A note to partners, then the founder post, then the character's first post | v1 | New |\n| 2 | On the Shopify App Store | Shopify approves and the app runs on production | Partners first, then the founder post and the listing link | v1 | New |\n| 3 | Meta for any brand in one click | App Review passes | Partner note and release notes only | v1 | New |\n| 4 | Reads open in small batches | Partners say it works, per the roadmap | The six week calendar starts | v1 | New |\n| 5 | Posting after your yes | v2 ships | The launch kit: reel, founder post, partner note first | v2 | New |\n| 6 | Showing what worked | v3 ships | The launch kit | v3 | New |\n| 7 | Ads inside your rules | v4 ships | The launch kit | v4 | New |\n\nEvery row is a proposal for Param. Small fixes never get an announcement; they go in [Release notes](/product-marketing/release-notes).",
  "How we do it": "1. A row moves to scheduled only when its trigger is true for every brand, not one.\n2. Partners hear first, by a founder's email, at least one day before anything public [src: brand-directions/book/content/h.js h-6 launch].\n3. Every line is checked against [Claims we can make](/product-marketing/claims-we-can-make) before it goes out.\n4. Never name a design partner without their written yes [src: memory brew-live-stores].\n5. One announcement a week at most, so each one is heard.\n6. Write the date and the result in this calendar the day it goes out.",
  "Numbers": "| Metric | Definition | Where measured |\n|---|---|---|\n| Announcements made | Rows that went out, per month | This document, Proposed |\n| Read asks after an announcement | New read requests in the 7 days after it | Brands created on production, Proposed |\n| Partner heads up kept | Announcements where partners heard a day ahead | This document, Proposed |",
  "Open": "1. **Is there a public launch day at all?** Proposal: no single day; open reads in small batches, as the roadmap proposes.\n2. **Which channel opens first?** Proposal: Param's LinkedIn for the founder post and Instagram for the character, as the old six week plan assumed.\n3. **Do we build a waitlist before announcing anything?** Proposal: yes, a one field form on the landing, before the name announcement.\n4. **Is the Shopify listing worth a public announcement?** Proposal: yes, because it is the one way in that needs no setup."
 }
}