---
id: "17.2"
title: "Announcements calendar"
dept: pr-and-communications
status: draft
owner: Param
branded: false
last_verified: 2026-10-26
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"
---

# Announcements calendar

## 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

| Fact | Source |
|---|---|
| No social account, ad, campaign, post or launch for the product appears in any source | [src: handbook marketing-and-growth/go-to-market] |
| The live landing calls itself a design partner preview | [src: handbook marketing-and-growth/go-to-market] |
| 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] |
| The product name and the brand direction are not chosen | [src: handbook AGENTS.md] |
| Pricing is parked; no price may be quoted in public | [src: memory brew-pricing-parked] |

### Things that could become announcements, and their state

| Moment | State on 26 Oct | Source |
|---|---|---|
| The brand direction and the name | Five directions in the final audition | [src: memory brand-directions-2026-10-25] |
| 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] |
| Any brand can connect Meta in one click | Waiting on Business Verification and App Review | [src: memory brew-meta-app-review] |
| Google one-click without the unverified warning | Verified 21 Oct; already true | [src: memory brew-google-oauth-scopes] |
| 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] |
| v2, posting with a yes | Not built; posting is cut from v1 | [src: brew/SCOPE.md:36-37] |
| v3, showing what worked | Not built; measuring is cut | [src: brew/SCOPE.md:39] |

### The plan in the old book, checked

- 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].
- 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].
- One format a day, never two; Friday is rest and replies [src: brand-directions/book/content/h.js h-7 one-week].
- 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].
- Checked: there is no waitlist in the product, so the waitlist email has nowhere to go yet [src: brew/SCOPE.md:11-25].
- 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.

| Order | Announcement | Trigger | Channel | Version | Tag |
|---|---|---|---|---|---|
| 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 |
| 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 |
| 3 | Meta for any brand in one click | App Review passes | Partner note and release notes only | v1 | New |
| 4 | Reads open in small batches | Partners say it works, per the roadmap | The six week calendar starts | v1 | New |
| 5 | Posting after your yes | v2 ships | The launch kit: reel, founder post, partner note first | v2 | New |
| 6 | Showing what worked | v3 ships | The launch kit | v3 | New |
| 7 | Ads inside your rules | v4 ships | The launch kit | v4 | New |

Every 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.
2. 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].
3. Every line is checked against [Claims we can make](/product-marketing/claims-we-can-make) before it goes out.
4. Never name a design partner without their written yes [src: memory brew-live-stores].
5. One announcement a week at most, so each one is heard.
6. Write the date and the result in this calendar the day it goes out.

## Numbers

| Metric | Definition | Where measured |
|---|---|---|
| Announcements made | Rows that went out, per month | This document, Proposed |
| Read asks after an announcement | New read requests in the 7 days after it | Brands created on production, Proposed |
| 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.
2. **Which channel opens first?** Proposal: Param's LinkedIn for the founder post and Instagram for the character, as the old six week plan assumed.
3. **Do we build a waitlist before announcing anything?** Proposal: yes, a one field form on the landing, before the name announcement.
4. **Is the Shopify listing worth a public announcement?** Proposal: yes, because it is the one way in that needs no setup.