Answer
The one pager, the five slides, the demo story and the five minute spoken version in the Fetch direction, each written from what the product does today, so anyone on the team can sell Brew without saying a thing that is not true.
Today
What we sell with now
| Fact | Source |
|---|---|
| No finished one pager or deck is in any source; the old book holds their plans | brand-directions/book/content/i.js i-1 one-pager |
| The demo runs on demo.joinsquareup.com, a throwaway copy of a prepared brand per visitor, with simulated accounts tagged Dummy | brew/DUMMY.md:19 memory brew-demo-mode |
| The demo picker offers Start the tour and Jump to the feed | brew/public/demo-picker.html:157 |
| A live read takes about 3 to 4 minutes and costs about $6; a full demo build costs about $80 | brew/docs/handover/product/08-demo-guide.md:8 brew/public/demo-picker.html:201 |
| The five minute demo in this direction is written | handbook content/sales-and-partnerships/demo-script.dog.md |
| Free during the preview; pricing is parked, so no price in any sales piece | brew/legal-pages.js:40 memory brew-pricing-parked |
| Five design partner prospects; none may be named in a pitch without their yes | memory brew-live-stores |
What the product does, the facts every piece uses
| Fact | Source |
|---|---|
| Reads 60 sources today: store, catalog, reviews, ads, search, AI answers, socials and rivals | brew/SCOPE.md:11 brand-directions/docs2/content/inventory.mjs |
| Writes Plays and a ranked feed, with why and the proof on every card | brew/SCOPE.md:12-13 |
| Drafts images, carousels, six second videos, voice and text from the store's own photos, every version kept | brew/SCOPE.md:18 brew/drafts.js:47 |
| Writes a brief for whoever ships, copied for your team or sent to our team with a tracked status | brew/SCOPE.md:20 brew/team-brief.js:20 |
| Never posts, writes to accounts, sends to customers or measures in v1 | brew/SCOPE.md:36-39 |
Fetch in the kit
| Piece | Fetch | Source |
|---|---|---|
| Tagline | This week's ideas, fetched. | brand-directions/docs2/data/dirs.json |
| Display and body type | Grandstander and Commissioner | brand-directions/docs2/data/dirs.json |
| Owned colour and ink | #aee32f on #16180f | brand-directions/docs2/data/dirs.json |
| Signature | Fetch sits beside a card it has just dropped at your feet, tail wagging, tongue out to one side | brand-directions/dog/marketing.html brand-directions/docs2/data/dirs.json |
| Where it sits | In the product Fetch lives in fixed slots and never covers a control, a card or a product photo. Remove it and the product still works. | brand-directions/docs2/data/dirs.json |
| Sign off | Fetched for you. Over to you now. | brand-directions/docs2/data/dirs.json |
| Reads are full | Out of throws for now. Reads are capped while we build v0. Ask us for one. | brand-directions/docs2/data/dirs.json |
Tomorrow
The one pager
| Block | Words on the page | Status | Version | Tag |
|---|---|---|---|---|
| Headline | Your store's marketing team, in one feed. | Today | v1 | New |
| Under it | Paste your store link. Get this week's marketing ideas, already drafted. Pick the good ones and hand them off. | Today | v1 | New |
| Fetch, small, beside the headline | This week's ideas, fetched. | If picked | v1 | New |
| Who it is for | Online stores where the founder, or a small team, runs the marketing. | Today | v1 | New |
| What it reads | Your store, catalog, reviews, ads, search, AI answers, socials and rivals: 60 sources. About 3 to 4 minutes. | Today | v1 | New |
| What you get | Plays for your store and a ranked feed. Every card shows why, and the proof behind each number. | Today | v1 | New |
| Making | Images, carousels, six second videos, voice and text from your own product photos. Every version kept. | Today | v1 | New |
| Handing off | A brief written for whoever ships: your team, your agency, a designer, a creator or our team. | Today | v1 | New |
| What it never does | It never posts, sends or spends in this version. You decide what ships. | Today | v1 | New |
| Where it goes | Posting with your yes, then what worked, then ads inside your rules. | Later | v2 to v4 | New |
| The stage | Design partner preview. Reads are capped because each one costs real time and money. | Today | v1 | New |
| One finding | Sample: at a sample candle store, 41 reviews mention the smell of rain and the product page never says rain. With a prospect, swap in one finding from their own read. | Sample | v1 | New |
Never on the one pager: a price, a partner's name, a rival's name, a result, or anything that says it posts today brand-directions/book/content/i.js i-1 one-pager.
The five slides
| Slide | On the slide | What you say | Never say | Version | Tag |
|---|---|---|---|---|---|
| 1, the Monday question | What should I do this week, and who makes it? | You are the marketing team as well as everything else. | An invented stat about founders' hours | v1 | New |
| 2, paste your store | The read with its steps ticking | Paste the address, sign in with Google on your work email, and it reads for about 3 to 4 minutes. | That no sign in is needed | v1 | New |
| 3, this week's picks | One open card with Why this and its proof | Every idea starts from a fact about your store, with its source beside the number. | A number without a source | v1 | New |
| 4, make it, hand it off | A jam with versions, then the brief | Make a new version until it is right. Then hand it to whoever ships. | That it posts or sends for you | v1 | New |
| 5, the road | v1 to v4 as four steps | v1 drafts and hands off. v2 posts with your yes. v3 shows what worked. v4 runs ads inside your rules. | Dates for v2 to v4 | v1 | New |
Fetch appears on slide 1 and the end card only, in Grandstander on #aee32f, and never covers a screen of the product.
The five minute spoken version
| Beat | Plain words | Fetch's line, optional | Version | Tag |
|---|---|---|---|---|
| The problem | Small stores never know what to post or run this week. | None; a person speaks | v1 | New |
| What it does | You paste your store link. It reads the store, reviews, ads and what AI answers say, and drafts this week's ideas. | Sniffing round your store. About 3 to 4 minutes. | v1 | New |
| What it does not | It does not post. You pick the good ones and hand them to whoever makes them. | Brief copied. Paste it to them, nothing was sent. | v1 | New |
| One idea | Sample: a candle store where 41 reviews say it smells like rain, and the page never says rain. So the idea is the rain ad, already drafted. | Good pick. Fetching more like it. | v1 | New |
| The offer | Want to see it on your own store? Reads are capped while we build. | Out of throws for now. Reads are capped while we build v0. Ask us for one. | v1 | New |
The demo story and the leave behind
| Piece | What it is | Version | Tag |
|---|---|---|---|
| The demo | The five minute run in the demo script | v1 | Stays |
| The leave behind | One email from a named person after the call: the one pager, the demo link, and the ask for a read of their store; Fetch only as the small sign off | v1 | New |
| Posting shown in the demo | Only once v2 ships | v2 | New |
How we do it
- Before a call, open the demo store closest to the founder's category and pull one finding from it.
- Open with the spoken version; show the five slides only if they ask how it works.
- Run the demo script; end on their own store.
- If money comes up, a person answers: free during the preview, pricing comes after the partnership. Fetch steps out.
- Send the leave behind the same day. Log the call in the pipeline.
- Check every new line against claims we can make before it goes in the kit.
Numbers
| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Calls to own read | Share of sales calls followed by a read of the founder's store within 7 days | Pipeline | Proposed |
| Leave behind sent | Share of calls with the leave behind sent the same day | Pipeline | Proposed |
| Kit lines without a claims row | Lines in the kit with no row in claims we can make | This page against the claims page | Proposed, target zero |
Open
- Where do the one pager and slides live? Proposal: one published deck and one page in the chosen direction, made once the direction is picked; until then, the spoken version and the demo only.
- Does Fetch appear in an investor pitch? Proposal: on the cover and end card only; the story is the product.
- Do we show a partner's read on slide 3? Proposal: only with that partner's written yes; otherwise the sample candle store, labelled Sample.
- Who may send the leave behind? Proposal: Param, Sai or Arvind, from their own email.