---
id: "2.8"
title: "Personas"
dept: product
status: draft
owner: Param
branded: false
last_verified: 2026-10-26
sources:
  - "brand-directions/BRIEF.md section 3.2"
  - "brand-directions/_shared/product-model.md:115-127"
  - "brand-directions/book/content/b.js b-2 icp, not-for; b-3 all-seven to approver-and-team"
  - "brew origin/main b91e364: public/app.js:773-779, feed-service.js:261-264, auth.js:31-34, SCOPE.md:24"
  - "brew origin/main: docs/handover/product/00-overview.md:25-28"
  - "memory: brew-access-rules, brew-live-stores, brew-team-jams"
---

# Personas

## Answer

Seven people use Brew, and what they do, decide, make or ship, decides what they see; no persona below is drawn from interviews yet.

## Today

### The store we are built for

A founder led brand that sells its own products from its own store, with a catalog, reviews, some ads, and one to a few people deciding the marketing [src: brand-directions/book/content/b.js b-2 icp]. Every real partner today is an Indian D2C brand [src: memory brew-live-stores].

### The seven

| Person | How often | What they come to do | What the build gives them today | Source |
|---|---|---|---|---|
| Founder who is the marketing team | Weekly, Monday, about ten minutes | Decide this week | The feed with Need your yes, the founder seat, jams, hand-off | [src: brand-directions/BRIEF.md 3.2] [src: public/app.js:779] |
| In house marketer | Daily | Plan, draft, track | The growth or brand seat, the Work board | [src: brand-directions/BRIEF.md 3.2] |
| Specialist: ads, social, website or email | A few times a week | Pick up their part and make it | A seat that re-ranks cards; Storefront is hidden in v1 | [src: public/app.js:773-779] [src: SCOPE.md:13] |
| Agency or freelancer | Daily | Run many brands, show briefs to clients | An invite to each brand, one by one; no brand switcher | [src: brand-directions/book/content/b.js b-3 agency] |
| Our team, the people who run briefs | Daily | Demos, findings, briefs | Staff access to every brand; moves the brief status | [src: auth.js:31-34] [src: SCOPE.md:20] |
| Person who opens a brief link | Per brief | Ship the work, often on a phone | The read only brief page with no login; a guest of one jam if they sign in | [src: handoff.js:7] [src: feed-service.js:261] |
| Approver, such as a co founder | Now and then | Say yes or no | Need your yes, and Ask for OK in a jam | [src: memory brew-team-jams] |

### Seats in the build

Five seats: founder, growth, brand, ecom, crm, asked as "Who's this feed for?" [src: public/app.js:773-779].

### Who is not a fit yet

| Who | Why | Source |
|---|---|---|
| A person on a free mail or another company's email | Cannot start a read; pointed to the demo | [src: memory brew-access-rules] |
| Marketplace only sellers | The read starts from a store link | [src: brand-directions/book/content/b.js b-2 not-for] |
| Services and apps with no products | Picks name products; enquiry stores are read but tested on one brand only | [src: CLAUDE.md:29-30] |

## Tomorrow

| Item | Version | Tag | Notes |
|---|---|---|---|
| Seats | v1 | Goes | Replaced by Which of these do you handle, several areas allowed [src: brand-directions/_shared/product-model.md:89] |
| Default places: founder Today, marketer Work, specialist Today filtered, shipper the brief page, approver Need your yes | v1 | Changes | [src: brand-directions/_shared/product-model.md:117-127] |
| Five areas: Social posts, Ads, Website, AI search, Email and WhatsApp | v1 | New | Tags and filters only |
| Approver approves posts | v2 | New | In Need your yes |
| Agency brand switcher | v2 to v4 | New | Later in every source |
| Agency sets the dial per client | v4 | New | [src: brand-directions/BRIEF.md 3.6] |

## How we do it

1. Every feature names which of the seven it serves and their default place.
2. Replace each Sample job and worry with real words from partner calls, with permission, and log them in the [feedback log](partner-feedback-log.md).
3. Test a change as the founder first; it is the default persona.

## Numbers

| Metric | Definition | Where measured | Status |
|---|---|---|---|
| People per brand | Members on a brand's team | `private/members.json` | Proposed as a tracked number |
| Persona mix | Share of active people by part played: decide, make, ship | Decision log | Proposed |

## Open

1. **Who is the first persona we design for?** Proposal: the founder who is the marketing team.
2. **Is the approver a role or just a member?** Proposal: a member who lands on Need your yes, no new role chip.
3. **Do we court agencies now?** Proposal: not until the brand switcher; invite them per brand meanwhile.
4. **Large brands like Puma India.** Proposal: keep as a partner and learn, but design for small teams.