Answer
The five minute demo in the Fetch direction: open a prepared store on the demo site, let the read run, open one pick, make one version, hand it off, and end by offering the founder a read of their own store, with Fetch, the dog, speaking only around the product.
Today
The demo site
| Fact | Source |
|---|---|
demo.joinsquareup.com runs with DEMO_MODE=1: every visitor gets a throwaway copy of a prepared brand |
memory brew-demo-mode brew/DUMMY.md:19 |
| The picker shows each brand as Fully loaded, with three numbers: live ads of their own or pages read, reviews and ratings, products | brew/public/demo-picker.html:169-181 |
| Two buttons: Start the tour and Jump to the feed; Jump to the feed connects every simulated account | brew/public/demo-picker.html:157 brew/public/demo-picker.html:183-184 |
The picker's hint, since 26 Oct: From the first screen: we read the store live, you check what we found, the plays are ready. About 4 minutes. |
brew/public/demo-picker.html:186 brew commit ca2bc7b |
| The tour opens with the store address filled in and locked, then a live read; only the Plays are preloaded | memory brew-demo-mode |
| Connected accounts on the demo are simulated from the brand's real read and carry a Dummy tag; writes to ad, store and email platforms and every send are blocked | brew/DUMMY.md:14-15 memory brew-demo-mode |
| Teammate replies in a jam are made up on the demo; finals there quote zero | brew/DUMMY.md:18 brew/DUMMY.md:21 |
| Demo controls sit behind the Demo pill or the full stop key: start from onboarding with a replayed build, straight to the connected feed, jump to a step, accounts on or off, skip a day or a week, a share link | memory brew-demo-mode |
| Demo controls show only to staff and on the demo | memory brew-go-live-2026-10-17 |
| Adding a brand is staff only; a full build costs about $80 | brew/public/demo-picker.html:200-201 |
| Outsiders who sign in on the live site with a personal email are pointed to the demo stores | brew/public/app.js:276-290 memory brew-access-rules |
Which stores it shows
- The list comes from the demo bucket, not the code; on 14 Oct it was allbirds-com and wearcomet-com memory brew-demo-mode
- The 16 Oct demo guide uses Arata, a design partner, which agreed on 15 Oct that its team notes stay public on the demo brew/docs/handover/product/08-demo-guide.md:5 memory brew-audit-2026-10-15
The demo guide, 16 Oct
| Part | What it says | Source |
|---|---|---|
| Length | A ten minute story | brew/docs/handover/product/08-demo-guide.md:10 |
| Before the call | Open the demo, open the feed once, make one image draft, have the prospect's address ready | brew/docs/handover/product/08-demo-guide.md:3-8 |
| A live read | About 3 to 4 minutes and about $6, on brew.joinsquareup.com | brew/docs/handover/product/08-demo-guide.md:8 |
| Figures for Arata on that day | 664 live Meta ads; about 79k reviews and ratings; named in 12 of 32 AI answers, 0 of 20 when the shopper does not name the brand | brew/docs/handover/product/08-demo-guide.md:14-16 |
| Hand off | The share button to our team, with a BR number and a read only page | brew/docs/handover/product/08-demo-guide.md:23 |
| Avoid | Ask everyone, whose answers are invented; Take it to Slack on the demo, which says posted when nothing is; festival cards after 27 Nov 2026 | brew/docs/handover/product/08-demo-guide.md:35-39 |
| If it breaks | Thin cards after a deploy or an empty treg balance; a used up daily budget; a store that blocks the read | brew/docs/handover/product/08-demo-guide.md:41-47 |
The character
- The live product has no character today brand-directions/_shared/surface-map.md:463
- Fetch is one of five directions in audition; nothing below ships until Param picks one memory brand-directions-2026-10-25
Tomorrow
The five minutes
| Minute | On screen | Button, plain word | Fetch's word around it | Fetch says | Version |
|---|---|---|---|---|---|
| 0:00 to 0:30 | A demo store, address filled in | Paste your store | Throw it | Nothing; the presenter talks | v1, Changes |
| 0:30 to 1:30 | The read runs with its findings and sources | Reading your store | Sniffing round | "Sniffing round your store. About 3 to 4 minutes." | v1, Changes |
| 1:30 to 2:30 | Today: Need your yes, then five picks | This week's picks | The drop | "Five picks at your feet. Most are drafted." | v1, Changes |
| 2:30 to 3:30 | One pick open, Why this, then Make it | Make it | Chew on it | "Good pick. Fetching more like it." after a heart | v1, Changes |
| 3:30 to 4:15 | Ask for a change, the new version, the brief | New version, Hand it off | Another throw, Drop it | "Another throw. The first one stays in the pile." | v1, New |
| 4:15 to 5:00 | Stop sharing; offer their own read | Paste your store | Throw it | Nothing; a person makes the offer | v1, New |
Fetch in the demo
- Fetch is a scruffy, happy dog who fetches this week's marketing ideas and drops them at your feet. Tagline: This week's ideas, fetched. brand-directions/docs2/data/dirs.json
- Fetch speaks around controls and never sits on a button, a card or the brand's own photos; remove it and the demo still works brand-directions/docs2/data/dirs.json
- Fetch's signature is sitting beside a card it has just dropped at your feet. In the demo that is the moment the picks land on Today: let it sit there for a beat before you open a pick. brand-directions/docs2/data/dirs.json
- Voice: Fact first, joke second. One joke per line at most. Short sentences, present tense, glad to see you. Fetch is never sad, hurt, scared or begging; on an error it is sheepish, ears down. No bones, no food, no mess. It fetches ideas, it does not eat them. brand-directions/docs2/data/dirs.json
- When a question turns to money, privacy, an apology or anything a person must sign, Fetch steps out and the presenter answers plainly brand-directions/docs2/data/dirs.json
- Any slide or leave behind uses Grandstander for display and Commissioner for body, with tennis ball green #aee32f and ink #16180f brand-directions/docs2/data/dirs.json
Other changes
| Item | Version | Tag |
|---|---|---|
| The picker hint says plays and never names the product, done on origin/main | v1 | Stays |
| One Hand it off button replaces the two share buttons | v1 | Changes |
| The demo controls' two sheets become one | v1 | Changes |
| Simulated things keep the Dummy tag until they are real | v1 | Stays |
| Every demo ends on Paste your store for the founder's own address | v1 | New |
| Posting with a yes shown in the demo only once v2 ships | v2 | New |
brand-directions/book/content/i.js i-2 script, demo-mode, buyer-onboarding
How we do it
Before the call, five minutes
- Open https://demo.joinsquareup.com and pick a store close to the founder's category.
- Open the feed once; check the cards load and the story rings have items.
- Make one image draft in a jam; it must show the store's real product.
- Have the founder's own store address ready.
The run
- 0:00. Start the tour. Say: "This is a store like yours. Watch what happens when you paste it."
- 0:30. Let the read run. Say what it reads: the store, the catalogue, reviews, ads, the site and AI answers. Point at one source beside a number.
- 1:30. The feed opens. Point at Need your yes, then the top picks. Say: "These are this week's ideas, ranked. The ones only you can decide sit on top."
- 2:30. Open one pick with a first draft. Show where its fact comes from, then make it. Say: "Every idea starts from a fact with its source. The draft uses the store's own photos."
- 3:30. Ask for one change in the chat, show the new version, then share the brief. Say: "Every version is kept. When it is right, you hand it to whoever ships it."
- 4:15. Stop sharing. Say: "Want to see this on your own store?" If reads are capped, offer a design partner read.
Presenter lines in Fetch's voice
| Moment | Line |
|---|---|
| Opening the demo store | "Demo stores are my practice yard. Same fetch, no real ball lost." |
| A hard question | "Every question is a stick. I bring back a straight answer." |
| Ending on their own store | "First we play fetch in the demo yard. Then in yours." |
| Money comes up | "Money talk is for the humans. I will sit right here." Then a plain answer: pricing comes after the design partnership. |
| A number looks off | "I am not sure of this number. Confirm it before you use it." |
| Something breaks | "Lost the scent on that one. Your work is safe. Try again." Then refresh, or switch to another demo store. |
| Reads are full | "Out of throws for now. Reads are capped while we build v0. Ask us for one." |
Say this, not this
| Say | Never say |
|---|---|
| It drafts; your team or ours ships it from the brief | It launches it |
| Once connected, this is where your numbers go, pointing at the Dummy tag | These are your numbers |
| Every number has a source, and anything unsure says to confirm | Everything is verified |
| Plays | Moves |
| I posted it for you. | |
| Scheduled for 9am. | |
| Your sales went up after my picks. | |
| Works for any store. | |
| Your rival is beating you. | |
| Trust me. |
Never during a demo
- Never say it posts, sends, schedules or measures.
- Never name a demo store as a customer.
- Never show a design partner's team only cards or connected numbers.
- Never use Ask everyone or Take it to Slack on the demo.
After the call
- Add the founder to the pipeline with the next step.
- If they want a read, a staff member starts it on production and follows the onboarding playbook.
Numbers
| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Demos given | Calls where the demo was shown | Pipeline | Proposed |
| Demo to own read | Share of demos followed by a read of the founder's store within 7 days | Pipeline and the read's start date | Proposed |
| Tour finished | Share of demo sessions that reach the brief | Demo session records | Proposed, not counted today |
Open
- Which stores should the demo show? Proposal: two or three public brands prepared by our team, never a design partner unless it says yes in writing.
- Does Arata stay on the demo? It agreed on 15 Oct, before it connected real accounts. Proposal: take it off the picker and use a public brand instead.
- Where does a live read of a prospect run? The guide says staging, which is now for testing only. Proposal: production, started by staff.
- Five minutes or ten? The guide is ten. Proposal: a five minute run, then five minutes of the founder's questions.