Answer
The five minute demo in the Seeti 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 Seeti, the cooker, 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
- Seeti 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 | Seeti's word around it | Seeti says | Version |
|---|---|---|---|---|---|
| 0:00 to 0:30 | A demo store, address filled in | Paste your store | Into the pot | "Give me your store link. Then step back from the stove." | v1, Changes |
| 0:30 to 1:30 | The read runs with its findings and sources | Reading your store | Cooking your store, whistles | "Cooking your store. Nobody lifts my lid." | v1, Changes |
| 1:30 to 2:30 | Today: Need your yes, then five picks | This week's picks | This week's specials | "Three whistles. Five specials. Go on, pick." | v1, Changes |
| 2:30 to 3:30 | One pick open, Why this, then Make it | Make it | On the stove | "Ooh, good taste. More like that, coming up." 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 batch, Order ticket | "That draft is undercooked. Another batch?" | v1, New |
| 4:15 to 5:00 | Stop sharing; offer their own read | Paste your store | Into the pot | Nothing; a person makes the offer | v1, New |
Seeti in the demo
- Seeti is a squat steel Indian pressure cooker with a chilli red whistle weight, who cooks your store's marketing and whistles three times when your week is ready. Tagline: This week's marketing, ready in a few whistles. brand-directions/docs2/data/dirs.json
- Seeti 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
- Seeti's sound is three rising whistle toots when the week is ready, and sound is off by default. In a demo, turn sound on only if the room can hear it, and explain the whistle once, on the read, never again. brand-directions/docs2/data/dirs.json
- Voice: Short sentences, often two words. Never more than two sentences per line. Commands go to the food, offers go to you. One kitchen word per line at most. Seeti calls the founder boss at most once a week; people write apologies, privacy answers, money talk and support. brand-directions/docs2/data/dirs.json
- When a question turns to money, privacy, an apology or anything a person must sign, Seeti steps out and the presenter answers plainly brand-directions/docs2/data/dirs.json
- Any slide or leave behind uses Bakbak One for display and Anek Latin for body, with chilli red #ff3d2e on steel #c9ced6 and ink #15161a 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 Seeti's voice
| Moment | Line |
|---|---|
| Opening the demo store | "The demo kitchen. Same recipe, nothing goes out the door." |
| A hard question | "Hot questions. Answer them plain, no extra masala." |
| Ending on their own store | "Taste from the demo pot, then we cook your store." |
| Money comes up | "Lid on. A person talks money, not the cooker." Then a plain answer: pricing comes after the design partnership. |
| A number looks off | Plain words: this number needs confirming before you use it. |
| Something breaks | "That one boiled over. My fault." Then refresh, or switch to another demo store. |
| Reads are full | "One pot at a time this week." |
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. | |
| Your sales went up 30 percent. | |
| You missed a week. Shame. | |
| I guarantee results. | |
| No sign in needed. | |
| Connect your accounts and I will run your ads. |
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.