{
 "id": "11.8",
 "title": "Demo script",
 "department": "Sales and partnerships",
 "department_slug": "sales-and-partnerships",
 "direction": {
  "id": "dog",
  "name": "Fetch"
 },
 "branded": true,
 "status": "draft",
 "owner": "Param",
 "last_verified": "2026-10-26",
 "holds": "The demo site, the tour, five minutes",
 "urls": {
  "html": "https://handbook.joinsquareup.com/sales-and-partnerships/demo-script/dog",
  "markdown": "https://handbook.joinsquareup.com/sales-and-partnerships/demo-script/dog.md",
  "json": "https://handbook.joinsquareup.com/sales-and-partnerships/demo-script/dog.json"
 },
 "other_directions": [
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/sales-and-partnerships/demo-script/bee.json"
  },
  {
   "id": "raccoon",
   "name": "Scoop",
   "json": "https://handbook.joinsquareup.com/sales-and-partnerships/demo-script/raccoon.json"
  },
  {
   "id": "octopus",
   "name": "Ocho",
   "json": "https://handbook.joinsquareup.com/sales-and-partnerships/demo-script/octopus.json"
  },
  {
   "id": "cooker",
   "name": "Seeti",
   "json": "https://handbook.joinsquareup.com/sales-and-partnerships/demo-script/cooker.json"
  }
 ],
 "tldr": {
  "headline": "Throw a store, sniff the read, chew one pick, drop it",
  "points": [
   {
    "icon": "clock",
    "text": "Five minutes: Throw it, Sniffing round, The drop, Chew on it, then Drop it."
   },
   {
    "icon": "eye",
    "text": "Fetch talks only around the product, never on a button, card or brand photo."
   },
   {
    "icon": "lock",
    "text": "Never say it posts, sends, schedules or measures; never call a demo store a customer."
   },
   {
    "icon": "heart",
    "text": "Close by offering the founder a read of their own store."
   },
   {
    "icon": "chat",
    "text": "When money, privacy or a signature comes up, Fetch sits out and a person answers."
   }
  ],
  "stat": {
   "value": "$80",
   "label": "per full demo build"
  },
  "decide": "Which stores should the demo show, and does Arata come off the picker?",
  "mood": "building"
 },
 "sources": [
  "brew origin/main d6154b3: public/demo-picker.html:154-201, public/app.js:276-290, DUMMY.md:14-21, docs/handover/product/08-demo-guide.md:1-47",
  "memory: brew-demo-mode, brew-go-live-2026-10-17, brew-access-rules, brew-live-stores, brew-audit-2026-10-15, brew-prod-backend, brand-directions-2026-10-25",
  "brand-directions/book/content/i.js i-2 script, demo-mode, buyer-onboarding; i-3 founder-questions; i-5 parked",
  "brand-directions/docs2/data/dirs.json",
  "brand-directions/dog/system.md",
  "brand-directions/_shared/surface-map.md:463"
 ],
 "open_questions": [
  "**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."
 ],
 "parts": {
  "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\n\n| Fact | Source |\n|---|---|\n| demo.joinsquareup.com runs with `DEMO_MODE=1`: every visitor gets a throwaway copy of a prepared brand | [src: memory brew-demo-mode] [src: brew/DUMMY.md:19] |\n| The picker shows each brand as Fully loaded, with three numbers: live ads of their own or pages read, reviews and ratings, products | [src: brew/public/demo-picker.html:169-181] |\n| Two buttons: Start the tour and Jump to the feed; Jump to the feed connects every simulated account | [src: brew/public/demo-picker.html:157] [src: brew/public/demo-picker.html:183-184] |\n| 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.` | [src: brew/public/demo-picker.html:186] [src: brew commit ca2bc7b] |\n| The tour opens with the store address filled in and locked, then a live read; only the Plays are preloaded | [src: memory brew-demo-mode] |\n| 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 | [src: brew/DUMMY.md:14-15] [src: memory brew-demo-mode] |\n| Teammate replies in a jam are made up on the demo; finals there quote zero | [src: brew/DUMMY.md:18] [src: brew/DUMMY.md:21] |\n| 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 | [src: memory brew-demo-mode] |\n| Demo controls show only to staff and on the demo | [src: memory brew-go-live-2026-10-17] |\n| Adding a brand is staff only; a full build costs about $80 | [src: brew/public/demo-picker.html:200-201] |\n| Outsiders who sign in on the live site with a personal email are pointed to the demo stores | [src: brew/public/app.js:276-290] [src: memory brew-access-rules] |\n\n### Which stores it shows\n\n- The list comes from the demo bucket, not the code; on 14 Oct it was allbirds-com and wearcomet-com [src: memory brew-demo-mode]\n- The 16 Oct demo guide uses Arata, a design partner, which agreed on 15 Oct that its team notes stay public on the demo [src: brew/docs/handover/product/08-demo-guide.md:5] [src: memory brew-audit-2026-10-15]\n\n### The demo guide, 16 Oct\n\n| Part | What it says | Source |\n|---|---|---|\n| Length | A ten minute story | [src: brew/docs/handover/product/08-demo-guide.md:10] |\n| Before the call | Open the demo, open the feed once, make one image draft, have the prospect's address ready | [src: brew/docs/handover/product/08-demo-guide.md:3-8] |\n| A live read | About 3 to 4 minutes and about $6, on brew.joinsquareup.com | [src: brew/docs/handover/product/08-demo-guide.md:8] |\n| 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 | [src: brew/docs/handover/product/08-demo-guide.md:14-16] |\n| Hand off | The share button to our team, with a BR number and a read only page | [src: brew/docs/handover/product/08-demo-guide.md:23] |\n| 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 | [src: brew/docs/handover/product/08-demo-guide.md:35-39] |\n| If it breaks | Thin cards after a deploy or an empty treg balance; a used up daily budget; a store that blocks the read | [src: brew/docs/handover/product/08-demo-guide.md:41-47] |\n\n### The character\n\n- The live product has no character today [src: brand-directions/_shared/surface-map.md:463]\n- Fetch is one of five directions in audition; nothing below ships until Param picks one [src: memory brand-directions-2026-10-25]",
  "Tomorrow": "### The five minutes\n\n| Minute | On screen | Button, plain word | Fetch's word around it | Fetch says | Version |\n|---|---|---|---|---|---|\n| 0:00 to 0:30 | A demo store, address filled in | Paste your store | Throw it | Nothing; the presenter talks | v1, Changes |\n| 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 |\n| 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 |\n| 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 |\n| 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 |\n| 4:15 to 5:00 | Stop sharing; offer their own read | Paste your store | Throw it | Nothing; a person makes the offer | v1, New |\n\n### Fetch in the demo\n\n- 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. [src: brand-directions/docs2/data/dirs.json]\n- 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 [src: brand-directions/docs2/data/dirs.json]\n- 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. [src: brand-directions/docs2/data/dirs.json]\n- 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. [src: brand-directions/docs2/data/dirs.json]\n- When a question turns to money, privacy, an apology or anything a person must sign, Fetch steps out and the presenter answers plainly [src: brand-directions/docs2/data/dirs.json]\n- Any slide or leave behind uses Grandstander for display and Commissioner for body, with tennis ball green #aee32f and ink #16180f [src: brand-directions/docs2/data/dirs.json]\n\n### Other changes\n\n| Item | Version | Tag |\n|---|---|---|\n| The picker hint says plays and never names the product, done on origin/main | v1 | Stays |\n| One Hand it off button replaces the two share buttons | v1 | Changes |\n| The demo controls' two sheets become one | v1 | Changes |\n| Simulated things keep the Dummy tag until they are real | v1 | Stays |\n| Every demo ends on Paste your store for the founder's own address | v1 | New |\n| Posting with a yes shown in the demo only once v2 ships | v2 | New |\n\n[src: brand-directions/book/content/i.js i-2 script, demo-mode, buyer-onboarding]",
  "How we do it": "### Before the call, five minutes\n\n1. Open https://demo.joinsquareup.com and pick a store close to the founder's category.\n2. Open the feed once; check the cards load and the story rings have items.\n3. Make one image draft in a jam; it must show the store's real product.\n4. Have the founder's own store address ready.\n\n### The run\n\n1. **0:00.** Start the tour. Say: \"This is a store like yours. Watch what happens when you paste it.\"\n2. **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.\n3. **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.\"\n4. **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.\"\n5. **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.\"\n6. **4:15.** Stop sharing. Say: \"Want to see this on your own store?\" If reads are capped, offer a design partner read.\n\n### Presenter lines in Fetch's voice\n\n| Moment | Line |\n|---|---|\n| Opening the demo store | \"Demo stores are my practice yard. Same fetch, no real ball lost.\" |\n| A hard question | \"Every question is a stick. I bring back a straight answer.\" |\n| Ending on their own store | \"First we play fetch in the demo yard. Then in yours.\" |\n| Money comes up | \"Money talk is for the humans. I will sit right here.\" Then a plain answer: pricing comes after the design partnership. |\n| A number looks off | \"I am not sure of this number. Confirm it before you use it.\" |\n| Something breaks | \"Lost the scent on that one. Your work is safe. Try again.\" Then refresh, or switch to another demo store. |\n| Reads are full | \"Out of throws for now. Reads are capped while we build v0. Ask us for one.\" |\n\n### Say this, not this\n\n| Say | Never say |\n|---|---|\n| It drafts; your team or ours ships it from the brief | It launches it |\n| Once connected, this is where your numbers go, pointing at the Dummy tag | These are your numbers |\n| Every number has a source, and anything unsure says to confirm | Everything is verified |\n| Plays | Moves |\n| | I posted it for you. |\n| | Scheduled for 9am. |\n| | Your sales went up after my picks. |\n| | Works for any store. |\n| | Your rival is beating you. |\n| | Trust me. |\n\n### Never during a demo\n\n1. Never say it posts, sends, schedules or measures.\n2. Never name a demo store as a customer.\n3. Never show a design partner's team only cards or connected numbers.\n4. Never use Ask everyone or Take it to Slack on the demo.\n\n### After the call\n\n1. Add the founder to the [pipeline](/sales-and-partnerships/pipeline) with the next step.\n2. If they want a read, a staff member starts it on production and follows the [onboarding playbook](/sales-and-partnerships/onboarding-playbook).",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Demos given | Calls where the demo was shown | [Pipeline](/sales-and-partnerships/pipeline) | Proposed |\n| 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 |\n| Tour finished | Share of demo sessions that reach the brief | Demo session records | Proposed, not counted today |",
  "Open": "1. **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.\n2. **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.\n3. **Where does a live read of a prospect run?** The guide says staging, which is now for testing only. Proposal: production, started by staff.\n4. **Five minutes or ten?** The guide is ten. Proposal: a five minute run, then five minutes of the founder's questions."
 }
}