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fix(marketing-plan): close remaining anonymization leaks in example

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Earlier sweep (f8ac011) missed three real-brand instances and several
real partner/venue names. Surfaced during PR #331 review.

- `olo` (original brand name surviving as a repo name) ->
  `quietude-app` to match the other quietude-* repos in the example
- `EHA` (real venue) -> `Aurora`
- `Moonrise`, `Alchemy Springs` (real partner venues) -> `Lumen`, `Stillwater`
- `€257K` (suspiciously precise contract value tied to anonymized partner) ->
  `~€250K` so the teaching value of "B2B install size" stays while the
  identifying precision drops

Funnel numbers, $430K/install economics, budget shape, and structural
lessons preserved per the example file disclaimer.

Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com>
This commit is contained in:
Corey Haines
2026-05-29 12:09:39 -07:00
parent f8ac011df5
commit 54c29da8ab
1 changed files with 9 additions and 9 deletions
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skills/marketing-plan/references/example-quietude.md
+9 -9
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@@ -141,10 +141,10 @@ This is what we're starting from — team, budget, what's already in motion, wha
| Quietude eye mask (5K in stock) | Selling | The wedge product. Hardware → app activation path. | | Quietude eye mask (5K in stock) | Selling | The wedge product. Hardware → app activation path. |
| 38% 12-month retention (vs. category avg 20%) | Real | Headline metric. Belongs everywhere. | | 38% 12-month retention (vs. category avg 20%) | Real | Headline metric. Belongs everywhere. |
| Customer.io + Shopify integration | Wired | The lifecycle infrastructure exists. Flows just need to ship. | | Customer.io + Shopify integration | Wired | The lifecycle infrastructure exists. Flows just need to ship. |
| 4 GitHub repos for context + product | Set up | `quietude-context` (shared brain), `quietude-promo`, `olo` (app), `mira` (AI), `quietude-api` | | 4 GitHub repos for context + product | Set up | `quietude-context` (shared brain), `quietude-promo`, `quietude-app` (app), `mira` (AI), `quietude-api` |
| Alex's Sound Philosophy doc | Working doc | Linkable position paper once polished and published. | | Alex's Sound Philosophy doc | Working doc | Linkable position paper once polished and published. |
| ~5 inbound ambassadors waiting | Inbound | Referral program ready to launch — no demand-gen needed for v1. | | ~5 inbound ambassadors waiting | Inbound | Referral program ready to launch — no demand-gen needed for v1. |
| EHA B2B install (€257K, July deadline) | In-flight | First flagship venue. Reference case once installed. | | Aurora B2B install (~€250K, July deadline) | In-flight | First flagship venue. Reference case once installed. |
| Notion Knowledge Directory | Live | Internal context. | | Notion Knowledge Directory | Live | Internal context. |
| Customer.io MCP (Claude integration) | Validated on kickoff | Non-technical team can ship flows independently. | | Customer.io MCP (Claude integration) | Validated on kickoff | Non-technical team can ship flows independently. |
@@ -307,7 +307,7 @@ What's the current trial structure? Length, paywall trigger, intro pricing? When
### Skills + tools ### Skills + tools
- **Skills:** `onboarding`, `signup`, `cro`, `cro`, `paywalls`, `popups`, `copywriting`, `copy-editing`, `copycraft`, `marketing-website-design`, `ab-testing`, `marketing-psychology` - **Skills:** `onboarding`, `signup`, `cro`, `cro`, `paywalls`, `popups`, `copywriting`, `copy-editing`, `copycraft`, `marketing-website-design`, `ab-testing`, `marketing-psychology`
- **MCPs / APIs:** App Store Connect (manual + `dev-browser` for screenshot automation), GitHub MCP (`olo` app repo for onboarding code), Figma / Pencil MCP (for onboarding screen design), Customer.io MCP (for any in-app/email coordination), GA4 MCP (activation events) - **MCPs / APIs:** App Store Connect (manual + `dev-browser` for screenshot automation), GitHub MCP (`quietude-app` app repo for onboarding code), Figma / Pencil MCP (for onboarding screen design), Customer.io MCP (for any in-app/email coordination), GA4 MCP (activation events)
--- ---
@@ -428,7 +428,7 @@ Hardware referral is rare and powerful. *"Send a friend an Quietude eye mask. Th
| Quietude App + Mira | ~$30/mo | 145 paid subs (App Store snapshot 2026-05-16) | | Quietude App + Mira | ~$30/mo | 145 paid subs (App Store snapshot 2026-05-16) |
| Quietude Eye Mask | ~$45 | 5K in stock, longevity-influencer PR-driven sales | | Quietude Eye Mask | ~$45 | 5K in stock, longevity-influencer PR-driven sales |
| Quietude Audio (speakers) | ~$7,500 | Niche, founder-led | | Quietude Audio (speakers) | ~$7,500 | Niche, founder-led |
| Quietude Spaces (B2B install) | $50–200K | EHA flagship in-flight (€257K), pipeline of 4 venues | | Quietude Spaces (B2B install) | $50–200K | Aurora flagship in-flight (~€250K), pipeline of 4 venues |
| Quietude Experiences (events) | Varies | 15K+ historical participants | | Quietude Experiences (events) | Varies | 15K+ historical participants |
| Quietude Guides | Rev share | Not yet operational | | Quietude Guides | Rev share | Not yet operational |
@@ -454,7 +454,7 @@ The current page underperforms what it could. Add: SEO targeting ("weighted slee
Amazon takes margin but is its own discovery engine. Test as v2 distribution if Shopify volume validates. Amazon takes margin but is its own discovery engine. Test as v2 distribution if Shopify volume validates.
**Move 6 — B2B install case studies + sales material.** **Move 6 — B2B install case studies + sales material.**
Alex owns B2B sales but marketing supports with: post-install case studies (EHA as the flagship), `/partner` page rewrite in voice, Pillar 4 SEO content. Each B2B install is a ~$430K/year recurring + reference-case multiplier. Alex owns B2B sales but marketing supports with: post-install case studies (Aurora as the flagship), `/partner` page rewrite in voice, Pillar 4 SEO content. Each B2B install is a ~$430K/year recurring + reference-case multiplier.
**Move 7 — Data licensing (long-term, flag for ops stack).** **Move 7 — Data licensing (long-term, flag for ops stack).**
Per seed deck Y10–15 value pool: $100–160M/yr. Not immediate revenue. Belongs in the 24-month strategic agenda. Flag here so we don't lose sight. Per seed deck Y10–15 value pool: $100–160M/yr. Not immediate revenue. Belongs in the 24-month strategic agenda. Flag here so we don't lose sight.
@@ -463,7 +463,7 @@ Per seed deck Y10–15 value pool: $100–160M/yr. Not immediate revenue. Belong
- Weeks 1–2: Pricing audit. Reconcile implied vs. listed MRR. - Weeks 1–2: Pricing audit. Reconcile implied vs. listed MRR.
- Weeks 3–4: Hardware → app activation flow audited (also Retention move 6). - Weeks 3–4: Hardware → app activation flow audited (also Retention move 6).
- Weeks 5–8: Eye mask Shopify page rewrite + SEO optimization + Judge.me + return policy. EHA case study scaffolded for post-install. - Weeks 5–8: Eye mask Shopify page rewrite + SEO optimization + Judge.me + return policy. Aurora case study scaffolded for post-install.
- Weeks 9–12: Annual plan default test scoped. - Weeks 9–12: Annual plan default test scoped.
### 12-month revenue outlook ### 12-month revenue outlook
@@ -572,7 +572,7 @@ Quarterly milestones with funding-stage capability unlocks named explicitly.
- Flow 2 (onboarding emails) shipped - Flow 2 (onboarding emails) shipped
- Mira post-session reflection in production - Mira post-session reflection in production
- 15–25 ambassadors active - 15–25 ambassadors active
- First B2B install reference case (EHA) published - First B2B install reference case (Aurora) published
- Annual plan default tested - Annual plan default tested
**KPI targets:** Paid CAC < $50 blended. Organic traffic 1,500–3,500/mo. Retention curves visibly improving. **KPI targets:** Paid CAC < $50 blended. Organic traffic 1,500–3,500/mo. Retention curves visibly improving.
@@ -639,7 +639,7 @@ The fCMO's job is to:
| Stage | Existing connections at Quietude | Tooling layer (Casey's fCMO stack) | | Stage | Existing connections at Quietude | Tooling layer (Casey's fCMO stack) |
|---|---|---| |---|---|---|
| **Acquisition** | App Store Connect (manual), Shopify, GA4 (in progress), Notion | Ahrefs API, DataForSEO API, Typefully MCP, GitHub MCP (`quietude-promo`), `agent-browser`, `defuddle` | | **Acquisition** | App Store Connect (manual), Shopify, GA4 (in progress), Notion | Ahrefs API, DataForSEO API, Typefully MCP, GitHub MCP (`quietude-promo`), `agent-browser`, `defuddle` |
| **Activation** | App Store Connect, Customer.io, Shopify | App Store Connect (via `dev-browser` for screenshot automation), Figma / Pencil MCP, GitHub MCP (`olo` app repo), Stripe MCP | | **Activation** | App Store Connect, Customer.io, Shopify | App Store Connect (via `dev-browser` for screenshot automation), Figma / Pencil MCP, GitHub MCP (`quietude-app` app repo), Stripe MCP |
| **Retention** | **Customer.io (with Claude MCP — validated on kickoff)**, Stripe, Shopify | Customer.io MCP, Stripe MCP, GA4 MCP | | **Retention** | **Customer.io (with Claude MCP — validated on kickoff)**, Stripe, Shopify | Customer.io MCP, Stripe MCP, GA4 MCP |
| **Referral** | Dub.co, Stripe | Dub.co, Stripe MCP, GitHub MCP (per-ambassador landing pages), Customer.io MCP | | **Referral** | Dub.co, Stripe | Dub.co, Stripe MCP, GitHub MCP (per-ambassador landing pages), Customer.io MCP |
| **Revenue** | Stripe, Shopify, Customer.io | Stripe MCP, Shopify, GA4 MCP, Notion | | **Revenue** | Stripe, Shopify, Customer.io | Stripe MCP, Shopify, GA4 MCP, Notion |
@@ -750,7 +750,7 @@ This is the exhaustive menu. The plan above is the curated path. When we move to
| 55 | Influencer Whitelisting | Run ads through ambassador / Guide accounts for authenticity | | 55 | Influencer Whitelisting | Run ads through ambassador / Guide accounts for authenticity |
| 57 | Expert Networks | Quietude Guides program IS this — certified hosts who can market | | 57 | Expert Networks | Quietude Guides program IS this — certified hosts who can market |
| 60 | Pixel Sharing | Standard once paid is firing | | 60 | Pixel Sharing | Standard once paid is firing |
| 61 | Shared Slack Channels | Partner venue Slacks (EHA, Moonrise, Alchemy Springs) | | 61 | Shared Slack Channels | Partner venue Slacks (Aurora, Lumen, Stillwater) |
| 63 | Integration Marketing | Apple Health (HRV data), Oura, Whoop — co-marketing | | 63 | Integration Marketing | Apple Health (HRV data), Oura, Whoop — co-marketing |
| 66 | Virtual Summits | Quietude participates or hosts | | 66 | Virtual Summits | Quietude participates or hosts |
| 68 | Local Meetups | Cities with high ICP density (SF, NYC, LA, Austin) | | 68 | Local Meetups | Cities with high ICP density (SF, NYC, LA, Austin) |