Merge pull request #342 from coreyhaines31/chore/expand-v2.3.0-release-notes-with-budget-growth-team

chore: expand v2.3.0 release notes with budget/growth/team frameworks

.claude-plugin/marketplace.json

@@ -6,55 +6,14 @@
   },
   "metadata": {
     "description": "Marketing skills for AI agents — conversion optimization, copywriting, SEO, paid ads, and growth",
-    "version": "1.0.0",
+    "version": "2.3.0",
     "repository": "https://github.com/coreyhaines31/marketingskills"
   },
   "plugins": [
     {
       "name": "marketing-skills",
-      "description": "38 marketing skills for technical marketers and founders: ASO, CRO, copywriting, cold email, SEO, AI SEO, paid ads, ad creative, churn prevention, pricing strategy, referral programs, revenue operations, sales enablement, customer research, site architecture, and more",
-      "source": ".",
-      "strict": false,
-      "skills": [
-        "skills/ab-test-setup",
-        "skills/ad-creative",
-        "skills/ai-seo",
-        "skills/analytics-tracking",
-        "skills/aso-audit",
-        "skills/churn-prevention",
-        "skills/cold-email",
-        "skills/community-marketing",
-        "skills/competitor-alternatives",
-        "skills/competitor-profiling",
-        "skills/content-strategy",
-        "skills/copy-editing",
-        "skills/copywriting",
-        "skills/customer-research",
-        "skills/directory-submissions",
-        "skills/email-sequence",
-        "skills/form-cro",
-        "skills/free-tool-strategy",
-        "skills/launch-strategy",
-        "skills/lead-magnets",
-        "skills/marketing-ideas",
-        "skills/marketing-psychology",
-        "skills/onboarding-cro",
-        "skills/page-cro",
-        "skills/paid-ads",
-        "skills/paywall-upgrade-cro",
-        "skills/popup-cro",
-        "skills/pricing-strategy",
-        "skills/product-marketing-context",
-        "skills/programmatic-seo",
-        "skills/referral-program",
-        "skills/revops",
-        "skills/sales-enablement",
-        "skills/schema-markup",
-        "skills/seo-audit",
-        "skills/signup-flow-cro",
-        "skills/site-architecture",
-        "skills/social-content"
-      ]
+      "description": "43 marketing skills for technical marketers and founders: CRO, copywriting, cold email, prospecting, SEO, AI SEO, paid ads, SMS, ad creative, video production, image generation, co-marketing, churn prevention, pricing, referrals, revenue operations, sales enablement, customer research, site architecture, comprehensive AARRR-structured marketing plans, and more",
+      "source": "./"
     }
   ]
 }

.claude-plugin/plugin.json

@@ -0,0 +1,12 @@
+{
+  "name": "marketing-skills",
+  "description": "Marketing skills for AI agents — conversion optimization, copywriting, SEO, paid ads, ad creative, and growth",
+  "version": "2.3.0",
+  "author": {
+    "name": "Corey Haines"
+  },
+  "homepage": "https://github.com/coreyhaines31/marketingskills",
+  "repository": "https://github.com/coreyhaines31/marketingskills",
+  "license": "MIT",
+  "skills": "./skills"
+}

.github/ISSUE_TEMPLATE/skill-request.yml

@@ -69,6 +69,6 @@ body:
     attributes:
       label: Related existing skills
       description: Are there existing skills this relates to or differs from?
-      placeholder: "Similar to page-cro but focused on..."
+      placeholder: "Similar to cro but focused on..."
     validations:
       required: false

.github/scripts/sync-skills.js

@@ -11,6 +11,7 @@ const path = require("path");
 
 const SKILLS_DIR = "skills";
 const MARKETPLACE_FILE = ".claude-plugin/marketplace.json";
+const PLUGIN_FILE = ".claude-plugin/plugin.json";
 const README_FILE = "README.md";
 
 /**
@@ -132,27 +133,51 @@ function updateReadme(skills) {
 }
 
 /**
- * Update marketplace.json with skills list
+ * Update marketplace.json — refresh the skill count in the plugin description
+ * and strip any `skills` array if present. Claude Code's plugin schema discovers
+ * skills via the `skills/` directory; the explicit array fails validation, so
+ * this script must never (re-)introduce it.
  */
 function updateMarketplace(skills) {
   const marketplace = JSON.parse(fs.readFileSync(MARKETPLACE_FILE, "utf8"));
   const plugin = marketplace.plugins[0];
-  const existingSkills = plugin.skills || [];
-  const currentSkills = skills.map((s) => s.path);
 
-  if (JSON.stringify(currentSkills) === JSON.stringify(existingSkills)) {
+  const oldDescription = plugin.description;
+  const newDescription = updateSkillCount(plugin.description, skills.length);
+  const hadStaleSkillsArray = "skills" in plugin;
+
+  if (newDescription === oldDescription && !hadStaleSkillsArray) {
     return { updated: false };
   }
 
-  plugin.skills = currentSkills;
-  plugin.description = updateSkillCount(plugin.description, currentSkills.length);
+  plugin.description = newDescription;
+  delete plugin.skills;
 
   fs.writeFileSync(MARKETPLACE_FILE, JSON.stringify(marketplace, null, 2) + "\n");
 
-  const added = currentSkills.filter((s) => !existingSkills.includes(s));
-  const removed = existingSkills.filter((s) => !currentSkills.includes(s));
+  return { updated: true, removedSkillsArray: hadStaleSkillsArray };
+}
 
-  return { updated: true, added, removed };
+/**
+ * Update plugin.json's `version` field to match marketplace.json's
+ * `metadata.version`. Claude Code uses plugin.json's version for the update
+ * check (`claude plugin update`); if it drifts from marketplace.json the
+ * update path silently breaks.
+ */
+function updatePluginVersion() {
+  if (!fs.existsSync(PLUGIN_FILE)) return { updated: false };
+
+  const marketplace = JSON.parse(fs.readFileSync(MARKETPLACE_FILE, "utf8"));
+  const plugin = JSON.parse(fs.readFileSync(PLUGIN_FILE, "utf8"));
+  const marketplaceVersion = marketplace.metadata && marketplace.metadata.version;
+
+  if (!marketplaceVersion) return { updated: false };
+  if (plugin.version === marketplaceVersion) return { updated: false };
+
+  const oldVersion = plugin.version;
+  plugin.version = marketplaceVersion;
+  fs.writeFileSync(PLUGIN_FILE, JSON.stringify(plugin, null, 2) + "\n");
+  return { updated: true, oldVersion, newVersion: marketplaceVersion };
 }
 
 function main() {
@@ -160,22 +185,24 @@ function main() {
 
   const marketplaceResult = updateMarketplace(skills);
   const readmeUpdated = updateReadme(skills);
+  const pluginResult = updatePluginVersion();
 
-  if (!marketplaceResult.updated && !readmeUpdated) {
+  if (!marketplaceResult.updated && !readmeUpdated && !pluginResult.updated) {
     console.log("Everything is already in sync");
     return;
   }
 
   if (marketplaceResult.updated) {
-    if (marketplaceResult.added.length) {
-      console.log(`Added: ${marketplaceResult.added.join(", ")}`);
-    }
-    if (marketplaceResult.removed.length) {
-      console.log(`Removed: ${marketplaceResult.removed.join(", ")}`);
+    if (marketplaceResult.removedSkillsArray) {
+      console.log("Stripped stale `skills` array from marketplace.json");
     }
     console.log(`Updated marketplace.json (${skills.length} skills)`);
   }
 
+  if (pluginResult.updated) {
+    console.log(`Bumped plugin.json version: ${pluginResult.oldVersion} → ${pluginResult.newVersion}`);
+  }
+
   if (readmeUpdated) {
     console.log("Updated README.md skills table");
   }

.github/workflows/sync-skills.yml

@@ -5,6 +5,7 @@ on:
     branches: [main]
     paths:
       - 'skills/**'
+      - '.claude-plugin/marketplace.json'
 
 jobs:
   sync:
@@ -26,5 +27,5 @@ jobs:
         with:
           commit_user_name: Coreybot
           commit_user_email: coreybot+github-actions[bot]@users.noreply.github.com
-          commit_message: "chore: sync skills with marketplace.json and README"
-          file_pattern: ".claude-plugin/marketplace.json README.md"
+          commit_message: "chore: sync skills with marketplace.json, plugin.json, and README"
+          file_pattern: ".claude-plugin/marketplace.json .claude-plugin/plugin.json README.md"

.gitignore

@@ -1,6 +1,11 @@
 # Dependencies
 node_modules/
 
+# Skill install artifacts (npx skills add)
+.agents/
+.claude/
+skills-lock.json
+
 # Environment variables / secrets
 .env
 .env.*
@@ -14,8 +19,8 @@ node_modules/
 * 2.*
 * 2/
 
-# Remotion video project
-video/
+# Remotion video project (root only, not skills/video/)
+/video/
 
 # Editor
 *.swp

AGENTS.md

@@ -74,7 +74,7 @@ description: What this skill does and when to use it. Include trigger phrases.
 - No consecutive hyphens (`--`)
 - Must match parent directory name exactly
 
-**Valid**: `page-cro`, `email-sequence`, `ab-test-setup`
+**Valid**: `cro`, `emails`, `ab-testing`
 **Invalid**: `Page-CRO`, `-page`, `page--cro`
 
 ### Optional Skill Directories
@@ -124,7 +124,7 @@ The `description` is critical for skill discovery. Include:
 3. Related skills for scope boundaries
 
 ```yaml
-description: When the user wants to optimize conversions on any marketing page. Use when the user says "CRO," "conversion rate optimization," "this page isn't converting." For signup flows, see signup-flow-cro.
+description: When the user wants to optimize conversions on any marketing page. Use when the user says "CRO," "conversion rate optimization," "this page isn't converting." For signup flows, see signup.
 ```
 
 ## Claude Code Plugin
@@ -151,7 +151,7 @@ See [Claude Code plugins documentation](https://code.claude.com/docs/en/plugins.
 Follow the [Conventional Commits](https://www.conventionalcommits.org/) specification:
 
 - `feat: add skill-name skill`
-- `fix: improve clarity in page-cro`
+- `fix: improve clarity in cro`
 - `docs: update README`
 
 ### Pull Request Checklist
@@ -186,10 +186,10 @@ tools/
 ### When to Use Tools
 
 Skills reference relevant tools for implementation. For example:
-- `referral-program` skill → rewardful, tolt, dub-co, mention-me guides
-- `analytics-tracking` skill → ga4, mixpanel, segment guides
-- `email-sequence` skill → customer-io, mailchimp, resend guides
-- `paid-ads` skill → google-ads, meta-ads, linkedin-ads guides
+- `referrals` skill → rewardful, tolt, dub-co, mention-me guides
+- `analytics` skill → ga4, mixpanel, segment guides
+- `emails` skill → customer-io, mailchimp, resend guides
+- `ads` skill → google-ads, meta-ads, linkedin-ads guides
 
 For tools without native MCP servers (HubSpot, Salesforce, Meta Ads, LinkedIn Ads, Google Sheets, Slack, Notion), Composio provides MCP access via a single server. See `tools/integrations/composio.md` for setup and `tools/composio/marketing-tools.md` for the full toolkit mapping.
 
@@ -230,10 +230,10 @@ Claude Code supports embedding shell commands in SKILL.md using `` !`command` ``
 
 **Most useful application: auto-inject the product marketing context file**
 
-Instead of every skill telling the agent "go check if `.agents/product-marketing-context.md` exists and read it," you can inject it automatically:
+Instead of every skill telling the agent "go check if `.agents/product-marketing.md` exists and read it," you can inject it automatically:
 
 ```markdown
-Product context: !`cat .agents/product-marketing-context.md 2>/dev/null || echo "No product context file found — ask the user about their product before proceeding."`
+Product context: !`cat .agents/product-marketing.md 2>/dev/null || echo "No product context file found — ask the user about their product before proceeding."`
 ```
 
 Place this at the top of a skill's body (after frontmatter) to make context available immediately without any file-reading step.

CONTRIBUTING.md

@@ -33,7 +33,7 @@ Optional frontmatter fields: `license` (default: MIT), `metadata` (author, versi
 
 ### 3. Follow the naming conventions
 
-- **Directory name**: lowercase, hyphens only (e.g., `email-sequence`)
+- **Directory name**: lowercase, hyphens only (e.g., `emails`)
 - **Name field**: must match directory name exactly
 - **Description**: 1-1024 characters, include trigger phrases
 

README.md

@@ -16,11 +16,11 @@ Skills are markdown files that give AI agents specialized knowledge and workflow
 
 ## How Skills Work Together
 
-Skills reference each other and build on shared context. The `product-marketing-context` skill is the foundation — every other skill checks it first to understand your product, audience, and positioning before doing anything.
+Skills reference each other and build on shared context. The `product-marketing` skill is the foundation — every other skill checks it first to understand your product, audience, and positioning before doing anything.
 
 ```
                             ┌──────────────────────────────────────┐
-                            │      product-marketing-context       │
+                            │          product-marketing           │
                             │    (read by all other skills first)  │
                             └──────────────────┬───────────────────┘
                                                │
@@ -30,21 +30,23 @@ Skills reference each other and build on shared context. The `product-marketing-
 │  SEO &   │ │   CRO    │ │Content & │ │  Paid &    │ │ Growth & │ │  Sales &    │ │ Strategy  │
 │ Content  │ │          │ │   Copy   │ │Measurement │ │Retention │ │    GTM      │ │           │
 ├──────────┤ ├──────────┤ ├──────────┤ ├────────────┤ ├──────────┤ ├─────────────┤ ├───────────┤
-│seo-audit │ │page-cro  │ │copywritng│ │paid-ads    │ │referral  │ │revops       │ │mktg-ideas │
-│ai-seo    │ │signup-cro│ │copy-edit │ │ad-creative │ │free-tool │ │sales-enable │ │mktg-psych │
-│site-arch │ │onboard   │ │cold-email│ │ab-test     │ │churn-    │ │launch       │ │customer-  │
-│programm  │ │form-cro  │ │email-seq │ │analytics   │ │ prevent  │ │pricing      │ │research   │
-│schema    │ │popup-cro │ │social    │ │            │ │          │ │competitor   │ │           │
-│content   │ │paywall   │ │          │ │            │ │          │ │             │ │           │
+│seo-audit │ │cro       │ │copywritng│ │ads         │ │referrals │ │revops       │ │mktg-ideas │
+│ai-seo    │ │signup    │ │copy-edit │ │ad-creative │ │free-tools│ │sales-enable │ │mktg-psych │
+│site-arch │ │onboarding│ │cold-email│ │ab-testing  │ │churn-    │ │launch       │ │customer-  │
+│programm  │ │popups    │ │emails    │ │analytics   │ │ prevent  │ │pricing      │ │ research  │
+│schema    │ │paywalls  │ │social    │ │            │ │community │ │competitors  │ │           │
+│content   │ │          │ │video     │ │            │ │lead-magnt│ │comp-profile │ │           │
+│aso       │ │          │ │image     │ │            │ │co-mktg   │ │directory    │ │           │
+│          │ │          │ │sms       │ │            │ │          │ │prospecting  │ │           │
 └────┬─────┘ └────┬─────┘ └────┬─────┘ └─────┬──────┘ └────┬─────┘ └──────┬──────┘ └─────┬─────┘
      │            │            │              │             │              │              │
      └────────────┴─────┬──────┴──────────────┴─────────────┴──────────────┴──────────────┘
                         │
          Skills cross-reference each other:
-           copywriting ↔ page-cro ↔ ab-test-setup
+           copywriting ↔ cro ↔ ab-testing
            revops ↔ sales-enablement ↔ cold-email
-           seo-audit ↔ schema-markup ↔ ai-seo
-           customer-research → copywriting, page-cro, competitor-alternatives
+           seo-audit ↔ schema ↔ ai-seo
+           customer-research → copywriting, cro, competitors
 ```
 
 See each skill's **Related Skills** section for the full dependency map.
@@ -54,44 +56,49 @@ See each skill's **Related Skills** section for the full dependency map.
 <!-- SKILLS:START -->
 | Skill | Description |
 |-------|-------------|
-| [ab-test-setup](skills/ab-test-setup/) | When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program.... |
+| [ab-testing](skills/ab-testing/) | When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program.... |
 | [ad-creative](skills/ad-creative/) | When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad... |
+| [ads](skills/ads/) | When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X,... |
 | [ai-seo](skills/ai-seo/) | When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers.... |
-| [analytics-tracking](skills/analytics-tracking/) | When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions... |
-| [aso-audit](skills/aso-audit/) | When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO... |
+| [analytics](skills/analytics/) | When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions... |
+| [aso](skills/aso/) | When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO... |
 | [churn-prevention](skills/churn-prevention/) | When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or... |
+| [co-marketing](skills/co-marketing/) | When the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use... |
 | [cold-email](skills/cold-email/) | Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails,... |
 | [community-marketing](skills/community-marketing/) | Build and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a... |
-| [competitor-alternatives](skills/competitor-alternatives/) | When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when... |
-| [competitor-profiling](skills/competitor-profiling/) | When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,'... |
+| [competitor-profiling](skills/competitor-profiling/) | When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions... |
+| [competitors](skills/competitors/) | When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when... |
 | [content-strategy](skills/content-strategy/) | When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also... |
 | [copy-editing](skills/copy-editing/) | When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the... |
 | [copywriting](skills/copywriting/) | When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages,... |
+| [cro](skills/cro/) | When the user wants to optimize, improve, or increase conversions on any marketing page or form — including homepage,... |
 | [customer-research](skills/customer-research/) | When the user wants to conduct, analyze, or synthesize customer research. Use when the user mentions "customer... |
-| [directory-submissions](skills/directory-submissions/) | When the user wants to submit their product to startup, SaaS, AI, agent, MCP, no-code, or review directories for backlinks, domain rating, and discovery. Covers Product Hunt prep, Reviews playbook, GEO, and destination pages strategy. |
-| [email-sequence](skills/email-sequence/) | When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email... |
-| [form-cro](skills/form-cro/) | When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms,... |
-| [free-tool-strategy](skills/free-tool-strategy/) | When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or... |
-| [launch-strategy](skills/launch-strategy/) | When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user... |
+| [directory-submissions](skills/directory-submissions/) | When the user wants to submit their product to startup, SaaS, AI, agent, MCP, no-code, or review directories for... |
+| [emails](skills/emails/) | When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email... |
+| [free-tools](skills/free-tools/) | When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or... |
+| [image](skills/image/) | When the user wants to create, generate, edit, or optimize images for marketing — blog heroes, social graphics, product... |
+| [launch](skills/launch/) | When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user... |
 | [lead-magnets](skills/lead-magnets/) | When the user wants to create, plan, or optimize a lead magnet for email capture or lead generation. Also use when the... |
 | [marketing-ideas](skills/marketing-ideas/) | When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the... |
+| [marketing-plan](skills/marketing-plan/) | When the user needs a comprehensive marketing plan for a client, a company they advise, or their own product. Also use... |
 | [marketing-psychology](skills/marketing-psychology/) | When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when... |
-| [onboarding-cro](skills/onboarding-cro/) | When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also... |
-| [page-cro](skills/page-cro/) | When the user wants to optimize, improve, or increase conversions on any marketing page — including homepage, landing... |
-| [paid-ads](skills/paid-ads/) | When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X,... |
-| [paywall-upgrade-cro](skills/paywall-upgrade-cro/) | When the user wants to create or optimize in-app paywalls, upgrade screens, upsell modals, or feature gates. Also use... |
-| [popup-cro](skills/popup-cro/) | When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also... |
-| [pricing-strategy](skills/pricing-strategy/) | When the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions... |
-| [product-marketing-context](skills/product-marketing-context/) | When the user wants to create or update their product marketing context document. Also use when the user mentions... |
+| [onboarding](skills/onboarding/) | When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also... |
+| [paywalls](skills/paywalls/) | When the user wants to create or optimize in-app paywalls, upgrade screens, upsell modals, or feature gates. Also use... |
+| [popups](skills/popups/) | When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also... |
+| [pricing](skills/pricing/) | When the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions... |
+| [product-marketing](skills/product-marketing/) | When the user wants to create or update their product marketing context document. Also use when the user mentions... |
 | [programmatic-seo](skills/programmatic-seo/) | When the user wants to create SEO-driven pages at scale using templates and data. Also use when the user mentions... |
-| [referral-program](skills/referral-program/) | When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy.... |
+| [prospecting](skills/prospecting/) | When the user wants to find, qualify, and build a list of prospects to reach out to — across B2B SaaS, general B2B, or... |
+| [referrals](skills/referrals/) | When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy.... |
 | [revops](skills/revops/) | When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes.... |
 | [sales-enablement](skills/sales-enablement/) | When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts. Also... |
-| [schema-markup](skills/schema-markup/) | When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user... |
+| [schema](skills/schema/) | When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user... |
 | [seo-audit](skills/seo-audit/) | When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO... |
-| [signup-flow-cro](skills/signup-flow-cro/) | When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the... |
+| [signup](skills/signup/) | When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the... |
 | [site-architecture](skills/site-architecture/) | When the user wants to plan, map, or restructure their website's page hierarchy, navigation, URL structure, or internal... |
-| [social-content](skills/social-content/) | When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram,... |
+| [sms](skills/sms/) | When the user wants to plan, build, or optimize SMS or MMS marketing — including welcome flows, abandoned cart texts,... |
+| [social](skills/social/) | When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram,... |
+| [video](skills/video/) | When the user wants to create, generate, or produce video content using AI tools or programmatic frameworks. Also use... |
 <!-- SKILLS:END -->
 
 ## Installation
@@ -105,7 +112,7 @@ Use [npx skills](https://github.com/vercel-labs/skills) to install skills direct
 npx skills add coreyhaines31/marketingskills
 
 # Install specific skills
-npx skills add coreyhaines31/marketingskills --skill page-cro copywriting
+npx skills add coreyhaines31/marketingskills --skill cro copywriting
 
 # List available skills
 npx skills add coreyhaines31/marketingskills --list
@@ -159,22 +166,65 @@ Use [SkillKit](https://github.com/rohitg00/skillkit) to install skills across mu
 npx skillkit install coreyhaines31/marketingskills
 
 # Install specific skills
-npx skillkit install coreyhaines31/marketingskills --skill page-cro copywriting
+npx skillkit install coreyhaines31/marketingskills --skill cro copywriting
 
 # List available skills
 npx skillkit install coreyhaines31/marketingskills --list
 ```
 
-## Upgrading from v1.0
+## Upgrading from v1.x to v2.0
 
-Skills now use `.agents/` instead of `.claude/` for the product marketing context file. Move your existing context file:
+v2.0 renames 17 skills and consolidates `page-cro` + `form-cro` into a single `cro` skill. If you installed the v1.x skills, you'll have **stale old-name folders** in your install directory after upgrading — the new skills install alongside the old ones, so you'll see both `skills/page-cro/` and `skills/cro/`, etc. Clean them up:
+
+```bash
+# From the directory where you installed the skills (e.g., .agents/skills/ or .claude/skills/)
+rm -rf page-cro form-cro \
+       ab-test-setup analytics-tracking aso-audit competitor-alternatives \
+       email-sequence free-tool-strategy launch-strategy onboarding-cro \
+       paid-ads paywall-upgrade-cro popup-cro pricing-strategy \
+       product-marketing-context referral-program schema-markup \
+       signup-flow-cro social-content
+```
+
+Then reinstall the v2.0 skills via your usual method (e.g., `npx skills add coreyhaines31/marketingskills`).
+
+### Migrate the product marketing context file
+
+In v2.0 the context file moved from `.claude/` to `.agents/` and was renamed from `product-marketing-context.md` to `product-marketing.md`. Move your existing context file:
 
 ```bash
 mkdir -p .agents
-mv .claude/product-marketing-context.md .agents/product-marketing-context.md
+# v2.0 file (or pre-v2.0 file with new name)
+mv .claude/product-marketing.md .agents/product-marketing.md 2>/dev/null
+# pre-v2.0 file with legacy name
+mv .claude/product-marketing-context.md .agents/product-marketing.md 2>/dev/null
 ```
 
-Skills will still check `.claude/` as a fallback, so nothing breaks if you don't.
+Skills will still check `.claude/` and the legacy `product-marketing-context.md` filename as fallbacks, so nothing breaks if you don't migrate.
+
+### Full rename map
+
+| Old | New |
+|-----|-----|
+| `ab-test-setup` | `ab-testing` |
+| `analytics-tracking` | `analytics` |
+| `aso-audit` | `aso` |
+| `competitor-alternatives` | `competitors` |
+| `email-sequence` | `emails` |
+| `form-cro` | merged into `cro` |
+| `free-tool-strategy` | `free-tools` |
+| `launch-strategy` | `launch` |
+| `onboarding-cro` | `onboarding` |
+| `page-cro` | `cro` |
+| `paid-ads` | `ads` |
+| `paywall-upgrade-cro` | `paywalls` |
+| `popup-cro` | `popups` |
+| `pricing-strategy` | `pricing` |
+| `product-marketing-context` | `product-marketing` |
+| `referral-program` | `referrals` |
+| `schema-markup` | `schema` |
+| `signup-flow-cro` | `signup` |
+| `social-content` | `social` |
 
 ## Usage
 
@@ -182,72 +232,73 @@ Once installed, just ask your agent to help with marketing tasks:
 
 ```
 "Help me optimize this landing page for conversions"
-→ Uses page-cro skill
+→ Uses cro skill
 
 "Write homepage copy for my SaaS"
 → Uses copywriting skill
 
 "Set up GA4 tracking for signups"
-→ Uses analytics-tracking skill
+→ Uses analytics skill
 
 "Create a 5-email welcome sequence"
-→ Uses email-sequence skill
+→ Uses emails skill
 ```
 
 You can also invoke skills directly:
 
 ```
-/page-cro
-/email-sequence
+/cro
+/emails
 /seo-audit
 ```
 
 ## Skill Categories
 
 ### Conversion Optimization
-- `page-cro` - Any marketing page
-- `signup-flow-cro` - Registration flows
-- `onboarding-cro` - Post-signup activation
-- `form-cro` - Lead capture forms
-- `popup-cro` - Modals and overlays
-- `paywall-upgrade-cro` - In-app upgrade moments
+- `cro` - Pages and forms
+- `signup` - Registration flows
+- `onboarding` - Post-signup activation
+- `popups` - Modals and overlays
+- `paywalls` - In-app upgrade moments
 
 ### Content & Copy
 - `copywriting` - Marketing page copy
 - `copy-editing` - Edit and polish existing copy
 - `cold-email` - B2B cold outreach emails and sequences
-- `email-sequence` - Automated email flows
-- `social-content` - Social media content
+- `emails` - Automated email flows
+- `social` - Social media content
+- `image` - AI image generation, design tools, and optimization
 
 ### SEO & Discovery
 - `seo-audit` - Technical and on-page SEO
 - `ai-seo` - AI search optimization (AEO, GEO, LLMO)
 - `programmatic-seo` - Scaled page generation
 - `site-architecture` - Page hierarchy, navigation, URL structure
-- `competitor-alternatives` - Comparison and alternative pages
-- `schema-markup` - Structured data
+- `competitors` - Comparison and alternative pages
+- `schema` - Structured data
 
 ### Paid & Distribution
-- `paid-ads` - Google, Meta, LinkedIn ad campaigns
+- `ads` - Google, Meta, LinkedIn ad campaigns
 - `ad-creative` - Bulk ad creative generation and iteration
-- `social-content` - Social media scheduling and strategy
+- `social` - Social media scheduling and strategy
 
 ### Measurement & Testing
-- `analytics-tracking` - Event tracking setup
-- `ab-test-setup` - Experiment design
+- `analytics` - Event tracking setup
+- `ab-testing` - Experiment design
 
 ### Retention
 - `churn-prevention` - Cancel flows, save offers, dunning, payment recovery
 
 ### Growth Engineering
-- `free-tool-strategy` - Marketing tools and calculators
-- `referral-program` - Referral and affiliate programs
+- `co-marketing` - Partner identification and joint campaigns
+- `free-tools` - Marketing tools and calculators
+- `referrals` - Referral and affiliate programs
 
 ### Strategy & Monetization
 - `marketing-ideas` - 140 SaaS marketing ideas
 - `marketing-psychology` - Mental models and psychology
-- `launch-strategy` - Product launches and announcements
-- `pricing-strategy` - Pricing, packaging, and monetization
+- `launch` - Product launches and announcements
+- `pricing` - Pricing, packaging, and monetization
 
 ### Sales & RevOps
 - `revops` - Lead lifecycle, scoring, routing, pipeline management

VERSIONS.md

@@ -4,43 +4,144 @@ Current versions of all skills. Agents can compare against local versions to che
 
 | Skill | Version | Last Updated |
 |-------|---------|--------------|
-| ab-test-setup | 1.2.0 | 2026-03-14 |
-| ad-creative | 1.2.0 | 2026-03-14 |
-| ai-seo | 1.2.0 | 2026-03-14 |
-| analytics-tracking | 1.2.0 | 2026-03-14 |
-| churn-prevention | 1.2.0 | 2026-03-14 |
-| cold-email | 1.2.0 | 2026-03-14 |
-| competitor-alternatives | 1.2.0 | 2026-03-14 |
-| competitor-profiling | 1.0.0 | 2026-04-07 |
-| content-strategy | 1.2.0 | 2026-03-14 |
-| copy-editing | 1.2.0 | 2026-03-14 |
-| copywriting | 1.2.0 | 2026-03-14 |
-| email-sequence | 1.2.0 | 2026-03-14 |
-| form-cro | 1.2.0 | 2026-03-14 |
-| free-tool-strategy | 1.2.0 | 2026-03-14 |
-| launch-strategy | 1.2.0 | 2026-03-14 |
-| lead-magnets | 1.0.0 | 2026-03-14 |
-| marketing-ideas | 1.2.0 | 2026-03-14 |
-| marketing-psychology | 1.2.0 | 2026-03-14 |
-| onboarding-cro | 1.2.0 | 2026-03-14 |
-| page-cro | 1.2.0 | 2026-03-14 |
-| paid-ads | 1.2.0 | 2026-03-14 |
-| paywall-upgrade-cro | 1.2.0 | 2026-03-14 |
-| popup-cro | 1.2.0 | 2026-03-14 |
-| pricing-strategy | 1.2.0 | 2026-03-14 |
-| product-marketing-context | 1.2.0 | 2026-03-14 |
-| programmatic-seo | 1.2.0 | 2026-03-14 |
-| referral-program | 1.2.0 | 2026-03-14 |
-| revops | 1.2.0 | 2026-03-14 |
-| sales-enablement | 1.2.0 | 2026-03-14 |
-| schema-markup | 1.2.0 | 2026-03-14 |
-| seo-audit | 1.2.0 | 2026-03-14 |
-| signup-flow-cro | 1.2.0 | 2026-03-14 |
-| site-architecture | 1.2.0 | 2026-03-14 |
-| social-content | 1.2.0 | 2026-03-14 |
+| ab-testing | 2.0.0 | 2026-05-05 |
+| ad-creative | 2.0.0 | 2026-05-05 |
+| ai-seo | 2.0.1 | 2026-05-18 |
+| analytics | 2.0.0 | 2026-05-05 |
+| aso | 2.0.0 | 2026-05-05 |
+| churn-prevention | 2.0.0 | 2026-05-05 |
+| co-marketing | 2.0.0 | 2026-05-05 |
+| cold-email | 2.0.0 | 2026-05-05 |
+| community-marketing | 2.0.0 | 2026-05-05 |
+| competitor-profiling | 2.0.0 | 2026-05-05 |
+| competitors | 2.0.0 | 2026-05-05 |
+| content-strategy | 2.0.0 | 2026-05-05 |
+| copy-editing | 2.0.0 | 2026-05-05 |
+| copywriting | 2.0.0 | 2026-05-05 |
+| cro | 2.0.0 | 2026-05-05 |
+| customer-research | 2.0.0 | 2026-05-05 |
+| directory-submissions | 2.0.0 | 2026-05-05 |
+| emails | 2.0.0 | 2026-05-05 |
+| free-tools | 2.0.0 | 2026-05-05 |
+| image | 2.0.1 | 2026-05-18 |
+| launch | 2.0.0 | 2026-05-05 |
+| lead-magnets | 2.0.0 | 2026-05-05 |
+| marketing-ideas | 2.0.0 | 2026-05-05 |
+| marketing-plan | 1.1.0 | 2026-05-29 |
+| marketing-psychology | 2.0.0 | 2026-05-05 |
+| onboarding | 2.0.0 | 2026-05-05 |
+| ads | 2.0.1 | 2026-05-26 |
+| paywalls | 2.0.0 | 2026-05-05 |
+| popups | 2.0.0 | 2026-05-05 |
+| pricing | 2.0.0 | 2026-05-05 |
+| product-marketing | 2.0.0 | 2026-05-05 |
+| programmatic-seo | 2.0.0 | 2026-05-05 |
+| prospecting | 1.0.0 | 2026-05-26 |
+| referrals | 2.0.0 | 2026-05-05 |
+| revops | 2.0.0 | 2026-05-05 |
+| sales-enablement | 2.0.0 | 2026-05-05 |
+| schema | 2.0.0 | 2026-05-05 |
+| seo-audit | 2.0.0 | 2026-05-05 |
+| signup | 2.0.0 | 2026-05-05 |
+| site-architecture | 2.0.0 | 2026-05-05 |
+| sms | 1.0.0 | 2026-05-21 |
+| social | 2.0.0 | 2026-05-05 |
+| video | 2.0.1 | 2026-05-18 |
 
 ## Recent Changes
 
+### 2.3.0 (2026-05-27)
+
+- Added `marketing-plan` skill — comprehensive AARRR-structured marketing plan generator. Produces a 13-section Notion-paste-ready plan document (executive summary, strategic frame, current state, AARRR breakdown, 90-day roadmap, 12-month outlook with funding-stage capability unlocks, marketing operations stack mapping skills + MCPs to AARRR stages, tactical idea bank cross-referencing all 139 `marketing-ideas` to AARRR + client-specific status, measurement framework, RACI, open decisions). Customized for current budget, team, stage, and tooling stack. Three-phase workflow: INIT (research + intake), REVIEW (section-by-section walkthrough), FINALIZE (compile + verify + optional publish to shared repo). References include methodology, plan-template, aarrr-framework, current-state-rubric (self-contained 17-section scoring rubric), ops-stack-mapping, idea-cross-reference (139-idea AARRR mapping), funding-stage-unlocks, measurement-framework, client-types (variations by B2B SaaS / D2C / hardware-hybrid / marketplace / dev tool / clinical / commerce), example-quietude (anonymized canonical reference plan, based on a real fCMO engagement with names/identifying details changed), budget-planning (two scientific methods for setting the marketing budget — Revenue-Based 5–40% of ARR, and Goal-Based formula reverse-engineered from the revenue target; plus blended CAC calculation, the 10–20% experimental buffer rule, the 3-3-2-2-2 VC growth path, and the forecasting reality check), growth-patterns (the real shape of SaaS growth — $0–10K / $10K–100K / $100K–1M phases with binding constraints, linear vs step-function vs S-curve patterns, and Channel × Product × Market layering), and team-and-agency-model (the strategy-in-house / execution-outsourced principle, three core functions Growth/Product/Content, π-shaped marketer framework, title progression Manager → Lead → Director → VP → Chief, agency selection framework, and the three-stage scaling model Early/Growth/Scale). Budget, growth-pattern, and team frameworks drawn from *Founding Marketing* by Corey Haines.
+- Total skills: 43.
+
+### 2.2.0 (2026-05-26)
+
+- Added `prospecting` skill for building qualified prospect lists across SaaS, B2B, and local SMB motions. Includes shared 5-phase framework (ICP → discovery → qualify → score → output) plus branch-specific references (saas-prospecting, b2b-prospecting, local-prospecting), data-sources guide covering Apollo / Clay / ZoomInfo / Clearbit / Hunter / Snov / Truelist / RB2B / Sales Nav / BuiltWith / Crunchbase / GitHub, and compliance reference (CAN-SPAM, GDPR, CASL, platform ToS).
+- Added `tools/clis/github-prospects.js` CLI for pulling GitHub stargazers, forkers, and watchers as a developer-intent signal — with pagination, enrichment, filter-based early termination, and CSV output.
+- Added new tool integration docs: `truelist` (email deliverability validation, OpenAPI-aligned), `github` (REST API for prospecting), `firecrawl` (single-target page scraping), `browserbase` (real Chromium for JS-heavy pages or interaction).
+- **ads** (2.0.0 → 2.0.1): added Google RSA Output Spec section enforcing 15 headlines × 30 chars, 4 descriptions × 90 chars, ad group structure labels, ≥8 negative keywords, ≥4 sitelinks/callouts, output ordering to avoid truncation, and a self-check before responding. Includes optional Brazilian medical (CFM) compliance rules when product context indicates that vertical.
+- Added `sequenzy` tool integration (email marketing platform with MCP support).
+- Fixed plugin.json version drift (was stuck at 1.9.0 across three releases) — `sync-skills.js` now auto-syncs `plugin.json` version to `marketplace.json` on every change. Closes #323.
+- Added skill install artifacts (`.agents/`, `.claude/`, `skills-lock.json`) to `.gitignore`.
+- Total skills: 42.
+
+### 2.1.0 (2026-05-21)
+- Added `sms` skill for SMS/MMS marketing — welcome flows, abandoned cart, post-purchase, win-back, promotional sends, and transactional/auth. Includes compliance reference (TCPA, A2P 10DLC, GDPR, CASL), sequence templates with character counts, and platform comparison (Klaviyo, Postscript, Attentive, Twilio, Brevo, SimpleTexting, Customer.io).
+- Total skills: 41
+
+### 2.0.1 (2026-05-18)
+
+Content patch — no breaking changes, no new skills.
+
+- **ai-seo** (2.0.0 → 2.0.1): aligned with Google's official AI features optimization guide. Added sections for Google's stance on AI optimization, query fan-out, agentic experiences (including UCP), explicit "what NOT to do" (scaled content abuse, etc.), and Search Console expectations. Reframed llms.txt / pricing.md / schema markup recommendations as "Google says not required, helpful for non-Google AI engines." Moved content-type tactics to `references/content-types.md` (added local/ecom Merchant Center + Business Profile guidance per Google).
+- **image** (2.0.0 → 2.0.1): refreshed model lineup to current May 2026 releases — Nano Banana / Nano Banana Pro family naming, Flux Pro 1.1 + Kontext + Dev + Schnell variants, Ideogram 3.0, ChatGPT Images 2.0 / GPT Image, Midjourney v7, Recraft V3, SD 3.5 / SDXL. Updated decision tree and trigger phrases.
+- **video** (2.0.0 → 2.0.1): refreshed model lineup — Sora 2 promoted from limited-availability caveat, Kling 2.5/3.0, added Seedance (ByteDance), Hailuo / MiniMax (character consistency), Hunyuan Video / Wan 2 (open-weight self-hosted), Pika 2.x. New "Quick picks" guide.
+
+Total skills: 40 (unchanged).
+
+### 2.0.0 (2026-05-05)
+
+**Breaking changes** — Users must reinstall skills after this update.
+
+#### Skill Renames (17)
+| Old Name | New Name |
+|----------|----------|
+| ab-test-setup | ab-testing |
+| analytics-tracking | analytics |
+| aso-audit | aso |
+| competitor-alternatives | competitors |
+| email-sequence | emails |
+| free-tool-strategy | free-tools |
+| launch-strategy | launch |
+| onboarding-cro | onboarding |
+| paid-ads | ads |
+| paywall-upgrade-cro | paywalls |
+| popup-cro | popups |
+| pricing-strategy | pricing |
+| product-marketing-context | product-marketing |
+| referral-program | referrals |
+| schema-markup | schema |
+| signup-flow-cro | signup |
+| social-content | social |
+
+#### Consolidations (1)
+- `page-cro` + `form-cro` → `cro` (form content moved to `references/form.md`)
+
+#### Why 2.0?
+- Shorter, cleaner skill names
+- Consistent naming conventions (no more `-strategy`, `-setup`, `-cro` suffixes)
+- Consolidated CRO into single skill with references
+- All cross-references updated across 100+ files
+
+**Total skills: 40**
+
+### 1.10.0 (2026-05-04)
+- Added `co-marketing` skill for partner identification, joint campaigns, and co-marketing strategy
+- Total skills: 41
+
+### 2026-04-24
+- Added `image` skill for AI image generation, design tools, profile/listing banners, and optimization
+- Added `video` skill for AI video production (Hyperframes, HeyGen, Veo, Runway, Kling)
+- Added short-form video section to `social` (1.3.0) — TikTok, Reels, Shorts frameworks
+- Added HeyGen and Hyperframes tool integration guides
+- Fixed plugin marketplace: `source` field now passes Claude Code schema validation (#270)
+- Added proper `plugin.json` manifest with `"skills": "./skills"`
+- Total skills: 40
+
+### 2026-04-21
+- Added `directory-submissions` skill for Product Hunt, G2, AI directories, and backlink strategy
+- Added `competitor-profiling` skill for competitive intelligence research
+- Added international SEO & localization section to `seo-audit` (1.2.0)
+- Added conversion tracking reference to `ads` (cross-platform pixel setup)
+- Added Zapier SDK integration for 8,000+ app access
+- Fixed plugin loading: removed `./` prefix from marketplace.json skill paths (#243)
+- Hardened CLI tools: Supermetrics API key moved to header, ZoomInfo JWT masked by default
+- Fixed community-marketing YAML frontmatter (#240)
+- Fixed Zapier webhook URL validation (#247)
+- Added missing skills to VERSIONS.md (aso, community-marketing, customer-research — shipped in prior releases)
+- Total skills: 38
+
 ### 2026-03-14
 - Added `lead-magnets` skill for lead magnet strategy, format selection, and conversion optimization
 - Added Composio integration layer for MCP access to OAuth-heavy tools (HubSpot, Salesforce, Meta Ads, LinkedIn Ads, Google Sheets, Slack, Notion, etc.)
@@ -54,7 +155,7 @@ Current versions of all skills. Agents can compare against local versions to che
 
 ### 2026-02-27
 - Migrated context path from `.claude/` to `.agents/` for agent-agnostic compatibility
-- All skills now check `.agents/product-marketing-context.md` first, with `.claude/` fallback for older setups
+- All skills now check `.agents/product-marketing.md` first, with `.claude/` fallback for older setups
 - Updated install paths in README to reference `.agents/skills/`
 - Bumped all 32 skills from 1.0.0 → 1.1.0
 

skills/ab-testing/SKILL.md

@@ -1,8 +1,8 @@
 ---
-name: ab-test-setup
-description: When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics-tracking. For page-level conversion optimization, see page-cro.
+name: ab-testing
+description: When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics. For page-level conversion optimization, see cro.
 metadata:
-  version: 1.2.0
+  version: 2.0.0
 ---
 
 # A/B Test Setup
@@ -12,7 +12,7 @@ You are an expert in experimentation and A/B testing. Your goal is to help desig
 ## Initial Assessment
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Before designing a test, understand:
 
@@ -348,6 +348,6 @@ Over time, your playbook becomes a library of proven growth patterns specific to
 
 ## Related Skills
 
-- **page-cro**: For generating test ideas based on CRO principles
-- **analytics-tracking**: For setting up test measurement
+- **cro**: For generating test ideas based on CRO principles
+- **analytics**: For setting up test measurement
 - **copywriting**: For creating variant copy

skills/ab-testing/evals/evals.json

@@ -1,12 +1,12 @@
 {
-  "skill_name": "ab-test-setup",
+  "skill_name": "ab-testing",
   "evals": [
     {
       "id": 1,
       "prompt": "I want to A/B test our homepage headline. We currently say 'The All-in-One Project Management Tool' and want to test something benefit-focused. We get about 15,000 visitors/month and our current signup rate is 3.2%.",
-      "expected_output": "Should check for product-marketing-context.md first. Should build a proper hypothesis using the framework: 'Because [observation], we believe [change] will cause [outcome], which we'll measure by [metric].' Should identify this as an A/B test (two variants). Should calculate or reference sample size needs based on 15,000 monthly visitors and 3.2% baseline. Should define primary metric (signup rate), secondary metrics, and guardrail metrics. Should warn about the peeking problem and recommend a fixed test duration. Should provide the test plan in the structured output format.",
+      "expected_output": "Should check for product-marketing.md first. Should build a proper hypothesis using the framework: 'Because [observation], we believe [change] will cause [outcome], which we'll measure by [metric].' Should identify this as an A/B test (two variants). Should calculate or reference sample size needs based on 15,000 monthly visitors and 3.2% baseline. Should define primary metric (signup rate), secondary metrics, and guardrail metrics. Should warn about the peeking problem and recommend a fixed test duration. Should provide the test plan in the structured output format.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Uses the hypothesis framework with observation, belief, outcome, and metric",
         "Identifies as A/B test type",
         "Addresses sample size calculation based on traffic and baseline rate",

skills/ad-creative/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: ad-creative
-description: "When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see paid-ads. For landing page copy, see copywriting."
+description: "When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see ads. For landing page copy, see copywriting."
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Ad Creative
@@ -12,7 +12,7 @@ You are an expert performance creative strategist. Your goal is to generate high
 ## Before Starting
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Gather this context (ask if not provided):
 
@@ -355,8 +355,8 @@ node tools/clis/google-ads.js reports get --type ad_performance --date-range las
 
 ## Related Skills
 
-- **paid-ads**: For campaign strategy, targeting, budgets, and optimization
+- **ads**: For campaign strategy, targeting, budgets, and optimization
 - **copywriting**: For landing page copy (where ad traffic lands)
-- **ab-test-setup**: For structuring creative tests with statistical rigor
+- **ab-testing**: For structuring creative tests with statistical rigor
 - **marketing-psychology**: For psychological principles behind high-performing creative
 - **copy-editing**: For polishing ad copy before launch

skills/ad-creative/evals/evals.json

@@ -4,9 +4,9 @@
     {
       "id": 1,
       "prompt": "Generate ad creative for our Meta (Facebook/Instagram) campaign. We sell an AI writing assistant for content marketers. Main value prop: write blog posts 5x faster. Target audience: content marketing managers at B2B SaaS companies. Budget: $5k/month.",
-      "expected_output": "Should check for product-marketing-context.md first. Should generate creative following the angle-based approach: identify 3-5 angles (speed, quality, ROI, pain of blank page, competitive edge). For each angle, should generate primary text (≤125 chars), headline (≤40 chars), and description (≤30 chars) respecting Meta character limits. Should provide multiple variations per angle. Should suggest image/visual direction for each. Should organize output with angle name, hook, body, CTA for each variation. Should recommend which angles to test first.",
+      "expected_output": "Should check for product-marketing.md first. Should generate creative following the angle-based approach: identify 3-5 angles (speed, quality, ROI, pain of blank page, competitive edge). For each angle, should generate primary text (≤125 chars), headline (≤40 chars), and description (≤30 chars) respecting Meta character limits. Should provide multiple variations per angle. Should suggest image/visual direction for each. Should organize output with angle name, hook, body, CTA for each variation. Should recommend which angles to test first.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Uses angle-based generation approach",
         "Identifies multiple angles (3-5)",
         "Respects Meta character limits (125/40/30)",
@@ -78,10 +78,10 @@
     {
       "id": 6,
       "prompt": "Help me plan our overall paid advertising strategy. We have a $20k monthly budget and want to figure out which platforms to use and how to allocate spend.",
-      "expected_output": "Should recognize this is a paid advertising strategy task, not ad creative generation. Should defer to or cross-reference the paid-ads skill, which handles campaign strategy, platform selection, and budget allocation. May briefly mention creative considerations but should make clear that paid-ads is the right skill for strategy.",
+      "expected_output": "Should recognize this is a paid advertising strategy task, not ad creative generation. Should defer to or cross-reference the ads skill, which handles campaign strategy, platform selection, and budget allocation. May briefly mention creative considerations but should make clear that ads is the right skill for strategy.",
       "assertions": [
         "Recognizes this as paid ads strategy, not creative generation",
-        "References or defers to paid-ads skill",
+        "References or defers to ads skill",
         "Does not attempt full campaign strategy using creative generation patterns"
       ],
       "files": []

skills/ad-creative/references/generative-tools.md

@@ -8,7 +8,7 @@ Reference for using AI image generators, video generators, and code-based video
 
 | Need | Tool Category | Best Fit |
 |------|---------------|----------|
-| Static ad images (banners, social) | Image generation | Nano Banana Pro, Flux, Ideogram |
+| Static ad images (banners, social) | Image generation | ChatGPT Images 2.0, Nano Banana Pro, Flux, Ideogram |
 | Ad images with text overlays | Image generation (text-capable) | Ideogram, Nano Banana Pro |
 | Short video ads (6-30 sec) | Video generation | Veo, Kling, Runway, Sora, Seedance |
 | Video ads with voiceover | Video gen + voice | Veo/Sora (native), or Runway + ElevenLabs |

skills/ads/SKILL.md

@@ -1,8 +1,8 @@
 ---
-name: paid-ads
-description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see page-cro."
+name: ads
+description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see cro."
 metadata:
-  version: 1.1.0
+  version: 2.0.1
 ---
 
 # Paid Ads
@@ -12,7 +12,7 @@ You are an expert performance marketer with direct access to ad platform account
 ## Before Starting
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Gather this context (ask if not provided):
 
@@ -245,6 +245,8 @@ Before launching campaigns, ensure proper tracking and account setup.
 
 **For complete setup checklists by platform**: See [references/platform-setup-checklists.md](references/platform-setup-checklists.md)
 
+**For conversion pixel installation and event setup**: See [references/conversion-tracking.md](references/conversion-tracking.md)
+
 ### Universal Pre-Launch Checklist
 - [ ] Conversion tracking tested with real conversion
 - [ ] Landing page loads fast (<3 sec)
@@ -255,6 +257,97 @@ Before launching campaigns, ensure proper tracking and account setup.
 
 ---
 
+## Google RSA Output Spec (mandatory when generating RSAs)
+
+When the user requests Google Ads RSAs (Responsive Search Ads), output MUST comply with these platform limits and structural requirements. Do not output any RSA that violates them.
+
+### Hard limits per RSA (enforce before responding)
+
+- **Headlines:** exactly **15** per RSA, each **≤ 30 characters** (count characters, including spaces). Render as `1. ... (NN chars)` so the reader can verify.
+- **Descriptions:** exactly **4** per RSA, each **≤ 90 characters**.
+- **Paths:** up to 2 path fields, each **≤ 15 characters**.
+- **Final URL:** present, https.
+- **Pinning:** state any pinned positions explicitly. Default = unpinned unless user asks.
+- **Per-account guardrail:** Google enforces **3 RSAs max per ad group**. When the user asks for >3, group them by ad group.
+
+### Required sidecar artifacts (always include with RSA request)
+
+1. **Ad group structure**, labeled `Ad group structure:` — list each ad group with its theme, target keywords (match types), and which RSAs map to it.
+2. **Negative keyword list**, labeled `Negative keywords:` — minimum **8** entries, group-level vs campaign-level called out.
+3. **Sitelinks** (≥ 4), **Callouts** (≥ 4 ≤25 chars), **Structured snippets** if relevant.
+
+### Medical / CFM compliance (when product context indicates pt-BR medical practice)
+
+If `.agents/product-marketing.md` indicates a Brazilian medical practice (CFM-regulated), the following terms are **forbidden** in headlines, descriptions, sitelinks, and callouts:
+
+- Superlatives: `#1`, `melhor`, `o melhor`, `melhor do brasil`, `top`, `referência`
+- Outcome promises: `garantido`, `garantia`, `cura`, `cura definitiva`, `100%`, `resultado garantido`, `livre da dor`
+- Comparative claims vs other doctors/clinics
+
+Use neutral framing: `atendimento`, `consulta`, `avaliação`, `segunda opinião`, `agende sua consulta`, `tire suas dúvidas`. Geo modifier (`Porto Alegre`, `POA`, `Zona Sul POA`) required where the prompt specifies a region.
+
+### Output ORDER (mandatory — emit in this order to avoid truncation)
+
+1. **Ad group structure** (short)
+2. **Negative keywords** (≥8, MANDATORY — emit BEFORE RSAs so it isn't dropped if output runs long)
+3. **Sitelinks** (≥4)
+4. **Callouts** (≥4)
+5. **RSA1, RSA2, RSA3** (largest section, last — safe to truncate gracefully)
+
+### Output template (mandatory shape)
+
+```
+Ad group structure:
+- AG1 [theme]: keywords (match types) → RSA1, RSA2
+- AG2 [theme]: ...
+
+Negative keywords:
+  Campaign-level:
+    - <kw>
+    - <kw>
+    (≥4 here)
+  Ad-group level:
+    - AG1: <kw>, <kw>
+    - AG2: <kw>, <kw>
+    (≥4 more here — TOTAL ≥8 entries)
+
+Sitelinks (≥4):
+  - <title (≤25)> | <desc1 (≤35)> | <desc2 (≤35)> | URL
+
+Callouts (≥4, each ≤25 chars):
+  - <callout>
+
+RSA1 — [ad group name]
+  Final URL: https://...
+  Path1: ...   Path2: ...
+  Headlines (15, each ≤30 chars):
+    1. <headline> (NN chars)
+    ...
+    15. <headline> (NN chars)
+  Descriptions (4, each ≤90 chars):
+    1. <description> (NN chars)
+    ...
+    4. <description> (NN chars)
+  Pinning: H1=none; H2=none; ...   (or explicit pins)
+
+RSA2 — ...
+RSA3 — ...
+```
+
+### Self-check before responding
+
+Before sending the output, run this checklist mentally:
+
+- [ ] Each RSA has exactly 15 headlines, exactly 4 descriptions.
+- [ ] Every headline is ≤30 chars; every description is ≤90 chars. Character counts printed.
+- [ ] Negative keyword list labeled and ≥8 entries.
+- [ ] Ad group structure labeled.
+- [ ] If medical (CFM): no forbidden superlative/outcome words; geo modifier present where required; language is pt-BR.
+
+If any check fails, rewrite before responding. Do not ship partial RSAs.
+
+---
+
 ## Common Mistakes to Avoid
 
 ### Strategy
@@ -302,7 +395,7 @@ For implementation, see the [tools registry](../../tools/REGISTRY.md). Key adver
 | **LinkedIn Ads** | B2B, job title targeting | - | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
 | **TikTok Ads** | Younger demographics, video | - | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
 
-For tracking, see also: [ga4.md](../../tools/integrations/ga4.md), [segment.md](../../tools/integrations/segment.md)
+For tracking setup, see [references/conversion-tracking.md](references/conversion-tracking.md), [ga4.md](../../tools/integrations/ga4.md), [segment.md](../../tools/integrations/segment.md)
 
 ---
 
@@ -310,6 +403,6 @@ For tracking, see also: [ga4.md](../../tools/integrations/ga4.md), [segment.md](
 
 - **ad-creative**: For generating and iterating ad headlines, descriptions, and creative at scale
 - **copywriting**: For landing page copy that converts ad traffic
-- **analytics-tracking**: For proper conversion tracking setup
-- **ab-test-setup**: For landing page testing to improve ROAS
-- **page-cro**: For optimizing post-click conversion rates
+- **analytics**: For proper conversion tracking setup
+- **ab-testing**: For landing page testing to improve ROAS
+- **cro**: For optimizing post-click conversion rates

skills/ads/evals/evals.json

@@ -1,12 +1,12 @@
 {
-  "skill_name": "paid-ads",
+  "skill_name": "ads",
   "evals": [
     {
       "id": 1,
       "prompt": "Help me plan a paid advertising strategy. We're a B2B SaaS tool for HR teams, selling at $99/month per seat. We have $15k/month to spend on ads and want to generate demo requests. Where should we advertise?",
-      "expected_output": "Should check for product-marketing-context.md first. Should apply the platform selection guide based on B2B, HR audience, $99/month price point. Should recommend LinkedIn (B2B targeting by job title/industry), Google Ads (search intent for HR software keywords), and potentially Meta (retargeting). Should recommend campaign structure with naming conventions. Should define audience targeting strategy for each platform. Should set budget allocation across platforms. Should define success metrics and attribution approach. Should recommend starting structure and scaling plan.",
+      "expected_output": "Should check for product-marketing.md first. Should apply the platform selection guide based on B2B, HR audience, $99/month price point. Should recommend LinkedIn (B2B targeting by job title/industry), Google Ads (search intent for HR software keywords), and potentially Meta (retargeting). Should recommend campaign structure with naming conventions. Should define audience targeting strategy for each platform. Should set budget allocation across platforms. Should define success metrics and attribution approach. Should recommend starting structure and scaling plan.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Applies platform selection guide",
         "Recommends platforms appropriate for B2B HR audience",
         "Recommends campaign structure with naming conventions",

skills/ads/references/conversion-tracking.md

@@ -0,0 +1,361 @@
+# Conversion Tracking Setup
+
+How to set up conversion tracking pixels across ad platforms. This guide covers installation, event configuration, and validation — everything a marketer needs to ensure ad spend is properly attributed.
+
+---
+
+## Why This Matters
+
+Without conversion tracking:
+- Ad platforms can't optimize for your actual goals
+- You're flying blind on ROAS and CPA
+- Retargeting audiences can't be built
+- You'll waste budget on impressions that don't convert
+
+Get tracking right before spending a dollar on ads.
+
+---
+
+## Platform Pixels Overview
+
+| Platform | Pixel/Tag Name | Events API | Key Events |
+|----------|---------------|:----------:|------------|
+| **Google Ads** | Google tag (gtag.js) | Enhanced Conversions | purchase, sign_up, generate_lead |
+| **Meta** | Meta Pixel + CAPI | Conversions API | Purchase, Lead, ViewContent, AddToCart |
+| **LinkedIn** | Insight Tag | Conversions API | conversion (URL or event-based) |
+| **TikTok** | TikTok Pixel | Events API | Purchase, ViewContent, AddToCart, CompleteRegistration |
+| **Twitter/X** | Twitter Pixel | - | Purchase, SignUp, Download |
+
+---
+
+## Google Ads
+
+### Install the Google tag
+
+Add to every page, in `<head>`:
+
+```html
+<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXXXXX"></script>
+<script>
+  window.dataLayer = window.dataLayer || [];
+  function gtag(){dataLayer.push(arguments);}
+  gtag('js', new Date());
+  gtag('config', 'AW-XXXXXXXXX');
+</script>
+```
+
+Replace `AW-XXXXXXXXX` with your Conversion ID from Google Ads > Tools > Conversions.
+
+### Set up conversion actions
+
+In Google Ads > Goals > Conversions > New conversion action:
+
+| Conversion | Category | Value | Count |
+|-----------|----------|-------|-------|
+| Purchase | Purchase | Dynamic (order value) | Every |
+| Sign up / Lead | Sign-up | Fixed ($X estimated value) | One |
+| Demo request | Lead | Fixed ($X estimated value) | One |
+| Free trial start | Sign-up | Fixed ($X estimated value) | One |
+
+### Fire conversion events
+
+```javascript
+// Purchase
+gtag('event', 'conversion', {
+  'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
+  'value': 99.00,
+  'currency': 'USD',
+  'transaction_id': 'ORDER-123'
+});
+
+// Lead / Sign up
+gtag('event', 'conversion', {
+  'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
+  'value': 50.00,
+  'currency': 'USD'
+});
+```
+
+### Enhanced Conversions
+
+Sends hashed first-party data (email, phone) to improve attribution after cookie restrictions. Enable in Google Ads > Goals > Settings > Enhanced conversions.
+
+```javascript
+gtag('set', 'user_data', {
+  'email': 'user@example.com',      // auto-hashed by gtag
+  'phone_number': '+11234567890'
+});
+```
+
+### Google Tag Manager alternative
+
+If using GTM instead of inline gtag.js:
+1. Install GTM container on all pages
+2. Create Google Ads conversion tags in GTM
+3. Set triggers for conversion events (form submissions, purchases)
+4. Use the Data Layer to pass dynamic values (order amount, transaction ID)
+5. Test with GTM Preview mode before publishing
+
+---
+
+## Meta (Facebook/Instagram)
+
+### Install the Meta Pixel
+
+Add to every page, in `<head>`:
+
+```html
+<script>
+  !function(f,b,e,v,n,t,s)
+  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
+  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
+  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
+  n.queue=[];t=b.createElement(e);t.async=!0;
+  t.src=v;s=b.getElementsByTagName(e)[0];
+  s.parentNode.insertBefore(t,s)}(window, document,'script',
+  'https://connect.facebook.net/en_US/fbevents.js');
+  fbq('init', 'YOUR_PIXEL_ID');
+  fbq('track', 'PageView');
+</script>
+```
+
+Replace `YOUR_PIXEL_ID` from Meta Events Manager.
+
+### Standard events
+
+```javascript
+// View a product or key page
+fbq('track', 'ViewContent', {
+  content_name: 'Pro Plan',
+  content_category: 'Pricing',
+  value: 29.00,
+  currency: 'USD'
+});
+
+// Lead capture (form submit, demo request)
+fbq('track', 'Lead', {
+  content_name: 'Demo Request',
+  value: 50.00,
+  currency: 'USD'
+});
+
+// Purchase
+fbq('track', 'Purchase', {
+  value: 99.00,
+  currency: 'USD',
+  content_type: 'product',
+  contents: [{ id: 'pro-plan', quantity: 1 }]
+});
+
+// Add to cart (e-commerce)
+fbq('track', 'AddToCart', {
+  content_ids: ['SKU-123'],
+  content_type: 'product',
+  value: 49.00,
+  currency: 'USD'
+});
+```
+
+### Conversions API (CAPI)
+
+Server-side tracking that works alongside the pixel. Required for accurate tracking after iOS 14+ and cookie restrictions.
+
+Set up via:
+- **Direct integration** — send events from your server to Meta's API
+- **Partner integrations** — Shopify, WooCommerce, Segment, etc. have built-in CAPI support
+- **Conversions API Gateway** — Meta's managed solution via AWS
+
+Key: send the same events from both pixel (browser) AND CAPI (server), with a shared `event_id` for deduplication.
+
+### Aggregated Event Measurement
+
+Required for iOS 14+ tracking. In Events Manager > Aggregated Event Measurement:
+1. Verify your domain
+2. Configure and prioritize your top 8 events in order of business importance
+3. Purchase should typically be #1, Lead #2
+
+---
+
+## LinkedIn
+
+### Install the Insight Tag
+
+Add to every page, before `</body>`:
+
+```html
+<script type="text/javascript">
+  _linkedin_partner_id = "YOUR_PARTNER_ID";
+  window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || [];
+  window._linkedin_data_partner_ids.push(_linkedin_partner_id);
+  (function(l) {
+    if (!l){window.lintrk = function(a,b){window.lintrk.q.push([a,b])};
+    window.lintrk.q=[]}
+    var s = document.getElementsByTagName("script")[0];
+    var b = document.createElement("script");
+    b.type = "text/javascript";b.async = true;
+    b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
+    s.parentNode.insertBefore(b, s);})(window.lintrk);
+</script>
+```
+
+### Conversion tracking
+
+LinkedIn supports two methods:
+
+**URL-based**: Fires when someone visits a specific URL (e.g., `/thank-you`).
+Set up in Campaign Manager > Analyze > Conversion Tracking > Create Conversion.
+
+**Event-based**: Fire manually on specific actions:
+
+```javascript
+window.lintrk('track', { conversion_id: YOUR_CONVERSION_ID });
+```
+
+### LinkedIn CAPI
+
+For server-side tracking, LinkedIn offers a Conversions API. Set up via partner integrations (Segment, Tealium) or direct API calls. Deduplicates with the Insight Tag automatically when configured correctly.
+
+---
+
+## TikTok
+
+### Install the TikTok Pixel
+
+Add to every page, in `<head>`:
+
+```html
+<script>
+  !function (w, d, t) {
+    w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];
+    ttq.methods=["page","track","identify","instances","debug","on","off",
+    "once","ready","alias","group","enableCookie","disableCookie","holdConsent",
+    "revokeConsent","grantConsent"],ttq.setAndDefer=function(t,e)
+    {t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};
+    for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);
+    ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;
+    n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e};
+    ttq.load=function(e,n){var r="https://analytics.tiktok.com/i18n/pixel/events.js",
+    o=n&&n.partner;ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=r,
+    ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},
+    ttq._o[e]=n||{};var s=document.createElement("script");
+    s.type="text/javascript",s.async=!0,s.src=r+"?sdkid="+e+"&lib="+t;
+    var a=document.getElementsByTagName("script")[0];
+    a.parentNode.insertBefore(s,a)};
+    ttq.load('YOUR_PIXEL_ID');
+    ttq.page();
+  }(window, document, 'ttq');
+</script>
+```
+
+### Standard events
+
+```javascript
+// View content
+ttq.track('ViewContent', {
+  content_id: 'pro-plan',
+  content_type: 'product',
+  content_name: 'Pro Plan',
+  value: 29.00,
+  currency: 'USD'
+});
+
+// Complete registration / sign up
+ttq.track('CompleteRegistration', {
+  content_name: 'Free Trial'
+});
+
+// Purchase
+ttq.track('Purchase', {
+  content_id: 'pro-plan',
+  content_type: 'product',
+  value: 99.00,
+  currency: 'USD',
+  quantity: 1
+});
+
+// Add to cart
+ttq.track('AddToCart', {
+  content_id: 'SKU-123',
+  content_type: 'product',
+  value: 49.00,
+  currency: 'USD'
+});
+```
+
+### Events API (server-side)
+
+TikTok's Events API works like Meta's CAPI — send the same events from your server for better attribution. Use `event_id` for deduplication with browser pixel events.
+
+### Advanced Matching
+
+Pass hashed user data for better attribution:
+
+```javascript
+ttq.identify({
+  email: 'user@example.com',       // auto-hashed
+  phone_number: '+11234567890'
+});
+```
+
+---
+
+## Validation Checklist
+
+After installing any pixel, verify before going live:
+
+### Browser-side checks
+
+- [ ] Pixel fires on every page (check via browser extension)
+- [ ] Conversion events fire at the right moment (after confirmed action, not on button click)
+- [ ] Event parameters contain correct values (currency, amount, content IDs)
+- [ ] No duplicate events firing on the same action
+- [ ] Events fire on both desktop and mobile
+
+### Platform-side checks
+
+- [ ] Events appear in the platform's event manager/diagnostics
+- [ ] Test conversions show correct values
+- [ ] Event match quality is acceptable (Meta: score > 6)
+- [ ] Server-side events are deduplicating with browser events (not double-counting)
+
+### Debugging tools
+
+| Platform | Tool |
+|----------|------|
+| Google | Google Tag Assistant, Chrome DevTools Network tab |
+| Meta | Meta Pixel Helper (Chrome extension), Events Manager Test Events |
+| LinkedIn | Insight Tag Validator in Campaign Manager |
+| TikTok | TikTok Pixel Helper (Chrome extension), Events Manager |
+| All | GTM Preview Mode (if using Google Tag Manager) |
+
+---
+
+## Common Mistakes
+
+- **Firing purchase events on button click instead of confirmed payment** — always fire on the success/thank-you page or after server confirmation
+- **Missing deduplication between pixel and server events** — without a shared `event_id`, you'll double-count conversions
+- **Not testing on mobile** — many pixels break on mobile browsers or in-app webviews
+- **Hardcoded test values** — remove test transaction amounts before going live
+- **Forgetting to exclude internal traffic** — your team's visits inflate conversion data
+- **Installing pixels without consent management** — GDPR/CCPA require user consent before firing tracking pixels in applicable regions
+- **Pixel installed but no conversion actions created** — the pixel collects data, but the ad platform won't optimize without defined conversion actions
+
+---
+
+## When to Use Server-Side Tracking
+
+Browser-only tracking is increasingly unreliable due to:
+- iOS 14+ App Tracking Transparency
+- Third-party cookie deprecation
+- Ad blockers (30%+ of tech audiences)
+
+**Use server-side (CAPI/Events API) when:**
+- Running Meta or TikTok ads (strongly recommended)
+- Your audience is tech-savvy (higher ad blocker usage)
+- You need accurate purchase/revenue attribution
+- You're spending >$5K/month on any platform
+
+**Server-side is optional when:**
+- Running Google Ads only (Enhanced Conversions covers most gaps)
+- Low ad spend / testing phase
+- B2B with LinkedIn only (Insight Tag is still reliable)

skills/ai-seo/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: ai-seo
-description: "When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' or 'optimize for Claude/Gemini.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema-markup."
+description: "When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' or 'optimize for Claude/Gemini.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema."
 metadata:
-  version: 1.2.0
+  version: 2.0.1
 ---
 
 # AI SEO
@@ -12,7 +12,7 @@ You are an expert in AI search optimization — the practice of making content d
 ## Before Starting
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Gather this context (ask if not provided):
 
@@ -66,6 +66,45 @@ In traditional search, you need to rank on page 1. In AI search, a well-structur
 - Optimized content gets cited 3x more often than non-optimized
 - Statistics and citations boost visibility by 40%+ across queries
 
+### Google's Official Stance vs. Multi-Platform Reality
+
+This is important to read once before doing anything else.
+
+**Google's position** ([AI features optimization guide](https://developers.google.com/search/docs/fundamentals/ai-optimization-guide)):
+> "The best practices for SEO continue to be relevant because our generative AI features on Google Search are rooted in our core Search ranking and quality systems."
+
+Google explicitly says:
+- **No special markup or files are required** for AI Overviews or AI Mode
+- **Don't chunk content for AI** — write for people, organize with normal headings and paragraphs
+- **Don't write separate content for AI** — that risks "scaled content abuse" spam policy
+- **Helpful, reliable, people-first content** wins — same E-E-A-T standards as regular Search
+- **No AI-specific Search Console reporting** — use standard SEO metrics
+
+**Other AI engines (ChatGPT, Claude, Perplexity, Copilot) behave differently:**
+- They actively reward extractable structure — passages, FAQs, comparison tables, definition blocks
+- They parse `llms.txt`, structured pricing pages, and machine-readable files when present
+- They cite third-party sources (Reddit, Wikipedia, review sites) more heavily than top-ranked pages
+
+**What this means for the work:**
+- The structural patterns in this skill (40–60 word answer blocks, FAQ schema, comparison tables) help **non-Google AI engines** materially. They also don't hurt Google — they're just normal good content organization.
+- For Google AI Overviews / AI Mode specifically: optimize for people and core Search, full stop. Strong E-E-A-T, original information, semantic HTML, clean indexability.
+- For ChatGPT/Claude/Perplexity: layer on the extractable structure + llms.txt + machine-readable files.
+
+When in doubt, default to "write for people, organize for clarity" — that satisfies both camps.
+
+### Query Fan-Out (Google AI Search)
+
+Google's AI features don't just answer the one query a user typed — they generate **concurrent, related queries** under the hood and retrieve results for each.
+
+Google's own example: a user asking "how to fix lawns" triggers fan-out queries about herbicides, chemical-free removal, weed prevention, etc. The AI synthesizes across all of them.
+
+**Implications:**
+- Single-page-per-keyword targeting is less effective. Cover the **full topical cluster** so you're retrievable for the fan-out variants too.
+- Long-tail intent matters less than topical authority — Google's AI systems understand synonyms and semantic equivalence.
+- A page that comprehensively answers a parent topic (with sub-questions covered) will be retrieved more often than narrow per-query pages.
+
+**Action**: when planning content, brainstorm the 5–10 related queries the AI is likely to fan out to and make sure your content (or your site as a whole) covers them.
+
 ---
 
 ## AI Visibility Audit
@@ -228,6 +267,10 @@ AI systems don't just cite your website — they cite where you appear.
 
 ### Machine-Readable Files for AI Agents
 
+> **Google's stance**: not required for AI Overviews or AI Mode. Their guide explicitly says you don't need new markup, AI files, or markdown to appear in generative AI search.
+>
+> **Why include them anyway**: non-Google AI engines (ChatGPT, Claude, Perplexity) and autonomous buying agents do reward extractable structure. The files below help with those engines without harming Google.
+
 AI agents aren't just answering questions — they're becoming buyers. When an AI agent evaluates tools on behalf of a user, it needs structured, parseable information. If your pricing is locked in a JavaScript-rendered page or a "contact sales" wall, agents will skip you and recommend competitors whose information they can actually read.
 
 Add these machine-readable files to your site root:
@@ -284,7 +327,32 @@ Structured data helps AI systems understand your content. Key schemas:
 | Reviews | `Review`, `AggregateRating` | Trust signals |
 | Organization | `Organization` | Entity recognition |
 
-Content with proper schema shows 30-40% higher AI visibility. For implementation, use the **schema-markup** skill.
+Content with proper schema shows 30-40% higher AI visibility on non-Google AI engines. **Google's note**: structured data is "not required for generative AI search" but is recommended for overall SEO strategy. For implementation, use the **schema** skill.
+
+---
+
+## Agentic Experiences
+
+Beyond AI search engines summarizing content, autonomous agents are starting to access sites directly — clicking, reading, comparing, even buying on behalf of users. Google's guide flags this as an emerging category to plan for.
+
+**How agents access your site:**
+- **Visual rendering** — they screenshot/read the page like a user would
+- **DOM inspection** — they parse the page's HTML structure
+- **Accessibility tree** — they rely on the same semantic information assistive tech uses (labels, roles, landmarks, headings)
+
+**What to do:**
+- **Render meaningful content without heavy JS gymnastics** — if the page is blank until 4 frameworks finish loading, agents see blank
+- **Semantic HTML** — use `<main>`, `<nav>`, `<article>`, `<button>`, proper heading hierarchy, `alt` text on images
+- **Clean accessibility tree** — every interactive element labelled; ARIA used correctly (or not at all when native HTML suffices)
+- **Stable selectors / predictable layouts** — agents struggle with sites that re-render every interaction
+- **Visible pricing, specs, contact info** — anything an agent would need to make a buying recommendation should be on a public, indexable page (this is where `/pricing.md` and similar files help)
+
+**Emerging — Universal Commerce Protocol (UCP):**
+Google references UCP as a forthcoming protocol that will give agents standardized hooks for commerce interactions (catalog discovery, pricing, checkout). Watch for adoption; for now, the structural recommendations above are the precursor.
+
+For ecom and local business specifically, Google highlights:
+- **Merchant Center feeds** + **Google Business Profile** for product/service visibility in AI Search
+- **Business Agent** for conversational customer engagement (where applicable)
 
 ---
 
@@ -340,55 +408,29 @@ Monthly manual check:
 3. Record: Are you cited? Who is? What page?
 4. Log in a spreadsheet, track month-over-month
 
+### Search Console expectations
+
+Google's guide is explicit: **there is no AI-specific Search Console reporting**. AI Overviews and AI Mode use core Search ranking, so the standard Search Console reports (Performance, Coverage, Core Web Vitals) are still what you measure with for Google. The third-party tools above are the only way to see cross-platform AI citation behavior.
+
 ---
 
-## AI SEO for Different Content Types
+## What NOT to Do
 
-### SaaS Product Pages
+Google's guide calls these out explicitly — they hurt across both traditional Search and AI features.
 
-**Goal:** Get cited in "What is [category]?" and "Best [category]" queries.
+1. **Write separate content "for AI"**. Same content should serve people and AI. Writing variants targeted at AI systems risks the **scaled content abuse spam policy** — Google's words.
+2. **Chunk pages into AI-bait fragments**. Google's guide is direct: *"Don't break your content into tiny pieces for AI to better understand it."* Use normal paragraph + heading structure.
+3. **Generate at scale for ranking manipulation**. AI-generated content is fine *if* it meets Search Essentials and spam policies. Mass-producing thin variations does not.
+4. **Pursue inauthentic mentions**. Don't fabricate citations or bulk-spam Reddit/Wikipedia for AI visibility. Real participation only.
+5. **Block AI crawlers if you want citation**. Blocking GPTBot, PerplexityBot, ClaudeBot, Google-Extended means those engines literally cannot cite you. Block training-only crawlers (CCBot) if you must, not the search-and-cite ones.
+6. **Hide your main content behind JS that doesn't render**. Both core Search and AI agents need to see your content; JS-only rendering loses both audiences.
+7. **Skip E-E-A-T fundamentals**. Author identity, first-hand experience, expertise signals, transparent sourcing — Google's guide leans heavily on these for AI features.
 
-**Optimize:**
-- Clear product description in first paragraph (what it does, who it's for)
-- Feature comparison tables (you vs. category, not just competitors)
-- Specific metrics ("processes 10,000 transactions/sec" not "blazing fast")
-- Customer count or social proof with numbers
-- Pricing transparency (AI cites pages with visible pricing) — add a `/pricing.md` file so AI agents can parse your plans without rendering your page (see "Machine-Readable Files" above)
-- FAQ section addressing common buyer questions
+---
 
-### Blog Content
+## AI SEO by Content Type
 
-**Goal:** Get cited as an authoritative source on topics in your space.
-
-**Optimize:**
-- One clear target query per post (match heading to query)
-- Definition in first paragraph for "What is" queries
-- Original data, research, or expert quotes
-- "Last updated" date visible
-- Author bio with relevant credentials
-- Internal links to related product/feature pages
-
-### Comparison/Alternative Pages
-
-**Goal:** Get cited in "[X] vs [Y]" and "Best [X] alternatives" queries.
-
-**Optimize:**
-- Structured comparison tables (not just prose)
-- Fair and balanced (AI penalizes obviously biased comparisons)
-- Specific criteria with ratings or scores
-- Updated pricing and feature data
-- Cite the competitor-alternatives skill for building these pages
-
-### Documentation / Help Content
-
-**Goal:** Get cited in "How to [X] with [your product]" queries.
-
-**Optimize:**
-- Step-by-step format with numbered lists
-- Code examples where relevant
-- HowTo schema markup
-- Screenshots with descriptive alt text
-- Clear prerequisites and expected outcomes
+For tactical guidance on SaaS product pages, blog content, comparison/alternative pages, documentation, and local/ecom (Google's emphasis on Merchant Center + Business Profile), see [references/content-types.md](references/content-types.md).
 
 ---
 
@@ -436,8 +478,8 @@ For implementation, see the [tools registry](../../tools/REGISTRY.md).
 ## Related Skills
 
 - **seo-audit**: For traditional technical and on-page SEO audits
-- **schema-markup**: For implementing structured data that helps AI understand your content
+- **schema**: For implementing structured data that helps AI understand your content
 - **content-strategy**: For planning what content to create
-- **competitor-alternatives**: For building comparison pages that get cited
+- **competitors**: For building comparison pages that get cited
 - **programmatic-seo**: For building SEO pages at scale
 - **copywriting**: For writing content that's both human-readable and AI-extractable

skills/ai-seo/evals/evals.json

@@ -4,9 +4,9 @@
     {
       "id": 1,
       "prompt": "How do I make sure our SaaS product shows up in AI search results? We're a project management tool and we keep getting left out of ChatGPT and Perplexity recommendations when people ask about project management software.",
-      "expected_output": "Should check for product-marketing-context.md first. Should apply the three pillars framework: Structure (make content extractable), Authority (make content citable), Presence (be where AI looks). Should run through the AI Visibility Audit checklist across platforms (Google AI Overviews, ChatGPT, Perplexity, etc.). Should check content extractability (clear definitions, structured comparisons, statistics). Should reference Princeton GEO research findings (citations improve visibility +40%, statistics +37%). Should check AI bot access in robots.txt. Should provide a prioritized action plan.",
+      "expected_output": "Should check for product-marketing.md first. Should apply the three pillars framework: Structure (make content extractable), Authority (make content citable), Presence (be where AI looks). Should run through the AI Visibility Audit checklist across platforms (Google AI Overviews, ChatGPT, Perplexity, etc.). Should check content extractability (clear definitions, structured comparisons, statistics). Should reference Princeton GEO research findings (citations improve visibility +40%, statistics +37%). Should check AI bot access in robots.txt. Should provide a prioritized action plan.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Applies three pillars framework (Structure, Authority, Presence)",
         "Runs AI Visibility Audit across platforms",
         "Checks content extractability",

skills/ai-seo/references/content-types.md

@@ -0,0 +1,71 @@
+# AI SEO by Content Type
+
+Tactical guidance for optimizing specific content types for AI search citation. These tactics work for non-Google AI engines (ChatGPT, Claude, Perplexity, Copilot) and don't hurt Google AI Overviews / AI Mode.
+
+For the cross-cutting strategy, see [SKILL.md](../SKILL.md).
+
+---
+
+## SaaS Product Pages
+
+**Goal:** Get cited in "What is [category]?" and "Best [category]" queries.
+
+**Optimize:**
+- Clear product description in first paragraph (what it does, who it's for)
+- Feature comparison tables (you vs. category, not just competitors)
+- Specific metrics ("processes 10,000 transactions/sec" not "blazing fast")
+- Customer count or social proof with numbers
+- Pricing transparency (AI cites pages with visible pricing) — add a `/pricing.md` file so AI agents can parse your plans without rendering your page (see "Machine-Readable Files" in the main skill)
+- FAQ section addressing common buyer questions
+
+---
+
+## Blog Content
+
+**Goal:** Get cited as an authoritative source on topics in your space.
+
+**Optimize:**
+- One clear target query per post (match heading to query)
+- Definition in first paragraph for "What is" queries
+- Original data, research, or expert quotes
+- "Last updated" date visible
+- Author bio with relevant credentials
+- Internal links to related product/feature pages
+
+---
+
+## Comparison / Alternative Pages
+
+**Goal:** Get cited in "[X] vs [Y]" and "Best [X] alternatives" queries.
+
+**Optimize:**
+- Structured comparison tables (not just prose)
+- Fair and balanced (AI penalizes obviously biased comparisons)
+- Specific criteria with ratings or scores
+- Updated pricing and feature data
+- Cite the `competitors` skill for building these pages
+
+---
+
+## Documentation / Help Content
+
+**Goal:** Get cited in "How to [X] with [your product]" queries.
+
+**Optimize:**
+- Step-by-step format with numbered lists
+- Code examples where relevant
+- HowTo schema markup
+- Screenshots with descriptive alt text
+- Clear prerequisites and expected outcomes
+
+---
+
+## Local Business / Ecom (Google emphasis)
+
+Google's AI features pull from product feeds and business profiles for local + ecom queries. Optimize:
+
+- **Merchant Center feeds** kept current with accurate inventory, pricing, attributes
+- **Google Business Profile** complete with hours, services, photos, posts, Q&A answered
+- **Reviews** — recent + sufficient volume; respond to reviews to signal active management
+- **Service area schema** for local services
+- **Business Agent** (where available) for conversational customer engagement

skills/analytics/SKILL.md

@@ -1,8 +1,8 @@
 ---
-name: analytics-tracking
-description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For A/B test measurement, see ab-test-setup.
+name: analytics
+description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For A/B test measurement, see ab-testing.
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Analytics Tracking
@@ -12,7 +12,7 @@ You are an expert in analytics implementation and measurement. Your goal is to h
 ## Initial Assessment
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Before implementing tracking, understand:
 
@@ -303,7 +303,7 @@ For implementation, see the [tools registry](../../tools/REGISTRY.md). Key analy
 
 ## Related Skills
 
-- **ab-test-setup**: For experiment tracking
+- **ab-testing**: For experiment tracking
 - **seo-audit**: For organic traffic analysis
-- **page-cro**: For conversion optimization (uses this data)
+- **cro**: For conversion optimization (uses this data)
 - **revops**: For pipeline metrics, CRM tracking, and revenue attribution

skills/analytics/evals/evals.json

@@ -1,12 +1,12 @@
 {
-  "skill_name": "analytics-tracking",
+  "skill_name": "analytics",
   "evals": [
     {
       "id": 1,
       "prompt": "Help me set up analytics tracking for our B2B SaaS product. We use GA4 and GTM. We need to track signups, feature usage, and upgrade events.",
-      "expected_output": "Should check for product-marketing-context.md first. Should apply the 'track for decisions' principle — ask what decisions the tracking will inform. Should use the event naming convention (object_action, lowercase with underscores). Should define essential events for SaaS: signup_completed, trial_started, feature_used, plan_upgraded, etc. Should provide GA4 implementation details with proper event parameters. Should include GTM data layer push examples. Should organize output as a tracking plan with event name, trigger, parameters, and purpose for each event.",
+      "expected_output": "Should check for product-marketing.md first. Should apply the 'track for decisions' principle — ask what decisions the tracking will inform. Should use the event naming convention (object_action, lowercase with underscores). Should define essential events for SaaS: signup_completed, trial_started, feature_used, plan_upgraded, etc. Should provide GA4 implementation details with proper event parameters. Should include GTM data layer push examples. Should organize output as a tracking plan with event name, trigger, parameters, and purpose for each event.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Applies 'track for decisions' principle",
         "Uses object_action naming convention",
         "Defines essential SaaS events (signup, feature usage, upgrade)",
@@ -77,10 +77,10 @@
     {
       "id": 6,
       "prompt": "Help me set up tracking for our A/B test. We want to measure which version of our pricing page converts better.",
-      "expected_output": "Should recognize this overlaps with A/B test setup, not just analytics tracking. Should defer to or cross-reference the ab-test-setup skill for the experiment design, hypothesis, and statistical analysis. May help with the tracking implementation (events to fire, parameters to include) but should make clear that ab-test-setup is the right skill for the experiment framework.",
+      "expected_output": "Should recognize this overlaps with A/B test setup, not just analytics tracking. Should defer to or cross-reference the ab-testing skill for the experiment design, hypothesis, and statistical analysis. May help with the tracking implementation (events to fire, parameters to include) but should make clear that ab-testing is the right skill for the experiment framework.",
       "assertions": [
         "Recognizes overlap with A/B test setup",
-        "References or defers to ab-test-setup skill",
+        "References or defers to ab-testing skill",
         "May help with tracking implementation specifics",
         "Does not attempt to design the full experiment"
       ],

skills/aso/SKILL.md

@@ -1,8 +1,8 @@
 ---
-name: aso-audit
+name: aso
 description: "When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it."
 metadata:
-  version: 1.0.0
+  version: 2.0.0
 ---
 
 # ASO Audit
@@ -21,7 +21,7 @@ prioritized action plan.
 ## Before Auditing
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 ## Phase 1 — Identify Store & Fetch
 
@@ -306,7 +306,7 @@ the app's brand maturity tier — they may be deliberate choices for Dominant ap
 
 ## Related Skills
 
-- **page-cro**: For optimizing the conversion of web-based landing pages that drive app installs
+- **cro**: For optimizing the conversion of web-based landing pages that drive app installs
 - **ad-creative**: For creating App Store and Google Play ad creatives
-- **analytics-tracking**: For setting up install attribution and in-app event tracking
+- **analytics**: For setting up install attribution and in-app event tracking
 - **customer-research**: For understanding user needs and language to inform listing copy

skills/aso/evals/evals.json

@@ -0,0 +1,91 @@
+{
+  "skill_name": "aso",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Here's our app on the App Store: https://apps.apple.com/us/app/example/id123456789. Can you audit our listing and tell me what to fix?",
+      "expected_output": "Should check for product-marketing.md first. Should detect this is an Apple App Store URL and run the full ASO audit workflow. Should fetch the listing and extract Apple-specific fields (title 30 chars, subtitle 30 chars, description, promotional text 170 chars, category, screenshots, video, ratings). Should classify the app's brand maturity tier (Dominant/Established/Challenger) before scoring. Should score all 6 dimensions (Title & Subtitle 20%, Description 15%, Visual Assets 25%, Ratings & Reviews 20%, Metadata & Freshness 10%, Conversion Signals 10%) with weighted total out of 100 and a grade. Should output a scorecard, top 3 quick wins, detailed findings, keyword suggestions, visual recommendations, and prioritized action plan with specific 'change X from Y to Z' recommendations including character counts.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Identifies as Apple App Store URL",
+        "Classifies brand maturity tier",
+        "Scores all 6 dimensions with weights",
+        "Provides scorecard with grade",
+        "Lists top 3 quick wins",
+        "Recommendations include character counts",
+        "Recommendations are specific (X to Y format)"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We're a small fintech startup with about 5,000 downloads. Our Play Store listing has a 2.8 rating and we haven't updated the description in 8 months. Help us figure out what to fix first.",
+      "expected_output": "Should recognize this as a Challenger-tier Google Play app. Should immediately flag the always-flag issues: rating below 4.0 (critical), last update >3 months ago. Should apply strict Challenger scoring against textbook best practices. Should focus on Google Play-specific guidance: full description is indexed for search (target 2-3% keyword density), no hidden keyword field, feature graphic required (1024x500), max 8 screenshots, Android Vitals affect ranking. Should prioritize fixing the rating issue (response strategy, in-app review prompts) and refreshing the description with keyword strategy. Should recommend updating the listing soon to break the >3 month stale signal.",
+      "assertions": [
+        "Identifies as Google Play app",
+        "Classifies as Challenger tier",
+        "Flags rating below 4.0",
+        "Flags stale update (>3 months)",
+        "Notes Google Play indexes full description",
+        "Mentions feature graphic requirement",
+        "Recommends keyword strategy in description",
+        "Prioritizes rating improvement"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Instagram's App Store listing has just 'Instagram' as the title and barely any keywords. Should they fix that?",
+      "expected_output": "Should classify Instagram as a Dominant-tier app and apply tier-adjusted scoring. Should explain that brand-only titles are valid for Dominant apps (score 8+ if brand IS the keyword) because users search by brand name, not generic keywords. Should NOT flag this as a missed opportunity. Should explain the key principle: 'Is this a mistake or a deliberate choice by a team that has data I don't?' Should note that other dimensions (screenshots, description, what's new) are also evaluated against tier — lifestyle/brand photography and brief release notes are acceptable for Dominant apps. Should contrast with what would be a problem for a Challenger app.",
+      "assertions": [
+        "Classifies Instagram as Dominant tier",
+        "Explains brand-only titles are valid for Dominant",
+        "Does NOT flag the title as a problem",
+        "Contrasts Dominant vs Challenger treatment",
+        "Cites the 'mistake vs deliberate choice' principle"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Compare our app https://apps.apple.com/us/app/ourapp/id111 against these two competitors: https://apps.apple.com/us/app/competitor1/id222 and https://apps.apple.com/us/app/competitor2/id333",
+      "expected_output": "Should run Phase 3 competitor comparison. Should fetch and score all three apps with the same 6-dimension framework. Should build a side-by-side comparison table highlighting where the user's app is weaker or stronger across each dimension. Should identify keyword gaps — terms competitors target that the user's app doesn't. Should produce a prioritized list of competitor-informed changes. Should call out platform-specific considerations consistently across all three apps.",
+      "assertions": [
+        "Scores all 3 apps with same framework",
+        "Builds comparison table",
+        "Identifies where user's app is weaker",
+        "Identifies keyword gaps vs competitors",
+        "Produces competitor-informed action list"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "We only have 3 screenshots and no preview video. Does this really matter that much?",
+      "expected_output": "Should explain that screenshot count and video presence are heavily weighted in the Visual Assets dimension (25% of total score). Should cite specific data: Apple allows up to 10 screenshots per device with the first 3 visible in search, and 90% of users never scroll past the 3rd. Should note Apple screenshot captions are indexed for search since June 2025. Should cite the conversion benchmark: app preview video delivers +20-40% conversion lift on iOS (note Google Play video has lower ROI — only ~6% tap play). Should recommend adding 5-8 screenshots minimum with caption text, and a 15-30s preview video. Should flag fewer than 5 screenshots as an always-flag issue across all tiers.",
+      "assertions": [
+        "Notes Visual Assets is 25% of score",
+        "Cites first 3 screenshots are most important",
+        "Mentions screenshot caption indexing (Apple, 2025)",
+        "Cites video conversion lift benchmark",
+        "Notes Google Play video has lower ROI",
+        "Recommends specific screenshot count and video specs",
+        "Flags <5 screenshots as always-flag issue"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Should I run a Custom Product Page experiment on iOS for our paid search campaigns?",
+      "expected_output": "Should reference Apple-specific facts: Custom Product Pages (CPP) — up to 70 — appear in organic search since July 2025 with +5.9% average conversion lift. Should explain CPPs let you test variants of screenshots, video, and promotional text against specific traffic sources (e.g., paid search keywords). Should recommend matching CPP variants to the keyword intent for the campaign. Should cross-reference the ab-testing skill for proper experiment design and the ads skill for the campaign side. Should note this is an iOS-only feature (Google Play has Store Listing Experiments and Custom Store Listings as equivalents).",
+      "assertions": [
+        "Identifies Custom Product Pages as iOS-specific",
+        "Cites +5.9% conversion lift benchmark",
+        "Explains CPP can match traffic source intent",
+        "Cross-references ab-testing or ads skill",
+        "Notes Google Play equivalents"
+      ],
+      "files": []
+    }
+  ]
+}

skills/churn-prevention/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: churn-prevention
-description: "When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers or wants to build systems to prevent it. For post-cancel win-back email sequences, see email-sequence. For in-app upgrade paywalls, see paywall-upgrade-cro."
+description: "When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers or wants to build systems to prevent it. For post-cancel win-back email sequences, see emails. For in-app upgrade paywalls, see paywalls."
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Churn Prevention
@@ -12,7 +12,7 @@ You are an expert in SaaS retention and churn prevention. Your goal is to help r
 ## Before Starting
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Gather this context (ask if not provided):
 
@@ -252,7 +252,7 @@ Health Score = (
 | Trigger | Intervention |
 |---------|-------------|
 | Usage drop >50% for 2 weeks | "We noticed you haven't used [feature]. Need help?" email |
-| Approaching plan limit | Upgrade nudge (not a wall — paywall-upgrade-cro handles this) |
+| Approaching plan limit | Upgrade nudge (not a wall — paywalls handles this) |
 | No login for 14 days | Re-engagement email with recent product updates |
 | NPS detractor (0-6) | Personal follow-up within 24 hours |
 | Support ticket unresolved >48h | Escalation + proactive status update |
@@ -360,7 +360,7 @@ Test one variable at a time:
 | Offer presentation (modal vs full page) | Full page gets more attention | Save rate |
 | Copy tone (empathetic vs direct) | Empathetic reduces friction | Save rate |
 
-**How to run cancel flow experiments:** Use the **ab-test-setup** skill to design statistically rigorous tests. PostHog is a good fit for cancel flow experiments — its feature flags can split users into different flows server-side, and its funnel analytics track each step of the cancel flow (survey → offer → accept/decline → confirm). See the [PostHog integration guide](../../tools/integrations/posthog.md) for setup.
+**How to run cancel flow experiments:** Use the **ab-testing** skill to design statistically rigorous tests. PostHog is a good fit for cancel flow experiments — its feature flags can split users into different flows server-side, and its funnel analytics track each step of the cancel flow (survey → offer → accept/decline → confirm). See the [PostHog integration guide](../../tools/integrations/posthog.md) for setup.
 
 ---
 
@@ -416,9 +416,9 @@ For implementation, see the [tools registry](../../tools/REGISTRY.md).
 
 ## Related Skills
 
-- **email-sequence**: For win-back email sequences after cancellation
-- **paywall-upgrade-cro**: For in-app upgrade moments and trial expiration
-- **pricing-strategy**: For plan structure and annual discount strategy
-- **onboarding-cro**: For activation to prevent early churn
-- **analytics-tracking**: For setting up churn signal events
-- **ab-test-setup**: For testing cancel flow variations with statistical rigor
+- **emails**: For win-back email sequences after cancellation
+- **paywalls**: For in-app upgrade moments and trial expiration
+- **pricing**: For plan structure and annual discount strategy
+- **onboarding**: For activation to prevent early churn
+- **analytics**: For setting up churn signal events
+- **ab-testing**: For testing cancel flow variations with statistical rigor

skills/churn-prevention/evals/evals.json

@@ -4,9 +4,9 @@
     {
       "id": 1,
       "prompt": "Our SaaS product has a 7% monthly churn rate and we need to bring it down. We're a $49/month project management tool with about 2,000 paying customers. Can you help us design a churn prevention strategy?",
-      "expected_output": "Should check for product-marketing-context.md first. Should address both voluntary and involuntary churn. Should design a cancel flow following the framework: trigger → exit survey → dynamic save offer → confirmation → post-cancel nurture. Should include the 7 exit survey categories and recommend dynamic save offers mapped to each cancellation reason. Should address dunning for involuntary churn (pre-dunning, smart retry, email sequence, grace period). Should recommend a health score model. Should provide prioritized implementation plan.",
+      "expected_output": "Should check for product-marketing.md first. Should address both voluntary and involuntary churn. Should design a cancel flow following the framework: trigger → exit survey → dynamic save offer → confirmation → post-cancel nurture. Should include the 7 exit survey categories and recommend dynamic save offers mapped to each cancellation reason. Should address dunning for involuntary churn (pre-dunning, smart retry, email sequence, grace period). Should recommend a health score model. Should provide prioritized implementation plan.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Addresses both voluntary and involuntary churn",
         "Designs cancel flow with proper stages",
         "Includes exit survey with multiple categories",
@@ -80,10 +80,10 @@
     {
       "id": 6,
       "prompt": "We want to set up a win-back email sequence for customers who already cancelled. Can you help write those emails?",
-      "expected_output": "Should recognize this overlaps with email sequence work. Should defer to or cross-reference the email-sequence skill for writing the actual email sequence. May provide churn-specific context (timing post-cancel, re-engagement hooks, win-back offer strategy) but should make clear that email-sequence is the right skill for designing and writing the full email sequence.",
+      "expected_output": "Should recognize this overlaps with email sequence work. Should defer to or cross-reference the emails skill for writing the actual email sequence. May provide churn-specific context (timing post-cancel, re-engagement hooks, win-back offer strategy) but should make clear that emails is the right skill for designing and writing the full email sequence.",
       "assertions": [
         "Recognizes overlap with email sequence work",
-        "References or defers to email-sequence skill",
+        "References or defers to emails skill",
         "May provide churn-specific context for the sequence",
         "Does not attempt to write a full email sequence"
       ],

skills/churn-prevention/references/cancel-flow-patterns.md

@@ -184,7 +184,7 @@ For multi-plan products, downgrade is the strongest save:
 When the cancel reason is "switching to competitor":
 
 1. **Ask which competitor** (optional, don't force it)
-2. **Show a comparison** if you have one (see competitor-alternatives skill)
+2. **Show a comparison** if you have one (see competitors skill)
 3. **Offer a migration credit** ("We'll match their price for 3 months")
 4. **Request a feedback call** ("15 minutes to understand what we're missing")
 
@@ -226,7 +226,7 @@ from customers like you.
 | Day 60 | Address their specific cancel reason if resolved |
 | Day 90 | Final win-back with special offer |
 
-**For detailed win-back email sequences**: See the email-sequence skill.
+**For detailed win-back email sequences**: See the emails skill.
 
 ---
 
@@ -290,7 +290,7 @@ The most effective cancel flows use segmentation to show different offers to dif
 - [ ] Set up proactive intervention triggers
 - [ ] A/B test discount amounts and offer types
 - [ ] Segment flows by plan, tenure, and usage
-- [ ] Post-cancel win-back sequence (coordinate with email-sequence skill)
+- [ ] Post-cancel win-back sequence (coordinate with emails skill)
 - [ ] Cohort analysis: churn by channel, plan, tenure
 
 ---

skills/co-marketing/SKILL.md

@@ -0,0 +1,290 @@
+---
+name: co-marketing
+description: "When the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says 'co-marketing,' 'partner marketing,' 'joint campaign,' 'who should we partner with,' 'integration marketing,' 'cross-promotion,' 'collaborate with another company,' 'partnership ideas,' or 'co-brand.' For customer referral programs, see referrals. For launch-specific partnerships, see launch."
+metadata:
+  version: 2.0.0
+---
+
+You are a co-marketing strategist who helps SaaS companies identify ideal partners and brainstorm high-impact joint campaigns.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+## When to Use This Skill
+
+- Finding potential co-marketing partners
+- Brainstorming campaign ideas with a specific partner
+- Planning joint launches or promotions
+- Evaluating partnership fit
+- Structuring co-marketing agreements
+
+---
+
+## Partner Identification Framework
+
+### 1. Audience Overlap Analysis
+
+The best partners share your audience but don't compete for the same budget.
+
+**Ideal partner characteristics:**
+- Same buyer persona, different problem solved
+- Adjacent in the workflow (before, after, or alongside your tool)
+- Similar company stage and customer size
+- Complementary, not competitive
+
+**Questions to identify partners:**
+- What tools do your customers already use?
+- What do they use before/after your product?
+- Who else is selling to your ICP?
+- Which integrations do customers request most?
+
+### 2. Partner Scoring Criteria
+
+Rate potential partners (1-5) on:
+
+| Criteria | What to Evaluate |
+|----------|------------------|
+| **Audience fit** | How closely does their audience match your ICP? |
+| **Audience size** | Do they have reach worth partnering for? |
+| **Brand alignment** | Would you be proud to be associated? |
+| **Engagement quality** | Do they have an active, engaged audience? |
+| **Reciprocity potential** | Can you offer them equal value? |
+| **Ease of execution** | Do they have a partnerships team? History of co-marketing? |
+
+### 3. Where to Find Partners
+
+**Integration ecosystem:**
+- Your existing integration partners
+- Tools in the same app marketplace category
+- Platforms your product plugs into
+
+**Adjacent categories:**
+- Tools that solve the problem before yours
+- Tools that solve the problem after yours
+- Tools used by the same role but different workflow
+
+**Community signals:**
+- Who sponsors the same podcasts/newsletters?
+- Who exhibits at the same conferences?
+- Who's active in the same communities?
+- Whose content does your audience share?
+
+**Data sources:**
+- Crossbeam or Reveal for account overlap
+- Customer surveys ("what else do you use?")
+- G2/Capterra category neighbors
+- Job postings mentioning your tool + others
+
+---
+
+## Co-Marketing Campaign Types
+
+### Content Partnerships
+
+| Format | Effort | Lead Sharing | Best For |
+|--------|--------|--------------|----------|
+| **Co-authored blog post** | Low | Shared byline, link exchange | Thought leadership, SEO |
+| **Joint ebook/guide** | Medium | Gated, split leads | Lead gen, deeper topic |
+| **Research report** | High | Gated, split leads | Authority, PR |
+| **Guest newsletter swap** | Low | Each keeps own leads | Audience exposure |
+| **Podcast guest exchange** | Low | Each keeps own leads | Relationship building |
+
+### Webinars & Events
+
+| Format | Effort | Best For |
+|--------|--------|----------|
+| **Joint webinar** | Medium | Lead gen, product education |
+| **Virtual summit panel** | Medium | Multi-partner exposure |
+| **Co-hosted workshop** | High | Hands-on education, deeper engagement |
+| **Conference booth sharing** | Medium | Cost splitting, audience overlap |
+| **Joint happy hour/dinner** | Low | Relationship building at events |
+
+### Product & Integration Marketing
+
+| Format | Effort | Best For |
+|--------|--------|----------|
+| **Integration launch** | Medium | Existing integration partners |
+| **Joint case study** | Medium | Shared customers |
+| **"Better together" landing page** | Low | Integration discovery |
+| **Bundle or discount** | Medium | Conversion boost, cross-sell |
+| **In-app cross-promotion** | Medium | User activation |
+
+### Community & Social
+
+| Format | Effort | Best For |
+|--------|--------|----------|
+| **Social media takeover** | Low | Audience exposure |
+| **Joint giveaway/contest** | Low | List building, engagement |
+| **Slack/Discord community collab** | Low | Community building |
+| **Joint AMA or Twitter Space** | Low | Thought leadership |
+
+---
+
+## Brainstorming Partner Campaigns
+
+When brainstorming with a specific partner, consider:
+
+### 1. Shared Audience Moments
+
+- What trigger events matter to both audiences?
+- What seasonal moments align with both products?
+- What industry trends affect both customer bases?
+
+### 2. Combined Value Propositions
+
+- What can customers achieve with both tools that they can't with one?
+- What workflow does the combination enable?
+- What pain point does the integration solve?
+
+### 3. Unique Assets Each Brings
+
+| Your Assets | Their Assets |
+|-------------|--------------|
+| Your audience size/engagement | Their audience size/engagement |
+| Your content expertise | Their content expertise |
+| Your product capabilities | Their product capabilities |
+| Your brand credibility | Their brand credibility |
+| Your customer stories | Their customer stories |
+
+### 4. Campaign Idea Prompts
+
+Ask these to generate ideas:
+- "What would we create if we had to launch something in 2 weeks?"
+- "What content do both our audiences desperately need?"
+- "What would make customers say 'finally, someone did this'?"
+- "What exclusive thing could we offer together?"
+- "What data do we both have that would make a compelling story?"
+
+---
+
+## Approaching Potential Partners
+
+### Cold Outreach Template
+
+```
+Subject: [Your Company] + [Their Company] co-marketing idea
+
+Hey [Name],
+
+I'm [Role] at [Your Company]. We [one-line description].
+
+I noticed we share a lot of the same audience—[specific observation about overlap].
+
+I have an idea for [specific campaign type] that could work well for both of us: [one-sentence pitch].
+
+Would you be open to a quick call to explore?
+
+[Your name]
+```
+
+### What to Prepare for the Call
+
+1. **Account overlap data** (if available via Crossbeam/Reveal)
+2. **2-3 specific campaign ideas** (not just "let's do something")
+3. **Your audience metrics** (list size, traffic, engagement)
+4. **Examples of past partnerships** (shows you can execute)
+5. **Clear ask** (what you want from them, what you'll provide)
+
+---
+
+## Structuring the Partnership
+
+### Key Questions to Align On
+
+- **Lead ownership**: How are leads split or shared?
+- **Promotion commitments**: What will each party do to promote?
+- **Asset creation**: Who creates what? Who approves?
+- **Timeline**: When does each phase happen?
+- **Success metrics**: How will you measure success?
+- **Follow-up**: Will you do more together if it works?
+
+### Simple Co-Marketing Agreement Outline
+
+1. **Campaign description**: What you're doing together
+2. **Responsibilities**: Who does what
+3. **Timeline**: Key dates and deadlines
+4. **Lead handling**: How leads are captured, shared, followed up
+5. **Promotion**: Minimum commitments from each side
+6. **Branding**: Logo usage, approval process
+7. **Costs**: Who pays for what (if any)
+8. **Metrics sharing**: What data you'll share post-campaign
+
+---
+
+## Measuring Co-Marketing Success
+
+### Quantitative Metrics
+
+- Leads generated (total and per partner)
+- Lead quality (MQL/SQL conversion rate)
+- Revenue attributed
+- Audience growth (new subscribers, followers)
+- Content engagement (views, downloads, shares)
+
+### Qualitative Metrics
+
+- Ease of collaboration
+- Partner responsiveness
+- Audience reception
+- Brand lift
+- Relationship strengthened for future campaigns
+
+---
+
+## Co-Marketing Checklist
+
+### Partner Identification
+- [ ] List tools your customers already use
+- [ ] Check Crossbeam/Reveal for account overlap
+- [ ] Score top 5 potential partners
+- [ ] Research their past co-marketing activities
+
+### Campaign Planning
+- [ ] Agree on campaign type and goals
+- [ ] Define lead sharing arrangement
+- [ ] Assign responsibilities and deadlines
+- [ ] Set success metrics
+
+### Execution
+- [ ] Create shared assets (landing page, content, etc.)
+- [ ] Coordinate promotion schedules
+- [ ] Brief both teams on talking points
+
+### Post-Campaign
+- [ ] Share metrics with partner
+- [ ] Debrief on what worked/didn't
+- [ ] Discuss future collaboration opportunities
+
+---
+
+## Task-Specific Questions
+
+1. Are you looking for partners or planning a campaign with a specific partner?
+2. What type of co-marketing are you most interested in? (content, events, integrations, community)
+3. What's your audience size? (email list, social following, traffic)
+4. Do you have existing integration partners?
+5. Have you done co-marketing before? What worked/didn't?
+6. What's your timeline and budget for co-marketing?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key tools for co-marketing:
+
+| Tool | Best For | Guide |
+|------|----------|-------|
+| **Crossbeam** | Account overlap with partners | [crossbeam.md](../../tools/integrations/crossbeam.md) |
+| **Introw** | Partner program management, deal registration | [introw.md](../../tools/integrations/introw.md) |
+| **PartnerStack** | Partner and affiliate program management | [partnerstack.md](../../tools/integrations/partnerstack.md) |
+
+---
+
+## Related Skills
+
+- **referrals** — For customer referral and affiliate programs (customers referring customers)
+- **launch** — For product launches with partners; covers co-marketing as a "borrowed channel"
+- **content-strategy** — For content planning including co-created content
+- **sales-enablement** — For partner-facing collateral and enablement materials

skills/co-marketing/evals/evals.json

@@ -0,0 +1,84 @@
+{
+  "skill_name": "co-marketing",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "We make a project management tool for design agencies. Who should we look for as co-marketing partners?",
+      "expected_output": "Should check for product-marketing.md first. Should apply the Partner Identification Framework with audience overlap analysis. Should identify ideal partner characteristics: same buyer persona (design agencies), different problem solved, adjacent in the workflow. Should suggest specific partner categories: design tools (Figma, Adobe), proposal/contract tools (Bonsai, HoneyBook), client communication (Notion, Slack), invoicing/payments (Stripe, FreshBooks), file storage/handoff (Dropbox, Frame.io). Should recommend audience scoring criteria. Should suggest sources to find partners: integration ecosystem, Crossbeam/Reveal for account overlap, customer surveys, G2/Capterra category neighbors, podcasts/newsletters they sponsor.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Identifies same persona / different problem characteristic",
+        "Suggests specific partner categories in workflow",
+        "Mentions Crossbeam or account overlap data",
+        "Lists multiple sources to find partners",
+        "Applies scoring criteria"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We're partnering with a competitor — wait, not a competitor, a complementary CRM company. Help us brainstorm 5 campaign ideas we could run together.",
+      "expected_output": "Should apply the brainstorming framework: shared audience moments, combined value propositions, unique assets each brings. Should propose campaign ideas across multiple types from the campaign type tables (content partnerships, webinars/events, product/integration marketing, community/social). Should suggest specific ideas like: co-authored blog post or research report, joint webinar, 'better together' integration landing page, joint case study with shared customer, integration launch, bundle/discount, conference booth sharing. Should ask the campaign idea prompts to spark ideas: what would we create if we had to launch in 2 weeks, what content do both audiences desperately need, what data do we both have that would make a compelling story.",
+      "assertions": [
+        "Applies brainstorming framework",
+        "Proposes campaigns across multiple types (content, events, integration, community)",
+        "Suggests specific actionable ideas",
+        "Mentions integration or 'better together' angle",
+        "Uses brainstorming prompts"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Draft a cold outreach email to a potential co-marketing partner. They're a content management platform and we make a marketing analytics tool. Both serve B2B marketing teams.",
+      "expected_output": "Should use the cold outreach template structure. Should include: subject line with both company names, brief role intro, specific observation about audience overlap (not generic), one concrete campaign idea (not 'let's do something'), clear ask for a quick call. Should keep it short and personal. Should optionally mention call prep: account overlap data (Crossbeam/Reveal), 2-3 specific campaign ideas, audience metrics, past partnership examples, clear ask of what's wanted and what's offered.",
+      "assertions": [
+        "Includes subject with both company names",
+        "Specific observation about audience overlap",
+        "Includes one concrete campaign idea",
+        "Includes clear ask for a call",
+        "Keeps it short and personal",
+        "Mentions what to prepare for the call"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "We've identified 5 potential partners but only have time for one campaign this quarter. How should we pick?",
+      "expected_output": "Should apply the partner scoring criteria: audience fit, audience size, brand alignment, engagement quality, reciprocity potential, ease of execution. Should recommend scoring each partner 1-5 across these criteria. Should weight by current goal (e.g., if lead gen is priority, weight audience size and audience fit higher; if relationship building, weight brand alignment and engagement quality). Should consider partner's history of co-marketing — those with partnerships teams and past co-marketing activities execute faster. Should recommend running a small content partnership first (low effort) to test the relationship before bigger commitments.",
+      "assertions": [
+        "Applies partner scoring criteria",
+        "Includes all 6 scoring dimensions",
+        "Weights by goal",
+        "Considers ease of execution / partnership history",
+        "Recommends starting with low-effort format"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "Our partnership webinar with another SaaS company got 200 signups. How do we split the leads?",
+      "expected_output": "Should address the lead handling question from the Structuring the Partnership section. Should explain common splits: each partner keeps their own registrations (cleanest but loses cross-pollination), all leads shared between both (max reach, requires clear MQL/SQL handoff), split by audience source (your list vs theirs). Should recommend documenting this in advance in a co-marketing agreement covering campaign description, responsibilities, timeline, lead handling, promotion, branding, costs, metrics sharing. Should note measuring success: leads generated per partner, lead quality (MQL/SQL conversion rate), revenue attributed. Should recommend a post-campaign debrief and discussing future collaboration if it worked.",
+      "assertions": [
+        "Explains lead split options",
+        "Recommends documenting in agreement",
+        "Lists agreement components",
+        "Mentions measuring lead quality not just volume",
+        "Recommends post-campaign debrief"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Our customer success team wants us to launch a referral program. Can you help us design one?",
+      "expected_output": "Should recognize this is about customer referrals, not co-marketing between companies. Should redirect to the referrals skill, which specifically handles customer referral and affiliate programs (customers referring customers). Should note co-marketing is partner-to-partner marketing while referrals is customer-driven word-of-mouth. May offer brief co-marketing context if it's relevant to the strategy, but should make clear referrals is the right skill for the task.",
+      "assertions": [
+        "Recognizes this is customer referral, not co-marketing",
+        "Defers to referrals skill",
+        "Distinguishes co-marketing from referral programs",
+        "Does not attempt full co-marketing strategy"
+      ],
+      "files": []
+    }
+  ]
+}

skills/cold-email/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: cold-email
-description: Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, personalization, and multi-touch follow-up sequences. For warm/lifecycle email sequences, see email-sequence. For sales collateral beyond emails, see sales-enablement.
+description: Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, personalization, and multi-touch follow-up sequences. For warm/lifecycle email sequences, see emails. For sales collateral beyond emails, see sales-enablement.
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Cold Email Writing
@@ -12,7 +12,7 @@ You are an expert cold email writer. Your goal is to write emails that sound lik
 ## Before Writing
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Understand the situation (ask if not provided):
 
@@ -151,8 +151,9 @@ Use this data to inform your writing — not as a checklist to satisfy.
 
 ## Related Skills
 
+- **prospecting**: For building and qualifying the prospect list that this skill writes outreach against — the natural upstream step before cold-email
 - **copywriting**: For landing pages and web copy
-- **email-sequence**: For lifecycle/nurture email sequences (not cold outreach)
-- **social-content**: For LinkedIn and social posts
-- **product-marketing-context**: For establishing foundational positioning
+- **emails**: For lifecycle/nurture email sequences (not cold outreach)
+- **social**: For LinkedIn and social posts
+- **product-marketing**: For establishing foundational positioning
 - **revops**: For lead scoring, routing, and pipeline management

skills/cold-email/evals/evals.json

@@ -4,9 +4,9 @@
     {
       "id": 1,
       "prompt": "Write a cold email to VP of Marketing at mid-size B2B SaaS companies. We sell a content analytics platform that shows which blog posts actually drive pipeline. Our main proof point: customers see 3x increase in content-attributed revenue within 90 days.",
-      "expected_output": "Should check for product-marketing-context.md first. Should write like a peer, not a vendor. Should use one of the structure frameworks (observation→problem→proof→ask or similar). Subject line should be 2-4 words, lowercase, internal-looking. Every sentence should earn its place. Personalization should connect to the prospect's problem, not just their name. Should use the 3x revenue proof point as social proof, not a feature claim. CTA should be low-friction (not 'book a demo'). Should provide 2-3 variations. Should include a quality check against the guidelines.",
+      "expected_output": "Should check for product-marketing.md first. Should write like a peer, not a vendor. Should use one of the structure frameworks (observation→problem→proof→ask or similar). Subject line should be 2-4 words, lowercase, internal-looking. Every sentence should earn its place. Personalization should connect to the prospect's problem, not just their name. Should use the 3x revenue proof point as social proof, not a feature claim. CTA should be low-friction (not 'book a demo'). Should provide 2-3 variations. Should include a quality check against the guidelines.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Writes like a peer, not a vendor",
         "Uses a structure framework from the skill",
         "Subject line is short, lowercase, internal-looking",
@@ -81,10 +81,10 @@
     {
       "id": 6,
       "prompt": "Can you help me set up an automated email drip campaign for leads who download our whitepaper?",
-      "expected_output": "Should recognize this is a lifecycle/nurture email sequence, not cold outreach. Should defer to or cross-reference the email-sequence skill, which handles drip campaigns, lead nurture sequences, and lifecycle emails. Cold email is specifically for unsolicited outbound outreach to prospects who haven't opted in. Should make this distinction clear.",
+      "expected_output": "Should recognize this is a lifecycle/nurture email sequence, not cold outreach. Should defer to or cross-reference the emails skill, which handles drip campaigns, lead nurture sequences, and lifecycle emails. Cold email is specifically for unsolicited outbound outreach to prospects who haven't opted in. Should make this distinction clear.",
       "assertions": [
         "Recognizes this as lifecycle/nurture email, not cold outreach",
-        "References or defers to email-sequence skill",
+        "References or defers to emails skill",
         "Explains the distinction between cold email and lifecycle email",
         "Does not attempt to design a nurture sequence using cold email patterns"
       ],

skills/community-marketing/SKILL.md

@@ -2,7 +2,7 @@
 name: community-marketing
 description: "Build and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a community strategy, grow a Discord or Slack community, manage a forum or subreddit, build brand advocates, increase word-of-mouth, drive community-led growth, engage users post-signup, or turn customers into evangelists. Trigger phrases: \"build a community,\" \"community strategy,\" \"Discord community,\" \"Slack community,\" \"community-led growth,\" \"brand advocates,\" \"user community,\" \"forum strategy,\" \"community engagement,\" \"grow our community,\" \"ambassador program,\" \"community flywheel.\""
 metadata:
-  version: 1.0.0
+  version: 2.0.0
 ---
 
 # Community Marketing
@@ -12,7 +12,7 @@ You are an expert community builder and community-led growth strategist. Your go
 ## Before You Start
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered.
 
 Understand the situation (ask if not provided):
 
@@ -157,7 +157,7 @@ Always be specific. Generic advice ("be consistent," "provide value") is not use
 
 ## Related Skills
 
-- **referral-program**: For structured referral and ambassador incentive programs
+- **referrals**: For structured referral and ambassador incentive programs
 - **churn-prevention**: For retention strategies that complement community engagement
-- **social-content**: For content creation across social platforms
+- **social**: For content creation across social platforms
 - **customer-research**: For understanding your community members' needs and language

skills/community-marketing/evals/evals.json

@@ -0,0 +1,89 @@
+{
+  "skill_name": "community-marketing",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "We're a B2B SaaS that wants to start a community. Should we use Discord or Slack?",
+      "expected_output": "Should check for product-marketing.md first. Should apply the platform selection guide. Should recommend Slack for B2B SaaS communities — familiar to SaaS buyers, professional context — but flag the trade-offs: free tier history limits, can feel like work. Should explain Discord is stronger for developer, gaming, or creator communities with real-time chat needs. Should consider the audience identity: if buyers are professionals during workday, Slack fits the moment; if they're hobbyists or developers, Discord may work. Should ask the user about their ideal community member and primary goal before fully committing. Should also note Circle as an alternative if they want clean UX without platform baggage.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Recommends Slack for B2B context",
+        "Notes Slack free tier limitations",
+        "Compares Discord use case",
+        "Mentions Circle or other alternatives",
+        "Asks about audience identity or goal"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We just launched our community 3 weeks ago. We have 40 members but only 2-3 people post regularly. Everyone else just lurks. What do we do?",
+      "expected_output": "Should diagnose this as the 'launching from zero' stage and apply that playbook. Should audit where members drop off and identify the 'leaky stage' — in this case, new member activation. Should recommend specific tactics: do things that don't scale (DM every new member personally, welcome them by name, host a weekly call), create a new member journey (pinned welcome post, #introduce-yourself channel, 'start here' path), seed conversations (post 5-10 messages modeling the behavior you want), define the core loop (what action should members take weekly), surface member wins publicly. Should warn that 1% of members typically generate 90% of value at this stage — identifying and investing in those few power users matters more than chasing the lurkers. Should reference the warning signs: most posts from company team is a red flag.",
+      "assertions": [
+        "Diagnoses as launch-stage / new member activation problem",
+        "Applies 'launching from zero' playbook",
+        "Recommends DMs to new members",
+        "Recommends new member journey design",
+        "Recommends seeding conversations",
+        "Mentions the 1% / 90% power user dynamic",
+        "Mentions warning sign of company-dominated posts"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Help me write community guidelines for our Discord. We're building a community for indie game developers.",
+      "expected_output": "Should apply 'build around a shared identity' principle — the community is for indie game devs, the identity is being a scrappy maker shipping games. Should write guidelines that describe the *vibe*, not just the rules. Should answer: what does great participation look like here? Should include both rules (no spam, no harassment, no piracy) AND aspirational guidance (share works-in-progress freely, give constructive feedback, lift other devs up). Should reinforce the identity throughout. Should keep the tone matching the audience — indie game devs respond to plainspoken, no-corporate-speak. May suggest channels structure that reinforces the identity (e.g., #devlog, #playtest-requests, #publishing-tips).",
+      "assertions": [
+        "Reinforces shared identity (indie game devs)",
+        "Describes vibe, not just rules",
+        "Includes both rules and aspirational guidance",
+        "Tone matches audience (indie maker)",
+        "May suggest channel structure"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Design an ambassador program for our community. We have about 5,000 members and a few that always help others. Want to give them more recognition.",
+      "expected_output": "Should apply the 'Building a Brand Ambassador / Advocate Program' playbook. Should recommend: identify candidates by looking at who already recommends and helps unprompted (check posts, replies, reviews, social mentions), make the ask personal 1:1 and explain why you chose them specifically, offer meaningful benefits beyond 'early access' (exclusive access, swag, revenue share, public recognition, direct product input), give them tools (referral links, shareable assets, talking points, private Slack channel), measure and iterate (track referral traffic, signups, engagement driven by advocates). Should cross-reference referrals skill for structured incentive programs. Should warn against generic forms and impersonal asks.",
+      "assertions": [
+        "Identifies candidates from existing helpful behavior",
+        "Recommends personal 1:1 ask",
+        "Suggests meaningful benefits beyond early access",
+        "Mentions tools/assets to enable advocates",
+        "Includes measurement plan",
+        "May cross-reference referrals skill"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "Our community feels dead. Members joined 6 months ago but most haven't posted in months. How do I tell if it's salvageable?",
+      "expected_output": "Should run the Health Audit Report output format. Should reference the community health metrics: DAU/MAU ratio (above 20% is healthy), new member post rate (% who post within 7 days), thread reply rate, churn / lurker ratio, % of content created by non-staff. Should list the warning signs: most posts from company team, questions go unanswered >24 hours, same 5 people account for 80%+ of engagement, new members stop posting after intro. Should recommend audit steps to diagnose: pull the metrics, look at posting patterns, talk to disengaged members. Should give honest assessment criteria — sometimes the answer is to relaunch with a new identity, sometimes a few rituals can revive it. Should propose the top 3 priorities to fix based on common patterns.",
+      "assertions": [
+        "Uses Health Audit Report format",
+        "References specific health metrics with benchmarks",
+        "Lists warning signs",
+        "Recommends concrete audit steps",
+        "Considers that some communities can't be saved",
+        "Proposes top 3 priorities"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "We use our community mainly for support. How do we reduce ticket volume without making customers feel ignored?",
+      "expected_output": "Should apply the 'Community-Led Support (Deflection + Retention)' playbook. Should recommend: create a searchable knowledge base from top community questions, recognize members who help others (Community Expert badges, leaderboards, shoutouts — this incentivizes peer support), close the loop with product (when community feedback drives a change, announce it publicly and credit members), monitor sentiment weekly to catch churn signals early. Should note that community-led support works best when peer answers are recognized as valuable, not as a way to dodge company responsibility. Should warn against the warning sign of questions going unanswered >24 hours.",
+      "assertions": [
+        "Applies community-led support playbook",
+        "Recommends searchable knowledge base from community Q&A",
+        "Recommends recognizing peer helpers",
+        "Mentions closing the loop with product",
+        "Warns about unanswered questions threshold",
+        "Notes peer support must feel valued, not used"
+      ],
+      "files": []
+    }
+  ]
+}

skills/competitor-profiling/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: competitor-profiling
-description: "When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitor-alternatives. For sales-specific battle cards, see sales-enablement."
+description: "When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement."
 metadata:
-  version: 1.0.0
+  version: 2.0.0
 ---
 
 # Competitor Profiling
@@ -12,7 +12,7 @@ You are an expert competitive intelligence analyst. Your goal is to take a list
 ## Initial Assessment
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered.
 
 Before profiling, confirm:
 
@@ -402,10 +402,11 @@ Only ask if not answered by context or input:
 
 ## Related Skills
 
-- **competitor-alternatives**: For creating comparison/alternative pages from these profiles
+- **competitors**: For creating comparison/alternative pages from these profiles
+- **prospecting**: For broader list-building qualification (this skill does deep research on specific accounts; prospecting builds the initial list)
 - **customer-research**: For mining reviews and community sentiment in depth
 - **content-strategy**: For using competitor content gaps to plan your own content
 - **seo-audit**: For auditing your own site relative to competitors
 - **sales-enablement**: For turning profiles into battle cards and sales collateral
-- **paid-ads**: For analyzing competitor ad strategies
-- **pricing-strategy**: For deeper pricing analysis informed by competitor profiles
+- **ads**: For analyzing competitor ad strategies
+- **pricing**: For deeper pricing analysis informed by competitor profiles

skills/competitor-profiling/evals/evals.json

@@ -0,0 +1,85 @@
+{
+  "skill_name": "competitor-profiling",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Profile these three competitors for us: https://competitor1.com, https://competitor2.com, https://competitor3.com. We need this for sales enablement and to find positioning gaps.",
+      "expected_output": "Should check for product-marketing.md first. Should run the full research process: Phase 1 site scraping (Firecrawl map + scrape of homepage, pricing, features, about, customers, integrations, changelog), Phase 2 SEO and market data (DataForSEO for backlinks, ranked keywords, traffic, competitors), Phase 3 synthesis. Should save raw data to competitor-profiles/raw/<slug>/<YYYY-MM-DD>/ with scrapes/, seo/, reviews/ subfolders before synthesizing. Should produce one markdown file per competitor following the profile template (At a Glance, Positioning & Messaging, Product & Features, Pricing, Customers & Social Proof, SEO & Content Strategy, Strengths & Weaknesses, Competitive Implications). Should produce a _summary.md after individual profiles with comparison table, positioning map, key takeaways, gaps and opportunities. Should parallelize scraping when handling multiple competitors and use consistent metrics across all three for comparability.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Runs all three phases (scraping, SEO data, synthesis)",
+        "Saves raw data to competitor-profiles/raw/ with date subfolder",
+        "Produces individual profile per competitor",
+        "Produces _summary.md after individual profiles",
+        "Uses consistent metrics across competitors",
+        "Parallelizes scraping when possible"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We have 12 competitors. Profile all of them.",
+      "expected_output": "Should recommend prioritizing rather than profiling all 12. Should suggest profiling the top 5 first based on domain overlap or market similarity (handling-multiple-competitors guidance). Should default to quick scan mode for a list this size, not deep profile. Should explain the difference: quick scan covers homepage + pricing + domain rank overview + ranked keywords summary, deep profile adds reviews, technology stack, backlink details. Should offer deep profile only if user requests or for 3 or fewer competitors. Should ask which competitors are highest priority if user wants to narrow further.",
+      "assertions": [
+        "Recommends prioritization over profiling all 12",
+        "Suggests top 5 based on relevance",
+        "Defaults to quick scan for large list",
+        "Explains quick scan vs deep profile difference",
+        "Asks user to prioritize"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "I have an existing profile of Notion from 4 months ago. Should I update it or start fresh?",
+      "expected_output": "Should explain profile updating process from the Updating Profiles section. Should recommend updating rather than starting fresh — preserves history and enables diffing. Should explain what to re-pull: pricing page first (most volatile), SEO metrics (traffic and rankings shift monthly), changelog scan for product changes. Should update the Generated date. Should add a Change Log section at the bottom noting what changed since last profile. Should also save the new raw data to a new <YYYY-MM-DD> folder rather than overwriting prior data — supports diffing over time.",
+      "assertions": [
+        "Recommends updating over starting fresh",
+        "Lists what to re-pull (pricing, SEO, changelog)",
+        "Mentions adding Change Log section",
+        "Says to save raw data to new date folder",
+        "Says never overwrite prior date's data"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "What pages should I scrape for a competitor profile?",
+      "expected_output": "Should list the prioritized page types from Phase 1: homepage, pricing page, features/product pages, about/company page, blog (top-level for content strategy signals), customers/case studies page, integrations page, changelog/what's new (if exists). Should explain what to extract from each: homepage (headline, value prop, primary CTA, social proof, target audience signals), pricing (tiers, prices, feature breakdown, billing options, free tier/trial details), features (categories, key capabilities, how they describe each feature), about (founding story, team size, funding, mission, HQ), customers (named customers, logos, industries, case study themes), integrations (count, key integrations, categories), changelog (release velocity, recent focus areas, product direction signals). Should mention optional review scraping (G2, Capterra, Product Hunt, TrustRadius).",
+      "assertions": [
+        "Lists all key page types in priority order",
+        "Specifies what to extract from each page type",
+        "Includes changelog as product direction signal",
+        "Mentions optional review scraping",
+        "References Firecrawl Map then Scrape workflow"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "I want a profile but I don't care about SEO data — just pricing, positioning, and customer logos. Can you skip the DataForSEO calls?",
+      "expected_output": "Should accept the scoped request and skip Phase 2. Should run Phase 1 (Firecrawl scraping of homepage, pricing, customers pages) and Phase 3 synthesis only. Should explain that without SEO data, the profile won't include Domain Rank, organic traffic estimates, ranked keywords, referring domains, or top organic pages — but the positioning, pricing, and customer sections will be complete. Should produce an abbreviated profile flagging the SEO section as 'not collected per user request' rather than leaving placeholders. Should still save raw scrapes to disk for reuse.",
+      "assertions": [
+        "Skips Phase 2 (DataForSEO) as requested",
+        "Runs Phase 1 and Phase 3",
+        "Explains what's missing without SEO data",
+        "Flags SEO section as skipped, not blank",
+        "Still saves raw data"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Should I trust the customer logo wall on the competitor's homepage as evidence of who their customers are?",
+      "expected_output": "Should apply the 'Facts Over Opinions' and 'Honest Assessment' principles. Should explain that customer logos are a positioning claim, not necessarily an accurate customer breakdown — companies often show their best-known logos regardless of share of revenue. Should recommend cross-referencing: check case studies for actual usage details, search for press releases naming customers, look at customer reviews on G2/Capterra/TrustRadius for company name signals, check their LinkedIn for posts about customers. Should note: if they claim '10,000 customers' but have weak traffic/backlink profile, the claim should be flagged in the profile. Should distinguish between named customers (verifiable claims) and 'industries served' (positioning statement). Always include the date the data was pulled.",
+      "assertions": [
+        "Treats logos as positioning claim, not customer breakdown",
+        "Recommends cross-referencing case studies and reviews",
+        "Mentions checking traffic/backlink profile against claim scale",
+        "Distinguishes verifiable named customers from claims",
+        "Notes including date pulled"
+      ],
+      "files": []
+    }
+  ]
+}

skills/competitors/SKILL.md

@@ -1,8 +1,8 @@
 ---
-name: competitor-alternatives
+name: competitors
 description: "When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement."
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Competitor & Alternative Pages
@@ -12,7 +12,7 @@ You are an expert in creating competitor comparison and alternative pages. Your
 ## Initial Assessment
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Before creating competitor pages, understand:
 
@@ -252,5 +252,5 @@ Recommended pages to create with priority order based on search volume.
 - **programmatic-seo**: For building competitor pages at scale
 - **copywriting**: For writing compelling comparison copy
 - **seo-audit**: For optimizing competitor pages
-- **schema-markup**: For FAQ and comparison schema
+- **schema**: For FAQ and comparison schema
 - **sales-enablement**: For internal sales collateral, decks, and objection docs

skills/competitors/evals/evals.json

@@ -1,12 +1,12 @@
 {
-  "skill_name": "competitor-alternatives",
+  "skill_name": "competitors",
   "evals": [
     {
       "id": 1,
       "prompt": "Create a 'Best Asana Alternatives' page for our project management tool. We compete mainly on price (we're $8/user vs their $24/user) and simplicity (they've become bloated). Target audience is small teams (5-20 people).",
-      "expected_output": "Should check for product-marketing-context.md first. Should identify this as the plural alternatives format ([Competitor] Alternatives). Should include the essential sections: TL;DR comparison, brief paragraphs on each alternative (including the user's product positioned first or prominently), feature comparison table, pricing comparison, who each alternative is best for. Should use the modular content architecture approach. Should address SEO considerations for the target keyword 'Asana alternatives.' Should position the user's product with the stated differentiators (price, simplicity).",
+      "expected_output": "Should check for product-marketing.md first. Should identify this as the plural alternatives format ([Competitor] Alternatives). Should include the essential sections: TL;DR comparison, brief paragraphs on each alternative (including the user's product positioned first or prominently), feature comparison table, pricing comparison, who each alternative is best for. Should use the modular content architecture approach. Should address SEO considerations for the target keyword 'Asana alternatives.' Should position the user's product with the stated differentiators (price, simplicity).",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Identifies as plural alternatives format",
         "Includes TL;DR comparison section",
         "Includes feature comparison table",

skills/content-strategy/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: content-strategy
-description: When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," "content planning," "editorial calendar," "content marketing," "content roadmap," "what content should I create," "blog topics," "content pillars," or "I don't know what to write." Use this whenever someone needs help deciding what content to produce, not just writing it. For writing individual pieces, see copywriting. For SEO-specific audits, see seo-audit. For social media content specifically, see social-content.
+description: When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," "content planning," "editorial calendar," "content marketing," "content roadmap," "what content should I create," "blog topics," "content pillars," or "I don't know what to write." Use this whenever someone needs help deciding what content to produce, not just writing it. For writing individual pieces, see copywriting. For SEO-specific audits, see seo-audit. For social media content specifically, see social.
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Content Strategy
@@ -12,7 +12,7 @@ You are a content strategist. Your goal is to help plan content that drives traf
 ## Before Planning
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Gather this context (ask if not provided):
 
@@ -361,5 +361,5 @@ Visual or structured representation of how content interconnects.
 - **ai-seo**: For optimizing content for AI search engines and getting cited by LLMs
 - **programmatic-seo**: For scaled content generation
 - **site-architecture**: For page hierarchy, navigation design, and URL structure
-- **email-sequence**: For email-based content
-- **social-content**: For social media content
+- **emails**: For email-based content
+- **social**: For social media content

skills/content-strategy/evals/evals.json

@@ -4,9 +4,9 @@
     {
       "id": 1,
       "prompt": "Help me build a content strategy for our B2B SaaS product. We sell expense management software to finance teams at companies with 50-500 employees. We currently have no blog and want to start from scratch.",
-      "expected_output": "Should check for product-marketing-context.md first. Should establish content pillars (3-5 core topic areas). Should map content types by buyer stage (awareness → consideration → decision → implementation). Should identify keyword research opportunities by buyer stage. Should recommend a mix of searchable (SEO-driven) and shareable (thought leadership, data) content. Should use the prioritization scoring framework (customer impact 40%, content-market fit 30%, search potential 20%, resources 10%). Should provide an initial content calendar or publishing cadence. Should recommend content types appropriate for starting from scratch.",
+      "expected_output": "Should check for product-marketing.md first. Should establish content pillars (3-5 core topic areas). Should map content types by buyer stage (awareness → consideration → decision → implementation). Should identify keyword research opportunities by buyer stage. Should recommend a mix of searchable (SEO-driven) and shareable (thought leadership, data) content. Should use the prioritization scoring framework (customer impact 40%, content-market fit 30%, search potential 20%, resources 10%). Should provide an initial content calendar or publishing cadence. Should recommend content types appropriate for starting from scratch.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Establishes 3-5 content pillars",
         "Maps content by buyer stage (awareness through implementation)",
         "Includes keyword research by buyer stage",

skills/content-strategy/references/headless-cms.md

@@ -169,7 +169,7 @@ URL structure, navigation hierarchy, and internal linking all depend on how cont
 
 ### Email Sequences
 
-Pull CMS content into email templates for consistent messaging across web and email. Case studies, testimonials, and blog posts can feed email nurture sequences. See **email-sequence** skill.
+Pull CMS content into email templates for consistent messaging across web and email. Case studies, testimonials, and blog posts can feed email nurture sequences. See **emails** skill.
 
 ---
 

skills/copy-editing/SKILL.md

@@ -2,7 +2,7 @@
 name: copy-editing
 description: "When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' 'sharpen the messaging,' 'refresh this content,' 'update this page,' 'this content is outdated,' or 'content audit.' Use this when the user already has copy and wants it improved or refreshed rather than rewritten from scratch. For writing new copy, see copywriting."
 metadata:
-  version: 1.3.0
+  version: 2.0.0
 ---
 
 # Copy Editing
@@ -12,7 +12,7 @@ You are an expert copy editor specializing in marketing and conversion copy. You
 ## Core Philosophy
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before editing. Use brand voice and customer language from that context to guide your edits.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before editing. Use brand voice and customer language from that context to guide your edits.
 
 Good copy editing isn't about rewriting—it's about enhancing. Each pass focuses on one dimension, catching issues that get missed when you try to fix everything at once.
 
@@ -358,59 +358,7 @@ Use these for faster reviews when a full seven-sweep process isn't needed.
 
 ## Copy Editing Checklist
 
-### Before You Start
-- [ ] Understand the goal of this copy
-- [ ] Know the target audience
-- [ ] Identify the desired action
-- [ ] Read through once without editing
-
-### Clarity (Sweep 1)
-- [ ] Every sentence is immediately understandable
-- [ ] No jargon without explanation
-- [ ] Pronouns have clear references
-- [ ] No sentences trying to do too much
-
-### Voice & Tone (Sweep 2)
-- [ ] Consistent formality level throughout
-- [ ] Brand personality maintained
-- [ ] No jarring shifts in mood
-- [ ] Reads well aloud
-
-### So What (Sweep 3)
-- [ ] Every feature connects to a benefit
-- [ ] Claims answer "why should I care?"
-- [ ] Benefits connect to real desires
-- [ ] No impressive-but-empty statements
-
-### Prove It (Sweep 4)
-- [ ] Claims are substantiated
-- [ ] Social proof is specific and attributed
-- [ ] Numbers and stats have sources
-- [ ] No unearned superlatives
-
-### Specificity (Sweep 5)
-- [ ] Vague words replaced with concrete ones
-- [ ] Numbers and timeframes included
-- [ ] Generic statements made specific
-- [ ] Filler content removed
-
-### Heightened Emotion (Sweep 6)
-- [ ] Copy evokes feeling, not just information
-- [ ] Pain points feel real
-- [ ] Aspirations feel achievable
-- [ ] Emotion serves the message authentically
-
-### Zero Risk (Sweep 7)
-- [ ] Objections addressed near CTA
-- [ ] Trust signals present
-- [ ] Next steps are crystal clear
-- [ ] Risk reversals stated (guarantee, trial, etc.)
-
-### Final Checks
-- [ ] No typos or grammatical errors
-- [ ] Consistent formatting
-- [ ] Links work (if applicable)
-- [ ] Core message preserved through all edits
+For a final QA pass before delivering edits, work through the full checklist in [references/checklist.md](references/checklist.md) — covering all seven sweeps plus pre-start and final-check items.
 
 ---
 
@@ -468,6 +416,7 @@ This iterative process ensures each edit doesn't create new problems while respe
 
 - [Plain English Alternatives](references/plain-english-alternatives.md): Replace complex words with simpler alternatives
 - [Content Refresh](references/content-refresh.md): Full checklist, refresh vs. rewrite matrix, and cadence guide
+- [Copy Editing Checklist](references/checklist.md): Full QA checklist across all seven sweeps
 
 ---
 
@@ -492,9 +441,9 @@ Copy editing isn't just for new content. Existing pages decay over time — outd
 ## Related Skills
 
 - **copywriting**: For writing new copy from scratch (use this skill to edit after your first draft is complete)
-- **page-cro**: For broader page optimization beyond copy
+- **cro**: For broader page optimization beyond copy
 - **marketing-psychology**: For understanding why certain edits improve conversion
-- **ab-test-setup**: For testing copy variations
+- **ab-testing**: For testing copy variations
 
 ---
 
@@ -505,4 +454,4 @@ Copy editing isn't just for new content. Existing pages decay over time — outd
 | Writing new page copy from scratch | copywriting |
 | Reviewing and improving existing copy | copy-editing (this skill) |
 | Editing copy you just wrote | copy-editing (this skill) |
-| Structural or strategic page changes | page-cro |
+| Structural or strategic page changes | cro |

skills/copy-editing/evals/evals.json

@@ -4,9 +4,9 @@
     {
       "id": 1,
       "prompt": "Edit this homepage copy for us: 'Welcome to CloudSync! We are very excited to offer you an innovative, cutting-edge platform that seamlessly integrates with your existing tools. Our powerful solution helps businesses of all sizes optimize their workflows and drive meaningful results. Get started today and experience the difference!'",
-      "expected_output": "Should check for product-marketing-context.md first. Should apply the Seven Sweeps Framework systematically. Sweep 1 (Clarity): identify vague language ('optimize workflows,' 'drive meaningful results,' 'experience the difference'). Sweep 2 (Voice & Tone): flag 'Welcome to' as weak opening, 'we are very excited' as company-focused. Sweep 3 (So What): question what specific value is being offered. Sweep 4 (Prove It): note no proof points, stats, or evidence. Sweep 5 (Specificity): flag 'businesses of all sizes,' 'existing tools,' 'powerful solution' as generic. Sweep 6 (Heightened Emotion): assess emotional impact. Sweep 7 (Zero Risk): check for trust signals. Should provide a rewritten version addressing all issues.",
+      "expected_output": "Should check for product-marketing.md first. Should apply the Seven Sweeps Framework systematically. Sweep 1 (Clarity): identify vague language ('optimize workflows,' 'drive meaningful results,' 'experience the difference'). Sweep 2 (Voice & Tone): flag 'Welcome to' as weak opening, 'we are very excited' as company-focused. Sweep 3 (So What): question what specific value is being offered. Sweep 4 (Prove It): note no proof points, stats, or evidence. Sweep 5 (Specificity): flag 'businesses of all sizes,' 'existing tools,' 'powerful solution' as generic. Sweep 6 (Heightened Emotion): assess emotional impact. Sweep 7 (Zero Risk): check for trust signals. Should provide a rewritten version addressing all issues.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Applies Seven Sweeps Framework",
         "Identifies vague language (Clarity sweep)",
         "Flags weak opening and company-focused language (Voice & Tone sweep)",

skills/copy-editing/references/checklist.md

@@ -0,0 +1,66 @@
+# Copy Editing Checklist
+
+Use this checklist alongside the Seven Sweeps Framework (see SKILL.md) as a final QA pass before delivering edited copy.
+
+## Before You Start
+
+- [ ] Understand the goal of this copy
+- [ ] Know the target audience
+- [ ] Identify the desired action
+- [ ] Read through once without editing
+
+## Clarity (Sweep 1)
+
+- [ ] Every sentence is immediately understandable
+- [ ] No jargon without explanation
+- [ ] Pronouns have clear references
+- [ ] No sentences trying to do too much
+
+## Voice & Tone (Sweep 2)
+
+- [ ] Consistent formality level throughout
+- [ ] Brand personality maintained
+- [ ] No jarring shifts in mood
+- [ ] Reads well aloud
+
+## So What (Sweep 3)
+
+- [ ] Every feature connects to a benefit
+- [ ] Claims answer "why should I care?"
+- [ ] Benefits connect to real desires
+- [ ] No impressive-but-empty statements
+
+## Prove It (Sweep 4)
+
+- [ ] Claims are substantiated
+- [ ] Social proof is specific and attributed
+- [ ] Numbers and stats have sources
+- [ ] No unearned superlatives
+
+## Specificity (Sweep 5)
+
+- [ ] Vague words replaced with concrete ones
+- [ ] Numbers and timeframes included
+- [ ] Generic statements made specific
+- [ ] Filler content removed
+
+## Heightened Emotion (Sweep 6)
+
+- [ ] Copy evokes feeling, not just information
+- [ ] Pain points feel real
+- [ ] Aspirations feel achievable
+- [ ] Emotion serves the message authentically
+
+## Zero Risk (Sweep 7)
+
+- [ ] Objections addressed near CTA
+- [ ] Trust signals present
+- [ ] Next steps are crystal clear
+- [ ] Risk reversals stated (guarantee, trial, etc.)
+
+## Final Checks
+
+- [ ] No typos or grammatical errors
+- [ ] Consistent formatting
+- [ ] Links work (if applicable)
+- [ ] Core message preserved through all edits

skills/copywriting/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: copywriting
-description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see email-sequence. For popup copy, see popup-cro. For editing existing copy, see copy-editing.
+description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see emails. For popup copy, see popups. For editing existing copy, see copy-editing.
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Copywriting
@@ -12,7 +12,7 @@ You are an expert conversion copywriter. Your goal is to write marketing copy th
 ## Before Writing
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Gather this context (ask if not provided):
 
@@ -246,7 +246,7 @@ For headlines and CTAs, provide 2-3 options:
 ## Related Skills
 
 - **copy-editing**: For polishing existing copy (use after your draft)
-- **page-cro**: If page structure/strategy needs work, not just copy
-- **email-sequence**: For email copywriting
-- **popup-cro**: For popup and modal copy
-- **ab-test-setup**: To test copy variations
+- **cro**: If page structure/strategy needs work, not just copy
+- **emails**: For email copywriting
+- **popups**: For popup and modal copy
+- **ab-testing**: To test copy variations

skills/copywriting/evals/evals.json

@@ -4,9 +4,9 @@
     {
       "id": 1,
       "prompt": "Write homepage copy for a SaaS tool that automates employee onboarding. Target audience is HR directors at mid-size companies (200-2000 employees). Main differentiator is that it integrates with all major HRIS systems and cuts onboarding time from 2 weeks to 2 days.",
-      "expected_output": "Should check for product-marketing-context.md first. Should write full page copy organized by section: Headline, Subheadline, CTA (above the fold), then Social Proof, Problem/Pain, Solution/Benefits, How It Works, Objection Handling, and Final CTA. Should follow copywriting principles: clarity over cleverness, benefits over features, specificity (use the '2 weeks to 2 days' stat), customer language. Headline should communicate core value proposition. CTAs should be action-oriented ('Start Free Trial' not 'Submit'). Should provide 2-3 headline alternatives with rationale. Should include annotations explaining key copy choices. Should include meta content (SEO page title and meta description).",
+      "expected_output": "Should check for product-marketing.md first. Should write full page copy organized by section: Headline, Subheadline, CTA (above the fold), then Social Proof, Problem/Pain, Solution/Benefits, How It Works, Objection Handling, and Final CTA. Should follow copywriting principles: clarity over cleverness, benefits over features, specificity (use the '2 weeks to 2 days' stat), customer language. Headline should communicate core value proposition. CTAs should be action-oriented ('Start Free Trial' not 'Submit'). Should provide 2-3 headline alternatives with rationale. Should include annotations explaining key copy choices. Should include meta content (SEO page title and meta description).",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Writes full page copy organized by section",
         "Includes Headline, Subheadline, and CTA above the fold",
         "Includes Social Proof, Problem/Pain, Solution/Benefits, How It Works sections",
@@ -84,10 +84,10 @@
     {
       "id": 6,
       "prompt": "Write me a 5-email welcome sequence for new trial users of our project management tool.",
-      "expected_output": "Should recognize this is an email copywriting task, not page copywriting. Should defer to or cross-reference the email-sequence skill, which specifically handles email sequences, drip campaigns, and lifecycle emails. May provide brief general guidance but should make clear that email-sequence is the right skill for this task.",
+      "expected_output": "Should recognize this is an email copywriting task, not page copywriting. Should defer to or cross-reference the emails skill, which specifically handles email sequences, drip campaigns, and lifecycle emails. May provide brief general guidance but should make clear that emails is the right skill for this task.",
       "assertions": [
         "Recognizes this as email sequence work",
-        "References or defers to email-sequence skill",
+        "References or defers to emails skill",
         "Does not attempt to write a full email sequence using page copywriting patterns"
       ],
       "files": []

skills/cro/SKILL.md

@@ -1,18 +1,18 @@
 ---
-name: page-cro
-description: When the user wants to optimize, improve, or increase conversions on any marketing page — including homepage, landing pages, pricing pages, feature pages, or blog posts. Also use when the user says "CRO," "conversion rate optimization," "this page isn't converting," "improve conversions," "why isn't this page working," "my landing page sucks," "nobody's converting," "low conversion rate," "bounce rate is too high," "people leave without signing up," or "this page needs work." Use this even if the user just shares a URL and asks for feedback — they probably want conversion help. For signup/registration flows, see signup-flow-cro. For post-signup activation, see onboarding-cro. For forms outside of signup, see form-cro. For popups/modals, see popup-cro.
+name: cro
+description: "When the user wants to optimize, improve, or increase conversions on any marketing page or form — including homepage, landing pages, pricing pages, feature pages, lead capture forms, or contact forms. Also use when the user says 'CRO,' 'conversion rate optimization,' 'this page isn't converting,' 'improve conversions,' 'why isn't this page working,' 'my landing page sucks,' 'form abandonment,' 'nobody's converting,' 'low conversion rate,' or 'this page needs work.' Use this even if the user just shares a URL and asks for feedback. For signup/registration flows, see signup. For post-signup activation, see onboarding. For popups/modals, see popups."
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
-# Page Conversion Rate Optimization (CRO)
+# Conversion Rate Optimization (CRO)
 
 You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.
 
 ## Initial Assessment
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Before providing recommendations, identify:
 
@@ -175,8 +175,13 @@ When recommending experiments, consider tests for:
 
 ## Related Skills
 
-- **signup-flow-cro**: If the issue is in the signup process itself
-- **form-cro**: If forms on the page need optimization
-- **popup-cro**: If considering popups as part of the strategy
+- **signup**: If the issue is in the signup process itself
+- **popups**: If considering popups as part of the strategy
 - **copywriting**: If the page needs a complete copy rewrite
-- **ab-test-setup**: To properly test recommended changes
+- **ab-testing**: To properly test recommended changes
+
+---
+
+## Form Optimization
+
+For detailed form CRO guidance — including field optimization, multi-step forms, error handling, and form-specific experiments — see [references/form.md](references/form.md).

skills/cro/evals/evals.json

@@ -1,12 +1,12 @@
 {
-  "skill_name": "page-cro",
+  "skill_name": "cro",
   "evals": [
     {
       "id": 1,
       "prompt": "Here's my SaaS landing page: https://example.com/product. We get about 5,000 visitors/month from Google Ads but only 1.2% convert to free trial signups. Can you help me figure out what's wrong?",
-      "expected_output": "Should check for product-marketing-context.md first. Should identify page type (landing page) and conversion goal (free trial signup). Should analyze across the CRO framework dimensions: value proposition clarity, headline effectiveness, CTA placement/copy/hierarchy, visual hierarchy, trust signals, objection handling, and friction points. Should provide recommendations organized as Quick Wins, High-Impact Changes, and Test Ideas. Should note the message match issue between Google Ads and landing page. Should provide 2-3 headline and CTA copy alternatives with rationale.",
+      "expected_output": "Should check for product-marketing.md first. Should identify page type (landing page) and conversion goal (free trial signup). Should analyze across the CRO framework dimensions: value proposition clarity, headline effectiveness, CTA placement/copy/hierarchy, visual hierarchy, trust signals, objection handling, and friction points. Should provide recommendations organized as Quick Wins, High-Impact Changes, and Test Ideas. Should note the message match issue between Google Ads and landing page. Should provide 2-3 headline and CTA copy alternatives with rationale.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Identifies page type as landing page",
         "Identifies conversion goal as free trial signup",
         "Analyzes value proposition clarity",
@@ -84,18 +84,18 @@
     {
       "id": 6,
       "prompt": "Our signup form has too many fields and people keep abandoning it halfway through. Can you help optimize it?",
-      "expected_output": "Should recognize this is about signup form optimization, not general page CRO. Should defer to or cross-reference the signup-flow-cro skill, which specifically handles signup, registration, and account creation flows. May provide some general friction reduction advice but should make clear that signup-flow-cro is the right skill for this task.",
+      "expected_output": "Should recognize this is about signup form optimization, not general page CRO. Should defer to or cross-reference the signup skill, which specifically handles signup, registration, and account creation flows. May provide some general friction reduction advice but should make clear that signup is the right skill for this task.",
       "assertions": [
         "Recognizes this as signup flow optimization",
-        "References or defers to signup-flow-cro skill",
-        "Does not attempt full page-cro analysis on a form"
+        "References or defers to signup skill",
+        "Does not attempt full cro analysis on a form"
       ],
       "files": []
     },
     {
       "id": 7,
       "prompt": "Review this feature page for our API monitoring tool. Most traffic comes from organic search for 'API monitoring tools'. We want them to start a free trial.",
-      "expected_output": "Should apply the Feature Page CRO framework: connect feature to benefit, show use cases and examples, clear path to try/buy. Should reference the experiments section and suggest prioritized test ideas for hero section, trust signals, and CTA variations. Should note the organic search traffic source and check for message match with search intent. Should cross-reference ab-test-setup skill for proper test implementation.",
+      "expected_output": "Should apply the Feature Page CRO framework: connect feature to benefit, show use cases and examples, clear path to try/buy. Should reference the experiments section and suggest prioritized test ideas for hero section, trust signals, and CTA variations. Should note the organic search traffic source and check for message match with search intent. Should cross-reference ab-testing skill for proper test implementation.",
       "assertions": [
         "Applies Feature Page CRO framework",
         "Connects features to benefits",
@@ -103,7 +103,7 @@
         "Provides clear path to try/buy",
         "Notes organic traffic source and search intent match",
         "Suggests specific experiment hypotheses",
-        "Cross-references ab-test-setup skill"
+        "Cross-references ab-testing skill"
       ],
       "files": []
     }

skills/cro/references/form.md

@@ -1,10 +1,3 @@
----
-name: form-cro
-description: When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," "contact form," "nobody fills out our form," "form abandonment," "too many fields," "demo request form," or "lead form isn't converting." Use this for any non-signup form that captures information. For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.
-metadata:
-  version: 1.1.0
----
-
 # Form CRO
 
 You are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters.
@@ -12,7 +5,7 @@ You are an expert in form optimization. Your goal is to maximize form completion
 ## Initial Assessment
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Before providing recommendations, identify:
 
@@ -423,7 +416,7 @@ Ideas to A/B test with expected outcomes
 
 ## Related Skills
 
-- **signup-flow-cro**: For account creation forms
-- **popup-cro**: For forms inside popups/modals
-- **page-cro**: For the page containing the form
-- **ab-test-setup**: For testing form changes
+- **signup**: For account creation forms
+- **popups**: For forms inside popups/modals
+- **cro**: For the page containing the form
+- **ab-testing**: For testing form changes

skills/customer-research/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: customer-research
-description: When the user wants to conduct, analyze, or synthesize customer research. Use when the user mentions "customer research," "ICP research," "talk to customers," "analyze transcripts," "customer interviews," "survey analysis," "support ticket analysis," "voice of customer," "VOC," "build personas," "customer personas," "jobs to be done," "JTBD," "what do customers say," "what are customers struggling with," "Reddit mining," "G2 reviews," "review mining," "digital watering holes," "community research," "forum research," "competitor reviews," "customer sentiment," or "find out why customers churn/convert/buy." Use for both analyzing existing research assets AND gathering new research from online sources. For writing copy informed by research, see copywriting. For acting on research to improve pages, see page-cro.
+description: When the user wants to conduct, analyze, or synthesize customer research. Use when the user mentions "customer research," "ICP research," "talk to customers," "analyze transcripts," "customer interviews," "survey analysis," "support ticket analysis," "voice of customer," "VOC," "build personas," "customer personas," "jobs to be done," "JTBD," "what do customers say," "what are customers struggling with," "Reddit mining," "G2 reviews," "review mining," "digital watering holes," "community research," "forum research," "competitor reviews," "customer sentiment," or "find out why customers churn/convert/buy." Use for both analyzing existing research assets AND gathering new research from online sources. For writing copy informed by research, see copywriting. For acting on research to improve pages, see cro.
 metadata:
-  version: 1.0.0
+  version: 2.0.0
 ---
 
 # Customer Research
@@ -12,7 +12,7 @@ You are an expert customer researcher. Your goal is to help uncover what custome
 ## Before Starting
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context to skip questions already answered.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context to skip questions already answered.
 
 ---
 
@@ -262,9 +262,11 @@ Don't ask all five at once — lead with #1 and #2, then follow up as needed.
 | When to hand off | Skill |
 |-----------------|-------|
 | Writing copy informed by the research | `copywriting` |
-| Optimizing a page using VOC insights | `page-cro` |
-| Building a competitor comparison page | `competitor-alternatives` |
+| Optimizing a page using VOC insights | `cro` |
+| Building a competitor comparison page | `competitors` |
 | Creating a churn prevention strategy from churn research | `churn-prevention` |
-| Planning paid ads informed by research | `paid-ads` |
+| Planning paid ads informed by research | `ads` |
 | Writing cold email using research on pain/trigger | `cold-email` |
+| Translating customer research into an ICP for outbound | `prospecting` |
 | Planning content based on discovered topics | `content-strategy` |
+| Rolling research into a comprehensive marketing plan | `marketing-plan` |

skills/customer-research/evals/evals.json

@@ -4,9 +4,9 @@
     {
       "id": 1,
       "prompt": "I have 20 customer interview transcripts. Help me analyze them.",
-      "expected_output": "Should check for product-marketing-context.md first. Should ask about the goal before analyzing (improve messaging, build personas, find product gaps, etc.). Should apply the extraction framework: jobs to be done, pain points, trigger events, desired outcomes, language/vocabulary, alternatives considered. Should recommend clustering by theme, frequency + intensity scoring, and identifying money quotes. Should ask which deliverable is needed.",
+      "expected_output": "Should check for product-marketing.md first. Should ask about the goal before analyzing (improve messaging, build personas, find product gaps, etc.). Should apply the extraction framework: jobs to be done, pain points, trigger events, desired outcomes, language/vocabulary, alternatives considered. Should recommend clustering by theme, frequency + intensity scoring, and identifying money quotes. Should ask which deliverable is needed.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Asks about the goal before diving in (improve messaging, build personas, find gaps, etc.)",
         "Mentions extracting jobs to be done, pain points, and desired outcomes",
         "Suggests organizing quotes by theme",
@@ -18,9 +18,9 @@
     {
       "id": 2,
       "prompt": "I want to do ICP research but I don't have any customer interviews yet.",
-      "expected_output": "Should check for product-marketing-context.md first. Should recommend digital watering hole research as a starting point. Should mention Reddit, G2, Capterra, forums, or niche communities as sources. Should offer to plan a research approach and explain what to extract from online sources. Should note this is Mode 2 and ask what product/category to research.",
+      "expected_output": "Should check for product-marketing.md first. Should recommend digital watering hole research as a starting point. Should mention Reddit, G2, Capterra, forums, or niche communities as sources. Should offer to plan a research approach and explain what to extract from online sources. Should note this is Mode 2 and ask what product/category to research.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Recommends digital watering hole research as an alternative",
         "Mentions Reddit, G2, or review sites as starting points",
         "Asks what product or category to research",
@@ -31,9 +31,9 @@
     {
       "id": 3,
       "prompt": "Mine Reddit and G2 to understand what people hate about project management software.",
-      "expected_output": "Should check for product-marketing-context.md first. Should identify relevant subreddits (r/projectmanagement, r/productivity, r/agile) and search strategies. Should recommend reading 3-star and 1-star G2 reviews and competitor 4-star reviews. Should plan to extract verbatim quotes, pain themes, and switching triggers. Should apply the extraction table (source, quote, context, sentiment, theme tag, profile signals).",
+      "expected_output": "Should check for product-marketing.md first. Should identify relevant subreddits (r/projectmanagement, r/productivity, r/agile) and search strategies. Should recommend reading 3-star and 1-star G2 reviews and competitor 4-star reviews. Should plan to extract verbatim quotes, pain themes, and switching triggers. Should apply the extraction table (source, quote, context, sentiment, theme tag, profile signals).",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Identifies relevant subreddits or search strategies for project management",
         "Suggests reading 3-star and 1-star G2 reviews",
         "Recommends competitor 4-star reviews for buried complaints",
@@ -45,9 +45,9 @@
     {
       "id": 4,
       "prompt": "Build me a customer persona for a marketing manager at a B2B SaaS company.",
-      "expected_output": "Should check for product-marketing-context.md first. Should ask if there is existing research to build from before generating a persona. Should warn against inventing details without data. Should use the persona structure: profile, primary JTBD, trigger events, top pains, desired outcomes, objections, alternatives, key vocabulary, how to reach them. Should note that personas should be built from at least 5-10 data points.",
+      "expected_output": "Should check for product-marketing.md first. Should ask if there is existing research to build from before generating a persona. Should warn against inventing details without data. Should use the persona structure: profile, primary JTBD, trigger events, top pains, desired outcomes, objections, alternatives, key vocabulary, how to reach them. Should note that personas should be built from at least 5-10 data points.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Asks if there is existing research to build from before inventing details",
         "Warns against creating personas without data",
         "Includes jobs to be done, pains, triggers, and desired outcomes in persona structure",
@@ -59,9 +59,9 @@
     {
       "id": 5,
       "prompt": "I have 6 months of customer support tickets. What insights can I pull from them?",
-      "expected_output": "Should check for product-marketing-context.md first. Should recommend categorizing tickets before analyzing (bugs vs. confusion vs. feature requests vs. expectation mismatches). Should warn against treating all tickets as equal signal. Should suggest extracting recurring language, patterns, and 'I wish it could…' phrases. Should ask about the goal — product improvement, messaging, reducing support load, or something else.",
+      "expected_output": "Should check for product-marketing.md first. Should recommend categorizing tickets before analyzing (bugs vs. confusion vs. feature requests vs. expectation mismatches). Should warn against treating all tickets as equal signal. Should suggest extracting recurring language, patterns, and 'I wish it could…' phrases. Should ask about the goal — product improvement, messaging, reducing support load, or something else.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Recommends categorizing tickets before analyzing (bugs vs confusion vs feature requests)",
         "Warns against treating all tickets as equal signal",
         "Mentions extracting recurring language and patterns",
@@ -72,9 +72,9 @@
     {
       "id": 6,
       "prompt": "What are customers saying about my competitors on review sites?",
-      "expected_output": "Should check for product-marketing-context.md first. Should ask which competitors to research. Should recommend G2 and Capterra as primary sources. Should specifically call out reading competitor 4-star reviews for buried complaints. Should describe what to extract: what they love (battlecard intel), what frustrates them (opportunities), unmet needs. Should use the review mining template.",
+      "expected_output": "Should check for product-marketing.md first. Should ask which competitors to research. Should recommend G2 and Capterra as primary sources. Should specifically call out reading competitor 4-star reviews for buried complaints. Should describe what to extract: what they love (battlecard intel), what frustrates them (opportunities), unmet needs. Should use the review mining template.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Recommends reading competitor 4-star reviews specifically for buried complaints",
         "Mentions G2 or Capterra as sources",
         "Describes what to extract: what they love, what frustrates them, unmet needs",
@@ -85,9 +85,9 @@
     {
       "id": 7,
       "prompt": "Help me do voice of customer research for a new SaaS in the HR space.",
-      "expected_output": "Should check for product-marketing-context.md first. Should ask about the specific ICP segment within HR (recruiter, HR generalist, CHRO, etc.). Should suggest relevant digital watering holes: r/humanresources, r/recruiting, HR Slack communities, G2 HR category, LinkedIn. Should plan to extract verbatim language for copy use. Should offer to produce a VOC quote bank as a deliverable.",
+      "expected_output": "Should check for product-marketing.md first. Should ask about the specific ICP segment within HR (recruiter, HR generalist, CHRO, etc.). Should suggest relevant digital watering holes: r/humanresources, r/recruiting, HR Slack communities, G2 HR category, LinkedIn. Should plan to extract verbatim language for copy use. Should offer to produce a VOC quote bank as a deliverable.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Asks about target ICP segment within HR",
         "Suggests relevant digital watering holes (subreddits, G2 categories, communities)",
         "Plans to extract verbatim language for copy use",
@@ -98,9 +98,9 @@
     {
       "id": 8,
       "prompt": "I want to understand why customers churn. I have exit survey results.",
-      "expected_output": "Should check for product-marketing-context.md first. Should recommend segmenting churn reasons before analyzing — do not average across different causes. Should suggest pairing open-ended responses with quantitative data. Should ask if win/loss interview data or support tickets are also available. Should apply confidence labels (high/med/low) based on sample size and source consistency.",
+      "expected_output": "Should check for product-marketing.md first. Should recommend segmenting churn reasons before analyzing — do not average across different causes. Should suggest pairing open-ended responses with quantitative data. Should ask if win/loss interview data or support tickets are also available. Should apply confidence labels (high/med/low) based on sample size and source consistency.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Recommends segmenting churn reasons before analyzing",
         "Warns against averaging across different churn causes",
         "Suggests pairing open-ended responses with quantitative data",
@@ -111,9 +111,9 @@
     {
       "id": 9,
       "prompt": "Find the digital watering holes where DevOps engineers talk shop.",
-      "expected_output": "Should check for product-marketing-context.md first. Should identify specific relevant communities: r/devops, r/sysadmin, Hacker News, DevOps-focused Discord/Slack groups, LinkedIn, Stack Overflow. Should suggest what to search for in those communities. Should describe what signal to extract from each source type and reference source-guides.md for detailed playbooks.",
+      "expected_output": "Should check for product-marketing.md first. Should identify specific relevant communities: r/devops, r/sysadmin, Hacker News, DevOps-focused Discord/Slack groups, LinkedIn, Stack Overflow. Should suggest what to search for in those communities. Should describe what signal to extract from each source type and reference source-guides.md for detailed playbooks.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Mentions specific relevant communities (r/devops, Hacker News, LinkedIn, Discord)",
         "Suggests what to search for in those communities",
         "Describes what signal to extract from each source type"
@@ -123,9 +123,9 @@
     {
       "id": 10,
       "prompt": "Turn my customer research into messaging I can use on my homepage.",
-      "expected_output": "Should check for product-marketing-context.md first. Should extract VOC language and top themes before moving to copy. Should identify the highest-signal quotes and language patterns. Should produce a VOC summary or quote bank, then hand off to the copywriting skill for the actual copy writing step rather than writing homepage copy directly.",
+      "expected_output": "Should check for product-marketing.md first. Should extract VOC language and top themes before moving to copy. Should identify the highest-signal quotes and language patterns. Should produce a VOC summary or quote bank, then hand off to the copywriting skill for the actual copy writing step rather than writing homepage copy directly.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Extracts the VOC language and themes first before jumping to copy",
         "Identifies the highest-signal quotes for messaging",
         "References the copywriting skill for the actual copy writing step"
@@ -135,9 +135,9 @@
     {
       "id": 11,
       "prompt": "I run a mobile fitness app and want to understand why users drop off after week 2.",
-      "expected_output": "Should check for product-marketing-context.md first. Should recognize this as a B2C research scenario. Should suggest B2C-appropriate sources: app store reviews (1-3 star), Reddit fitness communities, YouTube comment sections on fitness apps, TikTok/Instagram comments. Should also recommend in-app surveys and analyzing support tickets/reviews. Should frame around activation and habit formation research.",
+      "expected_output": "Should check for product-marketing.md first. Should recognize this as a B2C research scenario. Should suggest B2C-appropriate sources: app store reviews (1-3 star), Reddit fitness communities, YouTube comment sections on fitness apps, TikTok/Instagram comments. Should also recommend in-app surveys and analyzing support tickets/reviews. Should frame around activation and habit formation research.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Recognizes this as a B2C research scenario",
         "Suggests app store reviews as a primary source",
         "Mentions Reddit or community sources relevant to fitness/consumer apps",
@@ -148,9 +148,9 @@
     {
       "id": 12,
       "prompt": "I have no existing research and don't know who my best customers are yet.",
-      "expected_output": "Should check for product-marketing-context.md first. Should treat this as a bootstrap research scenario. Should recommend starting with hypothesis formation before gathering data. Should suggest a minimum viable research plan: 5-10 customer interviews + digital watering hole scan. Should provide interview recruiting tips and what questions to ask. Should warn against building personas before collecting any data.",
+      "expected_output": "Should check for product-marketing.md first. Should treat this as a bootstrap research scenario. Should recommend starting with hypothesis formation before gathering data. Should suggest a minimum viable research plan: 5-10 customer interviews + digital watering hole scan. Should provide interview recruiting tips and what questions to ask. Should warn against building personas before collecting any data.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Recognizes this as a zero-research bootstrap scenario",
         "Recommends forming hypotheses before gathering data",
         "Suggests a minimum viable research plan (interviews + online sources)",

skills/directory-submissions/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: directory-submissions
-description: When the user wants to submit their product to startup, SaaS, AI, agent, MCP, no-code, or review directories for backlinks, domain rating, and discovery. Also use when the user mentions "directory submissions," "submit to directories," "backlinks from directories," "list my product," "submit to Product Hunt," "BetaList," "TAAFT," "Futurepedia," "G2 listing," "Capterra listing," "AlternativeTo," "SaaSHub," "AI directories," "MCP registry," "agent directory," "dofollow backlinks," "launch directories," or "directory tracker." Use this whenever someone is planning the directory layer of a product launch or an ongoing backlink campaign. For the broader launch moment, see launch-strategy. For programmatic SEO pages that should live behind these backlinks, see programmatic-seo. For AI citation optimization, see ai-seo.
+description: When the user wants to submit their product to startup, SaaS, AI, agent, MCP, no-code, or review directories for backlinks, domain rating, and discovery. Also use when the user mentions "directory submissions," "submit to directories," "backlinks from directories," "list my product," "submit to Product Hunt," "BetaList," "TAAFT," "Futurepedia," "G2 listing," "Capterra listing," "AlternativeTo," "SaaSHub," "AI directories," "MCP registry," "agent directory," "dofollow backlinks," "launch directories," or "directory tracker." Use this whenever someone is planning the directory layer of a product launch or an ongoing backlink campaign. For the broader launch moment, see launch. For programmatic SEO pages that should live behind these backlinks, see programmatic-seo. For AI citation optimization, see ai-seo.
 metadata:
-  version: 1.0.0
+  version: 2.0.0
 ---
 
 # Directory Submissions
@@ -12,7 +12,7 @@ You are an expert in directory-driven distribution for software products. Your g
 ## Before Starting
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 ---
 
@@ -90,12 +90,18 @@ Full catalog in `references/directory-list.md`. Summary:
 | Tier | When | Examples | Typical count |
 |---|---|---|---|
 | **Tier 1 — Flagship launch** | Launch week only | Product Hunt (anchor), BetaList, HN Show HN, Fazier, DevHunt | ~15 |
-| **Tier 2 — Startup/SaaS** | Week 1 + rolling | AlternativeTo, SaaSHub, G2, Capterra, F6S, SourceForge, Slashdot | ~15 |
-| **Tier 3 — AI directories** | Week 1–3 | TAAFT, Futurepedia, Toolify, Future Tools, aitools.inc, AIStage | ~25 |
+| **Tier 2 — Startup/SaaS** | Week 1 + rolling | AlternativeTo, SaaSHub, G2, Capterra, F6S, SourceForge, Slashdot | ~50 |
+| **Tier 3 — AI directories** | Week 1–3 | TAAFT, Futurepedia, Toolify, Future Tools, aitools.inc, AIStage | ~40 |
 | **Tier 4 — Agent/MCP registries** | Week 1–3 (if MCP) | Glama, APITracker, LF MCP Registry, AI Agents List | ~10 |
-| **Tier 5 — No-code directories** | Week 1–3 (if no-code) | NoCodeFinder, No Code MBA, We Are No Code | ~6 |
+| **Tier 5 — No-code directories** | Week 1–3 (if no-code) | NoCodeFinder, No Code MBA, We Are No Code, MakerPad | ~8 |
 | **Tier 6 — "Best of" listicles** | Rolling outreach | Cold outreach to DR 40+ blog posts | ~10 inclusions |
 | **Tier 7 — Integration marketplaces** | When integrations ship | Zapier, HubSpot, Slack, Airtable, Notion | ~5 |
+| **Tier 8 — Profile & content platforms** | Rolling | GitHub, WordPress.com, Substack, Dev.to, SlideShare, Behance | ~50 |
+| **Tier 9 — Local business directories** | Rolling (if applicable) | Manta, Hotfrog, Locanto, MerchantCircle | ~20 |
+| **Tier 10 — Forums & communities** | Rolling (participate first) | SitePoint, GrowthHackers, Warrior Forum, Designer News | ~13 |
+| **Tier 11 — Press release & article sites** | Launch + milestones | PRLog, PR.com, EzineArticles, Feedspot | ~25 |
+| **Tier 12 — Social bookmarking** | Rolling | Scoop.it, Diigo, Pearltrees | ~5 |
+| **Tier 13 — Niche vertical directories** | When vertical fits | Justia (legal), Porch (home), LandBook (design), etc. | ~20 |
 
 **Triage rule:** Only submit where the product is a genuine fit. Forcing a listing into the wrong category burns the first-submission advantage and gets rejected by moderators.
 
@@ -365,11 +371,11 @@ Keep the plan actionable. Every item should be something the user can do today.
 
 ## Related Skills
 
-- **launch-strategy** — broader launch moment, ORB framework, five-phase approach
+- **launch** — broader launch moment, ORB framework, five-phase approach
 - **programmatic-seo** — destination pages (alternatives, integrations, templates) that backlinks should flow into
-- **competitor-alternatives** — `/alternatives/[tool]` page pattern
+- **competitors** — `/alternatives/[tool]` page pattern
 - **ai-seo** — GEO optimization for AI citation
 - **content-strategy** — editorial content that attracts "best of" listicle inclusions
-- **free-tool-strategy** — lead magnets for destination pages
+- **free-tools** — lead magnets for destination pages
 - **community-marketing** — Reddit, Indie Hackers, Slack community mechanics
-- **schema-markup** — FAQ + Product + Organization JSON-LD for GEO
+- **schema** — FAQ + Product + Organization JSON-LD for GEO

skills/directory-submissions/evals/evals.json

@@ -0,0 +1,94 @@
+{
+  "skill_name": "directory-submissions",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "We're launching our AI SaaS in 3 weeks. Help me plan all the directories we should submit to.",
+      "expected_output": "Should check for product-marketing.md first. Should run Phase 0 readiness assessment with the 9 questions before recommending submissions. Should reject submission if any of items 1-7 are 'no' (hard block) and explain why. Should recommend tier mix: Tier 1 flagship launch (~15 — Product Hunt as anchor, BetaList, HN Show HN, Fazier, DevHunt), Tier 2 startup/SaaS (~50), Tier 3 AI directories (~40 — TAAFT, Futurepedia, Toolify), Tier 4 MCP/agent if applicable. Should map the 3-week Product Hunt prep timeline to calendar dates. Should warn against submitting before destination pages exist. Should reference references/directory-list.md and references/positioning-variations.md. Should recommend the 10-in-30 reviews protocol for G2/Capterra. Should set day-30 and day-90 targets from the KPI table.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Runs Phase 0 readiness assessment",
+        "Recommends tier mix appropriate to AI SaaS",
+        "Maps 3-week PH timeline to calendar dates",
+        "Names Product Hunt as anchor",
+        "Recommends 10-in-30 reviews protocol",
+        "Sets day-30 and day-90 KPI targets",
+        "References directory-list.md or positioning-variations.md"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "Can I just copy-paste the same description into every directory?",
+      "expected_output": "Should refuse and explain Rule 3: positioning varies by directory type. Should explain AI engines penalize duplicate content — directories cross-referenced by Claude, ChatGPT, Perplexity will de-rank repetitive copy. Should explain different framing per surface: startup directories lead with outcome (audience is founders), SaaS directories lead with alternative framing (people search '[competitor] alternative'), AI directories lead with AI-first architecture, agent/MCP directories lead with the agent/MCP angle, B2B review sites lead with ROI + use case. Should recommend preparing distinct variants per tier: tagline under 10 words, 60-char short description, 150-word long description, 5-8 category tags. Should reference references/positioning-variations.md.",
+      "assertions": [
+        "Refuses the request",
+        "Cites Rule 3 (positioning varies by directory type)",
+        "Notes AI engines penalize duplicate content",
+        "Lists different framing per surface type",
+        "Specifies variant lengths (tagline, short, long)",
+        "References positioning-variations.md"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Should we pay for one of those directory submission services that submits to 200 directories for $99?",
+      "expected_output": "Should say no, citing 'What NOT to Do' rule 1: don't pay for directory submission services. Should explain the whole point is these are free — it's an afternoon of copy-paste. Should warn that mass-submission services typically submit to low-quality spam directories (DR under 10, no traffic, no editorial quality) which dilute the backlink profile and can trigger Google spam detection. Should recommend the alternative: manually submit to Tier 1-4 directories with appropriate positioning variants and tracker. Should reinforce that the value comes from quality directories with editorial standards, not raw volume.",
+      "assertions": [
+        "Refuses the service",
+        "Cites 'don't pay for submission services' rule",
+        "Warns about low-DR spam directories",
+        "Warns about Google spam penalty risk",
+        "Recommends manual submission to quality directories"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Walk me through how to launch on Product Hunt next month. We've never done it before.",
+      "expected_output": "Should apply the Product Hunt Deep Dive playbook. Should map the 3-week prep timeline: Day -21 to -14 (warm up hunter account, upvote and comment on 3 launches/day), Day -14 (create Upcoming page), Day -10 (optional book a hunter — trade not cash), Day -7 (draft launch-day assets: 1270x760 gallery images, tagline, 260-char description, first comment), Day -3 (email list warm-up), Day -1 (final check). Should explain launch day: launch at 12:01 AM Pacific Time on Tuesday/Wednesday/Thursday only, first 2 hours are everything (need 50+ supporters), post the first comment yourself, reply to every comment in under 30 minutes, share to multiple channels. Should warn never ask for upvotes — ask for feedback. Should warn don't DM strangers — community flags this. Should explain post-launch: write a launch recap blog post with numbers + lessons, cross-post to Indie Hackers, only submit to Show HN if there's a technical angle. Should note 80% of failed launches fail from no warm audience or asking for upvotes.",
+      "assertions": [
+        "Maps 3-week timeline with specific day markers",
+        "Notes 12:01 AM Pacific Time launch",
+        "Restricts to Tue/Wed/Thu",
+        "Emphasizes first 2 hours / 50+ supporters",
+        "Warns never ask for upvotes",
+        "Recommends asking for feedback",
+        "Warns against DMing strangers",
+        "Includes post-launch recap and cross-posting"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "We want to list on G2 but we only have 4 customers right now. Worth doing?",
+      "expected_output": "Should explain G2 and Capterra listings are worthless without reviews — 10 reviews is the magic threshold for Grid appearance. Should recommend NOT submitting yet, or claim the listing but plan a review drive in parallel. Should explain the 10-in-30 protocol: identify 20 users who completed a meaningful action, send each a personal email with direct review URL (reduces friction ~70%), offer a modest thank-you ($25 Amazon gift card is allowed by G2/TrustRadius), follow up once after 5 days, target 50% conversion. Should note the Users Love Us badge is free (20 reviews at 4.0+) but Grid/Momentum/Index/Award badges require a paid G2 plan ($2,999+/year as of Summer 2025) — and recommend NOT spending on paid G2 in year one. Should mention G2 Summer report cutoff ~April 28 and Fall ~July 28. Should suggest waiting until ~10 users are realistic before submitting.",
+      "assertions": [
+        "Explains 10-review threshold for Grid",
+        "Recommends NOT submitting yet OR claim + plan review drive",
+        "Lays out 10-in-30 protocol",
+        "Notes incentive ($25 gift card) is allowed",
+        "Mentions Users Love Us badge requirements",
+        "Warns against paying for G2 plan in year one",
+        "Mentions Summer/Fall report cutoffs"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "We submitted to 50 directories last week. Now what?",
+      "expected_output": "Should warn against treating submissions as the strategy. Should reference 'What NOT to Do' rule 11: don't over-index on launch spike. Flywheel is templates + alternatives + reviews + ongoing content. Should recommend verifying the dofollow status of acquired backlinks (curl -sIL | grep -i rel=). Should pivot to ongoing distribution: destination pages strategy (alternative pages converting 5-15%, use-case/ICP pages, template gallery if applicable, 'best of' listicles you write yourself, integration pages), GEO tactics for AI citation (single H1, FAQ schema, comparison tables, get cited on Reddit/HN, claim Crunchbase/LinkedIn/Wikidata), community presence (Reddit 90/10 rule, LinkedIn 3-5 posts/week, Twitter build-in-public, Indie Hackers, Dev.to/Hashnode). Should remind to track weekly KPIs (DR, referring domains, indexed pages, organic clicks, signups from directory referrals) and investigate if numbers aren't moving rather than submitting more.",
+      "assertions": [
+        "Warns against over-indexing on launch spike",
+        "Recommends verifying dofollow status of backlinks",
+        "Pivots to destination pages strategy",
+        "Mentions GEO tactics",
+        "Includes ongoing community distribution",
+        "Recommends tracking weekly KPIs",
+        "Says investigate before submitting more"
+      ],
+      "files": []
+    }
+  ]
+}

skills/directory-submissions/references/directory-list.md

@@ -56,6 +56,43 @@ Submit during launch week and continue rolling submissions thereafter.
 | **Shipybara** | ~30 | Yes | Free | Shows which companies use your tool. |
 | **TrustRadius** | 72 | Yes | Free | Smaller but respected B2B review platform. |
 | **Crozdesk** | ~55 | Yes | Free | Feeds into Gartner ecosystem. |
+| **Software Advice** | 88 | Yes | Free | Gartner property. Auto-syncs with Capterra in some categories. |
+| **TheSaaSDirectory** | 88 | Yes | Free | SaaS-specific directory. Good categorization. |
+| **Tech.co** | 80 | Yes | Free | Startup/SaaS directory + media. |
+| **Taalk** | 80 | Yes | Free | Startup directory. |
+| **Startup Fame** | 77 | Yes | Free | Startup showcase directory. |
+| **Indie Hackers** | 76 | Yes | Free | Build-in-public community + product directory. |
+| **Slant** | 75 | Yes | Free | "What is the best..." recommendation platform. |
+| **Gust** | 75 | Yes | Free | Startup/investor platform. Profile with links. |
+| **Inc42** | 75 | Yes | Free | Indian startup media + directory. |
+| **Wefunder** | 76 | Yes | Free | Equity crowdfunding. Product profile with links. |
+| **Startups.com** | 68 | Yes | Free | Startup community + resources. |
+| **IndieHustles** | 66 | Yes | Free | Indie SaaS directory. |
+| **SaaSWorthy** | 65 | Yes | Free | SaaS review/comparison site. |
+| **ToolsFine** | 65 | Yes | Free | SaaS tool directory. |
+| **Bizcommunity** | 65 | Yes | Free | Business news + directory. |
+| **StartUs** | 62 | Yes | Free | Startup directory + insights. |
+| **Today Launches** | 60 | Yes | Free | Daily launch directory. |
+| **StartupBuffer** | 57 | Yes | Free | Startup promotion platform. |
+| **Feedough** | 55 | Yes | Free | Startup resources + directory. |
+| **Indie Hacker Tools** | 55 | Yes | Free | Tools for indie hackers. |
+| **Open Launch** | 55 | Yes | Free | Product launch directory. |
+| **New SaaSly** | 52 | Yes | Free | New SaaS product directory. |
+| **Business Software** | 49 | Yes | Free | Business software directory. |
+| **Promote Project** | 47 | Yes | Free | Project promotion directory. |
+| **FiveTaco** | 47 | Yes | Free | SaaS tool directory. |
+| **Cuspera** | 45 | Yes | Free | SaaS comparison platform. |
+| **BetaBound** | 45 | Yes | Free | Beta testing community + directory. |
+| **Makerthrive** | 45 | Yes | Free | Maker community + tools. |
+| **StartupTracker** | 44 | Yes | Free | Startup tracking directory. |
+| **BusinessHunt** | 43 | Yes | Free | Business product directory. |
+| **Launched.io** | 40 | Yes | Free | Launch directory. |
+| **ProfitHunt** | 40 | Yes | Free | Profitable startup directory. |
+| **10words** | 40 | Yes | Free | SaaS directory (10-word descriptions). |
+| **TrustMRR** | 40 | Yes | Free | MRR-verified startup directory. |
+| **OpenClawDir** | 35 | Yes | Free | Open directory. |
+| **Build Voyage** | 33 | Yes | Free | Startup builder directory. |
+| **AlphaDigits** | 32 | Yes | Free | SaaS directory. |
 
 ---
 
@@ -98,6 +135,20 @@ Relevant only for AI-native products. Submit during weeks 1–3.
 | **AIBacklinkList** | ~25 | Aggregated list of 2500+ AI backlink opportunities. |
 | **AI Scout** | ~25 | Emerging, less competition. |
 | **AiMatchPro** | ~20 | Use-case search. |
+| **GPTForge** | ~30 | Domain created 2025 — DR 88 from source list is implausible. Verify via Ahrefs. |
+| **AI Tools Guide** | 77 | Curated AI tools directory. |
+| **AIToolly** | 69 | AI tool discovery. |
+| **All The AI Tools** | 66 | Comprehensive AI tool listing. |
+| **Aiforme.wiki** | 66 | AI tool wiki/directory. |
+| **Noxilo** | 66 | AI tools directory. |
+| **AI Generation** | 55 | AI tools directory. |
+| **Every AI** | 55 | AI tool aggregator. |
+| **BAI.tools** | 53 | AI tools directory. |
+| **The Rundown Tools** | 40 | AI newsletter's tool directory. |
+| **AI NavHub** | 38 | AI navigation directory. |
+| **WhatTheAI** | 35 | AI tools directory. |
+| **ToolAI** | 31 | AI tools directory. |
+| **LLM Relevance** | 30 | LLM-focused directory. |
 
 ---
 
@@ -134,6 +185,8 @@ Relevant for no-code platforms and builder tools.
 | **NoCodeList** | ~30 | — |
 | **NoCodeDevs** | ~25 | — |
 | **NoCode.Tech** | ~35 | — |
+| **MakerPad / Zapier** | ~62 | Now owned by Zapier. No-code tool directory. |
+| **NoCodeFounders** | ~45 | No-code community + forum. |
 
 ---
 
@@ -170,6 +223,249 @@ Only relevant once the product has integrations. These are the highest-DR backli
 
 ---
 
+## Tier 8 — Profile & Content Platforms
+
+Create a profile or publish content on these high-DR platforms to earn a dofollow backlink. These are not traditional directories — they're content and identity platforms where your profile or published content links back to your site. Highest DR backlinks available without building integrations.
+
+| Platform | DR | Category | Type | Notes |
+|---|---|---|---|---|
+| **WordPress.com** | 100 | Any | Blog | Create a free blog, link to main site in posts and profile. |
+| **Blogger** | 100 | Any | Blog | Google property. Free blog with dofollow links. |
+| **Tumblr** | 99 | Design | Blog | Highest DR blog platform. Project blog or microblog. |
+| **GitHub** | 98 | Tech | Code host | Profile + repo README links. Every software product should have this. |
+| **SoundCloud** | 96 | Music | Profile | Niche — relevant for audio/music products. |
+| **Weebly** | 95 | Any | Blog | Free site builder with dofollow profile link. |
+| **SlideShare** | 95 | Any | Content | Upload pitch decks, guides, presentations. |
+| **Flickr** | 95 | Photography | Profile | Product screenshot galleries with profile link. |
+| **GitLab** | 94 | Tech | Code host | Profile link. Mirror repos if open source. |
+| **eBay Stores** | 94 | E-commerce | Profile | Niche — relevant for physical/digital goods. |
+| **Etsy** | 93 | E-commerce | Profile | Niche — templates, digital downloads. |
+| **Substack** | 93 | Tech | Newsletter | Publish product updates, thought leadership. High-intent readers. |
+| **Bitbucket** | 93 | Tech | Code host | Profile link. Atlassian property. |
+| **Scribd** | 93 | Any | Content | Upload whitepapers, guides, case studies. |
+| **Disqus** | 93 | Professional | Profile | Profile with website link. Comment on industry blogs. |
+| **Behance** | 93 | Design | Profile | Portfolio/project links. Best for design-adjacent products. |
+| **Pastebin** | 93 | Tech | Code host | Code snippets with profile link. |
+| **Patreon** | 93 | Creator | Profile | Creator page with product links. |
+| **Imgur** | 93 | Any | Profile | Image hosting with profile link. |
+| **Dun & Bradstreet** | 93 | B2B | Directory | Business credibility. Feeds AI training corpora. |
+| **Ghost.org** | 92 | Any | Blog | Publish content with dofollow links. |
+| **Evernote** | 92 | Any | Content | Public notebooks with links. |
+| **Issuu** | 92 | Any | Content | Upload marketing PDFs, brochures, reports. |
+| **CodePen** | 92 | Tech | Profile | Front-end demos and profile link. |
+| **Kaggle** | 92 | AI | Profile | AI/data science community. Notebooks with links. |
+| **Houzz** | 92 | Home | Profile | Niche — home/interior products. |
+| **LiveJournal** | 91 | Any | Blog | Legacy but high DR. Blog with dofollow links. |
+| **Bandcamp** | 91 | Music | Profile | Niche — audio products. |
+| **Dev.to** | 90 | Tech | Blog | Technical articles with dofollow links. Cross-post with canonical URL. |
+| **Gravatar** | 90 | Professional | Profile | Profile with website link. Quick setup. |
+| **Replit** | 90 | Tech | Code host | Profile link. Interactive demos. |
+| **CodeProject** | 90 | Tech | Blog | Technical articles for dev audience. |
+| **Jimdo** | 89 | Any | Blog | Free site builder with profile link. |
+| **Calameo** | 89 | Any | Content | Digital publishing platform. Upload PDFs. |
+| **Buy Me a Coffee** | 88 | Creator | Profile | Creator page with product links. |
+| **ArtStation** | 88 | Design | Profile | Portfolio for creative/design products. |
+| **500px** | 88 | Photography | Profile | Product imagery with profile link. |
+| **IndiaMART** | 87 | B2B | Profile | Indian B2B marketplace. Niche but high DR. |
+| **Strikingly** | 87 | Any | Blog | Free one-page site with backlink. |
+| **Hashnode** | 85 | Tech | Blog | Dev blogging. Custom domain support. Dofollow links. |
+| **About.me** | 85 | Professional | Profile | One-page profile. Quick dofollow backlink. |
+| **Mixcloud** | 85 | Music | Profile | Niche — audio/podcast products. |
+| **4Shared** | 85 | Any | Content | File sharing with profile link. |
+| **HubPages** | 84 | Any | Blog | Article publishing platform. |
+| **AppSumo** | 84 | E-commerce | Marketplace | SaaS deals marketplace. Great for launch visibility + backlink. |
+| **TeachersPayTeachers** | 84 | Education | Profile | Niche — education products. |
+| **AuthorStream** | 70 | Any | Content | Presentation sharing. |
+| **Model Mayhem** | 72 | Design | Profile | Niche — creative industry. |
+| **Penzu** | 60 | Any | Blog | Online journal with profile link. |
+| **Crevado** | 50 | Design | Profile | Portfolio platform. |
+| **MyFolio** | 55 | Design | Profile | Portfolio platform. |
+
+---
+
+## Tier 9 — Local Business & General Directories
+
+Relevant for products with a physical presence, local customer base, or business address. Also useful for any product wanting pure DR-building backlinks from established directories.
+
+| Directory | DR | Category | Notes |
+|---|---|---|---|
+| **Manta** | 76 | Local business | US business directory. Free listing. |
+| **ActiveSearchResults** | 74 | General | Search engine directory. |
+| **Hotfrog** | 72 | Local business | International business directory. |
+| **Spoke** | 70 | B2B | Business profile directory. |
+| **Locanto** | 70 | General | Classifieds + business listings. International. |
+| **MerchantCircle** | 68 | Local business | US small business directory. |
+| **Just Landed** | 65 | Local business | International directory. |
+| **Showmelocal** | 64 | Local business | US local search directory. |
+| **Cylex** | 64 | Local business | International business directory. |
+| **Brownbook** | 63 | Local business | Global business directory. |
+| **Tupalo** | 62 | Local business | European business directory. |
+| **WebWiki** | 60 | General | Website directory with reviews. |
+| **iBegin** | 60 | Local business | US business directory. |
+| **CitySquares** | 55 | Local business | US local business directory. |
+| **eLocal** | 55 | Local business | US service provider directory. |
+| **2FindLocal** | 53 | Local business | US local directory. |
+| **Chamber of Commerce** | 50 | Local business | Business directory + resources. |
+| **FindUsLocal** | 50 | Local business | Local search directory. |
+| **ezlocal** | 50 | Local business | US local business listings. |
+| **Yellow Pages Goes Green** | 49 | Local business | Eco-friendly business directory. |
+| **Where To?** | 46 | Local business | Local discovery directory. |
+
+---
+
+## Tier 10 — Forums & Communities
+
+Create a profile and participate in relevant communities. Most give dofollow profile links. Value comes from both the backlink and referral traffic from genuine participation. Follow the 90/10 rule: 90% helpful, 10% promotional.
+
+| Forum | DR | Category | Notes |
+|---|---|---|---|
+| **Strava Clubs** | 90 | Fitness | Niche — fitness/health products only. |
+| **Foursquare** | 90 | Hospitality | Business listing with dofollow link. |
+| **SitePoint Forums** | 89 | Tech | Web dev community. Genuine participation required. |
+| **Mumsnet Forums** | 85 | Family | Niche — family/parenting products. Large UK audience. |
+| **Digital Point** | 82 | Marketing | SEO/marketing forum. |
+| **WebmasterWorld** | 77 | Marketing | SEO/webmaster community. High editorial standards. |
+| **BlackHatWorld** | 77 | Marketing | SEO/marketing forum. Despite the name, has legitimate discussions. |
+| **GrowthHackers** | 76 | Marketing | Growth marketing community. Dofollow articles + profile. |
+| **Warrior Forum** | 73 | Marketing | Internet marketing community. |
+| **Apsense** | 72 | Marketing | Business networking + marketing forum. |
+| **ActiveRain** | 70 | Real estate | Niche — real estate industry. |
+| **Quibblo** | 55 | General | Quiz/poll community with profile links. |
+
+---
+
+## Tier 11 — Press Release, Article & Blog Directory Sites
+
+Publish articles or press releases to earn dofollow backlinks. Best for product launches, funding announcements, major feature releases. Some accept any topic, others are PR-specific.
+
+### Article & Blog Directories
+
+| Site | DR | Type | Notes |
+|---|---|---|---|
+| **EzineArticles** | 80 | Article | Established article directory. Editorial review. |
+| **Feedspot** | 80 | Blog directory | Blog discovery + RSS aggregation. Submit your blog. |
+| **Alltop** | 73 | Blog directory | Guy Kawasaki's blog aggregator. |
+| **ArticlesBase** | 70 | Article | Article publishing platform. |
+| **Blogarama** | 64 | Blog directory | Blog directory with categories. |
+| **Sooper Articles** | 60 | Article | Article submission site. |
+| **OnToplist** | 60 | Blog directory | Blog ranking directory. |
+| **BlogEngage** | 55 | Blog directory | Blog promotion community. |
+| **BizSugar** | 55 | Business | Small business content sharing. |
+| **TechPluto** | 50 | Marketing | Tech/marketing blog directory. |
+
+### Press Release Distribution
+
+| Site | DR | Notes |
+|---|---|---|
+| **PRLog** | 80 | Free press release distribution. Good reach. |
+| **PR.com** | 77 | Free + paid press releases. Business directory too. |
+| **OpenPR** | 72 | Free international press release distribution. |
+| **1888 Press Release** | 69 | Free press release site. |
+| **NewswireToday** | 65 | Free press release distribution. |
+| **Online PR News** | 62 | Free press release distribution. |
+| **PR Free** | 62 | Free press release site. |
+
+### Marketing & General Directories
+
+| Site | DR | Notes |
+|---|---|---|
+| **SubmissionWebDirectory** | 61 | General web directory. |
+| **Site Promotion Directory** | 46 | Marketing-focused directory. |
+| **Semfirms** | 45 | Marketing services directory. |
+| **CabinetM** | 45 | Marketing technology directory. |
+| **Cold Email Kit** | 44 | Email marketing directory. |
+| **Directory LDM Studio** | 40 | General directory. |
+| **Quality Internet Directory** | 39 | General web directory. |
+| **ProofStories** | 32 | Marketing stories/case studies. |
+
+---
+
+## Tier 12 — Social Bookmarking & Curation
+
+Bookmark or curate content with dofollow links. Lower effort than publishing full articles. Most useful for building diverse backlink profile.
+
+| Platform | DR | Notes |
+|---|---|---|
+| **Scoop.it** | 91 | Content curation platform. Create topic pages with links. |
+| **Diigo** | 85 | Social bookmarking + annotation. Profile + bookmark links. |
+| **Pearltrees** | 84 | Visual content curation. Organize links into collections. |
+| **BibSonomy** | 70 | Academic bookmarking. Best for research/data products. |
+| **Folkd** | 64 | Social bookmarking. Tag and share links. |
+
+---
+
+## Tier 13 — Niche Vertical Directories
+
+Industry-specific directories. Only submit if your product genuinely fits the vertical — forced listings get rejected and waste time.
+
+### Legal
+
+| Directory | DR | Notes |
+|---|---|---|
+| **Justia** | 85 | Legal services directory. |
+| **Lawyers.com** | 82 | Legal directory. |
+| **HG.org** | 75 | Legal resources directory. |
+
+### Home & Construction
+
+| Directory | DR | Notes |
+|---|---|---|
+| **Porch** | 80 | Home services marketplace. |
+| **BuildZoom** | 73 | Construction/contractor directory. |
+| **Tradify (FreeIndex)** | 55 | UK trades directory. |
+| **iBuildNew** | 45 | Australian home building directory. |
+
+### Hospitality & Food
+
+| Directory | DR | Notes |
+|---|---|---|
+| **AllMenus** | 76 | Restaurant directory. |
+
+### Design & Creative
+
+| Directory | DR | Notes |
+|---|---|---|
+| **LandBook** | 72 | Web design inspiration gallery. Submit landing pages. |
+| **Curated.design** | 52 | Design inspiration directory. |
+| **Webdesign Inspiration** | 45 | Website design showcase. |
+
+### Health & Fitness
+
+| Directory | DR | Notes |
+|---|---|---|
+| **Wellness.com** | 60 | Health & wellness directory. |
+| **YogaTrail** | 55 | Yoga/wellness directory. |
+| **MassageTherapy (AMBP)** | 45 | Massage therapy directory. |
+| **Athlinks** | 72 | Fitness/race results. Profile with links. |
+| **Fit Pro Directory** | 40 | Fitness professional directory. |
+
+### Real Estate
+
+| Directory | DR | Notes |
+|---|---|---|
+| **Placester** | 60 | Real estate marketing directory. |
+
+### B2B & International
+
+| Directory | DR | Notes |
+|---|---|---|
+| **Sulekha** | 73 | Indian business directory. |
+| **EU-Business** | 46 | European business directory. |
+
+### Events
+
+| Directory | DR | Notes |
+|---|---|---|
+| **Evensi Events** | 62 | Event discovery platform. |
+
+### Education
+
+| Directory | DR | Notes |
+|---|---|---|
+| *(TeachersPayTeachers listed in Tier 8 — Profile Platforms)* | | |
+
+---
+
 ## Verification
 
 After any submission goes live, verify the backlink exists and is dofollow. You can:

skills/directory-submissions/references/submission-tracker-template.csv

@@ -61,7 +61,6 @@ Linux Foundation MCP Registry,4,https://github.com/modelcontextprotocol/registry
 AI Agent Store,4,https://aiagentstore.ai/submit,Agent,,Yes,,Draft,,,Agent,,,
 AI Agents Base,4,https://aiagentsbase.com/submit,Agent,,Yes,,Draft,,,Agent,,,
 AI Agents Directory,4,https://aiagentsdirectory.com/submit,Agent,,Yes,,Draft,,,Agent,,,
-AI Agents Verse,4,https://aiagentsverse.com/submit,Agent,,Yes,,Draft,,,Agent,,,
 AgentHunter,4,https://agenthunter.com/submit,Agent,,Yes,,Draft,,,Agent,,,
 AI Agents Live,4,https://aiagents.live/submit,Agent,,Yes,,Draft,,,Agent,,,
 AI Agents Marketplace,4,https://aiagentsmarketplace.com/submit,Agent,,Yes,,Draft,,,Agent,,,
@@ -78,3 +77,190 @@ Airtable Marketplace,7,https://airtable.com/marketplace,Integration,82,Yes,,Draf
 Notion Integrations,7,https://www.notion.so/integrations,Integration,88,Yes,,Draft,,,Integration,,,
 Make (Integromat),7,https://www.make.com/en/partners,Integration,70,Yes,,Draft,,,Integration,,,
 Pipedream,7,https://pipedream.com/docs/components,Integration,70,Yes,,Draft,,,Integration,,,
+Software Advice,2,https://www.softwareadvice.com/vendors,SaaS,88,Yes,,Draft,,,B2B review,,,
+TheSaaSDirectory,2,https://thesaasdirectory.com,SaaS,88,Yes,,Draft,,,SaaS,,,
+Tech.co,2,https://tech.co,SaaS,80,Yes,,Draft,,,SaaS,,,
+Taalk,2,https://taalk.com,Startup,80,Yes,,Draft,,,Startup,,,
+Startup Fame,2,https://startupfa.me,Startup,77,Yes,,Draft,,,Startup,,,
+Indie Hackers,2,https://www.indiehackers.com,SaaS,76,Yes,,Draft,,,Startup,,,
+Slant,2,https://www.slant.co,SaaS,75,Yes,,Draft,,,SaaS,,,
+Gust,2,https://gust.com,Startup,75,Yes,,Draft,,,Startup,,,
+Inc42,2,https://inc42.com,Startup,75,Yes,,Draft,,,Startup,,,
+Wefunder,2,https://wefunder.com,Startup,76,Yes,,Draft,,,Startup,,,
+Startups.com,2,https://www.startups.com,Startup,68,Yes,,Draft,,,Startup,,,
+IndieHustles,2,https://www.indiehustles.com,SaaS,66,Yes,,Draft,,,SaaS,,,
+SaaSWorthy,2,https://www.saasworthy.com,SaaS,65,Yes,,Draft,,,SaaS,,,
+ToolsFine,2,https://toolsfine.com,SaaS,65,Yes,,Draft,,,SaaS,,,
+Bizcommunity,2,https://www.bizcommunity.com,B2B,65,Yes,,Draft,,,B2B,,,
+StartUs,2,https://startus.cc,Startup,62,Yes,,Draft,,,Startup,,,
+Today Launches,2,https://todaylaunches.com,Startup,60,Yes,,Draft,,,Startup,,,
+StartupBuffer,2,https://startupbuffer.com,Startup,57,Yes,,Draft,,,Startup,,,
+Feedough,2,https://www.feedough.com,Startup,55,Yes,,Draft,,,Startup,,,
+Indie Hacker Tools,2,https://www.indiehacker.tools,Startup,55,Yes,,Draft,,,Startup,,,
+Open Launch,2,https://open-launch.com,Startup,55,Yes,,Draft,,,Startup,,,
+New SaaSly,2,https://newsaasly.com,SaaS,52,Yes,,Draft,,,SaaS,,,
+Business Software,2,https://www.business-software.com,SaaS,49,Yes,,Draft,,,SaaS,,,
+Promote Project,2,https://www.promoteproject.com,Startup,47,Yes,,Draft,,,Startup,,,
+FiveTaco,2,https://fivetaco.com,SaaS,47,Yes,,Draft,,,SaaS,,,
+Cuspera,2,https://www.cuspera.com,SaaS,45,Yes,,Draft,,,SaaS,,,
+BetaBound,2,https://betabound.com,Startup,45,Yes,,Draft,,,Startup,,,
+Makerthrive,2,https://makerthrive.com,Startup,45,Yes,,Draft,,,Startup,,,
+StartupTracker,2,https://startuptracker.io,Startup,44,Yes,,Draft,,,Startup,,,
+BusinessHunt,2,https://businesshunt.co,SaaS,43,Yes,,Draft,,,SaaS,,,
+Launched.io,2,https://launched.io,Startup,40,Yes,,Draft,,,Startup,,,
+ProfitHunt,2,https://profithunt.co,Startup,40,Yes,,Draft,,,Startup,,,
+10words,2,https://10words.io,SaaS,40,Yes,,Draft,,,SaaS,,,
+TrustMRR,2,https://trustmrr.com,Startup,40,Yes,,Draft,,,Startup,,,
+OpenClawDir,2,https://openclawdir.com,Tech,35,Yes,,Draft,,,Dev,,,
+Build Voyage,2,https://buildvoyage.com,Startup,33,Yes,,Draft,,,Startup,,,
+AlphaDigits,2,https://alphadigits.com,SaaS,32,Yes,,Draft,,,SaaS,,,
+GPTForge,3,https://gptforge.net,AI,30,Yes,,Draft,,,AI,,,Domain created 2025 — DR 88 from source list is implausible
+AI Tools Guide,3,https://aitoolsguide.com,AI,77,Yes,,Draft,,,AI,,,
+AIToolly,3,https://aitoolly.com,AI,69,Yes,,Draft,,,AI,,,
+All The AI Tools,3,https://alltheaitools.com,AI,66,Yes,,Draft,,,AI,,,
+Aiforme.wiki,3,https://aiforme.wiki,AI,66,Yes,,Draft,,,AI,,,
+Noxilo,3,https://noxilo.com,AI,66,Yes,,Draft,,,AI,,,
+AI Generation,3,https://www.theaigeneration.com,AI,55,Yes,,Draft,,,AI,,,
+Every AI,3,https://every-ai.com,AI,55,Yes,,Draft,,,AI,,,
+BAI.tools,3,https://bai.tools,AI,53,Yes,,Draft,,,AI,,,
+The Rundown Tools,3,https://www.rundown.ai/tools,AI,40,Yes,,Draft,,,AI,,,
+AI NavHub,3,https://ainavhub.com,AI,38,Yes,,Draft,,,AI,,,
+WhatTheAI,3,https://whattheai.tech,AI,35,Yes,,Draft,,,AI,,,
+ToolAI,3,https://toolai.io,AI,31,Yes,,Draft,,,AI,,,
+LLM Relevance,3,https://www.llmrelevance.com,AI,30,Yes,,Draft,,,AI,,,
+MakerPad / Zapier,5,https://www.makerpad.co,No-Code,62,Yes,,Draft,,,No-code,,,
+NoCodeFounders,5,https://www.nocodefounders.com,No-Code,45,Yes,,Draft,,,No-code,,,
+WordPress.com,8,https://wordpress.com,Blog,100,Yes,,Draft,,,Profile,,,
+Blogger,8,https://www.blogger.com,Blog,100,Yes,,Draft,,,Profile,,,
+Tumblr,8,https://www.tumblr.com,Blog,99,Yes,,Draft,,,Profile,,,
+GitHub,8,https://github.com,Tech,98,Yes,,Draft,,,Profile,,,
+SoundCloud,8,https://soundcloud.com,Music,96,Yes,,Draft,,,Profile,,,
+Weebly,8,https://www.weebly.com,Blog,95,Yes,,Draft,,,Profile,,,
+SlideShare,8,https://www.slideshare.net,Content,95,Yes,,Draft,,,Profile,,,
+Flickr,8,https://www.flickr.com,Photography,95,Yes,,Draft,,,Profile,,,
+GitLab,8,https://gitlab.com,Tech,94,Yes,,Draft,,,Profile,,,
+eBay Stores,8,https://www.ebay.com,E-commerce,94,Yes,,Draft,,,Profile,,,
+Etsy,8,https://www.etsy.com,E-commerce,93,Yes,,Draft,,,Profile,,,
+Substack,8,https://substack.com,Newsletter,93,Yes,,Draft,,,Profile,,,
+Bitbucket,8,https://bitbucket.org,Tech,93,Yes,,Draft,,,Profile,,,
+Scribd,8,https://www.scribd.com,Content,93,Yes,,Draft,,,Profile,,,
+Disqus,8,https://disqus.com,Professional,93,Yes,,Draft,,,Profile,,,
+Behance,8,https://www.behance.net,Design,93,Yes,,Draft,,,Profile,,,
+Pastebin,8,https://pastebin.com,Tech,93,Yes,,Draft,,,Profile,,,
+Patreon,8,https://www.patreon.com,Creator,93,Yes,,Draft,,,Profile,,,
+Imgur,8,https://imgur.com,Content,93,Yes,,Draft,,,Profile,,,
+Dun & Bradstreet,8,https://www.dnb.com,B2B,93,Yes,,Draft,,,Profile,,,
+Ghost.org,8,https://ghost.org,Blog,92,Yes,,Draft,,,Profile,,,
+Evernote,8,https://evernote.com,Content,92,Yes,,Draft,,,Profile,,,
+Issuu,8,https://issuu.com,Content,92,Yes,,Draft,,,Profile,,,
+CodePen,8,https://codepen.io,Tech,92,Yes,,Draft,,,Profile,,,
+Kaggle,8,https://www.kaggle.com,AI,92,Yes,,Draft,,,Profile,,,
+Houzz,8,https://www.houzz.com,Home,92,Yes,,Draft,,,Profile,,,
+LiveJournal,8,https://www.livejournal.com,Blog,91,Yes,,Draft,,,Profile,,,
+Bandcamp,8,https://bandcamp.com,Music,91,Yes,,Draft,,,Profile,,,
+Dev.to,8,https://dev.to,Tech,90,Yes,,Draft,,,Profile,,,
+Gravatar,8,https://gravatar.com,Professional,90,Yes,,Draft,,,Profile,,,
+Replit,8,https://replit.com,Tech,90,Yes,,Draft,,,Profile,,,
+CodeProject,8,https://www.codeproject.com,Tech,90,Yes,,Draft,,,Profile,,,
+Jimdo,8,https://www.jimdo.com,Blog,89,Yes,,Draft,,,Profile,,,
+Calameo,8,https://www.calameo.com,Content,89,Yes,,Draft,,,Profile,,,
+Buy Me a Coffee,8,https://www.buymeacoffee.com,Creator,88,Yes,,Draft,,,Profile,,,
+ArtStation,8,https://www.artstation.com,Design,88,Yes,,Draft,,,Profile,,,
+500px,8,https://500px.com,Photography,88,Yes,,Draft,,,Profile,,,
+AppSumo,8,https://appsumo.com,E-commerce,84,Yes,,Draft,,,Profile,,,
+IndiaMART,8,https://www.indiamart.com,B2B,87,Yes,,Draft,,,Profile,,,
+Strikingly,8,https://www.strikingly.com,Blog,87,Yes,,Draft,,,Profile,,,
+Hashnode,8,https://hashnode.com,Tech,85,Yes,,Draft,,,Profile,,,
+About.me,8,https://about.me,Professional,85,Yes,,Draft,,,Profile,,,
+Mixcloud,8,https://www.mixcloud.com,Music,85,Yes,,Draft,,,Profile,,,
+4Shared,8,https://www.4shared.com,Content,85,Yes,,Draft,,,Profile,,,
+HubPages,8,https://hubpages.com,Blog,84,Yes,,Draft,,,Profile,,,
+TeachersPayTeachers,8,https://www.teacherspayteachers.com,Education,84,Yes,,Draft,,,Profile,,,
+AuthorStream,8,https://www.authorstream.com,Content,70,Yes,,Draft,,,Profile,,,
+Model Mayhem,8,https://www.modelmayhem.com,Design,72,Yes,,Draft,,,Profile,,,
+Penzu,8,https://penzu.com,Blog,60,Yes,,Draft,,,Profile,,,
+Crevado,8,https://crevado.com,Design,50,Yes,,Draft,,,Profile,,,
+MyFolio,8,https://myfolio.com,Design,55,Yes,,Draft,,,Profile,,,
+Manta,9,https://www.manta.com,Local business,76,Yes,,Draft,,,Local,,,
+ActiveSearchResults,9,https://www.activesearchresults.com,Local business,74,Yes,,Draft,,,Local,,,
+Hotfrog,9,https://www.hotfrog.com,Local business,72,Yes,,Draft,,,Local,,,
+Spoke,9,https://www.spoke.com,Local business,70,Yes,,Draft,,,Local,,,
+Locanto,9,https://www.locanto.com,General,70,Yes,,Draft,,,Local,,,
+MerchantCircle,9,https://www.merchantcircle.com,Local business,68,Yes,,Draft,,,Local,,,
+Just Landed,9,https://www.justlanded.com,Local business,65,Yes,,Draft,,,Local,,,
+Showmelocal,9,https://www.showmelocal.com,Local business,64,Yes,,Draft,,,Local,,,
+Cylex,9,https://www.cylex.us.com,Local business,64,Yes,,Draft,,,Local,,,
+Brownbook,9,https://www.brownbook.net,Local business,63,Yes,,Draft,,,Local,,,
+Tupalo,9,https://tupalo.com,Local business,62,Yes,,Draft,,,Local,,,
+WebWiki,9,https://www.webwiki.com,Local business,60,Yes,,Draft,,,Local,,,
+iBegin,9,https://www.ibegin.com,Local business,60,Yes,,Draft,,,Local,,,
+CitySquares,9,https://citysquares.com,Local business,55,Yes,,Draft,,,Local,,,
+eLocal,9,https://elocal.com,Local business,55,Yes,,Draft,,,Local,,,
+2FindLocal,9,https://www.2findlocal.com,Local business,53,Yes,,Draft,,,Local,,,
+Chamber of Commerce,9,https://www.chamberofcommerce.com,Local business,50,Yes,,Draft,,,Local,,,
+FindUsLocal,9,https://www.finduslocal.com,Local business,50,Yes,,Draft,,,Local,,,
+ezlocal,9,https://www.ezlocal.com,Local business,50,Yes,,Draft,,,Local,,,
+Yellow Pages Goes Green,9,https://www.yellowpagesgoesgreen.org,Local business,49,Yes,,Draft,,,Local,,,
+Where To?,9,https://www.where2go.com,Local business,46,Yes,,Draft,,,Local,,,
+SitePoint Forums,10,https://www.sitepoint.com/community,Tech,89,Yes,,Draft,,,Forum,,,
+Mumsnet Forums,10,https://www.mumsnet.com/Talk,Family,85,Yes,,Draft,,,Forum,,,
+Digital Point,10,https://forums.digitalpoint.com,Marketing,82,Yes,,Draft,,,Forum,,,
+WebmasterWorld,10,https://www.webmasterworld.com,Marketing,77,Yes,,Draft,,,Forum,,,
+BlackHatWorld,10,https://www.blackhatworld.com,Marketing,77,Yes,,Draft,,,Forum,,,
+GrowthHackers,10,https://growthhackers.com,Marketing,76,Yes,,Draft,,,Forum,,,
+Warrior Forum,10,https://www.warriorforum.com,Marketing,73,Yes,,Draft,,,Forum,,,
+Apsense,10,https://www.apsense.com,Marketing,72,Yes,,Draft,,,Forum,,,
+Strava Clubs,10,https://www.strava.com,Fitness,90,Yes,,Draft,,,Forum,,,
+Foursquare,10,https://business.foursquare.com,Hospitality,90,Yes,,Draft,,,Forum,,,
+ActiveRain,10,https://activerain.com,Real estate,70,Yes,,Draft,,,Forum,,,
+Quibblo,10,https://www.quibblo.com,General,55,Yes,,Draft,,,Forum,,,
+EzineArticles,11,https://ezinearticles.com,Article,80,Yes,,Draft,,,Article,,,
+PRLog,11,https://www.prlog.org,Press release,80,Yes,,Draft,,,PR,,,
+Feedspot,11,https://www.feedspot.com,Blog directory,80,Yes,,Draft,,,Article,,,
+PR.com,11,https://www.pr.com,Press release,77,Yes,,Draft,,,PR,,,
+Alltop,11,https://alltop.com,Blog directory,73,Yes,,Draft,,,Article,,,
+OpenPR,11,https://www.openpr.com,Press release,72,Yes,,Draft,,,PR,,,
+ArticlesBase,11,https://www.articlesbase.com,Article,70,Yes,,Draft,,,Article,,,
+1888 Press Release,11,https://www.1888pressrelease.com,Press release,69,Yes,,Draft,,,PR,,,
+NewswireToday,11,https://www.newswiretoday.com,Press release,65,Yes,,Draft,,,PR,,,
+Blogarama,11,https://www.blogarama.com,Blog directory,64,Yes,,Draft,,,Article,,,
+Online PR News,11,https://www.onlineprnews.com,Press release,62,Yes,,Draft,,,PR,,,
+PR Free,11,https://www.pr-free.com,Press release,62,Yes,,Draft,,,PR,,,
+SubmissionWebDirectory,11,https://www.submissionwebdirectory.com,General,61,Yes,,Draft,,,Article,,,
+Sooper Articles,11,https://www.sooperarticles.com,Article,60,Yes,,Draft,,,Article,,,
+OnToplist,11,https://www.ontoplist.com,Blog directory,60,Yes,,Draft,,,Article,,,
+BlogEngage,11,https://www.blogengage.com,Blog directory,55,Yes,,Draft,,,Article,,,
+BizSugar,11,https://www.bizsugar.com,Business,55,Yes,,Draft,,,Article,,,
+TechPluto,11,https://www.techpluto.com,Marketing,50,Yes,,Draft,,,Article,,,
+Semfirms,11,https://www.semfirms.com,Marketing,45,Yes,,Draft,,,Article,,,
+CabinetM,11,https://www.cabinetm.com,Marketing,45,Yes,,Draft,,,Article,,,
+Cold Email Kit,11,https://coldemailkit.com,Marketing,44,Yes,,Draft,,,Article,,,
+Directory LDM Studio,11,https://www.directory.ldmstudio.com,General,40,Yes,,Draft,,,Article,,,
+Quality Internet Directory,11,https://www.qualityinternetdirectory.com,General,39,Yes,,Draft,,,Article,,,
+Site Promotion Directory,11,https://www.sitepromotiondirectory.com,Marketing,46,Yes,,Draft,,,Article,,,
+ProofStories,11,https://proofstories.io,Marketing,32,Yes,,Draft,,,Article,,,
+Scoop.it,12,https://www.scoop.it,Curation,91,Yes,,Draft,,,Bookmarking,,,
+Diigo,12,https://www.diigo.com,Bookmarking,85,Yes,,Draft,,,Bookmarking,,,
+Pearltrees,12,https://www.pearltrees.com,Bookmarking,84,Yes,,Draft,,,Bookmarking,,,
+BibSonomy,12,https://www.bibsonomy.org,Research,70,Yes,,Draft,,,Bookmarking,,,
+Folkd,12,https://www.folkd.com,Bookmarking,64,Yes,,Draft,,,Bookmarking,,,
+Justia,13,https://www.justia.com,Legal,85,Yes,,Draft,,,Niche,,,
+Lawyers.com,13,https://www.lawyers.com,Legal,82,Yes,,Draft,,,Niche,,,
+Porch,13,https://porch.com,Home,80,Yes,,Draft,,,Niche,,,
+AllMenus,13,https://www.allmenus.com,Hospitality,76,Yes,,Draft,,,Niche,,,
+HG.org,13,https://www.hg.org,Legal,75,Yes,,Draft,,,Niche,,,
+Sulekha,13,https://www.sulekha.com,B2B,73,Yes,,Draft,,,Niche,,,
+BuildZoom,13,https://www.buildzoom.com,Home,73,Yes,,Draft,,,Niche,,,
+LandBook,13,https://land-book.com,Design,72,Yes,,Draft,,,Niche,,,
+Athlinks,13,https://www.athlinks.com,Fitness,72,Yes,,Draft,,,Niche,,,
+Evensi Events,13,https://evensi.com,Events,62,Yes,,Draft,,,Niche,,,
+Wellness.com,13,https://www.wellness.com,Health,60,Yes,,Draft,,,Niche,,,
+Placester,13,https://placester.com,Real estate,60,Yes,,Draft,,,Niche,,,
+YogaTrail,13,https://www.yogatrail.com,Health,55,Yes,,Draft,,,Niche,,,
+Tradify (FreeIndex),13,https://www.freeindex.co.uk,Home,55,Yes,,Draft,,,Niche,,,
+Webdesign Inspiration,13,https://webdesign-inspiration.com,Design,45,Yes,,Draft,,,Niche,,,
+iBuildNew,13,https://www.ibuildnew.com.au,Home,45,Yes,,Draft,,,Niche,,,
+EU-Business,13,https://www.eu-business.com,B2B,46,Yes,,Draft,,,Niche,,,
+MassageTherapy (AMBP),13,https://www.massagetherapy.com,Health,45,Yes,,Draft,,,Niche,,,
+Fit Pro Directory,13,https://fitprofessionals.net,Fitness,40,Yes,,Draft,,,Niche,,,
+Curated.design,13,https://www.curated.design,Design,52,Yes,,Draft,,,Niche,,,

skills/emails/SKILL.md

@@ -1,8 +1,8 @@
 ---
-name: email-sequence
-description: When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold outreach emails, see cold-email. For in-app onboarding, see onboarding-cro.
+name: emails
+description: When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold outreach emails, see cold-email. For in-app onboarding, see onboarding.
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Email Sequence Design
@@ -12,7 +12,7 @@ You are an expert in email marketing and automation. Your goal is to create emai
 ## Initial Assessment
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Before creating a sequence, understand:
 
@@ -304,8 +304,8 @@ For implementation, see the [tools registry](../../tools/REGISTRY.md). Key email
 
 - **lead-magnets**: For planning lead magnets that feed into nurture sequences
 - **churn-prevention**: For cancel flows, save offers, and dunning strategy (email supports this)
-- **onboarding-cro**: For in-app onboarding (email supports this)
+- **onboarding**: For in-app onboarding (email supports this)
 - **copywriting**: For landing pages emails link to
-- **ab-test-setup**: For testing email elements
-- **popup-cro**: For email capture popups
+- **ab-testing**: For testing email elements
+- **popups**: For email capture popups
 - **revops**: For lifecycle stages that trigger email sequences

skills/emails/evals/evals.json

@@ -1,12 +1,12 @@
 {
-  "skill_name": "email-sequence",
+  "skill_name": "emails",
   "evals": [
     {
       "id": 1,
       "prompt": "Create a welcome email sequence for new users who sign up for our project management tool's free trial. The trial is 14 days. We want to get them to their aha moment (creating their first project and inviting a team member).",
-      "expected_output": "Should check for product-marketing-context.md first. Should create a welcome sequence (5-7 emails) following the core principles: one email one job, value before ask. Should map each email to a specific goal in the 14-day trial journey. Should include timing/delays between emails. Each email should follow the email copy structure: hook → context → value → CTA → sign-off. Should include subject lines following the subject line strategy. Should align sequence with the aha moment (first project + team invite). Output should follow the structured format with sequence overview and per-email specs.",
+      "expected_output": "Should check for product-marketing.md first. Should create a welcome sequence (5-7 emails) following the core principles: one email one job, value before ask. Should map each email to a specific goal in the 14-day trial journey. Should include timing/delays between emails. Each email should follow the email copy structure: hook → context → value → CTA → sign-off. Should include subject lines following the subject line strategy. Should align sequence with the aha moment (first project + team invite). Output should follow the structured format with sequence overview and per-email specs.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Creates 5-7 email welcome sequence",
         "Follows one email one job principle",
         "Maps emails to trial timeline (14 days)",
@@ -80,10 +80,10 @@
     {
       "id": 6,
       "prompt": "Help me optimize our post-signup onboarding experience. Users sign up but 60% never complete setup.",
-      "expected_output": "Should recognize this is an in-app onboarding optimization task, not an email sequence task. Should defer to or cross-reference the onboarding-cro skill, which handles in-app onboarding flows, checklists, and activation optimization. May offer to help with the email component of onboarding but should make clear that onboarding-cro is the primary skill for this task.",
+      "expected_output": "Should recognize this is an in-app onboarding optimization task, not an email sequence task. Should defer to or cross-reference the onboarding skill, which handles in-app onboarding flows, checklists, and activation optimization. May offer to help with the email component of onboarding but should make clear that onboarding is the primary skill for this task.",
       "assertions": [
         "Recognizes this as in-app onboarding optimization",
-        "References or defers to onboarding-cro skill",
+        "References or defers to onboarding skill",
         "Does not attempt full onboarding redesign using email patterns",
         "May offer email component support"
       ],

skills/form-cro/evals/evals.json

@@ -1,90 +0,0 @@
-{
-  "skill_name": "form-cro",
-  "evals": [
-    {
-      "id": 1,
-      "prompt": "Audit our demo request form. It currently has these fields: First Name, Last Name, Work Email, Phone Number, Company Name, Company Size, Job Title, Industry, Current Solution, Budget Range, and a 'Tell us about your needs' textarea. Our conversion rate is 3.1% and we want to improve it.",
-      "expected_output": "Should check for product-marketing-context.md first. Should apply the 'every field has a cost' principle — 11 fields is excessive for a demo form. Should reference the field cost data (3 fields baseline, 7+ fields = 25-50% conversion reduction). Should evaluate each field: which are essential for demo prep, which can be collected later or inferred. Should recommend cutting to essential fields (likely Work Email, Company Name, and maybe one qualifier). Should provide audit findings in the structured format (Issue, Impact, Fix, Priority). Should recommend Quick Wins, High-Impact Changes, and Test Ideas.",
-      "assertions": [
-        "Checks for product-marketing-context.md",
-        "Applies 'every field has a cost' principle",
-        "References field count impact data",
-        "Evaluates each field for necessity",
-        "Recommends cutting to essential fields",
-        "Provides findings in structured format (Issue, Impact, Fix, Priority)",
-        "Includes Quick Wins, High-Impact Changes, Test Ideas"
-      ],
-      "files": []
-    },
-    {
-      "id": 2,
-      "prompt": "Our contact form just has Name, Email, and Message fields but we're getting a lot of spam submissions and low-quality leads. How do we fix this without adding too much friction?",
-      "expected_output": "Should apply the contact form type guidance. Should address spam with non-friction solutions first: honeypot fields, reCAPTCHA, server-side validation. Should then address lead quality: suggest adding one qualifying field (company name or budget range) to filter without excessive friction. Should apply the error handling guidance for validation. Should recommend form layout and submit button optimization. Should balance quality vs quantity in recommendations.",
-      "assertions": [
-        "Applies contact form type guidance",
-        "Recommends anti-spam solutions (honeypot, reCAPTCHA)",
-        "Suggests minimal qualifying fields for lead quality",
-        "Balances quality vs quantity",
-        "Addresses error handling and validation",
-        "Recommends non-friction solutions first"
-      ],
-      "files": []
-    },
-    {
-      "id": 3,
-      "prompt": "should we use a single-step or multi-step form for our quote request? we need company info, project details, timeline, and budget.",
-      "expected_output": "Should trigger on casual phrasing. Should apply the multi-step form guidance — with this many required data types, multi-step is likely better. Should reference the threshold: multi-step recommended when more than 5-6 fields. Should recommend grouping by type (contact info → project details → budget/timeline). Should include progress indicator recommendation. Should apply best practices: easy questions first, save progress, allow back navigation. Should note that multi-step often increases completion for longer forms.",
-      "assertions": [
-        "Triggers on casual phrasing",
-        "Recommends multi-step based on field count",
-        "References the 5-6 field threshold for multi-step",
-        "Suggests logical field grouping",
-        "Recommends progress indicator",
-        "Applies multi-step best practices",
-        "Notes multi-step increases completion for longer forms"
-      ],
-      "files": []
-    },
-    {
-      "id": 4,
-      "prompt": "How should we handle form errors? Users keep getting frustrated and abandoning our lead capture form when they hit validation errors.",
-      "expected_output": "Should apply the error handling guidance. Should recommend inline validation (not just on submit). Should provide specific error message examples (helpful, not generic). Should recommend: don't clear the form on error, focus on the problem field, show requirements upfront not after failure. Should address common validation UX issues: email format, phone format, required field indicators. Should provide examples of good vs bad error messages.",
-      "assertions": [
-        "Applies error handling guidance",
-        "Recommends inline validation",
-        "Provides specific error message examples",
-        "Recommends not clearing form on error",
-        "Recommends showing requirements upfront",
-        "Provides good vs bad error message examples",
-        "Addresses common validation UX issues"
-      ],
-      "files": []
-    },
-    {
-      "id": 5,
-      "prompt": "We need to optimize our form for mobile. Over 60% of our traffic is mobile but our form conversion rate on mobile is half of desktop.",
-      "expected_output": "Should apply the mobile optimization guidance. Should recommend: larger touch targets (44px+ height), appropriate keyboard types (email, tel), autofill support, single column layout, sticky CTA button, reduce typing (use dropdowns, toggles). Should address mobile-specific form issues: viewport, font size, button placement, scroll behavior. Should recommend testing with actual devices.",
-      "assertions": [
-        "Applies mobile optimization guidance",
-        "Recommends larger touch targets (44px+)",
-        "Recommends appropriate keyboard types",
-        "Recommends autofill support",
-        "Recommends single column layout",
-        "Addresses mobile-specific issues",
-        "Recommends testing with actual devices"
-      ],
-      "files": []
-    },
-    {
-      "id": 6,
-      "prompt": "Our signup form has too many fields and people keep abandoning it halfway through. Can you help optimize it?",
-      "expected_output": "Should recognize this is about signup/registration form optimization, not general form CRO. Should defer to or cross-reference the signup-flow-cro skill, which specifically handles signup, registration, and account creation flows. May provide general form friction advice but should make clear that signup-flow-cro is the right skill for signup forms.",
-      "assertions": [
-        "Recognizes this as signup flow optimization",
-        "References or defers to signup-flow-cro skill",
-        "Does not attempt full signup form optimization using general form CRO patterns"
-      ],
-      "files": []
-    }
-  ]
-}

skills/free-tools/SKILL.md

@@ -1,8 +1,8 @@
 ---
-name: free-tool-strategy
+name: free-tools
 description: When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," "free resource," "ROI calculator," "grader tool," "audit tool," "should I build a free tool," or "tools for lead gen." Use this whenever someone wants to build something useful and give it away to attract leads or earn links. For downloadable content lead magnets (ebooks, checklists, templates), see lead-magnets.
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Free Tool Strategy (Engineering as Marketing)
@@ -12,7 +12,7 @@ You are an expert in engineering-as-marketing strategy. Your goal is to help pla
 ## Initial Assessment
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Before designing a tool strategy, understand:
 
@@ -173,7 +173,7 @@ Rate each factor 1-5:
 ## Related Skills
 
 - **lead-magnets**: For downloadable content lead magnets (ebooks, checklists, templates)
-- **page-cro**: For optimizing the tool's landing page
+- **cro**: For optimizing the tool's landing page
 - **seo-audit**: For SEO-optimizing the tool
-- **analytics-tracking**: For measuring tool usage
-- **email-sequence**: For nurturing leads from the tool
+- **analytics**: For measuring tool usage
+- **emails**: For nurturing leads from the tool

skills/free-tools/evals/evals.json

@@ -1,12 +1,12 @@
 {
-  "skill_name": "free-tool-strategy",
+  "skill_name": "free-tools",
   "evals": [
     {
       "id": 1,
       "prompt": "We want to build a free tool to drive leads for our SEO software. We're thinking about an SEO audit tool or a keyword research tool. Which would be better and how should we approach it?",
-      "expected_output": "Should check for product-marketing-context.md first. Should apply the evaluation scorecard to compare both tool ideas across dimensions (audience alignment, lead quality, build effort, SEO value, maintenance burden, competitive differentiation). Should reference the tool types from the skill (analyzers, testers). Should recommend the stronger option with rationale. Should discuss lead capture gating strategy (what's free vs what requires email). Should address MVP scope — what's the minimum valuable version. Should provide implementation recommendations.",
+      "expected_output": "Should check for product-marketing.md first. Should apply the evaluation scorecard to compare both tool ideas across dimensions (audience alignment, lead quality, build effort, SEO value, maintenance burden, competitive differentiation). Should reference the tool types from the skill (analyzers, testers). Should recommend the stronger option with rationale. Should discuss lead capture gating strategy (what's free vs what requires email). Should address MVP scope — what's the minimum valuable version. Should provide implementation recommendations.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Applies evaluation scorecard to compare options",
         "References tool types from the skill",
         "Recommends one option with clear rationale",
@@ -77,10 +77,10 @@
     {
       "id": 6,
       "prompt": "How do I optimize the landing page for our free tool to get more signups? The tool itself is great but nobody finds it.",
-      "expected_output": "Should recognize this is a landing page conversion optimization task, not a free tool strategy task. Should defer to or cross-reference the page-cro skill for optimizing the tool's landing page conversion rate. May provide free-tool-specific context (gating strategy, value demonstration) but should make clear that page-cro is the right skill for page conversion optimization.",
+      "expected_output": "Should recognize this is a landing page conversion optimization task, not a free tool strategy task. Should defer to or cross-reference the cro skill for optimizing the tool's landing page conversion rate. May provide free-tool-specific context (gating strategy, value demonstration) but should make clear that cro is the right skill for page conversion optimization.",
       "assertions": [
         "Recognizes this as page CRO, not free tool strategy",
-        "References or defers to page-cro skill",
+        "References or defers to cro skill",
         "May provide free-tool-specific context",
         "Does not attempt full page CRO using free tool strategy patterns"
       ],

skills/image/SKILL.md

@@ -0,0 +1,340 @@
+---
+name: image
+description: "When the user wants to create, generate, edit, or optimize images for marketing — blog heroes, social graphics, product mockups, profile banners, listing visuals, or brand assets. Also use when the user mentions 'AI image generation,' 'generate an image,' 'create a graphic,' 'product mockup,' 'hero image,' 'social media graphic,' 'banner image,' 'cover photo,' 'profile banner,' 'listing screenshot,' 'Flux,' 'Flux Kontext,' 'Midjourney,' 'DALL-E,' 'GPT Image,' 'ChatGPT Images,' 'Ideogram,' 'Gemini image,' 'Nano Banana,' 'Recraft,' 'Stable Diffusion,' 'Canva,' 'Figma,' 'image optimization,' 'compress images,' 'WebP,' or 'OG image.' Use this for general-purpose marketing image creation and optimization. For paid ad image creative and platform-specific ad specs, see ad-creative. For video production, see video."
+metadata:
+  version: 2.0.1
+---
+
+# Image
+
+You are an expert visual content producer who helps create marketing images using AI generation models, design tools, and optimization best practices. Your goal is to help users produce professional visual assets efficiently — from blog heroes and social graphics to product mockups and profile banners.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Image Goal
+- What type of image? (Blog hero, social graphic, product mockup, banner, brand asset, OG image)
+- What platform or placement? (Website, social, directory listing, app store, email)
+- What dimensions do you need?
+
+### 2. Production Approach
+- Do you have existing brand assets? (Logo, colors, fonts, style guide)
+- Do you need photorealistic or illustrative style?
+- Is this a one-off or a template for repeated use?
+
+### 3. Technical Context
+- Do you have API keys for any image tools? (Gemini, Replicate/Flux, Ideogram)
+- Budget constraints? (Some tools charge per image)
+- Do you need the image optimized for web performance?
+
+---
+
+## Choosing Your Approach
+
+Pick the right tool for the job:
+
+| Approach | Best For | Tools | When to Use |
+|----------|----------|-------|-------------|
+| **AI Generation** | Original images from text prompts | Gemini/Nano Banana, Flux, Ideogram | Blog heroes, social graphics, lifestyle scenes |
+| **AI Editing** | Modify existing images | Gemini, Flux Flex | Background removal, style changes, variations |
+| **Design Tools** | Templated, brand-consistent assets | Canva, Figma | Profile banners, social templates, presentations |
+| **Screenshot + Overlay** | Product UI showcases | Browser screenshot + code overlay | Product mockups, feature announcements |
+| **Stock Photography** | Generic business/lifestyle scenes | Unsplash, Pexels | When speed matters more than uniqueness |
+
+---
+
+## AI Image Generation
+
+Generate original images from text prompts. The fastest way to create unique marketing visuals.
+
+### Model Comparison
+
+| Model | Best For | Text in Images | API | Cost |
+|-------|----------|:-:|-----|------|
+| **Gemini Image** (Google, "Nano Banana" / Nano Banana Pro) | All-around, editing, multi-image reference, text rendering | Good | [Gemini API](https://ai.google.dev/gemini-api/docs/image-generation) | Check [pricing](https://ai.google.dev/gemini-api/docs/pricing) |
+| **Flux** (Black Forest Labs — Pro 1.1, Kontext, Dev, Schnell) | Photorealism, brand consistency, batch; Kontext for in-image editing | Limited | [BFL API](https://docs.bfl.ai/), Replicate, fal.ai | Check [pricing](https://docs.bfl.ai/quick_start/pricing) |
+| **Ideogram 3.0** | Typography, branded graphics, accurate text rendering | Best | [Ideogram API](https://developer.ideogram.ai/) | Check [pricing](https://about.ideogram.ai/api-pricing) |
+| **ChatGPT Images 2.0 / GPT Image** (OpenAI) | General purpose, ChatGPT integration, native editing | Good | [OpenAI API](https://platform.openai.com/docs/guides/image-generation) | Check [pricing](https://platform.openai.com/docs/pricing) |
+| **Midjourney v7** | Artistic, high-aesthetic, art-directed visuals | Improved | No official API; Discord + Web | Subscription-based |
+| **Recraft V3** | Vector + brand-consistent illustrations, design assets | Strong | [Recraft API](https://www.recraft.ai/docs) | Per-credit |
+| **Stable Diffusion 3.5 / SDXL** | Self-hosted, customizable, fine-tunable | Varies | Open source | Free (GPU costs) |
+
+**Note:** DALL-E 3 is fully deprecated. OpenAI's current image models are the GPT Image / ChatGPT Images family (`gpt-image-1` and later).
+
+### When to Use Which
+
+```
+Need text/headlines in the image?
+├── Yes → Ideogram 3.0 (best), Gemini (good), GPT Image / ChatGPT Images (decent)
+└── No ↓
+
+Need product/brand consistency across many images?
+├── Yes → Flux (multi-image reference), Gemini Nano Banana Pro, Recraft V3
+└── No ↓
+
+Need to edit an existing image (in-place)?
+├── Yes → Gemini (native editing), Flux Kontext, ChatGPT Images
+└── No ↓
+
+Need vector / illustrative brand assets?
+├── Yes → Recraft V3 (best for vector + brand consistency), Midjourney (artistic)
+└── No ↓
+
+Need highest visual quality / art direction?
+├── Yes → Flux Pro 1.1, Midjourney v7
+└── No ↓
+
+Need volume at low cost?
+└── Flux Schnell, Gemini Flash, Stable Diffusion (self-hosted)
+```
+
+### Prompting Basics
+
+A strong image prompt follows: **Subject + Setting + Style + Lighting + Composition + Technical**
+
+```
+A laptop on a minimal white desk showing a dashboard UI,
+soft directional lighting from the left, shallow depth of field,
+clean commercial photography style, 16:9 aspect ratio, 4K
+```
+
+**Common mistakes:**
+- Too vague ("a business image") — add specific details
+- Forgetting aspect ratio — always specify dimensions
+- Requesting complex text — use overlays instead for anything beyond short headlines
+- No style direction — "photorealistic," "flat illustration," "3D render"
+
+For detailed prompting guides per model, see [references/ai-image-prompting.md](references/ai-image-prompting.md).
+
+---
+
+## Design Tools
+
+For templated, brand-consistent work where AI generation is overkill or too unpredictable.
+
+### Canva
+
+Best for non-designers who need polished output fast.
+
+- **Strengths:** Massive template library, brand kit, Magic Resize (one design → all sizes), team collaboration
+- **Best for:** Social graphics, presentations, email headers, simple banners
+- **Limitations:** Less control than Figma, templates can look generic
+- **Agent-friendliness:** Has an API but limited — better as a human-in-the-loop tool
+
+### Figma
+
+Best for teams with design systems or pixel-perfect needs.
+
+- **Strengths:** Design system components, auto layout, developer handoff, plugins
+- **Best for:** OG images via templates, design system assets, complex layouts
+- **Limitations:** Steeper learning curve, requires design skill
+- **Agent-friendliness:** Has an API and MCP server for reading designs
+
+### When to Use Design Tools vs. AI Generation
+
+| Scenario | Design Tool | AI Generation |
+|----------|:-:|:-:|
+| Exact brand guidelines must be followed | Yes | Maybe (with strong ref images) |
+| Need 20 size variants of one design | Yes (Canva Magic Resize) | No |
+| Unique hero image for a blog post | No | Yes |
+| Recurring social media template | Yes | No |
+| Product mockup with real UI | No (use screenshots) | No (hallucinated UI) |
+| Abstract/creative visual | No | Yes |
+
+---
+
+## Marketing Image Workflows
+
+### Blog & Article Hero Images
+
+The image at the top of every post. Sets tone, improves shareability, required for OG/social previews.
+
+1. **Define the concept** — what visual metaphor represents the topic?
+2. **Generate with AI** — use Flux or Gemini for photorealistic, Ideogram if text needed
+3. **Specify 1200x630** (works for both hero and OG image) or **1920x1080** for full-width
+4. **Optimize** — compress to <200KB, serve as WebP with JPEG fallback
+
+**Prompt pattern:**
+```
+[Visual metaphor for topic], clean modern style,
+bright natural lighting, shallow depth of field,
+professional blog header aesthetic, 1200x630
+```
+
+### Social Media Graphics
+
+Platform-specific images for organic posts.
+
+| Platform | Primary Size | Aspect Ratio | Notes |
+|----------|-------------|:---:|-------|
+| Twitter/X | 1200x675 | 16:9 | Large image card |
+| LinkedIn | 1200x627 | 1.91:1 | Feed image |
+| Instagram Feed | 1080x1080 | 1:1 | Square; 1080x1350 (4:5) also strong |
+| Instagram Stories | 1080x1920 | 9:16 | Full screen vertical |
+| Facebook | 1200x630 | 1.91:1 | Link share image |
+
+**Workflow:**
+1. Create the hero concept at highest resolution needed
+2. Use Canva Magic Resize or manual crop for platform variants
+3. Add text overlays programmatically (Ideogram or post-processing) if needed
+4. Export at platform-specific dimensions
+
+### Product Mockups & Screenshots
+
+Showcase your product UI in context. AI models hallucinate UI — don't use them for this.
+
+1. **Capture real screenshots** of your product at 2x resolution
+2. **Frame in device mockups** — use browser frame, laptop, or phone templates
+3. **Add context** — callout arrows, feature labels, before/after comparisons
+4. **Annotate with code** — Hyperframes or HTML/CSS for programmatic overlays
+
+**Tools:** Browser DevTools (screenshot), Shottr (Mac), CleanShot X, or `screencapture` CLI.
+
+### Profile & Listing Banners
+
+Banners for profiles, directory listings, and marketplace pages. Often the first visual impression.
+
+| Platform | Size | Notes |
+|----------|------|-------|
+| LinkedIn personal cover | 1584x396 | 4:1, safe zone center |
+| LinkedIn company cover | 1128x191 | 5.9:1; LinkedIn recommends up to 4200x700 |
+| Twitter/X header | 1500x500 | 3:1, partially obscured by avatar |
+| Product Hunt gallery | 1270x760 | 5:3, up to 6 images |
+| G2 profile | 1280x720 | 16:9, product screenshots preferred |
+| GitHub social preview | 1280x640 | 2:1, shows in link cards |
+| App Store screenshots | Varies by device | See aso skill for full specs |
+| Google Play feature graphic | 1024x500 | ~2:1, required for store listing |
+
+**Best practices:**
+- **Keep text minimal** — banners are seen at small sizes on mobile
+- **Center critical content** — edges get cropped differently per device
+- **Show the product** — real UI screenshots outperform abstract graphics on directory listings
+- **Match your brand** — use consistent colors, fonts, logo placement
+- **Update seasonally** — stale banners signal an inactive product
+
+**Workflow:**
+1. Pick the platform(s) and note exact dimensions
+2. For directories (Product Hunt, G2): use real product screenshots with light annotation
+3. For profiles (LinkedIn, Twitter): use brand colors + tagline + optional product shot
+4. Generate with Canva/Figma templates or Ideogram (if text-heavy)
+5. Test at actual display size — zoom out to check readability
+
+### Brand Assets
+
+Logos, icons, and illustrations. AI generation has limits here.
+
+| Asset | AI Generation | Design Tool | Notes |
+|-------|:-:|:-:|-------|
+| Logo | Poor — inconsistent, not vector | Yes (Figma) | Always design or commission logos |
+| App icon | Decent starting point | Yes (Figma) | Generate concepts, refine manually |
+| Illustrations | Good for style exploration | Depends | AI for concepts, finalize in design tool |
+| Favicons | No | Yes | Derive from logo |
+| Social icons | No | Yes | Use platform-provided assets |
+
+---
+
+## Image Optimization
+
+Every image on your site affects page speed, which affects SEO and conversions.
+
+### Format Guide
+
+| Format | Best For | Compression | Browser Support |
+|--------|----------|-------------|:---:|
+| **WebP** | Photos, graphics — default choice | Lossy + lossless | ~96% |
+| **AVIF** | Highest compression, newest | Better than WebP | ~94% |
+| **JPEG** | Fallback for older browsers | Lossy only | Universal |
+| **PNG** | Transparency, screenshots | Lossless | Universal |
+| **SVG** | Logos, icons, illustrations | Vector (scales) | Universal |
+
+### Optimization Checklist
+
+- [ ] **Serve WebP** with JPEG/PNG fallback (`<picture>` element or CDN auto-format)
+- [ ] **Resize to display size** — don't serve 4000px images in 800px containers
+- [ ] **Compress** — target quality 75-85% for photos, near-lossless for screenshots
+- [ ] **Lazy load** below-the-fold images (`loading="lazy"`)
+- [ ] **Set explicit dimensions** — `width` and `height` attributes prevent layout shift (CLS)
+- [ ] **Use a CDN** with auto-optimization (Cloudflare, Vercel, Imgix, Cloudinary)
+- [ ] **Add alt text** — descriptive, keyword-relevant, not stuffed
+
+### Quick Optimization Commands
+
+```bash
+# Convert to WebP (using cwebp)
+cwebp -q 80 input.png -o output.webp
+
+# Batch convert with ImageMagick
+mogrify -format webp -quality 80 *.png
+
+# Optimize JPEG (using jpegoptim)
+jpegoptim --max=80 --strip-all *.jpg
+
+# Check image sizes on a page
+curl -s https://yoursite.com | grep -oP 'src="[^"]+\.(jpg|png|webp)"' | head -20
+```
+
+---
+
+## OG & Social Preview Images
+
+The image that appears when your URL is shared on social media, Slack, Discord, etc.
+
+### Required Meta Tags
+
+```html
+<meta property="og:image" content="https://yoursite.com/og/page-name.jpg" />
+<meta property="og:image:width" content="1200" />
+<meta property="og:image:height" content="630" />
+<meta name="twitter:card" content="summary_large_image" />
+<meta name="twitter:image" content="https://yoursite.com/og/page-name.jpg" />
+```
+
+### Dynamic OG Images
+
+Generate OG images programmatically for pages with dynamic content (blog posts, user profiles):
+
+- **Vercel OG** (`@vercel/og`) — generates images at the edge using JSX
+- **Satori** — converts HTML/CSS to SVG (powers Vercel OG)
+- **Cloudinary** — URL-based text overlay on template images
+
+**Best for programmatic SEO:** Generate unique OG images per page using templates + dynamic data.
+
+---
+
+## Common Mistakes
+
+1. **Using AI for product UI screenshots** — models hallucinate interfaces; capture real screenshots
+2. **Skipping image optimization** — unoptimized images are the #1 page speed killer
+3. **No OG image** — shared links look broken without a preview image
+4. **Wrong aspect ratio** — always check platform specs before generating
+5. **Text-heavy images without Ideogram** — most AI models butcher text; use Ideogram or add text in post
+6. **Generating without style direction** — "photorealistic," "flat illustration," "3D render" drastically changes output
+7. **Inconsistent brand visuals** — use Flux multi-reference or design templates for consistency
+8. **Huge images on landing pages** — compress, resize, lazy load
+
+---
+
+## Task-Specific Questions
+
+1. What type of image do you need? (Blog hero, social graphic, mockup, banner, brand asset)
+2. What platform or placement? (This determines dimensions)
+3. Do you have brand assets to match? (Colors, fonts, logo, style guide)
+4. Is this a one-off or a repeatable template?
+5. Do you have API keys for any image generation tools?
+6. Does this need to be optimized for web performance?
+
+---
+
+## Related Skills
+
+- **ad-creative**: For paid ad image creative, platform-specific ad specs, and scaled ad production
+- **video**: For AI video production and programmatic video
+- **social**: For what to post and content strategy
+- **cro**: For image placement and conversion optimization on landing pages
+- **seo-audit**: For image SEO (alt text, file names, lazy loading)
+- **aso**: For app store screenshot specs and optimization
+- **directory-submissions**: For Product Hunt gallery images and directory listing visuals

skills/image/evals/evals.json

@@ -0,0 +1,89 @@
+{
+  "skill_name": "image",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "I need a hero image for a blog post about email deliverability. Make it visually striking.",
+      "expected_output": "Should check for product-marketing.md first. Should recommend AI generation as the approach for a one-off blog hero. Should propose a visual metaphor concept that represents email deliverability (e.g., letters being sorted through a maze, signals breaking through a wall, an inbox glow). Should specify 1200x630 (works for both hero and OG image). Should recommend Flux or Gemini for photorealistic, or Ideogram if text in image is needed. Should provide a prompt following Subject + Setting + Style + Lighting + Composition + Technical pattern. Should mention WebP optimization (target <200KB, JPEG fallback). Should not suggest using AI for product UI screenshots.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Recommends AI generation for one-off hero",
+        "Proposes visual metaphor for topic",
+        "Specifies 1200x630 dimensions",
+        "Recommends Flux, Gemini, or Ideogram",
+        "Provides structured prompt",
+        "Mentions WebP optimization"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "Generate me an image of our app's dashboard.",
+      "expected_output": "Should refuse to use AI generation for product UI screenshots and explain why: models hallucinate interfaces, the result won't match the real UI. Should recommend the Product Mockups & Screenshots workflow: capture real screenshots of the product at 2x resolution, frame in device mockups (browser frame, laptop, phone), add callout arrows or feature labels for context, programmatically overlay annotations with Hyperframes or HTML/CSS. Should suggest tools: browser DevTools screenshot, Shottr, CleanShot X, or screencapture CLI. Should warn this is Common Mistake #1: using AI for product UI.",
+      "assertions": [
+        "Refuses to use AI generation for product UI",
+        "Explains models hallucinate UI",
+        "Recommends real screenshots at 2x resolution",
+        "Mentions device mockups for framing",
+        "Suggests specific screenshot tools",
+        "Notes this as a common mistake"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Need a Twitter/X header banner for our company. We just want to show our product and tagline.",
+      "expected_output": "Should specify Twitter/X header dimensions: 1500x500 (3:1 aspect ratio). Should warn the banner is partially obscured by the avatar — center critical content and avoid important elements near the avatar overlap area. Should recommend keeping text minimal (seen at small sizes on mobile). Should suggest design tools (Canva or Figma) over AI generation since brand consistency matters. Should recommend Ideogram if heavy text rendering is needed since other AI models butcher text. Should suggest using brand colors + tagline + optional product shot. Should remind to test at actual display size by zooming out.",
+      "assertions": [
+        "Specifies 1500x500 dimensions",
+        "Warns about avatar overlap area",
+        "Recommends minimal text",
+        "Suggests Canva or Figma over AI",
+        "Mentions Ideogram for text-heavy designs",
+        "Recommends testing at display size"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "I need 5 versions of the same hero image for Twitter, LinkedIn, Instagram feed, Instagram stories, and Facebook. What's the fastest way?",
+      "expected_output": "Should recommend the Canva Magic Resize workflow over generating 5 separate images. Should list dimensions: Twitter/X 1200x675 (16:9), LinkedIn 1200x627 (1.91:1), Instagram feed 1080x1080 (1:1 — note 1080x1350 / 4:5 also strong), Instagram Stories 1080x1920 (9:16), Facebook 1200x630 (1.91:1). Should explain workflow: create the hero concept at highest resolution needed, use Canva Magic Resize for variants, manually crop if needed, add text overlays programmatically if required (Ideogram or post-processing), export at each platform's specs. Should note this is what Canva Magic Resize is specifically designed for.",
+      "assertions": [
+        "Recommends Canva Magic Resize",
+        "Lists dimensions for all 5 platforms",
+        "Notes Instagram 4:5 variant",
+        "Suggests programmatic text overlays for variants",
+        "Says start at highest resolution"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "What's the best image format for our website?",
+      "expected_output": "Should recommend WebP as the default choice with JPEG/PNG fallback. Should explain the format guide: WebP for photos and graphics (lossy + lossless, ~96% browser support), AVIF for highest compression (~94% support, newer), JPEG as universal fallback (lossy only), PNG for transparency and screenshots (lossless, universal), SVG for logos and icons (vector, scales, universal). Should reference the optimization checklist: resize to display size, compress (target quality 75-85% for photos), lazy load below-the-fold, set explicit width/height attributes (prevents CLS), use a CDN with auto-optimization (Cloudflare, Vercel, Imgix, Cloudinary), add descriptive alt text. Should provide a quick cwebp or mogrify command. Should note skipping image optimization is the #1 page speed killer.",
+      "assertions": [
+        "Recommends WebP as default",
+        "Mentions JPEG/PNG fallback strategy",
+        "Lists optimization checklist items",
+        "Mentions lazy loading",
+        "Mentions explicit dimensions to prevent CLS",
+        "Provides command line tool example"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "We're a SaaS that just launched. Need OG images for every blog post we ship — about 2 per week. Doing it manually is killing us.",
+      "expected_output": "Should recommend Dynamic OG Images programmatic approach. Should explain options: Vercel OG (@vercel/og) generates images at the edge using JSX — best for programmatic SEO since you can dynamically pull post title, author, image into a template; Satori converts HTML/CSS to SVG (powers Vercel OG); Cloudinary for URL-based text overlay on template images. Should explain you build the template once with your branding then it generates unique OG images per page using post metadata. Should mention required meta tags: og:image (1200x630), og:image:width, og:image:height, twitter:card summary_large_image, twitter:image. Should note this is best for programmatic SEO.",
+      "assertions": [
+        "Recommends programmatic OG image generation",
+        "Names Vercel OG, Satori, or Cloudinary",
+        "Mentions template + dynamic data approach",
+        "Lists required og:image meta tags",
+        "Specifies 1200x630 dimensions",
+        "Notes this is best for high-volume blogs"
+      ],
+      "files": []
+    }
+  ]
+}

skills/image/references/ai-image-prompting.md

@@ -0,0 +1,229 @@
+# AI Image Prompting Guide
+
+How to write effective prompts for AI image generation models (Gemini/Nano Banana, Flux, Ideogram, DALL-E, Midjourney).
+
+---
+
+## Prompt Structure
+
+A strong image prompt follows this formula:
+
+```
+[Subject] + [Setting/context] + [Visual style] + [Lighting] + [Composition] + [Technical specs]
+```
+
+### Example Prompts by Use Case
+
+**Blog hero — SaaS product:**
+```
+A clean workspace with a laptop displaying a colorful analytics dashboard,
+minimalist desk with a coffee cup and notebook,
+bright natural window lighting from the right,
+shallow depth of field, commercial photography style,
+1200x630, high resolution
+```
+
+**Social media graphic — announcement:**
+```
+Abstract flowing gradient in deep purple and electric blue,
+geometric shapes forming a network pattern,
+dramatic rim lighting on edges,
+modern tech aesthetic, clean and minimal,
+1080x1080, vibrant colors
+```
+
+**Product lifestyle shot:**
+```
+A person in a modern office smiling while looking at a tablet,
+showing a project management interface on screen,
+warm candid photography, natural lighting,
+medium shot, shallow depth of field, editorial style
+```
+
+**Profile banner — professional:**
+```
+Wide panoramic abstract background in navy blue and teal,
+subtle geometric grid pattern with soft gradient,
+clean corporate aesthetic, muted lighting,
+1584x396, no text, space for logo overlay on left third
+```
+
+**Directory listing — Product Hunt:**
+```
+Product screenshot on a clean gradient background,
+soft shadow underneath, slight 3D perspective tilt,
+modern SaaS product presentation style,
+1270x760, bright and professional
+```
+
+---
+
+## Style Keywords
+
+### Photorealistic
+- "commercial photography"
+- "shot on Canon EOS R5"
+- "editorial style"
+- "natural lighting"
+- "shallow depth of field"
+
+### Clean/Corporate
+- "clean modern aesthetic"
+- "minimal design"
+- "professional corporate style"
+- "bright and airy"
+- "white background"
+
+### Illustrative
+- "flat vector illustration"
+- "isometric 3D render"
+- "hand-drawn sketch style"
+- "watercolor illustration"
+- "line art"
+
+### Abstract/Brand
+- "flowing gradient"
+- "geometric pattern"
+- "abstract data visualization"
+- "particle effects"
+- "holographic iridescent"
+
+### Tech/SaaS
+- "dark mode UI aesthetic"
+- "neon accent lighting"
+- "glassmorphism"
+- "futuristic minimal"
+- "developer-focused"
+
+---
+
+## Lighting Keywords
+
+| Term | Effect | Best For |
+|------|--------|----------|
+| **Natural light** | Warm, organic feel | Lifestyle, editorial |
+| **Studio lighting** | Even, controlled | Product shots |
+| **Rim lighting** | Edge highlights, dramatic | Hero images, abstract |
+| **Soft directional** | Gentle shadows, dimensional | Blog headers |
+| **Volumetric** | Light rays, atmospheric | Dramatic, cinematic |
+| **Flat/even** | No shadows, clean | Icons, diagrams |
+| **Golden hour** | Warm orange tones | Lifestyle, outdoor |
+| **High key** | Bright, minimal shadows | Clean, corporate |
+
+---
+
+## Composition Keywords
+
+| Term | Effect | Best For |
+|------|--------|----------|
+| **Rule of thirds** | Subject off-center | Editorial, lifestyle |
+| **Centered** | Subject in middle | Product shots, icons |
+| **Wide/panoramic** | Expansive view | Banners, headers |
+| **Close-up/macro** | Detail focus | Texture, product detail |
+| **Bird's eye/overhead** | Top-down view | Desk setups, flat lays |
+| **Negative space** | Room for text overlay | Blog headers, banners |
+| **Symmetrical** | Balanced, formal | Corporate, luxury |
+
+---
+
+## Model-Specific Tips
+
+### Gemini Image (Google)
+
+- Best all-around for marketing images — good quality, reasonable cost
+- Supports **image editing** — upload an existing image and describe changes
+- Decent text rendering — can handle short headlines
+- Specify "high resolution" for best output
+- Works well with detailed, descriptive prompts
+- Same API as text generation — easy to integrate
+
+### Flux (Black Forest Labs)
+
+- **Multi-image reference** is the killer feature — upload product screenshots, brand assets, or style references
+- Best for **brand consistency** across a set of images
+- Use Flux Pro for final assets, Flux Dev for rapid iteration
+- Flux Klein for high-volume batch generation (cheapest)
+- Style transfer via reference images > style keywords in prompt
+- Prompts can be shorter than other models — the references do heavy lifting
+
+### Ideogram
+
+- **Best text rendering** of any model (industry-leading accuracy)
+- Use when you need headlines, taglines, or brand names in the image
+- Style reference system (up to 3 images) for brand consistency
+- Supports "Magic Prompt" auto-enhancement
+- Keep text requests simple — 3-5 words max for reliability
+- Best for social graphics and banners that need text baked in
+
+### GPT Image (OpenAI)
+
+- Current models: `gpt-image-1` and variants (DALL-E 3 is deprecated)
+- Integrated with ChatGPT — conversational image generation
+- Good at following detailed prompts
+- Decent text rendering (behind Ideogram, comparable to Gemini)
+- Automatic prompt rewriting — may deviate from exact request
+- Best for quick one-offs through ChatGPT interface
+- API gives more control than ChatGPT interface
+
+### Midjourney
+
+- Highest aesthetic quality for artistic/editorial images
+- No official API — Discord-based or web interface
+- **Not agent-friendly** — use for manual creative exploration only
+- Style flags: `--style raw` for less stylized, `--ar 16:9` for aspect ratio
+- Best for hero images where pure visual quality matters most
+- V6+ has improved text rendering but still unreliable
+
+---
+
+## Common Prompt Mistakes
+
+| Mistake | Why It Fails | Fix |
+|---------|-------------|-----|
+| "A professional image" | No visual detail | Describe subject, setting, style, lighting |
+| Long paragraph of text in image | Models can't render paragraphs | 3-5 words max; add text in post |
+| "Make it look good" | Not actionable | Specify style: "commercial photography, bright" |
+| 200+ word prompts | Models lose focus | 40-80 words, specific over comprehensive |
+| No aspect ratio | Random output size | Always specify dimensions or ratio |
+| "Logo in bottom right" | Unreliable placement | Add logos in post-processing |
+| "Make it viral" | Not a visual instruction | Describe the aesthetic you want |
+| Requesting UI screenshots | AI hallucinates interfaces | Capture real screenshots instead |
+
+---
+
+## Batch Generation Workflow
+
+When you need multiple images with consistent style (e.g., a blog series or social campaign):
+
+1. **Generate 3-4 test images** with different style prompts
+2. **Pick the winning style** based on brand fit
+3. **Save the exact prompt** as your template
+4. **Use Flux multi-reference** — upload the winning image as a style reference
+5. **Batch generate** variations with the same style, different subjects
+6. **Post-process** — add text overlays, logos, crop to platform sizes
+
+---
+
+## Aspect Ratios Quick Reference
+
+| Use Case | Ratio | Pixels | Notes |
+|----------|-------|--------|-------|
+| Blog hero / OG image | 1.91:1 | 1200x630 | Universal web standard |
+| Full-width hero | 16:9 | 1920x1080 | Website headers |
+| Instagram Feed | 1:1 | 1080x1080 | Square |
+| Instagram Feed (tall) | 4:5 | 1080x1350 | More screen real estate |
+| Stories / Reels | 9:16 | 1080x1920 | Vertical full screen |
+| LinkedIn cover | 4:1 | 1584x396 | Personal profile |
+| Twitter/X header | 3:1 | 1500x500 | Profile banner |
+| Product Hunt gallery | 5:3 | 1270x760 | Launch page |
+| GitHub social preview | 2:1 | 1280x640 | Repo link card |
+
+---
+
+## Cost Optimization
+
+- **Iterate at low quality first** — use Flux Dev or Gemini Flash for drafts, upgrade for finals
+- **Use references over long prompts** — Flux multi-reference produces more consistent results with fewer retries
+- **Batch similar requests** — generate all blog headers in one session with the same style
+- **Cache and reuse** — abstract backgrounds, patterns, and textures can be reused across multiple images
+- **Post-process instead of re-generate** — crop, overlay text, and adjust color in code rather than generating new images

skills/launch/SKILL.md

@@ -1,8 +1,8 @@
 ---
-name: launch-strategy
+name: launch
 description: "When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'how do I launch this,' 'launch checklist,' 'GTM plan,' or 'we're about to ship.' Use this whenever someone is preparing to release something publicly. For ongoing marketing after launch, see marketing-ideas."
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Launch Strategy
@@ -12,7 +12,7 @@ You are an expert in SaaS product launches and feature announcements. Your goal
 ## Before Starting
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 ---
 
@@ -346,8 +346,8 @@ Even small changelog updates remind customers your product is evolving. This bui
 ## Related Skills
 
 - **marketing-ideas**: For additional launch tactics (#22 Product Hunt, #23 Early Access Referrals)
-- **email-sequence**: For launch and onboarding email sequences
-- **page-cro**: For optimizing launch landing pages
+- **emails**: For launch and onboarding email sequences
+- **cro**: For optimizing launch landing pages
 - **marketing-psychology**: For psychology behind waitlists and exclusivity
 - **programmatic-seo**: For comparison pages mentioned in post-launch
 - **sales-enablement**: For launch sales collateral and enablement materials

skills/launch/evals/evals.json

@@ -1,12 +1,12 @@
 {
-  "skill_name": "launch-strategy",
+  "skill_name": "launch",
   "evals": [
     {
       "id": 1,
       "prompt": "We're launching a new B2B SaaS product for design teams in 6 weeks. It's a design review tool. We have a small audience (500 email subscribers, 2k Twitter followers). Help us plan the launch.",
-      "expected_output": "Should check for product-marketing-context.md first. Should apply the ORB Framework (Owned, Rented, Borrowed channels) with the user's specific resources. Owned: email list (500 subscribers), website. Rented: Twitter (2k followers). Borrowed: partnerships, communities, Product Hunt. Should recommend the five-phase launch approach with a timeline mapped to the 6-week window: Internal prep, Alpha (existing network), Beta (expanded), Early Access, Full Launch. Should provide specific tactics for each phase. Should recommend building up the audience before launch day. Should include a launch day checklist.",
+      "expected_output": "Should check for product-marketing.md first. Should apply the ORB Framework (Owned, Rented, Borrowed channels) with the user's specific resources. Owned: email list (500 subscribers), website. Rented: Twitter (2k followers). Borrowed: partnerships, communities, Product Hunt. Should recommend the five-phase launch approach with a timeline mapped to the 6-week window: Internal prep, Alpha (existing network), Beta (expanded), Early Access, Full Launch. Should provide specific tactics for each phase. Should recommend building up the audience before launch day. Should include a launch day checklist.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Applies ORB Framework (Owned, Rented, Borrowed)",
         "Maps to user's specific channels and audience sizes",
         "Recommends five-phase launch approach",

skills/lead-magnets/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: lead-magnets
-description: When the user wants to create, plan, or optimize a lead magnet for email capture or lead generation. Also use when the user mentions "lead magnet," "gated content," "content upgrade," "downloadable," "ebook," "cheat sheet," "checklist," "template download," "opt-in," "freebie," "PDF download," "resource library," "content offer," "email capture content," "Notion template," "spreadsheet template," or "what should I give away for emails." Use this for planning what to create and how to distribute it. For interactive tools as lead magnets, see free-tool-strategy. For writing the actual content, see copywriting. For the email sequence after capture, see email-sequence.
+description: When the user wants to create, plan, or optimize a lead magnet for email capture or lead generation. Also use when the user mentions "lead magnet," "gated content," "content upgrade," "downloadable," "ebook," "cheat sheet," "checklist," "template download," "opt-in," "freebie," "PDF download," "resource library," "content offer," "email capture content," "Notion template," "spreadsheet template," or "what should I give away for emails." Use this for planning what to create and how to distribute it. For interactive tools as lead magnets, see free-tools. For writing the actual content, see copywriting. For the email sequence after capture, see emails.
 metadata:
-  version: 1.0.0
+  version: 2.0.0
 ---
 
 # Lead Magnets
@@ -12,7 +12,7 @@ You are an expert in lead magnet strategy. Your goal is to help plan lead magnet
 ## Before Planning
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 Gather this context (ask if not provided):
 
@@ -116,7 +116,7 @@ Goal: Help implement. Remove friction to purchase.
 | Template | "Ready-to-Use Sales Email Templates" |
 | Free trial | "14-Day Free Trial" |
 | Implementation guide | "Migration Checklist: Switch in 30 Minutes" |
-| ROI calculator | "Calculate Your Savings" (→ see **free-tool-strategy**) |
+| ROI calculator | "Calculate Your Savings" (→ see **free-tools**) |
 
 ---
 
@@ -147,8 +147,8 @@ Rule of thumb: Ask for the minimum needed. Every extra field reduces conversion
 - Add social proof: "Downloaded by 5,000+ marketers"
 - Reduce risk: "No spam. Unsubscribe anytime."
 
-**For form optimization**: See **form-cro** skill
-**For popup implementation**: See **popup-cro** skill
+**For form optimization**: See **cro** skill
+**For popup implementation**: See **popups** skill
 
 ---
 
@@ -163,7 +163,7 @@ Rule of thumb: Ask for the minimum needed. Every extra field reduces conversion
 5. **Form** — Minimal fields, clear CTA button
 6. **FAQ** — Address hesitations (Is it really free? What format?)
 
-**For landing page optimization**: See **page-cro** skill
+**For landing page optimization**: See **cro** skill
 
 ### Delivery Methods
 
@@ -196,14 +196,14 @@ Don't waste the thank you page. After they've converted:
 
 - Trigger on exit intent or scroll depth
 - Match the popup offer to the page content
-- **See popup-cro** for implementation
+- **See popups** for implementation
 
 ### Social Media
 
 - Share snippets and teasers from the lead magnet
 - Create carousel posts from key points
 - Use the lead magnet as the CTA in your bio/profile
-- **See social-content** for social strategy
+- **See social** for social strategy
 
 ### Paid Promotion
 
@@ -211,7 +211,7 @@ Don't waste the thank you page. After they've converted:
 - Google Ads for high-intent lead magnets (templates, tools)
 - LinkedIn for B2B lead magnets
 - Retarget blog visitors with lead magnet ads
-- **See paid-ads** for campaign strategy
+- **See ads** for campaign strategy
 
 ### Partner Co-Promotion
 
@@ -298,13 +298,13 @@ When creating a lead magnet strategy, provide:
 
 ## Related Skills
 
-- **free-tool-strategy**: For interactive tools as lead magnets (calculators, graders, quizzes)
+- **free-tools**: For interactive tools as lead magnets (calculators, graders, quizzes)
 - **copywriting**: For writing the lead magnet content itself
-- **email-sequence**: For nurture sequences after lead capture
-- **page-cro**: For optimizing lead magnet landing pages
-- **popup-cro**: For popup-based lead capture
-- **form-cro**: For optimizing capture forms
+- **emails**: For nurture sequences after lead capture
+- **cro**: For optimizing lead magnet landing pages
+- **popups**: For popup-based lead capture
+- **cro**: For optimizing capture forms
 - **content-strategy**: For content planning and topic selection
-- **analytics-tracking**: For measuring lead magnet performance
-- **paid-ads**: For paid promotion of lead magnets
-- **social-content**: For social media promotion
+- **analytics**: For measuring lead magnet performance
+- **ads**: For paid promotion of lead magnets
+- **social**: For social media promotion

skills/lead-magnets/evals/evals.json

@@ -0,0 +1,87 @@
+{
+  "skill_name": "lead-magnets",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "We're a B2B SaaS selling project management software to marketing agencies. What lead magnet should we create?",
+      "expected_output": "Should check for product-marketing.md first. Should ask about current lead gen, existing content assets, and primary goal (list growth, lead quality, product education). Should apply Lead Magnet Principles: solve a specific problem (not 'agency marketing'), match buyer stage, high perceived value + low time investment, natural path to product. Should recommend a specific format suited to a busy agency audience — likely a template (Notion/spreadsheet) or checklist over an ebook. Examples: 'Agency Project Profitability Calculator' (decision stage, naturally leads to project management), 'Client Onboarding Checklist for Agencies' (consideration), 'The Agency Capacity Planning Template' (decision stage). Should justify the choice by matching buyer stage and effort/value ratio. Should outline content, gating, landing page, distribution, and measurement plan.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Asks about buyer stage and goal",
+        "Applies the 5 principles",
+        "Recommends specific format with rationale",
+        "Examples match the audience and product",
+        "Outlines all 5 output sections (recommendation, content, gating, distribution, measurement)"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We have a 50-page ebook we spent 3 months writing. Conversion on the landing page is only 4%. Should we keep iterating?",
+      "expected_output": "Should diagnose this as a likely mismatch on Lead Magnet Principles, especially #3 (high perceived value, low time investment — consumable in under 30 minutes, ideally under 10). Should warn 50 pages may signal too much effort to consume — flag this as a possible cause. Should recommend A/B testing the format (chunking the ebook into a 5-part email mini-course, releasing as a checklist + ebook combo, or breaking into shorter topic-specific guides). Should review landing page structure: headline, preview/mockup, what's inside, social proof, form fields, FAQ. Should suggest testing partial gate (preview first 5 pages) vs full gate. Should ask about traffic source — 4% on cold traffic might be acceptable while 4% on warm traffic is low. Should reference cro skill for landing page optimization and ab-testing for test design.",
+      "assertions": [
+        "Diagnoses likely cause as length/effort mismatch",
+        "Recommends format A/B test",
+        "Suggests breaking into shorter formats",
+        "Reviews landing page structure",
+        "Asks about traffic source (cold vs warm)",
+        "Cross-references cro or ab-testing skill"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Our lead form asks for name, email, company, role, company size, and phone. We're not getting enough signups. Could the form be the problem?",
+      "expected_output": "Should immediately flag form length as a likely culprit. Should cite the rule of thumb: every extra field reduces conversion 5-10%. Should recommend reducing to the minimum needed: ideally email only (highest conversion), or email + name if personalization matters. Should explain when multi-field is justified (only for high-value offers like webinars or demos). Should ask what information is actually used in follow-up — fields that aren't used should be removed. Should suggest progressive profiling: capture email now, ask for more fields later via enrichment or follow-up forms. Should reference cro skill for form optimization specifically.",
+      "assertions": [
+        "Flags form length as likely culprit",
+        "Cites 5-10% per field rule",
+        "Recommends reducing to email or email + name",
+        "Asks what fields are actually used",
+        "Suggests progressive profiling",
+        "Cross-references cro skill"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "What's the difference between a lead magnet and a free tool? Should I build one or the other?",
+      "expected_output": "Should explain the distinction: lead magnets are static content offers (ebooks, checklists, templates) while free tools are interactive (calculators, graders, quizzes). Should explain when to build which. Lead magnets: faster to ship (hours-days), works well for awareness/consideration education, lower ongoing maintenance, lead quality varies. Free tools: longer build time (weeks-months), higher engagement and shareability, naturally segment leads by tool usage, can rank for SEO ('X calculator', 'Y grader'), higher lead quality typically. Should recommend lead magnet first if speed matters, free tool if you can invest the build time and have repeatable user inputs that produce a meaningful output. Should defer to free-tools skill for tool strategy specifically.",
+      "assertions": [
+        "Distinguishes static content from interactive tool",
+        "Compares effort to build",
+        "Compares SEO and shareability characteristics",
+        "Recommends based on speed vs investment trade-off",
+        "Defers to free-tools skill"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "We have a top-performing blog post on email subject lines. Can we use it as a lead magnet?",
+      "expected_output": "Should recommend creating a content upgrade specific to the post rather than gating the post itself (post-specific content upgrades convert 2-5x better than generic sidebar CTAs). Should suggest specific upgrade ideas: '50 Email Subject Line Templates' (template format, decision stage), 'Subject Line Cheat Sheet PDF' (cheat sheet format, awareness/consideration), 'Subject Line Swipe File' (collection of high-performing examples with annotations). Should explain content upgrades convert better because they match what the reader is already engaged with — relevance + intent are higher than generic offers. Should recommend keeping the blog post ungated (preserve SEO) and offering the upgrade as an inline or end-of-post CTA. Should reference cro for placement and copywriting for the upgrade itself.",
+      "assertions": [
+        "Recommends content upgrade over gating the post",
+        "Cites 2-5x improvement vs generic CTAs",
+        "Suggests specific upgrade formats with rationale",
+        "Keeps blog post ungated to preserve SEO",
+        "Explains why upgrades convert better"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Our checklist gets a lot of downloads but very few of them ever sign up for a trial. Is the lead magnet broken?",
+      "expected_output": "Should diagnose this as a lead quality / buyer stage mismatch problem. Should ask whether the checklist is awareness-stage content drawing people who aren't ready to buy. Should check Lead Quality Signals: higher-than-average email engagement, leads progress to trial/demo at expected rates, low unsubscribe rate, leads match ICP demographics. Should review the principle: lead magnets should create a natural path to product. If a checklist for total beginners attracts beginners, that's working as designed but they won't convert quickly — they need nurture. Should recommend reviewing the nurture sequence (cross-reference emails skill) and checking whether the offer matches the right buyer stage for the goal. May suggest creating a consideration- or decision-stage lead magnet (template, ROI calculator, comparison spreadsheet) that pulls higher-intent leads. Should track time to conversion by lead magnet source.",
+      "assertions": [
+        "Diagnoses as lead quality / buyer stage mismatch",
+        "Asks about ICP fit of leads",
+        "References Lead Quality Signals",
+        "Cross-references emails skill for nurture",
+        "Suggests a decision-stage lead magnet alternative",
+        "Mentions tracking time to conversion by source"
+      ],
+      "files": []
+    }
+  ]
+}

skills/lead-magnets/references/format-guide.md

@@ -171,7 +171,7 @@ Detailed creation guidance for each lead magnet format.
 
 **Implementation**: Gate results behind email capture. The quiz itself is ungated — the personalized results require an email.
 
-**For building interactive quizzes**: See **free-tool-strategy** skill for technical implementation guidance.
+**For building interactive quizzes**: See **free-tools** skill for technical implementation guidance.
 
 ---
 

skills/marketing-ideas/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: marketing-ideas
-description: "When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the user asks for 'marketing ideas,' 'growth ideas,' 'how to market,' 'marketing strategies,' 'marketing tactics,' 'ways to promote,' 'ideas to grow,' 'what else can I try,' 'I don't know how to market this,' 'brainstorm marketing,' or 'what marketing should I do.' Use this as a starting point whenever someone is stuck or looking for inspiration on how to grow. For specific channel execution, see the relevant skill (paid-ads, social-content, email-sequence, etc.)."
+description: "When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the user asks for 'marketing ideas,' 'growth ideas,' 'how to market,' 'marketing strategies,' 'marketing tactics,' 'ways to promote,' 'ideas to grow,' 'what else can I try,' 'I don't know how to market this,' 'brainstorm marketing,' or 'what marketing should I do.' Use this as a starting point whenever someone is stuck or looking for inspiration on how to grow. For specific channel execution, see the relevant skill (ads, social, emails, etc.)."
 metadata:
-  version: 1.1.0
+  version: 2.0.0
 ---
 
 # Marketing Ideas for SaaS
@@ -12,7 +12,7 @@ You are a marketing strategist with a library of 139 proven marketing ideas. You
 ## How to Use This Skill
 
 **Check for product marketing context first:**
-If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
 When asked for marketing ideas:
 1. Ask about their product, audience, and current stage if not clear
@@ -160,8 +160,9 @@ When recommending ideas, provide for each:
 
 ## Related Skills
 
+- **marketing-plan**: When the user wants a comprehensive plan instead of standalone ideas. Section 12 of the plan cross-references all 139 ideas here against AARRR stages and client-specific status.
 - **programmatic-seo**: For scaling SEO content (#4)
-- **competitor-alternatives**: For comparison pages (#11)
-- **email-sequence**: For email marketing tactics
-- **free-tool-strategy**: For engineering as marketing (#15)
-- **referral-program**: For viral growth (#93)
+- **competitors**: For comparison pages (#11)
+- **emails**: For email marketing tactics
+- **free-tools**: For engineering as marketing (#15)
+- **referrals**: For viral growth (#93)

skills/marketing-ideas/evals/evals.json

@@ -4,9 +4,9 @@
     {
       "id": 1,
       "prompt": "I need marketing ideas for my SaaS product. We're a bootstrapped team of 3, sell a $49/month analytics tool for e-commerce, and have about 200 customers. Budget is tight — maybe $500/month for marketing.",
-      "expected_output": "Should check for product-marketing-context.md first. Should filter ideas by low budget and early-stage constraints. Should pull relevant ideas from the 139 marketing ideas organized by category. Should provide ideas appropriate for bootstrapped SaaS: content marketing, community building, SEO, partnerships, referral programs, social media, Product Hunt, and others that don't require large budgets. Output should follow the format: idea name, why it fits, how to start, expected outcome, resources needed. Should prioritize by likely impact given their stage.",
+      "expected_output": "Should check for product-marketing.md first. Should filter ideas by low budget and early-stage constraints. Should pull relevant ideas from the 139 marketing ideas organized by category. Should provide ideas appropriate for bootstrapped SaaS: content marketing, community building, SEO, partnerships, referral programs, social media, Product Hunt, and others that don't require large budgets. Output should follow the format: idea name, why it fits, how to start, expected outcome, resources needed. Should prioritize by likely impact given their stage.",
       "assertions": [
-        "Checks for product-marketing-context.md",
+        "Checks for product-marketing.md",
         "Filters ideas by low budget constraint",
         "Provides ideas from the 139 marketing ideas catalog",
         "Ideas are appropriate for bootstrapped SaaS stage",
@@ -77,10 +77,10 @@
     {
       "id": 6,
       "prompt": "We want to set up a referral program. How should we structure it?",
-      "expected_output": "Should recognize this is specifically a referral program design request. Should defer to or cross-reference the referral-program skill, which provides detailed guidance on referral loop design, incentive structures, implementation, and optimization. May briefly mention referral programs as a marketing idea but should make clear that referral-program is the right skill for detailed program design.",
+      "expected_output": "Should recognize this is specifically a referral program design request. Should defer to or cross-reference the referrals skill, which provides detailed guidance on referral loop design, incentive structures, implementation, and optimization. May briefly mention referral programs as a marketing idea but should make clear that referrals is the right skill for detailed program design.",
       "assertions": [
         "Recognizes this as a referral program design request",
-        "References or defers to referral-program skill",
+        "References or defers to referrals skill",
         "Does not attempt detailed referral program design",
         "May briefly mention as a marketing idea"
       ],

skills/marketing-plan/SKILL.md

@@ -0,0 +1,270 @@
+---
+name: marketing-plan
+description: When the user needs a comprehensive marketing plan for a client, a company they advise, or their own product. Also use when the user mentions "marketing plan," "growth plan," "GTM plan," "go-to-market plan," "AARRR plan," "90-day marketing plan," "12-month marketing roadmap," "fractional CMO plan," or "fCMO plan." Generates an exhaustive 13-section plan structured by AARRR (Acquisition, Activation, Retention, Referral, Revenue), customized to the client's current budget, team, and stage, mapped to future funding milestones, cross-referenced with the 139-idea marketing-ideas library and an embedded 17-section current-state audit rubric, with a full marketing operations stack showing which skills and MCP/API integrations execute each part. Outputs a Notion-paste-ready markdown document. For positioning and ICP context before planning, see product-marketing. For stage-specific deep work, see onboarding, signup, emails, referrals, pricing.
+---
+
+# Marketing Plan
+
+You are an expert marketing strategist operating at fCMO (fractional CMO) level. Your job is to produce a comprehensive, executable 12-month marketing plan for a specific client or company, structured by AARRR (Acquisition, Activation, Retention, Referral, Revenue), customized to their actual budget, team, stage, and capabilities, and cross-referenced with the full marketing-ideas library and the embedded 17-section current-state audit rubric.
+
+The deliverable is a single Notion-paste-ready markdown document — the kind of strategy artifact a fractional CMO would present to founders. It must be specific to the client (not generic), exhaustive (covers every tactical surface area, not just what's prescribed), and operationally honest (reflects what their team can actually execute with their current stack and headcount).
+
+## When to use
+
+Invoke this skill when:
+
+- A user is starting a new client engagement as a fractional CMO or marketing consultant
+- A founder needs a 12-month marketing roadmap they can share with their team or investors
+- A team wants to consolidate scattered marketing work (SEO research, brand voice docs, audit findings, onboarding analyses) into a single coherent plan
+- The user explicitly asks for a "marketing plan," "growth plan," "GTM plan," "fCMO plan," "AARRR plan," or "90-day + 12-month marketing roadmap"
+- An existing scored audit (from any prior current-state assessment) needs to be sequenced into an action plan
+
+**Do not use** when the user wants a tactical execution document for a single channel (use the channel-specific skill instead — `emails`, `ads`, `seo-audit`, `onboarding`, etc.), or when the user just wants marketing ideas without commitment to a plan (use `marketing-ideas`).
+
+## How this skill is invoked
+
+```
+/marketing-plan {client-name-or-domain}
+```
+
+Examples:
+- `/marketing-plan quietude.app`
+- `/marketing-plan acme-saas`
+- `/marketing-plan` (will prompt for client name)
+
+On invocation, the skill reads `~/marketing-plans/{client-slug}/progress.md` and resumes based on the state machine documented in `references/methodology.md` Step 1.1.2 (fresh → INIT → REVIEW → FINALIZE → finalized). Finalized plans are never silently overwritten — the user is asked whether to revise as v{N+1}, start fresh, or re-open a section.
+
+## The three phases
+
+The full workflow lives in `references/methodology.md`. Quick summary:
+
+### Phase 1 — INIT (research + intake)
+
+Read all available materials about the client. Pull data from any wired tools (Ahrefs, GA4 MCP, Stripe MCP, etc.). Conduct structured intake covering: client overview, ICP, current funnel state, funding state, team composition, marketing budget, channels currently active, what's already been done, what's in-flight, what's stuck, tooling stack. Save to `research.md`.
+
+Use the embedded 17-section current-state rubric (`references/current-state-rubric.md`) as your scoring lens for Section 3 — score each section 0–5 against available materials.
+
+### Phase 2 — REVIEW (walk through each of 13 sections interactively)
+
+Present each section's draft in chat. For each section you can:
+- Approve as-is ("good," "next")
+- Adjust ("change X to Y")
+- Add observations ("also mention Z")
+- Expand ("go deeper on this")
+
+Save each confirmed section to the progress file as you go. The skill is resumable — if interrupted, run `/marketing-plan client-name` again to pick up at the next unfinished section.
+
+### Phase 3 — FINALIZE (compile + verify + publish)
+
+Compile all 13 sections into `final_plan.md`. Run a verification pass: confirm cross-references (marketing-ideas idea numbers, related skills, MCP integrations) are accurate; check for machine-specific paths that shouldn't ship; ensure the brand voice matches what was captured in the strategic frame.
+
+Optionally offer to publish to a shared GitHub repo (e.g., `{client-org}/{client-context}/marketing/plan.md`) if the user wants to share it with the team.
+
+## The 13-section plan structure
+
+Full template lives in `references/plan-template.md`. The structure:
+
+1. **Executive summary** — 3 big bets, 90-day priorities, 12-month outcome. Written so it can be lifted into an investor or board update.
+2. **Strategic frame** — Category claim, ICP distilled, business-model logic, brand voice non-negotiables.
+3. **Current state** — Team, budget, what's done, what's in-flight, what's stuck. Scored against the embedded 17-section current-state rubric (`references/current-state-rubric.md`).
+4. **Acquisition** — How strangers become aware. Channels current + planned + skipped, 90-day and 12-month moves, skills + tools.
+5. **Activation** — How a new user has an experience that converts. Onboarding, first session, App Store / signup, paywall, lifecycle setup.
+6. **Retention** — How a converted user stays and deepens. Lifecycle flows, churn prevention, win-back, support-as-marketing.
+7. **Referral** — How retained users bring more users. Ambassador / affiliate / Guides / WOM mechanics.
+8. **Revenue** — Pricing, packaging, upsells, bundles, hardware-to-software, B2B ACV.
+9. **90-day roadmap** — Weeks 1–2 (Unblock), 3–4 (Foundation), 5–8 (Velocity), 9–12 (Compound). AARRR-tagged, owner-assigned.
+10. **12-month outlook** — Quarterly milestones tied to funding-stage capability unlocks.
+11. **Marketing operations stack** — Marketing skills + MCP/API integrations mapped to each AARRR stage. Capability unlocks by funding stage.
+12. **Tactical idea bank** — All 139 ideas from `marketing-ideas` cross-referenced to AARRR + client-specific status (Now / Q2 / Q3+ / Q4+ / Skip).
+13. **Measurement, RACI, open decisions, appendix** — North-star metric, leading indicators by stage, RACI table, blocking decisions, links to deeper docs.
+
+## The AARRR framing
+
+AARRR replaces the older "channels and tactics" approach because it forces every recommendation to be funnel-stage-tagged, which makes the plan executable in priority order.
+
+Full primer in `references/aarrr-framework.md`. Quick rule:
+
+- **Acquisition** = strangers → aware (top of funnel)
+- **Activation** = aware → first valued experience (signup, onboarding, first session)
+- **Retention** = repeat users (lifecycle, churn prevention, deepening engagement)
+- **Referral** = retained users → bring more users (programs, viral mechanics)
+- **Revenue** = monetization (pricing, upsells, bundles, ACV expansion)
+
+Brand and content are **cross-cutting**, not their own AARRR stage — they serve every stage.
+
+## The current-state rubric
+
+The plan's "Current State" section scores the client against the embedded 17-section rubric. Full rubric in `references/current-state-rubric.md` — it's the source of truth, not a derivative of any external skill.
+
+If the user already has a separately scored audit, ingest those scores directly into Section 3. Otherwise, score from available materials using the rubric as your lens — mark "scored from materials" in the section header so the team can push back where they have better data.
+
+## Cross-references — skills this plan integrates with
+
+1. **`marketing-ideas`** — 139 proven marketing tactics. Section 12 of the plan cross-references every one to AARRR + client status. Detail in `references/idea-cross-reference.md`.
+2. **`product-marketing`** — Sets up the foundational `.agents/product-marketing.md` context file (positioning, ICP, voice). Read this first; Section 2 (Strategic frame) builds on it.
+3. **AARRR-stage-specific skills** — `onboarding`, `signup`, `emails`, `referrals`, `pricing`, etc. The "Marketing operations stack" (Section 11) maps these to AARRR stages.
+
+The plan is **opinionated about which skills serve which stages.** Full mapping in `references/ops-stack-mapping.md`.
+
+## The marketing operations stack
+
+This is the differentiator of an fCMO-style plan vs. a generic marketing plan. The plan doesn't just say *what* to do — it says *what skills and tooling execute it.*
+
+A small team + an fCMO + the marketing-skills library + MCP integrations can output the work of a 15–20-person traditional marketing org. The plan must show this stack explicitly, AARRR-stage by AARRR-stage.
+
+Full mapping in `references/ops-stack-mapping.md`.
+
+## Funding-stage capability unlocks
+
+Every plan must include explicit "what changes when funding closes / when budget unlocks" reasoning. This makes the plan investor-friendly (founders mid-raise see what they're buying) and operationally honest (we're not pretending the team can spend $50K/mo on paid before the round closes).
+
+Standard tiers in `references/funding-stage-unlocks.md`:
+- **Pre-seed / bootstrapped** — $0–$2K/mo total marketing spend; organic only
+- **Seed close** — $5–$15K/mo paid test budget; first marketing hire
+- **Seed deployment** — $20–$50K/mo paid; second marketing hire
+- **Series A** — $50–$150K/mo paid; performance + content + designer; international consideration
+- **Series B+** — $150K+/mo paid; brand campaigns; PR firm; full-stack marketing org
+
+Use these as anchors. Adjust for category (consumer apps and ecommerce can spend more; deep-tech B2B may spend less).
+
+## Setting the budget scientifically
+
+The funding-stage anchors above tell you *what's in the ballpark*. To set the actual number defensibly, use one of two methods (full detail in `references/budget-planning.md`):
+
+1. **Revenue-Based (5–40% of ARR)** — start from comfortable spend, forecast resulting revenue. Best when historical CAC data exists.
+2. **Goal-Based** — reverse-engineer the budget from the revenue target. Formula: `[(New ARR / (ARPC × 12)) × CAC] / annual retention rate`. Best for fundraising or when the goal is fixed.
+
+Always add **10–20% experimental budget** on top — CAC is the main dependency, and the experimental layer is what funds the next-channel investment before the current one plateaus.
+
+For VC-backed Series A+ clients, anchor the 12-month outlook against the **3-3-2-2-2 rule** (3× in years 1–2, 2× in years 3–7 from $1M ARR).
+
+## Growth patterns — the real shape of SaaS growth
+
+Pitch decks show hockey sticks. Real growth is a series of S-curves with plateaus between them. Full framework in `references/growth-patterns.md`. Key implications for the plan:
+
+- **Phase identification** — $0–10K ARR (grueling), $10K–100K (treacherous middle), $100K–1M (acceleration). Section 3 names the current phase; Section 10 sequences the next.
+- **Linear vs step-function** — most healthy SaaS growth is linear (predictable additions per month) punctuated by step-functions (enterprise tier launch, new segment, channel breakthrough). The plan should describe both honestly — not promise exponential.
+- **S-curve layering** — Channel × Product × Market. Start the next S-curve while the current one is still growing. Riding any single S-curve to its ceiling before investing in the next produces multi-month plateaus.
+
+## Team and agency model
+
+Strategy lives in-house. Execution can — and often should — be outsourced. Full framework in `references/team-and-agency-model.md`. Three implications for every plan:
+
+1. **First hire is a strategist, not a tactician.** Look for a **π-shaped marketer** (two deep skill sets) — common high-leverage combos: Product Marketing + Growth Marketing, Product Marketing + Content Marketing, Growth Marketing + Content Marketing.
+2. **Title conservatively.** First marketing hire is almost always Manager or Lead, not VP or CMO. Inflated titles paint the org into a corner when you scale.
+3. **Use contractors and small niche agencies for execution.** Most pre-Series-A companies should rely on individual contractors for nearly all outsourced work; deepen agency relationships as the company moves into Growth Stage and Scale Stage.
+
+## What every plan must customize
+
+A generic plan is a failed plan. Every plan must explicitly customize for:
+
+1. **Current marketing budget** — exact $/mo, broken down by line (paid, tools, headcount, retainers). Plus blended CAC (must include salaries, content costs, tools, retainers — not just paid ad spend) and current %-of-ARR allocation.
+2. **Unit economics** — ARPC, annual retention rate, LTV. These feed the budget math in Section 8 and Section 10.
+3. **Team composition and surface area** — every person who touches marketing, with what they own. Identify whether the strategic owner (if there is one) is π-shaped, T-shaped, or tactical-only.
+4. **What the client is currently doing** — by channel, with status (working / not / TBD).
+5. **What they've already done that should be acknowledged** — past launches, PR moments, content, partnerships. Don't write a plan that ignores work they're proud of.
+6. **Phase of SaaS growth** — $0–10K ARR / $10K–100K / $100K–1M / $1M+. Each phase has its own binding constraint.
+7. **Future funding milestones** — when the next round closes, what budget tier that unlocks, and which capability comes online (first hire, paid channels, agency relationship).
+8. **The marketing skills mapped to specific moves** — every move in the AARRR sections names the skill that executes it.
+9. **The API/MCP/tool connections that enable execution** — every move names the tooling that makes it doable without hiring.
+
+If you can't confirm any of these in INIT, list them in Section 13's "Open decisions" — never gloss over them. **CAC unknown is the highest-impact open decision** — every revenue projection depends on it.
+
+## Common client-type variations
+
+Plan structure stays consistent. What changes:
+- **B2B SaaS** — Acquisition leans on SEO + content + outbound + LinkedIn. Activation = signup + product trial. Retention = product engagement + CSM motion. Referral = customer advocacy. Revenue = expansion / NRR.
+- **D2C consumer app** — Acquisition leans on App Store + paid social + influencer + PR. Activation = onboarding + first session + paywall. Retention = lifecycle email + push. Referral = sharing mechanics. Revenue = subscription + upsell.
+- **Hardware-led** — Acquisition leans on PR + retail + Amazon + Shopify SEO. Activation = unboxing + setup + first use. Retention = software companion + community. Referral = gifting + reviews. Revenue = blended LTV hardware + accessories + subscription.
+- **Marketplace** — Activation has two sides (supply + demand). Retention is repeat transaction frequency. Revenue is take-rate × GMV.
+- **Developer tool** — Acquisition leans on technical content + DevRel + documentation SEO. Activation = first build / first integration. Retention = depth of integration. Referral = team adoption.
+
+Detail in `references/client-types.md`.
+
+## Quality bar
+
+What separates a good plan from a generic one:
+
+**Good plan signals:**
+- Every move names the AARRR stage it serves
+- Every recommendation is anchored in real client data (their actual budget, their actual team, their actual current channels)
+- The 90-day roadmap has owners, not just actions
+- The funding-stage section explains what changes when the next round closes
+- The ops stack section names specific skills + MCPs per move
+- The idea bank shows what we're *not* doing and why (skipped ideas with rationale)
+- The exec summary can stand alone — could be lifted into an investor update
+- Open decisions are explicit, not glossed over
+
+**Failure modes to avoid:**
+- Listing tactics without sequencing
+- Recommending things the team can't execute at current size
+- Pretending paid budget exists before the round closes
+- Glossing over uncomfortable metrics (e.g., churn) instead of naming them as open decisions
+- Generic language ("build a community," "improve SEO") without specific moves
+- Ignoring brand voice — every plan section must respect the client's voice rules
+- Padding the plan with skills/ideas the client doesn't actually need
+- Not acknowledging work the team has already done
+
+## Output format
+
+The final deliverable is a single markdown file: `~/marketing-plans/{client-slug}/final_plan.md`.
+
+Headers (`## 1. Executive summary`, etc.) are H2 for clean Notion paste. Tables for any structured comparison (RACI, idea bank, ops stack). Status legend for the idea bank. Internal references to other sections use `§N` (e.g., "see §5 for Activation detail").
+
+Length expectation: ~8,000–12,000 words for a comprehensive plan. Shorter is fine if the client is early-stage with limited surface area; longer is fine if the client has years of history to acknowledge.
+
+## File layout per plan
+
+```
+~/marketing-plans/
+└── {client-slug}/
+    ├── materials/         # Client-provided files (decks, audit output, brand-voice doc, etc.)
+    ├── research.md        # Research record written during INIT
+    ├── progress.md        # State machine — phase, current_section, approved artifacts, plan_version
+    ├── sections/
+    │   ├── 01.md          # Each approved section saved as a canonical artifact
+    │   └── ...            # Zero-padded so they sort in order
+    └── final_plan.md      # Compiled deliverable (FINALIZE output)
+```
+
+The full schema for `progress.md` and the resumption decision tree live in `references/methodology.md` Steps 1.1.1 and 1.1.2.
+
+## Related skills
+
+- **`product-marketing`** — Run first. Captures positioning, ICP, voice in `.agents/product-marketing.md` so every section of the plan references the same foundation.
+- **`marketing-ideas`** — Source of the 139 tactics in Section 12.
+- **`customer-research`** — Deepens the ICP and voice-of-customer inputs that feed Section 2 (Strategic frame).
+- **`onboarding`** — Deep work on Section 5 (Activation).
+- **`emails`** — Deep work on Section 6 (Retention) + onboarding emails in Section 5.
+- **`referrals`** — Deep work on Section 7 (Referral).
+- **`pricing`** — Deep work on Section 8 (Revenue).
+- **`seo-audit`** / **`ai-seo`** / **`programmatic-seo`** — Deep work on the SEO portion of Section 4 (Acquisition).
+- **`ads`** / **`ad-creative`** — Deep work on the paid portion of Section 4 once budget unlocks.
+- **`launch`** — Deep work on launch moments inside Section 4 / Section 9.
+
+## Task-specific questions (used during INIT)
+
+The full intake questionnaire lives in `references/methodology.md`. The most important questions:
+
+1. **Funding state** — What round are you in? How much raised so far? Burn? Runway? Upcoming rounds and timing?
+2. **Team** — Who are all the people who touch marketing? What does each own? Where are the gaps?
+3. **Budget** — What's the current monthly marketing spend, broken down by paid acquisition, tools, retainers, headcount? What budget unlocks when the next round closes?
+4. **Current channels** — What's working today? What's not? What have you not tried yet?
+5. **Already done** — What past campaigns / launches / content / PR moments should this plan acknowledge?
+6. **In-flight** — What's drafted but not shipped? What's blocking each item?
+7. **Tooling stack** — What's wired? Customer.io / Mailchimp / Resend? Shopify / Stripe / App Store Connect? GA4 / Mixpanel / Amplitude? GitHub / Notion / Figma?
+8. **Beta or GA?** — If product is in beta, what's the GA timeline? Throttling? What gates exist?
+9. **The most important thing to fix this quarter** — founder's read.
+10. **The most important thing to ignore this quarter** — what looks important but isn't.
+
+## How exhaustive should the plan be?
+
+Default to comprehensive. Founders share a plan with their team and investors; brevity here is false economy. A 10,000-word plan with the right structure is more useful than a 3,000-word plan that misses the ops stack or the idea bank.
+
+That said: don't pad. Every section should be **dense, not bloated**. If a section has nothing to say, write that explicitly — "Q4+ — long-game / not in scope for this 12-month plan" is honest and useful.
+
+## A note on tone
+
+This plan is written for founders who are sharp, busy, and skeptical of marketing-speak. Write like a thoughtful colleague, not a deck-slide-writer. No jargon for jargon's sake. Direct claims, named tradeoffs, explicit assumptions. When unsure, name the open question rather than guessing.
+
+The exec summary should be short enough to read in 60 seconds. The rest should reward deep reading.

skills/marketing-plan/evals/evals.json

@@ -0,0 +1,96 @@
+{
+  "skill_name": "marketing-plan",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "I'm starting a fractional CMO engagement with a Series A B2B SaaS doing $2M ARR, 12-person team with 1 marketer, $20K/month marketing budget. They want a marketing plan we can share with the team and the board. Build it.",
+      "expected_output": "Should check for product-marketing.md first. Should ask for client name or use a slug. Should walk through three-phase workflow (INIT → REVIEW → FINALIZE), starting with intake covering funding state, team, budget, channels, what's done, in-flight, tooling stack. Should produce a 13-section AARRR-structured plan: executive summary, strategic frame, current state (scored against the embedded 17-section rubric), Acquisition, Activation, Retention, Referral, Revenue, 90-day roadmap with owner-assigned moves, 12-month outlook with funding-stage capability unlocks, marketing operations stack mapping skills + MCPs to AARRR stages, tactical idea bank cross-referencing all 139 marketing-ideas to AARRR + client-specific status, measurement framework with north-star + leading indicators + RACI + open decisions. Should be ~8–12K words, Notion-paste-ready. Should be specific to the client (their budget, team, channels), not generic.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Asks for client name or uses a slug",
+        "Walks through INIT phase with structured intake",
+        "Produces 13-section plan structured by AARRR",
+        "Section 3 scores against the embedded 17-section rubric",
+        "Section 9 (90-day roadmap) has owner-assigned moves, not just actions",
+        "Section 10 names funding-stage capability unlocks explicitly",
+        "Section 11 maps marketing skills + MCPs to each AARRR stage",
+        "Section 12 cross-references all 139 marketing-ideas with client-specific status",
+        "Output is Notion-paste-ready markdown",
+        "Plan is specific to the client (their budget, team, current channels), not generic"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We're pre-seed bootstrapped, $0 paid marketing budget, 4-person team building a D2C consumer app. Founder wants a 90-day plan + 12-month roadmap they can show investors during the upcoming raise. The product is in beta.",
+      "expected_output": "Should recognize Tier 1 funding profile (pre-seed) and skip paid acquisition recommendations until budget unlocks. Should lean Acquisition heavy on organic + lifecycle + ambassador moves. Should explicitly map what unlocks when seed closes (paid test budget $5–15K/mo, first marketing hire, etc.). Should respect that the product is in beta and account for activation/throttling gates. Should include the AARRR diagnostic — likely binding constraint at this stage is Activation (onboarding) and Referral. Plan must be investor-friendly: exec summary can be lifted into an update.",
+      "assertions": [
+        "Recognizes pre-seed tier and uses Tier 1 budget profile",
+        "Skips paid acquisition recommendations until budget unlocks",
+        "Leans Acquisition on organic + lifecycle + ambassador",
+        "Names what unlocks when seed closes",
+        "Accounts for product being in beta",
+        "Identifies binding-constraint AARRR stage (likely Activation or Referral)",
+        "Executive summary can be lifted into an investor update",
+        "Plan is operationally honest — doesn't pretend paid budget exists"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "we have an audit already done — can you take that and turn it into a real plan",
+      "expected_output": "Should ask for the audit output (file path or paste). Should recognize that current-state scoring already exists and ingest it directly into Section 3 — don't re-score. Should note scoring date in case material has shifted since. Should proceed with full 13-section plan generation using audit findings to inform 90-day roadmap and AARRR sections (gaps from audit become moves in the plan).",
+      "assertions": [
+        "Asks for the audit output",
+        "Ingests prior audit scoring directly into Section 3",
+        "Does not re-score what's already been scored",
+        "Notes the scoring date and flags any shifted material",
+        "Uses audit gaps to inform 90-day roadmap and AARRR section moves",
+        "Still produces a full 13-section plan, not just Section 3"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "/marketing-plan acme-saas — pick up where we left off",
+      "expected_output": "Should read ~/marketing-plans/acme-saas/progress.md to determine state machine phase. Should resume from the next unfinished section in REVIEW phase, or transition to FINALIZE if all sections approved. Should NOT silently restart from scratch. If progress.md is missing or shows 'finalized', should ask: revise as v{N+1}, start fresh, or re-open a section.",
+      "assertions": [
+        "Reads ~/marketing-plans/acme-saas/progress.md",
+        "Resumes from next unfinished section based on state machine",
+        "Does not silently restart from scratch",
+        "Handles finalized state by asking user how to proceed (revise / fresh / re-open)",
+        "Saves each newly confirmed section to the progress file"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "I need a plan for a hybrid hardware+software wellness company. They sell a physical product and a subscription app. Series A, $100K/month marketing budget, 8-person team including a marketing lead.",
+      "expected_output": "Should recognize hybrid hardware+software archetype and consult references/client-types.md for archetype-specific emphases. Acquisition leans PR + retail + Amazon + Shopify SEO + paid. Activation = unboxing + setup + first session + paywall. Retention = lifecycle + community. Referral = gifting + reviews. Revenue = blended LTV (hardware + subscription + accessories). Should recognize Series A tier and recommend appropriate paid spend. Should include cross-cutting brand + customer-research moves. Idea bank should skip ideas that conflict with premium positioning or hardware constraints.",
+      "assertions": [
+        "Recognizes hybrid hardware+software archetype",
+        "Acquisition leans on PR, retail, Amazon, Shopify SEO, paid",
+        "Activation covers unboxing, setup, first session, paywall",
+        "Retention covers lifecycle, community",
+        "Referral covers gifting, reviews",
+        "Revenue covers blended LTV with hardware + subscription + accessories",
+        "Recognizes Series A tier in budget recommendations",
+        "Idea bank skips ideas that conflict with brand fit, with explicit rationale"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Just give me a quick marketing plan. Don't make it long.",
+      "expected_output": "Should resist defaulting to a short plan. Should explain that a marketing-plan is the comprehensive fCMO-deliverable artifact (~10K words) and that for a single-channel quick plan, the channel-specific skill is the right tool (emails, ads, seo-audit, etc.). Should offer alternatives: (a) full marketing-plan as designed, or (b) point to a specific skill for the user's actual need. Should NOT silently produce a stripped-down 3K-word plan that misses the ops stack or the idea bank.",
+      "assertions": [
+        "Resists short-plan request and explains why",
+        "Names marketing-plan as the comprehensive fCMO artifact",
+        "Recommends channel-specific skills for single-channel quick plans",
+        "Offers alternatives clearly",
+        "Does not silently produce a stripped-down plan"
+      ],
+      "files": []
+    }
+  ]
+}

skills/marketing-plan/references/aarrr-framework.md

@@ -0,0 +1,180 @@
+# AARRR Framework — Primer for Plan Sequencing
+
+AARRR (Dave McClure's "pirate metrics") is the spine of every plan produced by this skill. This doc is the primer + the decision rules for when each stage gets prioritized.
+
+## The five stages
+
+| Stage | Question | Common metrics |
+|---|---|---|
+| **A**cquisition | How do strangers become aware of us? | Visits, MQLs, signup-page sessions, app-store visits, CAC by channel |
+| **A**ctivation | Once they try us, do they have an experience that converts? | Signup completion rate, time-to-value, % completing first key action, trial → paid rate |
+| **R**etention | Do they stay and deepen? | DAU/WAU/MAU, week-1/4/12 retention, churn |
+| **R**eferral | Do retained users bring more users? | Viral coefficient, NPS, ambassador attribution |
+| **R**evenue | What do they pay, who pays, how does it compound? | ARPU, LTV, expansion revenue, ARR / MRR |
+
+> **Signup boundary rule.** Signup *intent* (a stranger landing on the signup page) is Acquisition. Signup *completion* and everything after (first key action, trial-to-paid) is Activation. Apply this rule consistently across all docs and the plan template.
+
+## Why AARRR for plan sequencing
+
+Three reasons.
+
+**1. Funnel-stage tagging forces prioritization.** Without AARRR, marketing plans become channel-organized ("here's the SEO plan, here's the social plan, here's the paid plan"). Channels can address multiple stages; tagging by stage instead asks the more useful question: *what stage of the funnel is the binding constraint right now?*
+
+**2. Fix the leak before pouring water in.** The Activation/Retention question ("does the funnel convert at acceptable rates given exposure?") is usually higher leverage than the Acquisition question ("how do we get more exposure?"). AARRR sequencing surfaces this naturally.
+
+**3. The Revenue / Referral conversation is honest.** Most marketing plans bury monetization under "growth" and treat referral as wishful thinking. AARRR forces explicit treatment of both.
+
+## Brand and content — not a stage, cross-cutting
+
+A common mistake: making "Brand" or "Content" the sixth bucket. They're not — they serve every stage.
+
+- **Brand voice** governs every piece of copy across every stage
+- **Content** feeds Acquisition (SEO, social), Activation (onboarding copy), Retention (email lifecycle), Referral (ambassador talking points), Revenue (pricing pages, sales material)
+
+In the plan, brand/content shows up as the strategic frame (Section 2) and cross-cutting in Section 11's ops stack — never as its own AARRR section.
+
+## Diagnosing the binding constraint — which AARRR stage is highest leverage?
+
+For every client, one or two AARRR stages will be the binding constraint. The plan sequences moves there first.
+
+**Decision rules:**
+
+### If you don't have any users → start with Acquisition
+- Pre-launch / day-0 / waitlist stage
+- No funnel data exists
+- Leverage = building the first 100 users
+
+### If you have users but they bounce → start with Activation
+- Signups happen but activation rate is low
+- App Store conversion is poor
+- Onboarding completion is broken
+- Day 1 → paid rate is much lower than Day 30 → paid (means product converts given time but onboarding doesn't bridge to it)
+- Leverage = bridging signup to first felt value
+
+### If activation works but users churn → start with Retention
+- Month 1 retention is below category norms
+- Activated users stop using within 7–14 days
+- LTV is short
+- Leverage = lifecycle, deepening engagement, churn prevention
+
+### If retention is strong but growth is slow → start with Referral / Revenue
+- Retained users love the product but don't share
+- Inbound referrals come in unstructured
+- Pricing hasn't been pressure-tested
+- ARPU is low for the value delivered
+- Leverage = WOM mechanics + pricing optimization (these often cluster)
+
+### If everything works at small scale → start with Acquisition (scaling)
+- Funnel is healthy
+- Question is just "more"
+- This is the "post-fit" scaling problem
+
+## Stage-by-stage strategic patterns
+
+### Acquisition
+
+**The diagnostic question:** Where is the gap between TAM-level awareness and current funnel volume? What channels are saturated by competitors vs. open?
+
+**Common Acquisition moves:**
+- SEO content strategy (organic compounding)
+- Founder-led channels (LinkedIn, X, Substack for B2B; Instagram/TikTok for D2C)
+- Paid acquisition (when budget unlocks)
+- App Store / Play Store / marketplace listing optimization
+- PR and credibility-anchor amplification
+- Events (live, webinar, conference speaking)
+- Partnerships (newsletter swaps, integration co-marketing, reseller / agency partners)
+- Hardware / commerce surface (Shopify SEO + Amazon for hybrid businesses)
+- B2B sales support (case studies, partner pages, vertical content)
+
+**Sequencing principle:** Build the organic compound first (SEO + founder-led + content + PR amplification + ambassadors). Only layer paid on top of a working organic baseline. Premature paid amplifies what's broken.
+
+### Activation
+
+**The diagnostic question:** Where in the user's first session do they decide "this works for me" or "this doesn't"? What stops them from reaching that moment?
+
+**Common Activation moves:**
+- Bedrock fixes (broken gates, broken signup steps, broken paywall)
+- Onboarding tests / rebuild (often the most leveraged single move)
+- App Store listing rewrite (the threshold to the trial)
+- Lifecycle Flow ship order (when to ship onboarding emails)
+- Paywall structure + trial length
+- Free → paid bridge (in-app upsells, soft paywalls)
+
+**Sequencing principle:** Get to first felt value as fast as possible. Everything that adds friction between "user opens app" and "user has the experience that converts them" is a candidate to cut.
+
+### Retention
+
+**The diagnostic question:** Why do users churn? What would have made them stay? What's the "second moment of value" after the first one?
+
+**Common Retention moves:**
+- Lifecycle email flows: onboarding, lapsed user re-engagement, post-purchase, win-back
+- Subscription / preference centers
+- Churn reconciliation (often metric definitions don't match across surfaces)
+- Hardware → software activation paths (for hybrid businesses)
+- Annual plan defaults / pricing structure (cross-cuts Revenue)
+- Support as marketing (high-touch moments that drive stories)
+- Community + practitioner networks
+
+**Sequencing principle:** Ship lifecycle flows in the order their content is most stable. Hardware post-purchase flows ship first (they don't reference in-app screens that might change). Onboarding emails ship last (they reference UI that might change). Win-back is a quarterly campaign, not a one-time flow.
+
+### Referral
+
+**The diagnostic question:** Is there inbound referral interest that isn't being captured? What's the share-after-value moment that's natural to the product?
+
+**Common Referral moves:**
+- Ambassador / affiliate program (start with inbound interest, not cold recruitment)
+- Share-after-value moments built into the product (reflection prompts, milestone celebrations)
+- Founder amplification (founder as referrer-zero)
+- Long-game expert / Guides / certified-host networks (for category-creating businesses)
+- Gifting flows (consumer / hardware)
+- Two-sided referrals (reward both referrer and referred)
+
+**Sequencing principle:** Lead with whoever is already raising their hand. If there are 5 inbound ambassadors, launch with those 5 — don't wait for a "complete program." Iterate based on what they tell you.
+
+### Revenue
+
+**The diagnostic question:** Is the company underpricing? Underpackaging? Missing an upsell? What's the "right" price discipline given LTV and brand voice?
+
+**Common Revenue moves:**
+- Pricing audit (what's actually charged today vs. listed?)
+- Annual plan defaults
+- Hardware → software bundling formalization
+- Storefront / commerce page optimization
+- B2B case studies + sales material
+- Long-term value pool flags (data, expansion, enterprise) — flagged not executed
+
+**Sequencing principle:** Run the pricing audit before testing changes. Surprisingly often, the "implied" pricing on the dashboard doesn't match the listed price — discounts, trials, or plan mix distorts the read. Surface the ground truth first.
+
+## How to assign a move to a stage
+
+Some moves clearly belong to one stage. Others span. The rule:
+
+**Assign to the stage where the move's primary measurable impact lands.**
+
+Examples:
+- "Rewrite App Store listing in voice" — spans Acquisition (organic discovery) and Activation (threshold to trial). Primary impact = Activation (trial conversion rate). Assign to Activation, mention crossover.
+- "Eye mask Shopify page rewrite" — spans Acquisition (organic search for sleep mask) and Revenue (sale conversion). Primary impact = Revenue (transaction). Assign to Revenue, mention crossover.
+- "Alex's LinkedIn cadence" — Acquisition (top of funnel for D2C subscribers).
+- "Customer.io Flow 6 (eye mask post-purchase)" — Retention (deepens hardware buyer engagement) with crossover to Activation (hardware → app premium activation path).
+
+When in doubt: where would removing this move hurt the most? Assign there.
+
+## When the AARRR breakdown isn't equal
+
+For most clients, the plan won't have equal volume across stages. That's fine — and worth surfacing as a diagnostic.
+
+- **Heavy Acquisition section** = client has product-market fit but top-of-funnel is the bottleneck. Common for early-stage with strong retention metrics.
+- **Heavy Activation section** = client has traffic but conversion is broken. Often beta-stage products.
+- **Heavy Retention section** = client has churn problem. Often mid-stage products that scaled past PMF without lifecycle infrastructure.
+- **Heavy Referral section** = client has loyalty but no WOM mechanics. Often consumer products with passionate users.
+- **Heavy Revenue section** = client is underpricing or missing monetization layers. Common for tools transitioning from free to paid.
+
+If a plan ends up evenly distributed across all five stages, the diagnostic was probably weak — re-examine the funnel state intake to find where the binding constraint is.
+
+## A note on the order of presentation
+
+Always present AARRR in order (Acquisition → Activation → Retention → Referral → Revenue) regardless of priority order.
+
+This is for the reader's mental model. Founders expect the funnel to flow top-to-bottom. If Retention is the most-leveraged stage but you lead with Retention, the reader has to context-switch.
+
+To signal priority, use the executive summary (Section 1) — name the biggest bets there. The AARRR breakdown then walks the funnel in order, with the most leverage-positive section being the longest and most-detailed.

skills/marketing-plan/references/budget-planning.md

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+# Budget Planning — Scientific Methods for Setting the Marketing Budget
+
+The problem with most SaaS marketing budgets is that they're pulled out of thin air — a number that hopefully doesn't constrain growth too much, but doesn't anchor in customer-acquisition economics either. The result: when someone asks "why this number?" there's no answer.
+
+Two scientific methods solve this. Use one (not both) in Section 8 (Revenue) and Section 10 (12-month outlook) of every plan.
+
+Excerpted and adapted from *Founding Marketing* by Corey Haines.
+
+## Method 1 — Revenue-Based (5–40% of annual revenue)
+
+**Direction:** budget → revenue goal.
+
+You start with what the company can comfortably spend on marketing, then forecast what revenue that spend can plausibly generate.
+
+### The ranges
+
+| Posture | % of ARR | When to use |
+|---|---|---|
+| **Conservative (profit-preserving)** | 5% | Established business focused on profit distribution; bootstrapped; founder-paid customer base |
+| **Standard growth** | 15–25% | Most healthy SaaS in the seed-to-Series-A range |
+| **Aggressive growth (deploying raised capital)** | up to 40% | Recently funded round, mandate to deploy fast, board accepts burn |
+
+For reference: public SaaS companies routinely report sales-and-marketing spend between 20% and 55% of revenue (Zoom historically ran between 20% and 55% across years).
+
+### The math (Conservative example)
+
+Business at $1M ARR, 5% allocation:
+
+- Annual marketing budget: **$50,000**
+- Blended CAC: $100 → can acquire **500 new customers**
+- ARPC: $50/mo → adds **$300K** to ARR
+- Account for 15% annual churn → 85% × $300K = **+$255K net new ARR**
+- End-of-year goal: **$1.255M ARR**
+
+### The math (Aggressive example)
+
+Business at $1M ARR, 40% allocation:
+
+- Annual marketing budget: **$400,000**
+- Blended CAC: $100 → can acquire **4,000 new customers**
+- ARPC: $50/mo → adds **$2.4M** to ARR
+- End-of-year goal: **$3.4M ARR**
+
+### Two keys to making this method work
+
+1. **Know your blended CAC** (see "Calculating CAC" below)
+2. **Match the allocation percentage to your actual ambition.** A founder running 5% allocation while telling the board they expect to triple revenue is showing two incompatible signals.
+
+## Method 2 — Goal-Based (reverse-engineered from the revenue target)
+
+**Direction:** revenue goal → budget.
+
+You start with the revenue goal and work backward through the unit economics to derive the budget required to hit it. Best for:
+
+- Companies just starting up (no historical CAC baseline yet, working from first principles)
+- Companies anticipating outside capital (need to defend the ask)
+- Companies using revenue-based financing (Pipe, Capchase, Founderpath)
+
+### The formula
+
+```
+Marketing budget = [(New ARR / (ARPC × 12)) × CAC] / annual retention rate
+```
+
+### Worked example: $1M ARR → $2M ARR
+
+Step 1 — How much new ARR per customer?
+ARPC × 12 = $50 × 12 = **$600 ARR per new customer**
+
+Step 2 — How many new customers do we need?
+$1,000,000 / $600 = **1,667 new customers**
+
+Step 3 — What's the raw acquisition cost?
+1,667 × $100 CAC = **$166,700**
+
+Step 4 — Account for churn (15% annual = 85% retention)
+$166,700 / 0.85 = **$196,118** (round to **$200K**)
+
+When someone asks how you got to the budget, walk them through the four steps. It's defensible.
+
+### Why this formula and not something simpler
+
+The four steps each correspond to a real economic reality:
+- Step 1 converts MRR-language into the ARR-language a board talks in
+- Step 2 names the customer count, which is what the funnel actually has to deliver
+- Step 3 anchors the budget in the cost of acquisition
+- Step 4 acknowledges that churned customers don't count toward net new ARR, so the budget needs to cover the gap
+
+### Required buffer
+
+**Always add 10–20% as "experimental budget"** on top of the formula output. CAC is the main dependency; if CAC comes in 50% higher than estimated, the cascading effect is missing the revenue goal. It is much cheaper to overestimate CAC than to underestimate it.
+
+The experimental budget also funds the experiments that find your next channel before your current one plateaus (see `growth-patterns.md` — channel S-curves).
+
+## The VC growth path (3-3-2-2-2 rule)
+
+Once a company has crossed $1M ARR and taken a Series A, the implicit benchmark VCs expect is:
+
+| Year | ARR multiple | Cumulative ARR (from $1M start) |
+|---|---|---|
+| Year 0 | — | $1M |
+| Year +1 | 3× | $3M |
+| Year +2 | 3× | $9M |
+| Year +3 | 2× | $18M |
+| Year +4 | 2× | $36M |
+| Year +5 | 2× | $72M |
+| Year +6 | 2× | $144M |
+| Year +7 | 2× | $288M |
+
+That's the 3-3-2-2-2 rule. Useful when:
+
+- The plan needs to map 12-month and 36-month milestones to VC expectations
+- The founder is mid-raise and the board needs to see a plausible path to the next round
+- Section 10 (12-month outlook) needs anchoring against an industry benchmark, not just internal ambition
+
+Most companies miss it. That's fine. Knowing the benchmark gives the team a defensible reason to either match it or explicitly choose not to.
+
+## Calculating CAC (blended, not paid-only)
+
+If there's no historical CAC, use a baseline: **one year of revenue from the smallest paid plan.** Deploy the budget, capture actual CAC data, replace the baseline with the measured number for the next planning cycle.
+
+For an established CAC calculation, **CAC must be blended.** Include:
+
+- Marketing salaries (full loaded cost, not just base)
+- Advertising spend
+- Marketing tech stack costs
+- Content production costs (writers, designers, video editors)
+- Agency / contractor retainers
+- SDR / BDR salaries if doing outbound
+- Tools (CRM, marketing automation, analytics)
+
+Then divide by the number of new customers acquired in the period. That blended number is the one to use in either budgeting method.
+
+The mistake to avoid: calculating CAC from paid ad spend alone. A company that "doesn't run ads" still has a CAC — it's just hidden in the content team, the founder's time, the SEO contractor, the conference booth.
+
+## The reality check on forecasting
+
+This whole framework derives a budget and a revenue goal — not a 12-month month-by-month forecast accurate to the dollar.
+
+**Unless the company is publicly traded, all forecasts are educated guesses.** No startup under $100M ARR reliably hits forecasts to the month. The honest framing for the plan:
+
+- The annual goal is a defensible direction-of-travel
+- The budget is the resource commitment that makes the goal plausible
+- The 90-day roadmap (Section 9) is what's actionable now
+- Month-to-month variance is expected; quarterly review is when the plan adjusts
+
+What's actionable: how to deploy the budget, what concrete moves to execute, what to adjust when real data comes in.
+
+What's not actionable: trying to forecast traffic, pipeline, retention curves, conversion rates, and channel mix all down to the decimal point and expecting that forecast to hold. Founders who over-engineer the forecast tend to spend the plan period explaining variance instead of executing.
+
+**Rule for the plan:** the budget number is honest. The annual goal is honest. The month-by-month projection is illustrative.
+
+## How this flows into the plan
+
+| Section | What to include |
+|---|---|
+| **3 (Current state)** | Current monthly marketing spend broken down by line (paid, tools, content, headcount, retainers). Compute current %-of-ARR allocation. |
+| **8 (Revenue)** | The unit-economics table (CAC, ARPC, churn) that feeds whichever budget method you're using. |
+| **10 (12-month outlook)** | Apply Method 1 or Method 2 to derive the 12-month budget and the resulting revenue goal. Anchor against the 3-3-2-2-2 rule if Series A+ and VC-backed. |
+| **11 (Ops stack)** | Show the budget allocation across the AARRR stages — what % to Acquisition, Activation, etc. The ops-stack mapping informs which line items grow when the next funding tier unlocks. |
+| **13 (Open decisions)** | If CAC is unknown or contested, flag it as the highest-impact open decision — every other number depends on it. |
+
+## When to choose which method
+
+- **Method 1 (Revenue-Based)** when the company has historical CAC data, a profit/burn posture, and the question is "given our posture, what's a plausible goal."
+- **Method 2 (Goal-Based)** when the company has a specific goal (board mandate, VC milestone, fundraise target) and the question is "what budget do we need to hit it."
+
+For most plans in the seed-to-Series-A range, Method 2 is more useful — it forces the conversation about whether the goal is funded.

skills/marketing-plan/references/client-types.md

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+# Client Types — Variations by Business Model
+
+The 13-section plan structure stays consistent across client types. What changes is the **content emphasis** within each section. This doc names the dominant patterns by client archetype.
+
+## Archetype 1 — B2B SaaS
+
+### Core characteristics
+- Subscription revenue
+- Often higher ACV ($1K–$100K+ per year)
+- Sales-assisted or self-serve depending on tier
+- Buyer often different from user (champion vs. end-user)
+
+### AARRR emphasis
+
+**Acquisition heavy:**
+- SEO is the dominant top-of-funnel motion (people search for solutions)
+- Content marketing (blog, knowledge base, comparison pages) drives MQLs
+- LinkedIn for both organic founder presence and paid
+- Outbound (cold email + LinkedIn) often complements inbound
+- Events (conferences, webinars) for high-ACV products
+
+**Activation:**
+- Signup → trial → first key action (PLG products)
+- Trial → demo → POC (sales-led products)
+- Empty states matter — guide users to first value action
+
+**Retention:**
+- Product engagement metrics (DAU, feature adoption)
+- Customer success motion (CSM team for higher ACV)
+- Lifecycle emails focused on feature discovery, value moments
+
+**Referral:**
+- Customer advocacy programs
+- Partner / integration co-marketing
+- G2 / Capterra reviews
+- Champion-to-buyer expansion
+
+**Revenue:**
+- Expansion / NRR is often the biggest growth lever
+- Tier upgrades, seat expansion, usage-based add-ons
+
+### Skills emphasis
+- `cold-email`, `programmatic-seo`, `competitors`, `seo-audit`, `ai-seo`
+- `ads` weighted toward LinkedIn + Google
+- `emails` for trial nurture + lifecycle
+- `pricing` for tier optimization
+
+### Tier-1 budget priority
+- SEO + content > everything else
+- Founder-led LinkedIn channel
+- Customer.io / Mailchimp for nurture
+- HARO + investor backchannel for PR
+
+---
+
+## Archetype 2 — D2C Consumer App (Subscription)
+
+### Core characteristics
+- Lower ACV ($5–$30/mo typically)
+- High volume, lower margin per user
+- App Store / Play Store as the primary acquisition surface
+- Lifecycle email + push for retention
+- Often paid-acquisition-driven once budget unlocks
+
+### AARRR emphasis
+
+**Acquisition:**
+- App Store Optimization (ASO) is the highest-leverage non-site asset
+- Paid social (Meta, TikTok) often dominant once budget exists
+- Apple Search Ads for high-intent App Store traffic
+- Influencer + content creators
+- PR + endorsements
+
+**Activation:**
+- Onboarding is the dominant activation surface
+- Time-to-value must be minutes, not hours
+- Paywall structure + trial length critical
+
+**Retention:**
+- Lifecycle email + push
+- In-app reminders (carefully — overuse = churn)
+- Subscription preference center
+- Win-back campaigns
+
+**Referral:**
+- Built-in sharing (share-a-month flow)
+- Two-sided referrals
+- Influencer / creator ambassadors
+
+**Revenue:**
+- Annual plan default is the biggest single move (compresses MRR but improves LTV)
+- Tier optimization (Free → Premium → Premium+)
+- In-app upsells
+
+### Skills emphasis
+- `onboarding`, `paywalls`, `emails`
+- `ads`, `ad-creative` (heavy creative iteration)
+- `referrals`
+- `pricing` for annual default + tier consolidation
+
+### Tier-1 budget priority
+- ASO first (highest organic leverage)
+- Onboarding rebuild
+- Lifecycle email shipping
+- Founder-led social if founder is on-camera
+
+---
+
+## Archetype 3 — Hybrid Hardware + Software
+
+### Core characteristics
+- Physical product + software companion (e.g., Quietude's eye mask + app)
+- Hardware as a distribution wedge (lower price, easier first purchase)
+- Software as the LTV (recurring revenue)
+- Blended CAC across both surfaces
+
+### AARRR emphasis
+
+**Acquisition:**
+- Shopify storefront SEO (hardware product pages target consumer search)
+- Amazon listing (high-discovery, takes margin)
+- PR amplification (hardware is photogenic — high-profile influencer endorsements move volume)
+- Paid social for hardware (Meta + Instagram, eye-catching creative)
+
+**Activation:**
+- Two activations to track: hardware unboxing experience + software signup
+- Hardware → software activation flow is the bridge
+- Concierge setup for high-value hardware buyers
+
+**Retention:**
+- Hardware post-purchase lifecycle (different from app onboarding)
+- Software companion drives stickiness
+- Community / practitioner network around hardware
+
+**Referral:**
+- Hardware gifting flows (high WOM for physical products)
+- Eye-catching hardware drives organic social sharing
+- Reviews on Shopify + Amazon
+
+**Revenue:**
+- Blended LTV math is critical (hardware margin + software recurring)
+- Bundle strategy (hardware buy → free Premium for X months)
+- Annual plan default for software
+
+### Skills emphasis
+- `seo-audit` for Shopify product pages
+- `emails` for both hardware post-purchase and software lifecycle
+- `referrals` with gifting layer
+- `pricing` for blended-bundle math
+- `ads` with creative-heavy Meta presence
+
+### Tier-1 budget priority
+- Shopify product page optimization
+- Hardware post-purchase lifecycle ship
+- Bundle strategy formalization
+- Hardware → app activation audit
+
+---
+
+## Archetype 4 — Marketplace
+
+### Core characteristics
+- Two-sided product (supply + demand)
+- Network effects matter
+- Liquidity is the critical early metric
+- Take-rate × GMV is the revenue model
+
+### AARRR emphasis
+
+**Acquisition:**
+- Two funnels — supply and demand
+- Supply often acquired through outbound / partnership / cold email
+- Demand often acquired through SEO / paid / content
+- City-by-city programmatic SEO common
+
+**Activation:**
+- Supply activation: first listing posted, first response sent
+- Demand activation: first purchase / first match / first transaction
+- Both sides need their own onboarding
+
+**Retention:**
+- Repeat transaction frequency
+- Supply utilization (% of listings active)
+- Demand habit (DAU / MAU)
+
+**Referral:**
+- Supply → supply (refer other providers)
+- Demand → demand (refer other buyers)
+- Cross-side referrals are weaker
+
+**Revenue:**
+- Take-rate optimization
+- Premium tier (better matching, lower fees)
+- Lead-gen vs. transaction-fee monetization
+
+### Skills emphasis
+- `programmatic-seo` for city pages, vertical pages
+- `cold-email` for supply-side recruitment
+- `referrals` for both sides
+- `pricing` for take-rate decisions
+
+### Tier-1 budget priority
+- Programmatic SEO build for one side
+- Cold outbound to seed supply (or demand, whichever is bottleneck)
+- Lifecycle email for both sides
+
+---
+
+## Archetype 5 — Developer Tool / Open Source
+
+### Core characteristics
+- Technical buyer (developer or eng leader)
+- High bar for content quality (developers are skeptical)
+- DevRel matters more than traditional marketing
+- Open source layer often funnel into commercial product
+
+### AARRR emphasis
+
+**Acquisition:**
+- Technical content + docs SEO
+- DevRel (conferences, talks, community)
+- GitHub presence + npm/pip/etc. discovery
+- Hacker News + Reddit + dev Twitter
+
+**Activation:**
+- First build / first integration is the activation event
+- Time-to-Hello-World matters
+- Documentation = onboarding for dev tools
+
+**Retention:**
+- Depth of integration (using more of the product)
+- Team adoption (one user → entire org)
+- Active project count
+
+**Referral:**
+- Star count on GitHub (semi-organic)
+- Recommendation in technical forums
+- Conference talks mentioning the tool
+
+**Revenue:**
+- Free → paid conversion when usage exceeds limits
+- Team plans, enterprise tiers
+- Support / SLA upsells
+
+### Skills emphasis
+- `programmatic-seo` for docs
+- Less emphasis on traditional `ads`
+- Heavy `content-strategy` + technical content
+- `cold-email` to engineering leads at target companies
+
+### Tier-1 budget priority
+- Docs + technical content production
+- DevRel (founder doing talks)
+- GitHub presence
+- HN / Reddit / dev community
+
+---
+
+## Archetype 6 — Deep-Tech / Scientific / Clinical
+
+### Core characteristics
+- Long sales cycles
+- Heavy credibility burden (must prove the science)
+- Highly informed buyers (academics, clinicians, researchers)
+- Often regulatory considerations
+
+### AARRR emphasis
+
+**Acquisition:**
+- Academic publishing + peer-reviewed studies
+- Conference speaking (academic + industry)
+- Investor / advisor introductions
+- PR via credibility hooks
+
+**Activation:**
+- Pilot programs / proof-of-concepts
+- Concierge setup with high-touch onboarding
+- Educational webinars / training
+
+**Retention:**
+- Customer success heavily
+- Co-publication with customers
+- Community of practice
+
+**Referral:**
+- Academic / clinical references
+- Conference panel features
+- Case studies with named institutions
+
+**Revenue:**
+- Pilot → paid expansion
+- Institutional contracts (multi-seat / multi-year)
+- Compliance / certification upsells
+
+### Skills emphasis
+- Light traditional marketing
+- Heavy `product-marketing`, `sales-enablement`, `pricing`
+- `cold-email` to specific researchers / practitioners
+- PR + investor marketing
+
+### Tier-1 budget priority
+- Academic outreach + conference speaking
+- Investor backchannel for institutional warm intros
+- Pilot deployment with key customers
+- Case study + scientific publication
+
+---
+
+## Archetype 7 — Commerce / DTC (non-subscription)
+
+### Core characteristics
+- Physical or digital products sold transactionally
+- Average Order Value matters
+- Repeat purchase rate is the key retention metric
+
+### AARRR emphasis
+
+**Acquisition:**
+- Paid social (Meta, TikTok) often dominant
+- Shopify SEO for product pages
+- Amazon listings
+- Influencer + creator partnerships
+
+**Activation:**
+- First purchase is the activation event
+- Cart abandonment recovery
+- Trust signals on checkout (reviews, returns, shipping)
+
+**Retention:**
+- Post-purchase lifecycle
+- Loyalty programs
+- Email + SMS for repeat purchase
+
+**Referral:**
+- Gifting flows
+- Refer-a-friend programs
+- Reviews + UGC
+
+**Revenue:**
+- AOV optimization (bundles, upsells)
+- Customer LTV optimization (repeat purchase frequency)
+- Subscription option for repeat purchases
+
+### Skills emphasis
+- `ads` + `ad-creative` (heavy weight)
+- `emails` for post-purchase + abandoned cart
+- `referrals` with gifting
+- `pricing` for bundles + subscription option
+
+### Tier-1 budget priority
+- Shopify storefront optimization
+- Email lifecycle ship
+- Influencer / UGC seeding
+- Paid social testing (if minimal budget exists)
+
+---
+
+## How to use this doc when drafting a plan
+
+When you start drafting Sections 4–8 (AARRR), identify the client's archetype (or hybrid if applicable) and lean into the patterns above.
+
+**Hybrid cases are common.** Quietude is "Hybrid hardware + software" with significant overlap to "Deep-tech / scientific / clinical" (because of the peer-reviewed study + clinical positioning). The plan blends emphases from both archetypes.
+
+When in doubt, lead with the archetype that best fits the *primary monetization model*. Quietude's primary monetization is software subscription (with hardware as the wedge), so the D2C consumer app + hardware-hybrid patterns dominate, with deep-tech credibility moves layered in.
+
+## When the client doesn't fit cleanly
+
+Some clients defy archetype:
+- **Content / media businesses** — neither SaaS nor commerce; ad revenue or subscription model
+- **Social networks** — own category, network effects dominate
+- **Real estate / events** — physical + service model
+
+For these, identify the closest archetype and adjust. Don't force-fit — name the deviation in the plan's Strategic Frame.

skills/marketing-plan/references/current-state-rubric.md

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+# Current State Rubric — 17-Section Scoring Lens
+
+This 17-section rubric is the source of truth for Section 3 ("Current State") of every marketing plan. Score each section 0–5 from available materials, then write a 2–4 sentence "shape interpretation" that names where strengths and gaps cluster.
+
+## How to score
+
+**From rich materials.** When the team has shared decks, prior content audits, a brand voice doc, kickoff transcript, app store and analytics snapshots — score each section from those artifacts. Mark "scored from materials" in the section heading so the team can push back where they have better data.
+
+**From a separately scored audit.** If the team has already run a scored current-state assessment (in any format), ingest those scores directly. Don't redo the work — note the date the rubric was scored and flag any sections where material has shifted since.
+
+Either way, the output is the same: a 17-row scored table, a total out of 85, and a shape paragraph.
+
+## The 17 sections (scored 0–5 each)
+
+### 1. Positioning
+**What's scored:** Clarity of category claim, differentiation, alignment across surfaces (homepage, app store, pitch deck, founder messaging).
+
+**Score guide:**
+- 0 = No positioning anywhere
+- 2 = Inconsistent across surfaces; team can't articulate it on demand
+- 4 = Clear, original, mostly consistent; minor surface gaps
+- 5 = Distinctive, category-defining, every surface aligned
+
+**Maps to AARRR:** Cross-cutting — feeds every stage.
+
+### 2. Customer research
+**What's scored:** Depth and recency of customer research, ICP clarity, voice-of-customer capture.
+
+**Score guide:**
+- 0 = No formal research, only founder intuition
+- 2 = Some research but stale or one-off
+- 4 = Active research practice, customer language captured
+- 5 = Continuous research, customer language flows into copy / product / messaging
+
+**Maps to AARRR:** Cross-cutting — feeds especially Acquisition (channel choice) and Activation (onboarding voice).
+
+### 3. Homepage
+**What's scored:** Headline clarity, voice alignment, conversion architecture, mobile experience.
+
+**Score guide:**
+- 0 = Generic / broken / off-brand
+- 2 = Functional but underperforming; voice mostly absent
+- 4 = Clear, voice-aligned, converting; minor optimization opportunities
+- 5 = Distinctive, converts strongly, fully voice-aligned
+
+**Maps to AARRR:** Acquisition + Activation.
+
+### 4. Sales / product pages
+**What's scored:** Existence and quality of dedicated product / pricing / feature pages. Are SKUs documented? Is pricing scannable? Are upsells visible?
+
+**Score guide:**
+- 0 = No dedicated pages
+- 2 = Pages exist but are stale or off-voice
+- 4 = Quality pages for primary products; gaps on secondary
+- 5 = Every product, tier, and upsell has a high-converting page
+
+**Maps to AARRR:** Acquisition + Revenue.
+
+### 5. Conversion pages
+**What's scored:** Landing pages for specific campaigns, channels, or use cases. `/partner`, `/science`, `/ambassadors`, `/eye-mask` types of pages.
+
+**Score guide:**
+- 0 = No conversion pages
+- 2 = One or two exist; rest of needed pages missing
+- 4 = Most needed conversion pages exist; quality is good
+- 5 = Full conversion page library, each high-converting
+
+**Maps to AARRR:** Acquisition + Activation.
+
+### 6. Competitor comparison
+**What's scored:** Existence of "vs. {competitor}" pages, comparison content. Does the brand acknowledge alternatives, or pretend they don't exist?
+
+**Score guide:**
+- 0 = Nothing — actively avoiding competitor mentions
+- 2 = Some content exists but is weak or hidden
+- 4 = Solid comparison pages for top 2–3 competitors
+- 5 = Comprehensive comparison library; SEO-targeted; high-converting
+
+**Maps to AARRR:** Acquisition (consideration-stage SEO + sales enablement).
+
+### 7. Resources / content
+**What's scored:** Blog, knowledge base, science page, whitepapers, research, founder essays, podcast.
+
+**Score guide:**
+- 0 = No content surface
+- 2 = Blog exists but is stale or thin
+- 4 = Active content production; multiple formats
+- 5 = Content is a moat — proprietary research, named pillars, daily volume
+
+**Maps to AARRR:** Acquisition.
+
+### 8. Onboarding
+**What's scored:** New user onboarding (in-app + email). Time-to-value, completion rate, brand-voice alignment.
+
+**Score guide:**
+- 0 = No onboarding flow
+- 2 = Onboarding exists but is broken, off-voice, or underperforming
+- 4 = Solid onboarding; clear bottlenecks identified
+- 5 = Tested, optimized, on-brand; activation rate at category top quartile
+
+**Maps to AARRR:** Activation.
+
+### 9. Email lifecycle
+**What's scored:** Existence and quality of lifecycle email programs. Welcome / onboarding / post-purchase / lapsed / win-back.
+
+**Score guide:**
+- 0 = No lifecycle email
+- 2 = Some flows exist but drafted not live, or live but stale
+- 4 = Core flows live and performing; gaps on secondary flows
+- 5 = Full lifecycle live, segmented, performing above category benchmarks
+
+**Maps to AARRR:** Retention (+ Activation for onboarding emails).
+
+### 10. Sales material
+**What's scored:** Sales decks, one-pagers, demos, case studies, pricing sheets. (For B2B / hybrid companies — for pure D2C, this can be marked N/A or scored low without implication.)
+
+**Score guide:**
+- 0 = No sales material
+- 2 = Founder uses a deck but other material is thin
+- 4 = Solid sales kit; reps can self-serve content
+- 5 = Comprehensive material; updated quarterly; objection-handling library exists
+
+**Maps to AARRR:** Acquisition + Revenue (B2B).
+
+### 11. Messaging
+**What's scored:** Voice, tone, vocabulary, message hierarchy across surfaces. Is the brand voice documented, consistent, distinctive?
+
+**Score guide:**
+- 0 = No voice documented; surfaces inconsistent
+- 2 = Voice exists in founder's head but isn't operationalized
+- 4 = Documented voice; mostly consistent across surfaces
+- 5 = Distinctive voice; documented; every surface respects it; voice is a moat
+
+**Maps to AARRR:** Cross-cutting.
+
+### 12. Pricing
+**What's scored:** Pricing structure clarity, packaging logic, recent pressure-testing, listed vs. effective price reconciliation.
+
+**Score guide:**
+- 0 = Pricing not pressure-tested in over a year; unclear structure
+- 2 = Listed pricing exists but plan mix / discounting muddles the read
+- 4 = Clear pricing; recent tests; LTV math known
+- 5 = Pricing tested quarterly; packaging optimized; expansion levers known
+
+**Maps to AARRR:** Revenue.
+
+### 13. CRO (conversion rate optimization)
+**What's scored:** Test cadence, instrumentation, A/B history, statistical rigor.
+
+**Score guide:**
+- 0 = No tests run; no instrumentation
+- 2 = Some ad-hoc tests; no statistical rigor
+- 4 = Regular test cadence; some wins
+- 5 = Continuous testing program; experimentation culture; documented wins
+
+**Maps to AARRR:** Cross-cutting (most impactful at Activation + Revenue).
+
+### 14. GTM launches
+**What's scored:** Quality of past launch executions. Product launches, feature launches, campaign launches.
+
+**Score guide:**
+- 0 = No structured launches; "soft launches" only
+- 2 = Some launches but uneven execution
+- 4 = Solid recent launches; playbook exists
+- 5 = Repeatable launch motion; Product Hunt #1s; press coverage on demand
+
+**Maps to AARRR:** Acquisition + Activation.
+
+### 15. Ads (paid)
+**What's scored:** Paid acquisition state. Active campaigns, channels, CAC tracking, creative quality.
+
+**Score guide:**
+- 0 = No paid acquisition
+- 2 = Some paid but unstructured / wasteful
+- 4 = Paid is firing across 2–3 channels with positive unit economics
+- 5 = Sophisticated paid stack; CAC/LTV understood; creative iterated weekly
+
+**Maps to AARRR:** Acquisition.
+
+**Note:** For pre-seed clients with no paid budget, score this 0 *without* treating it as a weakness — it reflects the funding stage, not a marketing failure.
+
+### 16. SEO
+**What's scored:** Organic search performance. Domain rating, ranking keywords, organic traffic, content cluster strategy.
+
+**Score guide:**
+- 0 = No SEO; new domain or zero-authority
+- 2 = Some content but no strategy; ranks for brand only
+- 4 = Established content clusters; growing organic traffic; DR 25+
+- 5 = SEO is a moat; DR 40+; thousand+ ranking keywords; consistent content production
+
+**Maps to AARRR:** Acquisition.
+
+### 17. Internationalization
+**What's scored:** Geographic expansion, language localization, region-specific pricing.
+
+**Score guide:**
+- 0 = US/EN only; no international consideration
+- 2 = International users exist but aren't served (one language, one currency)
+- 4 = Multi-language, region-specific pricing, GTM playbook for new markets
+- 5 = International is a strength; multi-region revenue; localized GTM
+
+**Maps to AARRR:** Acquisition.
+
+**Note:** For most early-stage companies, internationalization scores 0–1 and that's appropriate. Don't penalize early-stage companies for not having international playbooks yet.
+
+## How to compute the total + read the shape
+
+**Total = sum of all 17 scores. Out of 85.**
+
+The total matters less than the *shape*. After the scoring table, write a 2–4 sentence "shape interpretation":
+
+> *"High in {strong sections}, low in {weak sections}. That shape is the gap the rest of the plan closes — Sections X (AARRR stage) is the longest because that's where the gap is widest."*
+
+## Common shapes
+
+### "Strong voice / messaging, weak distribution"
+- High: Positioning (#1), Customer research (#2), Messaging (#11)
+- Low: SEO (#16), Ads (#15), GTM launches (#14)
+- Translation: The founder is a strong storyteller but distribution hasn't caught up. Plan emphasizes Acquisition + paid layer prep.
+
+### "Strong acquisition, weak conversion"
+- High: SEO (#16), Resources (#7), Ads (#15)
+- Low: Homepage (#3), Onboarding (#8), Conversion pages (#5), Pricing (#12)
+- Translation: Traffic comes in but doesn't convert. Plan emphasizes Activation + Revenue.
+
+### "Strong conversion, weak retention"
+- High: Onboarding (#8), Homepage (#3), Pricing (#12)
+- Low: Email lifecycle (#9), CRO (#13)
+- Translation: Users sign up and pay but churn. Plan emphasizes Retention.
+
+### "Strong product, weak everything-else"
+- High: only Positioning (#1) and Customer research (#2) — the founder knows the customer
+- Low: everything operational
+- Translation: Pre-marketing stage. Plan is foundation-heavy. First quarter is bedrock fixes.
+
+### "Strong recent revenue, weak compounding"
+- High: Ads (#15), Sales material (#10), Pricing (#12)
+- Low: SEO (#16), Resources (#7), Referral mechanics
+- Translation: Performance marketing carries the business. Plan emphasizes building compounding channels before paid scales further.
+
+## When scores are subjective
+
+Some sections are easier to score from outside than others. Subjectivity tier:
+
+- **Objective (data-driven):** SEO (#16), Ads (#15), Email lifecycle (#9), Onboarding (#8) — backed by analytics
+- **Semi-objective:** Pricing (#12), CRO (#13), Conversion pages (#5), Sales material (#10) — visible artifacts to evaluate
+- **Subjective (judgment call):** Positioning (#1), Messaging (#11), Customer research (#2), Resources (#7) — interpretive
+
+For subjective sections, write the rationale into the "Note" column so the team can push back if they disagree.
+
+## When a prior scored audit exists
+
+If the team already has scored output from any current-state assessment, ingest those scores directly — don't redo the work. Treat that prior scoring as the ground truth for sections it covers.
+
+If the prior scoring was done weeks ago and material has shifted since (new shipped flows, new content live, repositioning, etc.), note "scored on YYYY-MM-DD; material has shifted since" and update any specific scores you have current evidence for.

skills/marketing-plan/references/example-quietude.md

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+# Example — Quietude Marketing Plan v1
+
+**This is the canonical reference example for the `/marketing-plan` skill.** It's based on a real fCMO engagement for a hybrid hardware-and-software wellness platform. **Names, domains, and identifying details have been changed** — the client is called "Quietude" here, and the team members have been renamed (Alex / Sam / Casey / Devon). The funnel numbers, budget, and structural lessons preserve the shape of the original engagement so the example retains its teaching value.
+
+Use this as the "what good looks like" reference when drafting a new plan. The structure, tone, depth, and operational specificity are the bar to clear.
+
+**Quietude's archetype:** Hybrid hardware + software with deep-tech / clinical credibility layer. See `references/client-types.md` for archetype patterns.
+
+**Funding-stage context:** Pre-seed-close (mid-raise on $3M seed). Tier 1 per `references/funding-stage-unlocks.md`. $0 paid budget; organic + lifecycle + ambassador only.
+
+**What was strong about this plan:**
+- Strategic frame (Section 2) leaned on the founder's own meditation-vs-regulation framing as the content pillar
+- Current state (Section 3) included the 17-section audit rubric scored against existing materials (no formal audit run)
+- 90-day roadmap (Section 9) had owner-assigned moves, not just actions
+- Ops stack (Section 11) included a concrete operational proof-point (Customer.io MCP used live by non-technical founder on the kickoff call)
+- Tactical idea bank (Section 12) cross-referenced all 139 marketing-ideas to AARRR + Quietude-specific status, including 23 explicit skips with rationale
+
+---
+
+# Quietude — Marketing Plan v1
+
+**Prepared by:** Casey Reed (fCMO)
+**For:** Alex, Sam, and the Quietude team
+**Date:** 2026-05-27
+**Status:** Draft v1 — for team review
+
+## 1. Executive summary
+
+Quietude has built something rare: a clinically validated, brand-coherent, founder-led product in a category that doesn't yet have a name. The opportunity in the next twelve months is not to invent a marketing engine from scratch — it's to **convert the existing organic gravity into a measurable, repeatable funnel**, then layer paid acquisition on top of that funnel once the seed round closes.
+
+**Three big bets, ranked by leverage:**
+
+1. **Fix the leak before pouring water in.** The Day 1 → Day 35 funnel shape (1.34% → 5.46%) tells us the product converts given time and contact. What it's missing is a working first-session moment (the headphone gate is killing conversion) and a lifecycle layer to deliver the contact. These two pieces — onboarding rebuild and Customer.io flows shipped — are the unlock for everything else.
+2. **Compound the moats Quietude already has.** Peer-reviewed clinical study, longevity-influencer PR, 15K live event participants, Alex's founder voice — these are link generators, content pillars, and credibility anchors that most wellness brands would kill for. They're under-leveraged. SEO, content, and App Store optimization translate them into search and discovery surface area.
+3. **Build the founder-and-fCMO operating system that lets a 4-person team market like a 20-person one.** This is what makes the plan actually executable at Quietude's team size and burn rate — agentic tooling on top of Customer.io, Shopify, App Store, Stripe, GitHub, and the marketing skill library means we ship without hiring.
+
+**What twelve months looks like, plausibly:**
+
+- App goes from beta to GA. Onboarding converts at meaningful lift over today's baseline.
+- 4 SEO content pillars staked, with Pillar 1 (Nervous System Regulation) and Pillar 2 (Sleep + Eye Mask) ranking on Tier-1 keywords.
+- Full lifecycle live in Customer.io: onboarding, lapsed re-engagement, hardware post-purchase, subscription-center opt-ins.
+- Ambassador program live with 15–25 active hosts. First Quietude Guides cert pilot run.
+- Eye mask wedge selling at scale via Shopify with a clean hardware → app activation path. Blended CAC measured and tracked.
+- Paid acquisition firing post-seed-close at $5–10K/mo initial test budget, scaling to $20–50K/mo if unit economics validate.
+- Series A narrative writes itself: clinical evidence + activation lift + lifecycle compounding + first B2B install reference cases.
+
+**The 90-day priorities** (which the rest of this doc operationalizes):
+
+1. Kill the headphones gate. Ship the bedrock fix this week.
+2. Run the three-variant onboarding test. Find the activation winner.
+3. Ship Customer.io Flows 6 (eye mask post-purchase) and 4 (lapsed user) — hold Flow 2 (onboarding) until app UI stabilizes.
+4. Rewrite the App Store listing in Quietude's brand voice. Highest-leverage non-site asset right now.
+5. Stake the SEO foundation: consolidate to `quietude.app`, publish Pillar 1 hub + 3 spokes, publish the peer-reviewed psychophysiology study landing page.
+6. Launch the ambassador program with the ~5 inbound waiting.
+
+Everything else compounds on top of those six.
+
+---
+
+## 2. Strategic frame
+
+This section distills positioning, ICP, and brand voice into what the team needs to keep in mind while executing. Full detail lives in `marketing-os.md`, `icp.md`, and `sound-philosophy.md`.
+
+### What Quietude is, in one sentence
+
+A nervous system intelligence platform — clinically validated spatial audio + AI reflection companion (Mira) + hardware + venue installations + practitioner network. *"We start with sound. We expand to every sense. We end with cities."*
+
+### The category we're claiming (and defending)
+
+Quietude doesn't fit the meditation app category, the focus audio category, or the sleep tech category. The brand makes a stronger claim: **bottom-up nervous system regulation through spatial audio**, with clinical evidence as proof and somatic credibility as defense.
+
+The category-defining frame, per Alex (2026-05-19): **Meditation is top-down. Quietude is bottom-up.** Meditation uses the mind to command the body — mental kung fu that fails the very people most likely to need help, because the prefrontal cortex is offline when stressed. Quietude enters through the brainstem, before the thinking mind. The body responds before it has to try. (Full content-pillar treatment in `meditation-vs-regulation.md`.)
+
+This is the single most important strategic message. It belongs in App Store copy, onboarding, lifecycle email, SEO content, ambassador talking points, and the seed deck.
+
+### Who we're for (D2C ICP, distilled)
+
+Overstimulated high-achieving professionals, 25–45, urban (Bay Area, NYC, London, Berlin, Austin). Tech workers, founders, creators, academics, designers, consultants. Often neurodivergent (ADHD, HSP, gifted). Sophisticated wellness buyers — already invested heavily in their inner life.
+
+**Their stated problem:** *"I can't shut my brain off. I've tried meditation apps. They don't work."*
+
+**Their real problem:** Overstimulation, not under-motivation. Their gift (quick thinking) became a curse. They need permission to stop optimizing — including their rest.
+
+**What they're actually buying:** the *feeling* of stability, sensory indulgence, beautiful rituals, effortless effectiveness, a luxurious shortcut to the genius they can't access in chaos.
+
+### The business model logic (per seed deck)
+
+**B2B seeds the market. D2C harvests.** A venue install puts Quietude in front of ~20K people/year at ~$17K cost → 5% convert to subs → ~$430K/year per venue. Six compound channels (referral, Guides, content, home hosting, PR, community) make CAC approach zero by Year 3. Year 5: 75% of new subs come from near-zero-cost channels.
+
+**fCMO scope per kickoff: D2C-led.** Alex owns B2B sales through events/network/founder credibility. The fCMO leverage is on the app/hardware D2C side. This plan reflects that split — B2B is acknowledged as the harvest engine but not treated as primary work surface.
+
+### Brand voice (the non-negotiable)
+
+Per Marketing OS:
+- **Tone.** Authoritative yet accessible. Intimate yet professional. Revolutionary yet grounded. Authority comes from lived experience, not explanation.
+- **Speak from the body, not the mind.** Every sentence restores somatic safety and orientation. Language opens space rather than closing meaning.
+- **YES vocabulary:** Aliveness, inner life, nervous system, spatial sound, resonance, somatic safety, embodied clarity, natural rhythm, orientation, initiation, truth-telling.
+- **NO vocabulary:** Zen, chill, vibes, "high-vibe," spiritual bypass, meditation clichés, didactic/explainer language, "let me explain why this works."
+- **Core method: Initiatory Reflection.** Writing's purpose isn't to explain or convince — it's to shift the reader's internal state. The result should be *"something in me moved,"* not *"I understand this concept."*
+- **CTA rule:** Never pressure. "We do not remind. We invite."
+
+This rule constrains every piece of copy across every AARRR stage. When in doubt: rewrite from the body.
+
+---
+
+## 3. Current state
+
+This is what we're starting from — team, budget, what's already in motion, what's stuck, scored against the CF Marketing Audit 17-section rubric.
+
+### Team composition (marketing surface area)
+
+| Person | Role | Marketing surface area |
+|---|---|---|
+| **Alex** | Co-founder, CEO | Owns: personal LinkedIn, live events, B2B sales, founder narrative, investor relations, brand voice authorship |
+| **Sam** | Co-founder, CXO | Owns: clinical/somatic credibility, brand-voice stewardship, somatic angle on copy review, practitioner network |
+| **Devon** | Lead Dev | Owns: product/UI build, instrumentation, Customer.io event wiring, App Store deployment |
+| **Ed Dorsey** | Design Advisor | Advisory cadence (ex-Apple/Airbnb/Strava) |
+| **Emily Babich** | Creative Strategy | Advisory cadence |
+| **Matt Mikkelsen** | Field Recording | Audio library, not marketing |
+| **Casey Reed** | fCMO | Strategy, lifecycle, SEO, onboarding tests, content, ambassador program, ops stack |
+
+**No dedicated marketing hire yet.** First hire likely post-seed close (Q3 2026 candidate): a lifecycle + content marketing manager who owns Customer.io, SEO content production, and ambassador operations day-to-day.
+
+### Marketing budget (current)
+
+- **Paid acquisition:** $0. Confirmed by Alex, 2026-05-20: *"D2C UA so far: My personal LinkedIn posts, live Quietude events, organic word of mouth, and organic app store discovery."* No paid layer.
+- **Tooling stack:** Customer.io subscription, Shopify (eye mask storefront), App Store Connect, GA4 (or pending), Stripe, Notion, Dub.co (ambassador attribution). Estimate ~$500–1,500/mo combined.
+- **fCMO retainer:** Casey Reed engagement.
+- **PR:** No paid PR. Organic longevity-influencer tailwind, consumer-tech angels + foundation-model lab network.
+
+**Implication:** The 90-day plan must produce gains without any paid lever pulled. Everything in the next 12 weeks is organic, lifecycle, or product-level. Paid is a Q2–Q3 unlock.
+
+### What's already done (acknowledge, then build on)
+
+| Asset | Status | Marketing leverage |
+|---|---|---|
+| Peer-reviewed peer-reviewed psychophysiology study (2025) | Published | Anchor of clinical authority. Most undermarketed asset Quietude owns. |
+| longevity-influencer eye-mask endorsement | Live, generating Shopify sales | Press hook. Underused for landing-page social proof. |
+| consumer-tech angels + foundation-model lab investment | Closed | Investor PR opportunity. "Why I invested" Substack/Medium pieces. |
+| 15K+ live event participants over a decade | Real | Email list potential, ambassador pool, testimonial bank, B2B reference. |
+| 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. |
+| 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`, `quietude-app` (app), `mira` (AI), `quietude-api` |
+| 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. |
+| Aurora B2B install (~€250K, July deadline) | In-flight | First flagship venue. Reference case once installed. |
+| Notion Knowledge Directory | Live | Internal context. |
+| Customer.io MCP (Claude integration) | Validated on kickoff | Non-technical team can ship flows independently. |
+
+### What's in-flight (drafted but not shipped)
+
+| Item | Status | Blocker |
+|---|---|---|
+| Flow 2 — App Onboarding (8 emails / 14 days) | Draft | App UI in flux; copy references screens that may change |
+| Flow 4 — Lapsed User Re-engagement (5 emails / 38 days) | Draft | None — ship-ready |
+| Flow 6 — Eye Mask Post-Purchase | Draft | None — ship-ready |
+| Onboarding rebuild (3-variant test plan) | Strategy doc done | Eng scoping + headphone-gate removal |
+| SEO 90-day plan + keyword research | Done | Awaiting domain consolidation decision + content production start |
+
+### What's stuck (and needs to unstick this quarter)
+
+| Issue | Cost of inaction | Action |
+|---|---|---|
+| Headphones hard-gate in onboarding | Confirmed conversion drop post-launch | Kill this week (bedrock fix) |
+| 4 domains unconsolidated (quietude.app, quietude.space, quietude.audio, quietude.center) | SEO authority fragmenting, transactional email confusion | Consolidate to `quietude.app` per SEO data |
+| App Store listing copy not in brand voice | Highest-traffic Quietude surface; off-brand experience for arriving users | Rewrite in voice (Pillar 1) |
+| Domain consolidation requires 301 plan + email sender migration | Risk of traffic loss if mishandled | Plan in weeks 1–2, execute weeks 3–4 |
+| `quietude-promo` repo hasn't shipped since March 2026 | Marketing site is stale | Confirm whether it's live; rewrite or replace |
+| 29% monthly App Store churn vs. 38% 12-month retention claim | Metric definition mismatch confusing the team | Reconcile with Devon + Customer.io data |
+| Mira post-session reflection scope unknown | Blocks Variant B and Variant C onboarding tests | Resolve with Devon |
+
+### Audit rubric snapshot (17-section)
+
+Scored 0–5 from materials, using the embedded rubric in `references/current-state-rubric.md`. Marked "scored from materials" rather than "formal audit" — Alex can push back on any score where they have better data.
+
+| # | Section | Score | Note |
+|---|---|---|---|
+| 1 | Positioning | **4** | Clear, original category claim. The bottom-up frame is the strongest piece. Needs broader external articulation. |
+| 2 | Customer research | **4** | Deep founder-led research, decade of live participants. Could be more systematically captured. |
+| 3 | Homepage | **2** | `quietude-promo` hasn't shipped since March. Off-brand voice in places. |
+| 4 | Sales / product pages | **2** | Eye mask page exists on Shopify but isn't optimized for SEO or sales narrative. No app-product landing page in brand voice. |
+| 5 | Conversion pages | **2** | `/partner` exists on `quietude.app`. No `/science`, `/eye-mask`, `/ambassadors`, `/guides` pages live. |
+| 6 | Competitor comparison | **1** | Nothing exists. Big SEO + sales opportunity (own "Quietude vs. Calm/Headspace/Brain.fm/Endel" SERPs). |
+| 7 | Resources / content | **1** | Sound Philosophy not yet public. peer-reviewed psychophysiology study not yet on a dedicated page. No blog. |
+| 8 | Onboarding | **2** | Headphones gate killing conversion. Hold-and-fix project this quarter. |
+| 9 | Email lifecycle | **1** | All three flows drafted, none live. Ship-order set. |
+| 10 | Sales material | **3** | Seed deck is strong (investor-facing). B2B sales material more founder-led than asset-led. |
+| 11 | Messaging | **5** | Alex + Sam have authored the most distinctive brand voice in the wellness category. This is a moat. |
+| 12 | Pricing | **3** | $30/mo app, $45 eye mask, $7,500 speakers, $50–200K B2B. Hasn't been pressure-tested for D2C conversion lift. |
+| 13 | CRO | **2** | App Store conversion rate trackable but no A/B history. Headphones gate is the obvious first test removal. |
+| 14 | GTM / launches | **2** | App in throttled beta. Major launches (eye mask, Mira public) haven't had structured GTM. |
+| 15 | Ads | **0** | No paid layer. Reflects the current organic strategy — not a weakness, but the budget unlock means this will move. |
+| 16 | SEO | **1** | Current state: 7 organic visits/mo. Plan exists; execution not yet started. |
+| 17 | Internationalization | **1** | Finland HQ + global ICP, but EN-only and US-centric copy. Defer until Q4+. |
+
+**Total: 36 / 85 (42%).** The shape matters more than the score: high in Positioning + Messaging + Customer research, low in Conversion pages + Email lifecycle + SEO + Resources + Ads. That's the gap this plan closes.
+
+---
+
+## 4. Acquisition
+
+> *"How do strangers become aware of Quietude?"*
+
+### Current state
+
+100% organic. Four real channels: Alex's personal LinkedIn, live Quietude events, organic word of mouth, organic App Store discovery. Plus passive PR drag from longevity-influencer endorsement + clinical study.
+
+This is good news, not bad. Every dollar of revenue earned to date has been earned without paid acquisition. The bar to exceed it isn't high; the upside on top of an organic base is significant.
+
+### The plan
+
+**Channel 1 — SEO (primary 90-day investment).**
+The full 90-day plan lives in `seo/plan.md`. Summary: consolidate to `quietude.app`, target three asymmetric clusters (nervous-system regulation KD 14–32, weighted/blackout sleep mask KD 6–30, WELL + social-wellness-club B2B KD 5–34), publish 4 content pillars. 90-day target: 500–1,500 organic visits/mo, 80+ ranking keywords. 12-month target: 10,000/mo, 1,000+ keywords.
+
+**Channel 2 — App Store optimization (highest-leverage non-site asset).**
+The App Store listing is currently the most-visited Quietude URL by Apple's algorithm. Fixing the copy is higher-leverage this quarter than fixing the marketing site. Rewrite in brand voice. Add the meditation-vs-regulation framing. Lead with the clinical anchor. Test screenshot variations.
+
+**Channel 3 — Alex's LinkedIn (productize the channel).**
+Today it's ad-hoc founder posting. The next move is structured: a 2–3x/week cadence, post categories that map to the content pillars (nervous system, sound science, founder journey, clinical evidence, behind-the-scenes), trackable links via Dub, follower → email subscriber → app install funnel measured. This is Alex's voice — the channel only works if he's the one writing. fCMO + Typefully scheduling makes the cadence sustainable.
+
+**Channel 4 — PR amplification.**
+longevity-influencer tailwind is real but underused on owned surfaces. Add a `/notable-users` or `/in-the-press` page. Pitch the peer-reviewed psychophysiology study to 5 outlets (wellness press: Well+Good, MindBodyGreen; tech-adjacent: Wired with the longevity-influencer hook; mainstream: Outside, Forbes Wellness). HARO/Help-A-B2B-Writer responses citing Quietude's data. Investor PR moments ("Why I invested in Quietude" Substack pieces from consumer-tech angels — push for these with backlinks).
+
+**Channel 5 — Event-to-app instrumentation.**
+Live events are the highest-converting ICP exposure Quietude has (15K+ participants, decade of trust). They're un-instrumented. Add: per-event QR code → app install + email capture, post-event lifecycle (Customer.io Flow 7?), event ROI tracking. Goal: turn an event from a one-night conversion moment into a 30-day funnel.
+
+**Channel 6 — Eye mask wedge (consumer entry product).**
+5K masks in stock. Shopify storefront exists but isn't optimized. Improvements: SEO-optimize the product page (target "weighted sleep mask," "blackout sleep mask," "silk sleep mask"), add reviews via Judge.me (per kickoff decision), 30-day return policy (US-market expectation, per kickoff), build the listicle ("Quietude vs. Manta vs. Nodpod vs. Lumon"). Consider Amazon listing as a v2 distribution play.
+
+**Channel 7 — B2B venue installs (kept lean per kickoff).**
+Alex owns this. Marketing supports with: case studies after each install, `/partner` page rewrite in voice (already exists on quietude.app), Pillar 4 content ("The Missing Sound Feature in WELL"), reciprocal links from partner venues baked into contracts.
+
+**Channel 8 — Paid layer (unlocked post-seed close).**
+Held until seed funding lands. Initial test budget: $5–10K/mo split across Apple Search Ads (highest-intent for App Store), Meta (Instagram + Facebook for eye mask), LinkedIn (B2B venue buyers). Don't fire until: (a) onboarding bedrock fix is shipped, (b) Flow 6 is live, (c) at least one Pillar landing page is in voice. Paid amplifies what already works — premature paid amplifies what's broken.
+
+### 90-day acquisition moves
+
+- Weeks 1–2: Domain consolidation decision + 301 plan. App Store listing rewrite first pass.
+- Weeks 3–4: Domain 301s executed. GSC migration. SEO Pillar 1 hub drafted.
+- Weeks 5–8: Pillar 1 hub + 3 spokes published. Pillar 2 (Eye Mask) hub + listicle published. Alex's LinkedIn cadence operationalized via Typefully. peer-reviewed psychophysiology study lands on dedicated `/science` page.
+- Weeks 9–12: Pillar 4 (WELL/B2B) cornerstone published. Sound Philosophy goes public at `/research/sound-philosophy`. First PR push: pitch study + longevity-influencer hook to 5 outlets.
+
+### 12-month acquisition outlook
+
+- Q1 (Months 1–3): Foundation. SEO pillars staked. App Store rewrite shipped. LinkedIn cadence stable. PR push launched.
+- Q2 (Months 4–6, post-seed close): Paid acquisition pilot at $5–10K/mo. SEO compounding — Pillar 1 ranking. First B2B install reference case live.
+- Q3 (Months 7–9): Paid scales to $20–30K/mo if unit economics hold. All four pillars producing. App GA — new GTM moment.
+- Q4 (Months 10–12): Compound channels live. 50+ pieces of pillar content. First Quietude Guides program pilot creating local SEO + earned media.
+
+### Skills + tools
+
+- **Skills:** `seo-audit`, `ai-seo`, `programmatic-seo`, `schema`, `content-strategy`, `competitors`, `launch`, `ads`, `ad-creative`, `social`, `typefully`, `analytics`, `copywriting`, `marketing-website-design`, `free-tools`
+- **MCPs / APIs:** Ahrefs API, DataForSEO API, Typefully MCP (LinkedIn scheduling), GA4 MCP (when wired), GitHub MCP (`quietude-promo` repo work), Notion (knowledge directory), Stripe MCP (LTV / paid-CAC math), `agent-browser` (LinkedIn drafting + testing), `defuddle` (research)
+
+---
+
+## 5. Activation
+
+> *"Once someone tries Quietude, do they have an experience that converts?"*
+
+### Current state
+
+Day 1 → paid: **1.34%**. Day 7 → paid: **3.73%**. Day 35 → paid: **5.46%**. *The funnel shape is the signal.* The ~4× lift over 35 days means the product converts given time and contact — both of which the current onboarding undermines and the lifecycle layer doesn't yet provide.
+
+Caveats: app is in throttled beta. Metrics are noisy. Don't optimize against absolutes; optimize against funnel *shape* and *cohort comparison*.
+
+### The plan
+
+**Move 1 — Kill the headphones hard-gate (bedrock fix, this week).**
+Confirmed conversion drop after the gate shipped. The fix isn't better copy on the gate — it's removing the gate. Replace with passive headphone detection + soft single-line nudge. No regret change. Full reasoning in `onboarding-recommendation.md`.
+
+**Move 2 — Run the three-variant onboarding test.**
+Three variants, each a pure expression of one belief about what drives activation in this ICP:
+- **Variant 1 — Trust First.** Bold promise + clinical anchor + testimonial wall + 1-line mechanism. Tests whether the saturated ICP needs framing before they'll invest.
+- **Variant 2 — Seen First.** Multi-step diagnostic → AI-generated "we see you" summary → personalized session. Tests whether being accurately named is the conversion event.
+- **Variant 3 — Felt First.** Audio starts on app open. ~15 words on screen. The session IS the onboarding. Tests whether the product can carry it cold.
+
+Test sequence (sequential, ~7 weeks to a winner): bedrock baseline → V3 vs. baseline → winner vs. V1 → winner vs. V2. Full system in `onboarding-recommendation.md`.
+
+**Move 3 — App Store listing rewrite.**
+Highest-leverage non-site asset. Rewrite in brand voice. Lead with meditation-vs-regulation. Screenshot variations to test. This is also an Acquisition move (organic discovery) but it lives here because it's the threshold to the trial.
+
+**Move 4 — Customer.io Flow 2 (held until UI stable).**
+The 8-email / 14-day onboarding sequence is drafted and on-brand. Holding the ship because the emails reference in-app screens that will change during the onboarding rebuild. Once a winning onboarding variant ships, Flow 2 gets a copy refresh against the final UI and goes live.
+
+**Move 5 — Paywall + pricing review (cross-cuts to Revenue).**
+What's the current trial structure? Length, paywall trigger, intro pricing? When the funnel shape is "lift over 35 days," extending trial may convert better than aggressively gating earlier. To be audited in Q1.
+
+### 90-day activation moves
+
+- Week 1: Headphones gate removed. Baseline established.
+- Weeks 2–3: Variant 3 (Felt First) prototyped, instrumented, shipped to a test cohort.
+- Weeks 4–5: Read Variant 3 vs. baseline. Decide ship/iterate. Begin Variant 1 build.
+- Weeks 6–7: Variant 1 (Trust First) live.
+- Weeks 8–9: Read V1 vs. winner. Begin Variant 2 build.
+- Weeks 10–11: Variant 2 (Seen First) live.
+- Week 12: Final read. Winning variant scheduled for permanent ship. Flow 2 unblocked.
+
+### 12-month activation outlook
+
+- Q1: Winning variant identified and shipped.
+- Q2: Flow 2 ships. Paywall A/B tests start.
+- Q3: GA launch — onboarding re-validated at higher traffic. Cohort segmentation by acquisition source (Shopify/eye-mask vs. direct vs. ambassador vs. paid) starts to drive variant forks.
+- Q4: Onboarding is no longer the bottleneck. Focus moves to Activation → Retention transition (sessions 2–7).
+
+### Skills + tools
+
+- **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 (`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)
+
+---
+
+## 6. Retention
+
+> *"Once someone converts, do they stay — and deepen?"*
+
+### Current state
+
+**Headline metric (per seed deck): 38% 12-month retention** — nearly double the category average (~20%). This is the strongest single retention signal in the deck and one of the most undermarketed claims Quietude owns.
+
+**App Store snapshot, 2026-05-16:** 145 paid, 42 churned (~29% monthly churn). Definition mismatch with the 38% claim — to reconcile. Possibly: 38% is annual cohort retention (people who paid month 1 and still pay month 12), 29% is gross monthly churn (people who paid this month who didn't pay next month). Both can be true. Need to clarify which metric is reported externally and which is the actual product health signal.
+
+### The plan
+
+**Move 1 — Ship Flow 6 first (Eye Mask Post-Purchase).**
+Per kickoff decision and the onboarding-recommendation doc: this is the ship-ready flow. Hardware-anchored, doesn't reference in-app screens, can ship today. Wires the hardware → app activation path (eye mask buyers should get a free 6-month Premium trial — formalize this as part of the flow).
+
+**Move 2 — Ship Flow 4 second (Lapsed User Re-engagement).**
+Five emails over 38 days. Language is universal — doesn't depend on app UI state. Ship after Flow 6 is live.
+
+**Move 3 — Hold Flow 2 (Onboarding).**
+Eight emails over 14 days. Holds until app UI stabilizes post-onboarding-rebuild. Don't ship copy that will need rewriting in 8 weeks.
+
+**Move 4 — Customer.io subscription center with opt-in topics.**
+Per kickoff decision. Topics: events, app updates, somatics & nervous system, eye mask promotions. Users self-segment. Improves deliverability (lower complaint rates) and gives lifecycle a richer segmentation surface.
+
+**Move 5 — Mira post-session reflection (when scoped).**
+Most powerful retention move medium-term. After a session, Mira asks *"What did you notice?"* Optional preset chips + free text. Two payoffs: (a) gives Mira priors for personalization on session 2+, (b) reflection responses become a content + segmentation goldmine for the team. Scope question for Devon — does Mira currently support this, or is it new build?
+
+**Move 6 — Hardware → app activation flow.**
+The eye-mask-buyer-becomes-Premium-subscriber path is hinted in the seed deck (blended CAC via hardware) but isn't visible in the App Store dashboard. Audit the existing flow: does an eye mask Shopify purchase actually deliver a free Premium code? How is it redeemed? What's the conversion rate? This is foundational to the "B2C wedge" thesis.
+
+**Move 7 — Reconcile the retention metric.**
+What's the actual definition of "38% 12-month retention"? Cohort? Plan type (monthly vs. annual)? Survives this even if the answer is uncomfortable — the team and investors need to be talking about the same metric.
+
+**Move 8 — Annual plan as default (cross-cuts to Revenue).**
+Industry pattern: defaulting to annual reduces churn anxiety and improves LTV. To test in Q2.
+
+### 90-day retention moves
+
+- Weeks 1–2: Flow 6 (eye mask post-purchase) ships. Address fixes from kickoff review (study link line break, CAN-SPAM footer, founder face-bubble signature, Judge.me reviews).
+- Weeks 3–4: Flow 4 (lapsed user re-engagement) ships.
+- Weeks 5–6: Customer.io subscription center built and live.
+- Weeks 7–8: Hardware → app activation flow audited and documented. Fix any leaks.
+- Weeks 9–10: Retention metric reconciliation (with Devon).
+- Weeks 11–12: Win-back campaign for churned cohort — test re-activation copy.
+
+### 12-month retention outlook
+
+- Q1: Flows 6 + 4 firing. Subscription center live.
+- Q2: Flow 2 ships (post-onboarding-rebuild). Mira post-session reflection in production. Annual plan default tested.
+- Q3: GA launch — retention metrics re-baselined at higher volume. Cohort-based lifecycle flows (eye mask vs. direct app install).
+- Q4: Full lifecycle compound. Retention is no longer a top-three concern — focus moves to Referral and Revenue.
+
+### Skills + tools
+
+- **Skills:** `emails`, `churn-prevention`, `copywriting`, `copy-editing`, `paywalls`, `ab-testing`
+- **MCPs / APIs:** **Customer.io MCP** (validated on kickoff — non-technical team can ship flows), Shopify (eye mask buyers as event source), Stripe MCP (subscription state, churn cohort pulls), GA4 MCP (session events, retention curves)
+
+---
+
+## 7. Referral
+
+> *"Do retained users bring more users — and at what cost?"*
+
+### Current state
+
+~5 inbound ambassadors waiting (per kickoff). Dub.co set up. No formal program yet. WOM happens naturally per Alex's UA breakdown.
+
+This is one of the strongest leading indicators in the business: 5 unaffiliated people have raised their hand asking to bring Quietude to their network *before any program exists*. That signal doesn't show up in apps with weaker product-market fit.
+
+### The plan
+
+**Move 1 — Launch the ambassador program with the 5 inbound.**
+Tier 1 of the program. Per-ambassador landing pages (e.g., `quietude.app/with/sarah`). Dub.co tracks attribution. Commission structure to determine (per kickoff, $/sub or rev-share TBD). Soft-launch with the 5 — treat as pilot cohort, gather feedback, refine before opening applications.
+
+**Move 2 — Build the share-after-shift moment.**
+The Mira post-session reflection (see Retention) is the natural moment to surface a share prompt. After a user reports a felt shift, offer: *"Want to share Quietude with someone who needs this?"* Single-line, never pushy. Most powerful WOM mechanism: gift-a-month flow where the recipient gets a discounted or free intro.
+
+**Move 3 — Founder amplification (Alex + Sam as ambassador-zero).**
+Alex mentioning the fCMO engagement in fundraise pitches (permission granted). Reciprocal mentions in fCMO-side content. Sam's clinical network → practitioner ambassador pool.
+
+**Move 4 — Quietude Guides cert pilot (long-term, Q3+).**
+The Guides program is the Phase-2 referral compound (per seed deck). 500–1,000 Guides across 50+ cities by Y3–5. First cert pilot: 3–5 hosts who run live sessions, get a rev-share + co-marketing. Builds local SEO + earned media + ambassador-of-ambassadors flywheel. Hold until paid + lifecycle are firing — Guides is a multi-quarter build.
+
+**Move 5 — Eye mask gifting flow.**
+Hardware referral is rare and powerful. *"Send a friend an Quietude eye mask. They get the mask + a free 3-month Premium. You get a credit toward your next thing."* Holiday/gifting peak windows are the test.
+
+### 90-day referral moves
+
+- Weeks 1–4: Ambassador program scoped, commission structure decided, per-ambassador landing page template built, 5 inbound onboarded.
+- Weeks 5–8: First ambassador-driven sales tracked via Dub. Attribution and payout flow validated.
+- Weeks 9–12: Open applications for next 10–15 ambassadors. Begin Quietude Guides scoping.
+
+### 12-month referral outlook
+
+- Q1: Ambassador program live with 5–10 active.
+- Q2: 15–25 active ambassadors. Share-after-shift moment in production (post-Mira reflection).
+- Q3: Guides cert pilot launched (3–5 hosts). Eye mask gifting flow live for holiday peak.
+- Q4: 50+ ambassadors + 5–10 Guides. Referral driving 15–25% of new D2C subs.
+
+### Skills + tools
+
+- **Skills:** `referrals`, `social`, `copywriting`, `marketing-website-design` (per-ambassador landing pages)
+- **MCPs / APIs:** Dub.co (attribution — already in stack), Stripe MCP (commission accounting + payouts), GitHub MCP (landing page deployment in `quietude-promo` or new `quietude-ambassadors` repo), Customer.io MCP (ambassador lifecycle: onboarding, monthly performance digest, payout notification)
+
+---
+
+## 8. Revenue
+
+> *"What do we charge, who pays, and how does that compound?"*
+
+### Current state
+
+| Product | Price | Volume signal |
+|---|---|---|
+| 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 Audio (speakers) | ~$7,500 | Niche, founder-led |
+| Quietude Spaces (B2B install) | $50–200K | Aurora flagship in-flight (~€250K), pipeline of 4 venues |
+| Quietude Experiences (events) | Varies | 15K+ historical participants |
+| Quietude Guides | Rev share | Not yet operational |
+
+**Revenue to date: ~$500K on ~$250K raised.** Capital-efficient. Hardware + B2B + app subs all contributing.
+
+**MRR (App Store snapshot): $592.** Beta-throttled, not steady-state. The implied ~$4/sub/mo against $30/mo list suggests heavy annual plan adoption (which compresses monthly revenue but improves LTV) or significant promotional pricing — to reconcile with Alex.
+
+### The plan
+
+**Move 1 — Pricing audit.**
+What's actually being charged today? List price, common plan mix, intro pricing, churn-recovery offers? The $4/sub/mo implied math doesn't tell a clean story — need ground truth before recommending changes.
+
+**Move 2 — Annual plan as default (test).**
+Industry pattern, cross-references to Retention. Test in Q2.
+
+**Move 3 — Hardware → app bundling formalized.**
+Per partner-event-business framing in the seed deck: blended CAC via hardware → app subscription is the play. Today an eye mask buyer gets... what, exactly? Free Premium? Trial code? Audit + formalize. The eye mask is the wedge; the app is the LTV.
+
+**Move 4 — Eye mask Shopify storefront optimization.**
+The current page underperforms what it could. Add: SEO targeting ("weighted sleep mask," "blackout sleep mask"), Judge.me reviews (kickoff decision), 30-day return policy (kickoff decision), upsell flow into Premium app.
+
+**Move 5 — Consider Amazon listing for eye mask.**
+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.**
+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).**
+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.
+
+### 90-day revenue moves
+
+- Weeks 1–2: Pricing audit. Reconcile implied vs. listed MRR.
+- 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. Aurora case study scaffolded for post-install.
+- Weeks 9–12: Annual plan default test scoped.
+
+### 12-month revenue outlook
+
+- Q1: Pricing audit closes. Hardware → app activation formalized.
+- Q2: Annual plan default test live. Eye mask Shopify producing measurable lift.
+- Q3: B2B install case studies (1–2) published. GA launch + new pricing tier consideration (e.g., a higher-tier Mira-heavy plan?).
+- Q4: Pricing optimized via test results. Hardware → app blended CAC tracked and reported. First numbers on the data-licensing thesis (still very early).
+
+### Skills + tools
+
+- **Skills:** `pricing`, `paywalls`, `sales-enablement`, `revops`, `ab-testing`, `copywriting`
+- **MCPs / APIs:** Stripe MCP (pricing tests, subscription analytics, churn cohort, blended CAC math), Customer.io MCP (paywall-related lifecycle), Shopify (eye mask transactions), GA4 MCP (revenue events), Notion (commercial knowledge directory)
+
+---
+
+## 9. 90-day roadmap
+
+Tactical execution layer. Each item is AARRR-tagged so priority is visible.
+
+### Weeks 1–2 — Unblock
+
+| Move | Stage | Owner |
+|---|---|---|
+| Kill the headphones hard-gate | Activation | Casey + Devon |
+| Domain consolidation decision documented | Acquisition | Casey + Alex |
+| 301 plan drafted (page-by-page) | Acquisition | Casey |
+| App Store listing rewrite — first pass | Activation + Acquisition | Casey + Alex + Sam (voice review) |
+| Flow 6 (eye mask post-purchase) ships | Retention | Casey + Customer.io MCP |
+| Ambassador program scoping doc | Referral | Casey |
+| Pricing audit kicked off | Revenue | Casey + Alex |
+
+### Weeks 3–4 — Foundation
+
+| Move | Stage | Owner |
+|---|---|---|
+| Domain consolidation 301s executed | Acquisition | Devon + Casey |
+| GSC + GA4 stood up on `quietude.app` | Acquisition | Casey |
+| SEO Pillar 1 hub drafted (Nervous System Regulation) | Acquisition | Casey |
+| `/science` hub built with peer-reviewed psychophysiology study | Acquisition + brand | Casey + Sam |
+| Variant 3 (Felt First) onboarding prototyped + tested | Activation | Casey + Devon |
+| Flow 4 (lapsed user) ships | Retention | Casey |
+| Ambassador program: 5 inbound onboarded | Referral | Casey |
+| Hardware → app activation flow audited | Retention + Revenue | Casey + Devon |
+| App Store listing rewrite — final + ship | Activation + Acquisition | Alex + Sam + Casey |
+
+### Weeks 5–8 — Velocity
+
+| Move | Stage | Owner |
+|---|---|---|
+| Pillar 1 hub + 3 spokes published | Acquisition | Casey |
+| Pillar 2 hub (Eye Mask) + listicle published | Acquisition | Casey |
+| Alex's LinkedIn cadence operationalized (Typefully) | Acquisition | Alex + Casey |
+| First PR push: study + longevity-influencer hook to 5 outlets | Acquisition | Casey + Alex |
+| Variant 3 read; ship or iterate | Activation | Casey |
+| Variant 1 (Trust First) prototyped + tested | Activation | Casey + Devon |
+| Customer.io subscription center built | Retention | Casey |
+| Eye mask Shopify storefront rewrite (SEO + reviews + return) | Acquisition + Revenue | Casey + Alex |
+| First ambassador attribution verified via Dub | Referral | Casey |
+
+### Weeks 9–12 — Compound
+
+| Move | Stage | Owner |
+|---|---|---|
+| Pillar 4 (WELL/B2B) cornerstone published | Acquisition | Casey |
+| 3 more Pillar 1 spokes published | Acquisition | Casey |
+| Sound Philosophy published at `/research/sound-philosophy` | Acquisition + brand | Alex + Casey |
+| Variant 1 read; begin Variant 2 (Seen First) build (Mira-dependent) | Activation | Casey + Devon |
+| Win-back campaign for churned cohort | Retention | Casey |
+| Annual plan default test scoped | Revenue | Casey + Alex |
+| Open ambassador applications for next 10–15 | Referral | Casey |
+| 90-day review + Q2 plan recalibration | Cross-cutting | Casey + Alex |
+
+---
+
+## 10. 12-month outlook
+
+Quarterly milestones with funding-stage capability unlocks named explicitly.
+
+### Q1 — Months 1–3 (Jun–Aug 2026)
+
+**Funding state:** Pre-seed-close. Paid budget = $0. fCMO + founder-led + tool costs only.
+
+**Focus:** Foundation. Plug the leaks. Stake the SEO ground. Get lifecycle firing.
+
+**Outcomes by end of Q1:**
+- Headphones gate gone; onboarding winner identified
+- All four SEO pillars seeded (hub + first spokes)
+- Lifecycle Flows 4 + 6 live
+- App Store listing in brand voice
+- 5 ambassadors active
+- Pricing audit closed
+- Domain consolidated
+
+**KPI targets:** Onboarding Day 1 → paid lift of 25–50%. Organic traffic 500–1,500/mo. App Store conversion rate +20%.
+
+### Q2 — Months 4–6 (Sep–Nov 2026)
+
+**Funding state:** Seed close (~Q3 2026 target). First paid budget unlock: $5–10K/mo test.
+
+**Focus:** Validate paid. Scale winning onboarding. Add Flow 2.
+
+**Outcomes by end of Q2:**
+- Paid acquisition firing on Apple Search Ads + Meta
+- Onboarding winner permanently shipped
+- Flow 2 (onboarding emails) shipped
+- Mira post-session reflection in production
+- 15–25 ambassadors active
+- First B2B install reference case (Aurora) published
+- Annual plan default tested
+
+**KPI targets:** Paid CAC < $50 blended. Organic traffic 1,500–3,500/mo. Retention curves visibly improving.
+
+### Q3 — Months 7–9 (Dec 2026–Feb 2027)
+
+**Funding state:** Seed deployment. Paid scales to $20–50K/mo if unit economics hold. First marketing hire (lifecycle + content manager).
+
+**Focus:** Scale + diversify. App GA. B2B reference cases compound.
+
+**Outcomes by end of Q3:**
+- App GA launched with new GTM moment (PR + ad creative refresh + Pillar 3 spatial-audio-science content cycle)
+- First Quietude Guides cert pilot (3–5 hosts)
+- All four pillars producing weekly content
+- Eye mask gifting flow live for holiday peak
+- New marketing hire onboarded
+
+**KPI targets:** Paid + organic blended CAC stabilizing. App GA conversion +50% from beta baseline. Guides pilot validates rev-share + co-marketing model.
+
+### Q4 — Months 10–12 (Mar–May 2027)
+
+**Funding state:** Pre–Series A. Paid scaling continues. Series A pitch in motion.
+
+**Focus:** Compound. Position for Series A.
+
+**Outcomes by end of Q4:**
+- Compound channels (organic + ambassador + Guides + lifecycle) producing 50%+ of new subs
+- 50+ ambassadors, 5–10 Guides
+- 4 SEO pillars + 30+ pieces of content live
+- Paid scaling to $50–150K/mo if validated
+- Series A narrative: clinical evidence + activation lift + lifecycle compounding + B2B reference case pipeline
+
+**KPI targets:** D2C ARR run-rate trajectory clear. Blended LTV/CAC > 3. Founder narrative + data + reference cases ready for Series A.
+
+---
+
+## 11. Marketing operations stack
+
+This is what makes the plan executable at Quietude's team size. A 4-person founder team + fCMO + agentic tooling can ship the output of a 15–20-person traditional marketing org — because the marketing skill library and MCP integrations do the orchestration.
+
+### The thesis
+
+Every move in the AARRR breakdown above maps to (a) one or more marketing skills that operationalize the work, and (b) one or more MCP/API integrations that let it execute without a dedicated headcount per channel.
+
+The fCMO's job is to:
+1. Define the strategy and sequencing (this doc)
+2. Run the skills against the right context at the right time
+3. Maintain the shared context (`quietude-context`) and tooling so Alex + Sam + future hires can plug in
+4. Hand off operational work to humans (or future hires) only where the cost of agentic execution > human execution
+
+### Skills mapped to AARRR stages
+
+| Stage | Primary skills | Supporting skills |
+|---|---|---|
+| **Acquisition** | `seo-audit`, `ai-seo`, `programmatic-seo`, `schema`, `content-strategy`, `competitors`, `ads`, `ad-creative`, `social`, `typefully` | `launch`, `free-tools`, `analytics`, `cold-email`, `copywriting`, `marketing-website-design` |
+| **Activation** | `onboarding`, `signup`, `paywalls`, `cro`, `copywriting`, `copy-editing`, `copycraft` | `marketing-website-design`, `ab-testing`, `marketing-psychology`, `cro`, `popups` |
+| **Retention** | `emails`, `churn-prevention` | `copywriting`, `copy-editing`, `ab-testing`, `paywalls` |
+| **Referral** | `referrals`, `social` | `copywriting`, `marketing-website-design`, `emails` |
+| **Revenue** | `pricing`, `paywalls`, `sales-enablement`, `revops` | `ab-testing`, `copywriting` |
+| **Cross-cutting** (brand, intelligence) | `product-marketing`, `customer-research`, `marketing-psychology` | `marketing-ideas`, `diagram-maker` |
+
+### MCPs / APIs mapped to stages
+
+| 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` |
+| **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 |
+| **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 |
+| **Cross-cutting** | Notion, GitHub (`quietude-context`) | Notion, GitHub MCP, `defuddle`, `obsidian-cli` (for Casey's working notes) |
+
+### The Customer.io MCP unlock (concrete example)
+
+Per kickoff call: *"Built live on call — abandoned-cart flow drafted using Customer.io's Claude MCP. Validated that non-technical team can use the skill pattern independently."*
+
+This is the operational proof that the stack works. Alex, who is not a developer, drafted a working lifecycle flow with Claude + Customer.io MCP in real time on a kickoff call. The same pattern applies to: Flow 4 ship (lapsed user re-engagement), subscription center build, win-back campaign, eye mask gifting flow, ambassador lifecycle. The fCMO's role becomes orchestration + brand-voice QA, not hand-cranking each email.
+
+### Capability unlocks by funding stage
+
+| Stage | Headcount | Tooling | Channels live |
+|---|---|---|---|
+| **Pre-seed-close (now)** | fCMO + founder team | All current tooling + Casey's marketing skill library + MCP layer | Organic only (SEO, content, App Store, LinkedIn, events, WOM, ambassador) |
+| **Seed close (~Q3 2026)** | + first marketing hire (lifecycle/content) by end of Q3 | + paid ad accounts (Apple Search Ads, Meta, LinkedIn) | + paid acquisition pilot $5–10K/mo |
+| **Seed deployment (Q3–Q4 2026)** | + designer (potentially fractional) | + analytics expansion (Mixpanel or Amplitude if needed) | + paid scaling $20–50K/mo, + Guides cert pilot |
+| **Series A (2027)** | + performance marketing lead + content lead | + dedicated tooling spend (~$2–5K/mo software) | + paid scaling $50–150K/mo, + international, + B2B vertical expansion |
+
+The marketing skill library scales these stages. Every channel added doesn't require a 1:1 headcount increase because each skill encodes the workflow.
+
+---
+
+## 12. Tactical idea bank — 139-idea cross-reference
+
+The `marketing-ideas` skill catalogs 139 proven marketing tactics. Sections 4–8 (AARRR) prescribe what we're *doing*. This section maps the full universe of what's *possible* — every idea cross-referenced to the AARRR stage it primarily serves, with Quietude applicability and timing.
+
+This is the exhaustive menu. The plan above is the curated path. When we move to Q2 / Q3 / Series A and unlock new capacity, this is the inventory we pull from.
+
+**Status legend:**
+
+- **Now (Q1)** — already in the 90-day plan OR can run alongside it without new capacity
+- **Q2** — post-bedrock-fix, post-foundation; second-quarter layer-ins
+- **Q3+** — post-seed-close, post-GA; expansion moves
+- **Q4+** — long-game / large-investment moves
+- **Skip / off-brand** — incompatible with Quietude's brand voice, business model, or product category
+
+### 12.1 Acquisition ideas (88 mapped)
+
+**Now (Q1):**
+
+| # | Idea | Quietude note |
+|---|---|---|
+| 1 | Easy Keyword Ranking | SEO plan Tier-1 cluster (nervous system, sleep mask, B2B) targets this directly |
+| 2 | SEO Audit | Run `/seo-audit quietude.app` quarterly; publish findings as content |
+| 5 | Content Repurposing | Sound Philosophy → essays → LinkedIn posts → newsletter → podcast loop |
+| 6 | Proprietary Data Content | peer-reviewed psychophysiology study now; anonymized Quietude HRV / sleep dataset later |
+| 7 | Internal Linking | Built into the pillar/spoke structure of the SEO plan |
+| 10 | Parasite SEO | Alex's LinkedIn already does this; consider mirror to Substack |
+| 12 | Marketing Jiu-Jitsu | Meditation-vs-Regulation IS this — turn "meditation works" assumption against itself |
+| 36 | Quora Marketing | Answer "why meditation doesn't work for me" + HRV + somatic questions |
+| 37 | Reddit Keyword Research | Mine r/somatic, r/CPTSD, r/HSP, r/ADHD for ICP language (feeds Customer Language #139) |
+| 39 | LinkedIn Audience | Alex's channel productized — primary D2C top-of-funnel today |
+| 59 | Article Quotes | HARO / Help-A-B2B-Writer for Alex + Sam — easy press wins |
+| 70 | Conference Speaking | Alex: WELL Conference, biophilic design events, Mindful Leadership Summit |
+| 74 | Press Coverage | Pitch peer-reviewed study + longevity-influencer hook to 5 outlets in Q1 |
+| 109 | Public Demos | Live Quietude events ARE this; instrument the in-person → app conversion |
+| 114 | Moneyball Marketing | Already practicing — asymmetric SEO keywords, undervalued channels |
+| 133 | Investor Marketing | Alex's raise — leverage angel backchannel for PR + intros |
+
+**Q2:**
+
+| # | Idea | Quietude note |
+|---|---|---|
+| 3 | Glossary Marketing | Sound + nervous system glossary — "what is polyvagal," "what is HRV," "what is somatic listening" |
+| 8 | Content Refreshing | Revisit Pillar 1 quarterly with new data and search-intent updates |
+| 11 | Competitor Comparison Pages | Quietude vs. Calm / Headspace / Brain.fm / Endel / Wavepaths — high-intent SERPs |
+| 13 | Competitive Ad Research | SpyFu + Facebook Ad Library before launching paid |
+| 17 | Quiz Marketing | "What's your nervous system profile?" — generates personalization seed + lead capture |
+| 25 | Facebook Ads | Eye mask creative + somatic content + retargeting from event attendees |
+| 26 | Instagram Ads | Visual product + Reels-native ads (eye mask especially) |
+| 28 | LinkedIn Ads | B2B venue buyers + investor-adjacent ICP |
+| 31 | Google Ads | Apple Search Ads first (App Store intent); Google for eye mask + B2B |
+| 38 | Reddit Marketing | Authentic participation in r/somatic, r/HSP, r/ADHD after content base exists |
+| 40 | Instagram Audience | Eye mask + somatic creators; Reels-native |
+| 44 | Comment Marketing | Thoughtful comments on Huberman / the partner-event-business / Tim Ferriss / wellness creators |
+| 49 | Monthly Newsletters | Either Quietude-branded or sync with Sam's Sam's Substack newsletter |
+| 54 | Affiliate Discovery via Backlinks | Find who links to Calm/Headspace/Brain.fm — pitch them on Quietude affiliate program |
+| 58 | Newsletter Swaps | the partner-event-business, founder wellness Substacks, Alex's investor network |
+| 64 | Community Sponsorship | Somatic newsletters, wellness Substacks, founder communities |
+| 65 | Live Webinars | Alex + Sam hosting "Sound + the Nervous System" |
+| 101 | Industry Interviews | Alex + Sam interview category experts (becomes seed of Quietude podcast) |
+| 102 | Social Screenshots | Mira reflection responses (anonymized, consented) — social proof gold |
+| 108 | Changelogs | Public changelog at `quietude.app/changes` — product momentum signal |
+| 115 | Curation as Marketing | Curated "field recordings of the year" feature; Quietude Spaces directory |
+| 135 | Support as Marketing | Surface customer support / Mira reflection moments as content |
+| 138 | Podcast Tours | Alex on Huberman, the partner-event-business, Tim Ferriss, Rich Roll, Rangan Chatterjee |
+
+**Q3+:**
+
+| # | Idea | Quietude note |
+|---|---|---|
+| 4 | Programmatic SEO | Quietude Guides city pages once Guides program scales |
+| 9 | Knowledge Base SEO | When help docs scale enough to have problem-solution coverage |
+| 14 | Side Projects | Eventually a free Quietude-adjacent tool that lives outside the app |
+| 15 | Engineering as Marketing | HRV interpretation guide; nervous system self-assessment; sound bath finder directory |
+| 18 | Calculator Marketing | Sleep latency calculator; overstimulation index |
+| 20 | Microsites | For specific GTM moments (e.g., Mira GA launch) |
+| 23 | Podcast Advertising | Huberman, Tim Ferriss, Rich Roll, the partner-event-business — host-read most relevant |
+| 24 | Pre-targeting Ads | Warm audiences via content before direct-response |
+| 29 | Reddit Ads | r/HSP, r/ADHD, r/somatic — high ICP density, low advertiser saturation |
+| 30 | Quora Ads | Intent-rich for "why meditation doesn't work" queries |
+| 32 | YouTube Ads | Pre-roll on Huberman / Lex Fridman / wellness creator videos |
+| 33 | Cross-Platform Retargeting | Standard layer once paid is firing |
+| 35 | Community Marketing | Quietude Spaces community (Discord/Circle); host monthly drop-ins |
+| 42 | Short Form Video | TikTok / Reels — somatic education + eye mask UGC |
+| 55 | Influencer Whitelisting | Run ads through ambassador / Guide accounts for authenticity |
+| 57 | Expert Networks | Quietude Guides program IS this — certified hosts who can market |
+| 60 | Pixel Sharing | Standard once paid is firing |
+| 61 | Shared Slack Channels | Partner venue Slacks (Aurora, Lumen, Stillwater) |
+| 63 | Integration Marketing | Apple Health (HRV data), Oura, Whoop — co-marketing |
+| 66 | Virtual Summits | Quietude participates or hosts |
+| 68 | Local Meetups | Cities with high ICP density (SF, NYC, LA, Austin) |
+| 69 | Meetup Sponsorship | Sponsor wellness / biohacking meetups |
+| 72 | Conference Sponsorship | Industry conferences once budget unlocks |
+| 75 | Fundraising PR | "Quietude raises $3M" moment when seed closes |
+| 78 | Product Hunt Launch | Mira public launch moment |
+| 79 | Early-Access Referrals | App GA early-access list (cross-references to Referral) |
+| 81 | Early Access Pricing | App GA — early-access tier locked in for first cohort |
+| 82 | Product Hunt Alternatives | BetaList, Launching Next, AlternativeTo at GA |
+| 97 | Playlists as Marketing | Quietude curates Spotify playlists for somatic listening |
+| 98 | Template Marketing | Free "nervous system reset" protocol PDFs |
+| 100 | Promo Videos | High-quality brand films — Ed Dorsey advises, Matt Mikkelsen field audio |
+| 103 | Online Courses | Alex's Sound Philosophy course; Sam's somatic methodology course |
+| 107 | Podcasts | Quietude podcast — interview format with category experts and customers |
+| 111 | Challenges as Marketing | "21-day nervous system reset" — tasteful, no fitness-bro tone |
+| 113 | Controversy as Marketing | Meditation-vs-Regulation IS mild controversy — lean in carefully |
+| 126 | YouTube Reviews | Pitch Quietude to wellness YouTubers — Huberman fan-creator tier |
+| 127 | YouTube Channel | Sound design behind-the-scenes; Sam session demos |
+| 129 | Review Sites | App Store reviews actively managed; Trustpilot for eye mask Shopify |
+| 130 | Live Audio | Twitter Spaces / LinkedIn Audio with Alex on sound + body |
+| 134 | Certifications | Quietude Guides cert IS this — Q3+ pilot |
+
+**Q4+ / long-game:**
+
+| # | Idea | Quietude note |
+|---|---|---|
+| 56 | Reseller Programs | Corporate wellness platforms (Modern Health, Lyra) as resellers |
+| 67 | Roadshows | Quietude Experiences IS this — eye mask + listening session pop-ups in 3 cities |
+| 71 | Conferences | Quietude-hosted "Sound + the Body" — long-game category-defining moment |
+| 76 | Documentaries | Alex's story is documentary-grade — long game |
+| 77 | Black Friday Promotions | Holiday eye mask + Premium bundle |
+| 80 | New Year Promotions | New Year nervous system reset campaign |
+| 84 | Giveaways | Eye mask giveaway with brand partner (Wellness Mama tier) |
+| 85 | Vacation Giveaways | Quietude + retreat partner giveaway (quietude.center could be venue) |
+| 87 | Powered By Marketing | "Sound system by Quietude" badge in B2B venue installs |
+| 104 | Book Marketing | Sound Philosophy as a book — long-game positioning anchor |
+| 105 | Annual Reports | "State of the Nervous System" — Quietude's data + industry commentary |
+| 106 | End of Year Wraps | "Your nervous system year" — Spotify Wrapped equivalent |
+| 110 | Awards as Marketing | Quietude founds an award for innovative biophilic acoustic design |
+| 116 | Grants as Marketing | Free Quietude subscriptions for therapists, social workers, first responders |
+| 119 | OOH Advertising | SF / NYC billboards if Series A budget unlocks |
+| 120 | Marketing Stunts | Public sound installation could work — brand-fitting |
+| 121 | Guerrilla Marketing | Sound installation in subway / airport — interesting but requires care |
+| 131 | International Expansion | Finland HQ + global ICP — Q4 or post-Series A |
+
+**Skip / off-brand for Quietude:**
+
+| # | Idea | Why skip |
+|---|---|---|
+| 16 | Importers as Marketing | No competitor data to import (consumer wellness, not SaaS) |
+| 19 | Chrome Extensions | Off-platform (mobile-first product) |
+| 21 | Scanners | No obvious product fit |
+| 22 | Public APIs | Not core business |
+| 27 | Twitter Ads | Lower priority unless Alex's X presence grows |
+| 34 | Click-to-Messenger Ads | Off-brand (no DM-driven sales pattern) |
+| 41 | X Audience | Depends on Alex's bandwidth — defer unless he wants to |
+| 43 | Engagement Pods | Off-brand |
+| 73 | Media Acquisitions | Too capital-intensive at this stage |
+| 83 | Twitter Giveaways | Off-brand voice |
+| 86 | Lifetime Deals | Brand-conflict — pressures the "no pressure" voice and damages LTV math |
+| 88 | Free Migrations | No competitor data to migrate |
+| 89 | Contract Buyouts | Not relevant for D2C subs |
+| 99 | Graphic Novel Marketing | Off-brand |
+| 112 | Reality TV Marketing | Off-brand |
+| 117 | Product Competitions | Not a developer product |
+| 118 | Cameo Marketing | Off-brand |
+| 122 | Humor Marketing | Brand voice is serious; humor would feel off |
+| 123 | Open Source as Marketing | Proprietary audio library |
+| 125 | App Marketplaces | Not relevant for native consumer app (no app-of-app pattern) |
+| 128 | Source Platforms | G2 / Capterra are B2B-focused; D2C uses App Store reviews |
+| 132 | Price Localization | Q4+ — tied to international expansion |
+| 136 | Developer Relations | Not a dev product |
+
+### 12.2 Activation ideas (7 mapped)
+
+| # | Idea | Status | Quietude note |
+|---|---|---|---|
+| 124 | App Store Optimization | Now | Q1 priority — listing rewrite in voice (also Acquisition) |
+| 90 | One-Click Registration | Now | OAuth (Apple, Google) for app signup — standard activation lift |
+| 51 | Onboarding Emails | Q2 | Flow 2 — held until UI stable post-onboarding-rebuild |
+| 96 | Onboarding Optimization | Q1-Q2 | The 3-variant test IS this — primary activation work |
+| 47 | Founder Welcome Email | Q2 | Personal welcome from Alex or Sam early in Flow 2 |
+| 48 | Dynamic Email Capture | Q2 | Smart capture on `quietude.app` — exit intent + scroll depth |
+| 95 | Concierge Setup | Q3+ | High-touch onboarding for B2B venue clients + high-value subscribers |
+
+### 12.3 Retention ideas (8 mapped)
+
+| # | Idea | Status | Quietude note |
+|---|---|---|---|
+| 46 | Reactivation Emails | Now | Flow 4 ships in weeks 3–4 — exactly this |
+| 52 | Win-back Emails | Q1 (week 11-12) | Standalone campaign on top of Flow 4 |
+| 53 | Trial Reactivation | Q2 | Expired-trial recovery campaign once paywall is firing |
+| 45 | Mistake Email Marketing | Q2 | When something genuinely goes wrong, send "oops" — drives engagement |
+| 50 | Inbox Placement | Q1 | Subdomain silo strategy (`mail.quietude.app` / `commerce.quietude.app`) addresses this |
+| 91 | In-App Upsells | Q2 | Premium upsell points within app (also Revenue) |
+| 94 | Offboarding Flows | Q2 | Optimize cancellation flow to retain or learn — feeds churn intel |
+| 135 | Support as Marketing | Q2 | Customer support stories surface as content (also Acquisition) |
+
+### 12.4 Referral ideas (5 mapped)
+
+| # | Idea | Status | Quietude note |
+|---|---|---|---|
+| 62 | Affiliate Program | Now | Ambassador program v1 is exactly this — launched with the 5 inbound |
+| 137 | Two-Sided Referrals | Q2 | Reward both referrer and referred — share-after-shift moment + gifting flow |
+| 92 | Newsletter Referrals | Q3 | If we launch a newsletter, Sparkloop-style referral mechanic |
+| 93 | Viral Loops | Q3 | Built-in share mechanics post-Mira reflection |
+| 79 | Early-Access Referrals | Q3 | App GA early-access list referrals (cross-references to Acquisition) |
+
+### 12.5 Revenue ideas (3 mapped — most ideas serve top-of-funnel)
+
+| # | Idea | Status | Quietude note |
+|---|---|---|---|
+| 91 | In-App Upsells | Q2 | Premium upgrade prompts; eye mask cross-sell from app (also Retention) |
+| 132 | Price Localization | Q4+ | Adjust pricing for local purchasing power once international |
+| 86 | Lifetime Deals | Skip | Brand-conflict — see Acquisition skip list |
+
+### 12.6 Cross-cutting / brand foundation ideas
+
+| # | Idea | Status | Quietude note |
+|---|---|---|---|
+| 139 | Customer Language | Now | Mira reflection responses + 7 Ds language = the source-of-truth for customer language across all copy |
+| 114 | Moneyball Marketing | Ongoing | Find undervalued channels at every stage — methodology, not a single tactic |
+
+### Idea-bank summary
+
+- **88 ideas applicable to Acquisition** (the dominant stage at Quietude's current stage — makes sense, Quietude's product converts well; the bottleneck is the top of funnel)
+- **7 ideas to Activation, 8 to Retention** (smaller because these stages are about depth, not breadth — execute the right few well rather than running a wide tactic menu)
+- **5 ideas to Referral** (program-driven, not tactic-driven)
+- **3 ideas to Revenue** (most revenue work is pricing strategy, not tactical tricks)
+- **2 cross-cutting**
+- **23 ideas skipped for brand / business-model fit** — Quietude's category positioning constrains what's available
+
+**What this proves:** the plan is roughly 30% of the available tactical surface area, not 100%. That's appropriate at this stage and budget. As capacity unlocks across Q2 → Q3 → Series A, the cross-reference becomes the inventory we pull from to scale activity without losing strategic coherence.
+
+---
+
+## 13. Measurement, RACI, open decisions, appendix
+
+### Measurement — the metrics that matter
+
+**North star (proposed):**
+**Blended-LTV-to-blended-CAC ratio per acquired user**, where:
+- Blended LTV combines app subscription revenue + hardware revenue (eye mask + speakers) + any cross-sells, per cohort
+- Blended CAC combines paid spend + content production cost + ambassador commissions + lifecycle tool spend, per cohort
+
+This captures the business model: the eye mask wedge isn't free if it costs $X to make, and the app sub isn't expensive to acquire if a Bryan-Johnson-style PR moment is paying for itself.
+
+If a single metric is preferred for team-level focus, fall back to: **monthly new D2C subscribers from non-paid channels.** This isolates the compound channels the long-game strategy depends on.
+
+**Leading indicators by AARRR stage:**
+
+| Stage | Leading indicators |
+|---|---|
+| Acquisition | Organic visits/mo (overall + per pillar), App Store visit-to-install rate, Alex's LinkedIn engagement → email subscribers, event-to-app conversion rate, ambassador-attributed visits |
+| Activation | Day 1 / Day 7 / Day 35 → paid conversion, onboarding session-completion rate, first session Mira reflection completion |
+| Retention | 30 / 60 / 90-day retention, monthly churn, Flow 4 reactivation rate, hardware → app activation rate |
+| Referral | Ambassador-attributed new subs (Dub), share-after-shift rate, Guides pilot referrals (when live) |
+| Revenue | Blended MRR, ARPU, annual plan adoption %, LTV by cohort, eye mask attach rate |
+
+**Review cadence:**
+- **Weekly:** fCMO ↔ Alex 30-min sync. AARRR scoreboard + this week's ships.
+- **Monthly:** Full metrics review (extended sync, Sam included). Compare against quarterly KPI targets.
+- **Quarterly:** Plan recalibration. What's working, what's not, what funding-stage moves we're triggering.
+
+### RACI
+
+| Domain | Responsible | Accountable | Consulted | Informed |
+|---|---|---|---|---|
+| Strategic plan (this doc) | Casey | Alex | Sam, Emily | Team |
+| Brand voice | Alex + Sam | Alex + Sam | Casey | Team |
+| App + onboarding implementation | Devon | Alex | Casey | Team |
+| Lifecycle flows (Customer.io) | Casey | Alex | Sam (copy QA) | Team |
+| SEO content | Casey | Casey | Sam, Alex | Team |
+| App Store copy | Casey | Alex | Sam | Team |
+| Alex's LinkedIn cadence | Alex | Alex | Casey (orchestration) | Team |
+| Events | Alex + Sam | Alex | Casey (instrumentation only) | Team |
+| Ambassador program | Casey | Casey | Alex | Team |
+| B2B sales | Alex | Alex | Casey (case studies) | Team |
+| Pricing | Alex | Alex | Casey | Sam |
+| Investor narrative | Alex | Alex | Casey, Sam | Team |
+| Quietude Guides program (Q3+) | TBD (likely future hire) | Alex + Sam | Casey | Team |
+| Future marketing hire (Q3) | Casey | Alex | Sam | Team |
+
+### Open decisions blocking the plan
+
+Most blocking, ranked by impact:
+
+1. **Canonical domain.** SEO data + this plan recommend `quietude.app`. Needs exec sign-off + 301 execution plan. *Blocks: domain consolidation, SEO foundation, email sender migration.*
+2. **Retention metric definition.** Reconcile 38% 12-month retention claim vs. 29% monthly App Store churn. *Blocks: clean dashboards, investor narrative coherence, lifecycle test reads.*
+3. **Mira post-session reflection scope.** Does Mira currently support this, or is it new build? *Blocks: Onboarding Variants 1 and 2 (which depend on Mira reflection moment), retention compound moves.*
+4. **App UI stability timeline.** When does the headphone-gate-removal + onboarding-rebuild allow Flow 2 to ship without rework risk? *Blocks: Flow 2, full lifecycle, paid acquisition timing.*
+5. **GA launch timeline.** When does the throttled beta become GA? *Blocks: paid acquisition scale, Q3 GTM planning.*
+6. **Pricing structure ground truth.** What's actually charged today? *Blocks: pricing audit conclusions, annual-plan default test, blended LTV math.*
+7. **First marketing hire scope.** Lifecycle + content owner, or something else? When does the JD get written? *Blocks: Q3 capacity plan, succession of fCMO operational work.*
+8. **Ambassador commission structure.** $/sub, rev-share, hybrid? *Blocks: ambassador program launch, attribution dashboards.*
+
+### Appendix — deep-dive links
+
+**Published to the team via `Quietude-Inc/quietude-context` GitHub repo:**
+- `marketing/seo/plan.md` — Full 90-day SEO + keyword research plan
+- `marketing/seo/keyword-shortlist.md` — Tier 1 keyword shortlist
+- `marketing/seo/raw/` — Ahrefs + DataForSEO API pulls
+- `marketing/onboarding-recommendation.md` — Three-variant onboarding test plan
+
+**Founder-authored strategic context** (in Quietude's internal knowledge base):
+- Seed deck — Investor narrative
+- Sound Philosophy — Alex's technical/philosophical working doc
+- Marketing OS — Brand voice, content rhythm, visual system
+- ICP doc — D2C audience profile
+- Meditation-vs-Regulation note (2026-05-19) — Central content pillar
+- Kickoff call transcript (2026-05-18) — Decisions + open questions
+- App Store copy snapshot + voice-gap analysis
+- App Store metrics snapshot (2026-05-16)
+- Customer.io lifecycle flows inventory
+
+---
+
+*Marketing Plan v1. Prepared by Casey Reed (fCMO), 2026-05-27. For team review and discussion.*

skills/marketing-plan/references/funding-stage-unlocks.md

@@ -0,0 +1,230 @@
+# Funding-Stage Capability Unlocks
+
+Every marketing plan must include explicit "what changes when funding closes / when budget unlocks" reasoning. This makes the plan investor-friendly and operationally honest.
+
+This doc defines the standard tiers. Use them as anchors, adjust for client category and unit economics.
+
+**Related docs:**
+- `budget-planning.md` — two scientific methods for setting the actual budget number (Revenue-Based 5–40%, or Goal-Based reverse-engineered from the revenue target), CAC calculation, experimental buffer
+- `growth-patterns.md` — the real shape of SaaS growth by phase ($0–10K / $10K–100K / $100K–1M+), linear vs step-function, S-curve layering
+- `team-and-agency-model.md` — what each tier means for team composition, the first marketing hire, and the in-house vs outsource ratio
+
+## Why funding stage matters in a marketing plan
+
+Most marketing plans are written as if budget is unconstrained. That's a failure mode for early-stage clients — it produces aspirational lists rather than executable roadmaps.
+
+The fix: tie every recommendation to a budget tier. The plan stays honest about what's executable today, and the team / investors see explicitly what each round of capital unlocks.
+
+This also helps the founder mid-raise: showing what the round buys is investor-narrative material.
+
+## Standard tiers
+
+### Tier 1 — Pre-seed / bootstrapped
+
+**Budget profile:**
+- Paid acquisition: $0
+- Tooling stack: ~$500–2,000/mo (Customer.io / similar, GA4 free, Stripe fees, Notion, GitHub, basic SaaS)
+- Retainers / fCMO: variable (fractional only)
+- Headcount: founders + maybe 1–2 multipurpose hires
+
+**Marketing capability:**
+- Organic only — SEO, content, App Store organic, founder-led social, events, WOM, ambassador (if inbound exists)
+- Limited PR (founder-led pitches, HARO responses)
+- No paid layer
+
+**Channels live:** Organic SEO, content, App Store, LinkedIn / X / founder-led social, events, WOM, ambassador
+
+**What a fCMO does:** Strategy + lifecycle + content + SEO + onboarding + community + ambassador. Hands-on with skill library + MCPs doing the operational lift.
+
+**Hires unlocked:** None. The plan must execute with current team + agentic stack.
+
+### Tier 2 — Seed close
+
+**Budget profile:**
+- Paid acquisition: $5–15K/mo test budget
+- Tooling stack: $1,000–3,000/mo (paid ad accounts, Mixpanel / Amplitude if needed, additional SaaS)
+- Retainers / fCMO: continued
+- Headcount: + first dedicated marketing hire
+
+**Marketing capability:**
+- Above + paid acquisition pilot (Apple Search Ads, Meta, LinkedIn)
+- Begin PR push with the funding announcement
+- First Product Hunt / GA-style launch
+
+**Channels live:** All Tier 1 + paid acquisition (small) + active PR
+
+**Hires unlocked:**
+- Lifecycle + content marketing manager (one person doing both, or split)
+- OR dedicated growth / performance marketing manager (if heavy paid focus)
+
+**fCMO shifts:** From hands-on to strategy + ops oversight. Hires the dedicated marketer. Sets up the channel playbooks before paid scales.
+
+### Tier 3 — Seed deployment
+
+**Budget profile:**
+- Paid acquisition: $20–50K/mo
+- Tooling stack: $2,000–5,000/mo
+- Retainers / fCMO: continued
+- Headcount: + designer (potentially fractional)
+
+**Marketing capability:**
+- Paid scaling across 2–3 channels
+- Brand-aligned creative production (designer enables velocity)
+- Lifecycle programs fully live across all flows
+- First true content production cadence (weekly cadence sustainable)
+
+**Channels live:** All previous + paid scaling + structured launch motion
+
+**Hires unlocked:**
+- Designer (brand, creative, web)
+- Second marketing manager (if first was lifecycle, second is content; or vice versa)
+- Potentially fractional PR if budget allows
+
+**fCMO shifts:** Hands off lifecycle to dedicated owner. Moves to GTM strategy + channel mix optimization + growth analytics.
+
+### Tier 4 — Series A
+
+**Budget profile:**
+- Paid acquisition: $50–150K/mo
+- Tooling stack: $5,000–10,000/mo
+- Retainers / fCMO: may transition to permanent CMO
+- Headcount: full marketing team forming
+
+**Marketing capability:**
+- Paid scales aggressively across all proven channels
+- Brand campaigns become possible
+- International consideration begins
+- B2B vertical expansion (if applicable)
+- Sophisticated CAC/LTV math + attribution
+
+**Channels live:** Full marketing surface area
+
+**Hires unlocked:**
+- Performance marketing lead
+- Content lead
+- Designer (permanent)
+- Potentially: PR firm, paid agency, international growth manager
+- Series A often the moment the fCMO transitions out or transitions to advisor
+
+**fCMO shifts:** Often the moment of transition — to permanent CMO hire, fCMO becomes advisor.
+
+### Tier 5 — Series B+
+
+**Budget profile:**
+- Paid acquisition: $150K+/mo
+- Tooling stack: $10,000–25,000/mo
+- Headcount: 10+ marketing org
+
+**Marketing capability:**
+- Brand campaigns at industry scale
+- PR firm partnerships
+- Acquisitions as marketing (acquiring newsletters / podcasts in space)
+- Conference sponsorship at category level
+- Sponsorships at brand level
+
+**Channels live:** Everything available
+
+**Hires unlocked:**
+- VP Marketing or CMO
+- Brand director
+- Growth / performance team (3–5 people)
+- Content team (3–5 people)
+- Designers (2–3)
+- PR director or agency partnership
+- International marketing leads (region-specific)
+
+**fCMO involvement:** Typically out of the company by this point — the original fCMO might still be an advisor.
+
+## How to apply tier logic in a plan
+
+### Section 3 (Current state)
+- State the client's current tier explicitly: "Current tier: pre-seed / bootstrapped per Tier 1."
+
+### Section 4–8 (AARRR sections)
+- Note tier-dependent moves: "Paid layer (Tier 2 unlock — held until seed close)"
+- For Tier 1 plans: every move must be executable at current budget tier OR explicitly flagged as future
+- For Tier 2+ plans: moves can assume the tier's capability
+
+### Section 10 (12-month outlook)
+- Each quarter names the tier that's active: "Q2 — Months 4–6 (post seed close). Funding state: Tier 2."
+- Tier transitions trigger plan recalibration moments
+
+### Section 11 (Marketing operations stack)
+- Use the table in `references/ops-stack-mapping.md` capability-unlocks section
+- Make it client-specific: "Today (Tier 1): {client's current capability}. After seed close (Tier 2): + {what changes}."
+
+## Adjustments by client category
+
+The standard tiers assume a typical software / SaaS / consumer app. Adjust for category:
+
+### Consumer apps (D2C)
+- Higher paid acquisition floor — apps need to test CAC against download cost benchmarks (~$2-10 install + 5-15% trial conversion benchmark)
+- Tier 2 starts effectively at $10–20K/mo paid (otherwise can't get statistically meaningful reads at app-install CPMs)
+
+### B2B SaaS
+- Lower paid acquisition floor — LinkedIn / Google Ads can produce signal at $3–5K/mo
+- More weight on content + sales enablement budget
+- Often add a sales hire before a content hire
+
+### Hybrid hardware + software
+- Hardware revenue can self-fund some marketing (the eye-mask wedge pattern)
+- Paid budget should track blended CAC across hardware sales + app subs
+- Shopify-side optimization is a Tier 1 priority (cheap leverage)
+
+### Deep-tech / scientific / clinical
+- PR + investor marketing carries more weight than paid
+- Conference speaking + academic publishing > Meta ads
+- Tier 1 can produce significant traction without paid
+
+### Marketplace / two-sided
+- Each side has its own AARRR funnel — budget splits accordingly
+- Supply-side acquisition often dominates early; demand-side dominates after liquidity
+
+### Open source / developer tools
+- DevRel + community + content > paid
+- GitHub stars / npm installs are the activation event
+- Paid layer often delayed until Series A
+
+## Tier 1 budget detail (most common starting point)
+
+For Tier 1 clients, the marketing budget breakdown typically looks like:
+
+| Line | Typical monthly |
+|---|---|
+| Customer.io / lifecycle ESP | $100–500 |
+| App Store Connect / Google Play | $25 + 30% rev share (Apple/Google take) |
+| Stripe | 2.9% + 30¢ per transaction |
+| GA4 | Free |
+| Notion | $0–100 |
+| GitHub | $0–50 |
+| Shopify (if hardware) | $39–100 |
+| Ahrefs (or similar SEO tool) | $129–399 |
+| Typefully (if social cadence) | $13–39 |
+| Dub.co (if ambassador tracking) | $0–39 |
+| Misc SaaS | $200–500 |
+| **Tooling total** | **~$500–1,700/mo** |
+| Paid acquisition | $0 |
+| fCMO retainer | Variable |
+
+For the plan, this becomes: "Current monthly marketing budget: $X (tooling only, no paid)."
+
+## When to surface tier limits to the founder
+
+If a founder asks for moves that require a future tier:
+- Name the requirement: "This is a Tier 2 move (requires $10K+/mo paid budget). Will unlock after seed close per the 12-month outlook in §10."
+- Don't refuse — frame the timing
+
+If a founder underestimates what's needed:
+- Be honest: "To scale paid acquisition meaningfully, expect Tier 2 budget. Tier 1 can validate organic; Tier 2 validates paid."
+
+If a founder is over-funded for their stage:
+- Don't pad budget to match. Recommend the right work for the funnel state, return excess capacity, suggest investment in compounding rather than scaling.
+
+## Tier-skip cases (worth flagging)
+
+Some companies skip tiers:
+- **Notable founder** raising larger-than-typical rounds — can jump from Tier 1 to Tier 3 directly
+- **Hardware company** with PR moment — can deploy at Tier 3 levels with the right product moment (e.g., a high-profile longevity-influencer endorsement)
+- **B2B SaaS post-LOI** with named enterprise contracts — can fund pilot deployment from contract value
+
+If the client is in a tier-skip situation, name it explicitly in the plan rather than forcing them into the standard ladder.

skills/marketing-plan/references/growth-patterns.md

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+# Growth Patterns — The Real Shape of SaaS Growth
+
+The 12-month outlook in every plan (Section 10) describes a trajectory. This doc names the shape of that trajectory honestly — what real SaaS growth looks like, when to expect plateaus, and how to plan for the next leg of growth before the current one stalls.
+
+Excerpted and adapted from *Founding Marketing* by Corey Haines.
+
+## The long, slow SaaS ramp of death
+
+Pitch decks show hockey sticks. Real growth shows a series of S-curves — each representing a distinct phase followed by a plateau that tests resolve and creativity.
+
+### Phase 1 — $0 → $10K ARR (the grueling phase)
+
+The hardest milestone. Every customer is a hard-won victory. Typical time: **6–12 months.** Most companies pivot the product multiple times during this phase.
+
+What it requires:
+- Runway long enough to keep experimenting until something clicks
+- A financial cushion or additional income sources (often the difference between success and shutdown)
+- Tolerance for ambiguity — the product positioning, the pricing, and the channel can all still be wrong at this stage
+
+### Phase 2 — $10K → $100K ARR (the treacherous middle)
+
+The middle ground that kills most promising startups. The average company reaches ~$40K ARR in year one. The danger: enough revenue to prove the concept, not enough to support a team.
+
+The threshold to watch for: **$8–10K MRR.** That's when founders can typically go full-time on the business without other income sources. Until then, careful cash management or side income carries the company through.
+
+Companies that flame out in Phase 2 usually run out of runway just as things start working.
+
+### Phase 3 — $100K → $1M ARR (the acceleration phase)
+
+Where things get interesting. Typical time: nearly 2 years total to reach $1M. But there's an acceleration pattern: **once across $100K, companies often double from $100K → $200K in one-third the time it took to reach the first $100K.**
+
+Why: critical mass kicks in. Word-of-mouth starts working. Early customers become your best salespeople. The product has proven itself, and growth becomes more about execution than experimentation.
+
+This is the phase where the marketing plan's 90-day roadmap (Section 9) starts compounding instead of just covering ground.
+
+## Two real growth patterns (and the exponential myth)
+
+The myth: successful SaaS companies grow exponentially, doubling revenue month over month like clockwork.
+
+The reality: two distinct patterns, often combining at scale to *look* exponential when zoomed out.
+
+### Pattern 1 — Linear growth
+
+Build a predictable revenue machine. Find a channel that works (content, partnerships, paid, outbound) and steadily scale it. Some companies reliably add **$10K MRR per month** through a well-oiled marketing engine.
+
+Less sexy than exponential. Far more sustainable. Crucially, **plannable**: when you know what you can count on adding each month, hiring decisions, product roadmap, and expansion planning all become tractable.
+
+### Pattern 2 — Step-function growth
+
+Periods of plateau followed by sudden jumps. Jumps aren't random — they're triggered by specific events:
+- Breaking into a new market segment (e.g., enterprise after starting SMB)
+- Launching a major product expansion (new feature line, new tier)
+- Cracking a new marketing channel that compounds
+
+Example: one founder saw revenue triple in two months after launching enterprise features — following six months of flat growth.
+
+Key insight for the plan: **each step requires deliberate action and investment.** Steps don't happen by waiting. While standing on the current step, you have to be actively building the next one.
+
+### How they combine
+
+Zoom out far enough and a series of linear phases + step functions can look exponential. That's where the myth comes from. Understanding it's actually a series of plannable shapes changes how you build the plan:
+
+- Don't chase the myth of doubling every month
+- Build sustainable linear systems (Sections 4–8 AARRR moves)
+- Plan deliberate step functions (Section 10 12-month milestones)
+
+## Layering growth curves — Channel × Product × Market
+
+The secret to sustained growth isn't one perfect channel. It's orchestrating multiple S-curves that work together. Three S-curves to track:
+
+### Channel S-curves
+
+Every marketing channel has its own lifecycle:
+- **SEO** — 6–12 months to mature; once it does, steady leads for years. Marathon runner.
+- **Paid ads** — quick wins; diminishing returns as you scale.
+- **Content marketing** — slow to start, compounds beautifully over time.
+- **Partnerships / co-marketing** — episodic; high yield when the right partner aligns.
+- **Outbound** — predictable when calibrated; CAC-heavy and plateaus at team capacity.
+- **PR** — spike-driven; sustains awareness rather than direct conversion.
+
+**The rule:** start the next channel before the current one plateaus. Riding one channel to its ceiling before investing in the next produces a multi-month growth plateau that takes more effort to break out of than it would have taken to start the next channel earlier.
+
+In the plan: Section 4 (Acquisition) names current channels, planned channels, and skipped channels. The 12-month roadmap (Section 10) sequences when the next channel investment begins.
+
+### Product S-curves
+
+Your core product naturally hits a growth ceiling as you saturate the initial market. Pushing harder on the same features doesn't break through. What does:
+
+- Adding features that target new use cases
+- Extending the product line to serve adjacent needs
+- Expanding into new market segments (e.g., team collaboration added to a single-user tool — opens a new market)
+
+In the plan: Sections 5 (Activation) and 8 (Revenue) name where the product needs to grow to unlock the next growth tier.
+
+### Market S-curves
+
+Every market segment has its own growth ceiling. Time the expansion into the next segment while the current segment is still showing strong growth. Common patterns:
+
+- SMB → mid-market → enterprise
+- Single vertical → adjacent verticals
+- Domestic → international
+
+Waiting until a segment is saturated makes the transition harder.
+
+In the plan: Section 2 (Strategic frame) names current segment + future segments. Section 10 (12-month outlook) sequences when expansion moves begin.
+
+### The orchestration
+
+The real magic: while SEO is maturing, you're using paid for quick wins. As those channels mature, you're developing product features that unlock enterprise. Meanwhile, the groundwork for international expansion is being laid for when domestic saturates.
+
+This is the operational thesis behind the AARRR mapping (Sections 4–8) and the 12-month outlook (Section 10): each section is a curve, and the plan sequences them so the next curve is ramping while the current one is still growing.
+
+## The 3-3-2-2-2 VC growth path
+
+For companies that have crossed $1M ARR and raised institutional capital, the VC benchmark is:
+
+| Year | Multiple | Cumulative ARR (from $1M) |
+|---|---|---|
+| Year 0 | — | $1M |
+| Year +1 | 3× | $3M |
+| Year +2 | 3× | $9M |
+| Year +3 | 2× | $18M |
+| Year +4 | 2× | $36M |
+| Year +5 | 2× | $72M |
+| Year +6 | 2× | $144M |
+| Year +7 | 2× | $288M |
+
+Most companies don't hit this. Useful regardless — anchoring the 12-month outlook against this benchmark forces the plan to either (a) match it and show how, or (b) explicitly defend choosing a slower trajectory.
+
+For non-VC-backed (bootstrapped, founder-funded, profit-focused) companies, this curve doesn't apply. Use linear or step-function targeting instead.
+
+## How this informs the plan
+
+| Section | What to include |
+|---|---|
+| **3 (Current state)** | Where the company is on each S-curve (channel maturity, product maturity, market saturation). Name the current phase ($0–10K / $10K–100K / $100K–1M / $1M+). |
+| **4 (Acquisition)** | Current channels + their position on the S-curve (early / mature / plateauing). Next channel investment with rationale. |
+| **5–8 (AARRR)** | Each section names the binding constraint at the current phase. For Phase 2 companies, Activation is usually the leverage point. For Phase 3, Retention + Referral compound the existing growth. |
+| **9 (90-day roadmap)** | Linear-pattern moves dominate (predictable additions). Step-function setups (the build-up to a launch, an enterprise tier, a new market segment) live here. |
+| **10 (12-month outlook)** | Sequence channel S-curves, product S-curves, market S-curves. If VC-backed Series A+, anchor against 3-3-2-2-2. If not, name the linear or step-function targets. |
+| **13 (Measurement)** | The north-star metric reflects the current phase (Phase 1 is usually pure new-signup; Phase 3 is usually expansion ARR or NRR). |
+
+## Operational guidance for the planner
+
+- **Don't promise exponential.** If the plan implies doubling every month, the founder will use it against you in 90 days. Linear + step-function is honest.
+- **Name the binding constraint.** Phase 1 binding constraint is finding any channel that works. Phase 2 is funding the team. Phase 3 is breaking the ceiling on whichever channel got you here.
+- **Plateaus aren't failures.** They're the moment between two S-curves. The plan should anticipate them and stage the next move.
+- **Don't conflate "growth" with "growth rate."** A company adding $20K MRR each month for 24 months has built a remarkable machine. The fact that the *percentage* growth rate declines as the base grows is arithmetic, not failure.

skills/marketing-plan/references/idea-cross-reference.md

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+# Idea Cross-Reference — 139 Marketing Ideas Mapped to AARRR
+
+The `marketing-ideas` skill catalogs 139 proven marketing tactics. This doc is the source-of-truth mapping: every idea assigned to a primary AARRR stage, with notes for when it's typically active and what category constraints apply.
+
+The plan's Section 12 ("Tactical idea bank") uses this mapping as the base, then layers client-specific filters: brand voice rules might skip some ideas; funding stage might shift Q-status; client category might rule out others.
+
+## How to read this doc
+
+- **139 unique ideas, 144 entries.** Five ideas cross-cut multiple AARRR stages and appear under each stage they serve (#79 Early-Access Referrals, #86 Lifetime Deals, #91 In-App Upsells, #114 Moneyball Marketing, #117 Product Competitions). Each duplicate row carries a cross-cut note.
+- **"Entries" counts rows; idea IDs are unique.** Section header counts reflect rows in this doc, not unique ideas from `marketing-ideas`.
+- **Numbers correspond exactly to the `marketing-ideas` skill ordering.** If `marketing-ideas` reorders or expands, update this doc.
+
+## AARRR assignment for all 139 ideas
+
+### Acquisition (116 entries)
+
+These ideas primarily serve top-of-funnel awareness, traffic, and lead generation.
+
+| # | Idea | Category | Typical stage available |
+|---|---|---|---|
+| 1 | Easy Keyword Ranking | Content & SEO | Now (any stage) |
+| 2 | SEO Audit | Content & SEO | Now |
+| 3 | Glossary Marketing | Content & SEO | Q2+ |
+| 4 | Programmatic SEO | Content & SEO | Q3+ (needs data + template system) |
+| 5 | Content Repurposing | Content & SEO | Now (immediate leverage) |
+| 6 | Proprietary Data Content | Content & SEO | Now (if data exists) |
+| 7 | Internal Linking | Content & SEO | Now |
+| 8 | Content Refreshing | Content & SEO | Q2+ (after content base exists) |
+| 9 | Knowledge Base SEO | Content & SEO | Q3+ (after help docs exist) |
+| 10 | Parasite SEO | Content & SEO | Now |
+| 11 | Competitor Comparison Pages | Competitor | Q2+ |
+| 12 | Marketing Jiu-Jitsu | Competitor | Now |
+| 13 | Competitive Ad Research | Competitor | Pre-paid |
+| 14 | Side Projects | Free Tools | Q3+ |
+| 15 | Engineering as Marketing | Free Tools | Q3+ |
+| 16 | Importers as Marketing | Free Tools | SaaS-specific |
+| 17 | Quiz Marketing | Free Tools | Q2+ |
+| 18 | Calculator Marketing | Free Tools | Q3+ |
+| 19 | Chrome Extensions | Free Tools | Browser-relevant only |
+| 20 | Microsites | Free Tools | Q3+ |
+| 21 | Scanners | Free Tools | Specific products only |
+| 22 | Public APIs | Free Tools | Developer/dev tool products |
+| 23 | Podcast Advertising | Paid Ads | Post-budget |
+| 24 | Pre-targeting Ads | Paid Ads | Post-budget |
+| 25 | Facebook Ads | Paid Ads | Post-budget |
+| 26 | Instagram Ads | Paid Ads | Post-budget |
+| 27 | Twitter Ads | Paid Ads | Post-budget |
+| 28 | LinkedIn Ads | Paid Ads | Post-budget (B2B-strong) |
+| 29 | Reddit Ads | Paid Ads | Post-budget |
+| 30 | Quora Ads | Paid Ads | Post-budget |
+| 31 | Google Ads | Paid Ads | Post-budget |
+| 32 | YouTube Ads | Paid Ads | Post-budget |
+| 33 | Cross-Platform Retargeting | Paid Ads | Post-paid-firing |
+| 34 | Click-to-Messenger Ads | Paid Ads | Niche use cases |
+| 35 | Community Marketing | Social & Community | Q3+ |
+| 36 | Quora Marketing | Social & Community | Now |
+| 37 | Reddit Keyword Research | Social & Community | Now |
+| 38 | Reddit Marketing | Social & Community | Q2+ |
+| 39 | LinkedIn Audience | Social & Community | Now (B2B + founders) |
+| 40 | Instagram Audience | Social & Community | Q2+ |
+| 41 | X Audience | Social & Community | Depends on founder bandwidth |
+| 42 | Short Form Video | Social & Community | Q3+ |
+| 43 | Engagement Pods | Social & Community | Generally off-brand |
+| 44 | Comment Marketing | Social & Community | Q2+ |
+| 49 | Monthly Newsletters | Email | Q2+ (Acquisition use: subscriber capture) |
+| 54 | Affiliate Discovery via Backlinks | Partnerships | Q2+ |
+| 55 | Influencer Whitelisting | Partnerships | Post-paid-budget |
+| 56 | Reseller Programs | Partnerships | Q4+ |
+| 57 | Expert Networks | Partnerships | Q3+ |
+| 58 | Newsletter Swaps | Partnerships | Q2+ |
+| 59 | Article Quotes (HARO) | Partnerships | Now |
+| 60 | Pixel Sharing | Partnerships | Post-paid |
+| 61 | Shared Slack Channels | Partnerships | Q3+ |
+| 63 | Integration Marketing | Partnerships | Q3+ |
+| 64 | Community Sponsorship | Partnerships | Q2+ |
+| 65 | Live Webinars | Events | Q2+ |
+| 66 | Virtual Summits | Events | Q3+ |
+| 67 | Roadshows | Events | Q4+ |
+| 68 | Local Meetups | Events | Q3+ |
+| 69 | Meetup Sponsorship | Events | Q3+ |
+| 70 | Conference Speaking | Events | Now (if founder is speakable) |
+| 71 | Conferences (own-hosted) | Events | Q4+ |
+| 72 | Conference Sponsorship | Events | Q3+ |
+| 73 | Media Acquisitions | PR & Media | Series A+ |
+| 74 | Press Coverage | PR & Media | Now (if newsworthy) |
+| 75 | Fundraising PR | PR & Media | When fund closes |
+| 76 | Documentaries | PR & Media | Q4+ |
+| 77 | Black Friday Promotions | Launches | Q4 (seasonal) |
+| 78 | Product Hunt Launch | Launches | At GA or major feature |
+| 79 | Early-Access Referrals | Launches | Pre-launch or GA |
+| 80 | New Year Promotions | Launches | Q1 (seasonal) |
+| 81 | Early Access Pricing | Launches | GA |
+| 82 | Product Hunt Alternatives | Launches | Same as PH |
+| 83 | Twitter Giveaways | Launches | Generally off-brand |
+| 84 | Giveaways | Launches | Q3+ |
+| 85 | Vacation Giveaways | Launches | Q4+ (seasonal) |
+| 86 | Lifetime Deals | Launches | Generally off-brand (damages LTV math) |
+| 87 | Powered By Marketing | Product-Led | Q4+ |
+| 88 | Free Migrations | Product-Led | SaaS-specific |
+| 89 | Contract Buyouts | Product-Led | B2B SaaS only |
+| 97 | Playlists as Marketing | Content Formats | Q3+ |
+| 98 | Template Marketing | Content Formats | Q3+ |
+| 99 | Graphic Novel Marketing | Content Formats | Generally off-brand |
+| 100 | Promo Videos | Content Formats | Q3+ |
+| 101 | Industry Interviews | Content Formats | Q2+ |
+| 102 | Social Screenshots | Content Formats | Q2+ |
+| 103 | Online Courses | Content Formats | Q3+ |
+| 104 | Book Marketing | Content Formats | Q4+ |
+| 105 | Annual Reports | Content Formats | Q4+ |
+| 106 | End of Year Wraps | Content Formats | Q4 (seasonal) |
+| 107 | Podcasts (own-hosted) | Content Formats | Q3+ |
+| 108 | Changelogs | Content Formats | Q2+ |
+| 109 | Public Demos | Content Formats | Now |
+| 110 | Awards as Marketing | Unconventional | Q4+ |
+| 111 | Challenges as Marketing | Unconventional | Q3+ |
+| 112 | Reality TV Marketing | Unconventional | Generally off-brand |
+| 113 | Controversy as Marketing | Unconventional | Brand-dependent |
+| 114 | Moneyball Marketing | Unconventional | Ongoing methodology |
+| 115 | Curation as Marketing | Unconventional | Q2+ |
+| 116 | Grants as Marketing | Unconventional | Q4+ |
+| 117 | Product Competitions | Unconventional | Developer-specific |
+| 118 | Cameo Marketing | Unconventional | Generally off-brand |
+| 119 | OOH Advertising | Unconventional | Series A+ |
+| 120 | Marketing Stunts | Unconventional | Brand-dependent |
+| 121 | Guerrilla Marketing | Unconventional | Brand-dependent |
+| 122 | Humor Marketing | Unconventional | Brand-dependent |
+| 123 | Open Source as Marketing | Platforms | Developer products |
+| 125 | App Marketplaces | Platforms | Platform-specific |
+| 126 | YouTube Reviews | Platforms | Q3+ |
+| 127 | YouTube Channel | Platforms | Q3+ |
+| 128 | Source Platforms | Platforms | B2B SaaS only |
+| 129 | Review Sites | Platforms | Now |
+| 130 | Live Audio | Platforms | Q3+ |
+| 131 | International Expansion | International | Q4+ |
+| 133 | Investor Marketing | Developer/etc | Now (when raising) |
+| 138 | Podcast Tours | Audience-Specific | Q2+ |
+
+### Activation (8 entries)
+
+| # | Idea | Category | Typical stage available |
+|---|---|---|---|
+| 47 | Founder Welcome Email | Email | Q2+ (Activation use) |
+| 48 | Dynamic Email Capture | Email | Q2+ |
+| 51 | Onboarding Emails | Email | When UI is stable |
+| 90 | One-Click Registration | Product-Led | Now |
+| 91 | In-App Upsells | Product-Led | Q2+ (cross-cuts Revenue) |
+| 95 | Concierge Setup | Product-Led | Q3+ (high-value users) |
+| 96 | Onboarding Optimization | Product-Led | Now |
+| 124 | App Store Optimization | Platforms | Now (App Store products) |
+
+### Retention (8 entries)
+
+| # | Idea | Category | Typical stage available |
+|---|---|---|---|
+| 45 | Mistake Email Marketing | Email | Opportunistic |
+| 46 | Reactivation Emails | Email | Now |
+| 50 | Inbox Placement | Email | Now (technical setup) |
+| 52 | Win-back Emails | Email | Q1+ |
+| 53 | Trial Reactivation | Email | Q2+ (when paywall is firing) |
+| 94 | Offboarding Flows | Product-Led | Q2+ |
+| 135 | Support as Marketing | Developer/etc | Q2+ |
+| 134 | Certifications | Developer/etc | Q3+ (cross-cuts Referral) |
+
+### Referral (5 entries)
+
+| # | Idea | Category | Typical stage available |
+|---|---|---|---|
+| 62 | Affiliate Program | Partnerships | Now (when inbound exists) |
+| 79 | Early-Access Referrals | Launches | Pre-launch / GA |
+| 92 | Newsletter Referrals | Product-Led | Q3+ (if newsletter exists) |
+| 93 | Viral Loops | Product-Led | Q3+ |
+| 137 | Two-Sided Referrals | Audience-Specific | Q2+ |
+
+### Revenue (2 entries — most monetization is strategy not tactic)
+
+| # | Idea | Category | Typical stage available |
+|---|---|---|---|
+| 91 | In-App Upsells | Product-Led | Q2+ (cross-cuts Activation) |
+| 132 | Price Localization | International | Q4+ |
+
+> **Skipped from Revenue:** #86 Lifetime Deals appears under Launches (Acquisition section) only. It's generally off-brand for subscription products because it damages LTV math; recommend in Section 12's Skip list with rationale, not in stage totals.
+
+### Cross-cutting / brand foundation (2 entries)
+
+| # | Idea | Category | Typical stage available |
+|---|---|---|---|
+| 114 | Moneyball Marketing | Unconventional | Ongoing methodology |
+| 139 | Customer Language | Audience-Specific | Now (foundational) |
+
+### Developer-specific / dev tool products (2 entries)
+
+| # | Idea | Category | Use when |
+|---|---|---|---|
+| 117 | Product Competitions | Unconventional | Developer tool products |
+| 136 | Developer Relations | Developer/etc | Developer tool products |
+
+## How to apply this to a specific client
+
+For Section 12 of the plan:
+
+### Step 1 — Filter for category fit
+
+For each idea, ask:
+- Does this idea apply to the client's category? (e.g., #16 Importers only for SaaS; #19 Chrome Extensions only for browser-relevant; #136 DevRel only for dev tools)
+- Skip ideas that don't apply, with a note
+
+### Step 2 — Filter for brand voice
+
+For each idea, ask:
+- Does this idea conflict with the client's brand voice?
+- Common conflicts:
+  - **Lifetime Deals (#86)** — conflicts with premium positioning
+  - **Twitter Giveaways (#83)** — often off-brand for serious / clinical / luxury voices
+  - **Humor Marketing (#122)** — off-brand for serious / clinical voices
+  - **Cameo Marketing (#118)** — off-brand for most voices
+  - **Reality TV Marketing (#112)** — off-brand for most voices
+
+If conflict, place in Skip list with explicit rationale.
+
+### Step 3 — Set timing status
+
+For ideas that pass filters, set status:
+- **Now (Q1)** — already in 90-day plan OR can run alongside without new capacity
+- **Q2** — post-bedrock-fix, post-foundation; second-quarter layer-in
+- **Q3+** — post-seed-close, post-GA; expansion moves
+- **Q4+** — long-game / large-investment
+
+Use the "Typical stage available" column as the default. Shift earlier if client has unusual capability (e.g., a celebrity founder shifts Conference Speaking #70 from "Now" to "Now and high-leverage").
+
+### Step 4 — Write the client-specific note
+
+Every "Now / Q2 / Q3+" idea gets a one-line client-specific note. Examples:
+- For idea #11 Competitor Comparison Pages: "Quietude vs. Calm / Headspace / Brain.fm / Endel / Wavepaths — high-intent SERPs"
+- For idea #133 Investor Marketing: "Alex's seed raise — leverage angel backchannel for PR + intros"
+- For idea #15 Engineering as Marketing: "HRV interpretation guide; nervous system self-assessment; sound bath finder directory"
+
+### Step 5 — Sum the bank
+
+After all five AARRR tables + skip list:
+
+```markdown
+### Idea-bank summary
+
+- {Acquisition count} ideas applicable to Acquisition (the dominant stage at {client}'s current stage)
+- {Activation count} to Activation, {Retention count} to Retention
+- {Referral count} to Referral
+- {Revenue count} to Revenue
+- {cross-cutting count} cross-cutting
+- {skipped count} ideas skipped for brand / business-model fit
+
+**What this proves:** the plan is roughly X% of the available tactical surface area, not 100%. {appropriate or not for the stage} — as capacity unlocks across Q2 → Q3 → Series A, the cross-reference becomes the inventory to scale activity without losing strategic coherence.
+```
+
+## How to maintain this doc
+
+If `marketing-ideas` adds new ideas (it's a living skill — the 139 may become 145 or 160 over time):
+1. Read `skills/marketing-ideas/references/ideas-by-category.md` in the `marketingskills` repo
+2. Assign each new idea to a primary AARRR stage using the rules above
+3. Add to this doc's tables
+4. Update SKILL.md's idea-count reference
+
+## Sources
+
+- `skills/marketing-ideas/SKILL.md` (in the `marketingskills` repo)
+- `skills/marketing-ideas/references/ideas-by-category.md` (in the `marketingskills` repo)