@caoscompanybr/merlin 3.5.0

package/.merlin-core/skills/domain/digital-marketing/references/launch-strategy.md

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+# Launch Strategy Reference
+
+> Reference for the digital-marketing skill. Product launches, feature announcements, and go-to-market execution.
+> Source: coreyhaines31/marketingskills (MIT) — adapted for Merlin ecosystem.
+
+## Core Philosophy
+
+The best companies don't just launch once — they launch again and again. Every new feature, improvement, and update is an opportunity to capture attention. A strong launch isn't a single moment; it's phased momentum that compounds over time.
+
+## The ORB Framework
+
+Structure launch marketing across three channel types. Everything should ultimately lead back to owned channels.
+
+### Owned Channels
+
+You own the channel (though not the audience). Direct access without algorithms.
+
+**Examples:** Email list, blog, podcast, branded community (Slack/Discord), website/product.
+
+**Why they matter:** Get more effective over time. No algorithm changes. Direct relationship. Compound value.
+
+**Start with 1-2 based on audience:**
+
+- Industry lacks quality content → start a blog
+- People want direct updates → focus on email
+- Engagement matters → build a community
+
+**Example — Superhuman:** Built demand through invite-only waitlist and one-on-one onboarding. Every new user got a 30-minute live demo. Created exclusivity, FOMO, and word-of-mouth — all through owned relationships.
+
+### Rented Channels
+
+Platforms providing visibility that you don't control. Algorithms shift, rules change.
+
+**Examples:** Social media (Twitter/X, LinkedIn, Instagram), app stores, YouTube, Reddit.
+
+**How to use:** Pick 1-2 where your audience is active. Use to drive traffic to owned channels. Don't rely on them as your only strategy.
+
+**Example — Notion:** Hacked virality through Twitter, YouTube, and Reddit. Encouraged community template sharing. Funneled all visibility into owned assets — every viral post led to signups, then targeted email onboarding.
+
+**Platform-specific:**
+
+- Twitter/X: Threads → link to newsletter
+- LinkedIn: High-value posts → gated content / email signup
+- Marketplaces: Optimize listing → drive to site
+
+### Borrowed Channels
+
+Tap into someone else's audience to shortcut getting noticed.
+
+**Examples:** Guest content, podcast interviews, collaborations, webinars, speaking, influencer partnerships.
+
+**Example — TRMNL:** Sent a free e-ink display to YouTuber Snazzy Labs. He created an in-depth review: 500K+ views, $500K+ in sales. They also set up an affiliate program for ongoing promotion.
+
+**Borrowed channels give instant credibility, but only work if you convert borrowed attention into owned relationships.**
+
+---
+
+## Five-Phase Launch Process
+
+### Phase 1: Internal Launch
+
+Gather feedback and iron out issues before going public.
+
+- Recruit early users one-on-one to test for free
+- Collect feedback on usability gaps and missing features
+- Prototype doesn't need to be production-ready
+
+**Goal:** Validate core functionality with friendly users.
+
+### Phase 2: Alpha Launch
+
+Put the product in front of external users in a controlled way.
+
+- Landing page with early access signup
+- Announce the product exists
+- Invite users individually
+- MVP should be working in production
+
+**Goal:** First external validation and initial waitlist.
+
+### Phase 3: Beta Launch
+
+Scale early access while generating buzz.
+
+- Work through early access list (some free, some paid)
+- Start marketing with teasers about problems you solve
+- Recruit friends, investors, influencers to test and share
+- Add: coming soon page, "Beta" sticker in UI, email invites
+
+**Goal:** Build buzz and refine with broader feedback.
+
+### Phase 4: Early Access Launch
+
+Shift from testing to controlled expansion.
+
+- Leak details: screenshots, feature GIFs, demos
+- Gather quantitative usage data + qualitative feedback
+- Run product/market fit survey to refine messaging
+- Throttle invites (5-10% batches) or invite all under "early access"
+
+**Goal:** Validate at scale and prepare for full launch.
+
+### Phase 5: Full Launch
+
+Open the floodgates.
+
+- Open self-serve signups, start charging
+- Announce GA across all channels
+- Launch touchpoints: emails, in-app popups, website banner, blog post, social, Product Hunt/BetaList/HN
+- "New" sticker in navigation
+
+**Goal:** Maximum visibility and conversion.
+
+---
+
+## Product Hunt Strategy
+
+### Pros & Cons
+
+| Pros                                  | Cons                       |
+| ------------------------------------- | -------------------------- |
+| Exposure to tech-savvy early adopters | Very competitive to rank   |
+| Credibility bump (especially if PotD) | Short-lived traffic spikes |
+| PR coverage and backlinks             | Requires significant prep  |
+
+### How to Launch Successfully
+
+**Before launch day:**
+
+1. Build relationships with supporters and communities
+2. Optimize listing: compelling tagline, polished visuals, short demo video
+3. Study successful launches
+4. Engage in communities — provide value before pitching
+5. Prepare team for all-day engagement
+
+**On launch day:**
+
+1. Treat as all-day event
+2. Respond to every comment in real-time
+3. Spark discussions, answer questions
+4. Encourage existing audience to engage
+5. Direct traffic to your site for signups
+
+**After launch day:**
+
+1. Follow up with everyone who engaged
+2. Convert PH traffic to owned (email signups)
+3. Continue momentum with post-launch content
+
+**Case studies:**
+
+- **SavvyCal:** Optimized LP + onboarding before launch. Built influencer relationships. Responded to every comment. Result: #2 Product of the Month.
+- **Reform:** Studied successful launches. Crafted clear tagline + polished visuals. Engaged communities first. Result: #1 Product of the Day.
+
+---
+
+## Post-Launch Playbook
+
+### Immediate Actions
+
+- **Onboarding emails:** Automated sequence introducing key features and use cases
+- **Reinforce:** Include announcement in weekly/monthly roundup email
+- **Differentiate:** Publish comparison pages highlighting your advantages
+- **Update site:** Add dedicated sections about the new product/feature
+- **Interactive demo:** Create no-code demo (Navattic, Storylane) for pre-signup exploration
+
+### Update Prioritization Matrix
+
+| Update Level                                | Marketing Level       | Channels                                   |
+| ------------------------------------------- | --------------------- | ------------------------------------------ |
+| **Major** (new features, product overhauls) | Full campaign         | Blog + email + in-app + social             |
+| **Medium** (integrations, UI enhancements)  | Targeted announcement | Email to relevant segments + in-app banner |
+| **Minor** (bug fixes, small tweaks)         | Changelog only        | Release notes — signal active development  |
+
+**Rules:** Space out releases for sustained momentum. Reuse high-performing tactics. Even changelog updates build retention — customers feel confident you'll be around.
+
+---
+
+## Launch Checklists
+
+### Pre-Launch
+
+- [ ] Landing page with clear value proposition
+- [ ] Email capture / waitlist signup
+- [ ] Early access list built
+- [ ] Owned channels established (email, blog, community)
+- [ ] Rented channel presence (social profiles optimized)
+- [ ] Borrowed channel opportunities identified (podcasts, influencers)
+- [ ] Product Hunt listing prepared (if using)
+- [ ] Launch assets created (screenshots, demo video, GIFs)
+- [ ] Onboarding flow ready
+- [ ] Analytics/tracking in place
+
+### Launch Day
+
+- [ ] Announcement email to list
+- [ ] Blog post published
+- [ ] Social posts scheduled and posted
+- [ ] Product Hunt listing live (if using)
+- [ ] In-app announcement for existing users
+- [ ] Website banner active
+- [ ] Team ready to engage and respond
+- [ ] Monitor for issues and feedback
+
+### Post-Launch
+
+- [ ] Onboarding email sequence active
+- [ ] Follow-up with engaged prospects
+- [ ] Roundup email includes announcement
+- [ ] Comparison pages published
+- [ ] Interactive demo created
+- [ ] Gather and act on feedback
+- [ ] Plan next launch moment

package/.merlin-core/skills/domain/digital-marketing/references/pricing-strategy.md

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+# Pricing Strategy Reference
+
+> Reference for the digital-marketing skill. Pricing decisions, packaging, and monetization.
+> Source: coreyhaines31/marketingskills (MIT) — adapted for Merlin ecosystem.
+
+## The Three Pricing Axes
+
+**1. Packaging** — What's included at each tier? (features, limits, support)
+**2. Pricing Metric** — What do you charge for? (per user, per usage, flat fee)
+**3. Price Point** — How much do you charge? (the actual dollar amounts)
+
+## Value-Based Pricing
+
+Price based on value delivered, not cost to serve:
+
+```
+Customer's perceived value     ← ceiling
+        ↕ YOUR PRICE HERE
+Next best alternative          ← floor (differentiation value)
+        ↕
+Your cost to serve             ← baseline only, not the basis
+```
+
+**Key insight:** Price between the next best alternative and perceived value. The gap between your price and perceived value is the "consumer surplus" — the value customers feel they're getting for free.
+
+## Value Metrics
+
+The value metric is what you charge for — it should scale with value received.
+
+| Metric             | Best For               | Example         |
+| ------------------ | ---------------------- | --------------- |
+| Per user/seat      | Collaboration tools    | Slack, Notion   |
+| Per usage          | Variable consumption   | AWS, Twilio     |
+| Per feature        | Modular products       | HubSpot add-ons |
+| Per contact/record | CRM, email tools       | Mailchimp       |
+| Per transaction    | Payments, marketplaces | Stripe          |
+| Flat fee           | Simple products        | Basecamp        |
+
+**Selection test:** "As a customer uses more of [metric], do they get more value?" If yes → good value metric. If no → price doesn't align with value.
+
+**Good value metrics are:** Easy to understand, scale with growth, hard to game, predictable for buyers.
+
+## Tier Structure
+
+### Good-Better-Best Framework
+
+| Tier                     | Purpose                                    | Pricing Rule                         |
+| ------------------------ | ------------------------------------------ | ------------------------------------ |
+| **Good** (Entry)         | Core features, limited usage, low friction | Low price, maximize conversion       |
+| **Better** (Recommended) | Full features, reasonable limits           | Anchor price — best value perception |
+| **Best** (Premium)       | Everything + advanced features             | 2-3x Better price, aspirational      |
+
+### Tier Differentiation Methods
+
+- **Feature gating** — Basic vs advanced features per tier
+- **Usage limits** — Same features, different volume caps
+- **Support level** — Email → Priority → Dedicated
+- **Access controls** — API, SSO, custom branding, admin features
+
+### Freemium vs Free Trial
+
+|                | Freemium                                   | Free Trial                                 |
+| -------------- | ------------------------------------------ | ------------------------------------------ |
+| **Best for**   | Network effects, viral products, large TAM | Complex products, high ACV, sales-assisted |
+| **Conversion** | 2-5% to paid (lower but larger funnel)     | 10-25% to paid (higher but smaller funnel) |
+| **Risk**       | Free users never convert, support costs    | Trial expires before user sees value       |
+| **Examples**   | Slack, Notion, Spotify                     | Salesforce, HubSpot, Monday                |
+
+**Decision:** If your product's value is obvious in minutes → freemium. If it takes setup/training → free trial with onboarding.
+
+## Pricing Research
+
+### Van Westendorp Method
+
+Ask 4 questions to identify the acceptable price range:
+
+1. "At what price would this be **too expensive** — you wouldn't consider it?"
+2. "At what price would this be **too cheap** — you'd question its quality?"
+3. "At what price would this be **getting expensive** — but you might still consider it?"
+4. "At what price would this be a **great deal** — a real bargain?"
+
+**Analysis:** Plot cumulative distributions. The intersections reveal:
+
+- **Point of Marginal Cheapness** (too cheap × bargain) — floor
+- **Point of Marginal Expensiveness** (too expensive × getting expensive) — ceiling
+- **Optimal Price Point** (too cheap × too expensive) — sweet spot
+- **Indifference Price Point** (bargain × getting expensive) — expected price
+
+### MaxDiff Analysis
+
+Identifies which features customers value most for tier packaging:
+
+- Show sets of 4-5 features
+- Ask: "Most important? Least important?"
+- Results rank features by relative importance
+- Use to decide what goes in which tier
+
+## When to Raise Prices
+
+### Signals It's Time
+
+**Market:** Competitors raised prices. Prospects don't flinch. "It's so cheap!" feedback.
+**Business:** Conversion >40%. Monthly churn <3%. Strong unit economics.
+**Product:** Significant value added since last pricing. Product more mature.
+
+### Price Increase Strategies
+
+| Strategy             | How                              | When                                   |
+| -------------------- | -------------------------------- | -------------------------------------- |
+| **Grandfather**      | New price for new customers only | Loyal base, low churn tolerance        |
+| **Delayed increase** | Announce 3-6 months ahead        | Large customer base, contractual       |
+| **Tied to value**    | Raise price but add features     | Product improving, narrative available |
+| **Plan restructure** | Change plans entirely            | Repositioning, moving upmarket         |
+
+## Pricing Page Best Practices
+
+### Above the Fold
+
+- Clear tier comparison table
+- Recommended tier visually highlighted
+- Monthly/annual toggle (annual = 17-20% discount)
+- Primary CTA for each tier
+
+### Essential Elements
+
+- Feature comparison table (checkmarks, not paragraphs)
+- Who each tier is for (persona label)
+- FAQ section addressing common objections
+- Annual discount callout
+- Money-back guarantee
+- Customer logos / trust signals
+
+### Pricing Psychology
+
+| Tactic             | How                                     | When                          |
+| ------------------ | --------------------------------------- | ----------------------------- |
+| **Anchoring**      | Show highest-priced option first        | Always — sets reference point |
+| **Decoy effect**   | Make middle tier the obvious best value | 3-tier structure              |
+| **Charm pricing**  | $49 instead of $50                      | Value-focused positioning     |
+| **Round pricing**  | $50 instead of $49                      | Premium positioning           |
+| **Annual savings** | "Save 20%" on annual                    | Reduce churn, increase LTV    |
+
+## Pricing Checklist
+
+### Before Setting Prices
+
+- [ ] Defined target customer personas
+- [ ] Researched competitor pricing (3-5 competitors)
+- [ ] Identified your value metric
+- [ ] Tested willingness to pay (Van Westendorp or interviews)
+- [ ] Defined tier structure and differentiation
+- [ ] Calculated unit economics (CAC, LTV, margins)
+
+### After Launch
+
+- [ ] Monitor conversion rate by tier
+- [ ] Track upgrade/downgrade patterns
+- [ ] Collect pricing feedback from sales/support
+- [ ] Review quarterly — adjust based on data
+- [ ] A/B test pricing page elements

package/.merlin-core/skills/domain/digital-marketing/references/programmatic-seo.md

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+# Programmatic SEO Reference
+
+> Reference for the digital-marketing skill. Building SEO-optimized pages at scale using templates and data.
+> Source: coreyhaines31/marketingskills (MIT) — adapted for Merlin ecosystem.
+
+## Core Principles
+
+### 1. Unique Value Per Page
+
+Every page must provide value specific to that page — not just swapped variables in a template. Maximize unique content. The more differentiated each page, the stronger it ranks.
+
+### 2. Data Defensibility Hierarchy
+
+| Rank | Data Source                       | Strength                        |
+| ---- | --------------------------------- | ------------------------------- |
+| 1    | Proprietary (you created it)      | Strongest — can't be replicated |
+| 2    | Product-derived (from your users) | Strong — unique to your product |
+| 3    | User-generated (your community)   | Good — builds moat over time    |
+| 4    | Licensed (exclusive access)       | Moderate — can expire           |
+| 5    | Public (anyone can use)           | Weakest — no defensibility      |
+
+### 3. URL Structure
+
+**Use subfolders, not subdomains** — subfolders consolidate domain authority:
+
+- Good: `yoursite.com/templates/resume/`
+- Bad: `templates.yoursite.com/resume/`
+
+### 4. Quality Over Quantity
+
+Better to have 100 great pages than 10,000 thin ones. Every page must match genuine search intent.
+
+### 5. Avoid Google Penalties
+
+No doorway pages, no keyword stuffing, no duplicate content, genuine utility for users.
+
+---
+
+## The 12 Playbooks
+
+| #   | Playbook         | Pattern                       | Example                                               |
+| --- | ---------------- | ----------------------------- | ----------------------------------------------------- |
+| 1   | **Templates**    | "[Type] template"             | "resume template," "invoice template"                 |
+| 2   | **Curation**     | "best [category]"             | "best website builders," "best CRM tools"             |
+| 3   | **Conversions**  | "[X] to [Y]"                  | "$10 USD to GBP," "PNG to SVG"                        |
+| 4   | **Comparisons**  | "[X] vs [Y]"                  | "Webflow vs WordPress," "Notion vs Confluence"        |
+| 5   | **Examples**     | "[type] examples"             | "landing page examples," "email examples"             |
+| 6   | **Locations**    | "[service] in [location]"     | "dentists in Austin," "coworking in São Paulo"        |
+| 7   | **Personas**     | "[product] for [audience]"    | "CRM for real estate," "accounting for freelancers"   |
+| 8   | **Integrations** | "[A] + [B] integration"       | "Slack Asana integration," "Stripe Zapier"            |
+| 9   | **Glossary**     | "what is [term]"              | "what is pSEO," "what is CLV"                         |
+| 10  | **Translations** | Content in multiple languages | Localized content with hreflang                       |
+| 11  | **Directory**    | "[category] tools"            | "AI copywriting tools," "project management software" |
+| 12  | **Profiles**     | "[entity name]"               | "Stripe CEO," "[Company] revenue"                     |
+
+### Choosing Your Playbook
+
+| If You Have...            | Consider...         |
+| ------------------------- | ------------------- |
+| Proprietary data          | Directory, Profiles |
+| Product with integrations | Integrations        |
+| Design/creative product   | Templates, Examples |
+| Multi-segment audience    | Personas            |
+| Local presence            | Locations           |
+| Tool or utility product   | Conversions         |
+| Content/expertise         | Glossary, Curation  |
+| Competitor landscape      | Comparisons         |
+
+You can layer multiple playbooks: "Best coworking spaces in San Diego" (Curation + Locations).
+
+---
+
+## Playbook Details
+
+### Templates
+
+Pattern: "[Type] template" — high intent, shareable. Each template must be usable standalone. Provide multiple variations. Show how your product enhances the template. URL: `/templates/[type]/`
+
+### Curation
+
+Pattern: "Best [category]" — genuine evaluation criteria, not affiliate-driven listicles. Regular updates (freshness signal). Include your product honestly (only if it fits). URL: `/best/[category]/`
+
+### Conversions
+
+Pattern: "[X] to [Y]" — real-time data, instant results. Add related conversions (USD→EUR also shows USD→GBP). Mobile-friendly UX is critical. URL: `/convert/[x]-to-[y]/`
+
+### Comparisons
+
+Pattern: "[X] vs [Y]" — honest analysis, feature comparison data, recommendations by use case. Don't just shill your product. URL: `/compare/[x]-vs-[y]/`
+
+### Examples
+
+Pattern: "[Type] examples" — real screenshots/examples with analysis of why they work. Gallery format with filtering. URL: `/examples/[type]/`
+
+### Locations
+
+Pattern: "[Service] in [location]" — MUST have actual local data (not city-name swapped boilerplate). Location-specific pricing, regulations, availability. Map integration when relevant. URL: `/[service]/[location]/`
+
+### Personas
+
+Pattern: "[Product] for [audience]" — persona-specific testimonials, use cases, and feature highlighting. Different from Avatar Study (which builds copy profiles) — this creates SEO landing pages. URL: `/for/[audience]/`
+
+### Integrations
+
+Pattern: "[Your product] + [other product]" — setup instructions, use cases for the combination, mutual benefits. URL: `/integrations/[product]/`
+
+### Glossary
+
+Pattern: "What is [term]" — more depth than a dictionary. Related terms linked. Strong internal linking opportunity. URL: `/glossary/[term]/`
+
+### Translations
+
+Localized content strategy — not machine translation, but culturally adapted content. Implement hreflang tags. Have native speakers review. URL: `/[lang]/[content]/`
+
+### Directory
+
+Pattern: "[Category] tools/software" — comprehensive coverage, filtering/sorting, detailed listings with ratings and reviews. URL: `/directory/[category]/`
+
+### Profiles
+
+Pattern: "[Entity name]" — sourced information, unique insights. Not a Wikipedia rehash — add your own analysis or data. URL: `/profiles/[entity]/`
+
+---
+
+## Implementation Framework
+
+### Step 1: Keyword Pattern Research
+
+1. Identify the repeating structure and variables
+2. Count unique combinations possible
+3. Validate demand: aggregate search volume, volume distribution (head vs long tail), trend direction
+4. Assess competition: who ranks now, what do their pages look like
+
+### Step 2: Data Requirements
+
+1. What data populates each page?
+2. Source: first-party, scraped, licensed, public?
+3. How is it updated? Manual, API, automated?
+4. Data quality: is it accurate, complete, fresh?
+
+### Step 3: Template Design
+
+**Page structure:**
+
+- Header with target keyword
+- Unique intro (not just variables swapped)
+- Data-driven sections
+- Related pages / internal links
+- CTAs appropriate to search intent
+
+**Ensuring uniqueness:**
+
+- Each page needs content specific to that variation
+- Conditional content based on data attributes
+- Original insights/analysis per page
+- User-generated content (reviews, comments)
+
+### Step 4: Internal Linking Architecture
+
+**Hub-and-spoke model:**
+
+- Hub: main category page (e.g., `/templates/`)
+- Spokes: individual programmatic pages (e.g., `/templates/resume/`)
+- Cross-links between related spokes
+
+**Avoid orphan pages:**
+
+- Every page reachable from main site navigation
+- XML sitemap for all programmatic pages
+- Breadcrumbs with structured data (Schema.org)
+
+### Step 5: Indexation Strategy
+
+- Prioritize high-volume patterns for indexation
+- Noindex very thin variations (low volume, low uniqueness)
+- Manage crawl budget: don't let Googlebot waste time on low-value pages
+- Separate sitemaps by page type for monitoring
+
+---
+
+## Quality Checks
+
+### Pre-Launch Checklist
+
+**Content quality:**
+
+- [ ] Each page provides unique value beyond template variables
+- [ ] Answers the specific search intent for that keyword
+- [ ] Readable and useful to a human visitor
+
+**Technical SEO:**
+
+- [ ] Unique titles and meta descriptions per page
+- [ ] Proper heading structure (H1 → H2 → H3)
+- [ ] Schema markup implemented (FAQ, Product, LocalBusiness as applicable)
+- [ ] Page speed acceptable (<3s LCP)
+
+**Internal linking:**
+
+- [ ] Connected to site architecture (not orphaned)
+- [ ] Related pages linked bidirectionally
+- [ ] Breadcrumbs present
+
+**Indexation:**
+
+- [ ] In XML sitemap
+- [ ] Crawlable (not blocked by robots.txt)
+- [ ] No conflicting noindex/canonical signals
+
+### Post-Launch Monitoring
+
+Track weekly:
+
+- **Indexation rate** — what % of pages are indexed?
+- **Rankings** — which pages are ranking, for which queries?
+- **Traffic** — organic sessions per page type
+- **Engagement** — bounce rate, time on page, pages per session
+- **Conversion** — goal completions from programmatic pages
+
+Watch for:
+
+- Thin content warnings in Google Search Console
+- Sudden ranking drops (possible algorithmic action)
+- Manual actions (Google penalty)
+- Crawl errors (404s, 5xx, redirect loops)
+
+---
+
+## Common Mistakes
+
+1. **Thin content** — Just swapping city names or product names in identical content. Each page needs genuine unique value.
+2. **Keyword cannibalization** — Multiple pages targeting the same keyword. Map one primary keyword per page.
+3. **Over-generation** — Building 10,000 pages when 500 quality pages would perform better. Start small, prove the model, then scale.
+4. **Poor data quality** — Inaccurate, outdated, or incomplete data destroys trust and rankings.
+5. **Ignoring UX** — Templated pages that look and feel robotic. Add design variety, imagery, and editorial polish.
+6. **No internal linking** — Orphan pages that Googlebot can't discover. Build hub-spoke architecture.
+7. **Ignoring crawl budget** — Letting Google waste crawl budget on low-value variations. Use noindex strategically.