@cowliss/cli 0.10.0 → 0.11.0

package/blueprints/mobile-game/scenarios/lapsed-player.returned.json

@@ -0,0 +1,26 @@
+{
+  "user": {
+    "id": "usr_1",
+    "traits": {
+      "email": "ada@example.com",
+      "firstName": "Ada"
+    }
+  },
+  "events": [
+    {
+      "at": "2d",
+      "event": "session.started"
+    }
+  ],
+  "expect": [
+    {
+      "activity": "sendEmail",
+      "input": {
+        "template": "lapsed-reminder",
+        "props": {
+          "firstName": "Ada"
+        }
+      }
+    }
+  ]
+}

package/blueprints/mobile-game/scenarios/lapsed-player.still-gone.json

@@ -0,0 +1,30 @@
+{
+  "user": {
+    "id": "usr_1",
+    "traits": {
+      "email": "ada@example.com",
+      "firstName": "Ada"
+    }
+  },
+  "events": [],
+  "expect": [
+    {
+      "activity": "sendEmail",
+      "input": {
+        "template": "lapsed-reminder",
+        "props": {
+          "firstName": "Ada"
+        }
+      }
+    },
+    {
+      "activity": "sendEmail",
+      "input": {
+        "template": "lapsed-offer",
+        "props": {
+          "firstName": "Ada"
+        }
+      }
+    }
+  ]
+}

package/blueprints/mobile-game/scenarios/onboarding.finished.json

@@ -0,0 +1,16 @@
+{
+  "user": {
+    "id": "usr_1",
+    "traits": {
+      "email": "ada@example.com",
+      "firstName": "Ada"
+    }
+  },
+  "events": [
+    {
+      "at": "3h",
+      "event": "tutorial.completed"
+    }
+  ],
+  "expect": []
+}

package/blueprints/mobile-game/scenarios/onboarding.stalled.json

@@ -0,0 +1,21 @@
+{
+  "user": {
+    "id": "usr_1",
+    "traits": {
+      "email": "ada@example.com",
+      "firstName": "Ada"
+    }
+  },
+  "events": [],
+  "expect": [
+    {
+      "activity": "sendEmail",
+      "input": {
+        "template": "tutorial-nudge",
+        "props": {
+          "firstName": "Ada"
+        }
+      }
+    }
+  ]
+}

package/blueprints/mobile-game/scenarios/spender-care.crossed.json

@@ -0,0 +1,22 @@
+{
+  "user": {
+    "id": "usr_1",
+    "traits": {
+      "email": "ada@example.com",
+      "firstName": "Ada",
+      "lifetimeSpend": 120
+    }
+  },
+  "events": [],
+  "expect": [
+    {
+      "activity": "sendEmail",
+      "input": {
+        "template": "spender-thanks",
+        "props": {
+          "firstName": "Ada"
+        }
+      }
+    }
+  ]
+}

package/blueprints/mobile-game/scenarios/stuck.cleared.json

@@ -0,0 +1,16 @@
+{
+  "user": {
+    "id": "usr_1",
+    "traits": {
+      "email": "ada@example.com",
+      "firstName": "Ada"
+    }
+  },
+  "events": [
+    {
+      "at": "15m",
+      "event": "level.completed"
+    }
+  ],
+  "expect": []
+}

package/blueprints/mobile-game/scenarios/stuck.three-fails.json

@@ -0,0 +1,30 @@
+{
+  "user": {
+    "id": "usr_1",
+    "traits": {
+      "email": "ada@example.com",
+      "firstName": "Ada"
+    }
+  },
+  "events": [
+    {
+      "at": "20m",
+      "event": "level.failed"
+    },
+    {
+      "at": "50m",
+      "event": "level.failed"
+    }
+  ],
+  "expect": [
+    {
+      "activity": "sendEmail",
+      "input": {
+        "template": "stuck-hint",
+        "props": {
+          "firstName": "Ada"
+        }
+      }
+    }
+  ]
+}

package/blueprints/mobile-game/segments/active-players.ts

@@ -0,0 +1,30 @@
+import { defineSegment } from "@cowliss/cli/segments";
+
+/**
+ * Three sessions in the last 7 days: the habit, measured the way a game
+ * measures one. Frequency rather than spend, because a player who opens
+ * the game most days is the one who is still there next month, whatever
+ * they have paid.
+ *
+ * No journey in this blueprint enrolls from this audience, and that is on
+ * purpose. It is the number you watch and the slice you read the others
+ * against — how many of your new players became regulars, how many of your
+ * spenders still play — and a healthy game mails it nothing at all.
+ *
+ * Both literals are yours: 3 sessions in 7 days is a habit for a game
+ * people play on the bus, and far too little for one they play nightly.
+ */
+export default defineSegment({
+  description: "Played at least three times in the last week.",
+  tags: ["game", "engagement"],
+  match: "all",
+  predicates: [
+    {
+      kind: "event",
+      name: "session.started",
+      op: "performed",
+      atLeast: 3,
+      withinDays: 7,
+    },
+  ],
+});

package/blueprints/mobile-game/segments/lapsed-players.ts

@@ -0,0 +1,29 @@
+import { defineSegment } from "@cowliss/cli/segments";
+
+/**
+ * Played before, and nothing in 30 days. Both predicates are needed: the
+ * first keeps out everyone who installed and never played (they are the
+ * onboarding journey's problem), and the second is the silence that makes
+ * a player lapsed.
+ *
+ * 30 days is the number to argue with, and for a game it is shorter than
+ * you think. A session-a-day game has lost someone after a week; a puzzle
+ * game people dip into on holiday has not lost them after two months.
+ * Set it longer than the gap your own players normally leave between
+ * sessions, or the return offer chases people who were coming back anyway.
+ */
+export default defineSegment({
+  description: "Played at some point, and nothing in the last 30 days.",
+  tags: ["game", "lifecycle"],
+  match: "all",
+  predicates: [
+    { kind: "event", name: "session.started", op: "performed", atLeast: 1 },
+    {
+      kind: "event",
+      name: "session.started",
+      op: "notPerformed",
+      atLeast: 1,
+      withinDays: 30,
+    },
+  ],
+});

package/blueprints/mobile-game/segments/new-players.ts

@@ -0,0 +1,31 @@
+import { defineSegment } from "@cowliss/cli/segments";
+
+/**
+ * Played in the last 7 days and has not finished the tutorial. The window
+ * is what makes this an audience rather than a graveyard: someone who
+ * installed the game in March and never opened it again is not a new
+ * player, and mailing them a tutorial nudge is how a game teaches people
+ * to ignore it.
+ *
+ * 7 days is the number to argue with. Set it to the gap after which you
+ * would rather leave someone alone than nudge them.
+ *
+ * `session.started` is the name most game analytics already send. If yours
+ * sends `game_open` or `Session Start`, change the name here and in the
+ * other segment files rather than renaming events in your own game.
+ */
+export default defineSegment({
+  description: "Played in the last week and has not finished the tutorial.",
+  tags: ["game", "onboarding"],
+  match: "all",
+  predicates: [
+    {
+      kind: "event",
+      name: "session.started",
+      op: "performed",
+      atLeast: 1,
+      withinDays: 7,
+    },
+    { kind: "event", name: "tutorial.completed", op: "notPerformed" },
+  ],
+});

package/blueprints/mobile-game/segments/paying-players.ts

@@ -0,0 +1,21 @@
+import { defineSegment } from "@cowliss/cli/segments";
+
+/**
+ * Has paid at all: one `purchase.completed`, ever. In a game that is a
+ * line crossed once, so entering this audience is the same moment as the
+ * first purchase — which is why the journey that enrolls from it
+ * (`journeys/first-purchase.ts`) runs once per player without counting
+ * anything itself.
+ *
+ * Deliberately not windowed, unlike the other three. Somebody who paid you
+ * two years ago is still a payer; whether they still play is what
+ * `active-players` and `lapsed-players` answer.
+ */
+export default defineSegment({
+  description: "Has made at least one in-app purchase.",
+  tags: ["game", "revenue"],
+  match: "all",
+  predicates: [
+    { kind: "event", name: "purchase.completed", op: "performed", atLeast: 1 },
+  ],
+});

package/blueprints/saas-trial/emails/_shell.tsx

@@ -0,0 +1,151 @@
+import {
+  Body,
+  Button,
+  Container,
+  Head,
+  Heading,
+  Hr,
+  Html,
+  Preview,
+  Text,
+} from "@react-email/components";
+import type { CSSProperties, ReactElement, ReactNode } from "react";
+
+/**
+ * The chrome all nine mails in this blueprint share: one look for the
+ * programme rather than nine copies of the same inline styles. An
+ * `_`-prefixed file under `emails/` is a shared module, not a template:
+ * `cow build` skips it in discovery and bundles it into whichever template
+ * imports it.
+ *
+ * Inline styles only, no Tailwind and no stylesheet, because email clients
+ * strip both.
+ *
+ * The four constants below are the first thing to change. The postal
+ * address is not decoration: a marketing mail is required to carry one in
+ * most of the world, and Cowliss does not know yours. The unsubscribe link
+ * is the one thing you do not add here — the send path appends it to every
+ * marketing mail, and one that is already in the body is left alone.
+ */
+
+export const PRODUCT_NAME = "Acme";
+export const APP_URL = "https://app.example.com";
+export const DOCS_URL = "https://docs.example.com";
+export const COMPANY_ADDRESS = "Acme Inc, 1 Example Street, Springfield";
+
+export const bodyStyle: CSSProperties = {
+  backgroundColor: "#f4f4f5",
+  fontFamily:
+    "-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif",
+  margin: "0",
+  padding: "32px 0",
+};
+
+export const containerStyle: CSSProperties = {
+  margin: "0 auto",
+  padding: "40px 36px",
+  maxWidth: "560px",
+  backgroundColor: "#ffffff",
+  borderRadius: "14px",
+  border: "1px solid #e4e4e7",
+};
+
+export const headingStyle: CSSProperties = {
+  fontSize: "24px",
+  lineHeight: "1.25",
+  fontWeight: 700,
+  letterSpacing: "-0.02em",
+  color: "#09090b",
+  margin: "0 0 18px",
+};
+
+export const textStyle: CSSProperties = {
+  fontSize: "16px",
+  lineHeight: "1.7",
+  color: "#27272a",
+  margin: "0 0 16px",
+};
+
+export const stepStyle: CSSProperties = {
+  ...textStyle,
+  margin: "0 0 10px",
+  paddingLeft: "14px",
+  borderLeft: "2px solid #e4e4e7",
+};
+
+export const buttonStyle: CSSProperties = {
+  display: "inline-block",
+  marginTop: "8px",
+  marginBottom: "16px",
+  padding: "14px 26px",
+  borderRadius: "10px",
+  backgroundColor: "#09090b",
+  color: "#ffffff",
+  fontSize: "15px",
+  fontWeight: 600,
+  lineHeight: 1,
+  textDecoration: "none",
+};
+
+const hrStyle: CSSProperties = {
+  borderColor: "#e4e4e7",
+  borderStyle: "solid",
+  borderWidth: "1px 0 0 0",
+  margin: "24px 0",
+};
+
+const footerStyle: CSSProperties = {
+  fontSize: "13px",
+  lineHeight: "1.6",
+  color: "#52525b",
+  margin: "0 0 10px",
+};
+
+/**
+ * The reply line is from `apps/platform-workspace`, and it is the reason
+ * these mails ask for a reply instead of linking a contact form: a trial
+ * is the week a developer decides whether anybody is home.
+ */
+export function ProductEmail(props: {
+  preview: string;
+  heading: string;
+  children: ReactNode;
+}): ReactElement {
+  return (
+    <Html dir="ltr" lang="en">
+      <Head>
+        <meta content="text/html; charset=UTF-8" httpEquiv="Content-Type" />
+        <meta name="x-apple-disable-message-reformatting" />
+        <meta name="color-scheme" content="light" />
+        <meta name="supported-color-schemes" content="light" />
+      </Head>
+      <Preview>{props.preview}</Preview>
+      <Body style={bodyStyle}>
+        <Container style={containerStyle}>
+          <Heading style={headingStyle}>{props.heading}</Heading>
+          {props.children}
+          <Hr style={hrStyle} />
+          <Text style={footerStyle}>
+            Questions? Reply to this email and a person reads it.
+          </Text>
+          <Text style={{ ...footerStyle, marginBottom: 0 }}>
+            {COMPANY_ADDRESS}
+          </Text>
+        </Container>
+      </Body>
+    </Html>
+  );
+}
+
+/** The one action a mail asks for. Every mail here has exactly one. */
+export function Cta(props: { href: string; children: string }): ReactElement {
+  return (
+    <Button style={buttonStyle} href={props.href}>
+      {props.children}
+    </Button>
+  );
+}
+
+/** "Hi Ada," when the journey passed a first name, "Hi," when it did not. */
+export const greeting = (firstName?: string): string =>
+  firstName ? `Hi ${firstName},` : "Hi,";

package/blueprints/saas-trial/emails/activated.tsx

@@ -0,0 +1,61 @@
+import type { SendClass } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import {
+  APP_URL,
+  Cta,
+  greeting,
+  ProductEmail,
+  stepStyle,
+  textStyle,
+} from "./_shell";
+
+/**
+ * Their first project exists. This is the one mail in the trial that can
+ * assume the product worked, so it spends that on the second thing rather
+ * than congratulating them at length.
+ *
+ * Transactional, and it has no offer in it. A trial pitch here would land
+ * five minutes after somebody did what you asked, which is the worst
+ * possible moment to ask for a card.
+ */
+
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+
+export const subject = "Your first project is live";
+
+export const sendClass: SendClass = "transactional";
+
+export const tags = ["saas", "activation"];
+
+export default function Activated(p: z.infer<typeof props>): ReactElement {
+  return (
+    <ProductEmail
+      preview="Three things worth doing next."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        Your first project is set up, which is the part most people never get
+        to. Everything after this is smaller.
+      </Text>
+      <Text style={textStyle}>
+        Three things worth doing while you have it open:
+      </Text>
+      <Text style={stepStyle}>
+        1. Invite whoever else touches this work, so you are not the only one
+        who can see it.
+      </Text>
+      <Text style={stepStyle}>
+        2. Connect the tool it has to talk to, because that is where the time
+        actually goes.
+      </Text>
+      <Text style={stepStyle}>
+        3. Run it on something real, rather than on the sample.
+      </Text>
+      <Cta href={APP_URL}>Open your project</Cta>
+    </ProductEmail>
+  );
+}

package/blueprints/saas-trial/emails/activation-help.tsx

@@ -0,0 +1,49 @@
+import type { SendClass } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import { APP_URL, Cta, greeting, ProductEmail, textStyle } from "./_shell";
+
+/**
+ * Day 5, and the sample project did not help either. This one stops
+ * instructing and asks a question, because at this point the useful
+ * information is going the other way: whatever stopped them is something
+ * you want to know before the trial runs out.
+ *
+ * It is the last activation mail. A third would be nagging, and the
+ * `trial-ending` journey still has one more thing to say.
+ */
+
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+
+export const subject = "What got in the way?";
+
+export const sendClass: SendClass = "marketing";
+
+export const tags = ["saas", "activation"];
+
+export default function ActivationHelp(p: z.infer<typeof props>): ReactElement {
+  return (
+    <ProductEmail
+      preview="Tell us what stopped you and we will sort it out."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        You started a trial and have not set anything up, which usually means
+        one of three things: it needs data you have to get from someone else, it
+        does not do the thing you hoped, or the week got away from you.
+      </Text>
+      <Text style={textStyle}>
+        Whichever it is, reply and say so. If it is the first, we will do the
+        import for you. If it is the second, we would rather hear it than keep
+        mailing you.
+      </Text>
+      <Text style={textStyle}>
+        This is the last of these. Your trial stays open either way.
+      </Text>
+      <Cta href={APP_URL}>Open your workspace</Cta>
+    </ProductEmail>
+  );
+}

package/blueprints/saas-trial/emails/activation-nudge.tsx

@@ -0,0 +1,48 @@
+import type { SendClass } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import { APP_URL, Cta, greeting, ProductEmail, textStyle } from "./_shell";
+
+/**
+ * Day 2 of a trial nobody has started. It repeats the one thing to do and
+ * removes the usual reason it has not been done: the blank page. No
+ * feature list and no case study, because neither answers "I have not got
+ * round to it".
+ */
+
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+
+export const subject = "A project you can start from";
+
+export const sendClass: SendClass = "marketing";
+
+export const tags = ["saas", "activation"];
+
+export default function ActivationNudge(
+  p: z.infer<typeof props>,
+): ReactElement {
+  return (
+    <ProductEmail
+      preview="Start from a sample project instead of a blank one."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        Your trial has a few days on it and nothing in it yet, which is usually
+        the blank page rather than the product.
+      </Text>
+      <Text style={textStyle}>
+        So start from something. The sample project opens with real data in it:
+        rename it, empty it, or throw it away once you have seen how the pieces
+        fit together.
+      </Text>
+      <Cta href={`${APP_URL}/projects/new?sample=1`}>Open a sample project</Cta>
+      <Text style={textStyle}>
+        If you would rather bring your own work in, reply to this mail with the
+        format it is in and we will tell you whether we read it.
+      </Text>
+    </ProductEmail>
+  );
+}

package/blueprints/saas-trial/emails/invite-your-team.tsx

@@ -0,0 +1,58 @@
+import type { SendClass } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import {
+  APP_URL,
+  Cta,
+  greeting,
+  PRODUCT_NAME,
+  ProductEmail,
+  textStyle,
+} from "./_shell";
+
+/**
+ * Sent to somebody using the product alone, a few days after they got it
+ * working. It asks for one invite rather than a team, because one is a
+ * decision they can make without asking anyone.
+ *
+ * Marketing, and it reads like it: this is a favour, and it says why it is
+ * worth doing for them rather than for you. Seats are not mentioned. A
+ * trial that turns into a seat count conversation before anyone has seen
+ * the product together is a trial that ends there.
+ */
+
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+
+export const subject = "Who else needs to see this?";
+
+export const sendClass: SendClass = "marketing";
+
+export const tags = ["saas", "expansion"];
+
+export default function InviteYourTeam(p: z.infer<typeof props>): ReactElement {
+  return (
+    <ProductEmail
+      preview="One invite is enough to tell."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        You have {PRODUCT_NAME} set up and you are the only one in it. That is
+        fine for deciding whether it works, and it is the wrong shape for
+        deciding whether your team will use it.
+      </Text>
+      <Text style={textStyle}>
+        Invite one person. The one who will be most annoyed if this becomes
+        another thing they have to check, ideally. Their opinion in week one is
+        worth more than yours in week three.
+      </Text>
+      <Text style={textStyle}>
+        Invites are free during the trial, and you can remove anyone later
+        without losing their work.
+      </Text>
+      <Cta href={`${APP_URL}/settings/members`}>Invite someone</Cta>
+    </ProductEmail>
+  );
+}