@monoes/monomindcli 2.15.3 → 2.15.4

package/org-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)

package/org-skills/marketing-plan/references/measurement-framework.md

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+# Measurement Framework — KPIs, North Stars, Cadence
+
+Every plan needs a measurement section that tells the team how to know if the plan is working. This doc is the source for Section 13's measurement subsection.
+
+**Related docs:**
+- `growth-patterns.md` — the 3-3-2-2-2 VC growth path (3× in years 1–2, 2× in years 3–7 from $1M ARR) and which phase of SaaS growth the company is in ($0–10K / $10K–100K / $100K–1M+)
+- `budget-planning.md` — CAC calculation (blended, not paid-only) and the forecasting reality check (forecasts under $100M ARR are educated guesses, not precise predictions)
+
+## The north-star principle
+
+A north star is one metric that captures the business-model thesis at the highest level. It should:
+- Be derivable from the funnel + revenue model
+- Move slowly enough to be a strategic compass (not whipsawed by weekly noise)
+- Trade off correctly against other metrics — improving the north star should generally improve the business
+
+Don't default to "ARR" or "MRR" alone. Those are outcomes, not norths. Pick something that captures the business model.
+
+## North-star patterns by business model
+
+### B2B SaaS (subscription)
+- **Net Revenue Retention (NRR)** — keeps existing customers + expansion in focus
+- Alternative: "Logo retention × expansion ARR"
+- Why: ARR alone hides churn / lets gross-add growth mask product fit problems
+
+### D2C consumer app (subscription)
+- **Blended LTV / blended CAC** — keeps unit economics honest as paid layer scales
+- Alternative: "Day-35 paid users from cohort × LTV"
+- Why: monthly subscription metrics are volatile; cohort × LTV smooths it
+
+### Hybrid hardware + software (e.g., Quietude)
+- **Blended LTV / blended CAC across hardware + software** — captures the wedge thesis
+- Alternative: "Hardware-buyers-to-subscriber conversion × blended margin"
+- Why: hardware revenue isn't free (cost to make); subscription revenue isn't expensive to acquire if hardware funds it
+
+### Marketplace (two-sided)
+- **Liquidity ratio × take-rate** — captures both sides + monetization
+- Alternative: "Monthly transacting users × take-rate × repeat frequency"
+- Why: GMV alone doesn't capture whether the marketplace is becoming a habit
+
+### Developer tool / open source
+- **Weekly active developers × paid-conversion** — captures both adoption and monetization
+- Alternative: "Weekly active orgs × seats per org × ARPU"
+
+### Content / media business
+- **Daily active readers / listeners × ad revenue per session** — captures both reach and monetization
+- Alternative: "Subscriber count × retention × ARPU"
+
+### Commerce (DTC, non-subscription)
+- **Repeat purchase rate × AOV × frequency** — captures monetization layered on quality of customer
+- Alternative: "Customer LTV / CAC × payback period"
+
+## Leading indicators by AARRR stage
+
+After the north star, every plan needs leading indicators per AARRR stage. These move faster than the north star and trigger investigations.
+
+### Acquisition leading indicators
+- Organic visits/month, total + per pillar (SEO health)
+- App Store / Play Store visit-to-install rate (ASO health)
+- Founder-led social channel growth → email subscriber conversion (LinkedIn / X / Substack funnels)
+- Event-to-app conversion rate (event ROI)
+- Ambassador-attributed visits (referral funnel)
+- Paid CAC by channel (when paid is firing)
+
+### Activation leading indicators
+- Day 1 / Day 7 / Day 35 → paid conversion rate
+- Onboarding session-completion rate
+- First key-action completion (post-signup activation event)
+- App Store conversion rate (install → trial → paid)
+- Trial → paid conversion rate
+
+### Retention leading indicators
+- Day 30 / Day 60 / Day 90 retention
+- Monthly churn rate (gross + net)
+- Lifecycle email engagement (open / click / unsubscribe by flow)
+- Hardware → app activation rate (for hybrid businesses)
+- Win-back / reactivation rate
+
+### Referral leading indicators
+- Ambassador-attributed new subs (via Dub or similar)
+- Share-after-value moment rate (% of users sharing)
+- Two-sided referral completion rate
+- Guides program referrals (when live)
+- NPS score (if surveyed)
+
+### Revenue leading indicators
+- ARPU by cohort
+- Annual plan adoption %
+- Cohort LTV by source
+- Plan mix shifts
+- Eye-mask / hardware attach rate (for hybrid)
+- Expansion revenue (B2B)
+
+## Review cadence
+
+The plan should specify three rhythms:
+
+### Weekly (operational sync)
+- **Who:** fCMO ↔ founder (CEO usually)
+- **Duration:** 30 min
+- **Format:** AARRR scoreboard (current vs. last week numbers across the leading indicators) + this week's ships + blockers
+- **Output:** Action items, decisions made
+
+### Monthly (metrics review)
+- **Who:** fCMO + founder + extended team (CXO, product lead, designer if applicable)
+- **Duration:** 60–90 min
+- **Format:** Full metrics review + comparison against quarterly KPI targets + qualitative learnings + idea bank reprioritization
+- **Output:** Possible plan adjustments, hire decisions
+
+### Quarterly (plan recalibration)
+- **Who:** fCMO + founders + key advisors
+- **Duration:** 2–3 hours
+- **Format:** Full plan review against 90-day and 12-month outcomes, channel-level analysis, funding-stage transition check, recalibration of next 90 days
+- **Output:** Updated plan (could be v2 / v3 document iteration)
+
+## KPI target setting
+
+For each quarter in Section 10, the plan must include 3–5 specific KPI targets. These should be:
+- **Specific** — not "improve retention," but "Day 30 retention from 22% → 30%"
+- **Measurable** — pull from a wired data source
+- **Stretch but plausible** — based on funnel state + historical patterns
+- **Decision-triggering** — if missed, what does that mean? (Adjust strategy, kill a channel, etc.)
+
+### KPI target patterns by quarter
+
+**Q1 (foundation quarter):**
+- Mostly *bedrock* metrics — fixing leaks. "Headphones-gate conversion drop reverses." "Day 1 → paid +25–50%."
+- Some *foundation* metrics — laying tracks. "4 SEO pillars staked." "App Store rewrite shipped."
+- Avoid bold growth targets — the foundations aren't in yet
+
+**Q2 (validation quarter):**
+- Mostly *validation* metrics — does what we built work? "Paid CAC < $X blended." "Organic traffic 1,500–3,500/mo."
+- Some *cohort* metrics — do new cohorts behave better? "Day 7 retention for Q2 cohort vs. Q1."
+
+**Q3 (scaling quarter):**
+- Mostly *scaling* metrics — how far does it go? "Paid scaling to $20–30K/mo with CAC steady." "First B2B install reference case live."
+- Some *capability* metrics — what new things are live? "First Guides pilot launched."
+
+**Q4 (compound quarter):**
+- Mostly *compound* metrics — is the flywheel turning? "50%+ of new subs from non-paid channels." "Ambassador-driven 15–25% of new subs."
+- Some *narrative* metrics — does the Series A story write itself? "Blended LTV/CAC > 3."
+
+## Anchoring against the VC growth path
+
+For VC-backed clients past $1M ARR, anchor 12-month and multi-year targets against the **3-3-2-2-2 rule** (3× in years 1 and 2, then 2× in years 3 through 7). Hitting it is rare; most companies don't. Anchoring against it forces the plan to either match it and show how, or explicitly defend choosing a slower trajectory. Full table and context in `growth-patterns.md`.
+
+For non-VC-backed companies (bootstrapped, founder-funded, profit-focused), the 3-3-2-2-2 doesn't apply. Use linear-pattern targets ("$X MRR added per month") or step-function targets ("$Y revenue jump after the enterprise tier launches") instead.
+
+## Forecasting reality check
+
+A plan derives a budget and an annual goal. It does not produce a 12-month month-by-month forecast that's reliably accurate to the dollar.
+
+**Unless the company is publicly traded, all forecasts are educated guesses.** No startup under $100M ARR consistently hits month-by-month forecasts. Quarterly review is when the plan adjusts — not when variance is treated as failure.
+
+What the plan commits to honestly:
+- 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 projection is illustrative, not promised
+
+Founders who over-engineer the forecast end up explaining variance every month instead of executing. The plan should resist this — name the annual target, the quarterly KPIs, and the kill criteria. Don't promise the month.
+
+Full context in `budget-planning.md`.
+
+## Kill criteria
+
+For every channel or initiative, the plan should specify when to stop. Often missing from plans, kill criteria force discipline.
+
+Examples:
+- "If a paid channel has CAC > 2× target after 30 days at meaningful spend, pause."
+- "If onboarding Variant 3 doesn't show statistically meaningful lift (or directional lift + congruent qualitative signal) after 4 weeks, move to Variant 1."
+- "If lifecycle Flow 4 has open rate < 12% after 6 weeks, redo subject lines + audience segmentation."
+
+## Guardrail metrics
+
+Some metrics get a hard guardrail (cannot drop below threshold). Useful for protecting brand or unit economics during aggressive growth.
+
+Examples:
+- "Brand voice complaint rate > 1% of customer feedback triggers content review."
+- "Paid CAC > $X for two consecutive months pauses paid scaling pending audit."
+- "App Store rating drops below 4.5 triggers product review."
+
+## Data sources mapping
+
+The plan should name where each metric comes from. This makes it auditable.
+
+| Metric | Source |
+|---|---|
+| Organic traffic | GA4 / Ahrefs |
+| App Store conversion | App Store Connect |
+| Funnel conversion (Day N → paid) | Internal analytics (Mixpanel / Amplitude) or App Store Connect cohort export |
+| Retention | Customer.io segments + product analytics |
+| MRR / ARR | Stripe (via MCP if wired) |
+| Plan mix | Stripe |
+| Lifecycle email metrics | Customer.io |
+| Ambassador attribution | Dub.co |
+| Hardware → app activation | Shopify + App Store + internal join |
+| NPS | Survey tool (Customer.io / Typeform / SurveyMonkey) |
+
+## When data isn't wired
+
+If a metric can't currently be measured, flag it in Section 13's open decisions. Example:
+
+> "Hardware → app activation rate not currently visible in the App Store dashboard. Requires Shopify ↔ App Store Connect join. Q1 work item."
+
+A plan with un-measurable goals is a plan that can't be validated. Surface the instrumentation work explicitly.
+
+## Reporting cadence + automation
+
+Where possible, auto-generate the metrics review rather than building it manually each time. Stripe MCP + GA4 MCP + Customer.io MCP can pull most of what's needed.
+
+For Tier 1 clients, a simple weekly metrics email to the team (Markdown table, generated via skills + MCPs) costs nothing and creates discipline.
+
+For Tier 2+ clients, consider a real dashboard (Hex, Metabase, Looker, or internal tool).