naive-framework 0.0.0-stage → 0.1.0

package/operations/marketing/site/matrix.json

@@ -0,0 +1,731 @@
+{
+  "version": "0.1.0",
+  "note": "The marketing matrix (EE-062): who a venture's public site speaks to, what each audience needs to learn, and how prominent each piece of information must be. Version 0.x, ours and unevaluated: where information belongs varies by startup type, product and industry, and this is a starting opinion to replace with researched practice. Every item is public by default (publish: true), and each names the record it comes from.",
+  "audiences": {
+    "customers": {
+      "label": "Customers",
+      "weight": 1,
+      "why": "every venture sells to someone; the ICPs in purpose/icp are this audience"
+    },
+    "investors": {
+      "label": "Investors",
+      "weight": {
+        "raising": 1,
+        "default": 0.15
+      },
+      "why": "only a priority while the venture is raising"
+    },
+    "talent": {
+      "label": "Candidates",
+      "weight": {
+        "hiring": 0.8,
+        "default": 0.15
+      },
+      "why": "only a priority while the venture is hiring"
+    },
+    "contributors": {
+      "label": "Contributors and community",
+      "weight": {
+        "contributors": 0.7,
+        "default": 0.1
+      },
+      "why": "only when the venture invites contributors (open source, community, creators)"
+    },
+    "partners": {
+      "label": "Partners",
+      "weight": 0.3,
+      "why": "integrations, channels and resellers find the venture through the site"
+    },
+    "press": {
+      "label": "Press",
+      "weight": 0.2,
+      "why": "journalists look for the story, the team and a contact"
+    }
+  },
+  "facts": {
+    "raising": "the venture is raising capital or wants investors to reach out",
+    "hiring": "the venture is hiring or wants candidates to reach out",
+    "contributors": "the venture invites contributors: open source, community, creators or volunteers"
+  },
+  "prominence": {
+    "home": {
+      "at_least": 0.7,
+      "means": "on the home page",
+      "rank": 4
+    },
+    "nav": {
+      "at_least": 0.4,
+      "means": "in the home page's header or navigation",
+      "rank": 3
+    },
+    "linked": {
+      "at_least": 0.2,
+      "means": "linked from the home page (the footer will do)",
+      "rank": 2
+    },
+    "anywhere": {
+      "at_least": 0,
+      "means": "somewhere on the site",
+      "rank": 1
+    }
+  },
+  "threshold": 0.6,
+  "pages": {
+    "home": "^/$",
+    "about": "about|team|company|story|mission|who-we-are",
+    "pricing": "pricing|plans",
+    "product": "product|features|how-it-works|platform|solutions",
+    "customers": "customers|case-stud|testimonials|stories",
+    "careers": "careers|jobs|hiring|join",
+    "investors": "investor|\\bir\\b|funding",
+    "community": "community|contribut|open-source|github|discord",
+    "press": "press|news|media|newsroom",
+    "blog": "blog|now|changelog|updates",
+    "contact": "contact|support|help",
+    "trust": "security|privacy|trust|legal|terms|compliance|hipaa"
+  },
+  "items": {
+    "what": {
+      "label": "What it is, in one line",
+      "question": "what the venture or product is, in a sentence or two",
+      "record": "venture",
+      "audiences": {
+        "customers": 1,
+        "investors": 0.8,
+        "talent": 0.6,
+        "contributors": 0.6,
+        "partners": 0.6,
+        "press": 0.8
+      },
+      "belongs": [
+        "home"
+      ],
+      "keywords": [],
+      "why": {
+        "investors": "investors decide in one line whether to read further",
+        "talent": "candidates need to know what they would work on",
+        "contributors": "contributors need to know what they would help build",
+        "partners": "partners need to know what they would integrate with or resell",
+        "press": "journalists need the one-line story"
+      },
+      "component": "Hero"
+    },
+    "who-for": {
+      "label": "Who it is for",
+      "question": "who the product is for: the kind of customer, user or business it serves",
+      "record": "icp",
+      "audiences": {
+        "customers": 1,
+        "investors": 0.6,
+        "partners": 0.5
+      },
+      "belongs": [
+        "home"
+      ],
+      "keywords": [
+        "for teams",
+        "for small",
+        "built for",
+        "designed for",
+        "for founders",
+        "for clinics",
+        "for developers"
+      ],
+      "why": {
+        "investors": "investors look for a clear, reachable market",
+        "partners": "partners check whether the customers overlap with theirs"
+      },
+      "component": "ForWhom"
+    },
+    "problem": {
+      "label": "The problem it solves",
+      "question": "the problem or pain the product solves",
+      "record": "validation-problem",
+      "audiences": {
+        "customers": 0.8,
+        "investors": 0.7,
+        "press": 0.5
+      },
+      "belongs": [
+        "home"
+      ],
+      "keywords": [
+        "tired of",
+        "struggle",
+        "problem",
+        "pain",
+        "instead of",
+        "without the"
+      ],
+      "why": {
+        "investors": "investors back a painful problem before a product",
+        "press": "stories start from the problem"
+      },
+      "component": "Problem"
+    },
+    "how": {
+      "label": "How it works",
+      "question": "how the product works or what it does, step by step or feature by feature",
+      "record": "validation-solution",
+      "audiences": {
+        "customers": 0.8,
+        "partners": 0.5
+      },
+      "belongs": [
+        "home",
+        "product"
+      ],
+      "keywords": [
+        "how it works",
+        "features",
+        "step 1",
+        "integrates"
+      ],
+      "why": {
+        "partners": "partners need to see where they would fit"
+      },
+      "component": "HowItWorks"
+    },
+    "proof": {
+      "label": "Proof",
+      "question": "proof that it works: customers, testimonials, logos, results or numbers",
+      "record": "evidence",
+      "audiences": {
+        "customers": 0.8,
+        "investors": 0.8,
+        "press": 0.4
+      },
+      "belongs": [
+        "home",
+        "customers"
+      ],
+      "keywords": [
+        "trusted by",
+        "customers",
+        "testimonial",
+        "case study",
+        "used by",
+        "%"
+      ],
+      "why": {
+        "investors": "traction is what investors look for first",
+        "press": "journalists cite customers and numbers"
+      },
+      "component": "Proof"
+    },
+    "pricing": {
+      "label": "Pricing",
+      "question": "what it costs: prices, plans or how pricing works",
+      "record": "validation-pricing",
+      "audiences": {
+        "customers": 0.9
+      },
+      "belongs": [
+        "pricing"
+      ],
+      "keywords": [
+        "pricing",
+        "per month",
+        "/mo",
+        "free trial",
+        "plans",
+        "$"
+      ],
+      "component": "Pricing"
+    },
+    "next-step": {
+      "label": "A clear next step",
+      "question": "a clear next step for a visitor: sign up, start free, book a demo, join a waitlist or buy",
+      "record": "validation-go-to-market",
+      "audiences": {
+        "customers": 1
+      },
+      "belongs": [
+        "home"
+      ],
+      "keywords": [
+        "sign up",
+        "get started",
+        "start free",
+        "book a demo",
+        "request a demo",
+        "join the waitlist",
+        "buy now",
+        "try"
+      ],
+      "component": "CallToAction"
+    },
+    "team": {
+      "label": "Who is behind it",
+      "question": "who founded or runs the venture: the founders or team by name",
+      "record": "validation-team",
+      "audiences": {
+        "investors": 0.9,
+        "talent": 0.7,
+        "press": 0.6,
+        "customers": 0.3
+      },
+      "belongs": [
+        "about"
+      ],
+      "keywords": [
+        "founder",
+        "co-founder",
+        "our team",
+        "ceo",
+        "cto"
+      ],
+      "why": {
+        "investors": "early-stage investors back the team as much as the idea",
+        "talent": "candidates want to know who they would work with",
+        "press": "journalists name and quote founders"
+      },
+      "component": "Team"
+    },
+    "mission": {
+      "label": "Mission and vision",
+      "question": "why the venture exists: its mission, vision or story",
+      "record": "telos",
+      "audiences": {
+        "talent": 0.8,
+        "investors": 0.6,
+        "press": 0.5,
+        "contributors": 0.5
+      },
+      "belongs": [
+        "about"
+      ],
+      "keywords": [
+        "mission",
+        "vision",
+        "we believe",
+        "our story",
+        "why we"
+      ],
+      "why": {
+        "talent": "candidates choose ventures whose mission they share",
+        "investors": "investors look for founders with a long-run ambition",
+        "press": "the mission is often the story's angle",
+        "contributors": "contributors give time to missions they share"
+      },
+      "component": "Mission"
+    },
+    "contact": {
+      "label": "How to reach them",
+      "question": "how to contact the venture: an email, a form or a contact page",
+      "record": "venture",
+      "audiences": {
+        "customers": 0.5,
+        "press": 0.8,
+        "partners": 0.8,
+        "investors": 0.5
+      },
+      "belongs": [
+        "contact"
+      ],
+      "keywords": [
+        "contact",
+        "email us",
+        "@",
+        "get in touch"
+      ],
+      "why": {
+        "press": "journalists need someone to contact",
+        "partners": "partners need a person to start a conversation with",
+        "investors": "investors need a way to reach the founders"
+      },
+      "component": "Contact"
+    },
+    "hiring": {
+      "label": "Whether they are hiring",
+      "question": "whether the venture is hiring, with open roles or how to apply",
+      "record": "team-plan",
+      "audiences": {
+        "talent": 1
+      },
+      "belongs": [
+        "careers"
+      ],
+      "keywords": [
+        "careers",
+        "we're hiring",
+        "open roles",
+        "join us",
+        "jobs"
+      ],
+      "why": {
+        "talent": "candidates look for open roles and how to apply"
+      },
+      "component": "OpenRoles"
+    },
+    "raising": {
+      "label": "Information for investors",
+      "question": "information for investors: that the venture is raising, its backers, or how investors can reach it",
+      "record": "business-models",
+      "audiences": {
+        "investors": 1
+      },
+      "belongs": [
+        "investors",
+        "about"
+      ],
+      "keywords": [
+        "investors",
+        "backed by",
+        "raising",
+        "funding",
+        "seed",
+        "series a"
+      ],
+      "why": {
+        "investors": "investors need to know the venture is raising and how to reach it"
+      },
+      "component": "InvestorInfo"
+    },
+    "contribute": {
+      "label": "How to contribute",
+      "question": "how someone can contribute or join the community: open source, a community, volunteering or creating",
+      "record": "team-plan",
+      "audiences": {
+        "contributors": 1
+      },
+      "belongs": [
+        "community"
+      ],
+      "keywords": [
+        "contribute",
+        "community",
+        "github",
+        "discord",
+        "open source"
+      ],
+      "why": {
+        "contributors": "contributors need to know how to start"
+      },
+      "component": "Contribute"
+    },
+    "press": {
+      "label": "News and press",
+      "question": "news, press coverage, announcements or a press kit",
+      "record": "publication-policy",
+      "audiences": {
+        "press": 1,
+        "investors": 0.3
+      },
+      "belongs": [
+        "press",
+        "blog"
+      ],
+      "keywords": [
+        "press",
+        "news",
+        "announc",
+        "featured in",
+        "media kit"
+      ],
+      "why": {
+        "press": "journalists look for news and a press kit",
+        "investors": "coverage signals momentum"
+      },
+      "component": "Press"
+    },
+    "trust": {
+      "label": "Trust and privacy",
+      "question": "how the venture protects data and privacy, or the security and compliance it meets",
+      "record": "alignment",
+      "audiences": {
+        "customers": 0.6,
+        "partners": 0.4
+      },
+      "belongs": [
+        "trust"
+      ],
+      "keywords": [
+        "privacy",
+        "security",
+        "soc 2",
+        "gdpr",
+        "hipaa",
+        "encrypt"
+      ],
+      "why": {
+        "partners": "partners check that the venture handles shared data responsibly"
+      },
+      "component": "Trust"
+    }
+  },
+  "customer_types": {
+    "note": "What a customer looks for on a site depends on who the customer is. Jev places the venture's ICP into one or more of these types; each type says how much each item matters to it and why. The reasons are ours, version 0.x and unevaluated: each is a claim to test with the venture's own customers, not a finding. Jev answers conservatively, so a type counts when its probability is at least 0.25 and at least 0.6 of the strongest type's.",
+    "default": {
+      "label": "Customers in general",
+      "why": {
+        "what": [
+          1,
+          "every visitor has to learn what it is before anything else"
+        ],
+        "who-for": [
+          1,
+          "visitors decide in seconds whether it is for them"
+        ],
+        "problem": [
+          0.8,
+          "buyers recognise themselves in the problem before the product"
+        ],
+        "how": [
+          0.8,
+          "buyers want to see how it would work for them"
+        ],
+        "proof": [
+          0.7,
+          "buyers look for others like them who use it"
+        ],
+        "pricing": [
+          0.8,
+          "most buyers check the price before they talk to anyone"
+        ],
+        "next-step": [
+          1,
+          "a visitor who is convinced needs one obvious thing to do"
+        ],
+        "team": [
+          0.3,
+          "most buyers judge the product, not the people behind it"
+        ],
+        "mission": [
+          0.2,
+          "few buyers read the mission before buying"
+        ],
+        "contact": [
+          0.5,
+          "some buyers want a person to ask"
+        ],
+        "trust": [
+          0.4,
+          "buyers handing over data look for how it is protected"
+        ]
+      }
+    },
+    "types": {
+      "consumer": {
+        "label": "Consumers",
+        "about": "individuals buying for themselves or their household",
+        "why": {
+          "team": [
+            0.1,
+            "consumers buy the product; they rarely look up who founded it"
+          ],
+          "proof": [
+            0.8,
+            "consumers lean on reviews and ratings from people like them"
+          ],
+          "pricing": [
+            0.9,
+            "consumers compare prices before anything else"
+          ],
+          "contact": [
+            0.3,
+            "consumers expect self-serve help more than a contact"
+          ],
+          "mission": [
+            0.3,
+            "some consumers choose brands for what they stand for"
+          ]
+        },
+        "match": "consumer|shopper|household|parents|people who|individuals|personal"
+      },
+      "smb-owner": {
+        "label": "Small-business owners",
+        "about": "owners or operators of a small business buying for it, often alone and on their own money",
+        "why": {
+          "team": [
+            0.5,
+            "owners spending their own money often want to see the people they are trusting"
+          ],
+          "pricing": [
+            1,
+            "owners buy on a budget and leave if the price is hidden"
+          ],
+          "proof": [
+            0.8,
+            "owners look for businesses like theirs that already use it"
+          ],
+          "contact": [
+            0.7,
+            "owners want to reach a person before they commit"
+          ]
+        },
+        "match": "small business|owner|shop|restaurant|salon|clinic owner|solo|local business|practice"
+      },
+      "business-team": {
+        "label": "Teams inside companies",
+        "about": "teams in a company (product, engineering, sales, marketing, operations) choosing a tool for their own work",
+        "why": {
+          "how": [
+            0.9,
+            "teams want to see the workflow before they ask colleagues to switch"
+          ],
+          "team": [
+            0.2,
+            "teams judge a tool by trying it, rarely by its founders"
+          ],
+          "proof": [
+            0.8,
+            "teams look for companies like theirs already using it"
+          ],
+          "pricing": [
+            0.8,
+            "per-seat pricing decides whether a team can adopt it without approval"
+          ],
+          "trust": [
+            0.6,
+            "company data in the tool brings an IT or security check"
+          ]
+        },
+        "match": "teams|team of|product team|sales team|marketing team|ops team|workspace|collaborat"
+      },
+      "enterprise-buyer": {
+        "label": "Enterprise buyers",
+        "about": "managers or procurement teams buying for a larger organisation, with review and security sign-off",
+        "why": {
+          "team": [
+            0.6,
+            "vendor-risk reviews ask who stands behind a vendor and whether it will last"
+          ],
+          "trust": [
+            0.9,
+            "security and compliance review gates the purchase"
+          ],
+          "proof": [
+            0.9,
+            "buyers need logos and case studies to justify the choice internally"
+          ],
+          "pricing": [
+            0.5,
+            "enterprise prices are negotiated; a contact-sales path is expected"
+          ],
+          "contact": [
+            0.8,
+            "enterprise buying runs through a sales conversation"
+          ]
+        },
+        "match": "enterprise|organizations|companies of|procurement|it team|large teams|fortune"
+      },
+      "developer": {
+        "label": "Developers",
+        "about": "engineers choosing a tool, library or API",
+        "why": {
+          "how": [
+            1,
+            "developers want docs and examples before anything else"
+          ],
+          "team": [
+            0.3,
+            "developers judge the docs and the code more than the founders"
+          ],
+          "proof": [
+            0.6,
+            "developers look for adoption: stars, users, companies"
+          ],
+          "pricing": [
+            0.9,
+            "developers check free tiers and usage pricing up front"
+          ],
+          "next-step": [
+            1,
+            "developers want to try it immediately: sign up, install or an API key"
+          ]
+        },
+        "match": "developer|engineer|api|sdk|devops|code"
+      },
+      "regulated-professional": {
+        "label": "Regulated professionals",
+        "about": "clinicians, financial or legal professionals whose work carries patient, client or legal obligations",
+        "why": {
+          "trust": [
+            1,
+            "they are liable for their clients' data, so privacy and compliance come first"
+          ],
+          "team": [
+            0.6,
+            "they want to know the people handling their clients' data understand the field"
+          ],
+          "proof": [
+            0.8,
+            "they trust peers in their own profession"
+          ],
+          "contact": [
+            0.6,
+            "they want someone to answer compliance questions"
+          ]
+        },
+        "match": "clinic|patient|therap|physician|doctor|nurse|health|hipaa|law firm|lawyer|attorney|accountant|financial advis|bank"
+      },
+      "creator": {
+        "label": "Creators and freelancers",
+        "about": "independent creators, freelancers and solo professionals",
+        "why": {
+          "team": [
+            0.4,
+            "creators often follow the people behind a tool"
+          ],
+          "mission": [
+            0.4,
+            "creators choose tools whose values match theirs"
+          ],
+          "proof": [
+            0.8,
+            "creators follow other creators who use it"
+          ],
+          "pricing": [
+            0.9,
+            "solo budgets make price decisive"
+          ]
+        },
+        "match": "creator|freelanc|influencer|artist|writer|podcast|designer"
+      },
+      "public-sector": {
+        "label": "Public sector and nonprofits",
+        "about": "government agencies, schools and nonprofits",
+        "why": {
+          "team": [
+            0.6,
+            "procurement asks who the vendor is and checks its standing"
+          ],
+          "mission": [
+            0.6,
+            "mission fit matters to mission-driven buyers"
+          ],
+          "trust": [
+            0.8,
+            "public data rules and accessibility requirements gate the purchase"
+          ],
+          "contact": [
+            0.8,
+            "procurement runs through a named contact"
+          ]
+        },
+        "match": "government|agency|school|district|nonprofit|non-profit|municipal|city of"
+      }
+    },
+    "floor": 0.25
+  },
+  "page_labels": {
+    "home": "Home",
+    "product": "Product",
+    "customers": "Customers",
+    "pricing": "Pricing",
+    "about": "About",
+    "careers": "Careers",
+    "investors": "Investors",
+    "community": "Community",
+    "press": "Press",
+    "blog": "Blog",
+    "contact": "Contact",
+    "trust": "Security and privacy"
+  },
+  "when": {
+    "raising": "while the venture is raising",
+    "hiring": "while the venture is hiring",
+    "contributors": "while the venture invites contributors"
+  }
+}