novahiz 0.1.0

package/bundled-skills/pricing/references/research-methods.md

@@ -0,0 +1,152 @@
+# Pricing Research Methods
+
+## Contents
+- Van Westendorp Price Sensitivity Meter (The Four Questions, How to Analyze, Survey Tips, Sample Output)
+- MaxDiff Analysis (How It Works, Example Survey Question, Analyzing Results, Using MaxDiff for Packaging)
+- Willingness to Pay Surveys
+- Usage-Value Correlation Analysis
+
+## Van Westendorp Price Sensitivity Meter
+
+The Van Westendorp survey identifies the acceptable price range for your product.
+
+### The Four Questions
+
+Ask each respondent:
+1. "At what price would you consider [product] to be so expensive that you would not consider buying it?" (Too expensive)
+2. "At what price would you consider [product] to be priced so low that you would question its quality?" (Too cheap)
+3. "At what price would you consider [product] to be starting to get expensive, but you still might consider it?" (Expensive/high side)
+4. "At what price would you consider [product] to be a bargain—a great buy for the money?" (Cheap/good value)
+
+### How to Analyze
+
+1. Plot cumulative distributions for each question
+2. Find the intersections:
+   - **Point of Marginal Cheapness (PMC):** "Too cheap" crosses "Expensive"
+   - **Point of Marginal Expensiveness (PME):** "Too expensive" crosses "Cheap"
+   - **Optimal Price Point (OPP):** "Too cheap" crosses "Too expensive"
+   - **Indifference Price Point (IDP):** "Expensive" crosses "Cheap"
+
+**The acceptable price range:** PMC to PME
+**Optimal pricing zone:** Between OPP and IDP
+
+### Survey Tips
+- Need 100-300 respondents for reliable data
+- Segment by persona (different willingness to pay)
+- Use realistic product descriptions
+- Consider adding purchase intent questions
+
+### Sample Output
+
+```
+Price Sensitivity Analysis Results:
+─────────────────────────────────
+Point of Marginal Cheapness:  $29/mo
+Optimal Price Point:          $49/mo
+Indifference Price Point:     $59/mo
+Point of Marginal Expensiveness: $79/mo
+
+Recommended range: $49-59/mo
+Current price: $39/mo (below optimal)
+Opportunity: 25-50% price increase without significant demand impact
+```
+
+---
+
+## MaxDiff Analysis (Best-Worst Scaling)
+
+MaxDiff identifies which features customers value most, informing packaging decisions.
+
+### How It Works
+
+1. List 8-15 features you could include
+2. Show respondents sets of 4-5 features at a time
+3. Ask: "Which is MOST important? Which is LEAST important?"
+4. Repeat across multiple sets until all features compared
+5. Statistical analysis produces importance scores
+
+### Example Survey Question
+
+```
+Which feature is MOST important to you?
+Which feature is LEAST important to you?
+
+□ Unlimited projects
+□ Custom branding
+□ Priority support
+□ API access
+□ Advanced analytics
+```
+
+### Analyzing Results
+
+Features are ranked by utility score:
+- High utility = Must-have (include in base tier)
+- Medium utility = Differentiator (use for tier separation)
+- Low utility = Nice-to-have (premium tier or cut)
+
+### Using MaxDiff for Packaging
+
+| Utility Score | Packaging Decision |
+|---------------|-------------------|
+| Top 20% | Include in all tiers (table stakes) |
+| 20-50% | Use to differentiate tiers |
+| 50-80% | Higher tiers only |
+| Bottom 20% | Consider cutting or premium add-on |
+
+---
+
+## Willingness to Pay Surveys
+
+**Direct method (simple but biased):**
+"How much would you pay for [product]?"
+
+**Better: Gabor-Granger method:**
+"Would you buy [product] at [$X]?" (Yes/No)
+Vary price across respondents to build demand curve.
+
+**Even better: Conjoint analysis:**
+Show product bundles at different prices
+Respondents choose preferred option
+Statistical analysis reveals price sensitivity per feature
+
+---
+
+## Usage-Value Correlation Analysis
+
+### 1. Instrument usage data
+Track how customers use your product:
+- Feature usage frequency
+- Volume metrics (users, records, API calls)
+- Outcome metrics (revenue generated, time saved)
+
+### 2. Correlate with customer success
+- Which usage patterns predict retention?
+- Which usage patterns predict expansion?
+- Which customers pay the most, and why?
+
+### 3. Identify value thresholds
+- At what usage level do customers "get it"?
+- At what usage level do they expand?
+- At what usage level should price increase?
+
+### Example Analysis
+
+```
+Usage-Value Correlation Analysis:
+─────────────────────────────────
+Segment: High-LTV customers (>$10k ARR)
+Average monthly active users: 15
+Average projects: 8
+Average integrations: 4
+
+Segment: Churned customers
+Average monthly active users: 3
+Average projects: 2
+Average integrations: 0
+
+Insight: Value correlates with team adoption (users)
+        and depth of use (integrations)
+
+Recommendation: Price per user, gate integrations to higher tiers
+```

package/bundled-skills/pricing/references/tier-structure.md

@@ -0,0 +1,232 @@
+# Tier Structure and Packaging
+
+## Contents
+- How Many Tiers?
+- Good-Better-Best Framework
+- Tier Differentiation Strategies
+- Example Tier Structure
+- Packaging for Personas (Identifying Pricing Personas, Persona-Based Packaging)
+- Freemium vs. Free Trial (When to Use Freemium, When to Use Free Trial, Hybrid Approaches)
+- Enterprise Pricing (When to Add Custom Pricing, Enterprise Tier Elements, Enterprise Pricing Strategies)
+
+## How Many Tiers?
+
+**2 tiers:** Simple, clear choice
+- Works for: Clear SMB vs. Enterprise split
+- Risk: May leave money on table
+
+**3 tiers:** Industry standard
+- Good tier = Entry point
+- Better tier = Recommended (anchor to best)
+- Best tier = High-value customers
+
+**4+ tiers:** More granularity
+- Works for: Wide range of customer sizes
+- Risk: Decision paralysis, complexity
+
+---
+
+## Good-Better-Best Framework
+
+**Good tier (Entry):**
+- Purpose: Remove barriers to entry
+- Includes: Core features, limited usage
+- Price: Low, accessible
+- Target: Small teams, try before you buy
+
+**Better tier (Recommended):**
+- Purpose: Where most customers land
+- Includes: Full features, reasonable limits
+- Price: Your "anchor" price
+- Target: Growing teams, serious users
+
+**Best tier (Premium):**
+- Purpose: Capture high-value customers
+- Includes: Everything, advanced features, higher limits
+- Price: Premium (often 2-3x "Better")
+- Target: Larger teams, power users, enterprises
+
+---
+
+## Tier Differentiation Strategies
+
+**Feature gating:**
+- Basic features in all tiers
+- Advanced features in higher tiers
+- Works when features have clear value differences
+
+**Usage limits:**
+- Same features, different limits
+- More users, storage, API calls at higher tiers
+- Works when value scales with usage
+
+**Support level:**
+- Email support → Priority support → Dedicated success
+- Works for products with implementation complexity
+
+**Access and customization:**
+- API access, SSO, custom branding
+- Works for enterprise differentiation
+
+---
+
+## Example Tier Structure
+
+```
+┌────────────────┬─────────────────┬─────────────────┬─────────────────┐
+│                │ Starter         │ Pro             │ Business        │
+│                │ $29/mo          │ $79/mo          │ $199/mo         │
+├────────────────┼─────────────────┼─────────────────┼─────────────────┤
+│ Users          │ Up to 5         │ Up to 20        │ Unlimited       │
+│ Projects       │ 10              │ Unlimited       │ Unlimited       │
+│ Storage        │ 5 GB            │ 50 GB           │ 500 GB          │
+│ Integrations   │ 3               │ 10              │ Unlimited       │
+│ Analytics      │ Basic           │ Advanced        │ Custom          │
+│ Support        │ Email           │ Priority        │ Dedicated       │
+│ API Access     │ ✗               │ ✓               │ ✓               │
+│ SSO            │ ✗               │ ✗               │ ✓               │
+│ Audit logs     │ ✗               │ ✗               │ ✓               │
+└────────────────┴─────────────────┴─────────────────┴─────────────────┘
+```
+
+---
+
+## Packaging for Personas
+
+### Identifying Pricing Personas
+
+Different customers have different:
+- Willingness to pay
+- Feature needs
+- Buying processes
+- Value perception
+
+**Segment by:**
+- Company size (solopreneur → SMB → enterprise)
+- Use case (marketing vs. sales vs. support)
+- Sophistication (beginner → power user)
+- Industry (different budget norms)
+
+### Persona-Based Packaging
+
+**Step 1: Define personas**
+
+| Persona | Size | Needs | WTP | Example |
+|---------|------|-------|-----|---------|
+| Freelancer | 1 person | Basic features | Low | $19/mo |
+| Small Team | 2-10 | Collaboration | Medium | $49/mo |
+| Growing Co | 10-50 | Scale, integrations | Higher | $149/mo |
+| Enterprise | 50+ | Security, support | High | Custom |
+
+**Step 2: Map features to personas**
+
+| Feature | Freelancer | Small Team | Growing | Enterprise |
+|---------|------------|------------|---------|------------|
+| Core features | ✓ | ✓ | ✓ | ✓ |
+| Collaboration | — | ✓ | ✓ | ✓ |
+| Integrations | — | Limited | Full | Full |
+| API access | — | — | ✓ | ✓ |
+| SSO/SAML | — | — | — | ✓ |
+| Audit logs | — | — | — | ✓ |
+| Custom contract | — | — | — | ✓ |
+
+**Step 3: Price to value for each persona**
+- Research willingness to pay per segment
+- Set prices that capture value without blocking adoption
+- Consider segment-specific landing pages
+
+---
+
+## Freemium vs. Free Trial
+
+### When to Use Freemium
+
+**Freemium works when:**
+- Product has viral/network effects
+- Free users provide value (content, data, referrals)
+- Large market where % conversion drives volume
+- Low marginal cost to serve free users
+- Clear feature/usage limits for upgrade trigger
+
+**Freemium risks:**
+- Free users may never convert
+- Devalues product perception
+- Support costs for non-paying users
+- Harder to raise prices later
+
+### When to Use Free Trial
+
+**Free trial works when:**
+- Product needs time to demonstrate value
+- Onboarding/setup investment required
+- B2B with buying committees
+- Higher price points
+- Product is "sticky" once configured
+
+**Trial best practices:**
+- 7-14 days for simple products
+- 14-30 days for complex products
+- Full access (not feature-limited)
+- Clear countdown and reminders
+- Credit card optional vs. required trade-off
+
+**Credit card upfront:**
+- Higher trial-to-paid conversion (40-50% vs. 15-25%)
+- Lower trial volume
+- Better qualified leads
+
+### Hybrid Approaches
+
+**Freemium + Trial:**
+- Free tier with limited features
+- Trial of premium features
+- Example: Zoom (free 40-min, trial of Pro)
+
+**Reverse trial:**
+- Start with full access
+- After trial, downgrade to free tier
+- Example: See premium value, live with limitations until ready
+
+---
+
+## Enterprise Pricing
+
+### When to Add Custom Pricing
+
+Add "Contact Sales" when:
+- Deal sizes exceed $10k+ ARR
+- Customers need custom contracts
+- Implementation/onboarding required
+- Security/compliance requirements
+- Procurement processes involved
+
+### Enterprise Tier Elements
+
+**Table stakes:**
+- SSO/SAML
+- Audit logs
+- Admin controls
+- Uptime SLA
+- Security certifications
+
+**Value-adds:**
+- Dedicated support/success
+- Custom onboarding
+- Training sessions
+- Custom integrations
+- Priority roadmap input
+
+### Enterprise Pricing Strategies
+
+**Per-seat at scale:**
+- Volume discounts for large teams
+- Example: $15/user (standard) → $10/user (100+)
+
+**Platform fee + usage:**
+- Base fee for access
+- Usage-based above thresholds
+- Example: $500/mo base + $0.01 per API call
+
+**Value-based contracts:**
+- Price tied to customer's revenue/outcomes
+- Example: % of transactions, revenue share

package/bundled-skills/product-marketing/SKILL.md

@@ -0,0 +1,255 @@
+---
+name: product-marketing
+description: "When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing.md` that all other skills reference for product, audience, and positioning context."
+metadata:
+  version: 2.1.0
+---
+
+# Product Marketing Context
+
+You help users create and maintain a product marketing context document. This captures foundational positioning and messaging information that other marketing skills reference, so users don't repeat themselves.
+
+The document is stored at `.agents/product-marketing.md`.
+
+## Workflow
+
+### Step 1: Check for Existing Context
+
+First, check if `.agents/product-marketing.md` already exists. Also check `.claude/product-marketing.md` and the legacy filename `product-marketing-context.md` (in either `.agents/` or `.claude/`) for older setups — if found anywhere other than `.agents/product-marketing.md`, offer to move it to the canonical location.
+
+**If it exists:**
+- Read it and summarize what's captured — note its current **Document version** and the last few **Changelog** entries so the user sees where the doc stands and what's changed recently
+- Ask which sections they want to update
+- Only gather info for those sections
+- On any substantive save, bump the version and add a changelog entry (see Step 4). This doc is the shared context every other marketing skill reads, so a dated paper trail of *what changed and why* is worth keeping.
+
+**If it doesn't exist, offer two options:**
+
+1. **Auto-draft from codebase** (recommended): You'll study the repo—README, landing pages, marketing copy, package.json, etc.—and draft a V1 of the context document. The user then reviews, corrects, and fills gaps. This is faster than starting from scratch.
+
+2. **Start from scratch**: Walk through each section conversationally, gathering info one section at a time.
+
+Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"
+
+### Step 2: Gather Information
+
+**If auto-drafting:**
+1. Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
+2. Draft all sections based on what you find
+3. Present the draft and ask what needs correcting or is missing
+4. Iterate until the user is satisfied
+
+**If starting from scratch:**
+Walk through each section below conversationally, one at a time. Don't dump all questions at once.
+
+For each section:
+1. Briefly explain what you're capturing
+2. Ask relevant questions
+3. Confirm accuracy
+4. Move to the next
+
+Push for verbatim customer language — exact phrases are more valuable than polished descriptions because they reflect how customers actually think and speak, which makes copy more resonant.
+
+---
+
+## Sections to Capture
+
+### 1. Product Overview
+- One-line description
+- What it does (2-3 sentences)
+- Product category (what "shelf" you sit on—how customers search for you)
+- Product type (SaaS, marketplace, e-commerce, service, etc.)
+- Business model and pricing
+
+### 2. Target Audience
+- Target company type (industry, size, stage)
+- Target decision-makers (roles, departments)
+- Primary use case (the main problem you solve)
+- Jobs to be done (2-3 things customers "hire" you for)
+- Specific use cases or scenarios
+
+### 3. Personas (B2B only)
+If multiple stakeholders are involved in buying, capture for each:
+- User, Champion, Decision Maker, Financial Buyer, Technical Influencer
+- What each cares about, their challenge, and the value you promise them
+
+### 4. Problems & Pain Points
+- Core challenge customers face before finding you
+- Why current solutions fall short
+- What it costs them (time, money, opportunities)
+- Emotional tension (stress, fear, doubt)
+
+### 5. Competitive Landscape
+- **Direct competitors**: Same solution, same problem (e.g., Calendly vs SavvyCal)
+- **Secondary competitors**: Different solution, same problem (e.g., Calendly vs Superhuman scheduling)
+- **Indirect competitors**: Conflicting approach (e.g., Calendly vs personal assistant)
+- How each falls short for customers
+
+### 6. Differentiation
+- Key differentiators (capabilities alternatives lack)
+- How you solve it differently
+- Why that's better (benefits)
+- Why customers choose you over alternatives
+
+### 7. Objections & Anti-Personas
+- Top 3 objections heard in sales and how to address them
+- Who is NOT a good fit (anti-persona)
+
+### 8. Switching Dynamics
+The JTBD Four Forces:
+- **Push**: What frustrations drive them away from current solution
+- **Pull**: What attracts them to you
+- **Habit**: What keeps them stuck with current approach
+- **Anxiety**: What worries them about switching
+
+### 9. Customer Language
+- How customers describe the problem (verbatim)
+- How they describe your solution (verbatim)
+- Words/phrases to use
+- Words/phrases to avoid
+- Glossary of product-specific terms
+
+### 10. Brand Voice
+- Tone (professional, casual, playful, etc.)
+- Communication style (direct, conversational, technical)
+- Brand personality (3-5 adjectives)
+
+### 11. Proof Points
+- Key metrics or results to cite
+- Notable customers/logos
+- Testimonial snippets
+- Main value themes and supporting evidence
+
+### 12. Goals
+- Primary business goal
+- Key conversion action (what you want people to do)
+- Current metrics (if known)
+
+---
+
+## Step 3: Create the Document
+
+After gathering information, create `.agents/product-marketing.md` with this structure:
+
+```markdown
+# Product Marketing Context
+
+**Document version:** v1
+**Last updated:** [date]
+
+## Product Overview
+**One-liner:**
+**What it does:**
+**Product category:**
+**Product type:**
+**Business model:**
+
+## Target Audience
+**Target companies:**
+**Decision-makers:**
+**Primary use case:**
+**Jobs to be done:**
+-
+**Use cases:**
+-
+
+## Personas
+| Persona | Cares about | Challenge | Value we promise |
+|---------|-------------|-----------|------------------|
+| | | | |
+
+## Problems & Pain Points
+**Core problem:**
+**Why alternatives fall short:**
+-
+**What it costs them:**
+**Emotional tension:**
+
+## Competitive Landscape
+**Direct:** [Competitor] — falls short because...
+**Secondary:** [Approach] — falls short because...
+**Indirect:** [Alternative] — falls short because...
+
+## Differentiation
+**Key differentiators:**
+-
+**How we do it differently:**
+**Why that's better:**
+**Why customers choose us:**
+
+## Objections
+| Objection | Response |
+|-----------|----------|
+| | |
+
+**Anti-persona:**
+
+## Switching Dynamics
+**Push:**
+**Pull:**
+**Habit:**
+**Anxiety:**
+
+## Customer Language
+**How they describe the problem:**
+- "[verbatim]"
+**How they describe us:**
+- "[verbatim]"
+**Words to use:**
+**Words to avoid:**
+**Glossary:**
+| Term | Meaning |
+|------|---------|
+| | |
+
+## Brand Voice
+**Tone:**
+**Style:**
+**Personality:**
+
+## Proof Points
+**Metrics:**
+**Customers:**
+**Testimonials:**
+> "[quote]" — [who]
+**Value themes:**
+| Theme | Proof |
+|-------|-------|
+| | |
+
+## Goals
+**Business goal:**
+**Conversion action:**
+**Current metrics:**
+
+## Changelog
+*Newest first. One line per revision: what changed and why.*
+- v1 ([date]) — Initial context.
+```
+
+---
+
+## Step 4: Confirm, Version, and Save
+
+- Show the completed document
+- Ask if anything needs adjustment
+- **Set the version and changelog** — this is the paper trail for a doc every other skill reads:
+  - **New document:** set `Document version: v1` and a single Changelog entry — `- v1 ([today]) — Initial context.`
+  - **Updating an existing document:** increment the version (v2 → v3 …), update `Last updated` to today, and **prepend a new Changelog entry** at the top of the list (newest first) summarizing *what changed and why* in one line. Never rewrite or reorder past entries.
+  - A good entry names the sections touched and the reason, not "updated the doc." Examples:
+    - `- v3 (2026-07-16) — Repositioned from "email tool" to "deliverability platform"; added RevOps to the ICP.`
+    - `- v2 (2026-06-02) — Rewrote value prop and objections after 5 customer interviews; added competitor Acme.`
+  - Use today's date in ISO form (YYYY-MM-DD) for the entry and `Last updated`.
+  - **Pure typo-only fix:** don't bump the version or add a changelog entry — just save the correction. Every other change bumps the version and gets an entry. When the change is a real repositioning, say so plainly — downstream skills will now generate against the new context.
+- Save to `.agents/product-marketing.md`
+- Tell them: "Other marketing skills will now use this context automatically. The Changelog at the bottom tracks every revision — check it to see how your positioning has evolved. Run `/product-marketing` anytime to update it."
+
+---
+
+## Tips
+
+- **Be specific**: Ask "What's the #1 frustration that brings them to you?" not "What problem do they solve?"
+- **Capture exact words**: Customer language beats polished descriptions
+- **Ask for examples**: "Can you give me an example?" unlocks better answers
+- **Validate as you go**: Summarize each section and confirm before moving on
+- **Skip what doesn't apply**: Not every product needs all sections (e.g., Personas for B2C)