opencode-skills-collection 3.1.12 → 3.1.13

package/bundled-skills/marketing-plan/references/client-types.md

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+# Client Types — Variations by Business Model
+
+The 13-section plan structure stays consistent across client types. What changes is the **content emphasis** within each section. This doc names the dominant patterns by client archetype.
+
+## Archetype 1 — B2B SaaS
+
+### Core characteristics
+- Subscription revenue
+- Often higher ACV ($1K–$100K+ per year)
+- Sales-assisted or self-serve depending on tier
+- Buyer often different from user (champion vs. end-user)
+
+### AARRR emphasis
+
+**Acquisition heavy:**
+- SEO is the dominant top-of-funnel motion (people search for solutions)
+- Content marketing (blog, knowledge base, comparison pages) drives MQLs
+- LinkedIn for both organic founder presence and paid
+- Outbound (cold email + LinkedIn) often complements inbound
+- Events (conferences, webinars) for high-ACV products
+
+**Activation:**
+- Signup → trial → first key action (PLG products)
+- Trial → demo → POC (sales-led products)
+- Empty states matter — guide users to first value action
+
+**Retention:**
+- Product engagement metrics (DAU, feature adoption)
+- Customer success motion (CSM team for higher ACV)
+- Lifecycle emails focused on feature discovery, value moments
+
+**Referral:**
+- Customer advocacy programs
+- Partner / integration co-marketing
+- G2 / Capterra reviews
+- Champion-to-buyer expansion
+
+**Revenue:**
+- Expansion / NRR is often the biggest growth lever
+- Tier upgrades, seat expansion, usage-based add-ons
+
+### Skills emphasis
+- `cold-email`, `programmatic-seo`, `competitors`, `seo-audit`, `ai-seo`
+- `ads` weighted toward LinkedIn + Google
+- `emails` for trial nurture + lifecycle
+- `pricing` for tier optimization
+
+### Tier-1 budget priority
+- SEO + content > everything else
+- Founder-led LinkedIn channel
+- Customer.io / Mailchimp for nurture
+- HARO + investor backchannel for PR
+
+---
+
+## Archetype 2 — D2C Consumer App (Subscription)
+
+### Core characteristics
+- Lower ACV ($5–$30/mo typically)
+- High volume, lower margin per user
+- App Store / Play Store as the primary acquisition surface
+- Lifecycle email + push for retention
+- Often paid-acquisition-driven once budget unlocks
+
+### AARRR emphasis
+
+**Acquisition:**
+- App Store Optimization (ASO) is the highest-leverage non-site asset
+- Paid social (Meta, TikTok) often dominant once budget exists
+- Apple Search Ads for high-intent App Store traffic
+- Influencer + content creators
+- PR + endorsements
+
+**Activation:**
+- Onboarding is the dominant activation surface
+- Time-to-value must be minutes, not hours
+- Paywall structure + trial length critical
+
+**Retention:**
+- Lifecycle email + push
+- In-app reminders (carefully — overuse = churn)
+- Subscription preference center
+- Win-back campaigns
+
+**Referral:**
+- Built-in sharing (share-a-month flow)
+- Two-sided referrals
+- Influencer / creator ambassadors
+
+**Revenue:**
+- Annual plan default is the biggest single move (compresses MRR but improves LTV)
+- Tier optimization (Free → Premium → Premium+)
+- In-app upsells
+
+### Skills emphasis
+- `onboarding`, `paywalls`, `emails`
+- `ads`, `ad-creative` (heavy creative iteration)
+- `referrals`
+- `pricing` for annual default + tier consolidation
+
+### Tier-1 budget priority
+- ASO first (highest organic leverage)
+- Onboarding rebuild
+- Lifecycle email shipping
+- Founder-led social if founder is on-camera
+
+---
+
+## Archetype 3 — Hybrid Hardware + Software
+
+### Core characteristics
+- Physical product + software companion (e.g., Quietude's eye mask + app)
+- Hardware as a distribution wedge (lower price, easier first purchase)
+- Software as the LTV (recurring revenue)
+- Blended CAC across both surfaces
+
+### AARRR emphasis
+
+**Acquisition:**
+- Shopify storefront SEO (hardware product pages target consumer search)
+- Amazon listing (high-discovery, takes margin)
+- PR amplification (hardware is photogenic — high-profile influencer endorsements move volume)
+- Paid social for hardware (Meta + Instagram, eye-catching creative)
+
+**Activation:**
+- Two activations to track: hardware unboxing experience + software signup
+- Hardware → software activation flow is the bridge
+- Concierge setup for high-value hardware buyers
+
+**Retention:**
+- Hardware post-purchase lifecycle (different from app onboarding)
+- Software companion drives stickiness
+- Community / practitioner network around hardware
+
+**Referral:**
+- Hardware gifting flows (high WOM for physical products)
+- Eye-catching hardware drives organic social sharing
+- Reviews on Shopify + Amazon
+
+**Revenue:**
+- Blended LTV math is critical (hardware margin + software recurring)
+- Bundle strategy (hardware buy → free Premium for X months)
+- Annual plan default for software
+
+### Skills emphasis
+- `seo-audit` for Shopify product pages
+- `emails` for both hardware post-purchase and software lifecycle
+- `referrals` with gifting layer
+- `pricing` for blended-bundle math
+- `ads` with creative-heavy Meta presence
+
+### Tier-1 budget priority
+- Shopify product page optimization
+- Hardware post-purchase lifecycle ship
+- Bundle strategy formalization
+- Hardware → app activation audit
+
+---
+
+## Archetype 4 — Marketplace
+
+### Core characteristics
+- Two-sided product (supply + demand)
+- Network effects matter
+- Liquidity is the critical early metric
+- Take-rate × GMV is the revenue model
+
+### AARRR emphasis
+
+**Acquisition:**
+- Two funnels — supply and demand
+- Supply often acquired through outbound / partnership / cold email
+- Demand often acquired through SEO / paid / content
+- City-by-city programmatic SEO common
+
+**Activation:**
+- Supply activation: first listing posted, first response sent
+- Demand activation: first purchase / first match / first transaction
+- Both sides need their own onboarding
+
+**Retention:**
+- Repeat transaction frequency
+- Supply utilization (% of listings active)
+- Demand habit (DAU / MAU)
+
+**Referral:**
+- Supply → supply (refer other providers)
+- Demand → demand (refer other buyers)
+- Cross-side referrals are weaker
+
+**Revenue:**
+- Take-rate optimization
+- Premium tier (better matching, lower fees)
+- Lead-gen vs. transaction-fee monetization
+
+### Skills emphasis
+- `programmatic-seo` for city pages, vertical pages
+- `cold-email` for supply-side recruitment
+- `referrals` for both sides
+- `pricing` for take-rate decisions
+
+### Tier-1 budget priority
+- Programmatic SEO build for one side
+- Cold outbound to seed supply (or demand, whichever is bottleneck)
+- Lifecycle email for both sides
+
+---
+
+## Archetype 5 — Developer Tool / Open Source
+
+### Core characteristics
+- Technical buyer (developer or eng leader)
+- High bar for content quality (developers are skeptical)
+- DevRel matters more than traditional marketing
+- Open source layer often funnel into commercial product
+
+### AARRR emphasis
+
+**Acquisition:**
+- Technical content + docs SEO
+- DevRel (conferences, talks, community)
+- GitHub presence + npm/pip/etc. discovery
+- Hacker News + Reddit + dev Twitter
+
+**Activation:**
+- First build / first integration is the activation event
+- Time-to-Hello-World matters
+- Documentation = onboarding for dev tools
+
+**Retention:**
+- Depth of integration (using more of the product)
+- Team adoption (one user → entire org)
+- Active project count
+
+**Referral:**
+- Star count on GitHub (semi-organic)
+- Recommendation in technical forums
+- Conference talks mentioning the tool
+
+**Revenue:**
+- Free → paid conversion when usage exceeds limits
+- Team plans, enterprise tiers
+- Support / SLA upsells
+
+### Skills emphasis
+- `programmatic-seo` for docs
+- Less emphasis on traditional `ads`
+- Heavy `content-strategy` + technical content
+- `cold-email` to engineering leads at target companies
+
+### Tier-1 budget priority
+- Docs + technical content production
+- DevRel (founder doing talks)
+- GitHub presence
+- HN / Reddit / dev community
+
+---
+
+## Archetype 6 — Deep-Tech / Scientific / Clinical
+
+### Core characteristics
+- Long sales cycles
+- Heavy credibility burden (must prove the science)
+- Highly informed buyers (academics, clinicians, researchers)
+- Often regulatory considerations
+
+### AARRR emphasis
+
+**Acquisition:**
+- Academic publishing + peer-reviewed studies
+- Conference speaking (academic + industry)
+- Investor / advisor introductions
+- PR via credibility hooks
+
+**Activation:**
+- Pilot programs / proof-of-concepts
+- Concierge setup with high-touch onboarding
+- Educational webinars / training
+
+**Retention:**
+- Customer success heavily
+- Co-publication with customers
+- Community of practice
+
+**Referral:**
+- Academic / clinical references
+- Conference panel features
+- Case studies with named institutions
+
+**Revenue:**
+- Pilot → paid expansion
+- Institutional contracts (multi-seat / multi-year)
+- Compliance / certification upsells
+
+### Skills emphasis
+- Light traditional marketing
+- Heavy `product-marketing`, `sales-enablement`, `pricing`
+- `cold-email` to specific researchers / practitioners
+- PR + investor marketing
+
+### Tier-1 budget priority
+- Academic outreach + conference speaking
+- Investor backchannel for institutional warm intros
+- Pilot deployment with key customers
+- Case study + scientific publication
+
+---
+
+## Archetype 7 — Commerce / DTC (non-subscription)
+
+### Core characteristics
+- Physical or digital products sold transactionally
+- Average Order Value matters
+- Repeat purchase rate is the key retention metric
+
+### AARRR emphasis
+
+**Acquisition:**
+- Paid social (Meta, TikTok) often dominant
+- Shopify SEO for product pages
+- Amazon listings
+- Influencer + creator partnerships
+
+**Activation:**
+- First purchase is the activation event
+- Cart abandonment recovery
+- Trust signals on checkout (reviews, returns, shipping)
+
+**Retention:**
+- Post-purchase lifecycle
+- Loyalty programs
+- Email + SMS for repeat purchase
+
+**Referral:**
+- Gifting flows
+- Refer-a-friend programs
+- Reviews + UGC
+
+**Revenue:**
+- AOV optimization (bundles, upsells)
+- Customer LTV optimization (repeat purchase frequency)
+- Subscription option for repeat purchases
+
+### Skills emphasis
+- `ads` + `ad-creative` (heavy weight)
+- `emails` for post-purchase + abandoned cart
+- `referrals` with gifting
+- `pricing` for bundles + subscription option
+
+### Tier-1 budget priority
+- Shopify storefront optimization
+- Email lifecycle ship
+- Influencer / UGC seeding
+- Paid social testing (if minimal budget exists)
+
+---
+
+## How to use this doc when drafting a plan
+
+When you start drafting Sections 4–8 (AARRR), identify the client's archetype (or hybrid if applicable) and lean into the patterns above.
+
+**Hybrid cases are common.** Quietude is "Hybrid hardware + software" with significant overlap to "Deep-tech / scientific / clinical" (because of the peer-reviewed study + clinical positioning). The plan blends emphases from both archetypes.
+
+When in doubt, lead with the archetype that best fits the *primary monetization model*. Quietude's primary monetization is software subscription (with hardware as the wedge), so the D2C consumer app + hardware-hybrid patterns dominate, with deep-tech credibility moves layered in.
+
+## When the client doesn't fit cleanly
+
+Some clients defy archetype:
+- **Content / media businesses** — neither SaaS nor commerce; ad revenue or subscription model
+- **Social networks** — own category, network effects dominate
+- **Real estate / events** — physical + service model
+
+For these, identify the closest archetype and adjust. Don't force-fit — name the deviation in the plan's Strategic Frame.

package/bundled-skills/marketing-plan/references/current-state-rubric.md

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+# Current State Rubric — 17-Section Scoring Lens
+
+This 17-section rubric is the source of truth for Section 3 ("Current State") of every marketing plan. Score each section 0–5 from available materials, then write a 2–4 sentence "shape interpretation" that names where strengths and gaps cluster.
+
+## How to score
+
+**From rich materials.** When the team has shared decks, prior content audits, a brand voice doc, kickoff transcript, app store and analytics snapshots — score each section from those artifacts. Mark "scored from materials" in the section heading so the team can push back where they have better data.
+
+**From a separately scored audit.** If the team has already run a scored current-state assessment (in any format), ingest those scores directly. Don't redo the work — note the date the rubric was scored and flag any sections where material has shifted since.
+
+Either way, the output is the same: a 17-row scored table, a total out of 85, and a shape paragraph.
+
+## The 17 sections (scored 0–5 each)
+
+### 1. Positioning
+**What's scored:** Clarity of category claim, differentiation, alignment across surfaces (homepage, app store, pitch deck, founder messaging).
+
+**Score guide:**
+- 0 = No positioning anywhere
+- 2 = Inconsistent across surfaces; team can't articulate it on demand
+- 4 = Clear, original, mostly consistent; minor surface gaps
+- 5 = Distinctive, category-defining, every surface aligned
+
+**Maps to AARRR:** Cross-cutting — feeds every stage.
+
+### 2. Customer research
+**What's scored:** Depth and recency of customer research, ICP clarity, voice-of-customer capture.
+
+**Score guide:**
+- 0 = No formal research, only founder intuition
+- 2 = Some research but stale or one-off
+- 4 = Active research practice, customer language captured
+- 5 = Continuous research, customer language flows into copy / product / messaging
+
+**Maps to AARRR:** Cross-cutting — feeds especially Acquisition (channel choice) and Activation (onboarding voice).
+
+### 3. Homepage
+**What's scored:** Headline clarity, voice alignment, conversion architecture, mobile experience.
+
+**Score guide:**
+- 0 = Generic / broken / off-brand
+- 2 = Functional but underperforming; voice mostly absent
+- 4 = Clear, voice-aligned, converting; minor optimization opportunities
+- 5 = Distinctive, converts strongly, fully voice-aligned
+
+**Maps to AARRR:** Acquisition + Activation.
+
+### 4. Sales / product pages
+**What's scored:** Existence and quality of dedicated product / pricing / feature pages. Are SKUs documented? Is pricing scannable? Are upsells visible?
+
+**Score guide:**
+- 0 = No dedicated pages
+- 2 = Pages exist but are stale or off-voice
+- 4 = Quality pages for primary products; gaps on secondary
+- 5 = Every product, tier, and upsell has a high-converting page
+
+**Maps to AARRR:** Acquisition + Revenue.
+
+### 5. Conversion pages
+**What's scored:** Landing pages for specific campaigns, channels, or use cases. `/partner`, `/science`, `/ambassadors`, `/eye-mask` types of pages.
+
+**Score guide:**
+- 0 = No conversion pages
+- 2 = One or two exist; rest of needed pages missing
+- 4 = Most needed conversion pages exist; quality is good
+- 5 = Full conversion page library, each high-converting
+
+**Maps to AARRR:** Acquisition + Activation.
+
+### 6. Competitor comparison
+**What's scored:** Existence of "vs. {competitor}" pages, comparison content. Does the brand acknowledge alternatives, or pretend they don't exist?
+
+**Score guide:**
+- 0 = Nothing — actively avoiding competitor mentions
+- 2 = Some content exists but is weak or hidden
+- 4 = Solid comparison pages for top 2–3 competitors
+- 5 = Comprehensive comparison library; SEO-targeted; high-converting
+
+**Maps to AARRR:** Acquisition (consideration-stage SEO + sales enablement).
+
+### 7. Resources / content
+**What's scored:** Blog, knowledge base, science page, whitepapers, research, founder essays, podcast.
+
+**Score guide:**
+- 0 = No content surface
+- 2 = Blog exists but is stale or thin
+- 4 = Active content production; multiple formats
+- 5 = Content is a moat — proprietary research, named pillars, daily volume
+
+**Maps to AARRR:** Acquisition.
+
+### 8. Onboarding
+**What's scored:** New user onboarding (in-app + email). Time-to-value, completion rate, brand-voice alignment.
+
+**Score guide:**
+- 0 = No onboarding flow
+- 2 = Onboarding exists but is broken, off-voice, or underperforming
+- 4 = Solid onboarding; clear bottlenecks identified
+- 5 = Tested, optimized, on-brand; activation rate at category top quartile
+
+**Maps to AARRR:** Activation.
+
+### 9. Email lifecycle
+**What's scored:** Existence and quality of lifecycle email programs. Welcome / onboarding / post-purchase / lapsed / win-back.
+
+**Score guide:**
+- 0 = No lifecycle email
+- 2 = Some flows exist but drafted not live, or live but stale
+- 4 = Core flows live and performing; gaps on secondary flows
+- 5 = Full lifecycle live, segmented, performing above category benchmarks
+
+**Maps to AARRR:** Retention (+ Activation for onboarding emails).
+
+### 10. Sales material
+**What's scored:** Sales decks, one-pagers, demos, case studies, pricing sheets. (For B2B / hybrid companies — for pure D2C, this can be marked N/A or scored low without implication.)
+
+**Score guide:**
+- 0 = No sales material
+- 2 = Founder uses a deck but other material is thin
+- 4 = Solid sales kit; reps can self-serve content
+- 5 = Comprehensive material; updated quarterly; objection-handling library exists
+
+**Maps to AARRR:** Acquisition + Revenue (B2B).
+
+### 11. Messaging
+**What's scored:** Voice, tone, vocabulary, message hierarchy across surfaces. Is the brand voice documented, consistent, distinctive?
+
+**Score guide:**
+- 0 = No voice documented; surfaces inconsistent
+- 2 = Voice exists in founder's head but isn't operationalized
+- 4 = Documented voice; mostly consistent across surfaces
+- 5 = Distinctive voice; documented; every surface respects it; voice is a moat
+
+**Maps to AARRR:** Cross-cutting.
+
+### 12. Pricing
+**What's scored:** Pricing structure clarity, packaging logic, recent pressure-testing, listed vs. effective price reconciliation.
+
+**Score guide:**
+- 0 = Pricing not pressure-tested in over a year; unclear structure
+- 2 = Listed pricing exists but plan mix / discounting muddles the read
+- 4 = Clear pricing; recent tests; LTV math known
+- 5 = Pricing tested quarterly; packaging optimized; expansion levers known
+
+**Maps to AARRR:** Revenue.
+
+### 13. CRO (conversion rate optimization)
+**What's scored:** Test cadence, instrumentation, A/B history, statistical rigor.
+
+**Score guide:**
+- 0 = No tests run; no instrumentation
+- 2 = Some ad-hoc tests; no statistical rigor
+- 4 = Regular test cadence; some wins
+- 5 = Continuous testing program; experimentation culture; documented wins
+
+**Maps to AARRR:** Cross-cutting (most impactful at Activation + Revenue).
+
+### 14. GTM launches
+**What's scored:** Quality of past launch executions. Product launches, feature launches, campaign launches.
+
+**Score guide:**
+- 0 = No structured launches; "soft launches" only
+- 2 = Some launches but uneven execution
+- 4 = Solid recent launches; playbook exists
+- 5 = Repeatable launch motion; Product Hunt #1s; press coverage on demand
+
+**Maps to AARRR:** Acquisition + Activation.
+
+### 15. Ads (paid)
+**What's scored:** Paid acquisition state. Active campaigns, channels, CAC tracking, creative quality.
+
+**Score guide:**
+- 0 = No paid acquisition
+- 2 = Some paid but unstructured / wasteful
+- 4 = Paid is firing across 2–3 channels with positive unit economics
+- 5 = Sophisticated paid stack; CAC/LTV understood; creative iterated weekly
+
+**Maps to AARRR:** Acquisition.
+
+**Note:** For pre-seed clients with no paid budget, score this 0 *without* treating it as a weakness — it reflects the funding stage, not a marketing failure.
+
+### 16. SEO
+**What's scored:** Organic search performance. Domain rating, ranking keywords, organic traffic, content cluster strategy.
+
+**Score guide:**
+- 0 = No SEO; new domain or zero-authority
+- 2 = Some content but no strategy; ranks for brand only
+- 4 = Established content clusters; growing organic traffic; DR 25+
+- 5 = SEO is a moat; DR 40+; thousand+ ranking keywords; consistent content production
+
+**Maps to AARRR:** Acquisition.
+
+### 17. Internationalization
+**What's scored:** Geographic expansion, language localization, region-specific pricing.
+
+**Score guide:**
+- 0 = US/EN only; no international consideration
+- 2 = International users exist but aren't served (one language, one currency)
+- 4 = Multi-language, region-specific pricing, GTM playbook for new markets
+- 5 = International is a strength; multi-region revenue; localized GTM
+
+**Maps to AARRR:** Acquisition.
+
+**Note:** For most early-stage companies, internationalization scores 0–1 and that's appropriate. Don't penalize early-stage companies for not having international playbooks yet.
+
+## How to compute the total + read the shape
+
+**Total = sum of all 17 scores. Out of 85.**
+
+The total matters less than the *shape*. After the scoring table, write a 2–4 sentence "shape interpretation":
+
+> *"High in {strong sections}, low in {weak sections}. That shape is the gap the rest of the plan closes — Sections X (AARRR stage) is the longest because that's where the gap is widest."*
+
+## Common shapes
+
+### "Strong voice / messaging, weak distribution"
+- High: Positioning (#1), Customer research (#2), Messaging (#11)
+- Low: SEO (#16), Ads (#15), GTM launches (#14)
+- Translation: The founder is a strong storyteller but distribution hasn't caught up. Plan emphasizes Acquisition + paid layer prep.
+
+### "Strong acquisition, weak conversion"
+- High: SEO (#16), Resources (#7), Ads (#15)
+- Low: Homepage (#3), Onboarding (#8), Conversion pages (#5), Pricing (#12)
+- Translation: Traffic comes in but doesn't convert. Plan emphasizes Activation + Revenue.
+
+### "Strong conversion, weak retention"
+- High: Onboarding (#8), Homepage (#3), Pricing (#12)
+- Low: Email lifecycle (#9), CRO (#13)
+- Translation: Users sign up and pay but churn. Plan emphasizes Retention.
+
+### "Strong product, weak everything-else"
+- High: only Positioning (#1) and Customer research (#2) — the founder knows the customer
+- Low: everything operational
+- Translation: Pre-marketing stage. Plan is foundation-heavy. First quarter is bedrock fixes.
+
+### "Strong recent revenue, weak compounding"
+- High: Ads (#15), Sales material (#10), Pricing (#12)
+- Low: SEO (#16), Resources (#7), Referral mechanics
+- Translation: Performance marketing carries the business. Plan emphasizes building compounding channels before paid scales further.
+
+## When scores are subjective
+
+Some sections are easier to score from outside than others. Subjectivity tier:
+
+- **Objective (data-driven):** SEO (#16), Ads (#15), Email lifecycle (#9), Onboarding (#8) — backed by analytics
+- **Semi-objective:** Pricing (#12), CRO (#13), Conversion pages (#5), Sales material (#10) — visible artifacts to evaluate
+- **Subjective (judgment call):** Positioning (#1), Messaging (#11), Customer research (#2), Resources (#7) — interpretive
+
+For subjective sections, write the rationale into the "Note" column so the team can push back if they disagree.
+
+## When a prior scored audit exists
+
+If the team already has scored output from any current-state assessment, ingest those scores directly — don't redo the work. Treat that prior scoring as the ground truth for sections it covers.
+
+If the prior scoring was done weeks ago and material has shifted since (new shipped flows, new content live, repositioning, etc.), note "scored on YYYY-MM-DD; material has shifted since" and update any specific scores you have current evidence for.