.

growth/README.md

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+# Growth: operating system
+
+The single engine: **compute one finding → render it four ways → point everything at the free map.**
+One dashboard URL (filters + lat/lon/zoom) becomes the live map you screen-record, the OG/unfurl
+card, the prerendered SEO page, and the ≤3-filter deep-link CTA. No asset is built twice.
+
+This folder holds the **founder-action** collateral (the things only you can send/post). The code that
+generates the findings, pages, cards, and videos lives in the repo proper (see `analysis/` and the
+SEO/video pipelines). Numbers below in `{{DOUBLE_BRACES}}` are filled from the compute-harness output.
+
+## Two-track cadence (~2–4 hrs/week)
+
+| Track | Effort | Skippable? |
+|---|---|---|
+| **Page batch** (Claude Code computes a finding → pages deploy; you spot-check ~5) | ~30 min / fortnight | **Never**: this is the floor |
+| **Video** (Claude Code builds the storyboard/render/metadata; you sanity-check + optional voice hook + upload) | ~1.5–2 hrs / video, target 1 per 1–2 weeks | Yes, booster only |
+
+**Bad-week rule: always ship the page batch, skip the video, never the reverse.**
+
+## The anti-quit rule (pre-commit this in writing)
+
+> Keep going for **6 months** as long as Search Console **impressions** AND **free-map opens** grow
+> month-over-month, *regardless of revenue.* The #1 failure mode is quitting at month 2–3, right
+> before SEO + the video back-catalogue start to pay.
+
+## Honest milestones
+
+- **Month 1:** small but non-zero: 1–3 sales from the launch/email push, ~10 free-map power users, 1–2 videos at 100–300 views, first GSC impressions.
+- **Month 3:** ~100+ engaged free users, ~5–10 paying, first long-tail pages ranking.
+- **Month 6–9:** **~25 paying users** (the honest anchor); organic search becomes a real channel.
+
+## Metrics that move *before* revenue (watch the slope, not weekly noise)
+
+1. GSC impressions + which postcode pages surface (impressions up while clicks flat = warming up, **working**)
+2. Map deep-link clicks per video/page (the only conversion metric that matters at this ARPU)
+3. 3-filter cap-hit rate among engaged sessions (your one purchase-intent signal)
+4. Free-map opens + % of sessions applying ≥1 filter
+5. YouTube impressions, CTR (>4% healthy), avg-view-duration (>40% healthy)
+6. Backlinks/referral hits from newsletter archives + Reach articles (the DR-seed payoff)
+
+## Files here
+
+- `launch-show-hn.md`: one-shot Show HN + r/InternetIsBeautiful submission (titles + maker comment)
+- `outreach-emails.md`: ~12–15 personalized newsletter/podcast/journalist emails (master template + per-target)
+- `regional-tables.md`: Reach plc / National World local-desk pitches (template + table spec)
+- `qwoted-reactive-pr.md`: near-passive reactive-PR profile bio + canned stock answers
+
+## Defensibility rules (apply to EVERY public artifact, non-negotiable)
+
+1. Aggregate to **postcode unit / sector** only; never republish address-level rows (Royal Mail / OS rights).
+2. Attribution line on every table/chart: **"Contains HM Land Registry data © Crown copyright and database right {{YEAR}}. Licensed under the Open Government Licence v3.0."**
+3. Exclude thin samples (min sold count) and pre-2012-only EPCs (floor area is null/sparse, which would fabricate twins).
+4. Label every derived price **"estimate"**, never "valuation".
+5. Present crime/area numbers **with the year**; let the data speak, never editorialise a real community as "bad".
+6. Scope every title/post to **England** or a named city-region (avoid Scotland/Wales comment noise).

growth/launch-show-hn.md

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+# One-shot launch: Show HN + r/InternetIsBeautiful
+
+**Goal:** NOT the day-one spike (HN is US-skewed for an England-only tool; outbound links are nofollow).
+The real payoff is **2–5 aggregator/reblog backlinks that start your domain-authority clock**, plus
+1–3 UK referral relationships. Treat it as a backlink seed, then walk away.
+
+**Rules of engagement**
+- Post **Tue–Thu, ~14:00–17:00 UK** (≈9–12am US Eastern). One platform each, same week.
+- The link target is a **cheaper-twin STORY page** (e.g. `{{FLAGSHIP_TWIN_PAGE_URL}}`), **never the cold map** or a bare filter UI.
+- Be present ~2–3h to answer data-method questions, then stop.
+- Post the **maker comment first**, immediately after submitting.
+- Both qualify only because the map has **no sign-up wall**; keep it that way for launch day.
+
+---
+
+## Show HN
+
+**Title** (HN dislikes hype; lead with the mechanism + "open data"):
+
+```
+Show HN: Perfect Postcode, ranking every England postcode by what £1 of housing buys
+```
+
+Alternatives if you want to A/B in your head:
+- `Show HN: I joined Land Registry, EPC, Ofsted and crime data to find England's "cheaper twin" postcodes`
+- `Show HN: A no-signup map that ranks all of England by price per m², schools, commute and crime`
+
+**Maker comment** (post as the first comment):
+
+```
+Maker here. Perfect Postcode ranks every postcode in England by what each £ actually buys
+(£ per m² of floor space, Ofsted school catchments, commute time, crime, broadband, noise)
+instead of by area reputation. It's a single cross-join of official open data (HM Land Registry
+price-paid, EPC floor areas, Ofsted, DfT, ONS, Police.uk) over ~13M sales.
+
+The thing I find most fun: "cheaper twins", pairs of adjacent postcodes that share a station,
+a school catchment and a build era but sell tens of thousands apart because one name got bid up.
+Example: {{FLAGSHIP_TWIN_ONE_LINER e.g. "Angel N1 vs Holloway N7: same line, overlapping
+catchment, ~30% less per m²"}}.
+
+No sign-up, no card. The map's free to explore: {{FLAGSHIP_TWIN_PAGE_URL}}
+
+Honest caveats: England only for now (Scotland/Wales need different source datasets); EPC floor-area
+coverage is sparse before 2012 so I exclude pre-2012-only properties from the £/m² figures; "estimated"
+prices are comparison estimates, not valuations. Happy to go into the £/m² derivation, postcode-boundary
+handling or the EPC gaps. Ask away.
+```
+
+Be ready for these HN questions (have a one-paragraph answer each):
+- How is £/m² derived, and how do you handle properties with no recorded floor area?
+- Postcode vs postcode-sector boundaries: what granularity are the "twins" at?
+- What's the business model? *(Answer plainly: free map, one-time lifetime unlock for >3 filters, no subscription. Do NOT lead with this.)*
+- Data licensing. *(OGL v3.0 in aggregate; you never expose address-level rows.)*
+
+---
+
+## r/InternetIsBeautiful
+
+Read the subreddit rules the day you post (they change). It must read as a genuinely interesting
+*thing to explore*, not an ad; the no-signup map is what makes it allowed.
+
+**Title** (their format is a plain description of the site):
+
+```
+Every postcode in England, ranked by price-per-m², schools, commute and crime (no signup)
+```
+
+**First comment** (shorter, less "founder", more "here's a cool thing"):
+
+```
+Built this from official open data (Land Registry sold prices + EPC floor areas + Ofsted + DfT +
+Police.uk). The bit people seem to like is "cheaper twins": two postcodes next to each other with the
+same station and school catchment, priced thousands apart just because of the name. England-only for
+now. No account needed; link goes straight to a worked example you can poke at.
+```
+
+---
+
+## After the launch (same day, 10 minutes)
+
+- Note every domain that reblogs/aggregates the HN post (e.g. hckrnews, Hacker News Daily, niche newsletters). Those are your seed backlinks; log them in your metrics sheet.
+- Do **not** repost to other subreddits in a blast. One IIB post, done.

growth/outreach-emails.md

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+# Outreach: newsletters / podcasts / journalists (one-shot batch)
+
+**Send once. Not a sequence. ~12–15 emails, each personalised, from your own address.**
+
+The pitch is the **finding**, never the product. You're offering a free, citable, ready-made data
+asset (table + CSV + chart + a methodology box). Give **exactly one** outlet a genuine first-look
+window; tell them so (it makes the exclusive worth covering).
+
+**What you attach / link to every time**
+- A clean comparison table (top "name premiums" / cheaper twins, national + their-audience cut)
+- The same data as CSV
+- One chart image (the OG card render works)
+- A link to the live worked-example page: `https://perfect-postcode.co.uk/{{FLAGSHIP_TWIN_SLUG}}`
+- The attribution line: *"Contains HM Land Registry data © Crown copyright and database right {{YEAR}}, OGL v3.0."*
+
+**Numbers to fill from the harness:** `{{NATIONAL_HEADLINE_STAT}}`, `{{BIGGEST_TWIN_GAP}}`,
+`{{TOP5_TWINS_TABLE}}`, `{{AUDIENCE_SPECIFIC_CUT}}`.
+
+---
+
+## Master template
+
+**Subject:** `Data: the "cheaper twin" postcodes that share a school + station, {{BIGGEST_TWIN_GAP}} apart`
+
+> Hi {{FirstName}},
+>
+> I built a dataset that joins HM Land Registry sold prices with EPC floor areas, Ofsted catchments,
+> DfT commute times and Police.uk crime for **every postcode in England**, and it surfaces something
+> I think your {{readers/listeners}} would find useful: **"cheaper twins."**
+>
+> These are pairs of neighbouring postcodes that share the same station, the same school catchment and
+> the same era of housing, yet sell **tens of thousands apart**, purely because one name got bid up.
+> Example: {{FLAGSHIP_TWIN_ONE_LINER}}. Nationally, the biggest gap I found is **{{BIGGEST_TWIN_GAP}}**.
+>
+> It's all official open data (OGL), aggregated to postcode level. Happy to send you a **ready-to-use
+> table + CSV + chart**, including a cut specific to {{their audience/region}}. No ask in return; credit
+> to *Perfect Postcode* with a link is plenty. I can give you a **first look before I share it more widely**
+> if it's useful.
+>
+> Want me to send it over?
+>
+> {{Your name}}
+> perfect-postcode.co.uk · {{your email}}
+
+Keep it under ~150 words. No attachments on the *first* email (deliverability); offer, then send on reply.
+
+---
+
+## Targets (personalise the hook line per outlet)
+
+### Consumer money / personal finance
+1. **Andy Webb, Be Clever With Your Cash** (blog + newsletter + YouTube). Hook: the "are you overpaying for the name?" angle is squarely his money-saving lens. Consumer-friendly cut.
+2. **Damien Fahy, Money to the Masses** (site + podcast). Hook: offer a podcast-ready segment ("how to find the cheaper twin of any postcode") + the data table.
+3. **Finimize** (newsletter, large UK retail-finance audience). Hook: one punchy chart + the national headline stat; they run short data-led items.
+4. **iNews / Metro money desk** (consumer national). Hook: "the postcode name premium", relatable, shareable, map-friendly.
+
+### Property-buyer / homeowner
+5. **HomeOwners Alliance** (consumer property advice + newsletter). Hook: pre-viewing research angle; their audience is active buyers.
+6. **Charlie Lamdin, Moving Home with Charlie** (YouTube + BestAgent). Hook: he covers market value + buyer strategy daily; offer him the data for a "cheaper twin" episode (he'll likely screen-share the map).
+7. **Rob Bence & Rob Dix, The Property Podcast / Property Hub** (investor-leaning, large). Hook: the £/m² value-gap framing for investors hunting under-priced areas; offer a data segment + regional cuts.
+
+### National money desks (give ONE of these the exclusive first-look)
+8. **Helen Crane, This is Money** ("Crane on the Case" / property). Hook: strong property-data appetite; the cleanest national-exclusive target.
+9. **Ed Magnus, This is Money.** Hook: writes the data-led property explainers; alternative/second TiM contact.
+10. **The Telegraph Money / The Times Money property desk** (one named property reporter each). Hook: "name premium" maps to their readership well, but paywalled, lower referral; pitch only if you have a name.
+
+### Trade press (fast pickup, good backlinks, lower direct traffic)
+11. **PropertyWire** (property trade news). Hook: ready-made data story, they publish data fast.
+12. **The Negotiator / Estate Agent Today** (agent trade). Hook: "what buyers are about to start asking you about £/m²" angle.
+13. **Property118** (landlord/investor community). Hook: value-gap data for portfolio buyers.
+
+### Stretch (one shot, low odds, high payoff)
+14. **MoneySavingExpert news team** (not the forum, the editorial desk). Hook: a genuinely novel free consumer data tool; they occasionally cover these. No forum self-promo.
+15. **BBC / regional data journalism**: only if a finding is genuinely striking nationally; otherwise leave regional to `regional-tables.md`.
+
+---
+
+## Sequencing (do it in ~2 hours, once)
+
+1. Pick your **one exclusive** (recommend Helen Crane / This is Money). Email them first, say "first look, ~5 days before I share wider."
+2. Wait for a yes/no or ~5 days.
+3. Send the rest in one sitting. Personalise only the **hook line**; keep the body identical.
+4. Reply fast to anyone who bites; send the table+CSV+chart on reply.
+5. Log every pickup (URL + do-follow?) in your metrics sheet; these backlinks are the real prize.
+
+**Do not** chase more than one polite follow-up. Do not BCC a blast (kills deliverability and goodwill).

growth/qwoted-reactive-pr.md

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+# Near-passive reactive PR
+
+Set up once, then answer only on a perfect match (~10 min/week, fully skippable). Journalists come to
+*you* for a quote/stat; each published answer is a backlink + credibility with a property/money reporter.
+
+## Where
+- **Qwoted** (free profile; many UK money/property reporters source quotes here), your primary channel.
+- **#journorequest** / **#PRrequest** on X and Bluesky: monitor a saved search; UK property/money requests appear daily.
+- **ResponseSource / Featurable**: optional UK alternatives. (Skip Featured.com, AI-spam heavy.)
+
+## Profile bio (≈60 words)
+
+> {{Your name}}, founder of Perfect Postcode, a tool that ranks every postcode in England by value
+> for money (£ per m², schools, commute, crime) using official open data (HM Land Registry, EPC, Ofsted,
+> DfT, Police.uk). I can provide data and comment on house prices, price-per-m², area "name premiums,"
+> school-catchment effects, commute-vs-price trade-offs and where value sits across England.
+
+**Expertise tags:** property, house prices, first-time buyers, cost of living, data/open data, England property market.
+
+## Canned stock answers (pre-write these; fill numbers from the harness)
+
+Keep each to 2–4 sentences, lead with a number, always offer the underlying table.
+
+1. **"Cheapest areas / best value for money"** →
+   *"On £ per m² of floor space, the best value in {{region}} right now is {{CITY_CHEAPEST_SECTOR}} at ~£{{X}}/m², versus £{{Y}}/m² in {{nearby pricey area}} for near-identical homes. Happy to share the full ranked table (Land Registry / EPC, OGL)."*
+2. **"Does a good school add to house prices?"** →
+   *"Crossing into an Outstanding-rated catchment adds roughly {{SCHOOL_PREMIUM_PCT}}% to £/m² for an otherwise-matched home, about £{{£}} on a typical {{size}} m² house in {{area}}."*
+3. **"Commuter towns / value near a station"** →
+   *"Every extra ~10 minutes of train time to {{hub}} knocks about £{{COMMUTE_STEP}} off the price of the same flat; the value sweet-spot is the {{X}}–{{Y}} minute band."*
+4. **"Where are the hidden-gem / up-and-coming areas?"** →
+   *"I look for 'cheaper twins', postcodes next to a pricier name that share its station and school catchment but cost less per m². Example: {{FLAGSHIP_TWIN_ONE_LINER}}."*
+5. **"Energy bills / EPC and running costs by area"** →
+   *"The postcodes with the oldest housing stock carry a hidden ~£{{EPC_DELTA}}/year heating gap for the same-size home. Here's the map of where EPC bands are worst."*
+
+## Etiquette
+- Reply only when you genuinely fit the request and can hit the deadline.
+- Give the reporter something usable immediately (a number + the offer of the table), not a sales pitch.
+- Always include the OGL attribution line. Never quote address-level data.
+- Ask for a credit + link to perfect-postcode.co.uk; most will give it.

growth/regional-tables.md

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+# Regional press: Reach plc / National World local desks (one-shot)
+
+Local desks publish ready-made local data fast, link back (often do-follow), and send
+**geo-targeted England readers**, exactly your buyers. This is the same one-time email muscle as
+`outreach-emails.md`, ~2 hours for the whole set. Each pickup is a durable archive backlink that
+helps lift the domain out of the SEO sandbox.
+
+**The angle (local, not national):** "The cheapest postcode for your money in {region}, and the
+pricier next-door 'twin' you'd be mad to pay for." Every story links to that city's live page
+(you already have Birmingham / Manchester / Bristol pages; add the others as the harness produces them).
+
+**Numbers to fill from the harness, per city:** `{{CITY_CHEAPEST_SECTOR}}`,
+`{{CITY_BEST_VALUE_PER_SQM}}`, `{{CITY_TWIN_PAIR + gap}}`, `{{CITY_TOP5_TABLE}}`.
+
+---
+
+## What you send each desk
+
+1. A short pitch email (template below).
+2. A **local table**: the 5–10 best-value postcodes in that city-region by est. £/m², each with its
+   pricier "twin" and the % gap, schools + commute columns alongside.
+3. The CSV.
+4. A link to the live local page: `https://perfect-postcode.co.uk/property-search/{{city}}`.
+5. Attribution line (Land Registry / OGL).
+
+---
+
+## Pitch template
+
+**Subject:** `{{City}} data: the cheapest postcodes for your money, and their overpriced twins`
+
+> Hi {{FirstName / Newsdesk}},
+>
+> I've crunched HM Land Registry sold prices + floor areas for **every postcode in {{region}}** to find
+> where you get the most home for your money, and the striking bit: **"cheaper twins."** {{CITY_TWIN_ONE_LINER,
+> e.g. "Burnage is ~£X00/m² cheaper than next-door Didsbury despite sharing the same station and a 'Good'
+> secondary catchment."}}
+>
+> I've put together a **ready-to-publish {{City}} table** (best-value postcodes + their pricier twin + £/m²
+> gap), with the CSV and a chart, all from official open data. Free to use with a credit/link to
+> *Perfect Postcode*. Want me to send it over?
+>
+> {{Your name}} · perfect-postcode.co.uk
+
+---
+
+## Desks to target (find the property/news reporter or use the newsdesk tip line)
+
+**Reach plc regional titles** (match to your live/priority city pages first):
+- BirminghamLive: Birmingham / West Midlands
+- Manchester Evening News: Greater Manchester
+- Liverpool Echo: Merseyside
+- Bristol Live: Bristol / South West
+- Leeds Live: West Yorkshire
+- ChronicleLive: Newcastle / North East
+- NottinghamshireLive, DerbyshireLive, LeicestershireLive: East Midlands
+- MyLondon: London (huge, competitive; lead with a borough-level twin)
+- GloucestershireLive, KentLive, HullLive: regional long tail
+
+**National World titles** (also syndicate local property data aggressively):
+- The Yorkshire Post / Sheffield Star
+- Manchester World, Birmingham World, NationalWorld (national data desk)
+
+**How to find the contact (5 min each):** search `site:birminghamlive.co.uk property reporter` or look at
+recent local property-price articles and email the bylined journalist directly; fall back to the
+newsdesk/tips address in the site footer.
+
+---
+
+## Rules
+
+- One tailored table **per city**; never paste the same national table to a local desk.
+- Lead with **their** city's number in the subject line.
+- Stagger sends so you can answer replies; this is a once-off, not a recurring beat.
+- Log pickups + whether the backlink is do-follow.
+- Keep it England/region-scoped; don't let a national framing pull in Scotland/Wales noise.