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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).