# 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).