Add waitlist schema for marketing (FRE-635)
- Created waitlist_signups and waitlist_events tables - Supports email, name, source tracking, and status management - Enables VIP supporter list for Product Hunt launch - Migration 0002_chemical_shocker.sql generated - Fixed brand color in product-hunt-assets-brief.md (#518ac8)
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marketing/referral-program.md
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359
marketing/referral-program.md
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# Scripter Referral Program
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**Issue:** FRE-582
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**Priority:** Medium
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**Owner:** CMO
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**Status:** Draft
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**Launch:** Post-launch (Week 3+)
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---
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## Program Overview
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**Program Name:** "Write Together"
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**Tagline:** Invite your writing partners. Everyone wins.
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**Goal:** Drive 30% of new signups through referrals by Month 3
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**Budget:** $5,000/mo (credits + cash rewards)
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---
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## Referral Mechanics
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### How It Works
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1. **User gets unique referral link**
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`scripter.app/ref/username` or `scripter.app/r/abc123`
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2. **Share link** via email, social, or direct message
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3. **Friend signs up** using the link
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4. **Both get rewarded** when friend reaches activation milestone
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### Reward Structure
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#### Tier 1: Free Users
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| Action | Referrer Gets | Referee Gets |
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|--------|---------------|--------------|
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| Friend signs up | — | Free (always free) |
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| Friend writes 5 pages | 1 month Pro | 1 month Pro |
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| Friend upgrades to Pro | 2 months Pro | — |
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#### Tier 2: Pro Users
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| Action | Referrer Gets | Referee Gets |
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|--------|---------------|--------------|
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| Friend signs up | — | 14-day Pro trial |
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| Friend writes 5 pages | $10 credit | $10 credit |
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| Friend upgrades to Pro | $25 cash or 3 months free | 1 month free |
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#### Tier 3: Premium Users
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| Action | Referrer Gets | Referee Gets |
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|--------|---------------|--------------|
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| Friend signs up | — | 14-day Premium trial |
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| Friend writes 5 pages | $15 credit | $15 credit |
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| Friend upgrades to Premium | $40 cash or 4 months free | 1 month free |
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### Milestone Bonuses
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| Referrals | Bonus |
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|-----------|-------|
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| 5 successful referrals | $100 bonus + "Super Connector" badge |
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| 10 successful referrals | $250 bonus + lifetime Pro |
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| 25 successful referrals | $750 bonus + lifetime Premium |
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| 50 successful referrals | $2,000 bonus + "Legend" status |
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---
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## Viral Loops
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### Loop 1: Collaboration Invite
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**Trigger:** User invites collaborator to script
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**Flow:**
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1. User clicks "Share" on script
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2. Enters collaborator email
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3. Collaborator receives email: "[User] invited you to collaborate on 'Untitled Script'"
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4. Collaborator clicks link → signup/login → gains access
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5. If new user: referrer gets credit
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**Goal:** Every script = potential new user
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### Loop 2: Watermarked Exports
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**Trigger:** Free user exports PDF
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**Flow:**
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1. User exports screenplay as PDF
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2. PDF includes footer: "Written with Scripter — Write Faster at scripter.app"
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3. Recipient (producer, director, actor) sees branding
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4. Curious recipient visits site → signup
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**Goal:** Every exported script = marketing asset
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### Loop 3: Public Script Links
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**Trigger:** User shares public read-only link
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**Flow:**
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1. User generates public link for script
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2. Shares with network
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3. Recipients see "Read this script on Scripter" branding
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4. CTA: "Start writing your own script — free"
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**Goal:** Script sharing = discovery channel
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### Loop 4: Social Sharing
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**Trigger:** User hits milestone (10 pages, finished draft, etc.)
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**Flow:**
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1. In-app celebration: "You wrote 10 pages! 🎉"
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2. Option to share: "I just wrote 10 pages on @Scripter — Write Faster!"
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3. Pre-populated tweet with image
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4. Followers click → landing page → signup
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**Goal:** Writing achievements = social proof
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---
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## Technical Implementation
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### Tracking Requirements
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```javascript
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// Referral link structure
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scripter.app/ref/{userId}?utm_source=referral&utm_medium={channel}
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// Track events
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- referral_link_generated
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- referral_link_shared (channel: email, twitter, facebook, link)
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- referral_signup (referralId, newUserId)
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- referral_activation (referralId, milestone: 5_pages, upgrade)
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- referral_reward_issued (referralId, rewardType, value)
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```
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### Dashboard Features
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**User View:**
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- Current referral count
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- Pending referrals (signed up, not activated)
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- Successful referrals (activated)
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- Total earnings (credits + cash)
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- Referral link with copy button
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- Share buttons (email, Twitter, Facebook)
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- Referral history timeline
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**Admin View:**
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- Total referrals (all-time, this month)
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- Conversion funnel (link → signup → activation)
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- Top referrers leaderboard
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- Fraud detection (self-referrals, abuse)
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- Payout queue (cash rewards)
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- ROI analysis (referral LTV vs cost)
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### Fraud Prevention
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| Risk | Mitigation |
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|------|------------|
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| Self-referrals | Block same IP, same device, same payment method |
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| Fake accounts | Require email verification, activity threshold |
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| Bot signups | CAPTCHA on signup, rate limiting |
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| Credit card cycling | Track payment methods, limit per card |
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| Abuse reports | Manual review for >10 referrals/month |
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---
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## Payout Mechanics
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### Credits
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- Applied automatically to next billing cycle
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- Visible in account dashboard
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- Expire after 12 months (encourages use)
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- Non-transferable, non-refundable
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### Cash Rewards
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- Minimum payout: $25
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- Payment method: PayPal, Stripe, or account credit
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- Processing time: 30 days (fraud window)
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- 1099 required for >$600/year (US users)
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### Lifetime Plans
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- Granted after 10+ successful referrals
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- "Lifetime" = life of product or 5 years, whichever is longer
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- Transferable once (gift to friend)
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- Does not include enterprise features
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---
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## Promotion Strategy
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### Launch Tactics
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#### 1. Founding Members Boost (First 1,000 Users)
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- 2x rewards for first 1,000 users
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- "Founding Member" badge on profile
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- Exclusive access to referral leaderboard
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#### 2. Launch Contest (Month 1)
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- Top referrer wins: $1,000 + lifetime Premium
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- Top 10 win: 1 year Pro
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- All participants: exclusive swag
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#### 3. Email Campaign
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- Announcement email to all users
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- "Your referral link is ready" with instant share CTA
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- Weekly leaderboard updates during contest
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#### 4. In-App Promotion
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- Banner on dashboard: "Invite friends, get Pro free"
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- Modal after writing milestone: "Share your success!"
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- Permanent referral section in settings
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### Ongoing Promotion
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| Channel | Frequency | Content |
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|---------|-----------|---------|
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| Email | Monthly | Referral tips, leaderboard, contest reminders |
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| In-app | Always | Referral CTA in settings, post-milestone |
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| Social | Weekly | Success stories, top referrer spotlights |
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| Blog | Quarterly | "How I got 50 referrals" case studies |
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---
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## Success Metrics
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### 90-Day Goals
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| Metric | Target |
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|--------|--------|
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| Users with referral link | 50% of active users |
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| Referral signups | 30% of all signups |
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| Referral conversions | 20% of paid upgrades |
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| Viral coefficient (k-factor) | 0.5+ |
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| Cost per referral signup | <$5 |
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| Referral LTV | 2x organic LTV |
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### KPIs to Track
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```
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Referral Rate = Referral Signups / Total Signups
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Referral Conversion = Referral Paid / Referral Signups
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Viral Coefficient = Invites per User × Conversion Rate
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Referral ROI = Referral Revenue / Referral Program Cost
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Time to First Referral = Avg days from signup to first referral
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```
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---
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## Budget
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### Monthly Costs (at scale)
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| Item | Cost |
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|------|------|
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| Pro credits (500 referrals × $8) | $4,000 |
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| Cash rewards (50 payouts × $40) | $2,000 |
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| Lifetime plan grants (5 × $100 value) | $500 |
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| Contest prizes (amortized) | $500 |
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| **Total** | **$7,000/mo** |
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### Conservative Launch (Month 1-2)
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| Item | Cost |
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|------|------|
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| Pro credits (100 referrals × $8) | $800 |
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| Cash rewards (10 payouts × $40) | $400 |
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| Contest prizes | $1,000 |
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| **Total** | **$2,200/mo** |
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### ROI Calculation
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```
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Assumptions:
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- 500 referral signups/month
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- 20% convert to paid (100 users)
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- Avg revenue: $10/mo per user
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- Monthly revenue: $1,000
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- LTV (12 months): $12,000
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- Program cost: $7,000/mo
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- ROI: 71% (positive at scale)
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```
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---
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## Competitive Analysis
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### Dropbox: "Give 500MB, Get 500MB"
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- Result: 35% of signups from referrals
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- Key: Simple, instant, valuable
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- Lesson: Make reward immediate and clear
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### Airbnb: "$25 for you, $25 for them"
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- Result: 2x bookings in some markets
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- Key: Cash value, two-sided reward
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- Lesson: Cash > credits for some users
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### Robinhood: "Get a free stock"
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- Result: Massive viral growth
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- Key: Gamified (random stock value)
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- Lesson: Add surprise/delight element
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### Calendly: "1 month free"
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- Result: 15% of upgrades
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- Key: Simple, product-native reward
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- Lesson: Match reward to product value
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---
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## Implementation Timeline
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### Phase 1: Foundation (Week 1-2)
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- [ ] Build referral link generation
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- [ ] Create tracking infrastructure
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- [ ] Design referral dashboard
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- [ ] Set up fraud detection
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- [ ] Write email templates
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### Phase 2: Launch (Week 3)
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- [ ] Soft launch to 100 beta users
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- [ ] Test full flow (link → signup → reward)
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- [ ] Fix bugs, optimize UX
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- [ ] Prepare launch announcement
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### Phase 3: Scale (Week 4+)
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- [ ] Full launch to all users
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- [ ] Start launch contest
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- [ ] Monitor fraud, adjust thresholds
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- [ ] Weekly optimization based on data
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---
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## Risks & Mitigation
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| Risk | Likelihood | Impact | Mitigation |
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|------|------------|--------|------------|
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| Low participation | Medium | High | Gamify, add contest, improve promotion |
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| Fraud/abuse | Medium | Medium | Strong detection, manual review |
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| Negative ROI | Low | High | Cap rewards, optimize conversion |
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| Spam complaints | Medium | Medium | Limit emails, easy unsubscribe |
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| Complex UX | Low | Medium | Simplify flow, clear instructions |
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---
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## Next Actions
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1. **Finalize reward structure** - Confirm economics with finance
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2. **Design referral dashboard** - Mockups for user and admin views
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3. **Build tracking infrastructure** - Event tracking, attribution
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4. **Create email templates** - Referral invites, rewards notifications
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5. **Set up fraud detection** - Rules, monitoring, manual review process
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6. **Plan launch contest** - Prizes, rules, promotion calendar
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7. **Write help docs** - "How referrals work" FAQ
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8. **Coordinate with CTO** - Technical requirements, timeline
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---
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**Related Issues:**
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- FRE-577: Marketing website (referral landing page)
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- FRE-580: Email marketing (referral email templates)
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- FRE-581: Launch campaign (referral contest)
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- FRE-585: Analytics dashboard (referral metrics)
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**Dependencies:**
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- User account system (CTO)
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- Payment/credits system (CTO)
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- Email infrastructure (Ops)
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- Analytics tracking (CTO)
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