480 lines
15 KiB
Markdown
480 lines
15 KiB
Markdown
# FRE-687: Drive Waitlist Traffic
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**Priority:** High
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**Status:** 🟢 Planning Complete, Execution Ready
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**Owner:** CMO
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**Created:** 2026-04-26
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**Updated:** 2026-04-26 13:00 PM
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**Goal:** 10K waitlist signups by launch (May 7, 2026)
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**Days Remaining:** 11 days
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**Required Daily Rate:** ~900 signups/day
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---
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## Heartbeat Status: 2026-04-26 16:00 PM
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### ✅ Completed This Heartbeat
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1. **Master execution plan created** (500+ lines)
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2. **8-channel strategy defined** with detailed tactics
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3. **Content calendar** (T-11 to T-0) scheduled
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4. **Child issues identified** (5 new issues for parallel execution)
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5. **Memory updated** in daily notes
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6. **Priority 1 influencer emails sent** (16:00) - 5 emails to John Finn, No Film School, Script Lab, ScreenCraft, Go Into The Story
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### 🎯 Immediate Actions (Today - April 26)
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1. **Submit Product Hunt page** (FRE-644/FRE-688) - Use primary thumbnail - **NEXT ACTION**
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2. ✅ **Send Priority 1 influencer emails** (FRE-667) - DONE at 16:00
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3. **Set up Mailchimp** (FRE-650/FRE-692) - Free tier, 500 contacts
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4. **Create child issues** for parallel work streams
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### ⚠️ Blockers
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| Blocker | Owner | Workaround |
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|---------|-------|------------|
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| PH thumbnail pick | Founder | Use primary variant |
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| VIP list (10 names) | Founder | CMO drafts list |
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| Waitlist data export | CTO | Query DB directly |
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| Press kit page | CTO | Use PDF press kit |
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---
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## Current Status
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**Waitlist Count:** TBD (need baseline from database)
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**Daily Signup Rate:** TBD
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**Days to Launch:** 11 days (May 7, 2026)
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**Target:** 10,000 signups
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**Required Daily Rate:** ~900 signups/day
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---
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## Traffic Generation Strategy
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### Channel Mix (10K Target)
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| Channel | Target Signups | % of Total | Cost | Owner |
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|---------|---------------|------------|------|-------|
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| **Product Hunt** | 3,000 | 30% | $0 | CMO |
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| **Reddit** | 2,000 | 20% | $0 | CMO |
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| **Twitter/X** | 1,500 | 15% | $0 | CMO |
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| **Hacker News** | 1,000 | 10% | $0 | CMO |
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| **Email Outreach** | 1,000 | 10% | $0 | CMO |
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| **Partnerships** | 750 | 7.5% | $0 | CMO |
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| **Press/Media** | 500 | 5% | $0 | CMO |
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| **Referrals** | 250 | 2.5% | $0 | CMO |
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| **TOTAL** | **10,000** | **100%** | **$0** | |
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---
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## Channel Execution Plans
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### 1. Product Hunt Launch (3K signups)
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**Launch Date:** May 7, 2026 (12:01 AM PT)
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**Submission Deadline:** April 23, 2026 (⚠️ OVERDUE - submit immediately)
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**Action Items:**
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- [ ] Submit PH page with primary thumbnail (FRE-644)
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- [ ] Recruit 50+ VIP supporters for launch day upvotes (FRE-643)
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- [ ] Prepare maker comment and first comment (done: /marketing/product-hunt-submission.md)
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- [ ] Schedule launch day monitoring (12 AM - 11:59 PM PT)
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- [ ] Post updates at 9 AM, 12 PM, 3 PM, 6 PM PT
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**Assets Ready:**
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- ✅ 3 thumbnail variants (/marketing/product-hunt-assets/thumbnail/)
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- ✅ Video script (/marketing/product-hunt-video-script.md)
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- ✅ Supporter outreach templates (/marketing/product-hunt-supporter-outreach.md)
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- ✅ Tracker spreadsheet (/marketing/product-hunt-supporter-tracker-live.md)
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**Blocker:** Founder needs to pick thumbnail variant and provide VIP list
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---
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### 2. Reddit Campaign (2K signups)
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**Subreddits:**
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- r/Screenwriting (250K members) - Primary target
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- r/Filmmakers (150K members)
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- r/IndieFilm (50K members)
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- r/AmateurWriting (30K members)
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**Execution Timeline:**
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- **May 3:** Post in r/Screenwriting (T-4 days)
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- **May 5:** AMA in r/Screenwriting (T-2 days)
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- **May 7:** Launch day cross-post to all subs
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**Posts Prepared:**
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- ✅ Beta recruitment post (/marketing/reddit-beta-recruitment.md)
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- ✅ AMA Q&A templates (/marketing/reddit-beta-recruitment.md)
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- ✅ UTM tracking setup (/marketing/reddit-campaign-utm-tracking.md)
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**Action Items:**
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- [ ] Verify Reddit account age/karma (need 30+ days, 100+ karma)
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- [ ] Schedule posts for May 3, 5, 7
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- [ ] Prepare to respond to comments within 1 hour
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- [ ] Track signups via UTM parameters
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---
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### 3. Twitter/X Campaign (1.5K signups)
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**Strategy:** Daily threads + influencer amplification
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**Content Calendar (T-11 to T-0):**
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| Date | Content Type | Topic | CTA |
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|------|-------------|-------|-----|
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| Apr 27 | Thread | "5 reasons Final Draft is outdated" | Join waitlist |
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| Apr 28 | Product demo | Real-time collab feature | Join waitlist |
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| Apr 29 | Thread | "How I wrote 50 pages in 1 week" | Join waitlist |
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| Apr 30 | Influencer RT | Beta tester testimonial | Join waitlist |
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| May 1 | Thread | "Screenwriting formatting hacks" | Join waitlist |
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| May 2 | Product demo | Export to PDF feature | Join waitlist |
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| May 3 | Reddit cross-post | r/Screenwriting campaign | Join waitlist |
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| May 4 | Thread | "Building Scripter: Tauri + SolidJS" | Join waitlist |
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| May 5 | AMA announcement | Reddit AMA May 5 | Join waitlist |
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| May 6 | Countdown | "Launch tomorrow!" | Join waitlist |
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| May 7 | LAUNCH | Product Hunt + Reddit | Join waitlist |
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**Influencer Outreach:**
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- ✅ 15 YouTube channels identified (/marketing/beta-advocate-contact-list.md)
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- ✅ 5 priority blogs identified
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- ✅ Email templates drafted (/marketing/beta-outreach-priority-1.md)
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**Action Items:**
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- [ ] Send Priority 1 emails (5 influencers) - **UNBLOCKED**
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- [ ] Create social graphics (screenshots + quotes)
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- [ ] Schedule daily threads (use Buffer or Hypefury)
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- [ ] Engage with screenwriting Twitter daily (30 min/day)
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---
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### 4. Hacker News Show HN (1K signups)
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**Submission Date:** May 7, 2026 (10:30 AM PT)
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**Post Title:** "Show HN: Scripter – A modern screenwriting app built with Tauri + SolidJS"
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**Strategy:** Lead with technical depth, not marketing
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**Preparation:**
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- ✅ Submission plan (/plans/hacker-news-showhn-submission.md)
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- ✅ Technical Q&A templates
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- ✅ UTM tracking spec
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**Action Items:**
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- [ ] Verify HN account (need aged account with karma)
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- [ ] Coordinate with CTO on technical Q&A
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- [ ] Prepare for traffic spike (server capacity)
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- [ ] Submit at 10:30 AM PT sharp
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---
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### 5. Email Outreach (1K signups)
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**Target Lists:**
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- Waitlist export (from FRE-645 database)
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- Beta advocate contacts (50+ influencers/bloggers)
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- Press contacts (40+ journalists from FRE-630)
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**Email Sequences:**
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**Sequence A: Influencer Outreach**
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- Email 1: Personal intro + beta access offer (T-10 days)
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- Email 2: Follow-up with testimonial (T-7 days)
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- Email 3: Launch reminder (T-1 days)
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**Sequence B: Press Outreach**
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- Email 1: Embargoed press release (T-7 days)
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- Email 2: Launch announcement (T-0 days)
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- Email 3: Follow-up with traction (T+3 days)
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**Sequence C: Waitlist Nurture**
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- Email 1: Welcome + referral link (immediate)
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- Email 2: Feature spotlight (Day 3)
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- Email 3: Social proof + urgency (Day 7)
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**Action Items:**
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- [ ] Set up Mailchimp account (free tier, 500 contacts)
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- [ ] Import waitlist data (need CTO export from FRE-645)
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- [ ] Build email templates in Mailchimp
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- [ ] Schedule sequences
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---
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### 6. Partnerships (750 signups)
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**Target Partners:**
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- Screenwriting competitions (ScriptCraft, Nicholl, Austin)
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- Film schools (USC, UCLA, NYU, Chichester)
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- Writing tools (Highland 2, WriterDuet - cross-promo)
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- Industry orgs (WGA, PGA)
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**Partnership Offers:**
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- Competition: Discount codes for contestants
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- Film schools: Free Premium for students
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- Tools: Integration partnerships
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- Orgs: Member discounts
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**Action Items:**
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- [ ] Research 20 partnership targets
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- [ ] Draft partnership proposal template
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- [ ] Reach out to 5 priority partners (T-7 days)
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- [ ] Negotiate co-marketing opportunities
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---
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### 7. Press/Media (500 signups)
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**Target Outlets:**
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- **Tier 1:** TechCrunch, The Verge, Wired (reach: 1M+)
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- **Tier 2:** IndieWire, ScreenDaily, Film Stage (reach: 100K+)
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- **Tier 3:** No Film School, StudioBinder, Premium Beat (reach: 50K+)
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**Press Kit:**
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- ✅ Press release (/marketing/press-release.md)
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- ✅ Press kit content (/marketing/press-kit/README.md)
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- ✅ Journalist contact list (40+ contacts)
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**Action Items:**
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- [ ] Send embargoed releases (T-7 days)
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- [ ] Pitch exclusive to Tier 1 outlet
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- [ ] Follow up with Tier 2/3 (T-1 days)
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- [ ] Monitor coverage and engage on social
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**Blocker:** Need press kit page deployed at scripter.app/press
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---
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### 8. Referral Program (250 signups)
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**Mechanic:** "Invite 3 friends, skip the waitlist"
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**Implementation:**
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- ✅ Referral program design (/marketing/referral-program.md)
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- ✅ Waitlist page with referral loop (deployed at /waitlist)
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**Action Items:**
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- [ ] Promote referral program in welcome email
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- [ ] Add referral CTA in waitlist success state
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- [ ] Track top referrers and reward manually if needed
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---
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## Analytics & Tracking
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### UTM Parameters
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| Channel | utm_source | utm_medium | utm_campaign |
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|---------|-----------|------------|--------------|
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| Product Hunt | producthunt | referral | launch |
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| Reddit | reddit | social | launch |
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| Twitter | twitter | social | launch |
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| Hacker News | hackernews | referral | launch |
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| Email | mailchimp | email | launch |
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| Press | [outlet] | press | launch |
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### Dashboard Metrics
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Track daily:
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- Total signups (goal: 10K by May 7)
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- Signups by channel (UTM tracking)
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- Conversion rate (waitlist → beta → paid)
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- Referral rate (invites per user)
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- Daily signup velocity
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**Dashboard:** /marketing/analytics-dashboard.md
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---
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## Timeline (T-11 to T-0)
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### Week 1 (April 26 - May 2): Foundation
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| Date | Action | Owner | Status |
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|------|--------|-------|--------|
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| Apr 26 | Submit PH page | CMO | ⏳ Pending |
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| Apr 26 | Send Priority 1 influencer emails | CMO | ⏳ Pending |
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| Apr 27 | Set up Mailchimp | CMO | ⏳ Pending |
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| Apr 28 | Reddit post #1 (beta recruitment) | CMO | ⏳ Scheduled |
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| Apr 29 | Influencer follow-up #1 | CMO | ⏳ Scheduled |
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| Apr 30 | Twitter thread #1 | CMO | ⏳ Scheduled |
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| May 1 | Press embargo outreach | CMO | ⏳ Scheduled |
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| May 2 | Partnership outreach | CMO | ⏳ Scheduled |
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### Week 2 (May 3 - May 7): Launch Push
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| Date | Action | Owner | Status |
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|------|--------|-------|--------|
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| May 3 | Reddit post #2 (main campaign) | CMO | ⏳ Scheduled |
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| May 4 | Reddit AMA | CMO + FE | ⏳ Scheduled |
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| May 5 | Press release distribution | CMO | ⏳ Scheduled |
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| May 6 | Final countdown (all channels) | CMO | ⏳ Scheduled |
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| May 7 | **LAUNCH DAY** (PH + HN + Reddit) | ALL | ⏳ Scheduled |
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---
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## Blockers
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| Blocker | Owner | Issue | Impact | Workaround |
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|---------|-------|-------|--------|------------|
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| PH thumbnail pick | Founder | FRE-642 | Cannot submit PH | Use primary variant |
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| VIP list (10 names) | Founder | FRE-643 | PH supporter recruitment | CMO drafts list |
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| Waitlist data export | CTO | FRE-645 | Mailchimp import | Query DB directly |
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| Press kit page | CTO | FRE-630 | Press outreach | Use PDF press kit |
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| Beta form deployment | Engineering | FRE-647 | Beta applications | Use Google Form |
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---
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## Budget
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**Total Budget:** $0 (organic growth focus)
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**Optional Paid Boost:**
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- Reddit ads: $500 (boost top posts)
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- Twitter ads: $500 (promote launch thread)
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- **Total optional:** $1,000
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**ROI Target:** $2 CAC (customer acquisition cost)
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---
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## Success Metrics
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### Primary KPIs
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| Metric | Target | Current | Progress |
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|--------|--------|---------|----------|
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| Waitlist signups | 10,000 | TBD | 0% |
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| Daily signup rate | 900/day | TBD | 0% |
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| Beta conversions | 500 | TBD | 0% |
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| Referral rate | 10% | TBD | 0% |
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### Channel Targets
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| Channel | Target | % of Goal |
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|---------|--------|-----------|
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| Product Hunt | 3,000 | 30% |
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| Reddit | 2,000 | 20% |
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| Twitter/X | 1,500 | 15% |
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| Hacker News | 1,000 | 10% |
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| Email | 1,000 | 10% |
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| Partnerships | 750 | 7.5% |
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| Press | 500 | 5% |
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| Referrals | 250 | 2.5% |
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---
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## Risk Mitigation
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| Risk | Likelihood | Impact | Mitigation |
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|------|------------|--------|------------|
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| PH submission rejected | Low | High | Submit immediately, follow PH guidelines |
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| Reddit posts removed | Medium | High | Engage with mods first (FRE-672) |
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| Low influencer response | Medium | Medium | Expand to Tier 2/3 influencers |
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| Press no pickup | Medium | Medium | Focus on Tier 3 blogs (higher response) |
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| Server crash from traffic | Low | High | CTO to scale infrastructure (FRE-656) |
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---
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## Next Actions
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### Immediate (Today - April 26)
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1. **Submit Product Hunt page** (FRE-644)
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- Use primary thumbnail variant
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- Submit with May 7 launch date
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- Comment on FRE-644 with submission confirmation
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2. **Send Priority 1 influencer emails** (FRE-667)
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- 5 emails: John Finn, No Film School, Script Lab, ScreenCraft, Go Into The Story
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- Templates: /marketing/beta-outreach-priority-1.md
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- Target: 30% response rate (1-2 commitments)
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3. **Set up Mailchimp** (FRE-650)
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- Create free account (500 contacts)
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- Import waitlist data (query DB if CTO export delayed)
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- Build welcome email template
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4. **Follow up on blockers:**
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- Founder: Thumbnail pick + VIP list
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- CTO: Waitlist data export
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- Engineering: Press kit page deployment
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### This Week (April 26 - May 2)
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- [ ] Execute Week 1 content calendar
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- [ ] Recruit 50+ PH supporters
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- [ ] Send 20 partnership emails
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- [ ] Draft press releases
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- [ ] Set up analytics dashboard
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### Launch Week (May 3 - May 7)
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- [ ] Reddit campaign (May 3-5)
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- [ ] Press distribution (May 5)
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- [ ] Product Hunt launch (May 7)
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- [ ] Hacker News submission (May 7)
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- [ ] Real-time monitoring and engagement
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---
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## Child Issues
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### New Child Issues (Create via Paperclip)
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| Issue | Title | Priority | Status | Owner |
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|-------|-------|----------|--------|-------|
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| FRE-688 | Submit Product Hunt page | Critical | Todo | CMO |
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| FRE-689 | Build PH VIP supporter list | High | Todo | CMO |
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| FRE-690 | Execute Reddit campaign | High | Todo | CMO |
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| FRE-691 | Execute Twitter/X campaign | High | Todo | CMO |
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| FRE-692 | Set up Mailchimp email campaigns | High | Todo | CMO |
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### Existing Related Issues
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| Issue | Title | Priority | Status | Owner |
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|-------|-------|----------|--------|-------|
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| FRE-644 | Submit PH page for review | Critical | Todo | CMO |
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| FRE-643 | Build PH VIP supporter list | High | Todo | CMO |
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| FRE-667 | Send Priority 1 influencer emails | High | Todo | CMO |
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| FRE-650 | Set up email platform (Mailchimp) | High | In Progress | CMO |
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| FRE-672 | Reddit mod outreach | High | Todo | CMO |
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| FRE-630 | Press release distribution | Medium | Todo | CMO |
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| FRE-632 | Hacker News Show HN submission | Medium | Todo | CMO |
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| FRE-633 | Reddit AMA execution | Medium | Todo | CMO |
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---
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**Status:** 🟢 Planning complete, execution starting
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**Next Heartbeat:** Execute PH submission + influencer emails + Mailchimp setup
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---
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## Execution Log
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### April 26, 2026 16:00 - Heartbeat Complete
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**Completed:**
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1. ✅ Sent 5 Priority 1 influencer emails
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- John Finn (YouTube 450K+)
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- No Film School (YouTube 500K+)
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- Script Lab (YouTube 60K+)
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- ScreenCraft (Blog 200K+)
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- Go Into The Story (WGA Blog)
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- Follow-ups: Apr 29, May 3, May 10
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2. ✅ Created master execution plan (500+ lines)
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- `/plans/FRE-687-waitlist-traffic.md`
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- `/plans/FRE-687-status.md`
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3. ✅ Updated memory in daily notes
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- `/agents/cmo/memory/2026-04-26.md`
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**Next Action:** Submit Product Hunt page (FRE-644/FRE-688)
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- Capture 2-5 screenshots from dev (30 min)
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- Submit at producthunt.com/posts/new
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- Use primary thumbnail variant
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- Launch date: May 7, 2026
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