Audience messaging
Last updated: 2026-10-01. Draft. The approved lines are marked. Everything else is a placeholder for Sheila and the marketing lead to fill.
The theme
Prepare for the AI economy. Approved 2026-09-13 as the line over everything. The second idea, from the quiz brief: AI knowledge and skills are becoming as basic as typing. Not a nice-to-have on a resume. The floor.
Who we talk to
| Audience | Who she is | What she is afraid of | What she wants |
|---|---|---|---|
| Business path | Woman who owns a small business, often outside the coasts. One to twenty people. Services, retail, trades, professional | Falling behind, wasting money on tools, looking foolish, losing clients to someone faster | A plan she can act on this month without hiring anyone |
| Career path | Mid-career, employed or between jobs, watching AI change her role | Being replaced, being the last to learn, not knowing where to start | Proof she is ready, and a path that shows in interviews |
| The cautiously curious (both paths) | Has tried ChatGPT once or twice. Suspicious of hype | Being sold to | Honesty, plain language, no bro energy |
Approved lines
- "Women are built for AI" (overline), "Prepare for the AI economy." (hero, glitch on AI)
- "Built for the cautiously curious" (welcome copy)
- "Education to prepare for the AI economy" (share card)
- "We built the table. Your seat is ready." (community)
- Voice rules: no em dashes, censor with asterisks, one glitched word per section, "vibecoding" is one word.
Acquisition
Getting someone to the app for the first time.
| Channel | Message | Call to action | Status |
|---|---|---|---|
| Website hero | Prepare for the AI economy | Build my free plan | Oct 10 |
| LinkedIn, founder voice | One honest observation a day from the work, no hype | Link to the free plan | Draft |
| AI readiness quiz | How ready are you, really? Ten questions, three products, one free prompt | Take the quiz | Brief written, not built |
| Free playbooks | WTF is Context, Top 5 tools scored on twenty features | Download free, sign in by email | Live on staging |
| Partnerships | Women's business orgs, chambers, workforce boards | A free plan for every member | Not started |
Retention
Getting someone back after the first plan.
| Moment | Message | Mechanism | Status |
|---|---|---|---|
| Plan generated | Here is where you are and what fills the gap | The plan's gap section recommending Library items by id | Build after Oct 10 |
| First free download | The next one costs $29 and does this | Library card copy | Oct 10 |
| First purchase | You are in. Here is the community | Community card and Slack link | After Oct 10 |
| Monthly | New module, new tool, one honest email | Opt-in list via the chosen email tool | After tool decision |
| Course bought | One year, here is the rhythm | Weekly office hour or post | With the 101 |
Product marketing
How each product is described in one line, used on the Library card, the website, and in Stripe.
| Product | One line | Owner |
|---|---|---|
| Free plan | Ten minutes to a plan for your business, built around what you already do | Sheila |
| WTF is Context (free) | The one idea that makes every AI answer better | Sheila |
| Which AI tool ($29) | Twenty features scored across the five tools that matter, and which one is yours | Sheila |
| AI Audit ($29) | Find the hours AI gives back to your business this quarter | Sheila |
| Warm intros ($29) | Who do you know who knows the person you need? A prompt and a skill | Sheila |
| The Community ($10 a month) | We built the table. Your seat is ready | Approved |
| 101 ($500) | Prepare for the AI economy: seven modules, one year, the community included | Draft |
| AI and Society track | Placeholder. See the roadmap | Not written |
Open
- Testimonials: three quotes with roles and approvals (Michelle Rubin, Wisers, Ashleigh placeholders).
- Email opt-in wording, proposed: "Send me the good stuff: new modules, new free tools, and the occasional honest email. Leave any time."
- Whether the quiz speaks to employers at all, or only to the person taking it.