vibbs/company-os

Channel Playbook

Reference

• ID: S-GRO-04
• Category: Growth
• Inputs: ICP document, messaging framework, channel selection, budget constraints
• Outputs: channel playbook document → artifacts/growth/
• Used by: Growth Agent
• Tool scripts: ./tools/artifact/validate.sh

Purpose

Produces a platform-specific marketing playbook for a chosen acquisition channel, covering content strategy, posting cadence, engagement tactics, and success metrics tailored to that channel's dynamics.

Procedure

Direct Outreach / Founder-Led Sales

Stage: Highest leverage at idea/mvp. Every founder should start here.

1. ICP-to-Prospecting: Where targets are findable

   • LinkedIn: job title + company size filters
   • Slack/Discord communities: where your ICP hangs out
   • Twitter/X lists: curated lists of target personas
   • GitHub: for developer tools (contributors to related projects)

2. Outreach Message Frameworks (problem-led, not pitch-led):

   • Lead with a question about their pain point, not your solution
   • Reference something specific about them (recent post, company news)
   • Ask for 15 minutes, not a demo
   • Template: "Hey [name], I noticed [specific observation]. I'm building [one-liner] and curious — how do you currently handle [pain point]? Would love 15 min to learn from you."

3. Follow-up Cadence (3-touch sequence):

   • Day 0: Initial message
   • Day 3: Value-add follow-up (share relevant content/insight)
   • Day 7: Final follow-up with soft close

4. Bridge to Discovery: Use customer-conversations skill for the actual call prep and debrief

---

1. Select the target channel and review its audience dynamics, algorithm behavior, and best practices.
2. Review the ICP document to confirm audience presence on this channel.
3. Define channel-specific goals: awareness, traffic, leads, or direct conversions.
4. Adapt the messaging framework to the channel's format and tone.
5. Design the content mix: content types, formats, and ratio (e.g., 60% educational, 20% social proof, 20% promotional).
6. Define the posting cadence: frequency, best times, and scheduling tools.
7. Outline engagement tactics: community interaction, comment strategy, DM outreach rules.
8. Define paid amplification strategy if applicable: budget allocation, targeting, A/B test plan.
9. Set success metrics and KPIs: impressions, engagement rate, click-through, conversions.
10. Define the review cadence: weekly metrics review, monthly strategy adjustment.
11. Save the playbook to artifacts/growth/.
12. Validate the artifact using ./tools/artifact/validate.sh.

Platform Deep-Dive Reference

When producing channel-specific playbooks, reference the platform-specific guidance below. These go beyond generic advice to include algorithm-specific and culture-specific knowledge.

Twitter/X

• Algorithm: Engagement velocity in first hour matters most. Replies weigh more than likes. Native content (no external links) gets boosted.
• Thread architecture: Hook tweet → 3-5 value tweets → CTA tweet. Number each tweet.
• Engagement pattern: 3 value posts : 1 promotional : 1 engagement (ask questions, polls)
• Timing: Post when your audience is active (check analytics). Quote-tweeting adds distribution.
• Avoid: Link-only tweets (suppressed by algorithm), thread dumps without hooks, corporate tone.

LinkedIn

• Algorithm: Comments weigh 5x likes. Native content preferred over links. Document/carousel posts get 3x reach vs text.
• Format: Short paragraphs (1-2 sentences), whitespace between, hook in first line (before "see more")
• Carousel posts: 8-12 slides, educational content, branded consistently, CTA on last slide
• Engagement: Comment on others' posts first. Tag people only when genuinely relevant.
• Avoid: Hashtag spam (use 3-5 max), direct sales pitches, cross-posted tweets.

Reddit

• Cultural norms: 90-9-1 rule (90% consume, 9% comment, 1% post). Value-first, always.
• Entry protocol: Lurk 2 weeks, read community rules, start with comments not posts. Earn karma before sharing own content.
• Self-promotion: Reddit ratio — 9 genuinely helpful contributions per 1 self-promotional post. Disclose affiliation.
• Subreddit selection: Find 3-5 relevant subreddits. Check activity (>10 posts/day), rules, moderator stance on self-promo.
• AMA format: Prepare 2 weeks ahead. Answer every question. Be authentic, admit limitations.
• Avoid: Vote manipulation, corporate speak, ignoring moderator feedback, brigading, creating shill accounts.

TikTok

• Algorithm: Completion rate > all other signals. 3-second hook is make-or-break. Trending audio boosts discovery.
• Content formula: Hook (0-3s) → Context (3-8s) → Value (8-45s) → CTA (last 3s)
• Posting: 1-3x daily for growth phase. Batch-create content. Use trending sounds within 48 hours.
• Hashtags: Mix broad (#tech, #startup) with niche (#saasfounder, #devtools). 3-5 per post.
• Aesthetic: Raw, authentic > polished. Behind-the-scenes, face-to-camera, screen recordings.
• Avoid: Repurposed Instagram content (TikTok penalizes), links in captions (use bio), overproduction.

Instagram

• Reels vs Stories vs Feed: Reels for discovery (new audience), Stories for engagement (existing), Feed for brand (portfolio)
• Reels: 15-30s optimal. Text overlay for sound-off viewing. Cover image matters for grid.
• Carousel posts: 10 slides max. Educational or storytelling format. Save rates signal quality to algorithm.
• Stories: Use interactive features (polls, quizzes, questions) — they boost engagement signals.
• Hashtags: Research niche hashtags (10K-500K posts). Use 10-15 per post in caption (not comments).
• Avoid: Inconsistent visual style, link-in-bio without updating, neglecting alt text.

Product Hunt

• Launch day playbook: Ship Tuesday-Thursday. Post at 12:01 AM PST. Prepare all assets 1 week ahead.
• Pre-launch: Build a coming-soon page. Collect followers. Reach out to hunters with 1000+ followers.
• First hour: Activate your network (email, Slack, social) for genuine engagement. Comments > upvotes.
• Maker engagement: Reply to EVERY comment within 1 hour. Be personal, not corporate.
• Assets: 6 high-quality screenshots, 1 video demo (60-90s), compelling tagline (<60 chars).
• Post-launch: Thank supporters, share results, continue engaging for 48 hours.

Hacker News

• Show HN format: Start title with "Show HN: ". Post on weekday mornings (US time).
• Expectations: Technical depth valued. Explain architecture, not just features. Be ready for tough questions.
• What works: Open source projects, novel technical approaches, transparent company posts, honest post-mortems.
• Commenting: Contribute thoughtful, technical responses. Don't ask for upvotes. Don't use multiple accounts.
• Avoid: Marketing language, growth hacking, shallow content, astroturfing, voting rings.

GTM Sprint Tactics

The following tactical playbooks are designed for time-boxed GTM sprints (see /gtm-sprint). They can also be used standalone.

Directory Blitz

When: Day 9 of GTM Sprint, or any launch push needing broad visibility fast.

Procedure:

1. Select relevant directories from the master list below based on product category
2. Prepare a submission packet: one-liner, 3-sentence description, 3 screenshots, logo, founder bio
3. Craft a directory-specific hook using interview data (e.g., "We interviewed 60 compliance teams and found...")
4. Submit to 15+ directories in a single session
5. Track submissions in a checklist artifact

Directory Master List (SaaS / Developer Tools):

Directory	Category	Notes
Product Hunt	Launch	Tue-Thu, 12:01 AM PST (see PH deep-dive above)
BetaList	Pre-launch	Good for wait-list building
Launching Next	Pre-launch	Upcoming product announcements
SaaSHub	SaaS	Alternative-to style listings
AlternativeTo	Alternatives	Position against specific competitors
G2	Reviews	Requires verified reviews, longer setup
Capterra	Reviews	Pay-to-play for featured, free basic listing
GetApp	Reviews	Gartner-owned, good for enterprise visibility
StackShare	Dev tools	Developer-focused, good for technical products
SourceForge	Open source	If applicable
Indie Hackers	Community	Product directory + community post
Hacker News	Community	Show HN (see HN deep-dive above)
Dev.to	Developer	Developer community listings
Crunchbase	Business	Company profile, investor visibility
AngelList / Wellfound	Startup	Hiring + product visibility
AppSumo	Deals	Lifetime deal marketplace (if pricing allows)
Slant	Recommendations	Community-voted alternatives
There's An AI For That	AI	AI-specific directory (if applicable)
Uneed	Products	Curated product directory

Hook Formulas (adapt with your interview data):

• Data-led: "We interviewed {N} {role}s and discovered {surprising finding}..."
• Pain-led: "{N}% of {role}s waste {X hours/week} on {pain point}. We fix that."
• Outcome-led: "{Company type}s using {product} save {$X/month} on {category}."

Build-in-Public Arc

When: Day 5-13 of GTM Sprint, or any founder-led distribution effort.

A structured content arc that turns your GTM sprint into a public narrative. Each post builds on the last, creating a story that attracts users, talent, and investors.

14-Day Content Arc:

Day	Post Type	Content	Platform
5	Announcement	"I'm building X because Y. Here's what I've learned from 20 interviews..."	Twitter/LinkedIn
7	Insight	Share one surprising finding from interviews (data/chart if possible)	Twitter/LinkedIn
9	Progress	"Landing page is live. Here's our approach to [positioning angle]..."	Twitter/LinkedIn
10	Community	Share the insight chart in relevant Slack/Discord with context	Communities
12	Traction	"12-day recap: {N} interviews, {N} LOIs, {N} wait-list sign-ups" with metrics screenshot	Twitter/LinkedIn
13	Reflection	"What worked, what didn't, and what's next" — public retro	Twitter/LinkedIn/Blog

Principles:

• Lead with learning, not pitching
• Share specific numbers (interviews, sign-ups, revenue) — transparency builds trust
• Acknowledge what's not working — vulnerability resonates
• Tag people you interviewed (with permission) — they become amplifiers
• Respond to every comment within 2 hours

Competitor Poaching

When: Day 11 of GTM Sprint, or when entering a market with established competitors.

Procedure:

1. Find Competitor Reviewers

   • G2/Capterra: read 1-3 star reviews, note reviewer names/companies
   • Reddit: search r/[industry] for "[competitor] alternative" or "[competitor] frustrating"
   • Twitter/X: search "[competitor] sucks" or "[competitor] alternative"
   • App Store reviews: filter by 1-2 star ratings
   • Note: respect platform ToS — read publicly available reviews, do not scrape private data

2. Craft Value-First Outreach

   • Template: "Hey {name}, I noticed your review of {competitor} — you mentioned {specific frustration}. We're building {product} specifically to solve that. Would you be open to a 10-min chat about what you wish {competitor} did differently?"
   • Never badmouth the competitor directly
   • Lead with empathy for their frustration, not a sales pitch

3. Offer Concierge Migration

   • For the first 10-20 users: offer white-glove migration assistance
   • Template: "We'll personally migrate your data from {competitor} in under {X} hours — free for early adopters."
   • This builds loyalty and generates testimonials

4. Track Conversion

   • Log outreach attempts vs. responses vs. conversions
   • Feed successful patterns back into channel-playbook

Quality Checklist

• Channel selection is justified by ICP presence
• Messaging is adapted to the channel's native tone
• Content mix is defined with ratios
• Posting cadence is realistic and sustainable
• Engagement tactics are specific, not generic
• Success metrics are measurable and time-bound
• Review cadence is established
• Platform-specific algorithm knowledge is reflected in channel tactics
• Cultural norms are respected (especially Reddit and HN)
• Directory blitz includes 15+ relevant directories (when used)
• Build-in-public arc has specific daily content plan (when used)
• Competitor poaching respects platform ToS (when used)
• Artifact passes validation

Cross-References

• gtm-sprint (S-GRO-09) — orchestrates directory blitz, build-in-public, and competitor poaching within a time-boxed sprint
• positioning-messaging (S-GRO-01) — provides messaging hooks for directory submissions
• content-engine (S-GRO-07) — content multiplication from build-in-public posts
• customer-conversations (S-PROD-08) — interview data feeds directory hooks and competitor poaching outreach