The share-of-wallet survey

SEND TO   Active customers (bought in the last 12 months). Aim for 300+ answers.
Q1  In the last 12 months, about how much did you spend on [category],
    from any brand or store? ($ amount, or ranges)
Q2  Which brands of [category] did you buy in that time? (list, with "other")
Q3  Rank the brands you picked, from the one you'd choose first.
OPTIONAL
Q4  For the brand you ranked first: what does it do better than us?
JOIN     Answers to customer_id, then to 12 months of orders.

The fit survey

SHOW   One line per candidate: "[Brand] is thinking about making [product]."
ASK, 1 TO 7:
Q1  How well does this fit what you know about [Brand]?
Q2  How good do you think [Brand] would be at making it?
Q3  How likely would you be to buy it from [Brand]?
Q4  Do you buy [product] today? From whom? (free text)
READ   Rank candidates against each other. Q4 feeds "shared customer."

The waitlist email

SUBJECT   Something New From Us, and You're First
PREVIEW   before anyone else sees it
BODY
  Hi [first name],
  You've trusted us with your [hero product]. We've been working on
  [new product], because [the one-sentence proof it borrows from the hero].
  We're making a small first batch, and customers on the waitlist get
  it first, before we announce it anywhere else.
  [Join the waitlist]
  No payment now. We'll email you when it's ready.
  [Signature]
FOOTER    [Company legal name, postal address]
          You're receiving this because you bought from [Brand].
          [Unsubscribe] | [Email preferences]

The waitlist text

SEND ONLY TO subscribers who agreed to receive marketing texts.
[Brand]: we're making [new product] in a small first batch. Customers get
first access before anyone else. Join the waitlist: [link]
Reply STOP to opt out.

The launch brief

CANDIDATE            product, price, contribution margin:
STEPS FROM CORE      customer / occasion / supply chain / proof, 0 to 3 each:
PROOF IT BORROWS     one sentence:
HEADROOM COMPARED    core gain from one rank up ($/yr) vs this plan ($/yr):
BREAK-EVEN           share of active customers who must buy in year one:
WAITLIST             sign-up rate by segment:
FIRST RUN            units, sized to the waitlist, not the plan:
LAUNCH PRICE         full price. Early access instead of a discount.
REPEAT BAR           [x]% of first buyers reorder by [date]
KILL RULE            below the repeat bar, or contribution per buyer
                     after returns under $[y], by [date]: stop reordering
                     and sell through.
HOLDOUT              [x]% of eligible customers get no launch messages
OWNER                name, and the date the kill rule is read:

The partner brief

PARTNER              brand, product, why our customers use it with ours:
SCORE                customer / occasion / proof, from our customer's side:
THEIR CUSTOMERS      how much they overlap with ours (their estimate):
FORM                 recommend / co-market / co-branded edition / resell
EACH SIDE SENDS      to its own list only. No list swaps or data sharing
                     without counsel's review.
DISCLOSURE           any commission or payment disclosed clearly wherever
                     we recommend them.
TEST                 [x]% holdout from our side; read contribution per
                     customer at 60 days.
EXIT                 notice period, and how we'd respond to their
                     worst-case failure: