Platform
Five layers, from a raw POS file to a difference you can defend
Every layer earns its place, and none can be skipped. Identity and the Morning Brief come first, because everything else sits downstream of those two.
Architecture
One file enters at the top and leaves as something you can defend
in · a CSV nobody cleaned
- layer 1
Ingest
day oneDrag a file · mail it in · connect an API
A direct API is an upgrade, never a precondition.
how this layer works
Almost every POS exports CSV. That is an API already open that nobody can close. The system reads the headers, infers the meaning, and cleans the rows itself. - layer 2
Identity
hard to copyEvery source collapsed to one person, plus a consent ledger
The hardest layer to build and to copy — the graph sharpens with use, and cannot be bought.
how this layer works
A POS receipt, a marketplace order, a LINE follower, a form submission — the same people, and no system knows it. We resolve them on phone, email, member ID and purchase pattern. - layer 3
Understanding
the engineBehaviour × price tier × expiry
It forks in two — KEEP works the base, REACH finds the next one.
how this layer works
Three axes whose intersection is a campaign — how often they buy against their own cycle, whether they pay full price or wait for a discount, and what is about to expire. - layer 4
Act
what you touchDraft → approve → send → log
The default mode is human approval, not autopilot.
how this layer works
Copy arrives drafted with a choice of tone, sends over LINE individually or as a group, and every send is logged so the next layer can measure it. - layer 5
Proof
why they stayHoldout · the difference · cost per outcome
The layer that makes churn hard, because it answers what competitors cannot.
how this layer works
Measure what you would have earned by sending nothing, then report only the difference. The method follows the cohort size.
out · a difference you can defend
Build order — Identity and the Morning Brief ship first. Everything else is downstream.
Understanding · three axes
Where the three axes intersect is a campaign
Behaviour
How often they buy, how far past their own normal cycle they have drifted, when they buy, and which offers move them.
Price tier and discount sensitivity
A POS export carries no cost of goods, so gross margin is out of reach. What is in reach is the price tier this customer buys at — full price, or waiting for the discount.
Expiry
Stock nearing its date, dead inventory, memberships close to renewal, a course down to its last session.
Someone who always pays full price is worth more than someone with a higher total who only buys on discount — and we can tell without ever asking for your cost data.
Upload your cost of goods and true margin calculation unlocks as an optional feature — never a condition of getting started.
Two sides, and the layer that measures them
Layer three forks in two, and layer five decides which side is telling the truth
Then back to the top — what PROOF measures becomes the rule KEEP selects on next cycle, and the signature REACH expands from
Act and governance
Three modes, and the line we don’t cross
Autopilot never opens for copy a human hasn’t read, and never for regulated product categories.
| Mode | Who presses | Used for |
|---|---|---|
| Suggest | A person reads and decides | Onboarding, building trust |
| Approve | A person confirms the drafted copy | The default in real use |
| autopilot | The system sends | Approved templates only |
limits that are always set
- Maximum messages per person per week
- Quiet hours
- A ceiling on the discount the system may offer
The technical call that sets the margin
Generate at the group level. Select at the individual level.
One LLM call per customer is money on fire — 25,000 customers sent twice a month is fifty thousand calls, for a single account.
So we generate one set of copy per cohort and substitute per person — near-identical outcome per customer, an order of magnitude less cost.
Choosing who receives which message stays a fully individual decision — that part is arithmetic, not an LLM, and it costs almost nothing.
This is the decision that makes the margin 70% or 40%. It has to be made before the first line of code, not when the bill arrives.
Separated for expansion
swappable local layer
POS · messaging channel · regulation · language · currency
portable core
Identity · matching · campaign generation · proof
It costs 15–20% more now. Skip it and expansion means a rewrite — the axis is LINE: Thailand → Taiwan → Japan.See the geographic plan
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