The Growth Engine — observe → serve → convert → learn

systems/growth-engine.md · System · growth, acquisition, monetization, flywheel, doozer-plus, postcards, hot-leads, intelligence, strategy, overview

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The map of Doozer's acquisition + monetization machine. How observing a business, painting it a real site, sending it leads, tracking every touch, and making the RIGHT offer at the RIGHT moment turns into revenue — and how the intelligence layer decides who to reach, how, and when. The purpose, the smarts, and the wiring, with links to every component.

The Growth Engine — observe → serve → convert → learn

This is the map. Doozer's whole reason to make money runs on one flywheel; the detailed mechanics live in the component nodes linked throughout. Read this first, then dive where you need to.

The purpose (the WHY)

Realizes the [[the-observed-world]] pivot: every business exists once observed — we paint it a real, live site on demand, and it already has leads waiting. From there:

They know us → we send them value (real leads) → we make the right offer at the right moment

→ free becomes Doozer+ ($99/yr) becomes Cloud Keeper ($499/yr) becomes agency/franchise.

When a business is aware of Doozer AND receiving leads from us, $99/yr feels like a stepping stone. The engine's job is to (1) create that awareness + value, (2) recognize the moment, (3) make the honest offer, (4) measure what worked, (5) do more of it. No dark patterns ([[project_doozer_ethos]]); anonymous browsing + the free claim always work.

The stages + the wiring

1. OBSERVE + PAINT. A business is discovered ([[prospector]]) or rendered on demand; the Factory paints a real site (screenshot + real content). [[the-observed-world]], [[network-growth]].

2. SERVE VALUE (leads). Directory + contact forms capture consumer leads; they route to the business's one inbox (businessLeadRecipientEmail, admin_email→scraped fallback) and pipe to LeadBuilder (nbmnLeadPipeToLeadBuilder). The lead-delivery email itself carries the right Doozer+/claim pitch (below). This is the "we give value" signal — the strongest driver of conversion readiness.

3. REACH (the touch). Physical mail is the workhorse when we have no email:

• Postcard Factory ([[ai-postcards]]) — deterministic HTML→PNG card: real screenshot,

real claim code, real doozer.link short URL + scannable QR, no per-card AI cost. AI Theme Studio designs vision-gated backgrounds (two-score design+accuracy gate). Campaigns give each card a purpose + audience. Size is a variable (4x6 vs 6x9, same 2:3 art) for A/B.

• Thanks.io ([[thanksio]]) mails it + webhooks delivery/scan back. Send is preview-by-default;

live costs money (behind a confirm). Cost is per-send on thanksio_sends (returns cents).

• Claim codes ([[claim-codes]]) — the code on the card is a strong secret; scanning the QR

or short link lands on ?page=redeem&b=<id> (non-secret); the code is TYPED off the card (brute-force safe). Redeeming = claiming ([[project_implicit_verification]], no claims table — ownership is an email match; admin_email authoritative once set).

4. CONVERT (the offer). The right offer to the right audience at every touch, from ONE resolver — never mis-targeted:

• doozerPlusOfferFor($businessId) (premium.php) → stage claim / plus / premium /

agency with canonical copy (doozerPlusBenefits, mirrors ?page=plus). Wired into the lead email, the owner manage page, and the owner viewing their own free site (a hardened, dismissible nudge). [[feedback_right_offer_right_audience]].

• The one-time claim offer ([[promo-and-offers]]): the moment someone claims, they get a

truly one-time deal — Doozer+ 50% off for LIFE ($49.50/yr forever) — accept (Stripe checkout with the lifetime coupon) or decline (gone for good). Single-fire per business (business_offers); never from a code, a 2nd scan, or a resend. Doozer+ only, never Keeper.

• Promo Code Generator ([[promo-and-offers]]): reusable Stripe-coupon-backed codes

(%/$ × once/forever) — including the manual "someone begs" recovery code. Billing is product-agnostic Stripe (billing.php, one connection sells everything).

5. MEASURE + LEARN. Every touch is tracked and fed back:

• Postcard performance ([[ai-postcards]]): per-send delivered/scanned/visited/claimed/

converted, live from thanksio_sends/thanksio_events/claim_codes/shortlinks (postcardDesignLiveStats). Format-performance panel compares 4x6 vs 6x9 by niche/state/timeframe with thin-sample flags — the "which format/niche/market converts" science.

The smarts (the intelligence layer)

Hot Leads — the Internal Affairs Division of LeadBuilder ([[doozer-prospects]], doozer-prospects.php). Every business is one of OUR prospects; it becomes a lead once we've touched it (mailed, delivered a lead, or it claimed):

• Awareness score (businessDoozerAwareness, 0-100): claim (+40), scanned (+18), delivered

(+6), postcards sent (+3 ea), leads we delivered (+12 ea — the "we give value" driver), live site (+4). Status hot/warm/cold/customer.

• Next best action + channel (doozerProspectAction): getting leads + email → email;

getting leads + NO email → mail a postcard STAT (these float to the top — leads with no inbox = money on the table); mailed already + no email → call; claimed+free → the Doozer+ pitch. SMS is OUT (regulatory). FB Messenger via official page = future.

• Projected claim % (doozerProjectedClaim): a transparent heuristic today (no real

outcomes yet); SHARPENS as claim/convert rates by niche+market accrue from the Format-performance data. The learning loop: mechanics claim 20% more than bodegas → mail more mechanics.

• The admin shouts it: "Reach these N now — X mail STAT, Y email." Sorted urgency-first.
• Piped into LeadBuilder (doozerProspectsPipeToLeadBuilder): each prospect becomes an

lb_leads row (source doozer_internal) so internal prospects live inside LeadBuilder proper.

• Distinct from Machi ([[machi]]) which scores OUTBOUND NEED ("who to mail next"); Hot Leads

scores CONVERSION READINESS + the exact next move. Complementary lenses on one funnel.

Guardrails (non-negotiable)

• No dark patterns; the free claim + anonymous browsing always work. The one-time offer is

honest and single-fire, no take-backs.

• No SMS (regulatory). Channels: postal mail, email, phone; FB Messenger later.
• Right offer to the right audience — always via doozerPlusOfferFor(), never hardcoded.
• Minimize paid-API spend ([[feedback_api_costs]]); intelligence reads our own DB (free).
• Money moves only on an explicit action (live mail confirm; owner-initiated checkout).

Shipped vs next

SHIPPED (v2.2.407-419): postcard tracking + resend + view, size/format science, the audience-aware offer everywhere, the one-time claim offer + promo generator, Hot Leads (awareness + action + channel + projection) + the LeadBuilder pipe. NEXT: campaign/niche/market response comparison auto-weighting targeting; FB Messenger channel; the BYO-key thanks.io reseller Marketing Engine (per-business keys via a getApiKeyForBusiness() seam, owner send-to-their-leads on manage-business.php, 50% affiliate revenue ledger, agency tiers) — reusing the Factory + the /frontend-design two-score vision gate.