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Marketing Docs Changelog

Version history of the marketing documentation. Use this to track when strategy changed, who changed it, and why.

2026-03-26, Full marketing documentation structure created​

Type: Documentation Changed by: Claude Code (initiated by the Founder) Summary: Created the full 9-section marketing documentation structure under docs/marketing/. Pulled in existing content from brand-guidelines.md, growth-strategy.md, and social-media-playbook.md. Marked all sections requiring original research or founder sign-off with TODO callouts.

Files created:

  • overview.md, Product overview, mission, model explanation
  • market-context.md, Market sizing, consumer behaviour, competitive landscape
  • audiences.md, Buyer and seller personas, circular economy angle
  • positioning.md, Brand positioning statement, differentiation, value props
  • brand-voice.md, Master voice, buyer/seller tone, copy rules (content pulled from brand-guidelines.md)
  • channel-strategy.md, Instagram, TikTok, WhatsApp, Email, Paid (content pulled from social-media-playbook.md and growth-strategy.md)
  • campaign-calendar.md, Annual framework, Ramadan, Harbolnas, year-end
  • kpis.md, North star, buyer KPIs, seller KPIs, platform health (content pulled from growth-strategy.md)
  • changelog.md, This file

TODOs remaining: Market sizing validation, persona research, positioning sign-off, campaign calendar dates, KPI dashboard setup. See individual files for specifics.

2026-03-26, Rich content pass: 5 marketing files upgraded to full MDX​

Type: Content addition Changed by: Claude Code (initiated by the Founder) Summary: Replaced scaffold content in 5 marketing files with full MDX pages, sourced market data, SVG diagrams, named personas, campaign messaging frameworks, and Admonition callouts.

Files upgraded:

  • overview.md, Added mission/vision statements, core values SVG, circular flywheel diagram, audience key facts table, how-to-use guide with layer breakdown
  • market-context.md, Added sourced stat cards (GoodStats, BPS, ThredUp), 3 converging forces SVG, Gen Z digital behaviour data, stigma-to-status transformation diagram, 5-pillar defensible position SVG, risk/mitigation table, 10 academic/industry source citations
  • audiences.md, Added named personas (Ayu the buyer, Sari the seller), full psychographic SVGs, 5-step buyer/seller journey diagrams, copy comparison tables, secondary male audience section
  • campaign-calendar.md, Added full-year SVG calendar, 5 named campaigns (Ramadan, Lebaran, Independence Day, 11.11, 12.12/Year-End) with messaging frameworks, email sequences, weekly content programme, always-on rhythm SVG, pre-campaign checklist
  • positioning.md, Added positioning statement, problem framing, value props per audience, 5 differentiation pillars, competitive map SVG (2-axis), geo rollout SVG, "what we are not" section; marked draft: true pending founder sign-off

Use this format for future entries:

## YYYY-MM-DD, Short description
**Type:** Strategy update / Content addition / Correction / Restructure
**Changed by:** Name / Role
**Summary:** One sentence.
**Details:** Optional, what changed and why.