{
  "title": "The Oriel Field One: launch automation",
  "about": "A copy of facade-rebrand/launch/sample/texts/SEQUENCE.md, extended into the full flow map. The map page at /work/oriel/flow reads this file: nodes are in scroll order, and the count line is computed from them. Each node's why is the one line the step header shows under its label: what the step does and why it exists. Every message has a source: a SEQUENCE.md id, or new for the map. After editing, run node build.cjs in this folder to refresh the no script copy in index.html and to check every text is under 160 characters and every email under 90 words.",
  "placeholders": {
    "{days}": "days left until launch day (shown as 60 on the map)",
    "{reserve_link}": "the reserve page",
    "{confirm_link}": "the double opt in link",
    "{link}": "the Kickstarter page, a short link counted as 24 characters in texts"
  },
  "groups": {
    "list": "Gave an email and did not reserve. Email only.",
    "vips": "Reserved for $1. Email, plus text if they added a phone number and ticked the box.",
    "everyone": "The list and the VIPs together."
  },
  "optIn": {
    "email": "Free to join. Launch emails only. Launching on Kickstarter in 60 days.",
    "text": "Text me about the Oriel launch at this number. Up to 5 msgs. Consent is not a condition of purchase. Msg and data rates may apply. Reply STOP to cancel, HELP for help.",
    "textInSequence": "By tapping, you agree to get launch texts from Oriel. Five at most. Msg and data rates may apply. Reply STOP to end."
  },
  "rules": {
    "texts": "Plain ASCII, under 160 characters, {link} counted as 24. Five texts at most, the limit the VIP page promises. Replies to STOP and HELP are answers and do not count toward the five.",
    "emails": "Under 90 words, one ask at most, one button at most. Subject lines say something specific.",
    "stop": "Every text carries Reply STOP to end. Text 1 adds HELP. Every email ends with an unsubscribe link.",
    "quietHours": "Texts only go out from 8:00 am to 8:00 pm in the person's own time zone. A text due outside that waits until 8:00 am. Emails are not held.",
    "doubleOptIn": "The first email asks the person to confirm the address. Nothing else sends until they do.",
    "lateJoiners": "Anyone who joins late gets the first message for their group right away, then picks up at the next send on the calendar. Nobody gets a catch up.",
    "reserveLater": "Reserved for $1 is checked before every send. Someone who reserves after a nudge moves straight to the VIP side.",
    "claims": "Keep every claim to what the watch does. No counts of backers, sales or stock, ever."
  },
  "changes": [
    "Copy: every message was rewritten for the map on Oct 6, shorter and with one ask each. SEQUENCE.md still holds the first draft wording; the source field says which draft each one replaces.",
    "List nudges: SEQUENCE.md sends A1 at 1 day and A2 at 7 days. The map runs four, at 15 minutes (A1), day 1 (A2), day 3 and day 5 (both new), per the flow brief.",
    "The VIP welcome email is the receipt vip.html promises (A receipt by email).",
    "A week out and the day before: SEQUENCE.md sends these as texts only. The map adds an email for each, which vip.html already promises (two short emails, a week out and the day before).",
    "Launch day: SEQUENCE.md sends C1 to everyone an hour after Text 4. The map sends a new VIP launch email the same minute as Text 4, and C1 to everyone not VIP, with its VIP lines taken out.",
    "New for the map: the double opt in email, the thank you, the update, the last day email, the refund email and the STOP and HELP replies.",
    "The consent line on the map is the one live on vip.html, which differs from the opt in line in SEQUENCE.md.",
    "Quiet hours, 8 am to 8 pm in their time zone, is new, from the flow brief."
  ],
  "branches": [
    { "n": 0, "hud": "The trunk" },
    { "n": 1, "hud": "Branch 1 · Reserved" },
    { "n": 2, "hud": "Branch 2 · Launch day" },
    { "n": 3, "hud": "Branch 3 · Backed" },
    { "n": 4, "hud": "Branch 4 · Refund" }
  ],
  "nodes": [
    {
      "id": "signup", "kind": "trigger", "branch": 0, "lane": 0,
      "label": "Email captured", "timing": "Get early access", "channel": "page",
      "why": "One field on the launch page. An email here starts every step below.",
      "audience": "Anyone on the launch page",
      "source": "index.html",
      "page": {
        "type": "signup",
        "heading": "A field watch with a swappable dial.",
        "lede": "38 mm automatic. Sapphire crystal. Join the list for the early price.",
        "field": "Your email",
        "button": "Get early access",
        "line": "Free to join. Launch emails only. Launching on Kickstarter in 60 days."
      }
    },
    {
      "id": "optin", "kind": "rule", "branch": 0, "lane": 1, "from": [{ "id": "signup", "style": "dashed" }],
      "label": "Double opt in", "timing": "Right away", "channel": "email",
      "why": "Right away. One tap proves the address is real. Until then, nothing else sends.",
      "audience": "Everyone who signs up",
      "source": "new",
      "email": {
        "subject": "Confirm it's you",
        "preview": "One tap and you're on the Field One list.",
        "body": [
          "Hi,",
          "One tap below confirms this address. Until you do, we send nothing else.",
          "Confirm my email: {confirm_link}",
          "Not you? Ignore this and you won't hear from us again.",
          "Oriel"
        ]
      }
    },
    {
      "id": "reserved", "kind": "decision", "branch": 1, "lane": 0, "from": [{ "id": "signup", "style": "trunk" }],
      "label": "Reserved for $1?", "timing": "Before every send", "channel": "decision",
      "why": "Checked before every send, so each person only gets their own side.",
      "outcome": "Yes: VIPs. No: the list.",
      "card": {
        "kicker": "Decision",
        "question": "Reserved for $1?",
        "yes": "The VIP side. A receipt, a short countdown, the launch text first.",
        "no": "The list. Four nudges to reserve, then the launch email.",
        "note": "Checked before every send. Reserve later and you cross over."
      }
    },
    {
      "id": "nudge1", "kind": "email", "branch": 1, "lane": 1, "from": [{ "id": "reserved" }],
      "label": "Nudge 1", "timing": "15 min after sign up", "channel": "email",
      "why": "15 minutes after sign up. The one email that turns a sign up into a $1 reservation.",
      "audience": "The list", "clock": "9:15",
      "source": "SEQUENCE.md A1", "note": "Replaces A1, moved from 1 day to 15 minutes.",
      "email": {
        "subject": "$1 holds 40% off the Field One",
        "preview": "Refundable any time. You hear first on launch day.",
        "body": [
          "Hi,",
          "You're on the list for The Oriel Field One. Thank you.",
          "Put down $1 today and it's 40 percent off when we open on Kickstarter in {days} days. You hear first on launch day, too.",
          "Change your mind and we send the $1 back. Any time.",
          "Hold 40% off for $1: {reserve_link}",
          "Oriel"
        ]
      }
    },
    {
      "id": "nudge2", "kind": "email", "branch": 1, "lane": 1, "from": [{ "id": "nudge1" }],
      "label": "Nudge 2", "timing": "Day 1", "channel": "email",
      "why": "Day 1. Shows what the watch is, so the $1 feels like an easy yes.",
      "audience": "The list", "clock": "9:00",
      "source": "SEQUENCE.md A2", "note": "Replaces A2, moved from 7 days to day 1.",
      "email": {
        "subject": "It winds itself as you wear it",
        "preview": "No battery. 38 mm. Sapphire on top.",
        "body": [
          "Hi,",
          "The Field One is a 38 mm automatic. A small weight inside swings as your wrist moves and winds it. There's no battery to change.",
          "A sapphire crystal covers a plain dial. No date window. Just the time.",
          "$1 still holds 40 percent off at launch.",
          "Hold 40% off for $1: {reserve_link}",
          "Oriel"
        ]
      }
    },
    {
      "id": "nudge3", "kind": "email", "branch": 1, "lane": 1, "from": [{ "id": "nudge2" }],
      "label": "Nudge 3", "timing": "Day 3", "channel": "email",
      "why": "Day 3. Shows the dial swap, the reason this watch exists.",
      "audience": "The list", "clock": "9:00",
      "source": "new",
      "email": {
        "subject": "Change the dial, keep the watch",
        "preview": "Twist the ring. Lift the dial. Drop in another.",
        "body": [
          "Hi,",
          "Most of us want one good watch, not a drawer of them. So we made the dial the part you change.",
          "Twist the ring, lift the dial out, drop another in. Cream, black or green. The case and movement stay put.",
          "$1 holds 40 percent off at launch.",
          "Hold 40% off for $1: {reserve_link}",
          "Oriel"
        ]
      }
    },
    {
      "id": "nudge4", "kind": "email", "branch": 1, "lane": 1, "from": [{ "id": "nudge3" }],
      "label": "Nudge 4", "timing": "Day 5", "channel": "email",
      "why": "Day 5. The last nudge. After this the list stays quiet until launch day.",
      "audience": "The list", "clock": "9:00",
      "source": "new",
      "email": {
        "subject": "Last note until launch day",
        "preview": "After this, we only write when it's live.",
        "body": [
          "Hi,",
          "This is our last email until The Oriel Field One is live. No more nudges after this one.",
          "Until then, $1 holds 40 percent off. On launch day, that price is only for people who reserved. The $1 is refundable any time.",
          "Hold 40% off for $1: {reserve_link}",
          "Oriel"
        ]
      }
    },
    {
      "id": "vipmail", "kind": "email", "branch": 1, "lane": 2, "from": [{ "id": "reserved" }],
      "label": "VIP receipt", "timing": "Right after the $1", "channel": "email",
      "why": "Right after the $1. Says the price is locked and the refund is one reply away.",
      "audience": "VIPs", "clock": "9:20",
      "source": "SEQUENCE.md B1",
      "email": {
        "subject": "Your $1 is in. 40% off is locked.",
        "preview": "Your receipt, and what happens next.",
        "body": [
          "Hi,",
          "We got your $1. Your 40 percent off The Oriel Field One is locked.",
          "Receipt: $1 reservation, refundable any time.",
          "On launch day you hear first, before the rest of the list. Until then, a few short notes.",
          "Want the $1 back? Reply to this email. One of us reads every reply.",
          "Oriel"
        ]
      }
    },
    {
      "id": "phone", "kind": "decision", "branch": 1, "lane": 2, "from": [{ "id": "vipmail" }],
      "label": "Added a phone?", "timing": "On the VIP page", "channel": "decision",
      "why": "Asked once, on the VIP page. Only people who tick the box get texts.",
      "outcome": "Yes: texts too. No: email.",
      "card": {
        "kicker": "Decision",
        "question": "Added a phone?",
        "yes": "Texts too. Five at most, and only with the box ticked.",
        "no": "Email only. Every VIP email still goes.",
        "note": "Asked once, on the VIP page, right after the $1."
      }
    },
    {
      "id": "consent", "kind": "rule", "branch": 1, "lane": 4, "from": [{ "id": "phone", "style": "dashed" }],
      "label": "Consent line", "timing": "Before any text", "channel": "page",
      "why": "Before any text. The exact line on the VIP page. No tick, no texts.",
      "audience": "VIPs who add a phone",
      "source": "vip.html",
      "page": {
        "type": "consent",
        "kicker": "Launch day text",
        "heading": "Get the launch by text.",
        "fieldLabel": "Mobile number",
        "value": "(555) 555 0123",
        "line": "Text me about the Oriel launch at this number. Up to 5 msgs. Consent is not a condition of purchase. Msg and data rates may apply. Reply STOP to cancel, HELP for help.",
        "button": "Text me on launch day",
        "note": "Box not ticked, no texts."
      }
    },
    {
      "id": "text1", "kind": "text", "branch": 1, "lane": 3, "from": [{ "id": "phone" }],
      "label": "VIP welcome text", "timing": "Right away", "channel": "text",
      "why": "Right away. Says the texts are on, how many, and how to stop them.",
      "audience": "VIPs with a phone", "clock": "9:21",
      "source": "SEQUENCE.md Text 1",
      "texts": [
        { "from": "oriel", "text": "Oriel: you're in. Your 40% off is locked and you get the launch text first. Up to 5 msgs. Msg and data rates may apply. Reply STOP to end, HELP for help." }
      ]
    },
    {
      "id": "days30", "kind": "email", "branch": 1, "lane": 2, "from": [{ "id": "phone" }],
      "label": "How it keeps time", "timing": "30 days out", "channel": "email",
      "why": "30 days out. Keeps the watch in mind a month before, with nothing to do.",
      "audience": "VIPs", "clock": "9:00",
      "source": "SEQUENCE.md B3",
      "email": {
        "subject": "Why there's no battery",
        "preview": "30 days to go, and nothing to do.",
        "body": [
          "Hi,",
          "30 days to go. A quick one on how the Field One keeps time.",
          "It's an automatic. A small weight swings as your wrist moves and winds the spring. Wear it and it runs. There's no battery to change.",
          "Nothing to do until launch. Your 40 percent off is locked.",
          "Oriel"
        ]
      }
    },
    {
      "id": "days14", "kind": "email", "branch": 1, "lane": 2, "from": [{ "id": "days30" }],
      "label": "Case, crystal, dial", "timing": "14 days out", "channel": "email",
      "why": "14 days out. The small details, for the VIPs who read every spec.",
      "audience": "VIPs", "clock": "9:00",
      "source": "SEQUENCE.md B4",
      "email": {
        "subject": "38 mm, sapphire, one orange hand",
        "preview": "Two weeks to go.",
        "body": [
          "Hi,",
          "Two weeks to go. The details, plainly.",
          "The case is 38 mm, small enough to slide under a cuff. Sapphire covers the dial, so it's hard to scratch. Clear numerals, slim hands, one orange seconds hand. No date window.",
          "Next from us: a note one week out.",
          "Oriel"
        ]
      }
    },
    {
      "id": "week-mail", "kind": "email", "branch": 1, "lane": 2, "from": [{ "id": "days14" }],
      "label": "One week out", "timing": "7 days out, 9 am", "channel": "email",
      "why": "7 days out, 9 am. The countdown for every VIP, phone or not.",
      "audience": "VIPs", "clock": "9:00",
      "source": "new", "note": "SEQUENCE.md has only the text a week out. vip.html promises an email.",
      "email": {
        "subject": "One week to go",
        "preview": "Nothing to do yet. You hear first.",
        "body": [
          "Hi,",
          "The Oriel Field One opens on Kickstarter in 7 days.",
          "There's nothing to do yet. Your 40 percent off is locked, and on launch day you hear before anyone else.",
          "Oriel"
        ]
      }
    },
    {
      "id": "text2", "kind": "text", "branch": 1, "lane": 3, "from": [{ "id": "text1" }],
      "label": "One week out", "timing": "7 days out, 10 am", "channel": "text",
      "why": "7 days out, 10 am. The same news by text, an hour after the email.",
      "audience": "VIPs with a phone", "clock": "10:00",
      "source": "SEQUENCE.md Text 2",
      "texts": [
        { "from": "oriel", "text": "Oriel: one week. The Oriel Field One opens on Kickstarter in 7 days, and you hear first. Nothing to do yet. Reply STOP to end." }
      ]
    },
    {
      "id": "stophelp", "kind": "rule", "branch": 1, "lane": 4, "from": [{ "id": "text2", "style": "dashed" }],
      "label": "STOP and HELP", "timing": "Any reply, any time", "channel": "text",
      "why": "Any time. Instant answers to STOP and HELP. They don't count toward the 5.",
      "audience": "Anyone who gets a text", "clock": "10:04",
      "source": "new",
      "texts": [
        { "from": "them", "text": "HELP" },
        { "from": "oriel", "reply": true, "text": "Oriel: launch texts for The Oriel Field One, 5 at most. Questions? Reply to any Oriel email and one of us answers. Reply STOP to end." },
        { "from": "them", "text": "STOP" },
        { "from": "oriel", "reply": true, "text": "Oriel: you're unsubscribed. No more texts. Your $1 and your 40% off stay as they are." }
      ],
      "aside": "Answers, not launch texts. Every email ends with an unsubscribe link."
    },
    {
      "id": "days3", "kind": "email", "branch": 1, "lane": 2, "from": [{ "id": "week-mail" }],
      "label": "How to back", "timing": "3 days out", "channel": "email",
      "why": "3 days out. Walks through launch day, so nobody has to work it out live.",
      "audience": "VIPs", "clock": "9:00",
      "source": "SEQUENCE.md B6",
      "email": {
        "subject": "How launch day works",
        "preview": "Three days to go. Here's the plan.",
        "body": [
          "Hi,",
          "Three days until The Oriel Field One opens on Kickstarter. Here's how it goes.",
          "Our text arrives the minute it's live. Tap the link, pick the Field One at 40 percent off, and you're done.",
          "No phone on file? The same link comes by email.",
          "Questions before then? Just reply.",
          "Oriel"
        ]
      }
    },
    {
      "id": "eve-mail", "kind": "email", "branch": 1, "lane": 2, "from": [{ "id": "days3" }],
      "label": "The day before", "timing": "1 day out, 9 am", "channel": "email",
      "why": "1 day out, 9 am. Tells every VIP where the launch link will land.",
      "audience": "VIPs", "clock": "9:00",
      "source": "new", "note": "SEQUENCE.md has only the text the day before. vip.html promises an email.",
      "email": {
        "subject": "It's live tomorrow",
        "preview": "VIPs hear first, the minute it opens.",
        "body": [
          "Hi,",
          "The Oriel Field One opens on Kickstarter tomorrow. You hear the minute it's live, before the list.",
          "Watch for our text, or this inbox if you skipped the phone. Your 40 percent off will be waiting.",
          "Oriel"
        ]
      }
    },
    {
      "id": "text3", "kind": "text", "branch": 1, "lane": 3, "from": [{ "id": "text2" }],
      "label": "The day before", "timing": "1 day out, 6 pm", "channel": "text",
      "why": "1 day out, 6 pm. The last text before launch, so the next one is expected.",
      "audience": "VIPs with a phone", "clock": "6:00",
      "source": "SEQUENCE.md Text 3",
      "texts": [
        { "from": "oriel", "text": "Oriel: tomorrow. We'll text you the minute The Oriel Field One is live, before anyone else. Reply STOP to end." }
      ]
    },
    {
      "id": "launch", "kind": "decision", "branch": 2, "lane": 0, "from": [{ "id": "reserved", "style": "trunk" }],
      "label": "Launch day", "timing": "The minute it opens", "channel": "decision",
      "why": "The minute it opens. VIPs hear first. Everyone else, an hour later.",
      "outcome": "VIPs first. Others an hour later.",
      "rail": true,
      "card": {
        "kicker": "Launch day",
        "question": "VIP?",
        "yes": "The text and the email, the minute it goes live.",
        "no": "The launch email, one hour later.",
        "note": "VIPs always hear first."
      }
    },
    {
      "id": "text4", "kind": "text", "branch": 2, "lane": 3, "from": [{ "id": "text3" }],
      "label": "VIPs texted first", "timing": "The minute it opens", "channel": "text",
      "why": "The minute it opens. The text the $1 bought: first in line, at 40% off.",
      "audience": "VIPs with a phone", "clock": "9:00",
      "source": "SEQUENCE.md Text 4",
      "texts": [
        { "from": "oriel", "text": "Oriel: The Oriel Field One is live on Kickstarter, and you're first. Back it at 40% off: {link} Reply STOP to end." }
      ]
    },
    {
      "id": "vip-live", "kind": "email", "branch": 2, "lane": 2, "from": [{ "id": "eve-mail" }],
      "label": "VIP launch email", "timing": "Same minute", "channel": "email",
      "why": "Same minute. So a VIP with no phone, or in quiet hours, still hears first.",
      "audience": "VIPs", "clock": "9:00",
      "source": "new", "note": "So a VIP with no phone, or one in quiet hours, still hears first.",
      "email": {
        "subject": "It's live. You're first.",
        "preview": "Your 40 percent off is waiting.",
        "body": [
          "Hi,",
          "The Oriel Field One is live on Kickstarter. You're hearing before the rest of the list.",
          "Your 40 percent off is waiting at the link.",
          "Back it at 40% off: {link}",
          "Anything look wrong? Reply and one of us will sort it out.",
          "Oriel"
        ]
      }
    },
    {
      "id": "quiet", "kind": "rule", "branch": 2, "lane": 4, "from": [{ "id": "text4", "style": "dashed" }],
      "label": "Quiet hours", "timing": "8 am to 8 pm, their time", "channel": "text",
      "why": "8 am to 8 pm, their time. A text due at 6:30 am waits. Email never does.",
      "audience": "Anyone who gets a text", "clock": "6:30", "stamp": "Launch day, 6:30 am their time",
      "source": "new",
      "held": { "repeat": "text4", "chip": "Held until 8:00 am" },
      "aside": "It's 6:30 am where they live, so the text waits until 8. The VIP email already went, so they still hear first."
    },
    {
      "id": "all-live", "kind": "email", "branch": 2, "lane": 1, "from": [{ "id": "nudge4", "style": "wait" }],
      "label": "Launch email, everyone else", "timing": "1 hour later", "channel": "email",
      "why": "1 hour later. The launch email for everyone who didn't reserve.",
      "audience": "Everyone not VIP", "clock": "10:00",
      "source": "SEQUENCE.md C1", "note": "C1 sent to everyone not VIP. Its VIP lines moved to the VIP launch email.",
      "email": {
        "subject": "The Oriel Field One is live",
        "preview": "A 38 mm automatic with a dial you swap yourself.",
        "body": [
          "Hi,",
          "The Oriel Field One is live on Kickstarter.",
          "A 38 mm automatic field watch with a sapphire crystal and a dial you swap yourself. Made by the two of us.",
          "Back it on Kickstarter: {link}",
          "Questions? Reply and one of us will answer.",
          "Oriel"
        ]
      }
    },
    {
      "id": "backed", "kind": "decision", "branch": 3, "lane": 0, "from": [{ "id": "launch", "style": "trunk" }],
      "label": "Backed?", "timing": "Before each send", "channel": "decision",
      "why": "Checked before each send, so backers stop getting asked.",
      "outcome": "Yes: thank you. No: one reminder.",
      "card": {
        "kicker": "Decision",
        "question": "Backed?",
        "yes": "A thank you, then one short note at each step until it ships.",
        "no": "One reminder text 48 hours out, then a last day email.",
        "note": "Checked against the backer list before each send."
      }
    },
    {
      "id": "thanks", "kind": "email", "branch": 3, "lane": 1, "from": [{ "id": "backed" }],
      "label": "Thank you", "timing": "The day they back", "channel": "email",
      "why": "The day they back. Says thanks, and that there's nothing else to do.",
      "audience": "Backers", "clock": "9:00",
      "source": "new",
      "email": {
        "subject": "You backed it. Thank you.",
        "preview": "That's all you need to do.",
        "body": [
          "Hi,",
          "Thank you for backing The Oriel Field One. That's everything. There's nothing else to do.",
          "From here you get one short note at each step, from parts to shipping. Nothing else.",
          "Questions? Just reply.",
          "Oriel"
        ]
      }
    },
    {
      "id": "updates", "kind": "email", "branch": 3, "lane": 1, "from": [{ "id": "thanks" }],
      "label": "Updates", "timing": "At each step to shipping", "channel": "email",
      "why": "At each step to shipping. One note per step, so nobody has to ask.",
      "audience": "Backers", "clock": "9:00",
      "source": "new",
      "email": {
        "subject": "Where your watch is",
        "preview": "Parts, build, test, ship. Here's where we are.",
        "body": [
          "Hi,",
          "The campaign has closed. Thank you again.",
          "Here's the order of things: we order parts, put each watch together, test it, then ship. You get a note at each step.",
          "When yours leaves the studio, you get a tracking number.",
          "Oriel"
        ]
      }
    },
    {
      "id": "text5", "kind": "text", "branch": 3, "lane": 2, "from": [{ "id": "backed" }],
      "label": "48 hour reminder", "timing": "48 hours before close", "channel": "text",
      "why": "48 hours before close. One reminder, only to VIPs who haven't backed.",
      "audience": "VIPs with a phone who have not backed", "clock": "10:00",
      "source": "SEQUENCE.md Text 5",
      "texts": [
        { "from": "oriel", "text": "Oriel: 48 hours left to back The Oriel Field One. Your 40% off ends when the campaign closes: {link} Reply STOP to end." }
      ]
    },
    {
      "id": "lastday", "kind": "email", "branch": 3, "lane": 2, "from": [{ "id": "text5" }],
      "label": "Last day", "timing": "Closing day", "channel": "email",
      "why": "Closing day. The final ask, to everyone who hasn't backed.",
      "audience": "Everyone who has not backed", "clock": "9:00",
      "source": "new",
      "email": {
        "subject": "Last day for the Field One",
        "preview": "The Kickstarter closes today.",
        "body": [
          "Hi,",
          "Today is the last day to back The Oriel Field One on Kickstarter.",
          "If you reserved, your 40 percent off holds until it closes. If not, you can still back it at the launch price.",
          "Back it today: {link}",
          "Oriel"
        ]
      }
    },
    {
      "id": "refund", "kind": "decision", "branch": 4, "lane": 0, "from": [{ "id": "backed", "style": "trunk" }],
      "label": "Refund asked?", "timing": "Any time", "channel": "decision",
      "why": "Any time, even after launch. One reply gets the $1 back.",
      "outcome": "Yes: $1 back. No: nothing changes.",
      "card": {
        "kicker": "Decision",
        "question": "Refund asked?",
        "yes": "$1 back, VIP removed, still on the list.",
        "no": "Nothing changes. The price stays locked.",
        "note": "Any time, even after launch. One of us reads every reply."
      }
    },
    {
      "id": "refunded", "kind": "email", "branch": 4, "lane": 1, "from": [{ "id": "refund" }],
      "label": "$1 back", "timing": "Right away", "channel": "email",
      "why": "Right away. Confirms the refund, and that they're still on the list.",
      "audience": "Anyone who asks", "clock": "9:41",
      "source": "new",
      "email": {
        "subject": "Your $1 is on its way back",
        "preview": "Refund sent. You're still on the list.",
        "body": [
          "Hi,",
          "Done. Your $1 is on its way back. It can take a few days to show on your statement.",
          "You're still on the list, so the launch email still comes. Change your mind before launch and you can reserve again.",
          "Oriel"
        ]
      }
    },
    {
      "id": "unvip", "kind": "action", "branch": 4, "lane": 1, "from": [{ "id": "refunded" }],
      "label": "VIP removed", "timing": "Same minute", "channel": "action",
      "why": "Same minute. Every VIP send stops. Nothing goes out to them.",
      "card": {
        "kicker": "On the back end",
        "title": "VIP removed",
        "rows": [["VIP tag", "Off"], ["Countdown emails", "Stopped"], ["Launch texts", "Stopped"]],
        "note": "No message goes out. It happens the minute the refund does."
      }
    },
    {
      "id": "kept", "kind": "action", "branch": 4, "lane": 1, "from": [{ "id": "unvip" }],
      "label": "Still on the list", "timing": "From then on", "channel": "action",
      "why": "From then on. They pick up at the next list email. No catch up.",
      "card": {
        "kicker": "On the back end",
        "title": "Still on the list",
        "rows": [["List emails", "On"], ["Next send", "The launch email"], ["Reserve again", "Any time before launch"]],
        "note": "Nobody gets a catch up. They pick up at the next send on the calendar."
      }
    }
  ],
  "notes": [
    "Swap in the founder's real dates, links and price rules before anything is scheduled. The 40 percent and the 60 days are the sample's.",
    "The $1 reservation is taken in the founder's own payment account and refunded on request. The sample pages take no payment.",
    "Send texts only to people who ticked the box on the VIP page. Text 5 skips anyone who has already backed.",
    "Keep every claim to what the watch does. No counts of backers, sales or stock, ever."
  ]
}