_mureo-strategy

Strategy Context

PREREQUISITE: Read ../_mureo-shared/SKILL.md for auth, global flags, and security rules.

Overview

mureo uses two local context files to maintain business strategy and campaign state:

File	Format	Purpose
STRATEGY.md	Markdown	Business strategy, personas, USP, brand voice
STATE.json	JSON	Campaign configuration snapshots

These files live in the project working directory and are read by AI agents to make strategy-aligned advertising decisions.

STRATEGY.md

File Structure

STRATEGY.md is a Markdown file with ## Section headings. Each section maps to a context_type:

Section Heading	context_type	Purpose
## Persona	persona	Target customer persona
## USP	usp	Unique selling proposition
## Target Audience	target_audience	Audience demographics and behavior
## Brand Voice	brand_voice	Tone, style, and language guidelines
## Market Context	market_context	Competitive landscape and market trends
## Operation Mode	operation_mode	Current operation mode (see below)
## Custom: <title>	custom	Freeform custom strategy entry
## Deep Research: <title>	deep_research	Results from website/competitor research
## Sales Material: <title>	sales_material	Extracted info from sales documents
## Goal: <title>	goal	Quantitative marketing goal with target, deadline, and priority

Example STRATEGY.md

# Strategy

## Persona

**Name:** Tanaka-san (Marketing Manager)
**Age:** 35-45
**Role:** In-house marketing at mid-size SaaS company
**Goals:** Improve lead quality, reduce CPA below 8,000 yen
**Pain Points:** Limited budget, too many low-quality leads from broad targeting
**Decision Process:** Data-driven, needs ROI justification for budget increases

## USP

- Only platform that automates both Google Ads and Meta Ads from Slack
- AI agent handles routine optimization, freeing up 10+ hours/week
- Built-in budget safety guards prevent overspend

## Target Audience

**Primary:** SaaS marketing managers at companies with 50-500 employees
**Secondary:** Digital agency account managers handling 5+ client accounts
**Geo:** Japan (primary), US/EU (secondary)
**Budget Range:** 500,000 - 5,000,000 JPY/month ad spend

## Brand Voice

- Professional but approachable
- Data-backed claims, no hype
- Use concrete numbers over vague superlatives
- Japanese: polite form (desu/masu), avoid overly casual language

## Market Context

- Competitor A focuses on Google Ads only (no Meta Ads integration)
- Competitor B has Meta Ads but no Slack integration
- Market trend: increasing demand for AI-powered ad optimization
- Budget pressure: clients seeking efficiency gains, not just scale

## Operation Mode

EFFICIENCY_STABILIZE

## Custom: Seasonal Strategy

- Q1 (Jan-Mar): Budget conservative, focus on efficiency
- Q2 (Apr-Jun): Ramp up for spring campaigns
- Q3 (Jul-Sep): Peak season, maximize budget utilization
- Q4 (Oct-Dec): Holiday campaigns, shift to Meta Ads for brand awareness

## Goal: Reduce CPA below 5000 JPY

- Target: CPA < 5,000 JPY
- Deadline: 2026-06-30
- Current: CPA 6,200 JPY
- Platform: Google Ads, Meta Ads, Amazon Ads
- Priority: HIGH

## Goal: Increase monthly leads to 100

- Target: Leads >= 100/month
- Deadline: 2026-05-31
- Current: 72 leads/month
- Platform: Google Ads
- Priority: MEDIUM

## Deep Research: example.com

**Service Overview:** Cloud-based project management tool for remote teams
**Key Features:** Real-time collaboration, Gantt charts, resource allocation
**Pricing:** Freemium model, Pro plan at $15/user/month
**Competitors:** Asana, Monday.com, Notion