app-marketing-context

App Marketing Context

Produce a single persistent brief that every marketing skill reads first, so you never answer the same questions twice.

This is the foundation skill for the growth cluster. Run it once per app (or when positioning shifts); every downstream skill — asc-aso, app-launch, apple-search-ads, app-store-pricing, app-brand-identity — checks for this file before asking you anything.

This is not a PRD. product-spec captures what to build and why; app-marketing-context captures how to position, price, and grow what you've built. If you need both, run product-spec first.

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When to Run

• Starting any growth or marketing work on an Apple app for the first time.
• Onboarding to a new client's app — capture the landscape before touching metadata.
• Positioning has shifted (new audience, rebrand, major feature, pricing change).
• Another skill says "load app-marketing-context.md" and the file doesn't exist.

Before creating, check for an existing file

Does app-marketing-context.md exist in the project root or .claude/?
  YES → Offer to review and update specific sections rather than recreate.
  NO  → Proceed with the full template below.

When updating, ask which sections changed. Don't overwrite data that's still accurate.

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The Context Document Template

Save the completed file to .claude/app-marketing-context.md (preferred) or the project root. Use this skeleton verbatim — downstream skills parse it by section heading.

# App Marketing Context
<!-- Generated by app-marketing-context skill. Update don't recreate. -->

## App Overview

| Field | Value |
|-------|-------|
| App name | |
| Apple App ID | |
| Primary category | |
| Secondary category | |
| Platforms | iOS / iPadOS / macOS / watchOS / visionOS |
| Price model | Free / Freemium / Paid / Paymium |
| Launch date | |
| Current version | |
| App Store URL | https://apps.apple.com/app/id<APP_ID> |

## Value Proposition

**Problem:** Who has what pain, and what evidence proves it (reviews, support tickets, churn)?

**Target audience:** Primary persona (one paragraph: demographics, device habits, Jobs To Be Done).

**Differentiator:** What do you do that the top 3 competitors don't — and why does it matter to that persona?

**One-line pitch:** "For [audience], [App] is the [category] that [unique benefit] — unlike [alternative]."

## Competitor Landscape

| App | App ID | Strengths | Weaknesses | Our angle |
|-----|--------|-----------|------------|-----------|
| | | | | |
| | | | | |
| | | | | |

> Tip: Use `asc_get_app_info` on each competitor's App ID to pull current ratings and review counts without leaving Claude.

## Current ASO State

Pull live data via ASC MCP before filling these in:

```
asc_get_metadata(appId: "<APP_ID>", platform: "IOS")
asc_get_app_info(appId: "<APP_ID>")
```

| Field | Current value | Char limit | Notes |
|-------|--------------|:----------:|-------|
| Title | | 30 | |
| Subtitle | | 30 | |
| Keyword field | | 100 | |
| Promotional text | | 170 | editable without review |
| Average rating | | — | pull from asc_get_app_info |
| Rating count | | — | |
| Last metadata update | | — | |

## Goals & KPIs

Focus on three. More dilutes accountability.

| # | Goal | Metric | Target | Date |
|---|------|--------|--------|------|
| 1 | | | | |
| 2 | | | | |
| 3 | | | | |

## Resources & Constraints

| Resource | Detail |
|----------|--------|
| Budget (paid UA) | |
| Team size | |
| ASO tool | App Store Connect / third-party |
| Design capacity | |
| Release cadence | |
| Key constraint | |

## Markets & Localization

| Market | Priority | Languages | Notes |
|--------|----------|-----------|-------|
| | Primary | | |
| | Secondary | | |