Ecom Foundation Docs (Research → Angles → Production Sheet)

This skill turns raw product info + competitor context into structured artifacts you can feed into:

• image ad prompt generation (UGC look + product-focused + proof-focused)
• copy packs (branded/trust + hard sell + long-form “chapter text”)
• Meta testing workflows (creative matrix, spend-gated guardrails, learning loop)

Required outputs (create these files)

Create a workspace folder (recommended): outputs/ecom/<brand_slug>/<run_id>/ containing:

• foundation/research.md
• foundation/avatar.md
• foundation/offer_brief.md
• foundation/beliefs.md (3–6 “I believe…” statements)
• foundation/angles.md
• ads/ads.csv (angle → copy → image prompt build sheet)

Inputs to request (minimum viable)

• Brand + product name, price, AOV target
• Offer URL (PDP) + any advertorial/VSL URLs
• Margin + COGS + fulfillment constraints (inventory, ship times)
• Competitor list + 3–10 competitor URLs
• Existing creative winners (if any): images + copy + KPIs

Workflow (how to fill the docs)

Use voice-of-customer and competitor patterns instead of guessing:

1. Research (foundation/research.md)

   • Pull customer language, objections, alternatives, and proof sources.
   • If you don’t have VOC, write a “VOC needed” section instead of inventing quotes.

2. Avatar (foundation/avatar.md)

   • Who buys, why now, what they tried, what they fear, what they want.
   • Capture “phrases they actually use” (from reviews/comments/messages).

3. Offer Brief (foundation/offer_brief.md)

   • Awareness + sophistication level
   • Big idea + mechanism + proof points
   • Objections + belief chain + funnel notes

4. Necessary Beliefs (foundation/beliefs.md)

   • 3–6 max; each starts with I believe…
   • Add 1–3 bullets of evidence/logic for each belief

5. Angle Matrix (foundation/angles.md)

   • For each belief: generate multiple angles across:
     • branded/trust (education, empathy, credibility)
     • hard sell (direct response, urgency, payoff)
     • proof-first (UGC/reviews, demo, before/after only if truthful/allowed)
   • Each angle should specify: hook, mechanism/proof, CTA, and competing alternative.

6. Production Sheet (ads/ads.csv)

   • Convert angles into testable rows with IDs for:
     • angle_id, angle_name, hook, mechanism, proof, cta
     • primary_text variants and headline variants (or pointers to copy packs)
     • image_concept + image_prompt_base

Subagent pattern (recommended)

Assign in parallel:

• Researcher → foundation/research.md
• Angle strategist → foundation/beliefs.md + foundation/angles.md
• Copywriter → populate copy columns for each angle + long-text variants
• Creative director → populate image concepts + prompt bases

Guardrails

• Don’t fabricate proof or quotes; cite sources or mark as hypothesis.
• Avoid sensitive personal attribute inference (“you have X condition”).
• Keep belief count tight (≤6) and angles diverse (don’t spam the same hook).