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tiennm99andClaude Sonnet 4.6
b6c3895d12
Replace placeholder README with comprehensive course guide covering Module 1 & 2 structure, the Basecamp Coffee scenario, folder layout, and reference links. Also adds all course material directories and supporting files. Co-Authored-By: Claude Sonnet 4.6 <noreply@anthropic.com>
68 lines
2.6 KiB
Markdown
68 lines
2.6 KiB
Markdown
# Basecamp Rewards Program
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## Current Structure
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**How it works:**
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- Customers sign up via the mobile app or in-store
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- Earn 1 point per $1 spent
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- 100 points = Free drink (any size)
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- 200 points = Free food item
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- Birthday reward: Free drink on your birthday month
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**Member tiers (launched month 2):**
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- **Trailblazer** (0-199 lifetime points): Basic rewards
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- **Explorer** (200-499 lifetime points): +10% bonus points
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- **Summit** (500+ lifetime points): +20% bonus points, early access to new drinks
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## Current Metrics (as of last month)
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| Metric | Current | Target | Status |
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|--------|---------|--------|--------|
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| Total sign-ups | 12,400 | 15,000 | 83% |
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| Monthly active users | 2,100 | 8,000 | 26% |
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| Avg visits/month (members) | 2.3 | 4.0 | 58% |
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| Redemption rate | 18% | 40% | 45% |
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| 30-day retention | 31% | 60% | 52% |
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## The Problem in Plain English
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People are signing up, but they're not engaging:
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- Only 17% of members have earned any points in the last 30 days
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- Most members forget they're even in the program
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- The app gets downloaded, used once, then ignored
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- Tier progression feels meaningless (no one cares about "Explorer" status)
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- Redemptions are low because people don't accumulate enough points
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## What We've Tried (and what happened)
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1. **Double points weekends** - Slight uptick during promotion, back to normal after
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2. **Push notifications** - Low open rates (8%), some users turned off notifications
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3. **Email campaigns** - 12% open rate, 2% click-through (industry average is 15%/3%)
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4. **Tier celebration emails** - No measurable impact on behavior
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## Key Stakeholders
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- **Your Manager (Dana)** - Marketing Director, supportive but under pressure from above
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- **Leadership Team** - CFO skeptical of ROI, CEO wants "innovation" but unclear on specifics
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- **Store Managers** - Frustrated with current program, want something their baristas can actually talk about
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- **Customers** - Based on feedback, they find the program "fine but forgettable"
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## Budget & Constraints
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- No additional budget for the program (use what exists)
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- Mobile app can be updated (dev team has bandwidth)
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- Can launch new campaigns/promotions
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- Can add new features within the existing app framework
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- Cannot change the fundamental points structure (legal/accounting reasons)
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## Files You Inherited
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Located in `inherited-chaos/`:
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- `previous-manager-notes.md` - Messy handoff notes
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- `customer-feedback/` - 4 months of compiled feedback
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- `member-data-summary.csv` - Basic engagement metrics
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- `competitor-research/` - Notes on Starbucks, Dutch Bros, local competitors
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- `old-campaigns/` - Half-finished campaign ideas and drafts
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Good luck. You've got 3 months.
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