# Curio — Go-To-Market Plan

**Company:** Curio Cabinet Co. (`screenshot-memory`) — iOS, private pilot
**Date:** 2026-10-01 · All numbers are hypotheses to validate, not forecasts.

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## 1. Positioning

**One line:** *"Find that thing you saw on your phone — and remember why you saved it."*

**Category claim:** Curio is not a photo organizer and not an AI assistant. It's a
**private memory layer for screenshots** — a place where "the thing I screenshotted"
stays searchable with its source still attached. (Screenshot utilities exist; our
wedge is the approved-action layer and honest provenance, not a claim of uniqueness.)

**Positioning axes:**
- vs. camera roll: searchable, source-backed, actionable
- vs. screenshot cleaner apps (e.g. cleanup utilities): we build memory, not deletion
- vs. note/second-brain apps: zero filing effort — the share sheet is the whole workflow
- vs. "AI remembers everything" tools (screen-recording lifelogs): permissioned and
  honest — Curio only knows what you explicitly file

**Tagline options for tests:** "Remember why you saved it." / "Your screenshots have
answers." / "A cabinet of curiosities for your pocket."

## 2. First launch segment

**Screenshot-heavy savers** — people who take 30+ screenshots/month AND report
losing them. Sub-segments ranked by retrieval pain:

1. **Travel planners** — confirmation codes, restaurant hours, visa forms,
   itineraries. Highest "remember why" density; seasonal peaks = campaign moments.
2. **Shoppers** — price comparisons, wishlists, size notes. Price-drop re-check is a
   natural action suggestion.
3. **Planners** — apartment listings, quotes, recipes, event tickets.

Deliberately NOT chasing: enterprise knowledge workers (long sales), students
(weak monetization), or "everyone with a camera roll" (no focus).

## 3. Channel experiments (first 90 days)

| # | Channel | Experiment | Hypothesis metric |
|---|---|---|---|
| E1 | Product Hunt / beta boards | Launch-day "specimen cabinet" gallery — anonymized demo drawer + live query widget (the landing demo, real) | 300 pilot signups; ≤$0 CAC |
| E2 | TikTok/Reels short video | "I searched 'ramen kyoto' and it found the screenshot in 2s" screen-recorded demos; 3 hooks × 3 cuts | ≥3% site CTR, ≥40% demo-engagement on site |
| E3 | r/apple, r/iosapps, r/travel | "Show me your most lost screenshot" prompt threads — participatory, not pitchy | 100+ comments collected = message research |
| E4 | Travel-planning newsletters/podcasts | Small sponsorships or guest spots timed to booking seasons | CAC ≤ $30 per pilot user |
| E5 | Referral inside pilot | "File a drawer for a friend" — shared read-only specimen link to one card | k ≥ 0.3 from pilot cohort |

Example creative (E2 hook): open camera roll → "200 screenshots, where's the
restaurant?" → tap Curio → type query → card answer with the actual screenshot
cited → "it even remembered the cash-only note."

## 4. First-100-user plan

Weeks 1–2: 20 concierge users recruited from E3 threads + personal networks —
onboarded on calls; we literally watch them file their first 10 screenshots.
Weeks 3–4: 30 from E1/E2. Weeks 5–8: 50 via referral + waitlist.

Onboarding bar: user files ≥5 real screenshots in week 1 or we follow up manually.
Success = a user asking Curio a real question about their own drawer by day 7.

## 5. Metrics & validation gates

Activation (primary): **user asks a real query within 7 days of first file.**
Retrieval success (≥1 result opened) is the activation moment — not installs.

| Gate | Metric | Bar to continue |
|---|---|---|
| Activation | filed≥5 AND queried≥1 in week 1 | ≥40% of pilot |
| Retrieval quality | query→result-open rate | ≥60% |
| Action trust | suggestion approve rate (not dismiss) | ≥25% |
| Retention | week-4 active filers | ≥30% of activated |
| Paid intent | would-pay interviews at $5/mo | ≥20% say yes AND ≥5% convert on launch |
| Hosted-assist | abstention rate on labeled set | <5% before default-on eval |

Kill/pivot triggers: activation <25% after 50 users, or users file but never query
(means it's a storage app, not a memory app — different company).

## 6. Pricing & cost hypotheses

- Free: 500 specimens — sized so a normal user hits it in ~4 months.
- Plus: $4.99/mo or $39/yr (planned; App Review-priced, not committed).
- Unit costs: near-zero for local-only users (storage is on their phone);
  hosted assist ~$0.01–0.03/query at typical LLM prices — only for opt-in Plus.
- Pilot is free for everyone; pricing page never shown pre-launch.

## 7. Launch narrative

Lead with the demo, not the vision. The landing page's working reading-room demo
already performs the core promise on sample data — marketing is the demo embedded
everywhere, never claims about AI we haven't shipped. App Store copy must match
reality: "on-device OCR," "you choose what's filed," "suggestions, always approved
by you."

## 8. What we will not do

No growth loops that spam contacts; no claims of reading other apps; no fake
urgency ("only 3 invites left"); no testimonial quotes until they're real, sourced,
and consented.