Closed Beta Sentiment Campaign — Program Brief

Dated: 2026-06-08 | Status: v1 (marketing-strategist)

1. Program goals

• Recruit 15–25 people who already have conviction about structured options discipline and test whether Raxx's approach resonates with them — before wiring anything.
• Measure qualitative sentiment and "would you pay?" signal from that cohort.
• Establish an operator-controlled round cadence so each wave is deliberately shaped, not rolling.
• Produce a weekly digest that tells Kristerpher exactly who responded, what they said, and what the next lever is.

Success condition for Phase 1: at least 12 of 25 testers complete the walkthrough AND answer the sentinel question ("How much would you pay to run your book this way?"). Anything below 12 completions = program design problem, not product problem — adjust before round 2.

2. Tester profile

Ideal Phase 1 tester

Someone who already self-imposes structure on their trades — a pre-written plan, a rule about not touching a trade once it's filed, a spreadsheet they keep religiously. They are not looking for a prediction engine. They are looking for something that keeps them from overriding themselves.

Specific markers: - Runs a defined-risk options strategy at least monthly (credit spreads, iron condors, covered calls, cash-secured puts) - Has a stated income or return target, even informal ("I want $500/week from the portfolio") - Has at least one story about breaking their own rule and regretting it - Comfortable with paper trading as validation — not just as a beginner mode - US or Canada (non-Quebec) resident; no EU/EEA residents per locked geo-block decisions

Disqualifiers - Quebec resident — geo-blocked per locked decision 2026-05-09 - EU/EEA resident — geo-blocked per locked decision 2026-05-19 - Day trader / scalper focus (not the structure-discipline persona) - Anyone seeking a fully autonomous bot ("set and forget") — misaligned with Raxx's human-in-the-loop thesis - No prior options trading experience — Phase 1 requires people who can evaluate what they're seeing

How operator picks the first 25

Suggested sourcing priority (in order): 1. Personal network — people Kristerpher has talked trading with; anyone who has said something like "I keep breaking my own rules" 2. Waitlist leads on getraxx who registered early and left a note or referred someone (highest intent signal) 3. Trading communities operator already has credibility in (Discord, Reddit, local trading groups) — warm introductions only, no cold DMs in Phase 1 4. Founder referrals from Matthew Crosby's network if any are options-literate

Do not source from paid ads or broad social in Phase 1. Signal-to-noise collapses.

3. Sentiment measurement

What signal we want

Not NPS (premature — they haven't paid). Not task-completion metrics (there's nothing to wire up). The Phase 1 signal is:

1. Resonance check — Does the structure-gap thesis land? "Raxx enforces the plan you already made before emotion gets a vote" — does that sentence describe a real problem they have?
2. Comprehension check — Do they understand what they're looking at in the mockups? (Not whether they love the UI — whether they grasp the workflow)
3. Willingness-to-pay anchor — "If this existed today, what would you pay monthly?" Open-ended, not a scale. No suggested number — we want their unprompted anchor.
4. One qualitative reaction — "What's the first thing you'd change or add?" Freeform, one answer, no list.

How we ask

Async written form embedded at the bottom of the gated walkthrough page. Four questions. No video, no scheduled call in Phase 1. Calls come in Phase 2 for the highest-signal testers.

Bar for "really liked the idea"

A tester clears the bar if: they complete all 4 questions AND their WTP anchor is $15/mo or above AND their resonance check is affirmative. Track against the $29 Pro price point — any unprompted anchor at or above $29 is a strong signal.

4. Recruitment flow

Operator adds tester email in admin site
  → CF Access policy auto-updates (email added to allowed list)
  → Welcome email dispatches (Postmark, from no-reply@raxx.app)
    → Contains unique walkthrough link: preview.raxx.app/walk/<token>
  → Tester visits link, sees gated walkthrough + 4-question form
  → Responses land in weekly digest

Operator action is a single email-add. Everything downstream is automatic.

5. Comms cadence

Welcome email (sends on admin add, same day)

Subject: "You're in — here's what we're testing."

Frame: Kristerpher is personally inviting them to look at something he's been building. Not a product launch. Not a beta program in the corporate sense. A structured look at a specific problem — the gap between having a plan and keeping it — and whether what he's built addresses it.

Content: - One paragraph on the structure-gap thesis (no broker names, no forward-looking performance claims) - Link to their unique walkthrough: preview.raxx.app/walk/<token> - What they're being asked to do: walk the mockups, answer 4 questions - Estimated time: 15 minutes - Closes with Kristerpher's name (not a team sign-off — this is personal in Phase 1) - No NDA in Phase 1; they're looking at mockups, not proprietary source code

Day 5 nudge (if form not submitted)

Subject: "Still open — 15 minutes when you're ready"

Single line: "If you haven't had a chance to walk through it yet, the link is still live." No guilt. No urgency theatre. Link only.

Day 10 closeout (if still no response)

No third email. Mark as non-responder in digest. Operator decides round 2 eligibility at their discretion.

6. Weekly digest

Sends Sunday at 17:00 UTC to kris@moosequest.net from ops@raxx.app.

Fields per tester row:

Summary section at top of digest: - Total invited / total responded / response rate - WTP anchors: median, range, count at or above $29 - One "standout quote" — operator picks manually or digest surfaces the longest freeform response

7. "Next round" definition

Operator toggles "Next round" in admin site when they are ready. This action: - Freezes Phase 1 responses (read-only) - Clears the invite queue for Phase 2 - Does not auto-remove Phase 1 testers from CF Access (they retain access until manually removed or program ends) - Prompts a summary export of Phase 1 results

Phase 2 is defined together. Operator does not commit to it here. No over-engineering. The toggle is the signal — operator has reviewed the digest and is ready to act on it.

8. Surface map

CF Access integration mechanism

When operator adds an email in the admin site, the backend calls the CF Access API to add that email to the allowed-email policy on preview.raxx.app. No manual dashboard step. This requires a Cloudflare API token scoped to the Access policy on that zone — a single-purpose token, not the operator's global token. The admin site itself is on a separate beta-admin.raxx.app zone or sub-path behind its own CF Access policy (operator's passkey only).

Per-tester token structure: preview.raxx.app/walk/<uuid4>. Token stored in program DB, associated with tester email. Walkthrough page renders the same mockup sequence for all testers; the token identifies who is viewing for form-attribution purposes.

9. Open questions for operator

These are decisions that block PM from filing the build cards:

1. Admin site placement — standalone beta-admin.raxx.app subdomain, or a sub-route of the existing console (console.raxx.app/beta-admin)? The console route is faster to ship but mixes operator-of-the-platform with beta-program-manager context. Recommendation: standalone subdomain for clean separation.

2. Walkthrough content — the brief says "markup sites, each unique to the person." The uniqueness is the token (for attribution), not the content. Confirm: all testers see the same mockup sequence, just with their token in the URL. OR: does "unique to the person" mean persona-tailored content (e.g., W2 income-seeker sees different mockups than day-trader)? Persona-tailored is higher-fidelity but doubles the content build. Recommendation: single sequence v1, persona-tailored v2.

3. Survey tool — build the 4-question form in-house (a simple HTML form POSTing to the Raptor API) or use a lightweight third-party (Typeform, Tally)? Recommendation: Tally (free tier, GDPR-compliant, no-code, embeds cleanly) to avoid building a form backend before the program proves out. PM to confirm Tally is acceptable per data-handling posture.

4. Digest delivery mechanism — weekly cron on Raptor dispatching via Postmark, or a manual export the operator triggers? Recommendation: automated cron; operator should not have to remember to pull it.

5. Non-responder policy after day 10 — remove from CF Access automatically, or leave access open and just mark as non-responder? Recommendation: leave open (they may return); operator removes manually if they want the slot back.

10. Phase 2–4 sketch

Operator said "we prepare that together." These are one-line placeholders only — not commitments.

• Phase 2 — office-hours calls with the top 8–10 Phase 1 responders; deeper qualitative; Kristerpher moderates; surface objections and mental model gaps.
• Phase 3 — structured task test on a live (but paper-trading-only) staging instance; observe where testers get stuck without prompting.
• Phase 4 — soft launch to Phase 1–2 cohort as first paying customers; Founders promo eligibility if they convert.

No broker names appear in any tester-facing copy. No forward-looking performance claims. No street address other than Northwest Registered Agent (502 W 7th St, Ste 100, Erie, PA 16502-1333) if any legal disclosure is required. Operator signature: Kristerpher Henderson.