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Marketing plan

Skill scaccogatto/minimalist-entrepreneur/skills/marketing-plan

Sahil Lavingia's The Minimalist Entrepreneur as universal Agent Skills — the Claude Code startup playbook, freed to run in Cursor, Copilot, Windsurf, Zed + 68 more. One-command install.

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npx -y skills add scaccogatto/minimalist-entrepreneur --skill marketing-plan

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Create a minimalist marketing plan focused on building an audience through content, not ads. Use when someone has product-market fit (~100 customers) and wants to scale with marketing, or needs a content strategy. Also use when the user mentions "marketing plan," "content marketing," "build in public," "social media strategy," "email list," "audience building," or "organic growth." For early sales (pre-100 customers), see first-customers. For sustainable growth decisions, see grow-sustainably.

SKILL.md

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Guide the user through building a marketing plan that starts with free, authentic content before spending any money.

Core Principle

Marketing is sales at scale. But don't confuse marketing with advertising. Marketing is about making fans, not headlines. Start by spending time, not money. Blog posts are free. Twitter, Instagram, YouTube are free. Only spend money after you know exactly who you're trying to reach.

Prerequisites

Before marketing, you should have:

  • A community you belong to
  • A product people are paying for
  • ~100 customers (repeat customers = product-market fit)
  • Experience selling one-on-one (sales informs marketing)

The Marketing Funnel

Every customer journey:

  1. Engage — They encounter your content (social media, blog, word of mouth)
  2. Follow — They find you interesting enough to follow
  3. Research — They check out your product/website
  4. Consider — They evaluate your pricing, features
  5. Buy — They become a customer

You can't skip steps. Every customer goes through all five.

Community vs. Audience

  • Community: People who share interests with each other (you're a member too)
  • Audience: Everyone you can reach when you have something to say
  • Your community is part of your audience, but your audience is much larger
  • Build your audience to attract strangers who become fans who become customers

The Three Levels of Content

Progress through these levels. Each reaches a wider audience:

Level 1: Educate

  • Share what you've learned from building your business
  • If you have 100 customers, you've learned 100 things worth sharing
  • Your existing audience will engage and broadcast the best ideas
  • It doesn't need to be polished or produced — just consistent

Level 2: Inspire

  • Go beyond teaching into motivating
  • Share your journey, struggles, and successes
  • Be vulnerable and authentic
  • Document your progress, not just your expertise

Level 3: Entertain

  • The hardest but most far-reaching
  • Entertainment is the king of content on every platform
  • Think about jokes: 1) say something, 2) establish a pattern, 3) break it with a punchline
  • Example: "Entrepreneurship: work 60 hours a week so you don't have to work 40 hours a week"

Social Media Guide

  • Create two accounts: Personal (you, the human) and business (you, the business)
  • Don't share what you ate for lunch. Status updates won't grow your audience.
  • Be authentic. Focus on ideas, not self-promotion. Your job is to give, not ask.
  • Build in public. Share what you're working on, what you've improved, what you've learned.
  • Trust the feedback loop. Post consistently, see what resonates, do more of that.
  • Pick one platform that works for your business rather than juggling all of them.

Email: Own Your Audience

  • Social media = rented land (algorithms can change, accounts can be shut down)
  • Email = owned land (direct line to your customers, no algorithm)
  • Start building an email list immediately
  • Offer something valuable in exchange for an email (guide, PDF, checklist)
  • Each email subscriber is worth far more than a social media follower
  • Apply the same educate/inspire/entertain framework to emails

Content Calendar

Create a simple, sustainable schedule:

  • Pick 1-2 platforms + email
  • Post consistently (e.g., Twitter M/W/F, YouTube once a week, Instagram once a week)
  • Quality over quantity — a monthly newsletter with substance beats daily noise

Spend Money Last

  • Most growth you see is paid for. Don't be fooled by it.
  • Only spend on ads after you have organic traction and know your customer profile
  • When you do spend, use lookalike audiences (Facebook/Instagram can find people similar to your existing customers)
  • Spend money on your customers (rewards, loyalty) before spending on acquisition
  • Common sense rule: don't pay more than you make per customer

Output

Help the user create:

  1. Their primary content platform and posting schedule
  2. 5 content ideas for each level (educate, inspire, entertain)
  3. An email list strategy (what to offer, how to collect)
  4. A "build in public" plan — what to share from their journey
  5. When (if ever) to consider paid advertising

Gives 0 of the 12 instructions most plan spec skills give

Counted across 1,100 of the 1,860 authors here whose files we hold, read 2026-08-06

  • ask one question at a timein 46 of 1100, across 38 files
  • Break plans into vertical slicesin 28 of 1100, across 10 files
  • Publish issues in dependency orderin 27 of 1100, across 9 files
  • Iterate until user approves the breakdownin 24 of 1100, across 6 files
  • Explore the repository to understand the codebase statein 24 of 1100, across 7 files
  • Use domain glossary vocabularyin 23 of 1100, across 5 files
  • Apply correct triage labels to published issuesin 23 of 1100, across 5 files
  • Write failing tests before implementation codein 23 of 1100, across 18 files
  • Prefer AFK slices over HITLin 22 of 1100, across 7 files
  • ask clarifying questions until requirements are concretein 21 of 1100, across 13 files
  • Respect existing architecture decision recordsin 20 of 1100, across 5 files
  • write a specification before writing any codein 20 of 1100, across 12 files

Said here and by no other author read

  • start with free authentic content before spending money
  • target a community you belong to
  • progress content through educate inspire and entertain levels
  • create separate personal and business accounts
  • share ideas not status updates
  • build in public

Grouped from the skills themselves: near-identical wordings counted once, and counted by distinct author, so one author publishing three of these counts once.

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