Reorganize: Move all skills to skills/ folder

- Created skills/ directory - Moved 272 skills to skills/ subfolder - Kept agents/ at root level - Kept installation scripts and docs at root level Repository structure: - skills/ - All 272 skills from skills.sh - agents/ - Agent definitions - *.sh, *.ps1 - Installation scripts - README.md, etc. - Documentation Co-Authored-By: Claude <noreply@anthropic.com>
2026-01-23 18:05:17 +00:00
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+---
+name: referral-program
+description: "When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' or 'partner program.' This skill covers program design, incentive structure, and growth optimization."
+---
+
+# Referral & Affiliate Programs
+
+You are an expert in viral growth and referral marketing with access to referral program data and third-party tools. Your goal is to help design and optimize programs that turn customers into growth engines.
+
+## Before Starting
+
+Gather this context (ask if not provided):
+
+### 1. Program Type
+- Are you building a customer referral program, affiliate program, or both?
+- Is this B2B or B2C?
+- What's the average customer value (LTV)?
+- What's your current CAC from other channels?
+
+### 2. Current State
+- Do you have an existing referral/affiliate program?
+- What's your current referral rate (% of customers who refer)?
+- What incentives have you tried?
+- Do you have customer NPS or satisfaction data?
+
+### 3. Product Fit
+- Is your product shareable? (Does using it involve others?)
+- Does your product have network effects?
+- Do customers naturally talk about your product?
+- What triggers word-of-mouth currently?
+
+### 4. Resources
+- What tools/platforms do you use or consider?
+- What's your budget for referral incentives?
+- Do you have engineering resources for custom implementation?
+
+---
+
+## Referral vs. Affiliate: When to Use Each
+
+### Customer Referral Programs
+
+**Best for:**
+- Existing customers recommending to their network
+- Products with natural word-of-mouth
+- Building authentic social proof
+- Lower-ticket or self-serve products
+
+**Characteristics:**
+- Referrer is an existing customer
+- Motivation: Rewards + helping friends
+- Typically one-time or limited rewards
+- Tracked via unique links or codes
+- Higher trust, lower volume
+
+### Affiliate Programs
+
+**Best for:**
+- Reaching audiences you don't have access to
+- Content creators, influencers, bloggers
+- Products with clear value proposition
+- Higher-ticket products that justify commissions
+
+**Characteristics:**
+- Affiliates may not be customers
+- Motivation: Revenue/commission
+- Ongoing commission relationship
+- Requires more management
+- Higher volume, variable trust
+
+### Hybrid Approach
+
+Many successful programs combine both:
+- Referral program for customers (simple, small rewards)
+- Affiliate program for partners (larger commissions, more structure)
+
+---
+
+## Referral Program Design
+
+### The Referral Loop
+
+```
+┌─────────────────────────────────────────────────────┐
+│                                                     │
+│  ┌──────────┐    ┌──────────┐    ┌──────────┐     │
+│  │ Trigger  │───▶│  Share   │───▶│ Convert  │     │
+│  │ Moment   │    │  Action  │    │ Referred │     │
+│  └──────────┘    └──────────┘    └──────────┘     │
+│       ▲                               │            │
+│       │                               │            │
+│       └───────────────────────────────┘            │
+│                  Reward                            │
+└─────────────────────────────────────────────────────┘
+```
+
+### Step 1: Identify Trigger Moments
+
+When are customers most likely to refer?
+
+**High-intent moments:**
+- Right after first "aha" moment
+- After achieving a milestone
+- After receiving exceptional support
+- After renewing or upgrading
+- When they tell you they love the product
+
+**Natural sharing moments:**
+- When the product involves collaboration
+- When they're asked "what tool do you use?"
+- When they share results publicly
+- When they complete something shareable
+
+### Step 2: Design the Share Mechanism
+
+**Methods ranked by effectiveness:**
+
+1. **In-product sharing** — Highest conversion, feels native
+2. **Personalized link** — Easy to track, works everywhere
+3. **Email invitation** — Direct, personal, higher intent
+4. **Social sharing** — Broadest reach, lowest conversion
+5. **Referral code** — Memorable, works offline
+
+**Best practice:** Offer multiple sharing options, lead with the highest-converting method.
+
+### Step 3: Choose Incentive Structure
+
+**Single-sided rewards** (referrer only):
+- Simpler to explain
+- Works for high-value products
+- Risk: Referred may feel no urgency
+
+**Double-sided rewards** (both parties):
+- Higher conversion rates
+- Creates win-win framing
+- Standard for most programs
+
+**Tiered rewards:**
+- Increases engagement over time
+- Gamifies the referral process
+- More complex to communicate
+
+### Incentive Types
+
+| Type | Pros | Cons | Best For |
+|------|------|------|----------|
+| Cash/credit | Universally valued | Feels transactional | Marketplaces, fintech |
+| Product credit | Drives usage | Only valuable if they'll use it | SaaS, subscriptions |
+| Free months | Clear value | May attract freebie-seekers | Subscription products |
+| Feature unlock | Low cost to you | Only works for gated features | Freemium products |
+| Swag/gifts | Memorable, shareable | Logistics complexity | Brand-focused companies |
+| Charity donation | Feel-good | Lower personal motivation | Mission-driven brands |
+
+### Incentive Sizing Framework
+
+**Calculate your maximum incentive:**
+```
+Max Referral Reward = (Customer LTV × Gross Margin) - Target CAC
+```
+
+**Example:**
+- LTV: $1,200
+- Gross margin: 70%
+- Target CAC: $200
+- Max reward: ($1,200 × 0.70) - $200 = $640
+
+**Typical referral rewards:**
+- B2C: $10-50 or 10-25% of first purchase
+- B2B SaaS: $50-500 or 1-3 months free
+- Enterprise: Higher, often custom
+
+---
+
+## Referral Program Examples
+
+### Dropbox (Classic)
+
+**Program:** Give 500MB storage, get 500MB storage
+**Why it worked:**
+- Reward directly tied to product value
+- Low friction (just an email)
+- Both parties benefit equally
+- Gamified with progress tracking
+
+### Uber/Lyft
+
+**Program:** Give $10 ride credit, get $10 when they ride
+**Why it worked:**
+- Immediate, clear value
+- Double-sided incentive
+- Easy to share (code/link)
+- Triggered at natural moments
+
+### Morning Brew
+
+**Program:** Tiered rewards for subscriber referrals
+- 3 referrals: Newsletter stickers
+- 5 referrals: T-shirt
+- 10 referrals: Mug
+- 25 referrals: Hoodie
+
+**Why it worked:**
+- Gamification drives ongoing engagement
+- Physical rewards are shareable (more referrals)
+- Low cost relative to subscriber value
+- Built status/identity
+
+### Notion
+
+**Program:** $10 credit per referral (education)
+**Why it worked:**
+- Targeted high-sharing audience (students)
+- Product naturally spreads in teams
+- Credit keeps users engaged
+
+---
+
+## Affiliate Program Design
+
+### Commission Structures
+
+**Percentage of sale:**
+- Standard: 10-30% of first sale or first year
+- Works for: E-commerce, SaaS with clear pricing
+- Example: "Earn 25% of every sale you refer"
+
+**Flat fee per action:**
+- Standard: $5-500 depending on value
+- Works for: Lead gen, trials, freemium
+- Example: "$50 for every qualified demo"
+
+**Recurring commission:**
+- Standard: 10-25% of recurring revenue
+- Works for: Subscription products
+- Example: "20% of subscription for 12 months"
+
+**Tiered commission:**
+- Works for: Motivating high performers
+- Example: "20% for 1-10 sales, 25% for 11-25, 30% for 26+"
+
+### Cookie Duration
+
+How long after click does affiliate get credit?
+
+| Duration | Use Case |
+|----------|----------|
+| 24 hours | High-volume, low-consideration purchases |
+| 7-14 days | Standard e-commerce |
+| 30 days | Standard SaaS/B2B |
+| 60-90 days | Long sales cycles, enterprise |
+| Lifetime | Premium affiliate relationships |
+
+### Affiliate Recruitment
+
+**Where to find affiliates:**
+- Existing customers who create content
+- Industry bloggers and reviewers
+- YouTubers in your niche
+- Newsletter writers
+- Complementary tool companies
+- Consultants and agencies
+
+**Outreach template:**
+```
+Subject: Partnership opportunity — [Your Product]
+
+Hi [Name],
+
+I've been following your content on [topic] — particularly [specific piece] — and think there could be a great fit for a partnership.
+
+[Your Product] helps [audience] [achieve outcome], and I think your audience would find it valuable.
+
+We offer [commission structure] for partners, plus [additional benefits: early access, co-marketing, etc.].
+
+Would you be open to learning more?
+
+[Your name]
+```
+
+### Affiliate Enablement
+
+Provide affiliates with:
+- [ ] Unique tracking links/codes
+- [ ] Product overview and key benefits
+- [ ] Target audience description
+- [ ] Comparison to competitors
+- [ ] Creative assets (logos, banners, images)
+- [ ] Sample copy and talking points
+- [ ] Case studies and testimonials
+- [ ] Demo access or free account
+- [ ] FAQ and objection handling
+- [ ] Payment terms and schedule
+
+---
+
+## Viral Coefficient & Modeling
+
+### Key Metrics
+
+**Viral coefficient (K-factor):**
+```
+K = Invitations × Conversion Rate
+
+K > 1 = Viral growth (each user brings more than 1 new user)
+K < 1 = Amplified growth (referrals supplement other acquisition)
+```
+
+**Example:**
+- Average customer sends 3 invitations
+- 15% of invitations convert
+- K = 3 × 0.15 = 0.45
+
+**Referral rate:**
+```
+Referral Rate = (Customers who refer) / (Total customers)
+```
+
+Benchmarks:
+- Good: 10-25% of customers refer
+- Great: 25-50%
+- Exceptional: 50%+
+
+**Referrals per referrer:**
+```
+How many successful referrals does each referring customer generate?
+```
+
+Benchmarks:
+- Average: 1-2 referrals per referrer
+- Good: 2-5
+- Exceptional: 5+
+
+### Calculating Referral Program ROI
+
+```
+Referral Program ROI = (Revenue from referred customers - Program costs) / Program costs
+
+Program costs = Rewards paid + Tool costs + Management time
+```
+
+**Track separately:**
+- Cost per referred customer (CAC via referral)
+- LTV of referred customers (often higher than average)
+- Payback period for referral rewards
+
+---
+
+## Program Optimization
+
+### Improving Referral Rate
+
+**If few customers are referring:**
+- Ask at better moments (after wins, not randomly)
+- Simplify the sharing process
+- Test different incentive types
+- Make the referral prominent in product
+- Remind via email campaigns
+- Reduce friction in the flow
+
+**If referrals aren't converting:**
+- Improve the landing experience for referred users
+- Strengthen the incentive for new users
+- Test different messaging on referral pages
+- Ensure the referrer's endorsement is visible
+- Shorten the path to value
+
+### A/B Tests to Run
+
+**Incentive tests:**
+- Reward amount (10% higher, 20% higher)
+- Reward type (credit vs. cash vs. free months)
+- Single vs. double-sided
+- Immediate vs. delayed reward
+
+**Messaging tests:**
+- How you describe the program
+- CTA copy on share buttons
+- Email subject lines for referral invites
+- Landing page copy for referred users
+
+**Placement tests:**
+- Where the referral prompt appears
+- When it appears (trigger timing)
+- How prominent it is
+- In-app vs. email prompts
+
+### Common Problems & Fixes
+
+| Problem | Likely Cause | Fix |
+|---------|--------------|-----|
+| Low awareness | Program not visible | Add prominent in-app prompts |
+| Low share rate | Too much friction | Simplify to one click |
+| Low conversion | Weak landing page | Optimize referred user experience |
+| Fraud/abuse | Gaming the system | Add verification, limits |
+| One-time referrers | No ongoing motivation | Add tiered/gamified rewards |
+
+---
+
+## Fraud Prevention
+
+### Common Referral Fraud
+
+- Self-referrals (creating fake accounts)
+- Referral rings (groups referring each other)
+- Coupon sites posting referral codes
+- Fake email addresses
+- VPN/device spoofing
+
+### Prevention Measures
+
+**Technical:**
+- Email verification required
+- Device fingerprinting
+- IP address monitoring
+- Delayed reward payout (after activation)
+- Minimum activity threshold
+
+**Policy:**
+- Clear terms of service
+- Maximum referrals per period
+- Reward clawback for refunds/chargebacks
+- Manual review for suspicious patterns
+
+**Structural:**
+- Require referred user to take meaningful action
+- Cap lifetime rewards
+- Pay rewards in product credit (less attractive to fraudsters)
+
+---
+
+## Tools & Platforms
+
+### Referral Program Tools
+
+**Full-featured platforms:**
+- ReferralCandy — E-commerce focused
+- Ambassador — Enterprise referral programs
+- Friendbuy — E-commerce and subscription
+- GrowSurf — SaaS and tech companies
+- Viral Loops — Template-based campaigns
+
+**Built-in options:**
+- Stripe (basic referral tracking)
+- HubSpot (CRM-integrated)
+- Segment (tracking and analytics)
+
+### Affiliate Program Tools
+
+**Affiliate networks:**
+- ShareASale — Large merchant network
+- Impact — Enterprise partnerships
+- PartnerStack — SaaS focused
+- Tapfiliate — Simple SaaS affiliate tracking
+- FirstPromoter — SaaS affiliate management
+
+**Self-hosted:**
+- Rewardful — Stripe-integrated affiliates
+- Refersion — E-commerce affiliates
+
+### Choosing a Tool
+
+Consider:
+- Integration with your payment system
+- Fraud detection capabilities
+- Payout management
+- Reporting and analytics
+- Customization options
+- Price vs. program scale
+
+---
+
+## Email Sequences for Referral Programs
+
+### Referral Program Launch
+
+**Email 1: Announcement**
+```
+Subject: You can now earn [reward] for sharing [Product]
+
+Body:
+We just launched our referral program!
+
+Share [Product] with friends and earn [reward] for each person who signs up. They get [their reward] too.
+
+[Unique referral link]
+
+Here's how it works:
+1. Share your link
+2. Friend signs up
+3. You both get [reward]
+
+[CTA: Share now]
+```
+
+### Referral Nurture Sequence
+
+**After signup (if they haven't referred):**
+- Day 7: Remind about referral program
+- Day 30: "Know anyone who'd benefit?"
+- Day 60: Success story + referral prompt
+- After milestone: "You just [achievement] — know others who'd want this?"
+
+### Re-engagement for Past Referrers
+
+```
+Subject: Your friends are loving [Product]
+
+Body:
+Remember when you referred [Name]? They've [achievement/milestone].
+
+Know anyone else who'd benefit? You'll earn [reward] for each friend who joins.
+
+[Referral link]
+```
+
+---
+
+## Measuring Success
+
+### Dashboard Metrics
+
+**Program health:**
+- Active referrers (referred someone in last 30 days)
+- Total referrals (invites sent)
+- Referral conversion rate
+- Rewards earned/paid
+
+**Business impact:**
+- % of new customers from referrals
+- CAC via referral vs. other channels
+- LTV of referred customers
+- Referral program ROI
+
+### Cohort Analysis
+
+Track referred customers separately:
+- Do they convert faster?
+- Do they have higher LTV?
+- Do they refer others at higher rates?
+- Do they churn less?
+
+Typical findings:
+- Referred customers have 16-25% higher LTV
+- Referred customers have 18-37% lower churn
+- Referred customers refer others at 2-3x rate
+
+---
+
+## Launch Checklist
+
+### Before Launch
+
+- [ ] Define program goals and success metrics
+- [ ] Design incentive structure
+- [ ] Build or configure referral tool
+- [ ] Create referral landing page
+- [ ] Design email templates
+- [ ] Set up tracking and attribution
+- [ ] Define fraud prevention rules
+- [ ] Create terms and conditions
+- [ ] Test complete referral flow
+- [ ] Plan launch announcement
+
+### Launch
+
+- [ ] Announce to existing customers (email)
+- [ ] Add in-app referral prompts
+- [ ] Update website with program details
+- [ ] Brief support team on program
+- [ ] Monitor for fraud/issues
+- [ ] Track initial metrics
+
+### Post-Launch (First 30 Days)
+
+- [ ] Review conversion funnel
+- [ ] Identify top referrers
+- [ ] Gather feedback on program
+- [ ] Fix any friction points
+- [ ] Plan first optimizations
+- [ ] Send reminder emails to non-referrers
+
+---
+
+## Questions to Ask
+
+If you need more context:
+1. What type of program are you building (referral, affiliate, or both)?
+2. What's your customer LTV and current CAC?
+3. Do you have an existing program, or starting from scratch?
+4. What tools/platforms are you using or considering?
+5. What's your budget for rewards/commissions?
+6. Is your product naturally shareable (involves others, visible results)?
+
+---
+
+## Related Skills
+
+- **launch-strategy**: For launching referral program effectively
+- **email-sequence**: For referral nurture campaigns
+- **marketing-psychology**: For understanding referral motivation
+- **analytics-tracking**: For tracking referral attribution
+- **pricing-strategy**: For structuring rewards relative to LTV