- Introduction
- Pitch
- Hogwarts
- Live Demo
- MVP
- Roadmap
- Launch Sprint
- PRD
- Get Started
- Localhost
- Architecture
- Structure
- Pattern
- Page
- Layout
- Content
- Types
- Config
- Actions
- Queries
- Authorization
- Validation
- Form
- Table
- Detail
- Card
- Util
- Hooks
- List Params
- Views
- README.md
- ISSUE.md
- Technology Stack
- Database
- File
- CDN Assets
- Entry Points
- Dashboard
- Authentication
- Credentials
- OAuth
- Flow Diagrams
- Multi-Tenancy
- Offline
- Onboarding
- Onboarding Videos
- Add Values
- Admission
- Application
- Attendance
- Compliance
- Profile
- Exams
- Exam Wizard
- Timetable
- Classrooms
- Notifications
- Conference
- LMS (Lumos)
- Finance
- Fee Management
- Invoice
- Wallet
- Salary
- Payroll
- Timesheet
- Expenses
- Budget
- Receipt
- Accounts
- Banking
- Reports
- Dashboard
- Permissions
- Messages
- Integration Flow
- Provision
- AI Document Processing
- Document Intelligence
- Internationalization
- Translation
- Translation Guide
- Icons
- Docs Factory
- Inspiration
- Listings
- Teachers
- Students
- Catalog
- Library
- Contributing
- Code of conduct
- GitHub Workflow
- Database Seeds
- Database Safety
- Test Accounts
- Playwright
- Prettier
- Block Rebound
Marketing for Hogwarts is content-first, Arabic-first, and pilot-driven. We do not buy ads in 2026; we build evidence. Every piece of content either teaches a school admin something useful, demonstrates the product, or amplifies a pilot case study. For execution-level workflows the canonical agent is kun/.claude/agents/growth.md. For where marketing meets sales see GTM; for pilot recruitment hooks see Pilot.
Positioning
Arabic-first, open-source school OS for MENA — built for schools coming online, not schools upgrading legacy systems.
| Pillar | What it means | Evidence |
|---|---|---|
| Arabic-first | RTL-native, every screen, every role, every email | Internationalization docs |
| Open-source | SSPL, public roadmap, public failures, contributors as owners | Shared economy |
| MENA-built | Sudan-pilot first, founding team rooted in the region | King Fahad Schools pilot |
| Schools coming online | Built for post-conflict, emerging-market, Arabic-speaking K-12 contexts | Incubators Sudan context |
We are not the cheapest, not the biggest, not the most polished. We are the most aligned with how MENA private schools actually operate.
Audience segments
| Segment | Who they are | Channel | What they care about |
|---|---|---|---|
| Private K-12 owners | 1–3 schools, $50K–$500K annual revenue | LinkedIn (Arabic), WhatsApp | Hours saved, parent satisfaction, cost |
| School administrators | Day-to-day operators | LinkedIn (Arabic), peer referral | Paperwork, attendance, parent calls |
| Government procurement | Ministry / district decision makers | RFP + introductions | Compliance, multi-school, custom contracts |
| Edtech partners | Content providers, training centres | Direct outreach, conferences | Integration, revenue share |
| Open-source contributors | MENA developers, students, hobbyists | GitHub, Twitter, Discord | Stack, problems to solve, recognition |
| Parent associations | Influential community voices | Pilot school relationships | Communication quality, transparency |
The first three are buying audiences. The last three are amplifier audiences — they create the trust signal that makes the first three respond.
Channels
| Channel | Hands-on | Cadence | Owner | Cost / month |
|---|---|---|---|---|
| LinkedIn (Arabic) | Founder + Samia | Daily | Samia + Abdout | $0 |
| LinkedIn (English) | Founder + Ali | 2–3 / week | Ali + Abdout | $0 |
| WhatsApp networks | Ali + Sedon | Weekly | Ali (Sudan), Sedon (Saudi) | $0 |
| YouTube | Samia + voiceover | 1 / 2 weeks | Samia | $0 |
| Twitter / X | Abdout | 2–3 / week | Abdout | $0 |
| GitHub README + docs | Engineering | Continuous | Whole team | $0 |
| Conferences | Ali + Abdout | 2 / year | Ali | $1K (travel) |
| Direct email | Samia + Ali | Per prospect | Ali | $0 |
| Inbound (docs site) | Engineering | Continuous | Whole team | $0 (Vercel free) |
Total marketing burn 2026 ≤ $200 / month including incubator-grant marketing materials line (EUR 800 / 12 = ~$72 / mo, see Incubators).
Content calendar
Weekly rhythm, owned by Samia under the growth agent. Each day has a default content type so production stays predictable.
| Day | Content type | Audience | Channel | Example |
|---|---|---|---|---|
| Monday | Product feature in Arabic | Admins, owners | LinkedIn AR, X | "كيف تخفض ساعات الإدارة بـ 80٪" |
| Tuesday | Technical post | Contributors, partners | LinkedIn EN, X, GH | "Multi-tenant routing in Next.js 16" |
| Wednesday | Community / shared-economy | All amplifiers | LinkedIn EN, X | "Our 9th contributor shipped …" |
| Thursday | Pilot case study or admin story | Owners, admins | LinkedIn AR + EN | "Inside King Fahad's first month" |
| Friday | Developer relations / behind-the-scenes | Contributors, students | X, GitHub, Discord | "Friday demo — exam wizard" |
Each piece is tagged with a primary SEO target (see below) and reused: LinkedIn post → blog → X thread → docs example. One artifact, four surfaces.
SEO targets
Keyword targeting is half Arabic, half English, weighted toward Arabic for MENA share. Top-of-funnel keywords are aspirational (نظام إدارة مدرسة عربي); bottom-of-funnel keywords are commercial (Hogwarts school management pricing).
| Keyword (Arabic) | Volume (est.) | Intent | Status |
|---|---|---|---|
| نظام إدارة مدرسة | High | Awareness | Targeting |
| برنامج إدارة مدارس عربي | Medium | Comparison | Targeting |
| نظام مدرسي مفتوح المصدر | Low | Differentiator | Owned |
| إدارة الحضور والغياب للمدارس | Medium | Feature | Targeting |
| رسوم مدارس برنامج | Low | Commercial | Targeting |
| Keyword (English) | Volume (est.) | Intent | Status |
|---|---|---|---|
| Arabic school management system | Medium | Awareness | Targeting |
| Open source school SIS | Low | Differentiator | Owned |
| MENA school management software | Low | Comparison | Targeting |
| Multi-tenant LMS Next.js | Niche | Contributor | Owned |
| Hogwarts school management | Low | Branded | Owned |
The docs site (you are reading it) is the SEO host. Every doc page is a permanent landing surface; each one targets one keyword cluster.
Brand assets
| Asset | Source | Usage rule |
|---|---|---|
| Logo | public/brand/hogwarts-logo.svg | Black on white default; never below 24px height |
| Wordmark | public/brand/hogwarts-wordmark.svg | RTL + LTR variants |
| Primary color | --primary token (defined in Tailwind) | Use semantic tokens, not hex |
| Screenshot pack | public/marketing/screenshots/ (TODO) | Always show Arabic + English side by side when feature is shown |
| Demo video | public/marketing/demo-2min.mp4 (TODO) | 2-minute walkthrough, Arabic voiceover by Samia |
| Pilot logos | With written permission from each pilot school | Only on cohort grid + case-study page |
| Tagline (Arabic) | TODO — Samia to confirm | One-liner under wordmark |
| Tagline (English) | TODO — Samia to confirm | One-liner under wordmark |
Brand assets are tracked in the databayt/marketing repository (TODO when populated). For now the source of truth is hogwarts/public/.
Public surfaces
| Surface | Purpose | Owner |
|---|---|---|
hogwarts.databayt.org landing | Currently the thmanyah type-specimen clone — see below | Engineering |
hogwarts.databayt.org/pricing | Tier comparison (PRO / ENTERPRISE) | Engineering |
hogwarts.databayt.org/demo | Public demo school login | Engineering |
hogwarts.databayt.org/pilot | Free MENA-10 pilot application (TODO) | Engineering |
hogwarts.databayt.org/case-studies | Pilot case studies (TODO) | Engineering |
hogwarts.databayt.org/docs/* | Documentation site (this surface) | Engineering |
| GitHub README + docs | Contributor-facing positioning | Engineering |
The marketing pages are themselves a product. If a school admin lands and cannot find pricing in 10 seconds, that is a marketing bug.
The landing page is currently a clone (2026-08-31)
As of 2026-08-31 the root landing page is a verbatim, pixel-checked reproduction of font.thmanyah.com — an Arabic type-specimen site — reproduced on request, exactly, with no adaptation.
It is worth being blunt about what that means for marketing: the page carries none of the positioning above. Its copy, links, imagery and licence text are thmanyah's, not databayt's. There is no signup CTA, no pilot CTA, no pricing path, no mention of schools — the primary CTA downloads a font bundle, and the footer credits another company. Against the standard in the paragraph above, a school admin landing here finds nothing at all.
Treat it as a staging or demonstration state rather than the live sales
surface. The previous landing page — hero, story, mission cards, testimonials,
logo cloud, FAQs, contact CTA — is intact in
src/components/saas-marketing/, unwired but one import from returning. Before
this reaches production, either substitute databayt's own copy and assets or
move the clone off the root route.
The other public surfaces in the table (pricing, docs, features, community) are untouched and still carry the positioning.
Metrics
Tracked monthly, reviewed by the captain weekly:
| Metric | Source | Target (Q3 2026) |
|---|---|---|
| Unique visitors to hogwarts.databayt.org | Vercel Analytics | 2,000 / month |
| /pricing page views | Vercel Analytics | 200 / month |
| /pilot CTA clicks | Vercel Analytics | 30 / month |
| LinkedIn impressions (org account) | LinkedIn analytics | 50,000 / month |
| YouTube watch hours | YouTube Studio | 50 / month |
| GitHub stars | GitHub repo | +50 / month |
| Inbound pilot applications | kun/.claude/memory/customers.json | 5 / month |
| Case-study downloads | Vercel Analytics | 50 / month |
Below target two months running → re-allocate content focus to the underperforming funnel stage.
Marketing ↔ Sales handoff
| Stage at marketing | Handoff signal | Sales picks up |
|---|---|---|
| Visitor | Clicks /pilot CTA | Ali receives email, replies within 24h |
| Inbound application | Application form filled | Discovery call scheduled within 7 days |
| Content reader | DM Samia / Abdout asking a real question | Ali briefed, follow-up within 48h |
| Conference contact | Business card / LinkedIn add | Ali sends LinkedIn DM within 24h |
| Case-study reader | Downloads PDF | Email follow-up after 7 days |
Anything the marketing surface produces is sales' job within 48 hours, or the inbound trust signal decays.
See also
- GTM — sales + marketing + pilot unified
- Pilot — the program marketing is recruiting for
- Leads — what happens after the click
- Sales — outbound complement
- Shared economy — community amplifier model
- Case study — proof artifact
- Growth agent:
kun/.claude/agents/growth.md(canonical execution)