# mrktn.md

> The open marketing doctrine for AI agents. A foundational standard for how an
> agent should strategize marketing across a product's lifecycle — measurement
> first, fundamentals always, scale only what survives the math. Skills and
> connectors are the hands; mrktn.md is the brain that governs how they're used.
> Plain Markdown, composable, licensed CC BY 4.0.

## The standard

- [Doctrine (mrktn.md)](https://mrktn.md/mrktn.md): The core — five invariants (measurement before money, pre-registration, the retention gate, statistical honesty, ethics & compliance), a five-stage lifecycle (ideation → scale) with explore/exploit ratios, the composition model, and the agent reasoning protocol.

## Profiles

- [saas-b2b](https://mrktn.md/profiles/saas-b2b.md): B2B SaaS — sales-assisted or PLG; slow, small-n feedback, lead with leading indicators.
- [saas-b2c](https://mrktn.md/profiles/saas-b2c.md): Consumer subscriptions; fast loops, fickle attention, the retention curve must flatten.
- [mobile-app](https://mrktn.md/profiles/mobile-app.md): Native iOS/Android; extends saas-b2c with SKAN/ATT attribution, ASO, store fees, and push re-engagement.
- [ecommerce](https://mrktn.md/profiles/ecommerce.md): DTC / physical goods; grade on contribution margin after CAC, not platform ROAS.
- [marketplace](https://mrktn.md/profiles/marketplace.md): Two-sided; solve the constrained side first, liquidity in one beachhead over vanity GMV.
- [creator-personal-brand](https://mrktn.md/profiles/creator-personal-brand.md): Creators & audiences; trust is the retention gate, the owned list is the asset.

## Install

- [INSTALL.md](https://mrktn.md/install/INSTALL.md): Three ways to install into a product repo — tell your agent, run the scaffold command, or do it manually; includes AGENTS.md wiring.
- [mrktn-init.sh](https://mrktn.md/install/mrktn-init.sh): Scaffold script that writes a starter local instance and can wire AGENTS.md.
- [template.mrktn.md](https://mrktn.md/install/template.mrktn.md): Blank local-instance template.

## Examples

- [Ledgerly](https://mrktn.md/examples/ledgerly.mrktn.md): A worked local instance — a fictional B2B SaaS at early traction, with a Marketing Decision Record where every decision carries a reversal condition.

## About

- [Home](https://mrktn.md/): Landing page — the problem, the invariants, the lifecycle, and install.
- [License (CC BY 4.0)](https://mrktn.md/LICENSE): Use it, fork it, ship it commercially — keep attribution.
- [Source on GitHub](https://github.com/xlegato/mrktn-md): Issues, PRs, and new profiles welcome.
- Maintainer: Youssef El Ghourfi — https://mrktn.io