Executive Summary

stitchwand is the definitive design token toolchain and companion application for Google Stitch, the AI-native design platform. We convert, validate, and diff design tokens across every format, giving design system teams a single source of truth from Figma to production.

The Opportunity

Google Stitch is creating a new category of AI-native design tooling. As the first dedicated companion app, stitchwand is positioned to become the infrastructure layer that connects Stitch to every design system, codebase, and CI pipeline. We are building the rails.

$4.2B

Design Tools TAM

$680M

Design Systems SAM

$48M

Year 3 SOM Target

14.2%

Market CAGR

Strategic Pillars

Pillar 1

Free CLI & SDK

Ship a best-in-class CLI and TypeScript SDK as free npm packages. Earn trust. Win npm mindshare. Build adoption gravity before monetizing. The CLI is the wedge; the ecosystem is the moat.

Pillar 2

Stitch-Native Experience

Deep integration with Google Stitch via Skills marketplace. First-mover as the token management companion. Ride the Stitch adoption curve with purpose-built workflows that feel native to the platform.

Pillar 3

MCP-First Architecture

Ship an MCP server that lets any AI agent convert, validate, and diff tokens. Position stitchwand as the design token API for the agentic era. Every agent that talks design tokens talks through us.

Go-to-Market Timeline

Phase	Timeline	Focus	Key Milestone
Phase 1	Q2 2026	Free tools foundation	1,000 npm weekly downloads
Phase 2	Q3 2026	Web app + Stitch ecosystem	500 beta users, Stitch Skills listing
Phase 3	Q4 2026	Monetization + MCP	$25K MRR, MCP directory listing
Phase 4	Q1 2027	Team + Enterprise	$100K MRR, 3 enterprise pilots

Core Value Proposition

For Design System Leads

Single Source of Truth

Convert tokens between any format (DTCG, Style Dictionary, Figma Variables, CSS custom properties). Validate against your schema. Diff changes before they ship. Never have a token mismatch in production again.

For Developers

Tokens in Your Workflow

CLI in your terminal, MCP server in your AI editor, web app for visual review. Run npx stitchwand convert and get production-ready output. No config files. No build step. It just works.

Market Analysis

The design tooling market is undergoing a structural shift. AI-native platforms like Google Stitch are rewriting the rules. Design tokens are emerging as the critical interoperability layer, and no dedicated toolchain has captured the category.

Market Sizing

$4.2B

Total Addressable Market

$680M

Serviceable Addressable

$48M

Serviceable Obtainable (Y3)

TAM — $4.2B

Global Design Tool Market

The total design tool market includes UI design platforms, prototyping tools, design system management, handoff tools, and design ops infrastructure. Growing at 14.2% CAGR driven by AI-native tooling adoption and enterprise design ops investment.

UI design platforms (Figma, Sketch, Adobe XD)
Design system management (Storybook, Zeroheight)
Design-to-code and handoff tools
Visual testing and QA (Chromatic, Percy)
AI-native design platforms (Google Stitch)

SAM — $680M

Design Token & System Infrastructure

The serviceable market narrows to teams that actively manage design tokens and need tooling for conversion, validation, and synchronization. This includes enterprise design ops, agencies with multi-brand systems, and teams adopting Google Stitch.

~45,000 companies with mature design systems
~12,000 agencies managing multi-brand tokens
Average contract value: $5,200/year
Growing as DTCG standard gains adoption

Growth Drivers

Tailwind

DTCG Standard Adoption

The W3C Design Tokens Community Group specification is reaching maturity. As the standard gets adopted by tools like Figma and Stitch, demand for conversion and validation tooling will surge. stitchwand is built DTCG-first.

Tailwind

AI-Native Design Wave

Google Stitch represents a paradigm shift. AI-generated designs need programmatic token management at a scale human workflows never required. stitchwand automates what would otherwise be manual token cleanup and validation.

Tailwind

MCP Ecosystem Expansion

The Model Context Protocol is becoming the standard for AI tool integration. Every code editor, every agent platform is adopting MCP. An MCP server for design tokens is a greenfield opportunity with zero incumbents.

Market Segments

Segment	Size	Urgency	Willingness to Pay	Our Fit
Enterprise Design Ops	~8,000 companies	High	$$$	Excellent
Mid-Market Product Teams	~22,000 companies	Medium	$$	Strong
Agencies / Studios	~12,000 agencies	Medium	$$	Strong
Indie Developers	~200,000 devs	Low	$	Good (OSS wedge)
Google Stitch Early Adopters	~15,000 users (est.)	High	$$	Excellent

Key Market Trends

Trend

Design Systems Are Infrastructure

Design systems have evolved from style guides to engineering infrastructure. Tokens are the atomic unit. Companies now treat token pipelines with the same rigor as CI/CD for code. This creates demand for dedicated tooling, linting, and validation.

Trend

Multi-Platform, Multi-Brand

Enterprises maintain tokens across web, iOS, Android, and multiple sub-brands. The conversion problem is compounding. Teams need to output from a single source to 5-10 target formats. Manual conversion is unsustainable.

Target Personas

Four primary personas drive adoption and purchasing decisions. Each has distinct pain points and motivations that inform our messaging, channel strategy, and feature prioritization.

Primary Buyer

Design System Lead

Senior IC or manager responsible for the design system at a mid-to-large company. Manages token libraries, component documentation, and cross-team adoption. Reports to VP of Design or Head of Engineering.

Pain Points

Token drift between Figma and code — values diverge after every sprint
No automated validation — broken tokens reach production
Manual conversion between formats takes hours per release
Difficult to audit changes across the full token tree

Motivations

Wants a single source of truth that designers and devs both trust
Needs to prove design system ROI to leadership with metrics
Looking for tools that integrate into existing CI/CD pipelines
Excited by AI-native workflows that reduce manual token management

Primary User

Frontend Developer

Mid-to-senior frontend engineer who consumes design tokens in React, Vue, or native apps. Cares about developer experience, type safety, and clean APIs. Uses VS Code or Cursor with AI coding assistants daily.

Pain Points

Token files are poorly typed — autocomplete is broken or missing
No way to validate tokens in CI — broken styles ship silently
Converting Figma exports to usable code requires custom scripts
AI coding assistants don't understand the design token context

Motivations

Wants a CLI that fits into existing terminal workflows
Values type-safe TypeScript output with zero config
Excited by MCP integration — tokens accessible to AI editors
Prefers dedicated tools purpose-built for their workflow

Budget Holder

Design Ops Manager

Operations-focused role at an enterprise or large scale-up. Manages tooling budgets, vendor relationships, and workflow automation for 20-100+ designers. Cares about efficiency, compliance, and measurable outcomes.

Pain Points

No visibility into token usage across teams and brands
Compliance requirements demand audit trails for design changes
Onboarding new team members to the token workflow takes weeks
Vendor sprawl — too many point solutions, no unified platform

Motivations

Needs team analytics and usage dashboards
Wants SSO and audit logs for enterprise compliance
Looking to consolidate tooling and reduce vendor count
Values solutions that demonstrate clear time savings

Influencer

Agency Creative Director

Leads creative teams at a digital agency or design studio. Manages 3-10 client brands simultaneously, each with their own design system and token library. Early adopter of AI design tools including Google Stitch.

Pain Points

Managing tokens across multiple client brands is chaotic
Handoff to client dev teams loses fidelity in token translation
AI-generated designs (Stitch) create tokens that need cleanup
No efficient way to compare token sets between design iterations

Motivations

Wants to position the agency as Stitch-ready for clients
Needs multi-brand workspace to manage client portfolios
Values visual diff tools that clients can understand
Interested in AI-powered token generation and auditing

Persona Prioritization Matrix

Persona	Influence	Budget	Urgency	Phase	Primary Channel
Design System Lead	Very High	Medium	High	Phase 1-2	npm / GitHub / Twitter
Frontend Developer	High	Low	Medium	Phase 1	npm / Dev.to / MCP directory
Design Ops Manager	High	High	Medium	Phase 3-4	Content / Conferences / Sales
Agency Creative Dir.	Medium	Medium	High	Phase 2-3	Stitch community / Dribbble

Distribution Channels

A multi-channel strategy prioritizing developer-led adoption in early phases, expanding to content and partnership-driven growth as the product matures.

Channel Strategy Philosophy

Lead with the free CLI. Earn trust through npm before asking for money. Every channel reinforces the same narrative: stitchwand is the token infrastructure you didn't know you needed.

Primary Channels

P0 — Launch Channel

npm Packages

The foundational distribution channel. The CLI and core library published as free npm packages. This is the top-of-funnel that feeds every other channel.

Publish @stitchwand/cli and @stitchwand/core to npm
Clear README, examples, and documentation site
GitHub Actions integration template for CI/CD pipelines
Weekly release cadence with semantic versioning
Target: 2,500 npm weekly downloads by end of Phase 2

P0 — Strategic Channel

Google Stitch Ecosystem

First-mover advantage as a Stitch Skills marketplace listing. Direct access to every Stitch user. Our most strategic channel for product-market fit validation.

Stitch Skills marketplace listing with rich documentation
Pre-built Stitch-to-DTCG conversion workflows
Featured in Stitch community tutorials and guides
Partnership with Google Stitch developer relations team
Target: Featured Skill listing by end of Phase 2

P0 — Growth Channel

MCP Ecosystem

List the stitchwand MCP server in every major MCP directory. Get design token capabilities into Cursor, Claude, Windsurf, and every AI coding agent.

MCP server published to npm and listed in official directories
Integration guides for Cursor, Claude Desktop, Windsurf
Showcase in "awesome-mcp" lists and community resources
"Design tokens for your AI editor" positioning
Target: 500 MCP server installations by end of Phase 3

P1 — Authority Channel

Content Marketing

Technical blog posts, tutorials, and video content establishing stitchwand as the thought leader in design token infrastructure. SEO-driven evergreen content.

Weekly blog: token tutorials, Stitch workflow guides, case studies
YouTube: "Token in 60 Seconds" shorts, deep-dive tutorials
Guest posts on Smashing Magazine, CSS-Tricks, Dev.to
SEO targeting: "design token converter", "DTCG validator"
Target: 10K monthly blog visitors by end of Phase 3

P1 — Community Channel

Community

Build a community of design system practitioners and token enthusiasts. Discord for real-time support, Twitter/X for reach, conferences for credibility.

Discord server with channels for support, showcase, RFC discussion
Twitter/X: daily tips, release announcements, token hot takes
Conference talks: Config, Clarity, An Event Apart, Smashing Conf
Monthly community call with roadmap previews
Target: 1,500 Discord members by end of Phase 3

P2 — Expansion Channel

Partnerships

Strategic integrations with adjacent tools in the design ecosystem. Figma plugin, Storybook addon, and co-marketing with complementary products.

Figma plugin: export Variables as stitchwand-validated tokens
Storybook addon: display token metadata alongside components
Integration with Vercel, Netlify for design token preview deploys
Co-marketing with complementary tools (Chromatic, Zeroheight)
Target: 3 signed partnership deals by Phase 4

Channel Investment by Phase

Channel	Phase 1	Phase 2	Phase 3	Phase 4
npm Packages	Heavy	Heavy	Medium	Medium
Stitch Ecosystem	Medium	Heavy	Heavy	Heavy
MCP Ecosystem	Light	Medium	Heavy	Heavy
Content	Light	Medium	Heavy	Heavy
Community	Medium	Medium	Heavy	Heavy
Partnerships	Light	Light	Medium	Heavy

Pricing Strategy

Free-tier plus paid upgrades: free CLI and core library for individual developers, paid tiers for teams and enterprises. The free tier is a genuine product, not a trial. Pro unlocks power features; Team unlocks collaboration; Enterprise unlocks compliance.

Free

For individual developers and personal projects. Full CLI + core library, forever free.

CLI with convert, validate, diff commands
All token format conversions (DTCG, CSS, Style Dictionary, Figma)
Schema validation with built-in rules
Token diffing with visual output
TypeScript SDK (@stitchwand/core)
Community support (Discord, GitHub Issues)
Unlimited local usage
Starter Kits, Design Swarm, Documents locked (visible with lock icons + "Pro" badge)

Pro

$19 /mo

For design system leads and power users who need the full web experience.

Everything in Free
Web app with visual token editor
Advanced Tools (Prompt Library with Timeline, Documents, Design Systems)
Starter Kits, Design Swarm, and Documents (locked for Free with lock icons + "Pro" badge)
Activity Graph with auto-seeded demo data, 2W/M/3M/6M/1Y time ranges (calendar-tile view for shorter ranges, underline toggles, pipe-divided toolbar), and History Drawer (search, sort, filter, export)
Prompt Detail Drawer (copy, notes, save-as-template, metadata)
99 community design libraries
Early access to experimental features
Custom validation rules
Token history and changelog
Priority support (email)

Team

$49 /mo

For design ops teams that need collaboration, MCP integration, and shared infrastructure.

Everything in Pro
MCP server with full tool access
Agent Hub — AI agent orchestration
Shared design system workspaces
Team member management and roles
Usage analytics and dashboards
CI/CD integration (GitHub Actions, GitLab)
Webhook notifications
Slack and Teams integration
Up to 10 team members

Enterprise

Custom

For organizations that need compliance, security, and dedicated support.

Everything in Team
SSO (SAML, OIDC) integration
Full audit log with export
Dedicated customer success manager
Custom integrations and workflows
On-premise / VPC deployment option
SLA with guaranteed uptime
Custom validation rule development
Training and onboarding workshops
Unlimited team members

Pricing Rationale

Revenue Model

Open Core + SaaS Hybrid

The free tier drives adoption and community. Pro captures individual power users at a price point below their expense approval threshold. Team captures departmental budgets. Enterprise captures procurement-led deals.

Free-to-Pro conversion target: 4-6% of active CLI users
Pro-to-Team upsell target: 15-20% of Pro accounts
Average Revenue Per Account (ARPA): $58/mo blended
Target Net Revenue Retention: 115%+

Competitive Positioning

Price vs. Value Anchoring

Specify charges $200+/mo for similar functionality without AI features or MCP integration. Tokens Studio is free but limited. We sit in the sweet spot: more powerful than free alternatives, significantly cheaper than enterprise platforms.

Specify: $200-800/mo (enterprise design token platform)
Tokens Studio: Free / $15/mo (Figma-focused, no CLI)
Style Dictionary: Free (config-heavy, no web UI, no AI)
stitchwand Pro: $19/mo, Team: $49/mo (AI-native, full-stack, Stitch companion)

Revenue Projections

Metric	Phase 1 (Q2 '26)	Phase 2 (Q3 '26)	Phase 3 (Q4 '26)	Phase 4 (Q1 '27)
Free Users	800	2,500	6,000	12,000
Pro Subscribers	0	40	200	500
Team Subscribers	0	0	25	80
Enterprise Contracts	0	0	0	3
MRR	$0	$1,160	$8,280	$29,420+
ARR Run Rate	$0	$13,920	$99,360	$353,040+

Launch Plan

A four-phase approach from free tools foundation to enterprise revenue. Each phase builds on the prior, with clear milestones that gate advancement.

Phase 1 — Q2 2026

Free Tools Foundation

Ship the CLI and core library as free npm packages. Establish npm presence, build community, and validate core functionality with early adopters. Focus ruthlessly on developer experience — the CLI must feel magical from the first npx stitchwand command.

npm publish @stitchwand/cli npm publish @stitchwand/core Documentation site launch README + docs site DTCG, CSS, Style Dictionary conversion Token validation rules engine Diff with rich terminal output CI/CD integration template Product Hunt launch Dev.to + Hashnode launch posts

1,000

npm weekly downloads

500

Active users

Discord members

Phase 2 — Q3 2026

Web App + Stitch Ecosystem

Launch the web app in beta. Submit to the Google Stitch Skills marketplace. Begin the early adopter program with 50-100 design system teams. This is the validation phase — product-market fit or pivot.

Web app beta launch Stitch Skills marketplace listing Figma Bridge integration Starter Kits (Popular gallery + sticky header + 99 design libraries) Activity Graph (2W/M/3M/6M/1Y, calendar-tile view, underline toggles) + auto-seeded demo data + History Drawer Free/Pro tier gating with sidebar lock icons Animated demo fill ('v' shortcut) Prompt Detail Drawer + Timeline View Documents (12 document types) Token Playground Early adopter program (100 seats) User interview program Blog content series launch First conference talk (proposal) Discord community buildout

2,500

npm weekly downloads

500

Web app beta users

Stitch Skills listing

Phase 3 — Q4 2026

Pro Tier + MCP Launch

Launch the Pro subscription tier. Publish the MCP server to npm and all major directories. Begin monetization with a target of $25K MRR by end of quarter. Content marketing goes into high gear.

Pro tier launch + Stripe billing MCP server npm publish MCP directory listings AI Audit feature Game Studio feature Custom validation rules Token history + changelog YouTube channel launch SEO content push (20 articles) Conference circuit begins

5,000

npm weekly downloads

$8.3K

Monthly recurring revenue

500

MCP installations

Phase 4 — Q1 2027

Team Tier + Enterprise

Launch the Team tier with shared workspaces and Agent Hub. Begin enterprise pilot conversations. Target 3 enterprise contracts signed by end of quarter. This phase is about proving the business model scales.

Team tier launch Agent Hub (AI orchestration) Shared design system workspaces Team analytics dashboard CI/CD integrations (GitHub Actions, GitLab) Enterprise SSO (SAML) Audit logging 3 enterprise pilot programs Partnership deals signed Series seed fundraise (if applicable)

10,000

npm weekly downloads

$29K+

Monthly recurring revenue

Enterprise contracts

Launch Readiness Checklist

Product

Before Phase 1 Launch

CLI supports all 4 core token formats
80%+ test coverage on @stitchwand/core
Zero critical bugs in validation engine
README with quickstart, examples, API docs
GitHub repo with issue templates, contributing guide
npm package with correct metadata and keywords
Landing page live at stitchwand.com

Marketing

Before Phase 1 Launch

Product Hunt launch queued and scheduled
3 launch blog posts drafted (announcement, tutorial, deep-dive)
Twitter/X account active with 2 weeks of content queued
Discord server set up with channel structure
Dev.to + Hashnode cross-posts prepared
Email list capture on landing page
Press outreach to 10 design/dev publications

KPI Dashboard

Key performance indicators organized by the pirate metrics framework (AARRR). These are our Phase 3 targets — the numbers that determine whether we're on track.

Acquisition

npm Weekly Downloads

5,000

Target by Q4 2026

GitHub Stars

2,000

Target by Q4 2026

Web App Signups

3,000

Target by Q4 2026

MCP Server Installations

500

Target by Q4 2026

Activation

First Conversion (CLI)

72%

% of installers who run convert

First Validation

58%

% of installers who run validate

First Starter Kit Gen

45%

% of web users who try Starter Kits

Time to First Value

<90s

Install to first conversion output

Revenue

Monthly Recurring Revenue

$29K

Target by Q1 2027

Free-to-Pro Conversion

4.5%

Target conversion rate

Monthly Churn Rate

<5%

Target gross churn

Net Revenue Retention

115%

Target NRR (expansion > churn)

Engagement

DAU / MAU Ratio

28%

Target stickiness ratio

Features Per Session

3.2

Average tool uses per session

MCP Tool Calls / Day

2,400

Target across all MCP users

Session Duration (Web)

8.5m

Average minutes per session

Referral & Growth

Discord Members

1,500

Target by Q4 2026

Twitter/X Followers

5,000

Target by Q4 2026

Organic Referral Rate

22%

% of signups from word-of-mouth

GitHub Contributors

Target by Q4 2026

Competitive Landscape

stitchwand operates at the intersection of design token tooling, AI-native design infrastructure, and MCP-enabled developer tools. No existing product covers all three categories.

Competitive Matrix

Product	Type	Token Convert	Validation	Diff	AI Features	MCP	Stitch	Pricing
stitchwand	Us	Yes — all formats	Yes — rules engine	Yes — visual	Yes — native	Yes — first	Yes — companion	Free / $19+
Style Dictionary	Direct	Yes — config-heavy	No	No	No	No	No	Free (OSS)
Specify	Direct	Yes — limited	Basic	No	No	No	No	$200+/mo
Tokens Studio	Direct	Figma-centric	Basic	Basic	No	No	No	Free / $15
Figma Dev Mode	Adjacent	CSS only	No	No	Basic	No	No	$5/editor/mo
Storybook	Adjacent	No	No	No	No	No	No	Free (OSS)
Chromatic	Adjacent	No	No	Visual only	Basic	No	No	Free / $149+

Direct Competitors

Direct Competitor

Style Dictionary (Amazon)

Open source token build system maintained by Amazon. The incumbent for token conversion. Config-file driven, powerful but complex. No web UI, no validation, no diffing, no AI features.

Strength: Large community, battle-tested, Amazon backing
Weakness: Config-heavy, steep learning curve, no innovation in 2+ years
Our edge: Zero-config CLI, AI-native, Stitch companion, web UI

Direct Competitor

Specify

Enterprise design token platform with Figma integration and distribution pipelines. VC-funded, Paris-based. Strong enterprise features but expensive and slow-moving on AI.

Strength: Enterprise features, Figma sync, team collaboration
Weakness: Expensive ($200+/mo), no CLI, no MCP, no Stitch support
Our edge: 7x cheaper, free core tools, MCP-first, Stitch-native

Direct Competitor

Tokens Studio

Popular Figma plugin for managing design tokens. Strong community in the Figma ecosystem. Recently launched a separate web platform with limited features.

Strength: Deep Figma integration, active community, affordable
Weakness: Figma-dependent, limited conversion formats, no AI, no MCP
Our edge: Platform-agnostic, full CLI, MCP server, Stitch companion

Adjacent Competitors

Adjacent

Figma Dev Mode

Figma's built-in developer handoff. Provides basic CSS output and code snippets. Not a token management tool, but captures some of the same "design-to-code" workflow. Limited to CSS output format and Figma ecosystem.

Adjacent

Storybook + Chromatic

Component documentation and visual testing. Storybook catalogs components; Chromatic catches visual regressions. Complementary to stitchwand rather than competitive. Potential partnership opportunity for token-aware visual testing.

stitchwand Advantages

AI-Native Architecture

Built from day one with AI workflows in mind. Starter Kits generates tokens from natural language with 99 design libraries (Twitch, Discord, Netflix, Slack, YouTube, and more) and an animated demo fill shortcut ('v') that types words one at a time with sparkle effects. AI Audit catches issues humans miss. Activity Graph auto-seeds 500 prompt entries + 200 analytics events for a populated demo experience from day one, with a GitHub-style heatmap, calendar-tile view for shorter ranges (2W/M), five time ranges (2W/M/3M/6M/1Y, default 6M), underline-style toggles, pipe-divided toolbar, and full history drawer. Free/Pro tier gating lets users try the product before upgrading, with lock icons and "Pro" badges on advanced tools. Documents generates 12 doc types. No competitor has meaningful AI features.

MCP-First Distribution

The only design token tool with an MCP server. Every AI code editor (Cursor, Claude, Windsurf) becomes a distribution channel. Developers discover stitchwand through their AI assistant. Zero competition in this channel.

Stitch Companion Status

Purpose-built for Google Stitch. First-mover in the Stitch Skills marketplace. As Stitch grows, we grow with it. Every Stitch user who needs token management is a qualified lead. We ride the Stitch adoption curve.

Full-Stack Coverage

CLI for terminals, MCP server for AI editors, web app with Console for visual workflows, and a TypeScript SDK for programmatic use. 25+ features across Core, Advanced, and Labs tiers including activity tracking with auto-seeded demo data (2W/M/3M/6M/1Y time ranges, calendar-tile view, underline toggles), timeline views, prompt detail drawer, Free/Pro tier gating with lock icons, and 99 design libraries. Developers use what fits their workflow; we're always available.

Free Core Tools

Core library and CLI are free to use. Developers can trust a tool that's free forever with no bait-and-switch. Style Dictionary proved that free wins in this category. We follow the same playbook with 10x better DX.

Speed to Value

Under 90 seconds from install to first conversion output. No config files required. No build step. No account needed for the free tier. The fastest path from "I have tokens" to "I have production-ready output."

Competitive Risk Factors

Risk	Likelihood	Impact	Mitigation
Google builds token tools into Stitch natively	Medium	High	Move fast, build community moat, diversify beyond Stitch
Figma adds DTCG export	High	Medium	Validation + diff + AI features not easily replicated
Style Dictionary v5 modernizes	Medium	Medium	Our AI/MCP/web features create a different category
New VC-funded competitor enters	Low	Medium	First-mover + developer community is defensible
Stitch adoption is slower than expected	Medium	Medium	Tool is platform-agnostic; Stitch is a channel, not a dependency

Paid Acquisition

Full paid advertising playbook for a first-time advertiser. Accounts, targeting, geo-fencing, billing, exact spend. Peaks during Google Cloud Next April 21-24, 2026 in Las Vegas.

$600-800

Total Budget

$805

Max Spend

$560-685

Realistic Spend

$200

Minimum Viable

Budget Overview

Campaign Strategy

Four phases from soft launch to cool down, peaking during Google Cloud Next in Las Vegas. Code ships April 18, ads start April 21. LinkedIn for job-title targeting (design system pros), X for keyword targeting (people discussing Google Stitch). Total budget $600-800, with a $200 minimum viable option.

Platform Strategy

Job Title + Skills Targeting

Best for reaching "Senior Frontend Engineers at SaaS companies." Target by job function (Design, Engineering, Product), skills (Design Systems, Figma, Google Cloud Platform, React.js, Tailwind CSS, Design Tokens), and seniority (Senior+). City-level geo-fencing for conference targeting. Run ads from the Fieldhaus company page; boost posts from Brian's personal page.

Campaign Manager at linkedin.com/campaignmanager
Min $10/day budget
CPC benchmark: $3-6, CPM: $28-33
Good CTR: 0.5%+

X (Twitter)

Keyword + Interest Targeting

Best for reaching "people who tweeted about Google Stitch." Target by keywords (#GoogleCloudNext, "Google Stitch", "design tokens", "DESIGN.md") and follower lookalikes (@googlecloud, @tailwindcss, @anthropic, @figma). Geo + keyword combo is the tightest conference proxy available. Run ads from @stitchwand.

Ads Manager at ads.x.com
Autobid recommended
CPC benchmark: ~$0.74, CPM: ~$2
Good CTR: 1%+

Targeting Limitation

You can't target "conference attendees" directly on either platform. Proxy strategy: Las Vegas geo during conference + tech job titles on LinkedIn; Las Vegas geo + #GoogleCloudNext keywords on X catches people both in Vegas AND discussing the event.

Campaign Phases

Phase 1

Soft Launch — Apr 21-25

$15/day total. Test creative, learn what works.

LinkedIn "Design System Pros" — $10/day nationwide
X "Stitch Keywords" — $5/day nationwide
After 3 days: CTR > 0.3%? CPC < $8? Keep it. Otherwise swap creative.

Phase 2

Ramp Up — Apr 19-21

$35/day + $75 boost. Double budgets, add demo video.

LinkedIn $10 → $20/day, X $5 → $10/day
Boost best organic post from personal page — $75 over 7 days
Add full demo video as second ad (platforms A/B test automatically)

Phase 3

Peak / Geo-Fence — Apr 21-25

$90/day. Conference geo-fencing + nationwide.

LinkedIn geo Las Vegas + tech jobs — $40/day (Brand Awareness objective)
X geo Las Vegas + #GoogleCloudNext keywords — $20/day
Keep nationwide running: LinkedIn $20 + X $10 = $30/day

Phase 4

Cool Down — Apr 26-30

$20/day. Retarget warm visitors.

Pause geo campaigns
Reduce nationwide: LinkedIn $10 + X $5
Launch retargeting campaign — $5/day (needs 300+ visitors)
Retargeting = 3-5x conversion vs cold traffic

Budget Breakdown

Campaign	Dates	$/Day	Days	Max
Soft Launch — LinkedIn	4/21-25	$10	6	$60
Soft Launch — X	4/21-25	$5	6	$30
Ramp — LinkedIn	4/19-21	$20	3	$60
Ramp — X	4/19-21	$10	3	$30
Organic Boost	4/19	—	—	$75
Peak — LinkedIn geo	4/21-25	$40	5	$200
Peak — X geo	4/21-25	$20	5	$100
Peak — LinkedIn nationwide	4/21-25	$20	5	$100
Peak — X nationwide	4/21-25	$10	5	$50
Cool Down — all	4/26-30	$20	5	$100
Maximum Total				$805
Realistic Range				$560-685

Ad Copy Templates

LinkedIn — Nationwide

Soft Launch Copy

Option A: "I tried to build an app in Google Stitch. 10 times. Every version ignored my design system. So I built the bridge between your tokens and Stitch. → stitchwand.dev"

Option B: "Your design system has 2,000 tokens. Google Stitch has no idea they exist. stitchwand converts your tokens into DESIGN.md so Stitch generates on-brand. → stitchwand.dev"

Headline: "Design system toolkit for Google Stitch"

LinkedIn — Geo-Fence

Conference Copy

Option A: "At Google Cloud Next? Every AI generator ignores your design system. stitchwand fixes that. Your tokens → DESIGN.md → on-brand Stitch output. → stitchwand.dev"

Option B: "Seeing Stitch demos this week? Cool. Now make it respect YOUR brand. → stitchwand.dev"

Headline: "Make Stitch respect your tokens"

X — All Campaigns

X Ad Copy

Option A: "npx stitchwand convert ./tokens.json → DESIGN.md. Your design system, Stitch's language. stitchwand.dev"

Option B: "Google Stitch generates fast. But it doesn't know your brand. stitchwand bridges the gap. Free CLI. stitchwand.dev"

Conference: "At #GoogleCloudNext? Your design tokens → DESIGN.md → on-brand Stitch. Try it: stitchwand.dev"

Creative Specs

Platform	Format	Size	Notes
LinkedIn	Single image	1200 x 628px	2:1 ratio. PNG or JPG.
LinkedIn	Square video	1080 x 1080px	MP4. Under 10 min. 30-60s ideal.
LinkedIn	Landscape video	1920 x 1080px	16:9. Square gets more feed real estate.
X	Single image	1200 x 675px	16:9. PNG or JPG.
X	Square image	1080 x 1080px	1:1. Works well in mobile feed.
X	Video	1080 x 1080px	MP4. Under 2:20. 30-60s ideal.

Pro Tip

Use your sizzle reel videos as ad creative. Export 1080x1080 square for both platforms. One export, two platforms.

Setup Checklist

LinkedIn Setup

Campaign Manager + Insight Tag

linkedin.com/campaignmanager → "For Business" → "Advertise"
Connect Fieldhaus company page (required for ads)
Add credit card — not charged until ads run, min $10/day
Install Insight Tag on stitchwand.dev (Account Assets → Insight Tag → JS snippet in Next.js layout.tsx). Every organic visitor becomes retargetable.
CRITICAL: Disable LinkedIn Audience Network on EVERY campaign. Enabled by default, shows ads on random apps. Saves 30-50% wasted budget.

X Setup

X Ads + Pixel

ads.x.com → US, Eastern timezone. Add card.
Install X Pixel on stitchwand.dev (Tools → Events Manager)

Tracking

UTM Parameters

Every ad URL needs UTM parameters for PostHog/Plausible attribution.

Format: stitchwand.dev?utm_source=linkedin&utm_medium=paid&utm_campaign=soft-launch
Use different utm_campaign values per campaign
Verify LinkedIn Insight Tag and X Pixel are firing (browser dev tools → Network tab)

Monitoring & Optimization

Daily Check (2 min)

Key Metrics

Spend — on budget?
CTR — below 0.3% on LinkedIn or 0.5% on X = swap creative
CPC — above $8 on LinkedIn = broaden targeting
Impressions — under 500/day = audience too small

Stop Thresholds

When to Pause

CTR below 0.2% after 3 days
$100 spent with zero site visits

Go Thresholds

When to Scale

CTR above 1%
CPC under $3 on LinkedIn

A/B Testing

Run 2 ads per campaign with ONE difference. LinkedIn and X split traffic automatically. Test creative format (video vs static), hook style (story-driven vs benefit-driven), and CTA (website link vs npm install). Call a winner after 500+ impressions per variant or 3 days, whichever comes first. Pause the loser, keep the winner, start a new challenger.

Minimum Viable Plan — $200

If you only have $200

1. Install LinkedIn Insight Tag today (free — every organic visitor becomes retargetable).
2. Boost your best organic post — $75 over 7 days.
3. LinkedIn geo-fence during conference — $125 (5 days x $25/day).
Total: $200. If you only do ONE paid thing, boost your best post. You know it works — just show it to more people.

Social Accounts

Create

@stitchwand on X

Devs find tools on X. Product handle for CLI demos, changelogs, release notes. Bio: "Design system toolkit for Google Stitch. Free CLI. Built by @fieldhaus."

Skip

No LinkedIn Company Page

Zero-follower company pages get zero reach. Splits audience across three pages for no benefit. Brian (12K followers) + Fieldhaus is plenty.

Account	Platform	Use For	Ads From
Brian	LinkedIn	Hot takes, build-in-public (primary reach)	Boost personal posts
Fieldhaus	LinkedIn	Official product posts, Brian reshares	Campaign ads + retargeting
Brian	X	Conference live-tweeting, threads	—
@stitchwand	X	CLI demos, changelogs, dev community	X ad campaigns

Post-Campaign Analysis

After April 30

Metrics to Pull

Pull from Campaign Manager + PostHog: total spend, total clicks, total impressions, avg CPC, avg CTR, site visits from ads (UTM filtered), npm installs during campaign period, active users during period, Fieldhaus leads generated.

ROI calculation: Total spend / Fieldhaus leads = cost per lead
One engagement ($1,800/wk x 12 wks = $21,600) / total spend = ROI multiple
Even one lead from $800 spend = 27x return
Save: which campaign had best CTR, which creative won, which targeting worked — this is your baseline for next launch