# DropWorks — Input Collection File
**Phase 0 of the Marketing Brain Pipeline**
*Prepared for: Coordenadas.co internal use*
*Status: Draft — built from internal documentation (no client meeting held)*
*Date: 2026*

---

> **Provenance note.** DropWorks is an internal Coordenadas.co product — there is no
> external client and no discovery meeting. This Input Collection was synthesized from:
> (1) the two internal DropWorks descriptions written by the team, (2) the development
> history `historia-desarrollo.md`, and (3) `DropWorks_brand_guide.html`. Treat the
> "Team Action Required" markers below as the real remaining gaps to close before or
> alongside the beta program.

---

## 1. What DropWorks Is

**One line:** DropWorks is the platform where an agency or in-house marketing team runs
its entire monthly content cycle — from brief to published landing page — in one place.

**Longer:** DropWorks is a web app, created by Coordenadas.co, that turns the agency's
own battle-tested monthly content pipeline into a guided product. The user brings a
brand that already has a solid knowledge base (marketing brain, master strategy doc,
buyer-persona report), a brand guide, and a set of design rules. DropWorks walks them,
step by step, through producing a complete month of content deliverables.

**Stage:** In development. **The beta program has not started — not ready yet.** This is
a build in progress, not a launched product.

### The problem it solves
Coordenadas already runs this cycle internally for ~14 SMB brands. Before automation it
was fully manual: a person (Pablo, COO) invoked each step by hand, generated every image
manually in ChatGPT, confirmed FTP with a prompt, and published each "monthly drop" to
Vercel by hand, brand by brand. DropWorks packages that same pipeline as a product so
that the process is repeatable, visible, and doesn't depend on one person babysitting
every step.

### Who it's for
- **Advertising agencies** that want to automate their process of generating content
  pieces, images, blogs, newsletters, and video-script ideas.
- **Companies with a small marketing department** — or a single person in charge of
  content — that can manage the platform and create monthly cycles themselves.
- **Graphic designers / freelance designers** who receive content and would rather get
  everything ready-to-go: prepared copy, prompts, and a Monthly-Drop landing page. This
  saves them decision-making, design, communication, and planning time.

### The core workflow (product)
1. **Choose a brand** (if the account has more than one).
2. **Choose month and year** for the cycle name.
3. **Type any particular direction** for the communication of that month's plan.
4. **Choose the volume of deliverables:** carousels, blog posts, newsletters,
   infographics, among others.
5. **Click "Crear ciclo"** and move to the next step.
6. **Review the output** — edit, regenerate, or approve directly.
7. **Next step: create the blog post.**
8. **Next step: create the carousel prompts.**
9. **Next step: create the infographic prompts.**
10. **The process pauses** and waits for the user to upload all images.
11. Once all images are uploaded, **create the landing page** (the "Monthly Drop") —
    a shareable link that presents all deliverables, organized, to show the client.

### The Monthly Drop
The Monthly Drop is the terminal artifact of a cycle: a landing page that displays all
image assets and also links to the content plan, for the client or for internal review
and quick access. It is the piece that makes the whole process presentable in one link.

---

## 2. Brand Identity (from `DropWorks_brand_guide.html`)

- **Name:** DropWorks (never *Dropworks*, *DROPWORKS*, or *Drop Works*)
- **Signature:** "DropWorks **by coordenadas.co**" — the endorsement always sits *below*
  the wordmark, never beside or above it. It is the default, primary signature.
- **Isotipo ("Cycle"):** an open ring plus a drop.
  - The **open ring** = the monthly cycle, continuous.
  - The **drop** = the deliverable of the month.
  - The **mouth** (the opening) = the brief's entry point.
  - The ring never closes: the cycle is always open to the next delivery.
- **Parent brand:** Coordenadas.co — DropWorks inherits the palette and typography
  directly, so the family relation reads before the signature does.
- **Divider line (from the guide):** "El motor de contenido mensual de Coordenadas, con
  marca propia."

### Color
| Name | Hex | RGB | CMYK | Role |
|---|---|---|---|---|
| Verde (Green) | `#20C162` | 32, 193, 98 | 71, 0, 77, 0 | The ring |
| Amarillo (Yellow) | `#FCCC09` | 252, 204, 9 | 2, 20, 93, 0 | The drop |
| Negro (Black) | `#000000` | 0, 0, 0 | 91, 79, 62, 97 | Primary background |
| Blanco (White) | `#FFFFFF` | 255, 255, 255 | 0, 0, 0, 0 | One-color version |

**Single-color rule:** when two inks aren't available (stamps, embroidery, engraving,
colored backgrounds, small sizes), the whole mark goes in one tone — white on black,
black on light. Never resolve it by leaving one of the two forms uncolored.
**Background rule:** the two-color version lives on black or white. On green or yellow
the mark goes **in black**, never two-tone (the green ring would disappear).

### Typography
| Element | Typeface |
|---|---|
| DropWorks wordmark | Baloo 2 · 700 |
| "by coordenadas.co" endorsement | Baloo 2 · 700, +0.08 em tracking |
| Headings / subheads | Baloo 2 · 700 |
| Body text | Inter Regular |

> **Production note:** **Baloo 2** (Google Fonts) is the brand display font, used at weight 700 for
> the wordmark, the endorsement, and headings. **LT Saeada Medium** is retained as a licensed
> alternate kept local only (not committed) — not the default.

### Logo proportions & clear space
| Element | Proportion |
|---|---|
| Isotipo height | H — the base unit |
| DropWorks wordmark | 0.62 H |
| Isotipo ↔ text gap | 0.20 H |
| "by coordenadas.co" endorsement | 0.38 × the wordmark |
| Endorsement tracking | 0.08 em |
| Clear space | 2x on all four sides (x = ring stroke width) |

**Minimum sizes:** standard cut ≥ 24 px / 8 mm; small cut for 16–24 px (favicon, avatar,
app icon); embroidery/engraving/stamp uses the small cut in one color, ≥ 10 mm.

### Do / Don't (from the guide)
**Do:** full signature with *by coordenadas.co* by default · green on the ring, yellow on
the drop, always in that order · respect the 2x clear space · switch to the small cut
below 24 px · on green or yellow, use the mark in black.
**Don't:** invert the colors (green drop, yellow ring) · close the ring or move the drop
out of the mouth · stretch, rotate, or tilt either form · put the endorsement beside or
above the wordmark · place the mark over photos or gradients without a flat holding
shape · misspell the name as *Dropworks*, *DROPWORKS*, or *Drop Works*.

---

## 3. The Product / Technology Story (from `historia-desarrollo.md`)

The content pipeline DropWorks productizes was built in two generations internally
(known internally as "Hermes Fleet" v1 and v2, and the human-in-the-loop variant
"HalfClick" — which is what became the DropWorks app). Key facts relevant to the brand:

- **The six-stage cycle (constant across versions):**
  1. `content-plan`
  2. in parallel: `carousel-prompts`, `blog-posts`, `infographic-briefs`
  3. `image-generation`
  4. `monthly-drop-landing-page`
- **Real end-to-end run:** Pacho_Setas / 2026-09_SEP — 6/6 stages, 48 images (~$1.61),
  landing live (2026-09-04). This is the proof the pipeline works.
- **Human-in-the-loop variant:** for clients whose images are produced by hand
  (Midjourney / photographer), the pipeline generates the content plan, blog posts, and
  carousel prompts with the same engine, then *pauses* before image generation and arms
  "image blocks" the person uploads via drag-and-drop. When the last block is uploaded,
  the cycle hands off and resumes at the landing page. DropWorks is this variant,
  productized.
- **What the product deliberately is not (yet):** automatic image generation as the
  default for every user, external client access, and infographic/landing logic beyond
  what One-Click already resolves.

---

## 4. Competitors & Adjacent Tools

*Category: content-marketing operating systems / AI content-planning platforms.*

| Competitor / adjacent | Core promise | Relevance to DropWorks |
|---|---|---|
| **Jasper / Copy.ai / Writesonic** | AI copywriting at scale | Generate copy but don't run a governed monthly cycle, don't require a knowledge base, don't produce a client-facing Monthly Drop. DropWorks is a *system*, not a generator. |
| **HubSpot / Mailchimp** | All-in-one marketing suites | Manage campaigns and email, but don't produce the content assets themselves or package a monthly deliverable set. |
| **Notion / Airtable content calendars** | Flexible content planning + tracking | Great for organizing, but no generation, no image pipeline, no landing page. DropWorks produces the assets, not just the calendar. |
| **Metricool / Later / Buffer** | Social scheduling | Publish/schedule; assume the content already exists. DropWorks creates the content upstream of them. |
| **Agency PM tools (ClickUp, Monday, Asana)** | Process & project management | Manage the work; don't do the creative work. DropWorks collapses plan → prompts → copy → images → drop into one flow. |
| **Custom internal pipelines (what Coordenadas built)** | The real incumbent | The actual alternative is a hand-built automation. DropWorks' edge is that it is packaged, guided, brand-aware, and produces the same governed outputs. |

> **⚠️ Team Action Required:** Validate the competitor set with fresh research once the
> beta is closer. The category ("content-cycle platform with a governed knowledge base")
> is still forming — confirm the two or three tools prospects actually name.

---

## 5. Buyer Psychology — Preliminary Read

**Core tensions the product speaks to:**
- *"We know we should post consistently, but every month is a scramble."* — the cycle
  has no system; it restarts from zero.
- *"We have AI tools, but they don't know our brand."* — generic generators produce
  off-brand output because there's no governed knowledge base feeding them.
- *"The designer gets a blank page."* — handoffs are vague; the designer ends up doing
  copy, decisions, and planning on top of design.
- *"Everything lives in ten places."* — files, prompts, images, and plans are scattered;
  there's no single place to run and store a cycle.

**What a good DropWorks cycle gives them:** consistency (same governed process every
month), predictability (a known deliverable count), a single organized home per cycle,
and a presentable client-facing artifact (the Monthly Drop) at the end.

> **⚠️ Team Action Required:** Run the Marketing Brain's buyer-psychology phases
> (02–04) against this file and the product itself. These are hypotheses, not validated
> interviews — mark them as such until beta users confirm.

---

## 6. Brand Voice (from the brand guide)

- **Register:** product/technical, precise, confident. The guide is written in Spanish
  with a clean, systems-oriented tone — "el motor de contenido mensual de Coordenadas."
- **Positioning line:** "El motor de contenido mensual de Coordenadas, con marca propia."
- **Language for content:** **bilingual ES/EN.** The brand guide is authored in Spanish;
  the market (agencies, designers, in-house marketers) spans LatAm and US/English.

> **⚠️ Team Action Required:** Confirm the primary content language per channel (e.g.
> Spanish-first on Instagram/LinkedIn LatAm, English-first for the product site and US
> agencies).

---

## 7. Channels & Presence

| Channel | Status |
|---|---|
| Website / app | `halfclick.916.coordenadas.co` — the current DropWorks app (SPA), in development, pre-beta |
| Product marketing site | **Not yet launched** — the app URL is the only public surface |
| LinkedIn | **Not confirmed** — likely tied to Coordenadas.co presence |
| Instagram | **Not confirmed** |
| Email | `hola@coordenadas.co` (inherited from Coordenadas) |
| WhatsApp | +57 322 438 5378 (inherited from Coordenadas) |

> **⚠️ Team Action Required:** Decide whether DropWorks gets its own social handles or
> lives under Coordenadas.co's accounts until launch. Collect real follower/post data
> once accounts exist.

---

## 8. Business Data (inherited from Coordenadas.co)

- **Company:** DropWorks by Coordenadas.co
- **Location:** Bogotá, Colombia (Coordenadas also spans Trinidad, Miami/USA, New Zealand)
- **Email:** hola@coordenadas.co
- **WhatsApp / Phone:** +57 322 438 5378
- **Timezone:** America/Bogota
- **Primary contact:** Pablo (Coordenadas)
- **Secondary contact:** Diego Esparza `desparza@coordenadas.co`
- **Internal owners:** Copy + Images — Diego Esparza · product/technical — Miguel
- **Cadence:** monthly (per cycle), once the beta begins

---

## 9. Initial Observations

### Strengths
- **Real, proven pipeline.** DropWorks isn't a concept — it productizes a pipeline that
  has already run a full real cycle end-to-end (Pacho_Setas, 48 images, landing live).
- **A genuine moat: the governed knowledge base.** Requiring a marketing brain, strategy
  doc, personas, and brand guide is what makes the output on-brand. Most AI content tools
  skip this and produce generic output.
- **A differentiated terminal artifact.** The Monthly Drop — one organized, client-ready
  link — is a concrete, sellable end product that competitors don't have.
- **The designer persona is underserved and vocal.** Designers explicitly said they'd
  use it because they dislike doing copy; receiving ready text + prompts + a drop page
  removes real work.

### Gaps / open questions
- **Pre-beta.** No users, no testimonials, no pricing published, no marketing site. All
  social proof is internal (Coordenadas' own cycles).
- **"Requires a solid knowledge base" is both a feature and a friction.** The onboarding
  investment is real — how does the product help a user who doesn't have a marketing
  brain yet?
- **Language strategy unresolved** (ES vs. EN vs. bilingual by channel).
- **Which deliverable types ship in v1** — carousels, blogs, newsletters, infographics
  are demonstrated; what's the confirmed launch set?
- **Positioning clarity:** is DropWorks sold to agencies as a platform, to in-house
  marketers as a tool, and to designers as a time-saver? The three buyer types may want
  different entry messages and pricing.

### Immediate team actions
1. Confirm the v1 deliverable set and beta scope.
2. Confirm language strategy per channel.
3. Decide social handles (DropWorks-owned vs. under Coordenadas.co).
4. Run the buyer-psychology phases for the three buyer types (agency, in-house, designer).
5. Collect internal case-study numbers from Coordenadas' own cycles as early proof.

---

*End of Phase 0 Input Collection — feeds Phase 1 (Genesis Report) of the Marketing Brain.*