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stratumiops/assets/en/stratumiops-brand-strategy.md

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chore: Init repo, add docs
2026-01-22 22:15:19 +00:00
# StratumIOps: Brand Strategy and Business Model
## Executive Summary
| Aspect | Decision |
|---------|----------|
| **Name** | StratumIOps |
| **Pronunciation** | "Stratum-I-Ops" |
| **Tagline** | "Intelligent layers. Automated operations." |
| **Model** | Open Core + Enterprise + Services |
| **Target** | Mid-market tech companies (50-500 devs) |
| **Differentiator** | Only Rust-native integrated platform with AI |
| **Domain** | stratumiops.dev
---
## 1. Name and Branding
### Selected Name: StratumIOps
```text
┌─────────────────────────────────────────────────────────────────┐
│ │
│ ███████╗████████╗██████╗ █████╗ ████████╗██╗ ██╗███╗ ███╗
│ ██╔════╝╚══██╔══╝██╔══██╗██╔══██╗╚══██╔══╝██║ ██║████╗ ████║
│ ███████╗ ██║ ██████╔╝███████║ ██║ ██║ ██║██╔████╔██║
│ ╚════██║ ██║ ██╔══██╗██╔══██║ ██║ ██║ ██║██║╚██╔╝██║
│ ███████║ ██║ ██║ ██║██║ ██║ ██║ ╚██████╔╝██║ ╚═╝ ██║
│ ╚══════╝ ╚═╝ ╚═╝ ╚═╝╚═╝ ╚═╝ ╚═╝ ╚═════╝ ╚═╝ ╚═╝
│ ██████╗ ██████╗ ███████╗
│ ██╔═══██╗██╔══██╗██╔════╝
│ ██║ ██║██████╔╝███████╗
│ ██║ ██║██╔═══╝ ╚════██║
│ ╚██████╔╝██║ ███████║
│ ╚═════╝ ╚═╝ ╚══════╝
│ │
│ "Intelligent layers. Automated operations." │
│ │
└─────────────────────────────────────────────────────────────────┘
```
### Rationale
| Criterion | Evaluation |
|----------|------------|
| **Tech-feel** | "-Ops" suffix immediately tech-recognizable (GitOps, DevOps, MLOps, AIOps) |
| **Metaphor** | "Stratum" = layers. Each project is a layer of the stack |
| **Market fit** | Connects with Platform Engineering / DevOps market |
| **Scalability** | Allows adding more "layers" in the future |
| **Bilingual** | Works equally well in English and Spanish |
| **Availability** | stratumiops.dev / stratumiops.io likely available |
| **Differentiation** | No direct competitors with that name |
| **Memorable** | Easy to remember, not too long |
### Alternatives Considered
| Name | Concept | Reason for Rejection |
|--------|----------|-------------------|
| STRATUMIOPS (alone) | Geological layers | Lacks tech-feel, stratum.dev unavailable |
| NEXUS | Connection point | Overused in tech |
| Layerix | Layers + tech suffix | Invented, less recognizable |
| Forgelayer | Forge + layers | Longer, less memorable |
| DevSTRATUMIOPS | Dev + layers | Sounds generic |
---
## 2. Brand Architecture
### Product Hierarchy
```text
StratumIOps
"Intelligent layers.
Automated operations."
│
┌────────────────┼────────────────┐
│ │ │
▼ ▼ ▼
┌──────────┐ ┌──────────┐ ┌────────────┐
│StratumIOps│ │StratumIOps│ │ StratumIOps │
│ Core │ │ Pro │ │ Enterprise │
│ (OSS) │ │(License) │ │ (Support) │
└──────────┘ └──────────┘ └────────────┘
```
### Products Under the Umbrella
| Product | Origin | Public Name | Tagline |
|----------|--------|----------------|---------|
| Kogral | Knowledge Graph | StratumIOps/knowledge | "Capture and query team knowledge" |
| Vapora | Orchestration | StratumIOps/orchestrate | "Coordinate agents and workflows" |
| TypeDialog | Forms/Automation | StratumIOps/interact | "Universal forms and automation" |
| Provisioning | Infrastructure | StratumIOps/provision | "Infrastructure as typed code" |
### Visualization
```text
┌──────────────────────────────────────────────────────────────┐
│ StratumIOps/knowledge ←── Kogral │
│ "Capture and query team knowledge" │
├──────────────────────────────────────────────────────────────┤
│ StratumIOps/orchestrate ←── Vapora │
│ "Coordinate agents and development workflows" │
├──────────────────────────────────────────────────────────────┤
│ StratumIOps/interact ←── TypeDialog │
│ "Universal forms and automation" │
├──────────────────────────────────────────────────────────────┤
│ StratumIOps/provision ←── Provisioning │
│ "Infrastructure as typed code" │
└──────────────────────────────────────────────────────────────┘
```
---
## 3. Taglines
### Main Tagline
> **"Intelligent layers. Automated operations."**
### Context-Specific Variants
| Context | Tagline | Use |
|----------|---------|-----|
| **Main** | "Intelligent layers. Automated operations." | General branding |
| **Technical** | "Stack intelligence. Automate everything." | Developer marketing |
| **Flow** | "From knowledge to deployment. Automated." | Presentations |
| **Benefits** | "Build smarter. Deploy faster." | Marketing, ads |
| **Enterprise** | "The full-stack operations platform" | B2B sales |
| **Pain point** | "Development without friction" | Landing pages |
| **Kogral-centric** | "Where your team's knowledge becomes code" | Content marketing |
### Key Sales Message
> "StratumIOps is the only platform that unifies knowledge management, agent orchestration, universal forms, and infrastructure-as-code in a coherent Rust stack. No more 10 disconnected tools. No more lost knowledge. No more uncontrolled LLM costs. One ecosystem. Real integration."
---
## 4. Business Model
### 4.1 Open Core + Enterprise
#### FREE Tier (Open Source)
```text
┌─────────────────────────────────────────────────────────────────┐
│ StratumIOps FREE (OSS) │
├─────────────────────────────────────────────────────────────────┤
│ • Kogral core (knowledge graph, CLI, MCP) │
│ • Vapora community (agents, basic routing) │
│ • TypeDialog core (6 backends, forms) │
│ • Provisioning community (AWS, basic orchestration) │
│ • Single-tenant, self-hosted │
│ • Community support (GitHub Issues) │
└─────────────────────────────────────────────────────────────────┘
```
#### PRO Tier (License)
```text
┌─────────────────────────────────────────────────────────────────┐
│ StratumIOps PRO ($X/user/month) │
├─────────────────────────────────────────────────────────────────┤
│ Everything in Free + │
│ • Multi-tenant with SurrealDB scopes │
│ • Advanced budget enforcement (alerts, dashboards) │
│ • All cloud providers (GCP, Azure, Hetzner, UpCloud) │
│ • SSO (SAML, OIDC) │
│ • Priority support (48h SLA) │
│ • Automatic updates │
└─────────────────────────────────────────────────────────────────┘
```
#### ENTERPRISE Tier (Custom)
```text
┌─────────────────────────────────────────────────────────────────┐
│ StratumIOps ENTERPRISE (Custom pricing) │
├─────────────────────────────────────────────────────────────────┤
│ Everything in Pro + │
│ • Complete security layer (39K lines) │
│ • Audit logging (7 years, 5 export formats) │
│ • Advanced MFA (WebAuthn/FIDO2) │
│ • 5 KMS backends │
│ • Custom Cedar policies │
│ • Multi-party break-glass │
│ • Compliance packs (SOC2, HIPAA, GDPR) │
│ • Dedicated support (4h SLA) │
│ • Custom integrations │
│ • On-premise deployment assistance │
└─────────────────────────────────────────────────────────────────┘
```
### 4.2 Professional Services
#### Implementation
| Service | Duration | Reference Rate |
|----------|----------|-------------------|
| Initial assessment | 1-2 days | €2,000 - €4,000 |
| Basic implementation | 1 week | €8,000 - €15,000 |
| Enterprise implementation | 1 month | €30,000 - €60,000 |
| Migration from other tools | Variable | Custom |
#### Consulting
| Specialty | Rate/Day |
|--------------|------------|
| AI agent architecture | €1,500 |
| Knowledge management strategy | €1,500 |
| IaC modernization (Nickel) | €1,500 |
| Security audit | €2,000 |
#### Premium Support
| Modality | Monthly Rate |
|-----------|----------------|
| Dedicated engineer | €5,000 - €10,000 |
| 24/7 on-call support | €3,000 additional |
| Quarterly business reviews | Included in Enterprise |
### 4.3 Training and Certification
#### StratumIOps Academy - Courses
| Course | Format | Price |
|-------|---------|--------|
| StratumIOps Fundamentals | Online, self-paced | €500 |
| StratumIOps for DevOps | 2 days, in-person | €1,200 |
| AI Agent Development with Vapora | 3 days | €1,800 |
| Nickel IaC Masterclass | 2 days | €1,200 |
| Enterprise Security Workshop | 1 day | €800 |
#### Certifications
| Certification | Exam |
|---------------|--------|
| StratumIOps Certified Developer (SOCD) | €300 |
| StratumIOps Certified Architect (SOCA) | €500 |
| StratumIOps Certified Administrator (SOCAD) | €400 |
#### Corporate Training
| Modality | Price |
|-----------|--------|
| Team training (up to 10 people) | €8,000/day |
---
## 5. Reputation Strategy
### 5.1 Thought Leadership
| Channel | Content |
|-------|-----------|
| **Tech blog** (stratumiops.dev/blog) | Rust architecture deep dives, comparisons vs Terraform/LangChain, case studies |
| **YouTube** | Product demos, technical tutorials, conference talks |
| **Newsletter** | Release notes, industry insights, tips & tricks |
| **GitHub** | OSS contributions, example repos, community engagement |
### 5.2 Community Building
| Initiative | Purpose |
|------------|-----------|
| Discord/Slack community | Peer-to-peer support, feedback |
| GitHub Discussions | Technical Q&A, public RFCs |
| Virtual meetups (monthly) | Demos, AMA sessions |
| Conference presence | RustConf, KubeCon, local meetups |
| Open source contributions | Plugins, integrations, examples |
### 5.3 Technical Credibility
**Differentiators to communicate**:
| Metric | Message |
|---------|---------|
| 195K lines of Rust | Performance and type-safety |
| 4,310+ tests | Quality and reliability |
| 39K lines of security | Enterprise-ready |
| Zero unsafe code | Security by design |
| 100% documented APIs | Developer experience |
| Full stack Rust | Technological consistency |
---
## 6. Competitive Positioning
### Positioning Map
```text
ENTERPRISE FEATURES
▲
│
Terraform/Pulumi │ ┌───────────┐
● │ │StratumIOps │
│ │ (here) │
│ └───────────┘
│
───────────────────────┼───────────────────────▶
SINGLE TOOL │ INTEGRATED PLATFORM
│
LangChain ● │
│
Notion ● │ ● Obsidian
│
│
▼
BASIC FEATURES
```
### Positioning Statement
> "The only platform that integrates knowledge management, agent orchestration, forms automation, and IaC in a coherent Rust stack."
### Comparison with Alternatives
| Aspect | StratumIOps | Competition |
|---------|------------|-------------|
| **Stack** | End-to-end Rust | Python/JS/Go mix |
| **Config** | Nickel (typed) | YAML/JSON (runtime errors) |
| **Multi-tenant** | Native SurrealDB scopes | DIY isolation |
| **AI** | Native in all products | Retrofitted |
| **Self-hosted** | Complete | SaaS lock-in |
| **Agents** | Learning-based, budget control | Static chains |
---
## 7. Financial Projection
### Conservative Scenario
#### Year 1: Establishment
| Source | Calculation | Revenue |
|--------|---------|----------|
| Enterprise (5 customers) | 5 × €50K avg | €250,000 |
| Pro (50 customers) | 50 × €500/month × 12 | €300,000 |
| Consulting | 200 days × €1,500 | €300,000 |
| Training | 20 courses × €5K avg | €100,000 |
| **TOTAL YEAR 1** | | **€950,000** |
#### Year 2: Growth
| Source | Calculation | Revenue |
|--------|---------|----------|
| Enterprise (15 customers) | 15 × €50K avg | €750,000 |
| Pro (200 customers) | 200 × €500/month × 12 | €1,200,000 |
| Consulting | 300 days × €1,500 | €450,000 |
| Training + Certs | | €200,000 |
| **TOTAL YEAR 2** | | **€2,600,000** |
#### Year 3: Scale
| Source | Calculation | Revenue |
|--------|---------|----------|
| Enterprise (40 customers) | 40 × €50K avg | €2,000,000 |
| Pro (500 customers) | 500 × €500/month × 12 | €3,000,000 |
| Professional services | | €800,000 |
| Academy | | €400,000 |
| **TOTAL YEAR 3** | | **€6,200,000** |
### Projection Summary
```text
Year 1: €950K ████████░░░░░░░░░░░░░░░░░░░░░░
Year 2: €2.6M ██████████████████████░░░░░░░░
Year 3: €6.2M ██████████████████████████████████████████████████
```
---
## 8. Go-to-Market Plan
### Phase 1: Foundations (Months 1-3)
- [ ] Register stratumiops.dev / stratumiops.io domain
- [ ] Create landing page with waitlist
- [ ] Publish StratumIOps/knowledge (Kogral) as OSS
- [ ] Write 5 technical blog posts
- [ ] Create Discord channel
### Phase 2: Community (Months 4-6)
- [ ] Publish StratumIOps/orchestrate (Vapora) as OSS
- [ ] Launch newsletter
- [ ] Participate in 2 conferences
- [ ] Reach 500 GitHub stars
- [ ] First 10 active users
### Phase 3: Monetization (Months 7-12)
- [ ] Launch StratumIOps Pro
- [ ] Close 3 Enterprise pilot customers
- [ ] Launch StratumIOps Academy
- [ ] Reach €500K ARR
- [ ] Hire first Customer Success
---
## 9. Key Metrics (KPIs)
### Product
| Metric | Year 1 Target |
|---------|--------------|
| GitHub stars | 2,000 |
| Monthly active users (free) | 500 |
| Pro subscribers | 50 |
| Enterprise customers | 5 |
### Revenue
| Metric | Year 1 Target |
|---------|--------------|
| ARR | €950K |
| MRR growth | 15% month |
| Net Revenue Retention | 110% |
| CAC payback | < 12 months |
### Community
| Metric | Year 1 Target |
|---------|--------------|
| Discord members | 1,000 |
| Newsletter subscribers | 3,000 |
| Blog monthly visitors | 10,000 |
| Conference talks | 5 |
---
## 10. Risks and Mitigation
| Risk | Probability | Impact | Mitigation |
|--------|--------------|---------|------------|
| Better-funded competitor | High | High | Technical differentiation (Rust), OSS community |
| Slow Nickel adoption | Medium | Medium | Excellent documentation, migration paths |
| LLM provider dependency | High | Medium | Multi-provider support, local Ollama |
| Enterprise sales complexity | Medium | High | Initial mid-market focus, case studies |
---
## 11. Visual Identity (Proposal)
### Colors
| Color | Hex | Use |
|-------|-----|-----|
| **Primary** | `#6366F1` (Indigo) | Logo, CTAs, accents |
| **Secondary** | `#22D3EE` (Cyan) | Highlights, gradients |
| **Dark** | `#0F172A` (Slate 900) | Backgrounds, text |
| **Light** | `#F8FAFC` (Slate 50) | Light backgrounds |
### Logo Concept
```text
╔═══╗
║ S ║ ← Stacked layers (stratum)
╠═══╣
║ O ║ ← Ops = gear/automation
╚═══╝
```
### Typography
| Use | Font |
|-----|------|
| **Headings** | Inter (bold, clean, tech) |
| **Body** | Inter (regular) |
| **Code** | JetBrains Mono |
---
*Document generated: 2026-01-22*
*Updated: 2026-01-22 (STRATUMIOPS → StratumIOps)*
*Type: info (brand and business strategy)*
*Project: StratumIOps (portfolio name)*
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