Growth pipeline · live
The Iris growth pipeline
Iris is a solo app competing against period trackers with marketing teams. So its marketing is also software: a pipeline that designs, checks, and publishes the app's content every day without me.
- Publishes
- Instagram Reels, Stories, and carousels, Pinterest pins, on daily slots
- Creates
- Infographic posters on women's-health topics, generated by an image model that owns all the typography
- Gate
- Every poster passes a written creative contract before it can ship
- ASO
- App Store screenshots and metadata localized to eleven languages, produced by a second pipeline
The creative contract
The interesting part is not generating images; it is refusing bad ones. Every poster is checked against a written contract: at most 95 words, four to six information modules, all content inside mobile-safe geometry, reviewed at phone size before approval. A diversity ledger tracks topic, layout family, palette, and cast across everything published, so no two posts repeat a look. Posters that pass wait in a reviewed queue; publishing itself is unattended.
Distribution
Approved posters ship as seven-second static Reels (audio picked at publish time), the first slide goes out as a Story with App Store stickers, and the same artwork is repackaged as Pinterest pins on a women's-health board. Receipt ledgers make every step idempotent: a crashed run resumes, and nothing posts twice.
Why it matters
One person ships the whole stack: the product, the infrastructure, and the distribution. The machinery is shared with The Footnote, which runs the same multi-tenant pipeline at 500K monthly views.