positioning: swap tabletop pharma → tabletop products; design.md → google-labs alpha schema

POSITIONING.md

@@ -1,20 +1,21 @@
 # Shoploop — Positioning
 
-_Last updated: 2026-07-24 · Branch: jared/tabletop-pharma-pivot_
+_Last updated: 2026-07-25 · Branch: jared/tabletop-swap_
 
 ## One line
 
-**Full-funnel positionless AI marketing for tabletop pharma products — Ayurveda-first.**
+**Full-funnel positionless AI marketing for tabletop products on Shopify.**
 
-## What "tabletop pharma" means
+## What "tabletop" means
 
-Countertop/shelf-visible SKUs a consumer can grip, rotate, and inspect in 3D:
+Countertop/shelf-visible SKUs a consumer can grip, rotate, and inspect in 3D. Vertical-agnostic on the tin, vertical-sharp in outbound. First wedge is Ayurvedic + nutraceutical + OTC wellness because trilingual Devanagari is our unfair advantage there; the render pipeline and reverse-feedback loop are identical across every tabletop CPG category.
 
-- **Ayurvedic supplements** — Chyawanprash, ashwagandha, brahmi, triphala, tulsi, chyawanprash-adjacent jars/tubes
-- **Nutraceuticals** — vitamins, minerals, protein powders, adaptogens
-- **OTC wellness** — cough syrups, digestive aids, immunity boosters, topical balms
-- **Traditional systems** — Ayurveda, TCM, homeopathy, Unani
-- **Not**: injectables, medical devices, prescription-only, cold-chain biologics
+- **Wedge 1 — Ayurvedic supplements** — Chyawanprash, ashwagandha, brahmi, triphala, tulsi, jars/tubes
+- **Wedge 1 — Nutraceuticals** — vitamins, minerals, protein powders, adaptogens
+- **Wedge 1 — OTC wellness** — cough syrups, digestive aids, immunity boosters, topical balms
+- **Wedge 1 — Traditional systems** — Ayurveda, TCM, homeopathy, Unani
+- **Wedge 2+** — skincare, spirits, coffee, sauces, supplements, candles, condiments, home fragrance
+- **Never** — injectables, medical devices, prescription-only, cold-chain biologics
 
 ## What "positionless full-funnel" means
 
@@ -35,7 +36,7 @@ The customer connects their stack once. The agent then:
 ## Why Ayurveda first
 
 - **Molecular-native storytelling.** Every Ayurvedic herb has characterized active compounds with published PDB structures (curcumin 3IPU, withaferin A 4EY7, piperine 1WCQ, bacoside A, gymnema...). No competitor shows the actual molecule in the ad. Shoploop does. MolecularNodes → OpenUSD → Omniverse composited onto the product bottle. Category-defining visual.
-- **Trilingual native.** Indian pharma requires hi/en/mr day one. Every UI, every ad, every PDP, every trace page. Postiz LLM translation + our language-QA loop guarantees cultural correctness, not just literal translation.
+- **Trilingual native.** Indian Ayurvedic buyers require hi/en/mr day one. Every UI, every ad, every PDP, every trace page. Postiz LLM translation + our language-QA loop guarantees cultural correctness, not just literal translation. Same pipeline extends to any locale for wedge-2 categories.
 - **Regulatory forcing function.** AYUSH + FSSAI + upcoming EU DPP (Digital Product Passport 2027) all require provenance, batch traceability, and disclosure. Shoploop's supply-chain layer (Merkle-anchored via OpenTimestamps) becomes the default rails.
 - **Market gap.** $18B Indian Ayurveda market, growing 15% CAGR, near-zero 3D commerce adoption. Kapiva, Baidyanath, Himalaya, Dabur, Sandu — none ship 3D configurators or molecular ad creative today.
 - **Grip.tools serves LVMH.** No one serves this vertical. That's the wedge.
@@ -44,13 +45,13 @@ The customer connects their stack once. The agent then:
 
 | Alternative | What it does | Where it stops |
 |---|---|---|
-| **grip.tools** | 3D commerce for luxury (LVMH, L'Oréal) | $500k/yr enterprise, agency-installed, not self-serve, no pharma vertical, no molecular layer |
+| **grip.tools** | 3D commerce for luxury (LVMH, L'Oréal) | $500k/yr enterprise, agency-installed, not self-serve, no tabletop wedge for SMB Shopify, no molecular layer |
 | **Vagon.io / Innoactive** | Remote 3D streaming | Renders on their servers, no domain expertise, no ad-ops integration |
 | **Threekit / Emperia** | 3D product configurators | Configurator only, no ad-ops loop, no trilingual, no molecular |
 | **Postiz (upstream)** | Social scheduler | Scheduler only, no rendering, no PostHog feedback, no rendering pipeline |
 | **Uplane** | Automated ad buying | Ad-ops only, no creative rendering, no website updates |
 | **Optimove** | Post-acquisition CRM | Lifecycle only, no top-of-funnel creative |
-| **Shoploop** | The full loop, agent-run, AGPL-3.0, pharma-first, trilingual | — |
+| **Shoploop** | The full loop, agent-run, AGPL-3.0, tabletop-first, trilingual | — |
 
 ## Pricing
 
@@ -78,22 +79,22 @@ The composition IS the moat. The vertical IS the wedge. No competitor sits at th
 
 | Component | What it contributes | Who else has it in this stack |
 |---|---|---|
-| **Vagon.io-class remote 3D streaming** | Browser-native, no-install 3D interaction. Runs Blender/Omniverse in the cloud, streams frames | Vagon has streaming, no pharma vertical, no ad-ops. Fillable via Vagon SDK or self-host on AWS g5.xlarge spot pool |
+| **Vagon.io-class remote 3D streaming** | Browser-native, no-install 3D interaction. Runs Blender/Omniverse in the cloud, streams frames | Vagon has streaming, no tabletop wedge, no ad-ops. Fillable via Vagon SDK or self-host on AWS g5.xlarge spot pool |
 | **grip.tools-class 3D commerce** | Product configurator, PBR fidelity, embed-on-any-site | grip.tools closed, $500k/yr. We ship OSS embed under AGPL-3.0 |
 | **Postiz** | Multi-channel scheduling (Meta/Google/YouTube/LinkedIn), 14 langs already, AGPL fork-able | Buffer/Hootsuite closed; Mixpost no Indic. We fork + add hi/mr locales |
 | **PostHog** | Session recordings, funnel, feature flags, self-hostable | Google Analytics is drift-only; Mixpanel closed. PostHog is our truth layer |
 | **Google Ads feedback loop** | Real CVR data closes the mutation loop | Every ad-tech tool reads it; nobody feeds it back into 3D rendering. We do |
 | **NVIDIA Omniverse + Kit + usd-content-agents** | USD composition, Material/Physics/Validation Agents, Kit apps | Enterprise-only awareness. We wrap it in a $299/mo product |
-| **Blender + PBR materials + MolecularNodes** | Open-source render farm, material accuracy, molecular hero renders | Standard 3D tool. Nobody in pharma uses it for ads |
-| **hi/en/mr Devanagari day-one** | Regulatory + market fit for Indian pharma | International tools translate literally; none ship cultural QA. Loop 7 does |
-| **Ayurvedic tabletop vertical** | Molecular storytelling + AYUSH-compatible + EU DPP-ready | No 3D commerce platform is pharma-vertical. We are |
+| **Blender + PBR materials + MolecularNodes** | Open-source render farm, material accuracy, molecular hero renders | Standard 3D tool. Nobody in tabletop CPG uses it for ads |
+| **hi/en/mr Devanagari day-one** | Regulatory + market fit for the Indian Ayurvedic wedge | International tools translate literally; none ship cultural QA. Loop 7 does |
+| **Ayurvedic tabletop wedge** | Molecular storytelling + AYUSH-compatible + EU DPP-ready | No 3D commerce platform ships this wedge. We do |
 
 **No competitor assembles even 3 of these 9. We assemble all 9 for one vertical.**
 
 ## Three moats (supporting the composition)
 
 ### 1. Regulatory + Molecular Provenance
-Every rendered ad, configurator asset, and SKU is provenance-signed to a PDB ID, a batch ID, a farm GPS coordinate, an HPLC lab report URI, and an OpenTimestamps hash on Bitcoin. No pharma competitor ships this. When EU DPP hits 2027, we're the default rails.
+Every rendered ad, configurator asset, and SKU is provenance-signed to a PDB ID, a batch ID, a farm GPS coordinate, an HPLC lab report URI, and an OpenTimestamps hash on Bitcoin. No tabletop CPG competitor ships this. When EU DPP hits 2027, we're the default rails.
 
 ### 2. Bidirectional 3D authoring
 Every competitor authors on desktop and consumes on mobile. Shoploop authors on mobile and desktop, consumes on mobile and desktop. Native iOS/Android app with ARKit/ARCore + MediaPipe finger tracking captures the harvest on-site, publishes to trace page in minutes.
@@ -103,7 +104,7 @@ The 10 loops running on the customer's own data via Nango. We don't sell softwar
 
 ## Design partner boundary
 
-An Ayurvedic pharma operator (introduced through personal relationship, floated $10k/$20k/$100k investment) is currently evaluating Shoploop. **Their brand name never appears in code, docs, reference sites, or any customer-facing surface.** The brand-neutral Ayurveda demo (ashwagandha.shoploop.studio) is Shoploop's own reference implementation, built on generic molecules and a fictional SKU. This boundary is enforced by system prompt.
+An Ayurvedic operator (introduced through personal relationship, floated $10k/$20k/$100k investment) is currently evaluating Shoploop. **Their brand name never appears in code, docs, reference sites, or any customer-facing surface.** The brand-neutral Ayurveda demo (ashwagandha.shoploop.studio) is Shoploop's own reference implementation, built on generic molecules and a fictional SKU. This boundary is enforced by system prompt.
 
 ## Anti-scope-drift rule
 

README.md

@@ -1,8 +1,12 @@
 # Shoploop
 
-**Full-funnel positionless AI marketing for tabletop pharma products — Ayurveda-first.**
+**Full-funnel positionless AI marketing for tabletop products on Shopify.**
 
-grip.tools serves LVMH at $500k/yr. Shoploop serves Ayurvedic + nutraceutical + OTC wellness brands at **$0 OSS** / **$0 trial** / **$299/mo managed**. Self-hostable. AGPL-3.0.
+Any SKU a customer can grip, rotate, and inspect in 3D — bottles, jars, tubes, tins, boxes, sachets. grip.tools serves LVMH at $500k/yr. Shoploop serves every Shopify tabletop brand at **$0 OSS** / **$0 trial** / **$299/mo managed**. Self-hostable. AGPL-3.0.
+
+## What tabletop means
+
+Countertop / shelf-visible SKUs. **Not** injectables, devices, or Rx-only. First vertical wedge: **Ayurvedic + nutraceutical + OTC wellness** — that's where trilingual Devanagari support is our unfair advantage. Wedge two and beyond: skincare, spirits, coffee, sauces, supplements, candles.
 
 ## The Product = The Reverse-Feedback Content Loop
 
@@ -24,7 +28,7 @@ Product is the loop. Reference sites are the first customers.
 | URL | What | Who |
 |---|---|---|
 | `shoploop.studio` | OSS marketing + live embed generator | Future customers, contributors |
-| `ashwagandha.shoploop.studio` | Brand-neutral Ayurveda 3D shopping experience | Pattern-match for pharma commerce |
+| `ashwagandha.shoploop.studio` | Brand-neutral Ayurveda 3D shopping experience | Pattern-match for tabletop commerce |
 | `studio.shoploop.studio` | Advertiser Studio (Polotno + R3F + molecule library + Omniverse Kit + Postiz + Nango) | Marketing teams |
 
 All three trilingual day-one: **Hindi · English · Marathi.** Devanagari for hi/mr, Noto Serif Devanagari + IBM Plex Serif.
@@ -47,7 +51,7 @@ See [`LOOP_SPEC.md`](./LOOP_SPEC.md). Each loop is defined against the 9-primiti
 
 See [`POSITIONING.md`](./POSITIONING.md) for the full deck.
 
-**One line:** Shoploop is grip.tools, democratized — for pharma.
+**One line:** Shoploop is grip.tools, democratized — for every Shopify tabletop brand.
 
 ## License
 
@@ -74,7 +78,7 @@ Open a PR or a discussion.
 
 ## Design partner
 
-An Ayurvedic pharma operator is currently evaluating Shoploop as a design partner. Their brand never appears in this repo or any customer-facing surface. The Ayurveda reference site (`ashwagandha.shoploop.studio`) is Shoploop's own generic implementation.
+An Ayurvedic operator is currently evaluating Shoploop as a design partner. Their brand never appears in this repo or any customer-facing surface. The Ayurveda reference site (`ashwagandha.shoploop.studio`) is Shoploop's own generic implementation.
 
 ## Motto
 

apps/shoploop-studio-site/README.md

@@ -4,7 +4,7 @@ The OSS marketing site — first of three reference sites (see `POSITIONING.md`
 
 ## Positioning
 
-**Full-funnel positionless AI marketing for tabletop pharma products — Ayurveda-first.**
+**Full-funnel positionless AI marketing for tabletop products on Shopify.** Any SKU a customer can grip, rotate, and inspect in 3D. First vertical wedge: Ayurvedic + nutraceutical + OTC wellness.
 
 The moat (verbatim, matches POSITIONING.md):
 

apps/shoploop-studio-site/app/layout.tsx

@@ -3,14 +3,14 @@ import './globals.css';
 
 
 export const metadata: Metadata = {
-  title: 'Shoploop — Full-funnel positionless AI marketing for tabletop pharma',
+  title: 'Shoploop — Full-funnel positionless AI marketing for tabletop products on Shopify',
   description:
-    'Full-funnel positionless AI marketing for tabletop pharma products — Ayurveda-first. $0 OSS forever, $0 trial 30 days, $299/mo managed. AGPL-3.0.',
+    'Full-funnel positionless AI marketing for tabletop products on Shopify — any SKU a customer can grip, rotate, and inspect. $0 OSS forever, $0 trial 30 days, $299/mo managed. AGPL-3.0.',
   metadataBase: new URL('https://shoploop.studio'),
   openGraph: {
     title: 'Shoploop',
     description:
-      'Full-funnel positionless AI marketing for tabletop pharma products — Ayurveda-first.',
+      'Full-funnel positionless AI marketing for tabletop products on Shopify. Any SKU a customer can grip, rotate, and inspect in 3D.',
     type: 'website',
   },
 };
@@ -21,9 +21,9 @@ const jsonLd = {
     {
       '@type': 'WebPage',
       '@id': 'https://shoploop.studio/#webpage',
-      name: 'Shoploop — Full-funnel positionless AI marketing for tabletop pharma',
+      name: 'Shoploop — Full-funnel positionless AI marketing for tabletop products on Shopify',
       description:
-        'Full-funnel positionless AI marketing for tabletop pharma products — Ayurveda-first.',
+        'Full-funnel positionless AI marketing for tabletop products on Shopify. Any SKU a customer can grip, rotate, and inspect in 3D.',
       inLanguage: ['en', 'hi', 'mr'],
       mainEntity: { '@id': 'https://shoploop.studio/#product' },
       potentialAction: [
@@ -44,7 +44,7 @@ const jsonLd = {
       '@id': 'https://shoploop.studio/#product',
       name: 'Shoploop',
       description:
-        'Positionless AI marketing loop for tabletop pharma: connect, read, mutate, render, publish, update, measure, compound.',
+        'Positionless AI marketing loop for tabletop products: connect, read, mutate, render, publish, update, measure, compound.',
       brand: { '@type': 'Brand', name: 'Shoploop' },
       license: 'https://www.gnu.org/licenses/agpl-3.0.html',
       offers: [

apps/shoploop-studio-site/components/lang.tsx

@@ -6,17 +6,17 @@ export type Lang = 'hi' | 'en' | 'mr';
 
 export const COPY: Record<Lang, { h1: string; cta: string; font: string }> = {
   en: {
-    h1: 'Full-funnel positionless AI marketing for tabletop pharma.',
+    h1: 'Full-funnel positionless AI marketing for tabletop products.',
     cta: 'Preview',
     font: 'font-display',
   },
   hi: {
-    h1: 'टेबलटॉप फार्मा के लिए पूर्ण-फ़नल पोज़िशनलेस AI मार्केटिंग।',
+    h1: 'टेबलटॉप उत्पादों के लिए पूर्ण-फ़नल पोज़िशनलेस AI मार्केटिंग।',
     cta: 'पूर्वावलोकन',
     font: 'font-deva',
   },
   mr: {
-    h1: 'टेबलटॉप फार्मासाठी संपूर्ण-फनेल पोझिशनलेस AI मार्केटिंग।',
+    h1: 'टेबलटॉप उत्पादनांसाठी संपूर्ण-फनेल पोझिशनलेस AI मार्केटिंग।',
     cta: 'पूर्वावलोकन',
     font: 'font-deva',
   },

apps/shoploop-studio-site/public/.well-known/a2ui.json

@@ -2,7 +2,7 @@
   "$schema": "https://a2ui.dev/schema/manifest.json",
   "version": "0.1",
   "name": "Shoploop",
-  "description": "Full-funnel positionless AI marketing for tabletop pharma products — Ayurveda-first.",
+  "description": "Full-funnel positionless AI marketing for tabletop products on Shopify. Any SKU a customer can grip, rotate, and inspect in 3D.",
   "url": "https://shoploop.studio/",
   "license": "AGPL-3.0",
   "languages": ["hi", "en", "mr"],

apps/shoploop-studio-site/public/llms.txt

@@ -1,16 +1,24 @@
 # Shoploop
 
-> Full-funnel positionless AI marketing for tabletop pharma products — Ayurveda-first.
+> Full-funnel positionless AI marketing for tabletop products on Shopify — any SKU a customer can grip, rotate, and inspect in 3D.
 
-Shoploop is grip.tools, democratized — for pharma. Grip serves LVMH-tier brands at
-enterprise prices. Shoploop serves Ayurvedic, nutraceutical, and OTC wellness brands
-at $0 OSS forever, $0 trial for 30 days, or $299/mo managed.
+Shoploop is grip.tools, democratized — for every Shopify brand. Grip serves LVMH-tier
+brands at enterprise prices. Shoploop serves tabletop CPG — Ayurvedic, nutraceutical,
+OTC wellness, skincare, spirits, coffee, sauces, supplements, candles — at $0 OSS
+forever, $0 trial for 30 days, or $299/mo managed.
+
+## What tabletop means
+
+Countertop/shelf-visible SKUs a consumer can grip, rotate, and inspect: bottles,
+jars, tubes, tins, boxes, sachets. Not injectables. Not devices. Not Rx-only. First
+vertical wedge: Ayurvedic + nutraceutical + OTC wellness — because trilingual
+Devanagari support is our unfair advantage there.
 
 ## The moat
 
 Vagon.io + grip.tools + Postiz + PostHog + Google Ads feedback + NVIDIA Omniverse +
-Blender with materials — Hindi/Marathi/English support — targeting Ayurvedic tabletop
-category.
+Blender with materials — Hindi/Marathi/English support day one — brand-neutral
+reference implementation live at ashwagandha.shoploop.studio.
 
 ## The loop (the product)