vertical-creator

# Vertical: marketing & creator — undercut the take-rate, own the white space Creators monetize an audience across channels they don't control. Their economics are dominated by **take-rate** (the platform's cut) and by **brand sponsorships** that most creators still manage in spreadsheets. Two of the four products here (scheduling, analytics) sit in **red oceans** owned by entrenched incumbents; one (**sponsorship-crm**) sits in genuine **white space**. Spec against that asymmetry — don't lead with the commodity. ## 1. Domain vocabulary - **CPM (cost per mille)** — ad/sponsor price per 1,000 impressions. The supply side. - **RPM (revenue per mille)** — revenue the creator actually earns per 1,000 views/opens, net of platform cut. RPM < CPM; the gap is fees and unfilled inventory. - **Sponsorship / brand deal** — a brand pays a creator to promote a product. The unit of white-space revenue here. - **Fee model** — how a deal pays: **flat fee** (fixed $ per deliverable), **affiliate** (% of referred sales), or **CPA** (cost-per-action — $ per signup/install). A single deal can mix them (flat + affiliate). - **Deliverables** — the concrete asset(s) owed: posts, stories, dedicated email, video **integration** (a segment inside a longer video), etc. Each has a channel and a due date. - **Usage rights** — whether/how long the brand may reuse the creator's content (e.g. "whitelisting" to run as paid ads). Priced separately; easy to give away by accident. - **Media kit**...