PRD v1 (internal)

The Motherhood: Employee Generated Content (EGC) Platform

Version: 0.1 (Draft for internal review) Date: 2 June 2026 Prepared by: SingleBit Prepared for: The Motherhood Primary client contact: Deanna Tomaselli (EGC Lead)

Source of truth. This PRD is built primarily from Deanna's questionnaire responses (submitted 29 May 2026), which are the latest and most authoritative client input. Where those responses conflict with the earlier proposal or the project handoff, the questionnaire wins. Conflicts and the items still open are called out explicitly. Anything not yet decided is marked [YET TO BE DISCUSSED] and gathered in Section 13. Cost figures are left blank on purpose, since pricing has not been set; SingleBit owes those estimates before the PRD locks.

1. Purpose and Background

The Motherhood runs a structured Employee Generated Content training program that turns a client organization's own staff, volunteers, and members into authentic voices on LinkedIn. The program is delivered offline in three phases: Discovery, live Training, and Follow-up and Ongoing support.

This platform digitizes the last part of that engagement: the Follow-up and Ongoing phase, plus the SMM Strategy Session. Its single job is to keep employees posting and engaging after the trainers leave the room. It does this by giving each employee personalized monthly story prompts tied to their organization's brand and their own voice, plus light reminders to stay active. Employees write their own posts and publish them on their own LinkedIn profiles.

The platform never posts to an employee's personal account. The only place the platform publishes directly is the organization's official LinkedIn Page, and only when the SMM chooses to.

2. Source of Truth and Decision Hierarchy

When documents disagree, the order of authority is: questionnaire responses (29 May 2026), then the project handoff, then the proposal. The questionnaire revised three things the earlier documents treated as settled. Those revisions are now the requirement:

These three points shape the rest of this document.

3. Goals and Non-Goals

3.1 Goals

• Keep employees, volunteers, and members posting and engaging on LinkedIn month after month, once live training has ended.
• Give each employee confidence and reminders, not assignments. The tone is encouragement, not obligation (Q18).
• Make per-client configuration fast for The Motherhood and the SMM. The structure is constant across clients; only the inputs change.
• Help client organizations grow followers, reach, and views as employees tag and reference them (Q18).
• Give The Motherhood visibility across every client engagement, plus shareable monthly reports to show clients their progress.

3.2 Non-Goals (v1)

• AI does not write full posts. It generates ideas and prompts only.
• The platform does not auto-post to personal accounts. Employees copy and paste to LinkedIn themselves.
• There is no approval gate on employee posts.
• The platform is not calendar-centric. It delivers a flat monthly prompt list. A calendar is optional and pending a decision.
• No social channels beyond LinkedIn at launch.
• No native mobile app at launch.

4. Users and Roles

Three roles ship at launch. Deanna confirmed these are enough to start, while noting future clients may need more (Q25). The role model is built to extend, and the Enterprise tier supports custom roles.

• Super Admin (The Motherhood). Manages all client engagements, the template library, and cross-org analytics. Creates orgs and onboards SMMs.
• Org Admin (SMM, per client). Manages employees, owns the monthly plan and themes, builds and maintains the brand prompt library, posts on the company LinkedIn Page, and views org analytics.
• Employee (end user). Builds a personal voice profile, logs moments, receives monthly prompts, writes their own posts, enters their own metrics, and (optionally) tracks weekly activities.

Volunteer is handled as an Employee-type account at launch (same core experience, organization may scope what they see). It is listed as its own role for future flexibility.

4.1 Permissions (high level)

5. Core Principles

These are non-negotiable and apply across every feature.

1. AI accelerates configuration and prompting. Humans own decisions, voice, and posting.
2. AI generates ideas and prompts only. It never writes a complete post for anyone (Q1, Q18, Q23).
3. No auto-posting to personal accounts. Employees always copy and paste to their own LinkedIn. The single exception is the SMM publishing to the company Page through the workspace.
4. No approval gate in the employee flow. Employees post on their own. The SMM does not see drafts or moments (Q2, Q3).
5. Employee privacy and autonomy. Moments, drafts, and the voice profile are private to the employee. The SMM cannot view a voice profile or generate posts on an employee's behalf (Q3, Q10).
6. Authenticity bar everywhere. Every AI-surfaced prompt reflects the client's brand voice and avoids the overused-AI-phrase blacklist. The lens is "does it sound human, does it sound like the client."
7. The hand-written prompt library is never overwritten by AI. AI may suggest new prompts to add; it never rewrites or replaces existing ones (Q23).
8. Configured per client, not built per client. The frameworks are constant; the inputs vary. The platform's value is making that configuration easy.

6. Scope (v1)

6.1 In scope

• Multi-tenant, white-label web platform, branded to The Motherhood, working on desktop, tablet, and mobile browsers, with a PWA layer delivered in a later build stage.
• Three roles with role-based sign-in and access.
• Org and SMM onboarding by The Motherhood; email-based employee invitations.
• Per-org brand and content configuration (the frameworks in Section 7.2).
• Brand prompt library with SMM additions and AI-suggested additions.
• Employee voice profile, moment logging, monthly prompt delivery, personal idea bank.
• Optional weekly engagement tracker.
• SMM posting workspace for the company LinkedIn Page, with Page analytics, via a manually connected LinkedIn Developer App.
• Manual personal metrics entry and personal growth journal.
• SMM dashboard, Super Admin dashboard, and Employee dashboard.
• Shareable client-facing monthly reports for The Motherhood.
• Two commercial tiers: Subscription (turnkey) and Enterprise (on-prem, custom roles, regulated-industry friendly).

6.2 Out of scope or later

• AI writing full post drafts (removed by Q1).
• Auto-posting to personal accounts (never).
• Approval gates on employee posts (removed by Q2 and Q3).
• Social channels beyond LinkedIn (foundation prepared for two more, built later).
• Native mobile app (optional later phase).
• Calendar feature (pending, see 7.9 and Section 13).

7. Functional Requirements

7.1 Onboarding and Access

• The Motherhood creates each org and onboards the SMM.
• The SMM (or The Motherhood) invites employees by email; employees complete a short onboarding.
• Sign-in and role-based access for all three roles.
• Web-first, responsive across desktop, tablet, and mobile. The PWA layer (installable mobile experience) ships in a later build stage.

7.2 Brand and Content Configuration (per org)

The platform stores and manages each client's configured frameworks. These are the durable artifacts that drive every prompt:

• Brand voice pillars: five defined adjectives, each with on-brand and off-brand example posts for calibration.
• Content pillars: four buckets every post fits into, defined per client.
• LinkedIn headline formula: a per-client fill-in-the-blank formula with worked examples.
• 3-part post structure: Hook, two to three lines of substance, closing question or call to action.
• "10 Minutes a Week" engagement framework: like and react meaningfully, comment with value, reshare with context, tag meaningfully.
• Anchor and fill-in planning model: anchors are known events; fill-ins are pillar-driven.
• Per-platform tip sheet: must-haves, nice-to-haves, tone, target audience, and tactical tips.
• Social media policy and content guardrails.

Creation and approval workflow:

• The platform generates a first draft of the brand setup from the context The Motherhood provides (Q7).
• The Motherhood gets the first look and edits it (Q8).
• Once The Motherhood is satisfied, it hands off to the SMM to confirm the SMM is also comfortable with it (Q8).

Ownership of content buckets (Q9):

• Brand Collaterals and Asset Library are provided by the SMM or client. The Asset Library is expected to be light: logos, possibly fonts and colors.
• The Post-Training Kit is developed by The Motherhood.

7.3 Prompt Library

• The hand-written prompt library (around 25 prompts per client) is imported as-is and is never regenerated or overwritten by AI.
• The SMM can add new prompts over time, with no approval needed (Q21).
• AI can suggest new prompts and thought-starters for the library. It surfaces ideas only and never writes an entire post (Q23).
• [YET TO BE DISCUSSED] Whether the SMM can edit or override existing prompts (Q22). Deanna is leaning yes but wants to talk it through, given the brand-voice risk of letting SMMs change Motherhood-written prompts. SingleBit recommendation: let the SMM add freely and duplicate-then-edit a Motherhood prompt, so the original stays intact and the "never overwrite" principle holds. Pending confirmation.

7.4 Employee Voice Profile

• The employee creates a personal voice profile by either uploading a few of their past posts or writing a few paragraphs in their own style (Q11). Deanna confirmed she likes this approach.
• The voice profile is private. The SMM cannot view it or use it to generate posts on the employee's behalf (Q10).

7.5 Moment Logging

• Employees can log a moment with text, optional media, or both (Q12).
• Moments are private to the employee until the employee chooses to turn one into a post. The SMM does not see them (Q3).

7.6 Monthly Prompts (core employee flow)

• The SMM plans the month. Employees execute (Q4).
• Input is monthly to start, with the option to support continuous input later. If one model is needed at launch, it is monthly (Q5).
• The output the employee sees is a flat list of prompts they pull from when ready, not a calendar with assigned slots (Q6).
• Prompts are produced by a layered stack: The Motherhood's storytelling strategy, the client's brand context, the monthly theme, the employee's personal voice, and the employee's own idea. The output of this stack is a prompt or idea, never a finished draft.
• The employee writes their own post and copies it to LinkedIn manually.

7.7 Personal Idea Bank

• Employees can save ideas and thought-starters to a personal idea bank (Q13).
• This also supports the homework The Motherhood assigns between training sessions when a client runs more than one session.

7.8 Weekly Engagement Tracker (optional)

• The tracker is optional and can be turned on or off, since some people like checking things off and others do not (Q15). [YET TO BE DISCUSSED] cost implication of building it.
• When on, the employee chooses the three weekly activities they have bandwidth for that week (Q16). The Motherhood defines the available activity types.
• The activity types are the same for everyone, not personalized per employee (Q17).
• Activity types: like, comment, share, share with thoughts, post (text only), post with image, post with images, post with video, post with videos, longer-form article (Q16).
• The framing is reminders and encouragement, never assigned must-dos (Q18).

7.9 Calendar

• [YET TO BE DISCUSSED] (Q19, Q20). Deanna's view is that the monthly-prompt model removes the need for a calendar, and there may be no calendar at all. A calendar, if any, is the SMM's option to build. This should be confirmed before wireframing, since it reverses the calendar-centric shape of the earlier design.

7.10 SMM Posting Workspace and LinkedIn Page Integration

• The SMM can compose, schedule, and publish posts on the company's official LinkedIn Page.
• The Page is connected through a LinkedIn Developer App, set up manually during onboarding. The Developer App is provided by the SMM or the client's LinkedIn Page admin. SingleBit guides them through this setup.
• LinkedIn Page analytics are shown inside the SMM dashboard.
• This workspace is the only place the platform publishes on a client's behalf. It does not touch personal employee accounts.
• The foundation is built to support two additional social channels in later phases.

7.11 Metrics, Growth, and Reporting

• Employees enter their follower count and engagement numbers each month. Automatic tracking of personal accounts is not feasible due to LinkedIn personal-account API restrictions.
• Each employee has a personal growth journal showing monthly progress.
• The SMM dashboard shows employee participation, an org summary, Page analytics, posting consistency, and theme coverage.
• The Super Admin dashboard shows cross-org analytics.
• The Motherhood can generate shareable, client-facing monthly reports.
• Brand mention tracking (Q26): Deanna wants this to happen automatically, with the client or SMM receiving a monthly report. [YET TO BE DISCUSSED] feasibility. The same family of LinkedIn API limits that forces manual personal metrics may constrain automatic mention tracking. SingleBit to validate what is technically possible before committing.

7.12 Asset Library

• [YET TO BE DISCUSSED] (Q24). Deanna is leaning toward auto-delete but wants the budget implication first, and is questioning whether an asset library is needed at all, since logos and assets could live within the client's own domain rather than on the platform. Decision and cost estimate needed.

7.13 Transcripts and Recordings

• [YET TO BE DISCUSSED] (Q28). Today these are usually shared through an external Google Drive. Deanna is willing to host them on the platform with employee access only if there is no budget implication; otherwise they stay on Google Drive. Cost estimate needed.

7.14 Template Management (Super Admin)

• When cloning a template for a new client, the process is AI-assisted with the ability to manually override (Q27).
• The Super Admin maintains a template library reused across client engagements.

7.15 Notifications and Email

• A monthly brief delivers each employee's prompts, digitizing the existing "5 Content Ideas You Can Share This Month" email.
• Reminder notifications nudge activity. Framing is encouragement, not task assignment (Q18).

7.16 LinkedIn Profile Analyzer (planned, confirm scope)

• A planned feature from the handoff: an employee uploads a LinkedIn profile PDF, and AI scores it against the four critical profile elements (Headline, About, Profile Photo, Featured) and the client's headline formula.
• [YET TO BE DISCUSSED] Confirm whether this is in scope for v1 or a later phase. It was not part of the questionnaire.

7.17 Authenticity Self-Check (SingleBit proposal, confirm)

• This is a SingleBit recommendation, not a confirmed client requirement. Since AI no longer drafts posts, the "authenticity check on every draft" that earlier documents described needs a new home. The proposal is an optional self-check: the employee pastes their own written text, the platform checks it against the client's brand voice and the AI-phrase blacklist, and returns suggestions. It never auto-rewrites the post.
• [YET TO BE DISCUSSED] Confirm whether to build this.

8. Non-Functional Requirements

• Multi-tenant and white-label. All client orgs run on one platform, branded to The Motherhood.
• Web-first PWA. Responsive web at launch, PWA layer in a later build stage, native app only as an optional later phase.
• Two commercial tiers. Subscription (turnkey, hosted) and Enterprise (on-prem, custom roles, regulated-industry friendly). Both available at launch. The custom-roles capability in Enterprise covers Q25's note that future clients may need more roles.
• Security and storage. Secure storage for content, drafts, and metrics. Tenancy boundaries enforced so no org can see another's data.
• Compliance. The Motherhood defines data, privacy, and regional compliance requirements. SingleBit implements as instructed (per proposal T-08).
• Intellectual property. All IP created in the project belongs to The Motherhood (per proposal T-05).

9. Data Model (high level)

Core entities and their tenancy:

• Org (tenant boundary): brand config, prompt library, themes, asset settings.
• User / Role: Super Admin, SMM, Employee, Volunteer.
• Brand Config: voice pillars, content pillars, headline formula, 3-part structure, 10-minute framework, anchor and fill-in settings, per-platform tip sheet, social policy.
• Prompt Library: hand-written prompts (locked from AI overwrite), SMM-added prompts, AI-suggested prompts pending add.
• Monthly Plan / Theme: SMM-owned, monthly input, drives the flat prompt list.
• Voice Profile: private to the employee.
• Moment: text and optional media, private to the employee.
• Idea Bank: employee-saved ideas.
• Draft: employee-written post text (the platform does not generate this).
• Activity / Tracker entry: optional, employee-selected weekly activities.
• Metrics Entry: manual monthly follower and engagement numbers.
• Report: org and cross-org reports, client-facing exports.
• Template: Super Admin templates for cloning.
• Asset and Transcript: included only if the pending decisions in 7.12 and 7.13 land on hosting them.

10. Integrations and Dependencies

• LinkedIn Developer App and Page API: provided by the SMM or the client's Page admin, connected manually during onboarding, used for Page publishing and Page analytics.
• Email and notification pipeline: invitations, monthly briefs, reminders.
• Cloud infrastructure: client provides cloud or hosting account access at the relevant build stage.
• Inputs from The Motherhood and client: brand assets, on-brand post examples, existing social policy, and the hand-written prompt library.

11. Build Phases and Timeline

From the approved proposal. Total estimate 8 to 12 weeks. Timelines depend on timely inputs and approvals from The Motherhood.

12. Acceptance and Support

• Each milestone is reviewed and approved by The Motherhood team.
• A 6-month maintenance window is included after delivery, with optional 6-month retainers available.

13. Open Items: Yet to Be Discussed

Every item below needs a decision, a cost estimate, or a feasibility check from SingleBit before this PRD locks. Cost figures are intentionally blank here.

14. Appendix A: Per-Client Frameworks and Live Examples (reference)

The frameworks in 7.2 are configured per client. Two current examples show how different the output gets from the same structure, which is exactly why the configuration tooling matters.

Catalyst Connection (manufacturing-growth nonprofit, southwestern Pennsylvania, around 30 staff, SMM "Ali"):

• Voice pillars: Authentic, Strategic, Regionally Rooted, Pragmatic, Transformational.
• Content pillars: Event and Training Recaps; Workforce and Success Stories; Manufacturing Insight; Community and Partner Spotlights.
• Headline formula: what you do, who you help, at Catalyst Connection.
• Primary platform: LinkedIn. Anchor events include Catalyze 2026 and the company podcast, used as a content engine.

PA Women Work (women's career nonprofit across Pennsylvania, mixed staff, volunteers, and members):

• Tone: warm, professionally casual, conversational, encouraging.
• Platforms covered in guidelines: LinkedIn, Instagram, Facebook, X, TikTok, YouTube.
• Prompt bank: around 25 hand-written, mostly first-person and reflective, with volunteer-specific prompts.

These confirm the model: the platform should make configuring a new client fast and faithful, not generate the judgment from scratch.

End of v0.1 draft. Next step: resolve the items in Section 13 with Deanna, attach cost estimates, then move to UI and UX design.