---
spec_version: 0.1.0
document_type: brand-brief
operator_id: tom-pinder
brand_id: prapi
brand_version: 1.1.0
parent_operator_id: tom-pinder
last_updated: 2026-05-01T00:00:00.000Z
---

## Identity [public]

- name: PRAPI
- legal_entity: StartVest LLC
- website: https://prapi.dev
- description: PR substrate for multi-brand operators
- launched: 2026-Q2 (AppSumo)

## Voice Rules [public]

### Banned phrases
- empower / empowering
- leverage (as a verb)
- synergy
- dive in / dive deeper / let's dive
- let's unpack / unpack / unpack this
- at the end of the day
- circle back
- touch base
- compare notes
- move the needle
- moving forward
- genuinely
- straightforward
- holistic
- robust
- streamline / streamlined
- world-class
- best-in-class
- game-changer / game-changing
- thought leader / thought leadership
- transform / transformation (allowed only when describing a specific concrete change)
- in today's [X] landscape
- the future of [X]
- it's worth noting
- we believe / we think / it's our view that
- modernize / unlock / accelerate (as content-free improvement verbs)
- reportedly / according to public reports / as widely covered / thought to be / appears to indicate
- "AI tool" (PRAPI is a substrate, not a tool)
- "platform" (overused; use "system," "tool," or specific descriptor)
- "PR software" (commoditized framing; lead with the brief.md substrate)
- "press release distribution" (PRAPI does not distribute releases)

### Banned characters
- — (em dash)
- ! (exclamation point)
- emojis (any)

### Tone rules
- sentence_length_max: 25
- paragraph_count_max: 5
- direct_voice: true
- exclamation_max_per_message: 0
- humor: dry, sparing
- corporate_jargon: never
- hedging: never (state the claim, flag with `[NEEDS VERIFICATION]`, or omit)
- specificity: numbers, names, dates, case captions, dollar amounts earn the read
- subhead_threshold_words: 400 (a piece shorter than this does not get subheads)
- headline_case: sentence (not title)

### Required elements
- pitch: outlet_specific_hook, sender_credentials, brief_md_attribution
- cold_email: personalization, clear_cta
- linkedin_message: personalization, no_pitch_in_first_message
- citation: every factual claim has a verifiable source or a `[NEEDS VERIFICATION]` flag
- cta: singular, concrete, low-friction (e.g., "Book the audit, " not "Take the next step")

### Channel limits
- linkedin_connect_note: 200
- linkedin_message: 1000
- linkedin_personal_post: 1300
- cold_email_subject: 50
- cold_email_body: 800
- pitch: 1500
- twitter_post: 280
- blog_subhead_min_section_words: 200

## Brand Context [public]

Narrative description of what the brand does, who it's for, and why it exists.

PRAPI is the multi-brand operator's PR substrate. It surfaces journalist queries, drafts pitches in the operator's voice, and ships submission packages with diligence built in. Built for solo founders running 2–5 brands, fractional CMOs, and indie agencies.

The product runs on brief.md, an open spec for portable brand context. Voice fidelity is enforced at the draft layer. Outlet diligence flags pay-for-play and sponsored-content farms before pitches go out. Multi-brand routing scores incoming queries across all brands and routes to the highest-fit brand automatically.

Differentiated against PressPulse, Featured, and Qwoted by quality-over-volume positioning, multi-brand at non-agency pricing, and the open protocol foundation.

## Positioning [public]

- category: PR substrate for multi-brand operators
- primary_persona: solo founder running 2–5 brands
- secondary_personas: fractional CMO, indie agency, B2B SaaS founder
- not_for: enterprise PR teams, single-brand operators content with manual HARO
- category_creating: false (PRAPI competes inside the existing PR-tooling category but reframes the buyer as multi-brand-native)

## Public Links [public]

- linkedin: https://linkedin.com/in/tjpinder
- github: https://github.com/tjpinder
- website: https://startvest.ai
- twitter: (TODO: confirm handle before publishing)

## Credentials [public]

- USMC veteran (0311 Infantry / RTO)
- Prior Secret clearance, eligible for reinstatement
- 4+ years systems engineering at MillerKnoll
- Founder of multiple brands across SaaS and govcon (PRAPI, FieldLedger, Hireposture, AdaCompliance, IdeaLift, ClarityLift, StartVest govcon)
- Author of the brief.md spec for portable brand context