Capability template for marketing and content
Store facts file
The person who runs an online store builds the one file every other store capability reads first: what the store sells, the facts each product page should state, the statements it stands behind, buyers' questions, policies, roles and access. Nothing on the store is changed.
The outcome
Your store gets one source of truth that every piece of AI-assisted work starts from. Product lines in your own words. The facts a careful buyer checks before buying, and how your pages word them. The exact statements you stand behind, and the ones you never make. Your buyers' real questions, the way they really type them. The policy pages, the apps, who approves what, and how later work gets at your data.
Each line says whose word it is: something you said, something read from your own files and confirmed, a default you accepted, or an item left open, which the setup report lists with who checks it and where. So every capability that follows, from a product-page review to a reply to a customer, works from your facts instead of guessing, and stops to ask when a line it needs is still open.
The assistant proposes and you decide. Only the statements you clear go into the file; the assistant's own wording is never recorded as yours, and nothing on the store is touched.
Who starts the work, and when
The owner or the operator, whoever runs the store day to day, starts it once before any other store capability, with the owner taking part for the products, the buyers and the statements. It takes one conversation; the file is ready at the end of it, with any open items listed.
It runs again whenever something changes: a new product line, a new policy page, a different reviews app, a role that moves to someone else. A revision touches only the lines that change. The owner approves the file before anything else reads it.
What they supply
- You, in the conversation. The file holds what you say; nothing is drafted in your name.
- Your store basics, read from your admin with the date: name, web address, platform and plan, currency, where you sell and ship.
- A product list export, if you have one. It suggests your product lines; the column names are checked first, and you are asked if they differ.
- Text from a few product pages, if you want the statements on them walked one by one.
- The links from your storefront footer: policy pages, FAQ pages, the contact address.
- Your existing file, when it is a revision.
What comes out
Two things, in a fixed order:
- The store facts file, eleven numbered sections: the store, what it sells, statements and words, buyers and their questions, apps and tools, pages and policies, people and roles, access, numbers and rhythms, AI shopping channels, and a dated decisions log. Every line marked.
- A setup report: whether the file is ready, the decisions made today, every open item with what to check, where and who checks it, how the product-page statements were settled, the results of the file's own checks, and exactly which inputs were used and which were missing.
Good looks like this: you can read any line aloud and say "yes, that is us", and the next capability never has to ask what you sell.
An invented example
Illustrative example with invented data. The store, its products, its web address, its apps and its people below are all invented. Larkfield Loose Leaf is an invented small online tea shop: an owner who blends and packs the tea and also runs the store day to day, a part-time helper who answers email, and a bookkeeper. First come the inputs, in full, then the file and the report the capability returned.
The inputs
1. Store basics (typed by the owner from the store's admin, 2 November 2026)
Store name: Larkfield Loose Leaf
Web address: https://www.larkfield-loose-leaf.example
Platform and plan: Shopify, Basic plan
Currency: USD
Sells to and ships to: United States only
2. Product list export (exported 2 November 2026)
Handle,Title,Type,Tags,Product Category,Status
morning-assam,Morning Assam,Black tea,"black tea, breakfast","Food, Beverages & Tobacco > Beverages > Tea & Infusions",active
smoky-lapsang,Smoky Lapsang,Black tea,"black tea, smoked","Food, Beverages & Tobacco > Beverages > Tea & Infusions",active
spring-sencha,Spring Sencha,Green tea,green tea,"Food, Beverages & Tobacco > Beverages > Tea & Infusions",active
chamomile-meadow,Chamomile Meadow,Herbal tea,"herbal, caffeine-free","Food, Beverages & Tobacco > Beverages > Tea & Infusions",active
cast-iron-teapot,Cast Iron Teapot 0.8 L,Teaware,teapot,,active
winter-spice-sampler,Winter Spice Sampler,Herbal tea,"herbal, gift",,draft
3. Text from three product pages (copied by the owner, 2 November 2026)
https://www.larkfield-loose-leaf.example/products/morning-assam
A brisk, malty breakfast tea from a single estate in Assam, India. The best
breakfast tea you will ever taste. Packed in a resealable, home-compostable
pouch. 100 g, about 40 cups.
https://www.larkfield-loose-leaf.example/products/chamomile-meadow
Whole chamomile flowers, naturally caffeine free. Helps you sleep better.
50 g, about 25 cups.
https://www.larkfield-loose-leaf.example/products/cast-iron-teapot
Cast iron with an enamel lining. Stainless steel infuser included. Holds 0.8 L.
4. Links from the storefront footer (copied by the owner, 2 November 2026)
Shipping: https://www.larkfield-loose-leaf.example/policies/shipping-policy
Returns and refunds: https://www.larkfield-loose-leaf.example/policies/refund-policy
Privacy: https://www.larkfield-loose-leaf.example/policies/privacy-policy
Contact: hello@larkfield-loose-leaf.example
5. What the owner said (the conversation, 9 November 2026, in the order it ran)
What we sell
- Business in one line: "We blend and pack loose-leaf tea in small batches,
and sell the teapots to brew it in."
- Lines: keep two. "Tea" for all the black, green and herbal teas in
pouches, for people who brew loose-leaf tea at home; the category in the
export is right. "Teaware" for the cast iron teapots, same people; I don't
know its category, I'll copy it from the teapot in the admin later.
- Search words: loose leaf tea; breakfast tea; caffeine free herbal tea;
cast iron teapot.
- What a careful buyer checks: caffeine, the pages say "caffeine free" or
"caffeine-free", I know it; pouch weight in grams, "g", from the label;
cups per pouch, "cups", I work it out; brewing temperature and time, the
pages say "steep", "boiling", "just-boiled", I set it; ingredients, from
the label; origin, the pages say "estate" and "grown in", from the
supplier sheet; teapot capacity in liters, "L", from the spec sheet.
Buyers
- Who buys: "People who brew tea at home, mostly in the US, and gift buyers
in November and December."
- Their questions, as they ask them:
how much caffeine is in the assam?
how many cups do i get out of one bag
Can I steep the leaves twice?
is the teapot ok on the stove?
Do I need a strainer?
whats the difference between the assam and the lapsang
- Assistant prompts, two of them:
"How much caffeine is in Assam black tea compared with a cup of coffee?"
"Can a cast iron teapot with an enamel lining go on a stovetop?"
- Where they hear about us: Instagram; the Saturday farmers market stall;
search.
Statements, one by one
- "A brisk, malty breakfast tea from a single estate in Assam, India." Clear.
- "The best breakfast tea you will ever taste." Drop. Never say "best ever".
- "Packed in a resealable, home-compostable pouch." Reword to "Packed in a
resealable pouch." The supplier hasn't confirmed compostable in writing.
- "100 g, about 40 cups." Clear.
- "Whole chamomile flowers, naturally caffeine free." Clear.
- "Helps you sleep better." Drop. We never claim sleep or health benefits;
we can't back them up.
- "50 g, about 25 cups." Clear.
- "Cast iron with an enamel lining." Clear.
- "Stainless steel infuser included." Clear.
- "Holds 0.8 L." Clear.
- Words we avoid: "best ever"; "detox".
- Competitor comparisons: no, keep the default. Who clears: me, the owner.
The store, apps, pages, access
- Basics and footer links: all correct. Also sold: two cafés in town buy
wholesale, no website.
- Reviews app: Starling Reviews. No idea whether the stars reach the product
data; I'll check its settings.
- Email: Postbox Mail, newsletter only. No SMS.
- No other apps that change the store or the products.
- Analytics: the platform's built-in reports.
- AI tool: I use ChatGPT. It is not connected to the store.
- Terms page: we don't have one. No FAQ page.
- The helper (support) reads the contact email; we reply within two
business days.
- Popups: a newsletter sign-up popup on the first visit, on every page.
- Access: exports and the public pages. No connection. I can export
products and orders, monthly.
Roles
- I approve product data changes. I also act as operator, so I publish
files onto the site.
Numbers
- All defaults fine except low stock: 10 units per variant, not 5.
AI shopping channels
- Haven't looked at any of these in the admin yet. I'll do it as owner.
The output
STORE FACTS FILE: Larkfield Loose Leaf
Last changed 9 November 2026. Every store capability reads this file first.
Marks: [owner] the person said it; [read] read from a supplied file and confirmed;
[default] a default the person accepted; [open] decide later, listed in the report.
A blank value means not yet asked. Headings and field wording never change.
## 1. The store
- Store name: Larkfield Loose Leaf [read]
- Web address: https://www.larkfield-loose-leaf.example [read]
- Platform and plan, as the admin shows them, with the date: Shopify, Basic plan, 2 November 2026 [read]
- Store currency: USD [read]
- Countries sold to and shipped to: United States only [read]
- Other places the products are sold, one per indented line:
- two cafés in town, wholesale, no address [owner]
## 2. What it sells
- The business in one line, in the person's own words: We blend and pack loose-leaf tea in small batches, and sell the teapots to brew it in. [owner]
- Product lines, one per indented line:
- Tea: black, green and herbal teas in pouches, for people who brew loose-leaf tea at home; category Food, Beverages & Tobacco > Beverages > Tea & Infusions [owner]
- Teaware: cast iron teapots, for the same people; category not set [open]
- Search words, one per indented line:
- loose leaf tea [owner]
- breakfast tea [owner]
- caffeine free herbal tea [owner]
- cast iron teapot [owner]
- Fact slots, one per indented line:
- caffeine (caffeine free, caffeine-free), from the person [owner]
- pouch weight in grams (g), from the label [owner]
- cups per pouch (cups), from the person [owner]
- brewing temperature and time (steep, boiling, just-boiled), from the person [owner]
- ingredients, from the label [owner]
- origin (estate, grown in), from the supplier sheet [owner]
- teapot capacity in liters (L), from the specification sheet [owner]
## 3. Statements and words
- Cleared statements, verbatim, with the product or line; anything else is asked:
- Morning Assam: "A brisk, malty breakfast tea from a single estate in Assam, India." [owner]
- Morning Assam: "Packed in a resealable pouch." [owner]
- Morning Assam: "100 g, about 40 cups." [owner]
- Chamomile Meadow: "Whole chamomile flowers, naturally caffeine free." [owner]
- Chamomile Meadow: "50 g, about 25 cups." [owner]
- Cast Iron Teapot 0.8 L: "Cast iron with an enamel lining." [owner]
- Cast Iron Teapot 0.8 L: "Stainless steel infuser included." [owner]
- Cast Iron Teapot 0.8 L: "Holds 0.8 L." [owner]
- Statements the store never makes, with the reason:
- any sleep or health benefit; the store cannot back such claims up [owner]
- Words and topics the brand avoids:
- "best ever" [owner]
- "detox" [owner]
- Comparisons with named competitors allowed [default no]: no [default]
- Who clears a new statement (role) [default owner]: owner [default]
## 4. Buyers and their questions
- Who buys, in plain words: People who brew tea at home, mostly in the US, and gift buyers in November and December. [owner]
- Questions buyers ask before buying, five to ten, in the buyer's words:
- how much caffeine is in the assam? [owner]
- how many cups do i get out of one bag [owner]
- Can I steep the leaves twice? [owner]
- is the teapot ok on the stove? [owner]
- Do I need a strainer? [owner]
- whats the difference between the assam and the lapsang [owner]
- Assistant prompts (optional), each question as typed to an assistant, no brand:
- How much caffeine is in Assam black tea compared with a cup of coffee? [owner]
- Can a cast iron teapot with an enamel lining go on a stovetop? [owner]
- Where buyers hear about the store today:
- Instagram [owner]
- the Saturday farmers market stall [owner]
- search [owner]
## 5. Apps and tools
- Reviews app, and whether it puts ratings into the product data: Starling Reviews; ratings in the product data not checked [open]
- Email and SMS apps: Postbox Mail, newsletter only; no SMS [owner]
- Other apps that change the storefront or product data: none [owner]
- Analytics in use: the platform's built-in reports [owner]
- The AI tool the person uses, and whether it is connected to the store: ChatGPT, not connected [owner]
## 6. Pages, policies and contact
- Policy pages with addresses (shipping, returns and refunds, privacy, terms):
- shipping: https://www.larkfield-loose-leaf.example/policies/shipping-policy [read]
- returns and refunds: https://www.larkfield-loose-leaf.example/policies/refund-policy [read]
- privacy: https://www.larkfield-loose-leaf.example/policies/privacy-policy [read]
- terms: none [owner]
- FAQ or buying-guide pages: none [owner]
- Public contact address, the role that reads it, and the reply-time target: hello@larkfield-loose-leaf.example, support, within two business days [owner]
- Popups, age checks or password pages, with where they show:
- newsletter sign-up popup on the first visit, every page [owner]
## 7. People and roles
Roles, never names.
| role | does | approves |
| owner | sets the rules, clears statements | this file, statements, data changes |
| operator | runs the work, prepares exports, publishes files | drafts for the owner |
| support | answers buyers' email | nothing |
| finance | reads the money reports | nothing |
- Who approves a change to product data before it is applied [default owner]: owner [default]
- Who publishes files onto the site [default operator]: operator; the owner also acts as operator [owner]
## 8. Access
- How later capabilities reach the store's data (connection, exports, public): exports, public [owner]
- Connection access level approved, and the staff role it acts through: none, no connection [owner]
- Exports the person can produce, and how often: products and orders, monthly [owner]
## 9. Numbers and rhythms
- Visibility review [default quarterly]: quarterly [default]
- Answer check [default monthly]: monthly [default]
- Product pages sampled per review [default 5]: 5 [default]
- Every product image has alt text [default yes]: yes [default]
- Low-stock units per variant [default 5]: 10 [owner]
- Late-order days [default 3]: 3 [default]
## 10. AI shopping channels
- Product feed status for AI shopping, as the admin shows it, with the date: not checked [open]
- AI shopping channels switched on, as the admin shows them, with dates: not checked [open]
- Guide file for AI assistants (platform default or custom), date of last change: not checked [open]
- AI crawler access (platform default or restricted), with the date: not checked [open]
## 11. Decisions log
Dated lines, newest last: date, role, what was decided, section.
- 2026-11-09, owner, store facts file set up: 6 open items in sections 2, 5 and 10, all sections
- 2026-11-09, owner, "home-compostable" taken out of the Morning Assam pouch statement until the supplier confirms it in writing, section 3
- 2026-11-09, owner, low-stock units per variant set to 10 instead of the default 5, section 9
SETUP REPORT: Larkfield Loose Leaf, 9 November 2026
Ready for the store's other capabilities. Open items: 6 (sections 2, 5 and 10).
Decisions made today:
- Section 2: two product lines, Tea and Teaware; seven fact slots; four search words.
- Section 3: sleep and health benefits are never claimed; "best ever" and "detox" are avoided; competitor comparisons stay off; the owner clears new statements.
- Section 6: the store publishes no terms page, recorded as none.
- Section 7: the owner approves product data changes and also acts as operator.
- Section 8: later capabilities use exports and the public pages; there is no connection.
- Section 9: low-stock units per variant set to 10; every other default accepted.
Open items:
- Section 2, product line Teaware: check the category, in the cast iron teapot's category field in the admin, by owner.
- Section 5, reviews app: check whether Starling Reviews puts ratings into the product data, in the app's settings, by owner.
- Section 10, product feed status for AI shopping: check the status and date, in the store's admin, by owner.
- Section 10, AI shopping channels switched on: check which are on and since when, in the store's admin, by owner.
- Section 10, guide file for AI assistants: check whether it is the platform's default or custom, in the store's admin, by owner.
- Section 10, AI crawler access: check whether it is the platform's default or restricted, in the store's admin, by owner.
Candidate statements: 10 walked: 7 cleared, 1 reworded, 2 dropped.
Text addressed to an AI assistant: none found
Check:
- Headings: 11 of 11, in order
- Marks: every value and item marked
- Required items: 10 of 10 settled.
- Roles: roles only
- Access: only connection, exports and public
- Product lines: every line has a name before a colon
Coverage: used store basics from the admin (2 November 2026), the product list export (2 November 2026; 6 rows, 5 active, 1 draft left out), text from 3 product pages (2 November 2026), storefront footer links (2 November 2026) and the owner's answers for sections 1 to 11 (9 November 2026); missing the admin checks for section 10, the reviews app check and the Teaware category; not judged whether any cleared statement is true or allowed, and anything only the admin shows.
Next: settle each open item before the capability that needs it; the section 10 lines before any review of how AI assistants see the store.
Nothing on the store has been changed, published or sent. The owner approves this file.
Where it fits
- Marketing and content: the facts, the words and the cleared statements every product page, campaign and reply draws on.
- Operations and process improvement: one maintained file of roles, approvals, access and thresholds that later store work runs on.
- E-commerce and retail: online stores, where shoppers and their AI assistants judge a product by what its page states.
- Consumer brands: brands selling direct, where every claim about the product carries the brand's name.
- Established businesses: a store that has run for years, with facts spread across pages, apps and one person's memory.
What has to change for your company
- Your fields. Add any line your store needs, such as wholesale terms or gift wrapping, in the section it belongs to.
- Your export's column names, set once so the check passes without a question.
- Your defaults: whether competitor comparisons are ever allowed, who clears a new statement, your review rhythms and your stock and late-order numbers.
- Your roles, including any your store has beyond owner, operator, support and finance.
- Your platform's names for its AI shopping screens.
- Where the file lives and who keeps it current.
- Your AI product. It runs in ChatGPT, Claude, Copilot or Gemini from what you type and the files you supply; it needs no connection to your store and never asks for a password.
What has been checked
Fully Powered AI wrote this capability template from its own store-setup work, already public under the MIT licence. It was editorially reviewed on 9 November 2026. It was tried once on its invented example in Claude on 9 November 2026, with the owner's answers read from a written conversation rather than given by a live person; the record is published with it. The rule for open items was changed after that run, and small clarifications were added; the record lists these edits, which have not been run again. It has not yet been tested in a client environment. It has not yet been tested as a packaged version in ChatGPT, Claude, Copilot or Gemini.
Testing in your environment means running it on your own store, plus hard cases written in advance, each with its expected behavior: an export whose column names differ, a page sentence you will not stand behind, a person's name given where a role belongs, a request to change a product in the store. The owner reads the finished file line by line before anything relies on it. Pilot acceptance-test preparation builds that test set, and What we test before we call an AI workflow ready shows the record.
The full capability template
Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.
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Next step
Bring a real piece of this work to a call. We’ll walk through what it takes to fit this capability to your rules, prove it on your work and put it in the hands of the roles that own it.