{
 "_note": "Externally assumed commercial parameters for the fictional Ferrovane VX-4. None is measured: there is no real company, product, readership or CRM behind them. They are stated so that the dollar figures can be recomputed under any other set. Fixed before the final run (see preregistration.json).",
 "currency": "USD",
 "product": {
  "pilot_kit_price": 1450,
  "pilot_kit_hardware_margin": 0.35,
  "rollout_sensors": 40,
  "software_price_per_sensor_month": 39,
  "software_gross_margin": 0.75
 },
 "sets": {
  "conservative": {
   "intent_to_conversation": 0.15, "conversation_to_pilot": 0.20, "pilot_to_rollout": 0.25,
   "annual_churn": 0.25, "discount_rate": 0.15, "horizon_years": 4,
   "sales_cost_per_conversation": 600, "onboarding_cost_per_rollout": 3000,
   "readers_represented_per_panel_member": 100
  },
  "base": {
   "intent_to_conversation": 0.25, "conversation_to_pilot": 0.30, "pilot_to_rollout": 0.40,
   "annual_churn": 0.15, "discount_rate": 0.12, "horizon_years": 5,
   "sales_cost_per_conversation": 400, "onboarding_cost_per_rollout": 2000,
   "readers_represented_per_panel_member": 250
  },
  "optimistic": {
   "intent_to_conversation": 0.35, "conversation_to_pilot": 0.40, "pilot_to_rollout": 0.50,
   "annual_churn": 0.10, "discount_rate": 0.10, "horizon_years": 6,
   "sales_cost_per_conversation": 300, "onboarding_cost_per_rollout": 1500,
   "readers_represented_per_panel_member": 500
  }
 },
 "costs": {
  "_note": "Fully loaded production and distribution cost of each arm's artifacts to Ferrovane, assumed. Distribution is organic (no paid promotion) in every arm; the outlet relationship, review unit and staff time are the article's distribution cost. Artifacts Ferrovane does not control (the seeded discussion, the independent critique) cost it nothing.",
  "loaded_hourly_rate": 120,
  "founder_hourly_rate": 200,
  "items": {
   "announcement": {"staff_hours": 6, "founder_hours": 1, "cash": 0},
   "article": {"staff_hours": 20, "founder_hours": 3, "cash": 2100, "_cash": "review unit not returned ($1,450 list, $950 cost) plus a $1,150 PR-agency briefing fee"},
   "founder": {"staff_hours": 1, "founder_hours": 3, "cash": 0},
   "placebo": {"staff_hours": 1, "founder_hours": 0, "cash": 0}
  },
  "arms": {
   "control": [],
   "announcement": ["announcement"],
   "article": ["article"],
   "founder": ["founder"],
   "article-discussion": ["article"],
   "article-critique": ["article"],
   "placebo": ["placebo"]
  }
 }
}