# SPEC.md

## 1. Executive Summary

* **Product / initiative name:** `andreknie.de`
* **Interviewed stakeholder role:** Project lead, implementer together with AI, website operator, content author, Managing Director of dHive, and client / sponsor.
* **Product type:** New personal homepage, based on existing content and an existing repository.
* **Goal in one sentence:** Create a personal homepage that builds the stakeholder’s personal brand, makes his AI-related content persistently accessible, presents consulting and speaking work, and supports visibility for both the stakeholder and dHive.
* **Short business context:** Today, the stakeholder’s visibility mainly depends on LinkedIn and the dHive company website. LinkedIn does not provide a reliable, persistent, well-structured content archive, while `d-hive.de` focuses on the broader company offering rather than the stakeholder’s individual consulting, speaking, and content profile.
* **Primary target users:** Mid-sized companies, HR / people development and organizational development roles, IT leaders, managing directors, people looking for sovereign AI from Germany, and event organizers looking for AI speakers.
* **Core functional scope summary:** The homepage shall present the stakeholder profile, consulting and speaking examples, resources, newsletter subscription, the `Kniepunkt` column, the `Almost Intelligent` podcast, and relevant content objects such as posts, resources, talks, consulting examples, newsletter issues, podcast episodes, and dates / events.
* **In scope:** Public homepage, personal profile, content archive, resource area, newsletter placement, lead capture for downloads, contact and speaking inquiries, content filtering, downloadable resources, and links between `andreknie.de` and dHive.
* **Out of scope:** Appointment scheduling, calendar with available time slots, blunt promotional advertising messages, an internal area with additional features, and additional content object types beyond the confirmed first-scope list.
* **Main open questions:** Public versus subscriber-only content rules, exact grouping and filtering criteria, exact future subscriber-area concept, and detailed Sales Funnel handling.
* **Main acceptance indicators:** Positive feedback from existing customers, measurable website traffic, and sign-ups for the `Kniepunkt` column.

## 2. Goal

* **One-sentence goal:** `andreknie.de` shall become the stakeholder’s central personal homepage for trust-building, content access, speaking visibility, consulting positioning, and lead generation.
* **Detailed goal:** The homepage shall provide a calm, professional, hype-free, and still approachable presentation of the stakeholder’s AI expertise. It shall make LinkedIn-style content more persistent and easier to find, give the column and podcast a home, present consulting and speaking examples, and create clear paths for visitors to contact the stakeholder, request a talk, subscribe to the newsletter, or access resources.
* **Business value:** The homepage shall reduce dependency on LinkedIn algorithms, strengthen the stakeholder’s personal brand, support qualified inbound interest, and create a bridge between the stakeholder’s personal positioning and the broader dHive offering.
* **Intended outcome for users and organization:** Visitors shall quickly understand who the stakeholder is, what he stands for, how he frames AI in a sober and useful way, and how they can engage with him or dHive. The stakeholder shall gain more structured visibility, better content reuse, and more measurable interest.

## 3. Stakeholder Context

* **Respondent role:** Project lead, implementer together with AI, website operator, content author, Managing Director of dHive, and commissioning stakeholder.
* **Perspective represented:** Combined owner, author, business sponsor, and operator perspective.
* **Relevant organizational or customer context:** The homepage supports both the stakeholder’s personal brand and dHive’s consulting visibility. It is related to, but distinct from, the broader dHive company website.
* **Whether this spec reflects one interview only:** This specification reflects one interview with the primary stakeholder.

## 4. Target Users

* **User groups:**

  * Mid-sized companies.
  * HR / people development and organizational development roles.
  * IT leaders.
  * Managing directors and executives.
  * People looking for sovereign AI from Germany and needing consulting.
  * Event organizers and decision-makers looking for speakers.
  * Secondary audience: people who want solid information and contextual orientation about AI.

* **Their context:**

  * They may have seen the stakeholder at an event.
  * They may search for AI speakers.
  * They may look for a trustworthy AI expert or consultant.
  * They may know the stakeholder from LinkedIn, the `Kniepunkt` column, the `Almost Intelligent` podcast, or dHive.

* **Their needs:**

  * A clear and trustworthy explanation of the stakeholder’s expertise.
  * Access to persistent and structured content.
  * Examples of consulting and speaking work.
  * A way to request talks or make contact.
  * A way to subscribe to the column or newsletter.
  * A calm, sober assessment of AI opportunities, limits, and regulations.

* **Their pain points:**

  * AI communication is often hectic, fear-driven, or hype-driven.
  * LinkedIn content is difficult to browse historically or by topic.
  * The dHive company site does not provide a dedicated space for the stakeholder’s individual consulting, speaking, and content profile.

* **Important differences between groups:**

  * Business decision-makers need confidence, clarity, and credibility.
  * Event organizers need speaker relevance, examples, and a request path.
  * Newsletter or column readers need access to content and subscription options.
  * Informational visitors need orientation and useful AI classification without being pushed into blunt advertising.

## 5. Current Situation / Current Process

* **How the process works today:**

  * The stakeholder is mainly discovered through LinkedIn.
  * The stakeholder is also discoverable through the dHive company website `d-hive.de`.
  * People may also become aware of the stakeholder through events, the `Kniepunkt` column, or the `Almost Intelligent` podcast.

* **Existing workaround or manual steps:**

  * LinkedIn currently serves as the main content and visibility channel.
  * dHive’s company website provides company-level visibility, including some reference to the stakeholder’s consulting work.
  * Content references and article clusters are difficult to present systematically.

* **Main gaps, bottlenecks, and failure points:**

  * LinkedIn discovery is algorithm-driven and not reliably persistent.
  * Visitors cannot easily browse a stakeholder-controlled timeline.
  * Groups or clusters of articles are difficult to reference.
  * `d-hive.de` focuses on the general dHive offering rather than the stakeholder’s personal advisory and speaker positioning.
  * There is no dedicated content area for individual consulting or the speaker program.
  * A false impression of the stakeholder, dHive, or the offer would be a serious issue.

* **What should remain unchanged, if applicable:**

  * LinkedIn and `d-hive.de` remain relevant external visibility channels.
  * The new homepage should connect with the existing dHive presence rather than replace it.

## 6. Functional Scope

The homepage shall provide the following product behavior in business language:

* Present the stakeholder’s personal profile, positioning, and AI perspective.
* Explain the stakeholder’s consulting relevance for mid-sized organizations, HR / people development, organizational development, IT leadership, and executive audiences.
* Present examples of consulting work.
* Present examples of talks and speaking engagements.
* Provide a resource area.
* Provide a home for the `Kniepunkt` column.
* Provide a home for the `Almost Intelligent` podcast.
* Allow visitors to subscribe to the newsletter or column-related communication.
* Allow visitors to contact the stakeholder.
* Allow visitors to request or inquire about talks.
* Allow visitors to filter or browse content.
* Allow visitors to download selected resources after providing basic lead/contact data.
* Support the stakeholder in adding new content.
* Support links or references between `andreknie.de` and `d-hive.de`.
* Support an adaptable content organization model that can grow as more content is added.

Role-based differences:

* Public visitors shall be able to access public homepage content and public resources.
* The stakeholder shall be able to add content.
* Newsletter subscribers may later receive differentiated access, but the exact concept is unresolved and an internal area with additional features is out of scope for the first version.

Triggers, inputs, outputs, and outcomes:

* A visitor requests contact or a talk; the business outcome is an email to the stakeholder.
* A visitor downloads a resource; the business outcome is lead capture for the Sales Funnel.
* A visitor subscribes to the newsletter; the desired business outcome is both newsletter subscription and Sales Funnel entry.
* A visitor browses content; the outcome is structured access to posts, resources, column content, podcast content, talks, consulting examples, and events.

## 7. Business Rules

* The homepage must not create a false impression about the stakeholder, dHive, or the offer.
* The tone must be professional but still relaxed.
* The tone must avoid hype, fearmongering, and blunt promotional advertising.
* AI shall be presented as a useful tool, not as something to demonize.
* AI limits, current regulations, and meaningful sovereign use shall be assessed in a clear and sober way.
* Resource downloads shall require basic lead/contact data before access.
* Contact requests shall initially result in an email to the stakeholder.
* Talk requests shall initially result in an email to the stakeholder.
* Newsletter registration should ideally both subscribe the visitor and create a Sales Funnel entry.
* Email confirmation is desired to reduce bot submissions and improve the quality of inquiries.
* Public versus subscriber-only content rules are not yet decided and must be clarified later.
* Additional content object types beyond the confirmed first-scope list are out of scope for the first version.
* Appointment scheduling and calendar availability are out of scope for the first version.
* An internal area with additional features is out of scope for the first version.

## 8. Business Objects / Functional Data Objects

* **Profile:** Represents the stakeholder’s personal positioning, expertise, credibility, and connection to dHive.
* **Post / Article:** Represents written content, including content that may originate from or relate to LinkedIn posts.
* **Resource:** Represents downloadable or otherwise useful material that can support visitors and generate leads.
* **Talk / Speaking Engagement:** Represents speaking topics, examples, and event-related credibility.
* **Consulting Example:** Represents examples of advisory or consulting work without necessarily exposing confidential client details.
* **Newsletter Issue:** Represents editions or content related to the newsletter or column.
* **Podcast Episode:** Represents episodes of `Almost Intelligent`.
* **Date / Event:** Represents relevant events, appearances, or time-bound activities.
* **Lead / Contact Data:** Represents basic visitor-provided information collected for resource downloads, newsletter sign-ups, or inquiries.
* **Inquiry:** Represents a visitor’s contact request or talk request.
* **Content Grouping / Filter Criterion:** Represents a business-level classification that helps visitors find content. Exact criteria are not yet fixed and must remain adaptable.

## 9. In Scope

* New personal homepage for `andreknie.de`.
* Personal profile and positioning.
* Presentation of consulting examples.
* Presentation of talks and speaking examples.
* Resource area.
* Newsletter / column subscription placement.
* Home for `Kniepunkt`.
* Home for `Almost Intelligent`.
* Public content browsing.
* Content filtering or grouping.
* Resource downloads after lead/contact data capture.
* Contact request.
* Talk request.
* Email notification to the stakeholder for contact and talk requests.
* Support for adding new content by the stakeholder.
* References or links between `andreknie.de` and `d-hive.de`.
* Adaptable content structure that can grow with future content.

## 10. Out of Scope

* Appointment scheduling.
* Calendar with available time slots.
* Blunt promotional advertising messages.
* Internal area with additional features for the first version.
* Additional content object types beyond posts/articles, resources, talks, consulting examples, newsletter issues, podcast episodes, and dates/events.
* Fully defined subscriber-only content strategy in the first specification.
* Final detailed Sales Funnel process design beyond the confirmed business outcome.

## 11. Requirements

### Profile and Positioning

1. The homepage shall present the stakeholder’s personal profile clearly and prominently.
2. The homepage shall communicate the stakeholder’s role as AI expert, consultant, speaker, content author, and Managing Director of dHive.
3. The homepage shall present AI in a calm, sober, and useful way, avoiding hype and fearmongering.
4. The homepage shall explain the stakeholder’s perspective on sovereign AI from Germany.
5. The homepage shall make the relationship between the stakeholder’s personal offer and dHive understandable.

### Target Audience Orientation

6. The homepage shall address mid-sized companies, HR / people development, organizational development, IT leaders, and managing directors.
7. The homepage shall support event organizers in evaluating the stakeholder as a potential speaker.
8. The homepage shall provide useful orientation for visitors who want a solid assessment of AI topics.
9. The homepage shall avoid communication that feels like blunt advertising.

### Content and Resources

10. The homepage shall provide access to posts or articles.
11. The homepage shall provide access to resources.
12. The homepage shall provide access to talk or speaking-related content.
13. The homepage shall provide access to consulting examples.
14. The homepage shall provide access to newsletter or column-related content.
15. The homepage shall provide access to podcast-related content.
16. The homepage shall provide access to relevant dates or events.
17. The homepage shall not introduce additional first-version content object types beyond the confirmed list.
18. The homepage shall support a content organization approach that can adapt as more content is added.
19. The homepage shall allow visitors to filter or group content by business-relevant criteria once those criteria are defined.

### Column, Newsletter, and Podcast

20. The homepage shall provide a dedicated home or clear placement for `Kniepunkt`.
21. The homepage shall provide a dedicated home or clear placement for `Almost Intelligent`.
22. The homepage shall offer visitors a way to subscribe to the newsletter or column-related communication.
23. Newsletter registration should create business value beyond communication subscription by also supporting Sales Funnel entry.

### Lead Generation and Inquiries

24. The homepage shall allow visitors to contact the stakeholder.
25. The homepage shall allow visitors to request or inquire about talks.
26. Contact requests shall result in an email to the stakeholder.
27. Talk requests shall result in an email to the stakeholder.
28. The homepage shall allow selected resources to be downloaded.
29. Resource downloads shall require basic lead/contact data before access.
30. Resource-download lead/contact data shall support Sales Funnel development.
31. The homepage shall include an email confirmation step or equivalent business-level confirmation expectation to reduce bot submissions and unqualified inquiries.

### Content Management from Business Perspective

32. The stakeholder shall be able to add new content.
33. Added content shall be usable in the relevant content areas such as posts/articles, resources, talks, consulting examples, newsletter issues, podcast episodes, or dates/events.
34. The content structure shall not depend on a fixed final taxonomy at launch, because grouping criteria are expected to evolve.

### Scope Boundaries

35. The first version shall not include appointment scheduling.
36. The first version shall not include a calendar with free appointment slots.
37. The first version shall not include an internal area with additional features.
38. The first version shall not require a final decision on public versus subscriber-only content.
39. The homepage shall support references or links to the dHive company website where useful.

## 12. Open Questions / Items to Clarify

* Which content should be public and which content should be limited to newsletter subscribers?
* Should there be any subscriber-only access in the first version, or should this remain entirely future scope?
* What exact content grouping and filtering criteria should be used initially?
* How should grouping criteria evolve as new content is added?
* Which specific resources should require lead/contact data?
* What exact basic lead/contact data is needed for resource downloads?
* What exact information should be requested for talk inquiries?
* What exact information should be requested for general contact inquiries?
* What is the desired business handling of Sales Funnel entries after newsletter sign-up or resource download?
* How should older newsletter issues be handled, especially the idea of access to issues older than three months?
* Whether comments for newsletter subscribers remain a future idea or become a later requirement.

## 13. Risks and Ambiguities

* If the personal positioning is unclear, visitors may misunderstand the relationship between the stakeholder, dHive, consulting, speaking, and content.
* If the tone is too promotional, the homepage may contradict the intended calm, trustworthy, hype-free positioning.
* If the content structure is too rigid, it may not support future growth.
* If the content structure is too vague, visitors may not find relevant posts, talks, podcast episodes, or resources.
* If public versus subscriber-only access is not clarified later, the team may implement the wrong access model.
* If lead/contact data expectations are not clarified, resource downloads may either create too much friction or fail to support the Sales Funnel.
* If inquiry confirmation is not designed from a business perspective, unqualified or bot-generated inquiries may remain a problem.
* If dHive references are too dominant, the personal brand may be weakened.
* If dHive references are too weak, the business connection to the company offering may be missed.

## 14. Acceptance Perspective

The first version of `andreknie.de` shall be considered successful from a business perspective when:

* Existing customers give positive feedback and confirm that the site feels appropriate and convincing.
* The homepage creates the right impression of the stakeholder, his AI perspective, and his relationship to dHive.
* The site receives measurable traffic.
* Visitors sign up for the `Kniepunkt` column or related newsletter communication.
* Visitors can understand the stakeholder’s consulting and speaking relevance without needing LinkedIn as the primary source.
* Visitors can find persistent content instead of relying on algorithmic LinkedIn discovery.
* Visitors can contact the stakeholder or request a talk.
* Visitors can access resources in a way that supports lead generation.
* The tone feels professional, relaxed, sober, and clear.
* The homepage avoids hype, fearmongering, and blunt advertising.

## 15. Glossary

| Original term                         | English explanation                                          | Notes / context                                                                                         |
| ------------------------------------- | ------------------------------------------------------------ | ------------------------------------------------------------------------------------------------------- |
| `andreknie.de`                        | Product / initiative name for the personal homepage          | New homepage for the stakeholder’s personal brand and content presence                                  |
| dHive                                 | Company associated with the stakeholder                      | The homepage shall promote the stakeholder and also support visibility for dHive                        |
| Data Hive Cassel                      | Company context related to dHive                             | Mentioned as the current company website context behind `d-hive.de`                                     |
| `d-hive.de`                           | Existing dHive company website                               | Current secondary discovery channel; focused on the broader company offer                               |
| Mittelständler                        | Mid-sized companies                                          | Primary business target group                                                                           |
| Personal- und Organisationsentwickler | HR / people development and organizational development roles | Primary target users interested in AI adoption and organizational development                           |
| souveräne KI                          | Sovereign AI                                                 | AI use that is controlled, responsible, and aligned with German / European expectations and constraints |
| `Kniepunkt`                           | Column name                                                  | A key content product that needs placement and subscription support                                     |
| `Almost Intelligent`                  | Podcast name                                                 | A key content product that needs a home on the homepage                                                 |
| große Visitenkarte                    | Large digital business card                                  | Describes the strategic role of the homepage                                                            |
| Kopfdaten                             | Basic lead/contact data                                      | Information requested before resource downloads to support the Sales Funnel                             |
| Sales Funnel                          | Business process for turning interest into qualified leads   | The homepage should contribute leads through downloads and newsletter sign-ups                          |
| plumpe Werbebotschaften               | Blunt promotional advertising messages                       | Explicitly out of scope and contrary to desired tone                                                    |
