​​The Buffer Playbook

​​Hello!

​​In late 2010, we set out to create a product to help people make the most of social media. We knew from the start that we wanted to do things differently, both with the product experience and how we operate as a team and company.
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​​As Buffer grows larger, it feels more and more important that we are all rowing in the same direction and in a synchronized way. We have the chance to create something incredible, for customers and for ourselves, and to leave a dent in this world. The Buffer Playbook is our attempt to gather and document what we’re doing at Buffer and why, to a high level of detail. The goal is that anyone will be able to read this and “get it,” and be able to make decisions in line with our vision intuitively. As a team we’re confident and excited about this path and therefore whilst this document will evolve as needed, it aims to clearly capture the collective understanding of the company that we all signed up to spend a part of our lives working on. Let’s create something great.
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​​Table of Contents

​​Part 1: What is Buffer?

  • ​​What is the purpose of Buffer? What is the reason for the company’s existence?
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  • ​​What does our vision truly look like for our company and the world if achieved in 5 years?
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  • ​​What does Buffer look and feel like 5 years from now (for the team, customers, and others)?

​​Part 2: The Beat of our Own Drum

  • ​​What size of company are we building and what ambitions do we have for Buffer and ourselves?
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  • ​​What does the growth of Buffer revenues look like along our chosen path?
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  • ​​Which customer type and market segment are we serving at Buffer? 
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  • ​​How do we think about the future of caretakers, senior hiring and leadership hiring?

​​Part 3: Making Money and Having Investors

  • ​​How do we envision ownership of Buffer in the next 3–5 years and how are profits distributed?
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  • ​​What is the future of the equity I hold in Buffer?
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  • ​​What is the goal for the Buffer bank balance?
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  • ​​Will we consider offers to sell Buffer?

​​Part 4: Market Changes, Innovation and Diversification

  • ​​How do we plan to deal with market changes? Will Buffer stay in social media forever? 
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  • ​​What is the future of the Buffcelerator and our plan for innovation?

​​Part 5: A Workplace of the Future