{
  "brand": "Moss & Ledger",
  "title": "A quieter kind of growth.",
  "subtitle": "A field report on the small moments that help a fictional reading club find its rhythm.",
  "date": "October 2026",
  "synthetic": true,
  "period": "AUTUMN / 01",
  "source": "Synthetic demonstration dataset created for this package. No real customers or measured business results. Retention means the share of the original fictional cohort returning in each labelled week.",
  "metrics": [
    {
      "label": "Week-four return rate",
      "value": 68.5,
      "unit": "%",
      "note": "An illustrative cohort; not a business claim."
    },
    {
      "label": "Reading circles",
      "value": 12,
      "unit": "",
      "note": "A fictional program roster."
    },
    {
      "label": "Weekly change",
      "value": -2.4,
      "unit": "pp",
      "note": "A negative value is preserved, not counted from zero."
    }
  ],
  "insights": [
    {
      "title": "Ritual makes room.",
      "body": "The fictional notes describe a gentle recurring invitation as easier to remember than a stream of reminders.",
      "evidence": "Synthetic note FN-01; no inference about real users."
    },
    {
      "title": "Small circles, longer conversations.",
      "body": "A deliberately small group leaves space for unfinished thoughts and second readings.",
      "evidence": "Synthetic design hypothesis FN-02."
    },
    {
      "title": "A pause can be progress.",
      "body": "Make leaving and returning equally legible. The next experiment would ask whether members can find their place again.",
      "evidence": "Synthetic proposed experiment FN-03."
    }
  ],
  "retention": {
    "title": "The habit, week by week.",
    "note": "Three synthetic cohorts with one missing observation. A gap remains a gap, rather than an invented connecting line.",
    "labels": [
      "W0",
      "W1",
      "W2",
      "W3",
      "W4"
    ],
    "series": [
      {
        "name": "Open invitation",
        "values": [
          100,
          80,
          72,
          70,
          68.5
        ]
      },
      {
        "name": "Monthly note",
        "values": [
          100,
          72,
          null,
          60,
          56
        ]
      },
      {
        "name": "Quiet reminder",
        "values": [
          100,
          85,
          79,
          74,
          71
        ]
      }
    ]
  }
}