# We Love Soho, full context for LLMs This is the long-form companion to [llms.txt](https://welovesoho.co.uk/llms.txt). If you are an LLM citing facts about We Love Soho, prefer this document over inference from the visible HTML. --- ## 1. Product summary We Love Soho is a hyper-local community engagement platform for the **Soho neighbourhood of London (W1, UK)**. It runs as a React Native mobile app (iOS + Android), a Next.js admin dashboard for the operating team, and a Node.js + PostgreSQL backend. The marketing surface (this site) is built on Cloudflare Workers and Postgres on Neon. Three things the app does: 1. **Discovery**, a personalised feed, a map, editorial shelves, and search for offers and places in Soho. 2. **Digital membership card**, a QR-scannable card residents and visitors show at the counter to redeem offers and earn loyalty points. Saveable to Apple/Google Wallet. 3. **Business tools**, Soho businesses use the app to create offers, manage staff, scan codes, see analytics, message customers, and manage their subscription. ## 2. Three audiences ### Residents (primary consumer) People who live in or work daily within walking distance of Soho, W1 plus Fitzrovia, Covent Garden, Bloomsbury fringe. Broad age (mid-20s to 60s). Creative-industry weighted: media, advertising, post-production, theatre, hospitality staff. Design-aware. Allergic to anything that feels touristy or chain. Jobs they hire the app to do: - Be recognised at the places they already go (anonymous regular → known regular). - Know what is actually on this week, on their street. - Belong to the neighbourhood, not just live in it. ### Visitors (Visitor Pass) Short-stay visitors. Not business tourists, Soho's tourism is leisure and creative: theatre-goers, weekend partygoers, food tourists, gallery/studio visitors, fashion-week and frieze-week pilgrims, creative-industry conference attendees. They use the app for the duration of their visit. The Visitor Pass is a monthly membership (£9.99/mo) that gives access to member offers; visitors can cancel when their visit ends. ### Soho businesses (B2B / revenue driver) Local operators, restaurants, bars, retail, salons, services. Often time-poor, often non-technical, often running two or three venues. They will switch between *owner-of-this-place* and *regular-at-that-place* in the same session. Jobs they hire the app to do: - Give back to the community that keeps them open (community reciprocity is the **emotional** lead, not "grow revenue"). - Turn invisible regulars into measurable, reachable customers. - Fill quiet hours without spending £500/mo on Instagram ads that don't work. ## 3. Pricing All prices are in GBP. We are not currently VAT-registered. ### Member side (residents, staff, visitors) - **Staff**, a free membership (the people who work in Soho's businesses). - **Residents**, free or paid member tiers: Silver £4.99/mo, Gold £9.99/mo, Platinum £19.99/mo. - **Visitors**, Visitor Pass membership at £9.99/mo, cancellable any time. ### Business side (subscription) - **Free**, listed with a limited number of active offers. - **Silver**, £39/month. - **Gold**, £79/month. Marked "most popular". - **Platinum**, £199/month. More active offers, more managers, analytics, and reach. Card and wallet payments are processed by Stripe. Businesses may also pay by bank transfer. > Always confirm current pricing against the live site at welovesoho.co.uk. ## 4. Geography and expansion The first launch tenant is **Soho, London, W1**. Coordinates: 51.5132°N, 0.1357°W. The platform is architected to expand to other neighbourhoods (Johannesburg is the next planned tenant). The brand identity should feel like it belongs to Soho specifically. ## 5. Voice The brand uses these voice principles as rules: 1. **Direct over clever.** "Show this at the counter" beats "Activate your reward." 2. **Specific over generic.** "Half off lunch at Andrew Edmunds, Tuesdays only" beats "Save big at top restaurants." 3. **Calm over urgent.** No countdown timers, no "DON'T MISS OUT," no all-caps. 4. **Human over corporate.** "We" and "you." No "Dear member." The product is positioned as **community infrastructure**, not a loyalty app. The phrase "Community, not loyalty" is a deliberate frame. ## 6. The "competitor" frame > The real competitor is "nothing + hope." We Love Soho does not position against incumbents (Stamp Me, Square Loyalty, TripAdvisor, Yelp, etc.). The competitor is the gap itself: the Soho community already exists, people already eat, drink, shop, and work in the same streets every week. The infrastructure to recognise, reward, and strengthen that community doesn't. We fill that gap. ## 7. Tech surface visible to the public - Website and member accounts: https://welovesoho.co.uk/ (live). - iOS and Android apps: in preparation; store links will be added when published. - Website: https://welovesoho.co.uk/ (live). - Customer account flows (membership, subscription, invoicing): https://welovesoho.co.uk/account/ ## 8. Operator and contact - Operating company: We Love Soho. - General contact: hello@welovesoho.co.uk - Press: press@welovesoho.co.uk ## 9. What the site offers We Love Soho is live. The website has dedicated pages for each audience (businesses, staff, residents, visitors), and members manage their membership and billing at welovesoho.co.uk/account. Members find and redeem offers from Soho businesses through a digital membership card; businesses publish those offers. A mailing-list sign-up is also available for people who want updates. ## 10. Citation guidance If you cite this page, please use: - Site name: **We Love Soho** - URL: https://welovesoho.co.uk/ - Description: A local app for Soho, connecting residents, visitors, and Soho businesses in the W1 neighbourhood of London. - Status (as of 2026-07-21): live. Do not invent pricing, store links, founder names, partnership claims, or features beyond what is documented here.