Portfolio cross-sell

# Not live yet (gaps #2)
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"cross-sell"}'

 1import { $ } from 'startup-builder'
 2
 3return await $.Campaign.create({ play: 'cross-sell' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-07-21 · Not live yet, gaps #2

npx startup-builder do Campaign.create --json '{"play":"cross-sell"}' --try   # Not live yet (gaps #2)

{
  "name": "do",
  "arguments": {
    "code": "return await $.Campaign.create({ play: 'cross-sell' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-07-21 · Not live yet, gaps #2",
    "mode": "try"
  }
}

 1{
 2  "type": "https://startupbuilder.dev/errors/refused",
 3  "title": "Refused",
 4  "status": 422,
 5  "detail": "cross-sell can’t start yet: 1 check fails and 2 warn.",
 6  "checks": [
 7    {
 8      "check": "use-when",
 9      "status": "pass",
10      "observed": "Keyhold hosts with 412 active Customers; Leaseline has 38 paying from outside; Leaseline hosts misfit routing only (38, under 50)",
11      "doc": "/plays/cross-sell#check-use-when",
12      "then": "Metric.query"
13    },
14    {
15  …

curl "https://api.sb/leaseline.app/events?where=name%20in%20(%22Event.captured%22%2C%20%22Subscription.unsubscribed%22%2C%20%22Lead.disqualified%22%2C%20%22Message.scheduled%22%2C%20%22Offer.published%22)&limit=1" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl -X POST "https://api.sb/leaseline.app/triggers/fire?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"like":"event_1296"}'

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/decisions?where=on%20%3D%20%22customer_388%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/actions?where=on%20%3D%20%22customer_388%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

 1import { $ } from 'startup-builder'
 2
 3const { events: [last] } = await $.Event.list({ where: 'name in ("Event.captured", "Subscription.unsubscribed", "Lead.disqualified", "Message.scheduled", "Offer.published")', limit: 1 })   // { play } compiled to this Play’s Trigger Events
 4const { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7
 5const { decisions: [decision] } = await $.Decision.list({ where: `on = "${subject}"` })   // what it chose, and why · Not live yet, gaps #7
 6const { actions } = await $.Action.list({ where: `on = "${subject}"` })   // what it did, with its checks · Not live yet, gaps #7
 7return { decision, actions }

npx startup-builder do Event.list --json '{"where":"name in (\"Event.captured\", \"Subscription.unsubscribed\", \"Lead.disqualified\", \"Message.scheduled\", \"Offer.published\")","limit":1}'
npx startup-builder do Trigger.fire --json '{"like":"event_1296"}' --try   # Not live yet (gaps #7)
npx startup-builder do Decision.list --json '{"where":"on = \"customer_388\""}'   # Not live yet (gaps #7)
npx startup-builder do Action.list --json '{"where":"on = \"customer_388\""}'   # Not live yet (gaps #7)

{
  "name": "do",
  "arguments": {
    "code": "const { events: [last] } = await $.Event.list({ where: 'name in (\"Event.captured\", \"Subscription.unsubscribed\", \"Lead.disqualified\", \"Message.scheduled\", \"Offer.published\")', limit: 1 })   // { play } compiled to this Play’s Trigger Events\nconst { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7\nconst { decisions: [decision] } = await $.Decision.list({ where: `on = \"${subject}\"` })   // what it chose, and why · Not live yet, gaps #7\nconst { actions } = await $.Action.list({ where: `on = \"${subject}\"` })   // what it did, with its checks · Not live yet, gaps #7\nreturn { decision, actions }",
    "mode": "try"
  }
}

 1{
 2  "decision": {
 3    "$id": "https://api.sb/leaseline.app/decisions/decision_671",
 4    "$type": "Decision",
 5    "choice": "sister-card",
 6    "reason": "Pine Street Rentals, a Keyhold Customer, exported 14 lease end dates to a spreadsheet on this screen; the need map gives that job to Leaseline, and they sit in the exposed 80 %",
 7    "stakes": "low",
 8    "options": [
 9      "sister-card",
10      "sister-note",
11      "after-the-cancel",
12      "route-the-misfit",
13      "not-now",
14      "leave-it"
15  …

action_1 reads the holdout flag: Pine Street is in the exposed 80 %. action_2 records the card shown beside the export, labeled as a sister product, with Leaseline’s live Price.

≈ +$570 ARR a month at 412 host Customers

Worth

20 min for the pair, then 10 min a week

Your time

$0: cards, slots and notes ride the host’s own surfaces

Spend

Day 6: the first Customer sent by Keyhold

First signal

50+ host Customers, a sister Startup with 10+ paying

Use it when

Under 50 at the host: route misfits only (Lead.assign) · one Startup: customer-referrals

Not yet when

Worth’s formula: about +1.20 Leaseline Customers per 100 Keyhold Customers a quarter × 412 ÷ 3 months × $348 first order ARR ≈ +$573. Under First signal: The 20 % of Keyhold Customers held back reads at 90 days and 500 Customers; at 412 it reads Too early to tell until more join.

Also runs as: House ads.

Start it this weekCopy Anchor Link

npx startup-builder add play cross-sell   # 1 · writes plays/cross-sell.mdx (Not live yet, gaps #5)

# 2 · dry run; below, its 422 on 2026-07-21
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"cross-sell"}'

# 3 · keep it, at You approve each one
curl -X POST https://api.sb/leaseline.app/campaigns \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"cross-sell"}'

# on
curl -X PATCH https://api.sb/leaseline.app/campaigns/cross-sell \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"endsAt":null}'

# off: no card, slot or note renders; routed intros already sent stay
curl -X PATCH https://api.sb/leaseline.app/campaigns/cross-sell \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"endsAt":"now"}'

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "cross-sell can’t start yet: 1 check fails and 2 warn.",
  "checks": [
    {
      "check": "use-when",
      "status": "pass",
      "observed": "Keyhold hosts with 412 active Customers; Leaseline has 38 paying from outside; Leaseline hosts misfit routing only (38, under 50)",
      "doc": "/plays/cross-sell#check-use-when",
      "then": "Metric.query"
    },
    {
      "check": "billing-connected",
      "status": "fail",
      "doc": "/plays/cross-sell#check-billing-connected",
      "fix": "Connect Stripe on Keyhold so a sister Customer’s subscription reads live.",
      "then": "Integration.connect"
    },
    {
      "check": "baseline",
      "status": "warn",
      "observed": "3 Leaseline Customers from Keyhold Customers in 90 days, unprompted",
      "doc": "/plays/cross-sell#check-baseline",
      "fix": "n 3: the held-back 20 % becomes the comparison at 90 days.",
      "then": "Metric.query"
    },
    {
      "check": "role-unstaffed",
      "status": "warn",
      "roles": [
        "privacy-officer"
      ],
      "owned": 9,
      "doc": "/plays/cross-sell#check-role-unstaffed",
      "fix": "Leave it: exclusion audits come to you; 9 Customers a person owns get drafts.",
      "then": "Role.staff"
    }
  ]
}

Cards, receipt lines and newsletter slots ride Keyhold’s own surfaces at no cost, and a sister note costs $0.04 (Worker cost). Exclusion Audiences on each Startup’s Ads cost nothing. That comes to about $1 a month.

When it startsCopy Anchor Link

{
  "$id": "https://api.sb/leaseline.app/events/event_1296",
  "$type": "Event",
  "name": "Event.captured",
  "at": "2026-10-19T13:22:51Z",
  "seq": 1296,
  "data": {
    "startup": "keyhold",
    "customer": "customer_388",
    "name": "Pine Street Rentals",
    "job": "export lease end dates",
    "rows": 14,
    "needMap": "leaseline: renewal notices"
  }
}

npx startup-builder trigger Event.captured --like event_1296   # replays the delivery
npx startup-builder clock advance --by 30d   # a second need after 30 days may show the card again
npx startup-builder listen Event.captured --forward-to http://localhost:3000/hook

Who runs itCopy Anchor Link

CSM · your agent (role:success-manager, worker_5) holds the Key Result across the pair. Misfit Leads it routes go to Keyhold’s SDR · your agent after the Lead says yes, with the 5-minute answer, and a held Customer stays with their CSM. You (Dana Okafor, person, worker_1) own both Startups and approved the pair. Your number links to Did it work.

What it reads · What it may call. It reads the job on the Customer’s current screen, a need they stated in their own words, and the pair’s exclusion records; it never reads or names what a Person did at the other Startup. Its tools are POST /{namespace}/flags/{flag}/evaluate, POST /{namespace}/events/capture, POST /{namespace}/messages/{message}/schedule, and any other call becomes an Approval under the Role’s Mandate.

You hold the CSM Key Result: +1.5 Leaseline Customers per 100 Keyhold Customers at the 500-Customer read. ← worker, metric
Label every sister Offer with the sister label and Leaseline’s name, visible without a click. ← copyRules 1, 2
Name only the job on the current screen, or a need they stated themselves.       ← copyRules 4, 5
A cancel always completes first; the card never delays or argues with it.        ← copyRules 9
Ask a misfit Yes or No thanks, equally, before anything passes to Keyhold.       ← copyRules 12, consent-stop

The slow loop, as a Change. change_19 (Aug 30) added “export lease end dates” to the need map after 9 Pine-Street-like exports in a week; you merged it. Replayed on the past 30 days it would have shown 31 more cards; read back at +30d, 2 of 31 subscribed, n 31, ■□□□ Too early to tell.

What it can do nextCopy Anchor Link

When it hands to youCopy Anchor Link

Routed misfits go to Keyhold’s SDR · your agent after the Lead says yes; a held Customer stays with their CSM, and sister notes and bundle questions come to you (Dana Okafor, person). One Brief per Role, as captured (brief is Not live yet, gaps #7).

[
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_681",
    "$type": "Task",
    "assignee": "worker_12",
    "due": "2026-10-08T15:05:00Z",
    "on": "lead_47",
    "brief": {
      "who": "Marta Diaz, 1 unit, asked Leaseline about deposit tracking",
      "said": "I just need to track one deposit and its return date",
      "chose": "route-the-misfit",
      "why": "fits no Leaseline Offer; fits Keyhold’s free tier",
      "consent": "consent_77, naming Keyhold",
      "firstLine": "names Leaseline as referrer"
    }
  },
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_676",
    "$type": "Task",
    "assignee": "worker_5",
    "due": "2026-10-06T17:00:00Z",
    "on": "customer_401",
    "brief": {
      "who": "Birchwood Lets, a Keyhold Customer",
      "chose": "not-now",
      "why": "at risk since Oct 5: 2 failed payments",
      "held": "keep-first"
    }
  }
]

Each receiver answers with POST /{namespace}/tasks/{task}/claim (Take this one), POST /{namespace}/tasks/{task}/return with a reason, or POST /{namespace}/actions/{action}/redirect. Once a person claims, no card or note renders for that Customer, and every reply goes to the claimer. A routed Lead unanswered in 5 minutes counts toward routing, and a Task nobody claims by its due time goes up through POST /{namespace}/tasks/{task}/escalate.

On time: Keyhold’s SDR · your agent, 5 of 5 answered within 5 minutes, median 1m 40s; CSM, 7 of 7; n 12, ■□□□ Too early to tell beside Other Startups’ 96 % on time. Your queue: counted by kind: about 1 sister note to approve a week and 1 bundle question a month.

The fixed line: POST /{namespace}/deals/{deal}/assign sets owner to the receiving person, the agent is never a Deal’s owner, and Meetings land on the owner’s calendar under the owner’s name.

When it won’t sendCopy Anchor Link

The captured refusal, then the Stop that fired as a Campaign.paused reason (Not live yet, gaps #2); the rewrite that sent is the Cedar Mews thread in Example.

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "The sister note to Cedar Mews did not send: it refers to what they did at Keyhold’s deposit screen.",
  "checks": [
    {
      "check": "knowledge",
      "status": "fail",
      "doc": "/plays/cross-sell#check-knowledge",
      "fix": "Name only the job on screen, or their own words.",
      "then": "Content.draft"
    },
    {
      "check": "keep-first",
      "status": "pass"
    }
  ]
}

[
  {
    "reason": {
      "limit": "exclusion-audit",
      "observed": "1 render with no exclusion record",
      "bound": "0",
      "window": "1 render"
    },
    "doc": "/plays/cross-sell#stop-exclusion-audit",
    "task": "task_633"
  }
]

Did it workCopy Anchor Link

Keyhold’s Customers were split at random, 80 % exposed and 20 % held back for 90 days, so both halves read from the same assignment (rules m–o). The read reaches its minimum at 500 Customers, so it prints Too early to tell with its counts. Each figure’s call is POST /{namespace}/metrics/query by node, and every node above the leaf is Not live yet (gaps #4).

{
  "$id": "decisions/decision_671",
  "$type": "Decision",
  "choice": "sister-card",
  "reason": "Pine Street Rentals, a Keyhold Customer, exported 14 lease end dates to a spreadsheet on this screen; the need map gives that job to Leaseline, and they sit in the exposed 80 %",
  "stakes": "low",
  "options": [
    "sister-card",
    "sister-note",
    "after-the-cancel",
    "route-the-misfit",
    "not-now",
    "leave-it"
  ],
  "by": "worker_5",
  "on": "customer_388",
  "expected": "Offer.subscribed at Leaseline within 90d",
  "reopensWhen": "the Customer chooses Hide sister products, or a second adjacent need after 30d"
}

The leaf counts Leaseline Customers won per 100 exposed Keyhold Customers over 90 days, less the rate in the held-back Customers, whoever reached them; misfit routing reads one host-week in 5 held back, separately.

How it moves it: a labeled card beside the job on screen, once, with Leaseline’s live Price; 211 cards shown, 8 subscribed.

Guardrails: treated against held back: Keyhold’s own churn (churned-arr), 2.1 against 1.6 per 100, inside the 1-point Stop, and Hide sister products, 1.4 % of those shown.

{
  "$id": "https://api.sb/leaseline.app/campaigns/cross-sell",
  "$type": "Campaign",
  "play": "play:cross-sell@1",
  "path": [
    "sibling-acquisitions",
    "sibling-sourced-share",
    "new-arr",
    "net-new-arr",
    "arr"
  ],
  "experiment": {
    "metric": "sibling-acquisitions",
    "unit": "per-100",
    "heldBack": 82,
    "decision": null
  },
  "readout": {
    "value": 1.2,
    "n": 412,
    "maturing": 0,
    "interval": [
      -1.6,
      4
    ],
    "readability": "D",
    "basis": "held-back",
    "pooled": false
  },
  "ledger": {
    "spend": 0,
    "workerCost": 1,
    "hours": 1.9,
    "pipelineArr": 1044,
    "wonArr": 3132,
    "projectedArr": 573,
    "paybackDays": 0
  }
}

Outside benchmark: none recorded for this Play yet; Other Startups’ results print beside every row.

Before it · After it. Before it: instant-response grades each Lead’s fit and hands misfits here (Lead.disqualified), and owned-newsletter opens the slot. After it: usage-upsell and customer-referrals take the sister Customers once they’re active; each readout seeds the next pair’s estimate. house-ads runs inside it.

ExampleCopy Anchor Link

Leaseline ran it from 2026-07-21 to 2026-10-19 (90 days) on one pair: Keyhold (412 active Customers, 330 exposed and 82 held back) hosted Leaseline’s sister Offer, and Leaseline routed 9 misfit Leads to Keyhold. Read every captured thread at ?threads=all; three follow the tables.

Keyhold, beside the export button, Oct 19, 13:22 · *Sister product, same owner: Leaseline.*¹ Tracking lease end dates? Leaseline sends each renewal notice 60 days out, per owner: $29 a month.² Try Leaseline · Hide sister products³

Pine Street Rentals, 13:31 · opened Leaseline’s trial from the card (Offer.trialed).

- We saw you export your deposit dates every Monday; Leaseline can do the renewals too.
+ You asked about renewal reminders last week. Leaseline, our sister product, sends each notice 60 days out: $29 a month.

Marta Diaz, to Leaseline, 2026-10-08 15:00 · “I just need to track one deposit and when it’s due back.” · SDR · your agent, 15:00 · asked Yes or No thanks to an intro to Keyhold, our sister product. · Marta, 15:02 · Yes. The Brief went to Keyhold’s SDR agent (task_681), due 15:05; its first Message, naming Leaseline as referrer, went at 15:03.

¹ The sister label and the receiver’s name, visible without a click. ² The job on the current screen and the live Price from Leaseline’s Pricing Page. ³ Not a modal; it never covers the host’s own action.

Your settingsCopy Anchor Link

---
pair: keyhold → leaseline
holdout: 0.2      # 1 in 5 Keyhold Customers sees no sister Offer for 90 days
needs: [export lease end dates, renewal reminders]
---
Show Leaseline once, labeled as our sister product, beside a renewal job in Keyhold. Route Leaseline’s misfit Leads to Keyhold only on a yes.

$ npx startup-builder show plays/cross-sell
pair keyhold → leaseline · holdout 0.2 · needs 2     your file  plays/cross-sell.mdx:2-4,6 (Ask 2026-07-21; need by change_19, 2026-08-30)
family referral · also runs house-ads · worker role:success-manager, owns never · chooses 6 (4 rule, 2 read) · sequences misfit-intro, sister-note · checks owned-by-a-person, keep-first, customer-ask-cap, consent-stop, knowledge · stops 8 · placements portfolio-network, gmail, outlook, yahoo-mail, facebook, linkedin, google-search, google-display (exclusions)    catalog  play:cross-sell@1 (Not live yet, gaps #5)

Every key from the catalogCopy Anchor Link

Compiled, not written: edit the Play record cross-sell and its Leaseline run, then regenerate. Every step runs from a sentence or a line of code. In your words: the CRM words you know, and where each lives here.