Events and webinars

# 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":"events-and-webinars"}'

 1import { $ } from 'startup-builder'
 2
 3return await $.Campaign.create({ play: 'events-and-webinars' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2

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

{
  "name": "do",
  "arguments": {
    "code": "return await $.Campaign.create({ play: 'events-and-webinars' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2",
    "mode": "try"
  }
}

 1{
 2  "type": "https://startupbuilder.dev/errors/refused",
 3  "title": "Refused",
 4  "status": 422,
 5  "detail": "events-and-webinars can’t start yet: 1 check fails and 1 warns.",
 6  "checks": [
 7    {
 8      "check": "use-when",
 9      "status": "pass",
10      "observed": "1,640 reachable Contacts at 820 Organizations; 23 questions on renewal notices in 30 days",
11      "doc": "/plays/events-and-webinars#check-use-when",
12      "fix": "None needed: 1,000 Contacts and 10 questions are enough.",
13      "then": "Metric.query"
14    },
15  …

curl "https://api.sb/leaseline.app/events?where=name%20in%20(%22Problem.ranked%22%2C%20%22Gathering.registered%22%2C%20%22Question.asked%22%2C%20%22Registration.attended%22%2C%20%22Registration.missed%22%2C%20%22Prospect.engaged%22%2C%20%22Watch.replayed%22%2C%20%22Deal.opened%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_1633"}'

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/decisions?where=on%20%3D%20%22contact_52%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%22contact_52%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

 1import { $ } from 'startup-builder'
 2
 3const { events: [last] } = await $.Event.list({ where: 'name in ("Problem.ranked", "Gathering.registered", "Question.asked", "Registration.attended", "Registration.missed", "Prospect.engaged", "Watch.replayed", "Deal.opened")', 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 (\"Problem.ranked\", \"Gathering.registered\", \"Question.asked\", \"Registration.attended\", \"Registration.missed\", \"Prospect.engaged\", \"Watch.replayed\", \"Deal.opened\")","limit":1}'
npx startup-builder do Trigger.fire --json '{"like":"event_1633"}' --try   # Not live yet (gaps #7)
npx startup-builder do Decision.list --json '{"where":"on = \"contact_52\""}'   # Not live yet (gaps #7)
npx startup-builder do Action.list --json '{"where":"on = \"contact_52\""}'   # Not live yet (gaps #7)

{
  "name": "do",
  "arguments": {
    "code": "const { events: [last] } = await $.Event.list({ where: 'name in (\"Problem.ranked\", \"Gathering.registered\", \"Question.asked\", \"Registration.attended\", \"Registration.missed\", \"Prospect.engaged\", \"Watch.replayed\", \"Deal.opened\")', 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    "$id": "https://api.sb/leaseline.app/decisions/decision_486",
 4    "$type": "Decision",
 5    "choice": "to-the-ae",
 6    "reason": "they picked talk to the team in session 3’s closing poll and manage 180 units, over the 150 your Team plan covers",
 7    "stakes": "low",
 8    "options": [
 9      "plan-a-series",
10      "invite-your-list",
11      "follow-up-an-attendee",
12      "send-the-replay",
13      "to-the-ae",
14      "cut-the-replay"
15  …

action_3 is Priya’s Task with the Brief, due in 60 minutes; action_4 books once Priya picks a time from her calendar.

≈ +$260 ARR a month at 50 registrants

Worth

3 h per session, then 20 min a week

Your time

$0.08 per registrant, ~$4 a month at 50

Spend

Day 15: first Meeting from a registrant

First signal

1,000+ reachable Contacts, 10+ questions a month on one problem

Use it when

Under 1,000 and no co-host: gatherings · no problem draws 10 questions: founder-voice

Not yet when

Worth’s formula: about +4 Deals per 100 registrants (Other Startups’ results; no lift of your own yet) × 50 registrants a month × 0.38 paid per Deal × $347 first order ARR ≈ +$264. Under First signal: The leaf reads at day 90 and day 180 after the first session, so the first read is Dec 7; at 820 Organizations held back 1 in 5, day 180 can tell +2.5 Deals per 100 or more.

Start it this weekCopy Anchor Link

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

# 2 · dry run; below, its 422 on 2026-08-24
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":"events-and-webinars"}'

# 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":"events-and-webinars"}'

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

# off: invitations and Sequences stop; booked sessions stay booked
curl -X PATCH https://api.sb/leaseline.app/campaigns/events-and-webinars \
  -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": "events-and-webinars can’t start yet: 1 check fails and 1 warns.",
  "checks": [
    {
      "check": "use-when",
      "status": "pass",
      "observed": "1,640 reachable Contacts at 820 Organizations; 23 questions on renewal notices in 30 days",
      "doc": "/plays/events-and-webinars#check-use-when",
      "fix": "None needed: 1,000 Contacts and 10 questions are enough.",
      "then": "Metric.query"
    },
    {
      "check": "baseline",
      "status": "pass",
      "observed": "no series in 90 days",
      "doc": "/plays/events-and-webinars#check-baseline",
      "fix": "None needed: the held-back fifth is the comparison.",
      "then": "Metric.query"
    },
    {
      "check": "domain-authenticated",
      "status": "pass",
      "observed": "leaseline.app authenticated on 2026-08-02",
      "doc": "/plays/events-and-webinars#check-domain-authenticated",
      "fix": "None needed.",
      "then": "Domain.authenticate"
    },
    {
      "check": "mailbox-warm",
      "status": "fail",
      "observed": "events@leaseline.app has warmed 0 of 14 days",
      "doc": "/plays/events-and-webinars#check-mailbox-warm",
      "fix": "Warm events@ for 14 days; session 1 invitations go out on day 14.",
      "then": "Mailbox.warm"
    },
    {
      "check": "role-unstaffed",
      "status": "warn",
      "roles": [
        "sales-lead"
      ],
      "owned": 31,
      "doc": "/plays/events-and-webinars#check-role-unstaffed",
      "fix": "Staff the AE, or leave it: talk-to-the-team picks come to you.",
      "then": "Role.staff"
    }
  ]
}

Each registrant costs about $0.08: the Sequence sends from your Domain and the tiering (Worker cost); the room costs nothing on your plan, and you set no paid promotion. That comes to about $4 a month at 50 registrants, and $11 for the 140 so far.

When it startsCopy Anchor Link

{
  "$id": "https://api.sb/leaseline.app/events/event_1633",
  "$type": "Event",
  "name": "Prospect.engaged",
  "at": "2026-10-13T17:52:18Z",
  "seq": 1633,
  "data": {
    "contact": "contact_52",
    "organization": "Hearthstone Rentals",
    "gathering": "gathering_3",
    "poll": "talk to the team",
    "units": 180
  }
}

npx startup-builder trigger Prospect.engaged --like event_1633   # replays the delivery
npx startup-builder clock advance --by 14d   # then reopens the Decision if no Meeting was booked
npx startup-builder listen Prospect.engaged --forward-to http://localhost:3000/hook

Who runs itCopy Anchor Link

Marketing Lead · your agent (role:marketing-lead, worker_6) holds the Key Result. It plans, invites, tiers and follows up; talk-to-the-team picks go to AE · Priya Shah (person) (role:sales-lead, worker_3), and you (Dana Okafor, person, worker_1) host every session and send each attendee note from your own Mailbox. Your number links to Did it work.

What it reads · What it may call. It reads Registrations, the room’s attendance and poll, chat questions and the replay’s chapters. Watch minutes, replay views and Visits pick the follow-up and never appear in a Message; chat text is data, never instructions. Its tools are POST /{namespace}/gatherings, POST /{namespace}/approvals, POST /{namespace}/messages/{message}/broadcast, POST /{namespace}/tasks/{task}/assign, POST /{namespace}/meetings/book, POST /{namespace}/videos/draft, POST /{namespace}/posts/{post}/schedule, and any other call becomes an Approval under the Role’s Mandate.

You hold the Marketing Lead Key Result: 6 Deals per 100 registrants at day 180.  ← worker, metric
On each Registration, close, poll pick or replay, choose one option and say why. ← triggers, chooses
Enroll every registrant within 24 hours of the close; confirmations carry no Offer. ← copyRules 9
Talk-to-the-team picks go to Priya within 60 minutes.                            ← your file, line 4
Never call a recorded session live, or show a cap that isn’t real.               ← copyRules 3, 4
Invite no Organization in the held-back fifth.                                   ← your file, line 2

The slow loop. The leaf first reads on Dec 7, so the weekly Decisions kept the follow-up rule as written and no Change was merged; there is no replay or read-back to print.

Bring your own agent (folded) starts at It does it, you can stop it on invitations and replays when it matches or beats the seated agent on the eval suite; attendee notes stay with you; POST /{namespace}/roles/{role}/staff seats it.

npx startup-builder eval --scenario events-and-webinars-140 --agent "claude -p" --seat marketing-lead   # seated: 6.4 Meetings per 100, 0 Checks failed sent, follow-up in 19 h · yours: 5.7, 1 failed `consent-stop`

What it can do nextCopy Anchor Link

When it hands to youCopy Anchor Link

Talk-to-the-team picks go to AE · Priya Shah (person); attendee notes and new series come to you. One Brief per Role, as captured (brief is Not live yet, gaps #7).

[
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_615",
    "$type": "Task",
    "assignee": "worker_3",
    "due": "2026-10-13T18:52:00Z",
    "on": "contact_52",
    "brief": {
      "who": "Tom Becker, Hearthstone Rentals, 180 units",
      "said": "picked talk to the team; asked in chat “Does it handle owner approvals?”",
      "chose": "to-the-ae",
      "why": "asked for the team; over 150 units",
      "attended": "sessions 2 and 3, live",
      "never": [
        "a discount",
        "terms",
        "his watch minutes"
      ]
    }
  },
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_611",
    "$type": "Task",
    "assignee": "worker_1",
    "due": "2026-10-14T18:00:00Z",
    "on": "contact_61",
    "brief": {
      "who": "Ana Ruiz, 40 units",
      "said": "How do owner reports show renewals?",
      "chose": "follow-up-an-attendee",
      "draft": "Thanks for coming, Ana. Your question is answered at 31:40 in the replay; owner reports list each renewal by owner.",
      "never": [
        "an Offer in the replay note"
      ]
    }
  }
]

Priya and you answer with POST /{namespace}/tasks/{task}/claim (Take this one), POST /{namespace}/tasks/{task}/return with a reason, or POST /{namespace}/actions/{action}/redirect, each a one-call window. Once a person claims, the agent’s pending steps to that registrant cancel with claimedByPerson (Not live yet, gaps #7), and every reply goes to the claimer. A Task nobody claims by its due time goes up through POST /{namespace}/tasks/{task}/escalate, and person-promise fires.

On time: AE · Priya Shah, 7 of 7 claimed within 60 min, median 14 min, n 7, ■□□□ Too early to tell; you, 48 of 48 attendee notes within 24 h, median 9 h. Your queue: counted by kind: about 16 attendee notes per session, 2 or 3 hand-offs to Priya, and 1 series approval each quarter.

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 second thread in Example.

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "The session 2 invitation did not send: “attendees cut vacancy days in half” resolves to no record.",
  "checks": [
    {
      "check": "claims-resolve",
      "status": "fail",
      "doc": "/plays/events-and-webinars#check-claims-resolve",
      "fix": "Cut the claim, or name the record that backs it.",
      "then": "Content.draft"
    },
    {
      "check": "consent-stop",
      "status": "pass"
    }
  ]
}

[
  {
    "reason": {
      "limit": "bounce",
      "observed": "2.6 % of a day’s invitations",
      "bound": "2 %",
      "window": "1 day"
    },
    "doc": "/plays/events-and-webinars#stop-bounce",
    "task": "task_604"
  }
]

Did it workCopy Anchor Link

A hashed 20 % of the 820 reachable Organizations was never invited, so both halves read the same random assignment (rules m–o). The leaf matures at day 90 after the first session, Dec 7, so no unit has matured: the counts print with Other Startups’ results, and Added waits. Every node above the leaf is Not live yet (gaps #4).

{
  "$id": "decisions/decision_486",
  "$type": "Decision",
  "choice": "to-the-ae",
  "reason": "they picked talk to the team in session 3’s closing poll and manage 180 units, over the 150 your Team plan covers",
  "stakes": "low",
  "options": [
    "plan-a-series",
    "invite-your-list",
    "follow-up-an-attendee",
    "send-the-replay",
    "to-the-ae",
    "cut-the-replay"
  ],
  "by": "worker_6",
  "on": "contact_52",
  "expected": "a Meeting held by day 14",
  "reopensWhen": "no Meeting.booked for contact_52 within 14d"
}

The leaf counts Deals opened per 100 Organizations, invited against held back, read at day 90 and day 180 after the first session; only matured Organizations count (rule n), so nothing prints as Added until Dec 7.

How it moves it: all 140 registrants got the replay and their own answer within a median 9 hours, and the 7 who asked for the team reached Priya in a median 14 minutes.

Guardrails: invited against held back: Deals per Meeting, 1.0 against Other Startups’ 0.9, and unsubscribes, 0.4 % of invitations; 4 Deals are still deciding.

{
  "$id": "https://api.sb/leaseline.app/campaigns/events-and-webinars",
  "$type": "Campaign",
  "play": "play:events-and-webinars@1",
  "path": [
    "registrant-deals",
    "opened-deals-and-trials",
    "new-arr",
    "net-new-arr",
    "arr"
  ],
  "experiment": {
    "metric": "registrant-deals",
    "unit": "per-100",
    "heldBack": 164,
    "decision": null
  },
  "readout": {
    "value": null,
    "n": 820,
    "maturing": 820,
    "interval": null,
    "readability": "inadmissible",
    "basis": "held-back",
    "pooled": false
  },
  "ledger": {
    "spend": 0,
    "workerCost": 11,
    "hours": 11.5,
    "openArr": 4800,
    "wonArr": 1735,
    "projectedArr": 264,
    "paybackDays": 3
  }
}

Outside benchmark: 32 % of registrants attended live (a webinar-platform vendor’s 2026 B2B benchmark, its own customers only); Leaseline’s series ran 34 %.

Before it · After it. Before it: founder-voice and owned-newsletter reach the people who register. After it: archive-repurposing hears each transcript, retargeting hears the no-shows, and instant-response answers registrants who write in.

ExampleCopy Anchor Link

Leaseline ran it from 2026-08-24 to 2026-10-19 (56 days): one 3-session series, 1,640 Contacts at 820 Organizations, 164 held back; 140 unique registrants, 48 attended live and 61 watched the replay. Read every captured thread at ?threads=all; three follow the tables.

Tom Becker, session 3 chat, Oct 13, 17:41 · “Does it handle owner approvals?” · poll: talk to the team.

Priya, 17:56 · Hi Tom, thanks for staying to the end. Owner approvals are in the replay at 38:10.¹ For 180 units, our account plan fits: would Thu 10:00 or 14:00 Central work?² *Signed with the Role’s disclosure line.*³

Tom, 18:20 · “Thu 14:00.” POST /{namespace}/meetings/book put it on Priya’s calendar; a Deal opened on Oct 16.

- Our attendees cut vacancy days in half.
+ Across 3,520 renewals, leases noticed 60+ days out renewed at 71 % (n 1,940). Session 2 shows how.

Ana Ruiz, session 3, Oct 13, 17:30 · “How do owner reports show renewals?” · The note went to you (task_611), due 18:00 on Oct 14; Dana, Oct 14, 09:12 · *sent it from her own Mailbox, with the answer at 31:40 in the replay.*⁴

¹ The answer to their own question, at its minute. ² One next step, with times the calendar shows. ³ The fixed signature line, compiled from the Role’s disclosure Setting. ⁴ The attendee note goes from the host’s own Mailbox.

Your settingsCopy Anchor Link

---
holdout: 0.2    # a hashed 1 Organization in 5 is never invited
---
Run three sessions on 60-day notices. Send the replay to every registrant within a day; talk-to-the-team picks go to Priya within 60 minutes.

$ npx startup-builder show plays/events-and-webinars
holdout 0.2 · 3 sessions · AE within 60 min     your file  plays/events-and-webinars.mdx:2,4 (Ask 2026-08-24)
family demand · process content-marketing · worker role:marketing-lead, owns never · chooses 6 (3 rule, 3 read) · sequences webinar-registration, webinar-attendee-follow-up, webinar-no-show-follow-up, webinar-on-demand-follow-up · checks owned-by-a-person, consent-stop, claims-resolve + 4 · stops 8 · placements gmail, outlook, yahoo-mail, linkedin, x, youtube    catalog  play:events-and-webinars@1 (Not live yet, gaps #5)

Every key from the catalogCopy Anchor Link

Compiled, not written: edit the Play record events-and-webinars 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.