Owned newsletter

# 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":"owned-newsletter"}'

 1import { $ } from 'startup-builder'
 2
 3return await $.Campaign.create({ play: 'owned-newsletter' }, { 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":"owned-newsletter"}' --try   # Not live yet (gaps #2)

{
  "name": "do",
  "arguments": {
    "code": "return await $.Campaign.create({ play: 'owned-newsletter' }, { 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": "owned-newsletter can’t start yet: 1 check fails and 1 warns.",
 6  "checks": [
 7    {
 8      "check": "use-when",
 9      "status": "pass",
10      "observed": "1,860 subscribers who said yes; 1,790 are not Customers",
11      "doc": "/plays/owned-newsletter#check-use-when",
12      "fix": "Nothing to do: only addresses whose yes names Leaseline count.",
13      "then": "Metric.query"
14    },
15  …

curl "https://api.sb/leaseline.app/events?where=name%20in%20(%22Message.scheduled%22%2C%20%22Source.added%22%2C%20%22Change.merged%22%2C%20%22Contact.subscribed%22%2C%20%22Contact.engaged%22%2C%20%22Message.broadcasted%22%2C%20%22Conversation.labeled%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_1380"}'

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/decisions?where=on%20%3D%20%22broadcast_9%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%22broadcast_9%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

 1import { $ } from 'startup-builder'
 2
 3const { events: [last] } = await $.Event.list({ where: 'name in ("Message.scheduled", "Source.added", "Change.merged", "Contact.subscribed", "Contact.engaged", "Message.broadcasted", "Conversation.labeled")', 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 (\"Message.scheduled\", \"Source.added\", \"Change.merged\", \"Contact.subscribed\", \"Contact.engaged\", \"Message.broadcasted\", \"Conversation.labeled\")","limit":1}'
npx startup-builder do Trigger.fire --json '{"like":"event_1380"}' --try   # Not live yet (gaps #7)
npx startup-builder do Decision.list --json '{"where":"on = \"broadcast_9\""}'   # Not live yet (gaps #7)
npx startup-builder do Action.list --json '{"where":"on = \"broadcast_9\""}'   # Not live yet (gaps #7)

{
  "name": "do",
  "arguments": {
    "code": "const { events: [last] } = await $.Event.list({ where: 'name in (\"Message.scheduled\", \"Source.added\", \"Change.merged\", \"Contact.subscribed\", \"Contact.engaged\", \"Message.broadcasted\", \"Conversation.labeled\")', 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    "$id": "https://api.sb/leaseline.app/decisions/decision_561",
 4    "$type": "Decision",
 5    "choice": "send-the-issue",
 6    "reason": "fact_31 (1,204 notices 60 days out in September) is inside its 30-day refresh window; Dana’s Oct 16 recording has a 2-minute cut on owner statements; Pro’s Price matches the Pricing Page",
 7    "stakes": "medium",
 8    "options": [
 9      "send-the-issue",
10      "not-now",
11      "welcome",
12      "hand-on-the-buyer",
13      "ask-to-keep",
14      "add-a-sister-slot"
15  …

action_2 is your editor pass, due Oct 21 at 17:00 Central. action_3 sends Thursday at 08:00 in each reader’s time zone, and only once editorial passes; the Price is read again on the send day.

≈ +$650 ARR a month at 7,800 delivered

Worth

1 h week 1, then 40 min a week

Your time

$0.60 per issue, ~$3 a month

Spend

Day 3: first trial from an issue link

First signal

500+ subscribers, and a 10-minute recording a week

Use it when

Under 500: organic-social · no live Offer: publish one (Offer.publish)

Not yet when

Worth’s formula: about +0.8 trials per 1,000 delivered (Other Startups’ results; your own read is too early) × 7,800 delivered a month × 0.30 trials to paid × $347 Pro ARR ≈ +$650. Under First signal: Holding back 1 in 10 new subscribers at about 220 a month, about 26 weeks to tell a +1 lift; 90 days can tell only +4.2 per 1,000 or more.

Start it this weekCopy Anchor Link

npx startup-builder add play owned-newsletter   # 1 · writes plays/owned-newsletter.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":"owned-newsletter"}'

# 3 · keep it: you pass every issue as editor
curl -X POST https://api.sb/leaseline.app/campaigns \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"owned-newsletter"}'

# on
curl -X POST https://api.sb/leaseline.app/processes/content-marketing/enable \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# off: no issue, welcome or re-permission sends
curl -X POST https://api.sb/leaseline.app/processes/content-marketing/pause \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "owned-newsletter can’t start yet: 1 check fails and 1 warns.",
  "checks": [
    {
      "check": "use-when",
      "status": "pass",
      "observed": "1,860 subscribers who said yes; 1,790 are not Customers",
      "doc": "/plays/owned-newsletter#check-use-when",
      "fix": "Nothing to do: only addresses whose yes names Leaseline count.",
      "then": "Metric.query"
    },
    {
      "check": "baseline",
      "status": "pass",
      "observed": "1.1 trials per 1,000 delivered from the monthly update, n 9,400 delivered in 90 days",
      "doc": "/plays/owned-newsletter#check-baseline",
      "fix": "Nothing to do: Before reads your monthly update’s last 90 days.",
      "then": "Metric.query"
    },
    {
      "check": "domain-authenticated",
      "status": "fail",
      "observed": "news.leaseline.app has no DNS records",
      "doc": "/plays/owned-newsletter#check-domain-authenticated",
      "fix": "Add the 3 DNS records shown for news.leaseline.app; it passes once they resolve.",
      "then": "Domain.authenticate"
    },
    {
      "check": "fact-check",
      "status": "pass",
      "observed": "12 facts on the facts Page, each with a refresh date",
      "doc": "/plays/owned-newsletter#check-fact-check",
      "fix": "Nothing to do: each issue’s fact must sit inside its refresh window.",
      "then": "Content.draft"
    },
    {
      "check": "provenance-hold",
      "status": "pass",
      "observed": "0 recordings yet; the first issue waits for one",
      "doc": "/plays/owned-newsletter#check-provenance-hold",
      "fix": "Record 10 minutes this week; every take quotes your own words.",
      "then": "Content.draft"
    },
    {
      "check": "spam-brake",
      "status": "pass",
      "observed": "trailing 7-day rate 240 Messages; one issue is 1,860",
      "doc": "/plays/owned-newsletter#check-spam-brake",
      "fix": "Nothing to do: the broadcast Mailbox sends the issue in time-zone waves.",
      "then": "Message.broadcast"
    },
    {
      "check": "owned-by-a-person",
      "status": "pass",
      "observed": "31 subscribers have an open Lead a person owns",
      "doc": "/plays/owned-newsletter#check-owned-by-a-person",
      "fix": "Nothing to do: their buying replies go to their owner.",
      "then": "Task.assign"
    },
    {
      "check": "role-unstaffed",
      "status": "warn",
      "roles": [
        "sales-lead"
      ],
      "owned": 31,
      "doc": "/plays/owned-newsletter#check-role-unstaffed",
      "fix": "Staff the AE, or leave it: buying replies come to you.",
      "then": "Role.staff"
    }
  ]
}

Each issue costs about $0.60 to send to 1,860 and $0.05 to draft (Worker cost); transcribing your 10-minute recording costs about $0.06. The archive Pages cost nothing. That comes to about $3 a month at 4 issues.

When it startsCopy Anchor Link

{
  "$id": "https://api.sb/leaseline.app/events/event_1380",
  "$type": "Event",
  "name": "Message.scheduled",
  "at": "2026-10-19T13:00:00Z",
  "seq": 1380,
  "data": {
    "broadcast": {
      "$id": "https://api.sb/leaseline.app/broadcasts/broadcast_9",
      "list": "the-renewal-desk",
      "sendAt": "2026-10-22T08:00:00",
      "timezone": "reader"
    },
    "fact": "fact_31",
    "source": "recordings/recording_14"
  }
}

npx startup-builder trigger Message.scheduled --like event_1380   # replays the delivery in test
npx startup-builder clock advance --to 2026-10-22T08:00   # sends issue 9 in test (action_3) once your pass is in
npx startup-builder listen Lead.created --forward-to http://localhost:3000/hook

Who runs itCopy Anchor Link

Content Lead · your agent (role:content-lead, worker_7) holds the Key Result and drafts every issue from your recording and the facts Page. You (Dana Okafor, person, worker_1) pass every issue as editor, on every rung. Buying replies go to AE · Priya Shah (person) (role:sales-lead, worker_3, staffed on day 9). Your number links to Did it work.

What it reads · What it may call. It reads your recording, the facts Page and the live Pricing Page. Clicks and Visits only choose who counts as engaged; they never appear in an issue, and no text in a reply picks a recipient or a link. Its tools are POST /{namespace}/approvals, POST /{namespace}/messages/{message}/broadcast, POST /{namespace}/leads, POST /{namespace}/tasks/{task}/assign, POST /{namespace}/contacts/{contact}/unsubscribe, POST /{namespace}/content/draft, and any other call becomes an Approval under the Role’s Mandate.

You hold the Content Lead Key Result: 2 trials per 1,000 delivered by 2026-12-31. ← worker, metric
Each issue: one dated fact, one take in Dana’s own sentences, one Offer at the send day’s Price. ← copyRules 1–4
Trim and order her sentences; never rewrite one into your own phrasing.          ← copyRules 4
No fresh fact, no cut or no editor pass: skip the week.                          ← chooses.not-now.when
A buying reply becomes a Lead for the AE within 5 minutes.                       ← chooses.hand-on-the-buyer, your file line 7

The slow loop, as a Change. decision_371 (2026-09-21, weekly) read 4 issues with the Offer under the take and 3 trials, and 2 with the poll first and the Offer last with 0. change_26 fixed the order as fact, take, Offer, poll (your file, line 5), and Dana merged it with POST /{namespace}/changes/{change}/merge. Replayed on past issues, POST /{namespace}/changes/{change}/review put them at 1.7 per 1,000; read back over the next 3 issues it is 1.6, n 5,420 delivered, ■□□□ Too early to tell (Example, day 52).

Bring your own agent (folded) starts at It does it, you can stop it when it matches or beats the seated agent on the eval suite, and at You approve each one when it does not; issues stay with you either way.

npx startup-builder eval --scenario owned-newsletter-8 --agent "claude -p" --seat content-lead   # seated: 0 lines off source, 0 Checks failed sent, $0.65 an issue · yours: 2 lines off source → You approve each one

What it can do nextCopy Anchor Link

When it hands to youCopy Anchor Link

Every issue comes to you as editor; buying replies go to AE · Priya Shah (person), and before day 9 they came to you. One Brief per Role, as captured, then the Approval (brief, draft and checks are Not live yet, gaps #7).

[
  {
    "$id": "https://api.sb/leaseline.app/approvals/approval_88",
    "$type": "Approval",
    "verdict": null,
    "deadline": "2026-10-21T22:00:00Z",
    "draft": "In September, Leaseline Customers sent 1,204 renewal notices 60 days out. Dana, on owner statements: “The owners who call me are the ones who…”",
    "route": "send-the-issue",
    "checks": [
      {
        "check": "fact-check",
        "status": "pass"
      },
      {
        "check": "provenance-hold",
        "status": "pass"
      },
      {
        "check": "price-match",
        "status": "pass"
      }
    ]
  },
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_441",
    "$type": "Task",
    "assignee": "worker_3",
    "due": "2026-10-15T14:05:00Z",
    "on": "lead_47",
    "brief": {
      "who": "Mara Quinn, Northgate Rentals (3 offices, about 260 units)",
      "said": "Can we get this for our 3 offices?",
      "chose": "hand-on-the-buyer",
      "why": "a buying question in a reply to issue 8",
      "subscribed": "2026-06-02, from the pricing Page",
      "never": [
        "what she clicked",
        "a price beyond the list"
      ]
    }
  }
]

You answer the issue with POST /{namespace}/approvals/{approval}/approve or POST /{namespace}/approvals/{approval}/refuse; an issue unpassed by its deadline never sends. The AE answers a buying reply 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 a reply, the agent writes nothing more to that subscriber outside the issue (claimedByPerson, Not live yet, gaps #7). A Task nobody claims by its due time goes up a Role through POST /{namespace}/tasks/{task}/escalate, and person-promise fires.

On time: you, 7 of 8 issues passed by the deadline, median 26 min of editing, n 8 (issue 4 had no recording); AE · Priya Shah, 6 of 6 buying replies claimed within 60 min, median 14 min, n 6, ■□□□ Too early to tell beside Other Startups’ 93 % on time. Your queue: counted by kind: one issue to pass and one recording each week, plus about 1 buying reply a week for the AE.

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 issue 6 thread in Example.

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "Issue 6 did not send: its take has a line Dana never said in the recording.",
  "checks": [
    {
      "check": "provenance-hold",
      "status": "fail",
      "doc": "/plays/owned-newsletter#check-provenance-hold",
      "fix": "Cut the line, or cite its timestamp in the transcript.",
      "then": "Content.draft"
    },
    {
      "check": "fact-check",
      "status": "pass"
    },
    {
      "check": "price-match",
      "status": "pass"
    }
  ]
}

[
  {
    "reason": {
      "limit": "shadow-complaint",
      "observed": "0.06 % (2 remove-me replies × 5 on 1,812 delivered)",
      "bound": "0.05 %",
      "window": "issue 5"
    },
    "doc": "/plays/owned-newsletter#stop-shadow-complaint",
    "task": "task_398"
  }
]

Did it workCopy Anchor Link

1 in 10 new subscribers who are not Customers is held back at random and gets every issue without the Offer block; both halves are read from that assignment, per 1,000 delivered to everyone assigned (rules m–o). Each figure’s call is POST /{namespace}/metrics/query by node and by arm; the parent field and every node above the leaf are Not live yet (gaps #4).

{
  "$id": "decisions/decision_561",
  "$type": "Decision",
  "choice": "send-the-issue",
  "reason": "fact_31 (1,204 notices 60 days out in September) is inside its 30-day refresh window; Dana’s Oct 16 recording has a 2-minute cut on owner statements; Pro’s Price matches the Pricing Page",
  "stakes": "medium",
  "options": [
    "send-the-issue",
    "not-now",
    "welcome",
    "hand-on-the-buyer",
    "ask-to-keep",
    "add-a-sister-slot"
  ],
  "by": "worker_7",
  "on": "broadcast_9",
  "expected": "your editor pass by Oct 21 17:00 Central, and the issue sent Oct 22 at 08:00",
  "reopensWhen": "no Approval.approved for broadcast_9 by 2026-10-21T22:00Z: the week records checked, nothing to send"
}

The leaf counts trials and checkouts started from a coded issue link per 1,000 delivered, from subscribers who were not Customers when they subscribed, each counted 90 days on (rule n). Subscribers from before day 0 read beside it, unassigned: 13 trials on 11,060 delivered, 1.2 per 1,000.

How it moves it: each issue carried one dated fact and one Offer at its send-day Price, where the monthly update before it carried 4 stories and no Offer (subscriber-leads by issue).

Guardrails: treated against held back: unsubscribes per issue, 0.4 % against 0.3 %, and spam complaints, 0.01 % against a Stop near 0.1 %.

{
  "$id": "https://api.sb/leaseline.app/campaigns/owned-newsletter",
  "$type": "Campaign",
  "play": "play:owned-newsletter@1",
  "path": [
    "subscriber-leads",
    "new-leads",
    "new-arr",
    "net-new-arr",
    "arr"
  ],
  "experiment": {
    "metric": "subscriber-leads",
    "unit": "per-1000",
    "heldBack": 41,
    "decision": null
  },
  "readout": {
    "value": 3.9,
    "n": 410,
    "maturing": 160,
    "interval": [
      -3.8,
      11.6
    ],
    "readability": "inadmissible",
    "basis": "held-back",
    "pooled": false
  },
  "ledger": {
    "spend": 5,
    "workerCost": 1,
    "hours": 6.1,
    "pipelineArr": 2400,
    "wonArr": 2082,
    "projectedArr": 650,
    "paybackDays": 2
  }
}

Outside benchmark: the catalog holds none for this Play yet, so Other Startups’ results stand in: +0.8 trials per 1,000 delivered, ■■■□ Likely, n 41 Startups.

Before it · After it. Before it: archive-repurposing, founder-voice, organic-social and the search Plays feed it recordings, facts and subscribers. After it: buying replies reach the AE as instant-response hand-offs do, members of the list are invited to owned-community, and 90-day silent subscribers stop getting it.

ExampleCopy Anchor Link

Leaseline ran it from 2026-08-24 to 2026-10-19 (56 days): 8 weekly cycles, 7 issues sent and 1 week with nothing to send. 410 new subscribers were assigned at random, 369 with the Offer and 41 without; 250 have matured. Read every captured thread at ?threads=all; three follow the tables.

The Renewal Desk, issue 8, Oct 15, 08:00 · Subject: 1,204 notices went out 60 days early in September.¹ The fact, with its source link. Dana, from Oct 9’s recording: “The owners who call me angry never got the first notice. The ones who got it at 60 days don’t call at all.”² This week’s Offer: Pro, $29 a month, with renewal notices per owner.³

Mara Quinn, Northgate Rentals, 09:05 · “Can we get this for our 3 offices?” A Lead for Priya at 09:06; she claimed it at 09:20 and booked a call for Oct 17 (When it hands to you).

- We built Leaseline because property managers deserve better tools.
+ “I built the first version for my mom’s 12 units, because her renewals lived on sticky notes.” (Dana, recording of Sep 25, 03:12)

A reply to issue 7, 2026-10-08 10:40 · “You said 1,204 notices. Is that all your Customers or a sample?” · Leaseline (agent), 10:41 · *Thanks for asking. Dana, our editor, answers fact questions and replies by tomorrow 10:40.*⁴ The Brief went to Dana (task_436); she replied at 15:10: all Customers, from the facts Page’s September record.

¹ The subject names the fact; no fake reply prefix and no countdown. ² The take: Dana’s own sentences from the cited cut, trimmed and ordered, never rewritten. ³ One Offer, with the Price read from the Pricing Page on the send day. ⁴ The routed line, compiled from the Role’s Settings.

Your settingsCopy Anchor Link

---
holdout: 0.1      # 1 in 10 new non-Customer subscribers gets no Offer block for 90 days
send: thursday 08:00 reader time
---
Order: fact, take, Offer, poll.
No recording that week, no issue.
Buying replies go to our AE within 5 minutes.
Silent 75 days: ask once; at 90, stop.

$ npx startup-builder show plays/owned-newsletter
holdout 0.1 · send Thursday 08:00 · fact, take, Offer, poll · skip without a recording · buying replies to the AE · sunset at 90 days     your file  plays/owned-newsletter.mdx:2,3,5,6,7,8 (Ask 2026-08-24; line 5 by change_26, 2026-09-21)
family owned-audience · process content-marketing · worker role:content-lead, owns never · chooses 6 (4 rule, 2 read) · sequences newsletter-welcome, re-permission · approval every-send · checks owned-by-a-person, editorial, provenance-hold, fact-check, price-match, source-consent, spam-brake · stops 8 · placements gmail, outlook + the archive site    catalog  play:owned-newsletter@1 (Not live yet, gaps #5)

Every key from the catalogCopy Anchor Link

Compiled, not written: edit the Play record owned-newsletter 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.