Product signals

# 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":"product-signals"}'

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

{
  "name": "do",
  "arguments": {
    "code": "return await $.Campaign.create({ play: 'product-signals' }, { 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": "product-signals can’t start yet: 1 check fails and 1 warns.",
 6  "checks": [
 7    {
 8      "check": "use-when",
 9      "status": "pass",
10      "observed": "99 free accounts in 30 days; Team at $79 for 5 members",
11      "doc": "/plays/product-signals#check-use-when",
12      "fix": "Keep 30 or more free accounts a month, or run signup-interviews.",
13      "then": "Metric.query"
14    },
15  …

curl "https://api.sb/leaseline.app/events?where=name%20in%20(%22Event.captured%22%2C%20%22Entitlement.checked%22%2C%20%22Customer.activated%22%2C%20%22Page.viewed%22%2C%20%22Customer.stalled%22%2C%20%22Prospect.engaged%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_2211"}'

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/decisions?where=on%20%3D%20%22lead_63%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%22lead_63%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

 1import { $ } from 'startup-builder'
 2
 3const { events: [last] } = await $.Event.list({ where: 'name in ("Event.captured", "Entitlement.checked", "Customer.activated", "Page.viewed", "Customer.stalled", "Prospect.engaged")', 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\", \"Entitlement.checked\", \"Customer.activated\", \"Page.viewed\", \"Customer.stalled\", \"Prospect.engaged\")","limit":1}'
npx startup-builder do Trigger.fire --json '{"like":"event_2211"}' --try   # Not live yet (gaps #7)
npx startup-builder do Decision.list --json '{"where":"on = \"lead_63\""}'   # Not live yet (gaps #7)
npx startup-builder do Action.list --json '{"where":"on = \"lead_63\""}'   # Not live yet (gaps #7)

{
  "name": "do",
  "arguments": {
    "code": "const { events: [last] } = await $.Event.list({ where: 'name in (\"Event.captured\", \"Entitlement.checked\", \"Customer.activated\", \"Page.viewed\", \"Customer.stalled\", \"Prospect.engaged\")', 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    "$id": "https://api.sb/leaseline.app/decisions/decision_402",
 4    "$type": "Decision",
 5    "choice": "team-plan-note",
 6    "reason": "4 people at Brightwater Property Group drafted 31 notices this week on a free account; Team covers 5 members, and the count is 3 or more",
 7    "stakes": "low",
 8    "options": [
 9      "team-plan-note",
10      "shared-limit-note",
11      "senior-welcome",
12      "reach-who-pays",
13      "rescue",
14      "open-a-deal",
15  …

action_2 puts Brightwater in the agent half. action_3 is the team plan note to contact_14, the member who signed up first, waiting for your approval because it is this account’s first send.

≈ +$2,400 ARR a month at 69

Worth

45 min week 1, then 15 a week

Your time

$0.05 per fired account, ~$3.50 a month at 69

Spend

Day 2: the first Meeting booked

First signal

30+ free or trial accounts a month, a team plan

Use it when

Under 30: signup-interviews · no team plan: publish one (Offer.publish)

Not yet when

Worth’s formula: about +18.5 Deals per 100 fired accounts × 69 a month × 0.35 Deals to paid (your last 90 days) × $547 first order ARR ≈ +$2,444. Under First signal: About 8 weeks to tell a +12 lift at 69 a month (5 to read, 3 to mature); at 30 a month, 90 days can tell only +22 or more, so your half starts at 0.

Start it this weekCopy Anchor Link

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

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

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

# off: no touch sends; churn alerts still reach the CSM
curl -X POST https://api.sb/leaseline.app/processes/outbound/pause \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "product-signals can’t start yet: 1 check fails and 1 warns.",
  "checks": [
    {
      "check": "use-when",
      "status": "pass",
      "observed": "99 free accounts in 30 days; Team at $79 for 5 members",
      "doc": "/plays/product-signals#check-use-when",
      "fix": "Keep 30 or more free accounts a month, or run signup-interviews.",
      "then": "Metric.query"
    },
    {
      "check": "baseline",
      "status": "pass",
      "observed": "13.0 Deals per 100 accounts that would have fired, n 140 in 90 days",
      "doc": "/plays/product-signals#check-baseline",
      "fix": "Read it once; it fills Before in Your number.",
      "then": "Metric.query"
    },
    {
      "check": "domain-authenticated",
      "status": "pass",
      "observed": "leaseline.app",
      "doc": "/plays/product-signals#check-domain-authenticated",
      "fix": "Add the 3 DNS records shown; it passes once they resolve.",
      "then": "Domain.authenticate"
    },
    {
      "check": "mailbox-warm",
      "status": "fail",
      "observed": "agent@leaseline.app, 3 days into warm-up",
      "doc": "/plays/product-signals#check-mailbox-warm",
      "fix": "Warm the agent Mailbox; it passes after 14 days at rising volume.",
      "then": "Mailbox.warm"
    },
    {
      "check": "role-unstaffed",
      "status": "warn",
      "roles": [
        "sales-lead",
        "success-manager"
      ],
      "owned": 3,
      "doc": "/plays/product-signals#check-role-unstaffed",
      "fix": "Staff the AE and CSM, or leave them: those routes come to you.",
      "then": "Role.staff"
    }
  ]
}

Each usage card costs $0.01 to compute and each touch $0.04 from your Domain (Worker cost); first-party matching from your own sign-ins costs nothing. That comes to about $3.50 a month at 69 fired accounts and $1.50 at 30, under the $20 model spend Limit.

When it startsCopy Anchor Link

{
  "$id": "https://api.sb/leaseline.app/events/event_2211",
  "$type": "Event",
  "name": "Event.captured",
  "at": "2026-10-19T08:47:31Z",
  "seq": 2211,
  "data": {
    "lead": "lead_63",
    "organization": "organization_29",
    "event": "notice.drafted",
    "people": 4,
    "count": 31,
    "window": "7d",
    "offer": "leaseline-free"
  }
}

npx startup-builder trigger Event.captured --like event_2211   # replays the delivery
npx startup-builder clock advance --by 3d   # runs the team plan note’s day-3 step, which ends on any reply
npx startup-builder listen Event.captured --forward-to http://localhost:3000/hook

Who runs itCopy Anchor Link

SDR · your agent (role:prospector, worker_2) holds the Key Result. It hands hand-raises and director signups to AE · Priya Shah (person) (role:sales-lead, worker_3, staffed on day 9), the who-pays note to you (Dana Okafor, person, worker_1) to send from your own Mailbox, and paying Customers on pricing to the CSM Role, which is unstaffed, so you. Your number links to Did it work.

What it reads · What it may call. It reads counts from your own product Events, matched to a company by sign-in domain only. A page view, a session length or a stalled state chooses who and when, and never appears in a Message. Its tools are POST /{namespace}/entitlements/check, POST /{namespace}/meetings/book, POST /{namespace}/tasks/{task}/assign, POST /{namespace}/conversations/{conversation}/answer, POST /{namespace}/leads/{lead}/qualify, POST /{namespace}/deals/{deal}/assign, and any other call becomes an Approval under the Role’s Mandate.

You hold the SDR Key Result: 30 Deals per 100 fired accounts by 2026-12-31.      ← worker, metric
On each Trigger, choose one option and say why; a paying Customer goes To the CSM. ← triggers, chooses
A count shown to anyone covers 3 or more people and names none of them.          ← copyRules 2, 5
State only numbers a live usage card line holds; never a page view.              ← copyRules 1, 3
Team note at 3 active people; founder note for a director (your file, lines 4–5). ← your file
Never write to a Lead or Deal a person owns: draft it into their queue.          ← worker.owns, owned-by-a-person

The slow loop, as a Change. decision_311 (2026-09-21, weekly) read that reviewers rejected 13 of the last 30 team-cluster fires at 2 active people, so change_23 raised the line to 3 (your file, line 4) and Dana merged it with POST /{namespace}/changes/{change}/merge. Replayed on past fires, POST /{namespace}/changes/{change}/review put the agent half at 29.8 per 100; read back at +21d it is 31.5, n 54, ■■□□ Early sign (Example, day 49).

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 the first wave when it does not; POST /{namespace}/roles/{role}/staff seats it.

npx startup-builder eval --scenario product-signals-120 --agent "claude -p" --seat prospector   # seated: 31.5 per 100, 0 Checks failed sent, $0.05 a fire · yours: 27.2, 1 count-floor refusal, $0.07 → You approve the first wave

What it can do nextCopy Anchor Link

When it hands to youCopy Anchor Link

Hand-raises and director signups go to AE · Priya Shah (person); the who-pays note and paying Customers on pricing come to you, and before day 9 every hand-off did. One Brief per Role, as captured (brief is Not live yet, gaps #7).

[
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_509",
    "$type": "Task",
    "assignee": "worker_3",
    "due": "2026-10-19T10:58:00Z",
    "on": "lead_63",
    "brief": {
      "who": "Brightwater Property Group, free account",
      "said": "Yes, set us up on Team. We’re 4 now, maybe 6 by spring.",
      "chose": "open-a-deal",
      "why": "answered the team plan note with interest",
      "counted": "4 active people, 31 notices in 7 days",
      "never": [
        "a colleague’s name",
        "a page view",
        "a discount"
      ]
    }
  },
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_477",
    "$type": "Task",
    "assignee": "worker_1",
    "due": "2026-10-06T17:00:00Z",
    "on": "lead_58",
    "brief": {
      "who": "Tidewater Rentals, free account",
      "chose": "reach-who-pays",
      "why": "5 active people, and none of them is the owner who pays",
      "draft": "a 3-line note from you, citing the team’s own totals"
    }
  },
  {
    "$id": "https://api.sb/leaseline.app/approvals/approval_61",
    "$type": "Approval",
    "verdict": null,
    "deadline": "2026-09-03T15:00:00Z",
    "draft": "Hi Sam, your team of 4 drafted 31 renewal notices on Leaseline this week…",
    "route": "team-plan-note",
    "checks": [
      {
        "check": "count-floor",
        "status": "pass"
      },
      {
        "check": "customer-collision",
        "status": "pass"
      }
    ]
  }
]

Each receiver answers with POST /{namespace}/tasks/{task}/claim (Take this one), POST /{namespace}/tasks/{task}/return with a reason, POST /{namespace}/actions/{action}/redirect, POST /{namespace}/approvals/{approval}/approve or POST /{namespace}/approvals/{approval}/refuse, each a one-call window. Once a person claims, the agent’s pending touches to that company 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 a Role through POST /{namespace}/tasks/{task}/escalate (AE to you), and person-promise fires.

On time: AE · Priya Shah, 13 of 14 claimed within 60 min, median 21 min, ■■□□ Early sign, n 14; you, 8 of 8, median 3 h on who-pays notes, n 8. Your queue: in week 1, 20 approvals and 1 weekly review; after the promotion on day 16, 1 weekly review, about 2 hand-offs and 1 who-pays note a week.

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 Redfern Homes thread in Example.

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "The note to Redfern Homes did not send: it names a colleague.",
  "checks": [
    {
      "check": "count-floor",
      "status": "fail",
      "doc": "/plays/product-signals#check-count-floor",
      "fix": "Say “2 people on your team”, never a name.",
      "then": "Message.schedule"
    },
    {
      "check": "customer-collision",
      "status": "pass"
    }
  ]
}

[
  {
    "reason": {
      "limit": "unanswered-positive",
      "observed": "1h 22m",
      "bound": "1 business hour",
      "window": "1 hand-raise"
    },
    "doc": "/plays/product-signals#stop-unanswered-positive",
    "task": "task_488"
  }
]

Did it workCopy Anchor Link

Both halves are read from the same random assignment at the fire (rules m–o), and each figure’s call is POST /{namespace}/metrics/query by node and by arm; the leaf and every node above it are Not live yet (gaps #4).

{
  "$id": "decisions/decision_402",
  "$type": "Decision",
  "choice": "team-plan-note",
  "reason": "4 people at Brightwater Property Group drafted 31 notices this week on a free account; Team covers 5 members, and the count is 3 or more",
  "stakes": "low",
  "options": [
    "team-plan-note",
    "shared-limit-note",
    "senior-welcome",
    "reach-who-pays",
    "rescue",
    "open-a-deal",
    "to-the-csm"
  ],
  "by": "worker_2",
  "on": "lead_63",
  "expected": "a Deal or a Team trial opened by day 21",
  "reopensWhen": "no Deal opened and no trial started for lead_63 within 21d"
}

The leaf counts Deals or Team trials opened within 21 days per 100 free accounts assigned at their first fire, once paying Customers and held accounts are left out (rule m), to 100 matured in each half; at 54 and 54 so far the Experiment runs on.

How it moves it: a touch on a median of day 1 after the crossing, citing the team’s own counts, where your half heard nothing until they asked.

Guardrails: treated against held back: paid per Deal opened, 0.29 against 0.29 (new-paying-customers per Deal), and stop clicks, 0.9 % against no sends.

{
  "$id": "https://api.sb/leaseline.app/campaigns/product-signals",
  "$type": "Campaign",
  "play": "play:product-signals@1",
  "path": [
    "pql-deal-rate",
    "opened-deals-and-trials",
    "new-arr",
    "net-new-arr",
    "arr"
  ],
  "experiment": {
    "metric": "pql-deal-rate",
    "unit": "per-100",
    "heldBack": 60,
    "decision": null
  },
  "readout": {
    "value": 18.5,
    "n": 108,
    "maturing": 12,
    "interval": [
      3.2,
      33.8
    ],
    "readability": "C",
    "basis": "held-back",
    "pooled": false
  },
  "ledger": {
    "spend": 2,
    "workerCost": 4,
    "hours": 2.4,
    "pipelineArr": 5688,
    "wonArr": 3284,
    "projectedArr": 2444,
    "paybackDays": 2
  }
}

Outside benchmark: a median 8 % of free accounts convert to paid within six months, across self-serve B2B products (a growth analyst’s survey with two vendors, 2026-02-04).

Before it · After it. Before it: product-led and programmatic-seo bring the free accounts. After it: closer-handoff hears each Deal it opens, and usage-upsell hears the Team accounts that pace past 150 units; churn alerts it raises feed the CSM’s queue, never a sales touch.

ExampleCopy Anchor Link

Leaseline ran it from 2026-08-24 to 2026-10-19 (56 days). 128 free accounts fired a Trigger, 8 were left out as paying Customers or held by a person, and 120 were assigned at random, 60 to each half; 108 have matured and 12 are still maturing. Read every captured thread at ?threads=all; three follow the tables.

Leaseline → Sam at Brightwater, Oct 19 09:02 · Your team of 4 drafted 31 renewal notices in Leaseline this week.¹ Team is $79 a month for up to 5 members and 150 units, and keeps everyone’s notices in one place.² Want me to set it up for the 4 of you? *Signed with the Role’s disclosure line.*³

Sam, 09:57 · “Yes, set us up on Team. We’re 4 now, maybe 6 by spring.” A Deal opened, and the Brief reached Priya at 09:58 (When it hands to you).

- Hi Lee, Maria on your team hit the 5-unit limit on Tuesday too.
+ Hi Lee, 2 people on your team hit the 5-unit Limit this week. Pro covers 50 units for $29 a month.

Marlow Estates, 2026-08-26 10:14 · the Director of Operations activated · Dana, from her own Mailbox, 10:40 · a 3-line welcome, approved by Dana · Reply, 13:05 · “Could we talk Thursday?” · *Priya, our account lead, has Thursday at 14:00 or 16:00.*⁴ The Brief went to Priya (task_451).

¹ A count of 3 or more people, from a live usage card line, naming none of them. ² The live Offer’s Price, for the active count only. ³ The fixed signature line, compiled from the Role’s disclosure Setting. ⁴ The routed line, compiled from the Role’s Settings.

Your settingsCopy Anchor Link

---
holdout: 0.5      # half the fired accounts get no touch for 60 days, as today
---
Write about Team when 3 or more people at one free account are active.
A director who signs up gets a note from Dana, approved each time.
Hand-raises go to the AE.

$ npx startup-builder show plays/product-signals
holdout 0.5 · team line 3 people · founder note for a director · hand-raises to the AE     your file  plays/product-signals.mdx:2,4,5,6 (Ask 2026-08-24; line 4 by change_23, 2026-09-21)
worker role:prospector, owns never · chooses 7 (4 rule, 3 read) · sequences team-plan-note, shared-limit-note, senior-welcome, dormant-rescue, buyer-note · approval first-send, every-send · checks owned-by-a-person, customer-collision, mailbox-warm · stops 11 + count-floor held at the send · placements gmail, outlook, yahoo-mail, linkedin + in-product card    catalog  play:product-signals@1 (Not live yet, gaps #5)

Every key from the catalogCopy Anchor Link

Compiled, not written: edit the Play record product-signals 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.