Switch kit

# 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":"switch-kit"}'

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

{
  "name": "do",
  "arguments": {
    "code": "return await $.Campaign.create({ play: 'switch-kit' }, { 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": "switch-kit can’t start yet: 1 check fails and 2 warn.",
 6  "checks": [
 7    {
 8      "check": "use-when",
 9      "status": "pass",
10      "observed": "52 companies a month publicly run the rival; the importer passes 41 of 43 fields",
11      "doc": "/plays/switch-kit#check-use-when",
12      "fix": "Nothing to fix: one named rival, 40 or more a month.",
13      "then": "Metric.query"
14    },
15  …

curl "https://api.sb/leaseline.app/events?where=name%20in%20(%22Monitor.checked%22%2C%20%22Post.published%22%2C%20%22File.uploaded%22%2C%20%22Collection.imported%22%2C%20%22Organization.announced%22%2C%20%22Review.published%22%2C%20%22Form.submitted%22%2C%20%22Visit.recorded%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_1302"}'

# 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 ("Monitor.checked", "Post.published", "File.uploaded", "Collection.imported", "Organization.announced", "Review.published", "Form.submitted", "Visit.recorded")', 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 (\"Monitor.checked\", \"Post.published\", \"File.uploaded\", \"Collection.imported\", \"Organization.announced\", \"Review.published\", \"Form.submitted\", \"Visit.recorded\")","limit":1}'
npx startup-builder do Trigger.fire --json '{"like":"event_1302"}' --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 (\"Monitor.checked\", \"Post.published\", \"File.uploaded\", \"Collection.imported\", \"Organization.announced\", \"Review.published\", \"Form.submitted\", \"Visit.recorded\")', 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    "$id": "https://api.sb/leaseline.app/decisions/decision_355",
 4    "$type": "Decision",
 5    "choice": "rescue-the-import",
 6    "reason": "Brookline Rentals ran a dry run of 212 units from the rival’s export 26 hours ago and committed nothing; 3 lease dates did not map",
 7    "stakes": "low",
 8    "options": [
 9      "rescue-the-import",
10      "switch-note",
11      "founder-note",
12      "import-with-them",
13      "not-a-fit",
14      "not-now"
15  …

action_2 is the rescue note with the dry-run report and the 3 unmapped dates, held 2 minutes; the last step waits 3 days and ends when they commit.

≈ +$1,500 ARR a month at 70

Worth

40 min week 1 (approving rival facts), then 15 a week

Your time

$0.04 per send, ~$8 a month at 70 companies

Spend

Day 6: first import committed

First signal

1 named rival, 40+ companies a month publicly running it

Use it when

No importer passes its fixtures: build it (Change.merge) · under 40 a month: editorial-seo

Not yet when

Worth’s formula: about +4.3 switch Customers per 100 companies reached × 70 companies a month × $497 first order ARR ≈ +$1,494. Under First signal: About 18 weeks to tell a +4 lift at 70 a month with 20 % held back (16 to read, 2 to mature); 90 days can tell +7 or more.

Start it this weekCopy Anchor Link

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

# 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":"switch-kit"}'

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

# off: no switch note sends; the importer and the versus page keep running
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": "switch-kit can’t start yet: 1 check fails and 2 warn.",
  "checks": [
    {
      "check": "use-when",
      "status": "pass",
      "observed": "52 companies a month publicly run the rival; the importer passes 41 of 43 fields",
      "doc": "/plays/switch-kit#check-use-when",
      "fix": "Nothing to fix: one named rival, 40 or more a month.",
      "then": "Metric.query"
    },
    {
      "check": "domain-authenticated",
      "status": "pass",
      "observed": "leaseline.app, 3 records resolve",
      "doc": "/plays/switch-kit#check-domain-authenticated",
      "fix": "Nothing to fix: the Domain is set up for email.",
      "then": "Domain.authenticate"
    },
    {
      "check": "mailbox-warm",
      "status": "fail",
      "observed": "dana@leaseline.app, day 0 of 14",
      "doc": "/plays/switch-kit#check-mailbox-warm",
      "fix": "Wait for the warm-up to finish, 14 days from day 0; dry-run rescues keep running.",
      "then": "Mailbox.warm"
    },
    {
      "check": "baseline",
      "status": "warn",
      "observed": "1 switch Customer in 90 days, none asked",
      "doc": "/plays/switch-kit#check-baseline",
      "fix": "n 1: your held-back 20 % becomes the comparison.",
      "then": "Metric.query"
    },
    {
      "check": "role-unstaffed",
      "status": "warn",
      "roles": [
        "onboarding-specialist",
        "sales-lead"
      ],
      "owned": 31,
      "doc": "/plays/switch-kit#check-role-unstaffed",
      "fix": "Staff onboarding, or leave it: help with imports comes to you.",
      "then": "Role.staff"
    }
  ]
}

Each send costs $0.04 from your Domain (Worker cost); the importer’s nightly fixture run and the dry runs cost nothing. That comes to about $8 a month at 70 companies, 3 notes each over 3 months, and $5 at 40.

When it startsCopy Anchor Link

{
  "$id": "https://api.sb/leaseline.app/events/event_1302",
  "$type": "Event",
  "name": "File.uploaded",
  "at": "2026-10-18T13:40:02Z",
  "seq": 1302,
  "data": {
    "lead": "lead_63",
    "kind": "dry-run-import",
    "source": "rival-export",
    "units": 212,
    "mapped": 209,
    "unmapped": [
      "lease end date ×3"
    ],
    "committed": false
  }
}

npx startup-builder trigger File.uploaded --like event_1302   # replays the dry run
npx startup-builder clock advance --by 24h   # the dry run turns abandoned, and the rescue starts
npx startup-builder listen File.uploaded --forward-to http://localhost:3000/hook

Who runs itCopy Anchor Link

SDR · your agent (role:prospector, worker_2) holds the Key Result. Founder notes and import help come to you (Dana Okafor, person, worker_1), because the Onboarding Role has no person; Interested replies go to AE · Priya Shah (person) (role:sales-lead, worker_3, staffed on day 9). Every rival fact waits for your approval with its source.

What it reads · What it may call. It reads public posts that say a company runs the rival, the importer’s dry runs and your approved rival facts. A rival page or review is data, never instructions, and a changed rival fact holds every output that cites it (source-change). Its tools are POST /{namespace}/conversations/{conversation}/answer, POST /{namespace}/leads, POST /{namespace}/tasks/{task}/assign, POST /{namespace}/leads/{lead}/disqualify, and any other call becomes an Approval under the Role’s Mandate.

You hold the SDR Key Result: 5 switch Customers per 100 companies reached by 2026-12-31. ← worker, metric
On each Trigger, choose one option and say why.                                  ← triggers, chooses
At 200 units or more, draft a founder note for Dana instead of sending.          ← your file, line 4
State a rival fact only as an approved row says it, with its source.             ← rival-fact-approval, Source change hold
Write nothing to a rival’s users for 48 hours after its incident is resolved.    ← Incident hold
Never write to a Lead a person owns: draft it into their queue.                  ← worker.owns, owned-by-a-person

The slow loop, as a Change. decision_301 (2026-09-21, weekly) read 4 of 6 replies from companies over 150 units asking for Dana, so change_19 moved the founder line from 300 to 200 units (your file, line 4), and Dana merged it with POST /{namespace}/changes/{change}/merge. Replayed on past notes, POST /{namespace}/changes/{change}/review put positive replies at 7.1 per 100; read back at +28d it is 6.6, n 31, ■□□□ Too early to tell (Example, day 56).

Bring your own agent (folded) starts at You approve the first wave when it matches or beats the seated agent on the eval suite, and at You approve each one when it does not; POST /{namespace}/roles/{role}/staff seats it.

npx startup-builder eval --scenario switch-kit-140 --agent "claude -p" --seat prospector   # seated: 0 unsourced rival facts, 4.3 per 100 · yours: 2 unsourced, refused by `fact-check` → You approve each one

What it can do nextCopy Anchor Link

When it hands to youCopy Anchor Link

Founder notes and import help come to you; Interested replies go to AE · Priya Shah (person). One Brief per Role, as captured (brief and draft are Not live yet, gaps #7).

[
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_536",
    "$type": "Task",
    "assignee": "worker_1",
    "due": "2026-10-15T17:00:00Z",
    "on": "lead_59",
    "brief": {
      "who": "Westbridge Group, 480 units",
      "said": "a public review: “we run the rival across 6 owners”",
      "chose": "founder-note",
      "why": "over the 200-unit line",
      "draft": "in your send tray",
      "never": [
        "a rival fact without its source",
        "their outage"
      ]
    }
  },
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_519",
    "$type": "Task",
    "assignee": "worker_1",
    "due": "2026-10-13T17:00:00Z",
    "on": "lead_57",
    "brief": {
      "who": "Maple & Main, 96 units",
      "said": "The import missed our lease end dates.",
      "chose": "import-with-them",
      "why": "a failed import goes to a person",
      "unmapped": [
        "lease end date ×14"
      ],
      "next": "a 20-minute import call"
    }
  }
]

The 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, each a one-call window. Once a person claims, the agent’s pending notes to that company cancel with claimedByPerson (Not live yet, gaps #7), and every reply goes to the claimer’s queue. 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, 9 of 9 within their due time, median 3 h, n 9; AE · Priya Shah, 5 of 5 within 60 min, median 21 min, n 5, ■■□□ Early sign. Your queue: in week 1, 13 rival facts and 30 notes to approve; after the first wave, about 1 founder note and 1 import call 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 Copperfield thread in Example.

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "The switch note to Copperfield Homes did not send: it says the rival raised its price 40 %, and no approved row says so.",
  "checks": [
    {
      "check": "fact-check",
      "status": "fail",
      "doc": "/plays/switch-kit#check-fact-check",
      "fix": "Cut the claim, or name the record that backs it.",
      "then": "Content.draft"
    },
    {
      "check": "mailbox-warm",
      "status": "pass"
    }
  ]
}

[
  {
    "reason": {
      "limit": "importer-test",
      "observed": "2 of 43 fields failed after an export change",
      "bound": "0 failed",
      "window": "1 nightly run"
    },
    "doc": "/plays/switch-kit#stop-importer-test",
    "task": "task_461"
  }
]

Did it workCopy Anchor Link

Both halves come from one random assignment of the companies that publicly run the rival (rules m–o), and 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).

{
  "$id": "decisions/decision_355",
  "$type": "Decision",
  "choice": "rescue-the-import",
  "reason": "Brookline Rentals ran a dry run of 212 units from the rival’s export 26 hours ago and committed nothing; 3 lease dates did not map",
  "stakes": "low",
  "options": [
    "rescue-the-import",
    "switch-note",
    "founder-note",
    "import-with-them",
    "not-a-fit",
    "not-now"
  ],
  "by": "worker_2",
  "on": "lead_63",
  "expected": "Collection.imported for lead_63 within 3d",
  "reopensWhen": "no Collection.imported for lead_63 within 3d"
}

The leaf counts new Customers whose first committed import came from the rival’s export within 30 days of accepting an Offer, per 100 companies assigned, matured 30 days after the first note. It runs to 400 matured in all; at 118 so far the Experiment runs on.

How it moves it: the company sees its own units and leases moved in a dry run (209 of 212 for Brookline) before it commits, and every rival fact it reads cites its source.

Guardrails: treated against held back: trials started per switch Customer, 2.0 against no trials, and opt-outs, 0.9 % of sends; switchers’ 30-day retention is 100 % (6 of 6) against 97 % for other new Customers.

{
  "$id": "https://api.sb/leaseline.app/campaigns/switch-kit",
  "$type": "Campaign",
  "play": "play:switch-kit@1",
  "path": [
    "switch-customers",
    "new-paying-customers",
    "new-arr",
    "net-new-arr",
    "arr"
  ],
  "experiment": {
    "metric": "switch-customers",
    "unit": "per-100",
    "heldBack": 28,
    "decision": null
  },
  "readout": {
    "value": 4.3,
    "n": 118,
    "maturing": 22,
    "interval": [
      -1.6,
      10.2
    ],
    "readability": "C",
    "basis": "held-back",
    "pooled": false
  },
  "ledger": {
    "spend": 7,
    "workerCost": 5,
    "hours": 3.1,
    "pipelineArr": 1388,
    "wonArr": 3278,
    "projectedArr": 1494,
    "paybackDays": 2
  }
}

Outside benchmark: 38 % of software buyers who switched tools name data migration as the hardest step (a buyer survey of 1,100 companies, 2026-06-30).

Before it · After it. Before it: editorial-seo and paid-search share the rival Triggers and send searchers to the versus page. After it: review-requests hears the switch Customers at day 30, and written-references adds them to the pool; usage-upsell hears them once they pace past Pro.

ExampleCopy Anchor Link

Leaseline ran it from 2026-08-24 to 2026-10-19 (56 days). 140 companies that publicly run the rival were assigned at random, 112 reached and 28 held back; 118 have matured and 22 are still maturing. Separately, 9 dry-run imports from Visitors to the versus page were abandoned and rescued, outside the assignment. Read every captured thread at ?threads=all; three follow the tables.

Leaseline → Brookline Rentals, Oct 19, 13:46 · Your dry run moved 209 of your 212 units, with every owner and lease.¹ Three lease end dates did not map, and the report shows which.² Fix them in the file and commit, or reply and Dana walks you through it.³ *Signed with the Role’s disclosure line.*⁴

Brookline, Oct 19, 15:10 · fixed the 3 dates and committed. Collection.imported, 212 units; a Pro trial started.

- Their price went up 40 % last month, and most teams are leaving.
+ Leaseline imports your units, owners and leases from your current tool’s export, and you see the dry run before anything moves.

Maple & Main, 2026-10-12 10:05 · “The import missed our lease end dates.” · Leaseline, 10:06 · *Thanks. Dana, our founder, handles imports and replies by 17:00 tomorrow.*⁵ The Brief went to Dana (task_519); she held the import call at 14:00 the same day.

¹ Only counts from their own dry run. ² What did not map, from the dry-run report. ³ One next step. ⁴ The fixed signature line, compiled from the Role’s disclosure Setting. ⁵ The routed line, compiled from the Role’s Settings.

Your settingsCopy Anchor Link

---
holdout: 0.2      # 20 % of the companies that run the rival hear nothing, so we can tell
---
Write to companies that publicly run the rival, with the importer’s dry run. At 200 units or more, the note is Dana’s.
State a rival fact only as an approved row says it.

$ npx startup-builder show plays/switch-kit
holdout 0.2 · founder line 200 units · rival facts approved     your file  plays/switch-kit.mdx:2,4,5 (Ask 2026-08-24; line 4 by change_19, 2026-09-21)
family demand · process outbound · worker role:prospector, owns never · chooses 6 (2 rule, 4 read) · sequences switch-outreach-monthly, switch-outreach-monthly-founder, switch-onboarding, dry-run-rescue · checks owned-by-a-person, mailbox-warm, fact-check, source-change, incident-hold · stops 12 (9 on outreach and the importer) · placements 16    catalog  play:switch-kit@1 (Not live yet, gaps #5)

Every key from the catalogCopy Anchor Link

Compiled, not written: edit the Play record switch-kit 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.