SalesBuilder · StartupBuilder

It runs from the first published Price to the renewal of the thousandth Subscription.

What it does

Finds demand with Plays rated on scalability, cost, and latency: seed Plays first, compounding Plays after, inside a demand budget that starts at $0.
Takes refundable deposits on a reserve page before the Product exists, the commitment-grade Evidence that opens Building.
Compiles each Product into Offers and Prices from the founding Hypothesis, each line tagged with the slot it came from.
Tests copy and packaging as Experiments, and tests a Price by sibling Offer, market, or switchback, never by showing two buyers two Prices.
Earns by subscription, usage, commerce, marketplace, or directory, with every payment moving through Stripe.
Sells self-serve, carries larger buyers through a Deal to a signed Quote, and sends outbound as the Startup or for a person under a Mandate.
Sells to Agents: machine registers at Live, a quote before every charge, and a 402 reply that names the Offer to accept.
Holds one record per Person from the first Visit to renewal, and reads Consent and Suppression before every Message.

Built from

Surfaces

The reserve page, pricing page, checkout, and Customer portal on the Startup's Site, built by SiteBuilder.
The machine registers every Agent buyer reads: OpenAPI, llms.txt, agents.json, and the MCP server.
The Sales Team, whose role agents run each Process named here.
The demand Play catalog, run by the Marketing Team, and one page per Motion under motions.

Every Interface calls the same operations. Accepting an Offer:

Offer.acceptMode do

You, to your agent

Accept the offer “Grain-free kibble, 12 lb”.

curl -X POST https://api.sb/petpantry.shop/offers/offer_1/accept \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"party":"Lena Fischer"}'

import { $ } from 'startup-builder'

const { customer, offer } = await $.Offer.accept({ offer: 'offer_1', party: 'Lena Fischer' })

npx startup-builder do Offer.accept --json '{"offer":"offer_1","party":"Lena Fischer"}'

{
  "name": "do",
  "arguments": {
    "code": "return await $.Offer.accept({ offer: 'offer_1', party: 'Lena Fischer' })"
  }
}

Term	Kind	Definition
SalesBuilder	Product	SalesBuilder finds, wins, and keeps the Customers of a Startup through its Offers.
startups.new	Product	startups.new creates a Startup from one sentence and opens it in startups.studio.
Customer Team	Team	The Customer Team serves every Customer after the first acceptance: onboarding, support, retention, and the one Thread each Person has.
Finance Team	Team	The Finance Team moves and records the money: Invoices, dunning, refunds within a Limit, payouts, the monthly close, tax, and runway.
Marketing Team	Team	The Marketing Team creates and harvests demand: the Brand story, launches, Content, Experiments, and the Metrics the whole Startup reads.
Sales Team	Team	The Sales Team turns demand into Customers: it answers every Lead, wins enterprise Deals, and runs outbound prospecting.
Building	Lifecycle state	Building is the state of a Startup whose Agents build its Brand, Products, Offers, site, API, and MCP server from its template.
Live	Lifecycle state	Live is the state of a Startup that is publicly reachable and takes money from Customers for at least one Offer.
Repeatable	Lifecycle state	Repeatable is the state of a Startup whose Customers arrive, pay, and stay, while its work runs without its founder.
Scale	Lifecycle state	Scale is the state of a Startup that compounds: Customers stay and expand, demand comes from several sources, and margins hold.
Autonomous storefront	Startup Template	An Autonomous storefront runs with no humans and sells physical goods as a Dropship store to people and the Agents that shop for them.
Founder-led marketplace	Startup Template	A Founder-led marketplace has one Human founder who signs for a Marketplace, while Agents recruit Suppliers and serve buyers.
Dropship store	Product Template	A Dropship store sells physical goods from a catalog while an upstream holds the stock and ships each Order, with tracking passed through.
Licensed-human marketplace	Product Template	A Licensed-human marketplace matches buyers with credentialed professionals and adds recruiting, Credential checks, and an App where they take work.
Marketplace	Product Template	A Marketplace matches buyers with Suppliers who deal with each other directly, and earns a take rate on every transaction it settles.
Ads	System	Ads places paid and house Ads for Offers to Audiences within Campaign budgets and attributes the conversions they earn.
Agreements	System	Agreements drafts each Agreement between two or more Parties from Templates, routes it for signature, records who signed, and tracks its term and economics.
Billing	System	Billing turns accepted Offers into Orders, Subscriptions, Invoices, metered usage and Entitlements on Stripe, with checkout and dunning.
Commerce	System	Commerce is the opt-in System for Startups that sell physical goods by dropship: catalog, Orders, upstream fulfillment and shipment tracking.
CRM	System	CRM keeps the Contacts and Organizations a Startup knows, every Lead, and the Deals it pursues with them.
Earnings	System	Earnings pays Suppliers, Partners and affiliates their earnings through Stripe, holds disputed amounts, and sends statements and year-end tax filings.
Matchmaking	System	Matchmaking pairs buyers with Suppliers’ Offers, records the merchant of record on each Order, and takes the Startup’s fee through Stripe.
Media production	System	Media production makes a Startup’s Videos, images and voice from its records: drafted, generated, rendered per format, checked, then finalized for publishing.
Prospecting	System	Prospecting finds Prospects who have never engaged, verifies how to reach each one, and records the legal basis for contacting them.
Quotes	System	Quotes drafts priced proposals of one or more Offers to one buyer within Limits and turns each accepted Quote into an Order.
Referrals	System	Referrals records each Contact, Customer or Partner sending a Lead or Customer to a Startup, and pays the reward its Agreement promises.
Reviews	System	Reviews shows each Person’s evaluation of a Product, Offer or Brand where evaluations are shown, requested, moderated and mirrored from elsewhere.
Scheduling	System	Scheduling books Meetings between Workers and Contacts from shared availability and keeps the notes, Decisions and Tasks they produce.
Sequences	System	Sequences runs timed, branching series of Messages and Tasks for one Contact at a time, inside designed Funnels.
Social	System	Social publishes posts from a Startup’s own accounts on a calendar and collects the replies and mentions they draw.
Success	System	Success moves each Customer to value and keeps them: onboarding checklists, health scores, renewals, saves and win-backs.
Trust and safety	System	Trust and safety screens accounts, posts and Transactions for fraud and abuse, and acts on each report by stated rules.
Waitlists	System	Waitlists holds the Leads waiting for an Offer that is not open to them and invites them ranked as a Setting chooses.
Webinars	System	Webinars runs the webinars and meetups Contacts attend, online or in person: invitations, registrations, attendance and follow-up.
Billing	Process	Billing charges each Invoice when it is owed, recovers failed payments, and refunds within Limits.
Experimentation	Process	Experimentation tests one change against a control, with the threshold fixed before the start.
Inbound sales	Process	Inbound sales answers every Lead in writing at once and carries the buyer to a signed Agreement.
Launches	Process	Launches tell the right Audiences a Startup is live, where those Audiences already look.
Outbound	Process	Outbound reaches Prospects who match the ICP, with a legal basis for contact and within the touch Limit.
Pricing	Process	Pricing sets each Offer’s model, value metric, and Price, and changes Prices for new buyers only.
Quoting	Process	Quoting prices each Deal from list Price, inside the discount Limit, with terms ready to sign.
Retention	Process	Retention keeps Customers by catching silence early, saving once, and winning back once.
Answer supplier checks	Workflow	Answer supplier checks answers a business Customer’s supplier requirements from the record and tracks each one until it is accepted.
Compile the demand kit	Workflow	Compile the demand kit emits every asset the demand Plays read before the first one runs, each tagged with its lineage.
Fan out an outcome	Workflow	Fan out an outcome turns one confirmed Customer outcome into a dated number, and with Consent into a case study, quote and referral invite.
Invoice reminders	Workflow	Invoice reminders tell each Customer about a `send` Invoice before its due date and once past it, and never retry a charge.
Agent registries	Play	Agent registries list every Startup’s tools where Agents and developers search, with tool descriptions tested against agent tool search.
Agent-to-agent selling	Play	Agent-to-agent selling lets an unknown Agent discover a Startup, get a quote and pay per call, with no signup and a spend Limit.
Answer engine optimization	Play	Answer engine optimization makes a Startup the cited source when answer engines respond to a Customer’s question, with a dated fact on every Page.
Buying committee	Play	Buying committee reaches every member of a named Organization’s buying committee through company-grain Ads, outbound and the Sales Team.
Category hubs	Play	Category hubs are owned directories that rank every product in a category by one published rule and route each Visitor to the best fit.
Category kit	Play	Category kit names the Problem a market does not search for yet, defines it for answer engines, and launches it on one dated day.
Cold email	Play	Cold email sends short Sequences to Prospects chosen by a dated signal, from secondary Domains, and pauses when complaints pass 0.1 percent.
Commission partners	Play	Commission partners pay publishers, creators and Agents a share of the collected, net-of-refund revenue they bring, after the refund window.
Community answers	Play	Community answers solve questions where Customers already ask them, disclose affiliation, and post as an Agent only where the community allows Agents.
Creator ads	Play	Creator ads promote a creator’s winning post as a paid Ad under partnership rights, at or above the minimum effective budget.
Creator partnership	Play	Creator partnership signs creators on one ladder, from referral terms to paid post, co-branded Offer and cofounder, each paid on attributed collected revenue.
Creator probe	Play	Creator probe pays five to ten small creators $50 to $500 each for one post, each post a pre-registered arm of one Experiment.
Customer referrals	Play	Customer referrals invite a Customer’s peers after a delivered outcome and pay the reward only on the peer’s paid, unrefunded Order.
Data stories	Play	Data stories pitch original data to journalists and researchers, scored by mentions on the domains answer engines cite.
Developer relations	Play	Developer relations publishes examples, docs and answers that get a developer or Agent to a first successful call within five minutes.
Directory listings	Play	Directory listings keep a Startup listed and accurate on review sites, business profiles and vertical directories, free from the day it is Live.
Editorial SEO	Play	Editorial SEO publishes guides, comparisons and alternative Pages that rank for searches a market already makes, refreshed on a fixed cadence or pruned.
Engagement bridge	Play	Engagement bridge answers public questions from disclosed agent accounts and sends a direct Message only to a Person who engaged, quoting that act.
Events and webinars	Play	Events and webinars host sessions for mid-market and enterprise Customers, turn each into on-demand content, and enroll attendees in a Sequence within a day.
Founder voice	Play	Founder voice posts on a human founder’s own LinkedIn and X under a posting Mandate, each post drafted from the record and approved.
Free tools	Play	Free tools ship every read-only Verb with a one-field input as a no-signup tool, a citable Page and a free MCP tool.
House ads	Play	House ads show sibling Startups on the Portfolio’s own Sites, docs and receipts when relevance beats the host Page’s own conversion value.
Integration partners	Play	Integration partners ship an integration with a product the Customer already uses, then list it and share Leads under a referral Agreement.
Launch sites	Play	Launch sites post a one-day launch that buys a dated record and a backlink, by default as one collection launch per template.
Launch week	Play	Launch week batches a quarter’s tier 1 and tier 2 Changes into five dated days of posts, Pages, listing refreshes and newsletters.
Lead nurture	Play	Lead nurture enrolls each Lead who has not bought in a Sequence keyed to what they do, ending at purchase, reply or 90 silent days.
LinkedIn outbound	Play	LinkedIn outbound sends connection requests and Messages from a Human’s own LinkedIn profile under a Mandate, with Agents researching and drafting.
Made with	Play	Made with puts a disclosed, coded line naming the Startup’s Brand on every output a Customer sends to someone who is not one.
Marketplace listings	Play	Marketplace listings put a Product in app stores and cloud marketplaces and request reviews only after a Customer’s first success.
Open source	Play	Open source publishes the SDK and integration layer as open repositories, keeps the hosted Product paid, and answers every issue within 48 hours.
Organic social	Play	Organic social turns facts and artifacts a Startup already has into posts from its disclosed agent accounts and the Studio’s shared accounts.
Outbound calling	Play	Outbound calling phones local and small Organizations, using a voice Agent only where Consent is recorded and a Human where law requires one.
Owned newsletter	Play	Owned newsletter grows a subscribed list with one fact and one Offer per issue, and suppresses subscribers silent for 90 days.
Paid search	Play	Paid search bids on Keywords that state intent and runs only while the first transaction’s margin exceeds its cost per first transaction.
Paid social	Play	Paid social runs Ads targeted by Audience instead of query, first as a pooled test and at scale only for messages that already won.
Portfolio cross-sell	Play	Portfolio cross-sell offers sibling Startups inside the Product and the bill, and routes each misfit Lead, with Consent, to the sibling that fits.
Positioning tournament	Play	Positioning tournament tests head-to-head, subcategory and new-category positionings as arms of one Experiment and writes the winner to the Story.
Product-led growth	Play	Product-led growth gives away a metered slice of a digital Product, a free tool or templates, and prompts the upgrade on a usage event.
Programmatic SEO	Play	Programmatic SEO generates one Page per entity, place, comparison or question from structured data, and indexes only Pages that carry a unique fact.
Promote winners	Play	Promote winners moves a message that won on free placements to a paid Ad with a Hypothesis, a stop rule and the minimum budget.
Reserve drop	Play	Reserve drop opens refundable deposits for 72 hours after one creator post and moves the Startup to Building only if deposits cross the entry check.
Retargeting	Play	Retargeting shows Ads only to an owned Audience of past Visitors, capped at three impressions per Person per day.
Review requests	Play	Review requests ask each Customer for a review at a delivered outcome, on the venue the Startup most needs, and show consented reviews.
Signal expansion	Play	Signal expansion turns a Customer’s hiring or a champion’s job change into an expansion Offer, a save, or a warm Sequence at the new Organization.
Sponsorships	Play	Sponsorships buy one placement in a newsletter, podcast or channel the ICP already reads, with a coded link, rebooked only on measured payback.
Switch kit	Play	Switch kit wins a named rival’s Customers with versus Pages, an importer, a switching Offer, rival-term Ads and outbound to its users.
Video ladder	Play	Video ladder renders fact-bound video in every format, screens each cut on organic posts, and promotes only winners to paid Ads.
Acquisition	Noun	An Acquisition is how a Visitor or Prospect first arrived, recorded on its first Event: the referrer kind, the Play, the campaign, and the medium.
Ad	Noun	An Ad is one paid or house placement promoting an Offer to an Audience, in a format such as search, display, or video.
Audience	Noun	An Audience is a saved query over Visitors, Leads, Prospects, or Customers, used to target Ads and Messages.
Builder	Noun	A Builder is a named part of api.sb that builds one side of a Startup; StartupBuilder directs SiteBuilder, SoftwareBuilder, ServiceBuilder, and SalesBuilder.
Campaign	Noun	A Campaign is a bounded effort toward a Goal, with a budget, a window, and the Ads or Messages it sends to Audiences.
Commission	Noun	A Commission is what a Partner earns on the collected revenue its Referral brings, at a rate over a term, paid after a clawback window.
Contact	Noun	A Contact is a person or Agent a Startup knows by at least one address, where Consent to message them is recorded.
Credit Grant	Noun	A Credit Grant is a prepaid or promotional balance a Customer spends on a Startup’s metered Offers, checked before each call.
Deal	Noun	A Deal is a Startup’s pursuit of one buyer’s acceptance of one or more Offers, ending won or lost.
Demand Budget	Noun	A Demand Budget is the money a founder commits each month to demand Plays, recorded as a Decision with a target and a stop rule.
Dispute	Noun	A Dispute is a contested payment or delivery, such as a chargeback, a rejected Service outcome, or a buyer’s claim against a Supplier.
Enrollment	Noun	An Enrollment is one person’s run through one Sequence: the current step, when the next fires, the branches taken, and why it ended.
Entitlement	Noun	An Entitlement is what a Customer gets from an accepted Offer: a Verb on a Noun in its Tenant, optionally bounded by a Limit.
Experiment	Noun	An Experiment is a test of a Hypothesis that varies copy or behavior through Flags and judges the variants by a primary Metric.
Funnel	Noun	A Funnel is a designed path to an Offer: a landing Page, an opt-in that makes a Lead, a Sequence, then the Offer.
Gathering	Noun	A Gathering is a scheduled session many people attend at once, such as a webinar, a workshop, or a launch call, hosted by a Startup.
Handle	Noun	A Handle is an account or name a Startup or Brand holds on an outside platform, bound to an Integration credential.
ICP	Noun	An ICP is the ideal customer profile a Startup is built to win: who they are and what they do.
Invoice	Noun	An Invoice is what a Customer owes for one or more Offers over one billing period.
Keyword	Noun	A Keyword is a search phrase or AI prompt that Pages target, with its rank and citations observed over time.
Lead	Noun	A Lead is a Contact who raised a hand, by joining a Waitlist, filling a Form, or replying, without accepting an Offer.
Meeting	Noun	A Meeting is a scheduled time when Workers and Contacts meet about one or more Things, producing notes, Decisions, and Tasks.
Motion	Noun	A Motion is the shape of a sale: who buys an Offer and who acts for them, such as b2b, b2c, b2d, b2a, or b2a2b.
Order	Noun	An Order is a Customer’s commitment to buy one or more Offers once, moving from placed to paid, fulfilled, and closed.
Organization	Noun	An Organization is an outside party as one Startup knows it, keyed by its domain, such as an employer or a vendor.
Partner	Noun	A Partner is an outside Organization that is party to an Agreement with a Startup, supplying it, distributing its Offers, or both.
Persona	Noun	A Persona is a named type of person with a job to do, such as a buyer, a seller, or an admin of an App.
Play	Noun	A Play is a named, repeatable strategy with the Metric it moves and its cost, run by a Startup as a Process.
Play Mix	Noun	A Play Mix is the set of Plays a Startup runs this week, each with its state, budget and stop rule, compiled weekly and versioned.
Post	Noun	A Post is something a Handle publishes, such as a thread or a short video, with the reach and replies it earns.
Price	Noun	A Price is the amount, currency, unit, and tiers of an Offer, embedded in it; zero is a Price.
Product Template	Noun	A Product Template is a reusable definition of one kind of Product: what it sells, who supplies the work, who buys, and how it earns.
Prospect	Noun	A Prospect is a person or Organization a Startup found but who has never engaged, held with the legal basis for contact.
Quote	Noun	A Quote is a priced proposal of one or more Offers to one buyer, valid until a date, accepted into an Order.
Referral	Noun	A Referral is a Contact, Customer, or Partner sending a Lead to a Startup, with any reward it earns.
Registration	Noun	A Registration is one person’s place at a Gathering: invited, requested, or waitlisted, then registered, then attended or no-show.
Renewal	Noun	A Renewal is the Deal for a term Subscription’s next term, opened before the term ends and closed renewed, expanded, contracted, or churned.
Sequence	Noun	A Sequence is a timed series of steps run for one Contact at a time: send a Message, wait, branch, or stop.
Subscription	Noun	A Subscription is a Customer’s standing acceptance of an Offer, billed each Period until canceled.
Survey	Noun	A Survey is a Form sent to measure, such as NPS or CSAT, whose answers become Metrics and Evidence.
Video	Noun	A Video is a timed composition held as data: a timeline of scenes and spoken lines, drafted from records and rendered per format.
Visitor	Noun	A Visitor is someone a Startup cannot name, known by an id scoped to that Startup.
Waitlist	Noun	A Waitlist is the Leads waiting for an Offer that is not open to them, invited in the order a Setting chooses.
Contact.enrich	Verb	Enrich fills a Contact’s missing fields from outside sources and marks each value with where it came from.
Contact.enroll	Verb	Enroll adds a Contact to a Sequence, which sends its steps until the Contact replies or exits.
Customer.exempt	Verb	Exempt records a Customer’s exemption or resale certificate, verifies it, and stops tax on its Orders where the certificate applies.
Deal.lose	Verb	Lose closes a Deal as lost and records the reason the buyer gave.
Deal.propose	Verb	Propose sends a Deal’s buyer a Quote they accept to place an Order.
Deal.win	Verb	Win closes a Deal as won, which places its Order and makes the buyer a Customer.
Gathering.register	Verb	Register gives a Contact a place at a Gathering, or a waitlist place when the Gathering is full.
Lead.convert	Verb	Convert ends a qualified Lead’s pursuit as a Lead: it opens a Deal or routes the Lead to self-serve checkout.
Lead.qualify	Verb	Qualify confirms a Lead matches an Offer’s ICP and opens a Deal for it.
Meeting.book	Verb	Book schedules a Meeting with a Contact at a time both calendars hold free.
Offer.grant	Verb	Grant adds an Entitlement to an Offer: a Verb its Customers may call, optionally bounded by a Limit.
Offer.subscribe	Verb	Subscribe accepts a recurring Offer as a Subscription that renews each period until it ends.
Offer.trial	Verb	Trial starts a Customer on an Offer free for a set number of days, with or without a card, converting or ending by its terms.
Offer.withdraw	Verb	Withdraw closes a published Offer to new Customers and leaves every existing Order and Subscription in force.
Order.cancel	Verb	Cancel ends an Order before fulfillment and returns any payment in full.
Order.place	Verb	Place commits a Customer to buy an Offer once and records the Offer Version and price at that moment.
PlayMix.compile	Verb	Compile builds the next Play Mix from the Demand Budget, each Play’s ledger and last week’s Acquisitions, and records the diff.
Prospect.engage	Verb	Engage records a Prospect’s first reply or raised hand and makes it a Lead that keeps its Acquisition.
Quote.accept	Verb	Accept takes a sent Quote before it expires, turning one-time lines into an Order and recurring lines into a Subscription.
Quote.decline	Verb	Decline records the buyer’s refusal of a sent Quote, with the reason in their words.
Quote.expire	Verb	Expire closes a sent Quote that reached its validUntil date unaccepted; it never converts afterward.
Quote.request	Verb	Request asks a Startup for terms on one or more Offers, with the volume, term or scope wanted.
Quote.send	Verb	Send presents a drafted Quote to its buyer and freezes its lines, total and payment terms.
Quote.supersede	Verb	Supersede replaces a sent Quote with a newer one on the same Deal; only the newest Quote can be accepted.
Waitlist.admit	Verb	Admit releases Leads from a Waitlist to the Offer they waited for, in the order the Waitlist ranks them.
Waitlist.join	Verb	Join adds a Lead to a Waitlist for an Offer that is not open to them.

Next steps

Demand: why demand is the constraint, and the Plays that find it.
Reserve: deposits before the Product exists.
Offers and pricing: Products, Offers, Prices, and price tests.
Earning models: the five ways an Offer earns.
Selling: self-serve acceptance, Deals, Quotes, and outbound.
Selling to agents: quotes, the 402 reply, and Agent buyers.
Customers: the people ladder, and who pays when someone else acts.

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Built fromCopy Anchor Link

SurfacesCopy Anchor Link

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What it does

Built from

Surfaces

Next steps