# SalesBuilder

URL: /code/builders/sales · Id: `product:sales-builder`

> SalesBuilder finds, wins, and keeps the Customers of a Startup through its Offers.

SalesBuilder finds, wins, and keeps the [Customers](/business/nouns/customer) of a [Startup](/business/nouns/startup) through its [Offers](/business/nouns/offer). It runs from the first published [Price](/business/nouns/price) to the renewal of the thousandth [Subscription](/business/nouns/subscription).

## What it does
- Finds demand with [Plays](/business/nouns/play) 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](/business/nouns/product) exists, the commitment-grade [Evidence](/business/nouns/evidence) that opens Building.
- Compiles each Product into Offers and Prices from the founding [Hypothesis](/business/nouns/hypothesis), each line tagged with the slot it came from.
- Tests copy and packaging as [Experiments](/business/nouns/experiment), 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](/business/nouns/deal) to a signed [Quote](/business/nouns/quote), and sends outbound as the Startup or for a person under a [Mandate](/business/nouns/mandate).
- Sells to [Agents](/business/nouns/agent): machine registers at Live, a quote before every charge, and a [402 reply](/code/api/errors/payment-required) that names the Offer to accept.
- Holds one record per [Person](/business/nouns/person) from the first [Visit](/business/nouns/visit) to renewal, and reads [Consent](/business/nouns/consent) and [Suppression](/business/nouns/suppression) before every [Message](/business/nouns/message).

## Built from
- [Offer](/business/nouns/offer)
- [Customer](/business/nouns/customer)
- [api.sb](/code/platform/api-sb)

## Surfaces
- The reserve page, pricing page, checkout, and Customer portal on the Startup's [Site](/business/nouns/site), built by [SiteBuilder](/code/builders/site).
- The machine registers every Agent buyer reads: OpenAPI, llms.txt, agents.json, and the MCP server.
- The [Sales Team](/agents/sales), whose role agents run each [Process](/business/nouns/process) named here.
- The [demand Play catalog](/workflows/plays), run by the [Marketing Team](/agents/marketing), and one page per [Motion](/business/nouns/motion) under [motions](/business/motions).

Every [Interface](/business/nouns/interface) calls the same operations. Accepting an Offer:

**Ask**

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

**API**

```bash
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"}'
```

```json
{
  "api": "https://api.sb/petpantry.shop",
  "customer": {
    "$id": "https://api.sb/petpantry.shop/customers/customer_1",
    "$type": "Customer",
    "since": "2026-10-22T12:00:00Z"
  },
  "offer": {
    "$id": "https://api.sb/petpantry.shop/offers/offer_1",
    "$type": "Offer",
    "price": {
      "amount": 54,
      "currency": "USD"
    }
  },
  "action": {
    "$id": "https://api.sb/petpantry.shop/actions/action_1",
    "operation": "Offer.accept",
    "status": "done"
  },
  "links": {
    "self": "https://api.sb/petpantry.shop/actions/action_1"
  }
}
```

**SDK**

```ts
import { $ } from 'startup-builder'

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

**CLI**

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

**MCP**

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

| Term | Kind | Definition |
| --- | --- | --- |
| [SalesBuilder](/code/builders/sales) | Product | SalesBuilder finds, wins, and keeps the Customers of a Startup through its Offers. |
| [startups.new](/start/startups-new) | Product | startups.new creates a Startup from one sentence and opens it in startups.studio. |
| [Customer Team](/agents/customer) | Team | The Customer Team serves every Customer after the first acceptance: onboarding, support, retention, and the one Thread each Person has. |
| [Finance Team](/agents/finance) | Team | The Finance Team moves and records the money: Invoices, dunning, refunds within a Limit, payouts, the monthly close, tax, and runway. |
| [Marketing Team](/agents/marketing) | Team | The Marketing Team creates and harvests demand: the Brand story, launches, Content, Experiments, and the Metrics the whole Startup reads. |
| [Sales Team](/agents/sales) | Team | The Sales Team turns demand into Customers: it answers every Lead, wins enterprise Deals, and runs outbound prospecting. |
| [Building](/business/lifecycle/states/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](/business/lifecycle/states/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](/business/lifecycle/states/repeatable) | Lifecycle state | Repeatable is the state of a Startup whose Customers arrive, pay, and stay, while its work runs without its founder. |
| [Scale](/business/lifecycle/states/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](/start/templates/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](/start/templates/founder-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](/products/templates/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](/products/templates/licensed-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](/products/templates/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](/systems/ads) | System | Ads places paid and house Ads for Offers to Audiences within Campaign budgets and attributes the conversions they earn. |
| [Agreements](/systems/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](/systems/billing) | System | Billing turns accepted Offers into Orders, Subscriptions, Invoices, metered usage and Entitlements on Stripe, with checkout and dunning. |
| [Commerce](/systems/commerce) | System | Commerce is the opt-in System for Startups that sell physical goods by dropship: catalog, Orders, upstream fulfillment and shipment tracking. |
| [CRM](/systems/crm) | System | CRM keeps the Contacts and Organizations a Startup knows, every Lead, and the Deals it pursues with them. |
| [Earnings](/systems/payouts) | System | Earnings pays Suppliers, Partners and affiliates their earnings through Stripe, holds disputed amounts, and sends statements and year-end tax filings. |
| [Matchmaking](/systems/matching) | 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](/systems/media) | 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](/systems/prospecting) | System | Prospecting finds Prospects who have never engaged, verifies how to reach each one, and records the legal basis for contacting them. |
| [Quotes](/systems/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](/systems/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](/systems/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](/systems/scheduling) | System | Scheduling books Meetings between Workers and Contacts from shared availability and keeps the notes, Decisions and Tasks they produce. |
| [Sequences](/systems/sequences) | System | Sequences runs timed, branching series of Messages and Tasks for one Contact at a time, inside designed Funnels. |
| [Social](/systems/social) | System | Social publishes posts from a Startup’s own accounts on a calendar and collects the replies and mentions they draw. |
| [Success](/systems/success) | System | Success moves each Customer to value and keeps them: onboarding checklists, health scores, renewals, saves and win-backs. |
| [Trust and safety](/systems/trust-safety) | System | Trust and safety screens accounts, posts and Transactions for fraud and abuse, and acts on each report by stated rules. |
| [Waitlists](/systems/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](/systems/webinars) | System | Webinars runs the webinars and meetups Contacts attend, online or in person: invitations, registrations, attendance and follow-up. |
| [Billing](/workflows/processes/billing) | Process | Billing charges each Invoice when it is owed, recovers failed payments, and refunds within Limits. |
| [Experimentation](/workflows/processes/experimentation) | Process | Experimentation tests one change against a control, with the threshold fixed before the start. |
| [Inbound sales](/workflows/processes/inbound-sales) | Process | Inbound sales answers every Lead in writing at once and carries the buyer to a signed Agreement. |
| [Launches](/workflows/processes/launches) | Process | Launches tell the right Audiences a Startup is live, where those Audiences already look. |
| [Outbound](/workflows/processes/outbound) | Process | Outbound reaches Prospects who match the ICP, with a legal basis for contact and within the touch Limit. |
| [Pricing](/workflows/processes/pricing) | Process | Pricing sets each Offer’s model, value metric, and Price, and changes Prices for new buyers only. |
| [Quoting](/workflows/processes/quoting) | Process | Quoting prices each Deal from list Price, inside the discount Limit, with terms ready to sign. |
| [Retention](/workflows/processes/retention) | Process | Retention keeps Customers by catching silence early, saving once, and winning back once. |
| [Answer supplier checks](/workflows/processes/vendor-onboarding/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](/workflows/processes/launches/compile-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](/workflows/processes/retention/fan-out-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](/workflows/processes/billing/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](/workflows/plays/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](/workflows/plays/agent-to-agent) | 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](/workflows/plays/aeo) | 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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/data-stories) | Play | Data stories pitch original data to journalists and researchers, scored by mentions on the domains answer engines cite. |
| [Developer relations](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/product-led) | 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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/retargeting) | Play | Retargeting shows Ads only to an owned Audience of past Visitors, capped at three impressions per Person per day. |
| [Review requests](/workflows/plays/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](/workflows/customer/plays/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](/workflows/plays/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](/workflows/plays/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](/workflows/plays/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](/business/nouns/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](/business/nouns/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](/business/nouns/audience) | Noun | An Audience is a saved query over Visitors, Leads, Prospects, or Customers, used to target Ads and Messages. |
| [Builder](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/handle) | Noun | A Handle is an account or name a Startup or Brand holds on an outside platform, bound to an Integration credential. |
| [ICP](/business/nouns/icp) | Noun | An ICP is the ideal customer profile a Startup is built to win: who they are and what they do. |
| [Invoice](/business/nouns/invoice) | Noun | An Invoice is what a Customer owes for one or more Offers over one billing period. |
| [Keyword](/business/nouns/keyword) | Noun | A Keyword is a search phrase or AI prompt that Pages target, with its rank and citations observed over time. |
| [Lead](/business/nouns/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](/business/nouns/meeting) | Noun | A Meeting is a scheduled time when Workers and Contacts meet about one or more Things, producing notes, Decisions, and Tasks. |
| [Motion](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/price) | Noun | A Price is the amount, currency, unit, and tiers of an Offer, embedded in it; zero is a Price. |
| [Product Template](/business/nouns/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](/business/nouns/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](/business/nouns/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](/business/nouns/referral) | Noun | A Referral is a Contact, Customer, or Partner sending a Lead to a Startup, with any reward it earns. |
| [Registration](/business/nouns/registration) | Noun | A Registration is one person’s place at a Gathering: invited, requested, or waitlisted, then registered, then attended or no-show. |
| [Renewal](/business/nouns/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](/business/nouns/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](/business/nouns/subscription) | Noun | A Subscription is a Customer’s standing acceptance of an Offer, billed each Period until canceled. |
| [Survey](/business/nouns/survey) | Noun | A Survey is a Form sent to measure, such as NPS or CSAT, whose answers become Metrics and Evidence. |
| [Video](/business/nouns/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](/business/nouns/visitor) | Noun | A Visitor is someone a Startup cannot name, known by an id scoped to that Startup. |
| [Waitlist](/business/nouns/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](/business/nouns/contact/enrich) | Verb | Enrich fills a Contact’s missing fields from outside sources and marks each value with where it came from. |
| [Contact.enroll](/business/nouns/contact/enroll) | Verb | Enroll adds a Contact to a Sequence, which sends its steps until the Contact replies or exits. |
| [Customer.exempt](/business/nouns/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](/business/nouns/deal/lose) | Verb | Lose closes a Deal as lost and records the reason the buyer gave. |
| [Deal.propose](/business/nouns/deal/propose) | Verb | Propose sends a Deal’s buyer a Quote they accept to place an Order. |
| [Deal.win](/business/nouns/deal/win) | Verb | Win closes a Deal as won, which places its Order and makes the buyer a Customer. |
| [Gathering.register](/business/nouns/gathering/register) | Verb | Register gives a Contact a place at a Gathering, or a waitlist place when the Gathering is full. |
| [Lead.convert](/business/nouns/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](/business/nouns/lead/qualify) | Verb | Qualify confirms a Lead matches an Offer’s ICP and opens a Deal for it. |
| [Meeting.book](/business/nouns/meeting/book) | Verb | Book schedules a Meeting with a Contact at a time both calendars hold free. |
| [Offer.grant](/business/nouns/offer/grant) | Verb | Grant adds an Entitlement to an Offer: a Verb its Customers may call, optionally bounded by a Limit. |
| [Offer.subscribe](/business/nouns/offer/subscribe) | Verb | Subscribe accepts a recurring Offer as a Subscription that renews each period until it ends. |
| [Offer.trial](/business/nouns/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](/business/nouns/offer/withdraw) | Verb | Withdraw closes a published Offer to new Customers and leaves every existing Order and Subscription in force. |
| [Order.cancel](/business/nouns/order/cancel) | Verb | Cancel ends an Order before fulfillment and returns any payment in full. |
| [Order.place](/business/nouns/order/place) | Verb | Place commits a Customer to buy an Offer once and records the Offer Version and price at that moment. |
| [PlayMix.compile](/business/nouns/play-mix/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](/business/nouns/prospect/engage) | Verb | Engage records a Prospect’s first reply or raised hand and makes it a Lead that keeps its Acquisition. |
| [Quote.accept](/business/nouns/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](/business/nouns/quote/decline) | Verb | Decline records the buyer’s refusal of a sent Quote, with the reason in their words. |
| [Quote.expire](/business/nouns/quote/expire) | Verb | Expire closes a sent Quote that reached its validUntil date unaccepted; it never converts afterward. |
| [Quote.request](/business/nouns/quote/request) | Verb | Request asks a Startup for terms on one or more Offers, with the volume, term or scope wanted. |
| [Quote.send](/business/nouns/quote/send) | Verb | Send presents a drafted Quote to its buyer and freezes its lines, total and payment terms. |
| [Quote.supersede](/business/nouns/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](/business/nouns/waitlist/admit) | Verb | Admit releases Leads from a Waitlist to the Offer they waited for, in the order the Waitlist ranks them. |
| [Waitlist.join](/business/nouns/waitlist/join) | Verb | Join adds a Lead to a Waitlist for an Offer that is not open to them. |

## Next steps
- [Demand](/systems/sales/demand): why demand is the constraint, and the Plays that find it.
- [Reserve](/products/selling/reserve): deposits before the Product exists.
- [Offers and pricing](/products/selling/offers-and-pricing): Products, Offers, Prices, and price tests.
- [Earning models](/products/selling/earning-models): the five ways an Offer earns.
- [Selling](/systems/sales/selling): self-serve acceptance, Deals, Quotes, and outbound.
- [Selling to agents](/products/selling/selling-to-agents): quotes, the 402 reply, and Agent buyers.
- [Customers](/products/selling/customers): the people ladder, and who pays when someone else acts.