# Next outcome

URL: /workflows/customer/plays/next-outcome · Id: `play:next-outcome`

> Next outcome offers the next Service a Customer needs at the moment it comes due, such as an annual filing after a formation.

Next outcome offers the next [Service](/business/nouns/service) a [Customer](/business/nouns/customer) needs at the moment it comes due, such as an annual filing after a formation.

## Ratings
None.

## Budget
None.

## How it runs
The [Studio](/business/nouns/studio) rolls it out to one cohort at a time: startups selling [Services](/business/nouns/service) whose outcomes come in known sequences.

## Processes
Runs as [Retention](/workflows/processes/retention), accountable to the [Customer Team](/agents/customer).

## Fits
| Fits | Value |
| --- | --- |
| Shelf | Compound: builds an engine that keeps growing (Grow) |
| States | [Live](/business/lifecycle/states/live), [Repeatable](/business/lifecycle/states/repeatable), [Scale](/business/lifecycle/states/scale) |

## Loop
| Step | Value |
| --- | --- |
| Hypothesis | Suggesting the next Service when it comes due raises net revenue retention more than listing every Service at signup. |
| Measure | [Net revenue retention](/agents/customer#net-revenue-retention) over 90d, at least 50 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |

## Example
A company-formation service files a founder's incorporation. Eleven months later, Next outcome offers the annual franchise-tax filing at $149, due in 30 days. Most formation Customers accept in one click.