Demand plays
Every demand Play rated on scalability, cost and latency, with its budget tier, its Motions and where it runs.
A demand Play is a named, repeatable way to create demand, rated 1 to 5 on scalability, cost and latency. The best Plays scale high, cost little and answer fast, and none does all three.
Reading the ratings
Scalability says how far a Play grows with spend or automation; higher is better. Cost is the cost per Customer, and latency is how long the Play takes to answer; lower is better for both.
The ratings trade against each other. Answer engine optimization scales to 5 and costs 1, but takes months to answer. Paid search answers within days and costs 4.
Seed and compound
Seed Plays answer fast and stop when the spend or the effort stops: launch sites, cold email, the creator probe, paid search. Compounding Plays build an asset that keeps paying: answer engines, search Pages, listings, an owned newsletter and referrals.
Low latency with low scalability marks a seed Play. High scalability with high latency marks a compounding one. The playbook runs seed Plays until the compounding ones carry the Startup.
Choosing by Motion
The Motion of the Offer narrows the catalog first:
- b2c: creator Plays, short video, paid social and referrals.
- b2b: search, LinkedIn outbound, cold email, directories and webinars.
- b2d: developer relations, open source, community answers and registries.
- b2a: agent registries, answer engines and agent-to-agent selling.
Choosing by budget
At $0 a Startup runs every row whose tier is $0. A funded Demand Budget adds paid rows only while their minimum budgets add up to no more than the budget. Demand budgets works through each tier.