# Demand plays

URL: /workflows/plays · Id: `page:workflows/plays`

> Every demand Play rated on scalability, cost and latency, with its budget tier, its Motions and where it runs.

A demand [Play](/business/nouns/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](/business/nouns/cost) is the cost per [Customer](/business/nouns/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](/workflows/plays/aeo) scales to 5 and costs 1, but takes months to answer. [Paid search](/workflows/plays/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](/workflows/plays/launch-sites), [cold email](/workflows/plays/cold-email), the [creator probe](/workflows/plays/creator-probe), paid search. Compounding Plays build an asset that keeps paying: answer engines, search [Pages](/business/nouns/page), listings, an [owned newsletter](/workflows/plays/owned-newsletter) and [referrals](/workflows/plays/customer-referrals).

Low latency with low scalability marks a seed Play. High scalability with high latency marks a compounding one. The [playbook](/workflows/marketing/playbook) runs seed Plays until the compounding ones carry the [Startup](/business/nouns/startup).

## Choosing by Motion
The [Motion](/business/nouns/motion) of the [Offer](/business/nouns/offer) narrows the catalog first:

- [b2c](/business/motions/b2c): creator Plays, short video, paid social and referrals.
- [b2b](/business/motions/b2b): search, LinkedIn outbound, cold email, directories and webinars.
- [b2d](/business/motions/b2d): developer relations, open source, community answers and registries.
- [b2a](/business/motions/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](/business/nouns/demand-budget) adds paid rows only while their minimum budgets add up to no more than the budget. [Demand budgets](/workflows/marketing/demand-budgets) works through each tier.

## The catalog
| Demand Play | Scalability | Cost | Latency | Tier | Minimum budget | Motions |
| --- | --- | --- | --- | --- | --- | --- |
| [Answer engine optimization](/workflows/plays/aeo) | 5 | 1 | 3 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d), [b2a](/business/motions/b2a), [b2h2a](/business/motions/b2h2a) |
| [Programmatic SEO](/workflows/plays/programmatic-seo) | 5 | 1 | 4 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d), [b2a](/business/motions/b2a) |
| [Editorial SEO](/workflows/plays/editorial-seo) | 3 | 2 | 5 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c) |
| [Paid search](/workflows/plays/paid-search) | 4 | 4 | 1 | $100 | $100 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c) |
| [Paid social](/workflows/plays/paid-social) | 5 | 4 | 1 | $1k | $600 | [b2c](/business/motions/b2c), [b2b](/business/motions/b2b) |
| [Retargeting](/workflows/plays/retargeting) | 3 | 2 | 1 | $100 | $100 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c) |
| [Sponsorships](/workflows/plays/sponsorships) | 3 | 3 | 2 | $1k | $300 | [b2d](/business/motions/b2d), [b2b](/business/motions/b2b) |
| [Organic social](/workflows/plays/organic-social) | 2 | 1 | 3 | $0 | $0 | [b2c](/business/motions/b2c), [b2d](/business/motions/b2d), [b2b](/business/motions/b2b) |
| [Community answers](/workflows/plays/community-answers) | 2 | 2 | 3 | $0 | $0 | [b2d](/business/motions/b2d), [b2b](/business/motions/b2b), [b2c](/business/motions/b2c) |
| [Cold email](/workflows/plays/cold-email) | 3 | 2 | 1 | $100 | $75 | [b2b](/business/motions/b2b) |
| [LinkedIn outbound](/workflows/plays/linkedin-outbound) | 1 | 2 | 2 | $0 | $0 | [b2b](/business/motions/b2b) |
| [Outbound calling](/workflows/plays/outbound-calling) | 2 | 3 | 1 | $1k | $300 | [b2b](/business/motions/b2b) |
| [Integration partners](/workflows/plays/integration-partners) | 3 | 2 | 4 | $0 | $0 | [b2b](/business/motions/b2b), [b2d](/business/motions/b2d), [b2a](/business/motions/b2a) |
| [Marketplace listings](/workflows/plays/marketplace-listings) | 4 | 2 | 3 | $100 | $100 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c) |
| [Agent registries](/workflows/plays/agent-registries) | 5 | 1 | 2 | $0 | $0 | [b2a](/business/motions/b2a), [b2a2b](/business/motions/b2a2b), [b2a2c](/business/motions/b2a2c), [b2a2d](/business/motions/b2a2d), [b2d](/business/motions/b2d) |
| [Directory listings](/workflows/plays/directory-listings) | 2 | 1 | 2 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c) |
| [Category hubs](/workflows/plays/category-hubs) | 4 | 1 | 4 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2a](/business/motions/b2a) |
| [Launch sites](/workflows/plays/launch-sites) | 1 | 1 | 1 | $0 | $0 | [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| [Customer referrals](/workflows/plays/customer-referrals) | 3 | 2 | 3 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| [Commission partners](/workflows/plays/commission-partners) | 4 | 3 | 3 | $0 | $0 | [b2c](/business/motions/b2c), [b2b](/business/motions/b2b), [b2d](/business/motions/b2d), [b2a](/business/motions/b2a) |
| [Data stories](/workflows/plays/data-stories) | 2 | 2 | 2 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d), [b2a](/business/motions/b2a) |
| [Events and webinars](/workflows/plays/events-and-webinars) | 2 | 3 | 3 | $1k | $1,000 | [b2b](/business/motions/b2b) |
| [Owned newsletter](/workflows/plays/owned-newsletter) | 3 | 1 | 4 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| [Product-led growth](/workflows/plays/product-led) | 5 | 2 | 3 | $0 | $0 | [b2c](/business/motions/b2c), [b2d](/business/motions/b2d), [b2b](/business/motions/b2b), [b2a](/business/motions/b2a) |
| [Open source](/workflows/plays/open-source) | 4 | 2 | 5 | $0 | $0 | [b2d](/business/motions/b2d), [b2a](/business/motions/b2a) |
| [Developer relations](/workflows/plays/developer-relations) | 2 | 3 | 4 | $0 | $0 | [b2d](/business/motions/b2d), [b2a](/business/motions/b2a) |
| [Agent-to-agent selling](/workflows/plays/agent-to-agent) | 5 | 1 | 2 | $0 | $0 | [b2a](/business/motions/b2a), [b2a2b](/business/motions/b2a2b), [b2a2c](/business/motions/b2a2c), [b2a2d](/business/motions/b2a2d) |
| [House ads](/workflows/plays/house-ads) | 3 | 1 | 1 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| [Portfolio cross-sell](/workflows/plays/cross-sell) | 3 | 1 | 1 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d), [b2a](/business/motions/b2a) |
| [Engagement bridge](/workflows/plays/engagement-bridge) | 2 | 1 | 2 | $0 | $0 | [b2b](/business/motions/b2b), [b2d](/business/motions/b2d), [b2c](/business/motions/b2c) |
| [Video ladder](/workflows/plays/video-ladder) | 4 | 2 | 2 | $0 | $0 | [b2c](/business/motions/b2c), [b2b](/business/motions/b2b) |
| [Promote winners](/workflows/plays/promote-winners) | 5 | 3 | 1 | $1k | $600 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c) |
| [Reserve drop](/workflows/plays/reserve-drop) | 2 | 1 | 1 | $0 | $0 | [b2c](/business/motions/b2c), [b2b](/business/motions/b2b) |
| [Creator probe](/workflows/plays/creator-probe) | 3 | 3 | 1 | $1k | $250 | [b2c](/business/motions/b2c), [b2b](/business/motions/b2b), [b2d](/business/motions/b2d) |
| [Creator partnership](/workflows/plays/creator-partnership) | 3 | 2 | 3 | $0 | $0 | [b2c](/business/motions/b2c), [b2b](/business/motions/b2b), [b2d](/business/motions/b2d) |
| [Creator ads](/workflows/plays/creator-ads) | 4 | 3 | 1 | $1k | $600 | [b2c](/business/motions/b2c) |
| [Free tools](/workflows/plays/free-tools) | 4 | 1 | 3 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d), [b2a](/business/motions/b2a) |
| [Lead nurture](/workflows/plays/lead-nurture) | 4 | 1 | 3 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| [Made with](/workflows/plays/made-with) | 5 | 1 | 2 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d), [b2a](/business/motions/b2a), [b2h2a](/business/motions/b2h2a), [b2a2b](/business/motions/b2a2b), [b2a2c](/business/motions/b2a2c), [b2a2d](/business/motions/b2a2d) |
| [Review requests](/workflows/plays/review-requests) | 3 | 1 | 3 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| [Switch kit](/workflows/plays/switch-kit) | 3 | 1 | 2 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| [Buying committee](/workflows/plays/buying-committee) | 2 | 3 | 3 | $1k | $1,000 | [b2b](/business/motions/b2b) |
| [Category kit](/workflows/plays/category-kit) | 3 | 1 | 4 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| [Founder voice](/workflows/plays/founder-voice) | 2 | 1 | 2 | $0 | $0 | [b2b](/business/motions/b2b), [b2d](/business/motions/b2d) |
| [Launch week](/workflows/plays/launch-week) | 3 | 1 | 2 | $0 | $0 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d), [b2a](/business/motions/b2a) |
| [Positioning tournament](/workflows/plays/positioning-tournament) | 2 | 2 | 2 | $100 | $100 | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |

| Venue | Kind | Formats | Ad operations |
| --- | --- | --- | --- |
| <a id="chatgpt"></a>ChatGPT | search | answer, citation, app listing | None. |
| <a id="perplexity"></a>Perplexity | search | answer, citation | None. |
| <a id="gemini"></a>Gemini | search | answer, citation | None. |
| <a id="claude"></a>Claude | search | answer, citation, connector listing | None. |
| <a id="google-ai-overviews"></a>Google AI Overviews | search | answer, citation | None. |
| <a id="google-search"></a>Google Search | search | organic result, search ad | create campaign, set budget, report |
| <a id="bing"></a>Bing | search | organic result, search ad | create campaign, set budget, report |
| <a id="google-display"></a>Google Display | display | banner, native ad, retargeting ad | create campaign, set budget, report |
| <a id="youtube"></a>YouTube | video | long video, short video, video ad, bumper ad | create campaign, set budget, report |
| <a id="facebook"></a>Facebook | social | post, feed ad, retargeting ad | create campaign, set budget, report |
| <a id="instagram"></a>Instagram | social | post, short video, feed ad, partnership ad | create campaign, set budget, report |
| <a id="tiktok"></a>TikTok | social | short video, video ad, partnership ad | create campaign, set budget, report |
| <a id="x"></a>X | social | post, reply, promoted post | create campaign, set budget, report |
| <a id="pinterest"></a>Pinterest | social | pin, promoted pin | create campaign, set budget, report |
| <a id="linkedin"></a>LinkedIn | professional | company post, member post, connection request, message, sponsored post | create campaign, set budget, report |
| <a id="reddit"></a>Reddit | community | thread, comment, promoted post | create campaign, set budget, report |
| <a id="hacker-news"></a>Hacker News | community | launch post, comment | None. |
| <a id="stack-overflow"></a>Stack Overflow | community | answer | None. |
| <a id="github"></a>GitHub | community | repository, readme, issue reply | None. |
| <a id="amazon"></a>Amazon | marketplace | product listing, sponsored product | create campaign, set budget, report |
| <a id="aws-marketplace"></a>AWS Marketplace | marketplace | listing, private offer | None. |
| <a id="azure-marketplace"></a>Azure Marketplace | marketplace | listing, private offer | None. |
| <a id="google-cloud-marketplace"></a>Google Cloud Marketplace | marketplace | listing, private offer | None. |
| <a id="shopify-app-store"></a>Shopify App Store | marketplace | app listing, review | None. |
| <a id="salesforce-appexchange"></a>Salesforce AppExchange | marketplace | app listing, review | None. |
| <a id="slack-marketplace"></a>Slack Marketplace | marketplace | app listing | None. |
| <a id="chrome-web-store"></a>Chrome Web Store | marketplace | extension listing, review | None. |
| <a id="app-store"></a>App Store | app store | app listing, review, search ad | None. |
| <a id="google-play"></a>Google Play | app store | app listing, review | None. |
| <a id="mcp-registry"></a>MCP Registry | agent registry | server listing, tool description | None. |
| <a id="product-hunt"></a>Product Hunt | launch site | launch, collection launch | None. |
| <a id="betalist"></a>BetaList | launch site | launch | None. |
| <a id="google-business-profile"></a>Google Business Profile | directory | business profile, review, local result | None. |
| <a id="yelp"></a>Yelp | directory | business listing, review | None. |
| <a id="trustpilot"></a>Trustpilot | directory | review | None. |
| <a id="g2"></a>G2 | directory | product listing, review, paid placement | None. |
| <a id="capterra"></a>Capterra | directory | product listing, review, paid placement | None. |
| <a id="npm"></a>npm | directory | package listing | None. |
| <a id="gmail"></a>Gmail | email | inbox message | None. |
| <a id="outlook"></a>Outlook | email | inbox message | None. |
| <a id="yahoo-mail"></a>Yahoo Mail | email | inbox message | None. |
| <a id="portfolio-network"></a>Portfolio network | display | house ad, in-product recommendation, receipt line | None. |
| <a id="zapier"></a>Zapier | marketplace | app listing, template | None. |
| <a id="make"></a>Make | marketplace | app listing, template | None. |
| <a id="n8n"></a>n8n | marketplace | node listing, template | None. |