# Switch kit

URL: /workflows/plays/switch-kit · Id: `play:switch-kit`

> Switch kit wins a named rival’s Customers with versus Pages, an importer, a switching Offer, rival-term Ads and outbound to its users.

Switch kit wins a named rival’s [Customers](/business/nouns/customer) with versus [Pages](/business/nouns/page), an importer, a switching [Offer](/business/nouns/offer), rival-term [Ads](/business/nouns/ad) and outbound to its users.

## Ratings
| Dimension | Rating | Reads |
| --- | --- | --- |
| Scalability | 3 of 5 | medium: higher grows further with spend or automation |
| Cost | 1 of 5 | very low: lower costs less per Customer |
| Latency | 2 of 5 | low: lower answers sooner |

## Budget
| Property | Value |
| --- | --- |
| Tier | $0 |
| Minimum effective budget | $0 a month |

| Monthly spend | Yields |
| --- | --- |
| $0 | Versus and alternatives Pages, the importer, a switching Offer and outbound to Organizations that run the rival. |
| $1,000 | Adds one month of rival-term search Ads under each venue’s trademark policy. |

## How it runs
The [Studio](/business/nouns/studio) rolls it out to one cohort at a time: startups past the [Proof](/business/nouns/proof) gate with a searched alternative.

## Processes
Runs as [Content marketing](/workflows/processes/content-marketing), accountable to the [Marketing Team](/agents/marketing).

## Fits
| Fits | Value |
| --- | --- |
| Family | demand |
| Shelf | Seed: finds the first Customers (Launch) |
| Moves | [Play-sourced Customers](/agents/marketing#play-sourced-customers) |
| Motions | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| Venues | [Google Search](/workflows/plays#google-search), [Bing](/workflows/plays#bing), [ChatGPT](/workflows/plays#chatgpt), [Perplexity](/workflows/plays#perplexity), [G2](/workflows/plays#g2), [Capterra](/workflows/plays#capterra) |
| States | [Live](/business/lifecycle/states/live), [Repeatable](/business/lifecycle/states/repeatable), [Scale](/business/lifecycle/states/scale) |

## Loop
| Step | Value |
| --- | --- |
| Hypothesis | An importer offered beside the versus Page wins more of a rival’s Customers than the versus Page alone. |
| Measure | [Play-sourced Customers](/agents/marketing#play-sourced-customers) over 30d, at least 30 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |

## Example
A [Startup](/business/nouns/startup) selling form software targets a rival whose export format is public. Its versus [Page](/business/nouns/page) offers a one-click importer and three free months, and 60 of the rival's users switch in a quarter.