1. Traction channels
19 traction channels
- Experiment until you find the ones which yields the most customers
Most founders consider using traction channels they're already familiar with, or choose based on what they think their product demands Many startups focus on the same channels
Hard to predict channels that will work the best for your business Run tests
2. The Bullseye Framework
You probably won't have a bunch of equally good distribution strategies. Engineers frequently fall victim to this because they do not understand distribution. Since they don't know what works, and haven't thought about it, they try some sales, BD, advertising and viral marketing [...] That is a really bad idea. It is very likely that one channel is optimal. Most businesses actually get zero distribution channels to work. Poor distribution — not product — is the number one cause of failure. If you can get even a single distribution channel to work, you have great business. If you try several but don't nail one, you're finished. So it's worth thinking really hard about finding the single best distribution channel.
- Go other each one of the channels
- Don't skip any
- Find a reasonable way you could use it
- Advertising offline: where could be the best place to do it?
- Give a speech: who would be the ideal audience?
- Do a bit of research specific to your company & industry
- Which marketing strategies have worked so far for people in your industry?
- Understand how similar companies acquired customers, and how they wasted marketing $
Be aware of your own biases, especially during this brainstorm step. Do not dismiss any traction channel!