Distributing your product is one of a startup’s hardest problems. Don’t bet everything on one channel. Don’t spread yourself too thin with five. I usually recommend you test 2 channels at once, splitting your time 75%/25%.
1. Most Channels Top Out
Even if a distribution channel is working really well for you, it doesn’t usually last. Most channels will max out or become more competitive over time, so you’ll need alternatives.
2. Iteration Finds the Best Option
It’s really hard to predict which channel will work best for your product with your target customer profile, so you need to do a lot of testing to find the best approach.
3. More Than 2 is Tough
Although you need to test lots of different channels, you need to give them all a fair chance and that’s hard to do when you’re working on more than 2 channels at any one time.
Best of luck out there.
Sterling Road invests in idea stage and pre-seed B2B startups based in the US, Canada and UK.
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