A checklist of distribution channels for startups


Back in September Jason Baptiste Co-Founder of Cloudmatic posted a list of sixteen distribution channels for startups.  Jason’s main point in writing the post was that nobody should rely too much on any one channel for customer acquisition because having a broad base of channels makes your startup resilient to changes from any one partner whereas dependency opens you up to problems if they change strategy or get tough with you in negotiations.

That is a great point, and one I’ve made here before.

But I think the list is also useful as checklist.  All startups should go through each item and ask “am I devoting the right amount of time/effort/resource to this channel?”. 

There is more detail on each of these in Jason’s post for those that are interested, but I like to keep posts here nice and snappy.

  1. Public relations
  2. Organic search traffic
  3. Content marketing
  4. Affiliate programmes
  5. Lead gen programs
  6. Events and conferences
  7. 3rd party social platforms
  8. Social media marketing
  9. Mobile platform distribution
  10. APIs
  11. Paid online advertising
  12. Direct sales
  13. Business development
  14. Referral programes
  15. Traditional media
  16. New products and add-ons to existing customers

If you can think of any more please let me know in the comments.

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  • Caveat: biz dev can be a killer for v early-stage though (especially pre product-market fit).

  • Yep – it is critical not to waste time with partners who aren’t going to come through in a sensible timescale. In practice that means cutting conversations on lots of potentially transformative deals – something a lot of startups struggle with.

  • Monochromatic sales efforts are history. Great checklists from Nic Brisbourne and Jason Baptiste.

  • it’s a great book.Great checklists.Thanks for sharing.

  • Great book.Thanks.

  • I will be out of the office until November 1st. I will check email intermittently, but If you need to get hold of me urgently before then please call on 07990 567 993. thanks, Nic

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  • Great website.Keep up the good work and continue providing us more quality information from time to time.

  • Really great site.Thanks.

  • Great checklists.

  • A cool articles right there mate !

  • I think I just found what i’ve been searching for. Thanks! Earmarking this post immediately!