Chapter 8
Channel Selection
10 min
Core Premise: Channels are not interchangeable. Each has different economics and effectiveness at different company stages. Channel Selection prevents waste on channels that cannot work.
The Channel-Stage Fit Matrix
| Channel | Pre-PMF | Early Scale | Growth | Scale |
|---|---|---|---|---|
| Founder Outbound | Optimal | Viable | Limit | Avoid |
| LinkedIn Ads | Avoid | Viable | Optimal | Optimal |
| Meta Ads | Avoid | Limit | Viable | Optimal |
| Google Search | Limit | Viable | Optimal | Optimal |
| Content/SEO | Limit | Viable | Optimal | Optimal |
The Channel Selection Protocol
Step 1: Calculate CAC Ceiling - What can you afford to pay?
Step 2: Assess Stage Fit - Is the channel viable at your stage?
Step 3: Verify ICP Presence - Are your buyers on this channel?
Step 4: Confirm Minimum Spend - Can you afford the minimum viable spend?
Step 5: Establish Kill Criteria - Define when to stop.