You know who you want to reach and what you want to say. Now you need to decide where to put that message.. You don’t need to be everywhere. You need to be where your best-fit customers are actually reachable.
What is this toolkit about?
The Distribution Channel Matrix helps you compare potential channels and choose the ones worth testing.
You’ll look at:
- Where your customers spend time
- How they discover solutions
- How easy they are to reach
- Your cost and effort
- Your ability to use the channel consistently
- The type of customer response it can generate
What problem does it solve?
It’s easy to choose channels because everyone else is using them: “I should be on LinkedIn, Instagram, TikTok and YouTube.”
But being present everywhere can spread you too thin. The better question is where can I consistently reach the people most likely to buy?
When should I use it?
Use this toolkit when you know your best-fit customer and message, but haven’t decided which channels to prioritise.
What will I have when I'm done with the toolkit?
A Distribution Channel Matrix showing:
- Potential channels
- Customer presence
- Channel strengths
- Cost and effort
- Accessibility
- Your channel score
- Priority channels to test
How to use it
1. List Your Options
Where could you realistically reach your customers?
2. Score the Channels
Compare them against your customer and business realities.
3. Choose Your Priorities
Select the channels worth testing first.
4. Decide What to Test
Define what you’ll actually do on each channel.
Don’t choose a channel because it’s popular. Choose it because your customer is there and you can use it well.
Evunn Action Points (Recommended)
The Toolkit
Distribution Channel Matrix Notion Template
Use the template to compare your options and identify the channels most worth testing for your business.
Open the Distribution Channel Matrix Toolkit below.
Your Completed Output after using the Toolkit
Save your:
Channel Matrix – your comparison of potential channels.
Priority Channels – the channels you’ll test first.
Channel Hypotheses – what you expect each channel to achieve.
What’s Next?Customer Acquisition Roadmap
You now know where you’re going to reach people. Next, you’ll turn that decision into an actual acquisition process:
How will I move someone from seeing me to becoming a customer?