There are many ways to reach your target market—which channel is right for you? This lecture highlights the various channels and factors to consider in the channel selection process. We examine the pros and cons of using different channels such as inside sales, direct sales, distribution, e-commerce, franchises and tradeshows.

1. Choosing your means of distribution
Online Channel Selection
Tom Walsham - @tomwalsham - - Jan 20th, 2016 - #Ent101

2. Tom Walsham
Director of Product
The Working Group
@tomwalsham
15 Years working in B2B, B2C, SaaS
10 Starts annually with TWG clients
5 Years practising Lean Methodology
WHO IS THIS GUY?

3. ServiceDeliverySales
Distribution
+ +Marketing
+
@tomwalsham - #Ent101
WHAT ARE DISTRIBUTION CHANNELS?

4. Own Your Channel
Requires inbound, management
overhead, own supply chain
TRADITIONAL ECOMMERCE
Great for control, tested markets,
digital product, creating
differentiation
@tomwalsham - #Ent101

5. Participate in a Marketplace
ESTABLISHED MARKETPLACE
High competition, low differentiation and
lack of control
Existing audience, clear user intention,
inherited trust and limited overhead
@tomwalsham - #Ent101

6. Distribute your distribution
AFFILIATE MARKETING
Great for emerging product,
new markets, high volume
Suffers from poor margins,
variable dealflow, risks reputation
@tomwalsham - #Ent101

7. Appeal to the Crowd
CROWDFUNDING
@tomwalsham - #Ent101
High long term risk, no do-overs, requires
strategy, lacks longevity
Entices media, low initial risk, rewards
innovation and limited overhead

8. within your target vertical
Competition
of your product-market fit
Maturity
of your core business metrics
Stability
@tomwalsham - #Ent101
capacity and core competencies
Team
Deciding Factors
CHOICES CHOICES CHOICES

9. Thanks!
Tom Walsham - @tomwalsham - - Jan 20th, 2016 - #Ent101