First Customers (GTM)

What are the actual distribution channels I can choose from?

A starting point

There are roughly 19 well-known ones, SEO, content, paid ads, viral/referral, email, sales, business development, PR, community, existing platforms, events, and more. You don't need all of them; you need to identify the one or two your customers actually flow through. Read 'Traction' for the full menu and how to test each.

Go deeper

Read

📖 Book
Paid Intermediate

Traction: How Any Startup Can Achieve Explosive Customer Growth

From Portfolio / Penguin by Gabriel Weinberg & Justin Mares book (~240 pages)

Why we picked it

The definitive playbook on distribution, it catalogs all 19 channels and gives you the Bullseye framework to systematically find the one that works. Essential for anyone thinking channel-first.

  • There are 19 traction channels; most startups win on just one.
  • Bullseye framework: brainstorm all channels, test 3, focus on the winner.
  • The 50% rule: split your time evenly between product and traction.
  • Draws on 40+ founder interviews (Wikipedia, reddit, HubSpot, Kayak).
Open amazon.com →

People also ask

How do I figure out which distribution channel is right for my startup? Run experiments, don't guess. Use the Bullseye framework from 'Traction': brainstorm across all ~19 channels, pick 3 promising ones to cheaply test... Intermediate 2 resources → Why does everyone say 'distribution is more important than product'? Because a great product nobody can find dies quietly, while an average product with a strong channel wins the market. Most founders overspend on bu... Intermediate 2 resources → Should I focus on one channel or spread across many? Focus. Early on, pick one channel that shows real traction and pour your energy into mastering it before diversifying, spreading thin across five c... Intermediate 2 resources → How do the fastest-growing B2B companies find and scale their distribution? They start with high-trust channels, personal network and direct outreach, to land their first ten, then scale on a dominant engine, most often con... Advanced 2 resources → As an Indian founder, how do I think about distribution for a global product? The channel is still the strategy, but pick ones that don't require you to be physically in the buyer's market, content/SEO, product-led self-serve... Advanced 3 resources → How do I pick which paid channel to start with? Match the channel to how people already look for what you sell: intent-driven search for problem-aware buyers, feed-based social for discovery and ... Intermediate 2 resources →