The next step is to research each channel so you can fill in each cell with “low”, “med”, or “high” values. You aren’t trying to predict exact values.  Get enough information to make educated comparisons of each channel relative to each other.   

The matrix looks v...

In a perfect world you want channels with the following values:

Targeting - High, Cost - Low, Input Time - Low, Output Time - Low, Control - High, Scale - High

You will rarely get a channel that fits those values perfectly so the question is how do you prioritize? This is where the wo...

Building a channel matrix helps give you three things:

1. A methodical process to evaluate each channel

2. A way to compare each channel on the same attributes

3. A visual organization of the information for each channel

Step 3.1 - Open your favourite spre...

Targeting: Does the channel have the type of targeting you need? How close to your exact target audience can you get with this channel?

Cost: Are there upfront costs? Minimum spends? 

Input Time:

Your constraints will differ depending on the product, stage, funding, industry, etc. The most common constraints will be:

• Time - Do you have a specific optimal window to reach your audience? Do you only have 3 months of cash left? 
• Money - Are...