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Distribution: Building Channels Before and After Launch

The system for building the channels, audience and owned list that make a launch work, and keeping customers arriving after the spike fades. Includes a 90-day plan, a channel scorecard and a reusable channel test card.

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Most products don't die because they are bad. They die because the people who would buy them never hear about them. This is our system for fixing that before you launch, not after: how to pick the one channel that matters, build an owned list from zero, test channels without losing a quarter, and keep customers arriving once the launch spike fades. It comes with a 90-day plan, a scorecard and a channel test card you can reuse forever.

What this guide covers

01Why most products die before anyone sees them
02The channel map: where your first 100 buyers will come from
03The 90-day distribution build, step by step
04Step 1. Map where your buyers already are (week 1)
05Step 2. Score and choose the primary channel (week 1)
06Step 3. Set up the owned list (weeks 1 to 2)
07Step 4. Run a weekly rhythm (weeks 2 to 8)
08Step 5. Test channels with kill criteria (weeks 2 to 8)
09Step 6. Build the pre-launch audience (weeks 3 to 8)
10Step 7. Prepare assets that outlive the launch (weeks 6 to 9)
11Step 8. Launch (weeks 8 to 10)
12Step 9. Turn the spike into a baseline (weeks 10 to 14)
13Step 10. Measure revenue by channel (from day one)
14Inside a founder's distribution machine: what to steal from Marc Lou
15Template: the channel test card
16Mistakes that cost founders months
17Checklist
18Do this week
19Notes

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