Find the one channel that works
Almost every company at this size is carried by exactly one channel. Your job is to find out which, not to run five badly.
You are done with this stage when: One channel produces ≥40% of new signups, at a cost you would pay again, every week without heroics.
Objectives
- Know where signups actually come from
You cannot pick a winner you cannot see. This objective is the referee for the whole phase.
- Run the channel tournament
Five candidates, four weeks, one scorecard, no sentiment. Phase 3 already made organic your incumbent, so it enters the tournament like everything else — otherwise you are testing around the bet you have already placed.
- Double down on the winner
Most founders find their channel and then under-invest in it by an order of magnitude.
- Convert the traffic you already have
Doubling conversion is usually cheaper than doubling traffic, and it multiplies every channel.
- Build the founder channel
At this size the founder outperforms the brand account by a wide margin. Use it while it lasts.
- Start the owned list
The only audience no algorithm can take away from you. Start it before you need it.