Choosing your means of distribution
Online Channel Selection
Tom Walsham - @tomwalsham - - Jan 20th, 2016 - #Ent101
Tom Walsham Director of Product The Working Group @tomwalsham
15 Years working in B2B, B2C, SaaS10 Starts annually with TWG clients5 Years practising Lean Methodology
WHO IS THIS GUY?
ServiceDeliverySales
Distribution
+ +Marketing
+
@tomwalsham - #Ent101
WHAT ARE DISTRIBUTION CHANNELS?
Own Your Channel
Requires inbound, management overhead, own supply chain
TRADITIONAL ECOMMERCE
Great for control, tested markets, digital product, creating differentiation
@tomwalsham - #Ent101
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
Distribute your distribution
AFFILIATE MARKETING
Great for emerging product, new markets, high volume
Suffers from poor margins, variable dealflow, risks reputation
@tomwalsham - #Ent101
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
within your target verticalCompetition
of your product-market fitMaturity
of your core business metricsStability
@tomwalsham - #Ent101
capacity and core competenciesTeam
Deciding Factors
CHOICES CHOICES CHOICES
Thanks!
Tom Walsham - @tomwalsham - - Jan 20th, 2016 - #Ent101
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