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