Channel Mastery Before Expansion

A framework for mastering marketing channels and building a marketing team structure, emphasizing the importance of mastering one channel before expanding.

Early Stage Marketing Approach

• Start with mastering 1-2 channels completely before expansion
  • Focus on understanding metrics deeply
  • Spend time personally managing channels (checking metrics "1000 times a day")
  • Don't try to be on 7 different channels at launch
  • Master current channels before pioneering new ones

Team Structure Evolution

• Begin with founders doing everything
• Only add dedicated channel directors after reaching critical mass
• Build team through quality hires
  • Best people will attract other best people
  • Key leaders will bring in strong team members beneath them

Channel Management Structure

• VP of Marketing oversees all channels
• Dedicated directors for each major channel:
  • Out of Home advertising
  • Google/YouTube
  • Radio
  • Influencer marketing
  • Social media platforms

Budget Management

• Early Stage (First 2 Years):

  • No set budgets
  • Fluid allocation based on performance
  • "Go balls out" on channels that show promise
  • Focus on "making it work" versus strict budgeting

• Mature Stage:

  • More systematic approach
  • Organized budget allocation
  • Regular budget planning meetings
  • Channel-specific spending limits

Channel Diversification

• Start with core channels (Facebook/Google)
• Expand to additional platforms:
  • Instagram
  • YouTube (both pre-roll and influencer)
  • Traditional media (radio, billboards)
  • Out-of-home advertising
• All channels work together to create lift effect
• Cannot scale massively on single channel alone