The Scaling Question
You have 10 customers. Now you want 100. Which channel do you scale?
Most founders think: "Let's run ads." Wrong. That's how you burn cash and learn nothing.
The Channel Hierarchy
Here's the order you should scale channels:
1. Optimize Your Best Channel (Months 1-3)
You got your first customers somehow. Maybe it was direct sales. Maybe content. Maybe partnerships. That's your best channel. Optimize it first.
If direct sales got you 10 customers, can you get 50 by doing more of it? Can you systematize it? Can you hire someone to do it?
2. Add a Second Channel (Months 3-6)
Once your first channel is humming, add a second. If you started with direct sales, add content. If you started with content, add partnerships.
3. Scale Your Top 2 Channels (Months 6-12)
Now you have data. You know which channels work. Double down on them.
4. Add Paid Ads (Months 12+)
Only when you have a proven funnel and unit economics. Not before.
Channel Economics
Before you scale any channel, know these numbers:
- CAC: How much does it cost to acquire one customer?
- LTV: How much revenue does one customer generate?
- Payback Period: How long until you recoup the CAC?
- Unit Economics: Is LTV > 3x CAC?
If your unit economics don't work, scaling will just lose you more money faster.
The Scaling Playbook
Direct Sales Scaling
- Hire a second salesperson
- Document your process
- Track conversion rates
- Optimize your pitch
Content Scaling
- Publish 2x per week
- Optimize for SEO
- Repurpose content across channels
- Build an email list
Partnership Scaling
- Identify 50 complementary products
- Reach out to 10 per week
- Negotiate win-win deals
- Track referral performance
Paid Ads Scaling
- Start with $500/month budget
- Test multiple audiences
- Optimize for conversion, not clicks
- Scale winners 2x per week
Common Mistakes
Mistake 1: Scaling too early. You need a proven channel first.
Mistake 2: Spreading too thin. Master one channel before adding another.
Mistake 3: Ignoring unit economics. If LTV < 3x CAC, you're losing money.
Mistake 4: Running ads without a funnel. You'll just waste money.
The Bottom Line
Scale your best channel first. Add a second channel once the first is working. Only run ads when you have proven unit economics.
Most founders do it backwards. Don't be most founders.