Four years ago, LawnStarter had just got into Techstars. We had managed to scrape together a small customer base - enough to validate our product - but had yet to figure out how we would scale our customer acquisition. Over the course of the summer we wasted a ton of time banging our heads against the wall, trying to figure out how we would scale up customer acquisition. We got lots of opinions, most of them not helpful. One that we thought was particularly insightful came from a very well-respected investor, and went something along the lines of: You should have a goal for the next month to come up with and test at least one new channel idea per day - five would be better. That was among the worst advice I've gotten when it comes to marketing. Yet I see so many early stage companies struggle and often fail not because they have a bad product, but because they've resorted to throwing stuff at a wall and seeing what sticks. Since then, I've learned a ton about startups and marketing. For me and other startup growth practitioners, it's actually quite easy to look at a business, and have a pretty good idea on the ideal growth channels that business will use to grow. My goal with this post is to share that knowledge so that founders will waste less time struggling to find their marketing channels, and more time building cool stuff.
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