Stg Designing Channels

Channel Strategy Design

Select GTM acquisition channels, estimate per-channel CAC, design channel mix with investment allocation, and sequence channels by phase. Constrained by ACV-channel viability from pricing and growth architecture from solutions.

Procedure

Step 1: Load Constraints [S]

Read upstream outputs:

• ACV-channel constraint from stg-designing-pricing Step 4 (< $1K: zero-touch only; $1K-$10K: light-touch; > $10K: sales-assisted viable)
• Growth architecture from stg-designing-solutions Step 2 (PLG/Network/Traditional/Hybrid)
• Growth loops from stg-designing-solutions Step 6
• Segment characteristics from stg-segmenting-customers (where they gather, observable filters)
• Competitor channels from stg-analyzing-competition
• Pricing tier structure from stg-designing-pricing Step 4
• Mode (VENTURE/BOOTSTRAP/HYBRID) from governor

Assemble constraint summary with sources.

Gate: constraints_loaded: bool -- ACV-channel constraint, growth architecture, and segment characteristics all available.

• Pass: Step 2.
• Fail: If ACV-channel constraint missing, derive from ARPU range (ARPU x 12 = rough ACV). If growth architecture missing, infer from ACV and buyer type with reduced confidence. Flag missing upstream outputs.

Step 2: Enumerate Candidate Channels [K-grounded]

Grounded in: segment characteristics, growth architecture, competitor channels.

Enumerate 5-8 candidate channels. For each, state the specific mechanism by which it reaches the segment.

Channel taxonomy:

For each candidate:

• Mechanism: How this channel reaches the target segment SPECIFICALLY. "Content marketing" is not a mechanism. "Technical blog posts targeting [segment role] searching for [problem-related queries]" is a mechanism.
• Segment fit: Why this channel reaches this segment (cite segment characteristics).
• Competitor presence: Are competitors using this channel? (from competitive analysis).

WebSearch for: "[segment] acquisition channels", "[industry] marketing benchmarks", "[competitor] marketing strategy".

Gate: candidates_enumerated: bool -- at least 5 candidates, each with specific mechanism and segment fit rationale.

• Pass: Step 3.
• Fail: If < 5, broaden search. Document constrained landscape as finding.

Step 3: Filter by ACV-Channel Viability [R]

Apply ACV-channel constraint as hard filter:

Record eliminated channels with rationale. Check surviving channels against growth architecture alignment.

Gate: channels_filtered: bool -- elimination log with ACV rationale, surviving channels align with growth architecture.

• Pass: Step 4.
• Fail: If all eliminated, flag: "At this ACV, viable channels extremely constrained. Product must be self-selling or unit economics at risk."

Step 4: Estimate Per-Channel CAC [S]

For each surviving channel, estimate CAC as a range.

Method:

1. WebSearch for benchmarks: "[channel] CAC benchmark [industry]", "cost per acquisition [channel] SaaS"
2. If no benchmarks, estimate from first principles:
   • Content: production cost / traffic / conversion rate
   • Paid: CPC / conversion rate
   • Sales: AE cost / deals per year

For each channel produce:

• CAC range (low -- high)
• Tier (T1 if published benchmark with source; T2 if synthesized; T3 if first-principles estimate)
• Source (URL or calculation method)
• Ramp time (content/SEO: 6-12 months; paid: immediate; sales: 3-6 months)

Gate: cac_estimated: bool -- every channel has CAC range, tier, source, ramp time.

• Pass: Step 5.
• Fail: Unknown CAC flagged as "CAC unknown [T3]" with widest reasonable range. Do not drop -- unknown is information.

Step 5: Design Channel Mix and Investment Split [K-grounded]

Grounded in: filtered channels, per-channel CAC, growth architecture, mode.

Two phases:

Phase 1 -- Bootstrap/Early (months 0-12 or until PMF):

• Prioritize: lowest CAC, fastest ramp, strongest segment fit
• BOOTSTRAP: 70%+ to revenue-positive/low-cost channels
• VENTURE: can allocate up to 40% to higher-CAC channels if growth rate justifies
• Identify 1-2 "foundation channels"

Phase 2 -- Scale (post PMF):

• Add channels viable at scale (paid with known conversion, sales with proven playbook)
• Shift toward best CAC-at-scale characteristics
• Identify "scale channel" for majority growth

Investment table per phase (must sum to 100% per phase).

Calculate blended CAC per phase: sum(channel_CAC_midpoint x channel_investment_%).

Gate: mix_designed: bool -- splits sum to 100% per phase, blended CAC calculated, rationale documented.

• Pass: Step 6.
• Fail: If even splits (20/20/20/20/20), challenge: no strategic priority. Concentrate 50%+ on foundation channels in Phase 1.

Step 6: Validate Channel-Economics Coherence [R]

Check blended CAC against LTV:CAC requirement.

If fails: identify which channels drag CAC above threshold. State specific numbers and options: (a) shift mix, (b) increase ARPU, (c) reduce churn, (d) accept risk. Do NOT silently adjust to make numbers work.

If passes: state margin of safety with specific numbers.

Gate: coherence_validated: bool -- LTV:CAC and payback checked with specific numbers.

• Pass: Step 7.
• Fail: Coherence failure is a finding, not a blocker. Report with numbers and options.

Step 7: Write Channel Strategy Section [S]

Write matching the register template format exactly:

**Channel Strategy:**

| Channel | Segment Reach | CAC Estimate (range) | Investment Split | Tier | Source |
|---------|--------------|---------------------|-----------------|------|--------|
| {channel} | {specific mechanism} | {low -- high} | {Phase 1% / Phase 2%} | {T1/T2/T3} | {source} |

- Channel-economics coherence: {pass/fail with specific LTV:CAC ratio and blended CAC}
- ACV-channel constraint: {channel types viable at this ACV, channels eliminated}
- Sequencing rationale: {Phase 1 channels and why first; Phase 2 additions and trigger}

Also produce structured outputs for stg-calculating-economics:

• Blended CAC range (Phase 1 and Phase 2)
• S&M investment estimate
• Per-channel CAC ranges

Gate: section_written: bool -- all template fields populated, coherence result with numbers, sequencing documented.

• Pass: Done.
• Fail: Fix missing fields. Every column must be populated. Coherence must cite specific numbers.

Quality Criteria

• ACV-channel constraint consumed from pricing (not re-derived)
• Growth architecture consumed from solutions (not re-derived)
• Minimum 5 candidates evaluated (possibility space visible)
• Every channel has specific mechanism for reaching segment (not generic category)
• Per-channel CAC is range with tier label and source
• Investment splits sum to 100% per phase with rationale
• Blended CAC checked against LTV:CAC requirement
• Sequencing distinguishes bootstrap/early from scale phase
• Eliminated channels documented (possibility space)
• All CAC benchmarks cite sources

Failure Modes

Boundaries

In scope: Channel enumeration, ACV-channel filtering, per-channel CAC estimation, channel mix with investment allocation, phase sequencing, channel-economics coherence, structured output for economics consumption.

Out of scope: Pricing design/tier architecture (stg-designing-pricing), LTV/CAC/payback calculation/cost structure/scenario analysis (stg-calculating-economics), growth architecture/growth loops (stg-designing-solutions), competitive landscape mapping (stg-analyzing-competition -- though competitor channel data consumed), GTM execution: content calendars, outreach cadences, campaign design, nurture flows, launch sequencing (Revenue OS).