In the last lesson, you learned how to evaluate acquisition channels using our seven-point framework (scale, targetability, intent, context, effort, cost, and time to results).

Now it’s time to go deeper.

In this lesson, we’ll walk through a set of real-world channel categories, organized into flywheels, linear channels, boosters, and kickstarters. For each, we’ll apply the evaluation framework you just learned, while also layering in several other key concepts from earlier in the program.

Specifically, you’ll see:

• How channels align (or clash) with the Foundational Five, so you can understand from first principles which channels fit your market, product, brand, and model
• Whether a channel tends to lean toward demand generation or demand capture
• Which growth catalysts amplify performance within that channel
• The minimum validation timeline you should expect (how long it usually takes to stand up the channel, and how long until you have enough signal to know if it’s viable)

Flywheels

Paid Social Ads

Channel examples: Meta, TikTok, Snap, LinkedIn, X

What it is

You pay to put scroll-stopping creative in front of large audiences. It’s difficult to identify user intent, but platforms let you target at scale with persuasion and storytelling.

Foundational Five fit

• Market: Large reachable segments on-platform.
• Product: Simple to understand, use, and quickly experience core product value; visual or emotionally resonant.
• Model: ARPU in the $100-$1,000 range with short payback and front-loaded revenue capture. Bonus points if your pricing model has a free component.
• Brand: Distinct, engaging story and proof to break through the noise.

Evaluation criteria

• Scalability: High
• Targetability: High
• Intent: Low–Medium
• Context fit: Strong for lifestyle/visual brands, weak for niche/complex.
• Effort: Setup 1–2 weeks; heavy ongoing creative refresh at scale.
• Cost: Medium
• Time to results: Fast (days–weeks)
• Channel ownership: Rented

Demand posture

Primarily demand generation; retargeting adds demand capture.

Catalysts

• Market Catalysts: Underserved or neglected market, Market trend or regulatory shift, Cultural or identity alignment
• Model Catalysts: Free pricing, High-margin leverage
• Brand Catalysts: Modern aesthetic differentiation, Founder story ****
• Capital Catalysts: Access to outsized capital

Minimum validation time

4–6 months

Search & Intent-Based Ads (Google Search, Shopping, Bing, Apple Search)

What it is

Keyword-driven ad platforms.

Foundational Five fit

• Market: Segments actively searching for solutions.
• Product: Clear, established category.
• Model: ARPU can sustain auction competition.
• Brand: Trustworthy, differentiated in crowded results.

Evaluation criteria

• Scalability: Medium–High (depends on query volume)
• Targetability: High (keywords = intent filter)
• Intent: High
• Context fit: Strong if users search for your category/product
• Effort: Setup in 1 week; optimization ongoing.
• Cost: Medium
• Time to results: Fast (weeks)
• Channel ownership: Rented

Demand posture

Pure demand capture.

Catalysts

• Underserved market, strong brand trust, category creation.

Minimum validation time

~3 months

Marketplace Ads (Amazon, App Store)

What it is

Ads layered onto transactional platforms where buying is already the intent.

Foundational Five fit

• Market: Active buyers; large TAM.
• Product: Commonly bought online (physical or digital).
• Model: Works best with short payback cycles.
• Brand: Differentiated vs commodity competition.

Evaluation criteria

• Scalability: High if your category is active.
• Targetability: Medium (keywords, categories).
• Intent: High
• Context fit: Strong if your category has high search volume.
• Effort: Low setup; ongoing bid/creative tuning.
• Cost: Medium
• Time to results: Fast (weeks)
• Channel ownership: Rented

Demand posture

Demand capture only.

Catalysts

• Privileged platform access, first-mover in subcategory.

Minimum validation time

3 months

Influencer & Affiliate Marketing

What it is

Leverage other people’s audiences (creators, publishers, affiliates) to drive discovery and validation.

Foundational Five fit

• Market: Target market overlaps with trusted voices.
• Product: Easy to explain and endorse.
• Model: ARPU supports affiliate fees.
• Brand: Authenticity and trust are critical.

Evaluation criteria

• Scalability: Medium
• Targetability: Medium
• Intent: Medium (depends on promoter’s credibility)
• Context fit: Strong if brand aligns with creator or affiliate audience.
• Effort: Medium (outreach, negotiation, management)
• Cost: Medium
• Time to results: Medium (weeks–months)
• Channel ownership: Mixed (you don’t own the influencer’s reach, but you own relationships/contracts)

Demand posture

Mix of demand generation (discovery) and capture (referrals/links).

Catalysts

• Founder network access, strong community resonance, exclusive distribution.

Minimum validation time

3–6 months

Content Flywheels

1. Company-Generated, Company-Distributed (SEO, Blogs, Newsletters)

• Scalability: Medium–High (depends on search volume or audience build)
• Targetability: Medium (keywords)
• Intent: Medium–High (search queries vary)
• Context fit: Strong when content directly overlaps with buyer journey.
• Effort: High upfront; compounding later.
• Cost: Medium
• Time to results: Slow (6–12 months)
• Ownership: Owned

Demand posture: Mix (SEO = capture; blogs/newsletters = generation).

Catalysts: Proprietary data, brand authority, founder voice.

Validation: ~12 months

2. Company-Generated, User-Distributed (Viral Blogs, Social Content)

• Scalability: Medium
• Targetability: Low
• Intent: Low–Medium
• Context fit: Works when content resonates with cultural/social identity.
• Effort: Medium–High
• Cost: Low–Medium
• Time to results: Medium (months)
• Ownership: Mixed

Demand posture: Mostly generation.

Catalysts: Founder storytelling, cultural timing.

Validation: ~6 months

3. User-Generated, Company-Distributed (UGC SEO, Reviews)

• Scalability: High
• Targetability: Medium
• Intent: High (reviews, comparisons)
• Context fit: Strong if content maps to decision stage.
• Effort: Medium (systems, moderation).
• Cost: Low
• Time to results: Medium–Long (6–12 months)
• Ownership: Owned (you host distribution).

Demand posture: Capture with compounding.

Catalysts: UGC engine, network effects.

Validation: 6–12 months

4. User-Generated, User-Distributed (Social Platforms, Communities)

• Scalability: High
• Targetability: Low
• Intent: Low
• Context fit: Strong if product aligns with social/identity.
• Effort: Medium (designing viral hooks).
• Cost: Low
• Time to results: Fast (days–weeks to signal)
• Ownership: Mixed

Demand posture: Generation.

Catalysts: Built-in virality, cultural fit.

Validation: Fast to see potential, but slow to scale

Virality (Word-of-Mouth, Pull, Push, Incentivized)

• ‍Scalability: High‍
• Targetability: Low‍
• Intent: Varies (high for pull, medium for WoM, low for push/incentivized)‍
• Context fit: Depends on product use case.‍
• Effort: Low–Medium (setup referral mechanics or loops).‍
• Cost: Low (aside from incentives).‍
• Time to results: Slow to meaningful scale; fast to early signal.‍
• Ownership: Owned (product-driven).‍
• Demand posture: Primarily demand generation.‍
• Catalysts: Network effects, switching costs, cultural resonance.‍
• Validation: 6–12 months minimum

Sales (Full-Cycle, Inbound+Sales)

What it is

Direct outreach and/or lead follow-up, converting conversations into deals.

Evaluation criteria

• Scalability: Medium–High (limited by reps)
• Targetability: High (hand-select leads)
• Intent: Low for outbound, medium–high for inbound.
• Context fit: Strong if product is complex or high-ticket.
• Effort: High (prospecting, nurturing, demos).
• Cost: High (people-driven).
• Time to results: Medium–Fast (weeks–months).
• Ownership: Owned (CRM + process).

Demand posture: Mix (capture for inbound, generation for outbound).

Catalysts: Founder network, enterprise connections, capital for team.

Validation: 3–6 months

Linear Channels (Partnerships, Organic Social, Programmatic SEO)

• Scalability: Medium
• Targetability: Medium
• Intent: Varies (partnerships often high; organic social often low).
• Context fit: Strong if aligned to brand/audience habits.
• Effort: Medium–High
• Cost: Medium
• Time to results: Medium (months)
• Ownership: Mixed

Demand posture: Mix of capture and generation.

Validation: ~6 months

Boosters (PR, Events, Product Hunt)

• Scalability: Low
• Targetability: Low–Medium
• Intent: Low
• Context fit: Strong if newsworthy or cultural.
• Effort: Medium
• Cost: Low–Medium
• Time to results: Fast (days)
• Ownership: Rented

Demand posture: Demand generation with short bursts.

Validation: Immediate spike, no compounding

Kickstarters (DMs, Network Taps, Community Engagement)

• Scalability: Low
• Targetability: High (you choose directly).
• Intent: Medium (depends on context of outreach).
• Context fit: High when personal/trusted.
• Effort: High (manual hustle).
• Cost: Low
• Time to results: Fast (days–weeks).
• Ownership: Owned

Demand posture: Primarily demand capture.

Validation: Weeks to signal

Wrapping up

Alright, now it’s time for the fun stuff. Our capstone project: Building Your Acquisition Engine.

In the next lesson, you will take everything you’ve learned to lock in your acquisition motion, best-fit channels, and testing roadmap. See you there!