Acquisition Freemium Part 2

Video 1 Part 2

How to find channels that work for you

1. Take a moment to really dig into your acquisition channels. For each one, honestly assess based on the 4 factors.

For each factor, type any one: High, Medium or Low.

Channel	CAC / Cost How much does it cost to acquire a customer via this channel?	Flexibility How quickly can you scale up or scale down the channel?	Effort How hard is it to set up and run the channel?	Lead time How quickly can you launch and start seeing results from this channel?
Organic SEO
Paid ads
Referral
Partner program
Product integrations
Content loops
Events
Offline ads

Feel free to click on the "+" to add more channels

💡 What you should consider

CAC (Customer Acquisition Cost):
- Calculate real CAC based on actual spend vs. acquired customers.
- Don’t just look at the cost to get a sign-up, but focus on the cost of getting a user to take their first meaningful action.
Flexibility:
- Rate how quickly and easily the channel budget and efforts can be adjusted.
- Consider external factors that could impact flexibility (seasonality, regulation, market, budget).
Effort:
- Include not just maintenance but collaboration with sales, product, engineering, legal, etc.
- Account for tools, integrations, and compliance overhead.
- How much work does this channel actually take, not just to launch but to keep running?
Lead time:
- Combine time to launch with the expected duration of testing and optimising before seeing stable results.
- Once we launch, when will we see actual users, revenue, or learning?

Additionally, consider if AI/ML tools can optimise bidding, targeting, or creative iteration in the channels.

2. Now, prioritise like a pro – not all channels are created equal.

Don't forget to keep the stage of your product in mind while doing this.

Which of these are your best channels, your real growth engines right now:
Which of these are your good channels:
Which of these are draining your energy or budget without any returns:

Great job!

By evaluating your acquisition channels with this clear framework, you’ve taken a step beyond guessing and gut feeling.

Now you’re asking the questions that separate average growth teams from the best:

Which channels truly deliver value at scale?
Where am I spending too much effort or budget?
How flexible and ready are my channels for change?

Next up?

We’ll wrap up this section with a clear summary and unlock a handy cheat sheet – your quick reference guide to evaluating and prioritising acquisition channels like a pro.

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