Playbook / Lessons / Sales and advertising
StartupsTest paid channels cheaply and quickly
Khosla Ventures says a startup should test and measure paid growth channels and know the cost of acquiring a customer in each. It recommends channels that reach your target customer narrowly and are quick and cheap to iterate on, noting that a loss of $100-1,000 is easier to absorb than $25,000-100,000.
“Pick the channels that keep you most agile, and be prepared to adjust quickly.”— Khosla Ventures, A Primer on Paid Marketing, Sep 2015
Do this
Put a few hundred dollars into one narrowly targeted channel such as AdWords or Facebook ads and write down the cost per customer.