Here’s the thing – You probably think all traction channels are created equal, and that you should be spreading your precious startup resources across as many as possible to see what sticks. But I’m here to tell you that approach is about as effective as trying to win a marathon while wearing flippers and a snorkel.
I’m going to show you how to identify, test, and dominate the ONE traction channel that will transform your business from “who are they again?” to “how did they grow so fast?” in four straightforward steps. The Bullseye Framework isn’t just another fancy business model – it’s the difference between burning through your runway and actually taking flight.
Let me put on my imaginary glasses for this bit…
1. The 19 Traction Channels: Not All Heroes Wear Capes
First off, let’s talk about these 19 traction channels. Most founders I meet can barely name five, let alone understand all nineteen. Don’t worry, I was right there with you until I spent an insane amount of time studying what actually works.
So what are they? Let’s break them down into categories that actually make sense:
Organic Channels: SEO, Content Marketing, Community Building, Public Relations
Paid Channels: Search Engine Marketing, Social & Display Advertising, Offline Ads, Sponsorships
Viral Channels: Referral Programs, Viral Marketing, Email Marketing
Partnership Channels: Business Development, Sales, Affiliate Programs, Existing Platforms
Unconventional Channels: Trade Shows, Offline Events, Speaking Engagements, Engineering as Marketing
Now, what nobody tells you is that different channels work brilliantly for different businesses. And I mean COMPLETELY different results.
Take Dropbox, for instance. In February 2022, they were still getting 30% of their new users from their referral program – you know, that cheeky little “get more space when you invite friends” trick. Meanwhile, Airbnb dominated by engineering their platform to cross-post on Craigslist in the early days. Absolute genius that was.
And have you seen what Threads did with their launch in 2023? They leveraged influencers so effectively that they hit 100 million users faster than any platform in history. Think about that for a second.
The word “channel” means completely different things to different businesses. For some, it conjures visions of TikTok dances and Instagram reels. For others, it’s all about enterprise sales teams in uncomfortable suits making PowerPoint presentations. Anyone else see where I’m going with this?
Hang on a second… the next part is a doozy.
2. The Bullseye Framework: Your Traction North Star
Now, the Bullseye Framework isn’t just another business methodology – it’s literally the difference between founders who waste months chasing shiny objects and those who build massive, world-changing companies.
Let me walk you through this step by step, because it’s insanely straightforward when you see it laid out:
Phase 1: Brainstorm Like Your Business Depends On It (Because It Does)
What I’m going to do is introduce you to something I call the Traction Channel Matrix. Picture this: a simple grid with “Cost” on one axis and “Potential Impact” on the other. Now, plot all 19 channels based on your best guess for YOUR specific business.
In March 2024, I worked with a SaaS startup that was absolutely convinced they needed to focus on content marketing. Why? Because “everyone else in their industry was doing it.” We sat down with the matrix, and guess what emerged as their actual best option? Engineering as Marketing – building free tools that addressed their target customers’ problems. They weren’t even considering it!
The trick here is to be brutally honest. Not everyone can go viral. Not everyone should be doing SEO. It’s like saying “diet” – to some people that means counting every macronutrient with military precision, and to others it means occasionally saying no to a second slice of cake. Am I overthinking this? Definitely. But that’s part of the fun!
Phase 2: Test With Surgical Precision
Here’s where everyone goes wrong – they either test nothing, or they test everything poorly. Both are recipes for disaster.
The key is to run lean experiments with clear success metrics. I’m talking £500 on ads, not £50,000. I’m talking a basic referral program, not some elaborate points system that requires three developers and a PhD to implement.
Take Calm, the meditation app. Did you know they tried PR first, getting featured in all the big tech publications? Barely moved the needle. Then they tested podcast advertising with a modest budget. Within weeks, that single channel was delivering download numbers that made their investors’ hearts skip a beat. Now they’re spending millions on podcast ads annually. That’s the power of proper testing.
The thing is, you need to establish clear success metrics before you start. “We’ll see how it goes” is not a strategy – it’s the business equivalent of driving with a blindfold on while asking your passengers if they think you’re still on the road.
Wait for it… this next bit changed my entire approach to marketing.
Phase 3: Focus Like a Laser Beam
Once you find a channel that shows promise, it’s time to go ALL IN. I’m talking about taking your best performing channel and doubling down so hard that it makes your accountant nervous.
This is where the Channel Fit Scorecard comes in. Rate each channel on:
– Audience alignment (Are your exact customers there?)
– Resource fit (Do you have the skills/tools to execute?)
– Margin compatibility (Can you afford to acquire customers this way long-term?)
I mean, seriously? Most startups I meet are doing seven channels poorly when they should be doing ONE channel magnificently. It’s like being a slightly below-average juggler with seven balls when you could be absolutely world-class with just one.
In January 2025, a client in the fintech space ran our Channel Fit analysis and discovered that while their content marketing was performing “okay,” their partnership channel scored through the roof. They shifted 80% of their marketing resources to partnerships and saw a 340% growth in six months. That’s not incremental improvement – that’s transformation.
3. Avoiding Costly Mistakes: Please Learn From My Clients’ Disasters
Let me tell you about the three most expensive mistakes I’ve seen founders make when it comes to traction. And I’ve made at least two of these myself, so this comes from a place of painful experience.
The Vanity Metrics Trap
Social media followers, page views, email list size – they feel good but they lie to you like a toddler caught drawing on the walls with permanent marker.
Back in 2023, one e-commerce client was bragging about their 100,000 Instagram followers. Impressive, right? Well, those followers were generating exactly £370 per month in sales. Meanwhile, their tiny email list of 2,300 people was bringing in £14,000 monthly. Where should they have been focusing? I’ll wait while you do that math…
Focus on metrics that translate directly to revenue or user growth. Everything else is just a pleasant distraction, like watching squirrels chase each other while your house is slowly filling with water.
Copying Competitors Blindly
“But our biggest competitor is doing TikTok!” Yes, and they might be losing money on every single video. You don’t know what’s working for them – you only know what they want you to see.
Your competition might be miles ahead on certain channels, making them effectively unbeatable there. Or they might have completely different unit economics than you do. Or – and this is remarkably common – they might be following absolutely terrible advice they got from some random marketing guru on LinkedIn.
Instead, use tools like Split.io to run proper A/B tests on YOUR channels with YOUR audience. Data beats assumptions every single time. Otherwise, you’re essentially copying someone else’s homework without knowing if they got the answers right.
Ignoring the CAC/LTV Relationship
If you’re spending more to acquire customers than they’re worth over their lifetime, you don’t have a business – you have an expensive hobby. I don’t care how cool your logo is or how many features your product has.
The biggest winners in the startup world build channels with built-in retention mechanisms. Look at Slack – they grew through team invitations, which meant every new user brought their colleagues into a committed ecosystem. That’s not just growth; that’s growth with guaranteed retention.
Am I spiraling? Absolutely. But that’s what coffee’s for!
You want to know the kicker? This next section could literally transform your entire business trajectory…
4. Scaling and Optimization: From Good to Great
Once you’ve found your primary traction channel, the real work begins. This is where good companies become great ones, and where founders either level up or get left behind.
Automation Is Your Secret Weapon
If you’re manually tracking conversions or sending welcome emails in 2025, you’re essentially trying to compete in Formula 1 with a horse and buggy. It’s not just inefficient – it’s a bit embarrassing, isn’t it?
Tools like Zapier can connect your referral program directly to your CRM. HubSpot can automate entire customer journeys. Even basic tools like Calendly can eliminate the back-and-forth email tennis that wastes hours of your week.
In April 2025, one SaaS client implemented a simple automation: whenever a user completed their onboarding, it triggered a request for a product review. This single automation increased their review rate by 780% and became a significant driver of new users. One automation, massive results.
Iteration Is Non-Negotiable
Markets change. Platforms change. Customer preferences change. If your traction strategy isn’t evolving at least quarterly, you’re slowly dying and just don’t know it yet.
Set calendar reminders to revisit your Channel Fit Scorecard every three months. What scored low six months ago might be your best option now. The Facebook Ads that were crushing it last year might be twice as expensive with half the conversion rate today.
Let me put it this way – traction isn’t something you solve once and then move on. It’s more like maintaining a garden than building a house. Constant attention, constant refinement.
Hybrid Models Multiply Your Results
Once you’ve mastered your primary channel, look for complementary channels that create a multiplier effect. This is where things get properly exciting.
For instance, combining TikTok ads with user-generated content contests doesn’t just add the results of both channels – it multiplies them. Your ads drive contest participants, whose content then improves your ad performance, creating a virtuous cycle that would make your high school math teacher proud.
I worked with a D2C brand in February 2025 that paired their killer email marketing with strategic PR. The email campaigns drove initial sales, while the PR provided social proof that dramatically increased conversion rates. Together, they achieved 3x the results of either channel independently.
It’s like combining chocolate and peanut butter – individually, they’re good. Together, they’re an unstoppable force that destroys diets and creates joy. That’s what we want for your marketing channels.
From Guesswork to Growth
The Bullseye Framework transforms traction from a mysterious dark art into a systematic, repeatable process. If you’re still throwing tactics at the wall to see what sticks, you’re playing a game you’re destined to lose.
Start by mapping all 19 channels on the Traction Channel Matrix. Then run small, focused experiments on your top contenders. Once you identify your winner, go all-in with the Channel Fit Scorecard as your guide. And finally, optimize and iterate like your business depends on it – because it absolutely does.
Remember, growth isn’t about chasing all 19 channels—it’s about dominating one. As my old mentor used to say, “The riches are in the niches.” Which always made me laugh because it rhymes, but it’s also remarkably accurate.
If you want more insanely effective frameworks like this one, sign up for my newsletter where I break down exactly how successful startups are growing in 2025. No fluff, no broad theories, just tactics that actually work.
Now, I’d love to hear from you – which traction channel has worked best for your business? Or which one are you most excited to test after reading this? Let me know in the comments, and let’s get you on the path to exponential growth.
