Your First Channel

Who this book is for

Người đang xây một business ở Việt Nam trong giai đoạn đầu, từ lúc còn là một ý tưởng tới lúc có vài chục khách trả tiền. Người đọc TỰ LÀM gần như mọi việc, tiền của chính mình, và câu hỏi lớn nhất của họ là thứ này có ai cần không. Đây KHÔNG phải người điều hành một công ty đã chạy: chiến lược, tổ chức và mở rộng thuộc cộng đồng CEO.

Sound familiar?

• Tries ten channels at once, each half-heartedly, and none produces anything.
• Early customers all come from personal contacts, and that source runs dry in months.
• Doesn't know what a new customer costs, having never calculated it.
• A channel worked once and can't be repeated, with no understanding of why.

Each chapter answers one question

1. Chapter 1: If every customer is a friend, is that a channel?

   Where did my last ten customers come from?

   The answer is usually personal connections, and knowing that is the first step to moving beyond them.

2. Chapter 2: Why is trying ten channels slower than one?

   Which channel fits where my customers already are?

   Trying ten channels half-heartedly gives ten meaningless results; trying one properly gives an answer.

3. Chapter 3: Did the channel fail, or did I quit too soon?

   Have I worked this channel enough to draw a conclusion?

   Most channels are judged not to work when in fact they have not been worked enough.

4. Chapter 4: New customers are great, but am I making money?

   Through this channel, what does one new customer cost me?

   A channel only works when the cost of a customer is less than what that customer brings.

5. Chapter 5: Is adding a second channel growth, or escape?

   Is my first channel running steadily before I add a second?

   Adding a second channel before the first runs steadily is a sure way to leave both half-done.