Compare your candidate marketing channels side by side — scored on reach, cost, effort, and your own unfair advantages — and pick the one or two that earn your next 90 days.
Created by the Groundwork team
A real document, built from everything you worked through — then critiqued the way a tough reviewer would and polished round by round. Plus a project summary that shows your work.
20 steps in the full journey.
Founders staring at eight plausible marketing channels and doing a little of each — a few posts here, a half-finished blog there — because nothing has forced a comparison. It usually comes up right before writing a go-to-market plan, when 'pick a channel' turns out to be the step everything else was waiting on.
Which one or two channels get your actual hours for the next quarter, decided against explicit criteria — how well each one reaches your specific customer, what it costs at your price point, how much of one person's week it eats, how fast it produces a signal, and where your own background is an advantage — rather than against what worked for someone else's startup.
Scoring on reach alone, which crowns the biggest platform every time regardless of whether your buyer is there or you can afford to be found on it. The other is reverse-engineering the scorecard: deciding on the comfortable channel first and adjusting weights until the numbers agree. A scorecard your favorite wins in every column is a rationalization, not a comparison.
This is where the conversation starts. Each answer shapes what gets asked next.
+ 8 more questions across discovery, validation, and the creative brief — each one adapting to what you've already said.
The first five questions of any project are free — no card required.
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