FIRST MARKETING CHANNEL TEST WORKSHEET

Save a copy. The objective is a specific learning decision, with clear resource limits and a realistic observation window.

1. BUYING SITUATION
Specific customer:
Trigger for seeking help:
Where the customer currently looks for advice:
Buyer and approvers:
Offer version and available proof:
Meaningful next action:

2. CHANNEL COMPARISON (repeat for each candidate)
Channel:
Audience access: score 1-3 and evidence
Fit with current intent: score 1-3 and evidence
Ability to demonstrate value: score 1-3 and evidence
Speed of learning: score 1-3 and evidence
Feasibility: score 1-3 and evidence
Hard blockers:
Assumptions that still need testing:

Scores are discussion aids, not statistically validated predictions. Do not let a total override a hard blocker.

3. TEST BRIEF
Selected channel and reason:
Message and destination:
Definition of a qualified response:
Commercial outcome:
Cash limit / time limit:
Start date / review date / why this window fits:
Decision rule for continue, revise, or stop:
What will remain consistent:

4. RESULTS
Suitable people reached:
Responses / qualified responses:
Offers made / purchases:
Customers who received the promised result:
Advertising or placement spend:
Direct sales effort cost:
Other acquisition costs tracked:
Advertising cost per inquiry = ad spend / inquiries
Advertising cost per acquired customer = ad spend / customers
Tracked acquisition cost per customer = included acquisition costs / customers
If a denominator is zero, report no conversions and spend rather than an invented cost per conversion.

Example: $300 ads / 15 inquiries = $20 per inquiry.
$300 ads / 2 customers = $150 advertising cost per customer.
($300 ads + $200 direct sales effort) / 2 customers = $250 tracked acquisition cost per customer, before other costs.

5. REVIEW
Stage where progress stopped:
Evidence explaining it:
Delivery costs, refunds, repeat use, and cash timing still to assess:
Source-tracking gaps or other uncertainty:
Decision and one next test:
Owner and review date:

Guide: https://startupcoach.cc/journal/choose-first-marketing-channel
StartupCoach editorial | October 2026