The biggest challenge I have observed when entrepreneurs address channels is finding the right level of detail. Many students in my courses will start by announcing that their channel to customers will be “social media.” When asked to clarify, they say things like “We’ll just use facebook. You know, social media.” This could be a good answer, but we should do better.
Brilliant tip: A very good overview on start-up marketing, including the unique challenges of content-based marketing via social media, is “The Ultimate Guide to Start-up Marketing” from Kissmetrics. The website also offers a variety of guides to marketing via specific platforms (you have to give them your information to download the guides).