Launch and Customer Acquisition

Objective

Put the plan into the market, find out which channels and messages bring the right customers, and improve the path from first visit to purchase.

Why it matters

The first months in market produce the most valuable information you will get. Treating acquisition as a series of deliberate tests turns spending into learning instead of guessing.

Important questions

• Which channel is bringing customers who actually buy and stay?
• Where do people drop off between first visit and purchase?
• What objections do prospects raise most often?
• What are customers saying after their first experience?

Practical checklist

• Run channel tests with a clear hypothesis, budget and end date.
• Track the full funnel: visit, lead, customer.
• Collect and categorise objections from sales and support.
• Improve the highest-traffic page or step with the biggest drop-off first.
• Ask new customers why they chose you.

Deliverables and tools

Test log

Hypothesis, channel, budget, dates, result and decision for every experiment.

Funnel view

Volumes and conversion rates between each step from awareness to purchase.

Common mistakes

• Ending tests too early or running them without a clear question.
• Optimising for clicks instead of customers.
• Ignoring what the sales conversations reveal.

You are ready to move on when…

• At least one channel brings customers at an acceptable cost.
• You know the biggest drop-off point in your funnel.

Related guides

• Choosing your first customer acquisition channels