Channels serve as essential pathways for companies to communicate with and reach their customer segments, facilitating the delivery of their value proposition. This module focuses on distribution channels, which are the routes that products and services take from the manufacturer to the consumer. Understanding these channels is important for optimizing reach and impact, as they can influence a company's cost structure, customer relationships, and market presence. We will explore various types of distribution channels, including direct, indirect, hybrid, and virtual options, and examine the economics behind them. By considering strategies involving intermediaries such as value-added resellers and systems integrators, along with modern digital platforms like e-commerce websites and mobile apps, businesses can align their distribution methods with their overall goals. This understanding will enable businesses to effectively deliver their value proposition through the most suitable channels. ## Sections - [[Introduction to distribution channels]] - [[Types of distribution channels]] - [[Channel economics]] ## Activities - Watch Lesson 7 (Channels) of [[Udacity - How to Build a Startup]] ## Concepts - [[direct channel]] - [[indirect channel]] - [[hybrid channel]] - [[digital channels]] - [[e-commerce website]] - [[mobile app]] - [[two-step distribution]] - [[aggregator]] - [[social commerce platform]] - [[flash sale]] - [[physical channels]] - [[original equipment manufacturer (OEM)]] - [[systems integrator]] - [[value-added reseller (VAR)]] - [[sales force]] - [[manufacturer]] - [[consumer]] - [[wholesaler]] - [[distributor]] - [[retailer]] - [[reseller]] - [[cost of goods sold (COGS)]] - [[selling costs]] - [[sales, general, and administrative (SG&A) costs]] - [[research and development (R&D) costs]] - [[supply chain]] Next: [[How Will You Gain and Keep Customers?]] Back to [[Entrepreneurship, Innovation and Technology Transfer (EITT)|EITT Home]]