lp-channels — Startup Channel Strategy + GTM (SELL-01)

Produces a channel selection strategy and 30-day go-to-market (GTM) timeline for startups. Analyzes channel-customer fit, cost constraints, and cadence requirements to select 2-3 launch channels. Includes GTM execution plan with sequenced actions and resource allocation.

Invocation

/lp-channels --business <BIZ>

Required: --business <BIZ> — business identifier (e.g., BRIK, SEG, INT)

Business resolution pre-flight: If --business is absent or the directory docs/business-os/strategy/<BIZ>/ does not exist, apply _shared/business-resolution.md before any other step.

Operating Mode

RESEARCH + ANALYSIS + STRATEGY + DOCUMENT

This skill researches channel landscape, analyzes channel-customer fit using lp-offer ICP/positioning, selects 2-3 launch channels, designs a 30-day GTM timeline, and documents the artifact. Does NOT execute campaigns or select channels without ICP validation.

Inputs

Required:

• lp-offer output: ICP, positioning, objections from docs/business-os/startup-baselines/<BIZ>/offer.md
• lp-readiness output: distribution feasibility from RG-02 gate
• Business context from docs/business-os/strategy/<BIZ>/

Demand Evidence Pack (DEP) — strategy eligibility gate (GATE-SELL-STRAT-01):

Before SELL-01 starts, a valid DEP record must pass the floor defined in docs/business-os/startup-loop/schemas/demand-evidence-pack-schema.md. Full gate logic is in startup-loop advance gate docs. Summary:

• DEP passes → SELL-01 strategy design is eligible.
• DEP missing or fails → SELL-01 is blocked.

Paid spend activation gate (GATE-SELL-ACT-01):

Paid spend authorization is evaluated separately at SELL-08 after strategy output exists. This skill can produce a complete strategy artifact even when spend activation is still blocked.

SELL-08 now requires both:

• decision-grade measurement signal verification, and
• a recent rendered sales-funnel audit pass from /lp-sell-funnel-audit --business <BIZ> with no unresolved High/Critical blockers on the mobile + fullscreen core booking path.

Optional (enhances quality):

• Competitor channel analysis, budget/resource constraints, existing audiences, market research
• docs/business-os/strategy/<BIZ>/<YYYY-MM-DD>-brand-identity-dossier.user.md — channel voice and tone alignment
• docs/business-os/strategy/<BIZ>/messaging-hierarchy.user.md — channel-specific messaging
• Existing GTM standing artifacts, when present:
  • docs/business-os/strategy/<BIZ>/stockist-target-list.user.md — pre-live retail/distribution targets and coverage gaps
  • docs/business-os/strategy/<BIZ>/channel-health-log.user.md — live channel actuals and partner performance
  • docs/business-os/strategy/<BIZ>/weekly-demand-plan.user.md — current GTM-1 operating sprint
  • docs/business-os/strategy/<BIZ>/channel-policy.user.md — channel governance, terms, and conflict rules
  • docs/business-os/strategy/<BIZ>/message-variants.user.md — canonical CAP-02 message-testing ledger; schema defined in docs/business-os/startup-loop/schemas/message-variants-schema.md

Workflow

Stages 1–2: Channel Research and Fit Analysis

Load modules/channel-research.md:

• Stage 1: Load Context — ICP, readiness, competitor channels, channel taxonomy
• Stage 2: Channel-Customer Fit Analysis — score ≥8 channels on 3 dimensions

Stages 3–4: Strategy and Cost Analysis

Load modules/channel-strategy.md:

• Stage 3: Select 2-3 Launch Channels — rationale, stop conditions, success metrics
• Stage 4: Cost/Constraint Analysis — budget, resource, and risk tables

Stages 5–6 + QC + Red Flags: GTM Output and Documentation

Load modules/channel-gtm-output.md:

• Stage 5: 30-Day GTM Timeline
• Stage 6: Document primary artifact and any required companion GTM artifacts
• Self-audit QC-01–QC-10 and Red Flags

Output Contract

Produces required primary file: docs/business-os/startup-baselines/<BIZ>/channels.md

Artifact registry: Canonical path defined in docs/business-os/startup-loop/artifact-registry.md (artifact ID: channels).

Structure: metadata frontmatter; executive summary; channel landscape audit; selected channels; cost/constraint analysis; 30-day GTM timeline; month 2+ roadmap; evidence register.

Conditional companion artifacts:

• If selected channels include boutiques, retailers, distributors, wholesale accounts, hotel shops, or other physical-product distribution lanes, initialize or refresh docs/business-os/strategy/<BIZ>/stockist-target-list.user.md.
• If live physical placements or partner accounts already exist, read actuals from docs/business-os/strategy/<BIZ>/channel-health-log.user.md and do not restate those numbers as unsupported assumptions.
• If the strategy introduces real partner-term, allocation, or channel-conflict rules, initialize or refresh docs/business-os/strategy/<BIZ>/channel-policy.user.md.
• If the strategy is execution-ready for the next 7 days, initialize or refresh docs/business-os/strategy/<BIZ>/weekly-demand-plan.user.md with the first operating sprint.
• If the strategy depends on testing multiple frames, copy angles, or retailer pitches, initialize or refresh docs/business-os/strategy/<BIZ>/message-variants.user.md so CAP-02 starts as a standing ledger rather than chat-only context.

Downstream compatibility:

• draft-marketing: selected channels, positioning, success metrics
• lp-seo: organic channel context, keyword intent from ICP
• lp-do-fact-find: channel strategy to scope go-items
• startup-loop: SELL-01 strategy output for S4 join + SELL-08 activation gate for paid spend; companion GTM artifacts preserve GTM-1/GTM-2/OFF-4 continuity

Integration

Upstream (MARKET-06 + readiness context)

• /lp-offer --business <BIZ> (MARKET-06) — MUST consume ICP, positioning, and objections
• /lp-readiness --business <BIZ> (readiness context) — SHOULD pass RG-02 distribution feasibility gate
• May consume market research from docs/business-os/market-research/

Downstream (DO)

• /draft-marketing — channel selection for asset targeting
• /lp-seo — organic channel context and ICP keyword intent
• /lp-do-fact-find — scopes go-items from GTM timeline
• startup-loop — SELL-01 validation before S4; SELL-08 activation gate before paid spend

Parallel Skills

• Can run in parallel with /lp-forecast (S3) after MARKET-06 if both consume the same lp-offer input
• Does NOT depend on /lp-measure (Measure stage), but measurement feeds into success metrics tracking