Hey there,

If you’ve seen WONDR's recent post on 19 channels to build traction for your sustainable business, you’ll know there’s no shortage of ways to market yourself.

The hard part isn’t finding ideas — it’s figuring out which ones will actually bring you sales and momentum.

That’s where the Bullseye Framework comes in.
Popularised in Traction by Gabriel Weinberg & Justin Mares, it’s a simple, 3-step process to narrow down lots of ideas to find your 3 most effective growth channels.

Here’s how leading growth experts and startups use it

🎯 Case Study 1: Zapier's structured brainstorm and metrics

Zapier recommends starting with a wide brainstorm across all 19 channels, then scoring each for:

• Potential reach: How many customers do you think you could reach through this channel?

• Cost: how much can you expect to spend on customers through this channel?

• Alignment with your audience: are the customers you’re getting through this channel the kind you want right now?

From there, you pick your top 6 to test. See their full guide here

How this applies to you:
Say you’re a climate tech hardware startup and your tactic is:

“Attend a niche sustainability trade fair (like Fully Charged LIVE) and demo your product in action.”

This would be using the Trade Shows channel. Using Zapier’s scoring, you might rank it high for audience fit (decision-makers attend), but lower for cost. You’d run one trade show as a pilot, measure leads captured, follow-up conversion, and decide if it beats cheaper tests like “content marketing” or “speaking engagements.”

🎯 Case Study 2: How Mindiply tested their shortlist

Mindiply brainstormed all 19 traction channels, then shortlisted a few they thought could work. They ran quick, low-cost tests for each, measured results, and doubled down on the winners. Read the case study here

How this applies to you:
If you’re a sustainable fashion brand and one of your channel tactics was:

“Create a repair challenge where customers post videos repairing or reusing your product with a prize for the most creative entry.”

In Bullseye terms, this sits under Viral Marketing. You’d run this challenge for 2-3 weeks, track entries, referral sales, and engagement, then compare against other tests (like “targeting blogs” or “email marketing”). If it’s driving the most customer acquisition per £ spent, it graduates to your Top 3.

🎯 Case Study 3: Growth Division's one big winner

Growth Division emphasises that after testing, one channel usually outperforms the rest. That becomes your core engine for growth. Read their breakdown here

How this applies to you:
Say you run a sustainable homeware brand and your tactic is:

“Develop a free carbon footprint calculator feature for businesses, branded with your logo.”

That’s Engineering as Marketing. You’d launch a simple version of the tool, measure website traffic, dwell time, and conversions it brings. If it far outperforms others (e.g., “affiliate marketing” or “offline events”), you make it the centre of your growth strategy by investing more budget and building it out into a full lead magnet.

🎯 The 3 steps to get started

1. List all 19 channels and adapt them to your sustainable business (we’ve given you examples here).

2. Score & shortlist 6 that look most promising for reach, cost, and audience fit.

3. Run quick, measurable tests on 3 channels at a time that give you the best customer acquisition for your spend, then go all in on 1 or 2

Which channel are you most curious to test first? I’d love to hear what’s on your shortlist, hit reply and let me know.