---
name: channel-plan
description: Design one acquisition channel with a test, a budget and a go/no-go number. Use when choosing where to spend the first effort.
---

Plan one channel properly rather than five badly.

1. **Pick one** based on where the ICP already is, not on what's fashionable. Justify the pick in one sentence.
2. **Design the test.** What's being tried, at what volume, over what period. Small enough to afford, big enough to read.
3. **Set the budget** — and check it against the CAC ceiling from `/unit-economics`. If that has not been run yet, compute a provisional ceiling here, label it provisional, and note that the plan must be rechecked once churn is real. If the channel can't clear the ceiling, say so now rather than after the money's gone.
4. **Name the go/no-go number** before starting. The single result that means keep going, and the one that means stop.
5. **Say what happens on a no.** A channel plan without a stop condition is how budgets disappear.

Write to `02-b2c/channel-plan.md` or `03-b2b/channel-plan.md`, matching the fork called in `01-roadmap/gtm-map.md`.