As an entrepreneur, I understand that multiple market channels reveal themselves as opportunities when creating a strategic plan. We entrepreneurs always like to think that we can go after all the market channels at once. We want to create a strategic plan that goes after every possibility, every opportunity that we see. After all, why should we leave any stone unturned?

Even still, you must avoid this line of thinking. The reality of going after all market channels at once is diluting resources and failure in all channels because each channel requires more resources to be successful than any one entrepreneur can provide.

I ended up kicking myself too many times thinking about certain market channels and how they would've been successful if only I had more resources. At the same time, we need to focus on one market channel. In order to focus on one market channel, we need to convince ourselves that the channels you did not select were not the right strategy. But what your plan ultimately shows you is that your one selected channel, let's say for example, you chose mom and pop retail shops as a market opportunity, that that is the best short term, say two to three year opportunity for your product or service. 

And when your company has acquired more resources and financing, it can incorporate another channel, let's say big box retailers. Then even further down the road after it's established itself and profited with big box retailers, maybe the Canadian market channel can be pursued, or later the national market channel and so on.. Don't worry if it takes closer to three or four years than the two to three years to be successful with the mom and pop retail channels. The important thing is that you preserved your resources, which is what made it possible for you to survive the extra time it took for you to profit in that market. 

You should choose the channel that gives your brand the most opportunity for recognition. If you're the first of the marketplace with a new product or service, trust your judgment as to the channel to pursue. Being the first to a market, no matter which it is, will always give you a distinct brand recognition. 

Finally, it's hard to resist going after it all. Everyone has a good reason for attempting it, but you need to realize biting off more than you can chew will only result in you losing it all. Avoid the temptation. Pick the single best market channel and focus all of your energy and resources there alone. It's the best chance your company has to succeed. Pick one strategy and go for it!