Channels in the Business Model Canvas describe the pathways through which a company reaches its customers, communicates, and delivers its value proposition. Channels are not merely sales routes but encompass the entire contact cycle from initial awareness through after-sales service. The deliberate design of these channels significantly determines both customer experience and cost structure.
In practice, five phases are distinguished: Awareness (How do customers learn about us?), Evaluation (How do they assess our offering?), Purchase (How do they buy?), Delivery (How do we deliver?), and After Sales (How do we support them?). Different channels may be appropriate for each phase. A software company might use content marketing for Awareness, a free trial for Evaluation, an online checkout for Purchase, and a customer success team for After Sales. The fundamental choice between direct channels (own webshop, sales team) and indirect channels (retailers, partners) has far-reaching implications for margin, customer proximity, and scalability.
The Channels field originates from the Business Model Canvas by Osterwalder and Pigneur. A common mistake is treating channels solely as a sales question while neglecting the post-purchase phases.
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