By Kevin Kogler, founder and president, MicroBiz

Advice from a software founder who took the channel fork in the road.

Like many startups, my company, MicroBiz, initially subscribed to the “build it and they will come” theory when developing our product. After launching our new product and gaining traction with early adopters organically, we came to a crossroad. We could either go direct and invest our marketing dollars in SEO and online advertising or invest in growing and strengthening our reseller channel. The direct strategy would enable us to keep 100 percent of the revenue, but that came with potentially lower growth.

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