Evans Channel Creation
Your current route to market is not your only route to growth.
When a business reaches the limits of its current market, customer base or sales model, the answer is not always “sell harder”. There may be another commercially viable route to revenue already sitting alongside the business. Evans identifies, validates and builds it.
Channel Creation Programme
From £1,995 + VAT
per month · 6 months
Managed Channel Growth
From £1,995 + VAT
per month · ongoing
Free tool · Channel Opportunity Finder — no details required to start.
What is Channel Creation?
Channel Creation means using an established company's existing strengths to create an additional route to revenue — a new customer type, business model, buying route or commercial division. It is pursued only where the evidence supports it; sometimes the right decision is to improve the existing model instead.
- For established businesses, not start-ups
- Built from capability you already have
- Validated before significant build work
- Designed to be handed over, not to create dependency
Existing strengths it can build on
- Products
- Expertise
- Workforce
- Equipment
- Manufacturing capability
- Supplier relationships
- Intellectual property
- Reputation
- Customer knowledge
- Geographic presence
- Operational capability
- Logistics
- Existing digital infrastructure
- Specialist knowledge
What the new channel could be
- A new customer type
- A new business model
- A new buying route
- A new commercial division
- A new service around an existing product
- A recurring proposition
- Direct selling
- Wholesale or commercial selling
- Distributors or partners
Who is it for?
Questions business owners actually ask.
“Our trade business is at capacity. How else can we grow?”
“We manufacture a good product. Could we sell directly to consumers?”
“We have a successful consumer brand. Could businesses buy from us too?”
“Our revenue starts from zero every month. Can we create recurring income?”
“We sell the product. Could we also sell maintenance or servicing?”
“We rely entirely on one customer type. Is that dangerous?”
“We have capability our current customers never use. Who else would buy it?”
“We want growth without simply hiring more salespeople to attack the same market.”
Channel Creation is one possible answer. It is not the only one — and Evans will say when it is the wrong one.
What could a new channel look like?
Eight commercially different routes to new revenue.
These are examples of different ways a business can create another route to revenue. Few businesses should pursue several at once — the objective is to identify the strongest opportunity, validate it and focus resources on it.
B2B → D2C
Create a direct-to-consumer proposition around an established B2B, trade, manufacturing or wholesale business.
Explore B2B → D2CD2C → B2B
Create a commercial, wholesale or trade proposition around an established consumer business.
Explore D2C → B2BProduct → Service
Identify services that logically sit around a product you already sell.
- Installation
- Maintenance
- Inspection
- Training
- Monitoring
- Managed operation
Service → Productised service
Package repeatable expertise into a defined outcome, scope, process and price.
- Fixed programmes
- Diagnostics
- Subscriptions
- Managed services
Transactional → Recurring
Find the parts of a transactional business that customers would genuinely value on a recurring basis.
- Maintenance plan
- Service contract
- Subscription
- Managed service
- Membership
- Retainer
Direct → Distributor / Partner
Create a channel through intermediaries who already reach the customers you want.
- Distributors
- Agents
- Resellers
- Specifiers
- Referral partners
Where the goal is a new country, this connects with Market Entry.
Explore Direct → Distributor / PartnerExisting capability → New customer segment
Identify customers outside your core market who could buy the same — or an adapted — capability.
- Residential → commercial
- One industry → an adjacent industry
- One vertical → another
Capacity → Revenue
Sell genuine spare workshop, machinery, production or installation capacity to businesses that need it.
- Contract manufacturing
- Outsourced production
- Installation-only services
Opportunity map
Where could your next revenue stream come from?
Start from what you have today.
Channel Creation self-assessment
Which route might suit your business?
A quick, guided starting point. No details required.
Routes worth exploring
Answer a few questions to see which Channel Creation routes may be worth exploring first.
An indicative starting point, not professional advice. The strongest route depends on demand, margin, capacity and evidence — and sometimes the right answer is not to create a new channel at all.
Channel Creation examples
How it can work in practice.
These are hypothetical examples to explain the idea. They are not Evans clients or results.
Hypothetical example — not an Evans case study
Groundworks / extension contractor
Before: Works mainly B2B for developers, contractors and commercial customers.
Possible new channel: A separate homeowner-facing proposition for extensions, groundworks and related residential projects.
- Consumer positioning
- Brand architecture where appropriate
- Website and digital journey
- Pricing and proposition
- Enquiry process
- CRM and sales process
- Customer acquisition infrastructure
After: The B2B operation continues while a separate consumer route to market is created.
Hypothetical example — not an Evans case study
Residential landscaper
Before: Works mainly for homeowners.
Possible new channel: A commercial landscaping proposition for developers, hotels, care groups, schools, property managers, commercial estates and hospitality groups.
After: Existing operational capability serves an additional B2B customer base.
Hypothetical example — not an Evans case study
Manufacturer
Before: Sells through trade and distributors.
Possible new channel: Selected products become suitable for direct purchase through a dedicated D2C proposition — designed so it does not undermine existing distribution.
Hypothetical example — not an Evans case study
D2C food brand
Before: Sells mainly to consumers online.
Possible new channel: B2B propositions for retailers, hospitality, corporate gifting, wholesale and distributors.
Hypothetical example — not an Evans case study
Product company
Before: Revenue arrives mainly at the initial product sale.
Possible new channel: Maintenance, servicing, monitoring, training or support revenue around the installed product base.
Hypothetical example — not an Evans case study
Project service business
Before: Every month starts with the need to win new projects.
Possible new channel: A repeatable component becomes a recurring managed service or subscription.
What Channel Creation is not
Evidence before build.
Evans evaluates whether a channel makes commercial sense before significant build work begins. Sometimes the conclusion is: do not build this channel.
Channel Creation is not
- Random diversification
- Launching unrelated businesses because they sound interesting
- Creating another brand without evidence
- Building a website and hoping people arrive
- Generic brainstorming
- Automatically moving every B2B company into D2C
- Creating subscriptions customers do not want
How does Evans build it?
Channel Creation Programme.
A fixed-term programme to identify, design and create the new channel, then hand over the commercial infrastructure.
From £1,995 + VAT
per month · six-month programme · from £11,970 + VAT at the starting price
Larger or more complex channel builds may cost more. There are no fixed higher tiers — larger projects are scoped and priced individually, depending on:
- Business size
- Complexity
- Technology requirements
- Number of products or services
- Brand requirements
- Ecommerce requirements
- Sales infrastructure
- Geographic scope
- Integrations
- Research requirements
- Operational complexity
Discover
- Existing business assessment
- Current growth constraints
- Capability and customer analysis
- Commercial opportunity identification
- Channel options
- Market and competitor research
- Demand validation
- Commercial feasibility
Define
- Target customer
- Proposition and positioning
- Commercial model and pricing
- Brand / channel architecture
- Route to market
- Customer journey and sales process
- Revenue model
- Operating requirements
Build
- Website / digital infrastructure where required
- CRM structure, forms and lead routing
- Sales workflows and automation
- Commercial materials and messaging
- Initial content structure
- Analytics and measurement
- Opportunity Engine configuration where appropriate
Prepare
- Launch plan
- Sales process
- Initial customer targets
- KPIs and commercial responsibilities
- Handover and training
- First-stage growth plan
Not every project includes every item. Scope is determined by the channel being created.
The six-month journey
An illustrative structure — sequencing varies by project.
Month 1
Discover & validate
Understand the business, identify possible channels, test commercial assumptions and select the strongest route — or conclude none should be built.
Month 2
Commercial design
Define the customer, proposition, pricing, positioning, channel model and economics.
Month 3
Build
Begin creating the required digital and commercial infrastructure.
Month 4
Build & prepare
Complete core infrastructure, sales process, content and operating model.
Month 5
Launch
Take the new channel to market and begin initial activity.
Month 6
Test, refine & hand over
Assess early evidence, improve weak areas and complete the commercial operating blueprint and handover.
What happens after it is created?
Channel Creation is designed to leave you with a commercial asset — the channel, its processes, materials and operating blueprint. Ownership of specific deliverables such as websites, brand materials, CRM configuration and content is confirmed in your engagement terms. Evans is not trying to make you permanently dependent on Evans to keep the new channel alive.
Optional ongoing support
Managed Channel Growth.
For businesses that want Evans to stay involved in actively operating and growing the new channel. This is commercial management — not website maintenance.
From £1,995 + VAT
per month · ongoing, subject to agreed terms
FROM pricing reflects that a national D2C ecommerce operation and a regional commercial service division are not the same workload. For suitable projects, Evans may agree a structure combining a recurring management fee with a performance element aligned to measurable channel growth; details are agreed according to the channel and commercial model.
Depending on the channel, may include
- Ongoing commercial management
- Opportunity Engine
- Customer and prospect intelligence
- Sales development
- Outreach and telephone activity
- Campaign coordination
- Channel optimisation
- Proposition refinement
- Reporting and pipeline review
- Conversion improvement
- Content and commercial coordination
- Partner / distributor development
- Automation optimisation
What does it cost?
Programme or managed?
Channel Creation Programme
Best for businesses that want Evans to identify, design and create the new channel, then hand over the commercial infrastructure.
From £1,995 + VAT / month
6 months
Managed Channel Growth
Best for businesses that want Evans to remain involved in actively operating and growing the new channel.
From £1,995 + VAT / month
Ongoing, subject to agreed terms
Qualification
Is Channel Creation right for your business?
Not for every company. Evans is willing to conclude: do not build this channel.
Potentially suitable when you have…
- An established core operation
- Proven products or services
- Unused capability or capacity for another revenue stream
- Strong existing expertise
- Dependence on one route to market
- A current market approaching its natural ceiling
- Potential adjacent customer segments
- A product suited to service or recurring revenue
- A consumer proposition with B2B potential — or a B2B proposition with D2C potential
Probably not right when…
- The existing business itself is fundamentally broken
- There is no evidence of demand
- Management lacks capacity to support a new channel
- The required investment is commercially unrealistic
- The proposed channel distracts from a much stronger core opportunity
Channel Creation vs Market Entry
A new route, or a new country?
Market Entry
Take an existing proposition into a new geography.
Example: a UK company entering Germany.
Channel Creation
Create a new route to revenue.
Example: a UK B2B manufacturer creating a D2C proposition.
Sometimes both
A manufacturer creates a distributor model specifically to enter several European markets.
How it connects with the rest of Evans
Opportunity Engine
Channel Creation creates the route to market; Opportunity Engine can feed B2B channels with relevant opportunities — for example, identifying developers, hotel groups, care operators and schools for a new commercial landscaping division.
Customer Expansion Engine
A new service can create opportunities inside your existing customer base — for example, identifying product customers who may suit a new maintenance offer.
Digital
A channel may need a new website or section, ecommerce, conversion journey, CRM, forms or analytics. Where that is already in the agreed scope, there is no separate Digital charge.
AI & Automation
New channels can be designed with efficient lead routing, qualification, customer communications and reporting from the beginning.
Leadership
A new channel may need commercial leadership while it beds in.
Recruitment
Salespeople, operational hires or specialist expertise for the new channel.
Channel Creation insights
Guides on new routes to revenue.
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Avoiding Growth Risks When Service Delivery is Strained
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Running B2B and D2C on the Same Website
Combining B2B and D2C on a single website is the ultimate goal for operational efficiency, but it requires a sophisticated platform to manage the 'two-faced' nature of the business.
How a B2B Company Can Start Selling Direct to Consumers
Moving from B2B to D2C is not just about adding a 'Buy Now' button. it requires a fundamental shift in unit economics, logistics, and customer relationship management.
Recommended starting point
Want to prove the fit first?
£799 + VAT
Start with a 30-Day Pilot. One month. Defined commercial focus. No automatic longer-term commitment. Evans investigates the problem, identifies the strongest opportunity and starts turning it into action — so you decide what happens next with real evidence, not a speculative proposal.
- 30 days
- One priority
- Direct Evans involvement
- No automatic renewal
- Five clear end states
Common questions
Channel Creation is using an established company's existing strengths — products, expertise, people, equipment, relationships or reputation — to create an additional route to revenue, such as B2B to D2C, D2C to B2B, product to service, transactional to recurring, or direct to distributor and partner.
Market Entry takes an existing proposition into a new geography, for example a UK company entering Germany. Channel Creation creates a new route to revenue, for example a UK B2B manufacturer creating a D2C proposition. Some projects involve both, such as building a distributor model to enter several European markets.
The Channel Creation Programme starts from £1,995 + VAT per month over six months — from £11,970 + VAT at the starting price. Larger or more complex builds are scoped and priced individually. Managed Channel Growth starts from £1,995 + VAT per month.
Yes. The first stage tests whether the channel makes commercial sense. If the evidence does not support it, or the core business would benefit more from the effort, Evans will say so before significant build work begins.
Not where the agreed Channel Creation scope already includes the website, forms, CRM structure or analytics the channel needs. Digital services are only relevant if you want work beyond that scope.
The programme is designed to hand over a working commercial channel and its operating blueprint so you are not dependent on Evans to keep it alive. If you want Evans to stay involved in operating and growing it, Managed Channel Growth is available.
Not by default. For suitable Managed Channel Growth engagements, Evans may agree a structure combining a recurring management fee with a performance element aligned to measurable channel growth. Details depend on the channel and commercial model.
No. They are hypothetical examples used to explain how Channel Creation can work. They are not client results.
A change to who buys, what they buy, how they buy, where they buy, how it is delivered, or how it is paid for — for example B2B to D2C, product to service, or project revenue to a recurring model.
Yes. The Discover and Prioritise phases map what the business already has and reduce the options to a prioritised, evidenced shortlist — supported by the free Channel Opportunity Finder tool.
Yes, where the agreed scope requires it — proposition, pricing, brand architecture, website or digital route, sales process, CRM, lead capture and go-to-market. Scope is set to fit the specific channel, not applied as a standard package.
Yes. Create + Operate (Managed Channel Growth) keeps Evans commercially involved in running and optimising the channel under an agreed retainer, with scope defined in advance.
Create the Channel is a fixed six-month programme, from Discover through to Launch and an initial Learn review, with a structured handover at completion.
Where justified by customer overlap, positioning, channel conflict and risk — yes. A new brand is never the automatic default; existing brand or sub-brand options are assessed first.
Where the agreed Channel Creation scope already includes it, yes — without a separate Launch or Launch Plus charge. Substantially larger digital requirements may need separate scope, agreed transparently before build.
Yes — see the B2B → D2C route, including positioning, pricing, channel-conflict checks and a dedicated digital journey where appropriate.
Yes — see the D2C → B2B route, including trade pricing, a commercial proposition and a route to reach business buyers.
Yes — the Recurring Revenue route identifies which parts of a transactional business customers would genuinely value on a subscription, membership or contract basis.
The kill gate applies: BUILD, ADAPT or STOP. Stopping is a legitimate programme outcome — the remaining programme is used on another agreed route or to strengthen the commercial foundation, not spent building something merely because six months were contracted.
Business Builder creates a business from scratch. Channel Creation helps an established business create another route to revenue using assets and capabilities it already has.
Channel Creation changes customer, offer, route, delivery or revenue model. Market Entry primarily changes geography. Some programmes involve both.
Yes. Channel Creation builds what to sell, who to sell it to and how to sell it; Opportunity Engine can then continuously find where the next conversations are, once the channel exists.
Where a channel needs a capability the business does not have, the options are build, partner or buy. Acquisition Opportunity Engine can support the buy route — it is never the automatic recommendation.
Programme fees do not automatically include media spend, software subscriptions, domains, legal advice, compliance, stock, equipment, printing, photography/video, travel, third-party contractors or certifications.
Discuss a new growth channel
Could your business support another revenue stream?
Tell us about the business and the channel you are considering. Our team will give you an honest view — including if the answer is not yet.
Rather talk it through first?
Reached the limit of your current route to market?
That is not necessarily the limit of your business. Let's look at what else it could support.
Prefer to speak directly?