ToFU stands for Top of Funnel, and MOFU stands for Middle of Funnel. BOFU stands for Bottom of Funnel. TOFU is the most expensive and difficult part of the funnel to build. This is where you have a brand that has already built a lot of awareness, but they haven't yet found their target audience or they have not yet created a product or service that can be sold. MOFU is the stage where you are in your product or service development phase. This is when you are still trying to figure out your target market and how to sell your product or service. The goal at this point is to get as many people as possible on board with your idea and help them understand what it's about, what it does, and how it works.