The first ten customers are found by hand. It doesn't scale, and that's the point: each one teaches you what to build, what to say and who buys. Automation comes later.
Where they come from
- People you interviewed while validating the idea. Go back to them first.
- Your network and your co-founder's: ask for introductions to one specific type of person.
- Communities where your customers already gather: groups, forums, events, associations.
- Direct outreach: short, personal messages to 20 well-chosen people a day.
- Competitors' unhappy customers: read reviews and complaints.
A simple weekly routine
- 1Build a list50 names that fit your ideal customer exactly. Quality beats quantity.
- 2Write a personal messageTwo or three sentences: why them, the problem you solve, and a small ask (a 15-minute call).
- 3Follow upMost replies come after the second or third message. Wait 3–5 days between them.
- 4Demo and closeShow it working on their problem, then ask directly: 'Do you want to start this week?'
- 5Track everythingWho you contacted, what they said, and the next step. Review it every Friday.
Make it easy to say yes
- Offer a paid pilot with a clear goal and end date.
- Do the setup for them.
- Give founding customers a special price in exchange for feedback and a testimonial.
- Charge something, even a little. Paying customers give honest feedback.
Delight the first ten. Call them, fix their problems the same day, ask what's missing. Their stories and referrals bring the next fifty.