How to get your first ten customers?

Over the years, I've had the privilege to mentor over 30 startups, watching them evolve from mere ideas to full-fledged businesses. A recurring challenge many of them face, regardless of industry or innovation, is acquiring their first 10 customers. Drawing from these experiences, I'd like to share some universal insights that have consistently proven effective.

1. Leverage Personal Networks

Many founders are often surprised by the potential within their personal networks. Almost every startup I've mentored found their first customer among friends, family, or professional acquaintances. Starting with a familiar crowd builds confidence and offers brutally honest feedback - a priceless commodity in the early stages.

2. Zoom In on Pain Points

A startup's value proposition should address a tangible pain point. The more acute the pain, the more eager customers will be to try your solution. In my mentoring sessions, I emphasize the importance of understanding and articulating how deeply a problem affects potential users.

3. The Magic of Handcrafted Outreach

In the age of digital marketing, there's a unique charm and effectiveness in personalized, handcrafted outreach. I've seen startups win over early customers just by being genuine, passionate, and present. Before scaling, take the time to personally engage with potential users.

4. Money Talks

One of the boldest moves a startup can make is to charge from day one. While offering free trials and freemium models can attract users, charging, even if nominally, creates a sense of commitment. From my observations, customers who pay, even a small amount, are more invested and provide richer feedback.

5. Qualifying Leads: An Essential Skill

One consistent lesson across my mentoring journey is the importance of discerning between a 'potential customer' and a 'right customer'. Crafting a set of qualifying questions or criteria can save startups countless hours and resources. Focus on those who resonate with your vision and show genuine interest.

6. Picking Battles Wisely

In the startup world, not all customers are created equal. Some require disproportionate effort with limited returns. I always advise my mentees to identify and focus on the 'low-hanging fruits' initially, building traction and confidence before tackling more challenging segments.

In Conclusion

Guiding over 30 startups has taught me this: acquiring the first 10 customers is less about numbers and more about building a solid foundation. These initial interactions shape your product, refine your approach, and often determine the trajectory of your venture.

To every founder out there, cherish these early adopters. They are your startup's first believers, critics, and champions. Value their trust, learn from their feedback, and let their needs guide your journey to success.