As we ring in the New Year, I thought I would write a quick guide on winning your first ten customers as an early stage company.
The first ten are the hardest customers you’ll win… they’re also some of the most valuable. People who adopt early stage products tend to be vocal about their needs and more forgiving about rough edges. If you can solve their problem, they often become your loudest advocates—offering high-signal feedback, writing testimonials, and opening doors to future customers.
Add extra features, personalized services, or an unmissable discount—whatever makes your offer so differentiated that it cuts through the noise. This isn’t the time to optimize for margin. The real currency is social proof. Case studies, testimonials, and proof points are more valuable than revenue early on. Even if you break even on your first few customers, what you gain in narrative equity is worth exponentially more. Make it feel like a no-brainer.
It’s tempting to sell to people you already know, but the most honest signal comes from strangers. You want people who: have the problem you solve, feel the pain acutely right now, and would view your offer as a lifeline. Build a highly targeted list of 100 accounts and 2 contacts per account. Precision matters more than volume—look for signal-rich buyers who will have high intent if you nail the pitch.
Skip the sequences and templates. In the early days, every touchpoint is your brand. You want to show up thoughtfully, with specificity. Reference what the person is working on, mention why you’re reaching out now, and show that you’ve done your homework. This is founder-led sales—and it works because it’s personal. Multi-channel helps (email, DM, mutual intros), but quality beats quantity every time. Don’t waste any at-bats.
Track responses, note objections, and listen closely for resonance. What’s unclear? What makes people lean in? What feels like friction? Adjust the offer and messaging accordingly. This iteration loop is your early product-market fit engine. You’re not just selling—you’re shaping the thing that eventually will sell itself.
Getting your first ten customers isn’t just about traction. It’s about pattern recognition, proof, and sharpening your instincts. Nail this early phase, and you’ll have a story that scales.