How to Get Your First 100 Customers

Getting your first customers is the hardest part of building a startup. Here's the playbook I've used across multiple ventures to reach that crucial first 100.

The Personal Outreach Method

Weeks 1-2: Leverage Your Network Start with people who already know and trust you. Send personalized messages to friends, former colleagues, and LinkedIn connections. Don't ask for sales—ask for feedback and offer early access.

Weeks 3-4: Community Engagement Join online communities where your target customers hang out. Provide genuine value through helpful comments and answers. Build relationships before pitching.

Content-Led Growth

Create High-Value Content Write detailed guides solving specific problems your target customers face. Publish on Medium, LinkedIn, and your own blog. Include subtle CTAs to your product.

SEO from Day One Target long-tail keywords with low competition. "How to [specific task] for [specific industry]" posts can drive qualified traffic quickly.

The Direct Approach

Cold Outreach That Works

• Personalize every message
• Lead with value, not features
• Keep it under 100 words
• Include a clear, low-friction CTA

Offer Founder Deals Give early customers special pricing or lifetime deals in exchange for feedback and testimonials. These relationships become your best marketing assets.

Metrics to Track

• Response rate on outreach
• Landing page conversion rate
• Customer acquisition cost
• Time to first value delivery

Remember: Your first 100 customers won't come from a single channel. Use multiple approaches simultaneously and double down on what works.