Finding your first customers is one of the toughest challenges every business owner faces. I remember staring at my product, finally ready for the world, and realising I had no idea how to reach that world. There was this nagging question: How do I convince people to care enough to give this a shot? If you're in that same place, I promise you're not alone. It’s a bit of a wild ride, but it’s also one of the most rewarding parts of starting a business. Let me share some of the lessons I learned when I was in your shoes.
Start with Your Existing Network
When I first launched, I had no grand marketing strategy. I had what I now call the “Family and Friends Plan.” I reached out to everyone I knew—friends, family, past colleagues, even acquaintances who might've had an interest in what I was offering. It felt a bit awkward at first, almost like I was imposing. But here's the truth: people generally want to support someone they know who's taking a risk and building something new. You’d be surprised how many people are happy to give your business a try or, at the very least, spread the word.
One of my first customers was actually a former coworker. I sent her a casual email explaining what I was doing and why I thought it could help her. She gave me valuable feedback, used the product, and recommended it to others in her network. Those first users came from personal connections, and that’s how it is for most small businesses. Don’t underestimate the power of simply asking the people around you for help.
The Power of One-on-One Conversations
After I tapped into my immediate network, I knew I had to reach beyond them. This meant cold outreach—emails, calls, and messages on social media. I know how intimidating that sounds, but it doesn’t have to be a soul-sucking experience. I looked at it this way: if I could just talk to one person at a time, listen to their needs, and honestly explain how my product could help, then I was making a real connection, not just a sales pitch.
I remember reaching out to a small business owner I found on LinkedIn. I wrote a personalised message—not a sales template, but something genuine. I explained why I was passionate about my product, how I thought it could benefit their business, and, most importantly, I asked for their thoughts rather than pushing for a sale. That conversation led to not just a customer, but a relationship that became a key source of referrals. Sometimes, the key is to not sell, but to listen and learn.
Create Value Before Selling
Early on, I started sharing insights and resources that related to my business—things I had learned along the way. I did this on social media, in blog posts, and in community forums. I wasn't trying to sell anything outright; I was just putting helpful information out there. Slowly but surely, people started to recognise my name. Some even reached out to ask questions, and a few of those turned into paying customers.
One tactic that worked especially well was answering questions on Reddit. I found communities where my ideal customers were active, like r/startups and r/smallbusiness. I didn’t just drop a link to my product—I genuinely contributed to discussions. I offered advice, shared my experiences, and occasionally, when it made sense, mentioned my product. This approach built trust. People started seeing me as someone who knew what I was talking about and was there to help. Some even reached out privately to learn more.
Leverage Early Feedback
When I finally got those first few customers, I focused intensely on getting their feedback. I asked what they liked, what they didn't, and how I could improve. Those conversations were pure gold. Not only did they help me make my product better, but they also made my customers feel like they were a part of something—like they were helping shape the future of the product. That sense of collaboration turned them into advocates.
One of my early users told me they loved the concept, but the onboarding process was confusing. I worked with them to make it simpler, and they ended up recommending my service to three other people. Never underestimate the impact of listening to your first customers and making them feel heard.
The "Snowball Effect"
Eventually, those first few customers became my champions. They shared their experiences with their friends and networks, and slowly, things started to pick up. I realised that finding the first customers was less about having the perfect pitch and more about being genuine, creating value, and nurturing relationships.
One thing I learned is that people love being part of a story. They enjoy supporting something new, especially if they feel connected to the founder or the mission. I made sure to share my journey—the ups, the downs, and everything in between. When people see your humanity, they root for you. And when they root for you, they’re more likely to support your business and tell others about it.
Final Thoughts
Finding your first customers isn’t easy, and there’s no one-size-fits-all approach. It’s about putting yourself out there, having genuine conversations, and being open to learning from every interaction. Yes, there will be rejections and awkward moments, but every small win matters. Those early supporters are more than just customers—they’re the foundation of your business, and they’ll help you grow in ways you can’t yet imagine.
So, reach out to your network, engage in real conversations, create value, and embrace the process. You’re not just trying to get customers; you’re building relationships. And those relationships, no matter how small they start, are the seeds of something much bigger.