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How to Get Your First 10 Customers (Lessons from 50 Founders) | Revised Blog
How to Get Your First 10 Customers (Lessons from 50 Founders)
Getting your first customers is hard. Really hard. Here's what actually worked for founders who built Stripe, Slack, Airbnb, and 47 other companies.
Getting your first ten customers is harder than getting your next thousand.
There's no playbook. No established channel. No brand recognition. You're asking strangers to trust you with money for something that barely exists.
I talked to 50 founders and dug through case studies from companies like Stripe, Slack, Airbnb, Buffer, and Dropbox. Here's what actually worked when they had zero customers.
The personal network won't save you (but use it anyway)
Everyone says "start with friends and family." Sure. Fine. Do that.
But here's the truth: your personal network gets you 2-5 customers max. Maybe 10 if you're well-connected. Then what?
The Stripe founders knew this. When Patrick and John Collison built their payment processing tool in 2010, they started at Y Combinator. They walked up to fellow founders and literally said "do you need payments?" When someone said yes, they sat down at that person's laptop and integrated Stripe themselves.
Their first customer was Ross Boucher from 280 North. Within weeks, he joined Stripe as an employee. That's how early it was.
They got 20 customers this way. All people they knew or could reach through one introduction. But that was the ceiling. Network effects only go so far.
The lesson isn't "use your network." It's "exhaust your network fast, then move on."
Do things that don't scale (seriously)
Paul Graham's famous advice. Everyone nods. Few actually do it.
The Airbnb founders did. In 2009, they noticed listings with iPhone photos got zero bookings. Professional hotel photos were crushing them. So Brian Chesky and Joe Gebbia hired photographers to take pictures of every NYC listing. Themselves. One by one.
Completely unscalable. Completely necessary.
Revenue in that market doubled.
Doing things that don't scale looks like:
Personally onboarding every customer via Zoom
Writing custom integrations for individual clients
Offering free setup in exchange for feedback
Hand-delivering your product (if physical)
Sitting in the same room while they use it
Slack's Stewart Butterfield begged friends at other startups to try their messaging tool. Six to ten companies total. They watched them use it. Took notes. Fixed bugs in real-time.
When Slack launched publicly in 2014, they had 8,000 signup requests in the first day. Because they'd spent a year perfecting the experience with a tiny group.
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Scale comes later. First, you manually create magic for a handful of people.
Content marketing works (if you commit)
Leo Wildrich co-founded Buffer in 2010. They had no money for ads. No connections. No brand.
So Leo started writing. Guest posts. Everywhere. 150 posts in 9 months. That's 16-17 per month. More than one every two days.
Each post linked back to Buffer. Traffic started showing up. Customers followed.
OkCupid's co-founder Christian Rudder said their blog "drove a lot of our growth. It's been the only thing we've ever done, other than making a great dating site, that has gotten us out there."
But content marketing only works if you're relentless. One post per month won't cut it. You need volume early. Quantity builds quality over time.
Etsy's founders ran a web design shop and worked on getcrafty.com. While building it, they noticed crafters needed a marketplace. So they built Etsy.
Where did they find their first customers? The communities they already knew. getcrafty.com and Craftster.org. Thousands of people already doing the exact thing Etsy was designed for.
They didn't create demand. They showed up where demand existed.
Reddit works this way. Subreddits are pre-filtered audiences. Same with Facebook groups, Discord servers, Slack communities, and niche forums.
The trick is being useful, not spammy. Contribute first. Help people. Answer questions. Build credibility. Then mention your product when it genuinely solves someone's problem.
You can't fake this. Communities smell self-promotion instantly.
These platforms concentrate early adopters in one place. People who actively look for new tools. People who forgive rough edges if the core idea is solid.
Launching on Product Hunt can get you hundreds of signups in a day. Some convert. Most don't. But you get feedback, traffic, and social proof (if you rank well).
Marie from Llama Life described the "snowballing effect": "When you have no customers, post on Product Hunt to get the first. If you do well, post somewhere else saying 'I got #3 product of the day' to get your next few customers."
Each small win becomes ammunition for the next platform.
This strategy has a shelf life though. You get one launch. Make it count. Have onboarding ready. Customer support ready. A way to capture emails.
But they didn't start with millions of users. They baked referrals into the product from day one. Extra storage for inviting friends. More storage when friends signed up.
This works even with 10 customers. Each person who loves your product will tell others if you give them a reason.
LinkedIn used referrals plus partnerships with business blogs. They encouraged users to invite professional contacts and formed strategic partnerships to promote the platform. It became the default network for professionals because existing users brought new users.
Your first 10 customers should each bring you 1-2 more. That's how you hit 30-40 without ads.
Freemium removes friction for your first users. They don't need approval. No credit card. No sales call. Just try it.
The risk is you get users who never pay. The solution is a conversion path. What makes free users hit limits? What feature do power users need that justifies payment?
Slack did this brilliantly. The free version is generous. But teams that grow or need compliance features hit the ceiling fast. Then upgrading is obvious.
For B2B startups, freemium often means heavily discounted beta pricing. You're not optimizing for revenue yet. You're optimizing for learning and referenceability. The ability to say "Company X uses our product."
Logo rights matter more than early revenue.
Cold outreach (done right)
Cold email has a terrible reputation because most people do it wrong.
Here's wrong: "Hi, I'm building a revolutionary AI-powered SaaS platform that will transform your industry. Can I get 15 minutes on your calendar?"
Delete.
Here's better: "I noticed you mentioned [specific problem] on Twitter. I built a tool that solves this exact thing. Would you be willing to test it and tell me what sucks?"
You're asking for feedback, not selling. Most people like giving feedback. It positions them as experts.
YCombinator's advice for B2B startups: your first customers should be free or heavily discounted, but you need to be extremely selective about who you let in. Optimize for learning and referenceability, not quantity.
Cold outreach to 100 people might get you 5 responses. Two might try your product. One might become a paying customer. That's fine. You only need 10.
Build in public and let people watch
Yammer's founder David Sacks explained their bottom-up adoption strategy: "Any employee can come to our website and sign up, creating a network for their company. That's how we got into 90,000+ companies in just over 2 years."
They didn't pitch executives. They let individual employees discover and adopt the tool, then spread it internally.
Building in public works similarly. Share your journey on Twitter, LinkedIn, or Indie Hackers. Post updates. Share metrics. Admit failures.
People root for transparency. They want to see behind the curtain. Some will try your product just to be part of the story.
This doesn't work for everyone. It requires consistent posting and genuine openness. But when it works, you build an audience before you have customers.
Partner with someone who already has customers
The fastest way to get customers is to borrow someone else's.
Find a complementary tool or service. Not a competitor. Someone whose customers would benefit from what you offer.
Propose a partnership:
They recommend you to their users
You integrate with their platform
You co-create content
You offer their customers a discount
Both sides win. They provide more value to existing customers. You get access to qualified leads.
This requires reaching out to companies slightly ahead of you. Not giants. Mid-sized tools with 100-1,000 customers.
Your pitch: "Our tool solves [problem] for people who use [their tool]. Would you be open to testing an integration?"
The mistakes that will kill you
Most founders fail at customer acquisition not because they pick the wrong tactic, but because they:
1. Try everything at once
Pick two channels. Go deep. Master them. Then add more.
Spreading thin means mediocre results everywhere.
2. Give up too early
Content marketing takes 3-6 months to work. Cold outreach might need 500 emails before you find the pattern. Product Hunt launches flop sometimes.
One attempt isn't a strategy.
3. Build for everyone
Your first customers should be a specific type of person with a specific problem. Narrow focus makes everything easier. Marketing. Messaging. Product decisions.
You can expand later. Start narrow.
4. Ignore feedback
Your first customers tell you what's broken. Listen. Fix it. Fast.
Early adopters forgive bugs if you show you care. Ignoring them guarantees they leave.
5. Optimize for vanity metrics
Signups don't matter. Traffic doesn't matter. Only paying customers (or committed users with a clear path to payment) matter.
Don't celebrate 1,000 signups if zero became customers.
What about SEO and backlinks?
SEO takes 6-12 months to work. You don't have that luxury when you're at zero.
But you should still start.
Every blog post you write. Every product page. Every founder interview. These create backlinks over time. Backlinks build authority. Authority helps you rank. Rankings bring customers.
The problem is speed. Waiting a year for organic traffic isn't a customer acquisition strategy when you need 10 customers next month.
This is where shortcuts help. Not black-hat spam. Legitimate authority building.
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The pattern that worked for almost everyone
After studying 50+ founder stories, one pattern shows up constantly:
Start with people you know — Get to 2-5 customers from your network
Do manual, unscalable work — Onboard them personally, fix their problems in real-time
Execute that channel relentlessly — Not half-heartedly. Obsessively.
Ask for referrals — Every happy customer should introduce you to one more
Repeat — Hit 10, then 30, then 100
The tactics vary. The structure is the same.
Stripe sat with developers at Y Combinator. Airbnb took photos. Buffer wrote 150 blog posts. Slack begged friends to test. Etsy tapped craft communities.
Different paths. Same result. They got their first 10. Then kept going.
