When we launched Mercha in February 2022, we did something most digital-first companies don't--we picked up the phone and called every single customer after their first order. Not to upsell them, but to genuinely understand what worked and what didn't. That "high tech, high touch" approach turned our first 10 customers into our best product advisors. Our actual first customers came from solving a problem we experienced ourselves. Before building Mercha, I ran Benny's Boardroom and dealt with the nightmare of ordering branded merch--endless emails, weeks of delays, zero transparency. We talked to about 30 marketing managers and procurement people before writing a line of code, asking them to walk us through their last terrible merch order. When we launched, we went back to those exact people first. Here's what converted them: we delivered product to one large electronics company before their existing supplier even sent a quote. We grew 130% year-on-year not because we had the biggest catalog, but because we removed the friction they complained about in those early interviews--confusing processes, slow turnaround, and zero communication. Samsung found us through ads, but they stayed because we delivered on speed. The mistake I see is founders building what they think customers want instead of what customers are already complaining about. Interview 20-30 people in your target market before you build anything. Then go back to those exact people first--they've already told you they have the problem you're solving.
The best way for new startups to find their first 10 customers is to convert existing customers into new ones. For Featured.com, that meant launching a beta product before going to market and asking the customers at our existing marketing agency to become a customer of Featured. It's much easier to convert a customer when they already trust you. For us, that meant going to a pool of customers already paying us, and asking them to pay us for a different product. Pretty natural, and easy sell. And one that eventually led us to spin off Featured outside of the agency, and safely establish a new business. For startups who don't have an existing pool of customers, turn to your existing personal network - the people who already trust you. Trust makes things move faster. Start with the people who trust you, whether that's customers or contacts, and earn your first dollar.
Your first ten customers will come from embedding yourself in the community you want to serve. Drawing on my background in non-profit work, I learned the most critical step is to actively listen and identify real issues--once people see you as a genuine problem-solver and advocate, they naturally become your first clients.
When I started Highest Offer, I found my first 10 clients by tapping into my existing network of real estate investors and agents and offering them a clear value proposition--a faster, more efficient way to sell properties. Personal connections and a proven track record allowed me to quickly build trust and demonstrate results, which is crucial for early adoption.
I got my first clients by listening to all the horror stories people shared about bad agents and then creating the exact 'no-B.S.' resources they needed to feel in control. Your first customers aren't looking for a sales pitch; they're looking for someone who understands their biggest fears and gives them actionable information to solve the problem. I simply showed them how to avoid the pain points I knew were coming, and that built the trust we needed to get started.
Finding your first 10 customers isn't about casting a wide net; it's about identifying a very specific, urgent problem and becoming the go-to solution for it. I built my business by focusing on homeowners with 'burdensome houses'--properties they were desperate to sell due to financial or personal stress. By offering a straightforward, fast, and helpful way out of that one particular situation, my first clients came to me because they needed a specialist, not a generalist.
My first few customers came from showing them the hidden potential in their own homes, drawing on my past as a homebuilder. I'd sit with a homeowner and sketch out design ideas on the spot, showing them how we could transform the property they were stuck with, which helped them see me as a partner rather than just a buyer. When you share your passion and expertise freely, people want to work with you.
When I started We Buy Any Vegas House in 2018 after leaving my engineering career, one tactic that brought in our first 10 clients was volunteering to pay homeowners in trade like photography or videography services instead of cash--putting ourselves in their shoes. We'd say 'Tell you what, if you just let us get practice making offers, we'll jumpstart your side hustle as an Airbnb host with pro photos of your place plus a 30-second video tour.' That demonstrated we cared about their whole situation, not just flipping their house.
When we were getting started at Madison County House Buyers, our first 10 customers came directly from getting out and genuinely connecting with folks going through tough housing situations. I'd often offer a free, no-strings-attached walk-through to answer homeowners' questions, and just being upfront and honest--without pressure--led to referrals from people we couldn't even help directly. To me, being helpful and sincere in every conversation is the best way to build the kind of trust you need for those early, pivotal deals.
The best way for a new startup to land its first customers is through your existing network and social media. When you're starting out, don't wait for perfection — start sharing your idea everywhere: LinkedIn, Reddit, Twitter (X), Instagram, Facebook, and even niche communities on Discord or Slack. The reality is, your first customers are usually people who already know you or trust your story. So focus on solving a real problem and talking about it openly online. That's exactly how Hire Overseas got our first 10 customers. Back then, I was the Head of Growth at Rupa Health, and after the company was acquired, I posted on social media offering a free 30-minute call for anyone who wanted to learn how Rupa scaled and got acquired. On those calls, I shared how Rupa's marketing success was powered by an incredible team of over 20 overseas professionals. Naturally, people got curious — and that's when I mentioned that we actually help businesses hire overseas talent. That one post and a few honest conversations turned into our first 10 clients. Feel free to book a call with me on your chosen date.-http://www.hireoverseas.com/book Speak soon.
Find another small startup that targets the same audience but solves a different problem, like a scheduling app teaming up with a CRM tool. Work together to cross-promote through each other's customer bases, offer bundle deals, or host small joint webinars. The partnership feels genuine, expands your reach, and gives both sides a credibility boost that money cannot buy.