There’s something a little anxious yet exciting about the early days of starting a business. You’ve probably read articles about people getting fifty customers “overnight.” But if we’re being honest, most founders I talk to would be thrilled to just get their first ten. And that first handful of customers isn’t really about scaling yet. It’s more like proof that you made something real and that someone actually wants it.
So how do you actually do it? Where do you get those first ten people who don’t already know you from school or family dinners? Let’s break down the steps, with some details from entrepreneurs who’ve been there.
Getting Real About Your Target Market
Before anything else, you have to know who you’re trying to reach. Not everyone wants your product, and that’s fine. One founder told me he spent weeks building a fancy app, only to realize “my friends thought it was fun, but nobody needed it.” It’s common.
Take an hour to picture your ideal customer. How old are they? Do they work from home, or do they run a busy shop? What does a “normal” day look like for them? Try to write down a short description. Think less about what would be cool for you, and more about the real pain they might feel.
Find out what’s already frustrating them. Check reviews on similar products, poke around forums, or even ask a few people directly. The closer you get to knowing their headaches, the easier it is to create something they’ll consider buying.
What Makes Your Offer Different?
People don’t pay for features, they pay for benefits. Why would anyone use your service over whatever they’re already doing?
Write out why you think people will care. Maybe your software saves them two hours a week. Maybe your cookies are made with an ingredient that’s hard to find. Try to start your pitch with “unlike others” or “for people who…” That helps you focus on what’s distinct.
Share it with friends—watch their eyes as you explain. If they don’t get it, you likely need to make your main benefit clearer. It takes most new founders a few rounds to hit something that lands. That’s normal.
Looking Credible Online
Plenty of entrepreneurs say they waited to finish a perfect website before showing anyone their idea. Don’t do that. A basic website with a clear logo, description, a way to contact you, and maybe some FAQ is good enough for a start.
It helps if you have at least one social media account, even if it has zero followers at first. People want to see you exist somewhere besides a random email address. If you’re not into design, tools like Canva can get you started in an afternoon.
A short demo video, made with your phone, explaining who you are and what your product does can work wonders. It doesn’t have to be fancy.
Getting Out and Talking to People
One surprising thing: many first customers show up through in-person conversations. Yes, even in an online world. Think about meetups related to your business, coffee with an old classmate, or joining a local entrepreneur group.
It doesn’t have to be a major conference—smaller events can help you actually talk to people. A friend of mine offered to speak at a library event and ended up with three people asking for quotes by the end.
Even if you don’t get customers right away, you’ll get practice describing what you’re offering, and you might get some honest reactions. Plus, people often introduce you to someone they know who’d be interested.
Free Samples (Yes, Even for Software)
Customers are guarded, especially online. They don’t want to commit without knowing what they’re getting. Offering a free trial, sample, or demonstration is usually the best nudge.
If you have a service, you could offer a free consultation call. For a physical product, try giving away samples to a few local businesses or early adopters.
Software founders often forget this, but even a one-week trial or live walkthrough can give people confidence. The point isn’t to give it all away, but just enough to get feedback and prove you’re not just talk.
Making Content That Helps, Not Sells
If you know your topic, you’ve probably got opinions or advice you’ve shared in group chats or Reddit threads. That’s content. Write up a simple blog post answering one common question your customer might Google.
It might sound slow, but helpful posts start attracting curious people over time. You don’t need slick SEO skills—just use clear headlines and focus on the real-world problem your thing solves.
Share your post on your own channels and in friendly discussion groups online. Over time, these posts build trust. Even one or two posts can impress an early visitor.
Strategic Partnerships—Sharing Customers
Sometimes, the fastest way to meet your first ten customers is to partner with someone whose audience matches yours, but who isn’t a direct competitor.
Think of a dog walker working with a local pet groomer to mention each other’s services. Or an accountant hosting a webinar with a legal expert. The idea is both businesses get exposure to folks who are already interested in the field.
If you know someone with a complementary offer, propose a joint discount or feature swap. Don’t sweat if you don’t see results overnight; sometimes, these introductions pay off over a few weeks as people think it over.
Running Ads (on a Tiny Budget)
You don’t need a massive ad campaign to reach early customers, but a few well-targeted ads on platforms like Facebook, Instagram, or Google can put you in front of the right eyes.
Think about where your ideal customer spends their time online. If you sell something visual, Instagram might work. If it’s more professional, maybe LinkedIn ads make sense.
Set a tiny daily budget, focusing on one product or message. Be ready to adjust your ad or landing page if you’re not seeing clicks or signups.
Personal Outreach (and Not Being Weird About It)
Sending personal messages can feel awkward, but it works. We’re not talking about spamming LinkedIn DMs. Instead, look for people in your network who fit your ideal customer.
Send a quick email or message that’s clearly written for them—not copy-pasted to everyone you know. Tell them why you thought of them, what your business does, and offer to answer questions.
Some folks will ignore you, and that’s fine. But if you’re honest and not desperate, you’ll find a few actually respond with curiosity.
Referrals—Yes, You Can Ask
After you deliver your product or service to those first few customers, ask if they know anyone else who might be interested. A lot of people hesitate to do this because it feels “pushy.” But most customers, if they had a good experience, are happy to help.
Some businesses offer a small incentive—like a gift card or a discount—for referrals. That can help, but even just asking is better than nothing.
Small story: A friend of mine who started a home cleaning service found her first three clients by simply asking each one for a neighbor’s name. Slowly, she built up a network.
See What’s Working, Change What Isn’t
The reality is, not every method you try will work. Some stuff will completely flop. Maybe your ads get zero clicks, or no one shows up at your local demo. This happens to everyone.
Track where your leads and customers are coming from. You don’t need a fancy dashboard; a spreadsheet or sticky notes work. Every couple of weeks, ask yourself: “Where are people hearing about me?” Focus more on whatever brings real leads, and drop what isn’t, at least for now.
Sometimes, you’ll learn surprising things. Maybe your blog post gets attention from a place you didn’t expect, or an unlikely referral brings you someone important.
One More Tool: Community Spaces
There’s a growing trend of small businesses joining online collectives or resource boards. These groups can be a great spot to find collaborators, learn what’s working for others, and even get introductions.
Sites like Glamaura Collective are designed to bring makers, service providers, and small shop owners together. You might post an offer in a forum, join a group chat about your industry, or even partner for a workshop. Sometimes, your first customer comes from someone else in a group like this who believes in community over competition.
A Quick Recap—Not a Grand Finale
Getting your first ten customers isn’t glamorous, but it’s a milestone. It’s about showing real people see value in what you made.
You try a bunch of things: reaching out, sharing helpful ideas, asking friends, running some ads, and tweaking as you go. Some stuff will flop. Some will (finally) work. Usually, the path looks messier than you planned.
But that’s how nearly every business starts—one real customer at a time. So, don’t stress about getting a thousand. Focus on the first ten. Once you do, you’ll have feedback, reviews, and probably a few friends rooting for you. After that, the next ten always feels a bit easier.