Finding Your First 10 Customers for a SaaS Startup

2026-02-19 · 27 min read

Finding your first SaaS customers is the hardest part of building a startup. You have no brand, no social proof, and no marketing budget. But those first 10 customers are the most important — they validate your product, provide feedback, and become your earliest advocates. Here's how to find them.

Why the First 10 Matter So Much

Your first customers aren't just revenue — they're your product team, marketing team, and validation. They'll tell you what works, what's broken, and what features to build next. Treat them like partners, not transactions.

Strategy 1: Start in Communities

Go where your target customers already hang out. Don't spam — add value first. Answer questions, share insights, and build relationships. When you mention your product, it should feel natural, not promotional.

• Join relevant subreddits, Slack groups, and Discord servers
• Spend 2 weeks helping people before mentioning your product
• Share your building journey publicly (build in public works)
• When someone describes the exact problem you solve, offer your product as a suggestion

Strategy 2: Direct Outreach

Cold outreach works if done right. Find people who have publicly expressed the problem you solve (tweets, Reddit posts, blog comments) and reach out personally. Reference their specific problem and explain how you can help. Keep it short, personal, and genuine.

Strategy 3: Leverage Your Network

Tell everyone you know about your product. Post on LinkedIn, tweet about it, email friends who might know potential users. Your extended network is much larger than you think — second and third-degree connections can be powerful sources of early customers.

Strategy 4: Offer Something Special

Early adopters take a risk on unproven products. Reward them. Offer lifetime deals, extended trials, or founding member pricing. This creates urgency and makes early adoption feel exclusive rather than risky.

Strategy 5: Launch on Product Hunt

A Product Hunt launch can drive hundreds of signups in a single day. Even a modest launch gets you exposure to an audience that loves trying new products. Prepare thoroughly — your first impression matters.

Solving the Right Problem

All these strategies assume you're solving a real problem. If your product doesn't address a genuine pain point, no amount of outreach will work. Make sure you've validated the problem before spending time on customer acquisition.

The path to your first 10 customers is more about hustle than marketing. Be where your customers are, add genuine value, and make it easy for them to try your product. Once you have 10 happy customers, growth gets much easier.