How to Get Your First 100 Customers

Getting your first 100 customers is one of the hardest and most crucial milestones for any startup or new business. These early adopters can make or break your product. They validate your idea, provide valuable feedback, and, if you treat them right, become your most loyal advocates.

But how do you actually go from zero to 100 customers? There’s no magic formula, but there are proven, practical strategies that can help you grow your startup customer base without wasting time or money.

This article will walk you through real-world tactics to get customers in the early stage of your business, from defining your audience to closing your first deals.

Know Your Audience First

Before you do anything, you need to know exactly who you’re trying to reach. Without clarity on your target market, your marketing efforts will be scattered and ineffective.

Start by creating an Ideal Customer Profile (ICP). Ask yourself:

• Who is experiencing the problem your product solves?

• What industry are they in?

• What job title or role do they have?

• What are their pain points, habits, and buying triggers?

Interview potential users, analyze your competitors’ followers, and use tools like LinkedIn or Reddit to gather insights. The better you know your audience, the more effective your messaging and outreach will be.

Start With Your Network

One of the fastest ways to get your first 10–20 customers is by tapping into people you already know. This might feel awkward, but your personal and professional network is often your most valuable asset early on.

Here’s what to do:

• Send a short, personal message explaining what you’re building and who it’s for.

• Ask if they know anyone who might benefit.

• Offer to give them early access or a discount in exchange for feedback.

Don’t underestimate the power of referrals. Word-of-mouth can create your first wave of traction and help you get customers in the early stage without a large budget.

Do Things That Don’t Scale

In the beginning, you can’t afford to rely solely on automation or paid ads. You need to do the gritty, manual work to build real relationships with users.

Examples:

• Manually email 100 people in your niche with personalized pitches.

• Offer to jump on Zoom calls to walk them through your product.

• Provide free onboarding or setup help.

These high-touch efforts help you learn what resonates, fix product issues quickly, and build customer loyalty from day one. Many successful startups, including Airbnb and Stripe, grew by doing things that don’t scale in the beginning.

Leverage Online Communities

Communities are goldmines for finding early users—if you participate authentically. Whether it’s Reddit, Slack groups, Facebook groups, Discord servers, or Twitter/X, the key is to give value before you pitch.

Here’s how:

• Join 3–5 communities where your target audience hangs out.

• Spend time answering questions, posting helpful resources, and engaging in discussions.

• Once you’ve built some credibility, mention your product when it genuinely solves someone’s problem.

Many founders have gone from 0 to 100 users by being active in niche communities and listening to user needs.

Build in Public

Sharing your journey online is a powerful way to attract early users and build trust. Platforms like Twitter/X and LinkedIn are great for this.

What to share:

• Wins and milestones (e.g., “Just hit 50 users!”)

• Product updates and features

• Honest lessons learned and mistakes

People are more likely to support something they feel connected to. Building in public helps create that emotional investment and turns followers into early customers.

Use Content and SEO to Drive Organic Traffic

Content is a long-term play, but starting early can set you up for sustainable growth. Create blog posts, guides, or videos that answer your target audience’s questions.

Tips for early content success:

• Focus on low-competition keywords related to your niche.

• Write simple, helpful content that speaks directly to your audience.

• Repurpose content on LinkedIn, Medium, or Twitter.

If you’re looking to get your first 100 customers, publishing SEO-optimized content can help bring in high-intent visitors without needing to spend heavily on ads.

Use Paid Channels Strategically

While paid ads aren’t always ideal for bootstrapped startups, small test campaigns can help you validate messaging and attract early adopters.

Start with:

• Facebook/Instagram ads targeting niche interests

• Google Search ads for high-intent keywords

• Retargeting campaigns to bring back visitors who didn’t convert

Keep budgets low and focus on learning. Once you find what works, you can scale.

Collect Social Proof Early

When people see others using and benefiting from your product, they’re more likely to trust you. That’s why social proof is so powerful especially when you’re still unknown.

Ask your first customers for:

• Testimonials

• Reviews

• Case studies

• Social media shout-outs

Even one or two quotes from satisfied users can dramatically improve your landing page conversion rate.

Track, Learn, and Iterate

Not every channel will work. That’s okay.

The important part is to track your results, identify what’s effective, and double down on it. Use analytics tools, feedback surveys, and CRM systems to see what’s driving conversions.

Avoid shiny object syndrome. Instead, focus on consistent experimentation, learning from failure, and refining your approach.

Conclusion

Getting your first 100 customers isn’t about chasing every growth hack or going viral overnight. It’s about building relationships, solving real problems, and showing up consistently. Focus on your customer, not your ego. Talk to people, ask questions, show the human side of your business, and do the unscalable work.