How to Find Your First 10 Customers (Without Ads or a Big Audience)

The first 10 customers are not about revenue.

The revenue helps. But that is not why they matter.

The first 10 customers are the moment your business stops being a theory and becomes a real thing that exists in the world. They are the market speaking back to you for the first time. They are the source of every important insight you will use to build everything that comes after them.

Most people never get there. Not because the idea is bad. Not because the product is poor. Because they are waiting for conditions that never arrive. A bigger audience. A finished product. A perfect launch moment. An ad budget. A following. Permission from some invisible authority that the time is right.

None of those things are required for the first 10 customers. What is required is a specific process applied consistently over a short period of time.

Here is that process.

Why the First 10 Are Different From Everything That Follows

Getting from zero to 10 customers and from 10 to 100 customers require completely different strategies.

From 10 to 100 you can use systems. Content marketing. SEO. Referral programmes. Email sequences. Paid acquisition if the numbers work. These are repeatable, scalable mechanisms that produce customers without your direct personal involvement in each one.

None of those systems work at zero. They require existing customers to generate social proof, existing content to generate organic traffic, existing data to optimise. They are second-phase strategies being deployed at the first phase, and that mismatch is why so many early businesses stall.

The first 10 customers come from one source and one source only. Direct human contact. You finding specific people who have the specific problem you solve and having a real conversation with them.

This is not scalable. That is fine. It is not supposed to be scalable yet. It is supposed to be personal, direct, and fast.

The Customer Profile Before Anything Else

Before you contact anyone, you need a profile specific enough to identify a real human being.

Not a target demographic. Not a persona with a name and a stock photo. A description precise enough that you could find the actual person on LinkedIn or Reddit right now.

Write it down and be ruthless about the specificity.

What is their job title or situation? What specific problem do they have? How often do they encounter it? What have they already tried to solve it? What does the problem cost them in time, money, or frustration? Where do they spend time online?

The more specific this profile is, the faster you find the right people and the higher your conversion rate when you do.

Vague profiles produce vague outreach. Vague outreach produces polite rejections. Specific profiles produce specific conversations. Specific conversations produce customers.

Where the First 10 Customers Actually Are

They are in four places. And you need to work all four simultaneously.

Reddit. The most underused customer acquisition channel for first-time founders. Find the subreddits where your target customer talks about their problem. Not your solution. Their problem. Search for posts where people describe the frustration in detail. Read the comments. Look at who is most engaged, most frustrated, most clearly living with the problem you solve.

These are your first outreach targets. Not mass DMs. Thoughtful, specific, one to one messages that reference something real about their situation. Something they said. Something they posted. A message that could not have been sent to anyone else.

LinkedIn. Search the job titles that match your customer profile. Filter by company size, industry, or location if relevant. Look at their recent posts and activity. Find people who have publicly discussed the problem you solve. Reach out with a message so specific to their situation that it is impossible to mistake for spam.

Direct communities. Industry forums. Slack groups. Discord servers. Facebook groups. Niche communities where your customer type gathers around a shared interest or challenge. Be a real participant first. Contribute useful things. Then reach out to individuals directly.

Existing network. Not friends and family as customers. Friends and family as connectors. Tell every person you know what you are building and who specifically you are trying to reach. Ask directly: do you know anyone who fits this description? One warm introduction from someone they trust is worth ten cold messages from a stranger.

The Message That Gets a Response

Most outreach messages fail for the same reason.

They are about the sender and the product. They lead with what you have built, why it is great, and why the person should try it. The person reading it has no reason to care about any of that. They have a problem. They are interested in their problem. They are not interested in your solution until they believe you understand their problem.

The message that gets a response leads with them, not you.

It references something specific about their situation. It names the problem in their language, not yours. It asks for a conversation, not a commitment. And it is short enough to read in thirty seconds.

Here is the structure.

One sentence that references something specific about them or their situation. One sentence that names the problem you believe they have. One sentence that explains what you are building in plain language. One question that asks for fifteen minutes of their time to learn more about their experience with the problem.

No links. No attachments. No long explanations of features or benefits. Just one person asking another person a genuine question about a real problem.

Send this to twenty people who precisely match your customer profile. Not a hundred people loosely matching it. Twenty people who match it exactly.

The Conversation That Turns a Stranger Into a Customer

When someone agrees to talk, the conversation has one job.

Not to pitch. To understand.

Ask them about the problem in detail. How often does it happen? What does it cost them? What have they tried? What worked and what did not? What would a perfect solution look like for them?

Listen more than you talk. Take notes on their exact words. The phrases they use to describe the problem are your future marketing copy, your SEO keywords, and your product positioning all at once. They are more valuable than anything you could have written yourself.

About two thirds of the way through the conversation, describe what you are building in one or two sentences. Use the words they just gave you. Watch their reaction. If they lean in and ask questions, the signal is positive. If they nod politely and change the subject, that is a signal too.

At the end of every conversation, regardless of how it went, ask two questions.

Would you be interested in trying this when it is ready? And do you know two or three other people who have this same problem?

The first question identifies potential customers. The second one builds your outreach list without any additional cold contact required.

The Pre-Sale That Validates Everything

Here is the step most people skip.

Before you spend significant time building or refining your product, ask someone to pay for it.

Not to use a free version. Not to join a waitlist. To pay. Now.

This is called a pre-sale and it is the most efficient validation tool available. It takes the hypothetical question of would someone pay for this and turns it into a real, binary, data-producing event.

The pre-sale offer is simple. You are building something that solves this specific problem for this specific person. You are offering early access at a discounted price in exchange for feedback and patience with the early version. Here is the price. Here is what they get. Are they in?

One yes and one payment is worth more than a hundred people saying they would probably use it if it existed.

If nobody will pre-sell, more savings and more building time will not fix the problem. The problem is the idea, the offer, or the target customer. Find out now while the cost of adjusting is low.

If three people pre-sell out of twenty conversations, the idea is validated. You have money in hand to build with, real customers waiting for the outcome, and clear evidence the market exists.

What Each of the First 10 Customers Teaches You

This is the part nobody talks about and it is the most important part.

The first customer teaches you whether your solution actually solves the problem in practice. Not in theory. In someone's real working life. The gap between what you thought you were building and what they actually needed is almost always surprising.

The second and third customers teach you whether the first customer was representative or an outlier. If they all have the same core need, you are on the right track. If each one needs something fundamentally different, the positioning is too broad.

Customers four through seven teach you where the real value is. Not what you thought the value was. What the customers consistently describe as the thing that made the difference. This is your actual product. Not the version you built. The version they experienced.

Customers eight through ten teach you how to sell. By now you have had enough conversations to know what questions to ask, what objections to expect, and what language to use to make the value immediately obvious. The sales process that emerges from these conversations is worth more than any sales course or book.

Collectively, the first 10 customers give you everything you need to build from 10 to 100. The positioning. The language. The product priorities. The customer profile so specific you could pick them out of a room.

No research produces this. No planning produces this. Only direct, paid, real transactions with real human beings produce this.

How to Use Each Customer to Find the Next One

Every customer is also a distribution channel if you treat them correctly.

After delivering value that genuinely exceeded their expectations, ask for three things.

A specific testimonial in their own words about the problem they had and the outcome they got. Not a general statement of satisfaction. A before and after that sounds like a real person describing a real experience.

A referral to one or two people they know with the same problem. A warm introduction from a satisfied customer converts at a dramatically higher rate than any cold outreach.

Permission to tell their story. Anonymised if necessary. Turned into a case study that describes the problem, the solution, and the measurable outcome. That case study is your most powerful marketing asset for finding the next ten customers.

Your first customer is not just a customer. They are evidence that the thing works. That evidence is the foundation everything else is built on.

The Timeline That Is Actually Realistic

Here is what finding the first 10 customers looks like in real time for a solo founder starting from zero.

Week one. Finalise the customer profile. Build the initial outreach list of twenty specific people. Write the outreach message.

Week two. Send twenty messages. Begin the first conversations as responses arrive. Refine the message based on what gets responses and what does not.

Week three. First pre-sale conversations. First payments if the validation is positive. First real customer beginning to use the product or service.

Week four to six. Customers two through five. Each one faster than the last because the process is sharper and the referral network has begun to operate.

Week seven to ten. Customers six through ten. The business now has enough real feedback to know exactly what it is building and for whom.

Ten customers in ten weeks is not a guarantee. Some businesses move faster. Some slower. The variable is not luck. It is how specifically you defined the customer, how directly you found them, and how honestly you listened to what they told you.

This is exactly the approach that works when you are building while still employed. You do not need large blocks of time. You need consistent small actions applied to a specific process. If you are still figuring out how to structure that alongside a full-time job, How to Start a One-Person Business With No Audience covers the models and the mechanics of building at solo scale.

And if you want to see what this process looks like in the context of a real business that went from employed to profitable, How to Validate a Business Idea in 7 Days Without Spending Anything gives you the exact validation framework that precedes the customer acquisition work.

The first 10 customers are not the end of anything. They are the beginning of the only thing that matters. A real business, built on real knowledge, serving real people with a real problem.

Everything that comes after them is execution on what they taught you.

---

FAQ

Q1: How do you find your first customers with no audience? Direct outreach to specific people who match your target customer profile exactly. Find them on Reddit, LinkedIn, and in niche communities where they already spend time. Send specific, personalised messages that reference their actual situation and ask for a fifteen minute conversation. One real conversation with one real potential customer is worth more than any amount of passive content at this stage.

Q2: How many people should you contact to get your first 10 customers? Expect to contact between 50 and 150 people to convert 10 paying customers, depending on how well-defined your target profile is and how strong your offer is. The more specific your customer profile and the more directly your solution addresses a real pain, the higher your conversion rate from contact to conversation to customer.

Q3: What is a pre-sale and should you use it to find first customers? A pre-sale is asking someone to pay for your product before it is fully built, in exchange for early access and a discounted price. It is the most efficient validation tool available because it converts the hypothetical question of whether people would pay into a real, binary event. If someone will not pre-sell, more building will not fix the problem. Use it early.

Q4: How long does it take to find your first 10 customers? For most solo founders building a clearly defined product or service for a clearly defined customer, the first 10 customers arrive within 8 to 12 weeks of starting the outreach process. The variable is the specificity of the customer profile and the directness of the outreach. Vague profiles and indirect outreach make the process take much longer.

Q5: What do your first 10 customers teach you that research cannot? They teach you whether the solution actually works in practice, not theory. They show you where the real value is versus where you assumed it was. They give you the exact language to use when describing the problem and the outcome. And they reveal the sales process that works, built from real objections and real conversations rather than assumptions.

Q6: Should I find customers before or after I build my product? Before or simultaneously, never after. The pre-sale approach lets you validate demand and collect payment before the product is complete. Building in isolation and then finding customers means discovering product-market fit problems only after significant time investment. Find the customer first. Let the customer tell you exactly what to build.