Paul Graham once said, “Do things that don’t scale.” Many founders quote the line, but few live it in the early months. The silence that follows a product launch is often more unsettling than the hard work of building the product itself.

Some celebrate the release, expecting momentum to carry them forward. Instead, what they meet is quiet. No sign-ups. No customers. No one knocking on the door. The obvious question surfaces: where do the first users actually come from?

The answer is rarely in marketing budgets, automation, or scalable channels. It begins with a founder’s direct effort. What follows is a guide built from patterns observed across companies that pushed through this stage. It shows where those first 100 customers typically come from, how to find them, and the mistakes that hold many back.

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The First 10 Customers

The first ten are about survival. They are not numbers on a chart. They are people the founder can call by name. These early adopters provide direct feedback that shapes the product and clarify whether the problem being solved is real.

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Mining Personal Networks

Founders often hesitate to approach friends or former colleagues. They fear appearing too pushy. Yet the most effective approach is not to ask for purchases. It is to ask for introductions. A simple line such as “Do you know anyone who struggles with this?” opens doors.

The insight is clear. People want to help when they are asked to connect rather than buy. Those introductions frequently lead to the first willing testers.

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Searching in Niche Communities

Every industry has corners of the internet where people gather to discuss their problems. Reddit threads, Slack groups, small forums. The mistake many make is joining and immediately pitching their product. Communities reject that behavior.

The alternative is slower but effective. Contribute to the conversations. Offer thoughtful answers. Share relevant tools and resources even if they are not your own. Once trust builds, sharing your own solution becomes natural rather than forced.

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Writing Cold Emails with Care

Cold emails still work, but only when written with genuine attention. A generic note about saving time or money does not get replies. What works is specific reference to the recipient’s situation.

Example: noticing a social post about a remote team struggling with coordination, then writing directly to that person to share a tool designed for that exact pain. The message is short, personal, and relevant. The learning here is that research beats volume every time.

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How to build your first product?

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From 10 to 50 Customers

Once the first ten arrive, the task shifts. The focus becomes identifying repeatable methods rather than isolated wins. This is where patterns reveal themselves.

Becoming a Resource

Many founders discover that content is useful at this stage, not for search rankings but for credibility. Writing guides that address specific challenges faced by the audience builds trust. A recruiter tool founder writing about candidate outreach. A marketplace founder answering detailed questions on Quora.

The key is to share knowledge without a sales pitch. Credibility brings users in the door.

Creating a Spike Moment

Momentum often needs a push. Launch platforms like Product Hunt or niche industry directories provide that. The process is simple. Prepare a clear landing page. Ask early customers and friends to support the launch. Choose a community where the target audience already spends time.

The lesson from Airbnb’s early days illustrates this. They did not wait for users to appear. They went where users already were and created visibility.

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Using Early Customers as Proof

Satisfied early users are more convincing than any marketing copy. Short testimonials, before-and-after stories, or simple case examples build trust for the next wave. Publicly celebrating their wins and tagging them on social channels often creates natural amplification.

The learning here is simple. Social proof accelerates adoption faster than founder claims.

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From 50 to 100 Customers

By this point, the product has traction. The next step is building systems that set the stage for future scale.

Building a Referral Habit

A formal program is not required. Simple offers often work best. Two free months for a referral. A small upgrade for three introductions. Even sending a small gift. What matters is making early customers feel part of the company’s story.

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Partnering with Others

Another pattern seen at this stage is collaboration. Partnering with other companies that serve the same audience but are not direct competitors. A joint webinar. A shared article. An introduction exchange.

The insight is that partnerships allow two small companies to appear larger and more credible together. It is a way of borrowing trust from each other’s audiences.

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Mistakes That Slow Early Traction

Across many startups, three recurring mistakes appear.

1. Spending on paid ads too early. Budgets vanish before the product has proven resonance.
   
   
2. Seeking scalable strategies before confirming that even ten customers truly love the product.
   
   
3. Relying on automation instead of talking directly to every new user. The early stage demands personal involvement.
   

The First 100 as Foundation

Reaching 100 customers is not about vanity. It is not about showing growth charts to investors. It is about building a foundation of real people who provide validation, stories, and momentum.

The grind of one-to-one conversations and unscalable actions is not a distraction from building the company. It is the work that builds it. The companies that endure are those that embraced this stage rather than trying to skip it.

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Checklist Summary

0 to 10 Customers

• Ask personal networks for introductions
  
  
• Join niche communities and contribute
  
  
• Send researched, specific cold emails
  
  

10 to 50 Customers

• Share targeted, useful content
  
  
• Use launch platforms to create momentum
  
  
• Turn early users into public proof
  
  

50 to 100 Customers

• Offer simple referral rewards
  
  
• Partner with adjacent companies
  

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