How I CRACKED the Code to Landing Your First 100 SaaS Customers

The Hustle, the Grind, and the Secret Sauce No One's Talking About

Hey there, digital dreamers and SaaS enthusiasts! It's Willy here, and boy, do I have a story for you today.

I've been knee-deep in the world of SaaS startups for years now, and let me tell you, there's nothing quite like the thrill of hearing that first "cha-ching" from Stripe. But getting there? That's where the real adventure begins.

I was watching this YouTube video the other day, and it hit me like a ton of bricks – so many aspiring founders are out there, dreaming big, but they're missing the mark on how to actually get those first crucial customers. It got me thinking about my own journey and all the lessons I've learned along the way.

So, grab a coffee (or hey, maybe something stronger), and let's dive into the nitty-gritty of landing those elusive first 100 SaaS customers.

The Marketing-First Mindset

Here's a truth bomb for you: start marketing before you start coding. Yeah, you heard me right. I know, I know, as a fellow developer-turned-marketer, this idea used to make me break out in hives. But trust me, it's a game-changer.

Think about it – what's the point of building something if no one's going to use it? It's like throwing a party and forgetting to send out invitations. Sure, you might have killer snacks and an awesome playlist, but if no one shows up, you're just dancing alone in your living room.

So, how do we do this marketing-first thing? Well, it's not about building a massive social media following or becoming the next big TikTok star (though if that's your thing, more power to you). It's about getting in front of the right people – your potential customers.

Action Steps:

1. Set up a basic landing page. Nothing fancy, just something that explains what you're building and why it's awesome.

2. Start an early access list. This is gold, folks. It's your direct line to people who are actually interested in what you're cooking up.

3. Define your Ideal Customer Profile (ICP). And no, "everyone with an internet connection" doesn't count. Get specific!

Take Baremetrics, for example. Josh Pigford started with a simple landing page describing his analytics tool for Stripe users. He focused on a specific pain point for SaaS founders and got his first customers before writing a single line of code.

The Network Hustle

Now, here's where things get interesting. Remember when I said this isn't about building an audience? Well, it's not – it's about building a network. And let me tell you, this is where the magic happens.

From what I've seen, the vast majority of successful B2B SaaS companies didn't have any kind of significant audience when they started. That's right, all those Twitter gurus telling you to "build in public" and grow your following? They're not wrong, but they're missing the bigger picture.

Here's what you need to do instead:

Action Steps:

1. Talk to other founders who've sold in your space. Both the successes and the failures – trust me, you'll learn from both.

2. Reach out to sales and marketing specialists from slightly larger companies in your niche. LinkedIn is your friend here.

3. Leverage your existing network. If you don't have connections in your industry, well... that's a problem you need to fix, pronto.

4. Find online communities where your potential customers hang out. Facebook groups, subreddits, Slack channels – get in there and start observing.

Look at Pipedrive, a CRM tool that started small but grew through networking and partnerships. They focused on building relationships with sales professionals and other SaaS companies, which helped them gain traction in the early days.

The Cold Outreach Conundrum

Alright, I'm going to let you in on a little secret that makes a lot of founders squirm: cold outreach works. I know, I know, it feels icky. Trust me, I've been there. But here's the thing – it's not about spamming people. It's about starting conversations.

I've heard countless stories of successful founders who got their start through relentless cold outreach. Thousands of messages. It wasn't glamorous, but it worked.

Action Steps:

1. Craft a personalized outreach template. Make it short, sweet, and focused on how you can help them, not how they can help you.

2. Start with LinkedIn. It's less saturated than email and people tend to be more responsive.

3. Follow up, but don't be a pest. Two or three touches is usually enough.

4. Track your results and iterate. What's working? What's not? Adjust and improve.

Take Lemlist, for example. They built their entire business on cold email outreach. They practiced what they preached, using their own tool to reach out to potential customers and grow their user base.

The Feedback Loop

Here's where a lot of first-time founders trip up – they get so attached to their original idea that they forget to listen. But here's the truth: your first idea is probably wrong. Or at least, it needs some tweaking.

As you're having these conversations with potential customers, you're going to get feedback. Some of it will reinforce your vision, and some of it will make you question everything. That's good! It means you're learning.

Action Steps:

1. Set up a system to collect and organize feedback. A simple spreadsheet can work wonders.

2. Look for patterns. What are people consistently asking for?

3. Be willing to pivot. Your original idea might evolve into something even better.

4. Use tools like Typeform or Google Forms to create quick surveys for your early access list.

Consider the story of Ahrefs. They started as a backlink analysis tool but evolved based on user feedback. Now they're a comprehensive SEO suite, all because they listened to their customers and adapted.

The Ad Experiment

Now, here's a strategy that not everyone talks about, but can be incredibly powerful: running ads. Not to make sales, mind you, but to test your messaging and find interested folks.

I know what you're thinking – "But Willy, I don't have a big budget!" I hear you. But even a small budget can yield valuable insights.

Action Steps:

1. Start small with Google Ads or Facebook Ads. Even $5-10 a day can be enough to get started.

2. Focus on collecting emails rather than making sales. Remember, we're building that early access list.

3. Test different ad copy and targeting. What resonates with your potential customers?

4. Use tools like Hotjar or FullStory to see how people interact with your landing page once they click through.

Look at how Zapier used targeted ads to reach their initial customers. They focused on specific integrations and use cases, which helped them attract the right audience from the start.

The AI Advantage

Alright, let's talk about the elephant in the room – AI. It's changing the game, and if you're not leveraging it, you're missing out.

Now, I'm not saying AI is going to do all the work for you. But it can certainly make your life easier and your outreach more effective.

Action Steps:

1. Use AI tools like ChatGPT and Claude to help craft personalized outreach messages at scale.

2. Leverage AI-powered analytics tools to gain deeper insights into your potential customers' behavior.

3. Experiment with AI chatbots on your landing page to engage visitors and collect initial feedback.

4. Use AI to help analyze the feedback you're getting and identify key trends or opportunities.

Take a look at Copy.ai, a small SaaS that's making waves. They're using AI to help marketers and founders create better copy, and they've grown rapidly by eating their own dog food, so to speak.

The Secret Sauce

Alright, I promised you a secret that successful entrepreneurs use but rarely talk about. Here it is: consistency and persistence. Yeah, I know, it's not sexy. It's not a growth hack or a magic bullet. But it's the truth.

Landing those first 100 customers isn't about finding one perfect strategy. It's about trying a bunch of different approaches, learning from each one, and consistently putting in the work day after day.

I've seen so many founders give up just when they were on the cusp of breaking through. Don't be that person. Keep pushing, keep learning, and keep adapting.

Action Steps:

1. Set daily or weekly goals for outreach, content creation, or customer conversations.

2. Keep a "wins" journal. Celebrate every small victory, no matter how tiny.

3. Find an accountability partner or join a mastermind group to stay motivated.

4. Remember why you started. On tough days, reconnect with your original vision.

Consider the story of Mailchimp. They didn't become an overnight success. It took years of consistent effort, trying different strategies, and adapting to user needs before they hit their stride.

Look, I'm not going to sugar-coat it – getting those first 100 customers is hard. Really hard. There were days in my journey when I wanted to throw in the towel, delete my landing page, and pretend the whole thing never happened.

But here's the thing – every successful SaaS founder has been exactly where you are right now. The difference between those who make it and those who don't isn't talent or luck. It's grit.

So, take these strategies, make them your own, and get out there. Your first 100 customers are waiting for you. And trust me, when you hear that first "cha-ching," it'll all be worth it.

Now, I want to hear from you. What's been your biggest challenge in landing those first customers? Drop a comment below and let's chat.

And hey, if you found this helpful, why not subscribe to Willy's Wisdom? I promise to keep the insights coming and the BS to a minimum. After all, we're in this crazy SaaS journey together, right?

Until next time, keep hustling, keep learning, and remember – your next big breakthrough might be just one conversation away.

Cheers,
Willy