Ok, so you have successfully launched your initial product. Now the question is, How do you get your first customer? 

First, you need to understand who your ideal customer is, think about your target market, and create detailed personas. Check out who your competitors are targeting too. With this information, you can build a beta program by recruiting testers who fit this profile. Gather their feedback and make improvements. Once your product is refined, you are ready to start getting those first paying customers. 

Acquiring your first paying customers

1- Accessible pricing

Let's start by talking about pricing. Setting a price that's both competitive and attractive can be a game changer. Start by researching what your competitors are charging and then decide on a price point that offers value without underselling yourself. It’s important to consider what most people can afford, especially when you’re trying to build your initial customer base. Offering discounts for early adopters can also create buzz and bring in those first few customers who are willing to take a chance on your product.

Consider implementing a freemium model, where you offer a basic version of your product for free and charge for premium features. Alternatively, a free trial period can allow potential customers to experience your full product before committing to a purchase.

It's also smart to have different pricing tiers to cater to various customer needs. Think about a basic tier for those who just need the essentials and a premium tier for those who want all the bells and whistles.

HubSpot has a free CRM plan, then charges for their Starter, Professional, and Enterprise marketing, sales, and service hubs

2- Emphasizing Customer Experience 

Dharmesh Shah, CTO of HubSpot, tweets:

❝Founders should obsess over the customer experience, which includes the product experience, brand experience, purchasing experience, community experience, and content experience. ❞

This means thinking about every way a customer interacts with your SaaS and making sure it’s all top-notch.

3- Manual Outreach

Actively reaching out to potential customers and building relationships is crucial for acquiring your first SaaS clients. Leverage your personal and professional network to get warm introductions to your target audience.

Building genuine relationships with potential customers will make them more receptive to your offering and more likely to become early advocates for your brand.

‍

When Acme SaaS launched their project management platform, they complemented digital marketing with targeted manual outreach. The founders researched their ideal customers in tech, crafted personalized emails highlighting their pain points, and made direct calls to build rapport. This personal, multi-channel approach paid off, with several prospects agreeing to try Acme's platform. 

The early customers acquired through manual outreach not only provided crucial product feedback, but also became advocates driving additional signups. By combining digital and manual outreach, Acme was able to land their first customers and lay the foundation for growth. The personal connections built through this process proved invaluable.

4- Engaging Online Communities

Online communities are like Walmart for finding your ideal customers. They're places where people with shared interests gather to discuss problems, share solutions, and seek advice. It's your job to be there, listening, learning, and adding value.

How to do it:

  • Identify your target communities: Where do your ideal customers hang out? Is it Reddit, Facebook groups, LinkedIn groups, or specialized forums? Do some research to find out. A great resource to start with is this list of top SaaS communities: Top SaaS communities for networking and inspiration
  • Become a valuable member: Don't just show up and start pitching. Contribute to discussions, answer questions, and offer helpful insights. Build trust and relationships.

"Focus on building relationships first, sales will follow."

-  Jason Lemkin, Founder of SaaStr

  • Share your knowledge: Position yourself as an expert. Create valuable content, such as tutorials, guides, or tips that address your target audience's pain points.
  • Build relationships: Engage with other members. Comment on their posts, reply to their questions, and connect with them on a personal level.
  • Find beta testers: If you're still in the development phase, look for opportunities to recruit beta testers from these communities. Offer early access in exchange for feedback. For a comprehensive guide on finding beta testers, check out this resource.

Remember, it's about building genuine connections, not just spamming your product. Be patient, and consistent, and focus on providing value first. As Nir Eyal, author of "Hooked," emphasizes, "People don't buy products, they buy better versions of themselves."

5- Referral Incentives

Word-of-mouth is one of the most powerful marketing tools out there. Happy customers are your best salespeople. So, why not incentivize them to spread the word?

“Word of mouth is the most effective marketing channel, but more importantly, it is the only thing that really shows that what you are building has any true value.”

- Lanai Moliterno, founder of Sozy

How to create a successful referral program:

  • Offer attractive rewards: What will motivate your customers to refer their friends? Consider offering discounts, free upgrades, or exclusive perks.
  • Make it easy to refer: Simplify the referral process. Provide clear instructions and make it easy for customers to share their referral link.
  • Track referrals effectively: Use a referral tracking tool to monitor the performance of your program and attribute new customers to referrals.
  • Promote your program: Don't assume customers will automatically know about your referral program. Promote it through email, social media, and in-app messages.

‍

Looking for more info on starting a strong SaaS referral program? Check out this resource: How to Build a Winning SaaS Referral Program.

‍

Bonus Tips: 

To truly succeed, you need to listen to your customers and build a strong community around your product.

  • Gather early feedback: Use surveys, interviews, and feedback forms to collect insights from your early customers. What do they love? What do they hate? What are their biggest challenges? Use this feedback to improve your product and marketing. A fantastic resource for gathering feedback on best practices is this Reddit thread:

nooj23 [u/nooj23]. R/SAAS on Reddit: Best Practices for Collecting Feedback from Your First Users? Reddit, 2 yr. ago.

‍

  • Foster community engagement: Create a space for your customers to connect with each other. A community forum or social media group can be a great place for customers to share tips, ask questions, and build relationships. 

For a deep dive into building a community-driven SaaS, check out this insightful article: SaaS Communities: Fostering a Sense of Belonging to Drive Growth