In 2024, product isn’t a moat for early-stage companies. It’s distribution.
The biggest question is how do you acquire customers. Email, Ads, Cold calls? The earliest customers for the fastest growing companies including Deel, Ramp, Brex, Rippling, etc. were people they knew in their network.
Founders should think of Go-To Market in concentric circles. You don’t get an unfair advantage by making the first customer a hard one to get. Its a way better strategy to get easier customers first, build product, and then sail to farther islands.
The first customers should come from your personal network. You know/have some warm connect to more people than you think. Find them -
Do the work, find these people. See who fits your Ideal Customer Profile or who would be willing to have a chat. Reach out to them. Ask for a general conversation to catch up. Works like charm!
This is the cheapest way to get customers.