Landing Your First Customers

Once you identify your target market, explore these shoestring ideas for making contact.

Q: I'm still in the early stages of starting my business, but I don't know how to begin getting the word out to potential customers. Should I take out an ad in the local paper? Do I need to send out a press release? Help!

A: When I raised money for a dotcom start-up a few years ago, potential angel investors would say things to me like, "Your business concept seems sound and your marketing and PR plans all look well and good, but tell me: Where are you going to get the first five customers who will actually pay for your product? Because until you have them, I don't see how you really have a business here."
Strong words, but how true! We can talk about writing press releases, taking out ads and sending out mailers. Yet, think about it. In tangible terms, how are you going to get those first few customers? Your first customers are so critical to your success because they:

• Legitimize your offering, demonstrating that yes, there is indeed a market for your products and services.


• Provide valuable feedback to help you improve your business operations.


• Give you real testimonials, which you can leverage in subsequent marketing campaigns.

good luck!

~entrepreneur resource