SaaS Guide: How to Get Your First 100 Customers

We’ve all been there. You’ve built something you believe in—your SaaS is solving a real problem, and you’re ready to share it with the world. But then comes the hard part: getting your first 100 customers.

Let me tell you, this milestone is about validation. It’s proof that you’re on the right track. Those first 100 customers will teach you more about your product, market, and yourself than anything else. And yes, it’s challenging, but it’s also one of the most rewarding journeys you’ll take as a founder.

I want to share what I’ve learned, not as an expert but as someone walking the same path. Here’s a playbook that might help you as you navigate this exciting stage.

Start with Your Product

First things first: your product doesn’t need to be perfect—it needs to solve a problem. Too many founders get stuck in the cycle of endless development, trying to launch with every feature under the sun. But the truth is, your MVP (Minimum Viable Product) should focus on one thing and do it well.

If you’re building a project management tool, don’t aim to be the next Asana overnight. Start with a niche, like tools for remote design teams. If you’re creating a content calendar, focus on making it intuitive and user-friendly for small social media teams. The key is simplicity with value.

Take a hard look at your core features. Ask yourself, “What’s the one problem this solves perfectly?” Build around that and nothing else.

Define Your Ideal Customer Profile

One of the biggest mistakes I see (and have made myself) is trying to market to everyone. It’s tempting to cast a wide net, thinking you’ll catch more customers. But here’s the reality: when you talk to everyone, you talk to no one. The more specific your audience, the stronger your message becomes. Start small and focus.

So, who is your product really for? This question isn’t just philosophical—it’s practical. Knowing your Ideal Customer Profile (ICP) helps you clarify your messaging, prioritize features, and find the right channels to market your SaaS. It also prevents you from wasting time and resources chasing leads that don’t align with your solution.

For me, I started with indie founders running small operations, just like you. I knew these founders because I was one of them. I understood their challenges: limited budgets, tight schedules, and the need for tools that save time and simplify their workflows. That clarity allowed me to craft features and messaging that spoke directly to them.

Steps to Define Your ICP

Think About Industries:
What industry benefits the most from your SaaS? Narrow it down. Instead of “businesses,” think “e-commerce businesses,” or even more specifically, “Shopify sellers.”
Identify Company Size:
Are you targeting solo entrepreneurs, small teams of less than 10 employees, or mid-sized companies? The challenges and priorities differ drastically depending on team size.
Consider Specific Roles:
Who will actually use your product? Is it the founder, a marketing manager, or a customer support agent? Tailor your product and messaging to meet their daily pain points.

Examples of ICPs

Let’s break this down further:

SaaS for Shopify Sellers:
Target e-commerce store owners with less than 10 employees who want to automate their inventory management and boost sales.
SaaS for Content Creators:
Focus on YouTubers or Instagram influencers managing teams of two or three, helping them schedule posts and analyze engagement.
SaaS for Freelancers:
Cater to solo freelancers in design, development, or writing who need tools for invoicing, client management, and project tracking.

Why It Matters

When you define your ICP, you’re not excluding opportunities—you’re maximizing relevance. You’ll be able to:

Speak directly to your audience’s needs and challenges.
Craft marketing campaigns that resonate and convert.
Build features that solve specific problems.

For example, if you target Shopify sellers, you might prioritize integration with Shopify’s API over building features for other platforms. If you focus on content creators, your tool might integrate with Instagram or YouTube analytics instead of general CRMs.

Build a Pre-Launch Audience

Building a pre-launch audience is all about creating momentum before your product even goes live. You want people to know who you are, what problem you’re solving, and why they should care. This process builds anticipation and ensures you’re not launching to crickets.

Social media is your greatest ally here. Platforms like Twitter, LinkedIn, or Reddit are perfect for sharing your journey. Don’t overthink it—just start posting. Share the problem you’re solving, the challenges you’re facing, and even the mistakes you’re making. People love following authentic, behind-the-scenes stories. It makes them feel invested in your journey, and when you launch, they’ll root for you.

Tips for Engaging on Social Media

Be Consistent: Post updates regularly—whether it’s a tweet about a challenge you overcame, a poll asking for feedback, or a quick update on your progress.
Engage Actively: If someone comments, reply. If someone gives feedback, listen. Build relationships by showing you value their input.
Use Hashtags Strategically: This makes it easier for others in your niche to discover your content. For example, use hashtags like #indieSaaS, #startups, or #buildinpublic.

Create a Landing Page

A simple landing page is your best tool to convert interest into leads. Don’t overcomplicate it. Use tools like Carrd or Notion to set up a page in a day. Focus on a clear, concise value proposition and an email capture form.

Here’s what your landing page should include:

Headline: A short, compelling statement of your product’s value.
Example: “Automated SEO That Saves You 10 Hours a Week.”
Subheadline: A brief explanation of the problem you’re solving and the audience you’re targeting.
Example: “For indie founders and small businesses who want better search rankings without the hassle.”
Call-to-Action: A reason for visitors to sign up. Offer exclusive perks like early access, lifetime deals, or discounts for early adopters.

Once your page is live, share it everywhere—on your social media, in Reddit communities, or with your existing network.

Table: Ways to Build a Pre-Launch Audience

Method	Description	Impact
Build in Public	Share your product journey, challenges, and milestones on platforms like Twitter or LinkedIn.	Builds trust and engagement.
Start a Blog	Write about your niche, the problem you’re solving, and trends in your industry.	Positions you as an authority.
Engage in Communities	Join Reddit forums, Slack groups, or Facebook communities relevant to your niche and actively participate.	Builds relationships.
Set Up a Landing Page	Create a simple page with your value proposition and email capture. Offer perks for early sign-ups.	Converts visitors to leads.
Run a Giveaway	Offer free early access or perks in exchange for shares or referrals.	Increases reach and visibility.
Email Teasers	Send periodic updates to your growing email list about features, progress, or launch timelines.	Keeps audience engaged.
Host a Webinar	Share your expertise or discuss the problem your product solves.	Attracts highly engaged leads.

By building your audience before launch, you’re creating a base of people who already believe in your product. When you do launch, you’ll have an engaged group ready to spread the word, use your SaaS, and give you valuable feedback. It’s a strategy that pays dividends for months and years after launch.

Experiment with Paid Ads

I get it — paid ads can feel risky, especially when your budget is tight. You might be thinking, “What if I just end up throwing money into the void?” But here’s the thing: when done right, paid ads can be a powerful tool for driving targeted traffic to your landing page. At least it worked for me for SEOJuice.

Start Small and Strategic

Don’t dive into big-budget campaigns. Instead, experiment with a small budget—say $50 to $100—on platforms like Facebook, Google Ads, or LinkedIn. This allows you to test the waters without overcommitting.

The key is to focus on retargeting. Retargeting means serving ads to people who’ve already shown interest in your SaaS by visiting your landing page or engaging with your content. These users are "warmer" leads—they’re already somewhat familiar with your product and more likely to convert.

Example Campaign Structure

Set Up Retargeting Pixels: Place Facebook Pixel or Google Tag Manager on your site to track visitors.
Create Specific Ads: Your ads should address their intent. For example:
- “Did you forget to sign up? Get 20% off if you join today.”
- “Still looking for [solution your SaaS offers]? Here’s how we can help.”
Target the Right Audience: Narrow your audience to people who’ve visited specific pages, like your pricing or features pages.

What Works in Paid Ads

Clear, Simple Messaging: Your ad should get straight to the point.
Example: “Simplify SEO. Save Time. Start Free.”
Strong Visuals: Eye-catching images or short videos showing your SaaS in action work wonders.
Compelling Call-to-Action (CTA): Use action-driven phrases like “Try It Free” or “Claim Your Discount Today.”

Don’t just let your ads run without supervision. Use A/B testing to compare different headlines, images, or CTAs. Track metrics like click-through rates (CTR), conversions, and cost per acquisition (CPA) to determine what works best.

Turn Early Users Into Your SaaS Allies

Your early customers aren’t just buyers—they’re your collaborators, your cheerleaders, and your most honest critics. These are the people who are taking a chance on your SaaS product in its early stages, and their feedback is invaluable. Treat them like the partners they are, and they’ll help you shape a product that delivers real value to your target audience.

The Value of Feedback Loops

One of the most important lessons I’ve learned is that listening to your customers isn’t just a nice thing to do—it’s a strategic advantage. Your early users are on the front lines of your product, experiencing its benefits and pain points in real time. By creating a system for regular feedback, you can continuously iterate and improve your SaaS offering.

Practical Steps for Gathering Feedback

Schedule Regular Check-Ins:
Reach out to your early adopters regularly via email, live chat, or even short surveys. Tools like Typeform or Google Forms make it easy to collect structured feedback. Ask questions like:
- What’s working well for you?
- What features do you wish we had?
- What’s frustrating about using our product?
Create a Feedback Roadmap:
Prioritize feature requests that align with your long-term vision for the SaaS. Remember, not all feedback needs to lead to action, but identifying patterns can guide your development roadmap.
Keep Your Users in the Loop:
When you implement a feature based on user feedback, tell them! For example, send an email like: “Thanks to your input, we’ve added [Feature Name]! We’re always listening and working to make SEOJuice the best tool for your business.”
This builds trust and strengthens your relationship with users.

Your SaaS will never be perfect, but that’s the beauty of the SaaS model—constant iteration is part of the process. Treat your first 100 customers as partners, and involve them in shaping your product. Their insights can guide you to build something that not only meets their needs but also resonates with the broader market. When customers see their feedback influencing your product, they’re more likely to become advocates who stick with you for the long haul.