Lessons from early customers

It has been a few days since posting. My focus has been on early clients of Infinia.

Every startup needs early clients. Those that pay before anything is built. Those that work with you to guide what needs to be created.

This is where I am at. We are in soft launch. Trying to find an ICP and messaging.

Infinia delivers sales pipeline at scale. That’s the plan. But, one can never automate first. You have to do the hard manual work first. Otherwise, automation will be a disaster.

My first client. Will call him Bob. Did not have an ICP. Just a new product and an unknown brand. Since we are trying to determine our customer, I accepted the challenge.

Things got bad. Nothing for the first few weeks. No meetings, no interest, and no clue on what to do. I tried a manual approach… nope.

Ready to refund their money and wipe it off as a bad ICP, I paused. Reaching out to my network, I asked for help. Soon, it became obvious. I found their ICP. Shortly after, an effective message.

The result has been overwhelming for Bob. Small brands and impressive logos wanting his product. All before massive outreach.

Why?

First, it’s the ICP. Bob had a guess, but it was wrong. Just like most founders, myself included. Finding this is critical. As it makes sales so much easier.

The ICP is those with enough pain to buy today. They don’t ask for discounts, give pushback, or do anything other than pay.

Second, is the message. The answer to “What do you do?” For Bob, he had no clue where to start. My network did. Those with the need said, “Please introduce me.” Those first customers told Bob what the message was.

I have even gotten thank you emails from Bob’s clients.

You can do the same. If you’re not experiencing rapid growth, try a new ICP. Then ask those who paid you, “Why did you buy?” Find the pattern and craft a message.

Todd Moses