How to Get Your First 10 SaaS Customers Before Writing Code

The outreach system that gets you paying customers before you write a single line of code.

TL;DR — The 7-Day Sprint

Realistic benchmark: 10 is aggressive. 3-5 customers in 2-4 weeks is realistic for most indie hackers.

Who This Is For (And Not For)

This guide is for you if:

• You're an indie hacker, solo founder, or developer
• You have a SaaS idea (even just an idea)
• You want paying customers, not just waitlist signups
• You're comfortable sending messages to strangers

This guide is NOT for you if:

• You hate direct outreach
• You need enterprise deals on day one
• Your target market has no online presence

When NOT to Do Outreach

Skip this method if:

• You can't define your ICP (see Step 1)
• There's no clear pain or complaint in your target market
• Your market only buys through RFPs/procurement
• You're in a highly regulated industry with strict cold outreach rules

The Core Principle

Here's what's backwards about how most founders approach customers:

Most founders build first, then scramble for users.

Successful founders find customers first, then build.

This isn't about "pre-selling." It's about:

• Validation: Real customers = real feedback
• Motivation: Money on the line = accountability
• Direction: What they want = what you build

Step 1: Define Your ICP

Before you message anyone, know exactly who you're looking for.

The ICP Checklist

If you can't answer all 5 questions, you don't have an ICP yet. Go back to validation.

Step 2: Find 30 Prospects

Want to skip manual searching? Paste your idea → ValidSpark gives you exactly which keywords to search and which pain-point threads are already ranking. See example output →

Example Queries (Copy and Try)

If you're building a tool for freelancers tracking time, search these:

Where to Find People

For Each Prospect, Note:

• Their name/handle
• Where you found them
• Their specific complaint
• One personalization detail

Target: 30 prospects in one day. Quality matters, but volume is necessary.

Step 3: The Outreach Templates

Template 1A: Cold Email

When to use: First contact via email (more formal, has subject line).

Subject: Quick question about [their specific pain]

Hey [Name],

Saw your post about [specific problem]—I've been researching this space and noticed [specific detail they mentioned].

I'm not selling anything yet. I'm trying to understand if there's a real need here before I build anything.

Would you have 5 minutes for a quick chat? No pitch, just want to learn about your experience with [problem].

Thanks,
[Your name]

Template 1B: Cold DM (Reddit, Twitter, LinkedIn)

When to use: First contact via DM (shorter, no subject line).

Hey [Name],

Saw your post about [specific problem]—really resonated with me.

I'm researching this space before building. Would you be open to a quick 5-min chat? No pitch, just want to understand your experience.

Thanks!
[Your name]

Key differences:

• Shorter (3-4 lines vs 6-8)
• No subject line
• More conversational tone
• Ends with clear ask

Template 2: The Comment Reply

When to use: Responding to posts in relevant communities.

I actually faced this same problem [briefly describe].

What worked for me was [one specific approach]. Have you tried that?

I'm also building something in this space—genuinely curious: what's the hardest part about [their current solution] for you?

Happy to share what I've learned.

Why it works:

• Adds value first
• Positions you as helpful
• Opens door naturally for follow-up

Template 3: The Concierge Offer

When to use: After initial conversation, when they've shown interest.

Hey [Name],

Thanks for sharing your thoughts—it really helps me understand [specific pain] better.

Here's what I'm thinking: Instead of waiting for a full product, I could build a custom solution just for you first.

**What you'd get:**
- Built exactly to your specs
- Priority support
- First access to any future product

**What I'd get:**
- Real feedback to improve the product
- A case study for future users

It would take [timeframe] and cost [price—recommend $50-200 for first pilot].

**Guarantee:** I'll refund if you're not happy after the first deliverable. No hard feelings either way.

Interested?

Why it works:

• Low risk (refund guarantee)
• High value (custom solution)
• Gets you paid before building

Template 4: The Follow-Up

When to use: 3-5 days after initial message, if no response.

Hey [Name],

Just following up on my earlier message. No pressure if it's not the right time—but I'd still love your perspective on [their specific pain].

If you're busy, no worries at all. Just wanted to float it past you.

Best,
[Your name]

Why it works:

• Low-pressure reminder
• Shows you respect their time
• Second touch often converts

Step 4: The 7-Day Plan

Day 1: ICP + Prospecting (4 hours)

• Fill out the ICP checklist
• Search Reddit for 30 relevant threads
• Extract names and complaints
• Fill your prospect list

Day 2-3: Outreach (2 hours/day)

• Send 10-15 cold messages using Template 1A or 1B
• Follow up with Template 4 after 3 days
• Track who replies

Day 4-5: Community Engagement (1-2 hours/day)

• Find 5-10 relevant posts
• Reply using Template 2
• Move conversations to DMs

Day 6: Concierge Pitch

• Identify 3-5 warm leads
• Send Template 3
• Handle objections

Day 7: Close

• Collect prepayments via Stripe/PayPal
• Confirm scope
• Start building

The Real Benchmarks

Across cold outreach studies, reply rates land in the mid single digits:

• 5-10% reply rate = solid
• 10-15% = excellent (tight targeting, strong personalization)
• Follow-ups materially increase replies

Note: These benchmarks apply to Reddit/LinkedIn DMs. If using cold email, you'll also need to comply with GDPR, CAN-SPAM, and other email regulations—use opt-out language and verify you're allowed to contact the recipient.

What This Means for Your Outreach

Bottom line: To get 10 customers, expect to send 200-400 messages over 3-6 weeks.

Collecting Deposits

Why Deposits Matter

A deposit is proof. Everything before that is a signal.

How to Collect

1. Stripe Payment Link — Set up in 5 minutes
2. PayPal — Good for international
3. Wise — Alternative for cross-border

Amount: $50-200 for a concierge pilot. Enough to commit, low enough to say yes.

What to Track

Create a simple spreadsheet:

Mini-Case (Illustrative)

A founder building a project management tool for freelancers:

• Searched r/freelance for "time tracking" complaints
• Found 15 relevant threads in 2 weeks
• Sent 40 DMs using Template 1B
• Got 6 responses (15%)
• Moved 3 to concierge offers
• Result: 2 deposits of $100 each—before writing any code
• Used feedback to shape MVP features

Common Mistakes

Starting without an ICP

Messaging "anyone who might want this" = 0% conversion.

Leading with your solution

Ask about their problem first. Sell later.

Sending copy-paste messages

Personalization is required. Generic = ignored.

Giving up after 1 week

Some prospects need 2-3 touches. Follow up once.

Skipping the deposit

Without payment, they haven't truly committed.

Not asking for referrals

Happy contacts = more prospects. Ask: "Who else faces this problem?"

FAQ

Q: Is cold outreach creepy?

Done right, no. Focus on adding value and asking for input, not selling.

Q: What if no one responds?

Try different messaging, different prospects, or different communities. 0 responses = wrong message or wrong audience.

Q: How much should I charge?

$50-200 is standard for a concierge pilot. Low enough to say yes, high enough to commit.

Q: Can I do this without building anything?

Yes. The concierge model means you build AFTER getting paid.

Q: What if my niche is small?

Smaller niches = easier outreach. Less competition for attention, more grateful recipients.

Q: How long does this take?

2-4 weeks to get first customers is realistic.

Ready to Get Your First Customers?

The fastest way to validate isn't a landing page. It's getting someone to pay you.

ValidSpark helps you find the right people to reach:

• Paste your idea → get keywords + pain-point threads
• See who's already complaining about your problem
• Find the exact communities your ICP hangs out in

Validate Your Idea & Find Prospects →

Related Guides

This guide is part of our validation series:

• $0 vs $500 vs $5,000: How to Validate Your SaaS Idea — The complete framework for testing demand before you build

References

• Snovio - Cold Email Statistics & Benchmarks 2026
• Instantly - What's a Good Cold Email Reply Rate?

Last updated: February 2026