How To Get Your First 100 Customers for Your SaaS Product
Summary
TLDRビデオでは、SaaS製品の最初の100人の顧客を獲得する方法について実用的な戦略と戦術を提供しています。ロブ・ウォーリングは、複数のスタートアップの創設者であり、スタートアップを構築する本の著者でもあります。彼は、プロダクトを構築する前に市場を探すことの重要性を強調し、プロダクトのアイデア選択前にオーディエンスやネットワークを利用することが有利であると指摘しています。さらに、ランディングページを設定して顧客の興味を検証し、早期アクセスを提供しながらバグを修正し、顧客開発を行います。最後に、メールリストを通じてプロダクトをローンチし、製品狩りやハッカーニュース、Redditなど、様々なプロモーション方法を活用して顧客を獲得する方法について説明しています。
Takeaways
- 🚀 まずはコードを書く前に、最初の100人の顧客を見つける方法を学びましょう。
- 🛠️ 製品のアイデアを選ぶ前には、自分が持っている利点を探しましょう。
- 👥 既存のオーディエンスやネットワークを活用して、製品のプロモーションを始めましょう。
- 🌐 SaaS製品の場合、オーディエンスがなくても問題ありません。重要なのは、製品を宣伝する様々なチャネルです。
- 📈 製品を開発する前に、潜在的な顧客の興味を検証するためのランディングページを立ち上げましょう。
- 📧 メールアドレスを収集し、製品のアップデートや提供する価値について関心を持つ人々とコミュニケーションを取ることで、顧客開発を行いましょう。
- 💡 製品のアイデアを公開して、市場での需要を検証し、フィードバックを得ましょう。
- 🎯 メールリストを使って、製品の発売を告知し、初期顧客を獲得しましょう。
- 💰 価格設定は重要です。適切な価格帯で製品を提供することで、初期の収益を確保し、マーケティングの幅を広げることができます。
- 🔄 顧客を獲得した後、彼らを維持することが最も重要な課題です。顧客満足度を高め、定期的に価値を提供し続けましょう。
- 🔍 1つのマーケティング手法に焦点を当て、それを徹底的に実行することで、100人の顧客を獲得するためのマーケティングの飛車を作りましょう。
Q & A
ロブ・ウォーリングはどのような人物ですか?
-ロブ・ウォーリングは複数のスタートアップを立ち上げ、成功させたスタートアップ創業者で、3冊の書籍を執筆し、100を超える企業に投資している投資家です。
SaaS製品の最初の100人の顧客を獲得するための戦略とは何ですか?
-最初の100人の顧客を獲得するには、プロダクトの開発より前に潜在的な顧客とのコミュニケーションを開始し、彼らのニーズを理解することが重要です。
ロブ・ウォーリングはなぜプロダクトの開発前に顧客を見つけることが重要だと考えていますか?
-プロダクトの開発前に顧客を見つけることで、製品のニーズや価値を検証し、市場への適応を早く始めることができます。
SaaS製品を立ち上げる際にオーディエンスを持っていない場合、どのようにアプローチすべきですか?
-オーディエンスがなくても、SaaS製品は様々なトラフィックチャネルを活用して顧客を獲得できます。オーディエンスを構築するのではなく、直接マーケティングに注力することが推奨されます。
SaaS製品を販売する際にオーディエンスを持つ利点とは何ですか?
-オーディエンスを持つことで、既に信頼を築いている顧客に製品を販売しやすくなります。これは情報製品やコースの販売に特に役立ちます。
ロブ・ウォーリングが推奨する顧客獲得の最初のステップは何ですか?
-ロブは、プロダクトの最初のラインを書く前には、自分が持っている利点を探して、その利点を活用して製品を開発するべきだと推奨しています。
ランディングページを立ち上げることの利点は何ですか?
-ランディングページを立ち上げることで、顧客の興味を検証し、メールアドレスを収集して早期アクセスやローンチの更新情報提供することができます。
ロブ・ウォーリングが提供する顧客開発とは何ですか?
-顧客開発は、製品のアイデアやモックアップについて顧客とコミュニケーションを取り、彼らのフィードバックを活用して製品を改善するプロセスです。
SaaS製品の初期の顧客獲得に役立つマーケティング手法には何がありますか?
-初期の顧客獲得に役立つマーケティング手法には、メールマーケティング、ソーシャルメディア、ポッドキャスト、質問と回答サイト、アプリサモの取引、ポッドキャストツアーなどがあります。
ロブ・ウォーリングは製品の価格設定についてどのように考えていますか?
-ロブは、製品を安すぎる価格で提供することは顧客獲得に役立ちますが、長期的な収益性には適していないと考えています。適切な価格設定は、顧客獲得と維持の両方に重要です。
顧客維持に必要な要素は何ですか?
-顧客維持には、製品の品質、顧客サービス、定期的なコミュニケーション、そして顧客のニーズに応じた製品の改善が不可欠です。
ロブ・ウォーリングが提供するマーケティングのロータールールとは何ですか?
-ロブは、マーケティングのロータールールとして、SEO、コンテンツマーケティング、コールドアプローチ、パートナーシップや統合、またはペイパークリック広告などのアプローチを試して、最も効果的な手法を見つけることを推奨しています。
Outlines
🚀 初代SaaS製品の100人の顧客獲得戦略
この段落では、Rob WallingがSaaS製品の初代100人の顧客獲得について解説しています。彼は、製品開発の前に市場調査や顧客のニーズを理解することが重要であると強調します。また、製品を開発する前に自社の優位性やネットワークを活用し、潜在的な顧客を特定することが勧められています。さらに、製品のアイデアを事前に公開し、顧客の関心を高めることで、製品の価値を検証し、早期アクセスやフィードバックを通じて製品の改善に繋げることができます。
📈 SaaS製品のマーケティングと価格戦略
第二段落では、SaaS製品のマーケティング戦略と価格設定について語られています。製品を完成させた後ではなく、開発の前から顧客とのコミュニケーションを始めることが推奨されています。メールリストを通じて早期顧客に製品の情報を提供し、製品ローンチ時にそれらの顧客を対象に特別なオファーを行ったり、製品のバグや要求に応じて機能を追加することで、顧客満足度を高めることができます。また、製品の価格設定がビジネスの成長に大きな影響を与えるため、適切な価格帯を見つけることが重要です。最後に、顧客獲得だけでなく顧客の維持も重要で、顧客からの離反を防ぐことが継続的な成功の鍵となります。
Mindmap
Keywords
💡初期顧客
💡アドバンテージ
💡ランディングページ
💡ネットワーク
💡顧客開発
💡価格設定
💡マーケティングチャネル
💡検証
💡プロダクトハント
💡チャーン率
Highlights
Rob Walling, a startup founder with multiple exits, author, and investor, shares actionable strategies for acquiring the first 100 customers for a SaaS product.
The traditional approach of building a product and then marketing it later is the opposite of what should be done; finding customers should start before writing the first line of code.
Identify personal advantages such as an existing audience or network before choosing a product idea to leverage these for product promotion.
Building an audience for a SaaS product is not necessary as there are traffic channels that work without one, and audience building is time-consuming.
For info products and courses, having an audience is beneficial as people buy from those they know, like, and trust.
If you lack an audience, focus on marketing strategies that work without one, rather than investing time in audience building before launching a SaaS product.
Building a network of entrepreneurs and founders is crucial, regardless of whether you have one or not, to establish respect and recognition in the entrepreneurial community.
Online entrepreneur communities such as Indie Hackers, MicroConf Connect, and the Dynamite Circle are great places to start building a network.
Having a landing page before coding begins is essential for validating interest and need for the product, and for capturing emails for an email launch list.
Customer development involves having conversations with potential customers to validate product ideas and value propositions early on.
Talking about your product idea publicly before it's done can help build interest and an email list, and it's unlikely that your idea will be stolen due to the importance of execution.
Launching to an email list with early access and exclusive offers can help work out product kinks and prepare for a full launch.
Use short-term, scalable tactics like launching on Product Hunt, Hacker News, or Reddit to get to the first 100 customers quickly.
Under-pricing a product can limit marketing options and revenue; consider a higher price point that justifies more extensive marketing efforts.
Experimentation with different marketing approaches is key to finding the one that works best for reaching the 100 customer mark.
Retaining customers is as challenging as finding them; focus on building a product that provides ongoing value to prevent churn.
There's no direct formula to get from zero to 100 customers; it requires hard work, experimentation, and founder intuition.
Transcripts
in this video i'm talking about how to
get your first 100 customers for your
sas product i'm going to be offering up
actionable strategies and tactics on how
you can get this done i'm rob walling
i'm a startup founder with multiple
exits author of three books about
building startups and an investor in
more than 100 companies when most people
think about building a product they
think about how can i build the product
and then market it later how can i build
something and then go find people who
have this need and that's the opposite
way to go about it if i were launching a
product today i would say finding your
first hundred customers starts way
before you write that first line of code
the first thing you should do is look
for advantages that you have and you do
this when you're choosing the idea
before you write a line of code before
you choose the idea before you validate
the idea you think about do i have an
audience in any space that i could build
a product for or do i have a network in
any space a bunch of people who know me
who i could call in to help do webinars
to co-promote to work that network to
sell your product now if you don't have
an audience in a particular space i'm a
believer that if you're building a sas
product you don't need an audience
because there are a bunch of traffic
channels we're going to talk about later
that work without an audience and the
process of building an audience is
actually quite time consuming if you're
going to sell info products if you're
going to sell courses sure having an
audience is the way to go because people
buy info products and courses from
people they know like and trust
however building and selling a sas
product
most people that i know who do it they
don't have an audience when they start
and in fact they don't really build an
audience as they're selling it if you
have an audience great if you don't i
would not invest the time to build an
audience before launching a sas product
now second on the network whether you
have one or not building a network that
knows who you are and respects you as an
entrepreneur it's a big one and that's
something that i would start building so
whether you go to indiehackers.com
whether you go to microconf connect
which is our slack community whether you
go to the dynamite circle there's so
many online entrepreneur communities
that i would be involved in if i didn't
have any connections today and i wanted
to start building a network of other
like-minded founders so if you find you
have one of those two advantages i would
consider building a product in a way
that can serve those spaces and if you
don't then this is where being a
first-time entrepreneur is challenging
because you don't have a network and you
don't have an audience and you just have
to plunge in and start marketing before
you start coding that's the thing i want
you to take away from this video is if
you think that you're going to go into a
basement or you're going to hire some
developers spend six to 12 months
building out a product and then go try
to market it you're thinking about it
backwards because marketing and driving
interest or having conversations with
folks when you're looking at mock-ups of
a sas app it helps you validate whether
or not there is need for this product so
i'm a firm believer in having a landing
page way before you start writing a line
of code i've done this with multiple sas
apps i've done this with a book done
this with a conference i've done this
with a startup accelerator all were
landing pages before we had anything to
speak of and what i was trying to do was
to validate whether there was interest
or whether there was a need and the way
that you do this is you set up this
landing page where you're going to
capture emails and you're going to offer
someone either updates on the launch or
you offer them you know something to opt
in but you basically say this is what
we're building if you're interested in
this and you're interested in the value
that it provides in your email and we'll
be in touch and what this does is allows
you to build that email launch list
which not only provides some validation
that people are interested in the value
that you're talking about but it allows
you to do what's called customer
development which is to have
conversations as you have an idea about
where this product should go you get 100
people 500 people on that list you can
email 50 of them and you can say this is
what i'm thinking of building these are
the mock-ups does this solve what the
problem that i think it solves does this
provide value for you would you pay
thirty dollars fifty dollars a hundred
dollars a month for this product and it
allows you to start getting that
validation that maybe people are
interested to do this you have to talk
about your idea a lot and you have to
talk about your idea before it's done so
with the last sas app that i built i got
11 people to tell me yes i would pay for
this before we broke ground and wrote a
line of code your mileage may vary on
this but i was talking about my idea in
public before we had code written my
take on this is very few people if any
are going to steal your idea because
ideas just they don't tend to be worth
that much it's so much more about
execution i would recommend going on
social media podcasts if you can asking
people for advice and you're trying to
get product direction but you're also
trying to build up that interest list so
the day you launch is an amazing day of
revenue that it's not that you launch
and then you look for your first
customer it's that you launch to 10 20
or 30 customers from day one because
that provides that motivation and a
little bit of revenue for you to keep
going so let's say you followed this
advice and you do have early interested
customers you build the product you get
some people into early access and
they're using it and you think it's time
to launch this thing so the first thing
that i would do is launch to my email
list and that is where you give them a
heads up two weeks in advance you're
kind of teasing the product you're
saying hey these are the mock-ups this
is what it looks like these are some
screenshots here's a little cool video
of what this product does and usually
you give some type of launch motivation
whether that's free onboarding free
migration from a prior tool maybe you
give a discount although that's not
necessarily my favorite way of doing it
but you let your email list know that
they are getting something exclusive for
having been on the email list and
followed your journey and the idea is
that that email launch list gets you
your first 10 20 50 customers and you
work out the kinks you fix the bugs that
they encounter maybe you build a few
features that people are requesting but
you're basically getting prepared to
launch to the world and this is what i
call scratching and clawing i think paul
graham said it better when he said do
things that don't scale because
launching to the world is often a
one-time event and there's a lot of
things that you can do in the short term
that will get you customers it gets you
to that first 100 customer mark that
won't take you to 500 or a thousand
customers so these are things like
launching on product hunt launching on
hacker news doing a reddit launch going
to q a sites like quora and stack
exchange i've seen an entrepreneur build
a sas app to 35 000 a month so that's
35k of mrr almost solely using quora and
stack exchange maybe you do an appsumo
deal maybe go on a podcast tour these
are all things that if you are good at
them and you focus the time and you go
out and learn how to do them so product
hunt launch for example if you go to
youtube.com microconf search for product
hunt you'll find that we have an entire
30 minute video on how to do a product
launch and it is an interview and a talk
from derek reimer who did this with
savvycal and he had great success
launching on product on and again you're
doing things that don't scale to get to
that point of well at least i'm default
to live at least i have 5k or 10k a
month in mrr because often that is a
really difficult point to get to it's
the point that you get to where you can
quit your day job at this point i want
to raise i think a common mistake that a
lot of first-time entrepreneurs make and
it's
under-pricing their product and it's
thinking that if i only charge five
dollars per customer i'm gonna get a lot
more customers the problem is you get a
hundred customers five dollars a month
you're only making 500 a month and
that's not enough to do much with what
if i charged a hundred dollars a month
what could i build that's worth a
hundred dollars a month then by the time
you get to that 100 customer mark you
have 10k in mrr
and that allows you to in most places in
the world quit that day job your price
point dictates a lot more than you
realize early on in your product and so
if you have five dollars a month versus
500 a month you can barely do anything
you can do some quora and reddit and
some content and seo but you can't
afford to do pay-per-click ads versus if
you have a price point of 100 or 500 a
month you can afford to do a whole swath
of marketing approaches if you've
followed the advice i've given you so
far you may already be at 100 customers
but if you're not then you have to start
thinking about how do i build a
marketing flywheel how do i find usually
one marketing approach that can get me
to that 100 customer mark and usually
this is done through experimentation you
look at the most common b2b sas
marketing approaches and you pick which
one you think is most likely to work and
then you dive into it for a few months
and you you give you give it your all
and whether that marketing approaches or
what i call the pillar b2b sas marketing
approaches you pick one of these usually
it's seo or content or cold outreach
partnerships integrations or
pay-per-click ads and those are the most
common ones that i see people building
into flywheels through all this keep in
mind there's a lot of experimentation
and a lot of maybe going with your
founder gut to get to the point where
you have a hundred customers it's harder
than a lot of people make it out to be
online and in fact aside from building
something people want and driving
traffic to it and putting in all the
hard work there's one more thing that
you're gonna need to retain customers
i'll get to that in a minute but if
you've enjoyed this video if you got
value out of it i'd love it if you'd hit
that like button and subscribe to our
channel we have tons of videos like this
coming out whether it's pointed tactical
advice like this video live streams
conference talks we are putting out
several videos per month all about the
topic of building and growing successful
sas products in terms of the one more
thing you'll need to retain customers i
want to say that finding a hundred
customers is hard retaining them is the
real challenge because if you drive 10
new customers a month but you churn 10
customers a month you'll be flat it
doesn't matter if you find 100 customers
if you cannot retain them because
building a product that people want and
are willing to pay for month after month
it's much harder than you think and
while marketing is a challenge just
getting to that point where you have a
product that people don't churn out of
can take six months 12 months 18 months
so there's no formula there's no direct
map to getting from zero to 100
customers and retaining them but
hopefully the ideas strategies and
tactics that i've presented in this
video will help get you there
[Music]
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