Tips for Startup Founders to Kickstart Their GTM Strategy and Attract First Users

Launching a startup product or service is an exhilarating milestone, but the journey truly begins when you bring your creation to the market and start acquiring users. A well-thought-out Go-to-Market (GTM) strategy is crucial to set your startup on a path to success. Drawing from insights in the provided document, this article outlines actionable tips for startup founders to effectively begin their GTM journey and attract their first users.

1. Embrace “Doing Things That Don’t Scale”

One of the most crucial pieces of advice for startups at this stage is to adopt the mindset of “doing things that don’t scale,” a concept popularized by Y Combinator’s Paul Graham. Early-stage growth requires personal, high-touch approaches to build a user base and collect meaningful feedback.

Manually Recruit Your Customers: Instead of relying solely on automated marketing or coding a perfect solution, founders should engage directly with potential users. This could mean cold emails, personal networking, or even door-to-door outreach. Airbnb, for instance, grew by personally interacting with their hosts and improving their product based on real feedback.
Iterate Rapidly: Your initial product is unlikely to perfectly meet user needs. Collect feedback, refine your offering, and build strong relationships with your early adopters to lay a solid foundation for growth.

2. Founders Should Lead Sales

In the early days, founders themselves must take charge of sales. This hands-on approach ensures deep customer understanding and builds essential skills for guiding a future sales team.

Talk to Customers Directly: Founders should engage with potential customers to grasp their pain points and refine the product. Understanding customer needs directly influences the product roadmap and sales pitch.
Master the Sales Funnel: Begin with a list of potential leads (friends, industry contacts, or startup communities). Start by sending personalized, concise outreach emails or LinkedIn messages. Move through the funnel by conducting product demos, discussing pricing, and closing deals.
Be Ready to Iterate: Not every lead will convert, and that’s okay. Learn from each interaction, improve your pitch, and keep refining your sales strategy.

3. Craft Effective Sales Outreach

A successful sales outreach strategy begins with impactful communication. Whether it’s an email, a LinkedIn message, or a phone call, clarity and brevity are key.

Keep It Short and Clear: Avoid jargon and get straight to the point about what your product does and how it solves a specific problem.
Show Credibility and Social Proof: Highlight why you and your team are the right people to solve the problem, using past achievements or affiliations to establish trust.
Include a Strong Call to Action: Always end with a clear next step, such as scheduling a demo or a follow-up call.

4. Work Backward From Goals

To hit your targets, break down your goals into actionable steps. This backward-planning method aligns your activities with your desired outcomes.

Understand Funnel Metrics: Know how many leads are needed at each stage to achieve a desired number of paying customers. For instance, if you want five customers and typically convert 20% of demos into sales, you’ll need to conduct 25 demos, requiring hundreds of outreach attempts.
Track Progress: Use a simple spreadsheet or customer relationship management (CRM) software to monitor metrics like open rates, response rates, and conversions. Analyzing this data helps identify bottlenecks in the sales funnel.

5. Start With the Easiest Customers

In the beginning, focus on acquiring users who are most likely to adopt your product.

Target Early Adopters: These individuals are more open to trying new solutions and providing feedback. They’re typically found within your personal network or among startup communities.
Avoid Complex Sales Cycles: Large corporations often involve lengthy approval processes. Startups and smaller organizations are faster to engage with and adopt new products.
Leverage Your Network: Reach out to colleagues, former classmates, and professional connections who could benefit from your offering.

6. Charge for Your Product

It may be tempting to offer free trials or unpaid pilots, but charging for your product is essential to validate its value and build a sustainable business.

Ask for Payment Early: A paying customer is a true indicator of value. Free users may not provide the commitment or feedback necessary to improve your product effectively.
Offer Risk Mitigation: Instead of a free trial, provide a money-back guarantee or an opt-out clause in your subscription model. This approach assures customers while demonstrating confidence in your product.

7. Use Technology and Tools Wisely

While much of the early GTM effort involves manual work, leveraging simple tools can help streamline processes.

Basic CRM Tools: Applications like Close.com, Pipedrive, or Apollo.io are excellent for managing leads, tracking conversions, and maintaining organized customer data.
Email and Outreach Optimization: Platforms like Hunter.io can help find contacts and improve outreach efficiency.

8. Learn From Proven Strategies

Many successful startups began their GTM journey with unconventional yet effective approaches.

Outbound Sales: Stripe, Amplitude, and Front relied heavily on cold emails and direct outreach to acquire their initial customers.
Product-Led Growth: Some startups leveraged a self-service approach where the product itself drove user adoption through compelling, low-barrier entry points like free tools or trial periods.

9. Avoid Common Mistakes

Several pitfalls can derail a startup’s GTM efforts. Here are key mistakes to watch for:

Insufficient Outreach: Sending too few emails or outreach messages limits your potential pipeline. Sales is often a numbers game in the early days.
Skipping Customer Onboarding: Ensure that every new user is properly onboarded to maximize retention and customer satisfaction.
Overcomplicating Processes: Simple solutions and direct communication often yield better results than complex, large-scale strategies.

10. Adapt and Persevere

The journey to finding product-market fit is rarely linear. The “startup curve”—from launch to the “trough of sorrow” to eventual success—requires resilience and adaptability.

Stay Focused on User Feedback: Continuous improvement based on real-world use cases is vital.
Test and Iterate Rapidly: Successful startups continuously experiment with messaging, features, and outreach strategies to discover what resonates with their target audience.
Don’t Be Discouraged by Rejections: Not every interaction will result in a sale, and that’s part of the process. Learn and move forward.

Launching a product or service is only the beginning. Building a thriving startup requires hands-on effort, a customer-centric approach, and the persistence to navigate through challenges. By focusing on direct engagement, efficient sales processes, and iterative learning, startup founders can successfully execute their GTM strategy and attract their first users. The journey is demanding but rewarding, as each user acquired brings your vision closer to reality.

Tips for Startup Founders to Kickstart Their GTM Strategy and Attract First Users

1. Embrace “Doing Things That Don’t Scale”

Iterate Rapidly: Your initial product is unlikely to perfectly meet user needs. Collect feedback, refine your offering, and build strong relationships with your early adopters to lay a solid foundation for growth.

2. Founders Should Lead Sales

In the early days, founders themselves must take charge of sales. This hands-on approach ensures deep customer understanding and builds essential skills for guiding a future sales team.

Talk to Customers Directly: Founders should engage with potential customers to grasp their pain points and refine the product. Understanding customer needs directly influences the product roadmap and sales pitch.

Master the Sales Funnel: Begin with a list of potential leads (friends, industry contacts, or startup communities). Start by sending personalized, concise outreach emails or LinkedIn messages. Move through the funnel by conducting product demos, discussing pricing, and closing deals.

Be Ready to Iterate: Not every lead will convert, and that’s okay. Learn from each interaction, improve your pitch, and keep refining your sales strategy.

3. Craft Effective Sales Outreach

A successful sales outreach strategy begins with impactful communication. Whether it’s an email, a LinkedIn message, or a phone call, clarity and brevity are key.

Keep It Short and Clear: Avoid jargon and get straight to the point about what your product does and how it solves a specific problem.

Show Credibility and Social Proof: Highlight why you and your team are the right people to solve the problem, using past achievements or affiliations to establish trust.

Include a Strong Call to Action: Always end with a clear next step, such as scheduling a demo or a follow-up call.

4. Work Backward From Goals

To hit your targets, break down your goals into actionable steps. This backward-planning method aligns your activities with your desired outcomes.

Understand Funnel Metrics: Know how many leads are needed at each stage to achieve a desired number of paying customers. For instance, if you want five customers and typically convert 20% of demos into sales, you’ll need to conduct 25 demos, requiring hundreds of outreach attempts.

Track Progress: Use a simple spreadsheet or customer relationship management (CRM) software to monitor metrics like open rates, response rates, and conversions. Analyzing this data helps identify bottlenecks in the sales funnel.

5. Start With the Easiest Customers

In the beginning, focus on acquiring users who are most likely to adopt your product.

Target Early Adopters: These individuals are more open to trying new solutions and providing feedback. They’re typically found within your personal network or among startup communities.

Avoid Complex Sales Cycles: Large corporations often involve lengthy approval processes. Startups and smaller organizations are faster to engage with and adopt new products.

Leverage Your Network: Reach out to colleagues, former classmates, and professional connections who could benefit from your offering.

6. Charge for Your Product

It may be tempting to offer free trials or unpaid pilots, but charging for your product is essential to validate its value and build a sustainable business.

Ask for Payment Early: A paying customer is a true indicator of value. Free users may not provide the commitment or feedback necessary to improve your product effectively.

Offer Risk Mitigation: Instead of a free trial, provide a money-back guarantee or an opt-out clause in your subscription model. This approach assures customers while demonstrating confidence in your product.

7. Use Technology and Tools Wisely

While much of the early GTM effort involves manual work, leveraging simple tools can help streamline processes.

Basic CRM Tools: Applications like Close.com, Pipedrive, or Apollo.io are excellent for managing leads, tracking conversions, and maintaining organized customer data.

Email and Outreach Optimization: Platforms like Hunter.io can help find contacts and improve outreach efficiency.

8. Learn From Proven Strategies

Many successful startups began their GTM journey with unconventional yet effective approaches.

Outbound Sales: Stripe, Amplitude, and Front relied heavily on cold emails and direct outreach to acquire their initial customers.

Product-Led Growth: Some startups leveraged a self-service approach where the product itself drove user adoption through compelling, low-barrier entry points like free tools or trial periods.

9. Avoid Common Mistakes

Several pitfalls can derail a startup’s GTM efforts. Here are key mistakes to watch for:

Insufficient Outreach: Sending too few emails or outreach messages limits your potential pipeline. Sales is often a numbers game in the early days.

Skipping Customer Onboarding: Ensure that every new user is properly onboarded to maximize retention and customer satisfaction.

Overcomplicating Processes: Simple solutions and direct communication often yield better results than complex, large-scale strategies.

10. Adapt and Persevere

The journey to finding product-market fit is rarely linear. The “startup curve”—from launch to the “trough of sorrow” to eventual success—requires resilience and adaptability.

Stay Focused on User Feedback: Continuous improvement based on real-world use cases is vital.

Test and Iterate Rapidly: Successful startups continuously experiment with messaging, features, and outreach strategies to discover what resonates with their target audience.

Don’t Be Discouraged by Rejections: Not every interaction will result in a sale, and that’s part of the process. Learn and move forward.