Guides / Industries & stages

How to Find First Customers as a SaaS Founder

Focus SaaS discovery on a specific workflow and the practitioner who owns it, then refine the hypothesis before scaling.

A practical answer

What to know

SaaS first-customer conversations should focus on a specific workflow and the person who owns it. Use your network to find practitioners who can describe the current process, the cost of the problem, and how tools are evaluated. Early feedback is learning, not proof of product-market fit.

A thoughtful next step

Try this

  1. Define the workflow, role, and company profile you want to learn about.

  2. Ask for short discovery conversations with practitioners, not buyers only.

  3. Record objections and refine the product hypothesis before scaling outreach.

Explore the topic

Read the What is Go-to-Network? pillar guide for the broader approach, or explore all network guides.