The Mindset Shifts That Helped Founders Win Their First Ten Customers

Every thriving business starts somewhere—and often, that somewhere is a small group of early believers who say “yes” before anyone else does. But landing those first ten customers takes more than strategy. It takes clarity, confidence, and a deep understanding of who you’re trying to serve.

We turned to 18 founders who’ve been through the emotional ups and downs of building an early customer base. They’re sharing how mindset shifts, meaningful messaging, and truly listening to their audience helped them earn trust and traction.

Whether you're finding your voice, clarifying your mission, or learning how to connect more authentically, their insights offer powerful reminders that your energy, story, and relationships are your greatest tools.

Clara Ma 

✨A 2024 Entreprenista 100 Award Winner ✨
Founder & CEO of Ask a Chief of Staff, a premier executive search and career development platform dedicated to placing top-tier Chiefs of Staff and empowering professionals in strategic leadership roles.

We secured our first customers through warm intros, personal referrals, and targeted LinkedIn outreach—built on years of relationships in the Chief of Staff space. Our value resonated because we filled a real gap: the lack of transparency and support for companies hiring Chiefs of Staff. By listening closely to early users, we evolved our offerings around what they truly needed.

Start with the people you already know—warm intros go further than you think. If you really listen, build alongside your customers, and solve a problem they care about, they’ll not only stick around—they’ll send their friends, too.

Lexi Hartmann St. Laurent 

Founder of iHartContent, a bilingual agency dedicated to helping female founders, marketers, and thought leaders beat burnout through a unique blend of fractional and DIY marketing support.

We launched in summer 2020 to serve small businesses, but many were hesitant to bet on a new agency during a crisis. As larger agencies became overwhelmed and lost team members to the Great Resignation, we pivoted—offering plug-and-play marketing support. That shift took us from $0 to six-figure ARR in under six months.

Stay flexible but clear on your strengths. We didn’t abandon our mission—we found a different entry point.

Dr. Yeni Abraham 

Founder & Women’s Health Expert Fertility Care Innovator of Triggered Academy, a digital health company developing AI-powered tools that give women real-time, personalized insights into their fertility and hormonal health.

I secured my earliest customers through Triggered Physical Therapy, the fertility and pelvic health clinic I founded. Those one-on-one relationships gave me deep insight into the systemic gaps women face and shaped the blueprint for the digital solution I’m building now. The biggest challenge was scaling that hands-on experience—but I stayed rooted in what women truly needed: clarity, access, and agency.

Learn your customer deeply. What do they like? Where do they shop? Eat? The more you understand, the better you can anticipate their needs.

Chen Lizra 

Founder & Somatic Coach of Power of Somatic Intelligence, supporting ambitious, high-achieving female founders in uncovering and healing through somatic coaching to step into their power—in business, love, and life.

I hired experts who taught me how to reach and convert clients—two very different skills. Understanding a potential client’s fears and how to address them is key.

Know who you serve. If they don’t align, don’t work with them. It may feel counterintuitive when you need clients, but the more you stick to your ideal client, the faster you'll see results.

Aditi Sinha 

Founder & CEO of Point of View Label, a modern, functional workwear brand redefining power dressing for women to help them feel more confident, competent, and in control. 

As a marketing leader and lifetime learner, I believe in opening doors, fostering connections, and sharing ideas over coffee chats. Fostering these conversations as a founder helped me secure attention in my early days. I used my platform to spark conversations and drive awareness about gender equality and empowerment, starting with something seemingly small but deeply symbolic: pocket inequality. 

Caitlin Daley 

Founder of Face The Tiger, a boutique consultancy dedicated to collaborating with women to consciously design lives they love—unapologetically empowered with unwavering courage. 

My initial challenge securing early customers was my confidence. There was a part of me that was afraid of being criticized or rejected. I overcame this by deciding how I wanted people to feel when they connected with my business and practiced putting on this energy privately every single day. When I finally went out and started talking to people about it, I found that it was my energy or vibe that attracted the right customers, even when I was unsure of my words!

You are your greatest asset. Stop hiding. People will be attracted to your love for what you're doing. 

Crystal Foote 

Founder & Head of Partnerships of Digital Culture Group, LLC, an award-winning NMSDC and WBENC-certified ad tech company, delivering high-performance omnichannel advertising by combining data science, advanced creative strategy, and AI-powered audience alignment to optimize campaign performance and measurable impact across the funnel.

Our breakthrough came when we realized early clients weren’t looking for just another vendor—they needed a strategic partner who truly listened and delivered results. Instead of pitching services, we started by discussing their core challenges and crafting tailored, measurable solutions. By positioning ourselves as responsive problem solvers, we earned trust and loyalty, turning early hurdles into lasting relationships and organic growth.

Start by deeply listening—your first customers often tell you exactly what they need. Solve a real problem exceptionally well, and let trust and results be your first marketing strategy.

Caryn Kent Dean 

CEO of Once Upon an RFP, a full-service proposal agency that supports small businesses through large corporations with their RFP-based proposals, including staffing and process improvement.

In my corporate life, I worked behind the scenes and never had to build client relationships. As a business owner, I had to develop my networking and negotiation skills to create opportunities and close deals. Joining a mindset-based business coaching program helped me step into my CEO role and truly own it.

If you’re introverted, push yourself to network and speak often to build that muscle, while also protecting your energy.

KK Hart 

Chief emPOWERment Officer of Ghost Democracy, a complete collection of better-for-you, exceptionally clean(er) than clean, skincare products that democratize our minimalist, multi-tasking, measurably effective (and also vegan, cruelty-free) holistic self care for ALL skin types, tones, and textures!

We focused on a clear niche in clean beauty, using a direct-to-consumer model and prioritizing transparency and education. Early challenges included building awareness and trust in a crowded market, but we overcame them by consistently highlighting our unique value, focusing on effective formulations, and upholding ethical practices to build a loyal community.

In a saturated space, genuine connection cuts through. Today’s consumers value honesty—build trust through radical transparency and real value that speaks to your niche.

Eileen Smith 

Diplomat-Turned Coach of Spokesmith, an award-winning boutique company helping business executives and policy experts prepare for speeches, board meetings, presentations, panels, business pitches, and more.

Rather than starting small and working my way up, my first client was a top-ten think tank in the United States. As I was researching how to become a public speaking coach, I told a friend I wanted to try it out, so she connected me with her friend, the executive director of a major think tank. 

Start as big as you can right out of the gate, then leverage that experience to gain new clients on the same level.

Marissa Pick 

Founder of Marissa Pick Consulting LLC, providing consulting services that focus on digital transformation, content marketing, social media strategy, and personal branding.

Agenda-free networking calls were key to my early success—especially launching just weeks before the pandemic, when digital presence became essential. Reconnecting with past contacts and forming new ones, with a focus on understanding their challenges, shaped my offerings and built a strong sales funnel.

Lean in and have the conversations. You’d be surprised what a simple chat can unlock.

Lauren Fleming 

Founder & CEO of Hem Support Wear, a women’s wellness company creating thoughtfully designed pelvic floor support garments that help women feel confident, comfortable, and in control—through pregnancy, postpartum, menopause, and beyond.

I launched a Sample Kit program to help pelvic health providers confidently recommend our garment—one of our strongest early growth channels. I also connected directly with women in online communities. By leaning into trusted networks and relationship-first outreach, we built early awareness and a strong foundation of support.

Build genuine relationships before you need them. Early traction often comes from those who already trust you. And if you’re in an unfamiliar category, lead with education—your customers may not even know a solution like yours exists.

Liane Agbi 

Founder of Beautifuli Digital, a boutique web agency that creates custom-designed, high-performing websites for ambitious female entrepreneurs who want to stand out and build clout online.

Entering a saturated market as a web designer was nerve-wracking, but getting clear on my target audience helped me attract early customers. I shared insights in Facebook groups, posted on LinkedIn, and pitched to online communities serving female entrepreneurs. That led to being featured in a top web designers list—and a steady stream of early clients.

Get super clear on who you serve and why. When you narrow it down to your top one or two ideal clients, you’ll know exactly how to reach—and position yourself for—them.

Kelly Hubbell 

Founder & CEO of Sage Haus, helping busy parents reclaim time by building their village. 

In the beginning, I had equal parts passion and imposter syndrome. No fancy website or big following—just a clear solution to a real problem and the goal of helping one mom. I listened closely, refined my process with each client, and let the results speak for themselves.

Start by solving a problem you’ve lived through—and talk about it. Your story is your strongest marketing tool. People don’t connect with perfect; they connect with real.

Emma Tessler 

Founder & CEO of Ninety Five Media, a woman-owned and operated digital marketing agency specializing in creating high converting content that 3x’s our clients growth. 

I spent many years cold pitching founders on our services. It took a lot of confidence, especially since most people looked at me like a deer in the headlights when I told them that they could grow their business on Instagram! 

If you change your mindset to look at your sales pitches as a numbers game, it gamifies the experience and takes the seriousness out of it. Rejection is part of the game, but it’s up to you to talk to the masses because your offer will be perfect for some of them!

Melinda Wang 

Founder of Ninth Street Collective, an expert network offering professional development services for artists.

Our early customers came almost entirely through word of mouth—which didn’t happen by accident. We built genuine relationships within the artist community and offered personalized, actionable advice. By keeping our approach flexible, jargon-free, and shaped by their feedback, we built trust, lowered barriers, and grew organically.

Listen closely to the people you’re trying to serve, and be willing to adjust based on what they truly need. When your work makes an immediate impact, people naturally want to share it.

Mandy Pearce 

Owner & DEO of Funding For Good, helping mission-driven nonprofits, consultants, and businesses build sustainability and impact.

Networking was my initial strategy for securing clients, along with prioritizing content I could share.

Start streamlining your services early. You can build as you go, but having something to discuss upfront builds confidence. And remember—not every customer is the right fit. Go into each conversation knowing you don’t need to say yes to everyone.

Catherine Valega 

Wealth & Tax Manager at Green Bee Advisory, a boutique wealth and tax management firm offering financial concierge services in a bespoke fashion to high-achieving breadwinner women.

I launched right before COVID, and many of my early customers found me through my blog and website content.

Take risks. Innovate. Be flexible and know when to pivot. Failure is okay—as long as you keep moving forward. Surround yourself with mentors and a support circle. It takes a village to raise both a family and a business.

^{‍All individuals featured in this article are members of Dreamers & Doers, a curated community that amplifies extraordinary women entrepreneurs and leaders by securing PR, forging authentic connections, and curating high-impact resources.}

^{Header image photo credit: Yauheniya Pirahova}