When we were trying to get our first 100 customers, we didn’t have much money. What we did have was a product that was pretty unique. We were fortunate to have gone through a school where a lot of the alumni happened to work in our target market.
Our target market was professional investors like hedge funds, private equity funds, and traditionally Princeton University, that’s where we went, they sent half the graduating class to that sector.
We did a lot of cold outreach. We said, “We’re a couple of guys from Princeton, we built this product, which we think is unique and can benefit your process. Can we please take five minutes and show it to you?”
And so they took it. When we were showing them the product our first couple calls in, something went wrong. So we would do a call and then we would fix the bugs overnight. Then the next day, we would hop on the phone and do it all over again.