by Mar De Carlo, founder of the International Parenting & Health Institute
Getting your first users can be tough, especially when you’re trying to do it on a tight budget. But it’s all about being creative, persistent, and making the most of what you’ve got. Here are some unique and unconventional strategies that seasoned startup founders have used to bring in those early users:
1. Community Integration
Instead of jumping straight into selling, some founders dive deep into online communities, forums, or social media groups where their target audience hangs out. They don’t start with a pitch—they offer valuable advice, join conversations, and build trust as genuine members of the community. Once they’ve established themselves, they subtly mention their service or product, and because they’re seen as part of the community, people are more open to checking it out.
2. Beta Testing with a Twist
Instead of opening the beta test to everyone, some startups made it an exclusive, invite-only experience. By creating a sense of scarcity, they made the service or product feel like something special, an insider’s club that everyone wanted to be part of. This approach didn’t just attract early adopters—it generated buzz as people started talking about the “exclusive” new service or tool they were using.
3. Targeted Micro-Influencer Partnerships
Instead of chasing big-name influencers, some startups focus on micro-influencers—people with smaller but highly engaged followings within a specific niche. By offering them free access to the coaching services in exchange for honest reviews or shoutouts, these startups get higher engagement at a fraction of the cost of traditional influencer marketing.
4. Piggyback on Existing Platforms
Some startups got their first users by integrating with or adding value to platforms where their target users were already active. Whether it’s creating a coaching service that enhances a popular health coaching niche like sleep this method taps into an established customer base.
5. Hyperlocal Guerrilla Marketing
Especially for startups targeting local markets, hyperlocal guerrilla marketing can be super effective. This could mean setting up pop-up stands in busy areas, hosting small local events, or even distributing creative flyers in neighborhoods where your audience lives.
6. Pre-Launch Partnerships
Some startups lock in partnerships before they even launch. By aligning with businesses that have a complementary service or audience, they gain access to a ready-made user base from day one.
Example: A new e-learning platform partnered with educational content creators and bloggers, offering revenue-sharing opportunities or free access in exchange for promoting the platform before its official launch.
7. The Trojan Horse Technique
This strategy involves offering a highly useful, free tool that solves a small problem for your target audience, with the real goal being to get users into your ecosystem. Once they’re in, you introduce them to your main service or product.
8. Personal Outreach with a Personal Touch
Founders personally reach out to potential users with highly customized messages, offering a free coaching session. membership trial or demo. By taking the time to tailor each message, they create a genuine connection that resonates with the audience.
9. Event-Driven User Acquisition
Some startups timed their coaching service launch or promotion around specific events or seasons, capitalizing on the heightened interest during these times.
10. Crowdsourcing and Community-Building
Some startups start by building a community around a shared interest or problem before launching their coaching service. Engaging people in discussions, polls, or content sharing related to their future coaching service creates a ready audience when the product finally launches.
These strategies show that getting your first users doesn’t always require a big budget. What really matters is creativity, knowing your audience, and making genuine connections. Sometimes, it’s all about offering real value in ways that resonate deeply with potential users.
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