Talk to those 10 and truly figure out why they're paying. Then, continue to build more around that value, and do marketing that specifically focuses around the value customers are getting from the product.
What advice do you have for founders who want to grow their customers from 10 to 100?
Thank you! 
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Thanks Joel! :) In the early days of Buffer what communication channels did you use to be in touch with your customers?
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It's going to take much longer than you think
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How long did it take for Insomnia?
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199 days between 10 and 100
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I think, looking back on it, 200 days doesn't seem nearly as long as it did at the time.
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Thanks for sharing the graph! It actually doesn't seem that long tbh. I'd be so happy if I could get to 100 customers within 200 days.
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I agree, it's not bad. However, I should point out that Insomnia already had thousands of active users at the time the paid plans launched.
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Make first 10 bring next 10. E.g. “Dear customer you can have 3 months of paid plan for free if someone uses your invitation code/link”. And repeat recursively :)
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Thanks Ar! As they say you understand recursion only when you understand recursion :)
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When I started my newsletter, I used to send a small (10 seconds) video I made after the person subscribed. I used to record them while walking the dog in the woods, then send them via email when back in the office. They were received in awe and welcomed surprise
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Wow! Did you record an individual video for each person? What sort of things did you say in it?
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Yes, when a new subscriber signed up I got an email with the name. I just said "Hi <name>, it's great to have you!" or something like that. Simple thing, really.
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Wow, this is really genius. Love it
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Build buyer personas of your existing customers Figure out why they're paying. What's the value add for them? Find where they hangout and market or sell directly there now knowing the value prop and your pitch. Should be easy to pattern match new prospects to existing customers
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Whatever worked for the first 10, do more of it and do it better. Marginal improvements work wonders over time.
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Take it 10 customers at a time. Try to get each batch of 10 new customers slightly quicker than the previous 10.
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Find a traction channel that work and go for it. Focus on it. That was what worked for me.
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Create value for existing and potential customers! Meaning that they are now better off because you provided the value. How are you helping them be better off?
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