I don't know who my first 10 customers should be

You built a product. You know it works. But you don't know who to sell it to first. Everyone could benefit from it (or so it feels). But "everyone" isn't a customer segment. It's a way of avoiding the uncomfortable question of who specifically needs this most.

Why "everyone" doesn't work

When your target is everyone, your message speaks to no one. Your homepage says "for teams of all sizes." Your pitch says "any business that wants to grow." Those statements are true and completely useless for acquisition.

Your first 10 customers need to be a tight, specific group where you can find them, describe their problem accurately, and demonstrate immediate value.

How to find your first 10

Step 1: Who has the most painful version of the problem you solve?

Not "who could benefit" but "who is actively frustrated right now?" Active frustration means they're already searching, complaining, or spending money on workarounds.

Step 2: Where do they congregate online?

Slack groups, subreddits, Discord servers, LinkedIn groups, forums. If you can't name a place, you don't know your customer well enough yet.

Step 3: What would you say to them?

Write a two-sentence message: "You know how [specific frustration]? I built something that [specific outcome]." If you can fill in both blanks with concrete details, you've found your audience.

A workflow tool that found its first 10

The product could work for any team. The founder tried targeting marketing agencies, law firms, and freelancers simultaneously. Three months, zero customers.

The focus: She picked one: freelance web developers who manage multiple client projects. She found three Slack groups and posted: "If you're managing 5+ client sites and losing track of feedback requests, I built a tool that puts everything in one view."

First 10 customers came from those groups within two weeks. Then she expanded.

Your first 10 inform everything

Your first 10 customers tell you what language to use on your homepage, what features to highlight, and what channel to focus on. Don't try to figure all that out in theory. Find 10 real people first.

servo helps you define the specific person, the specific problem, and the specific message that finds your first 10.