From zero customers to your first real one.

The 7 moves

1. 1

   Move 1: Write your venture truth

   Document what you built, who you think it's for, what problem it solves, what it costs, and where you think the market is. Be honest. These are beliefs, not facts.

2. 2

   Move 2: List your assumptions

   Extract every assumption hidden in your venture truth. "Agencies need this" is an assumption. "Agencies will pay £99/month" is an assumption. "The problem is urgent" is an assumption. Write them all down.

3. 3

   Move 3: Find the evidence

   For each assumption, ask: what evidence would prove or disprove this? Then go look for it. Check forums, communities, social media, support groups, public discussions. Look for workarounds, complaints, and manual processes that show the problem is real.

4. 4

   Move 4: Generate competing segments

   Don't pick one ideal customer. Generate 3-5 possible segments who might have the problem. If you think agencies need your product, also consider consultants, fractional executives, in-house teams, and freelancers. Let them compete.

5. 5

   Move 5: Score and rank

   Compare your segments on problem pressure, evidence strength, frequency, workaround intensity, buyer accessibility, trust path, commitment, and confidence. Don't just pick the one you like. Pick the one the evidence supports.

6. 6

   Move 6: Run the cheapest meaningful test

   What is the fastest, lowest-cost experiment that would answer your biggest unknown? Not the most thorough test — the most efficient one. A 20-minute interview beats a 3-month pilot if it answers the same question.

7. 7

   Move 7: Record and repeat

   Write down what you tested, what happened, what changed, and what to test next. Then repeat. Each cycle adds evidence. Each cycle reduces uncertainty. Each cycle brings you closer to your first paying customer.

What to do when you're stuck