Startups don't need to go viral to win customers
At TechCrunch Disrupt, two startup founders and a venture investor shared advice on winning and keeping early customers. Their tips ranged from influencer marketing to phone calls and in-person events.
Landing the first customers is often one of the toughest challenges for a startup, and early interest does not guarantee buyers will stay. The topic was discussed at the TechCrunch Disrupt technology conference by Elia Wallen, founder and CEO of travel startup Engine; Grant Lee, founder and CEO of AI presentation software maker Gamma; and Crystal Huang, general partner at venture firm Google Ventures.
Social media is not a universal fix
Some young AI companies, such as Cluely and Instinct, build audiences not only through their products but also through their founders' vivid online presence. That can make social media look like an easy route to customers. Lee argued that it takes a deliberate approach.
Gamma used an influencer program called "Gambassador", adopting the approach before it was common among smaller companies. The company eventually reached a valuation of several billion dollars. Lee explained that simply giving influencers a platform does not automatically produce sales. If a product serves several segments, each needs its own creators, for example consultants versus people who prepare presentations for marketing chiefs. He also warned that without close work with creators and their ability to explain the product's value, spending may fall flat.
The phone and in-person contact
Wallen's company Engine manages lodging and travel bookings for midsize businesses. It reached $150 million in bookings without outside funding and without a visible social media strategy. He said the company held events and made cold calls, and that the phone still works. In its early days Engine also hired a magician named David to perform for prospective clients at events and draw them to its booth.
Looking at existing customers
Huang noted that once a company has a customer, it is worth studying usage data: whether use is recurring or growing, and whether customers refer friends. It also helps to spot super fans who want to promote the company, and to cultivate such evangelists.
