You’ve decided to start a business. You’ve got the skills, you’ve (maybe) got a website, and you’re ready to work. There’s just one problem: you don’t know anyone. Your network is small, your LinkedIn connections are minimal, and you’re staring at an empty client roster wondering how the hell everyone else did this. Here’s the truth: getting your first 10 clients has nothing to do with who you know. It’s all about strategy, hustle, and showing up consistently.
The Real Timeline: 3-6 Months
Let’s set realistic expectations. According to founders who’ve been through this, your goal should be to get 10 clients within the first three to six months of starting your business. Not three weeks. Not one month. Three to six months.
It starts slow: one client, then two, then three. Once you have your clients, the focus turns to providing exceptional service so those clients begin to refer you. This creates a self-sustaining flywheel that you can amplify through marketing later.
But first, you need those initial 10.
Before You Start: The Foundation
Before you spend a single minute trying to get clients, make sure you have these basics nailed down:
1. Crystal Clear Positioning
If you can’t explain what you do in one sentence, potential clients won’t understand either. You need to articulate:
- Who you help (be specific)
- What problem you solve
- What makes you different
Not: “I’m a business consultant.”
Instead: “I help e-commerce businesses with $500K-$2M in revenue increase their conversion rates through data-driven website optimization.”
As business coach Becca notes, if you’re doing marketing with no clear positioning, your efforts will be a waste of time. Get this sorted first.
2. A Simple Web Presence
You don’t need a fancy website. You need something clean and informative that proves you’re running a real business. Go to WordPress or Squarespace and build yourself a simple template that includes:
- What you do (clearly)
- Who you help
- How to contact you
- Proof you’re legitimate (even if it’s just your professional background)
Don’t worry about SEO, copywriting, or blogs until later. For now, according to experienced founders, prospects and referral sources will just check it to confirm you’re running a real business.
3. An Offer Page
Create a landing page with a no-brainer offer that lets potential clients experience your value with minimal risk. This could be:
- A free 30-minute strategy session
- A free audit (website, marketing, systems, etc.)
- A mini-version of your service at a steep discount
- A valuable free resource (checklist, template, guide)
The goal is to get people to say “yes” to something small so you can demonstrate your value. According to client acquisition experts, this page is where your leads will land when they’re curious about working with you.
Strategy #1: Mine Your “Non-Existent” Network
You think you don’t have a network, but you’re wrong. You have one—it’s just small and unorganized.
Start With Your Immediate Circle
According to Lenny’s Newsletter research on how startups got their first customers, almost every successful business started by reaching out to their network first. That includes:
- Friends and family (yes, really)
- Former colleagues
- People you went to school with
- People in your phone contacts
- Everyone you follow on social media
Send them a message like this:
“Hey! I’m starting a new business helping [who] with [what problem]. I’m looking for my first few clients and offering [special introductory rate/free session/discounted service]. Do you know anyone who might benefit? Even if not, I’d love to catch up—been too long!”
Update Your LinkedIn Profile
Add your new business as a company on LinkedIn. Put your title as exactly what you do: “Website Designer for E-Commerce” or “Fractional CFO for SaaS Startups.” According to freelance business experts, getting above the magical 500+ connections number and having some recommendations on your profile makes you look legitimate.
Then post an announcement about your new business. You’d be surprised how many people in your existing network might need your services or know someone who does.
Strategy #2: Help People For Free (Strategically)
This is the most powerful strategy for getting clients when you have no track record or network.
As one business owner shared in client acquisition case studies: “I remember when we were starting businesses around the same time, I posted in a Facebook group because I was having trouble with a widget on my website. Kendrick hopped on Skype with me and offered to walk me through it EVEN THOUGH website tech is nowhere near her area of expertise. I always remembered that kind gesture, and I stayed in touch with her after that, and now, 6 years later, have given her over $30,000 to help me in my biz.”
Here’s how to do it right:
Offer Mini-Sessions or Free Consultations
- Offer 3-5 free 30-minute strategy sessions
- Provide genuine value—solve a real problem for them
- Don’t pitch during the session; focus on helping
- At the end, ask: “Would it be helpful if I sent you a proposal for how we could work together more extensively?”
According to successful business owners, these people will either naturally want to hire you (now or in the future when they’re more ready), or they’ll inevitably tell their friends about you.
Help Visibly in Online Communities
Join 2-3 online communities where your ideal clients hang out. This could be:
- Industry-specific Slack groups
- Facebook groups
- LinkedIn groups
- Reddit communities
- Online course communities
Critical rule: Add value first. Participate authentically. Answer questions. Share insights. Help people solve problems. Don’t pitch your services immediately—that’s a fast way to get kicked out.
As B2B startup research shows, when joining communities, focus first on adding value. No one wants to pay attention to you if you’re there just to pitch your product.
Strategy #3: Network Like Your Business Depends On It (Because It Does)
When you’re just getting started, your time isn’t valuable yet, so attend every single networking event possible.
According to founders who’ve successfully done this:
- Join a BNI (Business Network International) or chamber of commerce
- Go to Eventbrite and attend all business-related events you can
- Attend conferences in your industry
- Go to dinners and social events
- Participate in competitions or showcases
Before you go, read “How to Win Friends and Influence People” by Dale Carnegie. It’s a classic people skills book that can be incredibly helpful for networking.
Networking has momentum—it’s a time drain at first, but as you practice and build connections, it becomes much easier.
Virtual networking options:
- Lunchclub (connects you with people for virtual coffee chats)
- LinkedIn networking (reach out to people doing similar work)
- Virtual conferences and webinars
Strategy #4: Build Strategic Partnerships
You don’t need to do this alone. Find people or businesses with similar ideal clients who you can refer business to each other.
According to business development experts, ask yourself: what other businesses can you have a mutually beneficial referral relationship with?
Examples:
- If you’re a wedding photographer, partner with wedding planners, florists, and venues
- If you’re a business consultant, partner with accountants and lawyers who serve the same clients
- If you’re a personal trainer, partner with nutritionists and physical therapists
Reach out with:
“Hi [Name], I work with [target client] helping them with [service]. I noticed you also work with this audience with [their service]. Would you be open to a quick call to explore ways we might be able to refer clients to each other?”
Strategy #5: Create and Share Valuable Content
A surprising number of founders found their early customers by putting out compelling content online and first building a following.
According to startup research, this doesn’t have to be a blog. It could be:
- LinkedIn posts about your area of expertise
- Twitter threads with insights
- Instagram posts if your audience is there
- YouTube videos demonstrating your expertise
- Case studies (even from free work you’ve done)
The content you share should help your prospective clients solve problems. Focus on practical content that people can implement directly and see initial results from.
You want your audience to think: “Wow, I got so much value for free, what could I get if I actually paid for their services?”
Strategy #6: The Direct Outreach That Actually Works
Cold outreach can work, but it has to be done strategically and creatively.
For Service Businesses
According to freelance experts, if you notice something you can help with, that’s your in:
“Hi [Name], I noticed [specific observation about their business/website/social media]. I help [what you do] and I had a few ideas about how you could [specific benefit]. Would you be open to a quick 15-minute call? No pitch, just want to share what I noticed.”
For B2B Companies
Research from successful B2B startups shows that founders reached out to their networks, networked aggressively on LinkedIn with alma mater networks, asked angel investors to comb their LinkedIn networks, and had targets for new conversations every month.
One founder said: “I had a target of 15 to 18 net new IT folks at different companies to talk to every month for the first six months and probably hit 85%-plus of my quota.”
Strategy #7: Leverage Job Boards and Freelance Platforms
When you’re starting out, freelance platforms can help you get experience and testimonials:
- Upwork
- Fiverr
- Toptal (for higher-end work)
- FlexJobs
- Industry-specific job boards
Yes, the rates might be lower initially. But you’re building:
- Testimonials and reviews
- Portfolio pieces
- Experience
- Cash flow to keep you afloat
Once you have 3-5 good clients and testimonials, you can transition away from these platforms and charge higher rates with direct clients.
Strategy #8: The Referral Ask (Do This Right)
Once you’ve delivered great work for someone (even if it was discounted or free), ask for referrals.
According to business development experts, here are people you can ask:
- Past clients you’ve worked with (if they were happy)
- People you meet at networking events who take interest but don’t need your services themselves
- Contacts at local associations (chamber of commerce, SBA, SCORE)
- Business owners in similar niches where you can exchange referrals
How to ask:
“I’m so glad you’re happy with [the work we did together]! I’m currently looking to work with 2-3 more [type of] clients. If you know anyone who might benefit from [service], I’d really appreciate if you could introduce us.”
Make it easy for them: provide a short blurb they can copy/paste when introducing you.
What NOT to Do
Don’t wait until your marketing is perfect. In the beginning, you don’t have the budget ($1,000+ per month) to make marketing truly effective. Focus on direct outreach instead.
Don’t spam people. Nobody responds well to mass pitches. Every outreach should feel personal.
Don’t give up after one “no.” You’ll hear a lot of nos. That’s normal. Keep going.
Don’t underprice yourself indefinitely. It’s okay to offer discounted rates for your first 2-3 clients to get testimonials, but have a plan for when you’ll raise your rates.
Don’t try to work with everyone. The more specific your niche, the easier it is to find and attract clients.
The Timeline: What It Actually Looks Like
Here’s a realistic 90-day plan according to founders who’ve done this:
Weeks 1-2: Foundation
- Get your positioning crystal clear
- Build basic website
- Create offer page
- Make a list of 50-100 people you’ll reach out to
Weeks 3-4: Initial Outreach
- Reach out to everyone you know
- Offer 5 free sessions/mini-projects
- Join 2-3 online communities
- Attend 2 networking events
Weeks 5-8: Momentum Building
- Follow up on initial outreach
- Start being helpful in online communities
- Continue networking (2 events per week)
- Create content showcasing your expertise
- Ask your first happy clients for referrals
Weeks 9-12: Scaling Up
- You should have 3-5 clients by now (paid or discounted)
- Focus on delivering exceptional work
- Systematically ask for testimonials and referrals
- Continue networking but more selectively
- Raise your rates for new clients
The Mindset You Need
As one founder put it: “Remember: Hard work beats talent when talent doesn’t work hard. Getting your first 10 clients has nothing to do with your talent. It’s all about hard work.”
You will feel awkward. You will feel like you’re bothering people. You will hear “no” a lot. You will question whether this is working.
Keep going anyway.
According to startup founders, success isn’t just about getting customers; it’s about building meaningful connections. With determination, flexibility, and a commitment to delivering value, your first 20 customers are within reach.
You don’t need a massive network to get your first 10 clients. You need:
- Crystal clear positioning
- Strategic hustle
- Willingness to help people for free initially
- Consistency in showing up
- Exceptional service delivery
Your first clients will come from a combination of: people you already know (even tangentially), people you help for free, people you meet networking, people in online communities, and strategic partnerships.
The process is simple. It’s not easy, but it’s simple. Show up, add value, ask for the business, deliver great work, ask for referrals, repeat.
In 3-6 months, you’ll have your first 10 clients. And once you do, the flywheel starts spinning—those clients will refer others, you’ll have testimonials, and getting the next 10 will be easier than getting the first 10.
Now stop reading and start reaching out.
Additional Resources
Related WMN Articles: How to Price Your Services When You Don’t Know Where to Start, How to Ask for a Promotion
Firm of the Future: How to Get Your First 10 Clients
Lenny’s Newsletter: How to Win Your First 10 B2B Customers
The Uncaged Life: Online Business Tips – How to Get Your First 10 Clients
Hustle to Startup: How to Get Clients – 19 Actionable Ways
Thrive Themes: How to Get Clients Fast – 12 Actionable Strategies
