Published on 8/5/2025
Launching a new SaaS project can be an incredibly exciting venture. As a software engineer or indie hacker, you pour your heart and expertise into building something innovative.
But once the code is polished and the features are just right, a crucial question arises, how do you get people to actually use it?
And to be honest, if you’re waiting for the product to be done to ask yourself this question. You’re already late.
The journey to acquiring your first 100 users is often the most challenging, yet it is also the most rewarding. It is not just about numbers, it is about validating your idea, gathering crucial feedback, and setting a strong foundation for future growth.
Let’s explore actionable strategies that can help you reach that initial milestone, transforming your innovative idea into a valuable tool for your first loyal users.
Before you even think about marketing, ask yourself, “Am I building something people truly need or want?” This might seem basic, but it is a step many eager founders skip. Building a SaaS without prior validation is like throwing darts in the dark, you might hit something, but it is more likely to miss. Your first step should be to deeply understand your ideal user. Who are they? What are their pain points? How does your solution specifically address those challenges?
Consider this, a common pitfall is building a product for everyone. When you try to appeal to everyone, you often appeal to no one. Instead, focus on a niche audience. For example, if you are building a project management tool, perhaps it is specifically for small design agencies, or maybe it is tailored for remote indie game developers. By narrowing your focus, you can pinpoint where your potential users spend their time online and offline.
To truly understand your audience, engage in active listening. Conduct surveys, perform one-on-one interviews, and delve into online communities where your target users discuss their problems. Tools like Google Forms or Typeform can facilitate surveys, while platforms like Zoom or Google Meet are perfect for interviews. Ask open-ended questions like, “What is the biggest challenge you face with X?” or “How do you currently solve Y?” This qualitative data is invaluable. It helps you refine your product’s features and tailor your messaging to resonate directly with their needs. Remember, the goal is to solve a real problem, not just create a cool piece of software.
Your existing connections are an often-overlooked goldmine for initial user acquisition. Do not underestimate the power of your personal network. Start by reaching out to friends, family, former colleagues, and professional acquaintances who might benefit from or know someone who could benefit from your SaaS. Frame your outreach as an invitation for feedback, not just a sales pitch.
For instance, you could send a personalized email saying, “Hey [Name], I have been working on a new [type of SaaS] that aims to help [target audience] with [problem]. I would really value your honest feedback on it, even if it is just a quick look. Would you be open to trying it out?” This approach builds trust and encourages genuine engagement. Many people are happy to help a friend or colleague, especially if they see the potential value.
Beyond your immediate network, establish an early adopter program. These are users who get access to your product during its beta or alpha stages, often in exchange for their valuable feedback. Offer incentives to these early adopters, such as free access for a limited period, a significant lifetime discount, or even exclusive features once the product officially launches. This creates a win-win scenario, you get critical insights to improve your product, and they get to shape its development and receive preferential treatment. Companies like Superhuman famously built a waiting list of hundreds of thousands by nurturing early adopters and offering a highly curated experience.
For indie hackers looking for a clear path from initial idea to generating revenue, a comprehensive resource like our Solopreneur Guide can provide a structured blueprint. It helps you navigate the early stages of validation and user acquisition with confidence, ensuring you are building something users truly want.
Finding where your target users congregate online is paramount for effective outreach. Different demographics and professionals gravitate towards different platforms. Are your potential users active on Reddit, specific Discord servers, LinkedIn groups, or niche forums? Once you identify these communities, the key is to engage genuinely, not just promote.
For example, if you have built a tool for content creators, spend time in subreddits like r/writing, r/contentcreation, or relevant Facebook groups. Participate in discussions, offer helpful advice, and answer questions. When appropriate and natural, you can then mention how your SaaS could solve a specific problem someone is discussing. Avoid direct spamming, as this can lead to negative reactions and even bans. Your goal is to be a helpful member of the community, building credibility before introducing your solution.
Platforms like Uneed are also excellent for gaining initial traction and visibility. When launching on Uneed, ensure you have a compelling product story, high-quality visuals, and a clear understanding of their community guidelines. A successful Uneed launch can bring a surge of early users and invaluable feedback, provided you are prepared to engage with the comments and questions.
Generating excitement before your product is fully launched is a highly effective strategy. This pre-launch phase is critical for capturing interest and building a waiting list. Think of it as creating a buzz around a new movie before its release, people are more likely to watch if they are already curious. While leveraging your network and communities gets you direct engagement, a landing page helps capture broader interest.
Start by creating a simple yet compelling landing page. This page should clearly articulate the problem your SaaS solves and how it provides a unique solution. Crucially, it needs a prominent call to action, usually a sign-up form to capture email addresses. This email list becomes your most valuable asset for early user acquisition. You can use platforms like Mailchimp or ConvertKit to manage these subscribers.
Look beyond direct competition to find strategic partnerships. Are there other businesses or individuals who serve your target audience but offer complementary, non-competing services? For example, if your SaaS is a CRM for real estate agents, you might partner with a real estate coaching firm or a property listing website. These partnerships can take many forms, such as co-hosting webinars, cross-promotion on social media, or even integrating your services where beneficial. A well-chosen partnership can expose your SaaS to a highly relevant and pre-qualified audience.
Once you have a handful of satisfied early users, implementing a referral program can significantly accelerate your growth. People trust recommendations from their peers more than any advertisement. Offer incentives to existing users for referring new sign-ups, such as a discount on their next subscription, extra features, or even a monetary reward. Make it easy for them to share their unique referral link. Dropbox famously grew its user base by offering extra storage space to users who referred new sign-ups, illustrating the power of a well-designed referral program.
While direct outreach is often your go-to for securing those initial 100 users, building an organic pipeline through content marketing and Search Engine Optimization, or SEO, is a crucial long-term strategy. It is like planting a tree, you do not see immediate fruit, but it becomes a powerful source of growth over time. You should absolutely start working on it early, as consistency is key, but understand that its impact on attracting your very first users will likely be gradual rather than immediate. This approach is about establishing authority and attracting a steady stream of future users, not necessarily your first few dozen. You cannot be passive and simply wait for people to find you, but it builds a valuable asset over time.
Consider a SaaS that helps small businesses manage their inventory. You could write blog posts about “5 Common Inventory Management Mistakes,” “How to Choose the Right POS System,” or “Tips for Reducing Inventory Shrinkage.” These articles not only establish you as an authority in your niche, but they also attract potential users through search engines. As users consume your content and find it helpful, they are more likely to explore your product as a viable solution.
Focus on incorporating relevant keywords naturally within your content. Use tools like Google Keyword Planner or Ahrefs to identify what terms your target audience is searching for. Beyond blog posts, consider creating video tutorials, detailed guides, or even free templates related to your niche. This approach builds trust and provides tangible value, making your SaaS more discoverable and desirable to its intended audience.
Your first 100 users are not just customers, they are your co-creators. The insights you gain from them are invaluable. Focus on actively listening to their feedback. This means more than just reading support tickets, it means reaching out for direct conversations, sending out surveys, for example, Net Promoter Score, feature requests, and observing how they interact with your product through analytics tools.
Ask open-ended questions like, “What is one thing that could make this product indispensable for you?” or “What do you find most frustrating when using [feature X]?” Use this feedback to iterate on your product. Prioritize features that address their most pressing needs and improve the user experience based on their challenges. Showing your early users that their feedback is valued and acted upon builds incredible loyalty and transforms them into enthusiastic advocates for your SaaS.
Beyond feedback, pay close attention to user behavior analytics. Are users dropping off at a certain point in your onboarding flow? Are specific features being ignored? Tools like Mixpanel or Google Analytics can provide data-driven insights. This combination of qualitative feedback and quantitative data allows you to continuously refine your product, making it even more appealing to future users and, crucially, retaining the ones you have already acquired.
Acquiring your first 100 users for a SaaS side project is a marathon, not a sprint, but it is an achievable goal with a focused and strategic approach. It begins with a deep understanding of your audience and a validated problem, followed by leveraging your personal network and engaging with online communities for crucial initial momentum. Building anticipation through a waiting list and strategic partnerships can further expand your reach. While content marketing and SEO are long-term plays, starting them early builds a strong foundation for future growth. Finally, continuous iteration based on user feedback ensures you are building a product that truly resonates. Embrace this journey of learning and connection. By applying these strategies, you will not only reach your first 100 users but also lay a solid foundation for sustainable growth and a profitable SaaS.
Ready to turn your idea into a thriving business? Explore resources like our Solopreneur Guide to get a complete blueprint from ideation to revenue, or jumpstart your development with our Express/Angular Boilerplate Start building, connecting, and launching your profitable SaaS with confidence today.
