Building Concentric Circles: Finding Your First Customers (and Beyond)

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It’s Halloween—so let’s talk about something that might seem spooky at first: finding your first paying customers.

But here’s the good news—it’s not as frightening as it seems if you know where to start. Instead of running all over the place trying to attract attention, try this trick: Find one customer and build concentric circles around them.

Here’s how you can turn those first wins into a growing customer base without feeling like you’re navigating a haunted house.

How to do it:

1. Start with One, Then Expand

Your first customer is your beachhead. Let’s say you’ve landed one school as your customer. Now, build outward by targeting schools in their neighborhood, schools with similar needs, or schools they can refer you to. This is why spending too much time on social media or fancy branding in the early days is a waste. You don’t need to go viral to gain traction—just create a ripple effect around that first win.

When I started ClassTag, I didn’t know 100 teachers personally. But I did know 500 parents who had direct access to teachers, and that was my entry point. Those parents became the bridge to my early customers. I leveraged my network to expand into the education space, building circle by circle until I had a strong foundation.

Ask yourself: Who do I already know who can lead me to my ideal customers?

2. Map Your Customer's Journey

Think about your first customer—whether it’s a school, a business, or an individual. Then ask: Who do they know? What communities are they part of? Your second and third customers are likely just one connection away. If your first customer finds value in what you’re offering, chances are the people in their network will, too.

Take it one step further: Look for “lookalike” customers—those who share similar pain points, environments, or needs. The idea here is that every customer leads you to another in the same circle of influence.

3. Forget the Vanity Metrics, Focus on Real Growth

In the early days, you don’t need 10,000 followers on social media. You need 5 loyal customers who will vouch for you and introduce you to their networks. I see too many founders getting caught up in branding, worrying about Instagram followers or website design, when they should be doubling down on building real relationships.

The fastest path to traction is network-driven growth. Every founder should aim to grow through personal referrals and targeted outreach before worrying about mass marketing. This is especially true in industries like education or B2B SaaS, where trust is everything.

4. The Power of Focused Hustle

I’ve been there. When we were scaling ClassTag, I hustled hard to connect with schools and teachers across New York City. I used every personal connection I had, and from there, I built out my concentric circles of influence. This wasn’t just about brute force—it was about focusing my efforts on key relationships that would drive the most value.

Ask yourself: Are you maximizing the relationships already within your reach?

5. Who Is Your Ideal Customer Persona (ICP)?

Knowing your ICP is crucial. In the early days, narrowing down who you serve and why will make all the difference. Your goal isn’t to sell to everyone but to sell to the right people who genuinely need your product. These are the people who will form the foundation of your concentric circles, becoming not just users but advocates.

In Summary: Build Your Circles

You don’t need to be everywhere at once to grow your startup. Focus on building concentric circles around your first customers and leverage your existing network. This strategy isn’t just for education—it works across industries. Start with one win, and build out from there.

The truth is, building a successful startup isn’t about the number of followers or the size of your marketing budget. It’s about getting your product into the hands of the right people—and letting their trust in you expand your reach.

Here’s what you can do this week:

• Identify your first or most recent customer.
• Map out their connections and target new customers in their network.
• Build your growth circle by circle.

🎃 Happy Halloween, founders! Don’t be spooked by the journey ahead—it’s all about taking small steps that lead to big wins.The growth you’re looking for is right in front of you.

– Vlada

P.S. Want to dive deeper into your ICP or customer discovery? Drop me a message on LinkedIn, and let's chat about how to leverage your network for early traction.

What to Do Now: Opportunities & Events

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Sending you off with this thought...

Building and scaling your startup is exciting, but it also demands a sharp focus on the customers who will propel you forward. While vision is key, sustainable growth comes from strategically expanding your customer base one connection at a time.

As you plan your next move, consider how you can leverage your existing relationships to create a ripple effect, reaching new customers in the process. Whether it's identifying your first champion or building trust within their network, each step counts. Ready to accelerate your growth? Let’s connect on LinkedIn—I’d love to hear about your journey!

Looking for more personalized strategies? Schedule a Free Growth Session with Elev8or Lab, and we’ll help you navigate your early-stage challenges with a clear path to growth.