Source | www.matthewbarby.com
Having a solid customer acquisition strategy is an essential component for any business. Without it, you’re going to seriously struggle to grow your business in any kind of meaningful way. That said, one of the most difficult parts of scaling any business is actually figuring out which channel is the most sustainable for bringing through new customers.
Justin Mares made a very good point in his book (co-authored with Gabriel Weinberg), Traction, in which he says, “Phase 1 [of gaining traction] is very product focused and involves pursuing initial traction while also building your initial product. This often means getting traction in ways that don’t scale.”
“This often means getting traction in ways that don’t scale.”
Paul Graham, of Y Combinator, also echoes this point in his essay aptly titled, Do Things that Don’t Scale, where he describes a tactic that Stripe used in their early months – that he dubbed, Collison Installation – where they would physically install Stripe onto potential customers laptops for them.