I go to a Mastermind once a week in Edmonton, a meeting where CEO’s of tech-based companies get together and brainstorm about topics about our businesses that we come up with, or if someone has a pressing issue, we share our expertise (or listen) to help them with a solution. As some group members are serial entrepreneurs (those who have started and exited many businesses), this is a group of a diverse range of experience. One week, we were exploring the topic of how to get our first clients for a startup; the topic was the “low hanging fruit.”
Who are the “low hanging fruit?” They are the people who are the most plagued with the problem that you solve through your business, who are the most suited to be your client. They don’t think twice before being your customer. If you don’t know who your low-hanging fruit are, then this is what you should find out. If you have a product-market fit (you solve a unique problem with your business and have people willing to pay for your service), then knowing who these initial people are is going to give you satisfaction and early success, giving your business momentum, which is important (if anything, for morale) in those early days. Know what characteristics to look for in those people that seem to fit naturally with your business. They're people that you have to work less (if at all) to gain those clients. You should need only to share with them what you do, and it just clicks with them.