From "Founder" to "Business Owner": Landing Your First 10 Customers | Luxembourg

Steve Glange · 2026-04-02T08:42:30.395935Z

The hardest leap in the entrepreneurial journey isn't building the product—it’s getting someone who isn't related to you to actually pay for it.Here are three shifts to help you move from a prototype to a profit:1. Sell the "Relief," Not the "Robot"Early founders love talking about their tech or their "proprietary process." But your first customer doesn't care about the how; they care about the pain.The Insight: Don't pitch features. Pitch the elimination of their most expensive daily frustration.2. Do Things That Don’t ScaleForget automation for now. Your "unfair advantage" over big competitors is that you can provide concierge-level service.The Strategy: Hand-hold your first users. If your UI is confusing, jump on a Zoom and walk them through it. This high-touch feedback is more valuable than any "automated" system you could build today.3. Price for Value, Not Your EgoUnderpricing out of fear is a trap. It attracts "tire-kickers" rather than partners.The Rule: If your first customers don't push back slightly on the price, you’re likely charging too little. Price based on the Value Created (Vc), not just what it costs you to run.The Reality Check: If you wait until your product is "perfect" to charge for it, you’ve waited too long. Early adopters aren't looking for perfection; they’re looking for a solution.Stop building for a hypothetical market. Start serving a real human being. What is the single biggest hurdle stopping you from asking for that first payment today?

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From "Founder" to "Business Owner": Landing Your First 10 Customers | Luxembourg | Startup Grind