Prove It: Can You Find 10 Paying Customers?

Prove It: Can You Find 10 Paying Customers?

By TheCornerKings | Estimated Read Time: 6 minutes

Prove It: Can you find 10 paying customers?

Every entrepreneur thinks their idea is the next big thing. They hype it up, sketch it on whiteboards, burn nights and weekends coding it, and daydream about quitting their job once “everything is ready.”

But here’s the truth no one wants to face:

If you can’t find ten people willing to hand over money, you don’t have a business. You have a hobby.

Until you prove otherwise, all the pitch decks, mock-ups, and motivational Instagram quotes don’t mean a damn thing.

The Harsh Reality Nobody Wants to Hear

At startup incubators and pitch nights, I’ve seen hundreds of founders lined up with flashy presentations, bold visions, and contagious energy. They’ll talk for hours about disruption, innovation, and “the future of X.”

But when you strip it all down and ask one simple question—

“Who’s already ready to pay you?”

Most of them don’t even have ten names. Not ten pre-orders. Not ten checks. Not ten verbal commitments. Nothing.

And yet these same people are:

• Quitting their steady jobs

• Burning through savings

• Stressing like they’re raising a newborn

• Telling friends and family they’re “all in”

  
  

All without the single most basic validation: find 10 paying customers. That’s not bravery. That’s reckless denial.

Why Ten Customers Matter

Ten sounds small. Too small, maybe. But ten is everything.

Here’s why:

1. It forces reality. If you can’t convince ten people to buy, there’s a good chance the rest of the world won’t either.

2. It’s the ultimate bullshit detector. Friends will hype you up. Family will cheer you on. “Experts” will give you their opinions. But money is the only real vote that counts.

3. It kills excuses. Once you have paying customers—even just ten—you can’t hide behind “someday.” You’re in business. Now it’s about scaling, not daydreaming.

   
   

The road to 1,000 customers doesn’t start with a slick marketing campaign or a million-dollar VC check. It starts with one. Then ten. Then one hundred.

If you can’t make that first jump, the rest is irrelevant.

The Excuse Factory

Entrepreneurs are smart people. But smart people are also great at inventing excuses. Let’s break down the most common ones—and why they don’t hold up.

Excuse 1: “I’m scratching my own itch.”

This is a classic. You’re solving a problem you personally face, so naturally you assume the market feels the same pain.

Here’s the problem: you are not the market.

Yes, scratching your own itch is how ideas are born. But it’s not how they grow. Your experience might spark the concept, but that’s just the grain of sand. The pearl only forms when other people find enough value to pay.

If you’re building something “for yourself,” great—just don’t confuse that with validation.

Excuse 2: “The market is massive. Ten people don’t matter.”

Really? If the market is so massive, finding ten should be child’s play.

Businesses don’t leap from zero to millions. They go:

• 1 customer

• 10 customers

• 100 customers

• 1,000 customers

  
  

Most never make it past ten. That’s the valley where ideas die.

If you can’t find ten who are desperate for your solution, you’ll never find a thousand who care casually.

Excuse 3: “People won’t get it until I build it.”

This is the founder’s security blanket: “I’ll just keep coding until it’s ready, then people will see the magic.”

Wrong.

If you can’t explain your idea clearly enough to get someone excited at a cocktail party—or over a 30-second Zoom call—then either the idea is too convoluted, or you don’t understand it well enough yourself.

You don’t need a perfect mock-up or polished app to spark interest. Early adopters are wired to take risks. If you can’t get a handful of them to lean in with curiosity, your product isn’t compelling.

Excuse 4: “I suck at sales. The product will sell itself.”

That’s wishful thinking.

The world is full of great products that never turned into businesses. Being a “cool piece of software” isn’t enough. If you want a business, you need to prove people will actually pay.

Here’s the truth: the code is the safest part of your business. You’re already good at building. What’s risky is the customer acquisition. That’s the part that will sink your ship if you ignore it.

So instead of hiding in your comfort zone, attack the risk head-on. Treat it like risk management: tackle the unknowns early, not later.

Excuse 5: “My friends think it’s a great idea.”

So what? Your friends aren’t your market. Neither is your mom, your roommate, or your dentist.

The only validation that matters is this: someone outside your inner circle handing you money.

Opinions are cheap. Dollars are proof.

How to Actually Find Those Ten Customers

Now you’re probably thinking: “Fine, tough guy, how the hell do I actually get ten paying customers without a product?”

Here’s how:

1. Talk to people. Not surveys. Not social media likes. Actual conversations. Get in front of your target market and ask direct questions about their pain points.

2. Sell the outcome, not the product. You don’t need a finished app. You need a clear pitch that says, “This is the problem I solve. Here’s how your life improves. Here’s what it costs.”

3. Offer a pre-sale or deposit. If people are serious, they’ll put skin in the game—even if the product isn’t ready. That’s real validation.

4. Leverage your network (the right way). Instead of asking friends if they “like” the idea, ask them to introduce you to three people who’d actually buy.

5. Narrow your focus. Don’t chase “millions of customers” right now. Find a niche. Own it. Ten customers from a laser-focused group are worth more than vague “interest” from a broad market.

   
   

A Personal Example

When I launched WP Engine, I didn’t have a name, a logo, a website, or a single line of code. But I did have conversations. And from those conversations, I got thirty people to say they’d pay $50 a month for the service.

That’s all the validation I needed to know it was worth building.

And let’s be clear—I had plenty of other ideas before that which went nowhere. Ideas I thought were genius, but that no one wanted to buy. And guess what? They died fast. That’s the point. Better to bury bad ideas early than waste years chasing them.

The Only Validation That Counts

Entrepreneurs love to complicate things. They’ll obsess over pitch decks, survey data, expert opinions, and trending market reports. But none of that builds a business.

The only validation that matters is this:

Ten people saying, “Yes. I’ll pay you for this.”

That’s it. Everything else is noise.

Final Word

If you’re serious about building a business, stop hiding. Stop coding in the dark. Stop pretending that enthusiasm = validation.

Find ten real customers who are ready to pay. Once you’ve got that, you’re in business. Until then, you’re just daydreaming.

Prove it.

Ready to Turn Your Idea Into a Real Business?

Talking about customers is one thing. Forming a real business is another. If you’re serious about building something that lasts, the first step is putting a legal foundation under your idea.

That means getting your LLC set up the right way—without wasting time or money.

I built a step-by-step online course that shows you exactly how to create your LLC so you can stop daydreaming and start operating like a real business owner. Invest in yourself now for only $1.

👉 Start the LLC Creation Course for $1 Here

No fluff. No endless legal jargon. Just a clear path to making your business official.

Don’t just pitch ideas. Build a business.

The Importance of Customer Feedback

Understanding your customers is vital. Their feedback can guide your product development. It can help you refine your messaging. And it can even shape your marketing strategies.

Engage with Your Customers

Engagement is key. Reach out to your customers regularly. Ask them about their experiences. What do they like? What do they dislike? Use this information to improve your offerings.

Iterate Based on Feedback

Don’t be afraid to pivot. If your customers are telling you something isn’t working, listen. Adapt your approach based on their feedback. This will not only help you retain customers but also attract new ones.

Build a Community

Creating a community around your brand can be beneficial. It fosters loyalty and encourages word-of-mouth marketing. Consider hosting events or creating online forums where your customers can connect.

Embrace Technology for Growth

In today’s digital age, technology can be your best friend. Utilize tools that can help streamline your operations. From customer relationship management (CRM) systems to marketing automation, leverage technology to enhance your business processes.

Automate Where Possible

Automation can save you time and reduce errors. Identify repetitive tasks that can be automated. This allows you to focus on more strategic aspects of your business.

Analyze Data for Insights

Data is powerful. Use analytics to understand customer behavior. This insight can inform your marketing strategies and help you make data-driven decisions.

Stay Ahead of Trends

Keep an eye on industry trends. Being proactive can give you a competitive edge. Stay informed about new technologies and methodologies that can benefit your business.

Conclusion

Finding ten paying customers is just the beginning. It’s a crucial step in validating your business idea. But remember, it’s not just about finding those customers. It’s about understanding them, engaging with them, and continuously improving your offerings.

So, get out there. Talk to people. Validate your idea. And build a business that lasts.