Startups are hard. They’re even harder during these trying times when capital is scarce. So how can you get customers when you have virtually no budget? Here are some tips:

• Step 1: Build something people want. In my post last week, 'How to Get Product-Market Fit on a Shoestring Budget', I talked about the importance of validating your product and how to do it in a cheap and effective way. Before you rush off to market something, make sure that it is something that people want. This will save you months of time and frustration

• Step 2:  Identify super customers -  These are the customers that love your product even with its many flaws. Talk to these customers and understand what it is that they love

• Step 3: Offer referral incentives -  Encourage your super customers to refer their friends and family to your business by offering incentives like discounts or free products or services. Word of mouth can be a powerful marketing tool, and this can help you generate new business without spending a lot of money.

• Step 4:  Become a thought leader -  Blogging and using social media platforms can be great tools for reaching potential customers. Write blogs about your super customers, talking about what problems you solved for them. Everybody likes fame, so your customers will appreciate the attention and share it on their social media. Then engage with your followers and respond to their comments and questions. It is important to note that you should do this yourself. Do not hire an agency.

• Step 5: Attend networking events - It's important to note that you likely dont have to pay to enter these. Most conferences have happy hours that you can ‘invite’ yourself to. The point is to put yourself in the same room as all your potential customers. 

As Paul Graham says, ‘good founders are relentlessly resourceful’. They turn obstacles into opportunities.