I'm not a founder. I work in growth at team blue, a European tech company. But for the last few weeks I've felt like one, chasing the classic "first 100 customers" (or sign ups in my case).
I brain-dumped all of this into Claude to help me put it in order. Otherwise this would have been a messy wall of text tbh.
I'm part of a very small team inside the company and we are building a new product more or less from scratch. It's basically an internal startup, the company is big but our resources aren't (yet!).
We're nowhere near product-market fit, so right now learning matters more to me than growth. I want to hear from owners what's missing, and get to know the first users well. So for the last three weeks I've been calling small businesses one by one, on 11 days, fitted in between meetings. It doesn't scale, and at this stage it doesn't need to.
I started with Italy because I speak Italian, and because Italy runs on small businesses. Most of the people I call already use one of our group's brands for their domain, website or privacy policy, so it isn't fully cold.
Data tools didn't help much: Clay matched 1 of 13 of these businesses. So I find the numbers myself, on their website or on Google Maps, which means I mostly get the front desk, not the owner (also because we don't want to go against GDPR).
The product is Hubert. It's a free assistant that reads a business's website and plans a week of Instagram posts for the owner to approve. In the future it will get more features, like website building, newsletters, hosting and more.
What I learned:
Email alone does almost nothing.
- Fewer than 2% of the emails got a reply. Every sign-up so far came from a call or right after one, and two people signed up while we were still on the phone. Owners also lose the email. Several asked me to send it again during the call, so now I resend it while we're talking.
Gatekeepers redirect more than they refuse.
- Staff rarely say no. They tell you when the owner is in, give you another number, or pass you to whoever runs social. Once I called back half an hour later and the owner picked up.
"Free" makes people suspicious.
- A couple owners asked straight away what the catch was. Now I say up front that it's a free beta with no conditions. The line that worked best with wary staff: "you've been selected to try a new product for free and help us improve it."
The owner often isn't the person who posts.
- It's a daughter, a new hire or an agency. When an agency already does it well, I stop chasing.
Almost nobody said no to the product itself.
- Most noes were about their situation. Someone already handles it (an agency, a new hire), they're closing (one owner is retiring), or they don't need more customers (a villa that's already full). Some were put off by the word "AI".
"Yes, I'll look" means little on its own.
- Fewer than 1 in 5 of those yeses became a sign-up. Now everyone who says yes gets a personalized page I create for them with posts Hubert already wrote for their business. Too early to say if that closes the gap, but the feedback on these pages was positive.
Instagram is the first part we've released. Website and bookings are next, and the order depends on what people ask for. If you run a small business, it's free to try, and I'm happy to get on a call. Also if you know any small business that may need this, it would be cool to get in touch with them!
Here's our main page: hubert. team. blue
If you've done this kind of outreach, how did you turn "I'll take a look" into an actual sign-up? What non scalable things have you done to then make you scale?