How to Get Your First 10 Paying Customers in Singapore

The Brutal Truth About Getting Customers in Singapore

So, you’ve got a business idea. Maybe it’s a SaaS tool, a DTC brand, or a consulting service that’s going to change the game. You’ve set up your website, optimized for customer acquisition in Singapore, polished your LinkedIn profile, and told your friends you’re “launching soon.”

And then... crickets.

This is where most startup founders in Singapore get stuck. They spend months tweaking their logo, running Google Ads with zero conversions, and waiting for customers to magically appear. News flash: that’s not how it works. Getting your first 10 paying customers in Singapore is warfare. It’s messy, it’s scrappy, and it’s the single hardest thing you’ll do in your early days. But if you get this right, you’re on your way to something big.

So, how do you do it? Let’s break it down.

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The Coffee Shop Hustle

A group of people discussing work at a cafe.

Let’s rewind to a small café in Tanjong Pagar. Meet Jason, a first-time founder with a brilliant idea—a productivity app designed for remote workers. He had everything set up: a sleek website, a polished app, and a small team. But after three months, he had zero customers. Frustrated, Jason decided to take a different approach.

Instead of waiting for users to come to him, he went to where they were—coffee shops filled with remote workers. He struck up casual conversations, asked about their productivity struggles, and offered them free trials in exchange for feedback. Within two weeks, he had his first 10 paying customers. From there, word-of-mouth spread, and soon enough, he had a steady stream of sign-ups.

Moral of the story? Talk to people. Sell directly. Get out of your bubble.

Step 1: Understand Who Your First 10 Customers Are

Your first customers aren’t random strangers who stumble across your Instagram ad in Singapore. They fall into three groups:

1. People who already trust you – Friends, ex-colleagues, LinkedIn contacts. They don’t need convincing that you’re legit.
2. People with an urgent problem – If someone’s in pain (business is bleeding money, can’t find a solution, losing sleep), they’ll buy fast.
3. People who love being early adopters – These folks want to try new things and don’t mind a rough-around-the-edges product.

If you’re targeting anyone outside these three groups, you’re making your life unnecessarily hard. Find these people. Talk to them. Sell to them first.

Step 2: Craft an Offer That’s Impossible to Ignore

Don Vito of The Godfather and his best plan when it comes to negotiation. Cause, why not? GIF from Hendrix, Steam Community.

Singaporeans are cautious buyers. We read Google reviews religiously, compare 10 different brands before making a decision, and kiasu (fear of missing out) our way through purchases.

So how do you break through that skepticism? You craft a No-Brainer Offer:

• Make it insanely valuable. If you’re offering a service, add something extra (e.g., "First three months free if you don’t see results"). If you’re selling a product, bundle it with something irresistible.
• Remove the risk. Money-back guarantees, limited-time discounts, or “only pay if you get results” models work.
• Make it easy to say yes. A complicated sign-up process or unclear pricing will kill your conversions.

A weak offer forces you to convince people to buy. A strong offer makes them feel like they’d be stupid to pass it up.

Step 3: Use the “Friends & Founder” Network Effect

Successful client deal paid.

Forget cold emails and Facebook ads in Singapore—for now. Your best customers are hiding in your network.

1. Start with warm connections. Message old colleagues, mentors, or even ex-bosses. Example: “Hey John, I just launched [X]. I think it could help [specific problem]. Would love your feedback—know anyone who might find this useful?” No pressure, no hard sell, just opening the door.
2. Leverage founder communities. Join The 100 Club (Singapore’s top community for startup founders), attend events, and casually mention what you do. Singapore’s startup scene is small. Word spreads.
3. Referrals, referrals, referrals. Your early customers are your best salespeople. Give them a reason to refer others (discounts, commissions, or just making them look good for recommending you).

Your first 10 customers in Singapore are closer than you think. You just need to ask.

Step 4: The “Sliding into DMs” Playbook

Personal outreach is your best friend. And no, that doesn’t mean spamming strangers on LinkedIn. It means strategic, personalized messaging:

• LinkedIn (for B2B in Singapore) – Engage with their posts first. Then send a simple DM like: “Saw your post on [topic]. Loved your take. Quick Q: Are you dealing with [problem]? I just launched something that might help.”
• WhatsApp & Telegram (for local biz in Singapore) – Singaporeans live on WhatsApp. A simple, non-pushy message works wonders.
• Instagram & TikTok (for DTC brands in Singapore) – DM people who engage with your content. Offer them an exclusive first look.

Every message should feel like it was meant for them. Not a copy-paste pitch.

Step 5: Singapore-Specific Customer Acquisition Hacks

1. Tap into local networking events & communities in Singapore. Show up at WeWork events, startup meetups, and industry conferences. In Singapore, who you know matters.
2. Use niche Telegram & LinkedIn groups in Singapore. There are groups for everything—B2B marketing, DTC brands, even niche SaaS founders. Get in. Provide value. Then pitch.
3. Run hyper-local, hyper-specific ads in Singapore. Instead of blasting ads to everyone, try targeting ultra-specific audiences (e.g., “HR managers in Singapore with teams of 10+” or “Parents in Tampines looking for after-school programs”).
4. Leverage the “Kiasu” Mindset. Early-bird pricing, exclusive access, or “first 50 customers get X” offers tap into Singaporeans’ FOMO instincts.

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Your 7-Day Action Plan

• Day 1-2: Make a list of 50 warm contacts. Reach out to 10 of them.
• Day 3-4: Refine your No-Brainer Offer. Make it irresistible.
• Day 5: Attend a founder meetup in Singapore or join a startup community (like The 100 Club).
• Day 6: DM 10 ideal customers on LinkedIn, WhatsApp, or Instagram.
• Day 7: Get your first paying customer—or at least a promising lead.

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Final Thoughts: Stop Overthinking, Start Selling

Most startup founders in Singapore never get their first 10 customers because they’re stuck thinking about how to get them instead of taking action.

Here’s the truth: You don’t need a perfect website, an expensive ad budget, or a viral social media strategy. You just need conversations with the right people.

Get scrappy. Get creative. Get your first paying customer in Singapore. And when you do, come tell your story at The 100 Club. We’ll be waiting.

Now, go make some sales.