In “A Founder’s Guide to GTM Strategy: Getting Your First 100 Customers,” article written by Ryan Craggs in May 2025, he offers a practical, nuanced roadmap for early-stage startups aiming to gain traction. The guide begins by identifying a common pitfall: scaling too early without validating that a real market need exists. Drawing on insights from founders like Jarod Estacio and Mercury’s Head of Community Mallory Contois, it emphasizes deep customer understanding as the cornerstone of success.
Rather than relying on superficial feedback from friends or assumptions, founders are urged to engage in rigorous, structured customer discovery. Estacio, for instance, spoke with 500–1,000 potential users before fully committing to Grid’s direction, highlighting the power of iterative validation. This process includes using lean startup principles like problem discovery interviews, smoke tests via simple landing pages, and frameworks inspired by Marc Andreessen to assess problem-solution fit, market fit, business model fit, and product-market fit.
Once validation is underway, the guide stresses the importance of founder-led go-to-market execution. Many founders rush to hire a head of sales prematurely, but Contois and GTM expert Cailen D’Sa argue that early sales conversations yield critical insights that can’t be delegated. Founders need to understand objections, refine their pitch, and deeply learn what resonates before scaling the function. When it’s time to hire, roles should be clearly scoped — whether the hire is tasked with dialing prospects or optimizing systems.
Craggs then outlines four major growth channels: sales-led, marketing-led, product-led, and partnership-led. The advice is to test each aggressively but intentionally, aligning them with the ideal customer profile (ICP). That ICP isn't just about age or job title — it’s about understanding behaviors, pain points, and decision-making contexts. As Estacio points out, founders often underestimate this work and rely too much on investor networks or startup accelerators.
For execution, founders are encouraged to use lightweight but powerful tools like Apollo for outbound engagement, Gong for call analysis, and Clearbit for data enrichment. These tools allow agile experimentation without the overhead of full enterprise systems.
On metrics, Craggs emphasizes that what you measure should evolve. In the beginning, daily active users might be the North Star, but over time, monthly retention, conversion rates, and channel-specific qualified leads become more telling. Estacio notes that maturity means shifting goals — but always remaining focused on one key metric at a time.
Ultimately, the guide argues that GTM isn’t one-size-fits-all. Founders who succeed combine grit, resilience, and clarity of purpose with disciplined iteration. The takeaway isn’t just to know your customer — it’s to deeply validate, engage hands-on, and adapt fast. As Contois puts it, successful founders remain nimble and data-driven while aligning their execution with larger market forces. For startups seeking those first 100 customers, this playbook offers not just direction, but insight rooted in lived experience.