{"id":2800,"date":"2019-11-26T12:37:10","date_gmt":"2019-11-26T17:37:10","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=2800"},"modified":"2020-09-23T17:52:25","modified_gmt":"2020-09-23T21:52:25","slug":"how-to-nail-the-first-sale","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/business-solutions\/how-to-nail-the-first-sale","title":{"rendered":"How to nail the first sale"},"content":{"rendered":"\n

To celebrate National Small Business Week, we\u2019ve put together a four-part series that delivers honest<\/a>, helpful<\/a> advice<\/a> from successful entrepreneurs. <\/em><\/p>\n\n\n\n

When you’re growing a small business, traction trumps everything. Only a customer or client can prove that people actually want the product, service, or app you\u2019ve created. But as many founders will tell you, the often-believed trope of \u201cif you build it, they will come\u201d doesn\u2019t always hold true. Finding your first customers isn\u2019t always easy\u2014but what they will teach you a lot about your business is invaluable. Here, three founders share the memories of their first sale and the strategies that helped them deliver. <\/p>\n\n\n\n


Marsh Mokhtari, <\/strong>co-founder and master distiller, Golden State Distillery LLC<\/a>
Where: <\/strong>WeWork Manhattan Beach Towers<\/a>, Manhattan Beach, California
First customer: <\/strong>\u201cWe make an ultrapremium Californian gin, and when David Girard, the spirits buyer at K&L Wines, tasted and bought our gin for the first time it was a tremendous feeling. It was a pivotal validation moment to have someone as respected in the industry as David to say our gin was spectacular.\u201d
Total cost: <\/strong>$360. \u201cHe bought two cases. Since that initial purchase, K&L Wines has gone on to be one of our best repeat customers.\u201d 
Customer-acquisition strategy: \u201c<\/strong>I contacted David before we even had a product, and was using him as an adviser to make sure we had a market-viable product.\u201d
Memorable moment:<\/strong> \u201cWe\u2019d spent the better part of two years getting to the point of selling our gin, and this was make-or-break time. Thankfully, we have sold a huge amount since that first sale, but we never lose that feeling of appreciation for every case we sell.\u201d <\/p>\n\n\n\n


Yael Oppenheim<\/strong>, founder, FitMyTime<\/a>, a marketplace that connects trainers and trainees from around the world for live online one-on-one fitness and yoga workouts
Where: <\/strong>WeWork Labs<\/a> at WeWork Derech Ha’atzmaut 45<\/a>, Haifa, Israel
First customer:<\/strong> \u201cHis name was Ron\u2014he was a complete stranger.\u201d
Total cost: <\/strong>$40. \u201c<\/strong>He purchased a remote private fitness class with one of our online personal trainers.\u201d
Customer-acquisition strategy: \u201c<\/strong>He booked right after an article was published in the fitness section of Israel\u2019s biggest online news platform, Ynet.\u201d
Memorable moment: <\/strong>\u201cI was very excited, obviously. In addition, I was surprised, because that first customer was nothing like the target audience I thought would use the platform as early adopters. I assumed the platform would attract mainly women who prefer to work out with a personal instructor from the comfort of their home\u2014and he was a 20-something guy who took a cardio class. After a while I found out, completely by chance, that this person was actually a competitor, trying to build a similar solution to FitMyTime, and he wanted to gather some information about us. At first I was upset, but then I realized that having competition and copycats is actually the best thing that can happen to any startup.\u201d<\/p>\n\n\n\n


Anne Hyun<\/strong>, founder & CEO, Black Twine<\/a>, an entertaining content, community, and commerce platform
Where: <\/strong>WeWork 222 Broadway<\/a>, New York City
First customer:<\/strong> \u201cOur first customer was my brother-in-law, Elliot. At the time, we were selling full party packages that included decorations and food.\u201d 
Total cost:<\/strong> $368. \u201cHe purchased a Thanksgiving party package, which included a party tablescape and prime rib meal for eight people.\u201d
Customer-acquisition strategy: <\/strong>\u201cIn addition to wanting to help the business, his family was hosting relatives for the holiday, so he liked that the service would save time and energy.\u201d
Memorable moment:<\/strong> \u201cWhen he received the prime rib, he said that the blood had leaked out and the box was mushy. We were mortified! It made us realize very quickly that we didn\u2019t want to be in the business of shipping food, and we quickly pivoted the concept from there.\u201d<\/p>\n\n\n\n

WeWork offers companies of all sizes space solutions that help solve their biggest business challenges.<\/em><\/p>\n\n\n