How to Get Your First 100 Customers as a New Kenyan Business (Without Spending on Ads)

You've just started your business. You have great products or services. But zero customers.

You can't afford to spend KES 50,000 on Facebook Ads. You need customers now, without a big budget.

I've helped 30+ Kenyan businesses go from zero to their first 100 paying customers. Here's the exact playbook.

Why Your First 100 Customers Matter More Than You Think

These aren't just sales. Your first 100 customers are: - Your testimonials for future marketing - Your word-of-mouth engine - Your market research (what works, what doesn't) - Your proof that your business actually works

Get these right, and customer 101-1000 becomes much easier.

Phase 1: Your First 10 Customers (Week 1-2)

For your first 10 customers, forget marketing. Use your existing network.

Day 1-3: The Personal Reach Out

Make a list of everyone you know: - Family - Friends - Former colleagues - University/school friends - Church members - Gym buddies - Neighbors

Go through your phone contacts. Aim for 50-100 people.

Don't post on your status and wait. Personally message each one:

"Hey [Name], I just started a business selling [product/service]. I'm looking for my first few customers to get feedback. Would you be interested? I'm offering [special deal] for my first 10 customers to thank them for supporting me."

Key elements: - Personal message (not group message) - Asking for support (people want to help) - Limited offer (first 10 only) - Asking for feedback (not just selling)

Example: "Hey Susan, I just launched a healthy meal prep service in Nairobi. I'm looking for my first 10 customers to try it and give me honest feedback. I'm offering 20% off for early supporters. Would you be interested?"

Target: Get 10 sales from 50-100 personal messages. That's a 10-20% conversion rate, very achievable with people who know you.

Day 4-7: The Ask

After those first customers receive their order:

Within 24 hours, message them: "Hey! Hope you loved [product]. Would you mind sending me a quick WhatsApp voice note sharing your thoughts? I'd love to use it to improve and show other potential customers."

Get at least 5 video/voice testimonials. These are GOLD.

Day 8-14: The Second Wave

Now use those testimonials.

Post on your WhatsApp status, Instagram, Facebook: "Overwhelmed by the support! Here's what [Name] said about [product]:" [share testimonial]

Include clear call to action: "We have 15 more slots this week. WhatsApp 0712345678 to order."

Target: 10 more customers from social proof.

You're now at 20 customers in 2 weeks, zero ad spend.

Phase 2: Customers 11-50 (Week 3-6)

Time to go beyond your personal network.

Strategy 1: Community Groups (Week 3)

Join 10-15 relevant Facebook Groups, WhatsApp Groups, and Telegram channels where your target customers hang out.

Examples: - Selling kids' clothes? Join Nairobi moms groups - Offering accounting? Join SME owner groups - Selling food? Join foodie groups and estate community groups

Don't spam. Follow this approach:

1. Join the group 2. Spend 2-3 days being helpful (answer questions, give advice) 3. Build credibility 4. THEN mention your business when relevant

Example: Someone posts: "Anyone know where to get good quality kids' shoes in Nairobi?"

You respond: "I actually run a kids' clothing business and stock quality shoes. Happy to send you our catalog on WhatsApp if you're interested – 0712345678. We deliver same-day in Nairobi."

Natural, helpful, not spammy.

Target: 10 customers from groups.

Strategy 2: Partner with Complementary Businesses (Week 4)

Find businesses that serve your same customer but don't compete with you.

Examples: - Sell cakes? Partner with event planners - Offer fitness training? Partner with nutritionists - Sell phone accessories? Partner with phone repair shops

The approach:

"Hey [Business Owner], I run [your business]. Our customers overlap – I serve [customer type] with [your service]. Would you be open to referring customers to each other? I'll send my customers to you when they need [their service], you send yours to me when they need [your service]."

Offer 10% commission on referred sales if needed.

Target: 2-3 partnerships leading to 10 customers.

Strategy 3: Content Marketing (Week 5-6)

Create valuable content your target customer wants.

If you sell meal prep: - "5 healthy breakfast ideas for busy Nairobi professionals" - "How to meal prep for the week in 2 hours"

If you offer accounting: - "Common tax mistakes Kenyan SMEs make" - "How to set up simple bookkeeping with Excel"

Post on Facebook, Instagram, LinkedIn, even TikTok.

At the end of each piece: "Need help with [your service]? WhatsApp 0712345678"

This builds authority and attracts customers searching for solutions.

Target: 10 customers from content.

You're now at 50 customers.

Phase 3: Customers 51-100 (Week 7-10)

Time to scale what's working.

Strategy 1: Referral Program (Week 7-8)

Your first 50 customers trust you. Turn them into your sales team.

Simple referral program:

"Refer a friend, both of you get 15% off your next order."

Message your existing customers: "Hey [Name]! Thanks for being an amazing customer. Quick favor – if you know anyone who'd love [product/service], we're running a referral special. You both get 15% off. Just have them mention your name when ordering."

Make it easy: - Give them a referral code (their name) - Provide pre-written message they can forward - Track referrals manually via WhatsApp

Target: 20 new customers from referrals (40% of your base referring 1 person each).

Strategy 2: Micro-Influencer Partnerships (Week 8-9)

Find small influencers (1,000-10,000 followers) in your niche.

Don't look for celebrities. Look for engaged micro-audiences.

The pitch:

"Hi [Name], I love your content on [topic]. I run a [business] that I think your audience would love. Would you be open to trying our product and sharing your honest review? I'll send it to you for free."

Most micro-influencers will say yes to free products.

Target: 3-5 micro-influencers, each bringing 4-8 customers = 15-20 new customers.

Strategy 3: Local Visibility (Week 9-10)

Get visible in your physical area:

If you're in Nairobi/Mombasa/Kisumu: - Print 500 flyers (KES 5,000) - Put them in strategic locations: salons, barbershops, restaurants, gyms - Include QR code or WhatsApp number - Offer "show this flyer for 10% off"

Or: - Partner with 5 strategic businesses to display your flyer/business cards - Offer them 5% commission on sales from their location

Target: 10 customers from local visibility.

You're now at 100 customers in 10 weeks. Zero ad spend.

The Math

Let's recap: - Week 1-2: 20 customers (personal network + testimonials) - Week 3: 10 customers (community groups) - Week 4: 10 customers (partnerships) - Week 5-6: 10 customers (content marketing) - Week 7-8: 20 customers (referral program) - Week 8-9: 20 customers (micro-influencers) - Week 9-10: 10 customers (local visibility)

Total: 100 customers in 10 weeks.

Total cost: - Referral discounts: KES 5,000-10,000 (depending on your prices) - Flyers: KES 5,000 - Product samples for influencers: KES 5,000-10,000

Grand total: KES 15,000-25,000 for 100 customers.

Compare that to spending KES 50,000 on ads and hoping for results.

The Mistakes That Kill This

Mistake 1: Not following up Most sales happen on the 3rd-5th touchpoint. If you message someone once and give up, you lose.

Mistake 2: Not asking for testimonials Without social proof, every sale is hard. Get testimonials from your first 10 customers before moving to strangers.

Mistake 3: Trying everything at once Focus on one strategy at a time. Master it, then move to the next.

Mistake 4: Giving up at 30 customers The hardest part is 0-30. Once you have momentum and testimonials, 30-100 accelerates fast.

Mistake 5: Not tracking what works Keep a simple spreadsheet: - Where each customer came from - How much they spent - If they referred anyone

Double down on what works.

What Happens After 100?

At 100 customers: - You have 20-30 testimonials - You know which products/services sell best - You understand your ideal customer - You have a repeatable system

Now you can invest in ads because you know: - Your offer converts - Your messaging works - Your profit margins

Your first 100 customers aren't just revenue. They're your foundation for scale.

Your Week 1 Checklist

• [ ] List 50-100 people in your personal network
• [ ] Draft personal message asking for support
• [ ] Message 10 people per day for 5 days
• [ ] Follow up with each person within 24 hours
• [ ] Deliver to first customers with excellence
• [ ] Ask for testimonial within 24 hours of delivery
• [ ] Post first testimonial on social media

Start today. Not next week. Today.

Your first customer is waiting for you to reach out.