TL;DR: Don’t stress about getting 100 customers. Focus on getting 10 first. Those first ten will teach you more than any course, help you refine your offer, and set the foundation for everything that comes after.

Why 10 Customers, Not 100

Most new franchise owners make the same mistake. They open the doors, look at their big revenue targets, and immediately feel overwhelmed. One hundred customers feels like a mountain. So they either freeze up or throw money at advertising before they’re ready.

Here’s the thing: you don’t need 100 customers right now. You need 10.

Ten is a number you can get your head around. Ten is achievable in weeks, not years. And those first ten customers will do something that no ad campaign can do.  They’ll show you exactly what’s working, what isn’t, and who you’re actually best suited to help.

Before You Start: Get Your Direction Clear

Before you go looking for customers, you need to be clear on three things:

• Who you’re trying to help — your ideal customer, specifically

• What problem you solve for them — not what you sell, but what outcome you deliver

• Why they should choose you — your unique value proposition

If you can’t answer these three questions in plain, simple language, your customer acquisition efforts will be scattered and slow. Get clear on these first. That’s what the Get Your Business Sorted framework is built around, and it’s the starting point for everything else.

Once you’ve got that clarity, getting your first 10 customers becomes a lot more straightforward.

How to Find Your First 10 Customers

1. Start with your warm network

Your first customers are almost certainly people who already know you, or people one step removed. Think about former colleagues, neighbours, local business owners, people in your community groups, or connections on LinkedIn.

You’re not asking them to hand over money on the spot. You’re starting a conversation. Something simple like:

“I’ve just started with [Franchise Name] and I’m looking for my first few clients. I’d love to have a quick chat.  No pressure, just to see if it might be a fit.”

2. Get out and talk to people

New Zealand business is relationship-driven. People buy from people they trust. So get off the computer and get in front of people.

Attend local business networking events. Show up at your local Chamber of Commerce or BNI chapter. Pop into neighbouring businesses and introduce yourself. A genuine conversation is worth more than a Facebook ad at this stage.

3. Offer a low-risk first step

One of the fastest ways to turn a curious prospect into a paying customer is to lower the barrier to entry. Think about what a small, easy first step looks like in your franchise model.  Maybe a free consultation, a short trial, a starter package, or a no-obligation assessment.

For example, if you’re running a franchise in the trades or services sector in Christchurch or Dunedin, a free 30-minute assessment call removes the risk for the customer and gives you the chance to demonstrate your value in person.

4. Ask for referrals early

Once you’ve got two or three customers, ask them directly:

“Is there anyone else you know who might benefit from what I do?”

Most people are happy to refer if you just ask. Don’t wait until you’ve got a polished referral programme in place. Ask now. A warm referral from a happy customer is worth ten cold leads.

5. Collect feedback and testimonials as you go

Every customer you work with is an opportunity to learn and improve. After you’ve delivered your service, ask them:

• What did they find most useful?

• Was there anything that could have been better?

• Would they be happy to leave a short Google review?

Those early testimonials and reviews will do a lot of heavy lifting once you start marketing more broadly.

What Not to Do

A few common traps to avoid when you’re chasing those first ten customers:

• Don’t wait until everything is perfect. Your website, your brochures, your systems: none of it needs to be polished before you start having conversations.

• Don’t spend big on advertising yet. Paid ads work better once you know your message and your audience. At this stage, direct outreach almost always gets better results for less money.

• Don’t try to appeal to everyone. The more specific you are about who you help and what you do for them, the easier it is for the right people to say yes.

Your First 10 Customers Checklist

• ☐ Defined your target customer clearly

• ☐ Written down the problem you solve in plain language

• ☐ Identified your unique value proposition

• ☐ Listed 20 warm contacts to reach out to

• ☐ Prepared a simple, low-pressure opening message or script

• ☐ Identified two or three local networking events to attend

• ☐ Created a low-risk first step offer

• ☐ Set up a process to collect feedback and testimonials

• ☐ Asked each customer for at least one referral

• ☐ Reviewed what worked after your first 10 customers and refined your approach

Ready to Get Your Business Sorted?

If you’re a new franchise owner and you’re not quite sure where to start, a free Business Snapshot is a great place to begin. It’s a short, focused conversation to help you get clear on your direction, your customers, and your next steps, without the jargon and without the sales pressure.

Do your free Business Snapshot here.

Frequently Asked Questions

How long should it take to get my first 10 customers?

It varies depending on your franchise type and how actively you’re reaching out, but most new franchise owners can realistically achieve this within four to twelve weeks if they’re focused and consistent. The key is taking action daily, even in small ways.

Should I be spending money on ads to get my first customers?

Not yet. Paid advertising works much better once you’ve tested your message with real customers and know what resonates. Start with direct outreach and referrals.  They’re cheaper and faster at this stage.

What if I don’t know many people in the area?

This is common, especially if you’ve relocated for your franchise. Start by joining local business networking groups, your Chamber of Commerce, or industry associations. Online communities (LinkedIn groups, local Facebook business groups) can also help you build connections quickly.

How do I ask for a testimonial without feeling awkward?

Keep it simple and genuine. After a job well done, say something like: “I’m really glad that worked out for you. Would you be comfortable leaving a quick Google review? It makes a big difference for a new business like mine.” Most people are genuinely happy to help when asked directly.

What’s the difference between a franchise owner and a business owner when it comes to getting customers?

As a franchise owner, you have the advantage of an established brand and proven systems behind you. But locally, you’re still new, and people in your area don’t know you yet. Getting your first customers is about building that local trust and reputation, which is entirely in your hands regardless of the brand you’re operating under.