Email every waitlist signup a call invite, then silently watch them use the product

Gaurav… it?" And once you feel you've heard a shared common painful problem, that's how you know it's time to build the solution. And so, phase two was actually usability tests. So, once we had run enough customer discovery calls, we obviously realized there was a real pain for solopreneurs. And so, we made the leap, and we built an MVP that we thought would solve the problem according to what they told us. And then we had to actually acquire customers.

GauravSo, we liked to call this fighting for customers one-to-one. So, we'd be crawling Reddit threads, posting lead magnets all across social media, and the moment they signed up to our wait list, we sent them an email, invited them to a call, and once they jumped on the call, we just sent them a link to our platform, asked them to share their screen, and we just sat there quietly and watched them use the platform. The key here is to speak as little as possible. For example, if I see someone kind of trying to log in and they're not pressing the right button, I could jump in and say, "Hey, just press this," but that's not helpful because I want to understand what's going on behind the scenes.

GauravThis really, really helped shape our MVP, because as we sat there and we just watched users navigate our UI, we realized there was so much friction. Now that we've run enough usability tests, we need to make the product actually usable and intuitive. And phase three was customer success. This is all about understanding, is the platform actually helping them? And so, customer calls of course are really helpful. And so, we had PostHog tracking almost everything, and we found everyone that was using the platform the most, the power users. And then we jumped on a call with them, and we asked them, again, kind of Mom Test questions, but we were mostly trying to find out, how was the platform helping them?

GauravAnd we realized, "Okay, short-form content was the thing. Getting views, getting conversions, getting app installs was the thing." And so, we doubled down entirely on that.