From Idea to First Customer
A Step-by-Step Indie Hacker Roadmap
Most indie hackers fail not because their idea is bad—but because they skip steps. They build for months in isolation, launch to crickets, and wonder what went wrong.
This roadmap shows you the exact path from "I have an idea" to "I just got paid."
The Journey
In this guide
Idea Validation
Before writing a single line of code, you need to know if anyone actually wants what you're building. This stage is about proving demand with minimal effort.
Goal of This Stage
Find at least 10 people who say they would pay for your solution. Not "cool idea"— but "I would pay $X for this."
Step 1: Identify the Problem
Start with a problem, not a solution. Ask yourself:
Who has this problem?
Be specific. "Small businesses" is too broad. "Solo consultants who struggle with invoicing" is better.
How painful is this problem?
Mild annoyances don't get paid for. Look for hair-on-fire problems.
Are they paying for alternatives?
If people already pay for solutions, the market is validated. You just need to be better.
Step 2: Talk to Potential Customers
This is where most indie hackers fail. They skip talking to people because it's uncomfortable. Don't.
The Mom Test Questions
Don't ask if your idea is good. Ask about their life and problems:
- • "Tell me about the last time you dealt with [problem]."
- • "What solutions have you tried? What did you like/hate?"
- • "How much time/money does this problem cost you?"
- • "If you could wave a magic wand, what would the perfect solution look like?"
Step 3: Validate Willingness to Pay
Interest isn't validation. Money is. Here are ways to test:
Landing Page Test
Create a simple page describing your solution with a "Pre-order" or "Join Waitlist" button. Track conversions.
Pre-sell
Offer lifetime deals or early-bird pricing before building. Real payment = real validation.
Fake Door Test
Add a button for a feature that doesn't exist. See how many people click. Then show "Coming soon—leave your email."
Concierge MVP
Deliver the service manually before automating. If people pay for the manual version, they'll pay for the automated one.
Exit criteria: You have at least 10 people who explicitly said they would pay, or you have actual pre-orders/waitlist signups. Move to Stage 2.
Building Your MVP
MVP doesn't mean "crappy product." It means the smallest thing that delivers value. Your goal is to get something usable in front of people as fast as possible.
Goal of This Stage
Build a working product that solves the core problem. Ship in 2-4 weeks, not 2-4 months.
Step 1: Define Your Core Feature
List every feature you want. Now cut 80% of them. What's the ONE thing your product must do?
The Burger Test
A restaurant MVP isn't a food truck, it's a burger. One menu item, done well. What's your burger? Everything else is toppings for later.
Step 2: Choose Your Stack Wisely
Use what you know
Now is not the time to learn a new framework. Speed matters.
Embrace no-code/low-code
Tools like Cursor, v0, or no-code platforms can 10x your speed.
Buy, don't build
Auth, payments, email—use existing services. Don't reinvent wheels.
Step 3: Set a Ship Date
Pick a date 2-4 weeks out. Make it public. Tell your waitlist, post on Builders.to, tweet about it. Public commitment creates accountability.
Daily Shipping Ritual
- Ship something every day—even if small
- Post your progress publicly (build in public!)
- End each day knowing what you'll ship tomorrow
Step 4: Don't Forget Payments
Your MVP needs a way to accept money. Even if you plan to launch free, having payments ready means you can flip the switch instantly when you're ready to charge.
Exit criteria: You have a working product that solves the core problem and can accept payments. It's ugly but functional. Move to Stage 3.
Beta Testing & Feedback
Beta isn't about finding bugs (though you will). It's about learning if your product actually delivers value in the real world.
Goal of This Stage
Get 10-50 users actively using your product. Collect feedback. Iterate until users say "I can't live without this."
Step 1: Find Your Beta Users
Go back to the people you talked to in Stage 1. They already expressed interest. Also try:
Communities
Reddit, Discord servers, Slack groups, Twitter/X communities where your target audience hangs out.
Builder Communities
Platforms like Builders.to where other indie hackers will happily test your product and give honest feedback.
Lifetime Deals
Offer discounted lifetime access in exchange for feedback. You get users and revenue; they get a deal.
Product Hunt Ship
Use Product Hunt's "Ship" feature to build a following before your official launch.
Step 2: Onboard Carefully
Your first users need hand-holding. This is a feature, not a bug.
Step 3: Measure What Matters
Key Beta Metrics
Activation Rate
% who complete core action
Retention
% who come back day 7, 30
NPS Score
"Would you recommend this?"
PMF Survey
"How disappointed if gone?"
Exit criteria: 40%+ of users say they'd be "very disappointed" if your product disappeared. You have a clear picture of what to improve. Move to Stage 4.
Getting Your First Customer
Your first paying customer is a milestone that changes everything. It proves your business is real. Here's how to get there without fancy marketing.
Goal of This Stage
Convert one beta user (or new user) into a paying customer. Then repeat.
Step 1: Pick Your Pricing
Indie hackers often underprice. Start higher than you think—you can always discount.
Value-Based
Price based on value delivered, not cost to build
Competitor Research
Check what alternatives charge, position accordingly
10x Rule
Product should deliver 10x its price in value
Step 2: Ask Your Beta Users
The easiest first customers are people already using your product. Send this email:
Hey [Name],
Thanks for being a beta user of [Product]. Your feedback has been invaluable.
We're moving out of beta next week. I'd love to offer you 50% off for life as a thank you for being early.
Interested? Just reply and I'll set you up.
Step 3: Launch Somewhere
Your "launch" doesn't need to be big. Pick 2-3 channels and go:
Product Hunt
Good for awareness, but don't expect paying customers directly.
Niche Communities
Reddit, Hacker News, industry Slack groups—where your users actually are.
Your Existing Audience
If you've been building in public, your followers are warm leads.
Direct Outreach
Cold email/DM people who fit your ICP. Personalized, not spammy.
Step 4: Celebrate and Document
When you get that first payment, screenshot it. Share it. This is a milestone worth celebrating. Log it on Builders.to and inspire others.
Exit criteria: You have at least one paying customer. Congratulations— you're now officially in business. Time to scale.
Common Mistakes to Avoid
Building Too Long Before Launching
If you've been building for 6+ months without users, something is wrong. Ship ugly and iterate.
Skipping Validation
"I'll build it and they'll come" is a fantasy. Talk to potential customers first.
Building for Everyone
A product for everyone is a product for no one. Pick a specific audience and serve them well.
Waiting for Perfect
Your first version will be embarrassing. That's okay. Ship it anyway.
Underpricing
Charging $5/month attracts cheap customers with high expectations. Price for value.
Tracking Your Progress
Builders.to lets you track your project through each stage with built-in milestone tracking:
Project Stages
- • Idea → Building → Beta → Launched
- • Update status as you progress
- • Visible on your public profile
Milestones
- • v1 Shipped, First User, First Customer
- • $1k MRR, $10k MRR, Profitable
- • Celebrate achievements publicly
Pro tip: Use daily updates to document your journey. Future you will thank present you for the build log.
Ready to Start Your Journey?
Track your project from idea to first customer on Builders.to. Join a community of builders who are shipping every day.