From customer 1 to 1000. The Art of Growing. Online Marketing Strategies to Scale Your Business

At the 8th edition of the EN@E Digital Meeting Online Marketing Conference in Murcia, Xavier Colomés, co-founder and CEO of Localboss, shared his vast experience of more than 25 years in the world of marketing and business growth. In his presentation, entitled ‘From Customer 1 to 1,000’, he broke down the keys to scaling a business from its first customers to reaching thousands of users.
 

The concept of growth

One of the highlights was the demystification of the concept of ‘growth’. According to the expert, growth is not simply a question of increasing the number of customers quickly. It is crucial to have a product that really adds value and that users want to use. Without a solid product, any marketing effort will be in vain. He emphasised that many start-ups become obsessed with rapid growth and forget the importance of having a product that solves real problems for users.

The Technology Adoption Curve

The technology adoption curve, developed by Everett Rogers in 1962, is essential for understanding how a product penetrates the market and how it can be scaled effectively.

This curve is divided into several stages:

• innovators
• early adopters
• early majority
• late majority
• laggards

Each stage requires a different marketing strategy. Innovators are the first to adopt new technologies and are willing to take risks. Early adopters follow the innovators and help validate the product. The early and late majority represent the bulk of the market, while laggards are the last to adopt new technologies.

Success Story: Localboss

Localboss, the company co-founded by Xavier Colomés, is a perfect example of how to apply these strategies. Since its launch in March 2022, Localboss has gone through all stages of the adoption curve. Initially, they focused on getting innovative users and early adopters, who provided valuable feedback to improve the product. Over time, they managed to scale up and reach the early and late majority, significantly increasing their customer base. One of the first users of Localboss was a friend of Xavier's, Jean, who had a restaurant and provided crucial feedback to improve the application.

Keys to Scaling Your Business

Patience and Persistence

Growth does not happen overnight. It is necessary to be patient and persistent, even when results are not immediate. The speaker emphasised that the journey through the desert until reaching the first 100 customers can be long and challenging, but it is essential to keep faith in the product and continue to improve it.

User Feedback

Listening to users and adapting the product to their needs is crucial for success. The speaker emphasised the importance of measuring what users do, rather than what they say. Usage metrics are more valuable than qualitative feedback.

Adapted Marketing Strategy

Each stage of the adoption curve requires a different marketing strategy. It is important to adapt the message and the communication channels according to the market segment. For example, innovators seek exclusivity and are willing to pay more to be the first to try a new technology, while early majority users look for success stories and product validation.

The Evolution of Product and Price

As Localboss grew, so too did its pricing strategy. Its product has been improving since its launch, which is why users understand and accept price increases. The key to a successful pricing strategy is to provide constant value and demonstrate that the product continues to be a worthwhile investment for customers. In addition, the company has maintained the initial prices for early adopters, thus showing its commitment and gratitude for their early support.
 

The Importance of Market Validation

During the presentation of this business case, it was emphasised that market validation is essential before attempting to scale up. Without a product that the market wants and needs, any growth effort will be futile. Market validation is achieved through constant interaction with users and adapting the product to their needs. Localboss achieved this validation when customers began to recommend the app and ask to become resellers in new markets.
 

Customer Acquisition Strategies

Since acquiring the first 200-300 users, Localboss has mainly used campaigns on Meta and Instagram Reels to acquire new customers. In this case, although SEO is important, it is not the main source of acquisition for innovative products that do not yet have an established demand. Instead of diluting efforts across multiple channels, Localboss has prioritised those that offer the highest return on investment.
 

Patience as a Virtue

One of the most important aspects for an entrepreneur is patience. Growth does not happen overnight and it is necessary to be patient and persistent, even when the results are not immediate. The journey through the desert until reaching the first 100 customers can be long and challenging, but it is essential to keep faith in the product and continue to improve it. During Localboss's first two years, the company did not generate significant income, but they continued to work on improving the product and adapting it to the needs of the market.

The Importance of Iteration

Iteration is key to the success of any product. The speaker emphasised that it is essential to listen to users and adapt the product according to their needs. Usage metrics are more valuable than qualitative feedback, as they show how users actually interact with the product. During the early years of Localboss, the company carried out numerous iterations to improve the application and ensure that it met users' expectations.

The Adapted Marketing Strategy

Each stage of the adoption curve requires a different marketing strategy. It is important to adapt the message and the communication channels according to the market segment. For example, innovators seek exclusivity and are willing to pay more to be the first to try a new technology, while the early majority looks for success stories and product validation. Localboss mainly used campaigns on Meta and Instagram Reels to acquire new customers, as these channels offered the highest return on investment.

Conclusion

The sustainable growth of a start-up is not based solely on the accelerated recruitment of users, but on the creation of a product that provides real value and solves specific market needs. As the case of Localboss demonstrates, understanding the technology adoption curve, validating the product with early adopters, continuously iterating based on usage data and adapting marketing strategies to each stage of the customer lifecycle are essential pillars for scaling successfully. Patience, the ability to listen actively and a strategic focus on the most effective channels make the difference between ephemeral growth and lasting consolidation in the market. The story of Localboss is not just a success story, but a clear roadmap for any entrepreneur who aspires to build a solid, customer-centric and evolving business.
 

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