How we found our first customers

TL;DR: We picked up the phone and talked to folks who returned our calls. Nothing fancy 🤷‍♂️.

Most people think that since I grew up in a family paving business that I had a massive rolodex of friends and contacts as potential early customers.

Not the case. Why? I was focused on bidding and building work for the first 13 years of my career. I rarely went to trade association or peer group meetings, though I should have.

I personally knew 0 of our first 10 customers before starting Edgevanta.

So how did we connect with them?

I reached out to Mike Acott, the retired head of the largest trade association in our industry, the National Asphalt Pavement Association (NAPA) and asked for a 15 minute call. I asked for a list of the top 10 early adopting companies that fit our profile. Mike is a helpful person. He kindly sent me a list a few hours later.

We had no product, mockups, or even a landing page… just an idea…

Over the next day, I called the CEO, President, or CFO of each company and said:

1. we heard they’re some of the smartest folks in the industry

2. we’re interested in helping contractors win more work at the right price

3. would they be interested in meeting with us to talk about how they think about solving problems with technology?

Almost all eventually called back and I visited in person with each, bringing a list of 25+ questions (using Geoffrey Moore’s book Crossing the Chasm as a guide).

The Technology Adoption Life Cycle, pictured below as outlined in Crossing the Chasm, is a model that describes how different groups adopt new technologies over time.

It’s divided into several segments: innovators, early adopters, early majority, late majority, and laggards. Understanding this cycle is crucial for startups because it helps identify the right audience at each stage of product development. We focused on innovators and early adopters, who are typically more willing to take risks on new technologies and provide valuable feedback, which was essential for refining our offering and achieving a successful market entry. By targeting these forward-thinking individuals, we positioned ourselves to bridge the "chasm" between early adopters and the broader market.

I’ll never forget being nervous as hell before each meeting in the reception area wondering to myself “Are they going to think I’m an idiot for coming here with nothing to present or sell?” But it was fine. Many of them are clients today and their feedback was valuable. Some of you are reading this right now.

What did I learn?

1. we did not need a product to talk about customer problems

2. you’d be shocked at how many people actually return phone calls if you’re persistent

3. early adopters love hearing about new ideas and startups in their industry

4. rapid customer feedback is vital to our success

5. the fear and insecurity of not being far along enough to interact with potential users was a fallacy

FleetWatcher Work Zone Safety

TL;DR: FleetWatcher now alerts drivers using navigation systems that they are approaching a work zone.

A couple years ago, I drove from Nashville to Indianapolis for what I thought would be a 1 hour meeting with a construction software founder named Larry Baker. Larry started and runs a company called FleetWatcher, a provider of construction fleet management software. I had loved using their product in my last job at Barriere. So I figured it would be worthwhile to learn from someone who had “been there, done that” in the industry.

Upon arrival, we grabbed a conference room in his office. We stopped talking about “work” 45 minutes into the meeting. I looked up at the clock 3 hours later and realized we could keep talking all day. I snagged the JFK moon 🌙 photo below👇 on my way out. Larry and his team have helped me immensely on my journey and I could not be prouder to call him a friend.

Their app now alerts drivers - if those drivers are using Waze, Google Maps, or other popular navigation systems - that they are approaching a work zone.

When all that stands between our workers and 70 MPH traffic is an orange drum, anything we can do intelligently to help protect those people is 1000% worth it.

Stoic Wisdom Quote:

“We chose to go to the moon in this decade and do the other things not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one which we intend to win.” - JFK, 1962

Reflect on this as we embark on another week of bidding and building!

Newsletter sent from the best country on this earth. You’d be hard pressed to find a better group of folks than those involved in road construction to keep our nation moving.

A Happy 4th of July Holiday to our readers! 🇺🇸

We value your feedback. Tell us what you think about this week’s newsletter below!

Warmly,

Tristan

About the Author

Tristan Wilson is the CEO and Co-Founder of Edgevanta. We make software that helps contractors win more work at the right price. He is a 4th Generation Contractor, construction enthusiast, bidding nerd, ultramarathoner, and paving nut. He worked his way up the ladder at Allan Myers in the Mid-Atlantic and his family’s former business Barriere Construction before starting Edgevanta in Nashville, where the company is based. Reach out to him at [email protected]