{"id":6,"date":"2015-02-12T16:20:08","date_gmt":"2015-02-12T15:20:08","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=6"},"modified":"2025-01-21T10:29:24","modified_gmt":"2025-01-21T09:29:24","slug":"how-we-got-our-first-10-customer-interviews-with-cold-email","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/how-we-got-our-first-10-customer-interviews-with-cold-email\/","title":{"rendered":"How customer interviews can help you build a SaaS business"},"content":{"rendered":"<p>It was another regular team meeting. Except it wasn\u2019t regular, as we had just decided to pivot.<\/p>\n<p>From a widely available workout plan design service to <span id=\"urn:enhancement-3c22a2fe\" class=\"textannotation disambiguated wl-organization wl-no-link\">SaaS<\/span> exclusively for personal fitness trainers.<\/p>\n<p>And what is the first thing to do when you decide it\u2019s time to pivot? Obviously, you need customer interviews\u00a0&#8212; you need to ask people if they would be interested in your new idea.<\/p>\n<p><iframe loading=\"lazy\" title=\"Silicon Valley - Pied Piper needs to pivot?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/M1vfXoUNDYA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p>But we couldn\u2019t just go and ask people on the streets, as we were 8 time zones away from our prospects. And the easiest way to contact your prospects (even on the same continent) is to send them an email.<\/p>\n<p>\u201cOk, sounds like a plan. All we need is a short, simple, polite, non-intrusive email that will get us some interviews with potential customers and let us move forward with our new idea. Yeah, so there is like 15 minutes left till the end of the meeting\u2026<\/p>\n<p>So let\u2019s think of what we\u2019re going to write and then we will write tomorrow and send on the next day, right? Wrong. Let\u2019s just put a couple of sentences together and send them to several people just to check if they respond.\u201d<\/p>\n<p>We composed a four-line email including only the gist of our idea and a short CTA (call to action) at the end: \u201cIf you\u2019re interested, drop me an email.&#8221;<\/p>\n<p>It took about ten minutes from typing the first word to pressing the \u2018Send\u2019 button. Ok, that was quick. Now all we had to do was wait for some replies. \u201cSome\u201d, huh, ONE would be great for starters! We thought if we got replies to 2 or 3 out of 10 sent emails &#8212; that would be awesome. Well, considering the fact that we spent like 10 minutes writing the email, we shouldn\u2019t expect\u2026 &lt;Ding-ding&gt;<\/p>\n<p>(Ok, I know \u201cding, ding\u201d is not what an incoming email sounds like, but what does it sound like, really?)<br \/>\n\u2026<\/p>\n<p>And that\u2019s how we got a reply to our first cold email. 3 minutes after we sent it. 13 minutes after we thought, \u2018Hmm, ok, maybe we could send a cold email?\u2019. The reply was: \u201cI might be&#8230;send me some stuff on it.\u201d<\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-1285 size-full\" src=\"https:\/\/woodpecker.co\/blog\/wp-content\/uploads\/2015\/02\/1st_resp-mike.png\" alt=\"1st_resp-mike\" width=\"712\" height=\"225\" srcset=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2015\/02\/1st_resp-mike.png 712w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2015\/02\/1st_resp-mike-300x95.png 300w\" sizes=\"(max-width: 712px) 100vw, 712px\" \/>\n<p>&nbsp;<\/p>\n<p>Ok, it isn\u2019t one of those dazzling stories of \u201cHow We Earned 100K in a Month\u201d, or \u201cHow We Got Ourselves a Thousand Users Overnight\u201d. That\u2019s a story of a beginning.<\/p>\n<p>We had just an idea and a piece of underdeveloped software we could adapt for the new purposes. What we did was: asked first, developed next. After the first reply we got some more. Then we sent more emails asking for opinion and some professional advice, and got more replies. That\u2019s how we got our first 10 interviews with experts in the field and prospects.<\/p>\n<p>Then we sent more emails with some detailed questions, and got more replies. That\u2019s how we did our research and discovered the needs of our prospects. That\u2019s how we found a direction for the development of our new software.<\/p>\n<p>We needed customer interviews to check whether our idea holds ground in the business sense. But there are other ways you can use such interviews to get your <span id=\"urn:enhancement-76dd471a\" class=\"textannotation disambiguated wl-organization wl-no-link\">SaaS<\/span> business up and running.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-2028034439\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-2028034439\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n<h2>What can you use customer interviews for in SaaS?<\/h2>\n<p>You may think you&#8217;re idea will sell well, but the truth is as long as you&#8217;re only thinking about it in your meetings, you&#8217;re not going to be able to determine if it&#8217;s true. You need to take it out and show it to people &#8211; who are, possibly, not your friends and family, but potential customers.<\/p>\n<p>And even though there are various ways to collect their insights, in my opinion nothing beats a good ol&#8217; customer interview.<\/p>\n<p>Apart from validating a business idea, which we did, you can conduct customer interviews to gather the customers&#8217; opinions on the new features you rolled out, interface changes you made or to ask them what features they&#8217;d like to see in your app in the future.<\/p>\n<p>While questions for both feature-related topics can, obviously, be asked only after you have an app that works, the validating-your-idea one should be asked at the very beginning, before you have a market-ready app. Why?<\/p>\n<ul>\n<li>it&#8217;ll save you money in the long run<\/li>\n<li>you&#8217;ll develop an app that people actually need and WANT to use<\/li>\n<\/ul>\n<p>If you can get a glimpse of what your (prospective) customers are thinking, you&#8217;ll be able to save precious time, money and build a great service.<\/p>\n<p>And that&#8217;s a pretty good start, isn&#8217;t it?<\/p>\n<h2>What\u2019s in it for you?<\/h2>\n<p>I\u2019d like you to remember three things from the story of our beginning.<\/p>\n<p><span style=\"text-decoration: underline;\"><strong>One:<\/strong><\/span> If you\u2019ve got a great idea for an app or service \u2013 send some emails first to check how great the idea really is in the eyes of your potential users. Don\u2019t wait till you\u2019ve got it all set up. Ask first, develop next.<\/p>\n<p>I know it seems a bit \u2018easier said than done\u2019. I know it seems difficult when you realize how much work you have to do before you even start developing your idea. We felt that, too. But in the long run it was so worth it.<\/p>\n<p><span style=\"text-decoration: underline;\"><strong>Two:<\/strong><\/span> If you haven\u2019t seen cold emails as something more than a way of marketing, then stop right there and give it some more thought. Email is a good way to the \u2018asking first\u2019 part. You can cold email waaay before you start your first marketing campaign.<\/p>\n<p><strong><span style=\"text-decoration: underline;\">Three:<\/span><\/strong> If you are to write an email, put a few short and concise sentences together and send away.\u00a0\u2018Easier said than done\u2019 again, huh? Look, the truth is that we could take 10 minutes to put together a nice email, because we had some previous experience with sending cold emails (well, at least some of us).<\/p>\n<p>And yes, putting the right words together isn\u2019t easy, especially if you\u2019re about to reach out to someone who hasn\u2019t got the haziest idea who you are and what you want from them. That\u2019s why so many people don\u2019t believe cold emailing works. It takes time to be able to write effective cold emails in ten minutes. And you can only get there with lots of practice.<\/p>\n<p>Did we know that the email we sent was going to work? No! We wrote it and sent it to see what we would get in return. Then we concluded, improved, and tested again.<\/p>\n<h2>Why cold emails?<\/h2>\n<p>We got ourselves authentic first-hand research materials, a number of beta testers, some precious relationships with fitness pros (some of whom became our regular advisors later). We got hundreds of trial accounts and our first premium users. And all these we got with cold email. Not a penny spent on research and ads (oh, by the way, we\u2019re a bootstrap).<\/p>\n<p>It wasn\u2019t just with the first message we put together in 10 minutes, of course. For over two years, we\u2019ve sent thousands of messages to our prospects. We changed the words, the length, the tone, the purpose. We tested, concluded, and tested all over again.<\/p>\n<p>If you&#8217;re interested in seeing what a process of conducting customer interviews via email looks like (and how you can do it yourself), check out this blog post:<\/p>\n<p><a href=\"https:\/\/woodpecker.co\/blog\/65-customer-interviews\/\">SaaS customer interviews: How to carry them out &amp; what you can learn&gt;&gt;<\/a><\/p>\n<p style=\"text-align: center;\">***<\/p>\n<p>Want to learn how to write effective cold emails?<\/p>\n<p>Go straight to the post:<a title=\"How to Write a Cold Email that Actually Works: Six-Step Tutorial\" href=\"https:\/\/woodpecker.co\/blog\/cold-email\/how-to-write-a-cold-email-that-actually-works-six-step-tutorial\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n<\/a><\/p>\n<p><a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/how-to-write-a-cold-email-that-actually-works-six-step-tutorial\/\" target=\"_blank\" rel=\"noopener noreferrer\">Step-by-step\u00a0tutorial\u00a0on writing cold emails that\u00a0worked for us\u00a0&gt;&gt;<\/a><\/p>\n<p style=\"text-align: center;\">\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-350334143\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-350334143\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It was another regular team meeting. Except it wasn\u2019t regular, as we had just decided to pivot. From a widely available workout plan design service to SaaS exclusively for personal fitness trainers. And what is the first thing to do when you decide it\u2019s time to pivot? Obviously, you need customer interviews\u00a0&#8212; you need to ask people if they would be interested in your new idea.<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[2],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How can customer interviews help you build a SaaS business?<\/title>\n<meta name=\"description\" content=\"Test your idea for an app, product or service with cold emails. Don\u2019t wait till you\u2019ve got it all set up. 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