Finding early customers as a startup can be challenging, but it's essential to identify a need and find influential individuals who would pay for your product or service. One approach is to troll online forums and SaaS service communities to understand what problems people are facing and which integrations they're looking for. This was the strategy used by Zapier co-founder Wade Foster when he reached out to Andrew Warner, a prominent figure in the startup world, with a solution to his problem of syncing PayPal data into Highrise. After exchanging emails, Foster offered Warner a $100 beta deal, which led to the first paying customer and subsequent traction for the company. The key takeaway is that early sales may not be repeatable, but it's crucial to do everything possible to get users to like your product and pay for it when you're just starting out.