Questions · Published
How do I pre-sell software before building it?
TL;DR
Sell a specific outcome to a few named customers, at a real price, with a clear start date and a refund if you don't deliver. For business customers, a paid pilot or a signed letter of intent works well. Deliver the outcome by hand at first if you need to, and be honest about what exists.
Pre-selling means asking customers to pay, or commit to paying, before the software exists. It sounds bold, but it's the most honest test of an idea you can run, and for software sold to businesses it's more normal than most founders expect.
Sell the outcome
To buy an outcome, customers only need to believe you'll deliver it. So describe the result they'll get, in their words, and when they'll get it. "Fill your last-minute shifts by the end of the day, starting next month" is something a manager can say yes to. "A workforce management platform" isn't.
If the software isn't ready, deliver the outcome by hand at first, or alongside a rough version you're still improving. Doing the work yourself for the first few customers is a perfectly good product, and it teaches you what the software actually needs to do.
Who to ask first
Start with people who have the problem badly and already know you: former colleagues, customers from a previous job, people you've met through your industry. They're the most likely to trust you before there's a finished product. Then try a few people you don't know, because that's closer to how selling will work later.
Make it a real offer
A pre-sale needs four things:
- A specific outcome, said in their words.
- A real price. Not a discount so steep it tests nothing.
- A date when they'll start getting it.
- A way out. A refund, or a pilot with a clear end date, if you don't deliver.
Then ask plainly:
It's [£49 a month]. I'm only taking on [three] [customers] to start with, and I'll [do it for you myself] while the software is being built. Would you like to be one of them?
Options for business customers
- A paid pilot: a short, paid trial with a clear end date and a goal you agree up front, like "fewer unfilled shifts in March".
- A letter of intent: a short signed note saying they'll buy at a stated price once it's ready. It isn't money, but it's a real commitment, and it's easy for a manager to sign.
- A pre-order: they pay now for something you'll deliver by a set date, with a refund if you don't.
Make saying yes feel safe
When someone likes your idea but won't commit, the problem is usually anxiety. Will it work? Will it be a hassle? Will they look silly if it goes wrong? Adding features won't help. Reducing the risk will: a short pilot, a guarantee, doing the setup for them, or starting with one team. The four forces explain why this works.
Be honest about what exists
Never imply the software is finished if it isn't. Say what works today, what you'll do by hand and when the rest arrives. Early customers usually like being early, as long as they know what they're getting. If you offer a discount for being first, make it a fair trade, like a lower price in return for feedback and a case study, with an end date.
If somebody does commit, that's a real step: they've accepted your offer. Delivering what you promised, and seeing whether they stay, is what you learn next. If nobody will commit, even with the risk taken away, that's worth knowing early. Look again at who you're asking, what you're promising and the price before you put more into building.