For us, SoloKeys, it was via Kickstarter [1]. We have blogged for a couple months before the campaign, typically sharing on HN where we hit the front page 2-3 t

For us, SoloKeys, it was via Kickstarter [1]. We have blogged for a couple months before the campaign, typically sharing on HN where we hit the front page 2-3 times. Overall we signed up 2.5K emails that then helped funding the campaign very quickly. Independently from a crowdfunding campaign or not, I think trying to generate some sort of buzz at a specific point in time can help amplifying your message. Post-campaign, we launched Shopify + Amazon US stores. In a sense we reset from zero, because our product isn't recurring. I think the 3 key strategies to get the first 100 customers on the store have been: 1. speaking at a conference (clearly planned in advance), 2. Amazon US, because people can find you even if they don't know you, 3. again some blogging, for example I went back to all my major posts and added an update with a link to the store (example [2]), so new readers can find it. [1] https://solokeys.com/kickstarter https://solokeys.com/kickstarter [2] https://hackernoon.com/why-choosing-a-fido2-security-key-8cb0e5a1a71e https://hackernoon.com/why-choosing-a-fido2-security-key-8cb... Edit: formatting