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💡 Launching a New AI Product? Why Your First Step Should Be Finding Your Early Customer Profile (ECP)

With the explosion of AI features and products, B2B SaaS teams are racing to bring new offerings to market. But in this fast-moving world, one truth remains: you can’t scale until you’ve nailed your Early Customer Profile (ECP).

In our latest SaaSiest podcast episode, we sat down with Maja Voje – GTM strategist, author, and advisor to many high-growth SaaS companies. She shared why ECPs are critical for launching anything new, especially in today’s AI landscape, and how to avoid the most common traps teams fall into.

Here are some of the key insights we explored:


🤔 What is an Early Customer Profile (ECP), and how is it different from an ICP?

Your ECP isn’t your long-term ideal customer – it’s your starting point. It’s the small group of customers who:

  • Have a burning need for what you’re building
  • Are willing to take a risk on something new
  • Will give you honest feedback early
  • Have a demonstrated willingness to pay

Maja’s advice: “Be grateful to your early customers – they’re taking a bet on you. These are your product co-creators.


🌍 Where do you find your ECPs?

Look for the people already obsessed with the problem your product solves. They’re often:

  • Active in online communities (Reddit, Discord, GitHub, X)
  • Sharing pain points and ideas publicly
  • Already trying workarounds or experimenting with early AI tools

Start by asking your early users:

  1. Where do you go to find information related to your work?
  2. Which communities do you belong to?
  3. Who do you follow or listen to in this space?

🧠 How should you message to ECPs?

Don’t pitch your AI product like a mature platform. Instead, focus on clarity and ROI:

  • What exactly does it do?
  • Who is it for?
  • What outcome can they expect – and how quickly?

Also, show, don’t tell. Let them try it, interact with it, or see it in action. Sandboxes, demos, even limited reverse trials can be powerful.


💸 How do you validate willingness to pay?

Maja’s take was refreshingly blunt:

“You don’t pay your bills with love. Don’t build for window shoppers.”

Here’s what she suggests:

  • Launch with a paid version, even if it’s limited
  • If there are real AI usage costs (tokens, APIs), factor that into the trial
  • Ask what they’re currently paying for alternatives – not “what would you pay for this?”

💰 How do you avoid underpricing a new product?

Start simple: map out how your product creates value, and what a reasonable capture of that value looks like (usually 20–30%). Avoid vague “credit”-based pricing without explaining what they buy with the credits.

Don’t be afraid to experiment with pricing quietly:

  • Offer early pricing to a small test group
  • Adjust once you have usage and outcome data
  • Keep early pricing unpublished if needed

🚫 Common GTM Pitfalls to Avoid

  1. Defaulting to familiar channels instead of going where your ECPs actually hang out
  2. Pouring money into acquisition too early, before product-market resonance
  3. Weak or unclear messaging – especially on launch landing pages
  4. Forgetting about positioning altogether (seriously, don’t do this)

🚀 Who should be on your “launch squad”?

Forget the typical org chart. According to Maja, your dream team should include:

  • A PM or developer who’s hands-on and scrappy
  • Someone from the existing business who can help avoid cannibalization or internal roadblocks
  • An AI-savvy early adopter who understands the tools, risks, and edge cases

Bonus if you have a Product Marketing Manager who lives and breathes positioning.


🎧 Catch the full episode to hear Maja’s take on pricing strategy, her favorite AI tools, and how to future-proof your GTM playbook.

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