Getting your first users and understanding your market

Building a great product is one thing. Bringing it to market is another. Many founders are drawn to TON's ecosystem because of its powerful combination: Telegram (one of the fastest-growing messengers) and TON (a fast, scalable blockchain built to onboard the next billion into crypto).

But how do you realistically attract even 1% of a billion users? The answer lies in understanding that TON's marketing is different from traditional approaches. You need to start with the existing TON community before scaling to Telegram's massive Web2 user base.

This is Phase 1 of our 4-part TON marketing series. Here, we focus on building your understanding and getting your first supporters. Before you spend money on marketing, you need to understand your users and prove your product has value.

Understanding Your Users First

Skip this step at your own risk. Teams that don't understand their users end up targeting the wrong people and burning through budgets.

The Four Critical Questions:

1. Who are they? Age, location, interests, habits (especially within Telegram)

2. Where do they spend time online? Telegram is obvious, but also X (Twitter), Reddit, YouTube, Discord

3. What problem does your app solve? Be specific. "Makes crypto easier" isn't specific enough

4. Why Telegram specifically? What makes your solution better inside Telegram vs. a website?

How to find answers: Interview 10 potential users. Ask them how they currently solve the problem your app addresses. Their answers will guide everything else you do.

Getting Your First Users: Start Personal

Here's what most guides won't tell you: Your first 100 users almost never come from paid ads or viral mechanics. They come from people who trust you personally.

The personal approach works because it requires zero marketing budget, gives you immediate feedback from people who care about your success, and these users become your best advocates.

Tap Into Your Own Network

Friends and colleagues: Send personal messages, not mass broadcasts. "Hey [name], I just launched something I think you'd find interesting. Mind taking a look?"

Professional contacts: LinkedIn connections, conference contacts, Telegram groups you're already in

Other TON builders: If you've connected with teams during hackathons or conferences, now's the time to ask for a cross-promotion

Don't be shy about this. Everyone understands you're launching something new and most people are happy to help if you ask personally.

Essential TON Ecosystem Support Programs

These aren't just "nice to have" resources. They're your fastest path to credible users who actually understand crypto and Telegram.

TON Nest: TON Foundation's official educational program

• Structured mentorship with TON experts

• Direct access to other builders and the Foundation team

• Share your product in the community, get feedback, find early adopters

• Application required, but acceptance rate is high for genuine projects

TON Fam: Grassroots builder community

• Telegram chat of TON builders and supporters who live and breathe TON

• Share updates, ask for feedback, collaborate with other teams

Content That Actually Gets Users

Most TON teams overthink content. You don't need a content calendar or professional graphics. You need to share your story where your users already spend time.

Where to publish:

• Medium: Write about your building journey, technical challenges, or market insights

• Reddit: Share in relevant subreddits (r/TON, crypto communities, relevant niches)

• VC.ru: Popular in Russian-speaking markets

• X (Twitter): Publish a thread about your launch, lessons learned, or industry insights

Content that works:

• Behind-the-scenes building stories ("Here's what I learned building on TON")

• Market analysis or predictions

• Technical explainers (if relevant to your audience)

• Problem-solution narratives

Small Paid Tests (When Ready)

Once you have 50+ users and some feedback, you can test small paid campaigns to see what messaging works.

Where to test: Niche Telegram channels (use TGStat to find relevant ones) or small budgets on X or Meta

What to test: Different value propositions, various creative formats, different audience segments

Key insight: Use these tests to learn, not to scale. You're validating messaging, not trying to acquire thousands of users yet.

Foundation Phase Success Signals

• You have 100+ active users

• Users are returning and engaging with your product

• You can clearly articulate your value proposition

• At least a few users love your product enough to recommend it

What's Next?

Once you've established your foundation, you'll be ready for Phase 2: Growth through distribution and strategic partnerships. In our next article, we'll cover how to get listed on major platforms, build strategic partnerships, and create your first quest campaigns.

Remember: The foundation phase is not optional. Teams that rush through this stage often struggle with sustainable growth later. Take the time to understand your users and prove your product's value before moving to more complex marketing strategies.

This is Part 1 of our 4-part TON Marketing Series. For more ecosystem support and resources, visit https://builders.ton.org.