Long-term planning, hefty financial backing, formal strategic processes, a rock-solid business model – these are often the entrepreneurial lessons we learn from traditional entrepreneurs and the standard business curriculum. 

But young entrepreneurs across the world are proving otherwise. They’re diving in, two-feet first, learning as they go, launching their projects and landing their first customers shortly thereafter. Unlike traditional business wisdom that often emphasizes long-term strategy before action, these founders prioritize adaptability, community-driven solutions, and real-world experimentation. And it’s working—small businesses, many led by young entrepreneurs, have been responsible for over 70% of net new jobs since 2019. Meanwhile, a 2023-24  survey found that nearly one in four people aged 18-24 are already running a business, with 25% planning to start one in the next three years.

At beVisioneers, we support young innovators aged 16-28 as they turn their planet-positive ideas into reality. We asked three of our Fellows to share their hard-earned lessons on landing customers—insights that challenge conventional business teachings and showcase the power of learning by doing.

1. Stop Assuming, Start Experiencing: The Real Way to Understand Your Customers

Most entrepreneurs believe they understand their customers’ problems—but how often do they step into their world? Cohort 1 Fellow and Co-Founder of Waste Management innovator, Evergreen Technical Solutions, Linda Kaumpahwi learned this the hard way. She was looking into Waste Management and assumed informal waste pickers needed gloves. But after speaking with one, she realized gloves actually made their work harder. This is the difference between assuming a problem and living it. Instead of relying on surveys and assumptions, put yourself in your customer’s shoes. Work alongside them. See the world as they do. That’s when real insights—and real solutions—emerge. Innovation doesn’t start with what you think people need. It starts with what they actually experience.

‘’Live your customer’s experience. One of the biggest mistakes entrepreneurs make is assuming that what they see as a problem, their customers also see as a problem. But perspectives differ, what seems like a major issue to you might not even be a concern for them […] By stepping into their world and truly understanding their needs, you avoid building solutions for problems that don’t exist.’’

• Linda Kaumpahwi

2. Start Small with a Pilot Project

Don’t try to conquer the world on day one. Start small with a manageable pilot project that allows you to test your product or service on a smaller scale. This not only reduces risk but also provides you with valuable feedback to refine your offering.

Offer this initial project at a discounted rate or even for free, if necessary, in exchange for testimonials, referrals, or case studies. The key is to use the pilot to build credibility and gather proof of concept that you can showcase to future customers.

‘’One of the biggest challenges in launching a business is actually taking the first step. Many people have great ideas, but few execute them. Overcoming this requires action—starting small, testing, and refining as you go. Execution is what separates dreamers from doers. The rest you figure out on the way – I always say that everything is figureoutable .’’

• Josephine Katumba, Cohort 1 Fellow, Co-Founder of Gcwalisa

3. Scale Smart, Not Fast

Once you’ve successfully completed your pilot project, resist the temptation to scale too quickly. Instead, focus on delivering consistent quality to build trust and a solid reputation.

Refine your processes based on what you’ve learned, and gradually expand your offerings. Scaling smart means you’re growing at a pace that allows you to maintain the standards that earned you your first customer’s trust. Remember, a strong foundation is key to sustainable growth.

‘’Scaling your business too quickly without a solid foundation can lead to operational problems, cash flow issues, and the quality of your service will suffer. Growing in a slow and strategic way—by refining your processes, maintaining customer satisfaction, and ensuring financial stability—enables you to grow in the long term. 

I recently secured our first big partnership which meant that we would supply over 60 co-working spaces around India. Together, we figured out a way to scale together so that I could supply even more co-working spaces with refurbished equipment over time.’’

• Ashish Pahwa, Cohort 1 Fellow, Co-Founder of ReUpyog

4. Overcome Barriers Through Collaboration

When introducing sustainable solutions that require behavioral change, collaborating with trusted local partners is essential. Rather than expecting immediate adoption, entrepreneurs must first identify and address the systemic barriers that may cause resistance. Engaging with community leaders, organizations, and existing networks can help build trust and facilitate education. Instead of tackling product development and outreach alone, leveraging the support of an ecosystem ensures smoother implementation and long-term impact.

‘’The biggest challenge has been realizing that introducing a tech-based solution to a marginalized community isn’t straightforward. Many informal waste pickers don’t have access to technology, so before they can use a digital platform, they first need access to the necessary tools.

I’m tackling this challenge through partnerships, but it’s still an ongoing process. The success of this project depends on overcoming this hurdle, and while progress has been made in terms of the development of the platform, there’s still a long road ahead.’’

• Linda Kaumpawhi, Cohort 1 Fellow, Co-Founder of Evergreen Technical Solutions

5. Use the Network You Have

Your first customer might be closer than you think. Tap into your existing network of friends, family, colleagues, and acquaintances. Let them know what you’re offering and ask for introductions to anyone who might benefit from your product or service.

People are more likely to give you a chance if they already know and trust you, or if you come recommended by someone they trust. Even if your first customer doesn’t come directly from your network, leveraging it can open doors and create opportunities that lead to that first big win.

‘’You never know who might help you land your first customer. For me, it was a friend from my social circle in Delhi who connected me with my first big partnership. Don’t wait for some magical network to come to you from LinkedIn or a conference but think about how you can develop the early stages of your idea with the people in your life now.’’

• Ashish Pahwa, Cohort 1 Fellow, Co-Founder of ReUpyog

Why Young Entrepreneurs are Important

These young founders prove that success isn’t about how long you’ve been in the game, but how well you adapt, listen, and take action. While many are told to perfect their ideas before launching, they’ve discovered that execution matters more than theory. They start small, refine as they go, and leverage partnerships to create real impact.

For aspiring entrepreneurs, the takeaway is clear: You don’t need a lifetime of business knowledge to get started—you just need the courage to take the first step, the willingness to learn, and a network that believes in your vision. The next wave of successful entrepreneurs isn’t waiting for permission; they’re already out there proving what’s possible.