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Build a Minimum Viable Audience Before a Minimum Viable Product

We’ve worked with many founders over the years, and most of them make the same mistake. They build a product first and then scramble to find customers. But what if you reversed that? Instead of launching into the void, you could build an engaged audience first—so that when you’re finally ready to launch, you already have eager buyers waiting. This is the idea behind a Minimum Viable Audience (MVA)—a core group of people who trust you, resonate with your insights, and are excited about what you’re building.

Why Build an Audience First?

Imagine spending months (or years) building a product, only to launch it and hear crickets. That’s the reality for many startups because they validate their idea too late. But when you build an audience first, you create a direct feedback loop with potential customers before you even start coding. You learn what their biggest pain points are, what solutions they’d pay for, and how to position your product in a way that immediately resonates. Plus, when launch day comes, you’re not begging for attention—you already have a community that trusts you and is ready to buy.

How to Start Building Your MVA

The key to building a Minimum Viable Audience is consistent, valuable content. This doesn’t mean you need to become an influencer overnight—it just means sharing insights, stories, or industry knowledge that your ideal customers find helpful. Pick a platform that aligns with your strengths: Twitter for quick thoughts, LinkedIn for professional insights, newsletters for deeper storytelling, or even a podcast if you love conversations. Start by engaging in existing communities, responding to discussions, and gradually establishing your voice. Over time, your audience will begin to see you as a trusted source.

Turn Your Audience into a Feedback Engine

Once you’ve started growing your audience, treat them like co-creators rather than passive followers. Ask questions, run polls, share early product ideas, and get their thoughts on the problems they face. Platforms like Beehiiv, Substack, and Discord make it easy to cultivate conversations. By involving your audience in the journey, you build deeper connections, validate your product idea in real time, and ensure that when you do launch, it’s something people actually want.

Pre-Sell Before You Build

One of the biggest advantages of having an MVA is the ability to pre-sell your product. Whether it’s a waitlist, a crowdfunding campaign, or a beta program, you can test demand before investing heavily in development. If no one is willing to pay upfront or join your waitlist, that’s a signal to refine your idea—without wasting months (or years) building something that won’t sell. Startups like Superhuman and Notion leveraged waitlists and early access models to create buzz and validate demand before fully launching.

MVA: Your Secret Startup Growth Hack

Building an audience before building a product isn’t just a marketing hack—it’s a moat. A strong, engaged community gives you a head start over competitors, reduces the risk of launching to zero traction, and helps you refine your offering before it even exists. Instead of hoping people care once your product is ready, you ensure they care first—so that when you do launch, success isn’t a question of “if,” but “when.”

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Chief Marketing Officer @ Summit Golf Club
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Why Hiring for Your Startup is Different

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Startup Story

Wolverine Precision Finops Group

Melinda Kasper’s journey into entrepreneurship took an unexpected but strategic turn. Originally working in the medical field with degrees in Biology and Biomedical Sciences, she realized that the demanding hours and hospital environment weren’t aligning with the life she envisioned. Seeking greater flexibility and impact, she pivoted into business management and earned a degree in Information Systems Management, which led her to discover a passion for finance. Over time, she gained hands-on experience in accounting and financial management, ultimately earning a Financial Analyst Certification.

After several years of freelancing and refining her expertise, Melinda officially launched her financial management business, Wolverine Precision Finops Group providing small businesses and nonprofits with cost-effective financial services that eliminate the need for a full-time, in-house accountant. Her company specializes in bookkeeping, payroll, budgeting, forecasting, and financial reporting, offering tailored solutions to help organizations improve efficiency and make smarter financial decisions. With a 100% virtual model, her firm provides real-time access to financial data, streamlining processes and ensuring clients have the information they need to scale their businesses confidently.

One of Melinda’s greatest strengths is her ability to spot financial patterns and trends, a skill she honed through her scientific background. Her company has successfully helped struggling businesses regain financial stability, including one client who was on the verge of shutting down but, through strategic financial planning, was able to expand within six months. These success stories fuel her commitment to empowering clients with financial clarity and long-term sustainability.

Her ideal clients are nonprofits and service-based businesses generating at least $500K in revenue. As a Certified Nonprofit Accounting Professional (CNAP), she provides specialized services like grant management and compliance reporting. For businesses in fields such as marketing, technology, and consulting, she helps lay a strong financial foundation as they scale toward needing a full-time financial manager. Clients typically start with essential services like bookkeeping and payroll before expanding into more advanced financial planning.

For fellow entrepreneurs, Melinda emphasizes the power of networking and building strong systems early on. She encourages founders to connect strategically, attend events, and focus on relationships rather than immediate sales. She also stresses the importance of working on the business, not just in it, advising new entrepreneurs to develop marketing strategies and scalable processes instead of trying to handle everything alone.

Through her company, Melinda is redefining financial management for small businesses and nonprofits—offering expert guidance, proactive financial planning, and a commitment to client success.

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