How Case finds customers

Case reads what your buyers post in public and writes only to the few worth it.

November 2026

The people who need what you built have mostly already said so, in public. Or rather, they've described the problem, which is better, because someone describing a problem isn't shopping yet and hasn't heard of your competitors.

They already told you

Suppose you sell a status page, the page a software company points its users to when the app goes down. Your customer is a founder whose users heard about an outage from each other on X before they heard it from him. There's no job title for that, and no list you can buy. But he leaves evidence. Last Tuesday a founder wrote in his own product's changelog that the app had been down for three hours. Another posted on Reddit asking whether a company with 50 customers really needs a status page. Neither has heard of you. Both just told you they have the problem you solve, and anyone could have read it.

Why nobody reads it

So why don't founders read them? Because it's a lot of reading, and most of it is useless. Most of what you find is someone who wants something you don't sell, or who already bought, or who is just complaining. You can keep it up for a week after launch. Then something breaks in the product and you never open those tabs again.

What I did instead was dumb. In June I had a different product, and I pasted the same pitch into about 35 threads in two days. Each got somewhere between one and five views. I told myself I was doing marketing, but really I was skipping the reading. And people can tell when a reply was written without reading their post, the same way you can tell when someone has been waiting for you to finish talking.

Throwing people out

Case is my attempt to get the reading done. You give it your website and it works out what you sell and who'd pay for it. Then it reads the places where those people talk: threads, replies, changelogs, launch posts. Finding candidates is cheap, though. A search will give you hundreds. What takes judgment is throwing them out.

So every person Case finds gets a verdict and a one-line reason. The founder asking which status page has the best enterprise SLA gets skipped, because he wants enterprise SLAs and you don't sell to enterprises. The founder asking whether he needs a status page at all gets a reply. You can read all the reasons and overrule any of them. And if Case rejects five people in a row, it stops and asks you whether it's looking in the wrong place, which is what I'd want a person to do.

A good way to judge any tool that finds customers is to ask what it did with the people it didn't pick. If it can't tell you, it didn't pick anyone. It handed you a pile, and the reading is still yours to do.

Writing to the few

For the few who are left, Case writes the reply or the email, from your account, about their problem. The email to the founder with the outage starts with his Tuesday. You read it, then change it or send it. If you cut a paragraph, it doesn't come back in the next draft. And when someone answers, Case notices, which sounds like nothing until you remember how many replies you've left sitting in a tab.

Isn't this spam?

But isn't this just spam with better manners? It would be if the goal were volume. Spam is writing to everyone you found. Case writes to a handful out of everything it read, each for a reason you can check. I don't know yet how often that handful turns into customers. I'm running it on my own business to find out.

If you have a product and no time to read, paste your website into Case. Setup takes about two minutes, and when it comes back with its first piece of work, most of what it found will be marked skipped.