A segment from a Yale course on medical software entrepreneurship, this lecture walks through how startups land their first paying customer, using PillPack as the case study. The instructor lays out a framework for identifying early adopters, distinguishes what customers say they need from what they actually want, and explains market stratification as a tool for finding a beachhead segment before tackling entrenched competitors. PillPack's own rise, from a small pharmacy delivery service to a company eventually acquired by Amazon, anchors the discussion of how a startup convinces a skeptical first buyer to trust an unproven product over established alternatives. The lecture stays practical throughout, aimed at students building or evaluating health tech ventures rather than at general business theory, and treats customer acquisition as a strategic problem with identifiable steps rather than a matter of luck or timing.