When you’re in the early go-to-market stage, every dollar counts, but founders can feel pressure to move fast and start considering hiring a big agency before they're ready.

In this episode of In Demand, Asia and Kim unpack the trade-offs of hiring an agency too early. They explore what signals actually show you’re ready, how to avoid wasting precious cash, and alternative paths like freelancers or contractors.

If you’ve ever wondered whether now is the right time to pull the trigger on agency help, this episode is for you.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

• (00:00:57) - The risks of hiring an agency too early and why you might just be setting cash on fire.
• (00:04:35) - Key indicators of being ready to bring in an agency: customer volume, software category maturity, and retention.
• (00:07:25) - Why the best agencies are cautious about early-stage clients.
• (00:09:30) - Retention as a core indicator: if you’re losing half your customers after 3 months, pause.
• (00:14:30) - Why most companies don’t truly know product-market fit until at least 12 months.
• (00:17:05) - Why early-stage founders tend to think they need help from an agency or consulting firm.
• (00:18:20) - Lessons from Superhuman: taking time to refine before a big splash.
• (00:20:40) - Why remaining flexible in execution matters and where bringing on contractors or freelancers makes sense.
• (00:27:30) - The more cost-effective ways to test aquisition strategies.
• (00:31:10) - DemandMaven’s role in helping founders de-risk early go-to-market strategy.
• (00:34:54) - Final checklist: what to validate before spending on agency help.