There are any number of strategies a startup can use to bootstrap their launch, but from a marketing perspective, the one I recommend most is to start by focusing on a 'local' customer base—the one you know best—and then slowly cast a wider net  as you prepare to grow and scale. This approach will allow you to fine-tune your messaging (i.e., confirm your core value proposition) on a much smaller and more cost-efficient scale and ultimately ensure you get to know your customers really well.