Help me out. How do i create my first customers? (i am targeting a very small and specific base)

So i am making a web app that schools or colleges could use to contact with their students…it's not a big thing but i was just wondering how to i start selling? i mean how do i get the first people to buy subscription? should i individually approach schools (if yes, alone or not, or should i start with low end schools and then move up) or should i go directly into ads (i don't think this one's gonna be effective). Please help me here…

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