Have you launched your product?

  • No30
  • Yes2

Are customers paying for it?

  • No23
  • Yes3

Are enough customers paying for it that, if you keep doing what you're doing, you'll achieve Product-Market Fit?

  • No5
  • Yes4
  • Not sure20
Congrats! You're on the path to Product-Market Fit.
Keep doing what you're doing!

Why aren't you on track to acheive Product-Market Fit?

  • Not enough customers6
  • Customer Lifetime Value is too low16
Not sure? Go with your gut. Eventually you'll test both.

Why don't you have enough customers?

  • Having trouble finding them7
  • Conversion rate it too low10
  • Customer segment is too small14
  • Customer aren't referring enough other customers (i.e. Viral Coefficient is too low)15
Not sure? Starting at the top, pick the first answer you think could be the reason.

Where are you looking for customers?

  • Places I think my customers are.8
  • Places customers have told me they are.9
Your Riskiest Assumption is: You know where your customers look for solutions to their problems.
Product-Market Fit Phase: Finding Early Adopters for your product.
Your Next Step: Interview customers to validate where they look for solutions.
This will help...

Recommended FOCUS Exercise...

Description: Understand who your Early Adopters are, and where to find them, by contrasting their behavior with your Early Majority, Late Majority, etc.

Use this information to make your interviews easier and faster to get.

Found in FOCUS Workbook 1...

Your Riskiest Assumption: Your marketing channels can reach a sufficient number of customers for you to achieve Product-Market Fit.
Product-Market Fit Phase: Offer Testing - You can Reach your Early Adopters.
Your Next Step: Test alternative channels to determine potential customer segment size.
This will help...

Recommended FOCUS Exercise...

Description: This spreadsheet will show you if your segment is large enough for you to achieve Product-Market Fit based on real-world, bottoms-up, data.

You'll also be able to estimate the size of your marketing channels, conversion rates, and price points to determine the best approach for you to achieve Product-Market Fit.

Found in FOCUS Workbook 2...

What emotions are you evoking in your Call to Action?

  • I'm not evoking emotions in my Call to Action11
  • Emotions I think my customers are experiencing12
  • Emotions my customers have told me they are experiencing13
Your Riskiest Assumption: You understand what your customers are trying to accomplish in their roles.
Product-Market Fit Phase: .
Your Next Step: Interview your customers to understand what problems they are actively trying to solve.
This will help...

Recommended FOCUS Exercise...

Description: This exercise will help you brainstorm specific groups of customers you can serve by focusing on their problems.

Everything is easier when you center your attention on your customer's problems: asking for interviews, marketing, sales, product development, etc. Take this step now, and you'll move much faster through the rest of your journey.

Found in FOCUS Workbook 1...

Your Riskiest Assumption: You understand your customer's emotional desires.
Product-Market Fit Phase: .
Your Next Step: Interview your customers to understand their emotional desires.
This will help...

Recommended FOCUS Exercise...

Description: Understand who your Early Adopters are, and where to find them, by contrasting their behavior with your Early Majority, Late Majority, etc.

Use this information to make your interviews easier and faster to get.

Found in FOCUS Workbook 1...

Your Riskiest Assumption: Your marketing copy reasonates emotionally with your customers.
Product-Market Fit Phase: Offer Testing - You can Reach your Early Adopters.
Your Next Step: Test multiple versions of your marketing copy/Call to Action.
This will help...

Recommended FOCUS Exercise...

Description: This exercise will help you identify the emotions your customers' emotions.

By identifying and addressing your customers' emotional needs, you'll significantly increase your conversion rate.

Found in FOCUS Workbook 2...

Your Riskiest Assumption: There are large enough customer segments for you to achieve Product-Market Fit.
Product-Market Fit Phase: Scaling to Product-Market Fit.
Your Next Step: Identify, size and test related customer segments.
This will help...

Recommended FOCUS Exercise...

Description: This exercise will show you how to transition from your Early Adopters to your Early Majority segment.

By acquiring secondary and tertiary segments you'll be able to accelerate your path to Product-Market Fit.

Found in FOCUS Workbook 5...

Your Riskiest Assumption: Your solution is solving your customer's problem well enough, and they are incentivized enough, to share your product with others.
Product-Market Fit Phase: Utility Testing - You can Satisfy your Early Adopters.
Your Next Step: Increase your Viral Coefficent (i.e. K Factor).
This will help...

Recommended FOCUS Exercise...

Description: This exercise will help you brainstorm and prioritize ways to increase the virality of your product.

Found in FOCUS Workbook 4...

Why is your Customer Lifetime Value too low?

  • Customer churn is too high (i.e. they cancel your service too soon)17
  • Price is too low18
  • Cost of customer acquisition is too high19
Not sure? Starting at the top, pick the first answer you think could be the reason.
Your Riskiest Assumption: Your solution is solving your customer's problem well enough that they'll continue paying for it.
Product-Market Fit Phase: Utility Testing - You can Satisfy your Early Adopters.
Your Next Step: Test ways to increase the value your solution is providing to customers.
This will help...

Recommended FOCUS Exercise...

Description: This exercise will provide four different techniques to increase your Customer Lifetime Value making it more likely you'll achieve Product-Market Fit..

Found in FOCUS Workbook 4...

Your Riskiest Assumption: Customers will pay enough to solve their problem for you to achieve Product-Market Fit.
Product-Market Fit Phase: Currency Testing - Your Early Adopters will Pay you.
Your Next Step: Optimize your price via price testing.
This will help...

Recommended FOCUS Exercise...

Description: Whether you're B2B or B2C, this exercise will show how to optimize your price - without upsetting your customers!

Found in FOCUS Workbook 3...

Your Riskiest Assumption: You can lower your Cost of Customer acquisition such that you can achieve Product-Market Fit.
Product-Market Fit Phase: Offer Testing: You can Reach your Early Adopters.
Your Next Step: Test alternative channels to determine your optimal acquisition ROI.
This will help...

Recommended FOCUS Exercise...

Description: This spreadsheet will show you what combination of marketing channels, price point, and conversion rates you'll need to acheive in order to find Product-Market Fit.

Found in FOCUS Workbook 2...

Have you defined a metric that represents when you have acheived Product-Market Fit?

  • No21
  • Yes22
Your Riskiest Assumption: You know what Product-Market Fit means for you and your team.
Product-Market Fit Phase: Finding Early Adopters for your product.
Your Next Step: Define Product-Market Fit for you and your team.
This will help...

Recommended FOCUS Exercise...

Description: You can't achieve Product-Market Fit until you've defined it for you and your team.

This exercise will walk your entire team through the process of defining the most important metric of your startup...what success looks like.

Found in FOCUS Workbook 1...

Your Riskiest Assumption: The problem you're solving will lead you on a path to Product-Market Fit.
Product-Market Fit Phase: Currency Testing - Your Early Adopters will Pay you.
Your Next Step: Calculate your the size of this market to determine if Product-Market Fit is achievable.
This will help...

Recommended FOCUS Exercise...

Description: This spreadsheet will tell you how large your segment has the potential to be and exactly what conversion rates you'll need to achieve in order to find Product-Market Fit.

Found in FOCUS Workbook 3...

Are customers using the product?

  • No41
  • Yes24

Why aren't your customers paying to use your product?

  • Product isn't high enough quality to charge yet (i.e. pilot phase, trialing, etc.)25
  • Going to monetize after reaching critical mass26
  • Pursuing a freemium model and haven't built paid features yet25
  • Tried charging but no one would pay10
Your Riskiest Assumption: Customers will pay you enough that you'll achieve Product-Market Fit.
Product-Market Fit Phase: Currency Testing: Your Early Adopters will Pay you.
Your Next Step: Charge customers via pre-orders or Letters of Intent for future functionality.
This will help...

Recommended FOCUS Exercise...

Description: Whether you're B2B or B2C, this exercise will show you how to pre-sell a solution to a problem - without deceiving or disappointing your customers.

Found in FOCUS Workbook 3...

Are enough customers using it that, if you keep doing what you're doing, you'll achieve Product-Market Fit?

  • No28
  • Yes38
  • Not sure20

Why aren't enough customers using for you to achieve Product-Market Fit?

  • Having trouble finding them7
  • Conversion rate it too low10
  • Customer segment is too small14
  • Customer aren't referring enough other customers (i.e. Viral Coefficient is too low)15
Not sure? Starting at the top, pick the first answer you think could be the reason.

Have you defined a metric that represents when you have acheived Product-Market Fit?

  • No21
  • Yes22

Have you generated any pre-sales or signed Letters of Intent?

  • No35
  • Yes31

Are enough customers pre-paying for it that, if you solve their problems, you'll achieve Product-Market Fit?

  • No5
  • Yes32
  • Not sure20

Why haven't you launched the product yet?

  • No development team33
  • Solution is still under development33
  • Testing the solution privately before making it available publicly34
Your Riskiest Assumption: You can solve your customers' problems.
Product-Market Fit Phase: Utility Testing - You can Satisfy your Early Adopters.
Your Next Step: Test a manual solution.
This will help...

Recommended FOCUS Exercise...

Description: This exercise will walk you through how to create a manual solution in the most efficient way possible.

Found in FOCUS Workbook 4...

Your Riskiest Assumption: You can solve your customers' problems at scale.
Product-Market Fit Phase: Scaling to Fit - You can achieve Product-Market Fit.
Your Next Step: Test an automated solution.
This will help...

Recommended FOCUS Exercise...

Description: This exercise will help you transition from a manual solution to an automated one in the most efficient way possible.

Found in FOCUS Workbook 5...

Have you identified a problem at least 60% of your customers are actively trying to solve?

  • No40
  • Yes36

If you solve the problem, will you achieve Product-Market Fit?

  • No5
  • Yes37
  • Not sure39

Why aren't you collecting pre-orders or Letters of Intent?

  • Can't finding customers to pre-sell7
  • Don't know how38
  • Tried but no one bought10
Your Riskiest Assumption: Customers will pay you enough that you'll achieve Product-Market Fit.
Product-Market Fit Phase: Currency Testing - Your Early Adopters will Pay you.
Your Next Step: Charge customers via pre-orders or Letters of Intent for future functionality.
This will help...

Recommended FOCUS Exercise...

Description: This exercise will introduce you to Currency Testing so you can confidently validate whether customers will pay you enough for you to achieve Product-Market Fit.

Found in FOCUS Workbook 3...

Have you defined a metric that represents when you have acheived Product-Market Fit?

  • No21
  • Yes9
Your Riskiest Assumption: Customers are actively trying to solve a problem your product will solve for them.
Product-Market Fit Phase: Finding Early Adopters for your product.
Your Next Step: Interview customers to determine what problems they are actively trying to solve.
This will help...

Recommended FOCUS Exercise...

Description: Understand who your Early Adopters are, and where to find them, by contrasting their behavior with your Early Majority, Late Majority, etc.

Use this information to make your interviews easier and faster to get.

Found in FOCUS Workbook 1...

Why aren't customers using your product?

  • I'm not sure how/where to find customers to tell about it8
  • I've told them about it, but they don't really use it11
  • Customers use it a little, but then they stop42
Your Riskiest Assumption: Your product solves your customers' problems.
Product-Market Fit Phase: Utility Testing - You can Satisfy your Early Adopters.
Your Next Step: Test ways to increase the value your solution is providing to customers.
This will help...

Recommended FOCUS Exercise...

Description: This exercise will provide four different techniques to increase your Customer Lifetime Value making it more likely you'll achieve Product-Market Fit..

Found in FOCUS Workbook 4...