The document discusses strategies for finding incremental product-market fit during a crisis. It recommends minimizing costs and maximizing cash in early stages by defining the target customer. Identifying customers and competitors involves using a product-market fit test to find new customers and learning about them from online reviews and communities. During a crisis, companies should maintain communication with customers, gather insights on LinkedIn, and re-find product-market fit by analyzing customer behavior and opening new revenue streams with new features. Research involves understanding customer priorities, objectives and needs to develop accurate customer personas and ideal customer profiles.

1. Searching for
incremental
product-market fit
during a crisis

2. ● CEO
● 10 000+
● 󾓧 🥖 🍷
● $1M ARR
Who am I?

3. Today’s plan

4. Let’s get rolling
1. PMF in the early stages: minimizing costs & maximizing cash

5. PMF in the early
stages: minimizing
costs & maximizing
cash

6. Why is it essential to define your target?
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7. Example: Which bank would you choose if you were an entrepreneur?
Why is it essential to define your target?

8. Example: Which bank would you choose if you were an entrepreneur?
10% 90%
Why is it essential to define your target?

9. What does the demand look like?

10. What does the demand look like?

11. Use Ahrefs or Ubersuggest to gain
deeper insight

12. How to minimize your costs?

13. How to minimize your costs?

14. Plenty of places to use for research
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15. But the best place is your own community

16. Key takeaways
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17. Let’s move on
2. Identifying your customers and competitors

18. Identifying your
customers and
competitors

19. Find new ones using the PMF test
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● REMEMBER!

20. How PMF test looks like?
take a screenshot of this slide ;)
1. How would you feel if you could no longer use (Name of your product / service)?
2. According to you, who are the people who could benefit most from our
product/service?
3. What is THE greatest benefit of our product/service?
4. How can we improve our product/service?

21. We’ve asked our customers this

22. Dynamic landing page

23. Dynamic landing page

24. Dynamic landing page

25. Our results

26. Results
Your goal is to have >45% of people answer
they will be very disappointed if they could
no longer use your product

27. How to create your ICP from scratch?

28. How to you find this data?

29. Why do I love LinkedIn Sales Navigator?
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30. Department headcount growth filter

31. Role filters

32. How to give life to your ICP?

33. Your competitors are also a source
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34. Simple Google search

35. Online reviews

36. Communities are a great source of
information

37. Communities are a great source of
information

38. How to stand out?

39. Develop more features later

40. How to stand out?

41. Your brand is the ultimate defensibility
and great for WoM

42. Finally...
3. PMF under crisis & how to re-find it as you build new features

43. PMF under crisis &
how to re-find it as
you build new
features

44. What to do during the crisis?
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45. Never run away from your users

46. Never run away from your users

47. Never run away from your users

48. Organize meaningful events

49. Organize meaningful events

50. Use LinkedIn to gather more insights

51. Use LinkedIn to gather more insights

52. Use LinkedIn to gather more insights

53. Re-find your PMF by analyzing
customer behavior
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54. Re-find your PMF by communicating
with your users

55. Open new revenue streams with
new features

56. Attack verticals that make sense

57. Consult your network
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58. The game continues…
THANK YOU
(guillaume@lemlist.com)

59. Research (persona, ICP)
Priorities
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60. Research (persona, ICP)
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61. Research (persona, ICP)
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62. Research (persona, ICP)
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63. Research (persona, ICP)
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64. Research (persona, ICP)
Objectives ≠ needs
Objectives are measurable and
quantifiable
Needs are visceral

65. Research (persona, ICP)
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66. Research (persona, ICP)
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67. Research (persona, ICP)
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68. Research (persona, ICP)
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69. Our webinar checklist
Take a screenshot ;)