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HOW TO
FIND
PRODUCT
MARKET FIT
1. Define Product-Market Fit
2. Know your next step
3. How to take it
Goals
Founder Institute
Thank You
Push the envelope
Today
We’re going to…
The Platform
Let’s Explore
Justin@CustomerDevLabs.com
Feedback
1. Who am I?
2. What is Product-Market Fit?
3. Path to Product-Market Fit
4. Who are your Early Adopters?
5. Wrap up
Agenda
WHO AM
I?
My Background
18 months
Discovered
Lean Startup
ThingsWeStart
Success
Mentor Around the World
San Francisco
San Juan
Seattle
Lincoln
Calgary
Singapore
Barcelona
Paris
London
Sydney
Zagreb
San ...
Startup Accelerators
Curriculum
Mentor & Speaker
FOCUS Framework
?’s
1. Who am I?
2. What is Product-Market Fit?
3. Path to Product-Market Fit
4. Who are your Early Adopters?
5. Wrap up
Agenda
Finding
Product-Market Fit
Is hard…
1. Haven’t defined it
2. Overwhelming
3. How to do it?
"Being in a good market with a
product that can satisfy that
market."
Product-Market Fit?
- Marc Andreesen
"Being in a good market with a
product that can satisfy that
market."
Product-Market Fit?
- Marc Andreesen
You get to define it.
Good Market?
…to achieve your goals.
Your startup is a vehicle
"Being in a good market with a
product that can satisfy that
market."
Product-Market Fit?
- Marc Andreesen
"Being in a market that can
achieve your goals with a product
that can satisfy that market."
Product-Market Fit?
“Satisfying a market…that
satisfies you."
Product-Market Fit
- Justin Wilcox
Satisfies you?
1. All decisions are easier
2. Confidence to pivot
3. Unify your team
Declaring Victory
"Being in a good market with a
product that can satisfy that
market."
Product-Market Fit?
- Marc Andreesen
"Being in a market that can
achieve your goals with a product
that can satisfy that market."
Product-Market Fit?
“Satisfying a market
that satisfies you."
Product-Market Fit
Satisfies you
1. All decisions are easier
2. Confidence to pivot
3. Unify your team
?’s
Takeaway
What’s your Victory?
1. Who am I?
2. What is Product-Market Fit?
3. Path to Product-Market Fit
4. Who are your Early Adopters?
5. Wrap up
Agenda
Product-Market Fit?
How do you find
Riskiet Assumption
Test your
Where do you
start?
What tests do
you run?
Questions
How do you run
them?
?
?
?
?
?
?
?
?
?
FOCUS
Framework
1. Concrete steps
1 2
3 4
5
6
…
2. Orders the steps 3. Instructions & tools
for each step
FOCUS Framework
Riskiet Assumption
Path to…
Product-Market Fit
Finding
Product-Market Fit
Is hard…
1. Haven’t defined it
2. Overwhelming
3. How to do it?
Riskiet Assumption
Your 5
Riskiest Assumptions
ASSUMPTION
You can find people trying
to solve the problem
They want your help
solving it
They will "pay" you to
solve it
...
Riskiet Assumption
The 5 Phases of
Product-Market Fit
Assumption
You can find people trying
to solve the problem
They want your help
solving it
They will "pay" you to
solve it
...
Riskiet Assumption
What Phase
Are you in?
Product-Market Fit
Assessment
1. What phase are you in?
2. What’s your riskiest assumption?
3. What’s your next step to te...
Where do you
start?
What tests do
you run?
Questions
How do you run
them?
?
?
?
?
?
?
??
?
Riskiet Assumption
Your 5
Riskiest Assumptions
ASSUMPTION
You can find people trying
to solve the problem
They want your help
solving it
They will "pay" you to
solve it
...
Riskiet Assumption
The 5 Phases of
Product-Market Fit
Assumption
You can find people trying
to solve the problem
They want your help
solving it
They will "pay" you to
solve it
...
?’s
Takeaways
1. What phase are you in?
2. What’s your riskiest assumption?
3. What’s your next step to test it?
1. Who am I?
2. What is Product-Market Fit?
3. Path to Product-Market Fit
4. Who are your Early Adopters?
5. Wrap up
Agenda
Assumption
You can find people trying
to solve the problem
They want your help
solving it
They will "pay" you to
solve it
...
Riskiet Assumption
Who are your
Early Adopters?
Diffusion of Innovations
Early
Adopters
Early
Majority
Late
Majority
Laggards
Victory
Startup founders
“Not sure how to apply Lean Startup”
Victory
Start
“Not sure how to apply Lean Startup”
Goes to Lean Startup Machine
Pays for online courses
Goes to Lean Startup Conf.
Makes...
What are Early
Adopters?
“Paying” to Solve It
Know they Have It
Have the problem
Customers who…
Where are
yours?
Externally
Observable
Behavior
Tweets about Lean Startup Machine
Reviews online courses
Leaves feedback o...
?’s
Takeaways
Where are your
Early Adopters?
1. Who am I?
2. What is Product-Market Fit?
Recap
Declaring Victory
"Being in a good market with a
product that can satisfy that
market."
Product-Market Fit?
- Marc Andreesen
"Being in a market that can
achieve your goals with a product
that can satisfy that market."
Product-Market Fit?
“Satisfying a market
that satisfies you."
Product-Market Fit
Satisfies you
1. All decisions are easier
2. Confidence to pivot
3. Unify your team
1. Who am I?
2. What is Product-Market Fit?
3. Path to Product-Market Fit
Recap
Where do you
start?
What tests do
you run?
Questions
How do you run
them?
?
?
?
?
?
?
??
?
Riskiet Assumption
Your 5
Riskiest Assumptions
ASSUMPTION
You can find people trying
to solve the problem
They want your help
solving it
They will "pay" you to
solve it
...
Riskiet Assumption
The 5 Phases of
Product-Market Fit
Assumption
You can find people trying
to solve the problem
They want your help
solving it
They will "pay" you to
solve it
...
Product-Market Fit
Assessment
1. What phase are you in?
2. What’s your riskiest assumption?
3. What’s your next step to te...
1. Who am I?
2. What is Product-Market Fit?
3. Path to Product-Market Fit
4. Who are your Early Adopters?
Recap
Diffusion of Innovations
Early
Adopters
Early
Majority
Late
Majority
Laggards
Victory
What are Early
Adopters?
“Paying” to Solve It
Know they Have It
Have the problem
Customers who…
Where are
yours?
Externally
Observable
Behavior
Tweets about Lean Startup Machine
Reviews online courses
Leaves feedback o...
1. Who am I?
2. What is Product-Market Fit?
3. Path to Product-Market Fit
4. Who are your Early Adopters?
5. Free Bonuses
...
BONUS #1
FREE
EMAIL COURSE
BONUS #2
FOCUS Framework
May 3rd $20 OFF
?’s
#1 Takeaway
FOCUS Framework
May 3rd $20 OFF
HOW TO
FIND
PRODUCT
MARKET FIT
How to find Product Market Fit - Founder Institute
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How to find Product Market Fit - Founder Institute

  1. 1. HOW TO FIND PRODUCT MARKET FIT
  2. 2. 1. Define Product-Market Fit 2. Know your next step 3. How to take it Goals
  3. 3. Founder Institute Thank You
  4. 4. Push the envelope Today We’re going to…
  5. 5. The Platform Let’s Explore
  6. 6. Justin@CustomerDevLabs.com Feedback
  7. 7. 1. Who am I? 2. What is Product-Market Fit? 3. Path to Product-Market Fit 4. Who are your Early Adopters? 5. Wrap up Agenda
  8. 8. WHO AM I?
  9. 9. My Background 18 months
  10. 10. Discovered Lean Startup
  11. 11. ThingsWeStart
  12. 12. Success
  13. 13. Mentor Around the World San Francisco San Juan Seattle Lincoln Calgary Singapore Barcelona Paris London Sydney Zagreb San Francisco San Juan Seattle Lincoln Calgary Singapore Barcelona Paris London Sydney Zagreb
  14. 14. Startup Accelerators
  15. 15. Curriculum Mentor & Speaker
  16. 16. FOCUS Framework
  17. 17. ?’s
  18. 18. 1. Who am I? 2. What is Product-Market Fit? 3. Path to Product-Market Fit 4. Who are your Early Adopters? 5. Wrap up Agenda
  19. 19. Finding Product-Market Fit Is hard… 1. Haven’t defined it 2. Overwhelming 3. How to do it?
  20. 20. "Being in a good market with a product that can satisfy that market." Product-Market Fit? - Marc Andreesen
  21. 21. "Being in a good market with a product that can satisfy that market." Product-Market Fit? - Marc Andreesen
  22. 22. You get to define it. Good Market?
  23. 23. …to achieve your goals. Your startup is a vehicle
  24. 24. "Being in a good market with a product that can satisfy that market." Product-Market Fit? - Marc Andreesen
  25. 25. "Being in a market that can achieve your goals with a product that can satisfy that market." Product-Market Fit?
  26. 26. “Satisfying a market…that satisfies you." Product-Market Fit - Justin Wilcox
  27. 27. Satisfies you? 1. All decisions are easier 2. Confidence to pivot 3. Unify your team
  28. 28. Declaring Victory
  29. 29. "Being in a good market with a product that can satisfy that market." Product-Market Fit? - Marc Andreesen
  30. 30. "Being in a market that can achieve your goals with a product that can satisfy that market." Product-Market Fit?
  31. 31. “Satisfying a market that satisfies you." Product-Market Fit
  32. 32. Satisfies you 1. All decisions are easier 2. Confidence to pivot 3. Unify your team
  33. 33. ?’s
  34. 34. Takeaway What’s your Victory?
  35. 35. 1. Who am I? 2. What is Product-Market Fit? 3. Path to Product-Market Fit 4. Who are your Early Adopters? 5. Wrap up Agenda
  36. 36. Product-Market Fit? How do you find
  37. 37. Riskiet Assumption Test your
  38. 38. Where do you start? What tests do you run? Questions How do you run them? ? ? ? ? ? ? ? ? ?
  39. 39. FOCUS Framework 1. Concrete steps 1 2 3 4 5 6 … 2. Orders the steps 3. Instructions & tools for each step
  40. 40. FOCUS Framework
  41. 41. Riskiet Assumption Path to… Product-Market Fit
  42. 42. Finding Product-Market Fit Is hard… 1. Haven’t defined it 2. Overwhelming 3. How to do it?
  43. 43. Riskiet Assumption Your 5 Riskiest Assumptions
  44. 44. ASSUMPTION You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit
  45. 45. Riskiet Assumption The 5 Phases of Product-Market Fit
  46. 46. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit Test Manual solution Ads, Cold Emails Landing Page, Pre-Sales, LOIs Product, large segments, etc. Customer Interviews Utility Testing Offer Testing Currency Testing Scaling to Fit Finding Early Adopters Phase
  47. 47. Riskiet Assumption What Phase Are you in?
  48. 48. Product-Market Fit Assessment 1. What phase are you in? 2. What’s your riskiest assumption? 3. What’s your next step to test it?
  49. 49. Where do you start? What tests do you run? Questions How do you run them? ? ? ? ? ? ? ?? ?
  50. 50. Riskiet Assumption Your 5 Riskiest Assumptions
  51. 51. ASSUMPTION You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit
  52. 52. Riskiet Assumption The 5 Phases of Product-Market Fit
  53. 53. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit Test Manual solution Ads, Cold Emails Landing Page, Pre-Sales, LOIs Product, large segments, etc. Customer Interviews Utility Testing Offer Testing Currency Testing Scaling to Fit Finding Early Adopters Phase
  54. 54. ?’s
  55. 55. Takeaways 1. What phase are you in? 2. What’s your riskiest assumption? 3. What’s your next step to test it?
  56. 56. 1. Who am I? 2. What is Product-Market Fit? 3. Path to Product-Market Fit 4. Who are your Early Adopters? 5. Wrap up Agenda
  57. 57. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit Test Manual solution Ads, Cold Emails Landing Page, Pre-Sales, LOIs Product, large segments, etc. Customer Interviews Utility Testing Offer Testing Currency Testing Scaling to Fit Finding Early Adopters Phase
  58. 58. Riskiet Assumption Who are your Early Adopters?
  59. 59. Diffusion of Innovations Early Adopters Early Majority Late Majority Laggards Victory
  60. 60. Startup founders “Not sure how to apply Lean Startup” Victory Start
  61. 61. “Not sure how to apply Lean Startup” Goes to Lean Startup Machine Pays for online courses Goes to Lean Startup Conf. Makes calls on Clarity Buy’s Ash’s Book Enrolls in Founder Institute Tweets about Lean Startup Machine Reviews online courses Leaves feedback on Clarity Amazon review for Ash’s Book Joins Founder Institute Meetup Group
  62. 62. What are Early Adopters? “Paying” to Solve It Know they Have It Have the problem Customers who…
  63. 63. Where are yours? Externally Observable Behavior Tweets about Lean Startup Machine Reviews online courses Leaves feedback on Clarity Amazon review for Ash’s Book Joins Founder Institute Meetup Group
  64. 64. ?’s
  65. 65. Takeaways Where are your Early Adopters?
  66. 66. 1. Who am I? 2. What is Product-Market Fit? Recap
  67. 67. Declaring Victory
  68. 68. "Being in a good market with a product that can satisfy that market." Product-Market Fit? - Marc Andreesen
  69. 69. "Being in a market that can achieve your goals with a product that can satisfy that market." Product-Market Fit?
  70. 70. “Satisfying a market that satisfies you." Product-Market Fit
  71. 71. Satisfies you 1. All decisions are easier 2. Confidence to pivot 3. Unify your team
  72. 72. 1. Who am I? 2. What is Product-Market Fit? 3. Path to Product-Market Fit Recap
  73. 73. Where do you start? What tests do you run? Questions How do you run them? ? ? ? ? ? ? ?? ?
  74. 74. Riskiet Assumption Your 5 Riskiest Assumptions
  75. 75. ASSUMPTION You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit
  76. 76. Riskiet Assumption The 5 Phases of Product-Market Fit
  77. 77. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit Test Manual solution Ads, Cold Emails Landing Page, Pre-Sales, LOIs Product, large segments, etc. Customer Interviews Utility Testing Offer Testing Currency Testing Scaling to Fit Finding Early Adopters Phase
  78. 78. Product-Market Fit Assessment 1. What phase are you in? 2. What’s your riskiest assumption? 3. What’s your next step to test it?
  79. 79. 1. Who am I? 2. What is Product-Market Fit? 3. Path to Product-Market Fit 4. Who are your Early Adopters? Recap
  80. 80. Diffusion of Innovations Early Adopters Early Majority Late Majority Laggards Victory
  81. 81. What are Early Adopters? “Paying” to Solve It Know they Have It Have the problem Customers who…
  82. 82. Where are yours? Externally Observable Behavior Tweets about Lean Startup Machine Reviews online courses Leaves feedback on Clarity Amazon review for Ash’s Book Joins Founder Institute Meetup Group
  83. 83. 1. Who am I? 2. What is Product-Market Fit? 3. Path to Product-Market Fit 4. Who are your Early Adopters? 5. Free Bonuses Recap
  84. 84. BONUS #1
  85. 85. FREE EMAIL COURSE
  86. 86. BONUS #2
  87. 87. FOCUS Framework May 3rd $20 OFF
  88. 88. ?’s
  89. 89. #1 Takeaway
  90. 90. FOCUS Framework May 3rd $20 OFF
  91. 91. HOW TO FIND PRODUCT MARKET FIT
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