This short presentation puts together existing frameworks to summarise the journey to product/ market fit in 4 simple steps. I has been tested with startup founders, product managers and designers to explore the problem they were trying to solve and priori2se efforts accordingly.

1. 4
steps
to
Product/Market
fit
Let’s
put
some
frameworks
together
SlideShare
by
@LivMKk

2. Product/Market
fit…
WTF?!?
“Product/market
fit
means
being
in
a
good
market
with
a
product
that
can
saBsfy
that
market”
(@pmarca)
In
other
words,
means
delivering
a
product
that
solves
a
real
problem
be,er
than
exis2ng
alterna2ves!

3. So
what?
This
short
presentaBon
puts
together
exisBng
frameworks
to
summarise
the
journey
to
product/
market
fit
in
4
simple
steps.
I
has
been
tested
with
startup
founders,
product
managers
and
designers
to
explore
the
problem
they
were
trying
to
solve
and
priori2se
efforts
accordingly.

4. 4
Steps
to
Product/
Market
fit
1. Customer
Persona:
who
is
affected
by
the
problem
2. Vision
Roadmap:
define
a
“User
proposiBon”
3. Customer
Journey:
understand
the
behaviours
to
get
to
3
4. Valida:on
Backlog:
validaBon
methods
to
influence
behaviours

5. 1)
Customer
Persona
The
goal:
profile
your
target
user
and
understand
goals,
challenges,
expectaBons
and
obstacles
hRps://blog.bufferapp.com/markeBng-­‐personas-­‐beginners-­‐guide
hRp://conversionxl.com/creaBng-­‐customer-­‐personas-­‐using-­‐data-­‐driven-­‐research/?hvid=2AD8ar

6. 1)
Customer
Persona:
framework
Goals
and
Challenges
(“Behavioral
drivers”):
Goals,
what
they
want
to
accomplish,
their
journey
to
finding
your
business
Values
(“ExpectaBons”):
ExpectaBons
and
preconceived
noBons
on
the
buying
experience.
Are
they
shoppers
who
want
the
thrill
of
the
bargain
or
expect
a
more
refined
experience?
Fears
(“Obstacles”):
HesitaBons
and
concerns.
How
do
customers
view
your
product
or
service?
How
does
that
impact
how
much
informaBon
they
need
to
make
a
decision?

7. 1)
Customer
Persona:
example

8. 2)
The
Vision
Roadmap
The
goal:
define
a
“User
proposiBon”,
which
is
a
customer-­‐centered
vision
(what
they
would
say
to
their
mate
down
the
pub)
hRp://seedcamp.com/resources/the-­‐vision-­‐roadmap/
hRp://www.slideshare.net/wescoaR/visionroadmap

9. 2)
The
Vision
Roadmap:
framework

10. 2)
The
Vision
Roadmap:
example

11. 3)
Customer
Journey
The
goal:
understand
the
behaviours
to
get
to
the
“User
ProposiBon”
and
select
few
key
bahaviours
hRp://seedcamp.com/resources/your-­‐customer-­‐journey/
hRp://www.slideshare.net/wescoaR/behaviouralroadmap-­‐49323151
hRp://conversionxl.com/how-­‐to-­‐design-­‐user-­‐flow/
hRp://www.behaviormodel.org/

12. 3)
Customer
Journey
Your
funnel
is
a
subset
of
user
behaviours

13. 3)
Customer
Journey
Each
step
should
have
only
one
objec2ve

14. 3)
Customer
Journey
Behaviour
=
moBvaBon
+
ability
+
trigger
(Fogg
Behavioural
model)

15. 4)
ValidaKon
Backlog
The
goal:
IdenBfy
validaBon
methods
to
influence
selected
key
behaviours
hRp://seedcamp.com/resources/the-­‐validaBon-­‐backlog/

16. 4)
ValidaKon
Backlog
Step
1:
BEHAVIORAL
ROADMAP
Step
2:
INDENTIFY
BLOCKERS
Step
3:
BRAINSTORM
ACTIONS
Step
4:
SELECT
VALIDATION
METHODS
Select
few
key
bahaviours
to
focus
on
(not
product
features)
IndenBfy
why
users
don’t
perform
key
behaviours
(“why
don’t
they…”)
Brainstorm
acBons
to
influence
key
behaviours
(product,
markeBng
or
ops
acBons)
Select
&
perform
the
best
validaBon
methods

17. 4)
ValidaKon
Backlog:
Behavioural
Roadmap
Select
few
key
behaviours
(not
product
features)
to
focus
on
in
the
next
3
months
and
perform
selected
valida2on
methods