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Superhuman
The Product-Market Fit Engine
What is product-market fit?
“You made
something
people want.”
“Users
spontaneously tell
others to use your
product.”
“You’re hiring
sales and
support as fast
as you can.”
Can you measure
product-market fit?
rapportive
Blazingly Fast
100ms
Fly Through Your Inbox
Never touch the mouse
Be Productive Anywhere
Offline Just Works
Visually Gorgeous
Subtle & Minimal
Can you measure
product-market fit?
“How would you
feel if you could
no longer use the
product?”
“Product-market fit:
40%+ users are
very disappointed
without your
product”
Hiten Shah
KISSmetrics
The Product-Market Fit Engine
1. Survey
2. Segment
3. Analyze
4. Implement
5. Track
How do you increase PMF score?
Very
Disappointed
22%
Somewhat
Disappointed
52%
Not
Disappointed
26%
The Product-Market Fit Engine
1. Survey
2. Segment
3. Analyze
4. Implement
5. Track
The HXC is the most discerning
person within your target
demographic. They will enjoy your
product for its greatest benefi...
HXC: Dropbox
• The Dropbox HXC wants to simplify their life
• They're trusting, organized, tech-savvy, and looking for way...
HXC: Airbnb
• The Airbnb HXC is invested in being a good global citizen, and
doesn’t want to simply visit new places but t...
Insight: users who love
your product will always
describe themselves
Nicole
• Nicole is a hard-working professional who deals with
many people. She may be an executive, founder,
investor, or manager...
• Nicole spends much of her work day in her inbox. On a
typical day, she’ll read 100-200 emails and send a
further 15-40; ...
• Nicole aims to get to Inbox Zero, but gets there at most
two or three times a week. Very occasionally —
perhaps once a y...
Engineer
22%Very
Disappointed 26% Not
Disappointed
52% Somewhat
Disappointed
Founder
Manager
Executive
BusinessDevelopment
Sales
Founder
Founder
CustomerSuccess
Engineer
Manager
Engineer
Executive
Da...
Founder
Manager
Executive
BusinessDevelopment
Founder
Founder
Manager
Executive
Founder
BusinessDevelopment
BusinessDevelo...
The Impact of Segmentation
Very
Disappointed
32%
Somewhat
Disappointed
45%
Not
Disappointed
23%
Very
Disappointed
22%
Some...
The Product-Market Fit Engine
1. Survey
2. Segment
3. Analyze
4. Implement
5. Track
What is the main benefit? (VD users)
• “Processing email is much faster with Superhuman for 2
reasons: show one email at a...
What is the main benefit? (VD users)
• “Superhuman's allowed me to be more efficient with my time,
which would be a diffic...
Convert the Somewhat crowd
Very
Disappointed
32%
Somewhat
Disappointed
45%
Not
Disappointed
23%
Segment, again!
Very
Disappointed
32%
Somewhat
Disappointed (main
benefit == speed)
30%
Somewhat
Disappointed (main
benefi...
The Product-Market Fit Engine
1. Survey
2. Segment
3. Analyze
4. Implement
5. Track
½ double down on love
VD users
Speed!
Shortcuts!
Efficiency!
AESTHETIC!
½ address objections
SD users, main benefit == spe...
The Product-Market Fit Engine
1. Survey
2. Segment
3. Analyze
4. Implement
5. Track
Results
33% 🙂
47% 😊
56% 😃
58% 😍
20%
25%
30%
35%
40%
45%
50%
55%
60%
Very Disappointed % Benchmark
Questions?
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine
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Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine

  1. 1. Superhuman
  2. 2. The Product-Market Fit Engine
  3. 3. What is product-market fit?
  4. 4. “You made something people want.”
  5. 5. “Users spontaneously tell others to use your product.”
  6. 6. “You’re hiring sales and support as fast as you can.”
  7. 7. Can you measure product-market fit?
  8. 8. rapportive
  9. 9. Blazingly Fast 100ms
  10. 10. Fly Through Your Inbox Never touch the mouse
  11. 11. Be Productive Anywhere Offline Just Works
  12. 12. Visually Gorgeous Subtle & Minimal
  13. 13. Can you measure product-market fit?
  14. 14. “How would you feel if you could no longer use the product?”
  15. 15. “Product-market fit: 40%+ users are very disappointed without your product”
  16. 16. Hiten Shah KISSmetrics
  17. 17. The Product-Market Fit Engine 1. Survey 2. Segment 3. Analyze 4. Implement 5. Track
  18. 18. How do you increase PMF score? Very Disappointed 22% Somewhat Disappointed 52% Not Disappointed 26%
  19. 19. The Product-Market Fit Engine 1. Survey 2. Segment 3. Analyze 4. Implement 5. Track
  20. 20. The HXC is the most discerning person within your target demographic. They will enjoy your product for its greatest benefit and spread the word. Others aspire to emulate the HXC because they seem clever, judicious, and insightful.
  21. 21. HXC: Dropbox • The Dropbox HXC wants to simplify their life • They're trusting, organized, tech-savvy, and looking for ways to get time back in their day • They want to know that someone has their back when it comes to their life’s work, which is primarily in their computers — family photos, videos, work files, school docs
  22. 22. HXC: Airbnb • The Airbnb HXC is invested in being a good global citizen, and doesn’t want to simply visit new places but to belong • They want to ‘live like a local’ and experience Paris as if they live there • They’re energized by the idea of staying in unique spaces and feeling welcomed, but they are cost-conscious too
  23. 23. Insight: users who love your product will always describe themselves
  24. 24. Nicole
  25. 25. • Nicole is a hard-working professional who deals with many people. She may be an executive, founder, investor, or manager. • Nicole works long hours, and often into the weekend. She considers herself very busy, and wishes she had more time. • Nicole feels she is productive. She is self-aware enough to realize she could be better, and she’ll occasionally investigate ways to improve.
  26. 26. • Nicole spends much of her work day in her inbox. On a typical day, she’ll read 100-200 emails and send a further 15-40; on a very busy day, she might send as many as 80. • Nicole considers it part of her job to be responsive, and she prides herself on being so. She knows that being unresponsive could block her team, damage her reputation, or cause missed opportunities.
  27. 27. • Nicole aims to get to Inbox Zero, but gets there at most two or three times a week. Very occasionally — perhaps once a year — she’ll declare email bankruptcy. • Nicole generally has a growth mindset: she is open minded about new products and keeps up to date with technology. • Nicole may have a fixed mindset about email: whilst open to new clients, she is skeptical that one could make her faster.
  28. 28. Engineer 22%Very Disappointed 26% Not Disappointed 52% Somewhat Disappointed
  29. 29. Founder Manager Executive BusinessDevelopment Sales Founder Founder CustomerSuccess Engineer Manager Engineer Executive Data Scientist Sales Founder BusinessDevelopment BusinessDevelopment Engineer CustomerSuccess Founder
  30. 30. Founder Manager Executive BusinessDevelopment Founder Founder Manager Executive Founder BusinessDevelopment BusinessDevelopment Founder 22% 32%Very Disappointed 23% Not Disappointed 45% Somewhat Disappointed
  31. 31. The Impact of Segmentation Very Disappointed 32% Somewhat Disappointed 45% Not Disappointed 23% Very Disappointed 22% Somewhat Disappointed 52% Not Disappointed 26%
  32. 32. The Product-Market Fit Engine 1. Survey 2. Segment 3. Analyze 4. Implement 5. Track
  33. 33. What is the main benefit? (VD users) • “Processing email is much faster with Superhuman for 2 reasons: show one email at a time and overall speed is much better than gmail. I get through my inbox in half the time.” • ”Speed! The app is crazy fast, and the UX + keyboard shortcuts make me an actual superhuman.” • “Faster responsiveness / navigation” • “Using superhuman is so much faster than using Gmail. Not even close. And it mirrors my favorite Gmail shortcuts, so there is zero learning curve for a power Gmailer.”
  34. 34. What is the main benefit? (VD users) • “Superhuman's allowed me to be more efficient with my time, which would be a difficult thing to lose!” • “I can work through incoming email more quickly, sorting messages accordingly and streamlining my work process.” • “Speed. Aesthetics. I can do everything from the keyboard.” • “Speed and the great set of keyboard shortcuts. I rarely, if ever, have to use the trackpad.”
  35. 35. Convert the Somewhat crowd Very Disappointed 32% Somewhat Disappointed 45% Not Disappointed 23%
  36. 36. Segment, again! Very Disappointed 32% Somewhat Disappointed (main benefit == speed) 30% Somewhat Disappointed (main benefit != speed) 15% Not Disappointed 23%
  37. 37. The Product-Market Fit Engine 1. Survey 2. Segment 3. Analyze 4. Implement 5. Track
  38. 38. ½ double down on love VD users Speed! Shortcuts! Efficiency! AESTHETIC! ½ address objections SD users, main benefit == speed Mobile app Integrations Attachment handling Calendaring Unified inbox Better search Read receipts
  39. 39. The Product-Market Fit Engine 1. Survey 2. Segment 3. Analyze 4. Implement 5. Track
  40. 40. Results 33% 🙂 47% 😊 56% 😃 58% 😍 20% 25% 30% 35% 40% 45% 50% 55% 60% Very Disappointed % Benchmark
  41. 41. Questions?
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    Jun. 29, 2019
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  • davidpaluy

    Nov. 29, 2018
  • ErsanTemizyurek

    Nov. 27, 2018
  • LorenzoSantos3

    Nov. 14, 2018
  • parkmedia

    Nov. 10, 2018

This video for this talk from Business of Software Conference USA 2018 will be published here soon: http://businessofsoftware.org/videos

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