This document provides guidance on achieving product-market fit by starting with customers who have a problem. It discusses identifying early adopters who are actively trying to solve the problem and have a budget to do so. The document recommends finding early adopters through various online and offline channels like social media, influencers, groups/forums, competitors, conferences and by going where the problem occurs. Prioritizing channels based on time, paying customers and priority is advised to efficiently reach early adopters and start the journey to product-market fit.

1. Your Product-Market Fit S.T.A.R.T.S.
from a Customer with a Problem
July 12, 2017

2. You have the power
to change the world

3. Idea

4. 150+ Ideas
to change
the World

5. Claire

6. Claire
Hello!

7. Invento
r
Innovato
r

8. INventor INnovator

9. Invento
r
Innovato
r
Create things Create things

10. Invento
r
Innovato
r
Create things Create things
people BUY

11. Invention Innovation
Google + Whatsapp

12. Invention Innovation
Zune iPod

13. Inventor Innovator

14. “Product/market fit means being in a good
market with a product that can satisfy that
market”
—Marc Andreessen

15. “Product/market fit means being in a good
market with a product that can satisfy that
market”
—Marc Andreessen
?
?

16. Your Product satisfies a Market that satisfies YOU
You Market

17. I will acknowledge my Personal Success when ...
Quantitative Definition Qualitative Definition
… I will achieve … and I will feel

18. I will acknowledge my Personal Success when ...
Quantitative Definition Qualitative Definition
● $10K/month
● 8 hours/week with my family
● 30 employees hired
● ...
… I will achieve
No reference to cutomer segments,
solutions/ideas or products!
… and I will feel

19. I will acknowledge my Personal Success when ...
Quantitative Definition Qualitative Definition
● $10K/month
● 8 hours/week with my family
● 30 employees hired
● ...
… I will achieve
● Financially secure
● Proud of me because …
● Trusted to prove xyz wrong
● Perceived by xyz as …
● ...
… and I will feel

20. Failure Threshold
Minimum Success Metric

21. 10 Benefits of this exercise
01 Make decisions easier w/ a North Star
03 Avoid emotional attachment
05 Define your pricing
07 Prioritize your customers to target
09 Leave room to pivot
02Align and unify the team
04Define the metrics for your experiments
06Define how much money to raise
08Prioritize your product features
10Avoid living in the dead zone

22. “Product/market fit means being in a market
with a product that enable us to achieve
Minimum Success Metric”
—Your Team

25. Product-Market Fit

26. Product-Market Fit
Solution-Marketing
Fit

27. Product-Market Fit
Solution-Marketing
Fit
Problem-Solution Fit

28. Product-Market Fit
Solution-Marketing
Fit
Problem-Solution Fit
Problem-Market Fit

29. Why do Startups fail?
01 Poor Team
02 Poor Sales & Marketing
03 Poor Product

31. “If I had an hour to solve a
problem I’d spend 55 minutes
thinking about the problem
and 5 minutes thinking about
solutions”
—Albert Einstein

35. VS

36. VS

37. Market Segment
01 Use case
02 Talk to each other

38. Diverging
Phase
Converging Phase
Segment

39. Tips for the Diverging Phase
01Think in the present
02Be concise and visual
03Quantity, no quality!
04Go Narrow! Be specific!
05Demographics aren’t customers!

40. + +
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+ +
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+ +
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+ +
+ +
+
+ +
+ ++ +
Group, Remove or Refine

41. Your Product-Market Fit S.T.A.R.T.S.
from a Customer with a Problem
July 12, 2017

42. Size
Time
Accessibility
Resources
Trouble
Satisfaction
Converging Phase

43. Converging Phase
Segment S T A R T S Priority
... ... ... ... ... ... ... ...
01
02
03
04
05

44. Converging Phase
Segment S T A R T S Priority
1 3 8 3 1 8 24
3 1 1 3 1 8 17
1 8 8 3 1 1 22
8 3 8 8 3 1 31
1 8 3 3 1 3 19
... ... ... ... ... ... ... ...
01
02
03
04
05

45. Benefits of this exercise
02 Avoid analysis paralysis
03 Provide a backup plan
01 Avoid doing everything for everyone
04 It’s fast

46. Our journey S.T.A.R.T.S.!
YEAH!

47. WAIT … WHAT?

48. Diffusion of Innovation

49. Diffusion of Innovation

50. Diffusion of Innovation

51. Diffusion of Innovation
Pain LevelHigh Absent
Attracting EffortEasy Exhausting

52. Early Adopters
Attracting Effort Easy Exhausting
Pain Level High Absent
Have the problem
Know they have it
Paying to solve it
Early Adopters Early Majority Late Majority Laggards

53. Early Adopters
01 Have the Problem
02 Are aware of having the Problem
03 Are actively trying to solve the Problem
04 Have a budget to solve the Problem

54. Early Adopters
01 How do we find them?
02 Where do we find them?

55. I imagine my Early Adopters ...
Behaviours Breadcrumbs
… to … so they will have

56. I imagine my Early Adopters ...
Behaviours Breadcrumbs
● go to a paying event ...
● buy an alternative ...
● ...
… to … so they will have

57. I imagine my Early Adopters ...
Behaviours Breadcrumbs
● go to a paying event ...
● buy an alternative ...
● ...
… to
● Tweeted about an event
● Reviewed the competitor …
● ...
… so they will have

58. Here, I imagine to find 6 Early Adopters to talk
with
Social Media
Facebook, Twitter,
LinkedIn, Instagram,
Pinterest, Google+, Likers
and who shares, ...
Influencers
Bloggers, Youtube channel
owners, public speakers,
teachers, coaches, people
with a specific skill on
Linkedin, ...
Groups & Forum
LinkedIn groups, Facebook
groups, Quora, Google
groups, topic-related
forum or website, ...
Similars & Alternatives
Negative competitor's
reviewers, Product Hunt
reviewers, crowdfunding
supporters, complimentary
services users, ...
Non-Digital Channels
Go where problem
happens, door to door,
waiting queues, standing
outside HQ of ...
Meetups & Conferences
Exhibitions, professional
conferences, festivals,
physic or virtual meet-ups,
create your meetup
around the problem, ...
...

59. Converging Phase
Channel Time Paying Priority
01 30 3 10
02 2 1 50
03 1 8 800
04 8 3 38
05 15 8 53
... ... ... ...

61. Product-Market
Fit
Problem-Market
Fit
Segment
Early Adopters
Your Product-Market Fit S.T.A.R.T.S.
from a Customer with a Problem
GETOUTOFTHEBUILDING

62. Your
Face
Here

63. Thank you!