1. The document discusses how to find product-market fit through testing assumptions and finding early adopters. It defines product-market fit as satisfying a market in a way that satisfies the founder's goals. 2. The key to finding product-market fit is testing the startup's riskiest assumptions using the FOCUS framework, which provides concrete steps to test assumptions in five phases. 3. Early adopters are existing customers actively trying to solve the problem that the startup is addressing, and who can be identified through their observable behaviors online or in purchasing activities. Finding and engaging with early adopters is an important part of achieving product-market fit.

1. HOW TO
FIND
PRODUCT
MARKET FIT

2. PRODUCT
MARKET FIT

3. 1. Define Product-Market Fit
2. Know your next step
3. How to take it
Goals

4. Founder Institute
Thank You

5. Push the envelope
Today
We’re going to…

6. 1. Built with Love
2. Delay
3. Feedback for you
The Platform

7. Justin@CustomerDevLabs.com
Feedback for me

8. The Platform
Let’s Explore

9. 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

10. WHO AM
I?

11. My Background
18 months

12. Discovered
Lean Startup

13. ThingsWeStart

14. Success

16. 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

17. Startup Accelerators

18. Curriculum
Mentor & Speaker

19. FOCUS Framework

20. ?’s

21. 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

22. Finding
Product-Market Fit
Is hard…
1. Haven’t defined it
2. Overwhelming
3. How to do it?

23. "Being in a good market with a
product that can satisfy that
market."
Product-Market Fit?
- Marc Andreesen

24. "Being in a good market with a
product that can satisfy that
market."
Product-Market Fit?
- Marc Andreesen

25. You get to define it.
Good Market?

26. …to achieve your goals.
Your startup is a vehicle

27. "Being in a good market with a
product that can satisfy that
market."
Product-Market Fit?
- Marc Andreesen

28. "Being in a market that can
achieve your goals with a product
that can satisfy that market."
Product-Market Fit?

29. “Satisfying a market…that
satisfies you."
Product-Market Fit
- Justin Wilcox

30. Satisfies you?
1. All decisions are easier
2. Confidence to pivot
3. Unify your team

31. Declaring Victory

32. "Being in a good market with a
product that can satisfy that
market."
Product-Market Fit?
- Marc Andreesen

33. “Satisfying a market
that satisfies you."
Product-Market Fit

34. Satisfies you
1. All decisions are easier
2. Confidence to pivot
3. Unify your team

35. ?’s

36. Takeaway
What’s your Victory?

37. 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

38. Product-Market Fit?
How do you find

39. Riskiest Assumption
Test your

40. Where do you
start?
What tests do
you run?
Questions
How do you run
them?
?
?
?
?
?
?
?
?
?

41. FOCUS
Framework
1. Concrete steps
1 2
3 4
5
6
…
2. Orders the steps 3. Instructions & tools
for each step

42. FOCUS Framework

43. Riskiet Assumption
Path to…
Product-Market Fit

44. Finding
Product-Market Fit
Is hard…
1. Haven’t defined it
2. Overwhelming
3. How to do it?

45. Riskiet Assumption
Your 5
Riskiest Assumptions

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

47. Riskiet Assumption
The 5 Phases of
Product-Market Fit

48. 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

49. Riskiet Assumption
What Phase
Are you in?

50. 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?

51. Where do you
start?
What tests do
you run?
Questions
How do you run
them?
?
?
?
?
?
?
??
?

52. Riskiet Assumption
Your 5
Riskiest Assumptions

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

54. Riskiet Assumption
The 5 Phases of
Product-Market Fit

55. 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

56. ?’s

57. Takeaways
1. What phase are you in?
2. What’s your riskiest assumption?
3. What’s your next step to test it?

58. 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

59. 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

60. Riskiet Assumption
Who are your
Early Adopters?

61. Diffusion of Innovations
Early
Adopters
Early
Majority
Late
Majority
Laggards
Victory

62. Startup founders
“Not sure how to apply Lean Startup”
Victory
Start

63. “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

64. What are Early
Adopters?
“Paying” to Solve It
Know they Have It
Have the problem
Customers who…

65. 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

66. ?’s

67. Takeaways
Where are your
Early Adopters?

68. 1. Who am I?
2. What is Product-Market Fit?
Recap

69. Declaring Victory

70. "Being in a good market with a
product that can satisfy that
market."
Product-Market Fit?
- Marc Andreesen

71. "Being in a market that can
achieve your goals with a product
that can satisfy that market."
Product-Market Fit?

72. “Satisfying a market
that satisfies you."
Product-Market Fit

73. Satisfies you
1. All decisions are easier
2. Confidence to pivot
3. Unify your team

74. 1. Who am I?
2. What is Product-Market Fit?
3. Path to Product-Market Fit
Recap

75. Where do you
start?
What tests do
you run?
Questions
How do you run
them?
?
?
?
?
?
?
??
?

76. Riskiet Assumption
Your 5
Riskiest Assumptions

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

78. Riskiet Assumption
The 5 Phases of
Product-Market Fit

79. 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

80. 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?

81. 1. Who am I?
2. What is Product-Market Fit?
3. Path to Product-Market Fit
4. Who are your Early Adopters?
Recap

82. Diffusion of Innovations
Early
Adopters
Early
Majority
Late
Majority
Laggards
Victory

83. What are Early
Adopters?
“Paying” to Solve It
Know they Have It
Have the problem
Customers who…

84. 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

85. 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

86. BONUS #1

87. FREE
EMAIL COURSE

88. BONUS #2

89. FOCUS Framework
May 3rd $20 OFF

90. ?’s

91. #1 Takeaway

92. FOCUS Framework
May 3rd $20 OFF

93. HOW TO
FIND
PRODUCT
MARKET FIT