The document discusses achieving product/market fit for new companies. It recommends three steps: 1) identify potential markets, 2) identify target users within those markets, and 3) identify the tasks those users need to accomplish. Companies should make lists of markets and discuss connections between them. To have product/market fit, a product needs to be well-funded, easily reachable by customers, offer a compelling reason to buy, be a whole product, avoid entrenched competition, allow jumping to new markets, and align with founders' values and goals. Companies need specific information about end users, applications, benefits, key customers and influencers, market insights, partners, market size, competition, and more demographic details to achieve product/market

1. Chris Nahil
Message & Medium, LLC
Communications and Marketing for
Emerging Growth Companies
March 27, 2014

2. Achieving Product/Market Fit is the
Holy Grail of a New Company.
Does the product you offer closely match the needs of
customers in a specific market?
How do you find out?

5.  Step One:
◦ What Markets?
 Step Two:
◦ What Users?
 Step Three:
◦ What Tasks?

6. A group exercise
1. Make a list of 3 potential markets for your
product
2. Add 6 more markets that you can jump to
from the original 3
3. Share and discuss the connections

7. Disciplined Entrepreneurship,
Bill Aulet, Managing Director, Martin Trust Center for MIT
Entrepreneurship
 Well funded?
 Easily reachable?
 Compelling reason to buy?
 Whole product?
 Entrenched competition?
 Springboard into new markets?
 Consistent with passions, values and goals of
founders?

9.  You need to know:
◦ End user
◦ Application
◦ Benefit
◦ Leading customers and influencers
◦ Market insight
◦ Partners and players
◦ Market size
◦ Competition

10.  More info:
o Age, gender
o Geography
o Income
o What drives them
o What keeps them awake at night
o Media consumed & info sources
o Contact details and permission