This document provides an introduction and instructions for using the Product/Market Fit Canvas. The canvas was created by over 150 lean startup practitioners to help define, validate, and iterate a product to achieve market fit. It contains eight blocks - four focused on understanding the customer's needs and experience, and four focused on the product's key features and metrics to measure fit. The canvas is licensed openly so anyone can use it as a tool to work on achieving product-market fit with their team or stakeholders.

1. The
Product/Market
Fit
Canvas
Quick
Guide
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www.productmarke<itcanvas.com

2. Index
of
content
1. IntroducAon
2. How
to
use
it
3. Some
examples
4. Key
differences
&
benefits
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work
is
licensed
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Commons
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Unported
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a
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of
this
license,
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send
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Crea3ve
Commons,
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Second
Street,
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300,
San
Francisco,
California,
94105,
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www.productmarke<itcanvas.com

3. IntroducAon
This
work
is
licensed
under
the
Crea3ve
Commons
A7ribu3on-­‐Share
Alike
3.0
Unported
License.
To
view
a
copy
of
this
license,
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crea3vecommons.org/licenses/by-­‐sa/3.0/
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Street,
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San
Francisco,
California,
94105,
USA
The
Product/Market
Fit
(PMF)
Canvas
is
a
strategic
innovaAon
tool.
It
allows
you
to
define,
validate
and
reach
your
customers.
It
also
allows
you
to
define
and
iterate
your
product
to
achieve
market
valida3on
with
you
product.
You
can
use
the
canvas
to
iterate
your
Product/Market
Fit
with
your
team,
your
investors,
your
clients
or
even
with
students
for
educa3onal
purposes.
The
canvas
was
created
by
over
150
lean
startup
prac33oners
from
over
25
countries
around
the
World
using
an
open-­‐innova3on
process.
The
canvas
is
being
licensed
using
a
crea3ve
commons
so
that
anybody
can
use
it.
Just
be
sure
to
link
back
to
the
official
website
www.productmarke<itcanvas.com
aVer
each
use,
and
share
your
work
under
a
similar
license.
www.productmarke<itcanvas.com

4. How
to
use
it
This
work
is
licensed
under
the
Crea3ve
Commons
A7ribu3on-­‐Share
Alike
3.0
Unported
License.
To
view
a
copy
of
this
license,
visit:
h7p://
crea3vecommons.org/licenses/by-­‐sa/3.0/
or
send
a
le7er
to
Crea3ve
Commons,
171
Second
Street,
Suite
300,
San
Francisco,
California,
94105,
USA
The
Product/Market
Fit
Canvas
has
eight
building
blocks,
four
focused
on
the
Customer
and
four
focused
on
the
Product.
Customer’s
Blocks
• CharacterisAcs
&
jobs
to
be
done:
WHO
is
the
typical
customer
for
your
product/
service
and
what
job(s)
is
he/she
trying
to
get
done?
• Problems
&
needs:
WHY
do
your
customers
need
to
use
your
product/service
in
order
to
get
their
job(s)
done.
• Channel:
HOW
do
your
customers
acquire
your
products/services?
• User
experience:
WHAT
does
your
customer
do
with
the
product
to
get
real
value?
Product’s
Blocks
• AlternaAves:
The
approach(es)
your
customer
is
currently
taking
to
get
their
job(s)
done,
including
the
tools
they
are
using.
• Key
features:
The
essen3al
elements
that
your
product
or
service
must
have
to
meet
your
customersʼ
needs
and
solve
their
problem.
• Value
for
the
channel:
The
value
your
channel
will
get
by
offering
and
selling
your
product.
• Key
metrics:
The
key
things
to
measure
to
know
if
your
customer
is
ge`ng
real
value.
These
metrics
will
help
you
to
know
if
you've
achieved
Product-­‐Market
Fit
www.productmarke<itcanvas.com

5. How
to
use
it
This
work
is
licensed
under
the
Crea3ve
Commons
A7ribu3on-­‐Share
Alike
3.0
Unported
License.
To
view
a
copy
of
this
license,
visit:
h7p://
crea3vecommons.org/licenses/by-­‐sa/3.0/
or
send
a
le7er
to
Crea3ve
Commons,
171
Second
Street,
Suite
300,
San
Francisco,
California,
94105,
USA
The
Product/Market
Fit
Canvas
doesn’t
define
any
parAcular
way
to
work
with
it.
Each
person
can
use
it
however
he/she
wants.
However,
knowing
the
reasoning
behind
the
design
of
the
PMF
Canvas
is
useful
to
understand.
First
of
all,
it’s
important
to
know
that
the
canvas
is
designed
to
work
on
a
specific
product
or
service,
not
to
iterate
an
abstract
value
proposi3on
or
establish
a
brand.
If
we
want
to
work
on
the
value
proposi3on
or
branding
instead
of
a
specific
product
or
service,
we
could
list
all
of
the
bundled
products/services
that
make
up
a
brand
in
the
same
PMF
Canvas
(using
different
s3cky-­‐note
colors,
for
example).
Mapping
the
en3re
scope
of
products
and
services
being
offered
to
customers
will
represent
a
map
of
the
brand’s
value
proposi3on.
The
Product-­‐Market
Fit
Canvas
follows
Simon
Sinek’s
well-­‐
known
approach
about
“Start
With
Why:
How
great
leaders
inspire
acAon”1.
This
simple
but
powerful
model
starts
with
a
golden
circle
and
the
ques3on
"Why
are
we
doing
this?”,
followed
by
“How
will
do
it?”
and
finishing
with
“What
will
do
it
in
order
to
achieve
it?”.
The
Product-­‐Market
Fit
Canvas
asks
quesAons
about
a
specific
customer
on
the
le]
side
and
answers
these
quesAons
using
the
blocks
on
the
right
side
by
focusing
on
a
specific
product.
Star3ng
with
the
customer,
and
by
filling
in
the
blocks
from
the
leV
to
right
and
from
top
to
bo7om,
we
will
follow
the
Start-­‐With-­‐Why
approach
in
a
natural
way
to
discover
our
Product/Market
Fit.
1
h7p://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_ac3on
www.productmarke<itcanvas.com

6. How
to
use
it
This
work
is
licensed
under
the
Crea3ve
Commons
A7ribu3on-­‐Share
Alike
3.0
Unported
License.
To
view
a
copy
of
this
license,
visit:
h7p://
crea3vecommons.org/licenses/by-­‐sa/3.0/
or
send
a
le7er
to
Crea3ve
Commons,
171
Second
Street,
Suite
300,
San
Francisco,
California,
94105,
USA
Empathizing
with
our
customer
can
be
done
by
analyzing
alternaAves
to
our
product
or
service;
so
use
the
AlternaAves
block
to
help
us
to
think
about
the
other
op3ons
that
your
customers
are
using
to
get
their
job(s)
done.
Channels
is
a
key
element
for
achieving
Product/
Market
Fit
and
so
so
the
PMF
Canvas
includes
a
pair
of
blocks
to
work
on
this.
Building
value
for
the
channel
is
some3mes
a
key
challenge
we
must
overcome
to
achieve
Product/Market
Fit.
In
the
end,
Product/Market
Fit
is
about
measuring,
and
so
the
PMF
Canvas
also
has
a
block
that
will
help
us
to
define
the
key
metrics
that
will
tell
us
whether
the
customers
are
ge`ng
the
Customer
Experience
that
they
need.
It’s
important
to
know
that
it’s
not
mandatory
to
fill
in
the
whole
canvas.
Actually,
some
of
the
PMF
Canvas
won’t
need
to
be
fully
filled
in
due
to
a
lack
of
indirect
channels,
early
product
defini3ons,
etc.
We
consider
the
first
four
blocks
as
the
core
of
the
PMF
Canvas;
next
are
the
channel
blocks,
then
the
customer
experience
blocks.
Characteris*cs+&+jobs+to+be+done+
Problems+&+needs+
Channel+
User+experience+
Alterna*ves+
Key+features+
Value+for+the+channel+
Key+metrics+
Channels(Blocks(
UX(Blocks(
Core(Blocks(
www.productmarke<itcanvas.com

7. Some
examples
This
work
is
licensed
under
the
Crea3ve
Commons
A7ribu3on-­‐Share
Alike
3.0
Unported
License.
To
view
a
copy
of
this
license,
visit:
h7p://
crea3vecommons.org/licenses/by-­‐sa/3.0/
or
send
a
le7er
to
Crea3ve
Commons,
171
Second
Street,
Suite
300,
San
Francisco,
California,
94105,
USA
VISA
credit
card
for
Card
holder
SAP
ERP
for
Corporates
www.productmarke<itcanvas.com

8. Some
examples
This
work
is
licensed
under
the
Crea3ve
Commons
A7ribu3on-­‐Share
Alike
3.0
Unported
License.
To
view
a
copy
of
this
license,
visit:
h7p://
crea3vecommons.org/licenses/by-­‐sa/3.0/
or
send
a
le7er
to
Crea3ve
Commons,
171
Second
Street,
Suite
300,
San
Francisco,
California,
94105,
USA
Delivery
dog
food
service
for
Dog
owners
App
Store
for
iPhone
users
www.productmarke<itcanvas.com

9. Key
differences
&
benefits
This
work
is
licensed
under
the
Crea3ve
Commons
A7ribu3on-­‐Share
Alike
3.0
Unported
License.
To
view
a
copy
of
this
license,
visit:
h7p://
crea3vecommons.org/licenses/by-­‐sa/3.0/
or
send
a
le7er
to
Crea3ve
Commons,
171
Second
Street,
Suite
300,
San
Francisco,
California,
94105,
USA
There
are
different
canvases
and
strategic
visualizaAon
tools
out
there
that
can
help
us
to
define
our
business
model,
our
value
proposi3on,
our
customers
and
even
the
customer
experience.
Deciding
which
toolset
to
use
is
a
ma7er
of
personal
preference,
the
type
of
business,
project
phase,
and
other
individual
differences.
Why
and
when
to
use
The
Product/Market
Fit
Canvas?
Here
are
some
answers:
• The
Product/Market
Fit
Canvas
helps
us
to
focus
on
our
customers’
problems
by
asking
the
right
ques3ons
and
discovering
their
true
market
needs.
• The
Product/Market
Fit
Canvas
helps
us
to
empathize
with
our
customers
and
to
analyze
compe3tors
even
before
trying
to
define
our
own
product
or
service.
• The
Product/Market
Fit
Canvas
is
very
useful
at
early
stages
of
our
project
to
help
us
do
Customer
Discovery
and
Customer
ValidaAon
before
star3ng
to
define
the
Business
Model
Canvas,
which
includes
elements
that
we
can’t
define
at
such
an
early
phase
of
the
project,
such
as
Key
Partners.
• The
Product/Market
Fit
Canvas
defines
low-­‐level
features
of
our
product
to
help
us
connect
business
teams
with
technical
teams.
The
first
is
doing
Customer
Development
while
the
second
is
doing
Product
Development.
• The
Product/Market
Fit
Canvas
is
the
only
tool
that
helps
us
focus
on
the
unique
value
for
each
of
our
channels,
which
is
a
key
element
of
achieving
PMF.
• The
Product/Market
Fit
Canvas
is
designed
to
measure
Product-­‐Market
Fit
by
defining
the
key
metrics
that
measure
and
analyze
Customer
Experience.
www.productmarke<itcanvas.com