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HOW TO GET YOUR PRODUCT / MARKET FIT
CÔME COURTEAULT, GROWTH HACKER @ THEFAMILY
WHAT IS A PRODUCT /
MARKET FIT ?
When your product meets a demand.
KNOW YOUR MARKET
You have to be clear about who is

your niche.
Demographic or intent-based?
YOU CAN’T FAKE IT
Do not delude yourself! If you have to spend
more (time or money) than what you earn,
it’s not a product...
3 CHARACTERISTICS
OF PMF
1. Understanding
2. Buying
3. Sharing
UNDERSTANDING
Does your target understands? A PMF

is always target-relative!
BUYING
Measure $$, not leads! Only a
transaction* is worth something.
* For free products:

transaction = active users
REFERRAL
This is where you get liquidity: it makes

your acquisition even more efficient!
SUCCESS IS OBVIOUS
If you ask about your PMF, chances are

you don’t have one!
Always aim for 100% conversion rate ;-)
PMF CHANGES
YOUR LIFE
Enter the first world problems!
PMF CHANGES YOUR
GROWTH STRATEGY
Your activation, retention and referral
become crucial.
Your acquisition strategy changes...
PIVOT
If you don’t have a PMF, 

build another product!
effort
PS: YOU CAN’T
EDUCATE A MARKET
You conquer a market, you don’t
educate a market!
Don’t waste your time ;-)
IT CAN TAKE TIME
AirBnB tested many different targets
and many different messages to get
where they are!
TIPS TO GET YOUR
PRODUCT / MARKET FIT
TEST A PRODUCT, 

NOT A MARKET
The “build it and they will come” strategy doesn’t
work if you don’t know who “hey are!
Bet...
CHOOSE SOMETHING
YOU LOVE
You have to believe in your product but
keep an analytic mind for your metrics
YOU DON’T NEED A
PRODUCT
Build a landing page!
Use a tool like kickofflabs.com with

built-in viral loops!
DON’T MICRO-OPTIMIZE!
Launch fast, get a result quickly!
RUN AN AD TEST
Product * Target = landing page
For every 1,000 visitors, what is

the conversion rate?
Choose your platfor...
FREE ACQUISITION
Niche communities:

Product Hunt, Hacker News, etc.
Listen to feedback online

(comments, tweets, etc.)
TRACTION VS. GROWTH
http://www.coelevate.com/essays/traction-vs-growth
LOOKING FOR A PMF
(#) Visitors
(%)
Conversion
rate
($) Cost per
conversion
Idea 1
Idea 2
Idea 3
Idea 4
TRACKING: UTMS
https://support.google.com/analytics/answer/1033867
TRACKING: GOOGLE ANALYTICS
TRACKING: GOOGLE ANALYTICS
TRACKING: GOOGLE ANALYTICS
TRACKING: GOOGLE ANALYTICS
QUALITATIVE DATA
Use hotjar.com to track how your
visitors behave on your website.
Monitor heatmaps, screen
recordings, et...
TRACTION PHASE
THEN, TRANSITION TO GROWTH
http://www.coelevate.com/essays/traction-vs-growth
BE RADICAL!
SEE YOU SOON!
LOVE.
THEFAMILY.CO

How to get your product/market fit - by Côme Courteault
How to get your product/market fit - by Côme Courteault
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How to get your product/market fit - by Côme Courteault

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When you start out, the first thing you want to know is whether your product has a market...or doesn't. Unfortunately, you can't figure that out with just one number or statistic.

In this 30 min. workshop, Côme Courteault, growth hacker at TheFamily, will tell you how to measure the product/market fit and give you some tools to get there as quickly and efficiently as possible.

Côme Courteault (@c2prods) is Growth Hacker at TheFamily. He helps many of our startups build sustainable growth practices.

Veröffentlicht in: Kleinunternehmen & Unternehmertum
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How to get your product/market fit - by Côme Courteault

  1. 1. HOW TO GET YOUR PRODUCT / MARKET FIT CÔME COURTEAULT, GROWTH HACKER @ THEFAMILY
  2. 2. WHAT IS A PRODUCT / MARKET FIT ? When your product meets a demand.
  3. 3. KNOW YOUR MARKET You have to be clear about who is
 your niche. Demographic or intent-based?
  4. 4. YOU CAN’T FAKE IT Do not delude yourself! If you have to spend more (time or money) than what you earn, it’s not a product market fit.
  5. 5. 3 CHARACTERISTICS OF PMF 1. Understanding 2. Buying 3. Sharing
  6. 6. UNDERSTANDING Does your target understands? A PMF
 is always target-relative!
  7. 7. BUYING Measure $$, not leads! Only a transaction* is worth something. * For free products:
 transaction = active users
  8. 8. REFERRAL This is where you get liquidity: it makes
 your acquisition even more efficient!
  9. 9. SUCCESS IS OBVIOUS If you ask about your PMF, chances are
 you don’t have one! Always aim for 100% conversion rate ;-)
  10. 10. PMF CHANGES YOUR LIFE Enter the first world problems!
  11. 11. PMF CHANGES YOUR GROWTH STRATEGY Your activation, retention and referral become crucial. Your acquisition strategy changes: what is your customer lifetime value? What is your cost of acquisition?
  12. 12. PIVOT If you don’t have a PMF, 
 build another product!
  13. 13. effort PS: YOU CAN’T EDUCATE A MARKET You conquer a market, you don’t educate a market! Don’t waste your time ;-)
  14. 14. IT CAN TAKE TIME AirBnB tested many different targets and many different messages to get where they are!
  15. 15. TIPS TO GET YOUR PRODUCT / MARKET FIT
  16. 16. TEST A PRODUCT, 
 NOT A MARKET The “build it and they will come” strategy doesn’t work if you don’t know who “hey are! Better cut the loss soon and try something else!
  17. 17. CHOOSE SOMETHING YOU LOVE You have to believe in your product but keep an analytic mind for your metrics
  18. 18. YOU DON’T NEED A PRODUCT Build a landing page! Use a tool like kickofflabs.com with
 built-in viral loops!
  19. 19. DON’T MICRO-OPTIMIZE! Launch fast, get a result quickly!
  20. 20. RUN AN AD TEST Product * Target = landing page For every 1,000 visitors, what is
 the conversion rate? Choose your platform: Facebook (behavioural) or Google (intent-based)
  21. 21. FREE ACQUISITION Niche communities:
 Product Hunt, Hacker News, etc. Listen to feedback online
 (comments, tweets, etc.)
  22. 22. TRACTION VS. GROWTH http://www.coelevate.com/essays/traction-vs-growth
  23. 23. LOOKING FOR A PMF (#) Visitors (%) Conversion rate ($) Cost per conversion Idea 1 Idea 2 Idea 3 Idea 4
  24. 24. TRACKING: UTMS https://support.google.com/analytics/answer/1033867
  25. 25. TRACKING: GOOGLE ANALYTICS
  26. 26. TRACKING: GOOGLE ANALYTICS
  27. 27. TRACKING: GOOGLE ANALYTICS
  28. 28. TRACKING: GOOGLE ANALYTICS
  29. 29. QUALITATIVE DATA Use hotjar.com to track how your visitors behave on your website. Monitor heatmaps, screen recordings, etc.
  30. 30. TRACTION PHASE
  31. 31. THEN, TRANSITION TO GROWTH http://www.coelevate.com/essays/traction-vs-growth
  32. 32. BE RADICAL!
  33. 33. SEE YOU SOON! LOVE. THEFAMILY.CO


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