1. The document discusses how to find product-market fit through testing assumptions and targeting 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 and tools. Companies should identify what phase of product-market fit testing they are in based on their riskiest untested assumption. 3. Early adopters are the first customers who are actively trying to solve the problem the startup is addressing. The document recommends identifying where potential early adopters can be found through their observable online behaviors and interactions.

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. Push the envelope
Today
We’re going to…

5. 1. Webinars suck
2. Will this suck?
3. Delay
4. Feedback for you
The Platform

6. Justin@CustomerDevLabs.com
Feedback for me

7. The Platform
Let’s Explore

8. 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

9. WHO AM
I?

10. My Background
18 months

11. Discovered
Lean Startup

12. ThingsWeStart

13. Success

15. 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

16. Startup Accelerators

17. Curriculum
Mentor & Speaker

18. FOCUS Framework

19. ?’s

20. 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

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

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

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

24. You get to define it.
Good Market?

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

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

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

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

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

30. Declaring Victory

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

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

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

34. ?’s

35. Takeaway
What’s your Victory?

36. 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

37. Product-Market Fit?
How do you find

38. Riskiest Assumption
Test your

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

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

41. FOCUS Framework

42. Riskiet Assumption
Path to…
Product-Market Fit

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

44. Riskiet Assumption
Your 5
Riskiest Assumptions

45. 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

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

47. 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

48. Riskiet Assumption
What Phase
Are you in?

49. 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?

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

51. Riskiet Assumption
Your 5
Riskiest Assumptions

52. 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

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

54. 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

55. ?’s

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

57. 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

58. 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

59. Riskiet Assumption
Who are your
Early Adopters?

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

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

62. “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

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

64. 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

65. ?’s

66. Takeaways
Where are your
Early Adopters?

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

68. Declaring Victory

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

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

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

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

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

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

75. Riskiet Assumption
Your 5
Riskiest Assumptions

76. 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

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

78. 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

79. 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?

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

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

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

83. 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

84. 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

85. BONUS #1

86. FREE
EMAIL COURSE

87. BONUS #2

88. FOCUS Framework
24 hours $20 OFF

89. ?’s

90. #1 Takeaway

91. FOCUS Framework
24 Hours $20 OFF

92. HOW TO
FIND
PRODUCT
MARKET FIT