This video for this talk from Business of Software Conference USA 2018 will be published here soon: http://businessofsoftware.org/videos

1. Superhuman

2. The Product-Market Fit Engine

3. What is product-market fit?

4. “You made
something
people want.”

5. “Users
spontaneously tell
others to use your
product.”

6. “You’re hiring
sales and
support as fast
as you can.”

7. Can you measure
product-market fit?

8. rapportive

12. Blazingly Fast
100ms

13. Fly Through Your Inbox
Never touch the mouse

14. Be Productive Anywhere
Offline Just Works

15. Visually Gorgeous
Subtle & Minimal

21. Can you measure
product-market fit?

22. “How would you
feel if you could
no longer use the
product?”

23. “Product-market fit:
40%+ users are
very disappointed
without your
product”

24. Hiten Shah
KISSmetrics

25. The Product-Market Fit Engine
1. Survey
2. Segment
3. Analyze
4. Implement
5. Track

27. How do you increase PMF score?
Very
Disappointed
22%
Somewhat
Disappointed
52%
Not
Disappointed
26%

28. The Product-Market Fit Engine
1. Survey
2. Segment
3. Analyze
4. Implement
5. Track

29. The HXC is the most discerning
person within your target
demographic. They will enjoy your
product for its greatest benefit and
spread the word.
Others aspire to emulate the HXC
because they seem clever,
judicious, and insightful.

30. HXC: Dropbox
• The Dropbox HXC wants to simplify their life
• They're trusting, organized, tech-savvy, and looking for ways to
get time back in their day
• They want to know that someone has their back when it comes
to their life’s work, which is primarily in their computers — family
photos, videos, work files, school docs

31. HXC: Airbnb
• The Airbnb HXC is invested in being a good global citizen, and
doesn’t want to simply visit new places but to belong
• They want to ‘live like a local’ and experience Paris as if they
live there
• They’re energized by the idea of staying in unique spaces and
feeling welcomed, but they are cost-conscious too

32. Insight: users who love
your product will always
describe themselves

33. Nicole

34. • Nicole is a hard-working professional who deals with
many people. She may be an executive, founder,
investor, or manager.
• Nicole works long hours, and often into the
weekend. She considers herself very busy, and
wishes she had more time.
• Nicole feels she is productive. She is self-aware
enough to realize she could be better, and
she’ll occasionally investigate ways to improve.

35. • Nicole spends much of her work day in her inbox. On a
typical day, she’ll read 100-200 emails and send a
further 15-40; on a very busy day, she might send as
many as 80.
• Nicole considers it part of her job to be responsive, and
she prides herself on being so. She knows that
being unresponsive could block her team, damage her
reputation, or cause missed opportunities.

36. • Nicole aims to get to Inbox Zero, but gets there at most
two or three times a week. Very occasionally —
perhaps once a year — she’ll declare email bankruptcy.
• Nicole generally has a growth mindset: she is open
minded about new products and keeps up to date with
technology.
• Nicole may have a fixed mindset about email: whilst
open to new clients, she is skeptical that one could
make her faster.

37. Engineer
22%Very
Disappointed 26% Not
Disappointed
52% Somewhat
Disappointed

38. Founder
Manager
Executive
BusinessDevelopment
Sales
Founder
Founder
CustomerSuccess
Engineer
Manager
Engineer
Executive
Data Scientist
Sales
Founder
BusinessDevelopment
BusinessDevelopment
Engineer
CustomerSuccess
Founder

39. Founder
Manager
Executive
BusinessDevelopment
Founder
Founder
Manager
Executive
Founder
BusinessDevelopment
BusinessDevelopment
Founder
22% 32%Very
Disappointed 23% Not
Disappointed
45% Somewhat
Disappointed

40. The Impact of Segmentation
Very
Disappointed
32%
Somewhat
Disappointed
45%
Not
Disappointed
23%
Very
Disappointed
22%
Somewhat
Disappointed
52%
Not
Disappointed
26%

41. The Product-Market Fit Engine
1. Survey
2. Segment
3. Analyze
4. Implement
5. Track

42. What is the main benefit? (VD users)
• “Processing email is much faster with Superhuman for 2
reasons: show one email at a time and overall speed is much
better than gmail. I get through my inbox in half the time.”
• ”Speed! The app is crazy fast, and the UX + keyboard shortcuts
make me an actual superhuman.”
• “Faster responsiveness / navigation”
• “Using superhuman is so much faster than using Gmail. Not
even close. And it mirrors my favorite Gmail shortcuts, so there
is zero learning curve for a power Gmailer.”

43. What is the main benefit? (VD users)
• “Superhuman's allowed me to be more efficient with my time,
which would be a difficult thing to lose!”
• “I can work through incoming email more quickly, sorting
messages accordingly and streamlining my work process.”
• “Speed. Aesthetics. I can do everything from the keyboard.”
• “Speed and the great set of keyboard shortcuts. I rarely, if ever,
have to use the trackpad.”

45. Convert the Somewhat crowd
Very
Disappointed
32%
Somewhat
Disappointed
45%
Not
Disappointed
23%

46. Segment, again!
Very
Disappointed
32%
Somewhat
Disappointed (main
benefit == speed)
30%
Somewhat
Disappointed (main
benefit != speed)
15%
Not
Disappointed
23%

48. The Product-Market Fit Engine
1. Survey
2. Segment
3. Analyze
4. Implement
5. Track

49. ½ double down on love
VD users
Speed!
Shortcuts!
Efficiency!
AESTHETIC!
½ address objections
SD users, main benefit == speed
Mobile app
Integrations
Attachment handling
Calendaring
Unified inbox
Better search
Read receipts

50. The Product-Market Fit Engine
1. Survey
2. Segment
3. Analyze
4. Implement
5. Track

51. Results
33% 🙂
47% 😊
56% 😃
58% 😍
20%
25%
30%
35%
40%
45%
50%
55%
60%
Very Disappointed % Benchmark

52. Questions?