This presentation focuses on the crucial point in every start-up's journey where the goal is to validate product-market fit. This is an essential part of every start-up's Go-To-Market strategy, and without completing this process a start-up cannot scale. Product-market fit is defined as a point in a start-up life when there's a product that is at least sell-able, and ideally a "must have" for its market.

1. Go-­‐To-­‐Market:
Product-­‐Market
Fit
Valida&on
Stage

2. “”
Marc
Andreesen
Start-up life has two parts:
before product-market fit,
and after.
As a founder, you need to
do anything in your power
to get to product-market fit.

3. Go-­‐To-­‐Market
and
your
product
lifecycle
Conversa&on
Sustain
Growth
Scale
Valida5on
Discovery
Time

4. What
is
Product-­‐Market
Fit?
A point in a start-up life when
there’s a product that is at the least
sell-able, and ideally a “must have”
for its market.

5. Minimum
Viable
Product
In order to verify
Product-Market Fit,
we must work with
the core of the
product – the most
essential product
component (MVP).

6. Now
a
bit
about
need,
value
and
value
proposi&on….

8. Need
REAL
To
have
fun,
to
party
Value
REAL
Good-­‐quality,
affordable
beer
Value
proposi5on
Our
beer
will
make
you
scream
out
of
happiness.
MARKETING

9. “”
Marc
Andreesen
You need to do anything in your
power to get to product-market
fit…including changing out
people, rewriting your product,
telling customers no when you
don’t want to, telling
customers yes when you don’t
want to.

10. Market-­‐Product
Market:
The
Constant
Product:
The
Variable

11. The
Market
Total
available
market
Total
served
market
Your
market
poten&al
Market
you
can
reach
with
your
marke&ng
channels
Target
market
Ini&al
poten&al
buyers

12. Example
1:
Market
descrip&on
for
investors
Mobile
Adver&sing
$25
Billion
in
2016
(1)
Mobile
Video
Adver&sing
$2.5
billion
in
2016
(2)
MobileWeb
Video
Adver&sing

13. Example
2:
Market
descrip&on
for
ini&al
Go-­‐To-­‐Market
Line
of
Business
Small
Businesses/USA…
2,200,000
Businesses
5-­‐99
employees
Market
Segments
On-­‐Line
eComm
SMB
eCommerce
/
Cloud
/
SaaS….
60%
Composite
eCommerce……….
75%
No
Internal
IT……………………..
30%
Ini&al
Targeted
Market
Size:…..
SaaS
IaaS
PaaS
Cloud
IT
Infrastructure
300,000
Businesses
(Annual
rev.
$360
million)

14. Example
3:
Diving
deeper
–
market
descrip&on
through
customer
personas
Customer
Personas
Lori
Beth
Direct
customer.
Super
small-­‐small
business
Direct
customer.
Small
to
medium
business
Jonathan
Roman
Jennifer
Direct
customer.
Brand
community
management.
Mini
agency.
Small
businesses.
Agency.
Big
brands.

15. Beth
38
years
old.
Lives
in
Kingston,
Rhode
Island,
with
her
husband
and
two
dogs.
Educa5on:
University
of
New
Hampshire,
Bachelor
degree,
Social
Sciences.
Business:
Owns
and
operates
Kingston’s
biggest
Pilates
studio.
Salary
-­‐
$75,000.
Current
business
goal:
Rent
addi&onal
space
on
the
top
floor.
For
this
she
needs
to
get
50
more
yearly
memberships.
Technology:
Uses
her
smartphone
for
everything,
from
personal
to
business.
Just
bought
an
iPad.
Social
Media:
Facebook
and
Instagram
junkie,
for
personal
and
business
Adver5sing/marke5ng:
Budget$2,000
a
month.
Has
a
freelancer
who
is
taking
care
of
SEO,
PR,
and
Google
Adwords.
Social
Media
she
is
doing
herself
but
considering
outsourcing
for
lack
of
&me.
What
pain
point
PRODUCTX
would
solve:
Cost-­‐effec&ve,
easy-­‐to-­‐manage
marke&ng
and
adver&sing
channel.
How
would
she
hear
about
PRODUCTX:
Ambassador
program.
Some
SMB
blog
or
newsleler
(PR).
From
her
marke&ng
freelancer.

16. t
& s
arket
Fiu
solvpg
a
Producats-­‐
M rself
–
are
yo in
k you
 Always
real
problem?
rtners:
nd
turn
them
into
pa
 Pick
users
a
ack
– Get
constant
feedb
s
pare
them
for
change
– Pre
cess
m
feel
part
of
the
pro
– Make
the
ntly
Measure
value
consta

 Measure
usability
y
they
urn
–
understand
wh y
cost
 Resist
ch
n
nd
get
them
back
at
a
leave
a
roduct-­‐
nfuse
trac&on
with
P
 Don’t
co
Market
fit
lan
A
Be
ready
to
scratch
P


17. How
do
you
know
when
you’re
done?
You just know it.

18. Thank
you
and
good
luck!
For
more
informa&on:
www.
Forabilis.com