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Product-Market Fit: What it is and do you have it

·5 mins·
Nuno Coração
Strategy Product entrepreneurship
Nuno Coração
Principal Product Manager @ Docker
Table of Contents

In the fast-paced and competitive world of entrepreneurship, achieving product-market fit (PMF) is the holy grail. It is the moment when a product or service aligns perfectly with the needs and desires of the target market, leading to enthusiastic customer adoption and sustainable growth. But how do entrepreneurs know if they have truly achieved this elusive state? In this article, we will explore the essence of product-market fit, delve into its significance for entrepreneurs and investors, and discuss the HUNCH framework—a valuable tool for assessing whether a company has achieved PMF.

What is Product-Market Fit?

Product-market fit refers to the ideal state where a product’s value proposition aligns perfectly with the needs and demands of the target market. At this stage, customers are not only attracted to the product but also become enthusiastic users and advocates. Achieving product-market fit signifies that a business has a profound understanding of its target audience and has crafted a solution that effectively addresses their pain points or fulfills their desires.

Why is it Important?

Product-market fit holds immense importance for entrepreneurs and investors alike. It acts as a catalyst for accelerated growth, giving businesses a competitive edge in the market. By aligning the product with the market’s needs, businesses can foster customer loyalty and create a sustainable revenue stream. Investors look for product-market fit as a validation of a startup’s potential for success and scalability.

Moreover, the correlation between product-market fit and a successful future for a venture is undeniable. It sets the stage for accelerated growth and sustainability, allowing businesses to scale confidently. Strong unit economics, a byproduct of successful product-market fit, ensure profitable customer acquisition and attract investor interest, fueling exponential growth and long-term success.

Do You Have It?

Determining whether a company has Product-Market Fit it not a 100% exact science, but it is definitely way more scientific and measurable than some people would tell you. An interesting framework to check if a venture has achieved PMF is the HUNCH framework:

  • Hair on fire value proposition
  • Usage high
  • NPS
  • Churn low
  • High LTV/CAC

Hair on Fire Value Proposition

Is the value proposition a must-have need for the target customer, vastly superior to alternatives, and likely to generate high demand and customer enthusiasm? Analyze customer feedback and testimonials to gauge their excitement and satisfaction with the product.

Usage High

Examine customer engagement and usage patterns to ensure the product is becoming an integral part of their routines or workflows, and its usage is growing over time. High usage indicates that the product addresses a genuine need and delivers value.

NPS Greater Than 40

Calculate the Net Promoter Score (NPS), which measures customer satisfaction and loyalty. A score greater than 40 indicates strong customer advocacy, suggesting that customers are likely to recommend the product to others.

Churn Low

Ideally, the churn rate should be less than 3% per month, demonstrating enduring value and customer satisfaction over time. Low churn rates indicate that customers find ongoing value in the product and are less likely to switch to competitors.

High LTV/CAC Ratio

Aim for an LTV/CAC ratio greater than 3, indicating positive unit economics and the ability to acquire customers profitably at scale. A high ratio proposes that the product generates sufficient revenue from customers to cover the cost of customer acquisition. A ratio between 1 and 3 is still good but not strong, anything under 1 is trouble as it means the company is spending more money to get a customer than the value it gets back from them.

How Can You Use It?

Understanding and applying the concept of product-market fit can vary depending on the role and perspective. Here’s how you can use it effectively:

…as a Startup Founder

Founders should use the HUNCH framework to continuously assess their product’s fit with the market. Regularly gather customer feedback and analyze usage data to identify areas for improvement. Iterate and pivot as needed to achieve better product-market alignment. The framework also provides insights over which metrics should be important for every company, i.e., LTV, CAC, Churn, NPS, etc. which are great indicators for not only PMF but business health.

…as an Investor

Investors can use the HUNCH framework as a due diligence tool to evaluate potential investments. Startups that demonstrate strong alignment with the HUNCH criteria are more likely to have achieved product-market fit and offer attractive growth prospects. Again, this is not a 100% scientific process and there are other factors to consider when making an investment decision, what’s the strategy for the company, the market in which it operates, etc.

…as Product Managers

Product managers play a crucial role in optimizing product-market fit. They can use the HUNCH framework to identify specific areas for improvement and prioritize feature development that aligns with customer needs and desires. It is also a valuable tool when accessing joining a company, specially startups, to get a reading on the stage the teams are at. Correlating that information with the stage of the venture (seed, series A, etc.) will help you understand the company you’re joining. E.g., joining a company with a series A (which should already have PMF), more than 150 people, and without strong indicators of PMF might not be a good idea.


Product-market fit is a pivotal milestone that sets the stage for a successful business. While it’s not a scientifically quantifiable concept, the HUNCH framework provides valuable data points and signals to identify potential product-market fit. Entrepreneurs who focus on understanding their customers, iterating their products, and measuring key metrics have a higher chance of achieving product-market fit and unlocking the doors to sustained growth and success. Remember, product-market fit is not merely a hunch; it’s a culmination of insights, metrics, and customer signals that reveal whether a business has found its rightful place in the market.


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