Product-market fit is when your product satisfies a real market need strongly enough that customers come back, expand, and refer others without heavy marketing. The classic signal: you can't make the product fast enough to keep up with demand, and customers are genuinely upset at the idea of losing access to it. PMF is not binary — it exists on a spectrum, and most startups are constantly refining it.
For example, strong PMF signals include: NPS above 40, NRR above 110%, customers who call you proactively to expand, and prospects who've heard about you from multiple sources before your first outreach.
We look for PMF signals before recommending aggressive demand gen spend — spending $50K/month on marketing before finding PMF is burning money, not growth.
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Book a free strategy call →Go-to-Market Strategy (GTM)
GTM is the complete plan for how you bring a product to market: who you're selling to (ICP), what problem you solve (positioning), how you reach them (channels), what you charge (pricing), and how sales and marketing work together.
Positioning
Positioning is how you define your product in relation to alternatives in the mind of your target customer.
Messaging
Messaging is how your positioning translates into specific words: headlines, taglines, elevator pitches, email copy, and ad creative.
Brand Awareness
Brand awareness is the degree to which your target market recognizes and recalls your brand.
Buyer Persona
A buyer persona is a semi-fictional profile of your ideal buyer — their job title, responsibilities, goals, pain points, objections, and how they prefer to buy.
Jobs-to-Be-Done (JTBD)
Jobs-to-be-done is a framework for understanding why customers buy: they 'hire' a product to accomplish a specific job — a functional, social, or emotional outcome.