Please keep in mind as you review the results of your assessment: The PMF journey is a pyramid and the earlier steps are the base. Meaning that a weak base leads to a weak overall PMF. If you have assessed that an early stage needs urgent attention, take care to review the latter stages after you are more satisfied with the strength of the early stage.

Based on your assessment, feel free to now either read the toolkit in it's entirety or jump to stages you've decided require priority.

The resources you should read first

Problem Insight    %

Value Proposition    %

MVP    %

Launch & Measure    %

Problem Insight    %

Here you can check the score of your answers by step

Problem Insight


Value Proposition


Launch & Measure



Product Market Fit Toolkit

Here you can find all the resources of the Product Market Fit Toolkit.

+ Introduction

What is Product Market Fit?
Why is it important?
How do I separate product and market?
The PMF Journey
Assessment Exercise

+ Problem Insight

Understand your customers
In person interaction examples
Customer research tips
Empathy map
Customer journey map
Other resources

+ Value Proposition

Customer profile - pains & gains
Value map - products
Mistakes to avoid
Critical assumptions exercise
Formulate hypotheses
Exercise Sheet - Value prop canvas

+ Problem solution fit

What is an MVP?
Determine what you want to test
Marketing MVP tests
WorldCover Case Study
Product MVP tests
Other resources

+ Launch & Measure

Designing lean experiments
A/B Testing
Lean experiment examples
What metrics should I use?

+ Iterate, pivot, or persevere?

Build -measure-learn
Keep in mind
Destacame Case Study
Where to focus in pivot?
Escala Case Study
Nomanini Case Study

+ Measuring PMF

PMF path
Must-have score
Lead indicator engagement data
How do I know when I’m at PMF?