What is Customer Discovery?

Customer Discovery is really the foundation of Product Market Fit (aka PMF or PMFit). Here, we dig deep to understand exactly who your ideal customers are, their problems, and what gaps they have in their current solutions. Think of this as a series of conversations—interviews, surveys, sometimes observational studies—where we go directly to the source: your target audience.
Our goal here is to validate or even challenge our assumptions about who these people are and what they need. Instead of just guessing what might work, we’ll get tangible insights straight from the customers themselves. This way, we can be sure that the product we’re developing cannot only solve a problem but is also something they’ll actually want and use. Ultimately, this reduces your risk by ensuring we’re building for a real, validated demand.

What is Message Discovery?

Once we know who your audience is (Customer Discovery) and what they want, the next step is figuring out how to communicate your product’s value in a way that really resonates with them—that’s what we call Message Discovery.
Message Discovery is about finding the right language and positioning that will instantly connect with your target customers. Here, we test different ways of presenting the product, from key benefits and emotional triggers to specific phrases that speak directly to their needs. It’s about understanding the language your audience uses and tailoring our messaging to reflect that.
With the right message, your audience not only understands the product but feels like it’s made for them. And when we get this right, it becomes much easier to engage your audience and differentiate your product from competitors.

What are the essential raw materials for Product Market Fit?

Customer Discovery is really the foundation. Here, we dig deep to understand exactly who your ideal customers are, their problems, and what gaps they have in their current solutions. Think of this as a series of conversations—interviews, surveys, sometimes observational studies—where we go directly to the source: your target audience. Once we know who your audience is and what they want, the next step is figuring out how to communicate your product’s value in a way that really resonates with them—that’s what we call Message Discovery.
By first understanding the who and what of your audience and then knowing exactly how to communicate the product’s value, we can ensure that the product doesn’t just exist in the market but truly resonates with the people it’s intended for

How can I measure PMFit?

Measuring Product Market Fit (PMF) is about assessing whether your product genuinely resonates with your target audience and meets their needs effectively. Here are some of the most reliable ways to measure PMF:
1. The 40% Rule (Net Promoter Score or Survey Approach)
This approach involves directly asking your customers, “How would you feel if you could no longer use this product?” The idea is that at least 40% of respondents should answer that they’d be “very disappointed” if the product were unavailable.
2.Retention Rate
Retention is a critical indicator of PMF. High retention rates, especially over 30, 60, or 90 days, suggest that customers see ongoing value in your product.
3.Customer Churn Rate
Churn rate indicates how many customers stop using your product over a given period. If churn is high, it may mean your product isn’t addressing customer needs as effectively as it could be, or your messaging isn’t resonating.
4.Customer Feedback and Product Iteration
Customer feedback is a qualitative measure but is invaluable for understanding whether you’re hitting the mark. Regular feedback loops provide insights into whether customers find the product useful and are willing to pay for it.
5. Growth Rate and Organic Adoption
A product with PMF often sees organic growth, as satisfied customers tend to recommend it to others. A high percentage of new customers coming from referrals or word-of-mouth is a strong indicator of PMF.
6. Customer Lifetime Value (CLTV) vs. Customer Acquisition Cost (CAC)
PMF is often reflected when your Customer Lifetime Value (CLTV) significantly exceeds your Customer Acquisition Cost (CAC). It indicates that customers are sticking around long enough and generating enough revenue to justify the costs associated with acquiring them.
7. Usage Frequency and Depth of Engagement
How often customers use your product and the depth of their engagement can reflect PMF. The more frequently and deeply they engage, the more likely your product is fulfilling a significant need.