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PRO RKET
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PMF BOOKLET
A POCKET GUIDE FOR STARTUP TEAMS

CUSTOMER-PROBLEM FIT
A.K.A IDEA VALIDATION

CREATED BY
THE 7 FITS COACHES
7 FITS FRAMEWORK TOWARDS
PRODUCT-MARKET FIT

www.7-fit-framework.com FIT
FRAMEWORK TOWARDS
PRODUCT-MARKET FIT
 7 FITS FRAMEWORK TOWARDS
PRODUCT-MARKET FIT

PRE-LAUNCH POST-LAUNCH
FITS FITS
PRODUCT-
CUSTOMER- CHANNEL
PROBLEM FIT FIT D U CT-
PRO RKET
MA T
FI

PROBLEM- CHANNEL
SOLUTION -MODEL
FIT FIT

CUSTOMER- MODEL-
SOLUTION MARKET
FIT FIT

www.7-fit-framework.com FIT
FRAMEWORK TOWARDS
PRODUCT-MARKET FIT
CUSTOMER-PROBLEM FIT

How can I validate

my startup idea?

CUSTOMER PROBLEM

Who will be What is the

my customer? problem of this
customer
segment that
I can solve?
CUSTOMER-PROBLEM FIT

CUSTOMER*
Jobs to be Done:
What are the tasks or work that customers are trying
to get done in that particular context of my IDEA?
(functional, emotional, or social jobs)
Gains:
What are the outcomes and benefits that the
customer wants to achieve?
Pains:
What are the negative experiences, emotions, and
risks that customers face before, during, and after
getting the job done?

* VALUE PROPOSITION CANVAS by Strategyzer

CUSTOMER-PROBLEM FIT

PROBLEM
Is there a big enough problem?

Are customers willing to pay me to have their

problem solved?

What is the biggest desired outcome of these

customers in that particular context of my idea?
CUSTOMER-PROBLEM FIT
WHO HAS THIS WHEN DO THEY
PROBLEM? EXPERIENCE THIS
PROBLEM?
Short demographic
description of target Core task or
audience context

WHAT DO THEY WHY ARE THEY NOT

WANT TO ACHIEVE? PROBLEM* HAPPY WITH THE
CURRENT SOLUTIONS?
Key functional Shortcomings of
performance existing solution(s)
and/or Constraints
psychological confronting
needs customers
HOW DO THEY
CURRENTLY SOLVE
THIS PROBLEM?

Solution 1
Solution 2
Solution 3

* Shikhar Ghosh, serial entrepreneur, angel investor, and Professor of Management Practice at HBS
CUSTOMER-PROBLEM FIT

WHO HAS THIS PROBLEM?

BUSINESSES?
sector
size

INDIVIDUALS?
age
location
demographics

WHO IS THE PAYER, THE DECISION MAKER,

THE USER?
CUSTOMER-PROBLEM FIT

WHEN DO THEY EXPERIENCE

THIS PROBLEM?

During which core task or the context are the

customers experiencing this problem?
CUSTOMER-PROBLEM FIT

WHAT DO THEY WANT

TO ACHIEVE?

What are the key functional performance

and/or psychological needs of the customer?
CUSTOMER-PROBLEM FIT

HOW DO THEY CURRENTLY

SOLVE THIS PROBLEM?

Solution 1
Solution 2
Solution 3
CUSTOMER-PROBLEM FIT

WHY ARE THEY NOT HAPPY

WITH THE CURRENT
SOLUTIONS?

What are the shortcomings of existing

solution(s)?
What are the constraints of existing solutions
that are confronting customers?
EXAMPLE: Online Personal Trainer
WHO HAS THIS WHEN DO THEY
PROBLEM? EXPERIENCE THIS
PROBLEM?
Full-time working
moms with babies When they’re home in
living in small their free time;
cities and especially when
rural areas their babies are
sleeping

WHAT DO THEY WHY ARE THEY NOT

WANT TO ACHIEVE? PROBLEM* HAPPY WITH THE
CURRENT SOLUTIONS?

Get in shape and Personal trainers

loose pregnancy giving service at home
weight are expensive
Moms do not have the
time to go to gym
HOW DO THEY Moms want to be
CURRENTLY SOLVE flexible in terms of
THIS PROBLEM? scheduling time slots
with the personal
trainers
Personal trainers
Gyms
Online dieticians

* Shikhar Ghosh, serial entrepreneur, angel investor, and Professor of Management Practice at HBS
CUSTOMER-PROBLEM FIT

NOW IT IS YOUR TURN!

 FILL THIS OUT WITH YOUR
OWN STARTUP IDEA
WHO HAS THIS WHEN DO THEY
PROBLEM? EXPERIENCE THIS
PROBLEM?
Short demographic
description of target Core task or
audience context

WHAT DO THEY WHY ARE THEY NOT

WANT TO ACHIEVE? PROBLEM* HAPPY WITH THE
CURRENT SOLUTIONS?
Key functional Shortcomings of
performance existing solution(s)
and/or Constraints
psychological confronting
needs customers
HOW DO THEY
CURRENTLY SOLVE
THIS PROBLEM?

Solution 1
Solution 2
Solution 3

* Shikhar Ghosh, serial entrepreneur, angel investor, and Professor of Management Practice at HBS
 D U CT-
PRO RKET
MA T
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WANT TO SEE OTHER

PRODUCT-MARKET FIT
RESOURCES AND
ARTICLES?

www.7-fit-framework.com FIT
FRAMEWORK TOWARDS
PRODUCT-MARKET FIT
7 FITS STARTUP COACHING

ROADMAP O D UCT-
PR RKET
MA T
FI
TOWARDS PRODUCT-MARKET FIT

CUSTOMER- WHAT WHAT IS WHO ELSE IS

PROBLEM FIT A.KA.
IDEA VALIDATION
IS THE + YOUR
MARKET?
+ IN THE
MARKET?
PROBLEM?
FOR
PRE-LAUNCH
PHASE PROBLEM- WHAT IS A WHAT
STARTUPS SOLUTION FIT FEASIBLE
SOLUTION?
+ ARE YOUR
RESOURCES?

FOR WHICH WHAT VALUE HOW TO

CUSTOMER-
SOLUTION FIT
JOB ARE
YOU HIRED?
+ ARE YOU
CREATING?
+ BUILD
AN MVP?

HOW TO HOW TO
SCORING PRODUCT-
CHANNEL FIT DISTRIBUTE + ACQUIRE
AND FOR
RIGHT? MORE?
PHASING POST-LAUNCH
YOUR PHASE
STARTUPS WHO IS WHO WHO IS
STARTUP CHANNEL-
MODEL FIT
WORTH
ACQUIRING?
+ BOUGHT,
WHAT?
+ IN LOVE
WITH YOU?

WHAT IS IS THIS THE

MODEL- YOUR
MARKET FIT MARKET + RIGHT PRICE
TAG?
SHARE?

www.7-fit-framework.com/startup-coaching FIT
FRAMEWORK TOWARDS
PRODUCT-MARKET FIT
 D U CT-
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7 FITS FRAMEWORK TOWARDS PRODUCT-MARKET FIT

I WANT A FREE
CONSULTATION CALL

www.7-fit-framework.com/startup-coaching FIT
FRAMEWORK TOWARDS
PRODUCT-MARKET FIT