Sean Ellis ran a consulting company, 12in6, that specialized in helping startups during their growth transition stage (post Product/Market Fit). As a condition to taking on a client, he conducted a qualitative survey across a sampling of the company’s users to determine if their product had achieved Product/Market Fit.
The key question on the survey was:
How would you feel if you could no longer use [product]?
- Very disappointed
- Somewhat disappointed
- Not disappointed (it isn’t really that useful)
- N/A – I no longer use [product]
If you find that over 40% of your users are saying that they would be “very disappointed” without your product, there is a great chance you can build sustainable, scalable customer acquisition growth on this “must have” product.
This 40% benchmark was determined by comparing results across 100s startups. Those that were above 40% are generally able to sustainably scale the businesses; those significantly below 40% always seem to struggle.