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Finding P/M Fit:Customer
Development
@katrinatoo
Product/Market Fit
‘When people who know they want your product are happy with what you’re offering…
then you’re ready to shift your focus from product to distribution and win the market.’
Andrew Chen, Growth at Uber
P/M Fit is NOT
a one-off occurrence
a ‘discrete, big-bang event’ Brad Feld, Foundry Group
always obvious
Two Important Myths
Once you achieve P/M fit, you can’t lose it.
Once you have P/M fit, you don’t have to sweat the competition.
At TradeGecko
Product Marketing =
Customer Development
Customer Development Interviews
Goal: gather unbiased insights about our current customers
inc. their business history, operational structure and processes, products, expansion plans, product experience, pain points etc
Who Do We Interview?
> 18 industries
from Toys to Apparel & Accessories
All Subscription Plans
All Usage Types
Reminder: Unbiased
What Do Interviews Achieve?
Goal: Cross-functional Enablement
Creating Deliverables:
Interview Scripts
Personas: Business-Type and User
Influencing Product Roadmap
Customer Service
Customer Development Interviews cont’d.
ongoing exercise
requires planning - questions template*
requires attention during interview session
documentation consistency
invite your colleagues
= 1/2 of Product Marketing
In Summary
‘Every time you work on something new, whether it’s a new feature or product/line, recognise that you are searching for incremental product/market fit.
The search is a continuous and never-ending quest. Don’t confuse illusion with reality.’
Brad Feld
