34% of startup failures are due to poor Product Market Fit
How to Validate
Product Market Fit
Having PMF isn't enough. You need to know WHERE you have it and WHO your champions are. A lot of finding product market fit is about whether you understand not just is it working? But do we understand why it’s working?
Average PMF Hides the Truth
Your overall PMF score might be 35%, but that's just an average. Some segments might rate you 80%+ PMF while others are at 10%.
Without Segmentation
Overall PMF Score:
35%
❌ Mediocre PMF across all segments
❌ Trying to serve everyone
❌ Product feels "fine" to everyone
❌ Nobody loves it enough to tell others
With Segmentation
Marketing Agencies:
82% PMF ✅
SMB Teams:
38% PMF ⚠️
Enterprise:
12% PMF ❌
The 4-Step Validation Framework
Find your champion segments and validate where your PMF is real
Segment Your PMF Data
Break down your PMF score by customer type, geography, company size, acquisition channel, and user tenure. Look for segments with 80%+ "very disappointed" scores.
Identify Your Champions
Find the customer segments that can't live without you. These are your champions—the foundation of your ICP. They should have 80%+ PMF and show strong retention metrics.
Understand Why They Love You
Analyze open-ended feedback from your champion segments. What features do they value most? How do they naturally describe your product? What alternatives did they consider?
Validate with Behavior Data
Cross-reference PMF scores with actual usage data, churn rates, and expansion revenue. True champions should show high engagement, low churn, and willingness to pay more.
Key Dimensions to Segment By
Customer Type
Agencies, freelancers, SMBs, enterprise—each has different needs and PMF potential
Geography
Some markets may have stronger PMF due to local needs, regulations, or competition
Company Size
1-10, 11-50, 51-200+ employees often have vastly different product needs
Acquisition Channel
Referrals often have higher PMF than paid ads—shows product channel fit
User Tenure
Compare new users vs. 6+ month veterans—identifies activation gaps
Plan Type
Free, paid, enterprise—each tier should show different PMF patterns
🚨 Warning Signs of Unvalidated PMF
Your overall PMF is 38% but you can't identify which segments love you most
Growth is stalling despite "decent" PMF scores across the board
You're trying to serve too many customer types with one positioning
Your ICP is vague: "SMBs that need better collaboration tools"
Your PMF Journey
Start Validating Your PMF Today
Run segmented PMF surveys and discover which customer types truly love your product—then double down on them.
No credit card required • Segmented analysis included