Product/Market Fit


Product/Market Fit

Product/Market Fit , or PMF, is the degree to which a product satisfies a market demand. Identifying the PMF by gathering market feedback and gauging interest is an important first step when creating a new product or service. No matter how good the quality of the product is, if there is no demand for it, the business cannot grow. In order to launch a successful business venture, it is necessary to analyze what the market is looking for and to create the best product for that market. If there is a strong product/market fit, it will spread through word-of-mouth and the number of users will increase because they feel the value of the product.

For example, the video call platform ZOOM is a product that has benefited from a strong PMF, and has become very popular over the past year. ZOOM’s main selling point is that it offers free 40-minute conference calls for up to 100 attendees. It’s also easy to use – people don’t need a login to access a meeting. During the coronavirus pandemic, the product exploded on the market due to most people having to work from home.

In this way, it is not only the quality of a product but also the needs of the market that determines the product’s success.




・selling point・・セールスポイント






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