Look for value in use
Examine whether customers adopt the offer, continue using it and can explain the problem it solves. In a consumer business, repeat purchase may matter; in a subscription business, retention and meaningful usage may be relevant. Choose measures that fit the buying situation rather than borrow a universal threshold.
Check repeatability and economics
A small number of enthusiastic customers can reveal a valuable use case without establishing a scalable acquisition model. Review who buys, why they stay, how they are reached and what it costs to serve them. Distinguish a founder-led relationship from a process others can repeat.
Use mixed evidence to choose the next step
Combine customer interviews, cohort behavior, commercial results and delivery constraints. Investigate contradictory signals instead of averaging them away. The decision may be to refine the audience, change the offer or test a route to market. No single metric in this guide certifies product–market fit.
Put the decision into practice
- Define the market and use case.
- Review adoption and continuation.
- Compare customer cohorts.
- Include delivery economics.
- Identify the next uncertain growth assumption.
Bring the business question, the evidence already available and the constraints that matter. Discuss your next step with Nancy Chou.