Product & SaaS
What is PMF (Product-Market Fit)?
PMF is the moment when the product delivers so much value that the market pulls it — you feel it because organic growth starts happening "on its own".
PMF has no universal formula. Signals: high NPS, low churn, organic referrals, strong cohort retention. Sean Ellis suggests measuring "% who would be very disappointed if they could no longer use the product" — >40% indicates PMF.
Before PMF, scaling marketing is wasting money (doesn't retain). After PMF, every R$ invested grows more. That's why founders prioritize finding PMF before any aggressive growth.
Frequently asked questions
How do I know if I have PMF?
Signs: users return without you reminding them; ask for more; complain when it goes down; bring friends. Without that, it's still "finding PMF".
Does PMF last forever?
No. Markets change, competitors improve. Large companies constantly "lose PMF" in segments and need to regain it.