From Problem Solution Fit to Product Market Fit via JTBD

‫ز‬‫ا‬
  Problem Solution fit
  ‫ﺑﻪ‬
Product Market fit
‫ﻋﺒﺎﺳﯽ‬ ‫ﺳﻬﯿﻞ‬
@sohailabasi

PMF ‫ﺳﻤﺖ‬ ‫ﺑﻪ‬ ‫ﺣﺮﮐﺖ‬

‫ﺗﻄﺎﺑﻖ‬ ‫ﻧﻮع‬ ‫ﺳﻪ‬

Problem-Solution Fit
• You have evidence that customers care about certain jobs, pains, and gains.
• Proved the existence of a problem and have designed a value proposition that addresses your
customers' jobs, pains and gains
• No clear evidence that your customer really care enough about your value proposition enough to
buy it
• Problem/Solution Fit - Does this Problem exist? And can I Solve it?
After the PS-fit stage you know with almost certainty:
1. who your customer is
2. why your customer needs your product (what problem you're solving)
3. that your solution is solving the problem effectively
4. that your solution is feasible (economic, technical, legal, etc.)
And you have the proof to back this up (paying customer’s, beta-signups, etc). If you don't have
proof, you can't claim you have achieved Problem/Solution-Fit.

Problem-Solution Fit
• Core Assumption
• This solution fixes (part of) the problem.
• LEARN: Exploration Questions
• Does this solution really work?
• Does it solve enough of the problem to be meaningful?
• Do people trust it enough to use it?
• Will people spend (more) time & effort to solve this problem?
• BUILD: Prototypes
• Value Proposition (Canvas)
• Concierge MVP
• MEASURE: Experiments
• Literature Study
• Competitive Analysis
• Survey
• Co-Create Value Proposition
• Concierge experiment

Product-Market Fit
• Evidence that your value proposition is actually creating value for
customers by alleviating their pains and creating the gains they
desire
• Product or service is beginning to gain traction in the market
• Iterative process of running tests that have validated and
invalidated the various assumptions underlying your value
proposition
• Is my Product desirable?
• And am I presenting it to the right Market?

Business Model Fit
• Evidence that your value proposition is embedded in a
profitable and scalable business model

Achieving Fit
• Value proposition will only exist "on paper" at the stage of problem-
solution fit
• Approach product-market fit your value proposition will begin to truly
resonate with and create value for customers
• When you've achieved business model fit your business model will begin
creating value for your company.
• Requires you to go back and forth between your original idea and the
outside world, getting out of the building. Iterative and messy, and
absolutely crucial to the success of your new business.

«‫ﻧﯿﺴﺖ‬ ‫ﺧﻮاﻫﺪ‬ ‫ﻣﯽ‬ ‫ﭼﻪ‬ ‫ﮐﻪ‬ ‫اﯾﻦ‬ ‫داﻧﺴﺘﻦ‬ ‫ﻣﺸﺘﺮي‬ ‫»وﻇﯿﻔﻪ‬
‫ﺟﺎﺑﺰ‬ ‫اﺳﺘﯿﻮ‬

«‫ﻧﯿﺴﺖ‬ ‫ﺧﻮاﻫﺪ‬ ‫ﻣﯽ‬ ‫ﭼﻪ‬ ‫ﮐﻪ‬ ‫اﯾﻦ‬ ‫داﻧﺴﺘﻦ‬ ‫ﻣﺸﺘﺮي‬ ‫»وﻇﯿﻔﻪ‬
‫ﺟﺎﺑﺰ‬ ‫اﺳﺘﯿﻮ‬
.‫ﺧﻮاﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﭼﻪ‬ ‫ﻣﺮدم‬ ‫ﮐﻨﺪ‬ ‫ﮐﺸﻒ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﮐﺎرآﻓﺮﯾﻦ‬ ‫وﻇﯿﻔﻪ‬ ‫اﯾﻦ‬ ‫…ﺑﻠﮑﻪ‬

‫ﺷﻤﺎ‬ ‫ﺑﻠﮑﻪ‬ ،‫ﮐﻨﯿﺪ‬ ‫ﻧﻤﯽ‬ ‫ﭘﯿﺪا‬ ‫ﻣﺸﺘﺮي‬ ‫ﻣﺤﺼﻮﻟﺎﺗﺘﺎن‬ ‫ﺑﺮاي‬ ‫»ﺷﻤﺎ‬
«‫ﮐﻨﯿﺪ‬ ‫ﻣﯽ‬ ‫ﭘﯿﺪا‬ ‫ﻣﺤﺼﻮل‬ ‫ﻣﺸﺘﺮﯾﺎﻧﺘﺎن‬ ‫ﺑﺮاي‬
‫ﮔﺎدﯾﻦ‬ ‫ﺳﺖ‬

‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﺳﺎﺧﺘﻦ‬ ‫روي‬ ‫ﺑﺮ‬ ‫ﺗﻤﺮﮐﺰ‬

Minimum Viable Audience
:‫ﻗﺒﻮل‬ ‫ﻗﺎﺑﻞ‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﮐﻤﯿﻨﻪ‬
‫ﻫﺰﯾﻨﻪ‬ ‫آن‬ ‫ﺣﻞ‬ ‫راه‬ ‫ﺑﺮای‬ ‫ﺣﺎﺿﺮﻧﺪ‬ ‫و‬ ‫دارﻧﺪ‬ ‫را‬ ‫ﻣﺴﺎﻟﻪ‬ ‫ﯾﺎ‬ ‫ﻧﯿﺎز‬ ‫آن‬ ‫ﮐﻪ‬ ‫ﮐﺴﺎﻧﯽ‬
‫از‬ ‫ﻗﺒﻮﻟﯽ‬ ‫ﻗﺎﺑﻞ‬ ‫ﮐﯿﻔﯿﺖ‬ ‫و‬ ‫ﺗﻌﺪاد‬ ‫ﺗﻮاﻧﯿﻢ‬ ‫ﻣﯽ‬ ‫آﯾﺎ‬ ‫ﺑﺒﯿﻨﯿﻢ‬ ‫و‬ ‫ﮐﻨﯿﻢ‬ ‫ﭘﯿﺪا‬ ،‫ﮐﻨﻨﺪ‬
.‫ﻧﻪ‬ ‫ﯾﺎ‬ ‫ﮐﻨﯿﻢ‬ ‫ﭘﯿﺪا‬ (Viable) ‫را‬ ‫ﻫﺎ‬ ‫آن‬

Early Adopters ‫ﺑﻪ‬ MVA ‫ﺗﺒﺪﯾﻞ‬
Your early adopters deﬁne the business model

Early Adopters ‫ﺑﻪ‬ MVA ‫ﺗﺒﺪﯾﻞ‬

‫ﭘﯿﺸﺮﻓﺖ‬ ‫ﺟﺴﺘﺠﻮی‬ ‫در‬ ‫اﻧﺴﺎن‬
:‫ﭘﯿﺸﺮﻓﺖ‬
‫ﮔﺮﻓﺘﺎری‬ ‫از‬ ‫رﻫﺎﯾﯽ‬ ،‫ﻣﻮﺟﻮد‬ ‫وﺿﻌﯿﺖ‬ ‫ﺗﻐﯿﯿﺮ‬ ،‫ﻓﻌﻠﯽ‬ ‫وﺿﻌﯿﺖ‬ ‫ﺷﺪن‬ ‫ﺑﻬﺘﺮ‬
… ‫و‬ ‫ﻓﻌﻠﯽ‬

Progress
Progress is the process of making changes in a positive
direction.
• Process — processes have the concept of time attached to them.
Processes start, execute, and end. Therefore, progress starts,
executes, and ends.
• Change — once you introduce the concept of time, you can now talk
about change. Change is the process of replacing, over time, the old
with the new.
• Positive direction — progress is the process of change towards
what you want, while also moving away from what you don’t want.

‫ﻣﺸﺘﺮی‬ ‫ﺧﺮﯾﺪ‬ ‫زﻣﺎﻧﯽ‬ ‫ﺧﻂ‬

‫ﺧﺮﯾﺪ‬ ‫در‬ ‫ﻣﺸﺘﺮی‬ ‫ﺗﺼﻤﯿﻢ‬ ‫در‬ ‫اﺛﺮﮔﺬار‬ ‫ﻧﯿﺮوی‬ ‫ﭼﻬﺎر‬

:‫ﻫﺎ‬‫ﺗﻤﺮﯾﻦ‬
‫ﺑﺪﻫﯿﺪ‬ ‫ﺗﺸﮑﯿﻞ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫و‬ ‫ﻣﻨﺎﺳﺐ‬ MVA ‫ﯾﮏ‬ .۱
،‫ورﮐﺸﺎپ‬ ‫در‬ ‫ﺷﺪه‬ ‫اﻧﺠﺎم‬ ‫ﻧﻤﻮﻧﻪ‬ ‫اﺳﺎس‬ ‫ﺑﺮ‬ ‫ﺧﻮد‬ MVA ‫از‬ ‫اﻓﺮادی‬ ‫ﺑﺎ‬ ‫ﻣﺼﺎﺣﺒﻪ‬ ‫ﻃﺮﯾﻖ‬ ‫از‬ .۲
‫ﮐﻨﯿﺪ‬ ‫ﺗﺮﺳﯿﻢ‬ ‫ﻫﺎ‬ ‫آن‬ ‫از‬ ‫ﻧﻔﺮ‬ ۵ ‫ﺑﺮای‬ ‫را‬ ‫ﺧﺮﯾﺪ‬ ‫زﻣﺎﻧﯽ‬ ‫ﺧﻂ‬
‫ﮐﻨﯿﺪ‬ ‫ﺗﺸﺮﯾﺢ‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﻧﯿﺎز‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫و‬ ‫اﺣﺴﺎﺳﯽ‬ ،‫ﮐﺎرﮐﺮدی‬ ‫ﻫﺎی‬ ‫اﻟﻤﺎن‬ .۳
‫ﺑﻨﻮﯾﺴﯿﺪ‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﺎ‬ ‫ﺳﺮوﯾﺲ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﻪ‬ ‫ﻫﺎ‬ ‫آن‬ ‫ﺗﺼﻤﯿﻢ‬ ‫در‬ ‫اﺛﺮﮔﺬار‬ ‫ﻧﯿﺮوﻫﺎی‬ .۴

From Problem Solution Fit to Product Market Fit via JTBD

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