What Really is Product Market Fit Canvas? (and How To Use It !)

how well will my product fit the target market?
How well will my product fit the market?

“Product Market Fit Canvas is a framework that can help you build a product that meets market needs. It is not just about understanding the customer; it also involves understanding your company and its resources, and it’s a visual representation of all the information that you need to know about your product and its market”.

What is the Product Market Fit Canvas? To answer this question, we need first to define what product-market fit means. Once you have your definition down, it will be easier to understand how the Product-Market Fit canvas can help you achieve better results. The whole point is to create a product that people want and often use enough to become an integral part of their customers’ lives. This process needs a very high degree of focus on your part and patience before achieving success with any one particular idea. Even though every business owner wants their company’s growth trajectory to look like Facebook’s or Uber’s (or maybe even yours), the fact remains that there are no shortcuts in.

Product Market Fit Canvas Defined

Product-Market fit canvas is a simple but powerful tool based on lean methodology to help entrepreneurs validate their business idea.

Product market fit canvas is a framework that helps your organization to identify the problems of customers. It also helps companies to find out their product/market fit, what are they offering? Who are your target customers? Where will be the best place to sell this product, and do they have enough resources to make it happen? 

On a simple note, Product Market Fit canvas is a tool used in customer development, which helps you understand the problem your product solves and how well it does so. The framework was first introduced by Sean Ellis, who defined PMF as “the point where people using the solution actively tell other people about it”. This definition has been refined since then to fit various business models better. Still, it remains an effective way of understanding what value your product provides for whom and why they would recommend it to others (hence facilitating viral growth).

Product-Market fit can be achieved when your business meets the following criteria:

a) The problem you are trying to solve has value for enough customers that solving it would make them happy (or at least not sad). 

b) Your product provides enough of that value that people want to use it. 

c) People will pay money in exchange for using it. 

d) If they aren’t paying now, they probably would if asked to do so or if an alternative was unavailable 

Those companies who successfully achieve Product Market Fit have a higher probability of success because their products match what customers need and are willing to purchase

This tool has nine steps to map your entire business model or even parts of it to understand how things work together. It was developed by Alexander Osterwalder & Yves Pigneur, who created the Business Model Generation book.

Factors Determining Whether To Use Product Fit Canvas

Product market fit

Two main factors determine whether or not you should be using the Product-Market fit canvas. The first is if your team has any experience with lean startup principles, and secondarily if you have a decent amount of time on your hands.

If this isn’t the case for your situation, I would recommend going straight into building out some product concepts to generate feedback from potential customers rather than creating a Product Market Fit Canvas, which may lead down an incorrect path anyways. 

On top of all that, it’s important to note that while many people will tell you there is no one-size-fits-all approach to deciding what features/products are right for your startup, Product Market Fit Canvas can be one of the most effective ways to get started.

Before you use it

Before using Product-Market fit canvas, I would recommend following these steps: 

  • Get team buy-in – You will need all hands on deck if this will work out properly. If people don’t want to follow through with what’s being done, they should probably not be working within a lean startup environment anyway. Once everyone has bought into the idea and understands exactly how Product-Market fit works, you’re ready to move forward!

After you use it

After using the Product-Market fit canvas, I would recommend taking some time to assess whether or not your efforts were successful by looking at both quantitative (numbers) and qualitative (interviews/surveys) data. I would recommend making sure you go about the Product-Market fit canvas in such a way that it’s easy enough to track everything through your analytics platform so when it comes time for assessing whether or not Product Market Fit Canvas worked out, all of this information is already available!

Looking Into Product Market Fit Canvas Examples

Product market fit
Colleagues looking into computer

It is often difficult to know when you have reached product-market fit. Market fit canvas can be a useful tool in helping understand whether you are on the right track or not. Market fit canvases usually ask questions about your customer base, what needs they want to be fulfilled and why they would use your product specifically. Market Fit Canvas examples are below!

A market fit canvas template will help clarify how much demand there may be for what you are offering, allowing key metrics to be measured that indicates that the company has achieved initial traction with customers. Market Fit Canvas templates include: 

  • Market profile: Who are my customers? What do they currently pay for similar solutions? How big is their total addressable market?
  • Customer segments: Who are the customers I want to sell to? What customer needs do they have that my product can serve at scale? How many of them are there, and what size is their market? Market Size.
  • Value proposition: Why would a prospective customer buy from us instead of our competitors or other options in the market? Market Offerings.
  • Competitive advantage: What makes me stand out among comparable businesses in this space, including both current companies serving similar customers as well as new entrants who might enter via different channels or business models Market Differentiation. 

Importance Of Product-Market Fit Canvas

  • Product Development can be very distracting without understanding your customer’s needs and the benefits they are looking for. Many products don’t deliver the value that was expected by their users, leading to a poor adoption rate – Even if you have an amazing idea, it might not work out because there isn’t a need for it in the first place or because other companies already offer similar solutions on the market 
  • Without measuring every touchpoint with customers, from marketing channels such as social media advertising to sales strategies, including email marketing campaigns, businesses won’t know how well their offering fits into customer interactions and whether those customers are willing to purchase their product or service. 
  • Product Market Fit Canvas is a framework that businesses can use to help them figure out whether they have Product-Market Fit. It was created by Sean Ellis, the founder of Qualaroo (a software tool for website owners). It has been used successfully with companies like Dropbox, Eventbrite, and LogMeIn (now part of Citrix) Uproar.
  • Most entrepreneurs go into business because they think there’s an opportunity in the market; but without product/market fit, you don’t know what this opportunity looks like at all 
  • Product/Market Fit means creating products people want. When founders build things nobody wants, investors lose interest. And when good ideas are executed poorly, there is no Product/Market Fit. 
  • Product market fit is about much more than just measuring whether or not people are buying your product. It’s about understanding the overall needs of your customers so you can deliver value that they will pay for – Product-Market Fit Canvas helps to identify if there’s a demand for what you’re creating a need for and if people are willing to purchase your product. 

Who’s Responsible For Product-Market Fit Canvas?

Product market fit

Today’s Product Management team is responsible for the Product-Market Fit. They are accountable for achieving Product-Market fit because they’re tasked with knowing what customers want, developing it and getting it to market. 

They also need to know how successful their product will be once launched to achieve Product-Market Fit. This knowledge allows them to determine whether their efforts at Product-market fit were on track or not so that adjustments can be made along the way if needed. The Product Manager must pull out all of this information from customer interviews, sales data, and user analytics and speak directly with internal teams like Operations who work closely with external customers about these needs/challenges/opportunities facing new users sign up processes etc. Product Managers also need to be able to work with Product Marketing and Product Operations and Sales to know how their product is going to do once it launches.

The Product Management team needs a clear idea of what business model they are working on, which will help them fine-tune the Product-Market Fit Process. For example, if they’re building a freemium app, there’s no point in spending money gathering data from paid users because you cannot fix issues by simply charging more for your service. If this doesn’t happen often, Product-Market fit can’t be achieved at all or later down the line when customers stop using the product altogether due to not seeing enough value out of it. So having cross-functional clarity beforehand helps ensure Product-market fit can be achieved.

Product Management also needs to make sure they have the right Product Market Fit when it comes to the time for Product Marketing and Sales teams to work their magic to ensure maximum efficiency from all parts of product development.

Product Market Fit can be a difficult thing to achieve, but Product Management is the one who determines whether they’re on track or not.

With Product-Market fit being such a crucial step in product development, Product Managers need to know what data and information need to come from each team member and themselves. This will help them understand how successful their efforts have been along the way and ensure that maximum efficiency happens across all teams once it comes time for launch.

Understanding the 40% Rule

Product market fit

It’s important to understand how you can measure Product /market fit before starting this process. Without measuring your target group size accurately, it might fail to achieve the desired results. The most common way product managers market demand for their products is by conducting surveys with the target audience. Product-Market fit can be measured by asking people if they would use it and likely pay for it; but, there are other ways to achieve Product/market fit like user testing etc.

The 40% rule states that once 40 out of 100 potential customers say they would use your product if it were available, there’s a good chance for Product-Market Fit.

Let’s have an example to explain this further;

Let’s say you get a test group of users and after a few months of letting them use your product, ask them this question; “How would you feel if you could no longer use the product?” Note the percent who answer “Very disappointed” if that percentage is less than 40%, then more effort is needed on your product/market fit before thinking of launching.  But if 40% or more users would be very disappointed if your product were no longer available, consider it an advantage and a go-ahead to launch.

You attain product-market fit when 40% of the target market are using your product. This means that there’s a problem in the industry, and you’re solving it. When this happens, focus on scaling up to get more customers in this specific segment because it makes sense for both sides (the one who produces your product and uses it).

The fewer people use your product or service, the greater risk there is. It could be because they don’t see any value in what you are offering them, or maybe no one knows how good your products can solve their problems. Either way, Product Market Fit will help tell if things should move forward with development and marketing strategies, so we’ll know which ones work best based on how many customers use our product.


The Product Market Fit Canvas is a framework that can help you build a product that meets market needs. It’s not just about understanding the customer; it also involves understanding your company and its resources, and it’s a visual representation of all the information you need to know about your product and its market. We look forward to hearing from you soon! What would be interesting or captivating for readers who are interested in seeing how this tool works?

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