PMF: How to achieve a Product-Market Fit for your B2B SaaS Product

product market fit_earlynode

We mentioned in our ‘triple, triple double, double, double’ article how Neeraj Agrawal said achieving a great product-market fit is the first step on your way to $100 million ARR. 

The term “Product-Market Fit” (PMF) entered the startup lexicon in the early 2010s and has become something of a buzzword in Silicon Valley. But what does it actually mean? And how can you achieve it? 

For B2B SaaS companies, achieving PMF can be a bit more challenging than for other types of products. Because businesses are more risk-averse than consumers and they’re often slower to adopt new technologies. But there’s hope—it’s possible to achieve a product-market fit for your product. 

What is PMF?

In short, Product-Market Fit is the degree to which your product meets the needs of your target market. We often say that achieving PMF is the key to startup success—and there’s some truth to that. After all, what’s the point of building a product that nobody wants or needs eh? 

But here’s the thing: PMF is not a binary state. In other words, you’re not either “achieving” PMF or not. Instead, it’s something that you’re constantly striving for as your product evolves and your understanding of the market deepens. There are varying degrees of PMF, and the goal is to always be moving closer to that sweet spot where your product perfectly meets the needs of your target market.

How to Achieve a Product-Market Fit

Know Your Target Market

You need to know who’s going to need your product. This might seem like a no-brainer, but it’s actually one of the most common mistakes SaaS startups make. They build a product without really understanding who their target market is and as a result, they end up with a product that no one wants or needs. 

Take the time to research your target market. Get to know them intimately—their pains, aspirations, goals, and so on. The better you understand their needs, the easier it is to build a product that meets those needs. Remember, people don’t buy products; they buy solutions to their problems. So if you want to sell them your product, you need to be able to show them how it solves their specific problem better than anything else on the market. 

Focus on value over features

Second, focus on delivering value rather than features. It’s easy to fall into the trap of thinking that more features = more value. But that’s not necessarily true. In many cases, more features can actually lead to complexity and confusion, which can ultimately damage your business by turning away potential customers who just can’t figure out how to use your product. 

Instead of thinking about packing more features into your product, focus on delivering real value with the features you have. Ask yourself how each feature makes your target market’s life easier or helps them solve their problem in some way. If you can’t answer that question satisfactorily, then chances are that feature won’t really add much value and could be cut off.

Build an MVP 

The next step is to build an MVP—a minimum viable product, based on the core functionality that your target market will find valuable. You can always add features later on. The important thing is to get something out there quickly so you can start collecting feedback from users and making adjustments accordingly. 

An MVP helps you get feedback on your product quickly

Simplify your pricing model

A complicated pricing model is one of the quickest ways to lose potential customers—so keep it simple! Offer as few pricing tiers as possible and make sure it’s crystal clear what each tier includes. If customers have to spend more than a couple of seconds trying to figure out your pricing, they’re likely just going to give up and look elsewhere. 

Collect Feedback and Iterate 

Once you launch an MVP, start collecting feedback from users and iterate on your product. This feedback will be essential in helping fine-tune your product to meet the needs of your target market. So don’t be afraid to reach out to users and solicit their feedback—it could be the key to taking your product from good to awesome. 

Collect feedback and iterate

Final thoughts

Achieving a product-market fit is essential for any startup. It can be especially challenging for B2B SaaS startups—but it’s well worth the effort. To increase your chances of success, start by understanding and delivering value to your target market. And then building an MVP that meets their needs. From there, collect feedback and iterate on your product and you’ll eventually find yourself in that sweet spot where everything comes together perfectly.