Whether the choices are right. Measuring product market fit and finding the segment where it already exists, naming the assumptions the strategy rests on, deciding under uncertainty that will not resolve, and choosing indicators that move before the revenue does.
A charity fundraising product surveys its users and thirty one per cent say they would be very disappointed without it. Splitting the answers shows that fundraising managers at organisations with more than fifty staff give that answer forty seven per cent of the time. What does the result point at?
AThe product has not yet found a group that would miss it, so the segment and the promise both need revisiting.
BThe overall figure is close enough to forty per cent to justify spending on acquisition across the whole market.
CFit exists in a pocket the average is hiding, so the strategy narrows to that segment and measures again inside it.
DThe survey holds too few answers to be read, since splitting it has produced a different figure.