Product-Market Fit Score
Answer 6 questions about your retention, channels, and customer pull. Get a 0-100 PMF score, benchmark, and a clear recommendation for what to do next.
If you took your product away tomorrow, what % of users would be very disappointed?
Sean Ellis test. Ask current active users directly.
What is your week 4 retention of new signups?
Of users who sign up in week 1, how many are still active four weeks later?
What share of new users come through unpaid channels?
Word of mouth, organic search, referrals, direct, communities.
How often do active users come back?
Frequency of meaningful usage, not just app open.
How are sales conversations going?
Be honest. PMF feels like users pulling the product out of you.
What is your monthly logo churn for paid customers?
Customers lost divided by customers at start of month.
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Frequently asked questions
How do you measure product-market fit?+
There is no single metric. The strongest signals are: (1) the Sean Ellis survey, where over 40% of users say they would be very disappointed without your product, (2) week 4 retention above 50%, (3) organic acquisition exceeding paid, (4) inbound demand exceeding capacity, and (5) low monthly churn under 5%. This tool combines six of these signals into a 0-100 score.
What is the Sean Ellis test?+
Sean Ellis popularized a survey question: "How would you feel if you could no longer use this product?" with options Very disappointed, Somewhat disappointed, Not disappointed, N/A. If at least 40% of active users say Very disappointed, you have likely reached product-market fit. Below 25% you are far from it. Between 25 and 40% you have a wedge but need to sharpen positioning.
Can a startup have product-market fit without paying customers?+
Sometimes, but it is rare and risky to claim. Strong free product retention can indicate value, but until users pay you cannot distinguish between a useful free tool and a viable business. Most investors require evidence of willingness to pay before recognizing PMF, even for consumer products that monetize later through ads or premium tiers.
What is a good week 4 retention rate?+
It depends on the category. For social and messaging apps, above 50% week 4 retention is strong. For B2B SaaS, above 30% week 4 retention and above 60% week 12 is healthy. For e-commerce, repeat purchase rate within 30 days above 20% indicates strong fit. The shape of the retention curve matters more than absolute numbers. A flat curve after week 4 is the signature of PMF.
Should I scale marketing if I do not have product-market fit yet?+
No. Pouring marketing on top of a leaky product wastes capital and creates a misleading picture of growth. Customers acquired before PMF churn quickly, your CAC explodes, and your runway shrinks. Fix retention and word of mouth first. Once organic growth shows up on its own, paid acquisition becomes a multiplier instead of a band-aid.
How long does it take to find product-market fit?+
For most successful startups, 1 to 3 years from founding. Some find it in 6 months, many take 4 or more years and several pivots. The pattern: rapid iteration with a small group of design partners, sharpening positioning until a specific audience pulls the product out of you. If you have shipped for 2 years with no signal, the issue is usually positioning or audience, not features.