For the early stage startup, the first milestone in executing a GTM strategy is reaching product/market fit. Essentially,
is an experimentation process of finding customers in a target market with a problem that your product can address, for a price (or total cost of ownership) below the level of value that’s provided in exchange.
A lot has been written about product/market fit, so we won’t spend much time going over it here. We suggest reading “
” by Tren Griffin, and “
: What It Really Means, How to Measure It, and Where to Find It” by Eric Jorgenson, for more detailed overviews.
A broader but related concept,
, may be more relevant, since it combines
In the early stages of GTM, finding product/market fit is critical, while a scalable, repeatable customer acquisition process is less so. However, after you find the perfect product/market fit, you should focus on optimizing your customer acquisition process to reach ideal customers in a scalable, repeatable, and profitable way.