₹1 Lakh Store
⌘K
GETTING STARTED
FIND — Get an Idea
VALIDATE — Hit PMF (Phase 3)
    • Validation Framework
    • Pre-Launch Landing Page
    • First 10 Customers
    • Customer Discovery Interviews
    • WhatsApp Validation
    • PMF Signals Checklist
    • Pivot or Persevere
    • Kill Criteria
UNIT ECONOMICS — First (Phase 4)
SCALE — Build to ₹1L/mo
AI & AUTOMATION
ANALYTICS & DATA
FINANCE
TOOLS & CALCULATORS
RESOURCES
  1. VALIDATE — Hit PMF (Phase 3)
  3. PMF Signals Checklist

VALIDATE — PMF Signals

How to know if you have product-market fit

PMF isn't a feeling. It's measurable. These signals tell you whether real people want your product enough to pay for it, come back, and tell others. Check each one honestly. If you're missing most of them, you're not ready to scale.
12 SignalsGo/No-Go DecisionQuantitative CheckReality Check

40%+

Would Be Upset

If product disappeared

3+

Organic Reviews

Without asking

25%+

Repeat Rate

Customers buy again

>1.5x

ROAS on First Spend

Without optimization

Sean Ellis Test

The single most reliable PMF signal

If 40%+ of your customers say they'd be very disappointed without your product, you have PMF

Revenue Signals

SignalHow to MeasurePMF ThresholdYour Status
Strangers Paid YouOrders from people who don't know you10+ paid orders from ads/organic (not friends)Critical
ROAS > 1.5xRevenue ÷ ad spend on very first campaignFor every ₹1 spent, you earn ₹1.50+ backCritical
ROAS > BreakevenAfter accounting for COGS, shipping, RTONet profit per order > ₹100Important
Organic Traffic GrowingGoogle Analytics direct/referral traffic15%+ of traffic from non-paid sources within 60 daysGood Signal

Customer Signals

SignalHow to MeasurePMF ThresholdPriority
Sean Ellis TestSurvey: "How would you feel if you could no longer use this product?"40%+ say "Very disappointed"Critical
Organic Re-engagementCustomers messaging you about their experience or asking when you'll restock2+ customers reach out within 30 daysCritical
Unprompted ReviewsReviews you didn't ask for or incentivize3+ organic reviews in first 30 daysStrong Signal
Word of MouthCustomers telling friends, sharing on social2+ referrals from existing customersStrong Signal
Low Return RateRTO + returns as % of delivered orders< 20% combined return + RTO rateImportant

Operational Signals

SignalHow to MeasurePMF ThresholdPriority
Orders Without AdsOrders coming in even when ad budget is paused2+ orders/week organicStrong PMF
Supply Keeps UpYou can fulfill orders without stockouts95%+ fulfillment rateImportant
Contribution Margin > 40%Selling price minus product + shipping + packaging + gateway feesCM% > 40% before marketingImportant
Prerequisite before scoring: You MUST have 10+ paid orders from strangers before any of the scores below matter. If you have fewer than 10 paid orders, return to the Validation Framework and keep testing. Do not use scoring as a shortcut around real purchase proof.
How to score yourself: Give yourself 1 point for each "Critical" signal achieved, 0.5 for each "Important", and 0.25 for each "Strong Signal." You need 3+ total points before entering the SCALE stage.
PMF Self-Assessment

Next Step

Not meeting these signals? Time to decide: pivot or kill.