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Product-Market Fit Survey Guide: Sean Ellis 40% Test Template

Learning Loop Free Intermediate

A clear step-by-step on running the 40% test correctly - who to survey, when, and how to avoid the sampling mistakes (resurveying the same users, surveying first-timers) that make the score meaningless.

  • Explains who qualifies to be surveyed (used the product at least twice, recently)
  • Covers how to calculate and interpret the PMF score with benchmarks
  • Recommends running the test quarterly on fresh cohorts to track trend, not a single snapshot
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The question it answers

  1. How do I know if my D2C brand has actually reached product-market fit, or if I'm just imagining it from a few good sales days?

Read with it

  1. The definitive short book on why customer conversations mislead founders and how to fix the questions you ask - used in... momtestbook.com Book The Mom Test: How to Talk to Customers & Learn If Your Business Is a Good Idea When Everyone Is Lying to You Rob Fitzpatrick
  2. The original Sean Ellis PMF survey, made freely usable - the fastest way to actually run the 40% test on your own repeat buyers... pmfsurvey.com Tool Product/Market Fit Survey Sean Ellis & GoPractice
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