PMF Calculator
Welcome to the Product Market Fit Calculator. This tool was built to help you measure your product market fit. It is based on a combination of metrics that are commonly used to measure PMF.
How to use this tool.
- Step 1: ICP Willingness - How many people are willing to buy your product?
- Step 2: Pre-sales - How many people are willing to buy your product?
- Step 3: Support Tickets - How many people are willing to buy your product?
- Step 4: Growth Rate - How fast are you growing?
- Step 5: Net Dollar Retention (NDR) - What percentage of your revenue is recurring?
Enter the number of reach outs:
Enter the number of responses:
Enter the number of pre-sales:
Enter the number of active customers last month:
Enter the number of customer tickets over last 90 days:
Enter the number of weeks since product launch:
Enter your average weekly growth rate (as a percentage):
Enter your average NDR for the last 3 months (as a percentage):
Your PMF Score
About PMF Calculator
The Product Market Fit (PMF) Calculator is a tool designed to help startups and businesses assess their product-market fit. It uses five key metrics to provide a comprehensive score:
- ICP Willingness
- Pre-sales
- Support Tickets
- Growth Rate
- Net Dollar Retention (NDR)
By evaluating these factors, you can gain insights into how well your product meets market needs and identify areas for improvement.
Inspired by Auston Bunsen's PMF calculator, and countless AI tinkerers (this site was built using Claude, Cursor, and Github Copilot), I've built a quick little calculator to measure your product market fit, something that was not easy for most startup founders to quantify. Now it is.
For more of my work and experiments, check out my website Brian Breslin on the web or on twitter.
This is a free tool I'm providing to the startup community. If you found it helpful, please consider buying me a coffee.
How to Calculate PMF
Calculating product-market fit (PMF) is both qualitative and quantitative. Here's how to approach it:
1. Quantitative Method: Sean Ellis Test
Sean Ellis popularized a simple question to assess product-market fit:
"How would you feel if you could no longer use this product?"
Options:
- Very disappointed
- Somewhat disappointed
- Not disappointed
PMF Benchmark: If 40% or more respondents answer "Very disappointed," you likely have PMF.
2. Retention Rate
- Measure what percentage of users continue using your product over a specific period.
- A high retention rate (e.g., >30% after 90 days) suggests a strong PMF.
3. Net Promoter Score (NPS)
Ask users: "How likely are you to recommend this product to a friend or colleague?"
Scale: 0 (Not likely) to 10 (Extremely likely)
Categories:
- Promoters: 9-10
- Passives: 7-8
- Detractors: 0-6
Benchmark: A high NPS (>50) is a strong indicator of PMF.
4. Engagement Metrics
Measure key engagement metrics to assess if users find the product valuable:
DAU/MAU Ratio: Percentage of monthly users active daily
Benchmark: >20% suggests strong PMF
Additional Key Metrics
5. Revenue Growth
Assess revenue growth as a proxy for demand and satisfaction
6. Customer Churn Rate
A low churn rate (<5-10%) indicates satisfaction and PMF
7. Qualitative Indicators
- Customer Feedback: Repeated positive feedback about solving key pain points
- Organic Growth: Word-of-mouth referrals
- Time-to-Value: How quickly users achieve desired results
Combining Methods
- Start with the Sean Ellis Test: Validate demand
- Use Retention Metrics and Engagement Data: Confirm usage
- Measure NPS and Revenue Growth: Assess satisfaction and scalability
- Iterate Based on Qualitative Insights: Adjust based on feedback and observations
By combining these quantitative and qualitative methods, you can reliably measure and improve product-market fit over time.