How To Hockey-Stick Your Growth + Find Your Product Market Fit

Here’s a weird way to start an article:

I don’t want you to hire Neutech just because
a) you like me and think I’d be fun / easy to work with (though I am those things!)
b) your friend recommended us

I mean, I’m not going to turn your business away, but I want people to hire Neutech because we are the obvious right fit.

I want to work with people who immediately understand what we do, how we do it, and how our work will benefit them and their company.

What I’m describing – that feeling of “this is an immediate yes” – is product-market fit and when you’re starting or scaling a business, finding it can feel like chasing an elusive dream. I’ve certainly been there!

What is Product-Market Fit and Why Does It Matter?

Product-market fit happens when your product clicks with a specific audience. It solves their problems so well, they can’t imagine life without it. It’s that moment when your product practically sells itself.

For those of us running tech startups, launching apps, or productising data, PMF is the foundation for exponential growth. Without it, traction is slow, churn is high, and everything feels like an uphill battle. With it, scaling becomes smoother, customers are thrilled, and investors start paying attention.

Signs That You’ve Found (or Missed) Your Product-Market Fit

Not sure if you’ve hit PMF yet? Here are some things I’ve noticed:

You’ve Found It:

1. Effortless Sales:
   When I hop on a call and explain what we do, I can see the wheels turning. People get it right away. I’ve even heard “Where were you yesterday?” or “How can we get started?”
2. Retention Over Acquisition:
   Existing customers stick around because they genuinely need what you offer.
3. Rapid Feedback Loop:
   Positive feedback comes in consistently, and it validates the product.

You’ve Missed It:

1. Sales Feel Forced:
   If you’re spending more time explaining “why” than selling “how,” it’s a sign.
2. Poor Fit Leads:
   The people you’re pitching to don’t have the budget or the interest.
3. Linear Growth:
   Your business grows steadily, but there’s no exponential, hockey-stick style boost that screams PMF.

Actionable Strategies to Identify Your Perfect Market

Finding PMF isn’t about luck—it’s a process. Here’s what’s worked for us:

1. Define Your Ideal Customer

Start by creating a clear picture of who your ideal customer is. Go beyond demographics. What are their pain points? What do they want to achieve?

My Tip: Use interviews and surveys to really dig in. Tools like Typeform make this process super easy.

2. Experiment Relentlessly

At Neutech, I’ve learned to keep experimenting. Even when something is working, I’m always thinking about what could work better. Don’t get too comfortable.

• Test different industries or demographics.
• Try variations of how you package your product.
• A/B test your messaging 

3. Measure the Right Metrics

Data doesn’t lie. Keep an eye on metrics like Net Promoter Score (NPS), retention rates, and customer acquisition costs (CAC). A high NPS has been a big indicator for us that we’re on the right track.

4. Leverage Organic Growth

Word of mouth has been huge for Neutech. Building strong relationships with your current customers can do wonders for your growth.

5. Listen, Then Pivot

Feedback is everything. If you’re hearing that people don’t quite get your product, don’t be afraid to tweak it. Sometimes a small change makes all the difference.

Scaling Beyond Product-Market Fit: Sustainable Growth

Hitting PMF is just the beginning. Here’s how I think about scaling from there:

1. Double Down on Your Niche

Once you’ve found a customer segment that loves your product, lean into it. Tailor your marketing, support, and product development to their needs.

Instagram is a great example of this. Did you know they actually started as an app for people who loved bourbon? Users loved the photo-sharing and location-sharing capabilities of Burbn (Instagram’s original name!), so the founders developed the product to meet their customers’ needs!

2. Build Industry Authority

I’ve started focusing on being where my ideal customers are—conferences, networking events, you name it. It’s about showing up and making yourself known.

3. Optimize Operations

Scaling means making sure your operations are solid. It also means you need to get comfortable with delegating. Automate where you can and free up your team for the work that really matters.

4. Diversify Channels

Once you’ve saturated one market, start exploring others. Just make sure you stay true to your core value proposition.

Lessons from the Field: Real-World Product-Market Fit Insights

Neutech’s journey has taught me that PMF is an iterative process. For years, we relied on referrals and organic growth, but we didn’t see the “hockey stick” growth until we focused on a specific industry segment that truly valued what we offered.

Here’s what I’ve learned:

1. Clarity is Key: Make sure people immediately understand your value.
2. Relationships Matter: Trust and rapport still count for a lot, even in technical industries.
3. Adaptability Wins: Don’t be afraid to pivot when things aren’t working.

Product-market fit is a game-changer, but it’s not a one-and-done thing. It’s about constantly listening, learning, and adapting. If you’re running a startup, building an app, or managing a hedge fund, PMF can unlock the growth you’re dreaming of.

If you’re ready to level up your business, let’s chat. Neutech has the tools and expertise to help you find your PMF and scale sustainably. Let’s build something extraordinary together!