Entrepreneurs often talk about finding PMF like it’s a single milestone you cross and never look back. But in reality, product–market fit evolves in levels. Knowing where you are, and what to prioritize, can save you time, energy, and capital.
Here’s the framework you should keep in your back pocket:
1. Nascent PMF: Just Getting Started
At this stage, your mission is simple: prove that at least a handful of customers truly care.
Think 3–5 paying users who would be genuinely upset if your product disappeared tomorrow.
Don’t worry about efficiency or scale yet. Do whatever it takes to deliver value, even if it means things are manual and scrappy.
If you can’t find these early believers, it’s a sign you need to revisit your customer persona, problem, or product.
2. Developing PMF: Building Momentum
Now you’ve got a small base, it’s time to grow it into dozens of satisfied customers.
You’ll start experimenting with repeatable tactics: cold outreach, content, early community-building.
Metrics begin to matter: churn, retention, sales cycle speed, and customer acquisition cost.
Struggling here often means your offer resonates with some, but not enough, of your target market. Recheck whether your promise is compelling and your positioning is sharp.
3. Strong PMF: Repeatable and Scalable
This is where things get exciting. Customers are coming to you, not the other way around.
Inbound leads are steady, your retention looks strong, and your sales & marketing are working efficiently.
The business feels like it’s humming: there’s repeatability in how you acquire, convert, and keep customers.
Your focus shifts from simply proving value to scaling smartly without burning unnecessary cash.
4. Extreme PMF: Market Pulls You Forward
Few companies reach this point, but it’s the dream.
Demand feels almost unstoppable, you can’t hire or build fast enough.
Your product becomes synonymous with the category, and your brand carries enormous weight.
Expansion opportunities open up: new markets, new products, massive growth.
At this level, efficiency and brand leadership become your levers. The market is pulling you, you just have to keep up.
Why This Matters?
Understanding these four levels helps you stop comparing your startup to others at different stages. If you’re in Nascent PMF, don’t obsess over CAC payback periods; if you’re at Strong PMF, don’t stay stuck in “scrappy mode.”
Your job as a founder is to know your level, focus on the right priorities, and keep moving forward.
Explore the full topic on firstround.com/levels
