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Establishing Product-Market Fit
  • Level Foundation
  • Duration 8 hours
  • Course by University of Maryland, College Park
  • Offered by

About

Entrepreneur and investor Marc Andreessen coined the term product-market fit in 2007 when he said, “Product-market fit means being in a good market with a product that can satisfy that market.” While there are ample articles that mention the term, detailed guidance on how to actually achieve product-market fit is scarce. Through our course we will explore an actionable model that defines product-market fit using five key components. From bottom to top, we will examine the layers of product-market fit beginning with your target customer and transitioning through your customer’s underserved needs, your value proposition, your feature set, and ultimately your user experience (UX). Our process is an iterative, easy-to-follow guide through each layer to achieve product-market fit. This process helps you to articulate, test, and revise your key hypotheses about your product and the market so you can define and improve your product-market fit. Using the principles of Lean Product Process, our course is structured in seven steps: determining your target customer, identifying underserved customer needs, defining your value proposition, specifying your minimum viable product (MVP) feature set, creating your MVP prototype, testing your MVP with customers, and iterating to improve product-market fit.

Modules

Overview

    • 1 Videos
    • 3 Readings
Show info about module content

1 Videos

  • Introducing Our Course

3 Readings

  • Welcome to Establishing Product-Market Fit
  • Meet Dr. James V. Green
  • Connect with Your Classmates

Expand Your Learning

    • 1 Readings
Show info about module content

1 Readings

  • Explore the Specialization in Product Ideation, Design, and Management

Defining Product-Market Fit

    • 6 Videos
Show info about module content

6 Videos

  • What is Product-Market Fit?
  • The Product-Market Fit Pyramid
  • The Market
  • The Product
  • Understanding the Value Proposition
  • The Product-Market Fit

Challenge Question

    • 1 Discussion
Show info about module content

1 Discussions

  • Challenge Question

Quiz: What is Product-Market Fit?

    • 1 Assignment
Show info about module content

1 Assignment

  • What is Product-Market Fit?

Introduction

    • 1 Readings
Show info about module content

1 Readings

  • Introduction

Identifying Underserved Customer Needs

    • 9 Videos
Show info about module content

9 Videos

  • Identifying Underserved Customer Needs
  • What is a Customer Need?
  • Understanding Customers
  • Customer Benefit Ladders
  • Importance versus Satisfaction
  • Gap Analysis
  • Jobs to be Done
  • House of Quality & QFD
  • Using the Frameworks

Challenge Question

    • 1 Discussion
Show info about module content

1 Discussions

  • Challenge Question

Quiz: Identifying Underserved Customer Needs

    • 1 Assignment
Show info about module content

1 Assignment

  • Quiz: Identifying Underserved Customer Needs

Introduction

    • 1 Readings
Show info about module content

1 Readings

  • Introduction

Determining Your Target Customer

    • 6 Videos
    • 2 Readings
Show info about module content

6 Videos

  • Determining Your Target Customer
  • Searching for Customers
  • Segmenting Your Market
  • Buyers versus Users
  • Technology Adoption Life Cycle
  • Creating Your Personas

2 Readings

  • Tools to Search for Customers
  • Tools for Creating User Personas

Challenge Question

    • 1 Discussion
Show info about module content

1 Discussions

  • Challenge Question

Quiz: Determining Your Target Customer

    • 1 Assignment
Show info about module content

1 Assignment

  • Quiz: Determining Your Target Customer

Introduction

    • 1 Readings
Show info about module content

1 Readings

  • Introduction

Defining Your Value Proposition

    • 5 Videos
Show info about module content

5 Videos

  • Defining Your Value Proposition
  • Saying “No”
  • Value Propositions Example
  • Building Your Value Proposition
  • Future Value Propositions

Challenge Question

    • 1 Discussion
Show info about module content

1 Discussions

  • Challenge Question

Quiz: Defining Your Value Proposition

    • 1 Assignment
Show info about module content

1 Assignment

  • Quiz: Defining Your Value Proposition

Introduction

    • 1 Readings
Show info about module content

1 Readings

  • Introduction

Specifying Your Feature Set

    • 5 Videos
    • 1 Readings
Show info about module content

5 Videos

  • Specifying Your Feature Set
  • Writing User Stories
  • Prioritizing Features
  • Understanding Return on Investment
  • Deciding on Your MVP

1 Readings

  • Tools for Specifying Your Feature Set

Challenge Question

    • 1 Discussion
Show info about module content

1 Discussions

  • Challenge Question

Quiz: Specifying Your Feature Set

    • 1 Assignment
Show info about module content

1 Assignment

  • Specifying Your Feature Set

Introduction

    • 1 Readings
Show info about module content

1 Readings

  • Introduction

Creating Your Prototype

    • 6 Videos
Show info about module content

6 Videos

  • Creating Your Prototype
  • What’s an MVP?
  • Marketing versus Product Tests
  • Quantitative Tests versus Qualitative Tests
  • Fidelity for Prototypes
  • Wizard of Oz

Challenge Question

    • 1 Discussion
Show info about module content

1 Discussions

  • Challenge Question

Quiz: Creating Your Prototype

    • 1 Assignment
Show info about module content

1 Assignment

  • Creating Your Prototype

Introduction

    • 1 Readings
Show info about module content

1 Readings

  • Introduction

Testing Your MVP with Customers

    • 6 Videos
    • 1 Readings
Show info about module content

6 Videos

  • Testing Your MVP with Customers
  • How Many Customers is Enough?
  • In-Person versus Virtual User Testing
  • How to Find Users to Test
  • Structuring the User Test
  • Asking the Right Questions

1 Readings

  • Tools for User Testing

Challenge Question

    • 1 Discussion
Show info about module content

1 Discussions

  • Challenge Question

Quiz: Testing Your MVP with Customers

    • 1 Assignment
Show info about module content

1 Assignment

  • Testing Your MVP with Customers

Improving Product-Market Fit

    • 2 Videos
Show info about module content

2 Videos

  • Introduction
  • Persevere, Pivot, or Quit?

Final Thoughts

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Summary

1 Readings

  • Congratulations!

Next Steps

    • 1 Readings
Show info about module content

1 Readings

  • Explore the Specialization in Product Ideation, Design, and Management

Auto Summary

Unlock the secrets to achieving product-market fit with this foundational course in Sales & Marketing. Guided by expert insights, you'll explore a model comprising five key components: target customer, underserved needs, value proposition, feature set, and user experience. Over 480 minutes, follow a seven-step Lean Product Process to articulate, test, and refine your hypotheses. Available through Coursera with Starter and Professional subscriptions, this course is ideal for entrepreneurs and marketers seeking actionable strategies.

Dr. James V. Green
Instructor

Dr. James V. Green