Explain the product market fit engine survey by Rahul Vohra

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Rahul Vohra, the founder and CEO of Superhuman, developed a systematic approach called the "product-market fit engine" to measure and improve product-market fit for his email productivity app. The core of this approach is a user survey with the following key questions:
  1. How would you feel if you could no longer use the product?
    This is the critical question to identify the users who truly love and are passionate about the product. Users who answer "very disappointed" are considered the high-expectation customers (HECs) and are the target segment to focus on.
  2. What type of people do you think would most benefit from your product?
  3. What is the main benefit of the product to you?
  4. How can we improve the product for you?
Questions 2-4 are open-ended to gather qualitative feedback on who the ideal customer is, what they love about the product, and how it can be improved. The product-market fit engine operates in five steps:

1. Survey

Send the survey to all users after they have had sufficient time to experience the core product (e.g. 21 days for Superhuman). Calculate the percentage of users who answered "very disappointed" to question 1 - this is your product-market fit score.

2. Segment

Identify the high-expectation customers (HECs) who answered "very disappointed" and analyze their characteristics to understand your ideal customer profile.

3. Analyze

Create a word cloud from the open-ended responses of HECs to questions 3 and 4. This highlights what they love about your product and what's holding others back.

4. Implement

Divide your product roadmap, spending 50% of resources enhancing the beloved aspects and 50% addressing the shortcomings identified by HECs.

5. Track

Regularly resurvey new users and monitor how your product-market fit score changes over time as you implement improvements. By applying this systematic process, Superhuman was able to increase their product-market fit score from 22% to 58% over several quarters. The product-market fit engine provides a data-driven framework to objectively measure, analyze, and optimize product-market fit.
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