Product-Market Fit is the very first step of growth hacking, but it’s what most solo startups get horribly wrong. The single biggest mistake startups – especially solopreneurs – make is to start with a product that no one wants. The typical behavior of startups is this: they start an idea they love with gusto, run to create reams of content, find no takers, go back to the drawing board a couple of times, and still see thin results … and then one fine day, they get the formula right (purely by happenstance), and they hit the mother lode of big demand. Meanwhile money has gone down the drain several times, and the cost of repeated poor product-market fit has set back the startup financially, so there’s no money for that “sumptuous and robust launch” of the finally right idea.
We, shoestring solopreneurs, need to get it into our heads that we don’t really have the resources or time to waste in iterative, trial-and-error product-market fit. Content Growth Hacking is about the need for hitting the ground running. We need to find a product that has the kind of demand where our content makes customers queue up for your product launch, only to find a board saying “Sorry, already sold out! More stocks in by Wednesday, that’s a promise!” Achieving that kind of product-market fit is one of the most important goals for a startup, yet it is also one of the least understood concepts.