From MVP to PMF: The Messy Middle for Founders
You launched your Minimum Viable Product (MVP). Maybe a few people use it. One even gave you great feedback. Another ghosted you.
So, do you have Product-Market Fit (PMF)? Probably not.
This phase, between launching and knowing if it actually works, is the hardest part. It’s confusing. The signals are weak. And if you’re building in a new country, it’s even harder.
Here’s how to get through it without burning out or doubting yourself.
1. Don’t Assume You’ll Know When You Have It
Most founders think Product-Market Fit is a moment. It’s not. It tends to develop gradually, with slow usage increases, more constructive feedback, and fewer awkward demos.
If you’re wondering whether you have it, you probably don’t. And that’s okay. What matters is that you're learning something useful every week.
2. Early Numbers Are Noisy
When you only have 5-10 users, metrics like retention and Net Promoter Score (NPS) aren’t reliable. Someone going quiet might mean they dislike it, got busy, or even had a technical issue like a broken laptop.
Instead of over-analyzing numbers, focus on conversations. What are people doing, saying, or avoiding?
3. Your Early Users Might Not Be Your Real Users
Especially in a new country, it’s easy to build for whoever you can find, friends, other founders, or mentors. They might not be your real customer.
Figure out who actually has the problem. Then try to find 2–3 of those people and talk to them. Their feedback is worth 10x more.
4. Most Early Feedback Is Polite Noise
Canadian customers tend to be nice. They won’t tell you your product is confusing or not useful. They just won’t use it again.
So don’t just ask, "Do you like it?" Instead, ask:
When would you actually use this?
What might cause you to stop using it or switch to another solution?
What are you using instead?
5. Pilots Can Help If You Treat Them Right
A pilot isn’t a win. It’s a test. If you land one through the Industrial Research Assistance Program (IRAP), the Ontario Bioscience Innovation Organization (OBIO), or an incubator, you’re fortunate to have that support, but it still may not lead to revenue. If you run a pilot on your own, it’s even more critical to define what you want to learn and how you’ll apply the results.
Focus on gathering meaningful feedback, usage data, and warm introductions to others. And if it flops, make sure you understand why.
6. It’s Fine to Move Sideways
If no one’s pulling your product, it doesn’t mean your startup is dead. But it might mean your positioning is off, or your buyer is wrong.
This is the time to experiment: change your landing page, test new messaging, or try a different segment. Don’t get stuck chasing a bad fit.
Final Thoughts:
This stage is messy. It can last months. You’ll doubt yourself. Other startups will look more successful.
But this is where real progress happens when you stay close to users, stay honest with yourself, and make small bets that teach you something.
Product-Market Fit won’t come all at once. But with the right focus, you’ll know when something finally clicks.
