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What could be the marketing role before product market fit?
The earliest stage a marketer can be used is probably in the application discovery phase. If you have a technology or software with multiple applications you can have the marketer research what markets/industries provide the best chance for success. Some of the criteria are the following: End User, Application, Benefits, Lead Customers, Market Characteristics, Partners/Players, Size of Market, Competition, Platform, Complementary Assets.
Here is a tool that someone could use to build their market segmentation chart: https://www.demandmetric.com/content/market-segmentation-and-analysis-tool
The marketer can also help with building target markets, personas, and other customer related strategies.
If you use the classic textbook definition of marketing, they come way before building the product. 4Ps etc.
In a 'pre-product startup', marketing should look to build
1. a flow of conversations with incoming prospects,
2. then bring in beta users, and then
3. build a lead queue for the launch
Conversations will help iterate the value-prop/product/segment/features
Flow of beta users will help you improve the product, esp on boarding, new user exp, actual value delivery
Queue will help you launch in a meaningful way, to get an initial flow of customers, and some buzz going
Hey Yuya --
Can you offer a little bit more background? Here are two follow-up questions:
Are you asking about a particular product/service that already exists?
Also, what do you mean by "before product market fit"?
Product Market fit is the point at which you have a good signal that you have created a "must have" product for your target customer.
Great discussion on this here: https://www.quora.com/How-do-you-define-Product-Market-Fit
This is the point at which you start pouring gas on growing the business. Before that you are pre- product market fit, ie not yet ready to grow which is what Yu is talking about.
I'm familiar with product market fit. :-)
I suppose what I was getting at (and what I could have been clearer on) is that I'm not sure what Yuya means when he says "before" product market fit.
Sometimes folks develop a product and then look for a market for it.
Others find a market or audience with a clear pain and build a product precisely for that "job to be done".
"Before" product-market fit means something different in the first scenario than in the second scenario.
Namely, "before product-market fit" in the second scenario might also be "before product".
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