Why & how does Product Market fit benefit D2C brands? 

Customers are becoming increasingly comfortable with online shopping. This movement in buyer sentiment post-pandemic has actively promoted the emergence of many D2C brands. They make revenue so high that the D2C industry can become worth $60 billion by 2025.

However, like every industry, there is no business with a 100% success rate. Like every other industry, D2C brands can fail based on various factors.

D2C brands end up shutting doors when they forget to care enough about their customers’ shopping experience regardless of the industry.

What makes D2C brands fail from the beginning?

2 What makes d2c brands fail from beginning

When companies do not have a set value proposition, they burn overheads in sales and advertising. Eventually, they can’t withstand their customers’ expectations.

Ineffective market research and trouble segregating, targeting, and positioning also hurt a brand’s development. When merged with reasonable pricing (based on their niche), makes a combo for a drooping business.

Conducting a strong product-market fit (PMF) helps avoid such failures. When start-ups scale blindly without focusing on market sentiment, they head towards a cliff’s end. D2C brands have to understand their target audience’s pain points and address them effectively to stand in business in the long run.

Product Market Fit (PMF) in a nutshell

3 Product Market Fit in a nutshell

Simply put, a product-market fit analysis is a process to understand if your product or its utility has demand in its targeted market. The idea is to validate if the product matches the audience’s needs and if they’ll be willing to pay the pricing your propose for it.

Product Market Fit Analysis: Where does it come from?

Tech companies have adopted the concept of Product Market Fit analysis was initially adopted by tech companies to determine their product features based on their customer needs. The founder of Netscape, Marc Anderseen – one who introduced the idea of Product Market Fit defines it as “ Being in a good market with a product that can satisfy the market. ”

Benefits of Product Market Fit analysis for D2C brands

1. Supplies the demand: The demand and utility of your product supersede all innovation and luxury it represents. Nothing sells until the market wants to buy it.

2. Creates brand value: Acting on the data acquired from a PMF analysis eventually makes unrivaled features and benefits. Customers stick to your product when it speaks to them.

3. Advertising: When campaigns have been created focusing precisely on the targeted audience’s pain points, it increases the probability of a sale.

Consequently, effective visual merchandising engages customers and builds brands. A widespread and psychologically smart display of your products alone entices customers. A strong distribution network works wonders to make the visual merchandising on point.

The commission costs, however, drive away the profits. Additionally, the distributors won’t come back with customer feedback to improve your product features. The lack of consumer data makes the product market fit analysis nearly impossible.

While giant players like HUL circumvent this problem by deploying a vast workforce that gathers customer data. However, not all D2C brands can afford this solution.

How to validate Product Market Fit for D2C Businesses?

4 How to validate product Market Fit for D2C business

Validating PMF is a systematic process. It can be implemented in a manufacturing business when following specific criteria.

Manufacturing businesses can be divided into two broad segments. Let’s break down the process of validating product market fit for both.

Once a business has acquired 1000 customers, specific indicators validate the Product Market Fit of products in a market.

1. For high Life Cycle Products

  • A high NPS (Net Promoter Score).
  • An impressive cross-selling rate implies a strong PMF.
  • A referral program should do better when implemented.
2. For FMCGs (Fast-Moving Consumer Goods)

In FMCG brands, there is a slight shift in criterion:

  • A retention rate above 30% (without any discount) builds solid ground.
  • Positive feedback is a direct indicator.

You can further validate the PMF when your product adds value to the targeted customer segment, and the consumers react positively to it. A stronghold on the customer market is the ideal indicator of any successful product market fit.

However, once a business achieves Product Market Fit based on the above-discussed criteria, there is another crucial factor that completes it— the North Star Metric.

5 North Star metric

North Star Metric predicts products’ long-term success. It involves defining a relationship between the product and the consumer value it aims to generate. The idea is for the product to solve a critical issue, generate revenue, and lead to progress. 

It critically evaluates a business and brings out effective goal alignments and extensive consumer focus that fuels growth over a period of time.

" If there is a leaky bucket phenomenon in a business, it still hasn't achieved Product Market Fit "

~ Ajay Kumar, Director, Onceptual Business Solutions

Share this article

Share on facebook
Share on twitter
Share on linkedin


Sign up to receive fresh knowledge, case studies, and not spams.

Leave a Reply

Your email address will not be published. Required fields are marked *

Give Us a Shout!

Please fill out the form below, we’ll do the best