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Product-Market Fit Assessment Template
A PMF assessment template with leading indicators, the Sean Ellis survey framework, retention cohort analysis, and a scoring system to measure how...
Updated 2026-03-04
Product-Market Fit Assessment
| # | Metric | Target | Current | Progress % | Owner | Status | |
|---|---|---|---|---|---|---|---|
| 1 | 140 | ||||||
| 2 | 98 | ||||||
| 3 | 84 | ||||||
| 4 | 75 | ||||||
| 5 | 75 |
#1
140
#2
98
#3
84
#4
75
#5
75
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Frequently Asked Questions
What is the minimum sample size for the Sean Ellis survey?+
Thirty responses is the practical minimum. Below 30, individual responses have too much impact on the percentage. Aim for a 20-30% response rate. If you have 100 active users, getting 30 responses (30%) gives you a representative sample. If your response rate is below 10%, your non-responders may feel differently from your responders, which skews the results. Use the [TAM Calculator](/tools/tam-calculator) to contextualize your user base against the total addressable market.
Can I have PMF with one customer segment but not another?+
Yes, and this is common. Many startups discover they have strong PMF with a specific niche (e.g., 5-person engineering teams) but weak PMF with their intended broader market (e.g., all engineering teams). This is actually a good position. Double down on the segment where you have PMF and expand from there. Run the scorecard separately for each segment to see where your fit is strongest.
How is this different from just tracking MRR growth?+
MRR growth can mask poor PMF. A company with aggressive paid acquisition can grow MRR while retention is declining. That is buying growth, not earning it. This scorecard separates growth inputs (are users staying?) from growth outputs (is revenue increasing?) to give you a more accurate picture. A product with strong retention and weak growth is closer to PMF than a product with strong growth and weak retention.
What if my Sean Ellis score is high but retention is low?+
This usually means your product solves a real problem but the execution has gaps. Users love the idea (they would be disappointed to lose it) but the product experience pushes them away. Common causes: onboarding friction, bugs, missing integrations, or a feature gap between the promise and the reality. Focus on activation and first-week experience. See the [product-led growth](/glossary/prioritization) glossary entry for activation strategies.
How long does it take to achieve PMF?+
There is no standard timeline, but benchmarks exist. Most successful B2B SaaS companies that reached PMF did so within 12-24 months of their first paying customer. If you are beyond 24 months without clear PMF signals (score below 2.0), the odds decrease significantly. This does not mean you should give up at month 25, but it does mean you should seriously evaluate whether a pivot is needed. The [founders hub](/for/founders) has additional guidance on early-stage timelines. ---
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