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University System of Maryland

Achieving Product-Market Fit

University System of Maryland and University of Maryland, College Park via edX


Entrepreneur and investor Marc Andreessen coined the term product-market fit in 2007 when he said, “Product-market fit means being in a good market with a product that can satisfy that market.” While there are ample articles that mention the term, detailed guidance on how to actually achieve product-market fit is scarce.

Through our course we will explore an actionable model that defines product-market fit using five key components. From bottom to top, we will examine the layers of product-market fit beginning with your target customer and transitioning through your customer’s underserved needs, your value proposition, your feature set, and ultimately your user experience (UX).

Our process is an iterative, easy-to-follow guide through each layer to achieve product-market fit. This process helps you to articulate, test, and revise your key hypotheses about your product and the market so you can define and improve your product-market fit.

Using the principles of Lean Product Process, our course is structured in seven steps: determining your target customer, identifying underserved customer needs, defining your value proposition, specifying your minimum viable product (MVP) feature set, creating your MVP prototype, testing your MVP with customers, and iterating to improve product-market fit.


Module 1: Determining Your Target Customer

Module 2: Identifying Underserved Customer Needs

Module 3: Defining Your Value Proposition

Module 4: Specifying Your Minimum Viable Product (MVP) Feature Set

Module 5: Creating Your MVP Prototype

Module 6: Testing Your MVP with Customers

Module 7: Iterating to Improve Product-Market Fit

Taught by

James Green

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4.9 rating, based on 29 reviews

Start your review of Achieving Product-Market Fit

  • Anonymous
    Thank you for this course. I liked that the processes described were divided and explained step-by-step, and the language was understandable. What I didn't like is that there was no practical work so that we can see theory 5 question tests given at the end of modules don't really challenge. There is a feeling that you understood everything and nothing at the same time. I am a 3rd-year bachelor from Business Administration, such that I am just starting the journey and hope the knowledge I gained here would help me in the future.
  • Anonymous
    I started this course in order to learn a solid methodology regarding the management of product development. I firmly believe that this course is complete for a noninitiate or someone with a technical background. It also provides students with meaningful insights on how to develop a product, prototype, and test it with your target customers.

    I can only recommend this program to people with limited time and resources for a full master's degree in product management.

  • Anonymous
    The course is solid in terms of presenting the theoretical underpinnings of the work but two things really annoyed me: 1) It's not at all practical - so there's no chance for application of the ideas that Dr. Green is presenting. He is even sparse on...
  • Anonymous
    Thank you for this great course. It nails many faults that startups get into in their journey of building a new product also it takes the learner smoothly in the right process with solid examples and the practical way of doing it.
  • Anonymous
    Another brilliant course! Detailed analysis of the pyramid to achieve market fit for your product. The Lecturer is clear in his instructions and the feedback from the rest of the learners is also important
  • Anonymous
    Well thought our course material to help PMs understand the concepts of MVP and product market fit. I would encourage to learn these concepts which are fundamental to building a product which customers love.
  • Anonymous
    It's been a while since I've taken a course to sharpen my skills. This has been exactly what I've needed to help refine my approach in my existing role as Product Manager.
  • Anonymous
    In the course, I learnt the product-market fit pyramid and generate a personal system to understand how to build a product. It inspires me a lot.
  • Kannan Raveendran
    Excellent course aimed at giving step by step overview into identifying target customers to acheiving product market fit.
  • Anonymous
    This course contains critical insights that can make the difference between the success and failure of your product.
  • Anonymous
    Excellent course that I can recommend to everyone who is interested in learning more about product management!
  • Anonymous
    Like the course. Provides a lot of useful and usable information. Recommend for others to participate.
  • Anonymous
    I think it is a good course and it helped me understand the process on how to achieve the product-market fit. However, I think the couse is more about theory and not that much about practicing this knowledge (since we also dont learn technics). Nevertheless, I am pretty sure that this is gonna be the part of the next course on developing the UX.

  • Anonymous
    Course very well thought out and professionally put together. Was a great learning experience.

    Course very well thought out and professionally put together. Was a great learning experience.

    Course very well thought out and professionally put together. Was a great learning experience.
  • Anonymous
    Absolutely must - capsule for spot on view on finding and building the market fit product.

    I enjoyed house of quality perspective and currently using it for feature relationships and requirement importance scenarios.
  • Anonymous
    during taking this wonderful course, I have learned many new concepts and will help others knowing how to learn about Product Market Fit. Thanks to this website Edx
  • Anonymous
    The course is awesome!

    First of all, it's gave me structured knowledge.

    And a deep understanding of the product-market fit pyramid.

  • Anonymous

    Anonymous completed this course.

    It's 200% useful manual to build a quality product. All information divided into the well structured and designed lessons with texts equipped with a bullet point. It's easy to be focused on the core ideas.
    The challenge questions at the end of each module provide synopsis of the whole information of the module even your follow a free course.

    I want to say thanks to PhD Green for powerful tool for mastering skills of product management. I go to another courses form the PRO Product Manager sent of courses.

    Igor Vasiliev-Raspopov
  • Anonymous
    Amazing course with valuable knowledge for any founder, entrepreneur, or someone wanting to learn about the product market analysis.
  • Anonymous
    Good structure. Easy to understand. So many actionable guides you will found in this course.

    Thanks for this course.

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