Research of Methods for Measuring Product Market Fit in B2C IT Startups

Student: Moiseev Roman

Supervisor: Yaroslav Vitalievich Gorchakov

Educational Programme: Business Informatics (Bachelor)

Year of Graduation: 2020

Modern academic literature pays poor attention to such an important topic as the measuring of the product-market fit. Highlighting the metric representing the product-market fit has great business impact for the companies. It opens the opportunity to build processes of the product development around the goal of constantly increasing this metric's value. This will increase the business performance due to the definition of product-market fit. This thesis systematizes the most effective frameworks for finding a product-market fit, clarifies the basic concepts of the New Product Development methodology and analyzes the possible product-market fit metrics. Theoretical findings are tested in practice with the analysis of how a specific product-market fit metric affects the company's product processes.

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