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12 Examples of Market Fit

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Market fit is when a product's value proposition fulfills an underserved need. It is often described as a key difference between successful new products and failures. The following are illustrative examples.


An airline with superior customer service may fulfill an underserved need if competitors have low customer satisfaction.

Digital Access

A mobile app allows customers to order a ride in a market where the tradition system for ordering a taxi was based on an ambiguous system of taxi stands.

Supply Shortfall

The only restaurant in a neighborhood that gets a reasonable number of tourists.


Shifting lifestyle choices such as a growing demand for artisanal foods.


Fashion trends such as a sudden seasonal demand for a particular style of dress.

Problem Solving

Solving a pressing problem such as managed business software that removes the complexity of owning and operating your own platforms.


An institution that provides a reputable, valuable and marketable education for low cost.


A mobile plan that offers unlimited bandwidth when all competing plans in a particular market charge for data.


The only flight from Tokyo to London that gets Japanese food right.


A car navigation system that people find a delight to use when competing systems have slow, cumbersome and poorly considered user interfaces.


Low impact shoes for people with a bad back.


Creating new two-sided markets such as an app that lets people rent out their apartment to vacationers.
Overview: Market Fit
A value proposition that fulfills an underserved need.
Related Concepts

Product Development

This is the complete list of articles we have written about product development.
Brand Development
Competitor Analysis
Critical To Customer
Customer Analysis
Customer Needs
Design Considerations
Design Principles
Design To Value
Early Adopters
Feasibility Study
Figure Of Merit
Latent Need
Market Fit
Market Research
Moment Of Truth
Naive Design
Packaging Design
Product Analysis
Product Culture
Product Design
Product Functions
Product Marketing
Product Metrics
Product Planning
Product SWOT
Proof Of Concept
Sensory Analysis
Social Features
Target Market
Time To Market
More ...
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