Market Fit Mastery

Helping Startups De-Risk Product-Market Fit

I’m Iain, and I’m dedicated to helping disruptive startups de-risk product-market fit.

The Market Fit Framework is the result of two decades of experience, thousands of customer interviews, and extensive market research across startups, scaleups, and corporates.

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It provides a step-by-step workflow to:
✔ Validate your most valuable market segment
✔ Build your Ideal Customer Profile (ICP)
✔ Achieve message-market fit

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I created this framework to share the insights, templates, and processes I’ve developed over the last two decades—so you can avoid common pitfalls and navigate the complexities of markets with confidence.

If you’ve ever felt like you’re in growth limbo, or you’ve been struggling with product and confirmation bias, this framework will help you break through strategically and move towards real market insight and traction.

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AI-Assisted Market Segementation

One of the biggest challenges startups face is identifying customer segments that share the same pressing problem—one that needs solving urgently and that customers are willing to pay for.

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Many startups fail to fully address this challenge because:
❌ Market segmentation is time-consuming and complex
❌ Getting the right data is hard, therefore choices are based on gut feeling rather than real demand

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To tackle this, I’ve developed AI-assisted deep research workflows that allow startups to rapidly identify and validate their most valuable market segment.

This means you can skip the guesswork, minimize wasted time, and focus on the customers who truly matter.

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