<aside> 💡

In this example, we’ll use an ecomm company that specializes in selling premium keto products like snacks, supplements, and protein powder. They’re a new company that launched one year ago and are trying to find a consistent scalable channel.

</aside>

Part 1: Define your Five Fits

Estimated time: 25-40 mins.

<aside> 💡

Reading: The Five Fits Framework →

</aside>

Try to keep your answers as short as possible, writing 1-2 sentences where necessary.

1. Your market:

Describe whom you choose to serve in 1-2 sentences:

• Heath-conscious people between the ages of 22-45 that are looking for keto-friendly products. They don’t mind paying a premium for products as long as the quality is there, and are happy to back a brand that can reflect their values around health and fitness.

Estimated market size (e.g. 3M people, 100K companies):

• While a hard number is hard to pin down, the keto market is projected to be worth $1.2 billion by 2024. In addition, a recent poll has showed that 26% of people in the US have either tried keto or are interested in trying in.
• Link to your personas project: [ ]

2. Your product:

Outline some of the defining traits of your product.

• Simple or complex:
  • Simple
• Is it inherently social or shareable?:
  • Yes
• Broad vs narrow market appeal:
  • Narrow
• Do users generate content using your product?:
  • No
• Are people actively searching for your solution?
  • Yes

Link to your value props project: [ ]

3. Your brand: