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40%
PMF Survey TemplateFree

Free Product-Market
Fit Survey Template

The Sean Ellis PMF test plus 7 supporting questions. Know whether you've hit 40% before you scale — and exactly what to build if you haven't.

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40%
The PMF threshold. If 40% or more of your active users say they'd be "very disappointed" if your product disappeared, you've found product-market fit. Below 40% means you're still searching — and this survey tells you exactly what to change.
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Built for startup founders, product managers & growth teams

Product-Market Fit Survey
PMF Test
8 questions · Active users only · Under 3 minutes
1 of 8
Live demo
✓ Sean Ellis PMF test
✓ No user signup needed
✓ 40% threshold tracked
✓ Live results dashboard
✓ Up to 100 responses free
Template Questions

All 8 PMF Survey Questions

The first question is the Sean Ellis PMF test — the single question that has become the industry standard for measuring product-market fit since 2010. The remaining seven questions explain why your score is where it is and what to change to move it toward 40%. Question 3 (primary benefit) and Question 7 (what's missing) are where product roadmap decisions come from. Questions 4 and 5 identify who your real user is — often different from who you think it is.

01How would you feel if you could no longer use this product?PMF Core Question
02How likely are you to recommend this product to a friend or colleague? (0–10)NPS Scale
03What is the primary benefit you get from this product?Open Text
04What type of person do you think benefits most from this product?Open Text
05How would you describe this product to a friend?Open Text
06What would you use as an alternative if this product no longer existed?Multiple Choice
07What is the main thing we could improve or add to better serve your needs?Open Text
08How often do you use this product?Multiple Choice
The 40% Rule

What Your PMF Score Means

Sean Ellis surveyed over 100 startups and discovered a clear threshold: companies where 40% or more of users said they'd be "very disappointed" if the product disappeared consistently achieved strong growth. Companies below 40% almost always struggled, regardless of other metrics.

40%
Very disappointed threshold — the PMF benchmark
0% — No fit40% — Threshold60%+ — Strong fit

A score below 40% is not a failure — it's a roadmap. Your "very disappointed" users are your target persona. Their answers to Question 3 (primary benefit) and Question 7 (what's missing) define exactly what to build to move the needle. The PMF survey is the most capital-efficient research a founder can run — 40 survey responses are worth more than 400 hours of feature speculation.

How It Works

Run Your PMF Test in 3 Steps

1
Use This Template
All 8 questions pre-loaded. Send to active users who've used your product at least twice in the past two weeks.
2
Get 40+ responses
40 responses is the minimum for a valid PMF measurement. Free plan allows 100 — more than enough for most early-stage products.
3
Read the signal
Your PMF score + open text from very disappointed users = your next quarter's product roadmap.
Sample Results

What Your PMF Dashboard Shows

After 67 active users responded, this B2B SaaS product sat at 43% — just above the PMF threshold, with strong NPS but significant signal in the "what's missing" open text pointing to a specific integration gap:

Product-Market Fit Survey · 67 responsesPost-launch v2.0
—
would be very disappointed if this product disappeared
↑ Above the 40% PMF threshold
Very disappointed43%
Somewhat disappointed31%
Not disappointed26%
NPS Score+38
Daily or weekly usage71%
v1.0v1.2v1.5v2.0Now
🔒
Track PMF score across product versions
See whether your score moves toward 40% after each iteration. The trend is more informative than the snapshot.
Unlock with Pro — $19/month
FAQ

Frequently Asked Questions

Is this product-market fit survey template free?
Yes. Free forever with no signup from you or your users. Up to 100 responses free — sufficient for a valid PMF measurement (Sean Ellis recommends 40 minimum). Pro ($19/month) allows 10,000 responses and PMF score timeline analytics across product versions.
What is the product-market fit survey?
The PMF survey, developed by Sean Ellis, measures whether a product has found its market by asking users how disappointed they'd be if the product disappeared. If 40%+ say "very disappointed", you've likely achieved product-market fit. This threshold was validated across hundreds of startups and is used by top investors as the primary early-stage product health metric.
What is the 40% rule in product-market fit?
Sean Ellis discovered startups where 40%+ of users said they'd be "very disappointed" if the product disappeared consistently grew successfully. Companies below 40% almost always struggled regardless of other metrics. This threshold became the industry standard for measuring PMF.
How many responses do I need for a valid PMF survey?
Sean Ellis recommends a minimum of 40 responses for a statistically meaningful PMF score. The free plan allows 100 responses — more than enough for a solid first measurement. For ongoing cohort tracking, Pro ($19/month) supports up to 10,000 responses.
Who should complete the product-market fit survey?
Survey your most active users — people who've used the product at least twice in the past two weeks. Including inactive or churned users deflates your score. If your active user base is under 10, focus on qualitative customer discovery interviews first before running the quantitative PMF survey.
What should I do if my PMF score is below 40%?
A score below 40% is a roadmap, not a failure. Focus on the "very disappointed" segment — they are your target persona. Read their answers to Question 3 (primary benefit) and Question 7 (what's missing). These two questions define what to build next to move toward 40%.
Is this the same as the Superhuman PMF survey?
Superhuman's Rahul Vohra extended the Ellis survey with a segmentation methodology — finding the subset of users most likely to hit 40%. This template uses the same core questions as both the Ellis survey and the Superhuman framework, with additional supporting questions covering competitive alternatives and missing features.
How is a PMF survey different from a general NPS survey?
NPS measures satisfaction and recommendation intent for established products. PMF measures whether your product has found its market — designed for early-stage products where the question is not "are users satisfied?" but "would users be genuinely devastated if this didn't exist?" A product can have high NPS but still lack PMF if users would easily switch to alternatives.
Can I use this for B2B SaaS products?
Yes. Works for B2B and B2C, SaaS and non-SaaS. For B2B, consider surveying individual users (not just account admins) since end-users and decision-makers often have different disappointment levels. All 8 questions are editable to reflect B2B terminology before sharing.
Can I track PMF score changes over time?
Yes. Run the same survey after each major product iteration. The change in your PMF score is more informative than the absolute number. Pro ($19/month) includes response timeline analytics to track PMF score trends across versions.

Know if you've found product-market fit

The Sean Ellis PMF test. 8 questions. Results in minutes.

Use This Template — Free

No signup required · Free up to 100 responses · Pro from $19/month