Hi, I'm Adi Shmorak. Fractional CPO in Jerusalem.
Product/Market Fit is a case you can solve.
I help early-stage founders find P/MF by working backwards from the evidence: who it's for, why they'd care, what to build, and how it pays.
P/MF Sanity Check: your P/MF strategy, reworked in 2 hours. $499.
“Adi is the best CPO I've met. He is super strategic, a fast thinker and simply gets it.”
Founders and teams I've worked with
The method: four variables, in order
- ICP: who it's for.
- Value proposition: why they should care.
- Product: how you keep the promise.
- Business model: how value comes back to you.
Most founders start at three. That's why they get stuck. I start at one, collect the clues, and work outwards.
See the P/MF MatrixWhat founders say
All 75 testimonials5.0 from 47 founder reviews on GrowthMentor
“What helped most is the order. He said 1st is the ICP, then the VP and then finally comes the product which automatically becomes what the customer will pay for.”
“His detective approach to product/market fit genuinely stands out! He doesn’t just give advice, he helps you think through problems by asking the right questions and validating assumptions step by step.”
“Despite having 800 paying customers, we were struggling to scale, and Adi’s insights into aligning our value proposition with the market were incredibly valuable.”
“He asked probing questions, pushed back on some assumptions, and gave a few clear calls to action. It was exactly what I needed to hear!”
“He has a unique ability to re-frame/clarify our thoughts and explain his 'product/market fit' expertise in a practical and applied way.”
“He puts out hypotheses, not solid “facts” and makes you test them with the market.”
Case files
All questionsHow do you find product/market fit for an AI product?
The same four variables, in the same order: ICP, value proposition, product, business model. What changed is the cost of building, which collapsed, and the noise in early signals, which exploded.
How to define your ICP: signals, not labels
Your Ideal Customer Profile isn't a demographic or a firmographic label. It's a group of people so alike that the same message moves them and the same product satisfies them.
How to prove product/market fit to investors (before you have it)
At pre-seed and seed, you usually can't prove P/MF, and good investors don't expect you to. What you can prove is that you're finding it methodically: a sharp ICP, evidence of real pain, customers who moved (paid, signed, committed) and a clear record of insight, experiment and decision.
How to run a B2B pilot or design partnership that proves product/market fit
A pilot is an experiment, not a free trial. Before it starts, agree on why you're running it, what success looks like in numbers, who owns it on both sides, and when it ends.
Not selling? How to tell a P/MF problem from a go-to-market problem
If the few customers you do win stay, use the product and tell others about it, you most likely have a sales and marketing problem. If they churn, stall after onboarding or need constant pushing, it's a P/MF problem, and more marketing will only make it more expensive.
P/MF survey template: the Sean Ellis question and the follow-ups that matter
Start with Sean Ellis's question, "How would you feel if you could no longer use [product]?", and branch on the answer. Ask the "very disappointed" group who else would benefit and how they'd describe the product: that's your ICP and value proposition in their own words.
Pivot, persevere, or shut down? How to decide
Decide your thresholds before the data comes in, then let the evidence choose. Hit them and you persevere.
The P/MF Matrix: 4 steps, 3 tools, 12 questions to find product/market fit
The P/MF Matrix is a 4 × 3 grid. The rows are the four steps to Product/Market Fit, in order: ICP, offer (value proposition), product, business model.
What should a product team build before product/market fit?
As little as possible. Before P/MF, build only the shortest path from your ICP's problem to one Aha! Moment, and nothing that doesn't serve it.
Who's the detective?
I grew up reading Sherlock Holmes under the covers. I went into sales, marketing, business development and product, and since 2019 I've been helping founders at MassChallenge and beyond solve their P/MF riddles. I don't hand over a deck and leave. I join you in the trenches.
More about meRun the method yourself
Plan PMF is my free Claude Code plugin. It walks you through ICP, value proposition, MVP scope and a validation plan before you build.
Get the free pluginStuck before P/MF?
Tell me where you are and what you've tried. If I can help, I'll say so. If I can't, I'll say that too.
Talk to Adi