Surveying customers to answer Sean Ellis’ “One Question That Matters”

Edited excerpt from Using Survey.io:

One of the most difficult decisions for a startup is determining when your product is good enough to drive sustainable, scalable customer growth. Trying to scale too early can easily kill your startup. Given the emotional roller coaster of being a founder, the decision can easily be swayed by your mood on a given day.

Here’s an objective metric that removes emotion from the scaling decision while also giving you other important qualitative information. The key question on the survey is:

How would you feel if you could no longer use [product]?

  1. Very disappointed
  2. Somewhat disappointed
  3. Not disappointed (it isn’t really that useful)
  4. N/A – I no longer use [product]

If you find that over 40% of your users are saying that they would be “very disappointed” without your product, there is a great chance you can build sustainable, scalable customer acquisition growth on this “must have” product. This 40% benchmark was determined by comparing results across 100s startups. Those that were above 40% are generally able to sustainably scale the businesses; those significantly below 40% always seem to struggle.

2 thoughts on “Surveying customers to answer Sean Ellis’ “One Question That Matters”

  1. Pingback: Net promotor score — how to set up the survey | A Founder's Notebook

  2. Pingback: Questions to ask your customers to validate product-market fit | A Founder's Notebook

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