1 Big Customer Can Create False Product-Market Fit. 4 Questions Reveal the Trap

Ricky and Emily had fallen into what I call the ‘false’ product-market fit trap. They landed one large customer, but couldn’t replicate the deal with similar customers.

BY LOU SHIPLEY, CO-AUTHOR, 'UNLIKELY ENTREPRENEURS'

Illustration: Getty Images

Emily Malina and Ricky Ashenfelter, the founders of Spoiler Alert, had all the success an early startup could imagine: winning the prestigious MassChallenge pitch event, raising $2.4 million seed round, and landing a........

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