Short answer. A market fit audit checks your promise sentence, then scores coverage, consistency, distinctiveness and resonance from public evidence, diagnoses gaps with the four whys, and ends in one move. Use the 28 checks below, or download them as a text file.
The standard
- ☐ I can state the promise in one sentence: "[Company] promises to [benefit] for [audience] by [how]."
- ☐ The sentence is written down and dated.
- ☐ I know who uses, who pays and who spreads, and they are named.
- ☐ The product actually keeps this promise today.
Coverage
- ☐ The promise, or a clear version of it, is on the homepage above the fold.
- ☐ It appears on the offer or pricing page.
- ☐ Every social bio carries it.
- ☐ Directory and marketplace listings carry it.
- ☐ There is a line for the buyer, not only the user.
- ☐ There is something for people who spread the word to repeat.
Consistency
- ☐ The core words are the same on every surface.
- ☐ Older pages and posts do not contradict it.
- ☐ Visual identity is the same across surfaces.
- ☐ The about page and founder bio tell the same story.
Distinctiveness
- ☐ I ran the swap test with three named competitors and the sentence fails for each.
- ☐ The page says why this beats the workaround, not only rivals.
- ☐ There is a proof point no competitor could claim.
Resonance
- ☐ I collected every review and third-party mention I can find.
- ☐ At least some describe the outcome in words close to my promise.
- ☐ Some customers have repeated it without being asked.
- ☐ I did not count follower numbers or reach as evidence.
The four whys
- ☐ Why me: lived experience or authority is visible.
- ☐ Why this: the reason for this kind of solution is stated.
- ☐ Why now: timing or the cost of waiting is stated.
- ☐ Why us: the shared belief and who is invited in are clear.
One move
- ☐ I identified my lowest reading.
- ☐ I picked one move to lift it in the next 30 days.
- ☐ I scheduled a re-score in 90 days.
How to use the checklist
Give yourself honest marks from what a stranger could see. Unchecked items in one section point to your lowest reading. For a quick number, take the self-score. For an outside reader who scores from evidence, see the tiers below.
Keep reading
- Why your website isn't converting
- How to write a brand promise statement
- What is promise-market fit?
- Product-market fit vs brand market fit
- How to measure market fit for a small business
- How personal brands find market fit
- Free market fit self-score
- Sample Market Fit Read (fictional company)
Questions
How long does a self-audit take?
Most people can work through the checklist in an hour or two if they have their links to hand.
What is the difference between this checklist and a paid Market Fit Read?
The checklist is self-assessed. A Market Fit Read is scored by an outside reader from public evidence, with one line of evidence per score, a diagnosis and one move.