Product Market Fit - Essentials for US Market Entry
Learn stepwise PMF planning to enter the U.S. software market that doesn't waste your money or time.
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Course overview
Get smart about how to build, test & de-risk your startup’s entry into the U.S.
“Anurag is a leading US GTM/PMF Whisperer" - Blume VC
The U.S. offers the largest potential market for B2B software startups in India, Europe or Asia building for the globe.
Yet founders struggle to succeed in the U.S., even after they have had success in their local or first market. They underestimate customer discovery, or overestimate their product’s relevance in the U.S.
Don’t waste time with random acts of GTM!
This course is based on the unique PMF Five Factors Framework (as developed in the Maven Product Market Fit Bootcamp). Here you will apply the framework in a stepwise fashion to enter the U.S. You will:
1. Find how good your current PMF is for the U.S.
2. Establish U.S. fitness hypothesis before you enter
3. Create your U.S. value story
4. Build a testable go-to-market plan
4. Assess the key talent you need
5. Put together a U.S. market entry plan to manage risk
No prerequisite required. This cohort-based course includes live sessions with Anurag, feedback from peers, plus videos, readings and worksheets for you to prepare an actionable U.S. entry plan.
Who is this course for
01
You're a B2B Tech Founder serious about entering the U.S. market. You have achieved PMF in your first (home) market... ~$1-5MM+ ARR
02
You’re a Product Leader with successful MVP in first (home) market. Now you are ready to build for the U.S. market
03
You’re a GTM Leader (Sales or Marketing) with customer traction in first (home) market. Now you are ready to build GTM for the U.S. market
A clear U.S. market entry PMF plan - to execute with confidence
A stepwise approach with a baseline PMF assessment
You will complete a structured approach to entering & finding U.S. PMF. You will begin with a baseline understanding of your PMF in the current market.
Assessment of your U.S. fitness
You will figure out how good a fit do you have today for the U.S. market.
A clear value story for the U.S. customers
You will create a sharp story ready to test with U.S. customers - built around your value thesis.
An actionable U.S. market entry plan
You will build a GTM strategy and a talent plan to enter the U.S. market
What’s included
Live sessions
Learn directly from Anurag Wadehra in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
6 live sessions • 62 lessons • 7 projects
Week 1
- 📹
PRE-WORK 1: Setting context for entering the U.S. market ~ 5 min
- 📹
PRE-WORK 2 | Intro to PMF Five Factors Framework ~ 10 min
- 📹
PRE-WORK 3: The five step approach to enter the U.S. ~ 15 min
- 📖
READ: So, you want to enter the U.S. market?
- 📕
REFERENCE: PMF Five Factors Framework
- Learn why a structured approach to PMF matters
- Practice the sharp questions to get familiar with PMF Five Factors Framework
- Create your Baseline PMF Scorecard, using the framework
- ✍️
PROJECT: Complete and share your PMF baseline scorecard
Submit by Apr 12 - 📹
PRE-WORK: Why PMF is Hard (9 min)
- 📹
PRE-WORK: What are the five common PMF pitfalls (4 min)
- 📹
PRE-WORK: Intro to PMF Five Factors Framework (10 min)
- 📹
PRE-WORK: How good is your PMF today (2 min)
- 📹
PRE-WORK: Power of sharp questions (6 min)
- 📹
PRE-WORK: How to score your customer factor (10 min)
- 📹
PRE-WORK: How to score your product factor (8 min)
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PRE-WORK: How to score your category factor (12 min)
- 📹
PRE-WORK: How to score your go-to-market factor (9 min)
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PRE-WORK: How to score your talent factor (10 min)
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PRE-WORK: How to summarize your PMF baseline scorecard (2 min)
- 📹
PRE-WORK: How to navigate PMF (6 min)
- 📕
REFERENCE: PMF Five Factors Framework SUMMARY
- 📕
REFERENCE: FREE video course for scoring your PMF baseline
- ✍️
PROJECT: Your U.S. Market Fitness Hypothesis
Submit by Apr 12 - 📹
PRE-WORK 1: How fit is your startup to enter the U.S. ~ 7 min
- 📹
PRE-WORK 2: How to build your U.S. fitness score for five factors ~ 14 min
- 📹
PRE-WORK 3: What are the implications of your U.S. fitness score ~ 8 min
Apr
9
Session 1: Intro to U.S. market entry framework & current PMF assessment
Apr
12
Session 2: Build your U.S. PMF fitness hypothesis
Intro to PMF framework for the U.S. market
An introduction to step-wise framework for you to enter and find PMF in the U.S. market.
Setting Baseline: Find how good is your PMF today
Learn the PMF five factor framework (customer, product, category, GTM and talent).
Build your U.S. PMF fitness hypothesis
From your completed baseline PMF score, figure out how good and ready is your fit for U.S.
Week 2
- ✍️
PROJECT: How to create your U.S. brand value story
Submit by Apr 19 - 📹
PRE-WORK 1: Intro - how to create your value story ~ 4 min
- 📹
PRE-WORK 2: Building your story blocks ~ 5 min
- 📹
PRE-WORK 3: Structuring your story ~ 7 min
- 📹
PRE-WORK 4: Mapping story to customer journey ~ 12 min
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PRE-WORK: Why your story needs to change as you grow ~ 7 min
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PRE-WORK: How to evolve your story as you grow ~ 7 min
- 📹
PRE-WORK: Brand story - key takeaways ~ 4 min
- 📖
READ: Elements of Tech Brand Story ~ 10 min
- 📖
READ: Google Cloud Brand Case Study ~ 10 min
- 📖
READ: Brand Stories & Hero's Journey ~ 10 min
- 📕
REFERENCE: Does your Brand Story have a Spine?
- 📕
REFERENCE: Magical Product SUMMARY
Identify target segment to enter US
Build your US GTM pathway - PLG, Sales etc
Build your US team
Allocate dedicated PMF fund
- ✍️
PROJECT: How to identify target segment for US entry
Submit by Apr 23 - ✍️
PROJECT: How to build GTM for US entry
Submit by Apr 23 - ✍️
PROJECT: How to build team for US entry
Submit by Apr 23 - 📹
PRE-WORK: Establish your U.S. PMF basecamp ~ 4 min
- 📹
PRE-WORK: How to segment for early adopters ~ 4 min
- 📹
PRE-WORK: Identify your customer sub-types ~ 15 min
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PRE-WORK: Intro to building GTM strategy ~ 3 min
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PRE-WORK: Assess you customer intensity for GTM ~ 5 min
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PRE-WORK: Consider GTM trade offs of your product offering ~ 10 min
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PRE-WORK: Build your GTM strategy ~ 10 min
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PRE-WORK: Prioritize your direct GTM path ~ 5 min
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PRE-WORK: Adding channel GTM pathways ~ 5 min
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PRE-WORK: Multiple GTM pathways ~ 3 min
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PRE-WORK: Aligning GTM to category & product ~ 3 min
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PRE-WORK: Summarize repeatable GTM ~ 2 min
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PRE-WORK: How to build U.S. market entry team ~ 12 min
- 📖
READ: What's Your Category Game? ~ 15 min
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READ: Playing a New Category Game ~ 10 min
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READ: Who is the customer in business marketing ~ 10 min
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READ: Orchestrating Three Pathways into Business Customers ~ 10 min
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READ: A Pattern For Account Led Growth Relationships ~ 10 min
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READ: A Pattern For Product Led Growth Relationships ~ 10 min
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READ: Why Bridging Across Growth Pathways Is Hard ~ 10 min
- 📖
READ: What is customer relationship equity? ~ 15 min
- 📕
REFERENCE: Hungry Customer SUMMARY
- 📕
REFERENCE: Repeatable GTM SUMMARY
- 📕
REFERENCE: Category Games SUMMARY
Apr
16
Session 3: Create your U.S. value story
Apr
19
Session 4: Establish your U.S. PMF basecamp
Create your U.S. Value Story
Assemble your story building blocks from calibration
Create your brand value story (positioning)
Build your value story test plan
Establish your U.S. PMF basecamp
Get ready to enter the U.S.
Week 3
Identify key uncertainties (known & unknown) for each factor
Define the information & insights needed to lower risks
Build PMF sprint plan to execute in-market
- ✍️
PROJECT: How to build & test PMF risk mitigation plan
Submit by Apr 26 - 📹
PRE-WORK 1: Intro to PMF risk mitigation plan ~ 4 min
- 📹
PRE-WORK 2: Develop story validation plan ~ 4 min
- 📹
PRE-WORK 3: How to mitigate each key risk factor ~ 13 min
- 📕
REFERENCE: PMF Risk Mitigation Plan SUMMARY
Apr
23
Session 7: Develop U.S. entry risk mitigation plan
Apr
26
Session 8: Final Cut: Testable PMF Plan
Build & test your U.S. entry risk mitigation plan
What people are saying
Sajith Pai
Saurabh Moody
Satya Sree Akella
Shen Pandi
Gaurav Doshi
Ankit Verma
Amir Shub
Sanchit Garg
Yogendra Chordia
Nisarg Shah
Meet your instructor
Anurag Wadehra
Anurag Wadehra
Growth Coach | Advisor
I have 35+ years of experience as an entrepreneur and executive at companies like Google and Procter & Gamble.
Now, I am an advisor to fast growing tech companies across the globe. I’ve coached 100+ tech founders, product & GTM operators. My two passions are storytelling and sense making. These help me generate insights and create frameworks to help others grow their business.
I have been a tech founder, run P&L, owned product management, built global marketing teams and created solutions up-and-down the software tech stack: from cloud [Google Cloud] to data infrastructure [Siperian:Informatica], to APIs [Apigee] to SaaS apps [LivePerson, Omada Health].
I’ve done six startups ranging from zero-$100MM+.
Beyond startups, I was the CMO at two public SaaS companies (LivePerson, Apigee); and have been part of one IPO and two M&As.
You can find more about my thinking at Growth Matters newsletter www.anuragwadehra.com
Why I started this course
In my experience, ambitious entrepreneurs around the globe - often with success in their first market - struggle to enter and succeed in the U.S. They suffer from confirmation bias - assuming their local lessons translate to the U..S. or they execute a lot of random GTM acts without a plan. This leads to wasted time, and lost opportunity, for them.
I’ve created this course to help founders focus their energy on the right factors to enter the U.S. market
I have profound respect for tech entrepreneurs. They are the brave souls who dare to innovate. I love the experience of guiding them through the PMF terrain, since I’ve done it many times.
Course schedule
~16-20 hours in total over 3 weeks
Mondays & Thursday
8:30-9:30 pm Pacific Standard Time
2 live sessions per week with instructor and peers
Three Weeks
6 lives sessions (total), 2 per week
Before Each Live Session
~ Study 1-hour of async material beforehand (videos + readings) to learn concepts
During Each Live Session
~ Engage in 1-hour live session
- Recap of async materials
- Group Exercises
- Solo Worksheets & Projects
- Case Studies
- Q&A
~ Bonus materials (optional)
Async Pre-work (videos & readings) before each session
~ 1 hour per session
You are expected to learn core concepts through videos and readings BEFORE each class
In class, we recap the material briefly but you spend most time on hands-on exercises (group & solo), case studies and live Q&A to make progress on your U.S. entry plan.
Bite-size Solo Projects
~ 1 hour per week
- You will get WORKSHEETS for each module to improve your U.S. Market Entry Plan - in private
- You are expected to share your insights & get feedback from the instructor & your peers in class
- While not mandatory, you are expected to share your market entry plan in the last session.
Enroll as a group with you co-founder, PM or sales to align your U.S market entry plan. Email me aw@anuragwadehra.com
Frequently Asked Questions
Still not sure about the course?
Email me at aw@anuragwadehra@.com for a FREE 15-min call to figure out whether this course is for you.
100% Risk Free Investment
Guarantee
If you attend the sessions, actively participate, and still don’t find the course valuable, we’ll happily refund your full payment until 7 days after the end of the course