bPMF (Behavioral Product‑Market Fit)

Definition: bPMF is the share of users in a defined cohort who complete the validated target behavior at or above the frequency threshold within the evaluation window.

Canonical threshold: bPMF ≥ 0.70 for 2+ consecutive cohorts (default windows and cohorts below).

Why it matters: It anchors Product‑Market Fit to the behaviors that actually create value, not to proxies like installs or revenue spikes decoupled from the target behavior.

Cohort construction (read first)

Default: 30‑day acquisition cohorts

Cohorting: Users first seen (acquired) during the calendar month (or any 30‑day rolling window).
Window: Measure target‑behavior completion within 30 days of first seen.
Denominator: All acquired users in the cohort (state exposure rules explicitly if access is gated).
Behavior threshold: Use the pre‑registered frequency/quality threshold from the Decision Memo (e.g., “≥ 3 uploads in 30d” or “≥ 1 certified dataset published with complete metadata”).

When to deviate (state exceptions explicitly)

Long‑cycle B2B (procurement/governance): use 60/90/120‑day windows and justify choice.
Event‑based value (e.g., tax filing): use event‑anchored windows (e.g., “within 14 days of request”).
Mature‑use products (learning period): measure post‑activation cohorts, but disclose the activation definition.
Seasonality: roll up by season and report bPMF per season with deltas to baseline seasons.

Reporting standard

Cohort definition, window, denominator, behavior threshold.
bPMF for the last ≥ 3 cohorts, plus D30/D180 behavior retention distributions.
Segment by the limiting BSM component where possible.

Anti‑pattern: Declaring PMF on revenue or DAU without behavior retention evidence (bPMF).

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