What is market pull?

At Hustle Fund, we define market pull as how quickly customers adopt your product. It's a velocity metric that can help you evaluate startup success.

Why is market pull important?

Market pull is a measure of the driving factors that influence how quickly customers adopt your product:

• how hard it is to get customers
• how much more you can upsell once you have customers
• how fast the market is moving up or down

FAQs

Is market pull the same thing as total addressable market (TAM)?

TAM measures how big your market is. Market pull is a loose measure to understand a companies ability to dominate the market they're in.

What are some examples of market pull?

A company can have few different types of market pull:

• Product based market pull: when a product has viral loops built in. For example, referral codes or links, building group interactions in the product.
• Market based: when the geography or sector has a lot of greenfield. For example, crypto/Web3 in the 2010s. Timing is a huge factor in creating market based market pull.
• Marketing based: when a company can efficiently acquire customers through marketing. For example, paid ads or SEO.

Related resources

• Elizabeth Yin on market pull
• What's your viral loop? Understanding the engine of adoption - Andrew Chen
• Emerging markets (coming soon)