“Finding the way you can get scalable installs as cheaply as possible is part of your if not your product market fit your product market channel fit right like figuring out how you can actually like make this a scalable like situation.”

Find Product-Market Channel Fit: Scalable Organic Distribution Is Part Of The Product

Ajay distinguishes PMF from what he calls product-market-channel fit — knowing not just that users want the product, but that you can reach them cheaply enough to build a sustainable business. For Tolen, TikTok virality (from visual brightness + relatable content angles) drove cost-per-installs so low that paid ads became nearly redundant. Channel fit should be evaluated alongside product fit.