| Summary: | The purpose of this research was to explore the experiences of entrepreneurs and investors with the product-market fit process. The participants in this study were founders of Business-to-Business (B2B) Software-as-a-Service (SaaS) Startup Companies in Iceland and investment managers at Icelandic VC investment firms. The research aimed to comprehend the experiences of Icelandic SaaS entrepreneurs and investors regarding the product-market fit process, and to identify potential areas of future research within this domain. Nine qualitative interviews were conducted: six with entrepreneurs and three with investment managers. All the entrepreneurs had secured VC (venture capital) investments to facilitate the growth of their businesses. A literature review on product-market fit was conducted, and qualitative interviews were employed to gather data, which was then analysed using open and axial coding. The data was categorized into three main themes: Product-market fit experience, product development experience, sales experience, and knowledge gained by entrepreneurs and investors over their careers. The findings of the thesis suggest a multitude of perspectives on precisely how the product-market fit process is defined and when a company can be considered to have achieved it. Both entrepreneurs and investors employ varying strategies to attain product-market fit. One notable misstep in the process seems to involve initiating software development before assessing demand. Further research could delve into determining the most suitable conceptual innovation framework for achieving product-market fit. Tilgangur þessarar rannsóknar var að skoða reynslu frumkvöðla og fjárfesta af afurðamarkaðs samsvörun (e. product-market fit) ferlinu. Þátttakendur í rannsókninni voru stofnendur hugbúnaðar sprotafyrirtækja á Íslandi og fjárfestingarstjórar íslenskra frumtakssjóða. Markmið rannsóknarinnar var að skilja reynslu íslenskra hugbúnaðar frumkvöðla og fjárfesta af afurða-markaðs samsvörun ferlinu, og líka að ákvarða hvaða ...
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