Access real-time, actionable insights on your company’s current Product-Market Fit

No more guessing. No more strategic and financial decisions based on a feeling. When you get your Fluency Score, you’ll access immediate, real-time data on risks and opportunities in your business model. You’ll see why you aren’t making more progress, despite the hustle. You’ll see your greatest opportunities for gaining product-market fit. As the industry-standard metric for analyzing and diagnosing business model risk, you gain a competitive advantage over your peers who are still relying on cookie cutter advice and best guesses. Let’s get started.

Step 1: Place your order


Order your Fluency Score(s) on this page to get started. 

We will be in touch within one business day to initiate the process.

Step 2: Complete evaluation process


The data collection consists of two online forms and a video chat interview over a two week period..

No prep is needed.

Step 3: Access your Fluency Score(s)


You will be notified when your Fluency Score is ready to access.

Generally, this is within 24-48 hours after the final touchpoint.

Your Fluency Score will include:

  • an objective, standardized score describing the company’s progress
  • a breakout of the company’s progress in de-risking their business model across five vectors
  • customized insights and recommendations  

Four powerful use cases for Fluency Score Reports


Evaluate and choose best-fit startups at a glance


Tailor resources and focus mentors for each company


Show trajectory, even for early-stage companies


Communicate impact efficiently with data


What kinds of companies can the Fluency Score measure?

Because the Fluency Score process is longitudinal, measuring the speed and focus of work, it can measure innovating companies from Day 1 all the way through Series A, and is vertical agnostic. If a company is innovating their business model, the Fluency Score can quantify and illustrate that risk.

However, it’s important to note that each Fluency Score measures a single business model. Some companies are an umbrella for two business models — for example, a consulting business and a direct to consumer e-commerce business. In that case, our clients often chose to measure the business model which promises to be the future of the company, or perhaps the one with the most potential to scale. Measuring both business models is also something we do, as that’s simply two separate scores. In these cases, two scores keep the risk factors clearly separated for the business entity to make smart decisions that suit their goals. 

How often does a company need a score?

A Fluency Score is a snapshot in time that can be used for diagnostic purposes, not a set-in-stone final output. In fact, a score should change over time! The only way to improve a Fluency Score is to build a better business, derisking the business model in fast and focused ways.

Clients who order a single Fluency Score for a company see enormous value in that single report. However, more than one score shows the true power of this data tool.

Multiple Fluency Scores for a company start to draw a trend line for that company, illustrating their progress and tracking how inflection points (programming, resources, investment) impact them.

We recommend multiple Fluency Scores because businesses are constantly growing and evolving. Some clients choose to order pre- and post-program scores. Others prefer to set a cadence of scores quarterly to be able to communicate company progress with third-party objective data.

Why does the Fluency Score collect qualitative data?

Many data tools trying to solve for similar problems either scrape data or rely on self-reported data. Scraped data is too lightweight and contains too many vanity metrics. It cannot help us understand product-market fit in rich ways, nor can it accurately (or even at all) measure what’s happening in early-stage companies. Self-reported data can be overly optimistic. It can also bias against founders who are not steeped in the language of the startup industry.

How is this data different from a pitch?

Innovative businesses are most often asked to pitch a vision of a future state they hope to create. The vision is important, but often masks the reality – and the risks – inherent in that approach.

The Fluency Score takes an objective approach to measuring what is already built, already known and de-risked about the business as a counterpoint and reality check to the pitch.

What is the basis for the Fluency Score algorithm?

Innovation industry experts know how to reliably and predictably build entrepreneurial success. They use best practices in design thinking, lean startup methodology, and agile frameworks.

The Fluency Score incorporates these best practices into the algorithm’s core measurement and reporting. Our proprietary algorithm quantitizes (yes, it’s a word!) over 300 data points to produce a single, standardized, numerical score and a visualization of how that risk breaks out.

What does the Fluency Score measure (and not measure)?

The Fluency Score is the only standardized metric that captures 16 of the top 20 reasons that startups fail (all related to unresolved business model risk) with a single objective metric that can span stage and vertical. 

The Fluency Score does not explicitly capture product risk or team chemistry, though indications of those risks often do impact the Fluency Score’s breakout of business model risk and the speed and focus with which the team is pursuing product-market fit. 

Your organization has other goals that a standardized score could not possibly capture. For instance, fostering companies that are committed to staying local is important to you. That’s why we stress that the Fluency Score is a layer on top of your current due diligence process, not a full replacement.

What’s the experience like for founders?

To complete a Fluency Score, a founder answers questions online and during one video chat meeting, totalling about an hour of their time.

Founders love talking about the work they’ve already done to derisk their business. So often we ask them to pitch what their business will become, which requires the art of storytelling. But the Fluency Score isn’t interested in that narrative. Rather, it evaluates what is true about the business as it is right now — a snapshot in time of what has been derisked in the market with customers. And founders love to share what they already know about their company’s product-market fit!

What will I need to do when we buy Fluency Scores for a batch of companies.

Getting started is easy! All we will need are the email addresses of the companies for which you are ordering scores.