When to use Continue vs Pause vs Kill

The PMFKit verdict gives you a recommendation. Here’s what each means and when you’ll see it.

Continue

Continue means the evidence supports pushing forward. You have enough traction, clarity, or distribution readiness to invest more. The report will highlight your focus area and next milestone. Use the strategies in Report 3 to double down.

Pause

Pause means slow down and fix blockers before scaling. You may have traction but critical gaps—e.g., unclear pricing, weak brand searchability, or distribution not ready. The report will list blockers and small wins to address them. Avoid adding features or scaling until those are resolved.

Kill

Kill is the hardest verdict. It means the evidence suggests the current path is unlikely to reach PMF—e.g., no differentiation, wrong market, or structural issues. This doesn’t mean shut down; it means reconsider the idea, pivot, or validate differently. The report will explain the reasoning so you can make an informed decision.

Confidence (High, Medium, Low) indicates how strong the evidence is. Low confidence suggests you need more data before acting on the verdict.