A traction startup is one that has produced measurable, quantitative evidence that its product is being adopted, used, and valued by customers. The evidence shows up in metrics like revenue growth, paying users, retention, engagement, or specific conversion behaviors that prove the market wants what the company is offering. Traction is the precursor to product-market fit (PMF): the early signal, where PMF is the durable state when that signal becomes sustainable, accelerating demand.
Real traction is distinguished from vanity metrics by one test: does the number get bigger as the company stops pushing on it, or only when the company pushes? In a pitch deck, the underlying traction shows up as the [Traction Slide]. Press mentions, a...