What is the Pivot Pyramid?

The Pivot Pyramid is a visual framework for startup experimentation created by Selçuk Atlı. It breaks down every startup into five layers: Customers, Problem, Solution, Technology, and Growth. The framework helps founders understand where to pivot and how changes cascade through their business.

What are the five layers of the Pivot Pyramid?

The five layers from bottom to top are: 1) Customers - who you're building for, 2) Problem - the pain point you're addressing, 3) Solution - your product or service, 4) Technology - what you build to deliver the solution, and 5) Growth - how you acquire and retain users.

Why does the order of layers matter in the Pivot Pyramid?

The lower in the pyramid you pivot, the more fundamental the change. When you change something at the bottom (like target customers), everything above needs to change too. But when you pivot at the top (like growth channels), the layers below remain stable. This helps founders understand the true cost of different types of pivots.

How do I use the Pivot Pyramid for my startup?

First, map your startup onto the pyramid by identifying your customers, problem, solution, technology, and growth strategy. When something isn't working, diagnose which layer is broken. Before pivoting, understand what else needs to change - a customer pivot means reconsidering everything above it. Start experiments at the top where changes are cheaper.

What is the Pivot Canvas?

The Pivot Canvas is a free AI-powered tool that helps you document your startup hypotheses using the Pivot Pyramid framework. It guides you through each layer, helps you articulate your assumptions, and provides insights on where to focus your experiments.

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The Pivot Pyramid

A comprehensive guide to startup experimentation and pivoting. Master the framework that helps founders understand where to pivot and how changes cascade through their business.

About the Author

Selçuk Atlı is a serial entrepreneur, investor, and songwriter based in New York.

Most recently, he founded Bunch, a group video chat app for playing games together, used by over 10 million players. Before that, he founded and sold two adtech companies: Socialwire/Manifest (acquired by Rakuten in 2014) and Boostable (acquired by Metric Collective).

He conceptualized the Pivot Pyramid while serving as a Venture Partner at 500 Startups, where he worked with dozens of early-stage founders navigating the search for product-market fit. He is also a Y Combinator W14 alumni.

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The Pivot Pyramid

About the Author

Table of Contents

Part I: The Framework

Part II: Diagnosis

Part III: Execution

Part IV: Advanced Topics

Part V: Tools and Resources

14 Chapters

3 Appendices

20+ Figures