ecklists that guide you as you drive your company toward profitability. It will help you:
? Avoid the 9 deadly sins that destroy startups' chances for success
? Use the Customer Development method to bring your business idea to life
? Incorporate the Business Model Canvas as the organizing principle for startup hypotheses
? Identify your customers and determine how to "get, keep and grow" customers profitably
? Compute how you'll drive your startup to repeatable, scalable profits.
The Startup Owner? s Manual was originally published by K&S Ranch Publishing Inc. and is now available from Wiley. The cover, design, and content are the same as the prior release and should not be considered a new or updated product.
27:T652,How to Read This Book vii
Preface xiii
Who is This Book For? xvii
Introduction xxi
A Repeatable Path xxii
Why a Second Decade? xxiv
The Four Steps: A New Path xxix
Getting Started
Chapter 1: The Path to Disaster: A Startup is Not a Small Version of a Big Company 1
Chapter 2: The Path to the Epiphany: The Customer Development Model 19
The Customer Development Manifesto 31
Step One: Customer Discovery
Chapter 3: An Introduction to Customer Discovery 53
Chapter 4: Customer Discovery, Phase One: State Your Business Model Hypotheses 69
Chapter 5: Customer Discovery, Phase Two: "Get Out of the Building" to Test the Problem: "Do People Care?" 189
Chapter 6: Customer Discovery, Phase Three: "Get Out of the Building" and Test the Product Solution 227
Chapter 7: Customer Discovery, Phase Four: Verify the Business Model and Pivot or Proceed 257
Step Two: Customer Validation
Chapter 8: Introduction to Customer Validation 277
Chapter 9: Customer Validation, Phase One: "Get Ready to Sell" 291
Chapter 10: Customer Validation, Phase Two: "Get Out of the Building and Sell!" 357
Chapter 11: Customer Validation, Phase Three: Develop Product and Company Positioning 413
Chapter 12: Customer Validation, Pha