The Startup Owner's Manual
Produktentwicklung
Start-up

The Startup Owner's Manual

Steve Blank & Bob Dorf, 2020

Inhaltsverzeichnis des Buches

  • Cover
  • How to Read This Book
  • Preface
  • Who Is This Book For?
  • Introduction
  • A Repeatable Path
  • Why a Second Decade?
  • The Four Steps: A New Path
  • I Getting Started
  • Chapter 1: The Path to Disaster: A Startup Is Not a Small Version of a Big Company
  • The Traditional New-Product Introduction Model
  • The 9 Deadly Sins of the New Product Introduction Model
  • Chapter 2: The Path to the Epiphany: The Customer Development Model
  • An Introduction to Customer Development
  • “The Search for a Business Model:” Steps, Iteration and Pivots
  • A Customer Development Bonus: Minimum Waste of Cash and Time
  • The Customer Development Manifesto
  • Summary: The Customer Development Process
  • Chapter 3: An Introduction to Customer Discovery
  • The Customer Discovery Philosophy
  • Chapter 4: Customer Discovery, Phase One: State Your Business Model Hypotheses
  • Market Size Hypothesis (Physical and Web/Mobile)
  • Value Proposition 1: “Low Fidelity” MVP Hypothesis (Web/Mobile)
  • Customer Segments: Who/Problem Hypothesis (Physical)
  • Customer Segments: Source/Wiring Hypothesis (Web/Mobile)
  • Channels Hypothesis (Physical)
  • Channels Hypothesis (Web/Mobile)
  • Value Proposition 2: Market-Type and Competitive Hypothesis
  • Customer Relationships Hypothesis (Web/Mobile)
  • Key Resources Hypothesis (Physical and Web/Mobile)
  • Partners Hypothesis (Physical)
  • Traffic Partners Hypothesis (Web/Mobile)
  • Revenue and Pricing Hypothesis
  • Chapter 5: Customer Discovery, Phase Two: “Get Out of the Building” to Test the Problem: “Do People Care?”
  • Design Tests and Pass/Fail Experiments
  • Prepare for Customer Contacts (Physical)
  • Build Your Low Fidelity MVP (Web/Mobile)
  • Test Understanding of the Problem and Assess Its Importance (Physical)
  • Avoid the Big-Company Meeting Trap
  • Low Fidelity MVP Problem Test (Web/Mobile)
  • Missteps to Avoid when Testing the Low Fidelity MVP:
  • Gain Customer Understanding
  • Capture Market Knowledge (Physical)
  • Traffic/Competitive Analysis (Web/Mobile)
  • Chapter 6: Customer Discovery, Phase Three: “Get Out of the Building” and Test the Product Solution
  • Update the Business Model and Team (a Pivot-or-Proceed Point)
  • Create the Product “Solution” Presentation (Physical)
  • High Fidelity MVP Test (Web/Mobile)
  • Test the Product Solution with the Customer (Physical)
  • Measure Customer Behavior (Web/Mobile)
  • Update the Business Model Again
  • Identify First Advisory Board Members
  • Chapter 7: Customer Discovery, Phase Four: Verify the Business Model and Pivot or Proceed
  • Have We Found a Product/Market Fit?
  • Do We Know Who Our Customers Are and How to Reach Them?
  • Can We Make Money and Grow the Company?
  • Pivot or Proceed?
  • Chapter 8: Introduction to Customer Validation
  • An Epiphany at E.piphany
  • The Customer Validation Philosophy
  • Overview of the Customer Validation Process
  • Chapter 9: Customer Validation, Phase One: "Get Ready to Sell"
  • Get Ready to Sell: Craft Positioning Statement
  • Get Ready to Sell: Sales and Marketing Materials (Physical)
  • Physical Sales Collateral and Materials
  • Collateral Needs to Be Tuned to the Audience
  • Online Tools for Physical Channel Marketers
  • Get Ready to Sell: Acquire/Activate Customers Plan (Web/Mobile)
  • The “Acquire” Plan and Tools
  • Acquire Plan Tools
  • The Activation Plan and Tools
  • Non-home page acquisition tools
  • Managing the Activate Plan
  • Get Ready to Sell: Hire a Sales Closer (Physical)
  • Get Ready to Sell: Build a High Fidelity MVP (Web/Mobile)
  • Get Ready to Sell: Sales Channel Roadmap (Physical)
  • Get Ready to Sell: Build a Metrics Toolset (Web/Mobile)
  • Get Ready to Sell: Develop the Sales Roadmap (Physical)
  • Get Ready to Sell: Hire a Data Analytics Chief (Web/Mobile)
  • Get Ready to Sell: Formalize the Advisory Board (All Channels)
  • Chapter 10: Customer Validation, Phase Two: Get Out of the Building and Sell!
  • Get Out of the Building: Find Earlyvangelists (Physical)
  • Get Out of the Building: Prepare Optimization Plans/Tools (Web/Mobile)
  • Get Out of the Building and Test Sell (Physical)
  • Get Out of the Building: Optimize Getting More Customers (Web/Mobile)
  • Get Out of the Building: Refine the Sales Roadmap (Physical)
  • Get Out of the Building: Optimize “Keep” and “Grow” (Web/Mobile)
  • Get Out of the Building: Test Sell Channel Partners (Physical)
  • Get Out of the Building: Test Sell Traffic Partners (Web/Mobile)
  • Chapter 11: Customer Validation, Phase Three: Product Developing and Company Positioning
  • No PR Agency
  • The Positioning Audit
  • Develop Positioning: Product Positioning
  • The Product Positioning Brief
  • Develop Positioning: Match Positioning to Market Type
  • For an Existing Market
  • For a New Market
  • For a Clone Market
  • For Re-Segmenting a Market
  • Develop Positioning: Company Positioning
  • Develop Positioning: Validate Positioning
  • Chapter 12: Customer Validation, Phase Four: The Toughest Question of All: Pivot or Proceed?
  • Pivot or Proceed: Assemble Data Findings
  • Pivot or Proceed: Validate Your Business Model
  • Pivot or Proceed: Validate the Financial Model
  • Metrics that Matter
  • Metrics that Matter: Example 2
  • If These Were Your Numbers, What’s a Founder to Do?
  • Metrics that Matter: Example 3
  • Pivot or Proceed: Re -Validate the Business Model
  • The Toughest Startup Question: Pivot or Proceed?
  • The Startup Owner’s Manual “Site” Map
  • Appendix A: Checklists
  • Appendix B: Glossary
  • Appendix C: How to Build a Web Startup: A Simple Overview
  • Acknowledgements
  • About the Authors