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More than 100,000 entrepreneurs rely on this book for detailed, step-by-step instructions on building successful, scalable, profitable startups. The National Science Foundation pays hundreds of startup teams each year to follow the process outlined in the book, and it's taught at Stanford, Berkeley, Columbia and more than 100 other leading universities worldwide. Why?
 
The Startup Owner's Manual guides you, step-by-step, as you put the Customer Development process to work. This method was created by renowned Silicon Valley startup expert Steve Blank, co-creator with Eric Ries of the "Lean Startup" movement and tested and refined by him for more than a decade. This 608-page how-to guide includes over 100 charts, graphs, and diagrams, plus 77 valuable checklists 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.

The Startup Owner's Manual: The Step-By-Step Guide for Building a Great Company

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, Phase Four: The Toughest Question of All: Pivot or Proceed? 429





The Startup Owner's Manual "Site" Map 465





Appendix A: Customer Development Checklists 469





Appendix B: Glossary 531





Appendix C: How to Build a Web Startup: A Simple Overview 541





Acknowledgements 549





About the Authors 553





Index 557