The Startup Owner's Manual. Steve Blank

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The Startup Owner’s Manual™

      The Step-by-Step Guide for Building a Great Company

      Steve Blank and Bob Dorf

Copyright © 2020 by Steve Blank. All rights reserved.

      The cover, design, and content are the same as the prior release and should not be considered a new or updated product.

      Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

      Published simultaneously in Canada.

      The Startup Owner’s Manual was originally published by K&S Ranch Publishing Inc., K&S Ranch Publishing Division in 2012.

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      ISBN 9781119690689 (Hardcover)

      ISBN 9781119690672 (ePDF)

      ISBN 9781119690726 (ePub)

      CONTENTS

      1  Cover

      2  How to Read This Book

      3  Preface

      4  Who Is This Book For?

      5  Introduction A Repeatable Path Why a Second Decade? The Four Steps: A New Path

      6  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)