Table of Contents

The Startup Owner’s Manual Strategy Guide 11

Title Page 11
The Startup Owner’s Manual Strategy Guide Table of
12
Contents
Preface 13
Who Is This Book For? 16
Introduction 20
A Repeatable Path 21
Why a Second Decade? 22
The Four Steps: A New Path 31
Chapter 1: The Path to Disaster: A Startup Is Not a Small
32
Version of a Big Company
Chapter 2: The Path to the Epiphany: The Customer
47
Development Model
Chapter 3: The Customer Development Manifesto. 60
Chapter 4: An Introduction to Customer Discovery 79
Chapter 5: Introduction to Customer Validation 99
Chapter 6: Customer Validation: The Toughest Question of
111
All: Pivot or Proceed?
The Startup Owner’s Manual Strategy Guide Index 146
The Startup Owner’s Manual for Web/Mobile Channel
156
Startups
Title Page 156
The Startup Owner’s Manual for Web/Mobile Channel
157
Startups Table of Contents
How to Read This Book 159
Getting Started 163
Chapter 1: The Customer Development Manifesto 164
STEP ONE: Customer Discovery 184
Chapter 2: An Introduction to Customer Discovery 186

991
Chapter 3: Customer Discovery, Phase One: State Your 205
Business Model Hypotheses
Chapter 4: Customer Discovery, Phase Two: “Get Out of the
323
Building” to Test the Problem: “Do People Care?”
Chapter 5: Customer Discovery, Phase Three: “Get Out of
352
the Building” and Test the Product Solution
Chapter 6: Customer Discovery, Phase Four: Verify the
377
Business Model and Pivot or Proceed
STEP TWO: Customer Validation 397
Chapter 7: Introduction to Customer Validation 399
Chapter 8: Customer Validation, Phase One: “Get Ready to
411
Sell”
Chapter 9: Customer Validation, Phase Two: “Get Out of the
461
Building and Sell!”
Chapter 10: Customer Validation, Phase Three: Develop
507
Product and Company Positioning
Chapter 11: Customer Validation, Phase Four: The Toughest
527
Question of All: Pivot or Proceed?
How to Build a Web Startup: A Simple Overview 565
The Startup Owner’s Manual for Web/Mobile Channel
570
Startups Index
The Startup Owner’s Manual for Physical Channel Startups 596
Title Page 596
The Startup Owner’s Manual for Physical Channel Startups
597
Table of Contents
How to Read This Book 599
Getting Started 603
Chapter 1: The Customer Development Manifesto 603
STEP ONE: Customer Discovery 623
Chapter 2: An Introduction to Customer Discovery 625
Chapter 3: Customer Discovery, Phase One: State Your
643
Business Model Hypotheses
Chapter 4: Customer Discovery, Phase Two: “Get Out of the 745

992
Building” to Test the Problem: “Do People Care?” 745
Chapter 5: Customer Discovery, Phase Three: “Get Out of
771
the Building” and Test the Product Solution
Chapter 6: Customer Discovery, Phase Four: Verify the
795
Business Model and Pivot or Proceed
STEP TWO: Customer Validation 814
Chapter 7: Introduction to Customer Validation 816
Chapter 8: Customer Validation, Phase One: “Get Ready to
827
Sell”
Chapter 9: Customer Validation, Phase Two: “Get Out of the
880
Building and Sell!”
Chapter 10: Customer Validation, Phase Three: Develop
903
Product and Company Positioning
Chapter 11: Customer Validation, Phase Four: The Toughest
923
Question of All: Pivot or Proceed?
The Startup Owner’s Manual for Physical Channel Startups
951
Index

993