Efnisyfirlit

• 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
• Index
• End User License Agreement

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