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• Cover
• Title Page
• Copyright
• Table of Contents
• 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
• Getting Started
• Chapter 1: The Path to Disaster: A Startup Is Not a Small Version of a Big Company
• Chapter 2:
• The Path to the Epiphany: The Customer Development Model
• The Customer Development Manifesto
• STEP ONE: Customer Discovery
• Chapter 3: An Introduction to Customer Discovery
• Chapter 4: Customer Discovery, Phase One: State Your Business Model Hypotheses
• Chapter 5: Customer Discovery, Phase Two: “Get Out of the Building” to Test the Problem: “Do People Care?”
• Chapter 6: Customer Discovery, Phase Three: “Get Out of the Building” and Test the Product Solution
• Chapter 7: Customer Discovery, Phase Four: Verify the Business Model and Pivot or Proceed
• STEP TWO: Customer Validation
• Chapter 8: Introduction to Customer Validation
• Chapter 9: Customer Validation, Phase One: “Get Ready to Sell”
• Chapter 10: Customer Validation, Phase Two: “Get Out of the Building and Sell!”
• Chapter 11: Customer Validation, Phase Three: Develop Product and Company Positioning
• Chapter 12: Customer Validation, Phase Four: The Toughest Question of All: Pivot or Proceed?
• The Startup Owner’s Manual “Site” Map
• Appendix A: Customer Development Checklists
• Checklist 1: Board And Management Buy-In
• Checklist 2: The Customer Development Team
• Checklist 3: Market Size
• Checklist 4: Product Vision
• Checklist 5: Product Features And Benefits
• Checklist 6: Customer Segments
• Checklist 7: Channels
• Checklist 8: Market Type
• Checklist 9 Physical: Customer Relationships
• Checklist 9 Web/Mobile: Customer Relationships
• Checklist 10: Key Resources Hypothesis
• Checklist 11: Partners Hypothesis
• Checklist 12: Revenue And Pricing Hypothesis
• Checklist 13: Design Tests
• Checklist 14 Physical: Prepare For Customer Contacts
• Checklist 14 Web/Mobile: Build A Low Fidelity MVP
• Checklist 15 Physical: Test The Problem And Assess Its Importance
• Checklist 15 Web/Mobile: Low Fidelity MVP Problem Test
• Checklist 16: Gain Customer Understanding
• Checklist 17: Capture Market Knowledge, Traffic/Competitive
• Checklist 18: Update The Business Model And Team
• Checklist 19 Physical: The Product/ “Solution” Presentation
• Checklist 19 Web/Mobile: High Fidelity MVP Test
• Checklist 20 Physical: Test The Product Solution With The Customer
• Checklist 20 Web/Mobile: Measure Customer Behavior
• Checklist 21: Identify First Advisory Board Members
• Checklist 22: Verify Product/Market Fit
• Checklist 23: Verify Who Customers Are and How to Reach Them
• Checklist 24: Verify Can We Make Money
• Checklist 25: Verify Business Model – Pivot or Proceed
• Checklist 26: Craft Company Positioning
• Checklist 27 Physical: Get Ready To Sell: Sales and Marketing Materials
• Checklist 27 Web/Mobile: Get Ready To Sell – Acquire/Activate Customers
• Checklist 28 Physical: Get Ready To Sell: Hire A Sales Closer
• Checklist 28 Web/Mobile: Create a High Fidelity MVP
• Checklist 29 Physical: Sales Action Channel Plan
• Checklist 29 Web/Mobile: Build Metrics Toolset
• Checklist 30 Physical: Develop/Refine The Sales Roadmap
• Checklist 30 Web/Mobile: Hire a Data Analytics Sales Chief
• Checklist 31: Formalize Advisory Board
• Checklist 32 Physical: Find Earlyvangelists
• Checklist 32 Web/Mobile: Prepare Optimization Plans And Tools
• Checklist 33 Physical: Get Out of the Building and Sell!
• Checklist 33 Web/Mobile: Optimize Getting Customers
• Checklist 34 Physical: Refine the Sales Roadmap
• Checklist 34 Web/Mobile: Optimize “Keep” And “Grow” Results
• Checklist 35 Physical: Test Sell Channel Partners
• Checklist 35 Web/Mobile: Test Sell Traffic Partners
• Checklist 36: Develop Product Positioning
• Checklist 37: Match Positioning To Market Type
• Checklist 38: Develop Company Positioning
• Checklist 39: Validate Positioning
• Checklist 40: Assemble Data
• Checklist 41: Validate Business Model
• Checklist 42: Validate Financial Model
• Checklist 43: Re-Validate The Business Model
• Checklist 44: Pivot or Proceed?
• Appendix B: Glossary
• Appendix C: How to Build a Web Startup: A Simple Overview
• Acknowledgements
• About the Authors
• Index
• A
• B
• C
• D
• E
• F
• G
• H
• I
• J
• K
• L
• M
• N
• O
• P
• R
• S
• T
• U
• V
• W