The Startup Owner

Now a decade after the Four Steps to the Epiphany sparked the Lean Startup revolution, comes its sequel… The Startup Owner's Manual. The Manual incorporates 10 years of learning and best practices that have swept the startup world. It incorporates the 'Business Model Canvas' as the organizing princiTHE STARTUPOWNER'S MANUALThe Step-by-Step Guide forBuilding a Great Company0动0⑤0Steve blank and bob dorfTMThe startup Owner s ManualThe Step-by-Step Guide for Building a Greal Companyby steve blank and bob dCopyright o 2012 by K and S Ranch Inc, K&s ranch Publishing DivisionThe Startup Owners M anualTM TM 2012. All Rights ReservedThis publication is designed to provide accurate and aut horit ative informat ion in regard to the subject matter covered. It is sold with the understanding that thepublisher is not engaged in rendering legal, accounting or other professional services. If legal advice or other exp ert assistance is required, the services of a competentprofessional person should be soughtAll rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including p hotocopy,recording, or any information storage and retrieval sy stem, without permission in writing from the publisher. For permission to copy of any part of the work, contactinfolakandsranch. comPublished by钟K& S Ranch, InPublishersk&s Ranch press. div k&s ranch. Inc4100 Cabrillo Highway, Pescadero. California 94060Visitourwebsiteatwww.steveblankcomtocontactK&sranchemailinfoakandsranch.comLibrary of Congress Cataloging-in-Publication DataISBN:978-0-9849993-7-8BookdesignbyKarrierosswww.karrieross.cOmFirst Edition: September 2012ellQEDPROEQED Stands for Quality, Excellence and Design. The QEd seal of app roval shown here verifies that this eBook has passed a rigorous quality assurance process andwill render well in most e Book reading platformsFor more information p lease click here△ bout this bookWelcome to The Startup Owners Manual e-book.Here you'll find all the tips, techniques and best practices that entrepreneurs need in their quest tobuild successful companies- packaged to suit your startup teams particular path. This e-bookorganizes The Startup Owner's Manual into three e-books to better help you navigate the text. InshortBook 1: The Strategy Guide provides background on, and an overview of the Business Modeland Customer development processesBook 2: The Web/Mobile e-book provides all the step-by-step process detail you'll need tocreate a solid, sustainable startup doing business in the web/mobile channel, andBook 3: The Physical Channel e-book offers the same for startups using physical channelsFor best results, start your reading with the Strategy guideThe Startup Owners Manual Strategy Guide makes up the first third of the e-book. It provides anoverview of why startups are not smaller versions of large companies; explains how startups searchfor a business model using Customer Development; and details the overall customer developmentmethodology, and key implementation stepsFor companies with virtual distribution channels, The Startup Owner's Manual for Web/MobileChannel Startups, the second part of the e-book, provides a similar detailed, step-by-Step processand approach for startups that sell via the web or app stores channels, where things move faster,customers are abundant, and customer attention is always hard to getIf you're building a startup with physical distribution channels, you' ll want to turn to the third part ofthis e-book, The Startup Owner's Manual for Physical Channel Startups. This section providesdetailed guidance, instructions, and examples on how to build a great company, step-by-step Includedare details on how to get, keep and grow your customer base, checklists for tracking progress, andtools to help determine just how successful-or not-you can beWe believe the Startup Owner's Manual can help you increase your odds of finding customers,amarket, and product/market fit. Now, as we say, get of the building! And best of luck with yourstartupSteve and bobTable of contentsThe startup Owners manual strategy guideTitle pageThe Startup Owners Manual Strategy guide Table of ContentsPrefaceWho s this book for?IntroductionA Repeatable pathWhy a Second Decade?The Four Steps: A New PathChapter 1:The Path to Disaster: A Startup Is Not a Small Version of a Big CompanyChapter 2:The Path to the Epiphany: The Customer Development ModelChapter 3:The Customer Development Mani festoChapter 4:An Introduction to customer discoveryChapter 5Introduction to customer validationChapter 6:Customer Validation: The Toughest Question of All: Pivot or Proceed?The Startup Owner's Manual Strategy Guide IndexThe Startup Owners Manual for Web/Mobile Channel startupsTitle PageThe Startup Owners Manual for We b/Mobile Channel Startups Table of ContentsHow to read this bookGetting startedChapter 1:The Customer Development manifestoSTEP ONE: Customer discoverChapter 2:An Introduction to Customer DiscoveryChapter 3:Customer Discovery. Phase One:State Your Business Model HypothesesChapter 4:Customer Discovery. Phase Two:"Get Out of the Building?"to Test the Problem: "Do People Care?23hapter 5Customer Discovery. Phase Three:ChGet Out of the Building and Test the Product Solutionlater 0:Customer Discovery Phase Four:Verify the business Model and Pivot or ProceedSTEP TWO: Customer validationChapter 7:Introduction to Customer validationChapter 8:Customer Validation. Phase One:" Get ready to se.Chapter 9:Customer validation Phase TwoGet Out of the building and sellChapter 10:Customer Validation. Phase Three.Develop Product and Company PositioningChapter lliCustomer Validation, Phase Four:The Toughest Question of All: Pivot or Proceed?How to Build a Web Startup: A Simple OverviewThe Startup Owner's Manual for Web/Mobile Channel Startups IndexThe Startup Owners Manual for Physical Channel startupsTitle pageThe Startup Owners Manual for Physical Channel Startups Table of ContentsHow to read this bookGetting startedChapter 1:The Customer Development ManifestoSTEP ONE: Customer Discoveryer 2An Introduction to Customer DiscoveryChapter 3:Customer Discovery, Phase one:State Your Business Model HypothesesChapter 4:Customer Discovery, Phase TwoGet Out of the Building?"to Test the Problem: "Do People Care?Chapter 5:Customer Discovery. Phase Three.6 Get Out of the Building" and Test the Product SolutionChapter 6:Customer Discovery Phase FourVerify the business Model and Pivot or ProceedSTEP TWO: Customer ValidationChapter 7:Introduction to Customer ValidationChapter 8:Customer Validation, Phase One:“ Get ready to selChapter 9:Customer Validation. Phase TwoGet Out of the building and sellChapter 10:Customer validation. Phase ThreeDevelop product and Company PositioningChapter 1l:Customer validation phase fourThe Toughest Question of All: Pivot or Proceed?The Startup Owner's Manual for Physical Channel Startups IndexTHE STARTUPOWNERS MANUALSTRATEGY GUIDEThe Step-by-Step Guide forBuilding a Great Company0Steve Blank and Bob Dorf