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More than 100,000 entrepreneurs rely on this book for detailed, step-by-step instructions on building successful, scalable, profitable startups. The National Science Foundation pays hundreds of startup teams each year to follow the process outlined in the book, and it's taught at Stanford, Berkeley, Columbia and more than 100 other leading universities worldwide. Why?

The Startup Owner's Manual guides you, step-by-step, as you put the Customer Development process to work. This method was created by renowned Silicon Valley startup expert Steve Blank, co-creator with Eric Ries of the "Lean Startup" movement and tested and refined by him for more than a decade. This 608-page how-to guide includes over 100 charts, graphs, and diagrams, plus 77 valuable checklists that guide you as you drive your company toward profitability. It will help you:
i¿½ Avoid the 9 deadly sins that destroy startups' chances for success
i¿½ Use the Customer Development method to bring your business idea to life
i¿½ Incorporate the Business Model Canvas as the organizing principle for startup hypotheses
i¿½ Identify your customers and determine how to "get, keep and grow" customers profitably
i¿½ Compute how you'll drive your startup to repeatable, scalable profits.


The Startup Owners Manual was originally published by K&S Ranch Publishing Inc. and is now available from Wiley. The cover, design, and content are the same as the prior release and should not be considered a new or updated product.

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The Startup Owner's Manual is what it says: a comprehensive, step-by-step guide to getting startups right. It walks entrepreneurs through the process that gets them out of the building, where customers live, to develop winning products customers will buy.

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How to Read This Book vii


Preface xiii


Who is This Book For? xvii


Introduction xxi


A Repeatable Path xxii


Why a Second Decade? xxiv


The Four Steps: A New Path xxix


Getting Started


Chapter 1: The Path to Disaster: A Startup is Not a Small Version of a Big Company 1


Chapter 2: The Path to the Epiphany: The Customer Development Model 19


The Customer Development Manifesto 31


Step One: Customer Discovery


Chapter 3: An Introduction to Customer Discovery 53


Chapter 4: Customer Discovery, Phase One: State Your Business Model Hypotheses 69


Chapter 5: Customer Discovery, Phase Two: "Get Out of the Building" to Test the Problem: "Do People Care?" 189


Chapter 6: Customer Discovery, Phase Three: "Get Out of the Building" and Test the Product Solution 227


Chapter 7: Customer Discovery, Phase Four: Verify the Business Model and Pivot or Proceed 257


Step Two: Customer Validation


Chapter 8: Introduction to Customer Validation 277


Chapter 9: Customer Validation, Phase One: "Get Ready to Sell" 291


Chapter 10: Customer Validation, Phase Two: "Get Out of the Building and Sell!" 357


Chapter 11: Customer Validation, Phase Three: Develop Product and Company Positioning 413


Chapter 12: Customer Validation, Phase Four: The Toughest Question of All: Pivot or Proceed? 429


The Startup Owner''s Manual "Site" Map 465


Appendix A: Customer Development Checklists 469


Appendix B: Glossary 531


Appendix C: How to Build a Web Startup: A Simple Overview 541


Acknowledgements 549


About the Authors 553


Index 557