Steve Blank - The Startup Owner's Manual

7 The Startup Owner’s Manual “Site” Map

8 Appendix A: Checklists

9 Appendix B: Glossary

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

11 Acknowledgements

12 About the Authors

13 Index

14 End User License Agreement

1 Chapter 4 Table 4.1 Table 4.2 Table 4.3 Table 4.3a Table 4.3b Table 4.3c Table 4.4 Table 4.4a Table 4.4b Table 4.4c Table 4.5

2 Chapter 4 Table 9.1 Table 9.2 Table 9.3 Table 9.4 Table 9.5

3 Chapter 10 Table 10.1 Table 10.2

4 Chapter 11 Table 11.2 Table 11.2

5 Chapter 12 Table 12.1 Table 12.2 Table 12.3

1 Who Is This Book For? Figure i.0 Scalable Startup

2 Introduction Figure i.1 Physical Products Sold Through a Physical Channel Figure i.2 Software Products Sold Through Physical Channels Figure i.3 Physical Products in Web/Mobile Channels Figure i.4 Software Products In Web/Mobile Channels

3 Chapter 1 Figure 1.1 New Product Introduction Diagram Figure 1.2 The Product Development “Waterfall” Model

4 Chapter 2 Figure 2.1 Customer Development Process Figure 2.2 Business Model Canvas Figure 2.3 The Customer Development Insight Cycle

5 Chapter 3 Figure 3.1 Earlyvangelist Characteristics Figure 3.2 Developing the Minimum Viable Product for a Web/Mobile Product Figure 3.3 Business Model Canvas Figure 3.4 Sample Business Model Canvas-Initial Hypotheses Figure 3.5 Using the Business Model Canvas as a Weekly Scorecard Figure 3.6 Customer Discovery: Overview of the Process

6 Chapter 4 Figure 4.1 TAM, SAM and Target MarketFigure 4.2 Customer TypesFigure 4.3 Customer ArchetypeFigure 4.4 A Sample Organizational/Influence MapFigure 4.5 A Guide to Using Customer/Archetypes to Drive StrategyFigure 4.6 A Guide to Using A Day-in-the-Life to Drive StrategyFigure 4.7 Consumer Web Influence MapFigure 4.8 Physical Distribution Channel ChoicesFigure 4.9 Web/Mobile Distribution Channel ChoicesFigure 4.10 Example of a Market MapFigure 4.11 The “Get, Keep, Grow” Funnel in Physical ChannelsFigure 4.12 The “Get Customers” Funnel for Physical Goods Figure 4.13 Earned and Paid Media Feeding the “Get Customers” FunnelFigure 4.14 Sample Customer Relationship “Tactics to Test” Hypothesis with Return on Invest...Figure 4.15 The “Keep Customers” FunnelFigure 4.16 The “Grow Customers” FunnelFigure 4.17 The “Get, Keep and Grow” Customers Funnel in Web/MobileFigure 4.18 The “Get Customers” Funnel in Web/Mobile ChannelsFigure 4.19 Acquisition and Activation in Web/Mobile Channels Figure 4.20 The “Keep Customers” Funnel in Web/Mobile Channels Figure 4.21 The “Grow Customers” Funnel in Web/Mobile ChannelsFigure 4.22 Revenue SourcesFigure 4.23 Final Draft of a Business Model Hypothesis

7 Chapter 5Figure 5.1 Business Model/Hypotheses/TestsFigure 5.2 Hypothesis/Design Experiment/Test/InsightFigure 5.3 Global Maximum versus Local Maximum Response RatesFigure 5.4 Customer Problem PresentationFigure 5.5 Sample Customer Discovery ScorecardFigure 5.6 Understanding Customer Interactions

8 Chapter 6Figure 6.1 Sample Customer Discovery Report Card

9 Chapter 7Figure 7.1 Is This Business Worth Doing?Figure 7.2 Sample Financial Analysis

10 Chapter 8 Figure 8.1 Customer Validation: Overview of the Process

11 Chapter 9Figure 9.1 Phase 1 – Get Ready to SellFigure 9.2 Product Positioning StatementFigure 9.3 Product Positioning Statement ExampleFigure 9.4 The “Get Customers” Funnel in Physical ChannelsFigure 9.5 The “Get Customers” Funnel in Web/Mobile ChannelsFigure 9.6 A Sample Acquire Plan and TimetableFigure 9.7 The “Get Customers” Activation Activities in Web/Mobile ChannelsFigure 9.8 The landing page is where activation most often begins.Figure 9.9 Example of a Simple Activation FunnelFigure 9.10 Direct e-book Publishing Food ChainFigure 9.11 Book Publishing Physical Channel Food ChainFigure 9.12 Channel Responsibility MapFigure 9.13 Channel DiscountsFigure 9.14 Channel Financial RelationshipsFigure 9.15 Channel Diagram for a Complex Multi-Sided MarketFigure 9.16 Metrics to Measure, in the “Get Customers” Funnel Web/Mobile ChannelsFigure 9.16b “Grow Customer” Referrals happen through “Viral loops.”Figure 9.17 Example of a Simple DashboardFigure 9.18 Support/Approval MatrixFigure 9.19 Example of an Influence MapFigure 9.20 Example of an Access Map

12 Chapter 10Figure 10.1 Steps for “Get Out of the Building and Sell” by ChannelFigure 10.2 The “Get Customers” Funnel in Physical ChannelsFigure 10.3 Sample A/B Tests Compare Changing Home Page ResultsFigure 10.4 Usability Tests happen in Starbucks or test facilitiesFigure 10.5 Example of Heat MappingFigure 10.6 Example of Eye TrackingFigure 10.7 The “Get Customers” Funnel in Web/Mobile ChannelsFigure 10.8 Typical Influence Map in a Company Organized by FunctionFigure 10.9 Core StrategyFigure 10.10 Example of an Access Strategy MapFigure 10.11 Example of a Sales RoadmapFigure 10.12 The “Keep Customers” Funnel in Web/Mobile ChannelsFigure 10.13 Cohort Analysis of a Sales FunnelFigure 10.14 “Grow Customers” Activation Activities in Web/Mobile Channels

13 Chapter 11Figure 11.1 Example of an External Audit QuestionnaireFigure 11.1 Example of Product Positioning

14 Chapter 12Figure 12.1 Review Business Model HypothesesFigure 12.2 Business Model ChecklistFigure 12.3 Revenue Growth in New and Existing MarketsFigure 12.4 Revenue Growth in a Resegmented Market

1 Cover

2 Table of Contents

3 Chapter

1 iii

2 iv

3 vii

4 viii

5 ix

6 x

7 xi

8 xii

9 xiii

10 xiv

11 xv

12 xvi

13 xvii

14 xviii

15 xix

16 xx

17 xxi

18 xxii

19 xxiii

20 xxiv

21 xxv

22 xxvi

23 xxvii

24 xxviii

25 xxix

26 xxxi

27 1

28 2

29 3

30 4

31 5

32 6

33 7

34 8

35 9

36 10

37 11

38 12

39 13

40 14

41 15

42 16

43 17

44 18

45 19

46 20

47 21

48 22

49 23

50 24

51 25

52 26

53 27

54 28

55 29

56 30

57 31

58 32

59 33

60 34

61 35

62 36

63 37

64 38

65 39

66 40

67 41

68 42

69 43

70 44

71 45

72 46

73 47

74 48

75 49

76 50

77 51

78 52

79 53

80 54

81 55

82 56

83 57

84 58

85 59

86 60

87 61

88 62

89 63

90 64

91 65

92 66

93 67

94 68

95 69

96 70

97 71

98 72

99 73

100 74

101 75

102 76

103 77

104 78

105 79

106 80

107 81

108 82

109 83

110 84

111 85

112 86

113 87

114 88

115 89

116 90

117 91

118 92

119 93

120 94

121 95

122 96

123 97

124 98

125 99

126 100

127 101

128 102

129 103

130 104

131 105

132 106

133 107

134 108

135 109

136 110

137 111

138 112

139 113

140 114

141 115

142 116

143 117

144 118

145 119