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      The Step-by-Step Guide for Building a Great Company

      Steve Blank and Bob Dorf

      The cover, design, and content are the same as the prior release and should not be considered a new or updated product.

      Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

      Published simultaneously in Canada.

      The Startup Owner’s Manual was originally published by K&S Ranch Publishing Inc., K&S Ranch Publishing Division in 2012.

      No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

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      ISBN 9781119690689 (Hardcover)

      ISBN 9781119690672 (ePDF)

      ISBN 9781119690726 (ePub)

      CONTENTS

      1  Cover

      2  How to Read This Book

      3  Preface

      4  Who Is This Book For?

      5  Introduction A Repeatable Path Why a Second Decade? The Four Steps: A New Path

      6  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)

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