More than 100,000 entrepreneurs rely on this book.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:Avoid the 9 deadly sins that destroy startups' chances for successUse the Customer Development method to bring your business idea to lifeIncorporate the Business Model Canvas as the organizing principle for startup hypothesesIdentify your customers and determine how to "get, keep and grow" customers profitablyCompute how you'll drive your startup to repeatable, scalable profits.The Startup Owner s 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.

How to Read This Book viiPreface xiiiWho is This Book For? xviiIntroduction xxiA Repeatable Path xxiiWhy a Second Decade? xxivThe Four Steps: A New Path xxixGetting StartedChapter 1: The Path to Disaster: A Startup is Not a Small Version of a Big Company 1Chapter 2: The Path to the Epiphany: The Customer Development Model 19The Customer Development Manifesto 31Step One: Customer DiscoveryChapter 3: An Introduction to Customer Discovery 53Chapter 4: Customer Discovery, Phase One: State Your Business Model Hypotheses 69Chapter 5: Customer Discovery, Phase Two: "Get Out of the Building" to Test the Problem: "Do People Care?" 189Chapter 6: Customer Discovery, Phase Three: "Get Out of the Building" and Test the Product Solution 227Chapter 7: Customer Discovery, Phase Four: Verify the Business Model and Pivot or Proceed 257Step Two: Customer ValidationChapter 8: Introduction to Customer Validation 277Chapter 9: Customer Validation, Phase One: "Get Ready to Sell" 291Chapter 10: Customer Validation, Phase Two: "Get Out of the Building and Sell!" 357Chapter 11: Customer Validation, Phase Three: Develop Product and Company Positioning 413Chapter 12: Customer Validation, Phase Four: The Toughest Question of All: Pivot or Proceed? 429The Startup Owner's Manual "Site" Map 465Appendix A: Customer Development Checklists 469Appendix B: Glossary 531Appendix C: How to Build a Web Startup: A Simple Overview 541Acknowledgements 549About the Authors 553Index 557