The startup owner's manual. Vol. 1 : the step-by-step guide for building a great company

Introduction. A repeatable path ; Why a second decade? ; The four steps: a new path

Getting started. The path to disaster : a startup is not a small version of a big company ; The path to the epiphany : the customer development model ; The customer development manifesto

Step one : Customer discovery. An introduction to customer discovery ; Customer discovery, phase one: State your business model hypotheses ; Customer discovery, phase two : "Get out of the building" to test the problem : "Do people care?" ; Customer discovery, phase three : "Get out of the building" and test the product solution ; Customer discovery, phase four : Verify the business model and pivot or proceed

Step two : Customer validation. Introduction to customer validation ; Customer validation, phase one : "Get ready to sell" ; Customer validation, phase two : "Get out of the building and sell!" ; Customer validation, phase three : Develop product and company positioning ; Customer validation, phase four : The toughest question of all : pivot or proceed?

The startup owner's manual "site" map

Appendix A. Customer development checklists

Appendix B. Glossary

Appendix C. How to build a web startup : a simple overview