The Entrepreneur's Guide to Customer Develoment

A "cheat sheet" to The Four Steps to the Epiphany

Brant Cooper, Patrick Vlaskovits

Publisher: Cooper-Vlaskovits, 2010, 103 pages

ISBN: 978-0982743607

Keywords: Entrepreneurship

Last modified: Dec. 15, 2013, 4:08 p.m.

This book is both an introduction for those unfamiliar with Lean concepts and highly actionable for Lean practitioners. It is a user friendly guide, written to be accessible to marketing professionals, Engineers startup founders and entrepreneurs, VCs, angels, and anyone else involved in building scalable startups.

Existing companies will benefit from applying Customer Development principles described in detail herein: for example, startups struggling to achieve market traction, or well established companies seeking to spark new innovation.

This is a business book for startups like no other. No fluff, but rather sound principles and concrete steps to take to build your business. Get up to speed on Customer Development now.

  1. Introduction
    • Why this book?
    • Who Should Read This?
  2. Customer Development
    • What Customer Development Is
    • What Customer Development Is Not
    • Three Levels of Learning
    • Getting Started
  3. Case Study: Naive Thinking
  4. Concept Definitions
    • Early Adopters/Early Evangelists
    • Segmentation
    • Market Type
    • "Non-Traditional" Business Model
    • Positioning
    • Product-Market Fit
    • Minimum Viable Product (MVP)
    • Lean Startup
    • Pivot
    • Getting Out of the Building
  5. Case Study: Multiple Pivots
  6. Know Thy Business
    • To the Whiteboard
    • An Example
    • Know Thyself
  7. Case Study: On Customer-Centric Cultures
  8. 8 Steps to Customer Discovery
    • Overview
    • Step 1. Document C-P-S Hypothesis
    • Step 2. Brainstorm Business Model Hypothesis
    • Step 3. Find prospects to talk to
    • Step 4. Reach out to prospects
    • Step 5. Engaging Prospects
    • Step 6. Phase Gate I Compile | Measure | Test
    • Step 7. Problem Solving  Fit/MVP
    • Step 8. Phase Gate II Compile | Measure | Test
  9. Case Study: Testing Towards a Scalable Business Model
  10. Conclusion
    • Summary
    • Resources
    • About the Authors


The Entrepreneur's Guide to Customer Develoment

Reviewed by Roland Buresund

Bad ** (2 out of 10)

Last modified: June 8, 2011, 8:47 p.m.

Regardless of the sub-title, this is in no way a "cheat-sheet" on how to think as an entrepreneur. This is a blatant try to profit from a more successful book by claiming it is an abridged version of what is already an abridged version on how to think when you start up a new company. And they even manage to contradict the original at a number of points!

This is pure rubbish, but the major complaint I have is that it burns too fast when I use it as start-up fuel in my fireplace.


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