Trajectory: Startup: Ideation to Product/Market Fit―A Handbook for Founders and Anyone Supporting Them

CONTENTS
ACKNOWLEDGMENTS
FOREWORD
INTRODUCTION
PART ONE: Context Matters
Why Are You Doing This?
SLIDE ZERO: STARTING WITH YOUR WHY
What Do You Need to Do?
IT STARTS WITH THE MARKET
DON’T FORGET THE PRODUCT
SELLING INTO THE MARKET
How Are You Going to Do It?
STARTUPS 101
Why Do Startups Fail or Succeed?
Startup Economics
THE VENN OF BUSINESS MODELS
TWO PERSPECTIVES—FOUNDER AND INVESTOR
HOW INVESTORS MAKE MONEY
PART TWO: Doing the Work
Ideation, Research, Competition, Markets, and Scorecard
RESEARCHING YOUR IDEA
COMPETITIVE LANDSCAPE
MARKETS
SCORING YOURSELF
NEXT STEPS
Customer Development, Pivoting, Awkward Cofounder Discussions, and Telling Your Story
CUSTOMER DEVELOPMENT
PIVOTING
AWKWARD COFOUNDER DISCUSSIONS
TELLING YOUR STORY
DELIVERABLES
Value Propositions, MVP, Features, and Costs
VALUE PROPOSITIONS
MINIMUM VIABLE PRODUCT (MVP)
Marketing, Sales, Revenue Models, and Pricing
MARKETING
SALES
PRICING
Preparing to Pitch, Fundraising 101
PREPARING TO PITCH
HOW TO VALUE A STARTUP
DOS AND DON’TS OF FUNDRAISING
LAUNCHING/MILESTONES
PART THREE: Breaking Down Business Models
RESEARCH RESULTS
Business and Revenue Models
THE FOURTEEN REVENUE MODELS
SERVICES/FEE FOR SERVICE
COMMERCE
SUBSCRIPTION
METERED SERVICES
TRANSACTION FEE/AFFILIATE/RENTALS
PRODUCTIZE A SERVICE
COMBINATIONS
MARKETPLACE
LEAD GENERATION
GAMING
ADVERTISING/SEARCH
NEW MEDIA
BIG DATA
LICENSING
SUMMARY—THE FIFTEENTH MODEL?
PART FOUR: Go/No Go
Increasing Your Odds of Success
Startup Business Mechanics and Compensation
CHOOSING A STARTUP LAWYER
COMPENSATION
Building the Community You Want to Be Part Of
EPILOGUE
THERE IS SO MUCH MORE TO COVER
FAILING SMART AND STARTING OVER
ADDENDUM/RESOURCES
ABOUT THE AUTHOR