{"product_id":"the-agile-start-up-isbn-9781118548264","title":"The Agile Start-Up","description":"\u003cb\u003eAn inspiring and impactful compilation of the most important lessons of entrepreneurship\u003c\/b\u003e  \u003cp\u003eThe tools of a digital age make it easier than ever to start a new business. And with billion-dollar IPOs and acquisitions making weekly headlines, the potential rewards are enormous. But even with all of the advantages and resources that today's entrepreneurs have access to, the likelihood of any one business succeeding is slim. That's why you need the simple, clear lessons found in \u003ci\u003eThe Agile Startup\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003eEngaging and informative, \u003ci\u003eThe Agile Startup\u003c\/i\u003e doesn't offer step-by-step instructions on how to build a better mousetrap. Instead, it shows you how to build companies that continually adapt to the \"real\" world. Along the way, you'll discover you're not alone in your entrepreneurial endeavors, and that almost every challenge a startup can face has already been faced, and overcome, by someone in the past.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eContains lessons culled from decades of creating successful companies, which includes possessing a flexible mindset\u003c\/li\u003e \u003cli\u003eProvides valuable insights, based on a market-driven philosophy, regarding launching and managing products, businesses, and brands\u003c\/li\u003e \u003cli\u003eWritten by two authors who have a combined sixty-plus years of startup experience and understand the reasons behind their successes and failures\u003c\/li\u003e \u003cli\u003eA companion Website contains supplementary material that allows you to learn in a hands-on fashion long after closing the book\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe journey of a startup is daunting. Think about everything that has to be overcome and you'll quickly see that the odds are stacked heavily against you. But with \u003ci\u003eThe Agile Startup\u003c\/i\u003e as your guide, you'll learn exactly what it takes to succeed in your entrepreneurial endeavors.\u003c\/p\u003e \u003cp\u003eWhy You Should Read This Book xiii\u003c\/p\u003e \u003cp\u003eThe Entrepreneur’s Life Cycle xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Agile Philosophy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRule #1 3\u003c\/p\u003e \u003cp\u003eWhat’s Your Why? 4                                             \u003c\/p\u003e \u003cp\u003eYou are Wrong 7\u003c\/p\u003e \u003cp\u003eHeaven . . . and Hell 8\u003c\/p\u003e \u003cp\u003eYou Get Only 15,000 Days 11\u003c\/p\u003e \u003cp\u003eThe Entrepreneurial Method 12\u003c\/p\u003e \u003cp\u003eFocus on Problems, Not Solutions 15\u003c\/p\u003e \u003cp\u003eThree Requirements for Success 16\u003c\/p\u003e \u003cp\u003eDreamers versus Doers 19\u003c\/p\u003e \u003cp\u003eGet Out of the Building 20\u003c\/p\u003e \u003cp\u003eBusiness Plans are Worthless 23\u003c\/p\u003e \u003cp\u003eLet Them Steal it 24\u003c\/p\u003e \u003cp\u003eEmbarrass Yourself 27\u003c\/p\u003e \u003cp\u003eFail Fast—and Often 28\u003c\/p\u003e \u003cp\u003eContain Risk as Early as Possible 31\u003c\/p\u003e \u003cp\u003eFirst, Decide What Not to Do 32\u003c\/p\u003e \u003cp\u003eRules? What Rules? 35\u003c\/p\u003e \u003cp\u003eFOCUS—Follow One Course Until Successful 36\u003c\/p\u003e \u003cp\u003eDon’t Drink the Kool-Aid 39\u003c\/p\u003e \u003cp\u003eGet in over Your Head 40\u003c\/p\u003e \u003cp\u003eThere is No Silver Bullet 43\u003c\/p\u003e \u003cp\u003eIt Ain’t a Problem ’Til it’s a Problem 44\u003c\/p\u003e \u003cp\u003eLaunch to Learn 47\u003c\/p\u003e \u003cp\u003eResourcefulness, Not Resources 48\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Make it Feasible\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIs it Feasible? 53\u003c\/p\u003e \u003cp\u003eASS Out of U and ME 54\u003c\/p\u003e \u003cp\u003eThree Questions You Must Answer 57\u003c\/p\u003e \u003cp\u003eDouble Your Worst Case 58\u003c\/p\u003e \u003cp\u003eFive Risk Factors 61\u003c\/p\u003e \u003cp\u003eProduct 1.0—A Brochure 62\u003c\/p\u003e \u003cp\u003eGood Ideas, Bad Businesses 65\u003c\/p\u003e \u003cp\u003eWrong Questions → Wrong Answers 66\u003c\/p\u003e \u003cp\u003eVitamin, Painkiller, or Cure? 69\u003c\/p\u003e \u003cp\u003eCreate Massive Value 70\u003c\/p\u003e \u003cp\u003eWhy Won’t it Work? 73\u003c\/p\u003e \u003cp\u003eShow Me the Money 74\u003c\/p\u003e \u003cp\u003eDoes it Pencil? 77\u003c\/p\u003e \u003cp\u003ePlay Dumb 78\u003c\/p\u003e \u003cp\u003eTake a Haircut 81\u003c\/p\u003e \u003cp\u003eIf You Build it, Will They Come? 82\u003c\/p\u003e \u003cp\u003eBuying Customers 85\u003c\/p\u003e \u003cp\u003eCLV \u0026gt;= 2 × CAC 86\u003c\/p\u003e \u003cp\u003eCash is More Important than Your Mother 89\u003c\/p\u003e \u003cp\u003eThink Like a VC 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Customers and Competition\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBreak it Down 95\u003c\/p\u003e \u003cp\u003eRide the Wave 96\u003c\/p\u003e \u003cp\u003eKnow Thy Market 99\u003c\/p\u003e \u003cp\u003eWII.FM—Your Favorite Radio Station 100\u003c\/p\u003e \u003cp\u003eTell Me What Sucks 103\u003c\/p\u003e \u003cp\u003eYou Can’t Boil the Ocean 104\u003c\/p\u003e \u003cp\u003eReframe the Competition 107\u003c\/p\u003e \u003cp\u003eMake a Competitive Matrix 108\u003c\/p\u003e \u003cp\u003eDifferentiate or Die 111\u003c\/p\u003e \u003cp\u003eCompetition is a Good Thing 112\u003c\/p\u003e \u003cp\u003eFollow the Leader 115\u003c\/p\u003e \u003cp\u003eFast Followers Finish First 116\u003c\/p\u003e \u003cp\u003e10× Better 119\u003c\/p\u003e \u003cp\u003eYou Need a Moat 120\u003c\/p\u003e \u003cp\u003eZero Degrees of Separation 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Making Money\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat’s Your Business Model? 127\u003c\/p\u003e \u003cp\u003eThe Best Source of Capital 128\u003c\/p\u003e \u003cp\u003eHow Do You Make Money? 131\u003c\/p\u003e \u003cp\u003eGross Profit Margins 132\u003c\/p\u003e \u003cp\u003ePrefer Variable to Fixed 135\u003c\/p\u003e \u003cp\u003eGo Bootstrap Yourself 136\u003c\/p\u003e \u003cp\u003eThe First Rule to Making Money 139\u003c\/p\u003e \u003cp\u003eThe First Dollar is the Hardest 140\u003c\/p\u003e \u003cp\u003eBottoms Up 143\u003c\/p\u003e \u003cp\u003eBuild a (Bad) Financial Model 144\u003c\/p\u003e \u003cp\u003eHow Much Runway? 147\u003c\/p\u003e \u003cp\u003eKnow Your Do-or-Die Numbers 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Marketing\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLuck is Not a Plan 153\u003c\/p\u003e \u003cp\u003eWhat’s Your Positioning? 154\u003c\/p\u003e \u003cp\u003eHold the Presses 157\u003c\/p\u003e \u003cp\u003eOld Meets New 158\u003c\/p\u003e \u003cp\u003eSell Wants, but Deliver Needs 161\u003c\/p\u003e \u003cp\u003eHow Can I Help You? 162\u003c\/p\u003e \u003cp\u003eTurn $1 into $2+ 165\u003c\/p\u003e \u003cp\u003eDo it Twice 166\u003c\/p\u003e \u003cp\u003ePerception is Reality 169\u003c\/p\u003e \u003cp\u003eBe a Guerrilla Marketer 170\u003c\/p\u003e \u003cp\u003eThe Secret to Writing Copy That Sells 173\u003c\/p\u003e \u003cp\u003ePromise . . . Then Overdeliver 174\u003c\/p\u003e \u003cp\u003eYour Brand Talks 176\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Team\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNot So Fast, Partner 179\u003c\/p\u003e \u003cp\u003eGet a Pre-Nup 180\u003c\/p\u003e \u003cp\u003eABCs of Hiring 183\u003c\/p\u003e \u003cp\u003eYour Startup is a Boat 184\u003c\/p\u003e \u003cp\u003eThe Build\/Sell Team 187\u003c\/p\u003e \u003cp\u003eMake Sure You’re Aligned 188\u003c\/p\u003e \u003cp\u003eHow to Get the Best People 191\u003c\/p\u003e \u003cp\u003eFire Yourself 192\u003c\/p\u003e \u003cp\u003eYou are Not Scalable 195\u003c\/p\u003e \u003cp\u003eMess with the Vest, Die Like the Rest 196\u003c\/p\u003e \u003cp\u003eDelegate, Don’t Abdicate 199\u003c\/p\u003e \u003cp\u003eForm an Advisory Board 200\u003c\/p\u003e \u003cp\u003eWho’s the Boss? 203\u003c\/p\u003e \u003cp\u003eThe Right Partner Formula 204\u003c\/p\u003e \u003cp\u003eHire Slow, Fire Fast 205\u003c\/p\u003e \u003cp\u003eSharing a Submarine 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Pitching Your Startup\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGet Your Story Straight 209\u003c\/p\u003e \u003cp\u003eGet to the Next Step 210\u003c\/p\u003e \u003cp\u003eHalf as Long is Twice as Good 213\u003c\/p\u003e \u003cp\u003eFirst Rule of Elevator Pitches 214\u003c\/p\u003e \u003cp\u003eGet Used to Rejection 217\u003c\/p\u003e \u003cp\u003eUse the Use Case 218\u003c\/p\u003e \u003cp\u003eMake it Stick 221\u003c\/p\u003e \u003cp\u003eName it and Frame it 222\u003c\/p\u003e \u003cp\u003eFind the Hot Buttons 225\u003c\/p\u003e \u003cp\u003eFake it ’Til You Make it 226\u003c\/p\u003e \u003cp\u003eBe Simple, Not Simplistic 229\u003c\/p\u003e \u003cp\u003eDon’t Bury the Lead 230\u003c\/p\u003e \u003cp\u003eBack of a Business Card 232\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Investors\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYou are the First Investor 235\u003c\/p\u003e \u003cp\u003eGot Traction? 236\u003c\/p\u003e \u003cp\u003eObsessed 239\u003c\/p\u003e \u003cp\u003ePigs Get Slaughtered 240\u003c\/p\u003e \u003cp\u003eInvestors are Not Created Equal 243\u003c\/p\u003e \u003cp\u003eDo You Want to Be Rich or Be King? 244\u003c\/p\u003e \u003cp\u003eWhen No Leads to Yes 247\u003c\/p\u003e \u003cp\u003eThe Train is Leaving the Station 248\u003c\/p\u003e \u003cp\u003eCalling All Angels 251\u003c\/p\u003e \u003cp\u003eThe Lemmings Need a Leader 252\u003c\/p\u003e \u003cp\u003eDon’t Expect to Hear “No” 255\u003c\/p\u003e \u003cp\u003eSave the Best for Last 256\u003c\/p\u003e \u003cp\u003eGet to Your Next Milestone 259\u003c\/p\u003e \u003cp\u003eFuel to the Fire 260\u003c\/p\u003e \u003cp\u003eA Demo is Worth 1,000 Words 263\u003c\/p\u003e \u003cp\u003eMoney Only Buys Time 264\u003c\/p\u003e \u003cp\u003eIf You Want Money, Ask for Advice 267\u003c\/p\u003e \u003cp\u003eThe Investor Triad 268\u003c\/p\u003e \u003cp\u003eThe Day You Take an Investor’s Money 271\u003c\/p\u003e \u003cp\u003eWhat’s the Business Worth? 272\u003c\/p\u003e \u003cp\u003eValuation isn’t Everything 275\u003c\/p\u003e \u003cp\u003eFriends, Family, and Fools 276\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Building the Business\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNail it before You Scale it 279\u003c\/p\u003e \u003cp\u003eTipping Point 280\u003c\/p\u003e \u003cp\u003eThink on Paper 283\u003c\/p\u003e \u003cp\u003eThe First Question to Ask 284\u003c\/p\u003e \u003cp\u003eMake Meetings Matter 287\u003c\/p\u003e \u003cp\u003eHope for the Best, Plan for the Worst 288\u003c\/p\u003e \u003cp\u003eExpect the Unexpected 291\u003c\/p\u003e \u003cp\u003eBe Your Own Customer 292\u003c\/p\u003e \u003cp\u003eThink Big, Execute Small 295\u003c\/p\u003e \u003cp\u003eForget the Mission Statement 296\u003c\/p\u003e \u003cp\u003eMetrics Matter 299\u003c\/p\u003e \u003cp\u003eYour Network is Your Net Worth 300\u003c\/p\u003e \u003cp\u003eWho’s the Bad Guy? 303\u003c\/p\u003e \u003cp\u003eYour Reputation Precedes You 304\u003c\/p\u003e \u003cp\u003eBuild it Like You’re Going to Sell it 307\u003c\/p\u003e \u003cp\u003eBe Frugal, Not Cheap 308\u003c\/p\u003e \u003cp\u003eWhen the S#!t Hits the Fan (and it Will) 311\u003c\/p\u003e \u003cp\u003eKnow When to Fold ’Em 312\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 What to Know Before You Go\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStartups are Boring 317\u003c\/p\u003e \u003cp\u003eYoung at Heart 318\u003c\/p\u003e \u003cp\u003eYour Three Hats 321\u003c\/p\u003e \u003cp\u003eYou are on Your Own 322\u003c\/p\u003e \u003cp\u003eDangers in the Moonlight 325\u003c\/p\u003e \u003cp\u003eThe Part-Time Entrepreneur 326\u003c\/p\u003e \u003cp\u003eA Family Affair 329\u003c\/p\u003e \u003cp\u003eCongratulations, It’s a Boy! 330\u003c\/p\u003e \u003cp\u003eTen Things You Should Never Do Before Starting 333\u003c\/p\u003e \u003cp\u003eThe Five-Year Overnight Success 334\u003c\/p\u003e \u003cp\u003eConclusion 335\u003c\/p\u003e \u003cp\u003eAcknowledgments 337\u003c\/p\u003e \u003cp\u003eRecommended Reading 339\u003c\/p\u003e \u003cp\u003eAbout the Authors 341\u003c\/p\u003e \u003cp\u003eOnline Course Offer 343\u003c\/p\u003e \u003cp\u003eIndex 345\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJEFF SCHEINROCK\u003c\/b\u003e is currently a Continuing Lecturer at UCLA Anderson School of Management. He is also President and CFO of the venture investment firm Originate. Scheinrock has personally raised over $1 billion in venture capital, served as the chief investment officer of a fund-of-funds, and helped take Packard Bell from inception to over $7 billion in annual revenue. He has negotiated in excess of $1 billion in bank debt and $3 billion in trade credit from companies such as Intel, Microsoft, Panasonic, Tatung, Lite-On, and Seagate. Scheinrock also handled the negotiation and structuring of many acquisitions, including Zenith Data Systems and Ark Interface Software, among others.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMATT RICHTER-SAND\u003c\/b\u003e is a serial entrepreneur, having launched three businesses. An Air Force veteran, he earned an MBA from UCLA before spending two years as a venture capitalist. Currently, he mentors entrepreneurs and is actively building his third startup.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eEven with all of the resources\u003c\/b\u003e that today's entrepreneurs have access to, the chances of getting a company off the ground and then having it succeed are slim at best. But if you're one of the fortunate few who manage to get your startup off the runway, building and leading your own company can be one of the most rewarding experiences of your life. Nobody understands this better than coauthors Jeff Scheinrock and Matt Richter-Sand. Now, with \u003ci\u003eThe Agile Startup\u003c\/i\u003e, they share the lessons they've learned over the years while founding startups, working with early-stage companies, and consulting with entrepreneurs.\u003c\/p\u003e \u003cp\u003eEngaging and accessible, this reliable resource is for every kind of entrepreneur, from those just starting out to the established early-stage CEO. It quickly shows you how to dodge painful, common, and avoidable mistakes and get your startup in a position to prosper. Through the hundreds of startup lessons found here, you'll be exposed to the latest ideas, philosophies, frameworks, and best practices for entrepreneurship in today's dynamic global markets. You'll gain valuable insights on essential issues, including:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eReducing your risk by turning assumptions into facts as quickly as possible\u003c\/li\u003e \u003cli\u003eHow to put together a powerhouse founding team and the best way to make partnerships work\u003c\/li\u003e \u003cli\u003eUsing your competition to gain an advantage, breaking down a market, and effectively acquiring customers\u003c\/li\u003e \u003cli\u003ePerfecting your startup pitch, from getting your audience to understand your idea in less than three seconds to a surprisingly simple way to figure out if your pitch is working\u003c\/li\u003e \u003cli\u003eHow to find the perfect investors and determine if you even need one in the first place\u003c\/li\u003e \u003cli\u003eTransitioning from the \"feasibility\" stage of the Entrepreneur's Lifecycle to actual business building activities\u003c\/li\u003e \u003cli\u003eAnd much more\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eAnd in an effort to maximize the value you'll get from this book, the authors have stamped every lesson with one or more of the six stages of the Entrepreneur's Lifecycle—the distinct stages every entrepreneur goes through—from pre-idea to scale. This will allow you to quickly get through the book if you're strapped for time, like most entrepreneurs are, and need to focus on a specific situation.\u003c\/p\u003e \u003cp\u003eFilled with time-tested strategies and crucial lessons from both successful ventures and those that have risen from the ashes of failed ideas, \u003ci\u003eThe Agile Startup\u003c\/i\u003e will put you in a better position to excel at this demanding endeavor and help you to start living your entrepreneurial dream.\u003c\/p\u003e \u003cp\u003eBe sure to visit www.agilestartup.com, where the authors frequently post new startup strategies. 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