In his new book, Fail Fast or Win Big: The Start-up Plan for Starting Now, author Bernhard Schroeder gives you the edge he believes you'll need to be an entrepreneur who can launch a profitable business—in 90 days or less.
He draws on his work with many talented entrepreneurs (the founders of Yahoo! and Amazon included), and presents a proven expedient route to start-up success. That expedited route includes fostering entrepreneurship by facilitating the introduction of product and service “rough drafts” to customers, and then, based on feedback, swiftly adjusting—or dumping—them. Schroeder calls this The LeanModel Framework.
Readers will quickly become adept at:
- Leveraging all the lean resources around them, from their own skill set, local community, and personal circles to professional networks, online resources, and technology tools.
- Developing and evolving a solid business model, rather than agonizing over writing a formal business plan, with attention to their venture’s unique value, target segments, key partners, and creating a customer relationship “feeling.”
- Rapid prototyping—developing a rapid prototype sample product or service and getting it out there quickly to test customer response, then seizing on that feedback to tweak, overhaul, or completely abandon their breakout offering.
- Seeking out and trusting customer truth, which demands never assuming that they know what a customer wants or needs, relentlessly researching the marketplace and trends, and frequently talking with and always listening to real customers.
- Getting their start-up off the ground with alternative sources of funding, with particular attention the payoff of crowdfunding and pointers on preparing an effective reward or equity campaign...and more
Schroeder is the Director of Programs at the Lavin Entrepreneurship Center at San Diego State University. He also teaches entrepreneurship, innovation, and creativity courses.
Schroeder helped to create a $1 billion company CKS|Partners, the world’s largest integrated marketing communications agency. He has worked with American Express, Apple, Mazda, GM, Kellogg’s, Levi’s, Nikon, and Visa, among many outstanding firms and brands. He was also involved in the initial branding and marketing launches for Amazon, ESPN Online, Travelocity, and Yahoo!
Thanks to AMACOM, the book publisher, for sending me an advance copy of the book.