Startup Bible by Guy Kawasaki (The Art of the Start)

I searched on Habré, I did not find a review of the Russian edition of the famous book Guy Kawasaki The Art of the Start (2004) (it was in English), so I decided to “close the gap” and share its brief content and my thoughts.

So, in the Russian version of the book was called “Startup. 11 workshops from ex-evangelist Apple and the most daring capitalist of Silicon Valley ".

If you produce breakthrough software for shrimp, then this book is for you.

Logically, the book is divided into 11 workshops:

1. Where to begin?
2. How to position?
3. How to present?
4. How to write a business plan?
5. How to become a bootstrapper?
6. How to pick up employees?
7. How to get capital?
8. How to build a partnership?
9. How to create a brand?
10. How to become a shaman?
11. How to become less?

Immediately striking is the pleasant metaphoric language, as well as Guy’s love for the words “Loch” and “Schmuck”, describing not-so-professional entrepreneurs.
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Presentations

Excellent talked about the presentation of startups, which should occur "for any lip-shifting." In addition to general tips on using the Arial font of a large size, there is a specific list of 10 slides for a presentation to investors (by the model of Guy 10/20/30 - 10 slides, 20 minutes, 30 font size):

1. Title
2. Problem
3. Decision
4. Business model
5. The secret of success
6. Marketing and sales
7. Competition
8. Management team
9. Financial forecasts and key indicators
10. Current achievements, schedule of use of funds

Bootstrapping (self-financing)

The main idea about forecasting with bootstrapping is to build a “bottom-up” forecast, and not vice versa (so as not to remind investors once again of the “story about Chinese soda”). Instead of the abstract 1% of the huge market, you need to build a forecast on real variables, such as the ability to make 10 calls a day as your sales manager.

Partnership

In this master class an interesting topic is touched upon, which for some reason is rarely touched on in other books. The main idea is “Build partnerships with large format goals”, i.e. so that it would give real advantages to both you and your potential partner (like Apple with Macs and Aldus with the program PageMaker). According to the technology of the partnership - find an internal leader who will move the partnership with a certain external company, do not get carried away with documentation and lawyers until you reach real agreements.

Branding

In short: branding = evangelism. Look for evangelists, support them, give them t-shirts and mugs (at one time Apple spent $ 2 million on t-shirts in a year).

For their company Garage in 1997, the guys made a children's T-shirt with the words: “I am a small businessman. My favorite letters: I, P and O ". Hundreds of these T-shirts have been sold! I would have bought my child with such a pleasure myself! I wonder what Russian startups will please Russian children;)

Summary

Absolute must-read for anyone who considers himself a startup or just an entrepreneur.

And finally: “The best defense of the idea is its talented embodiment” by Guy Kawasaki.