What's Inside > Table of Contents

Foreword

Read the Foreword by Angel Investor David Mann

Introduction

Read Wendy's overview of the book!

• The Polite Nod
• The Language of Business
• So what? who cares? why you?^®: The Spadework
• What You'll Find Inside
• How to Use This Workbook
• Before You Begin

Part 1: So what?

In this section you will convincingly answer: What is the business problem you are solving and how "burning" is that problem? If the idea has a real opportunity, in what market space does it fit?

1.0 What's Your Idea?

• From Lab to Life
• Your Idea on a Napkin
• Concrete Language
• Tell Me More

2.0 What's the Problem?

• What's the Real Problem?
• What Makes a Problem "Real"
• Real Pain Statements
• Spell Out the Opportunity

3.0 Where Does Your Idea Fit?

Read this sample chapter!

• Your Market Space
• What's Your Category?
• Draw Your Category Map
• Define Your Category Strategy

Part 2: who cares?

In this section you will convincingly answer: Who will pay money to solve this problem? Who will pay the most to solve this problem? Why will they buy your solution? How do you plan to reach them?

4.0 Who's Your Customer?

• Markets, Segments, and Lead Customers
• Schools of Customers^®
• Casting for Customers

5.0 What's Your Path to Market?

• Your Plan of Attack
• Relationships: Your Ecosystem Partners
• The Route: Channels of Distribution
• Map Your Channels

6.0 Where's the Money?

• What's Your Business Model?
• Give Your Business Model a Backbone
• A Model for Licensing
• Test Drive Your Model
• Back-Pocket Metrics

Part 3: why you?

In this section you will convincingly answer: What makes your idea different in a way that others will value? What is your competitive edge and how do you plan to sustain it?

7.0 What's Your Competitive Edge?

• Competitive Positioning
• Are you a Penguin or a Pink Flamingo?
• Who's Your Competition?
• Define Your Competitive Edge?
• What's Your "Unlike" Statement?

8.0 Who's on the Team?

• Your Team DNA
• Can You Execute?
• Your Network

9.0 What's Your Story?

• Your Storyboard
• The Platform
• The Investor Package

10.0 Now What?