Testing Business Ideas A Field Guide For Rapid Exp... - (Copyright)

Copyright © 2020 by David Bland and Alex Osterwalder. All rights reserved.
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You’re holding a field guide for rapid experimentation.
Use the 44 experiments inside to find your path to scale.
Systematically win big with small bets by...
Testing
Business
Ideas
strategyzer.com/test
WRITTEN BY
David J. Bland
Alex Osterwalder
DESIGNED BY
Alan Smith
Trish Papadakos
Osterwalder,
Reduce the
risk of your
business idea
IV
Design and run your

first experiments
Learn how the

testing process works
This book will help you Start Testing

Business Ideas
You are relatively new to the concept of Testing
Business Ideas. Maybe you’ve read the leading books
in the domain by Steve Blank and Eric Ries, maybe
you haven’t. However, you do know that you want to
get started. You are eager to test your ideas.
Osterwalder,
Reduce risk and
Be able to share uncertainty of new
an extensive test- ideas across your
ing library with all organization.
your teams.
Learn about
experimentation
ceremonies.
Bullet-proof your
business ideas with
stronger evidence
Fine-tune your than you’ve ever
testing process gathered before.
Discover an extensive
experiment library that
goes beyond interviews,
surveys, and minimum
viable products
Boost your Scale Testing

Testing Skills in Your Organization
You are very familiar with the process of Testing You are tasked with systematizing and scaling testing
Business Ideas. You have read all of the books that activities in your organization. You are experienced
cover the topic. You have run several projects and with the topic and are looking for state-of-the-art
built minimum viable products. Now you want to up practical thinking to bring to teams throughout your
your game and boost your testing skills. organization.
Osterwalder,
Which best describes you?
Corporate Innovator who is challenging the

status quo and who is building new business
ventures within the constraints of a large
This book was made for organization.
VI Corporate Innovators,
Startup Entrepreneurs,
and Solopreneurs.
Startup Entrepreneur who wants to test the

building blocks of your business model to
avoid wasting the time, energy, and money
of the team, cofounders, and investors.
Solopreneur who has a side hustle or

an idea that isn’t quite yet a business.
Osterwalder,
Which of the following resonates with you?
□□ I am seeking to find new □□ I want to succeed at creat- □□ I understand that to be

ways to experiment, instead ing new growth but don’t truly disruptive, I need a
of always relying on focus want to accidentally dam- dedicated team who owns
groups, interviews, and age my company’s brand in the work and is capable of
surveys. the testing process. creating their own evidence.
VII
□□ I know the perils of prema- □□ I know that I need to □□ I want to fall asleep at □□ I am mindful that we need
turely scaling a company allocate limited resources night knowing we've spent to show evidence of prog-
that isn’t quite ready yet, so wisely and make decisions our frantic day working on ress to justify current and
I want to test my business based on strong evidence. the most important things future investment rounds.
model to produce evidence that matter to our startup’s
that shows I am on the right success.
track.
□□ I don’t have the resources of □□ I haven’t necessarily tried □□ I eventually want to devote □□ I have read a few books on
a funded startup, let alone any of this before, so I want all of my time to this idea, entrepreneurship, but need
a corporation. to make these late nights but it all seems so risky. In guidance on how to test my
and weekends worth it. order to make the leap, I'll ideas and what types of
need the evidence that I'm experiments to run.
onto something big.
Osterwalder,
How to Get from a Good Idea
to a Validated Business
Too many entrepreneurs and innovators exe-
cute ideas prematurely because they look
great in presentations, make excellent sense
in the spreadsheet, and look irresistible in
the business plan… only to learn later that
their vision turned out to be a hallucination.
Systematically applying Customer Development

and Lean Startup
This book builds on the seminal work by Steve Blank
whose Customer Development methodology and the
concept of “getting out of the building” to test busi-
ness ideas launched the Lean Startup movement and Don’t make the mistake
VIII Eric Ries who coined the term Lean Startup. of executing business ideas
without evidence: test your
ideas thoroughly, regardless
of how great they may seem
in theory.
Idea Search & Testing Execution Business
Osterwalder,
“No business plan survives Navigate the Experiment Library in
first contact with customers.” This Book to Make Your Ideas Bulletproof
STEVE BLANK Testing is the activity of reducing the risk of pursuing

Inventor of Customer Development and ideas that look good in theory, but won’t work in real-
Godfather of the Lean Startup Movement ity. You test ideas by conducting rapid experiments
that allow you to learn and adapt.
This book outlines the most extensive testing
library on the market to help you make your ideas
bulletproof with evidence. Test extensively to avoid
wasting time, energy, and resources on ideas that
won’t work.
The entrepreneur’s and

innovator’s #1 task is to IX
reduce risk and uncertainty.
Uncertainty
& Risk
Idea Search & Testing Execution Business
Discovery Validation
Discover if your general Validate the direction In this book we use the discovery and validation
direction is right. you’ve taken. Confirm phases from Steve Blank’s The Startup Owner’s
Test basic assumptions. with strong evidence
Get first insights to that your business idea Manual as the foundation of our process. We heavily
course correct rapidly. is very likely to work. build on his original work.
Osterwalder,

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Copyright © 2020 by David Bland and Alex Osterwalder. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

ISBN 9781119551447 (Paperback)

Cover Design and Front Cover Illustration: © Alan Smith

Design and run your

Learn how the

This book will help you Start Testing

Boost your Scale Testing

Corporate Innovator who is challenging the

Startup Entrepreneur who wants to test the

Solopreneur who has a side hustle or

□□ I am seeking to find new □□ I want to succeed at creat- □□ I understand that to be

Systematically applying Customer Development

Idea Search & Testing Execution Business

STEVE BLANK Testing is the activity of reducing the risk of pursuing

The entrepreneur’s and

Idea Search & Testing Execution Business

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