The Real Startup Book
Evidence-based guides and research methods from Kromatic
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The Real Startup Book
Dedication
Copyright
Foreword to the First Edition
Preface to the Second Edition
Who Is This Book for?
How to Use This Book
AI in This Book
Contributors
Introduction
What Are You Trying to Learn?
Market vs. Product
Generative vs Evaluative Research: When to Use Each
Hypothesis Checklist
The Index
Index of Questions
Index of Methods
Tags and Other Frameworks
Generative Market Research
AI-Moderated Interview at Scale
Card Sorting - Pain Points
Contextual Inquiry
Customer Discovery Interviews
▣
Data Mining
Customer Support Analysis
Search Trend Analysis
Web Traffic Analysis
Experience Sampling
Focus Groups
Open-Ended Survey
Social Media Campaign
Storyboard the Pain
Synthetic Persona Screening
Evaluative Market Experiments
Closed-Ended Survey
Comprehension Test
Secondary Market Research
▣
Value Proposition Test
Value Proposition Test - Online Ad
Value Proposition Test - Landing Page
Value Proposition Test - Flyer
Value Proposition Test - Fake Door
Value Proposition Test - Video
Value Proposition Test - Extended Landing Page
Value Proposition Test - High Bar
Value Proposition Test - Pocket
Value Proposition Test - Event
Value Proposition Test - Broken Promise
Value Proposition Test - Referral Program
Value Proposition Test - Sales Pitch
Value Proposition Test - Mock Sale
Value Proposition Test - Boomerang
Value Proposition Test - Crowdfunding
Value Proposition Test - Pop-Up Store
Value Proposition Test - Pre-Sales
Generative Product Research
Analog/Digital
Ask an Expert
Competitive Analysis
Competitor Usability Testing
Concierge Test
Demo Pitch
Dogfooding
Picnic in the Graveyard
▣
Prioritization Games
Prioritization Games - Buy a Feature
Prioritization Games - Card Sorting
Prioritization Games - Product Box
Prioritization Games - Speed Boat
Solution Interview
Storyboard the Solution
Evaluative Product Experiments
Dashboards
Net Promoter Score (NPS) Survey
▣
Product Prototyping
Product Prototyping - 3D Print
Product Prototyping - Clickable Prototype
Product Prototyping - Life-Sized Prototype
Product Prototyping - Mash-up
Paper Prototyping
Product Prototyping - Single Feature MVP
Product-Market Fit Survey
Usability Testing
Vibe-Coded Disposable MVP
Wizard of Oz
Out of the Box
A/B Testing
Off-Brand Testing
Scorecards
Afterword
Appendix
Content Principles
Tone of Voice
Editorial Style Guide
Version History
The Real Startup Book
The Real Startup Book
Sponsored by
Kromatic
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Dedication
