The Real Startup Book
Evidence-based guides and research methods from Kromatic
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The Real Startup Book
Dedication
Copyright
Foreword
Preface
Preface to the Second Edition
Who Is This Book for?
How to Use This Book
AI in This Book
Contributors
Version History
The Index
What Are You Trying to Learn?
Problem vs. Solution
Generative vs Evaluative Research: When to Use Each
Hypothesis Checklist
Index of Questions
Index of Methods
Tags and Other Frameworks
Generative Market Research
AI-Moderated Interview at Scale
Card Sorting - Pain Points
Contextual Inquiry: Watch Real Users in Their Environment
Customer Discovery Interviews: A Founder's How-To Guide
▣
Data Mining
Customer Support Analysis
Search Trend Analysis
Web Traffic Analysis
Experience Sampling
Focus Groups for Startups: When They Work and When They Lie
Open-Ended Survey
Social Media Campaign
Storyboard the Pain
Synthetic Persona Screening
Evaluative Market Experiments
Closed-Ended Survey & Questionnaire: When to Use Them
Comprehension Test: Does Your Messaging Actually Land?
Secondary Market Research for Startups: Sources & Limits
▣
Value Proposition Test
Value Proposition Test - Online Ad
Landing Page: Validate MVP Demand Cheap
Value Proposition Test - Flyer
Fake Door Test: Measure Real Demand Before You Build
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
Pre-Sales: Validate Demand Before You Build
Generative Product Research
Analog/Digital
Ask an Expert
Competitive Analysis for Startups: Frameworks & Examples
Competitor Usability Testing
Concierge MVP Test: Deliver the Service Manually First
Demo Pitch: Test Your Solution Pitch with Real Buyers
Dogfooding: Test Your Own Product as a Customer
Picnic in the Graveyard
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Prioritization Games
Prioritization Games - Buy a Feature
Prioritization Games - Card Sorting
Prioritization Games - Product Box
Prioritization Games - Speed Boat
Solution Interview: Pitch a Mock Solution and Listen Hard
Storyboard the Solution
Evaluative Product Experiments
Dashboards
Net Promoter Score (NPS) Survey: How and When to Use It
▣
Product Prototyping
Product Prototyping - 3D Print
Product Prototyping - Clickable Prototype
Product Prototyping - Life-Sized Prototype
Product Prototyping - Mash-up
Paper Prototyping: Test UX Ideas Before You Build
Product Prototyping - Single Feature MVP
Product-Market Fit Survey: How to Run the Sean Ellis Test
Usability Testing
Vibe-Coded Disposable MVP
Wizard of Oz Experiment: Fake the Backend, Test Demand
Out of the Box
A/B Testing for Startups: A Practical How-To Guide
Off-Brand Testing: Validate Without Burning Your Brand
Scorecards
Afterword
Appendix
Content Principles
Tone of Voice
Editorial Style Guide
The Real Startup Book
Preface
Preface
Preface
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Preface to the Second Edition
