"I have read dozens of books on starting companies, but this is the
first that accurately captures why startups fail and provides a
tool for entrepreneurs and investors to measure and manage these
sources of failure." Michael Hatfield, Co-Founder, Cerent, Calix,
Cienna, and Carium. What makes a startup successful? This book,
from award-winning business school professors and a tech serial
entrepreneur, tells what makes startups successful. Instead of
telling startups what to do, like most startup books, they share
what startups should avoid. Along the way, they share small
business startup success stories gleaned from the How Built This
Podcast and their firsthand experiences. These stories of startup
success are contrasted with stories of startup failure from startup
graveyards and most notably, the Titanic. Like many of today's
startups, the Titanic hoped to disrupt the transportation industry
of its time. It fell short, to a disastrous outcome, from the same
sources that prevent startup success today. Get a startup game
plan! This startup book uses the Titanic and a sailing metaphor to
provide a startup roadmap template. It shows what makes startups
successfully navigate through challenges in startup investing,
founding, and hiring with a game plan to get through the Human
Ocean. It offers a startup guide to customer success in working
through the Marketing Ocean. It even highlights what startups need
to invest in to get through the Technical and Strategy Oceans. Its
Iceberg Index gives entrepreneurs, startups, and small businesses a
way to track their progress on the startup roadmap template. It
also helps investors assess what startups to invest in. Many
entrepreneurs assume that the Titanic was sunk by a single iceberg.
The Titanic Effect shows, that like many startups, it's not a
single misstep but a series of mistakes that keep a startup from
being successful. This combination of missteps is called the
Titanic Effect. Who can benefit from this startup roadmap?
Entrepreneurs in the early stages of building a startup. They will
learn what makes a startup successful. They will develop a to-do
list of decisions to make and actions to take. Small business
owners will also identify key next steps to building their startup
game plan. Investors can identify what to avoid in startup
investments and what startups to invest in. Students will learn how
to evaluate the success potential of a startup and will read small
business and startup success stories. These three co-authors have
witnessed firsthand what leads to startup success. They have made
it their mission to help entrepreneurs, startup founders and
startup investors succeed. Drs. Todd and M. Kim Saxton bring more
than two decades of academic and professional experience in
business strategy, entrepreneurship, marketing, and angel
investing. Serial tech entrepreneur, Michael Cloran, adds his two
decades' of experiences in launching his own startups as well as
building software products for other startups. In addition, the
co-authors serve on various boards of entrepreneurial ventures and
startup advisory associations. They have shared their expertise
from the stage to dozens of audiences, including students,
entrepreneurship and professional development associations,
academic societies, and global companies like Roche Diagnostics and
Pfizer Pharmaceuticals.
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