[eBook Code] If You Build It Will They Come? (eBook Code, 1st)

Introduction Market Validation: Why Ready, Aim, Fire Beats Ready, Fire, Fire, Fire, Aim 1

Step 1 Ready—Could This Idea Fly?

Chapter One Ready: The Overview 35

Chapter Two Domain Knowledge: Where Did You Get Your Idea? 39

Chapter Three The Market: How Big is It, and How Fast is It Growing? 45

Chapter Four Lifecycles and Trends: How are These Affecting Your Market? 51

Chapter Five Your Competitors: What are They Doing? 71

Chapter Six The Experts: What Do They Say? 81

Chapter Seven The Ready Checklist 89

Step 2 Aim—What Do Your Future Customers Think?

Chapter Eight Aim: The Overview 95

Chapter Nine Research: Learning What You Really Need to Know 99

Chapter Ten Interviews: Getting to the Market Pain 113

Chapter Eleven Who are You After? Finding Your Target Audience 127

Chapter Twelve Turning Data into Results: How to Practically Apply All That You’ve Learned 137

Chapter Thirteen Outside Help: Using Research Professionals 143

Chapter Fourteen Countdown: Preparing the Market for Your Product 145

Chapter Fifteen The Aim Checklist 147

Step 3 Fire—Blasting into the Market

Chapter Sixteen Fire: The Overview 153

Chapter Seventeen Sales and Marketing: Budget for It 159

Chapter Eighteen The Details: Write Product Specs and Schedules 163

Chapter Nineteen Fast to Market: Get a Market-Oriented Product Out Quickly 171

Chapter Twenty Early Customers: Recruit Design Partners and Advisory Boards 179

Chapter Twenty-One Showtime: Launch, Market, and Sell the Product 189

Chapter Twenty-Two The Fire Checklist 195

About the Author 199

Index 201