Fail Fast or Win Big

The Start-Up Plan for Starting Now

 Fail Fast or Win Big

Author: Bernhard Schroeder
Pub Date: February 2015
Print Edition: $21.95
Print ISBN: 9780814434789
Page Count: 208
Format: Hardback
e-Book ISBN: 9780814434796

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As an entrepreneur, you are not in the business of writing business plans. You need to move faster. Market conditions evolve so rapidly today that by the time you could perfect a business plan, it would likely be obsolete and your competitors would have already beaten you to market. It makes more sense to remain lean, flexible, and willing to change with the marketplace. You need a new way of thinking and doing.

The LeanModel Framework™ is your way forward. This business framework strategy lets you forego many of the most time-consuming and least productive elements of business planning in favor of getting a working prototype of your service or product to market in 90 days or sooner. Doing so will supply you much more quickly with the information most crucial to your business trajectory: initial customer feedback, from which you make the decision to tinker or rethink your approach, scale up, or even abandon ship.

A LeanModel strategy will also endear you to today’s investors. Instead of selling them on a perfect business plan, you’re much better off selling them on an actual product or service—even a rough prototype—that you know you can test in the marketplace. And if nobody’s buying, then you’ve failed fast and can move on to your next win.

Fail Fast or Win Big, based on the author’s more than 20 years spent helping small companies become market leaders, helps you get right down to it with strategies for:

• Leveraging your own network for expert advice and potential early customers

• Anticipating how and when markets for your product will form, intersect, and morph into new opportunities

• Incorporating customer truth at your earliest stages of development

• Rapidly developing and deploying prototypes into test markets

• Leveraging lessons learned and even abject failures into your next launch—immediately

• Finding funding from new and unconventional sources

You need to believe that if you can’t really identify and create a solid business model, utilize lean resources, rapidly create a prototype, and seek customer truth repeatedly, the odds of creating a successful company just went down.

In other words, quit planning—and start doing.

Bernhard Schroeder is the Director of Programs at the Lavin Entrepreneurship Center at San Diego State University, one of Forbes’ Top 20 Schools for Entrepreneurship. Previously, he was a Senior Partner in the world’s largest integrated marketing communications agency, CKS Partners. He has been a marketing and brand expert for Fortune 100 companies such as Apple, Nike, GM, Amex, Mercedes Benz, Kellogg’s, as well as startup companies like Yahoo!, Corbis, ESPN, and Amazon, where he led the entire marketing effort from 1995 to 1997.

Visit his website at

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