The Start-Up J Curve | Howard Love | book summary | book notes

 The Start-Up J Curve Book summary 

Summary in a paragraph 

startup j curve is a book about building startup with help of j curve map this is one of the best book on  startup and Howard gives practical advice also

1 The Value of a Map

  • Phase 1 is Create phase, the three key elements are the idea, the team, and the money.
  • Phase 2 Release Once the team, idea, and money are in place, it’s time to get the initial product out there.
  • Phase 3 Morph This is where entrepreneurs take the feedback they’ve received after launching their initial product and make improvements, iterate, and/or pivot.
  • Phase 4 Model this phase is all about building business model how are you going to make money
  • Phase 5 Scale this phase is all about scaling the company and making it big 
  • Phase 6 Harvest At this point in the life cycle, you are transitioning from start-up to a fully established business and reward everyone 

2 Create: Temper Dreams with Ideas, Money, Structure, and Teams 

  • execution is more important than idea 
  • ideas only account for 5 % of a startup success 
  • The vast majority of initial ideas don’t work out as originally envisioned
  • no start-up succeeds without a massive amount of nuts-and-bolts, grind-it-out execution. With mediocre or poor execution, even the best ideas are bound to fail.
  • there are many types of ideas and opportunity you  can pursue: problem solving, visionary or breakthrough, opportunistic 
  • whenever you raise money have an extra cushion because expenses never goes as planed 
  • measure the pros and cons of every types of funding you raise 

3 Release: Get the Damn Thing Out There

  • most important idea here is about developing mvp 
  • once you money , team and idea you are in release phase than you should launch your mvp to start getting feedback from users 
  • in this phase focus on small group of users
  • do not get your product feature creepy
  • manage your expenses well in this phase  
  • generate feed back from users 

4 Morph: Embrace Radical Change

  • now you are done with a mvp and started getting feed back from customers now in this phase you should be prepared for radical change 
  • now you have to listen to customers feedback and morph product according to it you have to constantly test and learn 

5 Business Model: Nail It before You Scale It

  • now in this phase you should focus on how you are going to make money 
  • The components of a business model involve three basic ingredients: (1) Produce the product (or provide the service). (2) Acquire a customer. (3) Generate revenue from that customer.
  • focus on building strong margins 
  • focus on building brands 
  • does your model can create network effect 
  • try to make your model either repeatable or scalable

6 Scale: Go Big with People, Process, and Money

  • in this phase you should avoid low ball offer 
  • now you have all thing set its time to scale 
  • but you have to avoid premature scaling 
  • in this phase you will need new people to scale be prepared 
  • in this phase your company culture will change dramatically 

7 Harvest: The Joy of Puffball Decisions

  • if you came this far this time is going to be most easy and enjoyable 
  • now you have to decide what you want to do on basis of your life plan 

8 Raising Dollars for Start-Ups: A Phase-by-Phase Guide

  • in your entire startup journey you have to save money  
  • approach multiple parties and option for raising money 
  • you go bootstrap also 

9 Failure: Make It Your Friend

  • you are going to fail so don't worry its part of the journey 
  • fail fast and learn fast 

10 The Personal Side of the Start-Up Life

  • Of the five key traits for start-up founders resourcefulness, resilience, comfort with the unknown, perseverance, sales ability

11 Leveraging the J Curve in Large Organizations 

  • you should try to do things as per the j curve 

12 Moving Forward

  • booms and burst are part of startup cycle and entrepreneur focus on goals 
  • Be flexible and open-minded about where your start-up takes you.
  • in life of an entrepreneur there is lot of uncertainty
  • you should develop financial discipline in your life  


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