The Startup Owner’s Manual is the latest book by Steve Blank and Bob Dorf. It has been taking the business and startup world by storm. I read it only recently and realized how much you are losing by running your startup without reading and implementing this book.

These have been lot of gushing praise about this book, but one quote about this book in particular was apt.

"What Kent Beck and company did for agile software development, Steve Blank has done for the startup community."

If you don’t know Kent Beck, he was one of the first people to document design patterns, which allowed developers to talk about code at a higher level of abstraction. The startup owner’s manual documents the design patterns in early stage businesses. Kent Beck’s book is a seminal work in software development and I have no doubt that The Startup Owner’s manual is also going to be a game changer.

The book claims that it is "The Step-By-Step Guide for Building a Great Company". It lives up to it’s tagline. The book is highly prescriptive. It will tell you in detail what you should do on day 1 of your startup and what you should do once step X is done. (Most books in it genre have been descriptive, describing successful businesses and inferring what worked. The Startup Owner’s manual doesn’t pull punches. It is opinionated, it tells you exactly what you should be doing and when.)

Steve Blank is entrepreneur who started 8 companies, now is a professor at Stanford. He first wrote about customer development methodology in his book The Four Steps to the Epiphany, which is credited with jumpstarting the lean startup movement. This books builds on the ideas proposed in The Four Steps to the Epiphany, and provides more detailed and step-by-step guideline on how to go about doing customer development.

The book preface says "Don’t read too much at a time" and say "… this book has more in common with a car repair manual than your favorite page turner." Good points as this book is fairly dense and if you try reading too much at one do you will probably not get much out of the book. Thankfully the book is well organized in various time phase a startup is.

Depending on the phase your startup is you can choose what you should be reading.

A bit about customer development

Customer Development is a methodology of finding product-customer fit. It says your first ideas about who your customers are going to be, why they by, what channels they buy from are wrong. Only by talking to customers and trying them to buy you Minimal Viable product would you be able to find a customer for your product. You have to get out of building to talk to customers, you have to pivot your product to fit what the customer wants. This book tell you how to do customer development via customer discovery and customer validation.

Most startups would be happy to get the Director of Sales at Oracle to join their company as sales. The book tells you why this is a bad idea. "A startup is not a miniature version of a large company." A person who has experience only at a large company would like to grow big fast. Startup owner’s manual advises against scaling until you have achieved a product-market fit. The book is full of advice and how-to like this.

The book is divided in these sections.

1. A startup is not a small version of a large company.
2. The customer development model.
3. Introduction to customer discovery
4. State your business model hypothesis
5. Get out of the building: Do People care
6. Get out of the building: Test the solutions
7. Introduction to customer validation
8. Get ready to sell
9. Get out of the building and sell
10. Company positioning
11. Proceed or Pivot.

Each of these chapters deal with specific times of a startup lifecycle and tell you what you should be doing in that stage in a detailed how-to way.

Some caveats

1. The book is highly prescriptive and suited for US markets. Apply your common sense before applying everything suggested here.
2. The book is big 500+ pages, give it time and read chapters which affect you.

Links to Books

1. The Startup Owner’s Manual
2. The Four Steps to the Epiphany

[This is a guest post by Shabda Raaj of Agiliq. Their blog talks about many technical topics such as build web and mobile apps.]

[Note: Book links are affiliate links]

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Here is an overview of all the popular posts that were published on trak.in last week!

For a professional, Linkedin is probably the biggest platform for creating a personal brand – Here is how you can brand yourself on Linkedin!

If you are a new entrepreneur, this post will really help you – Critical Clauses that you should be aware of in a Shareholder’s agreement.

Indian Residential and commercial property market is at all time high, however, according to a new survey, Indian’s prefer second hand properties over new ones…

Customers are the king in any business – As cliché as it sounds, that’s a hard fact. You have to delight them, if you want to win them!

Ebay India recently published survey on popular gadgets and brands that Indians prefer. Samsung has taken lead in India, especially in Mobile & Television category.

Mobile Banking is one of the most popular activities that Indians carry out on their mobile. Infact, India has the highest mobile banking adoption in the world.

We put together a very interesting infographic last week based on findings from mysmartprice.com – The Indian Ecommerce Market Infographic.

Even with all the negative factors that Indian Economy is grappling with currently, it is expected to grow at decent 7.5% in year 2012 according to findings from ESCAP.

Airtel has partnered with Axis Bank to bring in Airtel Money Super Account which will enable millions to bank seamlessly on mobile phones.

Looks like Indians are moving away from traditional approach of going in for same career as their Education. A study finds that many pursue careers which are very different from the education they have acquired.

Here is a look at Global Mobile Handset market in 2012 – The mobile sales have actually declines, but smartphone growth has been fierce.

With smartphones proliferating faster, they are turning more and more gimmicky… or are they?

Finally looks like the much needed slashing of 3G data prices has taken place with Airtel leading with a solid 70% tariff cut on the 3G data plans.

Indian Postal Department has tied up with 8 new agencies to make Indian post offices as point of sale for various different offerings, which includes railway ticket bookings, mobile recharges, International money transfer and more…

Indian PC market has grown 7.7% in first quarter of 2012 and Lenovo has beaten Dell to become the top pc manufacturer in India.

And here is a look at all the Indian Funding, Private equity, M&A deals that were executed in previous week.

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Faster growth in semi-urban India is driving growth in the PC Market in India as it expanded by 7.7% in Q1 2012 over Q4 2012. Even as compared to the first quarter of 2011, shipments of PCs grew 3.5%. In the period January-March 2012, 26.3 lakh PCs were shipped, according to a press release by IDC.

As the PC market in India is revived by a boost in commercial as well as consumer spending, Lenovo emerged with top market share for the first time. Until now Dell had a command over the market share but with 15.8% of total shipments, Chinese manufacturer Lenovo has nudged past Dell.

In Q4 2011, Dell had the highest market share with 17.6% of total shipped PCs in India. In Q1 2011, Dell lost 2.6% and fell to 15%. Lenovo was second and 10% and HP trailed third. In Q1 2012, Dell had a 14.9% market share. One of the fundamental drivers of this nearly 5.8% surge for Lenovo as compared to Q4 2011 is the ELCOT deal. At a 15.8% against total shipments of 26.3 lakh, Lenovo alone would have shipped about 4.2 lakh PCs in India.

Lenovo recently secured the ELCOT deal with the Tamil Nadu government to supply laptops in schools. Besides the TN government, many other states are on their way to incorporate and increase existing IT facilities and infrastructure. If the trend continues and governments like UP and Punjab rise up to election promises, we may very well witness a further growth in the PC market in India.

Of the total PCs shipped, consumer segment grew about 19.6% in Q1 2012. Adwaita Govind Menon, Associate Research Director, IDC said "Consumer-led sales are a healthy sign" However not everyone in the industry is delighted with these numbers. Amar Babu, MD Lenovo told ET "Comparatively, emerging markets are growing 15-16%..Going by the low PC penetration level, India should grow much faster and consumer buying needs to go up"

State wise PC penetration

A recent study, also by IDC pointed out that South India in its entirety was the highest consumer in the Indian PC market. But state wise, Maharashtra emerged as the biggest consumer as it accounted for nearly 17.4% share of total PCs shipped in India.

Second highest was Delhi at 11.5% followed by 10.6% for Karnataka. "South India typically boasts a few big names in the enterprise market, who continue to be top spenders in IT products. Further, the region continues to be a stronghold for non-branded PC market in India" said Kiran Kumar, Sr. Analyst at IDC.

While growth numbers are welcome, figures show that consumer sentiment is shifting towards portable PCs. Even semi-urban India is waking up to compact devices like laptops, notebooks, tablets and other mobile devices.

The Lenovo All-in-One desktop has been popular with Indian consumers because of its low price. But it will be interesting to see how the Chinese manufacturer holds up against other market leaders in laptops, tablets and other portable devices in the future.

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Indian Post offices are improving – They are not only becoming high-tech, but also considerably increasing the bouquet of services they offer at their outlets. According to the statement by Mr. Sachin Pilot, Communications & IT minister, postal department has entered into agreements with 8 organizations including financial institutions to sell their products through the post offices in the country.

Post Offices in India will offer following Services

Regarding tie-ups with Western Union & Moneygram, it is not clear if it will allow only inward remittances or whether it will allow out ward remittances as well. According to me, one can only receive money, but because sending money requires lot of paperwork in India, it may not be possible to do it from Post Offices.

Another service that probably will help millions, especially in rural areas would be Booking / cancellation of Railway Tickets.

What do you think of these offerings by Indian Postal department ?

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Airtel today announced significant reduction in their 3G data tariffs, much to the delight of Airtel subscribers. As per the press release sent to us Airtel has also launched additional data usage plans “Smartbytes” for postpaid 3G data subscribers.

With Smartbytes 3G data plan, Airtel subscribers now have a choice of subscribing to incremental 3G data usage packs. What this means is – even if a subscriber has exhausted its 3G data usage, they will be able to continue enjoying uninterrupted access to 3G browsing on their mobile devices. Even though there is no restriction on the usage. However, as usually is the case subscriber will not be able to carry forward the data and will have to consume the limit within the validity period.

Airtel 3G Data Tariff plans

Along with Smartbytes, Airtel has also launched “snacking” packs which will allow consumers to pick up a 3G plan for as low as Rs. 10/-. It is interesting to note that Airtel’s smallest 10 rupee pack does not have data limit, but a time limit of only 30 minutes. This will be popular with lot of users who essentially want to do things like checking email or downloading files or checking out a short clip of videos.

These data plans bring about a significant rate cut, as much as 70% for volume based browsing – Previously, 3G data tariff cost consumers 10p per 10 kb of data. That has been bought down to 3 paise per 10 kb (Roughly Rs. 3 for 1 mb of 3G data transfer).

The above data rates are applicable for pre-paid, post-paid as well as 3G dongles and will be effective from today (17th May 2012)

Like we have mentioned many times earlier – there are 2 main problems due to which 3G has not really taken off. One is higher pricing and second is bad infrastructure. While former is slowly getting addressed, it may be sometime before the Telecom providers are able to offer more optimized infrastructure for increase of 3G penetration in India.

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Smartphones are going through an interesting transition. While on one end of the spectrum, the principle of Better, Faster and Cheaper seem to be driving Smartphone innovation, on the other end however, smartphones seem to be suffering from problems of differentiation.

When all phones start having more or less the same Operating System, the same hardware specifications, what can smartphone manufacturers such as Samsung or Nokia do to stand out? Smartphones of 2012 may arrive with few extra “features”; some remarkable, some outlandish and some just makes you wonder: Are Smartphones turning to Gimmicks?

Nokia PureView 808

Nokia’s recent spurt of radical innovation has taken newspaper headlines by storm. With incredible amount of advertising being done for its Lumia range of phones and a spree of events happening all around the world, Nokia have clawed its way back into the minds and hearts of the people.

It wasn’t surprising then when Nokia launched the Nokia PureView 808 that seemed more like a Super mammoth Camera with a phone than a phone with a camera, that only a few souls in the world would miss out on the excitement.

One begs to wonder however, whether such a massive 41MP camera on a dying Operating system is really valid? Symbian Belle’ is no doubt a good operating system and can definitely cater to all the basic smartphone needs.

But as the world moves on to decide whether to move to Windows phones by Nokia or not, such a mammoth offering by Nokia may just lead consumers to be confused. The 41MP camera (phone) is a never before innovation in itself thanks to the Remarkable picture quality, mesmerizing video quality but is it wasted on a Symbian phone? For now, India gets to see the phone first before anyone sometime in the end of May.

Sony Xperia Sola

Sony Mobile communication has come out with the new line of Xperia phones under the Xperia NXT brand line. Sony’s Xperia S , Xperia P and Xperia U will attempt to woo the smartphone customers in the upper, mid and the lower mid-price range respectively. Xperia Sola however has gained the most attention among the consumers and gadget fans around the world mainly due to its Floating touch technology.

Floating Touch technology lets you highlight hyper-links on the web pages just by hovering your finger over the mobile phone screen. What would be interesting to note however, is whether the user really cares?

While Sony has promised a slew of self-developed applications to support this new technology innovation as well as open up for more developers to make their own applications. On the face of it, this technology is definitely appealing, but one wonders, why the remaining models of Xperia do not have the same feature?

Whether Xperia Sola will fly out of the shelves solely based on its Floating touch, considering its specifications are below that of Xperia S and Xperia P in terms of processor, screen size and camera is to be watched. For an average user however, the specifications of Sony Xperia S is more appealing than the Floating touch feature of Sony Xperia Sola.

Sony Xperia Sola is now available for a reasonable mid-range price of Rs 19999.

Samsung Galaxy Note

(Image: theverge.com)

The excitement over the “category killer” seems to have died down a bit. People seem to still prefer smaller phones or larger tablets than go for the “phablet”.

With Samsung delaying the release of Android 4 Ice Cream Sandwich upgrade for Samsung Galaxy Note, it is clear that Samsung Galaxy Note is not the future of Samsung’s mobile innovation. It begs the question then, is the world’s largest smartphone really a technological innovation or were we being shown just another gimmick gadget with moderate form factor innovation to stand out among a crowded array of smartphones?

Samsung Galaxy Note features a massive 5.4” AMOLED capacitive touch screen, which made the phone just too unwieldy as a phone. People would definitely admire the giant screen while you show off your favorite videos and photographs but may just feel a bit a bit ticklish as you proceed to answer an incoming call. The phone has proven all the form factor critics wrong by selling over 2 million units in 2011.

The phone is currently priced at Rs 29,700.

Samsung Galaxy Beam

Samsung has in store for the typical android fan, the ultimate show-off piece with the Samsung Galaxy Beam.

The phone features a 1 GHz dual core processor and running on Android 4 Ice Cream Sandwich. The phone features a 4” AMOLED capacitive touch screen. The most remarkable aspect of the phone isn’t however its brilliant specs, but the HD Projector mounted on the top of the phone. It is interesting to see a projector on a smartphone.

While it can be justified, stating of course how so many businessmen would prefer having their presentations ready to be transported via smartphone and displayed on the projection screen, or how we often find ourselves in company of large amount of friends and need a big enough screen to share those fun pictures or videos.

What is interesting however is if this is a technology that seems “innovative” enough? The projector quality has been stated as being top of the notch, in fact (see video below) even better than the regular run on the mill phones or projectors.

Whether Beam is accepted as a technological must have or whether it will be overlooked as another gimmick is to be seen when it will finally make its entry in Q3 2012.

Summary

Smartphone manufacturers continue to innovate and produce better hardware and software manufacturers work to make equally enthralling Apps. However, with continuous innovation on all ends and smaller product development life cycles, products are soon becoming irrelevant.

It isn’t surprising then that innovation takes a life of its own and companies come out with a few Gimmicks to keep customers interested. While a Giant screen phone, Floating touch or mini HD projector on the smartphone may seem appealing ideas one does still wonder if they would be the norm tomorrow or would they just be a fad.

What do you think about these Innovative models?

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Bharti Airtel nears purchase of Qualcomm’s Indian Mobile License

The talks about Bharti buying Qualcomm’s mobile license have been going on for some time seem to be coming to close. Qualcomm has reportedly asked Bharti Airtel to pay Rs. 5000 crore for its Indian unit. The talks are expected to close in 2 weeks time. Qualcomm, had bought the frequency licenses in cities including New Delhi and Mumbai in June 2010 spectrum auction, paying Rs. 4900 crore for the spectrum. Interestingly, Bharti Airtel’s 2G licenses will expire in 2014 and the company may have to pay much more TRAI’s new guidelines on 2g spectrum are approved. [Source]

Timesdeal-PayTM mobile recharge deal partnership garners record 70k orders

Timesdeal.com in partnership with mobile recharge company PayTM had offered a deal which allowed users to pay just Rs 50 and get a mobile recharge voucher worth Rs 100 from PayTM. This deal was a hit with users and garnered a record 70k orders. Also, this deal was available only to new users, so PayTM essentially brought 70k news users under its fold in one single day. Timesdeal.com witnessed a huge traffic surge, with more than 3,00,000 unique visitors visiting the site on the deal day. [Source]

Finance Minister defends Retrospective tax of Rs. 20k crore Tax on Vodafone

Looks like Indian Finance Minister, Mr. Pranab Mukherjee, is not going to budge on the subject of applying retrospective tax on telecom giant Vodafone. The amendment made sometime back, allows transactions involving Indian assets to be taxed in India even if deals are executed overseas. Pranab Da defended the decision in Rajya Sabha yesterday and clearly told that Vodafone will have to pay tax on its acquisition of Hutchison’s stake in the $11.2-billion Hutichison Essar deal executed in Cayman Islands. [Source]

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A study by IT research and advisory firm Gartner pointed out that global sales of mobile phones decreased 2% in Q1 2012 for the first time after a similar trend back in the Q2 2009. Leading mobile manufacturer Samsung topped mobile phone sales worldwide in the same period with a slightly higher market share than rival Nokia.

Of the total worldwide mobile sales in Q1 2012, at least 40% of the market share was captured by Samsung (20.7%) and Nokia (19.8%).

That’s good news for Samsung because it signifies a spike of 28% in mobile handsets sales in Q1 2012 (8.65 crore handsets) as compared to the first 4 months of 2011 (6.87 crore handsets). On the other hand Nokia witnessed about a 21% drop in its sales for the same time period, selling 8.31 crore handsets in Q1 2012 as compared to 10.75 crore in Q1 2011.

Worldwide Mobile Device Sales [1st Qtr 2012]

Apple has reason to smile because its market share went from 3.9% in Q1 2011 to 7.9% in Q1 2012. It sold more than 3.31 crore mobile phones in that period this year as compared to 1.68 crore last year. Obviously the baseless assumptions by many who believed that Apple would plummet without Steve Jobs’ presence have been proved wrong. And with the whole world eagerly awaiting the launch of iPhone 5, Apple’s footprint is set to grow.

In terms of total worldwide sales and market share, the leaders Samsung, Nokia and Apple were followed by ZTE, LG, Huawei Device, Research in Motion, Motorola, Sony Mobile Communication, HTC and other smaller mobile companies.

Interestingly, market share of South Korean mobile giant LG dropped 37% with sales of 2.39 crore handsets in Q1 2011 vs. 1.47 crore in Q1 2012. On the other hand, Chinese manufacturer Huawei Device saw a growth of nearly 63% in market share with sales soaring from about 70 lakh handsets in Q1 2011 to 1.08 crore in Q1 2012.

Motorola, the company which invented mobile phones had a tiny market share of 2% of total mobile phone sales worldwide. It sold about 83.6 lakh handsets in Q1 2012 as compared to 87.8 lakh in the same period in 2011.

Worldwide Smartphone Sales [1st Qtr 2012]

Contrary to overall mobile phone sales worldwide, the smartphone segment witnessed a solid surge of 44.7% as compared to Q1 2011. Sales of Android based phones saw a jump of 122% from 3.6 crore handsets in Q1 2011 to 8.1 crore in Q1 2012.

Retaining number one spot and with a 56% market share, Android phones amounted to more than half of smartphone sales worldwide.

iOS based smartphones manufactured by Apple also saw a steep rise in sales of nearly 96%. 3.3 crore handsets were sold in Q1 2012 overshadowing a figure of 1.6 crore in Q1 2011. This brings Apple to a commanding 2^nd place in overall market share (22.9%) in worldwide sales of smartphones in Q1 2012. Apple and Samsung have a solid grip over the global smartphone market with a combined market share of 49.3%.

Almost all other smartphone platforms witnessed a decline in market share and total sales for Q1 2012 as compared to Q1 2011.

Sales of Symbian based phones slumped 54% from 2.7 crore in Q1 2011 to 1.2 crore in Q1 2012. This platform also lost its previously held 2^nd place in market share to iOS. In Q1 2011, 27.7% of all smartphone sales worldwide were those based on a Symbian platform. In Q1 2012, they make up only 8.6% of global smartphone sales.

Key Mobile phone Device Trends

• While the decline in overall sales is not the best of signs, it may very well indicate that users are slowly shifting from traditional handsets to smartphones. Total mobile phone sales decline 2% but smartphone sales meteorically rise 44.7%.
• Samsung beats Nokia to grab top market share in total mobile phone sales in the world in Q1 2012 as compared to Q1 2011. 20.7% of all mobile phone sales are attributable to Samsung.
• Figures for Apple expand as sales and market share grow 96% and 102% respectively. Apple sells 7.9% of the world’s mobile phones. A successful launch of the much awaited iPhone 5 could see Apple dominating the smartphone market.
• China based manufacturer Huawei Device’s mobile handset global sales increase 54% although its current market share only 2.6% worldwide. Founded in 1987, Huawei Device has expanded its footprint to 140 countries and has R&D centres in 20 countries.

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Here is a surprising (or not so) statistic for you – A mere 10% of engineering students pursue a career in engineering, while 90% of them move on to other career streams, mostly IT. Similarly, only 16% of BA/BSc students actually pursue careers in their respective subjects.

These are the findings of the a study conducted by Youth4work.com, a portal that allows users to work on projects and build professional profiles even for offbeat careers.

The survey, conducted based on 4000+ profiles on the youth4work website, finds majority of the students do not want to make career in their respective field. For example, 58% of all engineering students have opted for IT careers. Also, a lot of students pursue management studies after their engineering studies rendering most accumulated knowledge to waste.

Highlights of Youth4Work Survey

BE/B. Tech Students

Highlights:

- 90% of engineering students are not making career in their engineering background.

- Majority of engineering students (58%) making career in IT sector. Heavy demand, attractive compensation and open for all branches make IT a top choice.

- Jobs which can be done at home or computer are more popular among engineers. Creative, content, poem and blog writing etc. are some popular domains.

- Cricket is the most popular game but students don’t prefer sports as a full time career.

- 12% students show inclination towards music, painting, sketching.

* Total sample size: 1475, Related Students: 146, Nonrelated: 1329. | Students in IT: 398, Photography: 47, Design: 58, Writing: 100, Fine Arts: 82, Total unique students in nonrelated fields: 685

BA/BSc Students

Highlights:

- Only 16% of BA/BSc students are perusing career in their subjects.

- Majority of candidates go for offbeat careers like Politics, event management, media planner, concept artist, clothes designer.

- IT sector and Photography, Painting, Adobe photoshop and other 2D and 3D talents consumes 14% of the BA and BSc graduates.

- Writing, Reading, Speaking and Debate related career are one of the most popular among art and Science graduates.

- Sales, marketing and customer relation attracts approximately 9% of students.

*Total Students: 368, Related Students: 60, Nonrelated Students: 308 | Students in IT: 27, Photography, Painting & animation: 61, Students in offbeat careers: 65, Students in sales, marketing and customer relations: 17, Total students in nonrelated areas: 197.

MCA Students

Highlights:

· MCA students are the most faithful to their subjects. 67% are choosing the career related to their studies and rest of 33%.

· 84% of the MCA students prefer to make their career in IT sector and related areas.

· Remaining 16% go for other careers.

*Total Students: 215, No. of related students: 143, No. of nonrelated students: 72 | Students in IT Sector: 73, Students in other sectors: 14. Total sample size: 87.

BBA/B Com/BCA Students

Highlights:

· Only 15% of Commerce, business and administration studies students works in their related fields and remaining 85% go for other career like IT, writing, animation etc.

· IT sector is again the top recruiter here followed by career related to writing and reading skills with 22%.

· Courses like Photography, 3D animation are quite popular among business and commerce students.

· Sports is a major highlight and 12% students want to pursue sports as a career.

*Total students: 299, Total students in BCom/BBA in related areas: 45, Total students in nonrelated areas: 254 | Student in IT sector: 37, Sports: 14, Photography & animation: 22, writing career: 25, Music/Dance/Moviemaking: 18

—–

The report clearly suggests that IT/Software is what most students are tilted towards, even though they may not have got the ability or education to back it. The main motivation to opt for that branch obviously is money.

Would love to hear your insights in this!

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