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The Ultimate Start-Up Guide: Marketing Lessons, War Stories, and Hard-Won Advice from Leading Venture Capitalists and Angel Investors Paperback – January 23, 2016
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"No matter what the level of your genius in thinking up new products and creating a start-up company, there are many things that you don't know, which is the major point of this book. All of the facets of creating a business are covered, from dealing with angel investors and other venture capitalists to the slicing of the equity pie. This is a book that could be used in courses on entrepreneurship from community education to courses for university business majors. It is readable, and very little in the way of business knowledge is needed to understand it. Even people with no significant interest in creating a start-up can read it for enjoyment. Five out of five stars."
"Tom Hogan and Carol Broadbent understand the difficult truth: most start-ups fail. They also understand what it takes to succeed. This book imparts 25 years of insights, ideas from the top minds in VC, and war stories from CEOs that give any entrepreneur an edge."
--Maynard Webb, chairman of the board of Yahoo, former COO of eBay, and founder of the Webb Investment Network
"A must-read for any entrepreneur. Great advice from industry experts and fresh thinking from two of the brightest minds in marketing today."
--Jim Goetz, partner, Sequoia Capital
About the Author
Tom Hogan and Carol Broadbent founded Crowded Ocean, Silicon Valley's top marketing firm for start-ups, in 2008. Hogan has more than 25 years of marketing experience, including roles as vice president of marketing at Oracle, Borland, Lucent, and VitalSigns Software. As Oracle's original creative director, he managed the global advertising, direct marketing, seminar/trade show, and creative departments. Hogan lives in Los Gatos, California.
Author interviews, book reviews, editors picks, and more. Read it now
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Surprisingly, at the beginning of the book, the authors explain why the legend of Steve Jobs may have been the worst thing to happen to start-ups and their CEOs. The reason is that too many start-up CEOs seem determined to emulate every aspect of how Steve Jobs ran his business and behaved. And the authors explain why, in most instances, the approaches of Steve Jobs rarely ends well for start-ups.
The truth is, most start-ups fail. And they die remarkably young: The authors note that the typical start-up lasts 20 months and burns through $1.3 million in financing before closing its doors. There are many, many reasons why startups fail, most of which have to do with rather basic business, marketing and sales principles, and the authors have carefully studied and documented why startups fail and how the successful ones consistently get it right. Unfortunately, however, the authors explain that the founder who brags that he didn't spend a dime on marketing and sold his company for a gazillion dollars is responsible for more company failures than you can count.
If you are a startup founder, employee, investor or have anything to do with startups, or are considering joining that world, reading this book will be one of your best investments you’ll ever make.
And to listen to an interview with Tom Hogan about "The Ultimate Start-Up Guide", visit MarketingBookPodcast.com
This is the first experience-based startup reference book that explains the relationship between marketing, sales, and executive leadership clearly. This includes fundraising and venture capital, making it a must-have handbook for anyone looking to launch (or join) a startup. If you have been working in a single functional role for most of your career, this will help you understand the interconnections of functional roles; why and when you need them.
This book deserves a space next to The Hard Thing About Hard Things, The Lean Startup, Art of the Start, and your other business resource books. Highly recommended.
If you’re just getting started or well on your way, take this book along as a guide. You’ll be glad of the companionship.