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The Customer-Funded Business: Start, Finance, or Grow Your Company With Your Customers' Cash (Inglese) Copertina rigida – 2 set 2014

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Descrizione prodotto


"...there's inspiration aplenty for entrepreneurs looking to do things their own way." (Elite Business, August 2014)
"Mullins is a good corporate storyteller, which is what makes this book an engaging read." (Financial Times, August 2014)
"A truly different, but comprehensive way of looking at the issue of funding, this book will set the idea juices flowing." (Talk Business, September 2014)
"No matter what sort of business you're actually contemplating starting, this is a book you want to read." (Entrepreneur Middle East, September 2014)
"..a great book that any aspiring entrepreneur should read. What is says is such good common sense that it's amazing it took so long to be written." (The Telegraph, December 2014)

Dalla seconda/terza di copertina

"John Mullins has a critical lesson for entrepreneurs: Not all money is created equal. When you fund your business with customers' cash, rather than investors', it makes you more focused, less dependent, and more likely to succeed. (Not to mention it saves you from a lot of begging.) It's a message every entrepreneur--and every new product team--needs to hear."
--Dan Heath, coauthor of the New York Times best sellers Made to Stick, Switch, and Decisive
More than two generations ago, the venture capital community--VCs, business angels, incubators, and others--convinced the entrepreneurial world that writing business plans and raising venture capital constituted the twin centerpieces of entrepreneurial endeavor. They did so for good reasons: the sometimes astonishing returns they've delivered to their investors and the incredibly large and valuable companies that their ecosystem has created. But the vast majority of fast-growing companies never take any venture capital. So where does the money come from to start and grow their companies? Or yours?
For most companies, fast-growing or otherwise, the early funding comes from a much more agreeable and hospitable source, their customers. That's exactly what Michael Dell, Bill Gates and Banana Republic's Mel and Patricia Ziegler did to get their companies up and running and turn them into iconic brands.
In The Customer-Funded Business, John Mullins identifies five novel approaches that scrappy and innovative twenty-first century entrepreneurs have ingeniously adapted from their predecessors like Dell, Gates, and the Zieglers:
* Matchmaker models (for example, the U.S. companies Airbnb and DogVacay)
* Pay-in-advance models (the USA's Threadless, India's Via and Loot)
* Subscription models (India's TutorVista, the USA's H.Bloom)
* Scarcity models (Spain's Zara, France's vente-privee, the USA's Gilt Groupe)
* Service-to-product models (Denmark's GoViral, Puerto Rico's Rock Solid Technologies).
Drawing on more than two years of in-depth research into the customer-funded phenomenon, and through the captivating stories of these and other companies from around the world, John Mullins brings to life the five models and identifies the questions that angel or other investors will--and should!--ask, and he addresses the key implementation issues that characterize each of the models: when to apply them, how best to apply them, and the pitfalls to watch out for.
Whether you're an aspiring entrepreneur lacking the startup capital you need, an early-stage entrepreneur trying to get your cash-starved venture into take-off mode, a corporate leader seeking to grow an established company, or an angel investor, mentor, or business accelerator or incubator professional who supports high-potential entrepreneurial ventures, this book offers the most sure-footed path to starting, financing, or growing your business or those you support.
Learn more at

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Le recensioni clienti più utili su (beta) (Potrebbero essere presenti recensioni del programma "Early Reviewer Rewards") 4.5 su 5 stelle 14 recensioni
7 di 7 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle The book for the rest of us 19 agosto 2015
Di Amarsh - Pubblicato su
Formato: Formato Kindle Acquisto verificato
John has done it again! A book that I can relate to. I = a middle class aspiring Entrepreneur who is NOT living in Silicon Valley.
The sexy model I see people following in the startup space is - get an idea, do a three months lean startup, get seed funded (or join a startup accelerator) and then look for series A. I see my Lean startup friends talking about number of visitors to their website, number of downloads of their apps, amount of money they have raised, etc. Everyone is out there to become the next facebook, sign up the whole world, go viral, and then figure out a way to make money! John Muller suggests a different model through this book - get an idea, find a customer, invest just enough in your business to win the first customer, scale based upon your customer's experience, bootstrap for as long as you can, then look for investment to accelerate your growth.
John's books (my first one was The New Business Road Test: What entrepreneurs and executives should do before launching a lean start-up (4th Edition) (Financial Times Series) talks about Entrepreneurship for people who neither have an Ivy League education, nor do they live in Silicon Valley, where "ideas" perhaps get funded. This book presents the magic masala behind many Entrepreneurs outside the valley, specially in India. And that magic turns out to be the Entrepreneur's ability to somehow bootstrap their business from their customer's money. Being of Indian origin, I can vouch for the fact that such a strategy of using customer's money to bootstrap if the ONLY way to start a company in India (and perhaps for most places outside the US).
Many thanks to John and hope to read more from him in the future.
4 di 4 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle Very Insightful 9 ottobre 2014
Di John Seiffer - Pubblicato su
Formato: Formato Kindle Acquisto verificato
Mullins describes 5 different models that companies have followed to launch using customer funds. He gives examples of each - mini case studies of firms you've heard about (in most cases). He shares why these models work, why they may or may not work in other circumstances. He then outlines what to look out for if you want to apply that model to your company - or to a company you may be investing in.

Too many business books focus on a topic or a theme and then act as it if always works for everyone. John Mullins tells both sides of the story, and does a good job putting it in context.

My only quibble (and it's a small one) is that he sees customer funding as a prelude to raising equity investment and dismisses bootstrapping as a method for only small companies. In my experience, some companies go that route, but many more use customer funding as bootstrapping and don't always stay small, but go on to create considerable wealth.

Regardless of the next phase of growth, the details of these 5 models and when they work is a great thing for all entrepreneurs to know.
2 di 2 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle before you take the cash, explore your options! 19 febbraio 2016
Di Chris Warner - Pubblicato su
Formato: Copertina rigida Acquisto verificato
I've read both The Customer Funded Business and John's other book, Getting to Plan B. I loved them both and gained great insights and the needed inspiration to make changes. I read Getting to Plan B when my business was small (about $2M in sales). It provided a philosophy of thinking that allowed us to grow (with our hard work) by over 20% annually for the last ten years. During that time we radically changed how we earn our income and so much of our product mix. I grabbed this book as I was preparing for another round of growth. It has kept me from doing something I have been fearful of: reaching out to private equity for funding. While the speed of growth might be a bit slower, I am much more committed to building a great company than building a big company.
5.0 su 5 stelle Good Coverage of an Important Topic 24 ottobre 2016
Di The Scarolas - Pubblicato su
Formato: Copertina rigida Acquisto verificato
This is a great book on a narrowly focused topic. Specifically how to launch a business that is self-funded through actual customer revenue. The models outlined in the book are solid. They are backed by good, detailed and interesting examples. This is a great book for anyone in the early stages of funding a business. This model works for some industries & not for others. Reading this book helps a new owner think through whether one of the 5 models outlined in the book can apply to their business. It helps business owners or folks thinking about it make much more informed and better decisions on how best to launch their business.
1 di 1 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle One of the best business books ever written 16 febbraio 2015
Di Mr. A R - Pubblicato su
Formato: Formato Kindle Acquisto verificato
I have personally attended one of the John Mullins classes at London Business School.

The class is superb, and this is a book well worth reading. One of the top business books I have ever read, and one of the few business books you absolutely must read whether you are starting a business or are an employee in a business.

Buy and read with confidence, superb.