Chapter
The five steps in this book
Step 1: Mindset: How to develop an entrepreneurial mindset
Chapter 1 Mindset #1: Trust your crazy ideas
Why are crazy ideas succeeding?
Four factors that enable digital disruption
Chapter 2 Mindset #2: Take action
Why entrepreneurs start their businesses
Businesses that start as one thing and become another
When failure leads to success
A little site called eBay
From little things, big things grow
Chapter 3 Mindset #3: Look ahead
Extreme customer centricity
How not having depth of vision failed Kodak
Who needs depth of vision?
Those who don’t look ahead remain behind
Virtual reality (VR) and the real-estate industry
What’s your ‘pinch of salt’?
Make it cheap: fiverr.com
Make a difference: Thankyou
Make it easy: Wholesome Hub
Make it a subscription: Dollar Shave Club
Make it fun: Openbook Howden
Chapter 4 Mindset #4: Know what business you’re in
Who are you really competing with?
What business are you really in?
We’re all in the technology business
What does your business really do?
Chapter 5 Mindset #5: Know what problem you’re solving
Are all the good ideas gone?
Finding a problem to solve
Who’s the ‘whale’ in your industry?
Wouldn’t it be great if …?
How disruptors create ‘feeder’ industries
Step 2: Minimum viable product (MVP): How to create an MVP to launch your startup
Chapter 6 How to come up with a great business idea
Choose your business idea carefully
20 ways to research, test or find a great idea
Collaboration: Building your team
Your past does not equal your future
Chapter 7 What is a minimum viable product (MVP)?
What should an MVP look like?
If you build it, they will come … maybe
How to pick a user persona
What does ‘minimum’ really mean?
Which ‘wants’ should you include?
Are MVPs just for startups?
Chapter 8 Anatomy of a startup
13 steps to launching your MVP
Chapter 9 How to bumble your way to success
What not to ask when you’re getting started
Creating trust: The only currency that matters
Why winning awards pay dividends
So, who’s going to do all this work?
The MVP equals the end of your dream
Step 3: Momentum: How to harness the technical tools to build your online business
Chapter 10 7 questions to ask before you build your online business
2. What staff will you hire and on what basis?
3. What social tools will you use to engage your community?
4. What gamification tools will you use to increase customer usage?
5. What level of failure will you accept from your staff?
6. What goals and metrics are used to track staff performance?
What are OKRs and how do they work?
7. What data will you rely on to make business decisions?
Chapter 11 Open Access, Open Sesame!
Democratised tools of production
Have you checked the children?
Chapter 12 Marketplaces: Disrupting legacy industries
Financial services marketplaces
Construction services marketplaces
Who wins from marketplaces?
Chapter 13 Software hacks every startup should know about
What software will you use to build your online business?
Customer-service software
Recommendation engine software
Marketing automation software
A/B or split testing software
Payment processing software
Chapter 14 How to build an information-based business
13 steps to creating your online business
2. Build a free (or low-cost) website
3. Research a popular topic that has aviable market
4. Find a subject-matter expert to interview
5. Schedule a convenient time to talk to the expert
6. Create the information-based product
7. Promote your information-based product
9. Run an off-line event to generate buzz
10. Process payments and seek feedback
11. Use on-demand staff to provide customer service
Step 4: Marketing: How to get found, get traffic and get sales
Google killed the salesperson
Chapter 15 Content marketing
The 3-step content creation process
1. Decide what the content needs to do
3. Choose your sources of content
3 steps to creating a successful podcast
How to promote your podcast
How to create instant content — without writing a word!
Chapter 16 Social influencer marketing
How did HiSmile get started?
Transparency and trust — the new currency of marketing
The rise of the micro blogger
Real people. Real opinions
Social influencer platforms
The marketplace as gatekeeper
How small businesses can use influencers
How one mention can make a difference
All or nothing? What works best
Chapter 17 How to write great headlines that get results
How to write great headlines
The top 3 formulas for creating successful headlines
Chapter 18 How to get on page one of Google
Where do you rank on Google?
Where do your competitors rank?
Where is your audience hanging out?
How to improve your Google page rank
What should you blog about?
5 questions to ask an SEO consultant before hiring one
5 questions to ask a web developer before hiring one
Top 8 free Australian business directory listings
So how do you get online reviews?
One last tip: treat your website as the mothership
Step 5: Motivation: How to pitch, persuade and influence others to do business with you
Chapter 19 How to source media coverage for your startup
DIY + DIFM (do-it-yourself + do-it-for-me) PR
Chapter 20 How to pitch, present and persuade
Why being a good public speaker is good for business
How a lack of preparation can cost you
Chapter 21 How to prepare a great presentation
The Preparation Pyramid: A 3-step formula for pitching and persuading
Chapter 22 The art and science of business storytelling
How to structure a powerful story
And the moral of the story is …?
The 6-step storytelling process
How long should a story run for?
Who should the story be about?
What’s the ‘moral’ of your story?
What kinds of stories can you tell?
2. ‘What we stand for’ stories
Resources, templates and checklists to help you get started
How to Build an Online Business
：Australia's Top Digital Disruptors Reveal Their Secrets for Launching and Growing an Online Business
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