Details

The Builder's Guide to the Tech Galaxy

99 Practices to Scale Startups into Unicorn Companies
1. Aufl.

von: Martin Schilling, Thomas Klugkist
25,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	16.05.2022
ISBN/EAN:	9781119892069
Sprache:	englisch
Anzahl Seiten:	368

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Titelbeschreibung

Learn to scale your startup with a roadmap to the all-important part of the business lifecycle between launch and IPO In The Builder’s Guide to the Tech Galaxy: 99 Practices to Scale Startups into Unicorn Companies, a team of accomplished investors, entrepreneurs, and marketers deliver a practical collection of concrete strategies for scaling a small startup into a lean and formidable tech competitor. By focusing on the four key building blocks of a successful company – alignment, team, functional excellence, and capital—this book distills the wisdom found in countless books, podcasts, and the authors’ own extensive experience into a compact and accessible blueprint for success and growth. In the book, you’ll find: <ul> <li>Organizational charts, sample objectives and key results (OKRs), as well as guidance for divisions including technology and product management, marketing, sales, people, and service operations</li> <li>Tools and benchmarks for strategically aligning your company’s divisions with one another, and with your organization’s “North Star”</li> <li>Templates and tips to attract and retain a triple-A team with the right scale-up mindset</li> <li>Checklists to help you attract growth capital and negotiate term sheets</li></ul>Perfect for companies with two, ten, or one hundred employees, The Builder’s Guide to the Tech Galaxy belongs on the bookshelves of founders, managers, entrepreneurs, and other business leaders exploring innovative and proven ways to scale their enterprise to new heights.

Inhaltsverzeichnis

Forewords (Building the Third Way) xix Forewords (Preparing Europe for maturity) xxvii Introduction xxix North Star 1 Six Dimensions of Direction 3 Purpose beyond profit Practice 1: A company that makes the planet a better place 6 Company values Practice 2: Guiding principles for aligning the crew 8 Business ambition Practice 3: Business outcomes to aspire to in the long run 10 North Star metric Practice 4: The PRIMARY metric that matters NOW 11 Value proposition Practice 5: Unmet customer needs that you solve uniquely well 12 OKRs Practice 6: Making direction operational 16 2 Environmental, Social and Governance Criteria as Drivers of Business Success (With Johannes enhard and Hannah Leach) 21 Environmental Practice 7: Measuring, reducing and offsetting your environmental footprint with clear responsibilities and targets 26 Social Practice 8: Building a culture that embraces diversity and inclusion 29 Governance Practice 9: Establishing internal governance that facilitates growth, compliance, and employee representation 32 People & Mindset 3 People (HR) Excellence (With Constanze Buchheim, Manjuri Sinha and Chris Bell) 37 OKRs Practice 10: Establishing the right people OKRs 40 Organizational chart and roles Practice 11: Defining the roles & responsibilities for a people function 46 Practice 12: Scaling the right people roles at the right time 49 Recruiting & candidate experience Practice 13: Building the candidate sourcing muscle 50 Practice 14: Evaluating candidates in record time while creating an outstanding candidate experience 55 Practice 15: Boosting the offer acceptance rates 57 Organizational development Practice 16: Establishing a strong job architecture with clear levels, career paths and tracks 58 Practice 17: Putting fair appraisal and promotion processes in place 62 Employee experience Practice 18: Driving employee happiness by enabling meaning, mastery, psychological safety, autonomy and community 64 Employee stock option programs Practice 19: Building the right employee stock option program 67 4 Scale-Up Mindset (With Johannes Lenhard) 73 Obsession with customer experience Practice 20: Improving key customer journey experiences as a top priority for leaders 74 Impossible is nothing Practice 21: Setting impossible-is-nothing goals by thinking “and,” not “or” 77 Learn-it-all beats know-it-all Practice 22: Embracing learning cycles by establishing psychological safety and an idea meritocracy 80 Autonomy to act Practice 23: Empowering cross-functional teams to make decisions rapidly & independently 82 Functional Excellence In Scale-Ups 5 Product Management Excellence (With Johnny Quach and Sven Grajetzki) 87 OKRs Practice 24: Establishing the right product OKRs 90 Organizational chart and roles Practice 25: Defining the roles & responsibilities for a product function 96 Practice 26: Scaling the right product roles at the right time 100 Product vision & direction Practice 27: Developing a clear product vision and deriving your roadmap from it 102 Practice 28: Focusing your product organization on outcomes, not just designing a “feature factory” 104 Practice 29: Investing in the core product while pushing adjacent opportunities and venture bets 106 Product development process Practice 30: Creating a crystal clear picture of your target customers 107 Practice 31: Aligning your product value proposition with the underserved needs of your customers 108 Practice 32: Developing your roadmap as a communication tool with the right prioritization logic 111 Product management basics Practice 33: Getting the brand and product design right early on 115 Practice 34: Building a thriving user research engine quickly 119 Practice 35: Implementing best-in-class product management tools 122 6 Technology Excellence (With Christoph Richter) 129 OKRs Practice 36: Establishing the right technology OKRs 132 Organizational chart and roles Practice 37: Defining the roles & responsibilities for a technology function 140 Practice 38: Scaling the right technology roles at the right time 144 Your way of agile development Practice 39: Creating your own version of agile development 145 Development operations (DevOps) Practice 40: Establishing lean software development principles 150 Practice 41: Establishing technical DevOps practices for continuous delivery 153 Practice 42: Enabling a team of doers through the right DevOps culture 156 Scalable architecture Practice 43: Creating a “good enough” software architecture that can evolve over time 158 Practice 44: Establishing a resilient cloud architecture 161 Information security Practice 45: Mitigating the top 10 web applications’ security risks 163 Practice 46: Integrating the key information security practices into design, development and deployment early on 165 Data management Practice 47: Democratizing data with self-service data tools while building a scalable data architecture 167 7 B2C Marketing Excellence (With Kelly Ford) 175 OKRs Practice 48: Establishing the right marketing OKRs 177 Organizational chart and roles Practice 49: Defining the roles & responsibilities for a marketing function 182 Practice 50: Scaling the right marketing roles at the right time 185 Marketing basics Practice 51: Establishing a single source of truth for key marketing and growth KPIs 186 Practice 52: Bridging the gap between marketing quants and creative brains 186 Practice 53: Equipping your teams with the right marketing and growth tools 187 Practice 54: Finding your product-channel fit quickly and maintaining it 187 Organic and viral marketing Practice 55: Leveraging the power of organic conversions to drive down customer acquisition costs 190 Practice 56: Getting your PR machine up with trust 192 Paid online marketing Practice 57: Harnessing the six key hacks for buying online ads efficiently 194 Offline marketing Practice 58: Leveraging the power of offline marketing in the digital age 197 Monetization Practice 59: Nailing your monetization strategy to drive revenue 198 Growth hacking Practice 60: Establishing cross-functional growth hacking teams for activation, retention and monetization 201 8 B2B Sales Excellence (With Karan Sharma) 209 OKRs Practice 61: Establishing the right sales OKRs 212 Organizational chart and roles Practice 62: Defining the roles & responsibilities for a sales function 217 Practice 63: Scaling the right sales roles at the right time 220 Sales playing field Practice 64: Exploiting the right niches 221 Sales basics Practice 65: Creating a commission plan that fits your growth stage 223 Practice 66: Enabling your sales teams with the right sales tech stack 225 Practice 67: Attracting and hiring a world-class sales team 227 Practice 68: Training and coaching a “challenger” sales team 228 Practice 69: Getting your basic sales pitch in place 230 Qualifying and closing leads Practice 70: Becoming rigorous with lead qualifications 231 Practice 71: Enabling your sales teams to close leads 234 Retaining and “farming” customers Practice 72: Measuring customer health to predict and prevent customer churn 235 9 Service Operations Excellence (With Dr Nicola Glusac) 241 OKRs Practice 73: Establishing the right service operations OKRs 244 Organizational chart and roles Practice 74: Defining the roles & responsibilities for a service operations function 247 Practice 75: Scaling the right service operations roles at the right time 250 Preventing contacts Practice 76: Preventing unnecessary contacts in the first place 252 Deflecting contacts Practice 77: Deflecting transactional contacts to an automated self-help 253 Resolving contacts Practice 78: Investing in a hybrid operating model and specialization to ensure availability at all times 254 Practice 79: Resolving customer inquiries with autonomous teams and close-knit performance management 255 Practice 80: Investing in Lean Six Sigma processes while giving teams enough room to create moments of service delight 256 Practice 81: Investing in a loosely coupled, yet highly integrated suite of service tools 258 Practice 82: Steering external partners to jointly drive business goals 259 Practice 83: Boosting back-office throughput with performance management, automation and centers of excellence 260 Practice 84: Investing in resilience to quickly recover from demand and supply shocks 261 10 Supply Chain Excellence (With Matthias Wilrich) 265 OKRs Practice 85: Establishing the right supply chain OKRs 268 Organizational chart and roles Practice 86: Defining the roles & responsibilities for a supply chain operations function 271 Practice 87: Scaling the right supply chain roles at the right time 275 Supply chain Practice 88: Hiring supply chain specialists early on 275 Practice 89: Investing in supply chain resilience to quickly recover from demand and supply shocks 276 Practice 90: Boosting partner and supplier relationships with smart and scalable contracts 277 Practice 91: Becoming proficient in supply chain operational excellence and maintaining a hands-on attitude 280 Growth Capital 11 Six Questions Every Growth Stage Investor Asks (With Vanessa Pinter) 287 Future vision Practice 92: Do you capitalize on the next inflection point? 293 Rockstar team Practice 93: Have you assembled a great team that can scale? 294 Business model Practice 94: Does your company’s performance to date show a path toward becoming profitable in the long term? 296 Venture-scale market Practice 95: Can you achieve USD 100 million in annual revenue within 7-10 years? 298 Category-leading product Practice 96: Have you created a unique customer value proposition which is 10x better than any other in that market? 300 Fund fit Practice 97: Does your company fit the investor’s fund in terms of industry, size, and funding needs? 300 12 Fifteen Key Issues in Growth Term Sheets (With Vanessa Pinter) 303 Negotiating guidelines Practice 98: Following major guidelines for term sheet negotiations 304 Key term sheet issues Practice 99: Negotiating the 15 most important term sheet issues during a growth round 307 Contact Us 321 Notes 323

Autorenportrait

Dr. Martin Schilling is an angel investor, startup builder, and scale-up executive. He has co-created and scaled five companies, including a McKinsey & Company subsidiary and the FinTech firm N26. He is the Managing Director of the Berlin Accelerator at Techstars. Dr. Thomas Klugkist is a management consultant who leverages the experience and insight he gained working at leading companies and startups in Europe (N26, KPN/ Planet Internet, Klett Group, Kirch Group, JCI) to guide change processes and help exciting companies grow.

Back cover copy

Successfully navigate the tricky middle stages of startup growth between launch and IPO Are you scaling a startup but don’t belong to the fortunate few who have done so multiple times already? Many startup builders simply do not have the time to read over hundreds of books, blogs, and podcasts while distilling all this information down into practical lessons. That’s why The Builder’s Guide to the Tech Galaxy does it for you. The authors have drawn on forty years of combined experience in building companies and interviewed close to 100 top scale-up experts from successful technology companies around the world, including Airbnb, Pinterest, N26, Zalando, Salesforce, Wayfair, AWS, GetYourGuide, Klarna and Hubspot. As a result, The Builder’s Guide to the Tech Galaxy is a handbook for startup employees, leaders, future founders, investors, corporate innovation hubs, and anyone else who is interested in entrepreneurship and scaling a technology company within months rather than years. The authors don’t focus on how to go from zero to one nor on how to take a unicorn to IPO. Instead, they hone in on the critical scale-up stage in the middle – upgrading a small pirate ship to a large spaceship. This book is full of practical and hands-on checklists, templates, organizational charts, benchmarks, tools, and tips you can use immediately. Confidently guide the activities of your technology and product management, marketing, B2B sales, people, and others. The book also includes forewords by Thomas Heilmann, Christian Miele, Kulraj Smagh, Klaus Hommels, Aleksandra Laska and Joël Kaczmarek. Whether your company has ten or a hundred employees, The Builder’s Guide is the essential playbook to scale successfully.