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 Table of Contents
Name Company Page
Alex Bard Goowy 4

Alex Hillman WeKnowHTML 5

Alison Covarrubias Ladies Who Launch 7

Amy Andersen Linx Dating 10

Andy Sernovitz Word of Mouth Marketing Author 12

Angie Chang Women 2.0 13

Avichal Garg PrepMe 14

Ben Elowitz Wetpaint 15

Benjamin Gott Indistr 17

Craig Walker GrandCentral 18

Curtiss Grymala Ten-321 Enterprises 20

David Weekly PBwiki 22

Gretchen Rubin The Happiness Project 24

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James Thomas WackyLabs 25

Jan-Joost Rueb eBuddy 27

Matt Curry PlanbookEdu 28

Noah Kagan OkDork 30

Patricia Handschiegel StyleDiary 31

Peter Glyman / Shawn Ward Geezeo 33

Rachel Cook Minti 35

Richard Anson Reevoo 36

Stephan Uhrenbacher Qype 37

Steve Poland Web2.0forsale.com 38

Sumaya Kazi TheCulturalConnect.com 39

Tara Hunt / Chris Messina Citizen Agency 40

Ted Rheingold Dogster 42

Yukiko Ohta One Team Technologies 43

Thank you! 44

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Alex Bard from goowy
1. The highs are higher / the lows are lower - The key
to success is to maintain balance and a level head Alex Bard is the President
through both.
and CEO of goowy media, inc
2. Surround yourself with the best people possible - you
cant do it alone. where he is responsible for
3. Make sure you think through why you are starting a the corporate vision, product
company, what are your personal / professional goals strategy, and marketing /
and where you want your company to be in 5 years.
business development
It will help you make the right decisions along the
way. initiatives. Goowy Media
4. Chances are your original vision for the company will develops innovative online
change as the company evolves - make sure you are products and services that
ready for that change. provide simple, intuitive tools
5. Be ready to accept failure (9 out of 10 start ups fail)
6. Stay focused for communicating and
7. Have fun sharing on the Web. Its two
consumer services, yourminis
and the Goowy Webtop, have
received high acclaim and are
being used by people from all
over the world to manage
their digital lifestyle.

Page 4
Alex Hillman from WeKnowHTML
Start Independent
Alex Hillman is a freelance
An increasingly popular alternative to "traditional" startups is web developer, consultant
to hit the freelancer market. There is plenty of opportunity for
and entrepreneur based in
independent contractors, if you know how to find it and make
the most of it. sunny Philadelphia. Alex has
led and evangelized the
Tip #1 - Bootstrap coworking movement of
Philly by founding
One of the best things about starting out on your own is the
Independents Hall, a
ability to spend the first several months working on the
cheap. Work with equipment you already own rather than collaborative community of
buying all new equipment. Work from home or a shared work independent creatives. Alex is
environment rather than renting your own office space. also a driving force behind
multiple social media and
By bootstrapping, you not only find yourself in the black
technology events and
faster (duh, you're not paying back massive loans on
equipment), but you also find yourself taking a different organizations, sharing his
sense of pride in your work - and you'll be more confident in infectious enthusiasm with
yourself. That confidence shines through and (potential) every person that crosses his
clients love nothing more than a confident Indie.
path.

You have a great advantage when you're first starting out:

you don't really need to show off anything except your existing body of work and that you're confident
in your own abilities.

Tip #2 - Organize and "polish" your resume and portfolio

Just because you're your own boss doesn't mean you won't be regularly applying for jobs. In fact,
every new project that comes in comes with it's own set of introductions and interviews. Being
prepared with a current, relevant resume could make or break someone trusting you with their project.
And for the love of Pete, don't list every job you've ever had or skill you've attempted. Use a tool like
Emurse that will help you hone your resume and keep it organized and relevant.

Also, if you have a portfolio of work, that's going to sell you more effectively than anything else. Make
sure that it's work that you're proud of and accurately represents your abilities. But also make sure
you're allowed to take credit for it.

A portfolio could be presented as list of links included in your resume (a good opportunity to pad it with
relevant content if you haven't held a lot of jobs in the industry). It could be something more visual
built with a tool like CarbonMade. The best option would be for you to create a slick portfolio
page/section on your own site. You do have your own site, don't you?

Tip #3 - Start Blogging

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You don't need to tell the world what you had for dinner last night. Find a niche that you're
knowledgeable in, and write about it. If you start documenting thoughtful solutions to problems, you
will begin to establish yourself as a reputable source. Document real experiences while you're working.
This transparency has a similar effect to an open kitchen in a restaurant. When people can identify with
you as a person, they're more likely to continue that conversation into the quarters where they conduct
business.

Tip #4 - Get out in the field

Remember, now that you're out on your own, you're not only responsible for doing the work but for
finding it as well.

One of the best ways to find work (or better yet, have it find you) is to get out into the field and
participate in what's going on in your industry, locally and online. Join mailing lists and participate.
When someone has a question that you can answer, help out! And when you've got a question, don't
be afraid to ask it. Being active in a community shows that you care, and people like to hire people who
care.

This is also a good opportunity to link people back to the resume and portfolio or even better, to that
blog I mentioned. Don't "pimp" your work, or you run the risk of making the community uncomfortable.
If you're contributing quality posts and content to the communities, people will find you when the time
is right.

Tip #5 - Don't underestimate the value of word of mouth

If you're doing quality work and making your clients feel appreciated, they will refer you. There's not
much more to it than that.

Tip #6 - Stay horizontal for as long as it makes sense

So, business is picking up; you're not only bringing in work, but you're bringing in more than you can
do. And the needs of the projects are calling for some complimentary talent...

Time to hire, right? I don't think so.

Keep your business small, agile, and flat until you absolutely need to hire. I've built my business on top
of partnerships and collaborations. I know the boundaries of my skillsets and when to involve someone
else in a project. But rather than have employees, I build relationships with other complimentary talent.
When a job comes in that needs talents X, Y, and Z, I have a personal network of people to choose
from. I've got the most agile and scalable team I could build for any given project.

Page 6
Alison Covarrubias from Ladies Who Launch
To Office or Not To Office...
Alison (Allie) Covarrubias
As a start up business owner, it is tempting to rush out look graduated from Cal Poly San
for office space. After all, to be successful you must project
Luis Obispo with a BA in
an image of success, right... and what looks more successful
than a corner office with a view? Well, I'm here to tell you Speech Communication. Her
that is not necessarily true and the urge to rent is one that first big career break came in
could potentially tank you and your bottom line. 2000 when she started
working at SalesForce. After
During your first year of business, it is more important to use
the resources you have available that are free or cheap an exciting adventure to
before you start measuring square footage and pricing out Thailand in 2005, Alison
new furniture. No one will find it odd that you don't have an discovered that the corporate
office with a view of downtown or that you have dogs barking life was not her calling and
in the background. Here are some great alternatives to
made the decision to embark
signing an office lease:
on her entrepreneurial
1. Free Internet Cafe's - This is the number one option career. Alison launched
for home-bound entrepreneurs who need to meet herself and her business
with clients or who simply need to get out of the when she joined Ladies Who
house. For a few dollars, you have a clean space,
access to all the coffee/tea/water you need, a Launch as the SF chapter
restroom, Internet for free (or less than $10/day), leader and is now the Bay
and actual human contact so that you don't feel Area Director. Her own
isolated. One suggestion, tip your barista! After all, business, Business Legs
you're camping out in their space and they will be far
more attentive and helpful if you throw a little bone offers start up consulting
their way. Don't empty your wallet as that will defeat services with an emphasis on
the whole "cheap” part of this arrangement, but a marketing strategy for
couple of dollars depending on how long you stay is women entrepreneurs
sufficient.
creating "lifestyle"
2. Library - It's quiet, you have ALL the resources in the
world at your fingertips, you can people watch and businesses. Alison is a born
once again - decent restrooms. “team player” and when not
3. Book Store - This option is not so quiet which is nice acting as a part of her client’s
if you are a talker and like to chit-chat with other
business teams, she is active
book aficionados. Larger book stores often have
cafe's and internet access. They want you there so go in her fitness group, cycling,
ahead and hang out. traveling as much as possible
4. Your Car - Not a great place for typing but if you and living a happy and
have a voice recorder or just need some time to think
holistic lifestyle.
then grab your keys, your driver's license, your
hands-free headset and hit the open road! You can
get fresh air, see the scenery and talk to yourself or someone on the other end of the phone.
Remember that safety is first and if you're not a multi-tasker, leave the phone and recorder on
the seat next to you and simply drive to clear your thoughts. It's a cathartic process that often
stimulates creativity.
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 5. Restaurants - Not unlike coffee shops, restaurants are great for nourishment and meetings.
Generally the servers aren't as excited to see you set up your portable office in their section so
limit your restaurant meetings to those where you are eating a meal and discussing business.
Tip, It's always acceptable to offer to go dutch but the person who suggested you meet for a
meal instead of a "regular" meeting generally pays.
6. Friend's homes or offices - Setting up "office hours" with a friend or colleague at their place is a
fantastic way to have office-like interaction with someone who also the entrepreneurial spirit.
My friends and I have gotten so much accomplished simply by sitting next to each other and
bouncing ideas off one another. It's also great when you have to make difficult sales calls to
have a friend nearby to help cheer you on and to offer feedback on how you are handling the
call. As always, don't do office hours with negative people who will make you feel bad about
your calls or projects.
7. Outdoors - Grab your notebook and pen and go outside. It's so much more fun to have a
meeting in a park or by the water than a stuffy old conference room. You have escaped
corporate America, stop thinking that professionalism equals confinement. Fresh air, sunshine
and a nice breeze say more about a successful business than a cramped space with fluorescent
lighting.
8. Spas and Golf Clubs - Now this is where it's good to model our Corporate America
counterparts. Where do they go to meet their important clients? Spas, resorts and golf clubs.
You can do the same! It's more expensive than the free internet cafe, but a heck of a lot
cheaper than a 5-year lease. Plus it's more fun to get in 18 holes or a nice hot rock massage
than to deal with wiring your office for the internet.
9. Home Office - Your home office can take many forms and some of them will be more than
acceptable for client visits. Your kitchen table, a separate desk, a whole room dedicated to you
for the day or at least part of it all make great home offices. It's a temporary situation so don't
go sinking all of your start up dollars in fancy equipment, but do invest in making it a happy,
comfortable working space where you can find your important files, get work done and have
some separation of home and office. As long as there is an extra chair and water, your client
will be just fine meeting you there. No chair? Have them sit on your couch - just take an extra
moment to clean off the pet hair or baby goo before they sit down.

How do you know if you are ready for an out-of-the-home office? Here are some signs:

• You never get out of your pajamas and are getting a severe kink in your neck from working
from bed.
• Your kids/spouse/roommate/pet simply will not get it through their heads that working from
home does not mean you are there to work for them.
• Your laundry/tv/garage are unbearable distractions and prevent you from focusing.
• You have more clients than you do hours in the day and they have started to suggest that they
would pay more for your services if you wanted to set up a permanent shop.
• You have some actual numbers to look back on to understand how much it costs to run your
business without any additional overhead and how much rent you could afford.
• You have at least $10,000 - $30,000 set aside to invest in furniture and equipment for a new
space. It's a large range but even with the economic genius of stores like Ikea, it adds up fast!
• You have found a space that you can afford, is not a long-term lease, has easy parking, and
makes you want to go to work.
• You are ready to take your business to the next level.

And last but not least . . . when setting up your new office. There are just a few things to consider to
"do it right." Some things to be when starting your office:

Page 8
• Elegantly Ergonomic - hire an ergonomic specialist to ensure that your desk is set up properly.
You can not afford to injure yourself on the job and take disability. You're paying for it in the
end so it's a good idea to pay for it up front and save yourself the pain and distraction. Check
out www.elegantergonomics.com for more resources on ergonomic assessments and
techniques.
• Professionally Organized - hire a professional organizer to help you eliminate your clutter and
establish a good flow for your papers, supplies, etc. Now that you are spending money on real
estate, you do not want to waste one square foot with junk that can be an eye sore and hogs
up your new environment. It's takes a pro to help with this one. We all carry way too much
clutter with us and a discerning eye is worth it's weight in gold. www.balancesf.com
• Environmentally Correct - You have goals and a mission for your business. Incorporate the
environment in your cause and you will make friends with mother nature and impress everyone
else on the Al Gore bandwagon. Recycle bins, low energy light bulbs, scanners to eliminate
paper all together and living plants are all easy ways to enhance your space and do good for
the planet. www.greenbiz.com
• Staged for Success - Home and Office stagers know it's easy to transform an otherwise
unimpressive space into a show room with a few simple tricks. First, add photo's of you with
clients or celebrities. It's not as cheesy as you may think. Seeing you simling with the president
or a successful customer makes people feel at ease with you and makes you more trustable.
Smell is very important, put in a citrus, vanilla or eucalyptus aroma jar or candle. Nothing too
flowery or perfume-y but something fresh and crisp to awaken the senses as they walk in.
Invest in quality chairs, not only is it the ergonomically correct thing to do, but it shows your
clients that you care about your own posture as well as their comfort.
www.visionfordesignonline.com
• Have fun with it! This is your new home away from home. Make it your own but always
remember that your clients need to be comfortable too. Leave the slippers under your desk and
put them on after you know your client is fine with bringing them out. But do bring them out!
You're not in corporate America anymore. Live the dream! Break the rules. Enjoy your space
and make it work!

Page 9
Amy Andersen from Linx Dating
Tip #1 - Think LOCAL.
Amy Andersen is from Marin
There are so many entrepreneurs that think global when they County, and currently resides
first develop their concept. In a prior life, I attempted a youth
in Palo Alto. When not linking
oriented start-up and immediately thought "national" instead
of really understanding my local demographic. Entrepreneurs couples, she loves
have a lot to learn about their local markets. With my entertaining, running, time
company that I started over 3 years ago, Linx Dating LLC, with family and planning her
www.linxdating.com, I made a huge point to really put
wedding to her perfect
blinders on when it came to going outside of the Bay Area.
match, Alex, a fellow CEO
I could have easily of launched my company in many cities and entrepreneur. Linx
and most likely would have burned out very quickly. Instead, Dating is an invite-only Bay
I tapped into my network locally and have truly carved out a Area based dating and social
nice niche in the San Francisco and Silicon Valley area for the
networking society that links
high caliber matchmaking market. As an entrepreneur, once
you really VALIDATE your concept and have tested the high caliber professionals to
market, if you have the bandwidth, slowly roll your concept one another through
out into other markets. If you are worried about competition, traditional offline approaches
there is always going to be competition. Which leads me to
as well as through exclusive
point #2.
"Link and Drink" parties.
Tip #2 - There is always COMPETITION.

VCs, seasoned entrepreneurs, and friends alike will only giggle if you say your start-up doesn't have
any competitors. People often become panicked when there is competition on the radar. As founder of
my company, I think competition is a healthy thing to have around you. Competition means there is a
market for your concept (what a relief, right?) and it means that your concept in some way has been
validated.

Competition also keeps you on your toes, constantly checking out what others do. Always stay tuned
into what your indirect and direct competitors are doing. Know them inside and out. Who knows,
maybe one day your start-ups will merge, which leads me to point #3.

Tip #3 - Get out there and NETWORK.

Networking is a key component behind a lot of start-ups future growth. Networking is a good tool for
you to practice your pitch in informal settings and shake hands with often influential people. The power
of your ever-expanding rolodex will only work in your favor during the course of your venture. I "get"
how often at the end of the day the last thing you want to do is go and meet a bunch of random
people at a bar.

Instead of spreading yourself thin and doing a lot of networking events, pick two key ones each month
to put on your calendar and hit them with enthusiasm and gusto. Bring cards. I think it is so annoying
when financiers or entrepreurs "forget" their cards, which leads me to point #4.

Tip #4 - Smile, be Kind, and Don't BURN BRIDGES.

Gosh, the Silicon Valley is so small and it seems like one insecetious network. Everyone is linked to one
another through some sort of connection. Maybe this is their alma maters or former or current
professions. In any case, the Valley is too small to be a jerk in any context. As a small start-up, I find it
critical to always take the high road, be a leader, be kind, and don't react based on some impulsive
move you might later regret.

For instance, I cannot tell you how many times my clients through the years have sent me emails that
anger me like no tomorrow. I feel my blood pressure rise as I read each sentenace and I just want to
send them an immediate impulsive response that is mean like theirs. I think one of the best rules of
thumb when dealing wit difficult communication situations in your start-up is to draft the response
letter or email and wait 24 HOURS till you send it.

Most likely this anger and annoyance you are experiencing will settle down and when you arrive to the
office the next day, you won't feel the same degree of emotion like you did before. If you do, tell
yourself that any electronic transmission is permanent and is what you are about to send smart for the
future of your small start-up? This leads me to my final point for start-ups #5.

Tip #5 - Maintain your HEALTH, SANITY, and FRIENDSHIPS.

For the first two years of running Linx, I was pulling 20 hour days and living on 4 pots of coffee (that is
16 cups a day or so) and really messing my internal "clock" up. I was a one woman operation, if I did
not do the work, no one was going to do it for me. If I did not push to close deals, I did not make my
rent and maybe couldn't pay the IRS my taxes. Yikes. So I pushed myself and dug myself into a deep
hole.

I realized through the months, I wasn't really that healthy. I had no balance. I was a workaholic and
the complete opposite of what I preach to clients for the mportant of having that "balance" in one's life.
Clients thought it was humorous when I would send emails to them at 4:30am, when most normal
people had been asleep for many hours. I realized that if you push yourself too much, you might
actually burn out and begin to hate what you do. As you pour all your love, dedication and money into
your baby....really make a point to treat yourself to time away from your desk.

Maintain your health through regular fitness (join a gym if you were not part of one) and take some fun
fitness classes to get your mind off of the daily grind. Try to go to bed at a semi "normal" hour and
maintain your sanity too through giving yourself time on the weekends to do something
different...something fun. As I had developed this almost tunnel vision, I forgot about my friendships.
Don't do this. Again, carve out time to see your friends. They are a wonderful support network for you
and your biggest fans.

Page 11
Andy Sernovitz
Psychological Secrets of Successful Startups

In the end, it's not brains, or good ideas, or money that make Andy Sernovitz is the author
an entrepreneur successful. Plenty of people have those. It's of "Word of Mouth Marketing:
your positive attitude, guts of steel, and refusal to believe
How Smart Companies Get
that you won't succeed. I've advised hundreds of startups --
and the winners all learned these 10 lessons: People Talking". He is the
founder of the Word of
1. Customer service first. Take care of the people who Mouth Marketing Association,
give you money. Everything else grows from here. teaches at the Northwestern,
2. Ethics matter. There is no undo for dishonest
behavior. It will haunt you later. and used to teach Internet
3. Borrow brains. You aren't smart enough to succeed Entrepreneurship at the
on your own. Surround yourself with mentors, Wharton School of Business.
advisors, and winners. Read everything. Grab every He has a blog called "Damn, I
idea you can get your hands on.
4. Recognize busy work and distractions. Many good Wish I'd Thought of That" full
startups have starved while they designed the perfect of tips for startups.
office, logo, and vision statement. Get to work!
5. Know what has to be done next. Focus, focus, focus. Focus on whatever the most people pay
you the most money for.
6. You are not an octopus. You can't do it all. Well, you can, but you'll be doomed to run a small
one-person business. Delegate.
7. Shoot too low, think too small. Who works harder - Jeff Bezos or your dry cleaner? You're
giving up your life for your business. Make sure it's worth it.
8. Ignore critics. Your family, your friends, people at big companies -- they have no idea what you
do or why you're doing it. Ignore them. If they knew what you know, they'd be doing it too.
(But don't get cocky - see #3.)
9. Don't flinch. It's scary out here, alone on the tightrope! Don't look down, don't look back, just
keep moving. Analysis paralysis will kill you. Just do something--anything.
10. Have fun. If you don't love it (really really love it), you're not going to make it. You don't have
to do this, so don't do it unless it's the coolest thing you can imagine doing.

Remember the words of Teddy Roosevelt: The credit belongs to those people who are actually in the
arena … who know the great enthusiasms, the great devotions to a worthy cause; Who, at best, know
the triumph of high achievement; And who, at worst, fail while daring greatly … so that their place shall
never be with those cold and timid souls who know neither victory nor defeat.

Page 12
Angie Chang from Women 2.0
• Business model should NOT be "get acquired by
Yahoo or Google" - generate real dollars and cents Angie Chang is a co-founder of
as early in the startup life as you can.
Women 2.0, a networking
• If your product/service/team is very tech-oriented,
be sure to also hire a web/UI designer with group of young women
marketing experience to make your product entrepreneurs located in the
compelling and easy to use. Then allow this Silicon Valley. She is also a
designer affect change by focusing at least half of
web and UI designer by trade.
engineering efforts on implementing necessary
changes for improving user experience. You can find her blog at
• Always hire people who are smarter than you are. http://thisgirlangie.suprglu.com
However, this doesn't mean you shouldn't utilize
free help from whoever offers.
• General good management skills always apply --
whenever you think your employee or customer is
being difficult, think again about whether you could have been a better manager, or whether
you could have communicated better.
• Most importantly, be passionate about your startup and enjoy it while it lasts! A failure can
prove positive if you succeed in learning from your mistakes along the way.

Page 13
Avichal Garg from PrepMe
Tip #1 - Start by building something you'd want to use
Avichal Garg is CTO and Co-
If you build a product to solve a problem or need you have, Founder of PrepMe.com, an
chances are millions of other people want to use your
online educational services
product.
provider focusing on the test
Tip #2 - Know your competition prep industry. Avichal was
previously a Product Manager
Know who is out there is working on similar products or at Google, first in Search
ideas, know their strengths and weaknesses, and be able able
Quality where he received an
to explain what you're doing differently (and better!). Google
is a great way to do this research. Executive Management Group
award for outstanding
Tip #3 - Be ready to sacrifice performance, and then in Ads
Quality.
Building a product and company is a lot of hard work. The
hardest part is not coming up with an idea or building the
product, it's staying committed enough to do it when you're tired, or when the first major investor says
no, or when you have to sacrifice a night out. If you can't give up some of the things that you really
care about right now, you will have a hard time sticking with your idea.

Tip #4 - Be flexible

Your initial idea will change so be ready to adapt and let the idea evolve.

Tip #5 - Build a strong team of generalists who can specialize

Find team members who complement each other but who can jump in to do anything. For example, if
you are building a team of engineers find great engineers, some of whom think about the front-end,
some about the back-end, some about speed, but all of whom can jump in wherever and whenever
needed to build a part of the product.

Tip #6 - Write everything down

Whether it's equity arrangements, potential intellectual property and patentable ideas/technologies, or
the specifics of your marketing budget, having things written down will force you to clarify your ideas
and make sure everyone concerned is on the same page.

Page 14
Ben Elowitz from Wetpaint
Tip #1 - Don't hide your idea - share it.
Alex Bard is the President
Getting to the great business idea isn't always easy. It can be and CEO of goowy media, inc
filled with fits and starts. And when you eventually come up
where he is responsible for
with the killer idea, you can be hesitant to share it with others
- will they love it, will they hate it...even worse...will they the corporate vision, product
steal it? That point of view is a mistake. The best thing any strategy, and marketing /
entrepreneur can do with his idea is to test-drive it early and business development
often. You'll be amazed by how talking out loud about your
initiatives. Goowy Media
idea - especially to folks completely unfamiliar with it - will
highlight issues and opportunities you didn't see before. And develops innovative online
while you're in the mood for sharing, don't just consult with products and services that
those folks who always wake up on the right side of the bed. provide simple, intuitive tools
Find some hardcore skeptics and naysayers. They'll give you a
for communicating and
million and one reasons not to pursue your idea... and those
will be a great screen to compare against your million and sharing on the Web. Its two
two reasons to stick with it. consumer services, yourminis
and the Goowy Webtop, have
Tip #2 - If it's core, make it great. received high acclaim and are
being used by people from all
You'll quickly want to establish a roadmap for the one or two
unique dimensions that will make your company worthwhile. over the world to manage
Regarding those core features, do everything in your power their digital lifestyle.
to make sure they aren't just good - make them amazing.
Naturally, being great requires sacrifices and tradeoffs. That's where remembering what's core gives
you freedom to let go of the periphery. Accept the fact that sometimes secondary features are going to
be good. The pursuit of greatness is a fulltime job. Accept the fact that not everything you do is going
to be great. Just make sure the stuff that really matters is.

Tip #3 - Launch and iterate quickly.

The best way to get the product right is to get it into market and test it. Focus groups and usability
studies are great, but not nearly as valuable as real actionable feedback from consumers and see how
they react to it. Accept the fact that they will find issues and have complaints. If you address those
issues and complaints quickly and rationally, you'll create a strong relationship with your customers.

Tip #4 - Get a killer coffee machine.

One of the best investments we've made is our larger-than-life coffee machine. It's an amazing piece of
machinery - push a couple of buttons, and presto, out comes a perfectly brewed cup of joe. I've been
amazed at what a great recruiting device, morale booster, and source of early morning and later
afternoon energy this hunk of steel has proven to be. Every office should have something the entire
company can rally around. In our case, it's a coffee machine with a 4-digit price tag and an even higher
ROI. In some other company, it'll be a foosball table. Whatever it is, make an effort to find that special
something. When your startup becomes something bigger down the road, that special something will
have earned its place in company lore.

Page 15
Tip #5 - Names and Hires REALLY Matter

Don't compromise on your company's name or your first hires. Your company name is how everyone
will identify you. Pick a generic name and you'll be generic to all who hear of you. Pick an inspiring
name and you've got a better chance to connect to and be remembered by your customers. And talk
about inspiring customers... it takes great people to do that. No matter how busy you are, no matter
how much you wish you had someone today, it's better to turn down candidates who don't care, don't
get it, or don't live up to your standards. When the right hires come in and interview, you'll know 'that's
the one I'm looking for'.

Tip #6 - Cultures - they don't grow in a Petri dish

Your culture is built a thousand times a day. Every employee and every customer is watching you. Your
culture isn't what you say it is: it's what other people say it is. It's tempting to want to define culture
with a document, so you can sit down and imagine it all down at once. But it's the thousands of actions
you take every day, deliberately or haphazardly, that others will draw their own conclusions from.

Page 16
Benjamin Gott from Indistr
1. Be simple. Don’t focus on anything that isn’t core to
getting your startup off the ground. Be an amazing Benjamin has worked in the
product first, then be a business.
'internet industry' for about 8
2. Have a very clear focus. Kind of obvious, but it drives
the simplicity mentioned above. Whether its traffic, years. I grew up in the south
users, activity, revenue, etc…drive towards that point Chicago-land area and I now
only. live in downtown the young
3. If you can and it makes sense – use in-house or
thriving city of Grand Rapids,
freelance developers and designers. The big houses
do amazing work, but its often hard to ‘have and idea Michigan. Love it. INDISTR,
on Monday and launch on Wednesday’ when you are http://www.indistr.com, was
dealing with larger shops. Agility is key in the start up launched in January 07 with
world. a clear goal of allowing artist
4. Have a good team. A team can be just two people.
Never underestimate how much work its going to be to distribute their music
– even the easiest stuff can eat up more time than directly to the public while
you have, this was a mistake I made! staying totally independent.
5. Don’t be afraid to develop both the idea as well as Simplistic in its nature, we
the actual product in a bit of a vacuum. Outside ideas
and influence can be extremely distracting. That allow artist to upload as
being said, its also important to have a core group of much music as they’d like,
people who you can bounce ideas off of – and it they can bundle their music
helps if they are from all different user demographics into albums, price it
if possible.
6. You don’t have to be in The Valley to have a themselves and publish it.
successful tech startup. So don’t move there ‘just 75% of each sale goes
because it’s the valley’. directly to the artist instantly
7. Have a clear definition of success, relates back to upon its purchase. Our aim is
number (2) in regards a clear focus. Know when you
to keep the artist first - big or
have hit your goals and when you haven’t.
small, and to ensure all artist
have an opportunity to make
a living from their art.

Page 17
Craig Walker from GrandCentral
Tip 1 - Hire Good People.
Craig Walker is the co-
Don't just hire people who are good on paper or who have founder and CEO of
"done it" before. Hire people who are willing to work hard and
GrandCentral. In 2001, Craig
have a ton of common sense. You'll need them to do much
more than any single job description can tell so find ones who became the CEO of Dialpad
share that start-up mentality of doing anything necessary to Communications, where he
get the job done. And who can figure things out! led the company out of
bankruptcy and transformed
Tip 2 - Fix Hiring Mistakes Immediately.
it into the most profitable
In a start-up, you'll quickly know if you made the right hiring VoIP company in the
decision or not. It's too small of a team with too much to do. industry. When Dialpad was
If somebody isn't carrying their weight, it will be obvious...to acquired by Yahoo! in 2005,
everybody! Keeping a poor performer on board can serve to
Craig became Senior Director
de-motivate the others, and you'll have to redo their work
later. Fix problems immediately. of VoIP and successfully
merged the Dialpad team
Tip 3 - Don't worry if you don't have all the answers. with the Yahoo! Messenger
group. Outside of work, Craig
People will try to poke holes in your ideas from every angle. spends his free time with his
Regardless of your answers, you can't convince everybody it's
wife and three kids and is a
the greatest idea in the world. Just keep working and
executing. The answers will come or you'll learn to make board member of the Ascent
adjustments on the fly. Russian Orphan Aid
Foundation.
Tip 4 - Hire "hungry" people.

There's a temptation to hire the rock star employees who have been with other startups that have
become huge successes. These might be great hires, but they might also be difficult to get cranking as
they might already be loaded and not willing to put in the effort needed to get your startup cranking.

Tip 5- Find good investors.

No matter how great your idea is or how smoothly things are going, there will come a time when your
investors want to see results. Or want more of one thing and not another. Having investors who
understand the startup process (the best ones usually have been in your shoes before so they know
what you are going through) and who can really be helpful in challenging times are priceless.

Tip 6 - Don't kill yourself trying to find the perfect partner.

Getting a deal with a marquee name is great, but large corporations move at a pace that is much
slower than a start-up and can drain tons of resources from your small team and rarely pan out. Often
when they do it becomes a great press release for you and may help with fundraising, but rarely turn
into great business opportunities.

Page 18
Tip 7 - Did I mention hiring?

It's the first and most important thing you can do. Do it well and fix it if it's not working. I can't say
that enough.

Page 19
Curtiss Grymala from Ten-321 Enterprises
Tip #1 - Plan everything before you do it
Curtiss Grymala is the full-
I'm not talking about sitting down and hashing out all of the time Webmaster for a
minute details before you actually take any action, but it is
community college in
always a good idea to set up a structured outline so you have
a good idea where you're headed, and what it's going to take Virginia. In his spare time, he
to get there. You should do this for every project you take on. runs a freelance Web
development company called
Tip #2 - Create a checklist with deadlines and Ten-321 Enterprises, is an
assignments
active participant in the
Once you have the outline set up the way you want it, assign HTMLCenter Forums and
each item to the team member best equipped to handle it. offers small snippets of code
Then, set a deadline for each item. Set it up as a "checklist" and bug reports to the
so you can see what you have to do, when each item has to
developers and modders of
be done, and what's already been done. A tip I hear quite
often is to use a three-point method for keeping track of the the YaBB Forum system. He
items on your checklist: 1) leave the "Done" area blank if you has been developing Web
have not begun to work on the item, 2) add a dot or a circle sites and applications for
in the "Done" area if that item is currently being worked on nearly 15 years.
and 3) Convert the dot/circle to a check mark once the task
has been completed.

Tip #3 - Record everything you do when you do it

If a variable pops up that you didn't expect when you initially wrote your checklist, add it into the
checklist for future reference. That way, not only do you have a record of what you did, but you also
have an updated checklist that you can use if a similar project ever comes up again.

Tip #4 - Establish "ownership" of each resource, checklist item, project, etc.

It is very important to establish "ownership" of every project (or step in a project) that you take on.
Find the team member best equipped to handle each item, and assign the item to them. Let them
"own" it. Don't stress over the items you don't "own". Don't interfere with items you don't "own".
Instead, truly "own" the items that have been assigned to you, and make sure that you do anything
and everything possible to achieve the best outcome for each of those items.

If you spend your time worrying about items you don't "own", you won't have enough time or energy
to get your own items completed. If you work on a resource that someone else "owns", then you could
end up setting them back by inadvertently changing their process. If someone else works on a resource
you "own" (for instance, a checklist of your own, or a document you've spent months putting together),
they could do the same to you, setting you back countless hours. Rather than simply going in and
editing documents that your colleagues "own", drop them an e-mail asking them to make the change
to the resource. That way, they are aware of every change that happens to their resources.

Tip #5 - Confirm Task Completion

Page 20
When you finish a task, let everyone involved in the project know that you've completed that task. In
many cases, there will be people on your team that cannot begin their tasks until the previous task has
been completed by another team member. When someone requests something of you, or when you
are prompted to do something off of a checklist, respond to the person with an e-mail message simply
saying "Done". If there is a link or an image that the person will need to view in order to see the work
you've done, include that in the message.

Tip #6 - Leave a paper trail

Do everything through e-mail if at all possible. Asking someone to do something verbally is not nearly
as effective, nor do you have any back-up if necessary, as it is to e-mail them a request.

Page 21
David Weekly from PBwiki
Tip #1 - Do the simplest thing possible.
David Weekly, 28, is a Boston
You're probably pretty smart so you've probably built out a native and the founder of
very elaborate scheme / architecture / process for achieving
PBwiki, the world's largest
world peace while becoming fabulously wealthy. Drop it. This
big-picture kind of stuff is pure intellectual masturbation. permissioned wiki host. He's
Instead, ask yourself, almost as a joke, what the absolute a Stanford Computer Science
simplest possible version of the idea would be - challenge President Scholar, has spoken
yourself to something you can do in a day. You may be
at the United Nations in
surprised (positively or negatively!) by the results.
Geneva, taught computing in
Tip #2 - Write it down. Ghana, flies helicopters, and
hosts big all-night hacker
Again, you're smart, so you have all of these lists and big parties at his house in
picture things in your head, and it all makes perfect sense. Or
Hillsborough. As of
at least, you've convinced yourself that it does. But it's really
amazing what putting things down on paper does - it forces November, he is an uncle of
wishy-washy things to be concrete, even if you're just writing a beautiful baby girl.
for yourself. Write down your dreams, your hopes, your
schemes. The act of writing them down is an incredibly powerful first step to making them real. Don't
pooh-pooh it.

Tip #3 - Overcommunicate.

Yet again, you're smart, so everything makes sense to you. There's no need to waste time or
pleasantries with business to be done; I'm sure people knew exactly what you meant. Well, not really.
Many of the world's problems stem from a lack of understanding of other people, which is mostly due
to undercommunication. Make sure you make crystal clear what you're thinking, all the time, to as
many people as possible. Foster overcommunication in your coworkers. Note: This doesn't mean calling
your ex-girlfriend twenty times a day.

Tip #4 - Learn to fall well.

Something startlingly common across physical activities is managing failure. Simply put, learning for fall
well. In jiujitsu, ballet, gymnastics, ice skating, karate...even with flying helicopters, you need to learn
how to gracefully fail. Don't plan on failing, but know that there's almost no way you can have a
successful life without an awful lot of failure. Roll with it when it comes. When I started my company, I
read up on a lot of other successful companies and found out that most of them had gotten off to
pretty rocky starts.

So when I had a series of very serious challenges very early on (and ended up taking no salary for over
three years) I saw that this was not some sign of my lack of luck or poor personal competence, it was a
natural part of the road to success. So prepare for the worst but hope for the best and don't be afraid
to screw up - because you *will* screw up. Get over it.

Page 22
Tip #5 - Just do it.

You probably have at least a dozen very good reasons why right now is not the right time to start a
company. You didn't just fancy them; they are real and they are scary. But in another light, it's almost
a sure bet that right now is the best possible time for you to go ahead and take the leap. The future
holds unknowns - children, moves, deaths, departures, increases in costs, mortgages, and debt. The
present, for all its pros and cons, is at least well defined. Your lowest risk is probably right now. Don't
wait, you will gain nothing in waiting. You are not too young and you do not need the "magic" idea /
team to get started. Willpower, risk, and smarts will get you where you want to be.

People matter.

You're smart, you've probably read Ayn Rand, and you think competence alone will drive you. You
might look down on those "networking" types who need other people in order to get jobs / deals they
don't deserve. You're right and you're wrong - people will amplify whatever innate competence you
have. The best is to be highly competent and very good with people. Even if you're introverted and
shy, carve out time with people. Have dinner with friends, then have a dinner party where everyone
brings a guest. When you talk with people, listen to them and care about them. There is absolutely no
investment you can make that has returns close to what you get out of investing in and caring about
people. It is satisfying and rewarding on every level.

Page 23
Gretchen Rubin from The Happiness Project
Tip #1 - Take small steps, every day.
Gretchen Rubin is a writer
You probably overestimate what you can accomplish in a working on The Happiness
single afternoon and underestimate what you can accomplish
Project-an account of the
in six months, if you work steadily.
year she spent test-driving
Tip #2 - Ask for help. every conceivable principle
about how to be happy, from
It's easy to forget that you're not the first one to go through the wisdom of the ages to
the start-up process. Don't reinvent the wheel-figure out ways
current scientific studies,
to tap into other people's knowledge and experience.
from Aristotle to Ben Franklin
Tip #3 - The fun of failure. to Martin Seligman. On her
Happiness Project blog,
People with a strong desire for success hate to fail - but if www.happiness-project.com,
you're not failing, you're not trying hard enough. I tell myself, she reports her daily
"I'm going to allow myself the fun of failure," to remind
adventures on her way to
myself to view failure positively, as a symptom of ambition.
becoming happier.
Tip #4 - Keep a sense of humor.

The ability to laugh when something goes wrong lowers your stress level, raises your sense of control,
smoothes your relationships with other people, and makes your life far more pleasant.

Tip #5 - Get enough exercise and sleep.

Sounds trivial, but it's not. You may have the urge to work 24/7, to skip the gym and to stay up late to
get a few more things done. That's short-sighted. Exercise and sleep are critical to having the physical
and mental energy necessary to meet a challenge.

Page 24
James Thomas from WackyLabs
Tip #1 - Define your goal
James Thomas is kind of a
How can you achieve success without a clearly defined end big deal. He is very
result in mind? Simply put, you cannot. Start with a clear,
important. He has many
concise, and measurable goal. If your goal is monetary, split
it into something more easily measured. e.g., If you're leather-bound books and his
expecting $75,000 a year from 2000 subscribed users, then apartment smells of rich
make your goal 2000 subscribed users. If you measure it mahogany. During the week,
financially you'll be looking for ways to earn money. If you
he develops websites for
define the way in which you intend to make money, then your
time will be spent looking to fill that goal, and financially your Disney Internet Group.
intended results will be met. During the wee hours of the
morning, he develops
Tip #2 - Choose your business partners wisely WackyLabs' array of
websites, including skinnyr,
This sounds like a given, but excitement can rush you into
choosing a business partner too quickly. If your partner is not JamJunky and listobo.
reliable in terms of delivering work, then they're just dead
weight. If their name is on the legally binding documents next to yours, often times when you call it
off, you'll have to give up a significant portion of the company or walk away completely from the idea.
If your idea is your baby, you can't afford to let that happen, so choose wisely. I personally will take
drive over talent any day of the week.

Tip #3 - Launch early, update often

Often times, I've seen startups never get off the ground because they never launched their product. It
sounds stupid, I know, but these are brilliant people who focused so much on a full feature set that the
whole thing caught fire before they got it out of the oven. Getting your product launched is just the
beginning. Content updates, monetization, and advertising are the driving point of your business, most
likely. With no product, how will you ever make money? To sum it up, concentrate on your most
valuable features with the highest return, launch your product, and make frequent updates. (For more
information on this topic, see the Rapid Release Model methodology.)

Tip #4 - Play hardball

You're in the game to win, so play like it. Bust your butt to get your work done, even if it means
skipping out on the finer things in life for a while. The world is full of dreamers and thinkers, but the
doers are the ones who succeed. Even if you have to force yourself to work, do it.

I've met countless software and web developers with big dreams. When I ask these people what steps
they've taken to achieve their goals and dreams, often times I hear a sob story, or a "someone elses
fault" story. That proverbial "some day" is today. If you don't have the motivation to move on an idea
now, then you probably never will and this lifestyle may not be for you.

Page 25
Tip #5 - Are you passionate?

I phrased this one as a question particularly because it's not something you control. Are you passionate
about the things you're building? If not, you may want to build something else. If you're not obsessed
with the things you build for a reason other than money, then your best work will not come out.

Some of my idols in the tech industry include Bill Gates and Steve Jobs. Both are tremendously
successful, and both have crazy work habits. They do it because they love what they do, not because
they expected to become as financially successful as they are.

Tip #6 - Don't let success spoil you

"Success is a lousy teacher. It seduces smart people into thinking they can't lose." - Bill Gates. To
elaborate on Bill Gates' famous quote, success fertilizes egos. What's the difference between someone
who has had success and someone who has had failures? If you had success without failure, chances
are you don't know what the secret ingredient was that made you succeed. Failures teach experience,
and success is never permanent.

I heard a quote once (yes, I love quotes) that made it clear to me. "Those who succeed tend to party,
those who fail tend to ponder." Don't party too much.

Tip #7 - Say No

Everyone is a designer. Everyone has an opinion. When you show a product, you're going to hear those
opinions. Don't be afraid to say no. If you have a clear vision of your product, and according to tip #1,
you should, then don't steer to far from that vision. If someone offers you a groundbreaking,
revolutionary feature idea, then consider it. If someone doesn't like the way you handle something,
hear them out, but you don't have to implement their idea. You can't please everyone, but you have a
startup because you want to please yourself.

Tip #8 - Learn from others' experience

I will never smoke, and I will never drink. I sound like a party pooper, I'm sure. Growing up, I used to
hear my parents coughing up a lung in their bedroom at night while I was watching TV. Nearly
everybody in my family is an alcoholic. This has taught me that it's OK to learn from someone else's
experience. Why relearn what's already been taught to someone else?

Inspiration to Go

Here are a few quotes I deem relevant. Hopefully, you can draw some inspiration from these.

• "It's really hard to design products by focus groups. A lot of times, people don't know what
they want until you show it to them." - Steve Jobs
• "It comes from saying no to 1,000 things to make sure we don't get on the wrong track or try
to do too much." - Steve Jobs
• "I don't know the key to success, but the key to failure is trying to please everybody." - Bill
Cosby
• "What's money? A man is a success if he gets up in the morning and goes to bed at night and
in between does what he wants to do." - Bob Dylan
• "Eighty percent of success is showing up." - Woody Allen
Page 26
Jan-Joost Rueb from eBuddy
Tip #1 - Keep track of your business
Jan-Joost Rueb is the CEO
'Every day we know our turnover rate. Any negative results and co-founder of eBuddy, an
are immediately identified and adjustments are made.'
online messaging service.
Tip #2 - Use your entrepreneurial network Prior to his work at eBuddy,
JJ has worked with Gramercy
'People in your business can tell you what will work and what Telecom Ventures, Arbinet
won't work. Don't be afraid to share your plans.' and Enertel. He has
experience working on three
Tip #3 - Being an entrepreneur means focusing on
continents and currently
output
resides in Amsterdam, The
'You need to be able to work hard. Especially when your Netherlands.
business is growing fast, but this doesn't automatically mean
more is getting done. You need to watch out for this.'

Tip #4 - Be honest

'When I was in the US with Onno Bakker, our business plan was over taken by the market, we were
honest about this towards our investors. As a result their trust in us grew that's why they were willing
to invest eBuddy.'

Tip #5 - Trust in yourself

'Don't be fooled by investors promising mountains of gold. Be inspired, explore your values and look for
local investors who are willing to give you space to draw your own plan.'

Page 27
Matt Curry from PlanbookEdu
Tip #1 - Build it right the first time
Matt Curry spent two years
A common axiom floating around these days is “just build it.” as CTO for the startup
The thought is that much of the cost of launching a product
EyeRover Media before
goes into development. Therefore, if you cut corners on
development costs, you can compensate with extra hardware cashing out to the tune of
down the road. The additional hardware may help handle the $72. He now does freelance
added users as your site grows, but at some point your going web development in the
to need to fix bugs or add new features. Finding bugs and
NYC/NJ area. He writes a
building on a poorly implemented base is going to cost more
than if you had just built a solid foundation in the first place. blog, PseudoCoder.com,
geared towards small,
Tip #2 - Drink your own artificially flavored fruit bootstrapped web
beverage applications. His current
ventures include
You should be using your own product on a daily basis as an
end user would. If you find some user interface element RSStalker.com,
awkward or are constantly thinking, “if only we had this FantasyLife.net,
feature”, then chances are your users are saying the same PlanbookEdu.com and
thing. The great thing is since this is your site you can fix it camXip.com.
and make everyone happy.

Tip #3 - Make it easy for users to contact you.

Pick a method: blog with comments, forum, email, feedback form, IM, etc… the method doesn’t matter
as much as the implementation. It shouldn’t take them more than 30 seconds to get off a message.
Users are doing you a favor by providing valuable feedback, so don’t make it hard on them. All of the
following are hurdles for the message going from the user’s head to your screen: any sort of
registration, having to check an email as part of a verification process, CAPTCHAs.

Tip #4 - Reply to every comment – POLITELY

If someone calls you out for releasing a buggy product, take responsibility. Users are much more
forgiving if you give them a simple response, such as “We screwed up this release, but we’re working
our asses off to fix it.” Don’t ignore the problem and don’t respond to bitter comments with snappy
comebacks.

Tip #5 - Pretend you’re bigger then you are

Just because your development team consists of you and case of Red Bull it doesn’t mean you can be
cavalier. Use some form of version control. Have at least three setups of your site, development, QA
and production. Don’t edit the live code. Keep backups. Write useful comments in your code.

Page 28
Tip #6 - Know when to get out

Dedication to your startup is important, but don’t be blind to a sinking ship. Throwing more time and
money at a dieing product is just wasting resources that could be used on your next venture. It can be
hard to step away, but the failure shouldn’t discourage you from trying something new. Remember:
“You only have to be right once” – Mark Cuban.

Page 29
Noah Kagan from OkDork

1. Never stop. That's when you will succeed.

2. Would you do the work for free? Think about it. If so Thanks for reading my bio!
then you are working on the right thing. So many people talk about
3. If people say it's a bad idea or don't do it. You are themselves in third person
probably doing the right thing. and I prefer the one-on-one
4. Start now. Why are you reading this? If you have an conversation. I graduated UC
idea or thought just start coding, hiring and get it Berkeley in 2004,
going now. Why wait? worked/slept at Intel for a
year, worked at Facebook
doing product management
for a year, created the
premier event for social
networks,
CommunityNext.com and
currently work on marketing
at Mint.com, a new free
personal finance tool (Sign up
for our Beta list). If you want
to get in touch please check
out my blog okdork.com.

Page 30
Patricia Handschiegel from StyleDiary
What really does somebody need to know in order to launch
and grow a company? I think entrepreneurship is highly Patricia Handschiegel is the
instinctive, and that everybody has their own unique skill set
founder and CEO of
and style, but there are definitely a few things I believe are
important in creating and building a successful start up StyleDiary.net,
business. Look|Shop|List and the
Industry Girl Blog with nearly
Innovate, Don't Duplicate. Success has a weird way of a decade of experience in
generating regurgitation of ideas, and to me, this can be a
internet and technology
sign of inexperience in an entrepreneur. Sites like YouTube,
TechCrunch - even my site, StyleDiary - were successful for business.
reasons beyond somebody launching the concept. It's timing,
user trends - even technology development and internet
speeds. Attempting to recreate something yourself is possible,
but you're more likely to see success by making something
that doesn't already exist. At the very least, be different. Not in the feature set, but in your concept. A
great example? Joost. Video, yes. Like YouTube? No. Differentiate. It can be critical to your success.

Understand Capital. It's interesting that VC funding comes off as being so sexy in the media, when
nearly everybody I know says to avoid it if you can. I'm mentored by some of the best people in the
business, and the first thing everybody - and I mean everybody - has said is not to do it. When
companies raise additional rounds, it's not always a good sign, either. Some ideas need funding in
order to happen, but be wise about it. Don't get swept up in the glamour of doing it - there is a good
reason why people say it's not an ideal expansion plan.

Focus on the B Plan. It's easy to get excited about the potential of a business, especially when the
market's hot like the one we're in and entrepreneurs seem to be cashing out in millions everywhere.
Get into actually owning a start-up, and it's a totally different picture. Behind all of those great success
stories were years of somebody busting their tail, probably going broke, and struggling along under
huge constraints and stress. That's more than likely going to be you, no matter how much you want to
believe otherwise. Keep your eye on the second prize - running and developing a successful, profitable
and viable business. That's how you'll get the Googles of the world to notice.

Be Careful with Partners, Partnerships and Agreements. Owning a business with somebody else
is a lot like moving in with a roommate. You don't really know a person until you're in the thick of
things with them. Different people have different entrepreneurial styles, approaches, mindsets - before
you marry somebody into your concept, think through whether or not they're a fit beyond their skill set.
And when you do choose somebody, be careful with the arrangements. I take an automatic, high
percentage on any ideas I bring a partner into, I'm a little stingy about how things are diced up, and
nothing happens without signed contracts before anybody lifts a finger. This was learned the hard way.
Be careful with who you bring in and what you give them, including friends.

Know That Making Money is Difficult. It's been said that it takes five years to reach profitability in
the restaurant business, that you may never see it in retail. Ice arenas are allegedly constant money
pits. Yet, somehow, when it comes to launching your own start up, it's easy to think things are going to
be different - especially in internet business. Making money is hard in any market, period. Don't think
about the 2.3 million you could sell for, and don't believe for a second that revenue will instantly come
Page 31
in. The reality is far different, and you'll fare much better to know it - and keep it in front of you -
beforehand.

And Don't Spend What You Don't Have! I've learned under two of the best serial entrepreneurs in
telecom, with lots of hits behind them, so I've always run my projects extremely lean. Lots of
entrepreneurs I know, however, have made the mistake of spending based on what they think will
come in - and believe me, it can be the death of your business. Treat each expense as if you don't
need it - and only spend on the absolute that is necessary, including if/when you take capital. Money
blows through a business so fast, people don't pay on time or sometimes at all, projections can be off,
etc., so never - ever - spend on what you're expecting to come in. Keep all of your expenses, at all
times, as lean as you can for as long as you can. You can have the fancy office later.

Read, A lot. I'm slammed all the time. I work a part time job that pays for my lifestyle while running
StyleDiary and launching Look|Shop|List, yet I always make time to read the top blogs, business
magazines and anything else I can get my hands on any chance I get. It gives me intelligence into the
market, what's happening now, what might happen next, and has also played a really important role in
connecting me with other people I need to know in business. It has definitely played a huge role in my
success as an entrepreneur.

Do Your Thing. It's easy to get swept up in what's around you, especially in the current "Web 2.0"
climate where huge hits are happening everywhere and opportunity seems imminent. The problem is,
your business is going to be unique to itself no matter how hard you try to skew it. There's a reason
why a site like MySpace climbed to the top as it has, and those reasons may not be present when you
launch your business. Market climate, user trends, technology innovation, even the economy, can all
affect how your company does and who it attracts. I don't try to be anybody else's business - I just try
to be my business, and do it as well as I can.

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Peter Glyman/Shawn Ward from Geezeo
Tip #1 - Find a good business partner
These tips come from Geezeo
We couldn't imagine going through the startup solo. founders Peter Glyman and
Accomplishments are much more enjoyable when shared with
Shawn Ward.
a friend.

Tip #2 - Healthy balance of product focus and

flexability

If you keep the blinders on you might miss a bigger

opportunity. This doesn't mean chase every offshoot idea but
you should evaluate the opportunity associated with
modifying your business direction.

Tip #3 - Hire great people

Creativity and passion win over resume pedigree every day. (and that doesn't mean everyone needs to
have an MBA)

Tip #4 - Pick the right investor(s)

Don't take money from an investor you wouldn't want to have a beer with. If the investor isn't fun to
be around in the courting stage...they're not going to be after they've written you a check.

Tip #5 - Meetings ~ Innovations Kryptonite

Don't schedule meetings to talk about relevant issues. Communicate 24/7 - IM, foonz, text, email,
phone call, smoke signals. Just get 'er done!

Tip #6 - Leverage all the free/low-cost resources you can

Some of the products and services we use at Geezeo include: open source technology, gmail, google
docs, basecamp, lighthouse, skype, freeconference.com, foonz, bank of america payroll.

Tip #7 - Get your product out and get feedback

Don't assume you know what the world wants, there's no substitute for real feedback. Besides...it's
never going to be "done" anyway. If your product is "done"...you just got beat by someone with a
better product.

Tip #8 - Stay connected to the entrepreneurial community

Go to meetups and start meeting some other like minded entrepreneurs. build a network of trusted
friends you can share ideas with and help each other succeed. We attend as many technology meetups
as possible. In the Boston area we hit the Web Innovators Group regularly.

Page 33
Tip #9 - Listen to tunes at work

Music is good for the spirit and the creative mojo. Better yet…play an instrument at work. Rock On!

Page 34
Rachel Cook from Minti
1. Be clear on your market and how you intend to make
money in it. Rachel Cook is the Founder
2. Be very good at focusing on what makes the business
of Minti, a parent-to-parent
grow not just PR.
3. Network a lot and get to know people over time, social networking place for
getting referrals from people you trust, you will get parents to write, read, share
valuable hires. and rank advice articles on
4. Work to set up a close entrepreneurial team around
parenting. Rachel has been
you for an advisory position, an accountant/attorney
of some market influence an serial entrepreneur, since
5. Your key concept of your idea needs to resonate with July 2000 as a co-owner of
you and absorb you, so you can ignite the passions of ineedhits.com (Search
others Marketing), Co-founder of
6. Be niche, have a very good idea and product you
believe in and have a very good reason as to what Vibe Capital (building social
problem you are trying to solve. I was told once 'how advice-opedia communities
big is the market pain and how good is the penicillin' on the vibEngine platform),
7. Build up your reputation even if no one knows you to Co-founder of a new start up
begin with, let people see you entrepreneurial mind
(twitter, blog about something that will perk up the at Codestr LLC (building next
VC's or other entrepreneurs, connect with people on generation social
linkedin) applications) and is author of
the popular blog "Talking
Tech on Family 2.0"

Page 35
Richard Anson from Reevoo
1. Write a business plan, whether or not you are seeking
investment. Richard Anson is CEO and co-
2. Get as much feedback from people as possible - ideas
founder of Reevoo which is
are cheap, its the execution thats tough, so dont be
too concerned about others stealing your idea. rapidly becoming Europe's
3. Develop a team of advisors/NEDs to provide largest provider of impartial,
objective, critical and constructive feedback and genuine customer reviews to
support.
leading retailers. Prior to
4. When you raise money, ensure it is smart money - ie
your investors can add value and support to the founding Reevoo, Richard
business over and above their investment of cash. was a senior strategy
5. Surround yourself by positive can do people - both consultant at KPMG covering
inside and outside the business. the technology space, was
6. Finally, dont expect things to be easy, enjoy the highs
(they will be huge) and persevere through the lows previously interim Head of
(you will have them). Group Planning at Orange.
He has a PhD and MBA from
the Cranfield School of
Management.

Page 36
Stephan Uhrenbacher from Qype
Tip #1 - Ship the product
Stephan Uhrenbacher is the
Too many people worry about business cards, legal work, Managing Director of QYPE.
corporate structure to early. There will be ample time for
Qype is the largest local
that. My advice: Build a prototype and get it out there
(obviously this rule helps you more if you build a website than review website in Europe,
if you plan to launch a new car). If your prototype makes and has started in Germany
people smile, then the rest will follow. and is currently launching in
the UK.
Tip #2 - Listen to your customers and improve quickly

Make sure you get your customer feedback quickly into your
development cycle. Qype had about 3000 suggestions for
product enhancements during the first six months and we
implemented more than 500 of those.

Tip #3 - Make sure your company does make money

Yes, we always envy companies who never made a profit and are being sold for billions. The much
safer bet is to build a company that truly generates value. And value means cash. Start working on the
cash side of your business very early on.

Tip #4 - People are the core of your company

It is tempting to hire freelancers who can quickly help you to start up. However, long term growth will
only happen if you keep talented people on board. And it is very hard to convert freelancers into loyal
members of a team. Freelancers want to be free.

Tip #5 - Then think about funding

If you have a decent prototype to show and have a backbone of a team, know where the money will
come from, then funding discussions will be much easier.

Page 37
Steve Poland from Web2.0forsale.com
1. Avoid credit card debt -- Yes, you likely think you
have that idea that's going to turn into a gazillion Steve Poland is a guest
dollar business, but you likely don't. Don't get in over
contributor to TechCrunch
your head financially.
2. Work for "the man" while you work on your start-up and runs his own blog
in your spare time. Make sure you have that steady Techquila Shots where he
paycheck coming in to pay your bills. If not working brainstorms web business
for "the man", you could do some outside consulting
ideas. He also operates
(web design, marketing, programming - whatever
you're good at). Web2.0forsale.com and is co-
3. Project Management -- I use 37 Signal's Basecamp. It founder of the not-yet-
allows me to keep track of tasks, assign tasks to launched start-up
others, message threads about certain aspects of the WeBothLike.
start-up (various programming, design, marketing
ideas, etc). Put the time in to use something like this,
so that you're organized -- rather than having yellow sticky notes all over your desk.
4. Accounting sucks, but somebody has to do it -- and that somebody is you. I use Quickbooks
Online -- it's so incredibly simple. Back in highschool I was on the math team and in
accelerated math classes my entire life; when it came to accounting, it was one of two classes
in college that I failed. I even tried understanding Quickbooks, but couldn't -- but Quickbooks
Online, or Quickbooks Simple Start -- incredibly easy that even this failed accounting student
can use it.
5. Talk to everybody about your idea/business -- remember, success is in the execution of an idea
into a real business. If you tell someone your idea, they aren't going to go steal it -- and even
if they do, you're so ahead of them in terms of thinking things out, that you've got a head
start. You need to talk to everyone you possibly can about your idea -- to help shape it, find
out specifically the needs you're addressing, and find out if someone would actually use this.
Talk to at least 50 people outside of your friends/family/colleagues circle -- you want real
answers, not fabricated "That's cool man" answers from your best friend.
6. Setup Google Alerts and Technorati alerts for your competitor's names. This will allow you to
keep up on when your competitor's are being mentioned, so you know what they're up to --
and it'll also let you know what bloggers or other publications are interested in your area of
expertise; reach out to those bloggers and make your name known to them -- tell them what
you're up to and toss your idea/business at them, they'll likely give you some great feedback
on how you could better differentiate.

Page 38
Sumaya Kazi from TheCulturalConnect.com
1. Surround yourself with people smarter
than yourself. It can only breed success. Sumaya Kazi, 24, was
2. While having a start-up you and everyone recently recognized by
else on your core team must have a PhD BusinessWeek Magazine as
mentality. That is, of course, to be poor, one of America's Top 10
hungry and driven.
Entrepreneurs Under 25 and
3. More often than not, people sit on great
ideas. Don't be one of them. the only solo woman featured
4. If you think you can't do something - you in its Global Top 75
probably can't. It's those that reach for Entrepreneurs list. She
the impossible that make many more currently serves as the
things possible happen along the way. Executive Director and Co-
5. Network like hell. When you're young and Founder of
have a start-up, it's important to leverage TheCulturalConnect.com, a
the connections you've made. You'd be
burgeoning media publishing
surprised to see how far you can go when
company that publishes five
others are just excited about your start-up
and about your ideas. weekly e-magazines
6. Innovate. Innovate. Innovate. You might dedicated to young, driven
have a great idea today, but will it be the and forward-thinking adults
same tomorrow? around the world.
7. Try to maintain enough ambition and
energy to achieve your goals, but also enough humility to accept the
challenges and rejection that comes with being an entrepreneur.

Page 39
Tara Hunt/Chris Messina from Citizen Agency
Tip 1 - Define your own success.
Chris Messina (aka Factory
If you're going after a million bucks with your own startup, Joe) has spent many years as
you've already failed yourself. Instead, do something because
an Open Source Ambassador.
it's interesting, challenging, it offers you the chance to learn
something new or gives you the chance to work with really From his work on the Spread
interesting people. Most startups that are designed to make Firefox campaign to holding
money, especially in this environment, don't. the title of Open Source
Ambassador at open source
Tip 2 - Pick the right people.
browser startup Flock, Citizen
Work with people who you trust, who inspire you, who Joe dedicates his time and
surprise and challenge you, and who you can count on. Also energy to making the world a
think about ways of trying out low-risk engagements before better place through
going whole-hog into startup mode. Starting up a business is
spreading open source and
incredibly stressful; you need to know how you and your
partners function under pressure -- don't wait for the real open source principles. Chris
deal to experience the weaknesses in your team, instead, is a co-founder and Citizen
work on a smaller scale project under a deadline and see how Executive Officer at Citizen
the fault-lines emerge. It's not about avoiding difficulties; Agency.
instead to how people handle conflict and how the team stays
on target. That should prepare you when issues come up
later (and believe me, they will!). Celebrated as Marketing 2.0,
Tara Hunt has worked in a
Tip 3 - Diversity is essential. plethora of industries, from
non-profit to consumer
I've talked about this a bit on my blog, and Tara has really
beverages to technology for
helped open my eyes to this. I've always felt that diversity
was important, but never really was aware of how I had my over the past 7 years. She is
own blind spots where I'd overlook certain people or make a frequent speaker at
assumptions about how they wouldn't work out... but what technology conferences on
I've come to see is the value of diverse perspectives,
the subject of marketing and
experiences and backgrounds to really round out and solidify
the foundation of any good idea. No matter how much you community building, including
think you know about the world, there's nothing better than Mesh, the Future of Web
testing it against what people really do. Surrounding yourself Apps and the upcoming
with people unlike yourself is a great way to ensure that you
ETech and Web 2.0 Expo.
don't only cater to folks hip to the latest and greatest geek
fads but who also exist outside of your startup bubble. Tara is a co-founder and
Citizen Marketing Officer at
Tip 4 - Put community first. Citizen Agency.

This is something that in practice is very hard to do when you have budgets and bills to deal with, but
for the long term viability of your project, you really do need to put community in the lead of all your
decision. Now, to be sure, that doesn't necessarily mean that you bend to every whim of your
community, but that instead, you act as a gatekeeper to what gets in and what experiences your
community has. You are your community's first and last line of defense and if you side with anyone
Page 40
*but* your community, you'll shortly thereafter have no community to advocate for.

Tip 5 - Don't reinvent the wheel.

Do find nooks to add real value. There's a lot of infrastructure already out there that people are both
using and familiar with. Don't build just another event or photo sharing site ... thinking about how you
can leverage open web services and existing platforms to build something of real value... and make it
really easy for people to get their data in -- and out. It's just good practice.

Tip 6 - Communicate, communicate, communicate.

If anything, make sure to communicate what you're doing, what you're up to, what's going on and
what issues your facing as often as you can -- even if [you think] no one's listening. This serves both as
a log of your activities and a personal record that you can refer to later but also opens the possibility
that someone might just come along and be able to help you in some unexpected but totally necessary
way!

Page 41
Ted Rheingold from Dogster
1. Entrpreneurship is akin to living your life on a roller-
coaster. Highs and Lows happen weekly every week Ted Rheingold, CEO, founded
of the year. To steel yourself for the lows, avoid over-
Dogster & Catster as a way
celebrating the highs.
2. Picking the right founding partners is the most for people to unite around
important of your whole company. Do not enter into their common passions. At
relationships with any unknowns such as capabilities, Dogster, Inc., Ted sets the
professional expectations and aspirations, working
company's strategic direction
requirements for the first 3 years, trustworthiness,
adaptability. You are, in effect, marrying these and growth, though he's still
people. Make sure there is not a premature divorce. a coder at heart. Prior to
3. Line up a diversified list of advisers early. Look for founding Dogster, Ted's
people that have both the time and interest. If their entrepreneurial and
primary interest is money, they are probably not
ideal. leadership skills were honed
4. Spend as little money as possible to prove your running the web services
model. Strive to prove revenue models while you company One Match Fire,
prove customer adoptions. which he founded in 2002.
5. Run your business as a business based upon tradition
business practices. It's heartbreaking to invent the
next Rubik Cube only to learn that you can't even get the money back it cost to develop.
6. Get management and finance books and read them. While you may be great at inventing new
technologies, running a business is just as important a skill.

Page 42
Yukiko Ohta from One Team Technologies
Tip #1 - Accept Change
Yukiko Ohta is the Chief
Know that the only constant in the life of a start-up is UI/UE Designer and one of
Change, and you must be ready for anything! Accepting this
the co-founders of One Team
truth will keep your mind calm and more open to new
opportunities. Technologies, a women-
owned software company
Tip #2 - Listen that offers one of the first
solutions for creating user-
Always listen and learn. Everyone has something unique to
generated web database
offer. You never know where your next great idea will come
from. Stay out of your ego! applications. Yukiko is also
available for freelance
Tip #3 - Respect projects and consulting. You
can see her work samples in
Be respectful to other companies and people even if they are her portfolio.
not respectful to you. The positive and negative attitudes of
others can encourage you to do better, push harder and be
more successful. Start-ups always have a lot of work to do and should use just about everything to get
things done!

Tip #4 - Always Forward

No matter how things get rough and challenging at times in your business, keep going forward. Learn
from your mistakes and make corrections, but never turn back. If you keep going forward, there are
always possibilities for renewal and growth.

Tip #5 - Rejuvenate

After working 16 hours a day for 7 days a week, force yourself to turn off the phone and PC. Go do
something fun. YOU are the most critical vehicle for your success. Keep YOU in mint condition by
balancing your body, mind, and spirit.

Page 43
Thank you!
Thanks to all of the awesome entrepreneurs who participated in the first
CenterNetworks Startup Tips Month.

And thanks to all of the CenterNetworks readers who made this effort the best
yet!

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