Work material for business development

Founders PlaybookAmong other things, we also work in accordance with the Founder's Playbook. This is a guide for startup founders. 


How do we work with it? 

The founders' consultants will introduce you to the Founder's Playbook in the initial interview. Together, you definde a plan to work through each of the steps. On this page you will find the respective work aids that we have created for you. 

You want to work together with us on it? 

Contact us for an initial interview, we will explain the procedure and the first steps. 

„Why does it need a solution at all?“
Customer Needs
The Customer Need is the core of each founding.
Working help to describe your customer needs(pdf)
doi: 10.24352/UB.OVGU-2017-024
„Who needs a solution anyway?
Target Market
The Target Market describes your target group and thus lays out the foundation for effiicient and effective marketing.
Working aid to define your target group (pdf)
doi: 10.24352/UB.OVGU-2017-025
„How does a solution concept for your target group has to look like?“
Solution Concept
The Solution Concept is your concept with which you want to satisfy the needs of your target group.
Working aid to define your solution concept (pdf)
doi: 10.24352/UB.OVGU-2017-023
„How should our future business make money?“
Business Model
The Business Model describes all possible mechanisms how your business could generates more money.
Working aid to define your business model (pdf)
doi: 10.24352/UB.OVGU-2017-026
„Why does it need a solution at all?“
Customer Benefit
Target groups react slowly to changes, so you need powerful customer benefits to convince them.
Working aids to define the customer benefits(pdf)
doi: 10.24352/UB.OVGU-2017-031
"Is it worth it?"
Market Analysis
A market analysis tells you how much sales potential is actually in your business idea
Working aid to define a market analysis(pdf)
doi: 10.24352/UB.OVGU-2017-032
„What is my motivation to found?“
Founders Vision
A common vision describes the final goal of your startup and gives you, as a team, continious motivation.
Working aid to define the founders vision(pdf)
doi: 10.24352/UB.OVGU-2017-034

Founders Playbook

The following tips complement our work aids and give you another perspective on the topics of Customer, Market, Offer and Strategy.





  • Seth Godin „Purple Cow“ ISBN-13: 978-0141016405
  • Chip Heath and Dan Heath „Made to stick“ ISBN-13: 978-0812982008
  • Rob Fitzpatrick "The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you" ISBN-13: 978-1492180746
  • Seth Godin „Whatcha gonna do with this duck?“ ISBN-13: 978-1591846093
  • Seth Godin „Permission Marketing“ ISBN-13: 978-1416526667
  • Seth Godin „Tribes“ ISBN-13: 978-0749939755
  • Seth Godin „All Marketers tell stories“ ISBN-13: 978-1591845331
  • Seth Godin „The big moo“ ISBN-13: 978-1591841036
  • Andy Sernovitz "Word of Mouth Marketing: How Smart Companies Get People Talking" ISBN-13: 978-1608323661
  • Jeff Sutherland "Scrum: The Art of Doing Twice the Work in Half the Time ISBN-13: 978-1847941107
  • Alex Osterwalder „Business Model Generation“ ISBN-13: 978-0470876411
  • Alex Osterwalder „Value Proposition Design“ ISBN-13: 978-1118968055
  • W. Kim and Renée Mauborgne „Blue Ocean Strategy“ ISBN-13: 978-1625274496
  • Bill Aulet "Disciplined Entrepreneurship: 24 Steps to a Successful Startup" ISBN-13: 978-1118692288
  • Nathan Furr, Paul Ahlstrom "Nail it then Scale It" ISBN-13: 978-0983723608


„How should a solution concept look like?“
Key Features
Your key features describe those features which are special for you in comparison to competitive offers.
Working aids to define the key features(pdf)
doi: 10.24352/UB.OVGU-2017-033
„What can I learn from my target group?“
Customer Feedback
Customer Feedback validates your key business assumptions you have about your audience, their issues and the fit of your product.
Working aids customer feedback (pdf)
doi: 10.24352/UB.OVGU-2017-035 (in publication)
„Who is the test audience and how do we win them?"
Test Audience
The Test Audience is part of the target group which is used to validate the assumptions made in the business model.
Working aids to the target group test (pdf)
doi: 10.24352/UB.OVGU-2017-036 (in publication)
„How should an offer for learning purposes look like?“
Learning Product
You need a Learning Platform as soon as possible to find out what is important about your product.
Working aids for the offer for learning purposes (pdf)
doi: 10.24352/UB.OVGU-2017-037 (in publication)
How does our product differ from the alternatives?
Market Position
With the Market Position you define the positioning that you want to achieve in comparison to competitive offers. 
Working aid for positioning on the market (pdf)
doi: 10.24352/UB.OVGU-2017-037 (in publication)

Last Modification: 16.04.2020 - Contact Person: Webmaster