Traversing the Traction Gap
by Bruce Cleveland & Wildcat Venture Partners
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Pub Date Feb 21 2019 | Archive Date Mar 26 2019
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Description
Traction. Startups Need It. Learn How To Get It.
Vision, groundbreaking ideas, total commitment, and boundless enthusiasm characterize most startups, but they require capital to go from promising product to scalable business. More than 80 percent of all early-stage startups fail. Most of them can build a product, but the vast majority stumble when it comes time to take those products to market due to poor “market engineering” skills.
Traversing the Traction Gap exposes the reasons behind that scary failure rate and provides a prescriptive how-to guide, focused specifically on market engineering techniques, so startups can succeed.
The go-to-market hurdle is insurmountable to many startups. Just when they most need to establish a foothold in the market, they run short on time and money. This is the Traction Gap, that period of time between introducing a new product into the marketplace and being able to scale it during a rapidly closing window of opportunity. Traversing the Traction Gap is a practical guidebook for navigating the tumultuous early life of a startup. Based on real-life examples, the advice from Cleveland and the members of the Wildcat Venture Partners team provides a roadmap and metrics for succeeding where others have failed.
Advance Praise
“Traction. That was the word that haunted their fund-raising lives. What is it? Why is it so elusive? How do you get it? How do you demonstrate it? These are the questions that the Traction Gap Framework helps management teams and their investing sponsors address.”
Geoffrey Moore | Author, Crossing the Chasm & Zone to Win
“The Lean Launchpad class was developed to help entrepreneurs go from an idea to a product that customers want. The Traction Gap is a much needed framework for the next step in that progression, taking a minimally viable product and growing it to sales repeatability and traction.”
Steve Blank | Entrepreneur & author, The Startup Owner’s Manual
“This is the exact book I would use to teach a class on scaling a company. It focuses on the core business areas entrepreneurs need to professionalize as they go from a pure startup to a solid, growing company – people, product, revenue, and systems. More than that, it gives them milestone metrics based on successful companies to help them gauge their progress and communicate better with investors.”
Waverly Deutsch | Clinical Professor of Entrepreneurship, University of Chicago Booth School of Business
“Bruce is one of the leading experts on scaling startups, especially in the enterprise. Traversing the Traction Gap packages up years of lessons and contains exactly the type of information and guidance that would have accelerated our growth early on!”
Aaron Levie | CEO & Founder, Box
“All early stage startups are faced with the challenge of traversing the Traction Gap. To make it, they need a well-defined strategy that addresses a combination of product, team, revenue and operational systems.”
Jon Miller | Co-Founder, Marketo, & CEO, Engagio
Available Editions
| EDITION | Ebook |
| ISBN | 9781635765748 |
| PRICE | $9.95 (USD) |
Featured Reviews
Darya Y, Reviewer
Appreciate this book. The content is very useful for entrepreneurs who plan to bring their idea to life and for those who have already started the journey. The book provides a good and well structured content of launching a product or service. This knowledge is sometimes not complete for many people who try to pursue the path of entrepreneurship. The stages from idea to product launch and scaling up are very clear. I like case studies and real business exapmles. The book has a lot of those and this helps to gain an understanding of all practical applications. As the author is coming from entrepreneurial and VC background, the information is very useful and practical for startups who are looking to raise funds. The books gives a very good overview on the expectations from investors when they look into new business ideas.
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