Startup Process

The Startup Process

A Guide Without The Missing "How-To" Bits

The Startup Process is a step-by-step comprehensive guide to launching your startup. It takes into account many of the landmines that other startups succumbed to, as well as many methods and techniques that aided successful startups.

It also takes into account the evolving dynamic nature of markets, and the need for us as founders to not be chained to advice, rooted in a time and place that no longer exists. A fate that may well befall Startizer someday.

Why A Structured Tech Startup Process?

You Can Either Look Busy Or Make Actual Progress

When there are so many things to do, how do you know where to start? How do you know what to work on next? You can work on things that will move the right needle at the right time. Or you can constantly ask yourself “What should I work on now?”

Things not done within a systematic process can result in you jumping around doing a bit of this, and a bit of that, not knowing if this is the thing you should be working on. This lack of focus and clarity can result in you wasting your time, or susceptible to chasing every new shiny thing for an edge you are not ready to gain nor apply.

Furthermore, you are acquiring disjointed snapshots of knowledge, and not continuous interconnected streams of knowledge, where you progressively build on what you learn.

It requires the clarity to say no to things that are not conducive towards the primary objective at that time, that takes you one step closer in an efficient manner.

4 Phases In The Startup Process

Incorporating 30 Steps

The process has to start in an indisputable place. However, startup and all that, is anything indisputable? What truths do you even know? You have an idea, don’t you? Cool, then that’s where you’ll start.

Phase 1

1. Idea Breakdown
2. Problem Research
3. Market Survey 1
4. Market Audit 1
5. Audience Disposition
6. Interview Questions
7. Audience Outreach
8. Audience Interviews
9. Problem Mapping
10. Solution & Early Adopter Advantage
11. Persona and ICP Generation
12. Market Demand Validation 1

Phase 2

13. Competition Audit 1
14. Solution & Visionary Solution
15. Update Solution & MVP Propositions
16. Market Demand Validation 2
17. Business Model
18. Business Model Element Viability Assessment
19. Risk Assessment
20. Regulatory Compliance

Phase 3

21. Prototype
22. Prototype Validation
23. MVP Production
24. Competition Audit 2
25. Market Opportunity 1
26. Initial Funnel
27. MVP Closed Testing & Update

Phase 4

28. MVP Incremental Launch
29. Initial Traction
30. Problem - Solution Fit
31. Early Traction

See The Steps In More Detail

Step 1

The Components Within The Steps

Input - Process - Output - Feedback



When there is no big picture, you don’t know where the small details fit in, and how they contribute to the whole. The information you submit will provide context and perspective.

Contextual Big Picture Input
Qualitative Input


Descriptive information that you’ll obtain via research, observation or interviews. You’ll code (tag) the qualitative information, to classify and categorize, so you focus on thematic content.


You’ll use numbers to signify the degree of magnitude, ie intensity, frequency, etc, so you’ll either provide a number or obtain it during interviews. The scale used is from 0 to 10, where 0 is absolutely nothing, and 10 is maximum.

Quantitative Input
Multifactorial Input


A multi-angled view at an appropriately granular level, enables you to leave no stone unturned, and find the devil in the detail.




The quantitative information is processed in various ways including totaled, averaged (mean), total count, max and min values, where applicable.


The qualitative information is grouped according to the thematic framework you defined, ie the codes you used to classify, highlight and summarise things.



The quantitative results where appropriate are compared to a pass-mark of your choice, and from that, you will get a pass or fail. The pass-mark is a percentage, so for example, you may define the pass-mark as 70%. This would mean that any result that falls under 70% would be declared a failure.

Quantitative Results
Qualitative Results


When you interview more than a few people, trying to find threads of commonality, patterns and other such things is very time consuming, messy and frankly a ball-ache. The qualitative results, thanks to being coded, means that strong signals, associations, and narratives if present, clearly stand out.


Descriptive information is either grouped, collated, or presented in relevant places to aid you to evaluate things in isolation, and holistically, facilitating a more thorough understanding and a clearer path as to what to do next.

Descriptive Results

MVP v2 No Longer Available, MVP v3 Currently Being Developed

Instead Of Doing Things To Look Busy

Focus On Things That Move The Needle