子谦译文｜创业教什么：六种主流创业理论的对比研究(24)

商业计划的定义是”确定公司将采取的一系列可能的方针，然后再根据每一个可能的方针确定公司的立场，对所有行动进行比较和权衡，并根据评价选择应遵循的行动方针的过程”。在最高层次的逻辑上，商业计划应该提供“一组相关和独立的功能问题”的解决方案。商业计划是概述商业计划过程的正式声明，它是围绕着公司内部的几个职能和影响创业过程的其他几个外部因素而构建。商业计划涉及包括客户、市场目标、风险、财务计划、团队管理和里程碑时间表等问题。它还包括诸如成本最小化、性能和销售最大化、差异化、成本领先和关注点等战略化内容。中间层次的模型，包括一些通常与业务规划过程相关的步骤：比如确定业务，发展使命，设置目标和目的，制定策略来实现目标，确定所需的资源，制定资源获取和分配计划，执行战略，评估业绩和启动纠正调整策略等。在最低层次的策略中，市场研究、焦点小组、SWOT分析、PEST模型、7S模型、财务预测和名义排名等方法帮助创业者执行这个过程。
The lean startup methodology is “a set of practices for helping entrepreneurs increase their oddsof building successful startups” (Ries 2011, p. 20). On the higher level of logic, the lean startup methodology is founded on “the realization that although human judgment may be faulty, we can improve our judgment by subjecting our theories to repeated testing” (Ries 2011, p. 150).Such repeated testing or purposeful experimentation is specifically designed to provide validated learning about a new product o r service (Maurya 2012; Ries 2011). Evidence is gathered through close and constant interactions with current and potential customers and used to validate or invalidate key assumptions of the venture. On the middle level of model, the lean startup methodology provides the “build-measure-learn” diagram: (1) mapping a business idea onto testable business model assumptions (Osterwalder and Pigneur 2010) and building a “minimum viable product” (MVP) that allows for collecting feedback, (2) testing the product with customers and objectively analyzing the results of the completed tests to validate or invalidate key assumptions, and (3) learning from the results and designing the next rounds of experiments. Additionally, the proponents of the lean startup methodology rely on customer development (Blank and Dorf 2012) as a guiding tool, which entails four stages of customer discovery, customer validation, customer creation, and company creation. These processes are designed to reduce uncertainty through the accumulation of detailed and accurateinfor mation. On the lower level of tactics, the lean startup Methodology relies on a set of tools that are appropriated from other domains, such as rapid prototyping (Brown 2008) and agile software development principles (Dyb and Dingsyr 2008). Tactics such as customer interviews, targeted experiments, physical prototypes, concierge, fake door tests, and A/B tests all allow for quick feedback collection and advancement of the process.