Lean B2B - B2B Customer Development for Lean Startups

A Private Community for B2B Entrepreneurs

Want to make your business a success?
It's hard work. At some point, all of us B2B entrepreneurs struggle with maintaining momentum,
focus and motivation, building the right thing and growing and scaling the business.

A private Slack, where we ask questions, get answers, and share progress

Don't Go at It Alone đź‘Š

Getting a new business off the ground is one of the most difficult things you can do.

It's hard to do it in isolation. Having people you can ask questions to is extremely valuable.

Even with great co-founders, a team and mentors, sharing your experience with other founders facing similar challenges truly helps. It creates opportunities to collaborate, get feedback and become better entrepreneurs.

We're not currently accepting new members, but you can join the waiting list to be notified when applications open up again.
Join the waiting list

We charge members $75 per year to take part in the community. We only invite dedicated entrepreneurs with strong technology backgrounds.

Who is this for?

This private Slack community is for B2B entrepreneurs looking to learn from and share with a community of entrepreneurs. We're creating the community specifically for these three stages:

  1. B2B entrepreneurs who are building a product, but haven’t yet launched.
  2. B2B entrepreneurs who have launched, but haven't found product-market fit.
  3. B2B entrepreneurs who have found product-market fit, and are looking for their first 100 customers.

To maintain a high level of exchanges, member applications are rigorously vetted.

What's included?

  • A private Slack, where we ask questions, get answers, and share progress A private Slack, where we ask questions, get answers, and share progress
  • A group wiki, where we can access hundreds of useful resources A group wiki, where we can access hundreds of useful resources
  • Exclusive content based on group discussions and the challenges faced by community members Exclusive content based on group discussions and the challenges faced by community members

What B2B entrepreneurs are saying

Lean B2B is definitively one of the most inspiring books I have read so far covering the B2B market. This is a must read for every B2B entrepreneur, SaaS creator or consultant and business school student. It's the kind of book you don't read once, you go back to it on a regular basis.

Carmen Gerea, CEO & Co-founder, UsabilityChefs

Probably the most slept on book in the Lean startup market right now.... There is no sugarcoating here. Garbugli tells you exactly what needs to happen and how to make it happen...literally holds your hand and spells it out. I was really impressed with the overall depth and advice presented. There is a lack of broad and vague generalized answers which is common in similar startup books and that is very refreshing. Instead you will find specific actionable steps laid out for you to tackle. If you're a victim of ''paralysis by analysis'' or simply don't know where to begin when it comes to starting your own B2B....you need to read this end of story. A hidden gem!!

AJ, B2B Entrepreneur

This is a really useful how-to for any business. Even if you think you are a LEAN expert (me ;-)), there is loads of great and helpful material in this book. A great way to introduce the important LEAN concepts in your company, in your innovation team and your executive team. Highly recommended.

Greg Twemlow, CEO, AIRDOCS Global

In my humble opinion this book is one of the best out there in the lean entrepreneurship constellation. Thoroughly written, this is more a 'how book' rather than 'what book' packed with examples and case studies.

Dan T., B2B Entrepreneur

I wish I could go back in time and read the book two, three or even four years ago. It would have spared me a lot of things and would have taught me lessons that I had to learn myself the hard way. But even now, I have the book in my office on my desk at all times. It is not just a book that you read once, but a book that I regularly go back to.

Jonathan Gebauer, Co-Founder, exploreB2B

Lean B2B is the definitive guide for any B2B entrepreneur. This complete collection of stories and experiences is the perfect companion resource as you embark on your entrepreneurial journey. The book will pay itself off in the first couple of pages!

Ben Sardella, Co-Founder, Datanyze, AA-ISP Top 25 Most Influential

I read this book with my two co-founders during our first year of business. Being a technical entrepreneur, it's very easy to get lost in early customer conversations since there are so many pitfalls. Lean B2B gives and excellent framework for navigating these early conversations, especially when you have no experience building a business from scratch. Our team especially loved the bit in the book about segmenting your buyer personas into technical, experience, and ROI buyers... but that's just one of many golden nuggets in here. If you're building a B2B software company, I would highly recommend reading this book before you write a line of code!

Zakir Hemraj, CEO & Co-Founder, Loopio

This book gives clearly maps out a strategy for validating problem market fit within large organisations. It certainly aligns with my own experiences to date. A must read for any entrepreneur embarking on a B2B startup.

Alan Brannigan, CEO & Co-Founder, Jupl

I learned B2B the hard way, making mistakes following B2C tactics tweaking them to make them work in B2B.

All these lessons were in the book. I could have just read this book and saved myself months of runway and immeasurable frustration and anxiety.

Dillon Forrest, Co-Founder, RankScience

This is a must read for anybody looking to start a business in the B2B space. The author speaks in a very matter of fact tone and covers all of the must know points. I really recommend reading this book if you are a B2B entrepreneur.

Kieran Shine, Co-Founder, White Paper Labs

I'm a SaaS entrepreneur. This was hands down one of the most insightful and enlightening books I've read during my journey. The author was kind enough to connect and share advice as well.

Joseph Quan, CEO & Co-Founder, Twine

Most start-up related books I have read tend to be about success stories. Founders had an idea, brought it to market, tweaked a little bit and made it big. Lean B2B is not one of those books. It is insightful and actionable. It provides techniques to validate ideas, markets, prospects and solutions, leaving little room for surprises. Definitely a must-read for anyone willing to enter the B2B space.

Louis-Philippe Huberdeau, Co-Founder & CTO, Delve Labs

It's the kind of book I regret not having read before wasting months of work. It does not tell you how to scale and how to conduct business after product validation, but if you are still at the customer development phase, read it now!

Briac Guibert, Entrepreneur and Startup Advisor

The book I read of which I have learned the most.

Étienne Thouin, Founder and CTO, SQLNext Software

As a startup selling products to the B2B Segment, I had trouble finding folks who could "feel our pain". Most material I came across saw the world through the B2C lense. It was heartening to see someone cater to the B2B world. I have highlighted and scribbled notes on literally every page. In a nutshell, "Lean B2B" has 245 pages of tight "gotchas" from the trenches which can steer your startup towards the right orbit !

Derick Jose, Co-Founder, Flutura

Seriously, if your ROI on this book is negative then go get a job at Walmart / Kmart / Tesco / GUM.

Ewen Wallace, CEO & Founder, CAD Bloke

The lines between B2B and B2C may be blurring, but they are lines none-the-less. Successfully applying lean principles to B2B product development is a challenge, especially for entrepreneurs lacking insider enterprise or lean experience. Lean B2B is an insightful guide to overcoming these unique challenges and tapping into a multi-billion dollar market for enterprise solutions.

D. Wayne McIntyre, Founder & CEO, Psykler

His detailed 4-step customer interview process (including full interview script & sample questions) is worth the admission price alone for any new B2B startup founder. I also like his insights on value proposition.

Sebastien Provencher, Serial Entrepreneur, Startup Advisor & FounderFuel Mentor

Garbugli finds the sweet spot between the excitement and hard work involved in a start-up and the economic attractiveness of selling a product or solution to businesses that need what you are selling. In a clear and well-written style, refreshingly free of jargon, this book leads you through the logical steps that can help you discover if there really is a market fit for your product and, if there is, how you can make the most of that opportunity.

Steven Chiu, Co-Founder, Zhaopin and Hstry

Who's behind this?

Étienne Garbugli, Lean B2B Author
Entrepreneur, Researcher & Author

Etienne Garbugli, Lean Startup in B2B AuthorEtienne works at the intersection of Technology, Product Design and Marketing. He's a 2-time Startup Founder (Flagback and HireVoice), a 4-time entrepreneur and a recognized UX research expert.

Over the last ten years, he has validated no less than 25 businesses for clients and personal projects, met hundreds of entrepreneurs, ran countless tests, and tried all existing methodologies to learn how to cheaply validate business ideas.

Etienne is a Product Design & Marketing Consultant and world-traveller. He is also a board member of Entreprise SaaS Accelerator Venturetec.

The Venturetec accelerator program uses the Lean B2B methodology.
Join the waiting list