The Lie That Startups Are Easy
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Description
Book Introduction
A must-read for startup founders
Realistic advice and insights for aspiring entrepreneurs.
"Startups: The Lie That They're Easy" confronts the complex realities of entrepreneurship and provides practical advice for running a successful business.
Author Jeong-Woo Choi, a certified public accountant, draws on his experience working at large corporations and accounting firms, his experience at a unicorn company, and his own experience founding and running a startup. He offers practical advice to correct common misconceptions and misunderstandings among entrepreneurs.
It covers various aspects of entrepreneurship through 30 topics, first emphasizing the importance of 'numbers' and 'accounting', and explaining how important it is for entrepreneurs to clearly understand the company's financial situation.
By analyzing the company's growth step by step and detailing the importance of 'cost' and 'back office', it presents a method for startups to build a sustainable business model.
It also warns against the pitfalls of "objectivity" and "synergy," and discusses practical M&A strategies and investment attraction methods.
Through this, readers come to realize that mere passion and ideas alone cannot lead to success, and the author advises that it is important to constantly learn and adapt without fear of failure, along with practical advice.
This book will be of great help not only to those who dream of starting a business, but also to those who are already running a startup.
Offering a realistic look at the world of entrepreneurship, along with concrete strategies and insights for success, this book will help readers prepare and continue their entrepreneurial journey more wisely.
Realistic advice and insights for aspiring entrepreneurs.
"Startups: The Lie That They're Easy" confronts the complex realities of entrepreneurship and provides practical advice for running a successful business.
Author Jeong-Woo Choi, a certified public accountant, draws on his experience working at large corporations and accounting firms, his experience at a unicorn company, and his own experience founding and running a startup. He offers practical advice to correct common misconceptions and misunderstandings among entrepreneurs.
It covers various aspects of entrepreneurship through 30 topics, first emphasizing the importance of 'numbers' and 'accounting', and explaining how important it is for entrepreneurs to clearly understand the company's financial situation.
By analyzing the company's growth step by step and detailing the importance of 'cost' and 'back office', it presents a method for startups to build a sustainable business model.
It also warns against the pitfalls of "objectivity" and "synergy," and discusses practical M&A strategies and investment attraction methods.
Through this, readers come to realize that mere passion and ideas alone cannot lead to success, and the author advises that it is important to constantly learn and adapt without fear of failure, along with practical advice.
This book will be of great help not only to those who dream of starting a business, but also to those who are already running a startup.
Offering a realistic look at the world of entrepreneurship, along with concrete strategies and insights for success, this book will help readers prepare and continue their entrepreneurial journey more wisely.
- You can preview some of the book's contents.
Preview
index
Number 01: A friend you will meet throughout your life
02 Accounting: Learning the Language of Survival
03 Growth Stage: Let's explain the current situation in terms of momentum.
04 Business: Let's look at it from the stakeholders' perspective.
05 Cost: Without knowing the cost, it is impossible to establish a business model.
06 Back Office: An entity that informs managers of the company's status.
07 Objectivity: Numbers without details create distortion.
08 Synergy: Don't Fall into the Trap of False Expectations
09 M&A: How to Deal with Highly Complex Things at Expensive Prices
10 Exits: Goals That Shouldn't Be Goals
11 Expert: Trust is as important as skill
12 Investors: A Symbiotic Relationship, Not Family or Friends
13. Raising Capital: Other People's Money Isn't Free
14 Attracting Investment: Conversely, consider investing yourself.
15 Judgment: How to Draw Conclusions Through Strategic Thinking
16 Learning: Understanding with the head and practicing with the body
17 Co-Founders: Lifelong Companions or Lifelong Enemies?
18 Competition: Anxious and desperate people have more opportunities.
Crisis 19: Risk Management Creates Growth
20 Hours: Business Isn't a 100-Meter Sprint
Skill 21: Surviving Change
Case 22: Observing Repeated Failures and Successes
23 Business Models: Complexity is Profitable
24 Flow: Keep running while watching the big waves
25. Academic Background: The most important indicators for a company are sales and profits.
26 College: Business is a lifelong learning process.
27 Boundaries: Diverse experiences help solve problems.
28 Essence: Don't be fooled by the glamour
29 Execution: How the Youngest Son of a Chaebol Family Survived
30 Vision: Dreamers and Realists
02 Accounting: Learning the Language of Survival
03 Growth Stage: Let's explain the current situation in terms of momentum.
04 Business: Let's look at it from the stakeholders' perspective.
05 Cost: Without knowing the cost, it is impossible to establish a business model.
06 Back Office: An entity that informs managers of the company's status.
07 Objectivity: Numbers without details create distortion.
08 Synergy: Don't Fall into the Trap of False Expectations
09 M&A: How to Deal with Highly Complex Things at Expensive Prices
10 Exits: Goals That Shouldn't Be Goals
11 Expert: Trust is as important as skill
12 Investors: A Symbiotic Relationship, Not Family or Friends
13. Raising Capital: Other People's Money Isn't Free
14 Attracting Investment: Conversely, consider investing yourself.
15 Judgment: How to Draw Conclusions Through Strategic Thinking
16 Learning: Understanding with the head and practicing with the body
17 Co-Founders: Lifelong Companions or Lifelong Enemies?
18 Competition: Anxious and desperate people have more opportunities.
Crisis 19: Risk Management Creates Growth
20 Hours: Business Isn't a 100-Meter Sprint
Skill 21: Surviving Change
Case 22: Observing Repeated Failures and Successes
23 Business Models: Complexity is Profitable
24 Flow: Keep running while watching the big waves
25. Academic Background: The most important indicators for a company are sales and profits.
26 College: Business is a lifelong learning process.
27 Boundaries: Diverse experiences help solve problems.
28 Essence: Don't be fooled by the glamour
29 Execution: How the Youngest Son of a Chaebol Family Survived
30 Vision: Dreamers and Realists
Into the book
"Numbers are friends you will meet throughout your life.
The founders and managers of a company must be good with numbers.
If you don't know anything and don't care about numbers, you shouldn't be running a business; you should hire a professional manager instead."
--- p.16
"Numbers without detail create distortion.
We need a narrative comprised of reasons and processes that support the results.
That way, we can understand how these numbers came to be, what the problem is, and if we have an accurate picture of the current situation."
--- p.58
"Exit is a goal that should not be a goal.
It is not right to set the goal of starting a business as an exit.
If you have a goal that is bound to fluctuate depending on your surroundings, you will always be anxious.”
--- p.78
"Investors and entrepreneurs are not family or friends, but rather a symbiotic relationship.
The founder may seem like a complete loser and the investor may seem like a loser, but the two are actually in a symbiotic relationship."
The founders and managers of a company must be good with numbers.
If you don't know anything and don't care about numbers, you shouldn't be running a business; you should hire a professional manager instead."
--- p.16
"Numbers without detail create distortion.
We need a narrative comprised of reasons and processes that support the results.
That way, we can understand how these numbers came to be, what the problem is, and if we have an accurate picture of the current situation."
--- p.58
"Exit is a goal that should not be a goal.
It is not right to set the goal of starting a business as an exit.
If you have a goal that is bound to fluctuate depending on your surroundings, you will always be anxious.”
--- p.78
"Investors and entrepreneurs are not family or friends, but rather a symbiotic relationship.
The founder may seem like a complete loser and the investor may seem like a loser, but the two are actually in a symbiotic relationship."
--- p.94
Publisher's Review
"Startups: The Lie That They're Easy" is a must-read that delves deeply into the true meaning and reality of entrepreneurship.
Author Jeongwoo Choi, with over 10 years of entrepreneurial experience, speaks candidly about the difficulties and challenges faced by startup founders.
This book provides practical advice and guidance to those preparing to start a business, helping them build a successful business.
The author shares with readers insights gained from his experiences at Samil Accounting Corporation, Amorepacific, and Yellow Mobile, as well as from founding and running his own startup.
This book is not simply a success story; it confronts the harsh realities of entrepreneurship and offers practical advice for surviving it.
Covers 30 key topics that entrepreneurs must know.
From the importance of numbers and accounting to growth stages and capital raising, competition and crisis management, business models and execution, each topic will provide the knowledge and strategies entrepreneurs need to solve real-world challenges.
It will be a valuable guide not only for entrepreneurs but also for anyone interested in startups.
I hope that through this book, those who have already started a business or who dream of starting one in the future can make better decisions at crossroads and join us on the journey to achieving their dreams.
Author Jeongwoo Choi, with over 10 years of entrepreneurial experience, speaks candidly about the difficulties and challenges faced by startup founders.
This book provides practical advice and guidance to those preparing to start a business, helping them build a successful business.
The author shares with readers insights gained from his experiences at Samil Accounting Corporation, Amorepacific, and Yellow Mobile, as well as from founding and running his own startup.
This book is not simply a success story; it confronts the harsh realities of entrepreneurship and offers practical advice for surviving it.
Covers 30 key topics that entrepreneurs must know.
From the importance of numbers and accounting to growth stages and capital raising, competition and crisis management, business models and execution, each topic will provide the knowledge and strategies entrepreneurs need to solve real-world challenges.
It will be a valuable guide not only for entrepreneurs but also for anyone interested in startups.
I hope that through this book, those who have already started a business or who dream of starting one in the future can make better decisions at crossroads and join us on the journey to achieving their dreams.
GOODS SPECIFICS
- Date of issue: June 14, 2024
- Page count, weight, size: 228 pages | 282g | 130*205*15mm
- ISBN13: 9791171520473
- ISBN10: 1171520476
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