Contents at a Glance

Introduction xix

Acknowledgments xxi

Chapter 1: How Winners Spot Winners 1

Chapter 2: What Successful People Ask 9

Chapter 3: Plan for Success 29

Chapter 4: I Want to Work Here! 47

Chapter 5: Raising Cash and Kind 57

Chapter 6: Development 71

Chapter 7: How Not to Reinvent the Wheel 95

Chapter 8: Programming without Tears 103

Chapter 9: Squashing Bugs at the Source 117

Chapter 10: Scoring with Words 139

Chapter 11: Before You Say "Go!"—The Release Process 149

Chapter 12: Setting Up a Company 159

Chapter 13: Pitching the Price 175

Chapter 14: Promoting Your Product 187

Chapter 15: Going For Higher Volumes 221

Chapter 16: Successful Selling 241

Chapter 17: How to Keep Customers 271

Chapter 18: Plugging the Hole in the Boat 285

Chapter 19: Handling Growth 299

Chapter 20: Preparing for Further Success 309

Appendix A: Search Engine Optimization (or Winner Takes All) 321

Index 327

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