Additional sources
The list of additional reading
Please note that the list is not obligatory for the course. This is some recommended reading compiled by prof. dr. Hein Roelfsema, a co-creator of this course, in case you want to dive deeper into the topics that we cover in our lectures.

The Big Three

  • Pigneur, Y., & Ostenwalder, A. (2010). Business Model Generation A Handbook for Visionaries. Game Changers, and Challengers, Hoboken.
  • Ries, E. (2011). The lean startup: How today's entrepreneurs use continuous innovation to create radically successful businesses. Crown Books.
  • Blank, S. (2013). The four steps to the epiphany: successful strategies for products that win. BookBaby.

Customer Segments

  • Aulet, B. (2013). Disciplined entrepreneurship: 24 steps to a successful startup. John Wiley & Sons.

Value Proposition

  • Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.

Customer Relations

  • Eyal, N. (2014). Hooked: How to build habit-forming products. Penguin.


  • Ellis, S. (2012). Lean Startup Marketing: Agile Product Development, Business Model Design, Web Analytics, and Other Keys to Rapid Growth: A step-by-step guide to successful startup marketing. Hyperink Inc.


  • Wickman, G. (2012). Traction: Get a grip on your business. BenBella Books, Inc.

Revenue Model

  • Gassmann, O., Frankenberger, K., & Csik, M. (2014). The business model navigator: 55 models that will revolutionise your business. Pearson UK


  • Wasserman, N. (2012). The founder's dilemmas: Anticipating and avoiding the pitfalls that can sink a startup. Princeton University Press.
  • Page, S. E. (2017). The diversity bonus: How great teams pay off in the knowledge economy. Princeton University Press.

Key Partners

  • Hwang, V. W., & Horowitt, G. (2012). The rainforest. Los Altos Hills: Regenwald.

Cost Structure

  • Rogers, S., & Makonnen, R. (2008). Entrepreneurial finance. McGraw-Hill Professional Publishing.

Entrepreneurial Mindset

  • Godin, S. (2010). Linchpin: Are you indispensable? How to drive your career and create a remarkable future. Hachette UK.