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A blueprint to Freedom!

On how to earn money with an own business from scratch - a step-by-step project which should be shared during its creation! 
With this website you'll see all pains and gains of an becoming entrepreneur which he (I) will go through on its way, and how failures will help to do it better. It's not about fucking up, but it's about finding the perfect business model for a micro- and small business by thinking bigger than big - this last is to be seen in relation to the thinker and its personal horizon.

Micro-Entrepreneurship - the one-man or one-woman business

And by starting it very small - for the beginning this site won't be about founding a big Internet Startup. It is more the prototype of something big which gotta be first tested before it may become what it is able to become, maybe it will be completely changed during its development, maybe it will raise till to the end of the project. 

What if this process could be replicated by everyone by creating new ecosystems, an entrepreneurial mindset and new jobs everywhere?

So this will start with finding a way to make a good living of something one cares deeply about based on each personal passion and abilities.

Very special about this own way is that every book on starting a business or a startup asks absolutely other questions - it would start with edgy questions like "What is the problem and how will you solve it as an entrepreneur?" or "What is the pain of the market and how will you gain it with your product?" and so on.... 

But I learned in my long time of law and business studies that every problem can also be analysed by starting with the end-solution.

So what is the end-solution of our real problem that we need to solve? It's not any additional product or business idea abstruct markets or customers are in need of. Focusing on customer's or market's needs and problems is just distraction but never our own problem. Our problem is to get a job, is to pay our bills, to finance our families and to live without financial worries and enjoy life's light-footedness. It means our problems are very personal and therfore very different. The solution will be as different as our personal problem. The real end-solution here lies in our personal circumstances, personal passion and personal abilities we are able to use for creating and starting an own business. It is about finding the best idea for each of us, on which we cannot only dream on but by realizing it step-by-step also be passionated and give it all to get this done. 


For sure we do this in a context of professional market players who know their business very well. Nevertheless, we will change the rules by finding the pain of customers and markets which we will be able to gain with our personal dream translated in a business idea.
It's always just a question of the perfect argumentation. And we will deliver these arguments step-by-step by using data intelligence, high flexibility/ adaptability and own passion given by realising an own dream based on an own problem.

And here is something additional I learned in my studies - it's not important to know and to learn first Everything before starting, much more important is to know where to look if you need to know something you'll learn by doing it. 

I tell you guys, this will be FUN! This is how enjoying life through work works.

This here won't tell anyone how to do less work!  
But I may tell you how to enjoy your work very efficiently and it's all about doing and practical things. Just thinking about your idea and about money won't solve anything. 

And maybe if I wouldn't tell you  you wouldn't even know that it is about starting up ​
History shows that businesses run with one person who in the sum do not act isolated but create an ecosystem in which they are connected and trade, which is called market. The one-man/-woman businesses were formally called merchants which run these markets already in the old Rome and old Athens. 
The new about these micro-businesses is that they can be created in seconds and reach with its products and services the entire world - nowadays we have all the technology for this and the needed infrastructures for the shipping. 

"A startup is a temporary organization designed to search for a repeatable and scalabel business model."​​

Search means that the business model is unknown. Once it is known it will be executed. The difference between search and execution is what differentiates a new venture from an already existing business with a known business model,  Steve Blank, The Startup Owner's Manual
, P. 38.

Microbusinesses are based on skills, hobbies or passion ​

This doesn't mean one doesn't have to think how the microbusiness idea fits with money. Like in every business the equiation is "money stuff" with ideas. If there aren't customers willing to pay for it, it is no business. If the execution of the idea is illegal, it is no business. If you have a group of interested people but nothing to sell, it is no business. So I exclude here even adult or quasi-legal markets. 
Furthermore, I'd take it like Warren Buffet said, to invest only in businesses, your Grandmother is able to understand, and one will be willing to explain it to her. The point is that as entrepreneur you won't be only a director or manager of your own business but also the investor in your own idea. 

So, after having chosen a business idea based on your hobbies, skills or passion you have to proof it on marketability by answering these questions:

(i) Do consumers recognize that they have a problem you are trying to solve with your hobbies, skills or passion?
(ii) If there was a solution, would they buy it?
(iii) Would they buy it from you?
(iv) Can you build a solution for that problem?
(v) How would you get paid with this idea?
(vi) How much would you get paid from this idea?
(vii) Is there a way you could get paid more than once?

The difference of the microbusiness model to the classical business models as a startup which get all the attention in media and books is that these latter start with (i) an invention and the lender persuades the bank to lend money for a growing operation, (ii) a company spins off a division and creates a new company, or (iii) an investment-driven startup, which is typically focused on venture capital, bayouts, advertising, and market share with the goal of going public or being acquired.  

In this context the meaning of business model is just the type of business you chose as entrepreneur. But a successful business model connects technical potential with the realization of economic value.
In 2010 Osterwalder defined the

business model as 

a description of the rationale of how an organization creates, delivers and captures value. 

Starting an own microbusiness instead mostly means starting without investments, without employees, and often with not much more than an idea of what one will do.
Going from idea to startup can now take less than a month and cost less than 100 €.
So why having a business plan, if there isn't a plan for these kind of business models? These type of businesses mostly don't have a (formal or unformal) business plan, their businesses launch quickly and the market testing happens on the go - if there is an answer in the markets it can go on, if there isn't what can be made different? 
A plan is still good because everyone needs a strategy of building interest and attract attention instead of just popping up. 

After your skills, hobbies or passions, what you really care about led you to your business idea and you proofed it on its marketability you will experience on the go which value the offered product or service has for the customers during the market test phase in which you are able to adjust or to pivot your business model. Value is always to be put in relation to its counterpart which after the lean startup model is waste. So the question is now which of our efforts are value creating and which are wasteful? Learning to see waste and then systematically eliminate it has allowed companies to dominate entire industries.

So what is value?

Lean thinking defines value as providing benefit to the customers. Everything else is waste.
Value means helping people solving problems or serving needs. That means the more skills an entrepreneur has to offer with its business the more value he may create. Therefore, is value regarding micro-entrepreneurship when many even modestly skills in rare cases are collected in that one-man-business.  
Value relates to emotional needs, so speaking about benefits customers receive is a powerful form to talk about one's business. Value can be measured quantitative (eg. price, velocity of service) or qualitative (eg design, customer experience). 

Osterwalde names it in its business model canvas the value preposition, which discribes (i) the newness of a product or service which covers a new set of needs, customers previously didn't percieve, (ii) the performance improved by a product or service, (iii) the customization by tailoring products and services to specific individual needs, (iv) the simple help for customers to get the job done, (v) the design in specific industries like architecture or fashing, (vi) the status received by the simple act of using this specific brand, (vii) saving money by offering similar value to a cheaper price. The value preposition is the reason why the customer turns to one company over another.     
In 2010 Osterwalde defined 

value preposition as 

an aggregation or bundle, of benefits that a company offers its customers.

To understand how to create an informal strategic plan it may even in micro-entrepreneurship be useful to understand how to organize "startup hypotheses", which yet are unknown and untested - you will need for having a complete business model with which you can execute your business a known market, customers, features, channels, pricing, Get/Keep/Grow strategy, etc.. 

Draw a minimum available product/service straight from the principles of the Lean Startup Model by

(i) treating the product/service as an experiment;
(ii) identifying the elements of the plan that are assumptions rather than facts - use for this the Business Model Canvas;
(iii) figuring out ways to test them;
(iv) having the business up and running - on a micro scale - long before the official plan is set in motion.
You can find such a  Template - Business Model Canvas - on google.com and I give you this link so you are even able to try to create your own canvas with the postits, which you can move and on which you can insert your own content.
For learning more about it - how to work with it and what these 9 topics of the Business Model Canvas mean there is even a  free copy of 72 pages of Osterwalde's book "The Business Model Generation"  and  a free copy of 100 pages of Osterwaldes's book "The Value Preposition-Design".  Last but not least you are even able  to make   an online course on "how to build a startup" for free, you just need to create an account for free.  
You will learn that with this tool you can organize startup hypotheses which will define your business strategy of your micro-business. 

The first objective of a startup is like I already wrote to validate its business model hypotheses and iterate or pivot until it does. Then it moves into execution mode.  Only at this point the business needs an operating plan, financial forecasts and well-understood management and only then a business plan would make any sense. 
The "just  do it" school of entrepreneurship -
is it about strategic planning or experimentation?
(Eric Ries, The Lean  Startup)

These two are no opposites - a strategic plan creates clear hypothesis which make predictions about what is to happen, experimentations make instead of these predictions facts or failures.  Experimentation and strategic planning can even happen parallel while the plan is still being formulated. The opposite of experimentation is traditional (often existing) market researching or commissioning a survey, asking what customers think they want, but most people have hard time assessing their feelings objectively so that the latter wouldn't be very accurate and the former would take a lot of time 

to find people to talk to without having an immediate qualitative feedback. Researching takes months to complete; experiments could begin immediatley. 

The Lean startup methodology proofs its strategy with experiments which follow the scientific method by beginning with a clear hypothesis and then by testing those predictions empirically while practicing its first product and/ or service. So that in the Lean Startup model an experiment is more than just a theoretical inquiry.   

The goal of every stratup experiment is to discover how to build a sutainable business around one's vision. 
By starting small one could prevent a tremendous amount of waste down without compromising its overall vision. In the course of testing in a well-designed startup experiment, starting eg with a simple product means to test more than a single aspect of a business plan; while testing one assumption, many other assumptions were tested too. Even the micro-entrepreneur has to interact with customers by taking payments, handling returns, and dealing with customers support, what is decidely different from market research. This way also the micro-entrepreneur gets more accurate data about customer's demand by observing real customer behavior, not asking hypothetical questions.  

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