Reboot

Table of contents

1. Cover
2. Foreword
3. About the Author
4. Introduction
5. Phase 1 On Learning and Choosing
   1. Chapter 1 Learning by doing
      1. Six cups a day
      2. ‘I had an awesome day!'
   2. Chapter 2 Choosing to try
      1. Finding our Purple Cow
      2. Going from idea to action
   3. Chapter 3 Naming our idea
      1. Stage 1: Defining the brand insight and territories
      2. Stage 2: Guided brainstorming
      3. Stage 3: A bottle of wine
      4. Forging ahead
6. Phase 2 On Building and Determination
   1. Chapter 4 Finding suppliers in Hong Kong
      1. Just like Teenage Mutant Ninja Turtles
   2. Chapter 5 My first China trip
      1. Our first hires in China
      2. Don't drink the soybean smoothie
      3. Assessing factories quickly
   3. Chapter 6 Testing, testing
      1. Beta testing
      2. Setting the price
      3. Our first website
7. Phase 3 On Launching and Commitment
   1. Chapter 7 Ready?
      1. A totally unceremonious launch
      2. Deciding whether the side hustle should be the main hustle
   2. Chapter 8 New normals
      1. My new relationship with time and money
      2. A faltering supply chain
      3. Hiring at headquarters
      4. Is customer service a marketing or operational function?
   3. Chapter 9 Telling the world
      1. The early days of influencer marketing
      2. Testing television
8. Phase 4 On Raising funds and Evolving
   1. Chapter 10 Can we please move the status quo? Thanks.
      1. No personal space
   2. Chapter 11 Things you can control and things you cannot
      1. Work–life balance in the early years
      2. You're only as good as your third parties
   3. Chapter 12 The money question
      1. Raising capital
      2. Our first round
      3. Our pitch
      4. Keeping the momentum
      5. Answering all the questions — especially the ones they didn't ask
      6. Staying human
      7. Occasionally, there's a really awkward pitch
9. Phase 5 On Establishment and tenacity
   1. Chapter 13 Growing in China
      1. The thing about on-demand manufacturing
      2. When competition plays dirty
      3. When fears are confirmed instead of allayed
      4. Constructive feedback, destructive mindset
   2. Chapter 14 Working with your ex
      1. The breakup
      2. How to build culture and why it matters
      3. Attempting lifestyle changes
   3. Chapter 15 New horizons
      1. New partners join the equation
      2. Bricks or clicks?
10. Phase 6 On Moving and grounding
    1. Chapter 16 A new factory in China, a new office in America
       1. Designing the factory
       2. Playing by the rules
       3. Our China team
       4. Moving to the USA
    2. Chapter 17 Emotional intelligence goes a long way
       1. An unsustainable pace
       2. Imposter syndrome
       3. On not meeting Bill Cunningham
       4. Finding home
       5. People really are the best
11. Phase 7 On Failing and Resilience
    1. Chapter 18 Testing and pivoting
       1. When tests fail
       2. The financials leak
       3. Changing tack: B2B
       4. Cost-cutting that you really don't want to do
12. Phase 8 On Closing and Acceptance
    1. Chapter 19 The start of the real hustle
       1. The hardest goodbye
       2. Kidnapping insurance
       3. Crisis management
    2. Chapter 20 Knowing it's the end
       1. Ceasing trade
13. Phase 9 On Rebooting
    1. Chapter 21 What I know now
       1. Personal goals matter
       2. Being nice is actually a really good idea
       3. It's good — no, it's important — to care about what you do
       4. How to beat procrastination
       5. Giving yourself the freedom to imagine
       6. What I know about mass customisation now
    2. Chapter 22 The reboot button
14. A whole lot of thank you
15. Appendix A Values document
16. Appendix B Moving checklist
    1. Before you go
    2. Once you arrive
17. Appendix C Fundraising
    1. Define your strategy
    2. Decide how much money to raise
    3. Consider the reasons not to do it
    4. Think about salaries
    5. Decide which type of investors to target
    6. Make the call
    7. Remember that VCs are human (!)
18. Index
19. End User License Agreement