Have you heard of The Strawberry Startup?

In this article, we celebrate the release of a new e-book titled “The Strawberry Startup: Everything you need to know about turning your passion into a profitable business & how you can build a startup on your own“ written by Moses Lim.

This startup guide and crash course on how to build a startup from scratch is available for sale on AmazonApple StoreBarnes & NobleInktera and Kobo


In a newly released book, Lim pens a crash course on setting up your own startup following the startup boom witnessed in recent years. He might have even invented a new phrase, The Strawberry Startup, where he argues that a company has to be treated the same way you grown strawberries.

“It’s a long-term approach if you want to build a company,” said Moses before adding, “If you harvest the strawberry too early, you get a sour taste.” He would go on to argue in his book, Chapter 9 to be specific, that companies have to commit to at least a 5-year plan if they seek to be successful.

With permission from the author, we sent this startup guide to several readers who returned with glowing, and some critical, reviews of the book. We would love to see you write a review for the book as well on the Amazon page or on Goodreads.

New ebook release: The Strawberry Startup

  • “A quintessential read for first-time entrepreneurs looking to start out”

“A successful startup does not flourish because of a brilliant idea. Success in a condition of uncertainty requires managing people through the challenges of innovation, growth and a dynamic external environment. It means understanding yourself and your customer while also focusing on statistics and metrics that tell the true story of progress.

Whether you are a product developer or an executive at a Fintech startup or even a fresh-faced university graduate, this book benefits positions from all perspectives in every industry.

Read this book if you are looking to start a business. It’s the easiest, shortest and best way I know to explain to someone the pitfalls that they need to be aware of.”

  • “This author knows what he’s talking, and it’s an interesting read but…”

“If you’re interested in entrepreneurship, you have to read this book. I would say this book is absolutely fundamental to understanding how certain things work before pursuing an entrepreneurial venture.

On top of being extremely helpful, Moses is a good writer, and the book is actually pretty entertaining and enjoyable to read.

If I can ding the book for one thing, it’s difficult to explain a concept such as cohort testing in a brick-and-mortar situation, and I would have loved to see how one might go about explaining that, something like an actual class on the best methods of market entry for a certain product or service other than tech startups.

Overall, this is a great and informative book. Not to be missed by an entrepreneur or by a student of management science.”

“Brilliant startup guide that emphasizes the presence of a market need for your startup’s product/service before starting out – that’s the most important thing anyone’s got to know!”

“It provides a simple road map on starting a business with concrete steps and strategies for executing a plan. The author gives guidance on when to persevere with the initial plan (going with good or bad ideas and how to identify them early) or to “pivot” based on the results, or the lack of results, arising from an entrepreneur’s initial business plan.

Entrepreneurs need to learn what their market wants and to provide a solution, not some product or service that the entrepreneur thinks that the market needs as advocated by Moses.

To do this requires building and testing a minimum viable product to determine the market’s reaction before taking real action.

In my opinion, we should advocate more attention to innovation in accounting to measure progress in the market’s acceptance of your product or service.”

New ebook release: The Strawberry Startup

More about “The Strawberry Startup” (from Amazon)

Startups are like strawberries. They have to be nurtured with delicate care, effort and time before the fruits of your labour can be harvested. The Strawberry Startup provide a structured approach to building your startup and learning about the new, dynamic business speak of the 21st century for the first-time entrepreneur.

While many people talk about how great it is to start a business, few manage to execute their ideas and only a handful become successful. Moses analyzes the problems confronting startups today, shares the insights to be gained and amplifies the lessons through interesting, bite-size stories and case studies.

Rather than spending copious amounts of money attending entrepreneurship courses or wasting time creating lengthy business plans, The Strawberry Startup offers entrepreneurs a simple way for entrepreneurs to test their ideas and execute them with minimal risk. Moses provides a straightforward approach to creating a successful and sustainable startup in an age where failure is the name of the game.

New ebook release: The Strawberry Startup

5 Things You’ll Learn from This Book 

  • 5 Simple Ways of Turning your Passion into Profit and It Starts with Stepping Out of Your Comfort Zone
  • How to Gain Social Traction & Social Proof of Your Idea
  • Forget Side Income: Build a Solid Stream of Revenue for your Startup
  • What You need to Know about Venture Capitalism and Why Too Much Funding can Pose Problems
  • Be Nice to People: The Employee You Just Fired could be Your Next Investor

Advice: Some Pointers on the Pre-Startup Phase

The Process

A startup can be more emotionally draining than most other endeavours.

Do due diligence on your co-founders – a sour relationship can kill an otherwise great startup.

The law is a minefield, and any legal complications get worse and worse the longer they are left. Set up a vesting schedule and untangle IP issues early.

Despite the high level of activity on popular discussion forums, starting a business is an uncommon thing for people to do. You may find that you become a minority amongst your friends and family, and that feeling of a  loss of stability compared to a regular job can be daunting.

Equity & Fundraising

Taking money from friends and family hurts the most if you lose it, but there are ways to overcome this limiting belief.

A complex share registry can harm your chances of securing later rounds of funding, especially if you have a number of investors vested in your business. Know that not all money is good money, as emphasized in The Strawberry Startup.

Fundraising is a full-time job.

Startup progress happens when people are paying you, not when you are paying them.

Clients do not always pay on time, so be prepared for such scenarios. You will not be able to pay your bills, or your employees’ salaries until the money reaches your account.


Technical experience is not a substitute for startup experience.

Youthful ambition is not a substitute for technical experience.

Hire people who complement existing capabilities in your team. Duplication of talents, especially in the same department, looks great from the outside, but internally it is often an unnecessary drain on the resources of an early stage startup.

Hire generalists early. Hire specialists later.


Your marketing strategy (and having a marketing budget) is more important than building something awesome.

Product-market fit can be understood without writing a single line of code.

Relationships – Take Care of Yourself

You will lose your friends and loved ones if you don’t regularly disconnect from business mode to laugh and love.


The book is an excellent introduction to the startup concepts and the startup movement. What’s valuable about this book is the stories in this book. Get the book at a special discount here from Amazon! (If you do not have a Kindle e-reader, we wrote an article on how you can read ebooks without a Kindle e-reader.)

What did you think of the book? We would love to hear what your thoughts are in the comments below. Are there any other self-improvement books we should know about?

You might also be interested in the following articles:

  1. 150 Free Resources for Startups
  2. What if someone steals my startup idea?
  3. 6 Myths about Starting your Own Business
  4. Guest Post: 5 ways to get more followers for your small business on Twitter

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