Patterns in a tech startup
Minimum price
Suggested price

Patterns in a tech startup

About the Book

The journey of a tech startup follows a clear path. It might not be a predictable endeavour and it is for sure similar to a never-ending rollercoaster of emotions and progress. However, we know what will happen and roughly in what order.

And when I write "we know" I mean that I have found patterns to support the case.

So the patterns I have found have all repeated themselves in my work at SpeedLedger, Adfenix, and Inteleon. 3 different variations of tech startups in different stages of the growth journey. Since I have spent the past decade in the tech startup world I know that the patterns are not unique for these 3 companies and I have plenty of stories from other companies, correlating with my experience.   

I will share these patterns with you and hopefully, you will be able to identify them during your startup journey and get some help to resolve them. Yep, that's right! I will describe each pattern so you know how and where to find them, potential ways to solve them (and how not to try to solve them) and some stories from the trenches.

Check out the table of contents to learn more about the details!

About the Author

Jesper Forslund
Jesper Forslund

I have a wide experience ranging from small startups to bigger product companies, including international organisations.

In 2015 I joined SpeedLedger, a 100 people organisation delivering e-accounting to the Swedish market. During my time there I had roles such as Retention & Engagement Manager, Marketing Manager, Product Owner, Customer Success Manager, Growth Captain and COO.

In 2017 I joined Adfenix, helping them grow from 15 to 70 people in less than a year, expand internationally and secure VC funding of 50 MSEK.

During 2019 I was COO at Inteleon that delivers the parking payment app SMS park. Similar to Adfenix and SpeedLedger, this is also a tech company with roughly 100 people with a track record of growth and high ambitions for the future.

I’m a former CEO, experienced Project Manager, Developer and Architect, startup- and Agile coach, as well as a frequent speaker. Once upon a time, I was the chairman of the Venture Cup West jury for a few years. I’m currently mentoring for Connect West, including serving as a Springboard panel member.

I have written two books to share my experience - I hope it will be valuable for you!

Take care!


Table of Contents

Content so far - future updates included!

  • The 4 stages of a startup - the overall journey of a startup in growth
  • Patterns
    • The Adhocracy lovers and why they can’t continue
    • Activity frenzy without impact evaluation
    • We work and they do not
    • The rewrite - the beast all startups need to face at one point
    • Hero overload - the risk of eliminating the true heroes
    • Brilliant or just lucky? - a question without an obvious answer
    • The new brand - the rewrite of communication
    • Low pricing - and the potential of price increase
  • Anti-patterns
    • Product development impacted by the sales model
    • Spending money

Causes Supported

Amazon Watch

Supporting Indigenous Peoples. Protecting the Amazon.

Amazon Watch is a nonprofit organization founded in 1996 to protect the rainforest and advance the rights of indigenous peoples in the Amazon Basin. We partner with indigenous and environmental organizations in campaigns for human rights, corporate accountability and the preservation of the Amazon's ecological systems.

We envision a world that honors and values cultural and biological diversity and the critical contribution of tropical rainforests to our planet's life support system. We believe that indigenous self-determination is paramount, and see that indigenous knowledge, cultures and traditional practices contribute greatly to sustainable and equitable stewardship of the Earth. We strive for a world in which governments, corporations and civil society respect the collective rights of indigenous peoples to free, prior and informed consent over any activity affecting their territories and resources. We commit, in the spirit of partnership and mutual respect, to support our indigenous allies in their efforts to protect life, land, and culture in accordance with their aspirations and needs.

The Leanpub 60-day 100% Happiness Guarantee

Within 60 days of purchase you can get a 100% refund on any Leanpub purchase, in two clicks.

See full terms

80% Royalties. Earn $16 on a $20 book.

We pay 80% royalties. That's not a typo: you earn $16 on a $20 sale. If we sell 5000 non-refunded copies of your book or course for $20, you'll earn $80,000.

(Yes, some authors have already earned much more than that on Leanpub.)

In fact, authors have earnedover $12 millionwriting, publishing and selling on Leanpub.

Learn more about writing on Leanpub

Free Updates. DRM Free.

If you buy a Leanpub book, you get free updates for as long as the author updates the book! Many authors use Leanpub to publish their books in-progress, while they are writing them. All readers get free updates, regardless of when they bought the book or how much they paid (including free).

Most Leanpub books are available in PDF (for computers) and EPUB (for phones, tablets and Kindle). The formats that a book includes are shown at the top right corner of this page.

Finally, Leanpub books don't have any DRM copy-protection nonsense, so you can easily read them on any supported device.

Learn more about Leanpub's ebook formats and where to read them

Write and Publish on Leanpub

You can use Leanpub to easily write, publish and sell in-progress and completed ebooks and online courses!

Leanpub is a powerful platform for serious authors, combining a simple, elegant writing and publishing workflow with a store focused on selling in-progress ebooks.

Leanpub is a magical typewriter for authors: just write in plain text, and to publish your ebook, just click a button. (Or, if you are producing your ebook your own way, you can even upload your own PDF and/or EPUB files and then publish with one click!) It really is that easy.

Learn more about writing on Leanpub