disciplined startup founder€¦ · “a startup is not the same as a company. a startup is a...
TRANSCRIPT
DISCIPLINED STARTUP FOUNDERHANDBOOK FOR TEAMS
PATH INSTITUTE
The Hague
www.path.institute
Copyright © 2018 Robert de Bruijn
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Designed by Kevin Byrne
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“Entrepreneurship is management under extreme uncertainty.”
Eric Ries, founder of IMVU & Long-Term Stock Exchange, author of The Lean Startup
vi | DISCIPLINED STARTUP FOUNDER
ContentsMentor meetings pg. viii
Immediately after the kick off pg. x
Team charter canvas pg. xii
Development sprint 1 pg. xiv
Development sprint 2 pg. xxii
Development sprint 3 pg. xxx
Development sprint 4 pg. xxxviii
Development sprint 5 pg. xlvi
Development sprint 6 pg. liv
Development sprint lessons learnt pg. lxii
Team bonus distribution pg. lxviii
HANDBOOK FOR TEAMS | vii
DISCIPLINED STARTUP FOUNDERHANDBOOK FOR TEAMS
viii | DISCIPLINED STARTUP FOUNDER
Mentor Meetings Mentor meetings are designed to give you feedback on your problem-solution fit progress. You are scored on the rigour of problem-solution fit testing and the quality of pivot-persevere decision making. Do not be afraid to pivot, back to square one if needs be, and start again, when the situation calls for it.
MEETING STRUCTURE Check-In
Discovery/ validation experiments conducted
Lessons learnt
Check-out
HANDBOOK FOR TEAMS | ix
“A startup is not the same as a company. A startup is a temporary organisation that exists
to search for a scalable and repeatable busi-ness model. We call this search customer de-velopment. In a startup there are no titles, all team members are equal and share responsi-
bility for the startup’s success or failure.”
Steve Blank, serial hi-tech entrepreneur, author of The Four Steps to Epiphany, and The Startup
Owner’s Manual
x | DISCIPLINED STARTUP FOUNDER
Immediately After Kick Off
READINGCourse Manual
Disciplined Startup Founder
What is a startup? pg. 14
From startup to company pg. 14
Startup lore myths pg. 15
Double edge of domain expertise pg. 19
Is big, bigger, better? pg. 20
Start a business, not a startup pg. 21
Bootstrap yourself pg. 22
To disrupt or revolutionise? pg. 25
Technology, Idea, and Market Driven Startups pg. 27
HANDBOOK FOR TEAMS | xi
Before the next mentor meeting do the following:
ACTING1. Form a team.
2. Agree on the spirit of your pending collaboration including individual aspira-tions, ambition and level of commitment.
3. Complete a team charter canvas to record your commitment.1
4. Read and discuss the course guide, together.
1 Download a team charter canvas at designabetterbusiness.tools/tools/
team-charter-canvas
xii | DISCIPLINED STARTUP FOUNDER
BY DESIGNABETTERBUSINESS.COM
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.http://creativecommons.org/licenses/by-sa/4.0 or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
DESIGN ABETTERBUSINESS
TROUBLEWhat will you dowhen the shit hitsthe “van”?
TEAM MEMBERSWho is on the bus and whatdo they bring to the team?Roles, values, skills,character traits?
EXPECTATIONSWhat do team membersexpect from eachother inorder to be(come) a successful team?
TEAM VALUESWhat are the values thatare recognized by all team members that theteam live by?
OBSTACLESWhat would prevent the team to reach their goal?
TEAM GOALSWhat is the goal the teamwant to reach? When is theeffort a success?
ENERGY SOURCEWhat generates energy inthe group? What gets every-one going?
DRIVERWho is behind the wheel? Who is the navigator? How will the team choose a direction? How will theteam take decisions?
TEAM CHARTER CANVAS
Created by DesignABetterBusiness.com
Team Charter Canvas
HANDBOOK FOR TEAMS | xiii
BY DESIGNABETTERBUSINESS.COM
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.http://creativecommons.org/licenses/by-sa/4.0 or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
DESIGN ABETTERBUSINESS
TROUBLEWhat will you dowhen the shit hitsthe “van”?
TEAM MEMBERSWho is on the bus and whatdo they bring to the team?Roles, values, skills,character traits?
EXPECTATIONSWhat do team membersexpect from eachother inorder to be(come) a successful team?
TEAM VALUESWhat are the values thatare recognized by all team members that theteam live by?
OBSTACLESWhat would prevent the team to reach their goal?
TEAM GOALSWhat is the goal the teamwant to reach? When is theeffort a success?
ENERGY SOURCEWhat generates energy inthe group? What gets every-one going?
DRIVERWho is behind the wheel? Who is the navigator? How will the team choose a direction? How will theteam take decisions?
TEAM CHARTER CANVAS
xiv | DISCIPLINED STARTUP FOUNDER
Development Sprint 1 for Meeting 1READDisciplined Startup Founder
Disciplined startup founders journey
Rules For Customer Discovery
Customer watering holes
Customer Jobs-to-be-Done
DOCUMENTArtefacts vary by drive:
▢ Brainstorm results
▢ Business model(s)
▢ Conversation records
▢ Customer profile(s)
▢ Job statements
▢ Job stories
▢ Learning cards
▢ Proposition demos
▢ Prototypes
▢ Smoke tests
▢ Test cards
▢ Value map(s)
√
pg. 48
pg. 72
pg. 54
pg. 35
√
HANDBOOK FOR TEAMS | xv
READ THEN EXECUTE
Vision Driven Problem discovery
Three biggest problems (20 per stakeholder)
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Product Driven Would you use it?
Solution smoke tests
Painstorm
Validate problem (20 conversations)
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Segment DrivenProblem discovery
Three biggest problems (20-40 conversations)
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Technology DrivenBrainstorm applications
Three biggest problems (10 conversations in each application)
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Problem Driven Problem discovery
Three biggest problems (50-100 conversations)
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Customer Pain DrivenPainstorm problem
Validate problem (20 conversations min.)
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
xvi | DISCIPLINED STARTUP FOUNDER
HANDBOOK FOR TEAMS | xvii
1. What are the most urgent assumptions to test?
1
xviii | DISCIPLINED STARTUP FOUNDER
Notes from Mentor Meeting 1
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HANDBOOK FOR TEAMS | xix
xx | DISCIPLINED STARTUP FOUNDER
(L)earnings 1
TEAM LEARNING VELOCITYHow fast is the team turning business assumptions into validated facts?
TEAM SCORE
MENTOR NOTES................................................................................................................................................
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0 1 2 3Did not read sections, nor conduct required activities nor prepared
for meeting.
Read material partially, conducted some
required activities but unprepared for
meeting.
Read required material, conducted required
activities and prepared meeting in part.
Read required material, conducted required activities and fully
prepared for meeting.
HANDBOOK FOR TEAMS | xxi
INDIVIDUAL CONTRIBUTOR SCORE BONUSAwarded for contributions, on mentors' discretion, when team score is three.
MENTOR NOTES................................................................................................................................................
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+1 +1 +1 +1 +1name name name name name
xxii | DISCIPLINED STARTUP FOUNDER
Development Sprint 2 for Meeting 2READDisciplined Startup Founder
Hypotheses aka assumptions vs. Facts pg. 32
Problem space vs. Solution space pg. 32
The Customer pg. 33
Customer prob. vs. General problems pg. 34
Customer Pains & Gains pg. 38
Problem-Solution Fit pg. 39
Experiments aka Tests pg. 39
Pivot or Persevere pg. 40
Eight pivots pg. 40
Customer Segment Bowling pg. 41
Shark bites & Mosquito bites pg. 42
False positives & False negatives pg. 44
Test cards pg. 122
Learning cards pg.123
DOCUMENTArtefacts vary by drive:
▢ Brainstorm results
▢ Business model(s)
▢ Conversation records
▢ Customer profile(s)
▢ Job statements
▢ Job stories
▢ Learning cards
▢ Proposition demos
▢ Prototypes
▢ Smoke tests
▢ Test cards
▢ Value map(s)
√√
√√
√
HANDBOOK FOR TEAMS | xxiii
READ THEN EXECUTE
Vision Driven Zero in on customer
Validate problem (20 conversations minimum)
Profile cookie monster
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Product Driven Validate problem (20 conversations minimum)
Profile cookie monster
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Segment DrivenValidate problem (20 conversations minimum)
Profile cookie monster
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Technology DrivenZero in on customer
Validate problem (20 conversations minimum)
Profile cookie monster
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Problem Driven Zero in on customer
Validate problem (20-40 conversations)
Profile cookie monster
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Customer Pain DrivenValidate problem (20 conversations)
Problem smoke test
Profile cookie monster
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
xxiv | DISCIPLINED STARTUP FOUNDER
HANDBOOK FOR TEAMS | xxv
1. What are the most urgent assumptions to test?
1
xxvi | DISCIPLINED STARTUP FOUNDER
Notes from Mentor Meeting 2
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HANDBOOK FOR TEAMS | xxvii
xxviii | DISCIPLINED STARTUP FOUNDER
(L)earnings 2
TEAM LEARNING VELOCITYHow fast is the team turning business assumptions into validated facts?
TEAM SCORE
MENTOR NOTES................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
0 1 2 3Did not read sections, nor conduct required activities nor prepared
for meeting.
Read material partially, conducted some
required activities but unprepared for
meeting.
Read required material, conducted required
activities and prepared meeting in part.
Read required material, conducted required activities and fully
prepared for meeting.
HANDBOOK FOR TEAMS | xxix
INDIVIDUAL CONTRIBUTOR SCORE BONUSAwarded for contributions, on mentors' discretion, when team score is three.
MENTOR NOTES................................................................................................................................................
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+1 +1 +1 +1 +1name name name name name
xxx | DISCIPLINED STARTUP FOUNDER
Development Sprint 3 for Meeting 3READDisciplined Startup Founder
Cookie monsters
Indentifying cookie monsters
Experiment validation board
Prioritising tests
Ranking bite size
DOCUMENTArtefacts vary by drive:
▢ Brainstorm results
▢ Business model(s)
▢ Conversation records
▢ Customer profile(s)
▢ Job statements
▢ Job stories
▢ Learning cards
▢ Proposition demos
▢ Prototypes
▢ Smoke tests
▢ Test cards
▢ Value map(s)
√pg. 108
pg. 109
pg. 120
pg. 120
pg. 62
√
√
√
HANDBOOK FOR TEAMS | xxxi
READ THE EXECUTE
Vision Driven Brainstorm solutions
First pass business model
Design value proposition
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Product Driven Brainstorm solutions
First pass business model
Design value proposition
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Segment DrivenBrainstorm solutions
First pass business model
Design value proposition
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Technology DrivenBrainstorm solutions
First pass business model
Design value proposition
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Problem Driven Brainstorm solutions
First pass business model
Design value proposition
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Customer DrivenBrainstorm solutions
First pass business model
Design value proposition
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
xxxii | DISCIPLINED STARTUP FOUNDER
HANDBOOK FOR TEAMS | xxxiii
1. What are the most urgent assumptions to test?
1
xxxiv | DISCIPLINED STARTUP FOUNDER
Notes from Mentor Meeting 3
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HANDBOOK FOR TEAMS | xxxv
xxxvi | DISCIPLINED STARTUP FOUNDER
(L)earnings 3
TEAM LEARNING VELOCITYHow fast is the team turning business assumptions into validated facts?
TEAM SCORE
MENTOR NOTES................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
0 1 2 3Did not read sections, nor conduct required activities nor prepared
for meeting.
Read material partially, conducted some
required activities but unprepared for
meeting.
Read required material, conducted required
activities and prepared meeting in part.
Read required material, conducted required activities and fully
prepared for meeting.
HANDBOOK FOR TEAMS | xxxvii
INDIVIDUAL CONTRIBUTOR SCORE BONUSAwarded for contributions, on mentors' discretion, when team score is three.
MENTOR NOTES................................................................................................................................................
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+1 +1 +1 +1 +1name name name name name
xxxviii | DISCIPLINED STARTUP FOUNDER
Development Sprint 4 for Meeting 4READDisciplined Startup Founder
Storyboard customer job journey
DOCUMENTArtefacts vary by drive:
▢ Brainstorm results
▢ Business model(s)
▢ Conversation records
▢ Customer profile(s)
▢ Job statements
▢ Job stories
▢ Learning cards
▢ Proposition demos
▢ Prototypes
▢ Smoke tests
▢ Test cards
▢ Value map(s)
√
pg. 108
√
√
√
√
√
√
HANDBOOK FOR TEAMS | xxxix
READ THEN EXECUTE
Vision Driven Advice interviews (20 conversations minimum)
Solution smoke tests
Solution demos
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Product Driven Advice interviews (20 conversations minimum)
Solution smoke tests
Solution demos
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Segment DrivenAdvice interviews (20 conversations minimum)
Solution smoke tests
Solution demos
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Technology DrivenAdvice interviews (20 conversations minimum)
Solution smoke tests
Solution demos
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Problem Driven Advice interviews (20 conversations minimum)
Solution smoke tests
Solution demos
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Customer DrivenAdvice interviews (20 conversations minimum)
Solution smoke tests
Solution demos
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
xl | DISCIPLINED STARTUP FOUNDER
HANDBOOK FOR TEAMS | xli
1. What are the most urgent assumptions to test?
1
xlii | DISCIPLINED STARTUP FOUNDER
Notes from Mentor Meeting 4
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HANDBOOK FOR TEAMS | xliii
xliv | DISCIPLINED STARTUP FOUNDER
(L)earnings 4
TEAM LEARNING VELOCITYHow fast is the team turning business assumptions into validated facts?
TEAM SCORE
MENTOR NOTES................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
0 1 2 3Did not read sections, nor conduct required activities nor prepared
for meeting.
Read material partially, conducted some
required activities but unprepared for
meeting.
Read required material, conducted required
activities and prepared meeting in part.
Read required material, conducted required activities and fully
prepared for meeting.
HANDBOOK FOR TEAMS | xlv
INDIVIDUAL CONTRIBUTOR SCORE BONUSAwarded for contributions, on mentors' discretion, when team score is three.
MENTOR NOTES................................................................................................................................................
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+1 +1 +1 +1 +1name name name name name
xlvi | DISCIPLINED STARTUP FOUNDER
Development Sprint 5 for Meeting 5READDisciplined Startup Founder
Study alternatives
Calculatour
Prototypes
Concierge
Wizard of Oz/ Mechanical Turk
Second pass business model
Disruptive tech & revenue models
Revenue streams
Pricing
Channels
DOCUMENTArtefacts vary by drive:
▢ Brainstorm results
▢ Business model(s)
▢ Conversation records
▢ Customer profile(s)
▢ Job statements
▢ Job stories
▢ Learning cards
▢ Proposition demos
▢ Prototypes
▢ Smoke tests
▢ Test cards
▢ Value map(s)
√
pg. 108
pg. 132
pg. 91
pg. 93
pg. 93
pg. 68
pg. 101
pg. 99
pg. 95
pg.98 √
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√
HANDBOOK FOR TEAMS | xlvii
READ THEN EXECUTE
Vision Driven Solution prototype tests
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Product Driven Solution prototype tests
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Segment DrivenSolution prototype tests
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Technology DrivenSolution prototype tests
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Problem Driven Solution prototype tests
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
Customer DrivenSolution prototype tests
After decide to:
Pivot or Persevere
Page references to the section can be found on DSF pg. 50 & 51
xlviii | DISCIPLINED STARTUP FOUNDER
HANDBOOK FOR TEAMS | xlix
1. What are the most urgent assumptions to test?
1
l | DISCIPLINED STARTUP FOUNDER
Notes from Mentor Meeting 5
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HANDBOOK FOR TEAMS | li
lii | DISCIPLINED STARTUP FOUNDER
(L)earnings 5
TEAM LEARNING VELOCITYHow fast is the team turning business assumptions into validated facts?
TEAM SCORE
MENTOR NOTES................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
0 1 2 3Did not read sections, nor conduct required activities nor prepared
for meeting.
Read material partially, conducted some
required activities but unprepared for
meeting.
Read required material, conducted required
activities and prepared meeting in part.
Read required material, conducted required activities and fully
prepared for meeting.
HANDBOOK FOR TEAMS | liii
INDIVIDUAL CONTRIBUTOR SCORE BONUSAwarded for contributions, on mentors' discretion, when team score is three.
MENTOR NOTES................................................................................................................................................
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+1 +1 +1 +1 +1name name name name name
liv | DISCIPLINED STARTUP FOUNDER
Development Sprint 6 for Meeting 6READ...
DOCUMENTArtefacts vary by drive:
▢ Brainstorm results
▢ Business model(s)
▢ Conversation records
▢ Customer profile(s)
▢ Job statements
▢ Job stories
▢ Learning cards
▢ Proposition demos
▢ Prototypes
▢ Smoke tests
▢ Test cards
▢ Value map(s)
HANDBOOK FOR TEAMS | lv
READ THEN EXECUTE
Vision Driven
Problem-Solution Fit
Pivot or Persevere
Product Driven
Problem-Solution Fit
Pivot or Persevere
Segment Driven
Problem-Solution Fit
Pivot or Persevere
Technology Driven
Problem-Solution Fit
Pivot or Persevere
Problem Driven
Problem-Solution Fit
Pivot or Persevere
Customer Driven
Problem-Solution Fit
Pivot or Persevere
lvi | DISCIPLINED STARTUP FOUNDER
HANDBOOK FOR TEAMS | lvii
1. What are the most urgent assumptions to test?
1
lviii | DISCIPLINED STARTUP FOUNDER
Notes from Mentor Meeting 6
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HANDBOOK FOR TEAMS | lix
lx | DISCIPLINED STARTUP FOUNDER
(L)earnings 6
TEAM LEARNING VELOCITYHow fast is the team turning business assumptions into validated facts?
TEAM SCORE
MENTOR NOTES................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
0 1 2 3Did not read sections, nor conduct required activities nor prepared
for meeting.
Read material partially, conducted some
required activities but unprepared for
meeting.
Read required material, conducted required
activities and prepared meeting in part.
Read required material, conducted required activities and fully
prepared for meeting.
HANDBOOK FOR TEAMS | lxi
INDIVIDUAL CONTRIBUTOR SCORE BONUSAwarded for contributions, on mentors' discretion, when team score is three.
MENTOR NOTES................................................................................................................................................
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+1 +1 +1 +1 +1name name name name name
lxii | DISCIPLINED STARTUP FOUNDER
Development Sprint Lessons LearntREAD...
DOCUMENT
▢ Lessons learnt√
HANDBOOK FOR TEAMS | lxiii
READ THEN EXECUTE
Vision Driven
Problem-Solution Fit
Pivot or Persevere
Product Driven
Problem-Solution Fit
Pivot or Persevere
Segment Driven
Problem-Solution Fit
Pivot or Persevere
Technology Driven
Problem-Solution Fit
Pivot or Persevere
Problem Driven
Problem-Solution Fit
Pivot or Persevere
Customer Driven
Problem-Solution Fit
Pivot or Persevere
lxiv | DISCIPLINED STARTUP FOUNDER
HANDBOOK FOR TEAMS | lxv
1. What are the most urgent assumptions to test?
1
lxvi | DISCIPLINED STARTUP FOUNDER
Lessons Learnt Jury
name of juror:
0 +1Unsatisfied with demonstrated validated
learning.Satisfied that validated learning has been
demonstrated.
name of juror:
0 +1Unsatisfied with demonstrated validated
learning.Satisfied that validated learning has been
demonstrated.
name of juror:
0 +1Unsatisfied with demonstrated validated
learning.Satisfied that validated learning has been
demonstrated.
HANDBOOK FOR TEAMS | lxvii
Notes
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lxviii | DISCIPLINED STARTUP FOUNDER
Team Bonus Distribution
The team has a bonus to distribiute amoung yourselves. You receive 2x the points
of the number of team members. Thus if you have four team members you have
eight points to distribute. If you have five team members you have ten points to
distribute. Only whole points may be assigned to team members.
name of team member team bonus points awarded
name of team member team bonus points awarded
name of team member team bonus points awarded
name of team member team bonus points awarded
name of team member team bonus points awarded
HANDBOOK FOR TEAMS | lxix
Explanatory Notes
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