FOUNDER'S KEEPER
Activity book for startup founders and entrepreneurs
FOUNDER'S KEEPER
Activity book for startup founders and entrepreneurs
ABOUT THE CLIENT
OpenView is a venture capital firm that invests in B2B software companies. They are known for coining the popular SaaS term Product-led Growth (PLG). For three years, OpenView published a physical 'Build' book featuring their best blog posts. While beautifully designed and popular with their community, things were about to change.
THE GOAL + VALUE
In March 2020, amid the COVID-19 pandemic, Meg joined OpenView's marketing team and recognized that a large coffee table book from a VC might seem tone-deaf, despite its valuable content. She emphasized making the insights more actionable and relevant. The goal was to meet founders where they were, make them feel seen and supported while they build the business and life of their dreams, regardless of unforeseen circumstances.
ABOUT THE CLIENT
OpenView is a venture capital firm that invests in B2B software companies. They are known for coining the popular SaaS term Product-led Growth (PLG). For three years, OpenView published a physical 'Build' book featuring their best blog posts. While beautifully designed and popular with their community, things were about to change.
THE GOAL + VALUE
In March 2020, amid the COVID-19 pandemic, Meg joined OpenView's marketing team and recognized that a large coffee table book from a VC might seem tone-deaf, despite its valuable content. She emphasized making the insights more actionable and relevant. The goal was to meet founders where they were, make them feel seen and supported while they build the business and life of their dreams, regardless of unforeseen circumstances.
THE OPPORTUNITY
Create the an interactive activity book for startup founders and entrepreneurs, featuring useful articles, interviews, and directed learning exercises to help readers apply insights to their lives and businesses.
THE APPROACH
When trying help someone feel seen:
BE SPECIFIC
We wanted to make it known we understood what it was like to be a startup founder in 2020. And how satisfying it is to complete a maze on your first try.
BE PERSONABLE
The tone of the book is written to evoke a sense of comradery and helpfulness. Like your friend who lets you borrow their notes when you miss class. Being honest and vulnerable to the human experience is how you build trust with your reader.
BE HELPFUL
Why are they investing their time and attention reading this when the entire world has nearly run out of toilet paper? We needed to make the this book not only insightful but useful in their daily lives as a business owner.
We wanted to make it known we understood what it was like to be a startup founder in 2020. And how satisfying it is to complete a maze on your first try.
BE SPECIFIC
BE PERSONABLE
The tone of the book is written to evoke a sense of comradery and helpfulness. Like your friend who lets you borrow their notes when you miss class. Being honest and vulnerable to the human experience is how you build trust with your reader.
BE HELPFUL
Why are they investing their time and attention reading this when the entire world has nearly run out of toilet paper? We needed to make the this book not only insightful but useful in their daily lives as a business owner.
THE BOOK DESIGN
200 page activity book.
THE INSPIRATION
We've all had those composition notebooks whether they held your math class notes or deepest darkest secrets, they were a vehicle for ideas. The iconic high contrast pattern immediately brings up memories of learning, drawing, and writing. The design paired perfectly with OpenView's most popular swag item the PLG MTV sticker which can be seen on the front of the Founder's Keeper.
THE INSPIRATION
We've all had those composition notebooks whether they held your math class notes or deepest darkest secrets, they were a vehicle for ideas. The iconic high contrast pattern immediately brings up memories of learning, drawing, and writing. The design paired perfectly with OpenView's most popular swag item the PLG MTV sticker which can be seen on the front of the Founder's Keeper.
ARTICLES & ACTIVITIES
Each chapter had a few articles and activities relating to the SaaS founder journey and startup culture.
NETWORK EXPANSION
The Founder's Keeper has been used as a networking tool for meeting new founders. Leaders who have read it tell others about it, connecting them with OpenView in order to get the book. Broadening OpenView's network by word-of-mouth.
COMMUNITY ENGAGEMENT
Founders who received the book often shared their takeaways and excitement with their LinkedIn following.
INCREASED AUTHORITY
Some winners put their golden popcorn award in their sales pitch decks or on their website as a certification for being experts in product-led growth.
By showing a thoughtful (and human) understanding of the challenges leaders face OpenView grew trust with their target audience even during a turbulent period of time.
THE IMPACT
COMMUNITY ENGAGEMENT
Founders who received the book often shared their takeaways and excitement with their LinkedIn following.
NETWORK EXPANSION
The Founder's Keeper has been used as a networking tool for meeting new founders. Leaders who have read it tell others about it, connecting them with OpenView in order to get the book. Broadening OpenView's network by word-of-mouth.
INCREASED AUTHORITY
Some winners put their golden popcorn award in their sales pitch decks or on their website as a certification for being experts in product-led growth.