References
Books and sources used in this course. Reading them is not required; they are here as an entry point if you want to go further. You do not have to buy the books — the ISBN is given so you can look for them in a library.
Session 1
2026年3月期 決算短信〔日本基準〕（連結）
Used in Session 1. Licensing revenue alone is not disclosed separately.
2026年3月期 決算短信〔IFRS〕（連結）
Used in Sessions 1 and 2. Revenue and growth by segment come from here.
2026年3月期 決算短信〔日本基準〕（非連結）
Used in Session 1. Growth by business area is broken out here.
ドリルを売るには穴を売れ 誰でも「売れる人」になるマーケティング入門
Half the book is a story about turning a failing restaurant around, covering value, targeting and pricing.
ビジネスモデル2.0図鑑
One hundred business models, each drawn on a single spread. Extends Session 2.
Session 2
2026年3月期 決算短信〔IFRS〕（連結）
Used in Sessions 1 and 2. Revenue and growth by segment come from here.
2025年8月期 決算短信〔IFRS〕（連結）
The Uniqlo example in Session 2 draws its figures from here.
ビジネスモデル・ジェネレーション ビジネスモデル設計書
The nine blocks in Session 2 come from this book. Available in Japanese.
Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
The original of the Japanese edition above. The block definitions come from here.
The Inmates Are Running the Asylum
Personas come from this book. It is a separate tool from the nine blocks.
Value Proposition Design
The idea that a blank block is something to investigate was developed in this line of books.
Using business model tools in entrepreneurial start-ups: insights and inconsistencies
Used in Session 2. Founders report that the canvas can make them feel every question is answered. The course text paraphrases; it does not quote.
ビジネスモデル2.0図鑑
One hundred business models, each drawn on a single spread. Extends Session 2.
Session 3
The Mom Test: How to Talk to Customers & Learn if Your Business is a Good Idea When Everyone is Lying to You
Session 3's rules — do not pitch your idea, ask about the past — come from this book.
Customer Development / Customer Discovery（steveblank.com の記事群）
The source of "there are no facts inside the building." Written by Blank himself.
Leading Questions Can Skew Your Research Results
A short article on how leading questions skew answers. An easy length to read.
How Many Test Users in a Usability Study?
The source of the "five users" rule. It is about observing use, not about how many people to interview.
Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias
The source of Session 3's "about 21% higher." A meta-analysis of 115 effect sizes from 77 studies in 47 papers. Open access.
たった一人の分析から事業は成長する 実践 顧客起点マーケティング
Why one deep interview beats a broad survey, written from practice. 240 pages.
リーン・スタートアップ ムダのない起業プロセスでイノベーションを生みだす
The thinking behind this course's method: test before you build, rebuild when you are wrong. 408 pages.
起業の科学 スタートアップサイエンス
Essentially a longer version of this course, from problem validation through fundraising. 280 pages.
ジョブ理論 イノベーションを予測可能にする消費のメカニズム
A whole book on Session 6's point: people hire something to get a job done. 392 pages.
Session 4
政府統計の総合窓口（e-Stat）
The entry point for Session 4. National statistics live here, and some tables go down to the municipality.
統計こおりやま（住民基本台帳人口）
Used in Session 4. Population by district and single year of age, as spreadsheets.
起業の科学 スタートアップサイエンス
Essentially a longer version of this course, from problem validation through fundraising. 280 pages.
イシューからはじめよ［改訂版］ 知的生産の「シンプルな本質」
Session 4 narrows down who to count; Session 9 ranks which numbers matter. Both are about choosing what to solve first, which is this book's subject. 272 pages.
Session 5
リーン・スタートアップ ムダのない起業プロセスでイノベーションを生みだす
The thinking behind this course's method: test before you build, rebuild when you are wrong. 408 pages.
起業の科学 スタートアップサイエンス
Essentially a longer version of this course, from problem validation through fundraising. 280 pages.
Session 6
ドリルを売るには穴を売れ 誰でも「売れる人」になるマーケティング入門
Half the book is a story about turning a failing restaurant around, covering value, targeting and pricing.
ジョブ理論 イノベーションを予測可能にする消費のメカニズム
A whole book on Session 6's point: people hire something to get a job done. 392 pages.
ストーリーとしての競争戦略 優れた戦略の条件
544 pages, but plainly written and mostly about Japanese companies. Useful when shaping the Session 14 pitch.
ゼロ・トゥ・ワン 君はゼロから何を生み出せるか
This book disagrees with the course. In Session 6 you went and looked at rivals, then put the difference into words; this book says to look for a place where you need not compete at all. The course does not settle which is right — read it, then decide for your own plan.
経営戦略全史
A century of strategy thinking in one 432-page book. A map, if you go on to study management.
Session 7
ドリルを売るには穴を売れ 誰でも「売れる人」になるマーケティング入門
Half the book is a story about turning a failing restaurant around, covering value, targeting and pricing.
Session 8
2025年3月期 決算短信〔日本基準〕（連結）
Used in Session 8. Ordinary profit is positive, yet an extraordinary loss turns the bottom line negative.
2024年12月期 決算短信〔IFRS〕（連結）
Used in Session 8. Consolidated and parent-only figures point in opposite directions.
2025年3月期 決算要旨〔IFRS〕（連結）
Used in Session 8. This is a results summary, not a tanshin. Revenue hit a record while operating profit fell.
2026年3月期 決算短信〔日本基準〕（連結）
Used in Session 8 to read profit step by step. Ordinary profit (542.1bn yen) is larger than operating profit (360.1bn yen) — the steps do not always go down.
さおだけ屋はなぜ潰れないのか? 身近な疑問からはじめる会計学
A 232-page paperback that needs no bookkeeping background, leading into Session 8.
新版 財務3表一体理解法
Takes Session 8 further: how the three financial statements connect, in one paperback.
Session 9
イシューからはじめよ［改訂版］ 知的生産の「シンプルな本質」
Session 4 narrows down who to count; Session 9 ranks which numbers matter. Both are about choosing what to solve first, which is this book's subject. 272 pages.
Session 10
2025年度新規開業実態調査（アンケート結果の概要）
Lets you put your Session 10 estimate next to what people actually spent (mean 9.75m yen, median 6.00m yen), and is the source for Session 11's funding figures. The sample is firms the bank financed, not all new businesses.
Session 11
会社法（平成十七年法律第八十六号）
The text of the Companies Act articles cited in Sessions 11–13. It is free to read online.
新規開業・スタートアップ支援資金（国民生活事業）
Used in Session 11. The loan ceiling and repayment terms are stated directly on the page.
2025年度新規開業実態調査（アンケート結果の概要）
Lets you put your Session 10 estimate next to what people actually spent (mean 9.75m yen, median 6.00m yen), and is the source for Session 11's funding figures. The sample is firms the bank financed, not all new businesses.
経営者保証
Used in Session 11. It states, in the government's own words, what a personal guarantee means.
Session 12
会社法（平成十七年法律第八十六号）
The text of the Companies Act articles cited in Sessions 11–13. It is free to read online.
Session 13
会社法（平成十七年法律第八十六号）
The text of the Companies Act articles cited in Sessions 11–13. It is free to read online.
THE TEAM 5つの法則
Extends Session 13, splitting teamwork into aim, boarding, communication, decision and engagement.
Session 14
起業の科学 スタートアップサイエンス
Essentially a longer version of this course, from problem validation through fundraising. 280 pages.
ストーリーとしての競争戦略 優れた戦略の条件
544 pages, but plainly written and mostly about Japanese companies. Useful when shaping the Session 14 pitch.