I discuss some typical errors in early business model development which can cause startups to fail before they get started. The focus is on lean startup, customer development, and the business model canvas, but I also talk about the job that needs to be done, the whole product, and trial and error (be scrappy!). I describe the case of intouch group, the first startup I worked at, to illustrate the business model canvas. Intouch raised over 40 million in venture financing, was pre-IPO, attracted over 1 million users, but ended up failing. i analyze some of the reasons why to start a discussion on some typical error patterns.