JumpStartCTO Glossary

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  • A Round
    The first major round of business financing by private equity investors or venture capitalists. In private equity investing, an "A" round, or Series A financing, is usually in the form of convertible preferred stock. An "A" round by external investors generally takes place after the founders(...)
  • A/B Testing
    A/B testing is an experimental approach to user experience design, which aims to identify changes to web pages that increase or maximize an outcome of interest / KPI (e.g., click-through rate for a banner advertisement). As the name implies, two versions (A and B) are compared, which are(...)
  • API
    API, an abbreviation of application program interface, is a set of routines, protocols, and tools for building software applications. A good API makes it easier to develop a program by providing all the building blocks. A programmer then puts the blocks together. The API allows programmers to(...)
  • Agile
    Agile software development is a group of software development methods based on iterative and incremental development, where requirements and solutions evolve through collaboration between self-organizing, cross-functional teams. It is a conceptual framework that promotes foreseen interactions(...)
  • Ajax
    Ajaxan acronym for Asynchronous JavaScript and XML is a group of interrelated web development techniques used on the client-side to create asynchronous web applications. With Ajax, web applications can send data to, and retrieve data from, a server asynchronously (in the background) without(...)
  • Alpha
    The alpha phase of the release life cycle is the first phase to begin software testing. Alpha software can be unstable and could cause crashes or data loss. The exception to this is when the alpha is available publicly, in which developers normally push for stability so that their testers can(...)
  • Apache
    The Apache HTTP Server, commonly referred to as Apache is a web server software which yypically run on a Unix-like operating system, and was developed for use on Linux.(Source WikiPedia)
  • Application programming interfac
    API, an abbreviation of application program interface, is a set of routines, protocols, and tools for building software applications. A good API makes it easier to develop a program by providing all the building blocks. A programmer then puts the blocks together. The API allows programmers to(...)
  • Beta
    A beta version of a program, game etc... is an unfinished version released to either the public a select few or whoever signs up to beta test it for bugs or glitches (Source: Urban Dictionary) The focus of beta testing is reducing impacts to users The process of delivering a beta version to(...)
  • Bootstrapping
    Bootstrapping involves launching a business on a low budget. Practically this means that you’ll outsource your design and development, you‚’ll rent your servers, you won‚’t have an office and you’ll have no salary. Everything else, you’ll have to pick up yourself and learn as you go along.”
  • Burn Rate
    The rate at which a new company uses up its venture capital to finance overhead before generating positive cash flow from operations. In other words, it's a measure of negative cash flow.
  • Business Model
    A business model describes the rationale of how an organization creates, delivers, and captures value. It is a visual chart with elements describing a firm’s value proposition, infrastructure, customers, and finances.
  • CSS
    Cascading Style Sheets (CSS) is a style sheet language used for describing the presentation semantics (the look and formatting) of a document written in a markup language. Its most common application is to style web pages written in HTML and XHTML, but the language can also be applied to any(...)
  • Call Option
    An agreement that gives an investor the right (but not the obligation) to buy a stock, bond, commodity, or other instrument at a specified price within a specific time period. (Source Investopedia)
  • Card sorting
    Card sorting is a simple technique in user experience design where a group of subject experts or "users", however inexperienced with design, are guided to generate a category tree or Taxonomy. It is a useful approach for designing information architecture, workflows, menu structure, or web(...)
  • Click Through
    Click-through rate (CTR) is a way of measuring the success of an online advertising campaign for a particular website as well as the effectiveness of an email campaign by the number of users that clicked on a specific link. (Source: WikiPedia)
  • Client Side
    Client-side refers to operations that are performed by the client in a client–server relationship. Typically a web browser, that runs on a user's local computer connects to a server as necessary. Operations may be performed client-side because they require access to information or(...)
  • Cloud Computing
    Cloud computing is the use of computing resources (hardware and software) that are delivered as a service over a network. (Source: WikiPedia)
  • Competitive Analysis
    Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats (Source: WikiPedia)
  • Conversion
    In internet marketing, the conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators. Conversion funnel is a technical term used in(...)
  • Conversion Rates
    Conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators. (Source: WikiPedia)
  • Convertible Note
    Convertible notes are often used by angel investors who wish to fund businesses without establishing an explicit valuation of the company in which they are investing.  When an investor purchases equity in a startup, the purchase price of the equity implies a company valuation. For example,(...)
  • Cost Per Acquisition
    Cost Per Acquisition or CPA refers to the average cost of acquiring leads or customers. It is most commonly associated with Search Engine Marketing (SEM). CPA is calculated by dividing the cost of advertising by the number of leads or customers for a given period of time. (Source Internet(...)
  • Creative Brief
    A creative brief is a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc. (Source: WikiPedia)
  • Cross Platform
    Cross-platform Refers to the capability of software or hardware to run identically on different platforms. (Source: WebOpedia)
  • Disruptive Innovation
    A disruptive innovation is an innovation that helps create a new market and value network, and eventually goes on to disrupt an existing market and value network, displacing an earlier technology. The term is used in business and technology literature to describe innovations that improve a(...)
  • EC2
    EC2 is a virtual computing environment by Amazon.com, that enables customers to use Web service interfaces to launch instances with a variety of operating systems, load them with your custom applications, manage your network's access permissions, and run your image using as many or few systems(...)
  • Engagement
    User engagement is a quality of the user experience that emphasize the positive aspects of interaction, in particular the fact of being captivated by the technology. Engagement also reflects the emotional, cognitive and behavioral connection that exist between a user and a technological resource.
  • Eric Ries
    Eric Ries is an entrepreneur recognized for pioneering the Lean Startup movement, a business strategy which directs startup companies to allocate their resources as efficiently as possible.
  • Exit Strategy
    The method by which a venture capitalist or business owner intends to get out of an investment that he has made. In other words, the exit strategy is a way of "cashing out" an investment. Examples include an initial public offering (IPO) or being bought out by a larger player in the industry.(...)
  • Focus Group
    A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free(...)
  • Functional Design
    Functional Design refers to the planning that is the foundation of making things, unctional design can refer to a focus on function rather than aesthetics, a concern with objectives rather than components, or it can refer to the use of a complete requirements document to guide development and(...)
  • Functional Requirements
    Functional requirement defines a function of a software system or its component. A function is described as a set of inputs, the behavior, and outputs. Functional requirements may be calculations, technical details, data manipulation and processing and other specific functionality that define(...)
  • HTML
    HyperText Markup Language (HTML) is the main markup language for creating web pages and other information that can be displayed in a web browser. HTML is written in the form of HTML elements consisting of tags enclosed in angle brackets (like ), within the web page content. (Source WikiPedia)
  • HTML5
    HTML5 (see Spec from W3C) is the fifth revision of the HTML standard. HTML5 handle multimedia and graphical content on the web without having to resort to proprietary plugins and APIs. HTML5 application can be used to develop mobile applications as well as regular web application (Source WikiPedia)
  • Heuristic Evaluation
    A heuristic evaluation is a usability inspection method that helps to identify usability problems in the user interface (UI) design. It specifically involves expert evaluators examining the interface and judging its compliance with recognized usability principles (the "heuristics"). Heuristic(...)
  • Incubator
    Business incubators are programs designed to support the successful development of entrepreneurial companies through an array of business support resources and services, developed and orchestrated by incubator management and offered both in the incubator and through its network of contacts.(...)
  • Information Architecture
    Information architecture (IA) is the art and science of organizing and labelling data including: websites, intranets, online communities, software, books and other mediums of information, to support usability
  • JavaScript
    JavaScript is a scripting language developed to enable Web developers to design interactive sites. Although it shares many of the features and structures of the full Java language, it was developed independently. Javascript can interact with HTML source code, enabling Web authors to spice up(...)
  • KPI
    Key Performance Indicator (KPI) is industry standard for a type of performance measurement. KPIs are commonly used by an organization to evaluate its success or the success of a particular activity in which it is engaged.
  • LAMP
    LAMP is a solution stack of free, open source software. The acronym LAMP refers to the first letters of Linux (operating system), Apache HTTP Server, MySQL (database software), and PHP, Perl or Python, principal components to build a viable general purpose web server (Source WikiPedia)
  • Lean Startup
    "Lean Startup" is a Methodology for launching businesses and products, that relies on gathering requirements, validating, experimenting, and iterative product releases. In this startups, can design their products or services to meet the demands of their customer base without requiring large(...)
  • Load Balancing
    Load balancing is a computer networking method to distribute workload across multiple computers or a computer cluster, network links, central processing units, disk drives, or other resources, to achieve optimal resource utilization, maximize throughput, minimize response time, and avoid(...)
  • Localizations
    Internationalization and localization are means of adapting computer software to different languages, regional differences and technical requirements of a target market. Localization is the process of adapting internationalized software for a specific region or language by adding(...)
  • Minimal Viable Product
    Minimum Viable Product or MVP is a strategy used for fast and quantitative market testing of a product or product feature, popularized by Eric Ries for web applications. A Minimum Viable Product has just those features that allow the product to be deployed, and no more. (Source WikiPedia)
  • Mockup
    A mockup is a prototype if it provides at least part of the functionality of a system and enables testing of a design. Mock-ups are used by interaction designers mainly to acquire feedback from user (Source: WikiPedia)
  • Monetization
    Monetization is a buzzword for adapting non-revenue-generating assets to generate revenue. Failure to monetize web sites is a problem that causes many startups to fold. Web sites that do generate revenue are often monetized via advertisements or subscription fees. (Source: WikiPedia) To(...)
  • MySQL
    MySQL is the world's most used open source relational database management system that runs as a server providing multi-user access to a number of databases. MySQL is a popular choice of database for use in web applications, and is a central component of the widely used LAMP open source web(...)
  • Open Source Software

    Open source software (OSS) is computer software with its source code made available and licensed with an open source license in which the copyright holder provides the rights to study, change and distribute the software for free to anyone and for any purpose. (Source: WikiPedia)


  • PHP
    PHP is an open-source server-side scripting language designed for Web development to produce dynamic Web pages. The code is interpreted by a Web server with a PHP processor module which generates the resulting Web page. PHP can be deployed on most Web servers and also as a standalone shell on(...)
  • Personas
    Defining Personas is an introduction to the usage of "Personas" in User Experience.
    Helps identifying the user groups of the website we're developing...by selecting characteristics of those groups.
  • Pivot
    Pivot (in business) - changing the entire direction of a business driven by changes in the market and based on its current position, without detaching from it.
  • Preferred Stock
    A class of ownership in a corporation that has a higher claim on the assets and earnings than common stock. Preferred stock generally has a dividend that must be paid out before dividends to common stockholders and the shares usually do not have voting rights. The precise details as to the(...)
  • Python
    Python is a general-purpose, high-level programming language whose design philosophy emphasizes code readability. Its syntax is said to be clear and expressive. Python has a large and comprehensive standard library (Source: WikiPedia)
  • RFP
    A request for proposal (RFP) is a solicitation made, often through a bidding process, by an agency or company interested in procurement of a commodity, service or valuable asset, to potential suppliers to submit business proposals. The RFP presents preliminary requirements for the commodity or(...)
  • ROI
    Return on investment (ROI) is a performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. It is one way of considering profits in relation to capital invested. (Source: WikiPedia)
  • Ready Rates
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  • Requirement Specifications
    The requirements specification is a document that clearly and precisely defines the customer’s logical requirements (or needs) in such a way that it is possible to test the finished system to verify that those needs have actually been met. The point is to ensure that the customer’s needs are(...)
  • Responsive Design
    Responsive web design (often abbreviated to RWD) is a web design approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile(...)
  • Retention

    Retention is The condition of retaining (keeping) something. Retention rate is used to count customers and track customer activity irrespective of the number of transactions (or dollar value of those transactions) made by each customer. (Source: WikiPedia)
  • Ruby
    Ruby on Rails, often shortened to Rails or RoR, is an open source web application framework for the Ruby programming language. Rails  gives the web developer the ability to create pages and applications that gather information from the web server, talk to or query the database, and render(...)
  • SEM
    Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising. SEM may use search engine optimization (SEO), that adjusts or rewrites website content to(...)
  • SEO
    Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the higher ranked on the search results page, and more frequently a site appears in the search results list,(...)
  • SaaS
    Software as a service, sometimes referred to as "on-demand software", is a software delivery model in which software and associated data are centrally hosted on the cloud. SaaS is typically accessed by users using a thin client via a web browser. (Source: WikiPedia)
  • Sandbox
    A sandbox is a testing environment that isolates untested code changes and outright experimentation from the production environment or repository. Sandboxes replicate at least the minimal functionality needed to accurately test the programs or other code under development (Source: WikiPedia)
  • Scenario
    Scenario is a narrative, which most commonly describes foreseeable interactions of user roles. A scenario has a goal, which is usually functional. Scenarios are frequently used as part of the system development process. Scenarios are written in plain language, with minimal technical details,(...)
  • Screen Resolution
    The screen resolution is the number of distinct pixels in each dimension that can be displayed. It is usually quoted as width × height, with the units in pixels: for example, "1024 × 768" means the width is 1024 pixels and the height is 768 pixels (Source: WikiPedia)
  • Scrum
    Scrum is an iterative and incremental agile software development framework for managing software projects and product or application development. Scrum focuses on project management institutions where it is difficult to plan ahead. Mechanisms of empirical process control, where feedback loops(...)
  • Seed Investor
    Seed Investor sometimes also referred as Angel Investor is an investor who invest Seed money, sometimes known as seed funding, is a form of securities offering in which an investor purchases part of a business. The term seed suggests that this is an early investment, meant to support the(...)
  • Software Framework
    A software framework is a universal, reusable software platform used to develop applications, products and solutions. Software frameworks include support programs, compilers, code libraries, an application programming interface (API) and tool sets that bring together all the different(...)
  • Software Optimization
    software optimization is the process of modifying a software system to make some aspect of it work more efficiently or use fewer resources. In general, a computer program may be optimized so that it executes more rapidly, or is capable of operating with less memory storage or other resources,(...)
  • Sprint
    A sprint is the basic unit of development in Scrum. The sprint is a "timeboxed" effort, i.e. it is restricted to a specific duration. The duration is fixed in advance for each sprint and is normally between one week and one month. Each sprint is preceded by a planning meeting, where the(...)
  • Startup DNA
    DNA usually refers to the fundamental and distinctive characteristics of someone or something. A Startup DNA therefore defines the basic characteristics of the company that may include such things as their business behavior, methodologies, culture and more.
  • Target Audience
    In marketing and advertising, a target audience, is a specific group of people within the target market at which a product or the marketing message of a product is aimed at.
  • Taxonomy
    Taxonomy is the science of classification according to a pre-determined system, with the resulting catalog used to provide a conceptual framework for discussion, analysis, or information retrieval. In theory, the development of a good taxonomy takes into account the importance of separating(...)
  • Term Sheet
    A non-binding agreement setting forth the basic terms and conditions under which an investment will be made. A term sheet serves as a template to develop more detailed legal documents. Once the parties involved reach an agreement on the details laid out in the term sheet, a binding agreement(...)
  • Traction
    Traction is a measure of how well a startup is delivering its business model and how well its target demographic is accepting that business model. in order to demonstrate traction you have to apply the general definition to your startup using a key metric that signifies how well your startup(...)
  • Usability
    A product’s usability is the ease of use and learnability of a your product’s interface. We often refer to usability as the general concept behind a product’s ease of use. As part of any product’s development and testing process, there are several Usability Tests that can help you find(...)
  • Usability Lab
    A Usability lab is a place where Usability testing is done. It is an environment where users are studied interacting with a system for the sake of evaluating the system's usability. Depending on the kind of system that is evaluated, the user sits in front of a personal computer or stands in(...)
  • Usability Standards
    Usability is the ease of use and learnability of a human-made object. There are several official standards like

    • ISO/TR 16982:2002 ("Ergonomics of human-system interaction—Usability methods supporting human-centered design")

    • ISO 9241 is a multi-part standard that covers a number of aspects of(...)
  • Usability Testing
    Usability testing is a technique used in user-centered interaction design to evaluate a product by testing it on users. Usability testing focuses on measuring a human-made product's capacity to meet its intended purpose. Usability testing measures the usability, or ease of use, of a specific(...)
  • Use Case
    In software and systems engineering, a use case is a list of steps, typically defining interactions between a role/persona and a system/application, to achieve a goal (Source: WikiPedia)
  • User Experience
    User experience (UX or UE) involves a person's emotions about using a particular product, system or service. User experience highlights the experiential, affective, meaningful and valuable aspects of human-computer interaction. User experience is subjective in nature because it is about(...)
  • User Flows
    The path a user follows through a website interface to accomplish a goal or complete a task.
  • User Group
    An organization of users of a specific hardware or software product. Members share experiences and ideas to improve their understanding and use of a particular product. User groups are often responsible for influencing vendors to modify or enhance their products. (Source: The Free Dictionary)
  • User Interface Design
    Describes the process of planning and building the product in a way that focuses attention on the user’s experience and interaction. In terms of accomplishing user objectives, the goal of user interface design is to make sure that the user’s interaction with the product is as simple and(...)
  • User Story
    User story is one or more sentences that captures what a user does or needs to do as part of his job function. User stories are used with agile software development methodologies as the basis for defining the functions a business system must provide, and to facilitate requirements management.(...)
  • Venture Capital
    Venture capital (VC) is financial capital provided to high-potential, high risk, growth startup companies. The venture capital fund makes money by owning equity in the companies it invests in, which usually have a novel technology or business model in high technology industries. The typical(...)
  • Walk-through
    A thorough demonstration or explanation that details each step of a process. (Source: The free Dictionary)
  • Web Analytics
    Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the(...)
  • WireFrames
    A wireframe, also known as a functional design or screen blueprint, is a visual guide that represents the skeletal framework of a website / application (Source: WikiPedia)
  • XML
    Extensible Markup Language (XML) is a markup language that defines a set of rules for encoding documents in a format that is both human-readable and machine-readable. Many application programming interfaces (APIs) have been developed to aid software developers with processing XML data (Source:(...)
  • jQuery
    jQuery is a cross-browser JavaScript library designed to simplify the client-side scripting of HTML. jQuery is free, open source software, licensed under the MIT License (Source: WikiPedia)
  • klout
    Klout is a company that provides social media analytics to measure a user's influence across his or her social network. The analysis is done on data taken from sites such as Twitter, Facebook, and Google+, and measures the size of a person's network, the content created, and purports to(...)