book

Disciplined Entrepreneurship: 24 Steps to a Successful Startup

by Bill Aulet

August 2013

Beginner

288 pages

6h 44m

English

Wiley

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NEWS FLASH—ENTREPRENEURSHIP CAN BE TAUGHT!
THREE WAYS TO START A NEW VENTUREHOW TO GO FROM “I HAVE A PASSION” TO “I HAVE AN IDEA OR TECHNOLOGY”FINDING A FOUNDING TEAM: ENTREPRENEURSHIP IS NOT A SOLO SPORTWHERE YOU GO FROM HERE

IN THIS STEP, YOU WILL:THE SINGLE NECESSARY AND SUFFICIENT CONDITION FOR A BUSINESSCREATE A NEW MARKET THAT YOU WILL DOMINATEWHEN “PAYING CUSTOMERS” LEAD YOU ASTRAYCOMPLEX PAYING CUSTOMERS: PRIMARY VERSUS SECONDARY CUSTOMERS AND TWO-SIDED MARKETSHOW TO DO A MARKET SEGMENTATIONHOW LONG SHOULD I SPEND ON MARKET SEGMENTATION?EXAMPLESUMMARY
IN THIS STEP, YOU WILL:HOW TO CHOOSE YOUR BEACHHEAD MARKETYOUR BEACHHEAD MARKET STILL NEEDS TO BE SEGMENTED FURTHEREXAMPLESUMMARY
IN THIS STEP, YOU WILL:WHY TARGET A SPECIFIC DEMOGRAPHIC?DOES YOUR FOUNDING TEAM INCLUDE SOMEONE IN THE END USER PROFILE?EXAMPLESSUMMARY
IN THIS STEP, YOU WILL:BOTTOM-UP ANALYSISTOP-DOWN ANALYSISFROM “HOW MANY END USERS?” TO “SHOW ME THE MONEY”WHAT SHOULD MY TAM BE?EXAMPLESSUMMARY
IN THIS STEP, YOU WILL:HOW TO CHOOSE AND PROFILE YOUR PERSONATHE PERSONA IS MORE THAN JUST AN EXERCISESHOULD I CREATE MULTIPLE PERSONAS? IF SO, WHEN?THE PERSONA HELPS YOU FOCUS ON WHAT TO DO—AND WHAT NOT TO DOEXAMPLESSUMMARY
IN THIS STEP, YOU WILL:WHAT TO INCLUDE IN A FULL LIFE CYCLE USE CASEEXAMPLESSUMMARY
IN THIS STEP, YOU WILL:CREATING A HIGH-LEVEL PRODUCT SPECIFICATIONTHEN, MAKE A PRODUCT BROCHUREEXAMPLESSUMMARY
IN THIS STEP, YOU WILL:ALIGNING YOUR VALUE PROPOSITION WITH THE PERSONA'S PRIORITIESKEEP IT SIMPLE: THE “AS-IS” STATE VERSUS THE “POSSIBLE” STATE WITH YOUR PRODUCTEXAMPLESSUMMARY
IN THIS STEP, YOU WILL:HOW TO COMPLETE THIS STEPIS THE CURRENT PERSONA VALID?DEALING WITH NEGATIVE FEEDBACKEXAMPLESSUMMARY
IN THIS STEP, YOU WILL:A FEW EXAMPLES OF COREHOW TO DEFINE YOUR COREWHAT ABOUT INTELLECTUAL PROPERTY? OR CULTURE?CORE IS DIFFERENT THAN COMPETITIVE POSITIONFIRST-MOVER ADVANTAGE IS NOT A CORELOCKING UP SUPPLIERS IS TYPICALLY NOT A COREEXAMPLESUMMARY
IN THIS STEP, YOU WILL:THE TOUGHEST COMPETITOR OF ALL: THE CUSTOMER'S STATUS QUOHOW TO CHART YOUR COMPETITIVE POSITIONEXAMPLESSUMMARY
IN THIS STEP, YOU WILL:PRIMARY ROLES IN THE DECISION-MAKING UNITADDITIONAL ROLES IN THE DECISION-MAKING UNIT (DMU)HOW TO DETERMINE THE DECISION-MAKING UNITEXAMPLESSUMMARY
IN THIS STEP, YOU WILL:HOW TO MAP THE PROCESSBUDGETING/PURCHASING AUTHORITYTIME IS OF THE ESSENCECONSUMER VERSUS B2BEXAMPLESSUMMARY
IN THIS STEP, YOU WILL:HOW TO CALCULATE BROADER TAMEXAMPLESUMMARY
IN THIS STEP, YOU WILL:A BUSINESS MODEL IS NOT PRICINGKEY FACTORS WHEN DESIGNING A BUSINESS MODELFREE IS NOT A BUSINESS MODELGENERALIZED CATEGORIES OF BUSINESS MODELSTHINK OUTSIDE THE EXISTING CATEGORIESSUMMARY
IN THIS STEP, YOU WILL:BASIC PRICING CONCEPTSEXAMPLESUMMARY
IN THIS STEP, YOU WILL:KEY INPUTS TO CALCULATE THE LTVHOW TO CALCULATE LIFETIME VALUEHOW TO CALCULATE THE LTV: “WIDGET” PLUS YEARLY MAINTENANCE FEEIMPORTANT CONSIDERATIONSSUMMARY
IN THIS STEP, YOU WILL:FOUR FACTORS ENTREPRENEURS OFTEN OVERLOOK ABOUT CUSTOMER ACQUISITION COSTSYOUR SALES PROCESS CHANGES OVER TIMEHOW TO MAP YOUR SALES PROCESSSALES PROCESS COMPARISONS: ZYNGA, GROUPON, LINKEDIN, FACEBOOKEXAMPLESUMMARY
IN THIS STEP, YOU WILL:WHY COCA MATTERSHOW NOT TO CALCULATE COCA: A BOTTOM-UP PERSPECTIVETHE RIGHT WAY TO CALCULATE COCA: A TOP-DOWN PERSPECTIVEHOW TO REDUCE COCAEXAMPLESSUMMARY
IN THIS STEP, YOU WILL:HOW TO IDENTIFY YOUR KEY ASSUMPTIONSEXAMPLESUMMARY
IN THIS STEP, YOU WILL:NOW THAT WE HAVE IDENTIFIED THE ASSUMPTIONS, LET'S TEST THEMEXAMPLES OF EASILY TESTABLE ASSUMPTIONS: STUDENT TEAMSSUMMARY
IN THIS STEP, YOU WILL:THREE CONDITIONS OF A MINIMUM VIABLE BUSINESS PRODUCTEXAMPLESSUMMARY
IN THIS STEP, YOU WILL:EXAMPLESSUMMARY
IN THIS STEP, YOU WILL:EXAMPLESUMMARY

Overview

24 Steps to Success!

Disciplined Entrepreneurship will change the way you think about starting a company. Many believe that entrepreneurship cannot be taught, but great entrepreneurs aren't born with something special - they simply make great products. This book will show you how to create a successful startup through developing an innovative product. It breaks down the necessary processes into an integrated, comprehensive, and proven 24-step framework that any industrious person can learn and apply.

You will learn:

Why the "F" word - focus - is crucial to a startup's success
Common obstacles that entrepreneurs face - and how to overcome them
How to use innovation to stand out in the crowd - it's not just about technology

Whether you're a first-time or repeat entrepreneur, Disciplined Entrepreneurship gives you the tools you need to improve your odds of making a product people want.

Author Bill Aulet is the managing director of the Martin Trust Center for MIT Entrepreneurship as well as a senior lecturer at the MIT Sloan School of Management.

For more please visit http://disciplinedentrepreneurship.com/