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Disciplined Entrepreneurship Workbook

Book Description

The essential companion to the book that revolutionized entrepreneurship

Disciplined Entrepreneurship Workbook provides a practical manual for working the 24-step framework presented in Disciplined Entrepreneurship. Unlocking key lessons and breaking down the steps, this book helps you delve deeper into the framework to get your business up and running with a greater chance for success. You'll find the tools you need to sharpen your instinct, engage your creativity, work through hardship, and give the people what they want—even if they don't yet know that they want it. Real-world examples illustrate the framework in action, and case studies highlight critical points that can make or break you when your goal is on the line. Exercises and assessments help you nail down your strengths, while pointing out areas that could benefit from reinforcement—because when it comes to your business, "good enough" isn't good enough—better is always better.

Disciplined Entrepreneurship transformed the way that professionals think about starting a company, and this book helps you dig into the proven framework to make your business dreams a reality.

  • Delve deeper into the 24 steps to success
  • Innovate, persevere, and create the product people want
  • Internalize lessons learned from real-world entrepreneurs
  • Test your understanding with exercises and case studies

The book also includes new material on topics the author has found to be extremely useful in getting the most value out of the framework including Primary Market Research, Windows of Opportunity and Triggers.  The book also introduces the Disciplined Entrepreneurship Canvas to track your progress on this journey.

Starting a company is a serious undertaking, with plenty of risk and sacrifice to go around—so why not minimize the risk and make the outcome worth the sacrifice? Author Bill Aulet's 24-step framework is proven to build a successful business; the key is in how well you implement it. Disciplined Entrepreneurship Workbook helps you master the skills, tools, and mindset you need to get on your path to success.

Table of Contents

  1. Preface
  2. Introducing the Disciplined Entrepreneurship Canvas
  3. Step 0 How Do I Get Started? Should I?
    1. Your Passion
    2. Your Team
    3. Coming Up with an Idea or a Technology
    4. Hybrid Idea: Mix of Market Pull and Technology Push
    5. Notes
  4. Step 1 Market Segmentation
    1. What is Step 1, Market Segmentation?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
  5. Bonus Topic A Practical Guide to Primary Market Research
    1. What Is Primary Market Research?
    2. Worksheets
    3. Notes
  6. Step 2 Select a Beachhead Market
    1. What Is Step 2, Select a Beachhead Market?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. General Exercises to Understand Concept
    4. Worksheets
  7. Step 3 Build an End User Profile for the Beachhead Market
    1. What Is Step 3, Build an End User Profile for the Beachhead Market?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheet
    6. End User Profile for Beachhead Market
  8. Step 4 Estimate the Total Addressable Market (TAM) for the Beachhead Market
    1. What Is Step 4, Estimate the Total Addressable Market (TAM) for the Beachhead Market?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheets
    6. Advanced Topics: Bottom-Up TAM Analysis
    7. Notes
  9. Step 5 Profile the Persona for the Beachhead Market
    1. What Is Step 5, Profile the Persona for the Beachhead Market?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheets
    6. Advanced Topic: Persona Profiles for Multisided End User Market
    7. Notes
  10. Step 6 Full Life Cycle Use Case
    1. What Is Step 6, Full Life Cycle Use Case?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheets
    6. Sketch of How the End User Currently Solves The Problem (or Doesn’t)
  11. Step 7 High-Level Product Specification
    1. What Is Step 7, High-Level Product Specification?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheets
    6. Advanced Topic: High-Level Product Brochure
    7. Notes
  12. Step 8 Quantify the Value Proposition
    1. What Is Step 8, Quantify the Value Proposition?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheets
  13. Step 9 Identify Your Next 10 Customers
    1. What Is Step 9, Identify Your Next 10 Customers?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheets
  14. Step 10 Define Your Core
    1. What Is Step 10, Define Your Core?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercise to Understand Concept
    5. Worksheet
  15. Step 11 Chart Your Competitive Position
    1. What Is Step 11, Chart Your Competitive Position?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercise to Understand Concept
    5. Worksheet
  16. Step 12 Determine the Customer’s Decision-Making Unit (DMU)
    1. What Is Step 12, Determine the Customer’s Decision-Making Unit (DMU)?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheet
  17. Step 13 Map the Process to Acquire a Paying Customer
    1. What Is Step 13, Map the Process to Acquire a Paying Customer?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheets
  18. Bonus Topic Windows of Opportunity and Triggers
    1. What Are Windows of Opportunity and Triggers?
    2. Why Are They Important and Why Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheet
    6. Note
  19. Step 14 Estimate the Total Addressable Market (TAM) Size for Follow-on Markets
    1. What Is Step 14, Estimate the Total Addressable Market (TAM) Size for Follow-on Markets?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheet
  20. Step 15 Design a Business Model
    1. What Is Step 15, Design a Business Model?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheet
  21. Step 16 Set Your Pricing Framework
    1. What Is Step 16, Set Your Pricing Framework?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheet
    6. Note
  22. Step 17 Estimate the Lifetime Value (LTV) of an Acquired Customer
    1. What Is Step 17, Estimate the Lifetime Value of an Acquired Customer?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheet
    6. Note
  23. Step 18 Map the Sales Process to Acquire a Customer
    1. What Is Step 18, Map the Sales Process to Acquire a Customer?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheets
    6. Example
  24. Step 19 Estimate the Cost of Customer Acquisition (COCA)
    1. What Is Step 19, Estimate the Cost of Customer Acquisition (COCA)?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheets
  25. Step 20 Identify Key Assumptions
    1. What Is Step 20, Identify Key Assumptions?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheet
  26. Step 21 Test Key Assumptions
    1. What Is Step 21, Test Key Assumptions?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercise to Understand Concept
    5. Worksheet
  27. Step 22 Define the Minimum Viable Business Product (MVBP)
    1. What Is Step 22, Define the Minimum Viable Business Product (MVBP)?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercise to Understand Concept
    5. Worksheet
  28. Step 23 Show That “The Dogs Will Eat the Dog Food”
    1. What Is Step 23, Show That “The Dogs Will Eat the Dog Food”?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercise to Understand Concept
    5. Worksheet
    6. Note
  29. Step 24 Develop a Product Plan
    1. What Is Step 24, Develop a Product Plan?
    2. Why Do We Do This Step, and Why Do We Do It Now?
    3. Process Guide
    4. General Exercises to Understand Concept
    5. Worksheets
  30. Beyond the 24 Steps
    1. What Is Missing in the 24 Steps?
    2. Worksheet
    3. Note
  31. Exercise Answers
    1. Step 2
    2. Step 5
    3. Step 6
    4. Step 7
    5. Step 9
    6. Step 10
    7. Step 14
    8. Step 15
    9. Step 16
    10. Step 17
    11. Step 18
    12. Step 19
    13. Step 20
    14. Step 24
  32. Index
  33. EULA