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Disciplined Entrepreneurship Workbook by Bill Aulet

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STEP 12Determine the Customer’s Decision-Making Unit (DMU)

WHAT IS STEP 12, DETERMINE THE CUSTOMER’S DECISION-MAKING UNIT (DMU)?

Figure out who all the people are who are involved in making the decision to purchase your product—including influencers.

WHY DO WE DO THIS STEP, AND WHY DO WE DO IT NOW?

This analysis starts the process of getting the fundamental knowledge you need to estimate your unit economics and ascertain if yours is going to be an economically viable and sufficiently attractive business.

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There are various important roles that must be considered in every decision to acquire a new product.

PROCESS GUIDE

Having the best product or even a great one is not enough to win in business. It will generate no value and be of no consequence at all unless the end user actually gets the product and uses it. For this to happen, the customer needs to acquire the product.

“Customer” is a general term that you are now going to make much more specific. To understand the customer acquisition process, first you need to clearly identify the key people and sources of information involved. The customer is not a monolithic entity but consists of multiple ...

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