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Disciplined Entrepreneurship Workbook by Bill Aulet

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STEP 13Map the Process to Acquire a Paying Customer

WHAT IS STEP 13, MAP THE PROCESS TO ACQUIRE A PAYING CUSTOMER?

Determine how the members of the Decision-Making Unit (DMU) make a decision to buy your product.

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

The Process to Acquire a Paying Customer will be a critical framework to determine the length and complexity of the sales cycle and identify critical bottlenecks in the process. Knowing the DMU has given you the prerequisite information for you to build this map. Going forward, you will rely heavily on this information to make informed decisions on designing the business model, pricing, sales channels, and ultimately your all-important Cost of Customer Acquisition (COCA).

Diagram shows man who thinks once they see my product, they are going to have to have it, and sales will immediately go to moon! man with wings tells him it actually doesn't work that way and so on.

Gaining a detailed understanding of the customer’s Process to Acquire a Paying Customer underlies the understanding of the drivers of the product’s unit economics.

PROCESS GUIDE

In Step 12, Determining the Customer’s Decision-Making Unit (DMU), you identified the “who” needed to make the purchase acquisition decision. Now you will define the “how.”

You will build directly off Step 6, Full Life Cycle Use Case; however, there ...

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