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Disciplined Entrepreneurship Workbook by Bill Aulet

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STEP 18Map the Sales Process to Acquire a Customer

WHAT IS STEP 18, MAP THE SALES PROCESS TO ACQUIRE A CUSTOMER?

Visually show how you will create and fulfill demand for your product over the short term, the medium term, and the long term.

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

The sales process is a critical input to estimating the Cost of Customer Acquisition (COCA) in Step 19. The sales process, including selecting your sales channels, will allow you to understand the unit economics of your product and then adjust accordingly to increase profitability. You can intelligently map the sales process now that you have an estimate from Step 17 of the Lifetime Value (LTV), which helps indicate which sales methods are affordable and practical for your startup.

Diagram shows two persons viewing world map where one with lens says 'dude, you really want to know each step' and other says 'that is only way we will solve riddle of COCA in this case'.

Figuring out how to generate demand and to fulfill it with a sales channel strategy is your next key decision.

PROCESS GUIDE

Now that you have a general range for what the LTV is going to be for your product, you can now start to focus on your sales strategy. In Disciplined Entrepreneurship I chose not to call it a channel strategy because the decision should be more thoughtful than a typical channel strategy, ...

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