Disciplined Entrepreneurship Expanded and Updated : 24 Steps to a Successful Startup / Bill Aulet.

Format:

Book

Author/Creator:

Aulet, Bill, 1958- author.

Language:

English

Subjects (All):

New business enterprises--Management.

New business enterprises.

Entrepreneurship.

Physical Description:

1 online resource (402 pages)

Edition:

Expanded and updated edition.

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, Inc., [2024]

Summary:

Disciplined Entrepreneurship Expanded and Updated starts by combining the timeless and insightful principles of Disciplined Entrepreneurship with the practical tools found in the Disciplined Entrepreneurship Workbook into a single, comprehensive package. The book also has been updated with recent developments in the field and examples as well as a robust new library of additional resources. Author, entrepreneur, professor, and Managing Director of the Martin Trust Center for MIT Entrepreneurship, Bill Aulet systematically walks readers through exactly how to create a successful startup. This book presents a detailed, sequential—but not linear—integrated and proven 24-step framework that any entrepreneur can apply immediately to improve their chances of entrepreneurial success. Readers will also find:

Contents:

Cover

Title Page

Copyright Page

Contents

Preface

Introduction: News Flash: Entrepreneurship Can Be Taught!

Ten Common Myths About Entrepreneurship That Must Go

Five Useful Mental Models About Entrepreneurship

Definition of Entrepreneurship

Distinguishing Two Distinct Types of Entrepreneurship

Small and Medium Enterprise (SME) Entrepreneurship

Innovation-Driven Enterprise (IDE) Entrepreneurship

Moving from Introduction to Action and the 24 Steps

Six Themes of the 24 Steps

Tracking Your Progress: The Disciplined Entrepreneurship (DE) Canvas

What Is the DE Canvas, and Why Is It Important?

Why Is the DE Canvas Not a Perfect Map to the 24 Steps?

How to Approach the DE Canvas

Disciplined Entrepreneurship Canvas

Example of Using the Disciplined Entrepreneurship Canvas with Feedback

Summary

Step 0 Getting Started

Three Most Common Ways to Start a New Venture

Raison d'Être: Internal Motivations Must Be at a Higher Level

How to Go From "I Have a Passion" to "I Have an Idea or Technology" Good Enough to Start the 24 Steps

Which Comes First, the Idea or the Team?

Finding a Founding Team: Entrepreneurship Is Not a Solo Sport

The Next Step

Step 1 Market Segmentation

In This Step, You Will:

Why This Step, and Why Now?

Let's Get Started

The First Commandment: The Single Necessary and Sufficient Condition for a Business

Three Key Criteria to Be Met If You Are to Create a New Market That You Will Dominate

Complex Paying Customers: Primary versus Secondary Customers and Multi-Sided Markets

How to Do a Market Segmentation

Step 1A: Brainstorm

Step 1B: Narrow

Step 1C: Build a Market Segmentation Matrix

Step 1C: Fill Out a Market Segmentation Matrix with Primary Market Research

How Long Should I Spend on Market Segmentation?.

What Should I Come Out of Step 1 With?

Examples

Bloom

SensAble Technologies (Technology Push)

Gradeable (Market Pull)

Step 1A Primary Market Research (PMR)

A Practical Guide to PMR

What Is PMR?

Definitions

The Goal of PMR

The Five Biggest Obstacles to Good PMR

Process and Techniques

Results

Tools of PMR

Step 2 Select a Beachhead Market

How to Choose Your Beachhead Market

Your Beachhead Market Still Needs to Be Segmented Further

Three Conditions That Define a Market

Bloom Continued

SensAble Technologies

Step 3 Build an End User Profile

Why Target a Specific Demographic?

How to Build an End User Profile

Does Your Founding Team Include Someone in the End User Profile?

Step 4 Calculate the Total Addressable Market (TAM) Size for the Beachhead Market

Limitations of a Singular TAM Number: Other Important Considerations

What Should My TAM Be?

OnDemandKorea (Mix of Top Down and Bottom Up Analyses)

Worksheets

Top-Down Estimate of Number of End Users in Beachhead Market

Step 5 Profile the Persona for the Beachhead Market

How to Choose and Profile Your Persona

The Persona Is More Than Just a One-Time Exercise

Should I Create Multiple Personas? If So, When?

The Persona Helps You Focus on What to Do-and What Not to Do.

Mitigating the Downside Risks of a Persona

Mechanical Water Filtration Systems Persona (B2B)

Worksheet

Step 6 Full Life Cycle Use Case

What to Include in a Full Life Cycle Use Case

Satisfier: Example of Incomplete Use Case

FillBee: A More Robust Example

Step 7 High-Level Product Specification

Create a High-Level Product Specification

Next, Make a Product Brochure and/or Landing Page

Concept of Spiraling Innovation

Altaeros Energies

Step 8 Quantify the Value Proposition

Aligning Your Value Proposition with the Persona's Priorities

Keep It Simple: The "As-Is" State Compared to the "Possible" State with Your Product

InTouch (Intangible Benefits)

Meater

Step 9 Identify Your Next 10 Customers

Three Criteria to Make the List of Your Next 10 Customers

How to Find Your Next 10 Customers

Is the Current Persona Valid?

Dealing with Negative Feedback

Methane Capture of Landfill Sites

Step 10 Define Your Core

General and Specific Examples of Core

Core Is Not Your Quantified Value Proposition Restated

How to Define Your Core

Do Not Disclose Your Core to the Public

What About Patents?

What About Culture?.

Core Is Different Than Competitive Position

First-Mover Advantage Is Not a Core Unless . . .

Locking Up Suppliers Is Typically a Moat, Not a Core

Step 11 Chart Your Competitive Position

The Toughest Competitor of All: The Customer's Status Quo

How to Chart Your Competitive Position

SunSpring

Step 12 Determine the Customer's Decision-Making Unit (DMU)

Primary Roles in the DMU

Additional Roles in the DMU

How to Determine the DMU

Bloom Continued (B2B2C Example)

Mechanical Water Filtration Systems (B2B Example)

Step 13 Map the Process to Acquire a Paying Customer

Budgeting/Purchasing Authority

Time Is of the Essence

Optimizing Your Process Map

Operationalizing Your Process: First-Draft Sales Funnel

Mechanical Water Filtration Systems

Description of the Acquisition Process

Step 13A Windows of Opportunity and Triggers

General High-Level Examples

Step 14 Calculate the Total Addressable Market Size for Follow-on Markets

Two Directions to Expand-and One Not To

How to Calculate Broader TAM

Smart Skin Care

Step 15 Design a Business Model

Let's Get Started.

A Business Model Is Not Pricing

Key Factors When Designing a Business Model

Generalized Categories of Business Models

Don't Be Afraid to Think Outside the Existing Categories

Step 16 Set Your Pricing Framework

Basic Pricing Concepts

Avoid Analysis Paralysis-Make Your Best Guess and Keep Moving

Helios

Step 17 Calculate the Lifetime Value (LTV) of an Acquired Customer

LTV and Unit Economics in Full Perspective

Key Inputs to Calculate the LTV

How to Calculate Lifetime Value

LTV Sample Calculation: "Widget" Plus Yearly Maintenance Fee

Important Considerations

Step 18 Design a Scalable Revenue Engine

What Are the Different Sales Motions

Your LTV Will Dictate What Sales Motion Options Are Available

Your Sales Process Will Change Over Time

Design a GTM Plan Based on a Mix of Revenue-Generating Motions That Evolve

Updating Your Sales Funnel

LARK Technologies

Step 19 Calculate the Cost of Customer Acquisition (CoCA)

Four Factors Entrepreneurs Often Overlook About Customer Acquisition Costs

How Not to Calculate CoCA: A Bottom-Up Perspective

The Right Way to Calculate CoCA: A Top-Down Perspective

How to Reduce CoCA

Step 20 Identify Key Assumptions

How to Identify Your Key Assumptions.

Notes:

Description based on publisher supplied metadata and other sources.

Description based on print version record.

ISBN:

9781394222520

1394222521

OCLC:

1430217563