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An expanded & updated version of the award winning & bestselling one-stop entrepreneurial book used by hundreds of schools globally that has helped create or make better hundreds of thousands of entrepreneurs
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:
Perfect for aspiring founders and entrepreneurs within existing organizations, Disciplined Entrepreneurship Expanded & Updated is also an invaluable resource for anyone who has already begun their entrepreneurial journey and needs practical, hands-on tools to help them take their business to the next level.
BILL AULET is the Ethernet Inventors Professor of the Practice of Entrepreneurship and the Managing Director of the Martin Trust Center for MIT Entrepreneurship. He is a globally recognized award-winning educator and author on entrepreneurship. Prior to joining MIT, he had a 25-year track record of success in business, from his start at IBM to his experience as a serial entrepreneur. He started and ran two companies and led a turnaround of a third where he directly raised over $100M and, more importantly, created many times that in shareholder value. He works around the world with entrepreneurs, small companies, large companies, and governments to promote innovation-driven entrepreneurship.
Preface xi
Introduction: News Flash: Entrepreneurship Can Be Taught! xv
Six Themes of the 24 Steps xxxi
Tracking Your Progress: the Disciplined Entrepreneurship (DE) Canvas xli
Step 0 Getting Started 1
Step 1 Market Segmentation 12
Step 1a Primary Market Research (PMR) 40
Step 2 Select a Beachhead Market 54
Step 3 Build an End User Profile 62
Step 4 Calculate the Total Addressable Market (TAM) Size for the Beachhead Market 71
Step 5 Profile the Persona for the Beachhead Market 83
Step 6 Full Life Cycle Use Case 101
Step 7 High-Level Product Specification 110
Step 8 Quantify the Value Proposition 120
Step 9 Identify Your Next 10 Customers 130
Step 10 Define Your Core 138
Step 11 Chart Your Competitive Position 150
Step 12 Determine the Customer's Decision- Making Unit (DMU) 160
Step 13 Map the Process to Acquire a Paying Customer 169
Step 13a Windows of Opportunity and Triggers 185
Step 14 Calculate the Total Addressable Market Size for Follow-on Markets 194
Step 15 Design a Business Model 202
Step 16 Set Your Pricing Framework 215
Step 17 Calculate the Lifetime Value (LTV) of an Acquired Customer 225
Step 18 Design a Scalable Revenue Engine 240
Step 19 Calculate the Cost of Customer Acquisition (CoCA) 254
Step 20 Identify Key Assumptions 269
Step 21 Test Key Assumptions 275
Step 22 Define the Minimum Viable Business Product (MVBP) 287
Step 23 Show That "The Dogs Will Eat the Dog Food" 302
Step 24 Develop a Product Plan 313
What Else? Beyond the 24 Steps 323
Glossary 329
Acknowledgments 333
About the Author 337
Index 339
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