Disciplined Entrepreneurship Expanded and Updated 24 Steps to a Successful Startup

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 de...

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Detalles Bibliográficos
Otros Autores: Aulet, Bill, 1958- author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Inc [2024]
Edición:Expanded and updated edition
Materias:
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009811314606719
Tabla de Contenidos:
  • 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)
  • Summary
  • Step 1A Primary Market Research (PMR)
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • 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
  • Summary
  • Step 2 Select a Beachhead Market
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • How to Choose Your Beachhead Market
  • Your Beachhead Market Still Needs to Be Segmented Further
  • Three Conditions That Define a Market
  • Examples
  • Bloom Continued
  • SensAble Technologies
  • Summary
  • Step 3 Build an End User Profile
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • Why Target a Specific Demographic?
  • How to Build an End User Profile
  • Does Your Founding Team Include Someone in the End User Profile?
  • Examples
  • Bloom Continued
  • SensAble Technologies
  • Summary
  • Step 4 Calculate the Total Addressable Market (TAM) Size for the Beachhead Market
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • Limitations of a Singular TAM Number: Other Important Considerations
  • What Should My TAM Be?
  • Examples
  • Bloom Continued
  • OnDemandKorea (Mix of Top Down and Bottom Up Analyses)
  • Worksheets
  • Top-Down Estimate of Number of End Users in Beachhead Market
  • Summary
  • Step 5 Profile the Persona for the Beachhead Market
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • 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
  • Examples
  • Bloom Continued
  • SensAble Technologies
  • Mechanical Water Filtration Systems Persona (B2B)
  • Worksheet
  • Summary
  • Step 6 Full Life Cycle Use Case
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • What to Include in a Full Life Cycle Use Case
  • Examples
  • Bloom Continued
  • Satisfier: Example of Incomplete Use Case
  • FillBee: A More Robust Example
  • Summary
  • Step 7 High-Level Product Specification
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • Create a High-Level Product Specification
  • Next, Make a Product Brochure and/or Landing Page
  • Concept of Spiraling Innovation
  • Examples
  • Bloom Continued
  • Altaeros Energies
  • SensAble Technologies
  • Summary
  • Step 8 Quantify the Value Proposition
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • Aligning Your Value Proposition with the Persona's Priorities
  • Keep It Simple: The "As-Is" State Compared to the "Possible" State with Your Product
  • Examples
  • Bloom Continued
  • SensAble Technologies
  • InTouch (Intangible Benefits)
  • Meater
  • Summary
  • Step 9 Identify Your Next 10 Customers
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • 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
  • Examples
  • Bloom Continued
  • Methane Capture of Landfill Sites
  • Summary
  • Step 10 Define Your Core
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • 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
  • Examples
  • Bloom Continued
  • SensAble Technologies
  • Summary
  • Step 11 Chart Your Competitive Position
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • The Toughest Competitor of All: The Customer's Status Quo
  • How to Chart Your Competitive Position
  • Examples
  • Bloom Continued
  • SensAble Technologies
  • SunSpring
  • Summary
  • Step 12 Determine the Customer's Decision-Making Unit (DMU)
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • Primary Roles in the DMU
  • Additional Roles in the DMU
  • How to Determine the DMU
  • Examples
  • Bloom Continued (B2B2C Example)
  • Mechanical Water Filtration Systems (B2B Example)
  • Summary
  • Step 13 Map the Process to Acquire a Paying Customer
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • Budgeting/Purchasing Authority
  • Time Is of the Essence
  • Optimizing Your Process Map
  • Operationalizing Your Process: First-Draft Sales Funnel
  • Examples
  • Bloom Continued
  • Mechanical Water Filtration Systems
  • Description of the Acquisition Process
  • Summary
  • Step 13A Windows of Opportunity and Triggers
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • Examples
  • Bloom Continued
  • General High-Level Examples
  • Summary
  • Step 14 Calculate the Total Addressable Market Size for Follow-on Markets
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • Two Directions to Expand-and One Not To
  • How to Calculate Broader TAM
  • Examples
  • Bloom Continued
  • Smart Skin Care
  • Summary
  • Step 15 Design a Business Model
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • 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
  • Examples
  • Bloom Continued
  • Summary
  • Step 16 Set Your Pricing Framework
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • Basic Pricing Concepts
  • Avoid Analysis Paralysis-Make Your Best Guess and Keep Moving
  • Examples
  • Bloom Continued
  • Helios
  • Summary
  • Step 17 Calculate the Lifetime Value (LTV) of an Acquired Customer
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • 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
  • Examples
  • Bloom Continued
  • Helios
  • Summary
  • Step 18 Design a Scalable Revenue Engine
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • 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
  • Examples
  • Bloom Continued
  • LARK Technologies
  • Summary
  • Step 19 Calculate the Cost of Customer Acquisition (CoCA)
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started
  • 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
  • Examples
  • Bloom Continued
  • Summary
  • Step 20 Identify Key Assumptions
  • In This Step, You Will:
  • Why This Step, and Why Now?
  • Let's Get Started.
  • How to Identify Your Key Assumptions.