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Disciplined Entrepreneurship: 24 Steps to a Successful Startup / Edition 1

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Praise for Disciplined Entrepreneurship

"Entrepreneurship is not only a mindset but a skill set. The 24 Steps presents a practical step-by-step process to channel the creative spirit to maximize the chances of success and ultimate impact."
—Mitch Kapor, founder, Lotus Development Corporation

"Entrepreneurship is a learned skill which can be honed through crisp execution. This book can help every entrepreneur dramatically increase the likelihood of success by providing step-by-step guidance on how to approach starting a new business. I recommend it to all ambitious entrepreneurs."
—Doug Leone, Managing Partner, Sequoia Capital

"While the spirit of entrepreneurship is often about serendipity, the execution is not. This book takes you through a systematic approach to significantly increase your odds of succeeding in making a world-changing and sustainable company."
—Joi Ito, Director, MIT Media Lab

"While I am not a big fan of business plans, I am a big fan of the business planning process. This book provides an invaluable comprehensive framework for innovation-driven entrepreneurs to execute the business planning process."
—Brad Feld, Managing Director of the Foundry Group, co-founder of TechStars, and creator of the Startup Revolution book series

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Product Details

  • ISBN-13: 9781118692288
  • Publisher: Wiley
  • Publication date: 8/12/2013
  • Edition number: 1
  • Pages: 288
  • Sales rank: 94,337
  • Product dimensions: 8.10 (w) x 8.20 (h) x 1.20 (d)

Meet the Author

Bill Aulet is the managing director of the Martin Trust Center for MIT Entrepreneurship as well as a senior lecturer at the MIT Sloan School of Management. 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 Cambridge Decision Dynamics and SensAble Technologies. He works around the world with entrepreneurs, small companies, large companies, and governments to promote innovation-driven entrepreneurship.

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Table of Contents





STEP 0 Getting Started 15

STEP 1 Market Segmentation 23

STEP 2 Select a Beachhead Market 41

STEP 3 Build an End User Profile 49

STEP 4 Calculate the Total Addressable Market (TAM) Size for the Beachhead Market 57

STEP 5 Profile the Persona for the Beachhead Market 69

STEP 6 Full Life Cycle Use Case 83

STEP 7 High-Level Product Specification 91

STEP 8 Quantify the Value Proposition 103

STEP 9 Identify Your Next 10 Customers 113

STEP 10 Define Your Core 121

STEP 11 Chart Your Competitive Position 131

STEP 12 Determine the Customer’s Decision-Making Unit (DMU) 139

STEP 13 Map the Process to Acquire a Paying Customer 149

STEP 14 Calculate the Total Addressable Market Size for Follow-on Markets 157

STEP 15 Design a Business Model 163

STEP 16 Set Your Pricing Framework 173

STEP 17 Calculate the Lifetime Value (LTV) of an Acquired Customer 181

STEP 18 Map the Sales Process to Acquire a Customer 195

STEP 19 Calculate the Cost of Customer Acquisition (COCA) 203

STEP 20 Identify Key Assumptions 219

STEP 21 Test Key Assumptions 225

STEP 22 Define the Minimum Viable Business Product (MVBP) 235

STEP 23 Show That “The Dogs Will Eat the Dog Food” 245

STEP 24 Develop a Product Plan 253





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