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Disciplined Entrepreneurship Bill Aulet

Voy a copiar el índice del libro y según vaya estudiando haré comentarios para hacer un aprendizaje más sólido.

Introduction

Six Themes of the 24 Steps

Step 0: Getting Started

Three Ways to Start a New Venture

How to Go from “I Have a Passion” to “I Have an Idea or Technology”

Finding a Founding Team: Entrepreneurship Is not a Solo Sport

Where You Go from Here

Step 1: Market Segmentation

In This Step, You Will:

The Single Necessary and Sufficient Condition for a Business

Create a New Market That You Will Dominate

When “Paying Customers” Lead You Astray

Complex Paying Customers: Primary Versus Secondary Customers

and Two-Sided Markets

How to Do a Market Segmentation

How Long Should I Spend on Market Segmentation?

Example

Summary

Step 2: Select a Beachhead Market

In This Step, You Will:

How to Choose Your Beachhead Market

Your Beachhead Market Still Needs to Be Segmented Further

Example

Summary

Step 3: Build an End User Profile

In This Step, You Will:

Why Target a Specific Demographic?

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

Examples

Summary

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

Beachhead Market

In This Step, You Will:

Bottom-Up Analysis

Top-Down Analysis

From “How Many End Users?” to “Show Me the Money”

What Should My Tam Be?

Examples

Summary

Step 5: Profile the Persona for the Beachhead Market

In This Step, You Will:

How to Choose and Profile Your Persona

The Persona Is more than Just an Exercise

Should I Create Multiple Personas? If so, When?

The Persona Helps You Focus on What to Do—and What Not to Do

Examples

Summary

Step 6: Full Life Cycle Use Case

In This Step, You Will:

What to Include in a Full Life Cycle Use Case

Examples

Summary

Step 7: High-Level Product Specification

In This Step, You Will:

Creating a High-Level Product Specification

Then, Make a Product Brochure

Examples

Summary

Step 8: Quantify the Value Proposition

In This Step, You Will:

Aligning Your Value Proposition with the Persona’s Priorities

Keep it Simple: The “as-is” State Versus the “Possible” State with

Your Product

Examples

Summary

Step 9: Identify Your Next 10 Customers

In This Step, You Will:

How to Complete This Step

Is the Current Persona Valid?

Dealing with Negative Feedback

Examples

Summary

Step 10: Define Your Core

In This Step, You Will:

A few Examples of Core

How to Define your Core

What about Intellectual Property? or Culture?

Core Is Different than Competitive Position

First-Mover Advantage Is not a Core

Locking Up Suppliers Is Typically not a Core

Example

Summary

Step 11: Chart Your Competitive Position

In This Step, You Will:

The Toughest Competitor of all: The Customer’s Status Quo

How to Chart Your Competitive Position

Examples

Summary

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

In This Step, You Will:

Primary Roles in the Decision-Making Unit

Additional Roles in the Decision-Making Unit (DMU)

How to Determine the Decision-Making Unit

Examples

Summary

Step 13: Map the Process to Acquire a Paying Customer

In This Step, You Will:

How to Map the Process

Budgeting/Purchasing Authority

Time Is of the Essence

Consumer Versus B2B

Examples

Summary

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

Markets

In This Step, You Will:

How to Calculate Broader Tam

Example

Summary

Step 15: Design a Business Model

In This Step, You Will:

A Business Model Is not Pricing

Key Factors When Designing a Business Model

Free Is not a Business Model

Generalized Categories of Business Models

Think Outside the Existing Categories

Summary

Step 16: Set Your Pricing Framework

In This Step, You Will:

Basic Pricing Concepts

Example

Summary

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

In This Step, You Will:

Key Inputs to Calculate the LTV

How to Calculate Lifetime Value

How to Calculate the LTV: “Widget” Plus Yearly Maintenance Fee

Important Considerations

Summary

Step 18: Map the Sales Process to Acquire a Customer

In This Step, You Will:

Four Factors Entrepreneurs Often Overlook about Customer

Acquisition Costs

Your Sales Process Changes over Time

How to Map Your Sales Process

Sales Process Comparisons: Zynga, Groupon, Linkedin, Facebook

Example

Summary

Step 19: Calculate the Cost of Customer Acquisition (COCA)

In This Step, You Will:

Why Coca Matters

How not to Calculate Coca: A bottom-up Perspective

The Right Way to Calculate Coca: A top-down Perspective

How to Reduce Coca

Examples

Summary

Step 20: Identify Key Assumptions

In This Step, You Will:

How to Identify Your Key Assumptions

Example

Summary

Step 21: Test Key Assumptions

In This Step, You Will:

Now That We Have Identified The Assumptions, Let’s Test them

Examples of Easily Testable Assumptions: Student Teams

Summary

Step 22: Define the Minimum Viable Business Product (MVBP)

In This Step, You Will:

Three Conditions of a Minimum Viable Business Product

Examples

Summary

Step 23: Show That “The Dogs Will Eat the Dog Food”

In This Step, You Will:

Examples

Summary

Step 24: Develop a Product Plan

In This Step, You Will:

Example

Summary

Postlude: A Business Is more than 24 Steps

Alex Frago

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