Disciplined Entrepreneurship will change the way you think about starting a company. Many believe that entrepreneurship cannot be taught, but great entrepreneurs aren’t born with something special – they simply are disciplined. This book will show you how to create a successful startup through developing an innovative product. It breaks down the necessary processes into an integrated, comprehensive, and proven 24-step framework that any industrious person can learn and apply.

Big Ideas

24 Steps of Disciplined Entrepreneurship

Who is your customer?

  1. Market segmentation – Who are the potential customers?
  2. Beachhead market – singular market to focus on
    • First piece of land to win
  3. Build an end user profile
    • Demographic
    • 24-30
    • NE
  4. Total addressable market
  5. Profile the persona for the beachhead market
    • Pick that one specific person
    •  Actual real person. Actual real source. What would Mani do in this situation.
  6. Identify your next customer

What can we do for that customer? – What value do we create for them and why we uniquely can do that?

  1. Full Life cycle use case
    • How do they know they have the problem?
    • How do they hear about our product
    • How do they use it
    • How do they tell others about it
  2. High level product spec
    • We need to be in Inquiry mode not advocacy mode.
    • Ikea effect: When we go and buy Ikea prod and build it. we become attached to it.
  3. Quantify the value prop
    • Figure out the number 1 pain of your persona
    • Quantify how you can help the persona
    • We need 10 customers.
  4. Define your core
    • Your crown jewel
    • Why are you outstanding
    • Whats your unique sauce?
  5. Chart your competitive position

How does the customer acquire the product?

  1. Determine the customers decision making unit
  2. Map the process to acquire a paying customer
    • Best product doesn’t always win
    • Betamax vs. VHS
      • Respect the sales process
      • Just because the product is better doesn’t mean that it will win
      • VHS sold a lot and became the industry standard.
  3. Map the sales process to acquire a customer

What are the unit economics? – Is this a sustainable business? – How do we make money?

  1. Design a business model
    • How do you make money?
    • Google search is a business model not a technology
    • iTunes is a business model play. 99 cents songs.
    • So many different models.
  2. Set your pricing framework
    • Estimate
  3. Calculate Lifetime Value or LTV of a customer
  4. Calculate cost of customer acquisition (COCA)

How to build the product? – Now we are flipping to advocacy (from inquiry)

  1. Identify Key assumptions
  2. Test Key assumptions
  3. Define the MVBP (min viable business prod)
  4. Show that dogs will eat dog food

How to scale the business?

  1. Calculate the TAM size for follow on market.
  2. Develop a product plan

Interview Links

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