Preface xiii
Introducing the Disciplined Entrepreneurship Canvas xv
What Is the Disciplined Entrepreneurship Canvas, and Why Is It Important?
How to Approach the Disciplined Entrepreneurship Canvas
Example of Using the Disciplined Entrepreneurship Canvas with Feedback
Step 0 How Do I Get Started? Should I? 1
Your Passion
Your Team
Coming Up with an Idea or a Technology
Hybrid Idea: Mix of Market Pull and Technology Push
Step 1 Market Segmentation 11
What Is Step 1, Market Segmentation?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
Bonus Topic A Practical Guide to Primary Market Research 23
What Is Primary Market Research?
Worksheets
Step 2 Select a Beachhead Market 39
What Is Step 2, Select a Beachhead Market?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Decision for Team to Sign Off on the Beachhead Market
Step 3 Build an End User Profile for the Beachhead Market 47
What Is Step 3, Build an End User Profile for the Beachhead Market?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheet
Step 4 Estimate the Total Addressable Market (TAM) for the Beachhead Market 53
What Is Step 4, Estimate the Total Addressable Market (TAM) for the Beachhead Market?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Advanced Topics: Bottom‐Up TAM Analysis
Step 5 Profile the Persona for the Beachhead Market 65
What Is Step 5, Profile the Persona for the Beachhead Market?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Advanced Topic: Persona Profiles for Multisided End User Market
Step 6 Full Life Cycle Use Case 79
What Is Step 6, Full Life Cycle Use Case?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Step 7 High-Level Product Specification 87
What Is Step 7, High-Level Product Specification?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Advanced Topic: High-Level Product Brochure
Step 8 Quantify the Value Proposition 95
What Is Step 8, Quantify the Value Proposition?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Step 9 Identify Your Next 10 Customers 101
What Is Step 9, Identify Your Next 10 Customers?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Step 10 Define Your Core 113
What Is Step 10, Define Your Core?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercise to Understand Concept
Worksheet
Step 11 Chart Your Competitive Position 119
What Is Step 11, Chart Your Competitive Position?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercise to Understand Concept
Worksheet
Step 12 Determine the Customer’s Decision-Making Unit (DMU) 125
What Is Step 12, Determine the Customer’s Decision-Making Unit (DMU)?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheet
Step 13 Map the Process to Acquire a Paying Customer 131
What Is Step 13, Map the Process to Acquire a Paying Customer?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Bonus Topic
Windows of Opportunity and Triggers 143
What Are Windows of Opportunities and Triggers?
Why Are They Important and Why Now?
Process Guide
General Exercises to Understand Concept
Worksheet
Step 14 Estimate the Total Addressable Market (TAM) Size for Follow-on Markets 153
What Is Step 14, Estimate the Total Addressable Market (TAM) Size for Follow-on Markets?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheet
Step 15 Design a Business Model 161
What Is Step 15, Design a Business Model?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheet
Step 16 Set Your Pricing Framework 169
What Is Step 16, Set Your Pricing Framework?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheet
Step 17 Estimate the Lifetime Value (LTV) of an Acquired Customer 175
What Is Step 17, Estimate the Lifetime Value of an Acquired Customer?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheet
Step 18 Map the Sales Process to Acquire a Customer 181
What Is Step 18, Map the Sales Process to Acquire a Customer?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Example
Step 19 Estimate the Cost of Customer Acquisition (COCA) 199
What Is Step 19, Estimate the Cost of Customer Acquisition (COCA)?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Step 20 Identify Key Assumptions 209
What Is Step 20, Identify Key Assumptions?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheet
Step 21 Test Key Assumptions 215
What Is Step 21, Test Key Assumptions?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercise to Understand Concept
Worksheet
Step 22 Define the Minimum Viable Business Product (MVBP) 221
What Is Step 22, Define the Minimum Viable Business Product (MVBP)?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercise to Understand Concept
Worksheet
Step 23 Show That “The Dogs Will Eat the Dog Food” 225
What Is Step 23, Show That “The Dogs Will Eat the Dog Food”?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercise to Understand Concept
Worksheet
Step 24 Develop a Product Plan 231
What Is Step 24, Develop a Product Plan?
Why Do We Do This Step, and Why Do We Do It Now?
Process Guide
General Exercises to Understand Concept
Worksheets
Beyond the 24 Steps 241
What Is Missing in the 24 Steps?
Worksheet
Exercise Answers 245
Index 253
BILL AULET is Managing Director of the Martin Trust Center for MIT Entrepreneurship and a Senior Lecturer at the MIT Sloan School of Management. Prior to joining MIT, Bill had a 25-year track record of success in business, beginning at IBM, where he worked for 11 years, before becoming a serial entrepreneur. He started and ran Cambridge Decision Dynamics and SensAble Technologies. Today, in addition to teaching at MIT, he works around the world with individual entrepreneurs, small companies, educators, large companies, and governments to promote innovation-driven entrepreneurship.
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