Disciplined entrepreneurship 24 steps to a successful startup ( PDFDrive )

Contents
Preface
Acknowledgments
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