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<p>Preface xiii</p> <p>Acknowledgments xv</p> <p>Introduction 1</p> <p><b>Six Themes of the 24 Steps 11</b></p> <p>Step 0 Getting Started 15</p> <p>Step 1 Market Segmentation 23</p> <p>Step 2 Select a Beachhead Market 41</p> <p>Step 3 Build an End User Profile 49</p> <p>Step 4 Calculate the Total Addressable Market (TAM) Size for the Beachhead Market 57</p> <p>Step 5 Profile the Persona for the Beachhead Market 69</p> <p>Step 6 Full Life Cycle Use Case 83</p> <p>Step 7 High-Level Product Specification 91</p> <p>Step 8 Quantify the Value Proposition 103</p> <p>Step 9 Identify Your Next 10 Customers 113</p> <p>Step 10 Define Your Core 121</p> <p>Step 11 Chart Your Competitive Position 131</p> <p>Step 12 Determine the Customer’s Decision-Making Unit (DMU) 139</p> <p>Step 13 Map the Process to Acquire a Paying Customer 149</p> <p>Step 14 Calculate the Total Addressable Market Size for Follow-on Markets 157</p> <p>Step 15 Design a Business Model 163</p> <p>Step 16 Set Your Pricing Framework 173</p> <p>Step 17 Calculate the Lifetime Value (LTV) of an Acquired Customer 181</p> <p>Step 18 Map the Sales Process to Acquire a Customer 195</p> <p>Step 19 Calculate the Cost of Customer Acquisition (COCA) 203</p> <p>Step 20 Identify Key Assumptions 219</p> <p>Step 21 Test Key Assumptions 225</p> <p>Step 22 Define the Minimum Viable Business Product (MVBP) 235</p> <p>Step 23 Show That “The Dogs Will Eat the Dog Food” 245</p> <p>Step 24 Develop a Product Plan 253</p> <p>Postlude: A Business is More Than 24 Steps 261</p> <p>Glossary 263</p> <p>About the Author 265</p> <p>Index 267</p>

<p><b>BILL AULET</b> 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.??

<p>PRAISE FOR <b>DISCIPLINED ENTREPRENEURSHIP</b></p> <p>"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."<br /><b>—MITCH KAPOR, founder, Lotus Development Corporation</b></p> <p>"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."<br /><b>—DOUG LEONE, Managing Partner, Sequoia Capital</b></p> <p>"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."<br /><b>—JOI ITO, Director, MIT Media Lab</b></p> <p>"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."<br /><b>—BRAD FELD, Managing Director of the Foundry Group, co-founder of TechStars, and creator of the <i>Startup Revolution</i> book series</b></p>

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