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.

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 Exerci

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The essential companion to the book that revolutionized entrepreneurship
 
Disciplined Entrepreneurship Case Studies & Exercises provides a practical manual for working the 24-step framework presented in Disciplined Entrepreneurship. Unlocking key lessons and breaking down the steps, this book helps you delve deeper into the framework to get your business up and running with a greater chance for success. You'll find the tools you need to sharpen your instinct, engage your creativity, work through hardship, and give the people what they want--even if they don't yet know that they want it. Real-world examples illustrate the framework in action, and case studies highlight critical points that can make or break you when your goal is on the line. Exercises and assessments help you nail down your strengths, while pointing out areas that could benefit from reinforcement--because when it comes to your business, "good enough" isn't good enough--better is always better.
 
Disciplined Entrepreneurship transformed the way that professionals think about starting a company, and this book helps you dig into the proven framework to make your business dreams a reality.
* Delve deeper into the 24 steps to success
* Innovate, persevere, and create the product people want
* Internalize lessons learned from real-world entrepreneurs
* Test your understanding with exercises and case studies
 
Starting a company is a serious undertaking, with plenty of risk and sacrifice to go around--so why not minimize the risk and make the outcome worth the sacrifice? Author Bill Aulet's 24-step framework is proven to build a successful business; the key is in how well you implement it. Disciplined Entrepreneurship Case Studies & Exercises helps you master the skills, tools, and mindset you need to get on your path to success.