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OverviewFull Product DetailsAuthor: Bill AuletPublisher: John Wiley & Sons Inc Imprint: John Wiley & Sons Inc Edition: 2nd edition Dimensions: Width: 22.40cm , Height: 2.50cm , Length: 21.80cm Weight: 1.021kg ISBN: 9781394222513ISBN 10: 1394222513 Pages: 400 Publication Date: 21 March 2024 Audience: General/trade , General Format: Hardback Publisher's Status: Active Availability: Out of stock  The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available. Table of ContentsPreface xi Introduction: News Flash: Entrepreneurship Can Be Taught! xv Six Themes of the 24 Steps xxxi Tracking Your Progress: the Disciplined Entrepreneurship (DE) Canvas xli Step 0 Getting Started 1 Step 1 Market Segmentation 12 Step 1a Primary Market Research (PMR) 40 Step 2 Select a Beachhead Market 54 Step 3 Build an End User Profile 62 Step 4 Calculate the Total Addressable Market (TAM) Size for the Beachhead Market 71 Step 5 Profile the Persona for the Beachhead Market 83 Step 6 Full Life Cycle Use Case 101 Step 7 High-Level Product Specification 110 Step 8 Quantify the Value Proposition 120 Step 9 Identify Your Next 10 Customers 130 Step 10 Define Your Core 138 Step 11 Chart Your Competitive Position 150 Step 12 Determine the Customer’s Decision- Making Unit (DMU) 160 Step 13 Map the Process to Acquire a Paying Customer 169 Step 13a Windows of Opportunity and Triggers 185 Step 14 Calculate the Total Addressable Market Size for Follow-on Markets 194 Step 15 Design a Business Model 202 Step 16 Set Your Pricing Framework 215 Step 17 Calculate the Lifetime Value (LTV) of an Acquired Customer 225 Step 18 Design a Scalable Revenue Engine 240 Step 19 Calculate the Cost of Customer Acquisition (CoCA) 254 Step 20 Identify Key Assumptions 269 Step 21 Test Key Assumptions 275 Step 22 Define the Minimum Viable Business Product (MVBP) 287 Step 23 Show That “The Dogs Will Eat the Dog Food” 302 Step 24 Develop a Product Plan 313 What Else? Beyond the 24 Steps 323 Glossary 329 Acknowledgments 333 About the Author 337 Index 339ReviewsAuthor InformationBILL AULET is the Ethernet Inventors Professor of the Practice of Entrepreneurship and the Managing Director of the Martin Trust Center for MIT Entrepreneurship. He is a globally recognized award-winning educator and author on entrepreneurship. 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 two companies and led a turnaround of a third where he directly raised over $100M and, more importantly, created many times that in shareholder value. He works around the world with entrepreneurs, small companies, large companies, and governments to promote innovation-driven entrepreneurship. Tab Content 6Author Website:Countries AvailableAll regions |
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