Disciplined Entrepreneurship

Preface
Acknowledgments
Introduction
Six Themes of the 24 steps

STEP 0 Getting Started
STEP 1 Market Segmentation
STEP 2 Select a Beachhead Market
STEP 3 Build an End User Profile
STEP 4 Calculate the Total Addressable Market (TAM) Size for the Beachhead Market
STEP 5 Profile the Persona for the Beachhead Market
STEP 6 Full Life Cycle Use Case
STEP 7 High-Level Product Specification
STEP 8 Quantify the Value Proposition
STEP 9 Identify Your Next 10 Customers
STEP 10 Define Your Core
STEP 11 Chart Your Competitive Position
STEP 12 Determine the Customer's Decision-Making Unit (DMU)
STEP 13 Map the Process to Acquire a Paying Customer
STEP 14 Calculate the Total Addressable Market Size for Follow-on Markets
STEP 15 Design a Business Model
STEP 16 Set Your Pricing Framework
STEP 17 Calculate the Lifetime Value (LTV) of an Acquired Customer
STEP 18 Map the Sales Process to Acquire a Customer
STEP 19 Calculate the Cost of Customer Acquisition (COCA)
STEP 20 Identify Key Assumptions
STEP 21 Test Key Assumptions
STEP 22 Define the Minimum Viable Business Product (MVBP)
STEP 23 Show That “The Dogs Will Eat the Dog Food”
STEP 24 Develop a Product Plan

Postlude: a business is more than 24 steps
Glossary
About the author
Index