Preface 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 339

DISCIPLINED ENTREPRENEURSHIP THE PROVEN AND SYSTEMATIC WAY TO BUILD A NEW VENTURE “My go-to book when building my companies. Accessible, rigorous, gives clear direction.” Frederic Kerrest, Co-Founder of Okta, author of Zero to IPO “A must-read. The first version, which was published in 2013, has proven to be the best book for entrepreneurs, investors, and entrepreneurship educators on building a high-growth startup. This update looks to be even better.” Mark Gorenberg, Founder and Managing Director, Zetta Ventures; former Director of the US National Venture Capital Association (NVCA) “After having conducted a 10-year longitudinal research study on the effect of this methodology, the evidence is clear that it had a profoundly positive impact on participating students’ rates of success (69% 5-year survival rate) and magnitude of success.” Professor Daniela Ruiz Massieu, ITAM University, Mexico “Using this methodology with existing entrepreneurs showed dramatic improvement effective immediately. Within twelve months the companies saw an average increase of their annual revenue of 200%.” Fiona Bennington, Director of Entrepreneurship, Catalyst Technology Hub, Belfast, Northern Ireland

“My go to book when building my companies. Accessible, rigorous, gives clear direction” -- Frederick Kerrest, Co-Founder of Okta, author of “Zero to IPO” “A must read. The first version, which was published in 2013, has proven to be the best book for entrepreneurs, investors and entrepreneurship educators on building a high growth startup. This update looks to be even better. ” -- Mark Gorenberg, Founder and Managing Director, Zetta Ventures; former Director of the US National Venture Capital Association (NVCA) “While using this methodology existing entrepreneurs showed dramatic improvement effective immediately. Within twelve months the companies saw an average increase of their annual revenue by 400%” -- Fiona Bennington, Director of Entrepreneurship, Catalyst Technology Hub, Belfast, Northern Ireland “After having conducted a ten-year longitudinal research study on the effect of this methodology, the evidence is clear that it has a profoundly positive impact on participating students’ rates of success (69% 5-year survival rate) and magnitude of success.” -- Professor Daniela Ruiz Massieu, ITAM University Mexico