Guide Disciplined Entrepreneurship: 24 Steps to a Successful Startup

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The MIT startup framework: a rigurous and practical process, two books, and toolbox that will help you translate your technology or idea into a new venture.
Table of contents



In Step 4, Aulet elaborates on precisely understanding the beachhead market value and its size. Aulet stresses that calculating the Total Addressable Market TAM clearly shows the direction of business and the bottom-up and top-down analysis additionally provide in-depth understanding of target customers. For instance, when MIT students founded OnDemandKorea, they discovered , more potential customers, fans of Korean culture, while researching and creating the End User Profile, which later successfully helped in controlling the website traffic.

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Therefore, Aulet insists that one can see the appropriateness of the business and can also prevent unnecessary mistakes in the future. Step 5 include choosing one end user as a Persona, defining a Persona, and making this Persona visible and tangible to every workers in the company to maintain same goal and focus to successfully lead the business.

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Step 6 then smoothly connects the previous study to more specific ways of how Persona perceives and influences the business. From Step 7 to Step 11, Aulet explores through the concepts of what an entrepreneur can do for the customers. For example, he examines the high-level product specification for visualizing the representation of product, and he explains how to chart the competitive position. He adds onto this by showing how to map the process and how to realistically estimate the sales cycle of a business.

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In the last 24th Step, Aulet finalizes with the concept of expanding, scaling the business and further developing the Product Plan in different markets. Disciplined Entrepreneurship: 24 Steps to a Successful Startup truly gives the step-by-step guide to put innovative thoughts into action.


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This book demonstrates its strength in providing a myriad of good examples he studied or experienced in his career. However, some of the complex languages and business terms may confuse the reader since the book gives extensive information for the startup entrepreneur.

Also, it would have been helpful if the book proceeded a little further to providing examples of successful venture cases and its development or growth. Despite many useful information and visual illustration, the overall content leans more toward the abstract concepts and business plans than the stories of risk and reward of venture capitalists. Still, the book is very detailed and professional and comprises numerous strategic examples to better comprehend the purpose of each step.

Six themes=24 steps 21 Marius

The book effectively teaches somewhat difficult management and marketing ideas in easily understandable way, so that the reader, even without business knowledge, can comfortably process through each step of the book. Because entrepreneurship covers such massive spectrum of business with numerous variations, the business strictly depends on which profession, interest, or expertise the entrepreneur plans.

For example, the company Contract Cloud may not go through the same process as Disciplined Entrepreneurship explains since it is more service-oriented than product focused. Although service is for customers, the way Contract Cloud expanded its scale was distinct and very different from the explanation written in last few steps of the book. It breaks down the necessary processes into an integrated, comprehensive, and proven step framework that any industrious person can learn and apply. Whether you're a first-time or repeat entrepreneur, Disciplined Entrepreneurship gives you the tools you need to improve your odds of making a product people want.

Skip to main content. By Bill Aulet. Add to Cart Add to Wish List. Description 24 Steps to Success Disciplined Entrepreneurship will change the way you think about starting a company.