by Bill Aulet
Set Your Pricing Framework
Customer advocacy: Net Promoter Score (NPS) to measure
by repeat customers
Customer discovery concept
Customer interview
Customers: assessing your business model by considering
empty chair representation of
highly qualified prospect becoming a
Identify Your Next 10 Customers step
loyalty of satisfied
map the process to acquire a paying
percentage of purchase and pay conversion by
Pledge to Serve the Interests of the Customer
retention rates of
Set Your Pricing Framework on nature of the
setting pricing consideration of nature of
Show That “The Dogs Will Eat the Dog Food” step on
“watering holes” of your. See also Target customers
D
“Day in the life” composite: building an End User Profile using
description of
Determine Customer’s Decision-Making Unit (DMU) using
profiling a Persona using
Decision-Making Unit (DMU): assess your business plan using
description of
end user, primary economic buyer, and champion roles of
primary market research to identify
setting pricing consideration of
Windows of Opportunity and Triggers required for effective use of. See also Determine Customer’s Decision-Making Unit (DMU) step
Define Minimum Viable Business Product (MVBP) step: Disciplined Entrepreneurship corresponding pages in
general exercise to understand concept
the importance of the
process guide for
worksheets on
Define Your Core step: Defining Your Core Worksheet
Disciplined Entrepreneurship corresponding pages on
general exercise answers
General Exercise to Understand Concept
process guide for
understanding the importance of. See also Core
Demographics data: definition of
Determine Customer’s Decision-Making Unit (DMU) using
End User Profile built using
profiling a Persona using
Design a Business Model step: Disciplined Entrepreneurship corresponding pages on
four questions to ask when assessing business model
general exercise answers
general exercises to understand concept
Identify Key Assumptions step to verify your
importance of the
process guide for
worksheets on
Determine Customer’s Decision-Making Unit (DMU) step: Disciplined Entrepreneurship corresponding pages on
general exercises to understand concept
identifying the “who” using the
primary market research to identify DMU
understanding importance of the
Windows of Opportunity and Triggers required for effective use of
worksheets on. See also Decision-Making Unit (DMU)
Develop a Product Plan step: Disciplined Entrepreneurship corresponding pages on
general exercise answers
general exercises to understand concept
the importance of the
overview of the
process guide for
worksheets on
Disciplined Entrepreneurship 24-step journey: exercise answers for each of the steps
introduction to the
what is missing in the 24 steps of the
worksheet on building your skills for. See also Entrepreneurs
specific step
Startups
“The Dogs Will Eat the Dog Food”: importance of assessing
showing the
Dollar Shave Club
Dropbox
Dubner, Stephen
Duhigg, Charles
E
Eisenhower, Dwight D.
Empty chair customer representation
End User Profiles step: Disciplined Entrepreneurship corresponding pages on
End User Profile for Beachhead Market Worksheet
General Exercises to Understand Concept
process guide for building
understanding importance of. See also Estimate TAM (Total Addressable Market) step
Engagement of prospects
Entrepreneurs: questions to ask yourself before getting started
team of founders working with. See also Disciplined Entrepreneurship 24-step journey
Entrepreneurship Success Pie
Estimate Cost of Customer Acquisition (COCA) step: assessing business model using
Disciplined Entrepreneurship corresponding pages to
general exercise answers
general exercises to understand concept
the importance of the
process guide for
sales process as input for
worksheets on
Estimate Lifetime Value (LTV) of an Acquired Customer step: Disciplined Entrepreneurship corresponding pages on
general exercise answers
general exercises to understand concept
the importance of the
process guide for
worksheets on
Estimate TAM (Total Addressable Market) Size for Follow-on Markets step: Disciplined Entrepreneurship corresponding pages on
general exercise answers
general exercises to understand concept
the importance of the
process guide for
worksheets on
Estimate TAM (Total Addressable Market) step: bottom-up TAM analysis
Disciplined Entrepreneurship corresponding pages on
general exercises to understand concept
importance of estimating the
process guide for
top-down estimate and analysis
worksheets for. See also End User Profiles step
Estimating: Estimate Cost of Customer Acquisition (COCA)
Lifetime Value (LTV) of Acquired Customer
TAM analysis for Beachhead Market
TAM size for the follow-on markets
Ethnographic research
Evangelists/repeat customers
Exercise answers
F
Facebook Beachhead Market
Facebook groups
Fears. See Priorities
Financials issue. See also Costs
Focus groups
Follow-on TAM (Total Addressable Market) Size: estimating the
product plan consideration of the
Forms: Brainstorming What My Startup Will Do
Hybrid Idea Consolidated Mini-Canvas
Idea/Technology Brainstorming Notes
Market Pull Mini-Canvas
Team Composition and Dynamics
Team of Founders
Top Target Markets to Consider for My Startup. See also Worksheets
Founders: solo versus benefits of team of
team of
The Founder’s Dilemmas (Wasserman)
Franchise business model
Full Life Cycle Use Case step: converting Full Life Cycle Use Case to first draft sales funnel
Disciplined Entrepreneurship corresponding pages on
general exercise answer
general exercises to understand concept
importance of the
Mapping Process to Acquire a Paying Customer by building on the
process guide for the
Sketch of How the End User Currently Solves the Problem Worksheet
10 stages of the
worksheets on
G
GearUp class project
General Exercises: answers of all the
Beachhead Market selection
Chart Your Competitive Position
Define Minimum Viable Business Product (MVBP)
Design a Business Model
Determine Customer’s Decision-Making Unit (DMU)
Develop a Product Plan
End User Profiles
Estimate Lifetime Value (LTV) of an Acquired Customer
follow-on market TAM
Full Life Cycle Use Case
High-Level Product Specification
Identify Key Assumptions
Identify Your Next 10 Customers
Map Sales Process to Acquire a Customer
Process to Acquire a Paying Customer
Profile the Persona
Set Your Pricing Framework step
Show That “The Dogs Will Eat the Dog Food” step
TAM (Total Addressable Market)
Test Key Assumptions
Windows of Opportunity and Triggers
General Information on Persona Worksheet
Getting started. See How Do I Get Started? step
Gillette
Google
Gross margins
Groupon
Guimond, Monique
H
High-Level Product Brochure
High-Level Product Specification step: Disciplined Entrepreneurship corresponding pages on
general exercise answer
general exercises to understand concept
High-Level Product Brochure
importance of the
process guide for
worksheets on
High-Level Product Specification worksheets: Product Alignment with Persona
Visual Representation of Product
Highly qualified prospects
The Honest Company
Hourly rates business model
How Do I Get Started? step: Disciplined Entrepreneurship corresponding pages on
hybrid idea mix of market pull and technology push
Idea/Technology for
market pull and
passion for
starting a new venture
your team for
“How Startups Can Run Better Landing Page Tests” (Xconomy)
HP printer division
Human resources
Hybrid Idea Consolidated Mini-Canvas form
Hypotheses: move to quantitative research after developing
using small “n” when forming
I
IBM
Ideas/technology: coming up with a new
Idea/Technology Brainstorming Notes on
market pull for
technology push for
Identification (sales funnel lead)
Identify Key Assumptions step: Beehive student project
Disciplined Entrepreneurship corresponding page to
general exercise answers
general exercises to understand concept
the importance of the
process guide for
worksheet on
Identify Your Next 10 Customers step: Disciplined Entrepreneurship corresponding pages on
general exercise answers
general exercises to understand concept
importance of
process guide for how to
worksheets on. See also Profile the Persona step
IDEO
Immersion in customer experience
Individual Worksheet for Each Follow-on Market Segment
Industry groups
Initial customer interest
Innovation: balancing designing business model with time spent on
outcome-driven
user-driven. See also Technology push
Interviews: constantly make sure your interviewing the right people
have two people conduct
last question to ask source candidates during
primary market research with customer
iTunes
J
James, LeBron
“Jobs to Be Done” framework
K
Kia Motors
Kone, Awa
L
Lessons Learned from Identifying the Next 10 Potential Customers Worksheet
Levitt, Steven
Licensing business model
Lifetime Value (LTV): calculations for estimating
comparison over time between COCA and
description of the
estimating acquired customer
overall interpretation of COCA and
Show That “The Dogs Will Eat the Dog Food” role of
LinkedIn
List of Potential Contacts Worksheet
Long-term COCA range: comparison of LTV and COCA over time
convert COCA estimation into
Long-term sales funnels: COCA estimation assumption
Differences Between Medium-Term and Long-Term Worksheet
sales channels for
2nd Draft Sales Funnel Inputs Worksheet
Loyalty of customers
M
Map Sales Process to Acquire a Customer step: Disciplined Entrepreneurship corresponding pages to
GearUp class project as example of
general exercise answers
general exercises to understand concept
the importance of the
process guide for
Show That “The Dogs Will Eat the Dog Food” and
worksheets on
Mapping Process to Acquire a Paying Customer step: assess your business plan using
general exercises to understand concept
the importance of
mobile phone example of
process guide for
Windows of Opportunity and Triggers
worksheets on
Market pull: description of
hybrid idea as mix of technology push and
Hybrid Idea Consolidated Mini-Canvas form
Market research. See Primary market research
Market segmentation: description and creating your
estimating TAM size for follow-on markets for identifying new
Market Segmentation Certification Worksheet
Market Segmentation Matrix Starter Template
Market Segmentation Matrix Version 1.0: definitions related to
Market Segmentation Matrix Starter Template
primary market research to use
Market Segmentation process: part 1A: brainstorming
part 1B: narrowing down the field
part 1C: primary market research and Market Segmentation Matrix Version 1.0
Market Segmentation step: Disciplined Entrepreneurship corresponding pages on
process guide for
Team Composition and Dynamics form
Top Target Markets to Consider for My Startup form
understanding the importance of
worksheets
Marketing expenses. See also Sales
expenses
Maturity of products
McClure, Dave
McDonalds
Medical device DMU (Decision-Making Unit) exercise
Medium-Term COCA range: comparison of LTV and COCA over time
convert COCA estimation into
Medium-Term sales funnels: Differences Between Medium-Term and Long-Term Worksheet
Differences Between Short-Term and Medium-Term Worksheet
sales channels for
2nd Draft Sales Funnel Inputs Worksheet
Membership lists
Michelin
Microtransactions business model
Mini-Canvas forms: Hybrid Idea Consolidated Mini-Canvas
Market Pull Mini-Canvas
Minimum Viable Business Product (MVBP): “concierging” strategy for
defining the
primary market research to build
setting up unified full systems test for
worksheets on. See also Products
Mobile phones: apps exercise
Beachhead Market for
cell-phone plan business model
Customer’s Decision-Making Unit (DMU)
feature–function–benefit exercise on
process to acquire a paying customer
Motivators. See Priorities
Multisided end user market: Persona profiles for
Profile the Persona for the Beachhead Market illustration
N
Net Promoter Score (NPS)
New ventures: coming up with an idea or technology for the
developing a team of founders for
passion required for
start with your
three ways to start a
Newton, Isaac
Newton’s first law of motion
Nordstrom
Notes from Conversation with Potential End User Worksheet
O
Observational research
OnDemandKorea
One-time charge/maintenance agreement business model
Online discussions
Operating and maintenance business model
Outcome-driven innovation
P
Paliwal, Anusha
Passion: Passion Checklist to assess your
start with your
Penalty fees business model
Perceived vs. real value gap
Persona. See Profile the Persona step
Pinterest Beachhead Market