by Bill Aulet
Pledge to Serve the Interests of the Customer
The Power of Habits (Duhigg)
Predictably Irrational (Ariely)
Prelec, Drazen
Pricing: discounting versus
the love of nines for
responsibility for setting. See also Costs
Set Your Pricing Framework step
Primary market research: to build Market Segmentation Matrix
definition of
description and types of
five biggest obstacles to
the goal of
Market Segmentation Matrix Version 1.0 and
Pledge to Serve the Interests of the Customer
a practical guide to
process and techniques for
references and resources on
results of
tools of
worksheets on. See also Research
Primary Market Research Primer Guide (Chen)
Primary market research process: 1: make a plan
2: start with secondary research
3: start qualitative before quantitative research
4: identify source candidates
5: initial contact
6: act like a great journalist
7: have two people conduct the interview
8: constant make sure you are interviewing the right people
9: forming hypotheses using small “n,”
10: you should be surprised
11: moving to quantitative research
12: perceived as opposed to real value
13: don’t always believe what is said
Primary market research tools: customer interviews
focus groups
immersion
observational research
outcome-driven innovation
user-driven innovation
user tests
Primary Market Research Worksheet I: Preparation Worksheet
Primary Market Research Worksheet II: Execution Worksheet
“A Primer on Primary Market Research”
Priorities: building an End User Profile using customer
competitive positioning using target customer
Determine Customer’s Decision-Making Unit (DMU) using
identifying customer’s biggest fears and motivators
Profile a Persona using customer. See also Target customers
Process to Acquire a Paying Customer worksheets: Process to Acquire a Paying Customer
Qualitative Summary
Sales Cycle Length Estimate
Procter and Gamble
Product Alignment with Persona Worksheet
Product Plans: developing your
Disciplined Entrepreneurship corresponding pages on
overview of the
worksheets on
Products: customer purchase of your
designing a business model for selling your
Google’s “ship and iterate” practice when releasing
gross margin of
percentage of customer purchase and pay conversion
proxy
Set Your Pricing Framework step on
setting price consideration of maturity of your
Show That “The Dogs Will Eat the Dog Food” step on. See also Minimum Viable Business Product (MVBP)
Profile the Persona step: Disciplined Entrepreneurship corresponding pages on
general exercise answers
general exercises to understand concept
importance of the
for multisided end user market
process guide for
things to consider when building your
worksheets on. See also Identify Your Next 10 Customers steps
Profile the Persona worksheets: General Information on Persona
Persona Profile for Beachhead Market
Profitability: assessing business model on basis of
target customer annualized revenue and estimated
Prospects: customers from highly qualified
engagement of
purchase intent of
Proxy products: definition of
Determine Customer’s Decision-Making Unit (DMU) using
End User Profile built using
profiling a Persona using
Psychographics: definition of
Determine Customer’s Decision-Making Unit (DMU) using
End User Profile built using
profiling a Persona using
Publicly available information
Purchase: highly qualified prospect becoming a customer through
intent of prospect to
percentage of purchase and pay conversion
Q
Qualified leads
Qualitative research: quantitative versus
start your primary market research with
Quantified Value Proposition step: assess your business plan using the
Disciplined Entrepreneurship corresponding pages on
general exercises to understand concepts
importance of quantifying the
process guide for quantifying
worksheets on. See also Value
Quantified Value Proposition worksheets: Axis to Measure Value Proposition
Visual One-Page Summary of Quantified Value Proposition
Quantitative research: after developing hypotheses move to
qualitative versus
start your primary market research with qualitative before
R
Real vs. perceived value gap
Reflection on Full Life Cycle Use Case worksheet
Reichheld, Fred
Repeat customers/evangelists
Research: ethnographic
observational
qualitative
quantitative
secondary. See also Primary market research
Reselling data business model
Retention rates
Revenue: assessing business model on basis of profitability and
Lifetime Value (LTV) of customers
target customer annualized estimated. See also Costs
Roberts, Edward B.
S
Sales channels for customer acquisition
Sales Cycle Length Estimate Worksheet
Sales expenses: Estimating Cost of Customer Acquisition (COCA)
what is included in. See also Marketing expenses
Sales funnels: converting Full Life Cycle Use Case to first draft of the
Differences Between Medium-Term and Long-Term Worksheet
Differences Between Short-Term and Medium-Term Worksheet
2nd Draft Sales Funnel Inputs Worksheet
seven elements used to describe the
Show That “The Dogs Will Eat the Dog Food” step on
yield rates of
Sales process: to acquire a customer
Full Life Cycle Use Case to help your perspective on
GearUp class project as example of mapping customer acquisition and
illustrated map of the
Sales Channels for the Short, Medium, and Long Term Customer Acquisition Worksheet
Sampaio e Mello, Benedita
Satisfied customers
Satmetrix Systems
Secondary research: definition of
start your primary market research with
Select a Beachhead Market step: Dis
ciplined Entrepreneurship corresponding pages on
general exercise answers
general exercises to understand concept
process guide for
team decision to sign off on
understanding the importance of
worksheets on
Selection bias
SensAble: bottom-up TAM analysis example
product release approach by
Quantified Value Proposition example
Set Your Pricing Framework step: Disciplined Entrepreneurship corresponding pages on
general exercise answers
general exercises to understand concept
the importance of
process guide for
worksheets on. See also Pricing
Shah, Dharmesh
Shah, Raj
Shared savings business model
Short-term COCA range: comparison of LTV and COCA over time
convert COCA estimation into
Short-term sales funnels: COCA estimation assumption
Differences Between Short-Term and Medium-Term Worksheet
sales channels for
2nd Draft Sales Funnel Inputs Worksheet
Show That “The Dogs Will Eat the Dog Food” step: description of the
Disciplined Entrepreneurship corresponding pages on
general exercise to understand concept
the importance of the
Map Sales Process to Acquire a Customer applied to
worksheet on
Simester, Duncan
Sketch of How the End User Currently Solves the Problem (or Doesn’t) Worksheet
Sketch of How the End User Will Use Your Product Worksheet
Social acceptability bias
Software as a service (SaaS)
Source candidates: last question to ask when interviewing
strategies for identifying your
Spotify
Starbucks
“Startup Metrics for Pirates” presentation (McClure)
Startups: “concierging” strategy of many
How Do I Get Started? with a
team of founders. See also Disciplined Entrepreneurship 24-step journey
Subscription or leasing business model
Summary of Follow-on TAM Estimate and Priorities
Summary of Next 10 Customers Worksheet
T
Tacoronte, Lisa
Talking to Humans (Constable)
TAM (Total Addressable Market) analysis: bottom-up
estimating for follow-on markets
estimating for the Beachhead Market
top-down estimate and
Target
Target customer annualized revenue estimate: anticipated market share
comparables
compound annual growth rate (CAGR) of overall revenue
customer’s available budget
profitability
time to conquer market
what they customer currently spends
Target customers: building End User Profile of your
conversion rates of
customer discovery concept
“day in the life” composite of
determining Decision-Making Units (DMUs) of your
identifying biggest fears and motivators of
TAM (Total Addressable Market) of your
“watering holes” of your. See also Customers
Priorities
Team and culture issue
Team Composition and Dynamics form
Teams of founders: Agreement on the Beachhead Market Selection by
form on characteristics of your
listing key details about existing members
solo founder versus benefits of
Team Composition and Dynamics form to assess
3H (hacker, hustler, and hipster) model for
TechCrunch
Technology push: description of
Hybrid Ideas Consolidated Mini-Canvas
hybrid mix of market pull and. See also Innovation
Template of Market Segmentation Matrix Starter
Test Key Assumptions step: Beehive student project
Disciplined Entrepreneurship corresponding pages on
general exercises to understand concept
the importance of
process guide for
worksheet on. See also A/B testing
Think Like a Freak (Levitt and Dubner)
“3 Go-to Techniques for Primary Market Research” (Huffington Post)
3H (hacker, hustler, and hipster) model
Top-Down Estimate of Number of End Users in Beachhead Market Worksheet
Top-Down TAM Analysis Summary Worksheet
Top Target Markets to Consider for My Startup form
Transaction fee business model
Triggers: description of
general exercises to understand concept
how to create a
the importance of identifying and taking advantage of
sales process map by utilizing Windows of Opportunity and
worksheet on. See also Window of Opportunity
Tucker, Catherine
24 Steps: exercise answers for each of the
introduction to the
understanding what is missing from the
worksheet on building your skills for. See also specific step
U
Uber
Ulwick, Anthony
Upsell high-margin products business model
Usage-based business model
User-driven innovation
User tests
V
Value: gap of perceived vs. real
how a business model extracts company
Minimum Viable Business Product (MVBP). See also Quantified Value Proposition step
Value creation: Designing Business Model and consideration of
Quantified Value Proposition consideration of
Set Your Pricing Framework consideration of
Van Schendel, Jeronimo
Verizon
Visual One-Page Summary of Quantified Value Proposition Worksheet
Visual Representation of Product Worksheet
Volvo
Von Hippel, Eric
W
Wasserman, Noam
“Watering holes”: definition of
Determine Customer’s Decision-Making Unit (DMU) using
End User Profile tool
physical
profiling a Persona using
Why us? questions: Hybrid Idea Consolidated Mini-Canvas
Market Pull Mini-Canvas
Window of Opportunity: description of
general exercises to understand concept
the importance of identifying and taking advantage of
process guide for identifying
sales process map by utilizing Triggers and
worksheet on. See also Triggers
Worksheets: Beachhead Market selection step
building your entrepreneurial skills and network
Chart Your Competitive Position step
Define Minimum Viable Business Product (MVBP) step
Define Your Core step
Design a Business Model step
Determine Customer’s Decision-Making Unit (DMU) step
Develop a Product Plan step
End User Profiles step
Estimate Lifetime Value (LTV) of an Acquired Customer step
Estimating TAM for Follow-on Markets step
Follow-on TAM Estimation step
Full Life Cycle Use Case step
High-Level Product Specification step
How Do I Get Started? step
Identify Key Assumptions step
Identify Your Next 10 Customers step
Market Segmentation step
primary market research
Process to Acquire a Paying Customer step
Profile the Persona step
Quantified Value Proposition step
Set Your Pricing Framework step
Show That “The Dogs Will Eat the Dog Food” step
TAM (Total Addressable Market) step
Test Key Assumptions step
Windows of Opportunity and Triggers step. See also Checklists
Forms
World Food Programme
World War II beachhead exercise
Y
Yield rate of sales funnel: business model consideration of the
Long Term: Summary of Techniques and Actions to Maximize Yield Worksheet
Medium Term: Summary of Techniques and Actions to Maximize Yield Worksheet
Techniques and Actions to Maximize Yield Rate at Each Stage Worksheet
Z
Zappos
WILEY END USER LICENSE AGREEMENT
Go to www.wiley.com/go/eula to access Wiley’s ebook EULA.