1.
1
November 16, 2018
Bill Aulet
Managing Director,
Martin Trust Center
for MIT Entrepreneurship
Workshop on Disciplined Entrepreneurship:
Overview of Disciplined Entrepreneurship in
Action

2.
DISCIPLINED ENTREPRENEURSHIP
Purpose of this Seminar
1. Yes It Can
2. Yes We Can
3. Here is How
2

3.
DISCIPLINED ENTREPRENEURSHIP
2 Stories
DiPol – Revolutionary membrane technology for direct
methanol fuel cells
Lamborghini Dealership
3

4.
DISCIPLINED ENTREPRENEURSHIP
DiPol
4

5.
DISCIPLINED ENTREPRENEURSHIP
Missing?
5

6.
DISCIPLINED ENTREPRENEURSHIP
Entrepreneurship 101 Quiz
6
What is the singular necessary and
sufficient condition to have a
company?
1.

7.
DISCIPLINED ENTREPRENEURSHIP
Case 2: Lamborghini Dealership
7

8.
DISCIPLINED ENTREPRENEURSHIP
What Will You Do?
 Check my car out and do maintenance
 If it needs repair, do them up to $1,500
 Profit margin can be 80%
 What will your team do?
 Why?
 Pro’s and Con’s
8

9.
DISCIPLINED ENTREPRENEURSHIP
What Should We Be?
9
Market-Driven
Target Customer-
Driven
Customer-Driven

10.
DISCIPLINED ENTREPRENEURSHIP
10

11.
DISCIPLINED ENTREPRENEURSHIP
Spiraling Innovation
11

12.
12
“I'm actually as proud of the things
we haven't done as the things I
have done.”
—Steve Jobs

13.
13
Okay, but now let’s be more
systematic for my situation or
any situation …

14.
DISCIPLINED ENTREPRENEURSHIP
14
DE: 6 Themes, 24 Steps

15.
① ④
③
⑨
⑩⑦
⑤
⑥
⑧
②
Raison d’Être
Why are you in business?
Mission:
Passions:
Values:
Initial Assets:
Initial Idea:
Initial Market
Who is your
customer?
Beachhead:
End User Profile:
TAM:
Persona:
1st 10 Customers:
Competitive Advantage
Why you?
Moats:
Core:
Competitive Positioning:
Value Creation
What can you do for you
customer?
Use Case:
Prod Description:
Problem Being Solved:
Quant. Value Prop.:
Customer Acquisition
How does your customer
acquire your product?
DMU:
Process to Acquire Customer:
Windows of Opportunity:
Possible Triggers:
Overall Economics
Does your product make
money at a company level?
Est. R&D Exp.:
Est. G&A Exp.:
LTV/COCA Ratio High Enough:
Design & Build
How do you produce the
product?
ID Key Assumptions:
Test Key Assumptions:
MVBP:
Tracking Metrics:
Product Unit Economics
Can you make money at the
product level?
Biz Model:
Est. Pricing:
Short Term - LTV:
Short Term – COCA:
Medium Term - LTV:
Medium Term – COCA:
Long Term – LTV:
Long Term – COCA:
Sales
How do you sell your
product?
Preferred Sales Channel:
Sales Funnel:
Short Term Mix:
Medium Term Mix:
Long Term Mix:
Scaling
How do you scale your
business?
Prod. Plan for Beachhead:
Next Market:
Prod. Plan beyond Beachhead:
Follow-on TAM:

16.
DISCIPLINED
ENTREPRENEURSHIP

17.
17
Progress Dashboard
www.detoolbox.com

18.
 January 28 – February 2, 2018
 MIT Campus, Cambridge, MA
Join us for the Entrepreneurship Development Program (EDP) 2018
The concepts, tools, and frameworks covered in the program
will enable participants to:
 Create, identify, and evaluate new venture opportunities
 Interpret customer needs and quantify the value proposition
 Start and build a successful technology-based company
 Understand how the process of starting new ventures may vary
geographically and culturally
 Leverage new science and technologies from corporate or
university laboratories
 Develop winning business plans
 Scale startups to be globally successful
 Navigate the venture capital investment process
 Obtain feedback on personal entrepreneurship skills
 Enhance and expand their networks
Enter Referral Code
MISKEDP18 to save 15%
To Learn More: http://executive.mit.edu/edp

19.
DISCIPLINED ENTREPRENEURSHIP
End
Questions?
19
Twitter: @BillAulet