1. Spark of an Idea - Givens
Expertise/Talent/Knowledge
Desire/Interest is Improving/Enhancing/Contributing
Value Add
Desire to make money, be independent, lead
(i.e. Wines of the World, Improve Appreciation & Enjoyment, Instant Access to Information, SaaS/One-
Time)
DISCIPLINE ENTREPENEURSHIP
24 Steps to a Successful Startup
1. Ideal Customers – Market Segmentation
a. Knowledge None/Some/Validation/
b. Desire to Enjoy and/or Appreciate Meals, Social Events, Relationships
c. Desire for Knowledge in real-time
d. Owners of Pads, Smart Phones, Glasses, Wired
2. Select Ideal Market Segment – Beachhead Market
3. End-User Profile

2. 4. Total Addressable Market
5. Persona of Ideal Customer Beachhead
a. Real Identifiable end-user
6. Full Life Cycle Use Case
7. High-Level Product Specification
8. Quantify The Value Proposition
9. Identify Next Customers
10. Define Your Core
a. Unique and/or Better
11. Chart Your Competitive Position

3. 12. Determine the Decision Making Unit (DMU)
13. Map the Process to Acquire a Paying Customer
14. Follow-On TAM
15. Design Business Model
a. Cost of Customer Acquisition (COCA)
b. Life Time Value (LTV) of Customer
c. Competitive Advantage
16. Pricing Framework
17. Calculate the Life Time Value of an Acquired Customer
a. Net Present Value
b. 3XCOCA
18. Map the Sales Process

4. 19. Calculate the Cost of Customer Acquisition
20. Identify Key Assumptions
21. Test Key Assumptions
22. Define Minimum Viable Business Product (MVBP)
23. Show the Dogs Will Eat the Dog Food
24. Develop a Product Plan
a. Long-Term Add Functionality Add Add’l Markets