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November 16, 2018
Bill Aulet
Managing Director,
Martin Trust Center
for MIT Entrepreneurship
Workshop on Disciplined Entrepreneurship:
Overview of Disciplined Entrepreneurship in
Action
DISCIPLINED ENTREPRENEURSHIP
Purpose of this Seminar
1. Yes It Can
2. Yes We Can
3. Here is How
2
DISCIPLINED ENTREPRENEURSHIP
2 Stories
DiPol – Revolutionary membrane technology for direct
methanol fuel cells
Lamborghini Dealership
3
DISCIPLINED ENTREPRENEURSHIP
DiPol
4
DISCIPLINED ENTREPRENEURSHIP
Missing?
5
DISCIPLINED ENTREPRENEURSHIP
Entrepreneurship 101 Quiz
6
What is the singular necessary and
sufficient condition to have a
company?
1.
DISCIPLINED ENTREPRENEURSHIP
Case 2: Lamborghini Dealership
7
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
DISCIPLINED ENTREPRENEURSHIP
What Should We Be?
9
Market-Driven
Target Customer-
Driven
Customer-Driven
DISCIPLINED ENTREPRENEURSHIP
10
DISCIPLINED ENTREPRENEURSHIP
Spiraling Innovation
11
12
“I'm actually as proud of the things
we haven't done as the things I
have done.”
—Steve Jobs
13
Okay, but now let’s be more
systematic for my situation or
any situation …
DISCIPLINED ENTREPRENEURSHIP
14
DE: 6 Themes, 24 Steps
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:
DISCIPLINED
ENTREPRENEURSHIP
17
Progress Dashboard
www.detoolbox.com
 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
DISCIPLINED ENTREPRENEURSHIP
End
Questions?
19
Twitter: @BillAulet

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Introduction to Disciplined Entrepreneurship Workshop MGF Deck #2

  • 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
  • 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
  • 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 …
  • 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:
  • 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