Entrepreneurship in the Wild
A Startup Field Guide
ISBN: 9780262542579 | Copyright 2021
Instructor Requests
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| Contents (pg. vii) | |
| Welcome (pg. xi) | |
| Is This Book Right for Me? (pg. xiii) | |
| Why Now? (pg. xiii) | |
| How to Use This Book (pg. xiv) | |
| 1. Ideas with Legs (pg. 1) | |
| 1.1 Mini Case: The Rise of Bagel Boy (pg. 1) | |
| 1.2 Orientation: Generating Ideas (pg. 2) | |
| 1.3 Step 1: Identifying Gaps (pg. 3) | |
| 1.4 Step 2: Matching Jobs to Elegant Solutions (pg. 6) | |
| 1.5 Route Monitoring: Confirming Your Idea’s Potential (pg. 9) | |
| 1.6 Step 3: Crafting a Positioning Statement (pg. 11) | |
| 1.7 Destination: Reflection and Next Steps (pg. 14) | |
| 2. Finding Your First Customer (pg. 15) | |
| 2.1 Mini Case: Luna Finds Its Focus (pg. 15) | |
| 2.2 Orientation: Customer Discovery (pg. 16) | |
| 2.3 Step 1: Describing a Useful Customer Persona (pg. 17) | |
| 2.4 Route Monitoring: Persona Reality Check (pg. 23) | |
| 2.5 Destination: Reflection and Next Steps (pg. 24) | |
| 3. Validating the Opportunity (pg. 27) | |
| 3.1 Mini Case: Unlocking Customer Insights (pg. 27) | |
| 3.2 Orientation: Opportunity Validation (pg. 28) | |
| 3.3 Step 1: Embedding in Communities and Discovering Experts (pg. 30) | |
| 3.4 Step 2: Creating an Interview Protocol (pg. 32) | |
| 3.5 Step 3: Capturing Interview Results (pg. 35) | |
| 3.6 Destination: Reflection and Next Steps (pg. 37) | |
| 4. Designing Customer Journeys (pg. 39) | |
| 4.1 Mini Case: Charming Customers (pg. 39) | |
| 4.2 Orientation: Journey Mapping (pg. 40) | |
| 4.3 Step 1: Laying Out and Bounding the Map (pg. 41) | |
| 4.4 Step 2: Identifying Customer Touchpoints (pg. 44) | |
| 4.5 Step 3: Zooming In to a Use Case (pg. 45) | |
| 4.6 Destination: Reflection and Next Steps (pg. 48) | |
| 5. Modeling Your Business (pg. 49) | |
| 5.1 Mini Case: Making Creative Reuse Financially Sustainable (pg. 49) | |
| 5.2 Orientation: Modeling Your Business (pg. 50) | |
| 5.3 Business Model Canvas: Desirability (pg. 53) | |
| 5.4 Business Model Canvas: Feasibility (pg. 57) | |
| 5.5 Business Model Canvas: Viability (pg. 61) | |
| 5.6 Route Monitoring: Ensuring Business Model Coherence (pg. 62) | |
| 5.7 Destination: Reflection and Next Steps (pg. 63) | |
| 6. Positioning Your Solution (pg. 65) | |
| 6.1 Mini Case: Where to Dig (pg. 65) | |
| 6.2 Orientation: Positioning Your Solution (pg. 67) | |
| 6.3 Step 1: Picking a Market Entry Strategy (pg. 68) | |
| 6.4 Step 2: Taking Stock of Alternatives and Rivals (pg. 71) | |
| 6.5 Step 3: Understanding Macro Factors (pg. 75) | |
| 6.6 Destination: Reflection and Next Steps (pg. 77) | |
| 7. Validating Your Solution (pg. 79) | |
| 7.1 Mini Case: Trial by Fire (pg. 79) | |
| 7.2 Orientation: Validating Your Solution (pg. 80) | |
| 7.3 Step 1: Listing Potential Interviewees (pg. 81) | |
| 7.4 Step 2: Creating an Interview Protocol (pg. 81) | |
| 7.5 Step 3: Capturing Interview Results (pg. 83) | |
| 7.6 Step 4: Triangulating Findings using Alternative Validation Methods (pg. 85) | |
| 7.7 Route Monitoring: Interpreting Customer Data (pg. 87) | |
| 7.7 Destination: Reflection and Next Steps (pg. 89) | |
| 8. Projecting Financials (pg. 91) | |
| 8.1 Mini Case: Financing Privy Label (pg. 91) | |
| 8.2 Orientation: Projecting Your Startup’s Financials (pg. 92) | |
| 8.3 Step 1: Deciding on a Revenue Model (pg. 93) | |
| 8.4 Step 2: Settling on the Right Price (pg. 95) | |
| 8.5 Step 3: Calculating Market Size (pg. 97) | |
| 8.6 Step 4: Projecting Sales Revenue (pg. 99) | |
| 8.7 Step 5: Projecting Expenses (pg. 100) | |
| 8.8 Route Monitoring: Completing Your Financial Projection (pg. 102) | |
| 8.9 Destination: Reflection and Next Steps (pg. 103) | |
| 9. Pitching Your Startup (pg. 105) | |
| 9.1 Mini Case: Pitching RentCheck (pg. 105) | |
| 9.2 Orientation: Pitching Your Startup (pg. 107) | |
| 9.3 Step 1: Setting the Stage (pg. 109) | |
| 9.4 Step 2: Establishing the Problem (pg. 111) | |
| 9.5 Step 3: Showcasing Your Solution (pg. 113) | |
| 9.6 Step 4: Capturing Opportunity (pg. 117) | |
| 9.7 Step 5: Money Matters (pg. 121) | |
| 9.8 Step 6: Selling a Bright Future (pg. 121) | |
| 9.9 Route Monitoring: Reviewing Your Deck (pg. 124) | |
| 9.10 Destination: Reflection and Next Steps (pg. 125) | |
| 10. Launching Your Startup (pg. 127) | |
| 10.1 Mini Case: Launching Pet Krewe (pg. 127) | |
| 10.2 Orientation: The Launch-Ready Startup (pg. 129) | |
| 10.3 Step 1: Going Legal (pg. 130) | |
| 10.4 Step 2: Preparing to Impress (pg. 132) | |
| 10.5 Step 3: Reaching Out to Investors (or Not) (pg. 132) | |
| 10.6 Step 4: Preparing for Launch Day (pg. 134) | |
| 10.7 Destination: Reflection (pg. 135) | |
| Notes (pg. 137) | |
| Welcome (pg. 137) | |
| Chapter 1 (pg. 137) | |
| Chapter 2 (pg. 138) | |
| Chapter 3 (pg. 139) | |
| Chapter 4 (pg. 139) | |
| Chapter 5 (pg. 139) | |
| Chapter 6 (pg. 140) | |
| Chapter 7 (pg. 140) | |
| Chapter 8 (pg. 141) | |
| Chapter 9 (pg. 141) | |
| Chapter 10 (pg. 142) | |
| Index (pg. 143) | |
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