Entrepreneurship in the Wild

A Startup Field Guide

ISBN: 9780262365581 | Copyright 2021

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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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