Entrepreneurship in the Wild: A Startup Field Guide
- Length: 168 pages
- Edition: 1
- Language: English
- Publisher: The MIT Press
- Publication Date: 2021-08-10
- ISBN-10: 0262542579
- ISBN-13: 9780262542579
- Sales Rank: #305190 (See Top 100 Books)
A learn-by-doing guide to developing, testing, and pitching a startup idea, balancing a pragmatic approach and rigorous academic content.
This innovative book offers a learn-by-doing guide to entrepreneurship that balances practical advice with rigorous academic content. It introduces important concepts, provides highly engaging examples, and supplies the tools needed to put lessons into practice, creating a research-supported, step-by-step reference for developing, testing, and pitching any startup idea. By integrating lean startup principles, design thinking, and elements of the jobs-to-be-done framework, this combination textbook-workbook allows readers to choose for themselves whether, or to what extent, to engage with theory.
All of the book’s ten chapters encourage hands-on effort, providing readers with easy-to-follow steps, calls to action, and attainable milestones. Aspiring entrepreneurs will find this systematic approach to be more efficient than haphazard trial and error, and much more likely to yield concrete results. Chapters begin with a “mini case,” offering real-world examples of each step in the process. These cases–all featuring entrepreneurs working outside the Silicon Valley bubble–include a meadery operator that turned customers into advocates by designing compelling experiences and the development of a dating app for dog lovers that found a unique niche in a crowded market.
Throughout, readers are immersed in the activity of starting a business, guided not only through the successful development of a startup but also to an understanding of the principles underlying entrepreneurship. The book can be used as a text in undergraduate and graduate classes and as a reference by entrepreneurs and innovators.
Cover
Title Page
Copyright
Dedication
Contents
Welcome
1. Ideas with Legs
1.1 Mini Case: The Rise of Bagel Boy
1.2 Orientation: Generating Ideas
1.3 Step 1: Identifying Gaps
1.4 Step 2: Matching Jobs to Elegant Solutions
1.5 Route Monitoring: Confirming Your Idea’s Potential
1.6 Step 3: Crafting a Positioning Statement
1.7 Destination: Reflection and Next Steps
2. Finding your First Customer
2.1 Mini Case: Luna Finds Its Focus
2.2 Orientation: Customer Discovery
2.3 Step 1: Describing a Useful Customer Persona
2.4 Route Monitoring: Persona Reality Check
2.5 Destination: Reflection and Next Steps
3. Validating the Opportunity
3.1 Mini Case: Unlocking Customer Insights
3.2 Orientation: Opportunity Validation
3.3 Step 1: Embedding in Communities and Discovering Experts
3.4 Step 2: Creating an Interview Protocol
3.5 Step 3: Capturing Interview Results
3.6 Destination: Reflection and Next Steps
4. Designing Customer Journeys
4.1 Mini Case: Charming Customers
4.2 Orientation: Journey Mapping
4.3 Step 1: Laying Out and Bounding the Map
4.4 Step 2: Identifying Customer Touchpoints
4.5 Step 3: Zooming In to a Use Case
4.6 Destination: Reflection and Next Steps
5. Modeling your Business
5.1 Mini Case: Making Creative Reuse Financially Sustainable
5.2 Orientation: Modeling Your Business
5.3 Business Model Canvas: Desirability
5.4 Business Model Canvas: Feasibility
5.5 Business Model Canvas: Viability
5.6 Route Monitoring: Ensuring Business Model Coherence
5.7 Destination: Reflection and Next Steps
6. Positioning Your Solution
6.1 Mini Case: Where to Dig
6.2 Orientation: Positioning Your Solution
6.3 Step 1: Picking a Market Entry Strategy
6.4 Step 2: Taking Stock of Alternatives and Rivals
6.5 Step 3: Understanding Macro Factors
6.6 Destination: Reflection and Next Steps
7. Validating Your Solution
7.1 Mini Case: Trial by Fire
7.2 Orientation: Validating Your Solution
7.3 Step 1: Listing Potential Interviewees
7.4 Step 2: Creating an Interview Protocol
7.5 Step 3: Capturing Interview Results
7.6 Step 4: Triangulating Findings using Alternative Validation Methods
7.7 Route Monitoring: Interpreting Customer Data
7.7 Destination: Reflection and Next Steps
8. Projecting Financials
8.1 Mini Case: Financing Privy Label
8.2 Orientation: Projecting Your Startup’s Financials
8.3 Step 1: Deciding on a Revenue Model
8.4 Step 2: Settling on the Right Price
8.5 Step 3: Calculating Market Size
8.6 Step 4: Projecting Sales Revenue
8.7 Step 5: Projecting Expenses
8.8 Route Monitoring: Completing Your Financial Projection
8.9 Destination: Reflection and Next Steps
9. Pitching your Startup
9.1 Mini Case: Pitching RentCheck
9.2 Orientation: Pitching Your Startup
9.3 Step 1: Setting the Stage
9.4 Step 2: Establishing the Problem
9.5 Step 3: Showcasing Your Solution
9.6 Step 4: Capturing Opportunity
9.7 Step 5: Money Matters
9.8 Step 6: Selling a Bright Future
9.9 Route Monitoring: Reviewing Your Deck
9.10 Destination: Reflection and Next Steps
10. Launching your Startup
10.1 Mini Case: Launching Pet Krewe
10.2 Orientation: The Launch-Ready Startup
10.3 Step 1: Going Legal
10.4 Step 2: Preparing to Impress
10.5 Step 3: Reaching Out to Investors (or Not)
10.6 Step 4: Preparing for Launch Day
10.7 Destination: Reflection
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