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Home Courses Entrepreneurship for Engineers Course materials Lectures 4.2.4 General Theory

4.2.4 General Theory

Course subject(s) Module 4 – Customer Validation and Customer Strategy

Highly recommended readings:

Aulet., B., (2013). Disciplined Entrepreneurship. Chapters 1 and 2. https://www.amazon.com/Disciplined-Entrepreneurship-Steps-Successful-Startup/dp/1118692284 This article helps you understand the concepts of Market Segmentation and Selecting a Beachhead Market.

Aulet., B., (2013). Disciplined Entrepreneurship. Chapters 13 to 17. https://www.amazon.com/Disciplined-Entrepreneurship-Steps-Successful-Startup/dp/1118692284 These chapters deal with the Total Addressable Market, Pricing your product, finding paying customers, and calculating the Lifetime Value of acquired customers.

Blank., S., (2006). The four steps of Epiphany. This article gives you better insights into the process of Customer Discovery and Customer Development. Download below.

Non-compulsory readings:

Blank., S., (2012). The Startup Owner’s Manual: https://www.amazon.com/Startup-Owners-Manual-Step-Step/dp/0984999302

Ries, E., (2011). The Lean Startup: https://www.amazon.com/Lean-Startup-Entrepreneurs-Continuous-Innovation/dp/0307887898

The Four Steps to the Epiphany
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