Disciplined Entrepreneurship by Aulet

Disciplined Entrepreneurship by Aulet is the Disciplined Entrepreneurship: 24 Steps to a Successful Startup book authored by Bill Aulet, Managing Director, Martin Trust Center for MIT Entrepreneurship, and published in 2013 by John Wiley & Sons, Inc., Hoboken, New Jersey. The copyright belongs to Bill Aulet.

• Adjacent market. A new market that you can easily enter from the market you are currently in; requires its own persona.
• Beachhead market. The first market your business sells in.
• Business. A viable organization created to achieve a goal that does not depend on outside charitable contributions.
• Cash-flow positive. When the cash received by the company exceeds the cash that is paid out in a particular month.
• Competitive position. How well you meet your customer's top two priorities compared to any existing or likely competition, including the status quo for the customer.
• Core. The central element to your business that gives you a sustained advantage over your competitors.
• Follow-on market. A market you enter after gaining significant market share in the market you are currently in, which for this book will be the beachhead market. Either an adjacent market buying the same application as the beachhead market, or an additional application for your current persona.
• Gross margin. The difference between revenue and marginal costs for your product. Expressed as a percentage, so a 20 percent gross margin means your revenue from each unit of product is 20 percent higher than your cost of making a unit of a product.
• Innovation. A new-to-the-world idea or invention that gets commercialized, either by an existing business or through starting a new business. It may be technology, process, business model, market positioning, or other. It can also be for each of these disruptive, incremental, or lateral.
• Innovation-based entrepreneurship. Starting a new business based on a new-to-the-world idea or invention.
• Market. A system in which the trade of goods and services takes place, characterized by three conditions: customers buy similar products, customers have similar sales cycles and value propositions, and there is word of mouth between customers.
• Marketing communications. Getting word out to potential customers about your product with the primary purpose to increase exposure and to generate leads. Not to be confused with "product marketing."
• Primary market research. Information gained by talking directly with, interacting directly with, and directly observing customers and potential customers.
• Product. Physical goods, a service, or the delivery of information.
• Product–market fit. When your product matches what customers in a specific market are interested in buying.
• Product marketing. The process of finding product–market fit by finding out what the customer wants and mapping a product to it. Actual messaging to potential customers is called "marketing communications."
• Secondary market research. Information obtained from market research reports and from indirect sources like the Internet or analyst reports.
• Target customer. A group of customers in a market that you intend to sell the same product to. They share many characteristics and would all reasonably buy a particular product.
• Total Addressable Market (TAM). The amount of annual revenue your business would earn if you achieved 100 percent market share in a market. Expressed in terms of dollars per year.