Kerosene

Fuel for your first 24 steps.

A guided path through the Disciplined Entrepreneurship framework, with an AI coach that works through each step with you — from market segmentation to a shipped MVP.

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The 24 steps

  1. 1Market Segmentation— Brainstorm the widest possible set of potential markets before narrowing.
  2. 2Select a Beachhead Market— Pick one segment to win first.
  3. 3Build an End User Profile— Describe the typical end user in your beachhead, concretely.
  4. 4Calculate TAM for the Beachhead Market— Size the beachhead bottom-up.
  5. 5Profile the Persona for the Beachhead Market— Pick one real person who exemplifies the end user.
  6. 6Full Life Cycle Use Case— Map how a customer discovers, buys, and uses your product end-to-end.
  7. 7High-Level Product Specification— Sketch what the product actually is.
  8. 8Quantify the Value Proposition— Translate benefits into numbers your persona cares about.
  9. 9Identify Your Next 10 Customers— List 10 specific, reachable customers that fit the persona.
  10. 10Define Your Core— Name the one thing you do better than anyone else.
  11. 11Chart Your Competitive Position— Plot yourself against alternatives on axes your persona cares about.
  12. 12Determine the Decision-Making Unit (DMU)— Identify who champions, buys, approves, and uses.
  13. 13Map the Process to Acquire a Paying Customer— Walk the full path from stranger to signed contract.
  14. 14Calculate TAM for Follow-on Markets— Size what comes after the beachhead.
  15. 15Design a Business Model— Choose how you capture value.
  16. 16Set Your Pricing Framework— Anchor price to value delivered.
  17. 17Calculate the Lifetime Value (LTV)— Estimate what each acquired customer is worth over time.
  18. 18Map the Sales Process to Acquire a Customer— Design how you actually sell.
  19. 19Calculate the Cost of Customer Acquisition (COCA)— Estimate what it costs to get one customer.
  20. 20Identify Key Assumptions— Surface what has to be true for the plan to work.
  21. 21Test Key Assumptions— Design cheap experiments to validate the riskiest ones.
  22. 22Define the Minimum Viable Business Product (MVBP)— Scope the smallest thing that proves the business works.
  23. 23Show That the Dogs Will Eat the Dog Food— Prove real customers actually use and pay.
  24. 24Develop a Product Plan— Plan what comes after the beachhead.