TY  - BOOK
AU  - Massa, Felipe G.
TI  - Entrepreneurship in the Wild: A Startup Field Guide
SN  - 9780262542579
U1  - 658.11 
PY  - 2021///
CY  - London, England
PB  - MIT Press
KW  - Entrepreneurship- Innovative Practices
KW  - Entrepreneurship- Business Planning
N1  - Includes Index; Includes Bibliography; Ideas with Legs -- Finding Your First Customer -- Validating the Opportunity -- Designing Customer Journeys -- Modeling Your Business -- Positioning Your Solution -- Validating Your Solution -- Projecting Financials -- Pitching Your Startup -- Launching Your Startup
N2  - 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
ER  -