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DECEMBER 2014     

Free IEEE-USA E-Books for Members in December 2014 and January 2015

By Sharon Richardson

This month, IEEE-USA is offering Starting Your Start-Up – Book 2: Market Size and Strategy, by Tanya Candia, free to U.S. members.

The Starting Your Start-Up e-book series is designed for the engineer or entrepreneur who has a great product or service idea, but no real marketing expertise. Book 2, Market Size and Strategy, helps flesh out the initial plan, find the real market size, even when dealing with disruptive technology where market size data is hard to come by. It also helps the entrepreneur better understand the target buyer and how to communicate the value of their product or service, increasing the probability of early and ongoing sales.

Candia shares that “choosing a market cannot be done lightly, yet many startups ignore this step and rush to market with a product that they feel is suited to anyone.” Choosing the first market segment involves the following steps, Select the candidate industries/markets; Segment the markets; Define characteristics of each segment; Determine the optimal category; Short-list and size the segments; Select your target market and segment, and more that you will read in Starting Your Start-Up – Book 2.

Starting Your Start-Up – Book 2: Market Size and Strategy can be downloaded at for free to IEEE members. $9.99 for Non-Members.


In January, IEEE-USA E-books will offer Shaping an Engineering Career – Book 1: Responding to Career Challenges – A Personal Journey by Gerard H. (Gus) Gaynor.

To learn about the many benefits of IEEE membership, visit

 Call for Authors

IEEE-USA E-Books seeks authors to write an e-book, or a series of e-books on career guidance and development topics. If you have an idea for an e-book that will educate other IEEE members on a particular topic of expertise, email your e-book proposal to IEEE-USA E-Book Chair, Gus Gaynor, at and to IEEE-USA Publishing Manager, Georgia C. Stelluto, at



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Chris McManes is IEEE-USA’s public relations manager.

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