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The New Business Road Test By John Mullins

The New Business Road Test by John Mullins

Condition - Very Good
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The New Business Road Test Summary

The New Business Road Test: What entrepreneurs and executives should do before launching a lean start-up by John Mullins


Thinking about starting a new business? Stop! Is there a genuine market for your idea? Do you really want to compete in that industry? Are you the right person to pursue it?

No matter how talented you are or how much capital you have, if you're pursuing a fundamentally flawed opportunity then you're heading for failure.

So before you launch your lean start-up, take your idea for a test drive and make sure it has a fighting chance of working.

With an accompanying app, available on iTunes and Android, that will enable readers to easily capture their road test data - notes, interviews, photos or videos - while they are on the go.

About John Mullins

John Mullins, a veteran of three entrepreneurial ventures and a professor at the London Business School, teaches and studies entrepreneurship and the management and financing of rapidly growing businesses. He holds an MBA from the Stanford Graduate School of Business and a PhD in marketing from the University of Minnesota. He is co-author of three other books including the widely acclaimed Getting to Plan B: Breaking Through to a Better Business Model.

Table of Contents

Why read this book?

Author's acknowledgements

Publisher's acknowledgements

PART 1: Road test your new business idea

  1. My opportunity: why will or won't this work?
  2. Will the fish bite?
  3. Is this a good market?
  4. Is this a good industry?
  5. Competitive and economic sustainability: it takes two to tango
  6. What drives your entrepreneurial dream?
  7. Can you and your team execute?
  8. Your connections matter: which matter most?
  9. Putting the seven domains to work to develop your opportunity
  10. What to do before you launch your lean start-up

PART 2: Toolkits for your road test

11. How to learn what you don't know you don't know

12. Who needs investors?

13. Market analysis worksheet

14. Industry analysis checklist

15. Do-it-yourself marketing research for your new business road test

16. Evidence-based forecasting

17. Getting help with your road test

Appendix - Research methodology



Additional information

The New Business Road Test: What entrepreneurs and executives should do before launching a lean start-up by John Mullins
Used - Very Good
Pearson Education Limited
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - The New Business Road Test