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The New Business Road Test By John Mullins

The New Business Road Test by John Mullins

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The New Business Road Test Summary

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

ROAD TEST YOUR IDEA BEFORE YOU LAUNCH YOUR LEAN START-UP 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. Now in its fourth edition, The New Business Road Test is the essential handbook for anyone wanting to launch a start-up. The new and fully updated case studies - Ella's Kitchen, Whole Foods, eBay and more - and 'seven domains' framework will help you avoid impending disaster and enhance your chances of achieving your entrepreneurial dreams. This book will help you answer the live-or-die questions: * Are the market and industry attractive? * Does the opportunity offer both customer benefits as well as competitive and economic sustainability? * Can you deliver the results you seek? The accompanying app (available on iTunes and Android) makes it easy to assemble all the evidence you need for your road test, wherever you are.

About John Mullins

John Mullins is a veteran of three entrepreneurial ventures and a professor at the London Business School where he teaches and studies entrepreneurship, venture capital, and the management 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

PART 1: Road test your new business idea 1 Our opportunity: why will or won't this work? 2 Will the fish bite? 3 Is this an attractive market? 4 Is this an attractive industry? 5 Competitive and economic sustainability: how long can we dance? 6 What drives your entrepreneurial or investment dream? 7 Can you and your team execute? 8 Your connections matter: which matter most? 9 Develop your opportunity: put the seven domains to work 10 What entrepreneurs and investors should do before pressing 'Start' PART 2: A toolkit 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 Have you got what it takes? 18 Getting help with your road test

Additional information

The New Business Road Test: What entrepreneurs and investors should do before launching a lean start-up by John Mullins
Pearson Education Limited
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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