"Aims to give would-be entrepreneurs a reality check." - New Business 'What a "Eureka" moment I had- we are a start-up here in Ontario Canada. Your comments and 7 domains just sharpened up our thinking several very large notches. So I am contacting you to let you know how helpful your insights are ! very helpful work! Oh yes - I bought a copy ! Dave Sutherland, Retrievall Inc

John Mullins is himself a serial entrepreneur (he describes his business tally as one success, one fail and one draw) and teaches and studies entrepreneurship as a professor at the London Business School, bringing a wealth of experience to the book.

Why read this book 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. How long will your advantage last? 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 write your business plan Part 2: Toolkits for your road test 11. How to learn what you don't know you don't know 12. Market analysis worksheet 13. Industry analysis checklist 14. Do-it-yourself marketing research for your new business road test 15. Evidence-based forecasting 16. Getting help with your road test Appendix - Research methodology Notes Index