Author(s): John Mullins
Most new businesses fail. Why? Because they don't road test their ideas to see if there is a genuine market opportunity out there they can meet. So before you even start to write your business plan, take your idea for a road test. Give your business the chance to be one of those that make it.
The new edition of this bestselling book will help you to road test your idea, making sure that the business you build is based on a winning concept.
"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