9781292003740

ROAD TEST YOUR IDEA BEFORE YOU WRITE 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.

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.

www.newbusinessroadtest.com

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.

Why read this book?

Author’s acknowledgements

Publisher’s acknowledgements

PART 1: Road test your new business idea

My opportunity: why will or won’t this work?
Will the fish bite?
Is this a good market?
Is this a good industry?
Competitive and economic sustainability: it takes two to tango
What drives your entrepreneurial dream?
Can you and your team execute?
Your connections matter: which matter most?
Putting the seven domains to work to develop your opportunity
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

Notes

Index

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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The New Business Road Test

The New Business Road Test

129200374X

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

The New Business Road Test

The New Business Road Test

9781292003740

129200374X

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

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