The New Business Road Test

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  • Edition: 4th
  • Format: Paperback
  • Copyright: 2013-12-19
  • Publisher: Ft Pr
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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.



Author Biography

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




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