Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
What is included with this book?
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.
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?
PART 1: Road test your new business idea
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