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The New Business Road Test

The New Business Road Test

What entrepreneurs and executives should do before writing a business plan
3rd Edition

John Mullins

Jun 2010, Paperback, 336 pages
ISBN13: 9780273732792
ISBN10: 027373279X
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Starting your own business is a daunting task. No matter how talented you are, no matter how much capital you have, no matter how good your business plan is, if you’re pursuing a fundamentally flawed opportunity you’re heading for failure. So before spending time and money on a new enterprise it’s vital to know if your idea is actually going to work in practice. The New Business Road Test shows you how to avoid the obvious mistakes that everyone else makes.

The new edition of this best-selling book features:

• A new version of the 7 domains model.

• Updated case studies that reflect the changes that have happened in the last four years.

• Chapter 13 has been rewritten to make the Industry Analysis Checklist more understandable.

• A new author run companion website for readers to access extra information.

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. 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 TEXT

11. How to learn what you don't know you don't know

12. Market analysis worksheet

13. Industry analysis checklist

14. Determining the viability of your business model

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

John Mullins, a veteran of three entrepreneurial ventures, teaches and studies entrepreneurship and the management and financing of rapidly growing businesses, as a professor, at the London Business School and the University of Denver. 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 Marketing Management: A strategic decision making approach (McGraw Hill/ Irwin 2002) and of Marketing Strategy' A decision focused approach (McGraw Hill/ Irwin 2002).

"Ideal for those who want to test the longevity of a business plan." The Entrepreneur, June 2010

"...offers a smart way to quickly assess what might and might not work. The distinction between markets and industries (the former is a collection of buyers, the latter of sellers) is typical of the quality of approach here". Director Magazine, July/August 2010