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 methodologyNotesIndex

Promotional Information

The only book on the market that shows would-be entrepreneurs how to comprehensively assess their ideas before they create their business plan

About the Author

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.

Reviews

..."shows how to road test ideas and opportunities before writing a business plan and improve the chances of winning both customers and capital" Business Monthly, July 03

..."does provide a reality check for anyone poised to jump into a new venture without thinking. Readers will enjoy discovering the nuggets of wisdom embedded in the case studies." Financial Times, July 03""The New Business Road Test" is a great read: thought-provoking, and not 'business-lite' like so much entrepreneurial advice. It's also digestible for a manager in the thick of things, something many books overlook. The questions John Mullins asks are relevant to new ventures and existing businesses looking to move forward, and this book will help you do just that." "Max Aitken Chief Executive, Ratio One"

., ."shows how to road test ideas and opportunities before writing a business plan and improve the chances of winning both customers and capital" Business Monthly, July 03., ."does provide a reality check for anyone poised to jump into a new venture without thinking. Readers will enjoy discovering the nuggets of wisdom embedded in the case studies." Financial Times, July 03""The New Business Road Test" is a great read: thought-provoking, and not 'business-lite' like so much entrepreneurial advice. It's also digestible for a manager in the thick of things, something many books overlook. The questions John Mullins asks are relevant to new ventures and existing businesses looking to move forward, and this book will help you do just that. " "Max Aitken Chief Executive, Ratio One "

.,."shows how to road test ideas and opportunities before writing a business plan and improve the chances of winning both customers and capital" Business Monthly, July 03

.,."does provide a reality check for anyone poised to jump into a new venture without thinking. Readers will enjoy discovering the nuggets of wisdom embedded in the case studies." Financial Times, July 03""The New Business Road Test" is a great read: thought-provoking, and not 'business-lite' like so much entrepreneurial advice. It's also digestible for a manager in the thick of things, something many books overlook. The questions John Mullins asks are relevant to new ventures and existing businesses looking to move forward, and this book will help you do just that." "Max Aitken Chief Executive, Ratio One"

..".shows how to road test ideas and opportunities before writing a business plan and improve the chances of winning both customers and capital" Business Monthly, July 03..".does provide a reality check for anyone poised to jump into a new venture without thinking. Readers will enjoy discovering the nuggets of wisdom embedded in the case studies." Financial Times, July 03""The New Business Road Test" is a great read: thought-provoking, and not 'business-lite' like so much entrepreneurial advice. It's also digestible for a manager in the thick of things, something many books overlook. The questions John Mullins asks are relevant to new ventures and existing businesses looking to move forward, and this book will help you do just that. " "Max Aitken Chief Executive, Ratio One "

."..shows how to road test ideas and opportunities before writing a business plan and improve the chances of winning both customers and capital" Business Monthly, July 03."..does provide a reality check for anyone poised to jump into a new venture without thinking. Readers will enjoy discovering the nuggets of wisdom embedded in the case studies." Financial Times, July 03""The New Business Road Test" is a great read: thought-provoking, and not 'business-lite' like so much entrepreneurial advice. It's also digestible for a manager in the thick of things, something many books overlook. The questions John Mullins asks are relevant to new ventures and existing businesses looking to move forward, and this book will help you do just that. " "Max Aitken Chief Executive, Ratio One "