Editorial Reviews
Book Description
This book shows how to assess market opportunities. Building on lessons learned by studying numerous entrepreneurs, the book details the author's seven domains model for assessing new business ideas. The model is comprised of four market and industry domains and three related to the entrepreneurial team. These seven domains address the central questions in the assessment of any market opportunity: Are the market and industry attractive? Does the opportunity offer compelling customer benefits as well as distinct advantage over other solutions to the customer's needs? Can the team deliver the results they seek and promise to others? The book is practical and sets out how to run a customer-driven feasibility study that will guide the assessment of any new business idea or opportunity before any investment or time has been spent on the project.
From the Back Cover
Got an idea for a new business? Take it for a road test to make sure it works.
Most new businesses fail. Why? Because all businesses are not created equal.
No matter how talented you are, no matter how hard you work, no matter how much capital you have, if you haven't given your idea a rigorous, critical examination before starting out you could be on the fast-track to disaster.
Wether you're an entrepreneur starting your own business or an executive developing a new product or service for your company, before you even think about writing a business plan, make sure you've checked the fundamentals. Give your new business a fighting chance.
If you don't want to be a contributor to the business failure statistics, read this book. It will jump-start your business planning and improve your odds.
"This is the book you should read before you even think of starting a new business"
Richard Stutely, author of the Definitive Business Plan
"Less risk = More chance of success. If you want to increase your chance of success, READ THIS BOOK!"
Sinclair Beecham, Co-founder, Pret a manger
If more of the business plans we see were driven by the compelling fundamentals in Jon Mullins' book, there would be many more smiles on both sudes of our table."
Peter Englander, Director, Apax Partners
"Most business plans should have been abandoned before they were written... The good news in all this is that opportunities are not static. They can be shaped in many ways. Potentially fatal flaws are there to be fixed" the new business road test, p.21
The New Business Road Test : What entrepreneurs and executives should do before writing a business plan
The New Business Road Test : What entrepreneurs and executives should do before writing a business plan,John Mullins,Financial Times Prentice Hall,0273663569,Business & Economics,Business / Economics / Finance,Business/Economics,Development - Business Development,Entrepreneurship,New Business Enterprises,Business & Economics / Entrepreneurship
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