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The New Business Road Test John Mullins

The New Business Road Test By John Mullins

The New Business Road Test by John Mullins

Reviews:
$17,19
Condition - Very Good
Only 4 left
Very Good

Summary

All businesses are not created equal. Before you invest your talent, before you invest your capital, before you even invest your time in writing a business plan, make sure you've checked out the fundamentals. Give your new business a fighting chance.

The New Business Road Test Summary

The New Business Road Test: What entrepreneurs and executives should do before writing a business plan by John Mullins

The New Business Road Test 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 othe solutions to the customer's needs? Can the team deliver the results they seek and promise to others?

The New Business Road Test 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 "

About John Mullins

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 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.

Table of Contents

Chapter 1: Opportunity: The Lifeblood of Entrepreneurship How important is opportunity assessment? Three crucial distinctions The seven domains of attractive opportunities Is the market attractive: macro and micro considerations Is the industry attractive: macro and micro considerations Can the team deliver? Using the seven domains model Where do attractive opportunities come from? Opportunities for niche-market entrepreneurs Chapter 2: Delivering Benefits to Attractive Target Markets Why do we begin our thinking here? Which do customers want, benefits or features? iMode delivers clear benefits at the right price Beer drinkers see the Lite Nike runs away with the athletic shoe business, one segment at a time Sony's Walkman delivers real options OurBeginnings.com makes a costly marketing miscue The investor's perspective Lessons learned Chapter 3: Do Attractive Markets Matter? Hero Honda's rise in India Whole Foods corners a growing market WD-40's many uses makes it market grow EMC capitalizes on technological trends Thinking Machines can't find a market The investor's perspective Lessons learned Chapter 4: Are Different Industries All the Same? In the pharmaceutical industry, most companies win In the DSL industry, most companies lost The investor's perspective Lessons learned Chapter 5: What Does it Take to Gain Distinctive Advantage? Winning in a lousy industry: the resource-based view What makes a viable business model? For Zantac patents mean profits Nokia's processes keep it in front eBay: a dot-com business model that works! EMI loses its first mover advantage WebVan's bricks don't stack up The investor's perspective Lessons learned Chapter 6: Know What You Want Opening vignette: Mahatma Ghandi Howard Schultz's passion for the coffee experience The investor's perspective Lessons learned Chapter 7: The Ability to Execute Who wins, who loses? Critical success factors make the difference Palm has what it takes in the technology business Schwinn hits the skids Breckenridge Brewery loses its fizz The investor's perspective Lessons learned Chapter 8: Connections Matter, but Which Ones Matter Most? Virata turns on a dime Failure history: not yet determined The investor's perspective Lessons learned Chapter 9: Traps to Avoid The "who is my market" trap: Search Master The "no viable market segment" trap: EO The "no sustainable business model" trap: Pets.com The "me-too" trap: The Winchester disc drive parade Chapter 10: Making Lemons into Lemonade Innovation in stagnant markets: Nike, Starbucks Being different in unattractive industries: Wal-Mart, Gap Opportunities for niche market entrepreneurs: Enterprise Car Rental Chapter 11: What to Do Before You Write Your Business Plan The customer-driven feasibility study The customer-driven feasibility study and the business plan: how do they differ? Opportunities are not static: so shape them! Why bother?

Additional information

GOR001523029
9780273663560
0273663569
The New Business Road Test: What entrepreneurs and executives should do before writing a business plan by John Mullins
John Mullins
Financial Times Series
Used - Very Good
Paperback
Pearson Education Limited
2003-05-08
288
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - The New Business Road Test