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The New Business Road Test: What entrepreneurs and investors should do before launching a lean start-up, 5th Edition

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The New Business Road Test: What entrepreneurs and investors should do before launching a lean start-up, 5th Edition


  • Your Price: $29.20
  • List Price: $36.50
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  • Copyright 2017
  • Dimensions: 234X156
  • Pages: 360
  • Edition: 5th
  • Book
  • ISBN-10: 1-292-20839-2
  • ISBN-13: 978-1-292-20839-8



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.

Now in its fifth edition, The New Business Road Test is the essential handbook for anyone wanting to launch a start-up. The new and fully updated case studies – Ella's Kitchen, Whole Foods, eBay and more – and ‘seven domains’  framework will help you avoid impending disaster and enhance your chances of achieving your entrepreneurial dreams.

This book will help you answer the live-or-die questions:

·    Are the market and industry attractive?

·    Does the opportunity offer both customer benefits as well as competitive and economic sustainability?

·    Can you deliver the results you seek?

The accompanying app (available on iTunes and Android) makes it easy to assemble all the evidence you need for your road test, wherever you are. www.newbusinessroadtest.com

“A must-read for all entrepreneurs thinking about a lean start-up.” – Steve Blank, father of the lean start-up movement and author, The Start-up Owner’s Manual


“Mullins has hit the nail on the head. I wish this book had been given to every entrepreneur who appeared before me on Dragons’ Den.” – Doug Richard, entrepreneur, angel investor and founder, School for Startups.

“Teaches entrepreneurs and business owners how to avoid mistakes that many make.” Start Your Business magazine

“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

“A great framework to distinguish between nutcase ideas and solid possibilities, and in some cases to turn the mad ideas into something that could work.” – Max Aitken, serial entrepreneur

“John Mullins is a distinguished figure in the global entrepreneurial community.” David Giampaolo, Chief Executive, Pi Capital

Sample Content

Table of Contents

  • PART 1: Road test your new business idea
  • 1 Our opportunity: why will or won’t this work?
  • 2 Will the fish bite?
  • 3 Is this an attractive market?
  • 4 Is this an attractive industry?
  • 5 Competitive and economic sustainability: how long can we dance?
  • 6 What drives your entrepreneurial or investment dream?
  • 7 Can you and your team execute?
  • 8 Your connections matter: which matter most?
  • 9 Develop your opportunity: put the seven domains to work
  • 10 What entrepreneurs and investors should do before pressing ‘Start’
  • PART 2: A toolkit 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 Have you got what it takes?
  • 18 Getting help with your road test


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