The New Business Road Test

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). 

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