New Business Road Test, The: What Entrepreneurs and Investors Should Do Before Launching A Lean Start-Up, 5th edition

Published by FT Publishing International (December 20, 2017) © 2018

  • John Mullins London Business School.
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ROAD TEST YOUR IDEA BEFORE YOU LAUNCH YOUR LEAN START-UP

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 4th 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?
  • 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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