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

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

John Mullins is a veteran of three entrepreneurial ventures and a professor at the London Business School where he teaches and studies entrepreneurship, venture capital, and the management of rapidly growing businesses. 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 three other books including the widely acclaimed Getting to Plan B: Breaking Through to a Better Business Model.

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