Description
Book SynopsisBusiness Professor and strategy consultant Rob Adams shows you how to make sure you hit your target market before you spend a lot of money. Adams outlines a simple and effective market validation and testing strategy that is proven, giving entrepreneurs and managers the ability to dramatically improve the prospect of product success.
Table of ContentsIntroduction Market Validation: Why Ready, Aim, Fire Beats Ready, Fire, Fire, Fire, Aim 1
Step 1 Ready—Could This Idea Fly?
Chapter One Ready: The Overview 35
Chapter Two Domain Knowledge: Where Did You Get Your Idea? 39
Chapter Three The Market: How Big is It, and How Fast is It Growing? 45
Chapter Four Lifecycles and Trends: How are These Affecting Your Market? 51
Chapter Five Your Competitors: What are They Doing? 71
Chapter Six The Experts: What Do They Say? 81
Chapter Seven The Ready Checklist 89
Step 2 Aim—What Do Your Future Customers Think?
Chapter Eight Aim: The Overview 95
Chapter Nine Research: Learning What You Really Need to Know 99
Chapter Ten Interviews: Getting to the Market Pain 113
Chapter Eleven Who are You After? Finding Your Target Audience 127
Chapter Twelve Turning Data into Results: How to Practically Apply All That You’ve Learned 137
Chapter Thirteen Outside Help: Using Research Professionals 143
Chapter Fourteen Countdown: Preparing the Market for Your Product 145
Chapter Fifteen The Aim Checklist 147
Step 3 Fire—Blasting into the Market
Chapter Sixteen Fire: The Overview 153
Chapter Seventeen Sales and Marketing: Budget for It 159
Chapter Eighteen The Details: Write Product Specs and Schedules 163
Chapter Nineteen Fast to Market: Get a Market-Oriented Product Out Quickly 171
Chapter Twenty Early Customers: Recruit Design Partners and Advisory Boards 179
Chapter Twenty-One Showtime: Launch, Market, and Sell the Product 189
Chapter Twenty-Two The Fire Checklist 195
About the Author 199
Index 201
