Description
Book Synopsis 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.
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
