{"product_id":"new-business-road-test-the-9781292208398","title":"New Business Road Test The","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e \u003cb\u003eJohn Mullins \u003c\/b\u003eis 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 \u003ci\u003eGetting to Plan B: Breaking Through to a Better Business Model\u003c\/i\u003e. \u003cp\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\n\u003cli\u003ePART 1: Road test your new business idea \u003c\/li\u003e\n\u003cli\u003e1 Our opportunity: why will or won’t this work? \u003c\/li\u003e\n\u003cli\u003e2 Will the fish bite? \u003c\/li\u003e\n\u003cli\u003e3 Is this an attractive market? \u003c\/li\u003e\n\u003cli\u003e4 Is this an attractive industry? \u003c\/li\u003e\n\u003cli\u003e5 Competitive and economic sustainability: how long can we dance? \u003c\/li\u003e\n\u003cli\u003e6 What drives your entrepreneurial or investment dream? \u003c\/li\u003e\n\u003cli\u003e7 Can you and your team execute? \u003c\/li\u003e\n\u003cli\u003e8 Your connections matter: which matter most? \u003c\/li\u003e\n\u003cli\u003e9 Develop your opportunity: put the seven domains to work \u003c\/li\u003e\n\u003cli\u003e10 What entrepreneurs and investors should do before pressing ‘Start’ \u003c\/li\u003e\n\u003cli\u003ePART 2: A toolkit for your road test \u003c\/li\u003e\n\u003cli\u003e11 How to learn what you don’t know you don’t know \u003c\/li\u003e\n\u003cli\u003e12 Who needs investors? \u003c\/li\u003e\n\u003cli\u003e13 Market analysis worksheet \u003c\/li\u003e\n\u003cli\u003e14 Industry analysis checklist \u003c\/li\u003e\n\u003cli\u003e15 Do-it-yourself marketing research for your new business road test \u003c\/li\u003e\n\u003cli\u003e16 Evidence-based forecasting \u003c\/li\u003e\n\u003cli\u003e17 Have you got what it takes? \u003c\/li\u003e\n\u003cli\u003e18 Getting help with your road test\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Pearson Education Limited","offers":[{"title":"Default Title","offer_id":48866519679319,"sku":"9781292208398","price":999.99,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781292208398.jpg?v=1722279038","url":"https:\/\/bookcurl.com\/products\/new-business-road-test-the-9781292208398","provider":"Book Curl","version":"1.0","type":"link"}