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by John Mullins
The New Business Road Test, 4th Edition
Cover
Title
Table of Contents
Why read this book?
About the Author
Author’s acknowledgements
Publisher’s acknowledgements
PART 1: Road test your new business idea
1 My opportunity: why will or won’t this work?
2 Will the fish bite?
3 Is this a good market?
4 Is this a good industry?
5 Competitive and economic sustainability: it takes two to tango
6 What drives your entrepreneurial dream?
7 Can you and your team execute?
8 Your connections matter: which matter most?
9 Putting the seven domains to work to develop your opportunity
10 What to do before you launch your lean start-up
PART 2: Toolkits 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 Getting help with your road test
Appendix: Research methodology
Notes
Index
Imprint
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